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Dela Hållbarheten! En kvalitativ studie av hållbarhetsvarumärkning i en delningsekonomisk kontext

Andersson, Louise LU and Chauvet, Céline LU (2017) SKOK01 20171
Department of Strategic Communication
Abstract
This study intends to explore how and with what intentions organisations within a
sharing economy context choose to integrate and implement the concept of sustainability.
It further aims to contribute to the field of sustainability branding,
where very limited research has been carried out in regards of sustainability
branding within a context of sharing economy. Twelve semi-structured interviews
with CEO’s and marketing directors were conducted in order to attain a holistic
perspective on how strategic decisions regarding sustainability are made. The
analysis show that organisations have different intentions with applying sustainability,
which include pressure from society, a growing conscious group of consumers
and the founders... (More)
This study intends to explore how and with what intentions organisations within a
sharing economy context choose to integrate and implement the concept of sustainability.
It further aims to contribute to the field of sustainability branding,
where very limited research has been carried out in regards of sustainability
branding within a context of sharing economy. Twelve semi-structured interviews
with CEO’s and marketing directors were conducted in order to attain a holistic
perspective on how strategic decisions regarding sustainability are made. The
analysis show that organisations have different intentions with applying sustainability,
which include pressure from society, a growing conscious group of consumers
and the founders genuine concern for sustainability. Furthermore, the results
show that most organisations choose to integrate sustainability at the core of
the business, which positively affects the authenticity of their sustainability branding.
The analysis indicates that several organisations are apprehensive about implementing
explicit sustainability messages in their communication. Also, a majority
of the respondents claimed that a lack of resources shaped their communication
strategies. These reasons could explain why the organisations mainly used the
attention of media and word-of-mouth to communicate their sustainability focus.
Furthermore, a discussion about how the status of sustainability branding is intertwined
and affected by different aspects is carried out. Based on the results, a discussion
about the present situation and status of sustainability branding is carried
out. (Less)
Abstract (Swedish)
Denna studie syftar undersöka hur och med vilka intentioner hållbarhet integreras och implementeras av organisationer i en delningsekonomisk kontext. Vidare ämnar studien bidra till fältet för hållbarhetsvarumärkning, där föga forskning har utförts med avsikt att sammanbinda hållbarhetsvarumärkning med delningsekonomi. Tolv semistrukturerade intervjuer med VD:s och marknadsansvariga utfördes med syfte att få ett holistiskt perspektiv på hur strategiska beslut gällande hållbarhet tas. Analysen visar att organisationer har olika intentioner med att tilllämpa hållbarhet. Dessa inkluderar samhällskrav, en växande medveten konsumentgrupp samt grundarnas genuina hållbarhetsomtanke. Dessutom visar resultaten att de flesta organisationer väljer... (More)
Denna studie syftar undersöka hur och med vilka intentioner hållbarhet integreras och implementeras av organisationer i en delningsekonomisk kontext. Vidare ämnar studien bidra till fältet för hållbarhetsvarumärkning, där föga forskning har utförts med avsikt att sammanbinda hållbarhetsvarumärkning med delningsekonomi. Tolv semistrukturerade intervjuer med VD:s och marknadsansvariga utfördes med syfte att få ett holistiskt perspektiv på hur strategiska beslut gällande hållbarhet tas. Analysen visar att organisationer har olika intentioner med att tilllämpa hållbarhet. Dessa inkluderar samhällskrav, en växande medveten konsumentgrupp samt grundarnas genuina hållbarhetsomtanke. Dessutom visar resultaten att de flesta organisationer väljer att integrera hållbarhet i organisationens kärna vilket positivt påverkar äktheten i hållbarhetsvarumärkningen. Analysen indikerar att flera organisationer är tveksamma till att implementera explicita hållbarhetsbudskap i sin kommunikation. En majoritet av intervjupersonerna menar också att en brist på resurser påverkar deras kommunikationsstrategier. Dessa anledningar kan motivera varför organisationer främst använder mediapublicitet och word-of-mouth för att kommunicera sitt hållbarhetsengagemang. Utifrån resultaten förs en vidare diskussion kring hållbarhetsvarumärkningens nuvarande situation och status. (Less)
Please use this url to cite or link to this publication:
author
Andersson, Louise LU and Chauvet, Céline LU
supervisor
organization
course
SKOK01 20171
year
type
M2 - Bachelor Degree
subject
keywords
Sustainability branding, Sharing economy, Sustainability communication, Authenticity, Neoinstitutional theory, Strategic communication
language
Swedish
id
8906515
date added to LUP
2017-06-12 08:25:21
date last changed
2017-06-12 08:25:21
@misc{8906515,
  abstract     = {This study intends to explore how and with what intentions organisations within a
sharing economy context choose to integrate and implement the concept of sustainability.
It further aims to contribute to the field of sustainability branding,
where very limited research has been carried out in regards of sustainability
branding within a context of sharing economy. Twelve semi-structured interviews
with CEO’s and marketing directors were conducted in order to attain a holistic
perspective on how strategic decisions regarding sustainability are made. The
analysis show that organisations have different intentions with applying sustainability,
which include pressure from society, a growing conscious group of consumers
and the founders genuine concern for sustainability. Furthermore, the results
show that most organisations choose to integrate sustainability at the core of
the business, which positively affects the authenticity of their sustainability branding.
The analysis indicates that several organisations are apprehensive about implementing
explicit sustainability messages in their communication. Also, a majority
of the respondents claimed that a lack of resources shaped their communication
strategies. These reasons could explain why the organisations mainly used the
attention of media and word-of-mouth to communicate their sustainability focus.
Furthermore, a discussion about how the status of sustainability branding is intertwined
and affected by different aspects is carried out. Based on the results, a discussion
about the present situation and status of sustainability branding is carried
out.},
  author       = {Andersson, Louise and Chauvet, Céline},
  keyword      = {Sustainability branding,Sharing economy,Sustainability communication,Authenticity,Neoinstitutional theory,Strategic communication},
  language     = {swe},
  note         = {Student Paper},
  title        = {Dela Hållbarheten! En kvalitativ studie av hållbarhetsvarumärkning i en delningsekonomisk kontext},
  year         = {2017},
}