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CSR och transparens: Hur påverkas köpintentioner?: en kvalitativ studie om konsumentattityder i förhållande till modeföretags ansvarstagande
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development/Sustainability is used as a subject keyword for the thesis
Alternative title
CSR and transparency: How are buying intentions affected? : a qualitative study on consumer attitudes in relation to fashion corporate responsibility (English)
Abstract [sv]

Det har blivit allt vanligare att modeföretag börjar implementera CSR och transparens i sina verksamheter i syfte att upplysa konsumenter om deras hållbarhetsarbete och ansvarstagande. Som konsument kan det dock vara svårt att uppfatta och tolka informationen angående dessa områden som företaget haft för avsikt. Studien undersöker hur de två generationerna Baby Boomers och Generation Y uppfattar fenomenet hållbart mode, CSR och transparens och vilka faktorer som påverkar köpintentionen hos Baby Boomers och Generation Y från företag som engagerar sig i dessa områden. Det genomfördes totalt 18 semistrukturerade intervjuer varav hälften av informanterna tillhörde Generation Y i åldrarna 22 - 28 och resterande tillhörde Baby Boomers i åldrarna 54 - 61. I intervjuerna fick informanterna beskriva deras åsikter och uppfattningar kring hållbart mode, CSR och transparens och hur de uppfattat kommunikationen av dessa. Efter en tematisk analys av det empiriska datamaterialet har det kunnat fastställas att både Generation Y och Baby Boomers uppfattat kommunikationen av modeföretags hållbarhetsarbete, CSR och transparens som både otydlig och svårtillgänglig. Den information som kommunicerats har därmed mottagits med viss grad av skepsis. Samtliga respondenter framhöll att CSR och transparens inom modeindustrin är viktigt att implementera och kommunicera men konsensus rådde att dessa i slutändan inte påverkar deras köpintention nämnvärt.   

Abstract [en]

It has become increasingly common for fashion companies to implement CSR and transparency in their businesses in order to inform consumers about their sustainability work and responsibility. As a consumer, however, it can be difficult to perceive and interpret the information regarding these areas that the company intends to. The study examines how the two generations of Baby Boomers and Generation Y perceive the phenomenon of sustainable fashion, CSR and transparency and what factors affect the buying intention of Baby Boomers and Generation Y from companies that engage in these areas. A total of 18 semi-structured interviews were conducted, of which half of the informants belonged to Generation Y between the ages of 22 and 28 and the rest belonged to Baby Boomers aged 54 - 61. In the interviews, the informants described their views and perceptions about sustainable fashion, CSR and transparency and how they perceived the communication of these concepts. After a thematic analysis of the empirical data material, it has been established that both Generation Y and Baby Boomers perceived the communication of fashion companies' sustainability work, CSR and transparency as both unclear and difficult to access. The information communicated has thus been received with some degree of skepticism. All respondents stated that CSR and transparency in the fashion industry are important to implement and communicate, but consensus was that these ultimately did not significantly affect their buying intention. 

Place, publisher, year, edition, pages
2019.
Keywords [en]
Sustainability, CSR, Transparency, Purchase intention, Marketing communication
Keywords [sv]
Hållbarhet, CSR, Transparens, Köpintention, Marknadskommunikation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-21984OAI: oai:DiVA.org:hb-21984DiVA, id: diva2:1369337
Subject / course
Business Administration
Available from: 2019-11-12 Created: 2019-11-11 Last updated: 2019-11-12Bibliographically approved

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