This thesis explores consumer perceptions of corporate sustainability, particularly how the removal of product accessories for environmental reasons is perceived. It highlights the importance of concrete evidence like eco-labeling to support sustainability claims. The study delves into the balance consumers strike between eco-friendly intentions and practical needs like price and functionality, revealing a conflict between idealism and pragmatism. Additionally, it examines how social and cultural factors, including reference groups and family upbringing, shape attitudes towards sustainability. The research emphasizes that companies need to connect with consumers' deeper values to promote sustainable consumption effectively. In conclusion, it underscores the need for genuine transparency and the alignment of corporate actions with consumers' personal values and social contexts to encourage more responsible and sustainable consumption.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-127620 |
| Date | January 2023 |
| Creators | Stenmark, Max, Drugge, Emma, Holmqvist, Daniel |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| 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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