<p><strong>Abstract</strong></p><p>The aim of this Master thesis is to explore why some Swedes want to consume”eco-friendly” and whether this fact gives rise to articulated information needs. Two possible explanations for this ”eco conscious” consumption are being tested, either if it is based on a normative belief that it is the right thing to do if you, as a consumer, want to do something about the environmental degradation, or that it is a reaction to a perceived risk, due to the environmental degradation. The method chosen by the author in this thesis is a qualitative text analysis of five Swedish journals. The author also tries to find articulated expressions for information needs based on the will to consume ”eco friendly” that could either be a result of a perceived risk or a feeling of normative rightness. The findings of this thesis are the following: the opinion among Swedish consumers that it is normatively right to select products perceived to be good for the environment, is the most commonly expressed in the  material examined followed by the view that they (the consumers) need more information as to what products to chose if the they are to satisfy their “environmental ambitions”.</p><p> </p>

Abstract The aim of this Master thesis is to explore why some Swedes want to consume”eco-friendly” and whether this fact gives rise to articulated information needs. Two possible explanations for this ”eco conscious” consumption are being tested, either if it is based on a normative belief that it is the right thing to do if you, as a consumer, want to do something about the environmental degradation, or that it is a reaction to a perceived risk, due to the environmental degradation. The method chosen by the author in this thesis is a qualitative text analysis of five Swedish journals. The author also tries to find articulated expressions for information needs based on the will to consume ”eco friendly” that could either be a result of a perceived risk or a feeling of normative rightness. The findings of this thesis are the following: the opinion among Swedish consumers that it is normatively right to select products perceived to be good for the environment, is the most commonly expressed in the  material examined followed by the view that they (the consumers) need more information as to what products to chose if the they are to satisfy their “environmental ambitions”.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2016-07-18T18:40:35Z No. of bitstreams: 1 Ernani Bresolin_.pdf: 6006969 bytes, checksum: e09eb45bc2de4bee44f66eb48d4b237d (MD5) / Made available in DSpace on 2016-07-18T18:40:35Z (GMT). No. of bitstreams: 1 Ernani Bresolin_.pdf: 6006969 bytes, checksum: e09eb45bc2de4bee44f66eb48d4b237d (MD5) Previous issue date: 2016-04-26 / Nenhuma / A sustentabilidade é um tema bastante amplo e largamente discutido por pesquisas e estudos da área. Dentre seus desdobramentos encontra-se também o consumo sustentável, neste contexto, este estudo pretende pesquisar como consumidores estão resistindo a lógica atual de consumo e adotando práticas guiadas por uma consciência sustentável. Assim, tem-se como objetivo analisar comportamento de consumo desses que serão denominados neste estudo como, consumidores conscientes. A metodologia utilizou-se de uma pesquisa exploratória com entrevistas qualitativas e uso de técnicas projetivas e interpretativas. Os resultados proporcionam informações relevantes quanto aos significados, motivadores e benefícios percebidos, bem como, eventuais contradições, exceções e demandas ainda não supridas pelo mercado, utilizando como lente a visão daquele que talvez possui o maior dos poderes de transformação do atual modelo de consumo; o próprio consumidor. / Sustainability is a very broad topic and it is widely discussed by researches and studies in the area. In its developments, sustainable consumption has also been addressed. In this context, this study aims to investigate how consumers are resisting the current logic of consumption and adopting practices that are guided by sustainable awareness. Hence, it is necessary to analyze the consumption behavior of those who will be called in this study conscious consumers. Regarding methodology, an exploratory research including qualitative interviews, as well as projective and interpretive techniques, were used. The results provide relevant information on meanings, motivating factors and perceived benefits, as well as on possible contradictions, exceptions and market still unmet demands, and it holds the perspective from the one that, perhaps, has the greatest current consumption model transformation power: the consumer himself.