Aim: The aim of this study is to analyze how CSR affects consumer behavior and how consumers are affected by, act on and behave as a result of the CSR strategies implemented by Coop grocery stores. If people are aware, have knowledge and what they know about Coop´ CSR work will be analyzed and compared with the help of survey investigations conducted in both Stockholm and Gävle. Like most big food retailers, Coop has a stated policy, but we will investigate if their CSR work makes a difference and if so - how, in the mind of the consumers. Method: A survey with 16 questions was constructed and these questions were adjusted to previous research made about CSR and its impact on the consumers and their buying decision process. The data was collected at the entrance of two Coop food retails stores, one in Gävle and the other in Stockholm. People that were at least 18 years of age were asked to participate. A total of more than 200 questioners added together in both cities were willing to participate. The data was analysed with the help of the statistical analyse program SPSS, where a regression analysis was made which we combined with a thematic analysis. Result and Conclusion: Our research indicates that consumer doesn't engage in the grocery stores work with CSR. Consumers do consider the ecological assortment but they find the price to be an obstacle when it comes to actually buying ecological products. Our study shows that there is no link between buying ecological products and loyalty towards Coop. For Coop to sell more ecological products, we suggest they should lower the prices or increase the knowledge among consumers to motivate a higher pricing. Suggestion to further research: Our study could easily be made on other food retail stores as it would be interesting to investigate if and how the end results would differ. Contribution of thesis: Our thesis gives Coop the opportunity to evaluate their CSR work and more importantly, its impact on its consumers, where suggestions are made on how to improve their CSR strategy.

Bakgrund och problem: Under de senaste 20 åren har en global oro växt kring konsumtionens påverkan på miljön. Faktorer som den globala uppvärmningen, hål i ozonlagret samt katastrofer som Tjernobyl var några av drivkrafterna. Historiskt börjar nu den gröna marknadsföringen att framträda på marknaden. Den delades in i tre faser varav en fas representerar marknadsföring av miljövänliga produkter, designade för att främja en hållbar konsumtion (Mishra & Sharmra, 2012). Det är dock under 2000-talet som konsumenternas miljömedvetenhet leder till en ekologisk trend och livsstil. Forskare menar att ekonomisk tillväxt är den bidragande faktorn till ett ohållbart utnyttjande av jordens resurser. Således ligger framtiden i effektivisering, återvinning och ny miljövänlig teknologi för att resurserna ska räcka till. Allmänheten i industrialiserade länder är väl medvetna om de negativa effekter som deras konsumtionsbeteende har på miljön. Den ökade kunskapen bidrar till en efterfråga på ekologiska varor. De ekologiska produkterna skapar nya möjligheter för differentiering och konkurrensfördelar för företag. Men är inom klädbranschen en minoritet då konsumenternas etiska värderingar inte sammanfaller med deras prioriteringar vid ett klädköp. Problemet stärks ytterligare då klädindustrin är byggt på komplicerade system där produktionen består av lågkostnads kläder som produceras i kostnadseffektiva länder. Företag måste se över modegrad och kvalitet vid produktion av ekologiska kläder.

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / A pesquisa, que tem como tema a avaliaÃÃo das estratÃgias de desenvolvimento de produtos ecolÃgicos na cadeia de transformaÃÃo dos resÃduos plÃsticos industriais, justifica-se pela mudanÃa de comportamento e novos posicionamentos das empresas com relaÃÃo ao ambiente. O trabalho apresenta metodologia de natureza qualitativa com fins descritivos e procedimentos de coleta bibliogrÃfica com estudo de caso mÃltiplo. As empresas selecionadas para pesquisa sÃo cadastradas na Bolsa de ResÃduos e NegÃcios da FIEC â FederaÃÃo das IndÃstrias do Estado do CearÃ. O presente estudo tem por objetivos investigar se os produtos derivados de resÃduos plÃsticos industriais podem ser classificados como ecolÃgicos, mapear a cadeia de suprimentos e transformaÃÃo dos resÃduos plÃsticos reciclÃveis das empresas pesquisadas e analisar o processo de desenvolvimento de produtos derivados de resÃduos plÃsticos industriais à luz do modelo de Morilhas e Nascimento (2007). Como resultado, verificou-se, que nem todo produto derivado de resÃduos plÃsticos industriais sÃo considerados ecolÃgicos segundo o modelo, pois esses produtos devem atender todas as fases dos critÃrios apontados como ambientais do ciclo de vida de um produto ecologicamente correto. PorÃm, esse modelo nÃo deve ser considerado o Ãnico instrumento de avaliaÃÃo para classificar um produto ecolÃgico, e sim considerÃ-lo como complementar aos referenciais teÃricos para tal anÃlise. / The survey, whose theme is the evaluation of strategies for development of green products in the chain of industrial plastic waste, is justified by the behavior change and new positioning of the companies with the environment. The paper presents a qualitative methodology with descriptive purposes and procedures of collecting literature on multiple case study. The selected companies are registered for research at the Stock FIEC Waste and Business - Federation of Industries of the State of CearÃ. The present study aims to investigate whether products derived from industrial plastic waste can be classified as green, mapping the supply chain and processing of waste plastics recycling companies surveyed and analyze the process of developing products derived from industrial plastic waste in the light model Morilhas and Nascimento (2007). As a result, it was found that not all products derived from industrial plastic waste are considered according to the ecological model, because these products must meet all the criteria set out stages and environmental life cycle of an environmentally friendly product. However, this model should not be considered a unique assessment tool to classify an ecological product, but consider it as complementary to theoretical frameworks for such analysis.

På livsmedelsmarknaden finns det olika produkter som konsumenten kan välja mellan. Valensom görs inom dagligvaruhandeln kan påverka individen och samhället på olika sätt, dåprodukter har olika näringsinnehåll och de har producerats under olika förutsättningar. För attkonsumenten ska veta hur olika produkter påverkar individen och samhället finns det olikamärkningar såsom Fairtrade och KRAV. Ekologiska produkter marknadsförs som hälsosammasamtidigt som de ska vara bättre för miljön än icke ekologiska produkter. Den ekologiskamarknaden har ökat de senaste 5 åren. Av den anledningen finner vi det intressant att analyseravem som väljer att konsumera ekologiska produkter och varför.Syftet med studien är att analysera vilka faktorer som påverkar konsumenternas val attkonsumera ekologiska produkter. För att kunna analysera de olika faktorerna användskvantitativa ansatser. Data samlas in genom en enkätundersökning och analyseras medekonometriska tekniker. Resultatet analyseras även med hjälp av ekonomiska teorier.Enkätundersökningen genomförs på den svenska marknaden, i de två kommunerna Norrköpingoch Ockelbo.Studiens resultat indikerar att utbildning, kön, upplevd kunskap om ekologiska märkningar,upplevd mediepåverkan, härkomst och kommun är signifikanta variabler för att förklaraekologisk konsumtion. Resultatet indikerar även att de två viktigaste argumenten för attkonsumera ekologiska produkter är ur hälso- och miljösynpunkt. / The consumer can choose between different products at the market of groceries. These choicescan affect the human being and society in different ways, because products do not have thesame nutritional value and they may not have been produced in the same way. Therefore, it isimportant for the consumer to have knowledge about brands like Fairtrade and KRAV. InSweden, the products that are marketed as healthy and environmentally friendly alternatives arecalled ecological products. In the last 5 years, the market of ecological products has increased,because the market shows that the demand of ecological alternatives has increased. For thisreason, we think it is interesting to analyze who the typical consumer of ecological products isand why.The purpose of this study is to analyze which factors that affects the consumer’s choice ofecological products. To analyze the different factors the study is using quantitative methods.The data will be collected from surveys and then analyzed by using econometrical techniques,and the results will be analyzed and examined using economic theories. The survey is beingperformed on the Swedish market, where the municipalities Norrköping and Ockelbo has beenchosen. Norrköping has a substantially larger population than Ockelbo, which we consider is abenefit for the study.The results of the study shows us that education, gender, perceived knowledge about ecologicalbrands, experienced influence from media, a Nordic heritage and municipality are significantvariables to explain ecological consumption. The results also indicate the two most importantarguments for consuming ecological products are those of health and environmentalperspectives.

Master Thesis in Marketing,SchoolofBusinessandEconomicsat Linnaeus University, spring 2012 Authors: Sophie Lindgren and Amanda Tuvhag Title: Corporate Social Responsibility – A successful business strategy or just a trend? Purpose: First of all, this thesis wants to describe managers’ expectations regarding customers’ perception about their retail stores CSR initiatives and furthermore their implemented CSR initiatives. Secondly, to describe customer awareness and engagement towards retail stores CSR initiatives. Finally, to compare the results from retail store and customers, in purpose to identify possible gaps between these two. Research questions:RQ1: What expectations regarding customers’ perception of retail stores CSR initiatives do manager of such stores have and how do they perform CSR activities? RQ2:    How aware are customer regarding retail stores CSR initiative and what level of engagement do customer have concerning retail stores CSR activities? Method:    The empirical material is based on both a quantitative and a qualitative investigation. The quantitative investigation is the main study and contains of a customer survey whereby the collected sample consist of 150 respondents. A pilot study have been conducted in order to improve the intension of the survey. Further, the qualitative investigation contains five in-depth semi-strucutred interviews with local store managers of the selected retail stores. Conclusion: Customer thinks retail stores CSR initiatives are important, but they seldom support them. Retail store expect customers to value CSR products/action low in relation to other factors, but retail store are engaging themselves in several CSR actions. Keywords:    Corporate Social Responsibility (CSR), marketing strategy, business ethics, sustainability, reputation, food industry, retailers, gap-model, perception, customer, retail store industry, expectation, environmentally certified, ecological products, fair trade.