This study comprises what triggers ethical consumption, based on personality archetypes. It has been conducted through semi-structured interviews. The respondents were students at Linnaeus University in the ages of 20-27. The personality archetypes were mapped through a conceptual model, based on the foundations of a personality; ego or social, with tendencies of having freedom or order characteristics. The respondent’s ethical behaviour was mapped in a conceptual model, then analysed in accordance with existing personalities. The results show differences in what triggers consumers’ behaviour in ethical consumption and that the individual’s personality determines to what extent.
Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-52758 |
Date | January 2016 |
Creators | Eliasson, Nicklas, Alftén, Jakob |
Publisher | Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE) |
Source Sets | DiVA Archive at Upsalla University |
Language | English |
Detected Language | English |
Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
Format | application/pdf |
Rights | info:eu-repo/semantics/openAccess |
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