<p><strong>Aim of the thesis: </strong>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.<strong>Method: </strong>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. <strong>Frame of references: </strong>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. <strong>Conclusions: </strong>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.<strong>Keywords: </strong>Corporate Social Responsibility (CSR), Organic and Fair-trade clothes, Social entrepreneur.<strong> </strong></p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:lnu-8486 |
| Date | January 2010 |
| Creators | Abrahamsson, Marie, Andersson, Jenniann |
| Publisher | University of Kalmar, Baltic Business School, University of Kalmar, Baltic Business School |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, text |
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