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1	Konsumenters uppfattningar av företags hållbarhetsåtgärder : En kvalitativ studie om konsumenters köpbeteende i förhållande till företags produktförändringar / Consumer perceptions of corporate sustainability efforts : A qualitative study on consumer buying behavior in response to product changes by companies Stenmark, Max, Drugge, Emma, Holmqvist, Daniel January 2023 (has links) This thesis explores consumer perceptions of corporate sustainability, particularly how the removal of product accessories for environmental reasons is perceived. It highlights the importance of concrete evidence like eco-labeling to support sustainability claims. The study delves into the balance consumers strike between eco-friendly intentions and practical needs like price and functionality, revealing a conflict between idealism and pragmatism. Additionally, it examines how social and cultural factors, including reference groups and family upbringing, shape attitudes towards sustainability. The research emphasizes that companies need to connect with consumers' deeper values to promote sustainable consumption effectively. In conclusion, it underscores the need for genuine transparency and the alignment of corporate actions with consumers' personal values and social contexts to encourage more responsible and sustainable consumption. Greenwashing Consumer trust Green Consumer Behavior Ethical Consumer Behavior Consumer Perception Theory Nudging Signaling Theory Green Consumtion Values Theory of Planned Behavior Hållbart köpbeteende Ekologisk Medvetenhet Normer och Attityder Konsumentförtroende Produktinnehållsminskning Konsumentuppfattning Ekologisk medvetenhet Miljöengagemang Business Administration Företagsekonomi

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