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Mot en beskrivning av miljömedvetna konsumenters informationsbehov

Abstract The aim of this Master thesis is to explore why some Swedes want to consume”eco-friendly” and whether this fact gives rise to articulated information needs. Two possible explanations for this ”eco conscious” consumption are being tested, either if it is based on a normative belief that it is the right thing to do if you, as a consumer, want to do something about the environmental degradation, or that it is a reaction to a perceived risk, due to the environmental degradation. The method chosen by the author in this thesis is a qualitative text analysis of five Swedish journals. The author also tries to find articulated expressions for information needs based on the will to consume ”eco friendly” that could either be a result of a perceived risk or a feeling of normative rightness. The findings of this thesis are the following: the opinion among Swedish consumers that it is normatively right to select products perceived to be good for the environment, is the most commonly expressed in the  material examined followed by the view that they (the consumers) need more information as to what products to chose if the they are to satisfy their “environmental ambitions”.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-106029
Date January 2009
CreatorsNorblad, Lars
PublisherUppsala universitet, Institutionen för ABM
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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