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(O)påverkad av CSR?: En studie om hur konsumenters köpprocess påverkas av livsmedelsföretags marknadskommunikation gällande deras CSR-arbete
University of Skövde, School of Business. (Marknadsföring)
University of Skövde, School of Business. (Marknadsföring)
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
(Un)affected by CSR? : A study about consumers buying process and how it’s influenced by food companies marketing communication regarding their way of working with CSR (English)
Abstract [en]

In the food industry, the concept of CSR has been around for several years and has been developed to play a significant role in food business communication with its consumers, in the context of the environmental impact of the industry has become a debated topic. The purpose of this study is to investigate consumer awareness about the food businesses work with CSR. The authors want to provide an understanding of how consumers receive the message about food company's CSR work and how it affects their buying process.

To investigate how consumers' buying process is affected, we have conducted 35 interviews with consumers who have different demographic data. The interviews indicate that there is a shortage of information regarding how food companies convey their CSR work to their consumers, referred to the interviewees lack of perception in this study.

Furthermore, during the interviews, there were significant differences regarding the younger and older generation, but also the level of education, personal engagement and gender. The mentioned variables seem to have an effect on how respondents receive the message. Therefore, we argue that there is scope for improvement, where food companies can increase their efforts to communicate information to their consumers. If food companies take the above-mentioned aspects in mind when communicating their sustainability efforts, it can lead to a competitive advantage, which in turn benefits companies' profitability.

Place, publisher, year, edition, pages
2018. , p. 63
Keywords [sv]
CSR, CSR-arbete, hållbarhet, livsmedelsföretag, livsmedelsbranschen, köpprocessen, marknadskommunikation.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-15438OAI: oai:DiVA.org:his-15438DiVA, id: diva2:1215245
Subject / course
Business Administration
Educational program
Retail Store Manager - Study Programme
Presentation
2018-05-24, Högskolan i Skövde, Skövde, 14:00 (Swedish)
Supervisors
Examiners
Available from: 2018-06-11 Created: 2018-06-08 Last updated: 2018-07-06Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf