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“Sustainable Sustainability – How do we do it?”

Dahlberg, Niklas LU and Jansson, Jonathan LU (2015) FEKN90 20151
Department of Business Administration
Abstract
Title – “Sustainable Sustainability, how do we do it? A study in consumer behavior and the path towards a sustainable society”
Seminar date – 2015-05-26
Course – FEKN90 Master Thesis in Science and Business Administration, 30 ECTS.
Authors – Niklas Dahlberg and Jonathan Jansson
Supervisor – Matts Kärreman
Key Words – Sustainability, consumer behavior, consumer decision making, demand creation for sustainability initiatives, cognitive dissonance.
Purpose – Contribute to understanding why and when consumers adopt sustainable practices, what factors affect their decision and their perception of sustainability.
Methodology – Qualitative methods are used following an inductive process. A single case study with semi-structured in-depth... (More)
Title – “Sustainable Sustainability, how do we do it? A study in consumer behavior and the path towards a sustainable society”
Seminar date – 2015-05-26
Course – FEKN90 Master Thesis in Science and Business Administration, 30 ECTS.
Authors – Niklas Dahlberg and Jonathan Jansson
Supervisor – Matts Kärreman
Key Words – Sustainability, consumer behavior, consumer decision making, demand creation for sustainability initiatives, cognitive dissonance.
Purpose – Contribute to understanding why and when consumers adopt sustainable practices, what factors affect their decision and their perception of sustainability.
Methodology – Qualitative methods are used following an inductive process. A single case study with semi-structured in-depth interviews has been conducted as well as multiple semi- structured focus groups and semi-structured individual in-depth interviews with consumers.
Theory – The theory focuses on sustainability as a concept, consumer behavior theory, decision making theory and cognitive dissonance theory. Additional theory has been added to provide a solid theoretical foundation.
Empirical Foundation – The focus groups were conducted at Lund University in Sweden, the case study was made on the sustainability project “Sustainable Hökarängen” in Stockholm and the in-depth interviews with consumers were conducted with participants in the project “Bokompakt” outside of Lund.
Conclusions – We have created and revised a theoretical framework, based on previous literature and our empirical findings, that aims to present factors affecting consumer behavior and the decision making process in terms of sustainability. A discrepancy between the trends of the academic world and the perception of sustainability among consumers has also been noted. (Less)
Please use this url to cite or link to this publication:
author
Dahlberg, Niklas LU and Jansson, Jonathan LU
supervisor
organization
course
FEKN90 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Sustainability, consumer behavior, consumer decision making, demand creation for sustainability initiatives, cognitive dissonance.
language
English
id
7363098
date added to LUP
2015-06-18 14:24:23
date last changed
2015-06-18 14:24:23
@misc{7363098,
  abstract     = {Title – “Sustainable Sustainability, how do we do it? A study in consumer behavior and the path towards a sustainable society”
Seminar date – 2015-05-26
Course – FEKN90 Master Thesis in Science and Business Administration, 30 ECTS.
Authors – Niklas Dahlberg and Jonathan Jansson
Supervisor – Matts Kärreman
Key Words – Sustainability, consumer behavior, consumer decision making, demand creation for sustainability initiatives, cognitive dissonance.
Purpose – Contribute to understanding why and when consumers adopt sustainable practices, what factors affect their decision and their perception of sustainability.
Methodology – Qualitative methods are used following an inductive process. A single case study with semi-structured in-depth interviews has been conducted as well as multiple semi- structured focus groups and semi-structured individual in-depth interviews with consumers.
Theory – The theory focuses on sustainability as a concept, consumer behavior theory, decision making theory and cognitive dissonance theory. Additional theory has been added to provide a solid theoretical foundation.
Empirical Foundation – The focus groups were conducted at Lund University in Sweden, the case study was made on the sustainability project “Sustainable Hökarängen” in Stockholm and the in-depth interviews with consumers were conducted with participants in the project “Bokompakt” outside of Lund.
Conclusions – We have created and revised a theoretical framework, based on previous literature and our empirical findings, that aims to present factors affecting consumer behavior and the decision making process in terms of sustainability. A discrepancy between the trends of the academic world and the perception of sustainability among consumers has also been noted.},
  author       = {Dahlberg, Niklas and Jansson, Jonathan},
  keyword      = {Sustainability,consumer behavior,consumer decision making,demand creation for sustainability initiatives,cognitive dissonance.},
  language     = {eng},
  note         = {Student Paper},
  title        = {“Sustainable Sustainability – How do we do it?”},
  year         = {2015},
}