Change search
ReferencesLink to record
Permanent link

Direct link
Insights about the Swedish ethical consumer: a study on consumer behavoiur towards fairtrade coffee
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Fairtrade is one way to reach sustainable development in emerging countries, for example South America and Africa. Lately, Fairtrade has become highlighted and popular. This has led to studies on consumers’ view on Fairtrade, for instance in Belgium and America. Among the previous studies, the ethical consumer has been identified. At the moment, there is no research done in Sweden on who the Swedish Ethical Consumer is, regarding purchases of Fairtrade coffee. Therefore, with this thesis we want to fill the research gap on identifying the Swedish Ethical Consumer and which factors that influence him or her in the purchase decision.

The study was performed on Swedish coffee consumers on Facebook. Different factors such as consumer related, environmental related, and product related, are measured to see if there is any relationship between these factors and how they influence the Swedish Ethical Consumer. With help from a snowball sampling technique and a self-administrated survey, 111 answers were collected. From that, we could identify the Swedish Ethical Consumer, given this sample.

The result showed that product and demographics seemed to be the most affecting factors on ethical consumer behaviour. For this sample, brand (taste) of the product was by far the most popular product related factor to consider when buying coffee. From the environmental factors, the demographics were of greatest matter. Attitudes and knowledge were the most important consumer related factors. It seems like a majority of the respondents who think that Fairtrade is important (attitudes) also do buy Fairtrade coffee. Also, the respondents who possess much information (knowledge) about it tend to buy it.

This study contributes to fill the gap in the lack of studies of Swedish Ethical Consumer behaviour. The conclusions can be used as a guideline and tool for companies to brand a new product. It could also be helpful for organisations to provide more information about Fairtrade to the consumers.

Place, publisher, year, edition, pages
2012. , 85 p.
Keyword [en]
Fairtrade, consumer behaviour, Swedish Ethical Consumer behaviour, coffee
National Category
Business Administration
URN: urn:nbn:se:hkr:diva-9690OAI: diva2:551669
Educational program
Degree of Bachelor of Science in Business and Economics
Social and Behavioural Science, Law
Available from: 2012-09-13 Created: 2012-09-11 Last updated: 2012-09-13Bibliographically approved

Open Access in DiVA

fulltext(1595 kB)1048 downloads
File information
File name FULLTEXT01.pdfFile size 1595 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
School of Health and Society
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1048 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 304 hits
ReferencesLink to record
Permanent link

Direct link