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Gapet mellan företag och konsument : CSR-kommunikation hos klädföretag

Aim of the thesis: The aim of this thesis is to describe and gain a deeper understanding of how companies use communication as a tool to overcome the gap between the company and the consumer. The aim is also to clarify some of the factors contributing to this gap.Method:  This thesis has been made from a qualitative approach with quantitative influences. The qualitative primary data collection was gathered through six in-depth interviews with companies in Gothenburg either selling organic and fair-trade produced clothes or marketing towards sustainable consumption. The quantitative part consists of a consumer questionnaire given to 100 women in the inner city of Gothenburg.  Frame of references: Related researches within the field of the subject are presented in the beginning of this chapter. Further theories presented are the consumer’s awareness and the consumer´s responsiveness to CSR. The consumer buying process connects the consumer to the company and how the company reacts and communicates.    Conclusions: The consumer lack adequate information to consume organic and fair-trade clothes. Social Entrepreneurs can help them overcome the issue, but needs to improve their CSR-communication. The gap between the company and the consumer can be describes by factors like supply, labeling, preconceptions, buying behavior and marketing.Keywords: Corporate Social Responsibility (CSR), Organic and Fair-trade clothes, Social entrepreneur.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-8486
Date January 2010
CreatorsAbrahamsson, Marie, Andersson, Jenniann
PublisherLinnéuniversitetet, Ekonomihögskolan, ELNU, Linnéuniversitetet, Ekonomihögskolan, ELNU
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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