Navigering i en djungel av hållbara fonder
(2023) FEKH29 20231Department of Business Administration
- Abstract (Swedish)
- Syftet med denna uppsats är att kartlägga hur ett urval av svenska banker och
fondbolags marknadsföring avseende hållbara fonder förhåller sig till den komplexa definitionen av hållbarhet samt bidra med insikt i nuvarande tolkningsproblematik.
Studiens kvalitativa metod har en abduktiv ansats med ett hermeneutiskt
tillvägagångssätt. Den primära datan har samlats in genom sex semistrukturerade intervjuer med anställda på utvalda fallföretag inom finansbranschen och analyserats med hjälp av ett teoretiskt ramverk. Det teoretiska ramverket presenterar ett antal olika teoretiska och lagenliga definitioner av hållbarhet. Dessutom inkluderas teorier som bidrar med insikt om finansmarknaden samt berör aktörernas beteende och motivation till... (More) - Syftet med denna uppsats är att kartlägga hur ett urval av svenska banker och
fondbolags marknadsföring avseende hållbara fonder förhåller sig till den komplexa definitionen av hållbarhet samt bidra med insikt i nuvarande tolkningsproblematik.
Studiens kvalitativa metod har en abduktiv ansats med ett hermeneutiskt
tillvägagångssätt. Den primära datan har samlats in genom sex semistrukturerade intervjuer med anställda på utvalda fallföretag inom finansbranschen och analyserats med hjälp av ett teoretiskt ramverk. Det teoretiska ramverket presenterar ett antal olika teoretiska och lagenliga definitioner av hållbarhet. Dessutom inkluderas teorier som bidrar med insikt om finansmarknaden samt berör aktörernas beteende och motivation till att arbeta med hållbarhet.
Empiri presenteras utifrån intervjupersonernas svar och struktureras utefter teman som framkommit under genomgång av datan. Denna har sedan analyserats med utgångspunkt i det teoretiska ramverket med hjälp av metoden sortera, reducera och argumentera. Studien bekräftar att det råder tolkningsproblematik av hållbarhetsbegreppet i fallföretagens marknadsföring av hållbara fonder. Detta yttrar sig främst i kommunikationen av artikel 8- och 9-fonder. Konsumenter riskerar därmed att missledas och gå miste om erbjudandet de efterfrågar. Information kopplat till fonders hållbarhetsgrad behöver därför tydliggöras. (Less) - Abstract
- The purpose of this essay is to map how a selection of Swedish banks' and fund companies' marketing of sustainable funds relates to the complex definition of sustainability, as well as provide insight into the current interpretation problems.
The study's qualitative method has an abductive strategy with a hermeneutic
approach. The primary data has been collected through six semi-structured interviews with employees from a selection of case companies in the financial industry and then analyzed using a theoretical framework. The theoretical framework presents a number of different theoretical and legal definitions of sustainability. Additionally, theories that contribute insight to the financial market, explain the behavior of market... (More) - The purpose of this essay is to map how a selection of Swedish banks' and fund companies' marketing of sustainable funds relates to the complex definition of sustainability, as well as provide insight into the current interpretation problems.
The study's qualitative method has an abductive strategy with a hermeneutic
approach. The primary data has been collected through six semi-structured interviews with employees from a selection of case companies in the financial industry and then analyzed using a theoretical framework. The theoretical framework presents a number of different theoretical and legal definitions of sustainability. Additionally, theories that contribute insight to the financial market, explain the behavior of market participants as well as their motivation to integrate sustainability in their work are included.
The empirical foundation is presented based on the interviewees answers and is
structured according to themes that have emerged during the data review. This has then been analyzed using the theoretical framework and the method of sorting, reduction and argumentation. The study has determined that there is an interpretation problem with the concept of sustainability in Swedish banks' and fund companies' marketing. This is mainly seen in their communication of Article 8 and 9 funds. Consumers thus risk being misled and miss out on the offer they want. The information related to the funds degree of sustainability must therefore be clarified. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9131760
- author
- Stepnik, Dominika LU ; Olsson, Sissy LU and Palm, Anna LU
- supervisor
- organization
- alternative title
- En kvalitativ studie som kartlägger ett antal svenska banker och fondbolags marknadsföring av hållbara fonder.
- course
- FEKH29 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Hållbarhet, Marknadsföring, Hållbara fonder, Tolkningsproblematik, Asymmetrisk information
- language
- Swedish
- id
- 9131760
- date added to LUP
- 2023-08-30 12:27:00
- date last changed
- 2023-08-30 12:27:00
@misc{9131760, abstract = {{The purpose of this essay is to map how a selection of Swedish banks' and fund companies' marketing of sustainable funds relates to the complex definition of sustainability, as well as provide insight into the current interpretation problems. The study's qualitative method has an abductive strategy with a hermeneutic approach. The primary data has been collected through six semi-structured interviews with employees from a selection of case companies in the financial industry and then analyzed using a theoretical framework. The theoretical framework presents a number of different theoretical and legal definitions of sustainability. Additionally, theories that contribute insight to the financial market, explain the behavior of market participants as well as their motivation to integrate sustainability in their work are included. The empirical foundation is presented based on the interviewees answers and is structured according to themes that have emerged during the data review. This has then been analyzed using the theoretical framework and the method of sorting, reduction and argumentation. The study has determined that there is an interpretation problem with the concept of sustainability in Swedish banks' and fund companies' marketing. This is mainly seen in their communication of Article 8 and 9 funds. Consumers thus risk being misled and miss out on the offer they want. The information related to the funds degree of sustainability must therefore be clarified.}}, author = {{Stepnik, Dominika and Olsson, Sissy and Palm, Anna}}, language = {{swe}}, note = {{Student Paper}}, title = {{Navigering i en djungel av hållbara fonder}}, year = {{2023}}, }