Global ETD Search

1	The Greener Outdoors : The importance of environmental communication with the customer Fraenkel, Elina January 2020 (has links) The apparel industry is pointed out as an industry highly contributing with negative environmental impacts in all different stages of the production to consumption chain. Companies within the outdoor industry have been trying to combat this issue by producing apparel that are less harmful for the environment and by encouraging consumers to keep, care and repair for their apparel over time. Educative communication with customers regarding the environmental issues deriving from apparel consumption is seen where some brands go as far as to engaging in environmental activism. Regarding retailers within the outdoor industry, the use of educational communication needs to incorporate many different brands and thus communicating about environmentally preferable apparel is more complex. This study investigates the Swedish retailer Naturkompaniet’s approach to educational communication in order to identify what possibilities there are to encourage consumers to purchase environmentally preferable apparel and to care for it over time. The study find that Naturkompaniet does use educational communication to encourage consumers to purchase environmentally preferable apparel to some extent. It also identifies room for improvement and give suggestions on how the communication can be developed further. Sustainable Development Environmentally Preferable Apparel Outdoor Industry Naturkompaniet External Communication. Earth and Related Environmental Sciences Geovetenskap och miljövetenskap
2	Framgångsrik hållbarhetskommunikation - vad är det? : En tematisk analys av Naturkompaniet, Systembolaget och MAX Burgers hållbarhetskommunikation på Instagram Oskarsson, Jessica, Markén, Matilda January 2023 (has links) This study aims to investigate how companies perceived as sustainable by consumers engage in sustainability communication on social media. An abundance of information is common in today's digitized society - how do you as a company push through the noise - especially, with a serious message that does not belong on social media? The basis for determining which companies succeed in their sustainability communication is based on the Sustainable Brand Index Report from 2022. The selection and criteria resulted in three companies from three different industries for our analysis: Naturkompaniet, Systembolaget and MAX Burgers. We have reviewed all companies' Instagram and after the selection, 5 Instagram posts from each company are analyzed. The analysis is based on theories about sustainable communication, emotions and cognitive load on the part of the recipient. Models that are explained and intended to be the basis for results and analysis are the Affect–reason–involvement model (ARI model) and the Communication via Syncretic and Analytic Cognition Scale (CASC scale) as well as the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP). To answer the research question "How do Systembolaget, Naturkompaniet and MAX Burgers present their sustainability communication on Instagram?" and the sub-question "How do Systembolaget, Naturkompaniet and MAX Burgers use emotional aspects and how do they take into account the recipients' cognitive load in their sustainability communication on Instagram?" in relation to the theories, we use a thematic content analysis. The analysis resulted in four overarching themes found: Behavior Change, Memorable, Encouraging and Serious Undertone. The conclusion is that companies that carry out successful sustainability communication present their messages in a simple way which is easy to understand, often with humorous elements and relatable factors. Sustainability Communication Instagram Sustainability Brand Index ARI-model CASC-scale LC4MP Emotions Cognitive Overload Naturkompaniet Systembolaget MAX Burgers Hållbarhetskommunikation Instagram ommunication Instagram ARI-modellen CASC-skalan LC4MP Känslor Kognitiv belastning Naturkompaniet Systembolaget MAX Burgers Media and Communications Medie- och kommunikationsvetenskap

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The Greener Outdoors : The importance of environmental communication with the customer

Framgångsrik hållbarhetskommunikation - vad är det? : En tematisk analys av Naturkompaniet, Systembolaget och MAX Burgers hållbarhetskommunikation på Instagram