Med narrativ ges en mer begriplig och engagerande information av transparens än vad den traditionella numeriska transparensen bidrar med. Istället för att använda olika certifieringar, siffror och grafer som belyser transparensen består narrativ istället av berättelser och visualiseringar som öppnar upp till dialog med konsumenterna. Tidigare forskning säger att narrativ transparens är det som konsumenter eftersträvar, men hur gröna konsumenter skapar ett värde kring mottagandet av informationen är desto mindre uppmärksammat. Med det ökade gröna konsumtionssamhället ställer gröna konsumenter mer krav på modeföretagen. Därmed blir ökad transparens i värdekedjan en fördelaktig väg för modeföretagen att gå för att förbättra sin legitimitet gentemot intressenterna. Consumption Value Theory menar på att värdeskapande och tillfredsställande av ett visst behov är det som utgör grunden för konsumtion. Det blir därför viktigt för modeföretag att ha förståelse för konsumenters upplevda värde, för att kunna erhålla en fördel på marknaden. I denna studie följer därmed en undersökning om vilket värde narrativ transparensinformation har för gröna konsumenter i en modekontext. Med hjälp av semistrukturerade intervjuer faställdes en slutsats om att alla fem värden inom CVT-modellen går att kartlägga i samband med uppvisande av exempel på narrativ transparensinformation. En ytterligare slutsats som fastställdes var att narrativ bidrar till upplevelse av värde för gröna konsumenter genom att modeföretagen presenterar sin transparens på ett pålitligt, sammanhangsskapande, känslomässigt engagerande samt nyfikenhets- och kunskapsväckande sätt. Gröna konsumenters värden skapas dessutom av en association utifrån en specifik omständighet samt via social interaktion med andra individer eller grupper. En tydlig och tillräcklig narrativ transparensinformation motverkar att skepsis uppstår hos konsumenterna. Modeföretagen kan framföra sin transparens genom narrativ för att kunna nå ut till den gröna konsumenten på ett mer effektfullt sätt. / Narrative provides more comprehensible and engaging information of transparency than traditional numerical transparency. Instead of using different certifications, numbers and graphs that highlight transparency, narratives consist of stories and visualizations that open up for dialogue with the consumers. Previous research implies that narrative transparency is what consumers strive for, but how green consumers create value around this type of information has been less focused on. With the increased green consumer society, green consumers place more demands on fashion companies. Thus, increased transparency in the value chain becomes an advantageous way for fashion companies to improve their legitimacy in relation to their customers. Consumption Value Theory implies that the perception of value and the satisfaction of a certain need creates the basis for consumption. Therefore, it becomes important for fashion companies to have an understanding of consumers' perceived value, in order to obtain an advantage in the industry. This study follows an examination of the value of narrative transparency information for green consumers in a fashion context. With the help of semi-structured interviews, a conclusion was proposed that all five values ??within the CVT model can be located in relation to the presentation of narrative transparency information. Further, a conclusion was established that narratives contribute to the experience of value for green consumers, if the fashion companies present their transparency in a reliable, context-creating, emotionally engaging and curious and knowledge-inspiring way. The values ??of green consumers are also created by an association based on a specific circumstance and through social interaction with other individuals or groups. A clear and sufficient narrative transparency information counteracts that skepticism arises among consumers. Fashion companies can express their transparency through narrative in order to reach the green consumer in a more effective way.

Abstract Authors: Mikael Forsberg and Sara-Maria Löfvenberg Tutor: Susanne Åberg Title: Socially Desirable Fast Moving Consumer Goods – A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing Keywords Branding, Consumer Behavior, Consumer Value Creation, Decision-making, Differentiation, Eco, Ecological, Environmentally Conscious Behavior, Fast Moving Consumer Goods (FMCG), Green Consumer, Green Marketing, In-store marketing, Marketing, Organic, Purchase decision, Socially Desirable, Value Creation. Background and Problem Consumers today are more environmentally conscious than ever. However, it has been found that there is a gap between the consumer’s intention and actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The potential for the socially desirable segment is estimated to have potential, but growth seems to be slow. It has been stated that until now, there is not enough research done that take a holistic perspective including several fields of marketing. There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and sales increased. Purpose The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so the authors of this thesis aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers’ intention and actual purchase through marketing. Decreasing the gap refers to more fully exploit the potential size of the segment and generate more sales.   Method A completely theoretical method was chosen for this thesis. To the authors’ knowledge there has not been done enough specific research to match the purpose of this thesis. A literature review has therefore been conducted within three separate fields of marketing to get a broader understanding of how the gap between intention and actual purchase can be decreased. Based on the extensive literature review, the authors developed ten propositions that formed a model that can be used as the backbone for future theoretical and empirical research.   Final Discussion Some highlights of the theoretical discussions earlier in this thesis are presented in the final discussion. The authors suggest that purchase decisions of socially desirable FMCG initially are high-involvement decisions that often are formed outside the in-store-setting. This suggests that more long-term marketing efforts such as brand building in some cases can be more important than in-store marketing when it comes to FMCG that are socially desirable. Symbolic values should be highlighted in branding of socially desirable FMCG because the instrumental differences between FMCG and socially desirable FMCG is limited. It is therefore likely that it is more efficient to focus on consumers’ self-identity to convince them to purchase socially desirable FMCG. It is also important that producers of socially desirable FMCG provide consumers with clear product information in-store and that the products are easy to find. Based on the extensive literature review, the authors have developed eight propositions that form the model presented in this chapter.

Submitted by Cristiane Oliveira (cristiane.oliveira@fgv.br) on 2011-05-24T14:31:31Z No. of bitstreams: 1 71060100685.pdf: 4339772 bytes, checksum: ee95998655c868ee8df0715bc77ba0d6 (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia(suzinei.garcia@fgv.br) on 2011-05-24T14:34:42Z (GMT) No. of bitstreams: 1 71060100685.pdf: 4339772 bytes, checksum: ee95998655c868ee8df0715bc77ba0d6 (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia(suzinei.garcia@fgv.br) on 2011-05-24T14:35:25Z (GMT) No. of bitstreams: 1 71060100685.pdf: 4339772 bytes, checksum: ee95998655c868ee8df0715bc77ba0d6 (MD5) / Made available in DSpace on 2011-05-24T15:11:17Z (GMT). No. of bitstreams: 1 71060100685.pdf: 4339772 bytes, checksum: ee95998655c868ee8df0715bc77ba0d6 (MD5) Previous issue date: 2010-08-18 / In recent years the debate about sustainability and green consumption has gained importance, and thus, to know this new consumer is a possible competitive advantage to be used by several companies. This thesis had the purpose, through a review of theoretical references and a survey with consumers over 18 years the city of São Carlos (SP), identify the key independent the key independent variables for the degree of Environmental Favorability from Consumer. In addition to this objective, this thesis aimed to identify common demographics features in Environmentally Favorable Consumers and to know which Green Marketing tools are the most are the most influential for its behavior. Regarding the explanatory variables, after the use of the multivariate linear regression, two demographic variables (dummy) and four psychographic, were considered statistically significant: Environmental Commitment, Environmental Knowledge General, Environmental Interest and Confidence on Information from ONGs. There is a high skepticism in the sample for messages received by pro-environmental companies. The results identify that information about environmental impact on product’s labels is the only relevant tool, despite the communication of environmental certifications from company or product have been the most cited by Environmentally Favorable Consumers. About demographic variables, education level, economic class and frequency of magazines and newspapers reading are the most common among the CFAs. From the conclusions, it is expected that corporate programs are more successful in their deployments through the correct identification of CFAs in the population and use of effective tools. / Nos últimos anos tem ganhado importância o debate sobre sustentabilidade e consumo verde, e, portanto, conhecer este novo consumidor é uma possível fonte de vantagem competitiva a ser explorada por vários setores empresariais. Esta tese teve como objetivo principal, por meio de uma extensa revisão teórica e pesquisa de campo com consumidores acima de 18 anos da cidade de São Carlos, identificar as principais variáveis para o grau de Favorabilidade Ambiental do Consumidor (FAC). Outros dois objetivos foram identificar características sociodemográficas comuns presentes no Consumidor Favorável ao Ambiente (CFA) e as ferramentas de Marketing Ambiental que mais o influenciam. Em relação as variáveis explicativas, por meio da técnica estatística de regressão multivariada linear, além de duas variáveis dummies sociodemográficas, quatro psicográficas foram consideradas estatisticamente significantes: Comprometimento Ambiental, Conhecimento Geral Ambiental, Interesse Ambiental e Confiança da Informação vinda de ONGs. Nota-se um alto ceticismo da amostra entrevistada a respeito das comunicações pró-ambientais recebidas pelas empresas. A análise dos resultados identifica que informações sobre impacto ambiental contidas nos rótulos do produto é a única ferramenta relevante, apesar do número de certificações e rótulos ambientais ter sido a mais citada pelos CFAs. Em relação às variáveis sociodemográficas, escolaridade, classe econômica e o hábito de leitura de revistas e jornais são as mais comuns entre os CFAs. A partir das conclusões, espera-se que programas corporativos sejam mais bem sucedidos em suas implementações mediante a identificação correta dos CFAs na população e a utilização de ferramentas efetivas.

No description available.

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.