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Navigering i en djungel av hållbara fonder

Stepnik, Dominika LU ; Olsson, Sissy LU and Palm, Anna LU (2023) FEKH29 20231
Department 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:
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
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}},
}