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Customers Sustainability Demand: A comparison between convenience goods and shopping goods
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In pace with a growing awareness among customers, so does the demand for sustainable products increase in various markets. Sustainability is even referred to become a mega-trend (Lubin & Esty, 2010). Although, extensive research can be found on sustainability and its three pillars; environment, social and economic, little is known whether there is a general customer demand for sustainability for any type of good. Therefore, this study’s purpose has been to compare sustainability demand for convenience goods and shopping goods, with the research question ‘Is the customer’s sustainability demand different between different types of goods? And if so, what are the differences?’ By using a deductive approach, hypotheses has been drawn by examining existing research in the fields of consumer behaviour, customer behaviour and sustainability in general but also for the food and apparel industry respectively.With a quantitative method using a questionnaire, primary data has been collected of customers’ sustainability demand within the food and the apparel industries as representatives for convenience goods and shopping goods respectively. The questionnaire was designed to capture customers’ sustainability demand based on their perceived importance of the three pillars of sustainability. A comparison between the industries resulted in significant mean answers of 3,97 for food and 3,17 for apparel, on a six-point scale. Further,a marginally equal level was demanded for the three pillars within food whereas the environmental pillar was considerably less ranked within apparel. The study further compares the sustainable attitude against sustainable behaviour. Actual buying of sustainable goods within all three pillars was shown to be lower than demand for both types of goods. Lastly, an exploratory research was conducted on the two types of goods in combination with demographic factors, resulting in indications of what factors companies should take into consideration. The final conclusion of the research question was that there is a difference in customers’ sustainability demand for different types of goods.    

Place, publisher, year, edition, pages
2015. , 88 p.
Keyword [en]
Sustainability, Sustainability demand, Customer attitude, Customer behaviour, Convenience goods & Shopping goods
National Category
Business Administration
URN: urn:nbn:se:hj:diva-26813ISRN: JU-IHH-FÖA-1-20150009OAI: diva2:814972
Subject / course
IHH, Business Administration
Available from: 2015-06-04 Created: 2015-05-28 Last updated: 2015-06-04Bibliographically approved

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