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Shaping Vegan and Sustainable Consumption: A Case Study on Maria Nila

Hansson, Ninette LU and Cousyn Johansson, Vanille LU (2021) BUSN39 20211
Department of Business Administration
Abstract
Title: Constructing Vegan and Sustainable Consumption
Date of the Seminar: 2021-06-04
Course: BUSN39 Degree Project in Global Marketing
Authors: Ninette Hansson and Vanille Cousyn Johansson
Supervisor: Sofia Ulver and Hossain Shahriar
Key Words: Vegan Consumption, Sustainable Consumption, Ideologies, Myths, Consumer Responsibilization, Cultural Branding
Thesis Purpose: The purpose of this thesis is to explore how marketplace ideologies and myths shape vegan and sustainable consumption.
Theoretical Perspective: Ideologies and Myths, Consumer Responsibilization and Cultural Branding.
Methodology: A qualitative case study with an abductive approach.
Empirical Data: The empirical data consists of in-depth interviews with a Marketing... (More)
Title: Constructing Vegan and Sustainable Consumption
Date of the Seminar: 2021-06-04
Course: BUSN39 Degree Project in Global Marketing
Authors: Ninette Hansson and Vanille Cousyn Johansson
Supervisor: Sofia Ulver and Hossain Shahriar
Key Words: Vegan Consumption, Sustainable Consumption, Ideologies, Myths, Consumer Responsibilization, Cultural Branding
Thesis Purpose: The purpose of this thesis is to explore how marketplace ideologies and myths shape vegan and sustainable consumption.
Theoretical Perspective: Ideologies and Myths, Consumer Responsibilization and Cultural Branding.
Methodology: A qualitative case study with an abductive approach.
Empirical Data: The empirical data consists of in-depth interviews with a Marketing Director and consumers, supported by ‘context of context’ – a historical and cultural understanding of veganism and sustainability.
Findings and Conclusion: The findings showed that the Swedish environmentalist ideology shapes sustainable and ethical consumption, and the myth of the ethical, caring consumer, primarily through consumer responsibilization. Consumers take responsibility for environmental issues through consumption practises, where brands function as a vessel for ideological meanings and beliefs.
Practical Implication: The findings from our research demonstrate how ideologies and myths shape vegan and sustainable consumption and how a brand may authorize these values to be successful and stay relevant on the cultural marketplace. (Less)
Please use this url to cite or link to this publication:
author
Hansson, Ninette LU and Cousyn Johansson, Vanille LU
supervisor
organization
course
BUSN39 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
Vegan consumption, sustainable consumption, ideologies, myths, consumer responsibilization, cultural branding
language
English
id
9050638
date added to LUP
2021-06-29 14:21:59
date last changed
2021-06-29 14:21:59
@misc{9050638,
  abstract     = {{Title: Constructing Vegan and Sustainable Consumption 
Date of the Seminar: 2021-06-04
Course: BUSN39 Degree Project in Global Marketing 
Authors: Ninette Hansson and Vanille Cousyn Johansson
Supervisor: Sofia Ulver and Hossain Shahriar
Key Words: Vegan Consumption, Sustainable Consumption, Ideologies, Myths, Consumer Responsibilization, Cultural Branding
Thesis Purpose: The purpose of this thesis is to explore how marketplace ideologies and myths shape vegan and sustainable consumption.
Theoretical Perspective: Ideologies and Myths, Consumer Responsibilization and Cultural Branding.
Methodology: A qualitative case study with an abductive approach.
Empirical Data: The empirical data consists of in-depth interviews with a Marketing Director and consumers, supported by ‘context of context’ – a historical and cultural understanding of veganism and sustainability.
Findings and Conclusion: The findings showed that the Swedish environmentalist ideology shapes sustainable and ethical consumption, and the myth of the ethical, caring consumer, primarily through consumer responsibilization. Consumers take responsibility for environmental issues through consumption practises, where brands function as a vessel for ideological meanings and beliefs.
Practical Implication: The findings from our research demonstrate how ideologies and myths shape vegan and sustainable consumption and how a brand may authorize these values to be successful and stay relevant on the cultural marketplace.}},
  author       = {{Hansson, Ninette and Cousyn Johansson, Vanille}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Shaping Vegan and Sustainable Consumption: A Case Study on Maria Nila}},
  year         = {{2021}},
}