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Hållbara investeringar; är det viktigt för kunder inom banksektorn?
Karlstad University.
Karlstad University.
2016 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]


The purpose of this thesis is to examine if sustainable investments is important for customers in the banking sector in Sweden.


This thesis is a quantitative study, which is based on a service-perspective. Since the purpose of this study is to examine if sustainable investments are important for customers in the banking sector, banking customers are chosen to be the respondents of this study. This is a deductive study and theories have been developed and result in four hypotheses. The empirical data is based on a survey of 186 respondents.  


The result of the study show that the majorities of the respondents prefer and think it is important that their bank is working for sustainability and sustainable development. However, the results show that more information, from the banks, is needed for words to become actions and for customers to be more aware of what the banks do for a sustainable development. The study also shows that sustainable investments are important to customers, but at the same time, it is not something that in the end creates value for the customers and it is not a criterion that makes the customer feel more loyal. This is another sign which tells us that the bank must be better in informing and reach out to their customers about their work for a sustainable development, for example through sustainable investments in funds. Then, the demand of these sustainable investments can increase and this may turn into a loyalty criterion in the future.

Research limitations/implications

In order for the result to be applicable to the whole population, banking customers in Sweden, further research is required in this specific subject. For example in form of a larger study with a larger random sample selection.


Sustainability and sustainable development is a subject in time. The banking sector is facing a major challenge in relation to other industries, when it comes to understanding the customers and their perception and opinions on sustainability issues. This study can therefor contribute to banks’ sustainability work, by helping this industry to understand what their customers really demands and how the bank, through information, can help their customers to choose more sustainable products and in turn, contribute to a sustainable development. 

Place, publisher, year, edition, pages
2016. , 69 p.
Keyword [en]
Sustainability, CSR, TBL, value creation, co-creation of value, SRI and customer loyalty
Keyword [sv]
Hållbarhet, CSR, TBL, värdeskapande, samskapande av värde, SRI, och kundlojalitet.
National Category
Business Administration
URN: urn:nbn:se:kau:diva-44647OAI: diva2:954082
Subject / course
Business Administration
Educational program
Programme in Business and Economics
2016-05-23, Universitetsgatan 1, Karlstad, 08:00 (Swedish)
Available from: 2016-08-22 Created: 2016-08-11 Last updated: 2016-08-22Bibliographically approved

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