"Would you buy it?": "What triggers ethical consumption, based on personality archetypes"
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
This study comprises what triggers ethical consumption, based on personality archetypes. It has been conducted through semi-structured interviews. The respondents were students at Linnaeus University in the ages of 20-27. The personality archetypes were mapped through a conceptual model, based on the foundations of a personality; ego or social, with tendencies of having freedom or order characteristics. The respondent’s ethical behaviour was mapped in a conceptual model, then analysed in accordance with existing personalities. The results show differences in what triggers consumers’ behaviour in ethical consumption and that the individual’s personality determines to what extent.
Place, publisher, year, edition, pages
2016. , 65 p.
Consumer behaviour, Environmental Concern, Ethical consumption, Personality archetypes
IdentifiersURN: urn:nbn:se:lnu:diva-52758OAI: oai:DiVA.org:lnu-52758DiVA: diva2:931738
Subject / course
Business Administration - Marketing
Enterprising & Business Development, 180 credits