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Bankernas rapportering av socialt ansvar och dess inverkan på bankens medieexponering
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Dagens samhälle ställer allt högre krav på att företag ska agera utifrån etthållbarhetsperspektiv. I takt med detta väljer allt fler företag att vara transparenta genom att hållbarhetsrapportera sitt sociala ansvar, trots att hållbarhetsrapporteringen inte är ett lagstadgat krav. Tidigare studier av bankernas sociala rapportering har till stor del gjorts med stöd av legitimitetsteorin. Studierna har funnit att företagens rapportering av socialt ansvar påverkas av förklaringsvariabler som exempelvis närhet till kunder, medieexponering, storlek på företaget och intressenternas värderingar.Vår studie tar avstamp utifrån tidigare forskning och syftar till att beskriva och analysera om bankernas rapportering av socialt ansvar vad gäller arbetsförhållande och produktansvar bidrar till en ökad medieexponering. Studien analyserar också hur de bakomliggande faktorerna storlek, diversifiering och decentralisering påverkar bankernas rapportering avarbetsförhållande och produktansvar vad gäller socialt ansvar. Studien omfattar hållbarhetsrapporter från 110 banker som fanns upptagna i GRI:s databas. Den beroende variabeln var medieexponering som mättes genom antal nyhetsträffar på bankerna i Googles databas. De övriga variablerna var rapportering av arbetsförhållanden vad gäller socialt ansvar, produktrapportering av socialt ansvar, bankens storlek, bankens decentralisering och bankens diversifiering.Resultatet av studien visar att bankernas rapportering av arbetsförhållanden inte bidrar till en ökad medieexponering, däremot innebär en mer utförlig rapportering av produktansvar att bankerna uppmärksammas mer i media. Resultatet visar också att produktrapporteringen påverkas av bankens storlek och diversifiering. Vidare visar resultatet att banker som tillämpar ett decentraliserat beslutsfattande är mer benägna att rapportera om dess socialaansvar vad gäller bankens arbetsförhållande. 

Abstract [en]

Today's society is increasing demands on companies to act from a sustainability perspective. In line with this, more and more companies choose to be transparent through sustainability reporting, although sustainability reporting is not a legal requirement. Previous studies of banks' social reporting has largely been supported by the legitimacy theory. The studies have found that corporate reporting of social responsibility is affected by the variables such as; proximity to customers, media exposure, size of company and stakeholder values.Our study is based on previous research and aims to describe and analyze whether the banks' reporting of social responsibility regarding their working conditions and product contributes to greater media exposure. Furthermore, this study aims to describe and analyze how the underlying factors of the bank size, diversification and decentralized decision-making affect the sustainability reports subcategories: product responsibility and labor practices and decent work.The study includes sustainability reports from 110 banks in the GRI database. Data for five variables was collected and compared with the variable media exposure, defined as the number of hits for the banks in Googles search engine for news. The variables used in the study of banks are: reporting of labor practices and decent work, product responsibility reporting, size, decentralization and diversification. The results of the study demonstrate thata more detailed reporting of product responsibility contributes to the bank gaining more media attention. Furthermore, the result shows that extent of the product reporting is influenced by the bank´s size and diversification. The results of the study also show that the bank's reporting of employment does not contribute to increased media exposure. However, the results reveal that if the organization applies more decentralized decision-making, it is more likely that the bank reports on the social responsibility for working conditions to a greater extent.

Place, publisher, year, edition, pages
2015. , 39 p.
Keyword [en]
Corporate social reporting disclosure, banks, media exposure, banks´ size, decentralized decision-making, diversification.
Keyword [sv]
Rapportering av socialt ansvar, banker, medieexponering, bankernas storlek, decentraliserat beslutsfattande, diversifiering.
National Category
Business Administration
URN: urn:nbn:se:miun:diva-27585OAI: diva2:926141
Subject / course
Business Administration FE1
Educational program
BSc Programme in Business and Economics SEKOG 180 higher education credits
Available from: 2016-05-04 Created: 2016-05-04 Last updated: 2016-05-04Bibliographically approved

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Wiklund, DavidÅgren, Johan
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