Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Att tala är silver men att tiga likaså: En kvalitativ studie om konsumenters resonemang kring CSR-kommunikation inom fast fashion

Karlsson, Ebba LU and Källerteg, Hanna LU (2021) SKDK11 20211
Department of Strategic Communication
Abstract
The purpose of this paper is to examine how current and potential consumers of H&M, a fast fashion brand, interpret digital communication regarding their CSR collaboration with the organization WWF. Two brands whose operations contradict. The study is rooted in an ontological social constructivist perspective and an epistemological Gadamerian hermeneutic perspective. Based on the study's theoretical grounding, the empirical material has been collected through three focus group interviews with 5-6 respondents in each group. Based on a thematic categorization of the empirical material and with a theoretical background of CSR, brand image and attitudes, legitimacy, consumer responsibility, skepticism and greenwashing, the material has been... (More)
The purpose of this paper is to examine how current and potential consumers of H&M, a fast fashion brand, interpret digital communication regarding their CSR collaboration with the organization WWF. Two brands whose operations contradict. The study is rooted in an ontological social constructivist perspective and an epistemological Gadamerian hermeneutic perspective. Based on the study's theoretical grounding, the empirical material has been collected through three focus group interviews with 5-6 respondents in each group. Based on a thematic categorization of the empirical material and with a theoretical background of CSR, brand image and attitudes, legitimacy, consumer responsibility, skepticism and greenwashing, the material has been analyzed in order to answer the study's research questions. The results of this study indicate that the respondents' attitudes in their role as consumers, towards CSR work and its related communication, can be paradoxical. Consumer awareness, communication formation and brand attitudes were all factors that influenced consumers' perceptions. Therefore, this study speaks for paradoxical factors regarding H&M's CSR work and communication. CSR is considered important by consumers; however, it appears that it is not always improving a company's brand image if it is not perceived genuinely by the consumers. The study then declares that caution should be adopted when communicating CSR when different brands in a CSR collaboration have different core values. (Less)
Abstract (Swedish)
Denna studie har för avsikt att undersöka hur nuvarande och potentiella konsumenter till H&M, ett fast fashion-varumärke, kan ställa sig till och resonera kring digital kommunikation om ett CSR-samarbete med den idéburna organisationen WWF. Två varumärken vars verksamheter motsäger varandra. Studien utgår ifrån ett ontologiskt socialkonstruktivistiskt perspektiv och ett epistemologiskt gadamerianskt hermeneutiskt perspektiv. Med studiens vetenskapsteoretiska utgångspunkter som grund har det empiriska materialet samlats in via tre fokusgruppsintervjuer med 5–6 personer i vardera grupp. Utifrån en tematisk sortering av det empiriska materialet och med en teoretisk bakgrund inom CSR, varumärkesimage- och attityder, legitimitet,... (More)
Denna studie har för avsikt att undersöka hur nuvarande och potentiella konsumenter till H&M, ett fast fashion-varumärke, kan ställa sig till och resonera kring digital kommunikation om ett CSR-samarbete med den idéburna organisationen WWF. Två varumärken vars verksamheter motsäger varandra. Studien utgår ifrån ett ontologiskt socialkonstruktivistiskt perspektiv och ett epistemologiskt gadamerianskt hermeneutiskt perspektiv. Med studiens vetenskapsteoretiska utgångspunkter som grund har det empiriska materialet samlats in via tre fokusgruppsintervjuer med 5–6 personer i vardera grupp. Utifrån en tematisk sortering av det empiriska materialet och med en teoretisk bakgrund inom CSR, varumärkesimage- och attityder, legitimitet, konsumentansvar, skepticism och greenwashing, har materialet analyserats för att besvara studiens forskningsfrågor. Resultatet av studien indikerar att respondenternas inställning, i rollen som konsumenter, till CSR-arbete och dess tillhörande kommunikation kan upplevas paradoxal. Medvetenhet, kommunikationens utformning och varumärkesattityder var alla faktorer som influerade konsumenternas uppfattningar. Således talar denna studie för paradoxala aspekter vad gäller H&M:s CSR-arbete. Konsumenter anser att CSR är viktigt, däremot framkommer det att det inte alltid är positivt för ett företags image i den mån att det inte uppfattas genuint. Studien framlägger därmed att försiktighet bör iakttas när man kommunicerar CSR när olika varumärken i ett CSR-samarbete har skilda grundvärderingar. (Less)
Please use this url to cite or link to this publication:
author
Karlsson, Ebba LU and Källerteg, Hanna LU
supervisor
organization
course
SKDK11 20211
year
type
M2 - Bachelor Degree
subject
keywords
CSR, CSR-kommunikation, CSR-samarbeten, digital kommunikation, konsumentansvar, konsumentperspektiv, fast fashion, fast fashion-varumärke, CSR communication, CSR collaboration, digital communication, consumer responsibility, consumer perspective, fast fashion brand
language
Swedish
id
9047664
date added to LUP
2021-06-07 14:28:02
date last changed
2021-06-07 14:28:02
@misc{9047664,
  abstract     = {{The purpose of this paper is to examine how current and potential consumers of H&M, a fast fashion brand, interpret digital communication regarding their CSR collaboration with the organization WWF. Two brands whose operations contradict. The study is rooted in an ontological social constructivist perspective and an epistemological Gadamerian hermeneutic perspective. Based on the study's theoretical grounding, the empirical material has been collected through three focus group interviews with 5-6 respondents in each group. Based on a thematic categorization of the empirical material and with a theoretical background of CSR, brand image and attitudes, legitimacy, consumer responsibility, skepticism and greenwashing, the material has been analyzed in order to answer the study's research questions. The results of this study indicate that the respondents' attitudes in their role as consumers, towards CSR work and its related communication, can be paradoxical. Consumer awareness, communication formation and brand attitudes were all factors that influenced consumers' perceptions. Therefore, this study speaks for paradoxical factors regarding H&M's CSR work and communication. CSR is considered important by consumers; however, it appears that it is not always improving a company's brand image if it is not perceived genuinely by the consumers. The study then declares that caution should be adopted when communicating CSR when different brands in a CSR collaboration have different core values.}},
  author       = {{Karlsson, Ebba and Källerteg, Hanna}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Att tala är silver men att tiga likaså: En kvalitativ studie om konsumenters resonemang kring CSR-kommunikation inom fast fashion}},
  year         = {{2021}},
}