NUDGING - FÖR EN MER HÅLLBAR KAFFESTUND?
(2021) FEKH29 20211Department of Business Administration
- Abstract
- Title: For a more sustainable coffee break - An experimental study about how nudging can promote a more sustainable coffee consumption.
Seminar date: 2021-06-02
Course: FEKH29, Business Administration: Bachelor’s degree project in marketing (15 ECTS), Undergraduate level.
Authors: Marcus Rundström, Martin Lönnqvist, Sixten Nyhlén.
Advisor: Johan Gromark.
Key words: Coffee, price premium, nudging, experiment, framing.
Research question: Does framing have a positive effect on price premium.
Purpose: The purpose of the study is to investigate whether the nudge-tool framing can affect consumers’ price premium on coffee products.
Methodology: This study has used a quantitative method in terms of an online experiment.... (More) - Title: For a more sustainable coffee break - An experimental study about how nudging can promote a more sustainable coffee consumption.
Seminar date: 2021-06-02
Course: FEKH29, Business Administration: Bachelor’s degree project in marketing (15 ECTS), Undergraduate level.
Authors: Marcus Rundström, Martin Lönnqvist, Sixten Nyhlén.
Advisor: Johan Gromark.
Key words: Coffee, price premium, nudging, experiment, framing.
Research question: Does framing have a positive effect on price premium.
Purpose: The purpose of the study is to investigate whether the nudge-tool framing can affect consumers’ price premium on coffee products.
Methodology: This study has used a quantitative method in terms of an online experiment. We used three experimental groups with 140 participants. LRM was used to test whether there was a significant positive effect. A hypothesis test was used to test the null hypothesis.
Theoretical perspectives: The theoretical framework of the study includes: Human thinking: two systems, the individual's decision making, nudging, framing, certifications and labeling and price premium.
Result: The result shows that framing has a significant positive effect on price premiums.
Conclusion: The study’s result implies that there is a causal relation between the nudge-tool framing and price premium. Due to the nudge-tool’s observed positive effect on price-premium, we came to the conclusion that nudging has some potential to promote sustainable consumption. (Less) - Abstract (Swedish)
- Titel: För en mer hållbar kaffestund - En experimentell studie om hur nudging kan främja en mer hållbar konsumtion av kaffe
Seminariedatum: 2021-06-02
Ämne/kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng.
Författare: Marcus Rundström, Martin Lönnqvist och Sixten Nyhlén.
Handledare: Johan Gromark.
Nyckelord: Kaffe, prispremium, nudging, experiment, framing.
Forskningsfråga: Har framing en positiv effekt på prispremium?
Syfte: Studiens syfte är att undersöka om nudge-verktyget framing kan påverka konsumenters prispremium på kaffeprodukter.
Metod: Studien tillämpar en kvantitativ forskningsmetod i form av ett nätexperiment med tre experimentgrupper med totalt 140... (More) - Titel: För en mer hållbar kaffestund - En experimentell studie om hur nudging kan främja en mer hållbar konsumtion av kaffe
Seminariedatum: 2021-06-02
Ämne/kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng.
Författare: Marcus Rundström, Martin Lönnqvist och Sixten Nyhlén.
Handledare: Johan Gromark.
Nyckelord: Kaffe, prispremium, nudging, experiment, framing.
Forskningsfråga: Har framing en positiv effekt på prispremium?
Syfte: Studiens syfte är att undersöka om nudge-verktyget framing kan påverka konsumenters prispremium på kaffeprodukter.
Metod: Studien tillämpar en kvantitativ forskningsmetod i form av ett nätexperiment med tre experimentgrupper med totalt 140 respondenter. LRM användes för att ta reda på om där fanns en signifikant positiv effekt. En hypotesprövning genomfördes och nollhypotesen testades.
Teoretiska perspektiv: Studiens teoretiska ramverk innefattar: Människans tänkande: två system, individens beslutstagande, nudging, framing, certifieringar och märkning och prispremium.
Resultat: Resultatet visar att framing har signifikant positiv effekt på prispremium.
Slutsats: Studiens resultat visar att det finns ett kausalt samband mellan nudge-verktyget framing och prispremium. Vi drog drog därför slutsatsen att nudge-verktyget framing har potential att främja hållbar kaffekonsumtion. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9058047
- author
- Rundström, Marcus LU ; Lönnqvist, Martin LU and Nyhlén, Sixten LU
- supervisor
- organization
- alternative title
- En experimentell studie om hur nudge-verktyget framing påverkar prispremiumet för hållbart kaffe
- course
- FEKH29 20211
- year
- 2021
- type
- M2 - Bachelor Degree
- subject
- keywords
- Coffee, price premium, nudging, experiment, framing
- language
- Swedish
- id
- 9058047
- date added to LUP
- 2021-07-01 15:03:13
- date last changed
- 2021-07-01 15:03:13
@misc{9058047,
abstract = {{Title: For a more sustainable coffee break - An experimental study about how nudging can promote a more sustainable coffee consumption.
Seminar date: 2021-06-02
Course: FEKH29, Business Administration: Bachelor’s degree project in marketing (15 ECTS), Undergraduate level.
Authors: Marcus Rundström, Martin Lönnqvist, Sixten Nyhlén.
Advisor: Johan Gromark.
Key words: Coffee, price premium, nudging, experiment, framing.
Research question: Does framing have a positive effect on price premium.
Purpose: The purpose of the study is to investigate whether the nudge-tool framing can affect consumers’ price premium on coffee products.
Methodology: This study has used a quantitative method in terms of an online experiment. We used three experimental groups with 140 participants. LRM was used to test whether there was a significant positive effect. A hypothesis test was used to test the null hypothesis.
Theoretical perspectives: The theoretical framework of the study includes: Human thinking: two systems, the individual's decision making, nudging, framing, certifications and labeling and price premium.
Result: The result shows that framing has a significant positive effect on price premiums.
Conclusion: The study’s result implies that there is a causal relation between the nudge-tool framing and price premium. Due to the nudge-tool’s observed positive effect on price-premium, we came to the conclusion that nudging has some potential to promote sustainable consumption.}},
author = {{Rundström, Marcus and Lönnqvist, Martin and Nyhlén, Sixten}},
language = {{swe}},
note = {{Student Paper}},
title = {{NUDGING - FÖR EN MER HÅLLBAR KAFFESTUND?}},
year = {{2021}},
}