Change search
CiteExportLink to record
Permanent link

Direct link
Cite
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
  • rtf
How Promoted Social Entrepreneurship Activities Influence Consumers' Perceptions and Purchase Decisions
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Social entrepreneurship is a promising approach in addressing social issues, however, it is still relatively new to consumers. There is an increase in demand for products that have a positive social reputation. In order to reach consumers, social enterprises need promotion.  It is crucial for social enterprises since they are competing for public awareness of the company itself and its social mission. Social enterprises are addressing social issues and striving to reach their missions through different activities. There is  little research available of perceptions and purchase decisions of different consumer groups regarding social entrepreneurial activities.

The purpose of the thesis was to examine how consumers perceive social entrepreneurship activities within the fashion industry and consequently, how consumers’ purchase decisions are affected by these activities. To fulfil this purpose, existing literature was reviewed and an online questionnaire was conducted. Total amount of 235 people living in Sweden participated in the questionnaire.   

Promoted social entrepreneurship activities were observed through the Social Entrepreneurship Map and the results showed that activities related to ‘Job creation’ and ‘Help focus’ sector were the ones represented in the fashion industry. It was discovered that the promoted social entrepreneurship activities within ‘Job creation’ sector were triggering more positive associations than ‘Help focus’ activities. Despite the positive overall perception of the activities, the majority of consumers had not purchased products from social enterprises. The results showed that overall consumers were willing to purchase products from companies engaging in social entrepreneurship activities. Additionally, a positive correlation was found between purchase decisions and willingness to buy in the future. The more consumers had purchased products before, the more willing they were also to purchase in the future.

Place, publisher, year, edition, pages
2015. , 76 p.
Keyword [en]
Social entrepreneurship, consumer purchase decision, consumer perception, social entrepreneurship activities, fashion industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-26779ISRN: JU-IHH-FÖA-1-20150005OAI: oai:DiVA.org:hj-26779DiVA: diva2:814568
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2015-06-09 Created: 2015-05-27 Last updated: 2015-06-09Bibliographically approved

Open Access in DiVA

fulltext(2594 kB)217 downloads
File information
File name FULLTEXT01.pdfFile size 2594 kBChecksum SHA-512
1a5650017780136a9f393e125a3c80d414aa7c8e8b61a66303ff5a262ee0b508d2d10226e0c6b7152d5ebcb8dbdfdc8c9c7fb6e21af53b2e078732aeb39e0dc0
Type fulltextMimetype application/pdf

By organisation
Jönköping International Business School
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 217 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

urn-nbn

Altmetric score

urn-nbn
Total: 222 hits
CiteExportLink to record
Permanent link

Direct link
Cite
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
  • rtf