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Fri retur – Bakslag för hållbarhetsarbetet i e-­‐handeln?: En kvalitativ studie om hur företag inom modebranschen kan använda Corporate Social Responsibility i frakt-­‐ och returneringsproblematiken
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2019 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Free returns – A setback for the sustainability work within the E-commerce : A qualitative study of how companies in the fashion industry can use Corporate Social Responsibility to handle the problems within the delivery and return policies (English)
Abstract [sv]

Bakgrund: E-handeln inom modebranschen fortsätter att öka och bidrar till att konkurrensen hårdnar. Även mängden returer ökar och samtidigt ökar kraven på en hög leveransservice hos kunderna, vilket belastar returprocessen samt bidrar till en sämre miljö med ökade transporter och mer materialförbrukning. Det här blir således både en kostnadsfråga och en hållbarhetsfråga som företag verksamma inom e-handeln behöver beakta för att fortsatt profilera sig som hållbara.

Syfte: Syftet med studien är att öka förståelsen för hur Corparate Social Responsibility kan användas inom E-handelns frakt- och returneringspolicys inom modebranschen.

Genomförande: Den här studie har en kvalitativ forskningsdesign. Genom en flerfallsstudie med fyra fallföretag och en branschorganisation har det empiriska materialet bidragit till uppfyllelse av studiens syfte.

Slutsats: För att företagen ska fortsätta vara lönsamma och profilera sig som hållbara behöver dem vägleda konsumenterna till bättre beslut genom att kommunicera returprocessens påverkan. Företagen behöver därmed ta ett ytterligare ansvar för den påverkan som deras verksamhet ger upphov till. På så sätt kan CSR användas inom frakt- och returneringspolicyn, där företagen driver en hållbar utveckling samt visar på deras ansvarstagande.

Abstract [en]

Background: E-commerce in the fashion industry continues to increase and contributes to a higher degree of competition. The amount of returns is also increasing and at the same time the demands for a high delivery service among customers increases. This is burdening the return process and contributing to a poorer environment with increased transports and more material consumption. Eventually, this becomes both a question about cost issue and a sustainability issue that the companies in E-commerce needs to consider in order to continue profile themselves as sustainable.

Aim: The purpose of the study is to increase the understanding of how Corporate Social Responsibility can be used in the E-commerce delivery- and return policies, in the fashion industry.

Design: This study has a qualitative research design. Through a multiple case study with four case companies and one organization the empirical material has contributed to fulfilling the purpose of the study.

Conclusion: In order for the companies to continue to be profitable and to be able to profile themselves as sustainable they need to communicate the impact of the return process. This in order to guide the consumers to make better decisions. The companies therefore need to take additional responsibility for the impact that their business gives rise to. In this way CSR can be used within the delivery- and return policy, where the companies drive sustainable development and demonstrate their responsibility.

Place, publisher, year, edition, pages
2019. , p. 99
Keywords [en]
Delivery- and return, Corporate Social Responsibility, E-commerce, fashion
Keywords [sv]
Frakt- och returnering, Corporate Social Responsibility, E-handel
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-160350ISRN: LIU-IEI-FIL-A--19/03086--SEOAI: oai:DiVA.org:liu-160350DiVA, id: diva2:1352639
Subject / course
Master Thesis in Business and Economics Programme (Business Administration)
Supervisors
Examiners
Available from: 2019-09-19 Created: 2019-09-19 Last updated: 2019-09-19Bibliographically approved

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