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Grönt är inte alltid skönt - En kvalitativ studie om svenska konsumenters upplevda osäkerhet och informationssökning i samband med miljöargument i reklam

Lundin, Matilda LU ; Larsson, Matilda LU and Tran, Katarina LU (2015) FEKH29 20151
Department of Business Administration
Abstract (Swedish)
Sammanfattning

Examensarbetets titel: Grönt är inte alltid skönt - En kvalitativ studie om svenska konsumenters upplevda osäkerhet och informationssökning i samband med miljöargument i reklam.

Seminariedatum: 2015-06-04

Ämne/kurs: FEKH29, Företagsekonomi: Examensarbete på kandidatnivå i marknadsföring, 15 högskolepoäng.

Författare:Matilda Larsson, Matilda Lundin, Katarina Tran

Handledare: Lars Carlman

Nyckelord: Grön marknadsföring, greenwashing, upplevd osäkerhet, informationssökning, riskreducering.

Syfte: Studiens syfte är att få en ökad förståelse för svenska konsumenters upplevda osäkerhet i samband med miljöargument i reklam och miljöargumentens inverkan på informationssökningsmomentet i köpprocessen.

... (More)
Sammanfattning

Examensarbetets titel: Grönt är inte alltid skönt - En kvalitativ studie om svenska konsumenters upplevda osäkerhet och informationssökning i samband med miljöargument i reklam.

Seminariedatum: 2015-06-04

Ämne/kurs: FEKH29, Företagsekonomi: Examensarbete på kandidatnivå i marknadsföring, 15 högskolepoäng.

Författare:Matilda Larsson, Matilda Lundin, Katarina Tran

Handledare: Lars Carlman

Nyckelord: Grön marknadsföring, greenwashing, upplevd osäkerhet, informationssökning, riskreducering.

Syfte: Studiens syfte är att få en ökad förståelse för svenska konsumenters upplevda osäkerhet i samband med miljöargument i reklam och miljöargumentens inverkan på informationssökningsmomentet i köpprocessen.

Metod: För denna uppsats har en kvalitativ metod använts med en abduktiv forskningsansats. Fokusgrupper användes för insamling av primärdata och analyserades utifrån ett hermeneutiskt synsätt.

Teoretiska perspektiv: Corporate social responsibility, grön marknadsföring, greenwashing, hög- och lågengagemangsprodukt, upplevd osäkerhet, informationssökning och riskreduceringsmetoder.

Empiri: Är baserad på insamling av data från fyra stycken strukturerade fokusgrupper med totalt 20 personer i åldrarna 20-35 och 50-65 år. I egenskap av konsumenter diskuterade de miljöargument i reklam.

Resultat: I samband med att reklambilder med miljöargument visades för deltagarna upplevde de i de flesta fall en osäkerhet. Det saknas ett tydligt samband mellan produktindelning och upplevd osäkerhet. Det finns dock en tendens till att det är viktigt att känna en tillförlitlighet till miljöargumentet om det gäller en högengagemangs¬produkt. Osäkerheten var mer påtaglig i samband med bilder som var, utifrån uppsatsskribenterna, klassade som greenwashade. Dock kunde deltagarna inte identifiera vilka bilder som var greenwashade och inte. Detta hade till följd att uppsatsskribenterna inte kunde urskilja att olika riskreduceringsmetoder användes beroende på om reklamen var greenwashad eller inte. (Less)
Abstract
Abstract

Title: Green is not always clean - A qualitative study of Swedish consumers’ perceived uncertainty and information search in case of exposure to environmental claims in advertisement.

Seminar date: 2015-06-04

Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 ECTS.

Authors: Matilda Larsson, Matilda Lundin, Katarina Tran

Advisor: Lars Carlman

Key words: Green marketing, greenwashing, perceived uncertainty, information search, risk reduction.

Purpose: This thesis aims to increase the understanding of the Swedish consumers’ perceived uncertainty in case of exposure to environmental claims in advertisement and the effects of environmental claims on the... (More)
Abstract

Title: Green is not always clean - A qualitative study of Swedish consumers’ perceived uncertainty and information search in case of exposure to environmental claims in advertisement.

Seminar date: 2015-06-04

Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 ECTS.

Authors: Matilda Larsson, Matilda Lundin, Katarina Tran

Advisor: Lars Carlman

Key words: Green marketing, greenwashing, perceived uncertainty, information search, risk reduction.

Purpose: This thesis aims to increase the understanding of the Swedish consumers’ perceived uncertainty in case of exposure to environmental claims in advertisement and the effects of environmental claims on the information search in the buying decision process.

Methodology: This thesis has implemented a qualitative research method with an abductive research approach. Four focus groups have been conducted in order to collect primary data and have been analyzed from a hermeneutic perspective.

Theoretical perspectives: Corporate social responsibility, green marketing, greenwashing, high-involvement product, low-involvement product, perceived uncertainty, information search, and risk relievers.

Empirical foundation: Based on empirical data collection of four structured focus groups with a total of 20 respondents who are in the age range of 20-35 and 50-65 years. In the role of consumers, environmental claims in advertisement were discussed.

Conclusions: As the respondents were exposed to environmental claims in advertisements, they perceived an uncertainty in most cases. A distinct connection between product classification and perceived uncertainty could not be found. There is an inclination towards the importance of reliability in environmental claims in case of high-involvement products. Uncertainty was perceived more blatantly in exposure to advertisements which were, according to the essay writers, classified as greenwashed. However, the respondents were not able to identify which advertisement was greenwashed or not. Hence, the essay writers were not able to distinguish whether different risk relievers were used depending on the advertisement being greenwashed or not. (Less)
Please use this url to cite or link to this publication:
author
Lundin, Matilda LU ; Larsson, Matilda LU and Tran, Katarina LU
supervisor
organization
course
FEKH29 20151
year
type
M2 - Bachelor Degree
subject
keywords
Green marketing, greenwashing, perceived uncertainty, information search, risk reduction
language
Swedish
id
7373989
date added to LUP
2015-06-23 13:59:45
date last changed
2015-06-23 13:59:45
@misc{7373989,
  abstract     = {Abstract			

Title: Green is not always clean - A qualitative study of Swedish consumers’ perceived uncertainty and information search in case of exposure to environmental claims in advertisement.

Seminar date: 2015-06-04

Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 ECTS.

Authors: Matilda Larsson, Matilda Lundin, Katarina Tran

Advisor: Lars Carlman

Key words: Green marketing, greenwashing, perceived uncertainty, information search, risk reduction.

Purpose: This thesis aims to increase the understanding of the Swedish consumers’ perceived uncertainty in case of exposure to environmental claims in advertisement and the effects of environmental claims on the information search in the buying decision process.

Methodology: This thesis has implemented a qualitative research method with an abductive research approach. Four focus groups have been conducted in order to collect primary data and have been analyzed from a hermeneutic perspective.

Theoretical perspectives: Corporate social responsibility, green marketing, greenwashing, high-involvement product, low-involvement product, perceived uncertainty, information search, and risk relievers.

Empirical foundation: Based on empirical data collection of four structured focus groups with a total of 20 respondents who are in the age range of 20-35 and 50-65 years. In the role of consumers, environmental claims in advertisement were discussed.

Conclusions: As the respondents were exposed to environmental claims in advertisements, they perceived an uncertainty in most cases. A distinct connection between product classification and perceived uncertainty could not be found. There is an inclination towards the importance of reliability in environmental claims in case of high-involvement products. Uncertainty was perceived more blatantly in exposure to advertisements which were, according to the essay writers, classified as greenwashed. However, the respondents were not able to identify which advertisement was greenwashed or not. Hence, the essay writers were not able to distinguish whether different risk relievers were used depending on the advertisement being greenwashed or not.},
  author       = {Lundin, Matilda and Larsson, Matilda and Tran, Katarina},
  keyword      = {Green marketing,greenwashing,perceived uncertainty,information search,risk reduction},
  language     = {swe},
  note         = {Student Paper},
  title        = {Grönt är inte alltid skönt - En kvalitativ studie om svenska konsumenters upplevda osäkerhet och informationssökning i samband med miljöargument i reklam},
  year         = {2015},
}