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Greta-effekten vs. Konsumtionssamhället

Karlsson Ahlborg, Ebba LU ; Risberg, Clara LU and Hodell, Linn LU (2020) FEKH29 20192
Department of Business Administration
Abstract (Swedish)
Examensarbetets titel: Greta-effekten vs. Konsumtionssamhället - En studie om Greta Thunbergs del i konsumenters tankar kring hållbar konsumtion
Seminariedatum: 2020-01-16
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå
Författare: Ebba Ahlborg, Linn Hodell, Clara Risberg
Handledare: Clara Gustafsson
Nyckelord: Consumer Culture Theory, relationer, miljöaktivism, Greta-effekten, konsumenter, hållbar konsumtion, personligt varumärke
Syfte: Syftet med studien är att undersöka om konsumenters relation till varumärket Greta Thunberg har någon del i ett eventuellt hållbart konsumtionstänk.
Teoretisk referensram: CCT utgör en kontext för arbetet, medan teorin om relationer och teorin om miljöaktivism används som verktyg för... (More)
Examensarbetets titel: Greta-effekten vs. Konsumtionssamhället - En studie om Greta Thunbergs del i konsumenters tankar kring hållbar konsumtion
Seminariedatum: 2020-01-16
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå
Författare: Ebba Ahlborg, Linn Hodell, Clara Risberg
Handledare: Clara Gustafsson
Nyckelord: Consumer Culture Theory, relationer, miljöaktivism, Greta-effekten, konsumenter, hållbar konsumtion, personligt varumärke
Syfte: Syftet med studien är att undersöka om konsumenters relation till varumärket Greta Thunberg har någon del i ett eventuellt hållbart konsumtionstänk.
Teoretisk referensram: CCT utgör en kontext för arbetet, medan teorin om relationer och teorin om miljöaktivism används som verktyg för att identifiera konsumenters relation till Greta Thunberg och motiv bakom hållbart konsumtionstänk.
Metod: Studien har en kvalitativ metod och baseras på semistrukturerade intervjuer med tvärsnittsdesign. Intervjuerna är gjorda enligt interpretativistisk metod där författarna tolkar svaren för att bidra med ny kunskap. Teoretiska perspektiv och kunskap i ämnet återfanns, förutom i intervjuerna, i vetenskapliga artiklar, böcker, hemsidor samt tidskrifter.
Empiri: Det empiriska materialet utgörs av tio djupintervjuer. Intervjupersonerna svarade på frågor gällande miljö och konsumtion, Greta Thunberg samt varumärken.
Resultat: Resultaten visar på att konsumenters relation till varumärket Greta Thunberg kan ha en del i ett hållbart konsumtionstänk. Hur stor del Greta har i en konsuments hållbara konsumtionstänk beror på vilka dimensionsvarianter relationen karaktäriseras av. (Less)
Abstract
Title: Greta Thunberg vs. Consumer Society - A Study About Whether Greta Thunberg Play any Part in Consumers Sustainable Reasoning About Consumption
Seminar date: 2020-01-16
Course: FEKH29, Business Administration: Bachelor’s degree Project in Marketing Undergraduate
Authors: Ebba Ahlborg, Linn Hodell, Clara Risberg
Advisor: Clara Gustafsson
Key words: Consumer Culture Theory, relationships, climate activism, The Greta Effect, consumers, sustainable consumption, personal brand
Purpose: The purpose with this study is to investigate whether consumers relationship with Greta Thunberg play any part in their sustainable reasoning about consumption.
Theoretical perspectives: CCT provides the context, whereas the Relationship Theory and... (More)
Title: Greta Thunberg vs. Consumer Society - A Study About Whether Greta Thunberg Play any Part in Consumers Sustainable Reasoning About Consumption
Seminar date: 2020-01-16
Course: FEKH29, Business Administration: Bachelor’s degree Project in Marketing Undergraduate
Authors: Ebba Ahlborg, Linn Hodell, Clara Risberg
Advisor: Clara Gustafsson
Key words: Consumer Culture Theory, relationships, climate activism, The Greta Effect, consumers, sustainable consumption, personal brand
Purpose: The purpose with this study is to investigate whether consumers relationship with Greta Thunberg play any part in their sustainable reasoning about consumption.
Theoretical perspectives: CCT provides the context, whereas the Relationship Theory and the Climate Activism Theory are used as tools to identify consumers’ relationship to Greta Thunberg and motives behind sustainable reasoning about consumption.
Methodology: The study has a qualitative method based on semi-structured interviews with a cross-sectional design. The interviews are conducted according to interpretative method in which the authors interpret the answers in order to contribute with new knowledge. Theoretical perspectives and knowledge within the subject were collected from scientific articles, books, websites and scientific journals, apart from the interviews.
Empirical foundation: The empirical foundation consists of ten in-depth interviews. The interviewees responded to questions regarding environment and consumption, Greta Thunberg as well as brands.
Conclusions: The results show that consumers’ relationship with Greta Thunberg can play a part in their sustainable reasoning about consumption. To which extent this plays any part in their reasoning, depends on which dimension variants the relationship is characterized by. (Less)
Please use this url to cite or link to this publication:
author
Karlsson Ahlborg, Ebba LU ; Risberg, Clara LU and Hodell, Linn LU
supervisor
organization
course
FEKH29 20192
year
type
M2 - Bachelor Degree
subject
keywords
Consumer Culture Theory, relationer, miljöaktivism, Greta-effekten, konsumenter, hållbar konsumtion, personligt varumärke
language
Swedish
id
9004781
date added to LUP
2020-02-13 14:01:39
date last changed
2020-02-13 14:01:39
@misc{9004781,
  abstract     = {Title: Greta Thunberg vs. Consumer Society - A Study About Whether Greta Thunberg Play any Part in Consumers Sustainable Reasoning About Consumption
Seminar date: 2020-01-16
Course: FEKH29, Business Administration: Bachelor’s degree Project in Marketing Undergraduate
Authors: Ebba Ahlborg, Linn Hodell, Clara Risberg
Advisor: Clara Gustafsson
Key words: Consumer Culture Theory, relationships, climate activism, The Greta Effect, consumers, sustainable consumption, personal brand
Purpose: The purpose with this study is to investigate whether consumers relationship with Greta Thunberg play any part in their sustainable reasoning about consumption.
Theoretical perspectives: CCT provides the context, whereas the Relationship Theory and the Climate Activism Theory are used as tools to identify consumers’ relationship to Greta Thunberg and motives behind sustainable reasoning about consumption.
Methodology: The study has a qualitative method based on semi-structured interviews with a cross-sectional design. The interviews are conducted according to interpretative method in which the authors interpret the answers in order to contribute with new knowledge. Theoretical perspectives and knowledge within the subject were collected from scientific articles, books, websites and scientific journals, apart from the interviews.
Empirical foundation: The empirical foundation consists of ten in-depth interviews. The interviewees responded to questions regarding environment and consumption, Greta Thunberg as well as brands.
Conclusions: The results show that consumers’ relationship with Greta Thunberg can play a part in their sustainable reasoning about consumption. To which extent this plays any part in their reasoning, depends on which dimension variants the relationship is characterized by.},
  author       = {Karlsson Ahlborg, Ebba and Risberg, Clara and Hodell, Linn},
  keyword      = {Consumer Culture Theory,relationer,miljöaktivism,Greta-effekten,konsumenter,hållbar konsumtion,personligt varumärke},
  language     = {swe},
  note         = {Student Paper},
  title        = {Greta-effekten vs. Konsumtionssamhället},
  year         = {2020},
}