Intention - beteende gapet: När intentionen förlorar sin slagkraft
(2023) FEKH29 20222Department of Business Administration
- Abstract (Swedish)
- Titel: Intention - beteende gapet: När intentionen förlorar sin slagkraft
Seminariedatum: 11-01-2023
Ämne/Kurs: FEKH29, Företagsekonomi: Examensarbete i Marknadsföring, Kandidatnivå,
15 högskolepoäng.
Författare: Hanna Bielke, Ellen Förare och Sara Slättberg.
Handledare: Lars Carlman.
Nyckelord: Intention-beteende gap, Theory of Planned Behavior, Hållbar klädkonsumtion,
Barriärer, Second hand, Upcycling, Köpprocessen, Konsumentbeteende.
Forskningsfråga: Hur kan man minska intention-beteende gapet inom hållbar
klädkonsumtion?
Syfte: Studien syftar till att undersöka de faktorer som påverkar sambandet mellan unga vuxnas intentioner att konsumera hållbart och deras faktiska konsumtionsbeteende. Det är viktigt att förstå vilka... (More) - Titel: Intention - beteende gapet: När intentionen förlorar sin slagkraft
Seminariedatum: 11-01-2023
Ämne/Kurs: FEKH29, Företagsekonomi: Examensarbete i Marknadsföring, Kandidatnivå,
15 högskolepoäng.
Författare: Hanna Bielke, Ellen Förare och Sara Slättberg.
Handledare: Lars Carlman.
Nyckelord: Intention-beteende gap, Theory of Planned Behavior, Hållbar klädkonsumtion,
Barriärer, Second hand, Upcycling, Köpprocessen, Konsumentbeteende.
Forskningsfråga: Hur kan man minska intention-beteende gapet inom hållbar
klädkonsumtion?
Syfte: Studien syftar till att undersöka de faktorer som påverkar sambandet mellan unga vuxnas intentioner att konsumera hållbart och deras faktiska konsumtionsbeteende. Det är viktigt att förstå vilka faktorer och barriärer som ligger bakom detta fenomen för att kunna påverka konsumenternas beteenden i en hållbar riktning. Detta arbete är därför ämnat för att undersöka dessa faktorer och skapa en djupare förståelse för hur de kan påverkas
Metod: Empiriskt resultat presenteras i form av en kvalitativ litteraturstudie följt av en kvantitativ enkätinsamling. Detta med målsättningen att finna logik bakom det identifierade gapet, och vidare på att abduktivt vis urskilja barriärer från drivkrafter. Fallstudien baseras på systematiskt samt strukturerad insamlad empiri i form av en litteraturstudie för att tematisera det fenomen som undersöks. Nyckelord baserade på studiens underfrågeställningar samt relaterade teorier användes för att finna relevanta artiklar. Vidare gallrades dessa efter en övergripande uppskattning av de publicerades arbetens abstract och dess relevans till fallstudiens ämne. Enkätundersökningens frågeformulär baserades på högstrukturerade svarsalternativ kopplade till frågeställningen tillsammans med öppna frågor med utrymme för motivering. Samtliga respondenter tillhörde målgruppen unga vuxna (15-29 år). Datan analyserades främst med hjälp den presenterade datans medelvärden samt genom en tematisk analys av de kvalitativa svaren.
Teoretiska perspektiv: Studien är baserad på Izek Ajzens Theory of planned behavior (TPB) och konsumentens köpbeteende analyseras utifrån teorin om Köpprocessen i kombination
med Elaboration likelihood model (ELM).
Resultat: De främsta barriärerna för unga vuxnas konsumtionsbeteende relativt hållbar klädkonsumtion är information, kunskap, tillgänglighet, utbud, greenwashing, pris och kvalité.
Slutsats: För att minska intention - beteende gapet krävs det att genom hela köpprocessen informera, övertyga och underlätta för kunden på så vis att intentionen hålls starkare är motstridiga motivationer som resulterar i ett icke-hållbart beteende. (Less) - Abstract
- Title: Intention - Behavior gap: When the intention loses its power
Seminar date: 11-01-2023
Course: FEKH29, Degree Project Undergraduate level, Business Administration,
Undergraduate level, 15 University Credits Points (UPC) or ECTS-cr)
Authors: Hanna Bielke, Ellen Förare and Sara Slättberg.
Advisors: Lars Carlman.
Key words: Intention-behavior gap, Theory of Planned Behavior, Sustainable clothing consumption, Barriers, Second hand, Upcycling, Consumer Buying Process, Consumer behavior.
Research question: How can the intention-behavior gap in sustainable clothing consumption be reduced?
Purpose: This study aims to investigate the factors that influence the relationship between young adults' intentions to consume sustainably... (More) - Title: Intention - Behavior gap: When the intention loses its power
Seminar date: 11-01-2023
Course: FEKH29, Degree Project Undergraduate level, Business Administration,
Undergraduate level, 15 University Credits Points (UPC) or ECTS-cr)
Authors: Hanna Bielke, Ellen Förare and Sara Slättberg.
Advisors: Lars Carlman.
Key words: Intention-behavior gap, Theory of Planned Behavior, Sustainable clothing consumption, Barriers, Second hand, Upcycling, Consumer Buying Process, Consumer behavior.
Research question: How can the intention-behavior gap in sustainable clothing consumption be reduced?
Purpose: This study aims to investigate the factors that influence the relationship between young adults' intentions to consume sustainably and their actual consumption behavior. A positive attitude and intention to consume sustainably are not always consistent with actual behavior, which can be seen as an "intention-behavior gap". It is important to understand what factors and barriers underlie this phenomenon in order to influence consumers' behaviors in a sustainable direction. Therefore, this work is intended to examine these factors and gain a deeper understanding of how they can be influenced.
Methodology: Empirical results are presented in the form of a qualitative literature review followed by a quantitative survey. This is with the aim of finding the logic behind the identified gap, and further to abductively identify barriers from drivers. The case study is based on systematically and structured empirical data in the form of a literature review in order to thematize the phenomenon being investigated. Keywords based on the study's sub-questions and related theories were used to find relevant articles. These were further screened based on an overall assessment of the published work's abstract and its relevance to the subject of the case study. The questionnaire for the survey was based on highly structured response options linked to the question together with open questions with space for motivation. All participants belonged to the target group of young adults (15-29 years). The data was analyzed mainly using the presented data's means and through a thematic analysis of the qualitative responses.
Theoretical perspectives: The study is based on Izek Ajzen's Theory of Planned Behavior (TPB) and consumer purchase behavior is analyzed based on the theory of the Purchase Process in combination with the Elaboration Likelihood Model (ELM).
Result: The main barriers to young adults' sustainable clothing consumption behavior are information, knowledge, availability, supply, greenwashing, price, and quality.
Conclusions: To bridge the intention-behavior gap and promote sustainable consumption, it is essential to provide the customer with information, persuasion, and facilitation throughout the entire consumer decision journey. This can help to strengthen the intention to purchase sustainably and overcome any competing motivations that may lead to unsustainable behavior. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9110900
- author
- Förare, Ellen LU ; Bielke, Hanna LU and Slättberg, Sara LU
- supervisor
- organization
- alternative title
- Intention - Behavior gap: When the intention loses its power
- course
- FEKH29 20222
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Intention-beteende gap, Theory of Planned Behavior, Hållbar klädkonsumtion, Barriärer, Second hand, Upcycling, Köpprocessen, Konsumentbeteende.
- language
- Swedish
- id
- 9110900
- date added to LUP
- 2023-02-27 10:38:50
- date last changed
- 2023-02-27 10:38:50
@misc{9110900,
abstract = {{Title: Intention - Behavior gap: When the intention loses its power
Seminar date: 11-01-2023
Course: FEKH29, Degree Project Undergraduate level, Business Administration,
Undergraduate level, 15 University Credits Points (UPC) or ECTS-cr)
Authors: Hanna Bielke, Ellen Förare and Sara Slättberg.
Advisors: Lars Carlman.
Key words: Intention-behavior gap, Theory of Planned Behavior, Sustainable clothing consumption, Barriers, Second hand, Upcycling, Consumer Buying Process, Consumer behavior.
Research question: How can the intention-behavior gap in sustainable clothing consumption be reduced?
Purpose: This study aims to investigate the factors that influence the relationship between young adults' intentions to consume sustainably and their actual consumption behavior. A positive attitude and intention to consume sustainably are not always consistent with actual behavior, which can be seen as an "intention-behavior gap". It is important to understand what factors and barriers underlie this phenomenon in order to influence consumers' behaviors in a sustainable direction. Therefore, this work is intended to examine these factors and gain a deeper understanding of how they can be influenced.
Methodology: Empirical results are presented in the form of a qualitative literature review followed by a quantitative survey. This is with the aim of finding the logic behind the identified gap, and further to abductively identify barriers from drivers. The case study is based on systematically and structured empirical data in the form of a literature review in order to thematize the phenomenon being investigated. Keywords based on the study's sub-questions and related theories were used to find relevant articles. These were further screened based on an overall assessment of the published work's abstract and its relevance to the subject of the case study. The questionnaire for the survey was based on highly structured response options linked to the question together with open questions with space for motivation. All participants belonged to the target group of young adults (15-29 years). The data was analyzed mainly using the presented data's means and through a thematic analysis of the qualitative responses.
Theoretical perspectives: The study is based on Izek Ajzen's Theory of Planned Behavior (TPB) and consumer purchase behavior is analyzed based on the theory of the Purchase Process in combination with the Elaboration Likelihood Model (ELM).
Result: The main barriers to young adults' sustainable clothing consumption behavior are information, knowledge, availability, supply, greenwashing, price, and quality.
Conclusions: To bridge the intention-behavior gap and promote sustainable consumption, it is essential to provide the customer with information, persuasion, and facilitation throughout the entire consumer decision journey. This can help to strengthen the intention to purchase sustainably and overcome any competing motivations that may lead to unsustainable behavior.}},
author = {{Förare, Ellen and Bielke, Hanna and Slättberg, Sara}},
language = {{swe}},
note = {{Student Paper}},
title = {{Intention - beteende gapet: När intentionen förlorar sin slagkraft}},
year = {{2023}},
}