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Har Corporate Responsibility någon betydelse? En studie om betalningsvilja bland unga och äldre vuxna i Sverige.

Khosravi, Parisa LU and Ismajli, Arita LU (2016) FEKH29 20161
Department of Business Administration
Abstract (Swedish)
Under de senaste åren har uppmärksamheten kring Corporate Social Responsibility (CSR) utvecklats (Grankvist, 2009) i enlighet med den ökade köpintentionen för etiska attribut som konsumenter uttrycker (Becker-Olsen et al, 2006; Lee et al, 2010, 2005; Mai, 2014). Forskare har funnit att den höga köpintentionen (avsikten att köpa) för etiska attribut återspeglas inte i det faktiska köpbeteendet (utförandet av köpet), utan lyfter en underliggande paradox i hur konsumenter värdesätter hållbar konsumtion (Carrigan and Attalla, 2001). Forskare har därmed svårt att definiera vilka CSR-dimensioner påverkar köpbeteende samtidigt som CSR-begreppet och dess innebörd växer i linje med samhällsutvecklingen. Denna studie bygger på tidigare forskning för... (More)
Under de senaste åren har uppmärksamheten kring Corporate Social Responsibility (CSR) utvecklats (Grankvist, 2009) i enlighet med den ökade köpintentionen för etiska attribut som konsumenter uttrycker (Becker-Olsen et al, 2006; Lee et al, 2010, 2005; Mai, 2014). Forskare har funnit att den höga köpintentionen (avsikten att köpa) för etiska attribut återspeglas inte i det faktiska köpbeteendet (utförandet av köpet), utan lyfter en underliggande paradox i hur konsumenter värdesätter hållbar konsumtion (Carrigan and Attalla, 2001). Forskare har därmed svårt att definiera vilka CSR-dimensioner påverkar köpbeteende samtidigt som CSR-begreppet och dess innebörd växer i linje med samhällsutvecklingen. Denna studie bygger på tidigare forskning för att utvärdera vilka CSR-dimensioner driver prispremie för två produktkategorier, choklad och ost. Uppsatsen tillämpade en kvantitativ ansats varpå datan har insamlats genom en digital enkätundersökning med 179 respondenter. Datainsamlingen grupperades utifrån två ålderssegment, människor mellan 18-25 år samt 36-56 år. Åldersindelningen gjordes för att undersöka huruvida generationerna prioriterar etiska värderingar olika. Resultaten visar att dimensionen ”produktansvar” fick det högsta medelvärdet, följt av ”socialt ansvar” och ”miljöansvar”. Produktansvar avser främst företagets pålitlighet och produktens förpackning- i synnerhet informationen som anges på den. Rangordningen av de tre dimensionerna var densamma för respektive generation och produktkategori, med undantag för miljöansvar som rangordnas på andra plats av den äldre gruppen. Detta indikerar att utifrån en produktkategori är människor mellan 36-56 år gamla mer miljöorienterade i sin betalningsvilja för etiska attribut. (Less)
Abstract
Corporate Social Responsibility (CSR) has been gaining more attention in recent years (Grankvist, 2009) as consumers have indicated a strong support intention for ethical attributes (Becker-Olsen et al, 2006; Lee et al, 2010, 2005; Mai, 2014). Researchers have found that this support intention does not imply a strong correlation to purchase behavior (Carrigan and Attalla, 2001). In fact, the purchase behavior is rather low and implies an underlining paradox in which individuals express the importance of sustainable consumption. Hence, researchers have been struggling to define which CSR-dimensions have an impact on actual purchase behavior, while CSR in itself is expanding in congruence with societal development. This study draws upon... (More)
Corporate Social Responsibility (CSR) has been gaining more attention in recent years (Grankvist, 2009) as consumers have indicated a strong support intention for ethical attributes (Becker-Olsen et al, 2006; Lee et al, 2010, 2005; Mai, 2014). Researchers have found that this support intention does not imply a strong correlation to purchase behavior (Carrigan and Attalla, 2001). In fact, the purchase behavior is rather low and implies an underlining paradox in which individuals express the importance of sustainable consumption. Hence, researchers have been struggling to define which CSR-dimensions have an impact on actual purchase behavior, while CSR in itself is expanding in congruence with societal development. This study draws upon previous research to investigate the willingness to pay a price premium for ethical attributes of two food products from different product categories, chocolate and cheese. The study followed a quantitative approach to measure data collected from a digital questionnaire answered by 179 individuals in Sweden. The data was divided into two age groups, 18-25 years old and 36-56 years old, to determine if there are statistically significant differences among their attitudes. The results show that “product responsibility” scored the highest mean, which refers to the company’s reliability and packaging of products, namely the information on them. Product responsibility was followed by “social responsibility” and “environmental responsibility”. This order was prevalent in both age groups with the exception of environmental responsibility ranked second for cheese among the older group. This indicates that in one category, the older generation is more environmentally oriented in their willingness to pay a price premium. (Less)
Please use this url to cite or link to this publication:
author
Khosravi, Parisa LU and Ismajli, Arita LU
supervisor
organization
alternative title
Does Corporate Social Responsibility matter? A study of willingness to pay among young and older adults in Sweden.
course
FEKH29 20161
year
type
M2 - Bachelor Degree
subject
keywords
Corporate social responsibility, food product, purchase intention, price premium, consumer attitudes
language
Swedish
id
8895093
date added to LUP
2016-11-23 15:51:05
date last changed
2016-11-23 15:51:05
@misc{8895093,
  abstract     = {Corporate Social Responsibility (CSR) has been gaining more attention in recent years (Grankvist, 2009) as consumers have indicated a strong support intention for ethical attributes (Becker-Olsen et al, 2006; Lee et al, 2010, 2005; Mai, 2014). Researchers have found that this support intention does not imply a strong correlation to purchase behavior (Carrigan and Attalla, 2001). In fact, the purchase behavior is rather low and implies an underlining paradox in which individuals express the importance of sustainable consumption. Hence, researchers have been struggling to define which CSR-dimensions have an impact on actual purchase behavior, while CSR in itself is expanding in congruence with societal development. This study draws upon previous research to investigate the willingness to pay a price premium for ethical attributes of two food products from different product categories, chocolate and cheese. The study followed a quantitative approach to measure data collected from a digital questionnaire answered by 179 individuals in Sweden. The data was divided into two age groups, 18-25 years old and 36-56 years old, to determine if there are statistically significant differences among their attitudes. The results show that “product responsibility” scored the highest mean, which refers to the company’s reliability and packaging of products, namely the information on them. Product responsibility was followed by “social responsibility” and “environmental responsibility”. This order was prevalent in both age groups with the exception of environmental responsibility ranked second for cheese among the older group. This indicates that in one category, the older generation is more environmentally oriented in their willingness to pay a price premium.},
  author       = {Khosravi, Parisa and Ismajli, Arita},
  keyword      = {Corporate social responsibility,food product,purchase intention,price premium,consumer attitudes},
  language     = {swe},
  note         = {Student Paper},
  title        = {Har Corporate Responsibility någon betydelse? En studie om betalningsvilja bland unga och äldre vuxna i Sverige.},
  year         = {2016},
}