Konsumenters medvetenhet om företags arbete med CSR
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Consumer awareness of companies work with CSR (Swedish)
Borglund et al. (2012) argues that today it is becoming increasingly important for companies to work with CSR because stakeholders are more engaged in issues related to social responsibility and the environment. However, much research shows that it does not play a major role how companies work with CSR issues if the information does not reach the final consumer. The focus of this paper is therefore to examine how some of the major clothing companies communicate about their work with CSR issues and if consumers believe that they have the information needed to make an informed purchasing decision that support sustainable development in the garment industry. Our study has among other things found evidence that companies doesn’t reach out with information about their work with CSR. If they would like to reach out to costumers, they need to find better channels. Having the information on the website is not enough to reach out to consumers who are not currently looking for information on CSR. It is found in our study that the knowledge of store managers and other employees in the selected stores are deficient. It is therefore difficult for the consumer to get the information needed to make an informed buying decision.
Place, publisher, year, edition, pages
2013. , 38 p.
Marketing, CSR, consumer, awareness, purchasing decisions
Marknadsföring, CSR, konsumenter, medvetenhet, köpbelut
IdentifiersURN: urn:nbn:se:hgo:diva-1947OAI: oai:DiVA.org:hgo-1947DiVA: diva2:631017
Subject / course
Programme of Graduate Business Administration
Sjöstrand, FredrikJönsson, Bengt