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Why buy green?: An exploration of drivers and barriers related to sustainable purchasing in the Swedish food sector
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Sustainability has become a subject of much interest in recent years, due to the deterioration of the natural environment. In response there has been increasing public pressure on businesses to provide environmentally friendly product alternatives for consumers. However, the demand for said products is surprisingly low, which constitutes a challenge for marketers; how can the demand for sustainable products be increased? In order to answer this question, a deeper understanding of the green consumer profile is needed. As such, the purpose of this study is to:

Increase the understanding of the green consumer profile by exploring drivers of, and barriers to, green purchasing behaviour.

In order to fulfil this purpose within the chosen context of sustainable foods, the subsequent main research questions were formulated:

  1. What do consumers perceive to be drivers motivating them to purchase sustainable foods?
  2. What do consumers perceive to be barriers preventing them from purchasing sustainable foods?

The study adopts a qualitative and exploratory approach and utilizes semi-structured focus groups to accumulate empirical material. The questions for these focus groups stem from an integrative model created through synthesis of existing theory related to marketing of sustainable products, while adopting a consumer perspective.

Three focus groups were subsequently held, with a total of 12 participants. Data display and analysis was used to produce insights related to the purpose and research questions of the study. Among these, the most important insights include the lack of specific knowledge relating to the benefits of sustainable food products, and the social factors that influence consumers’ purchasing behaviour of sustainable foods. Moreover, the findings suggest that the confusion regarding the definition of sustainable foods has implications that call into question contemporary theory on the matter.

 

Place, publisher, year, edition, pages
2019. , p. 102
Keywords [en]
sustainability, green consumption, sustainable consumption, consumer behaviour, green consumer profile, drivers, barriers, values, attitudes, behaviour, heuristics, knowledge
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-162957OAI: oai:DiVA.org:umu-162957DiVA, id: diva2:1348187
Educational program
Master's Programme in Marketing
Supervisors
Examiners
Available from: 2019-09-03 Created: 2019-09-03 Last updated: 2019-09-03Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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More styles
Language
  • de-DE
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  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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