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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