En hållbar konsumtion har växt fram ur konceptet hållbar utveckling och är väsentligt eftersom det nuvarande konsumtionsmönstret inte är tillräckligt hållbart. En hållbar konsumtion innebär att ta hänsyn till miljömässiga, sociala och ekonomiska konsekvenser av konsumtionen för att kunna tillfredsställa såväl dagens behov som kommande generationers behov. I och med de problem som etablerats ur det nuvarande konsumtionsmönstret har den hållbara marknadsföringen blivit ett nytt tankesätt som företag använder för att kunna ta ansvar för dessa problem. Ett verktyg som kan vara tillförlitligt och användas för att främja ett hållbart tankesätt är hållbarhetsredovisningen.  Syftet i studien är att ur ett företagsperspektiv undersöka varför hållbarhetsredovisningen används eller inte används i företag inom detaljhandelns hållbara marknadsföring för att främja en hållbar konsumtion. För att kunna uppnå studiens syfte har en kvalitativ metod tillämpats. Med den kvalitativa metoden som grund har semistrukturerade intervjuer upprättats med respondenter verksamma inom detaljhandeln med såväl kunskap och erfarenhet av hållbarhetsredovisning samt hållbar marknadsföring. I studien har det även tagits del av de intervjuade företagens hållbarhetsrapporter.  Studien har utgått från teorierna hållbar marknadsföring, intressentteorin och legitimitetsteorin. Vidare utgör även begreppen hållbar utveckling, hållbar konsumtion och hållbarhetsredovisning en betydelsefull roll för att möjliggöra svar på problemfrågeställningen samt för att kunna uppnå studiens syfte. Studiens insamlade empiriska material har gett indikationer på att de företag inom detaljhandeln som använder hållbarhetsredovisningen i deras hållbara marknadsföring gör det för att uppnå legitimitet för deras hållbarhetsarbete och hållbara alternativ som de anser främjar en hållbar konsumtion.  Hållbarhetsredovisningen används därför för att få förtroende och bekräftelse på det hållbarhetsarbete som företagen arbetar med. Men även för att skapa förståelse och öka medvetenheten för det nuvarande ohållbara konsumtionsmönstret samt för att få konkurrensfördelar. Det framkom även i studien att flertalet företag inom detaljhandeln inte använder hållbarhetsredovisningen i deras hållbara marknadsföring för att främja en hållbar konsumtion. Detta eftersom de upprättar andra hållbara aktiviteter och erbjuder andra hållbara alternativ till intressenterna för att motivera dem att vilja främja en hållbar konsumtion och således uppnå legitimitet. Studien bidrar med att öka kunskapen och förståelsen till företag inom detaljhandeln om varför hållbarhetsredovisningen används eller inte används i företag inom detaljhandelns hållbara marknadsföring för att främja en hållbar konsumtion. Förslag till vidare studier kan vara att undersöka hur intressenterna ställer sig till att företagen inom detaljhandeln använder eller inte använder hållbarhetsredovisningen i deras hållbara marknadsföring för att främja en hållbar konsumtion. / Sustainable consumption has emerged from the concept of sustainable development and is essential since the current consumption pattern is not sufficiently sustainable. Sustainable consumption is to consider the environmental, social and economic consequences of consumption in order to satisfy the needs of the present as well as the needs of future generations. The problems which come from the current consumption pattern, has resulted in that sustainable marketing has become a new way of thinking that companies work with to be able to take responsibility for these problems. A tool that can be reliable and which companies can work with to promote sustainable thinking is the sustainability reporting.  The purpose of the study is to investigate from a company’s perspectivewhy the sustainability reporting is used or not in the sustainable marketing of retail companies to promote a sustainable consumption.In order to achieve the purpose of the study, a qualitative method has been applied. With the qualitative method as a basis, semi-structured interviews have been employedwith respondents active in the retail trade with both knowledge and experience of sustainability reporting and sustainable marketing. The study also investigates the sustainability reports of the interviewed companies.  The study is based on the theories of sustainable marketing, stakeholder theory and the legitimacy theory. Furthermore, the concepts of sustainable development, sustainable consumption and sustainability reporting also play an important role in enabling answers to the research problem and in order to achieve the purpose of the study. The study's collected data has given indications that companies in the retail sector that use the sustainability reporting in their sustainable marketing do it to achieve the legitimacy of their sustainable work and sustainable alternatives that they believe promote sustainable consumption. The sustainability reporting is therefore used to gain confidence and confirmation of the sustainability work of the companies. But also, to create understanding and raise awareness of the current unsustainable consumption pattern and to gain competitive advantage. It also emerged in the study that most companies in the retail sector do not use the sustainability reporting in their sustainable marketing to promote sustainable consumption. Because they can use other sustainable activities and offer their stakeholders other sustainable alternatives which motivates them to want to promote sustainable consumption and therefore gain legitimacy. The study helps to increase knowledge and understanding to retail companies of why sustainability reporting is used or not in the sustainable marketing of retail companies to promote a sustainable consumption. Proposals for further studies can be to investigate how stakeholders agree that sustainability reporting is used or not in the sustainable marketing of retail companies to promote a sustainable consumption.

Submitted by William Justo Figueiro (williamjf) on 2015-08-28T17:45:10Z No. of bitstreams: 1 37e.pdf: 1961318 bytes, checksum: c2343b642ab5683a7d999d6bc73d3080 (MD5) / Made available in DSpace on 2015-08-28T17:45:10Z (GMT). No. of bitstreams: 1 37e.pdf: 1961318 bytes, checksum: c2343b642ab5683a7d999d6bc73d3080 (MD5) Previous issue date: 2014 / Nenhuma / Sustentabilidade pressupõe o conceito de que o futuro das sociedades será influenciado pelas ações realizadas atualmente e refletirá as transformações ocorridas no tempo e espaço em prol dos princípios sociais, econômicos e ambientais. O consumo sustentável é um tema que tem se destacado tanto nas discussões internacionais entre governos e organizações como em pesquisas recentes, porém ainda apresenta carência de estudos que aprofundem a questão no entendimento do comportamento dos consumidores atuais (i.e. PROTHERO et al., 2010; SCHAFER e al., 2010; CONNOLLY e PROTHERO, 2003;). Da mesma forma, o grupo socioeconômico composto pelas classes populares também tem sido investigado em diversos aspectos devido a sua importância no crescimento e desenvolvimento das sociedades emergentes, como o Brasil tem vivenciado nos últimos anos. O presente estudo tem por objetivo cruzar estes temas, analisando o consumo sustentável dos consumidores de classes populares e buscando interpretar suas práticas cotidianas e seus significados para os consumidores dentro deste contexto social. A partir de um estudo qualitativo interpretativista, cinco comunidades brasileiras da cidade de Porto Alegre e região metropolitana foram visitadas e vivenciadas para a obtenção de resultados. As evidências permitiram refletir sobre as práticas de consumo exercidas e seus níveis de sustentabilidade, preenchendo, assim, uma das lacunas de pesquisa sugeridas por estudos anteriores. Nas visitas às comunidades o estudo combinou entrevistas em profundidade com pesquisa observatória participante, e os resultados surpreenderam apontando que muitas das práticas de consumo cotidianas manifestadas nesse ambiente socioeconômico são sustentáveis e criativas. Ainda assim, os consumidores pesquisados manifestaram algumas práticas não sustentáveis que refletiram hábitos específicos. Todas as práticas encontradas foram interpretadas à luz de um sólido embasamento teórico que permitiu a reflexão e algumas conexões a partir de estudos anteriores. Convida-se o leitor a mergulhar na descrição e interpretação dos hábitos cotidianos de consumo, sustentáveis ou não, investigados no contexto social das classes populares estudadas. / Sustainability implies the concept that the future of the global population will be influenced by the actions currently undertaken and that it reflects the transformation occurring in time and space towards the social, economic and environmental principles. Sustainable consumption is a theme that has been prominent in discussions between governments and international organizations as in recent researches, but still presents several opportunities to learn further investigation about the issue in the understanding of the behavior of today's consumers. Besides, the socio-economic group composed by the poor (popular) consumers have also been investigated in many aspects due to its importance in the growth and development of emerging countries, as Brazil has experienced the latest years. This research aims to cross these issues by analyzing both the sustainable consumption and the poor consumers, seeking to interpret their daily practices as their meanings to consumers within this social context. From an interpretive qualitative study, five Brazilian communities in the city of Porto Alegre and its metropolitan area were visited, investigates and experienced for obtaining results. Evidence allowed to reflect on the practices exercised within their levels of consumption and sustainability, thus fulfilling one of the research gaps suggested by previous studies. Through the visits, this study combined interviews with participant observatory research and surprisingly results showed that many of the everyday practices of consumption expressed in this socio-economic environment are sustainable and creative. Still, consumers surveyed also expressed some unsustainable practices that reflected specific habits. All practices found were interpreted by a solid theoretical foundation that allowed reflection and some connections from previous studies with present results. The reader is invited to soak in the description and interpretation of everyday consumption habits, sustainable or not, investigated at the social context of the popular classes of poor consumers studied.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-02-22T11:42:17Z No. of bitstreams: 1 Letícia Caroline Méo.pdf: 2816595 bytes, checksum: a44a14aab1c2673a24ca845f600ec4e8 (MD5) / Made available in DSpace on 2017-02-22T11:42:17Z (GMT). No. of bitstreams: 1 Letícia Caroline Méo.pdf: 2816595 bytes, checksum: a44a14aab1c2673a24ca845f600ec4e8 (MD5) Previous issue date: 2017-02-15 / This study intends to analyze the surreptitious practice of greenwashing, which consists in the conduct of suppliers that commercialize products or services said to be sustainable and non-prejudicial to the environment but, in reality, omit the fact that they cause negative environmental impact, often presenting vague and dubious information to customers or information lacking technical substantiation. The first chapter presents a historical context which demonstrates that consumers have nowadays more and more environmental awareness and tend to acquire green products and services. For this reason, companies started exploring the marketing of environmental qualities. In the second chapter we demonstrate the distortion of environmental marketing, which consists in the conduct of greenwashing, and identify the forms in which it is carried out and who are the agents that participate in this practice. In the third chapter we present the constitutional and infra-constitutional grounds that demand that the provider acts with transparency and honesty as a way to attest that the Brazilian legislation prevents and fights the practice of greenwashing. In the fourth chapter we classify greenwashing as the disrespect to the duty/right of information and, therefore, as a safety irregularity or an inadequacy irregularity, both frowned upon by the Brazilian Consumer Code. In the fifth chapter we demonstrate that greenwashing can be carried out through publicity and, in this case, could characterize misleading advertisement or abusive advertisement, which are also condemned by the Consumer Code. At last, in the sixth chapter, we evaluate the necessity of specific legislation to prevent and fight the practice of greenwashing / Este trabalho pretende analisar a prática sub-reptícia do greenwashing, que consiste na conduta de fornecedores que comercializam produtos ou serviços ditos como sustentáveis e não prejudiciais ao meio ambiente, mas, na verdade, omitem que eles causam impactos ambientais negativos, apresentam informações vagas e dúbias ou não possuem fundamento técnico de suas afirmações. O primeiro capítulo apresenta o contexto histórico que demonstra que os consumidores estão cada vez mais atentos às preocupações ambientais e que há uma tendência a adquirirem produtos e serviços verdes; por essa razão, o marketing passou a explorar as ditas qualidades ambientais. No segundo capítulo, demonstramos o desvirtuamento do marketing ambiental, caracterizando as condutas que representam o greenwashing, identificando as formas como ele é praticado e quem são os agentes que participam da maquiagem verde. No terceiro capítulo, apresentamos as previsões constitucionais e infraconstitucionais principiológicas, que exigem que o fornecedor haja com transparência e honestidade, como forma de atestar que o ordenamento jurídico brasileiro previne e combate a prática de greenwashing. No quarto capítulo, classificamos a maquiagem ambiental como desrespeito ao direito-dever à informação e, portanto, como vício por insegurança ou vício por inadequação vergastados pelo Código de Defesa do Consumidor. Já no quinto capítulo, demonstramos que o greenwashing pode ser realizado por meio de anúncios publicitários e que sua prática, nessa ocasião, poderá caracterizar publicidade enganosa ou publicidade abusiva que também são vedadas pelo Código de Defesa do Consumidor. Por fim, no sexto e último capítulo, dispomos sobre a necessidade ou não de existir norma específica para prevenir e combater a prática de maquiagem verde

Discursos em prol da “natureza” foram ingressando na ordem do dia em diversas instâncias e práticas sociais, vindo a atuar como potentes diferenciais para a venda de produtos pela mídia, particularmente, pela publicidade. Assim, novos nichos de mercado, novas categorias de produtos e novos valores empresariais foram sendo construídos, constituindo um novo perfil de sujeitos consumidores: os “sustentáveis” ou socioambientalmente “corretos”. Nesta direção, analisei como e de que lugar a linha de produtos Natura Ekos da empresa Natura Cosméticos fala sobre a “natureza” para atingir e formar sujeitos consumidores “sustentáveis”, a partir dos vídeos publicitários da campanha “Somos Produto da Natureza”. Para tanto, utilizei-me de ferramentas teórico-metodológicas dos Estudos Culturais, em suas vertentes pós-estruturalistas; pretendendo tecer uma articulação entre diferentes campos – “natureza”, cultura, política, publicidade, ciência e consumo –, a partir de saberes oriundos das áreas da Educação, da Filosofia, da Sociologia e da Comunicação. Tracei uma revisão histórica sobre a construção discursiva das noções de “natureza” desde a Antiguidade Grega, atentando para as (des)continuidades que foram ocorrendo e configurando as distintas compreensões que apresentamos hoje. Abordei a emergência das pedagogias culturais, entendendo que: a) a mídia exerce um papel eminentemente pedagógico, ao passo em que (in)forma os sujeitos sobre o mundo; b) a publicidade é uma das principais forças de moldagem dos pensamentos e dos comportamentos; c) os anúncios publicitários utilizam-se de inúmeras estratégias para ensinar sobre a “natureza” – formando sujeitos consumidores de produtos “biodiversos” e “sustentáveis”, obtendo lucro financeiro com a construção de uma imagem “verde” A meu ver, os anúncios publicitários analisados ensinam-nos certos modos de pensarmos, estarmos, sentirmos e agirmos em relação à “natureza”, articulando determinados elementos discursivos e não-discursivos. Os vídeos têm a finalidade de educar os sujeitos consumidores socioambientalmente “corretos” construindo o entendimento de que os mesmos são produto da “natureza”, de que os produtos Ekos também são esta “natureza” e de que, portanto, adquirir e consumir os produtos Natura Ekos é pertencer a esta “natureza” veiculada. A campanha lança mão de estratégias publicitárias dinâmicas (sons, imagens, cores, enunciados, movimentos) para construir aquilo que quer mostrar para o espectador: a indissociável relação entre o homem e a “natureza”. Ekos comercializa uma visão de “natureza” como sinônimo de “essência” e de “(re)conexão” consigo e com o planeta; uma “natureza” estética, ética e moralmente benéfica, que deve ser buscada, preservada e cuidada ao se consumir os seus produtos produzidos com os bens “naturais” da Amazônia. Nesta perspectiva, penso que um grande desafio educacional consiste em promover deslocamentos por meio do alfabetismo crítico em relação à mídia, para que possamos (re)pensar a separação entre homem e “natureza”, sujeito e objeto, humano e não-humano, cultural e “natural”; propondo novos olhares e novas compreensões para o mundo e para o funcionamento de suas redes. / Speeches in favor of “nature” were entering on the agenda in several social instances and practices, acting as powerful differentiators for the sale of products by the media, particularly by advertising. Thus, new market niches, new product categories and new business values were being built, creating a new profile of consumer subjects: the “sustainable” or social environmental “correct”. In this direction, I analyzed how and from which place the line of products Natura Ekos of Natura Cosmetics company talks about the “nature” to reach and form “sustainable” consumer subjects, from advertising videos of the campaign “We Are Product of Nature”. Therefore, I used theoretical and methodological tools of the Cultural Studies, in its post-structuralist strands; intending to weave a link between different fields – “nature”, culture, politics, advertising, science and consumption – from knowledge derived from the fields of Education, Philosophy, Sociology and Communication. I traced a historical review of the discursive construction of “nature” notions since Greek Antiquity, observing the (dis)continuities that have been occurring and configuring the different understandings that we present today. I discussed the emergence of the cultural pedagogies, understanding that: a) the media plays an eminently teaching role, while it (in)forms the subjects about the world; b) advertising is one of the main shaping forces of thoughts and behaviors; c) the commercials use numerous strategies to teach about the “nature” – forming consumer subjects of “biodiverse” and “sustainable” products, obtaining financial profit from the construction of this “green” image In my point of view, the commercials analyzed teach us certain ways of thinking, being, feel and act in the "nature", articulating certain discursive and non-discursive elements. The videos are intended to educate the social environmental “correct” consumer subjects by building the understanding that they are product of “nature”, that the Ekos products are also this “nature” and that, therefore, purchase and consume the Natura Ekos products is to belong to this conveyed “nature”. The campaign makes use of dynamic advertising strategies (sounds, images, colors, statements, movements) to build what it wants to show to the viewer: the inseparable relation between man and “nature”. Ekos markets a vision of “nature” as a synonym of “essence” and “(re)connection” with yourself and the planet; an aesthetic, ethical and morally benefic “nature”, that must be sought, preserved and cared for consuming its products made with the “natural” Amazon goods. In this perspective, I think a great educational challenge is to promote displacements through critical literacy about the media, so we can (re)think the separation between man and “nature”, subject and object, human and non-human, cultural and “natural”; proposing new perspectives and new understandings for the world and for the operation of its networks.

L’objet de la présente recherche est d’examiner l’impact des attributs durables, tant environnementaux que sociaux, sur la qualité perçue des produits de luxe. Pour atteindre cet objectif, nous avons adopté une approche qui articule deux démarches complémentaires, l’une qualitative auprès des professionnels et consommateurs Parisiens, l’autre quantitative, nous avons mobilisé un modèle expérimental factoriel between-subject, réalisée en France et l’Arabie Saoudite. Le principal résultat de notre étude quantitative est que mentionner l'information durable sur un produit de luxe a un impact négatif sur la qualité perçue. En effet, les consommateurs saoudiens perçoivent un produit de luxe comme étant de qualité inférieure lorsqu’il comporte une information durable. A l’inverse les consommateurs français se montrent indifférents. Plus précisément, nos résultats montrent que c’est plutôt l’information sociale qui présente un effet significatif sur la qualité perçue. L’information environnementale semble avoir un effet neutre. Enfin, nos résultats indiquent que l’effet de l’information sociale sur la qualité perçue est modéré par le goût des consommateurs pour le luxe, l'image RSE et le pays d'origine des consommateurs. / The purpose of this research is to examine the effect of sustainable attributes on the perceived quality of luxury products. To get to our goal, a complementary approach using both qualitative and quantitative studies has been adopted. In the qualitative method, two studies with professionals and consumers are conducted. For the quantitative method, we employed an experimental between-subject factorial design realized in France and Saudi Arabia. The key finding of our quantitative study is that mentioning sustainable information has a negative impact on the perceived quality of luxury products. However, while no significant effect is observed in the case of French respondents, Saudi consumers perceive a product to be of lower quality when sustainable information is presented compared to the absence of this information. More particularly, social information impacts strongly and negatively the perceived quality in contrary with environmental information which has no effect. This effect is moderated by the degree of liking of luxury, the CSR image, and consumers’ country of origin.

Diante da necessidade prática por uma sociedade ambientalmente sustentável e de mecanismos que guiem essa transição, observa-se que práticas de redução de poluição ou consumo utilizadas de forma isoladas não são mecanismos suficientes para o atingimento da sustentabilidade ambiental almejada. Dessa forma, esta dissertação tem como principal objetivo explorar a inovação e o consumo sustentáveis como drivers necessários para o desenvolvimento sustentável. Especificamente, primeiramente, buscou-se mapear as melhores práticas de inovação sustentável conduzidas por empresas multinacionais que operam no Brasil, haja vista que essas empresas contam com recursos e competências que impulsionam esse tipo de inovação. Os achados da análise de conteúdo de relatórios de sustentabilidade apontam que as principais inovações de produto das empresas multinacionais focam no desenvolvimento de produtos mais eficientes, enquanto as inovações de processo focam na economia de materiais. Inovações organizacionais, por sua vez, concentram-se na aprendizagem orientada à inovação, enquanto as inovações de marketing buscam desenvolver novos ou melhores processos de distribuição. Ainda, com base na análise executada e nos resultados, uma matriz que demonstra a transição entre os tipos de inovações conduzidas pelas multinacionais é apresentada. Em relação ao consumo sustentável, realizou-se uma revisão sistemática de literatura a fim de identificar atributos de produtos ambientalmente sustentáveis reportados na literatura. Nesse sentido, propõe-se um framework que aborda as três orientações dos atributos verdes de produtos identificados: orientação à produção, orientação ao uso, e orientação ao fim da vida do produto, as quais abarcam atributos individuais que podem ser inseridos em produtos de forma a torná-los sustentáveis, seja pela redução do impacto no meio ambiente seja pela geração de impacto positivo. / In light of the practical need for an environmentally sustainable society and for mechanisms that guide such transition, pollution reduction practices used in isolate, or together with consumption reduction are not sufficient mechanisms to attain the desired environmental sustainability. Thus, this dissertation’s main objective is to explore how environmentally sustainable innovation and consumption serve as drivers for the sustainable development. Specifically, initially, we mapped the best sustainable innovation practices developed by multinational companies that operate in Brazil, based on their access to resources and competences that boost the development of this kind of innovation. The findings from the content analysis of sustainability reports point that the main product innovations developed focus on the development of more efficient products, while process innovations target material savings. In turn, organizational innovations address innovation-oriented learning, while marketing innovations aim to develop new or improved distribution processes. Moreover, based on the analysis conducted and the results, we propose a matrix to demonstrate the transition between the types of innovation developed by the multinationals. Regarding sustainable consumption, we conducted a systematic literature review with the aim to identify environmentally sustainable product attributes from studies. We propose a framework that encompasses the three orientations of the green product attributes identified: production, use, and end-of-life orientations. These orientations encompass individual attributes that can be added to products with the aim to make them sustainable, either by the reduction of the environmental impact, or by exerting a positive impact on the environment.

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.

Sustainability has become a subject of much interest in recent years, due to the deterioration of the natural environment. In response there has been increasing public pressure on businesses to provide environmentally friendly product alternatives for consumers. However, the demand for said products is surprisingly low, which constitutes a challenge for marketers; how can the demand for sustainable products be increased? In order to answer this question, a deeper understanding of the green consumer profile is needed. As such, the purpose of this study is to: Increase the understanding of the green consumer profile by exploring drivers of, and barriers to, green purchasing behaviour. In order to fulfil this purpose within the chosen context of sustainable foods, the subsequent main research questions were formulated: <ol type="1">What do consumers perceive to be drivers motivating them to purchase sustainable foods? What do consumers perceive to be barriers preventing them from purchasing sustainable foods? The study adopts a qualitative and exploratory approach and utilizes semi-structured focus groups to accumulate empirical material. The questions for these focus groups stem from an integrative model created through synthesis of existing theory related to marketing of sustainable products, while adopting a consumer perspective. Three focus groups were subsequently held, with a total of 12 participants. Data display and analysis was used to produce insights related to the purpose and research questions of the study. Among these, the most important insights include the lack of specific knowledge relating to the benefits of sustainable food products, and the social factors that influence consumers’ purchasing behaviour of sustainable foods. Moreover, the findings suggest that the confusion regarding the definition of sustainable foods has implications that call into question contemporary theory on the matter.

<p>With today’s public debates concerning the environmental and social issues there is a need to educate the future business leaders how to run a business in a way that can contribute to sustainability and the protection of the world’s natural resources. Therefore, the aim of this study is to investigate to what extent management master programs at the EQUIS-accredited business schools in the Nordic countries include courses which address the concepts of Business Ethics, CSR and Sustainability. This is interesting to study since existing theories suggest that there is a possibility that higher education could be a resource for sustainability since it will increase the students’ awareness about global sustainability issues, such as environmental, economical and social issues. Also since the world’s business schools educate management students how to manage businesses in the best possible way in order to maximize profit and shareholder value, and may not focus on the ethical part of the business governance.</p><p>For this study a qualitative research strategy has been used to investigate the content of several descriptions for programs and courses offered to management master students. By doing this we found which programs and courses that included the concepts Business Ethics, CSR and Sustainability or concepts resembling to these and which programs that did not include any of the concepts. The empirical findings facilitated our possibility to understand and analyze the content of the investigated management master programs. The study is based on secondary data collected from nine Nordic EQUIS-accredited business schools’ websites. The findings suggest that programs and courses including one or more of the concepts Business Ethics, CSR and Sustainability are available at all of the investigated business schools to a varying extent. Out of 40 investigated management master programs we found 19 programs that specifically mentioned one or more of the concepts Business Ethics, CSR and Sustainability in their program descriptions. The reasons why barely 50 percent of the programs include one or more of the concepts might be due to low demand from applicants, prioritization of other subjects and courses or that the schools do not consider these concepts to be important.</p><p>Key words: <em>Business Ethics, Corporate Social Responsibility, Sustainability, Sustainable Development, Sustainable Consumption, Management Master Programs</em></p>

With today’s public debates concerning the environmental and social issues there is a need to educate the future business leaders how to run a business in a way that can contribute to sustainability and the protection of the world’s natural resources. Therefore, the aim of this study is to investigate to what extent management master programs at the EQUIS-accredited business schools in the Nordic countries include courses which address the concepts of Business Ethics, CSR and Sustainability. This is interesting to study since existing theories suggest that there is a possibility that higher education could be a resource for sustainability since it will increase the students’ awareness about global sustainability issues, such as environmental, economical and social issues. Also since the world’s business schools educate management students how to manage businesses in the best possible way in order to maximize profit and shareholder value, and may not focus on the ethical part of the business governance. For this study a qualitative research strategy has been used to investigate the content of several descriptions for programs and courses offered to management master students. By doing this we found which programs and courses that included the concepts Business Ethics, CSR and Sustainability or concepts resembling to these and which programs that did not include any of the concepts. The empirical findings facilitated our possibility to understand and analyze the content of the investigated management master programs. The study is based on secondary data collected from nine Nordic EQUIS-accredited business schools’ websites. The findings suggest that programs and courses including one or more of the concepts Business Ethics, CSR and Sustainability are available at all of the investigated business schools to a varying extent. Out of 40 investigated management master programs we found 19 programs that specifically mentioned one or more of the concepts Business Ethics, CSR and Sustainability in their program descriptions. The reasons why barely 50 percent of the programs include one or more of the concepts might be due to low demand from applicants, prioritization of other subjects and courses or that the schools do not consider these concepts to be important. Key words: Business Ethics, Corporate Social Responsibility, Sustainability, Sustainable Development, Sustainable Consumption, Management Master Programs