Young Swedish adults' attitudes towards offshoring
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Offshoring, meaning the movement of business operations to foreign countries, has recently grown. It provides the company with opportunities which are not available domestically, but it also bears risks. The public has recently blamed the strategy of offshoring for weak growth of domestic economy, decreasing competitiveness, salary stagnation, job losses, lower worker morale, and poverty. As a consequence, a firm carrying out offshoring activities could suffer from consumers' negative attitudes towards offshoring, as the consumers are unwilling to buy their products/services or take actions against the company.
This study addresses the Swedish young adults' attitudes towards offshoring. Young adults are playing an important role in economy as consumers, future workers, innovators, leaders and decision makers. The study investigates the factors that were underlying the formation of attitudes towards offshoring. We focused especially on three factors, namely consumer ethnocentrism, economic threat and quality beliefs.
In order to address these issues, a quantitative research approach was applied and primary data were collected. The variables for the online survey were mainly distilled from Durvasula and Lysonski (2009) as well Grappi, Romani and Bagozzi (2013).
The gathered data have been analyzed via the software of SPSS by performing correlation tests and analyzing descriptive statistic measures. The results indicated that Swedish young adults had neutral attitudes towards offshoring. We also found that two of the studied factors, consumer ethnocentrism and economic threat, were vital in the formation of the attitudes towards offshoring.
Place, publisher, year, edition, pages
2015. , 62 p.
Offshoring, offshore outsourcing, attitudes towards offshoring, Swedish young adults, factors affecting offshoring, offshoring attitudes formation
IdentifiersURN: urn:nbn:se:hv:diva-7920Local ID: EXD951OAI: oai:DiVA.org:hv-7920DiVA: diva2:846761
Subject / course