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Unga konsumenters attityder till socialt ansvarstagande inom varumärkeskommunikation

Sander, Alma LU and Lindblad, Carl LU (2023) SKOK11 20231
Department of Strategic Communication
Abstract (Swedish)
Syfte: Syftet med denna studie är att undersöka unga konsumenters attityder till företags sociala ansvarstagande. Forskningsfrågorna är 1. Hur ser unga konsumenters attityder ut till socialt ansvarstagande? 2. Vilka åtgärder bör tas enligt informanterna, för att förändra konsumenters uppfattning om företag med bristande socialt ansvarstagande?
Teoretisk referensram: Denna studie använder en teoretisk bakgrund kring begreppet CSR. Denna studie innehåller även viktiga begrepp som kopplas till de två teorierna: Carrolls CSR-pyramid och Elaboration Likelihood Model (ELM). Den första teorin fastställer ett ramverk som inkluderar fyra nyckelnivåer som ett företag måste uppfylla för att definieras som socialt ansvarstagande; det ekonomiska,... (More)
Syfte: Syftet med denna studie är att undersöka unga konsumenters attityder till företags sociala ansvarstagande. Forskningsfrågorna är 1. Hur ser unga konsumenters attityder ut till socialt ansvarstagande? 2. Vilka åtgärder bör tas enligt informanterna, för att förändra konsumenters uppfattning om företag med bristande socialt ansvarstagande?
Teoretisk referensram: Denna studie använder en teoretisk bakgrund kring begreppet CSR. Denna studie innehåller även viktiga begrepp som kopplas till de två teorierna: Carrolls CSR-pyramid och Elaboration Likelihood Model (ELM). Den första teorin fastställer ett ramverk som inkluderar fyra nyckelnivåer som ett företag måste uppfylla för att definieras som socialt ansvarstagande; det ekonomiska, juridiska, etiska och filantropiska ansvaret. Den andra teorin består av två processer; den centrala och den perifera processen, som ligger till grund för ELM.
Metod: Denna studie använder en kvalitativ forskningsmetod i fokuset på svenska unga konsumenter. 10 semi-strukturerade intervjuer har genomförts som vidare utgör den primära grunden för den tematiska analysen.
Resultat: Resultaten visar att den etiska nivån i Carrolls CSR-pyramid var den mest betydande bland unga konsumenter. Transparens uppstod som ett nyckelord där deltagarna betonade önskan av konkreta handlingar som bygger på statistik. Till sist diskuterades företag med den gig-ekonomiska arbetsmodellen, där alla deltagare menade att det är möjligt för dessa företag att, genom transparens och en bättre intern kultur, förändra sitt dåliga rykte.


Nyckelord: CSR, unga konsumenter, socialt ansvarstagande, strategisk kommunikation, hållbar varumärkeskommunikation

Antal tecken inklusive blanksteg: 75 385 (Less)
Abstract
Purpose: The purpose of this study is to examine young consumers' attitudes towards companies' social responsibility. The research questions are 1. What are the attitudes of young consumers towards social responsibility? 2. What measures should be taken according to the respondents, to change consumers' perception of companies with a lack of social responsibility?
Theoretical foundation: This study uses a theoretical background on the concept CSR. This study also incorporates significant concepts derived from the two theories: Carrolls CSR-pyramid and Elaboration Likelihood Model (ELM). The first theory establishes a framework including four key-dimensions a business must meet to be defined as socially responsible; economic, legal,... (More)
Purpose: The purpose of this study is to examine young consumers' attitudes towards companies' social responsibility. The research questions are 1. What are the attitudes of young consumers towards social responsibility? 2. What measures should be taken according to the respondents, to change consumers' perception of companies with a lack of social responsibility?
Theoretical foundation: This study uses a theoretical background on the concept CSR. This study also incorporates significant concepts derived from the two theories: Carrolls CSR-pyramid and Elaboration Likelihood Model (ELM). The first theory establishes a framework including four key-dimensions a business must meet to be defined as socially responsible; economic, legal, ethical and philanthropic responsibilities. The second theory consists of two routes; the central and the peripheral route, which form the basis of ELM.
Design/methodology/approach: This study utilizes a qualitative research approach and focuses on Swedish young consumers. 10 semi-structured interviews were conducted which serve as the primary foundation for the thematic analysis.
Findings: The results show that the ethical level in Carrolls CSR-pyramid was the most significant among young consumers. Transparency emerged as a key-word with the participants emphasizing the need for companies to present concrete actions built on statistics. Lastly was companies with the gig-economy working model discussed, with all the participants meaning that it is possible for them through transparency and a better internal culture to change their bad reputation.
Keywords: CSR, young consumers, social responsibility, strategic communication, sustainable brand communication
Number of characters including space: 75 385 (Less)
Please use this url to cite or link to this publication:
author
Sander, Alma LU and Lindblad, Carl LU
supervisor
organization
course
SKOK11 20231
year
type
M2 - Bachelor Degree
subject
keywords
CSR, young consumers, social responsibility, strategic communication, sustainable brand communication
language
Swedish
id
9117601
date added to LUP
2023-08-28 09:09:27
date last changed
2023-08-28 09:09:27
@misc{9117601,
  abstract     = {{Purpose: The purpose of this study is to examine young consumers' attitudes towards companies' social responsibility. The research questions are 1. What are the attitudes of young consumers towards social responsibility? 2. What measures should be taken according to the respondents, to change consumers' perception of companies with a lack of social responsibility?
Theoretical foundation: This study uses a theoretical background on the concept CSR. This study also incorporates significant concepts derived from the two theories: Carrolls CSR-pyramid and Elaboration Likelihood Model (ELM). The first theory establishes a framework including four key-dimensions a business must meet to be defined as socially responsible; economic, legal, ethical and philanthropic responsibilities. The second theory consists of two routes; the central and the peripheral route, which form the basis of ELM.
Design/methodology/approach: This study utilizes a qualitative research approach and focuses on Swedish young consumers. 10 semi-structured interviews were conducted which serve as the primary foundation for the thematic analysis.
Findings: The results show that the ethical level in Carrolls CSR-pyramid was the most significant among young consumers. Transparency emerged as a key-word with the participants emphasizing the need for companies to present concrete actions built on statistics. Lastly was companies with the gig-economy working model discussed, with all the participants meaning that it is possible for them through transparency and a better internal culture to change their bad reputation.
Keywords: CSR, young consumers, social responsibility, strategic communication, sustainable brand communication 
Number of characters including space: 75 385}},
  author       = {{Sander, Alma and Lindblad, Carl}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Unga konsumenters attityder till socialt ansvarstagande inom varumärkeskommunikation}},
  year         = {{2023}},
}