Shaping Vegan and Sustainable Consumption: A Case Study on Maria Nila
(2021) BUSN39 20211Department of Business Administration
- Abstract
- Title: Constructing Vegan and Sustainable Consumption
Date of the Seminar: 2021-06-04
Course: BUSN39 Degree Project in Global Marketing
Authors: Ninette Hansson and Vanille Cousyn Johansson
Supervisor: Sofia Ulver and Hossain Shahriar
Key Words: Vegan Consumption, Sustainable Consumption, Ideologies, Myths, Consumer Responsibilization, Cultural Branding
Thesis Purpose: The purpose of this thesis is to explore how marketplace ideologies and myths shape vegan and sustainable consumption.
Theoretical Perspective: Ideologies and Myths, Consumer Responsibilization and Cultural Branding.
Methodology: A qualitative case study with an abductive approach.
Empirical Data: The empirical data consists of in-depth interviews with a Marketing... (More) - Title: Constructing Vegan and Sustainable Consumption
Date of the Seminar: 2021-06-04
Course: BUSN39 Degree Project in Global Marketing
Authors: Ninette Hansson and Vanille Cousyn Johansson
Supervisor: Sofia Ulver and Hossain Shahriar
Key Words: Vegan Consumption, Sustainable Consumption, Ideologies, Myths, Consumer Responsibilization, Cultural Branding
Thesis Purpose: The purpose of this thesis is to explore how marketplace ideologies and myths shape vegan and sustainable consumption.
Theoretical Perspective: Ideologies and Myths, Consumer Responsibilization and Cultural Branding.
Methodology: A qualitative case study with an abductive approach.
Empirical Data: The empirical data consists of in-depth interviews with a Marketing Director and consumers, supported by ‘context of context’ – a historical and cultural understanding of veganism and sustainability.
Findings and Conclusion: The findings showed that the Swedish environmentalist ideology shapes sustainable and ethical consumption, and the myth of the ethical, caring consumer, primarily through consumer responsibilization. Consumers take responsibility for environmental issues through consumption practises, where brands function as a vessel for ideological meanings and beliefs.
Practical Implication: The findings from our research demonstrate how ideologies and myths shape vegan and sustainable consumption and how a brand may authorize these values to be successful and stay relevant on the cultural marketplace. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9050638
- author
- Hansson, Ninette LU and Cousyn Johansson, Vanille LU
- supervisor
-
- Sofia Ulver LU
- Hossain Shahriar LU
- organization
- course
- BUSN39 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Vegan consumption, sustainable consumption, ideologies, myths, consumer responsibilization, cultural branding
- language
- English
- id
- 9050638
- date added to LUP
- 2021-06-29 14:21:59
- date last changed
- 2021-06-29 14:21:59
@misc{9050638, abstract = {{Title: Constructing Vegan and Sustainable Consumption Date of the Seminar: 2021-06-04 Course: BUSN39 Degree Project in Global Marketing Authors: Ninette Hansson and Vanille Cousyn Johansson Supervisor: Sofia Ulver and Hossain Shahriar Key Words: Vegan Consumption, Sustainable Consumption, Ideologies, Myths, Consumer Responsibilization, Cultural Branding Thesis Purpose: The purpose of this thesis is to explore how marketplace ideologies and myths shape vegan and sustainable consumption. Theoretical Perspective: Ideologies and Myths, Consumer Responsibilization and Cultural Branding. Methodology: A qualitative case study with an abductive approach. Empirical Data: The empirical data consists of in-depth interviews with a Marketing Director and consumers, supported by ‘context of context’ – a historical and cultural understanding of veganism and sustainability. Findings and Conclusion: The findings showed that the Swedish environmentalist ideology shapes sustainable and ethical consumption, and the myth of the ethical, caring consumer, primarily through consumer responsibilization. Consumers take responsibility for environmental issues through consumption practises, where brands function as a vessel for ideological meanings and beliefs. Practical Implication: The findings from our research demonstrate how ideologies and myths shape vegan and sustainable consumption and how a brand may authorize these values to be successful and stay relevant on the cultural marketplace.}}, author = {{Hansson, Ninette and Cousyn Johansson, Vanille}}, language = {{eng}}, note = {{Student Paper}}, title = {{Shaping Vegan and Sustainable Consumption: A Case Study on Maria Nila}}, year = {{2021}}, }