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En human och rättvis värld: En studie om konsumenters syn på corporate social responsibility och den internetbaserade klädinsustrin
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A more humane and equal world : A consumers wiev on corporate social responsibility and the internet based apparel commerce (English)
Abstract [en]

Abstract

Title: ”A more humane and equal world” A consumers view on corporate social responsibility and the internet based apparel commerce.

Author: Fanny Bergström & Isabelle Blanc

Mentor: Emma Svensson

Purpose: The purpose of this thesis was to examine the attitudes and experiences of consumers in relation to Internet based commerce and corporate social responsibility. The study is based on the following questions; 1. How do costumers perceive Internet based companies and their work with CSR-questions? 2. Is external communications, particularly social and environmental responsibility and transparency something that costumer’s request? And 3. Are there any differences between the different consumer groups’ opinions and attitudes on corporate social responsibility and sustainable development depending on their earlier experiences and understandings?

Method/ Material: The results are based on a qualitative study built on four different focus group interviews. Each focus group consisted of five students studying at Uppsala University with either a main focus in sustainable development or any other subject. The interviews were constructed with the help of Krueger’s 1998 interview guide model and later vertically and horizontally analyzed.

Main Results: The main results demonstrate that the interviewed consumers do not perceive that Internet based companies work with corporate social responsibility towards their costumers. Furthermore the results show that work with CSR is something that the participants find should be available for costumers, although other factors are of more value, for example price and product quality. The main results moreover demonstrate that there are significant differences between the two groups studied, where students with more knowledge about corporate social responsibility valued companies external communication on CSR more than students that did not have any previous knowledge.

Number of Pages: 59

Course: Media and Communication studies C

University: Division of Media and Communications, Department of Information Science, Uppsala University

Term: Fall 2013

Keywords: Corporate social responsibility, consumption patterns, sustainable development, transparency, corporate abilities.

Abstract [sv]

Sammanfattning

 

Denna studie syftar till att undersöka hur kunders attityder kring internetbaserad handel kopplat till corporate social responsibility (CSR) ser ut vid konsumtion av textil- och konfektionsvaror. Uppsatsen bygger på följande tre frågeställningar: Hur upplever konsumenterna de internetbaserade företagens arbete med CSR-frågor? Efterfrågas extern kommunikation gällande CSR-arbete samt transparens från konsumenterna? Finns det någon skillnad mellan olika konsumentgruppers åsikter och attityder beroende på tidigare erfarenheter och kunskapsgrad gällande CSR och hållbar utveckling?

 

Teorierna som använts behandlar transparens, intressenters påverkan och konsumtion. Undersökningen baseras på en kvalitativ studie som genomfördes med hjälp av fokusgruppsintervjuer. De fyra fokusgrupperna delades in i två kategorier; studenter som studerar hållbar utveckling eller miljö, respektive studenter med övrig studieinriktning. 

 

Resultaten av undersökningen tyder på att det finns en skillnad mellan olika konsumentgruppers åsikter och attityder gällande företagens arbete med ansvarsfullt företagande. Konsumenterna värdesätter i de flesta fall företagens corporate abilities högre än dess arbete med CSR. Enligt våra resultat efterfrågar konsumenterna dessutom en högre grad transparens och ett CSR-arbete som integreras i hela företagets verksamhet. Respondenterna ser CSR som ett sätt för företagen att vinna marknadsandelar snarare än arbete för hållbar utveckling. Resultaten visar också att ju högre kunskaps- och intressegrad konsumenten uppvisar gällande CSR-frågor, desto större chans att konsumtionsmönstret förändras i och med information om företagens arbete med dessa frågor.

 

Nyckelord: Corporate social responsibility, konsumtionsmönster, corporate abilities, hållbar utveckling, transparens 

Place, publisher, year, edition, pages
2014. , 63 p.
Keyword [sv]
Corporate social responsibility, konsumtionsmönster, corporate abilities, hållbar utveckling, transparens
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-218819OAI: oai:DiVA.org:uu-218819DiVA: diva2:697435
Subject / course
Media and Communication Studies
Supervisors
Examiners
Available from: 2014-02-18 Created: 2014-02-18 Last updated: 2014-02-18Bibliographically approved

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