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Unga individers attityd gentemot CSR och CSR-kommunikation

Öhlin, Frida LU (2012) SKOM12 20121
Department of Strategic Communication
Abstract (Swedish)
Denna uppsats fokuserar på de attityder som unga individer tillhörande Generation Me uppvisar gentemot CSR och CSR-kommunikation. Fyra klädföretag aktiva inom CSR, valdes ut och studien undersökte om det fanns gemensamma nämnare gällande vad dessa företag väljer att kommunicera ut.
Tidigare forskning visar på att företag idag har ett stort intresse av att arbete med CSR samt att kommunicera detta arbete. Samtidigt visar tidigare forskning på att individer ofta har en skeptisk attityd gentemot CSR och CSR-kommunikation. Likaså framkom det att det kan ha skett en attitydförändring gentemot CSR och CSR-kommunikation. Med bakgrund till detta avser denna studie att undersöka vilka de rådande attityderna är gentemot CSR och CSR-kommunikation.... (More)
Denna uppsats fokuserar på de attityder som unga individer tillhörande Generation Me uppvisar gentemot CSR och CSR-kommunikation. Fyra klädföretag aktiva inom CSR, valdes ut och studien undersökte om det fanns gemensamma nämnare gällande vad dessa företag väljer att kommunicera ut.
Tidigare forskning visar på att företag idag har ett stort intresse av att arbete med CSR samt att kommunicera detta arbete. Samtidigt visar tidigare forskning på att individer ofta har en skeptisk attityd gentemot CSR och CSR-kommunikation. Likaså framkom det att det kan ha skett en attitydförändring gentemot CSR och CSR-kommunikation. Med bakgrund till detta avser denna studie att undersöka vilka de rådande attityderna är gentemot CSR och CSR-kommunikation.
Kvalitativa semistrukturerade intervjuer användes för att samla empiri kring de rådande attityderna till CSR och CSR-kommunikation från klädföretag. Den kvantitativa innehållsanalys av klädföretags dokument om CSR, bidrar med information kring ifall det finns specifika områden som klädföretag väljer att fokusera på i sin CSR-kommunikation. Resultatet pekar på att respondenterna för denna studie visar på en mer accepterande inställning snarare än skeptiska attityder. Den kvantitativa innehållsanalysen visade på att Support för allmänna policies var det mest förekommande området i de fyra utvalda klädföretagens kommunikation. (Less)
Abstract
The focus of this thesis is on young individuals belonging to Generation Me and their attitude towards the CSR and CSR-communication from four clothing companies in the field. The study furthermore examines if there are specific areas within CSR that these four clothing companies communicate more or less about.
Previous research points to that many companies have a high interest of working with CSR and also communicate the work they do. However, previous studies have also shown that individuals often are sceptical towards CSR and CSR communication and that there might have been a shift in attitudes. With this as a backdrop, the present study aims at investigating the present attitudes towards CSR and CSR communication.
The study uses... (More)
The focus of this thesis is on young individuals belonging to Generation Me and their attitude towards the CSR and CSR-communication from four clothing companies in the field. The study furthermore examines if there are specific areas within CSR that these four clothing companies communicate more or less about.
Previous research points to that many companies have a high interest of working with CSR and also communicate the work they do. However, previous studies have also shown that individuals often are sceptical towards CSR and CSR communication and that there might have been a shift in attitudes. With this as a backdrop, the present study aims at investigating the present attitudes towards CSR and CSR communication.
The study uses qualitative semi-structured interviews to collect empirical data on the attitudes towards CSR and CSR-communication today and quantitative content analysis to contribute with information about the four cloth companies’ work with CSR. The study shows that the sceptical attitude towards CSR may have changed and turned into acceptance. The quantitative content analysis showed that the area which most companies had chosen to communicate about in their CSR work was Support public policies. (Less)
Please use this url to cite or link to this publication:
author
Öhlin, Frida LU
supervisor
organization
alternative title
Young individuals’ attitude regarding CSR and CSR communication
course
SKOM12 20121
year
type
H2 - Master's Degree (Two Years)
subject
keywords
CSR, Corporate Social Responsibility, Attityd, Generation Me, CSR-kommunikation, Klädföretag
language
Swedish
id
3050746
date added to LUP
2012-09-07 09:39:12
date last changed
2014-09-04 08:36:18
@misc{3050746,
  abstract     = {The focus of this thesis is on young individuals belonging to Generation Me and their attitude towards the CSR and CSR-communication from four clothing companies in the field. The study furthermore examines if there are specific areas within CSR that these four clothing companies communicate more or less about. 
 Previous research points to that many companies have a high interest of working with CSR and also communicate the work they do. However, previous studies have also shown that individuals often are sceptical towards CSR and CSR communication and that there might have been a shift in attitudes. With this as a backdrop, the present study aims at investigating the present attitudes towards CSR and CSR communication.
 The study uses qualitative semi-structured interviews to collect empirical data on the attitudes towards CSR and CSR-communication today and quantitative content analysis to contribute with information about the four cloth companies’ work with CSR. The study shows that the sceptical attitude towards CSR may have changed and turned into acceptance. The quantitative content analysis showed that the area which most companies had chosen to communicate about in their CSR work was Support public policies.},
  author       = {Öhlin, Frida},
  keyword      = {CSR,Corporate Social Responsibility,Attityd,Generation Me,CSR-kommunikation,Klädföretag},
  language     = {swe},
  note         = {Student Paper},
  title        = {Unga individers attityd gentemot CSR och CSR-kommunikation},
  year         = {2012},
}