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CSR som strategi: Hur butiksanställda upplever företagets hållbarhetsarbete

Forsell, William LU and Nyberg, Carl LU (2025) LGMK65 20251
Department of Service Studies
Abstract
Corporate Social Responsibility (CSR) has become more important for companies in recent years, both as a marketing tool and a way to demonstrate as well as to maintain the organization's social, economical and environmental sustainability. While many organizations talk about sustainability, it is unclear how well this information reaches their frontline employees working in the stores. This thesis explores how employees working in the stores, in Swedish clothing companies, understand and experience their company’s CSR efforts and if it has an effect on their motivation or interactions with customers.

Using a qualitative method, we conducted eight interviews with employees working in Swedish clothing stores and observations to better... (More)
Corporate Social Responsibility (CSR) has become more important for companies in recent years, both as a marketing tool and a way to demonstrate as well as to maintain the organization's social, economical and environmental sustainability. While many organizations talk about sustainability, it is unclear how well this information reaches their frontline employees working in the stores. This thesis explores how employees working in the stores, in Swedish clothing companies, understand and experience their company’s CSR efforts and if it has an effect on their motivation or interactions with customers.

Using a qualitative method, we conducted eight interviews with employees working in Swedish clothing stores and observations to better understand the employees’ perspectives. By analyzing the interviews, observations alongside existing literature, this thesis identifies key themes such as lack of CSR-information and CSR-training as well as differences between large and small companies. These key themes often make it hard for employees to answer customers' questions regarding their companies CSR-initiatives, questions about where they source the items sold in the store or what role they have in promoting sustainability.

The findings show that employees experience a lack of information about CSR-initiatives, where the clothes they sell are made and that the link between motivation and CSR efforts are not always as clear. Furthermore this study provides theoretical insights and examples on what Swedish employees know about their companies CSR and what happens if they have limited knowledge. (Less)
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author
Forsell, William LU and Nyberg, Carl LU
supervisor
organization
alternative title
En kvalitativ studie om hur mycket butiksanställda på svenska klädföretag vet om produkterna de säljer
course
LGMK65 20251
year
type
M2 - Bachelor Degree
subject
keywords
Corporate Social Responsibility, Organizational identification, Internal CSR communication, Retail employees, Employee motivation, Sustainability communication, CSR awareness, Employee knowledge, Frontline employees, Customer interaction
language
Swedish
id
9224516
date added to LUP
2026-03-20 10:05:00
date last changed
2026-03-20 10:05:00
@misc{9224516,
  abstract     = {{Corporate Social Responsibility (CSR) has become more important for companies in recent years, both as a marketing tool and a way to demonstrate as well as to maintain the organization's social, economical and environmental sustainability. While many organizations talk about sustainability, it is unclear how well this information reaches their frontline employees working in the stores. This thesis explores how employees working in the stores, in Swedish clothing companies, understand and experience their company’s CSR efforts and if it has an effect on their motivation or interactions with customers.

Using a qualitative method, we conducted eight interviews with employees working in Swedish clothing stores and observations to better understand the employees’ perspectives. By analyzing the interviews, observations alongside existing literature, this thesis identifies key themes such as lack of CSR-information and CSR-training as well as differences between large and small companies. These key themes often make it hard for employees to answer customers' questions regarding their companies CSR-initiatives, questions about where they source the items sold in the store or what role they have in promoting sustainability.

The findings show that employees experience a lack of information about CSR-initiatives, where the clothes they sell are made and that the link between motivation and CSR efforts are not always as clear. Furthermore this study provides theoretical insights and examples on what Swedish employees know about their companies CSR and what happens if they have limited knowledge.}},
  author       = {{Forsell, William and Nyberg, Carl}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{CSR som strategi: Hur butiksanställda upplever företagets hållbarhetsarbete}},
  year         = {{2025}},
}