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Kunskapens makt för hållbar konsumtion - en kvalitativ undersökning i hur kunskap genom information kan verka för ett hållbart konsumentbeteende

Siltberg, Amelie LU and Silow, Annie (2014) SKOK01 20141
Department of Strategic Communication
Abstract
Researchers have long questioned the power of information and its ability to change peoples’ consumer behaviour to become more sustainable. They argue that there is a “gap” between knowledge and action when it comes to environmentally friendly activities, such as choosing certified foods over conventional foods. This is due to a number of barriers that often prevent consumers from choosing
the more sustainable option. Among these are, for example, price and habit. The purpose of this paper is to analyse what impact knowledge through information has on affecting peoples’ behaviour to become more sustainable. We base our analysis on semi-qualitative interviews with consumers, focusing on consumer behaviour; the reason they buy certified... (More)
Researchers have long questioned the power of information and its ability to change peoples’ consumer behaviour to become more sustainable. They argue that there is a “gap” between knowledge and action when it comes to environmentally friendly activities, such as choosing certified foods over conventional foods. This is due to a number of barriers that often prevent consumers from choosing
the more sustainable option. Among these are, for example, price and habit. The purpose of this paper is to analyse what impact knowledge through information has on affecting peoples’ behaviour to become more sustainable. We base our analysis on semi-qualitative interviews with consumers, focusing on consumer behaviour; the reason they buy certified foods, as well as their individual experiences in how knowledge has been influencing them in choosing the most sustainable option. The result shows that there are a variety of factors involved in consumer decision making. Among these, the individual level of knowledge of the food industry's environmental footprint has been proven to be essential, but more importantly, the knowledge of how individual efforts can generate a more sustain-able behaviour. Information has thus been proven to be essential for generating sustainable behaviours. (Less)
Abstract (Swedish)
Forskare har länge ifrågasatt informationens makt att förändra människors beteenden till att bli mer hållbara. De menar att det finns ett uttalat gap mellan kunskap och handling när det kommer till miljövänliga aktiviteter, exempelvis att välja miljöcertifierade livsmedel framför konventionella varor. Detta på grund av att det finns barriärer som ofta hindrar konsumenter från att välja det hållbara alternativet, exempelvis pris och vana. Denna uppsats syftar till att öka förståelsen för vilken påverkan kunskap genom information har på konsumenters val av miljö-märkta livsmedel. Vi grundar vår analys på genomförda kvalitativa intervjuer med konsumenter om varför de handlar miljöcertifierade livsmedel, samt deras upplevelser om hur kunskap... (More)
Forskare har länge ifrågasatt informationens makt att förändra människors beteenden till att bli mer hållbara. De menar att det finns ett uttalat gap mellan kunskap och handling när det kommer till miljövänliga aktiviteter, exempelvis att välja miljöcertifierade livsmedel framför konventionella varor. Detta på grund av att det finns barriärer som ofta hindrar konsumenter från att välja det hållbara alternativet, exempelvis pris och vana. Denna uppsats syftar till att öka förståelsen för vilken påverkan kunskap genom information har på konsumenters val av miljö-märkta livsmedel. Vi grundar vår analys på genomförda kvalitativa intervjuer med konsumenter om varför de handlar miljöcertifierade livsmedel, samt deras upplevelser om hur kunskap genom information påverkat dem att välja det hållbara alternativet. Resultatet visar att det finns en mängd olika faktorer som spelar in vid konsumenters beslutsfattande. Bland dessa är den individuella kunskapsnivån i livsmedelsbranschens miljöpåverkan viktig i beslutsfattandet, men också kunskapen om hur individuella insatser kan generera hållbara förändringar. Information har således visat sig vara väsentligt för ett hållbart beteende. (Less)
Please use this url to cite or link to this publication:
author
Siltberg, Amelie LU and Silow, Annie
supervisor
organization
course
SKOK01 20141
year
type
M2 - Bachelor Degree
subject
keywords
beteendeförändringar, hållbarhet, konsumtionsval, miljömedvetenhet, miljöcertifierade livsmedel, information.
language
Swedish
id
4465062
date added to LUP
2014-06-17 15:17:39
date last changed
2014-09-04 08:36:23
@misc{4465062,
  abstract     = {{Researchers have long questioned the power of information and its ability to change peoples’ consumer behaviour to become more sustainable. They argue that there is a “gap” between knowledge and action when it comes to environmentally friendly activities, such as choosing certified foods over conventional foods. This is due to a number of barriers that often prevent consumers from choosing 
the more sustainable option. Among these are, for example, price and habit. The purpose of this paper is to analyse what impact knowledge through information has on affecting peoples’ behaviour to become more sustainable. We base our analysis on semi-qualitative interviews with consumers, focusing on consumer behaviour; the reason they buy certified foods, as well as their individual experiences in how knowledge has been influencing them in choosing the most sustainable option. The result shows that there are a variety of factors involved in consumer decision making. Among these, the individual level of knowledge of the food industry's environmental footprint has been proven to be essential, but more importantly, the knowledge of how individual efforts can generate a more sustain-able behaviour. Information has thus been proven to be essential for generating sustainable behaviours.}},
  author       = {{Siltberg, Amelie and Silow, Annie}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Kunskapens makt för hållbar konsumtion - en kvalitativ undersökning i hur kunskap genom information kan verka för ett hållbart konsumentbeteende}},
  year         = {{2014}},
}