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Sustainable Consumption in Food Industry: In what stages do consumers implement sustainability in their decision making process?
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (XINYU ZHANG)
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This paper examines the concept of sustainable development and sustainable consumption in the food industry and how consumers relate with the idea of organic food produce and their alternatives. The research was developed by using the Consumer Decision Making model and the Norm Activation Model to be able to understand what motivates consumers in their buying choices and why. These models break down the steps a consumer goes through before making a purchase and the emotional evaluation that occurs after that decision is made. With a total of 70 responses from a structured survey sent out, the results indicated that consumers are conscious about sustainable products, are aware of the environmental and social impact but 30.6% of consumers have never looked out for sustainable products.

Place, publisher, year, edition, pages
2019. , p. 59
Keywords [en]
Consumer behavior, consumer decision, sustainable development, sustainable consumption, organic and green food products, environmental and social responsibility, food industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-47137ISRN: JU-IHH-FÖA-1-20201001OAI: oai:DiVA.org:hj-47137DiVA, id: diva2:1379923
Subject / course
JIBS, Business Administration; JIBS, Business Administration
Supervisors
Examiners
Available from: 2020-01-10 Created: 2019-12-17 Last updated: 2020-01-10Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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