Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Value Enhancers and Inhibitors for Green Purchasing Behavior: Attitudes towards green products within the food industry among young Swedish consumers.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development
Abstract [en]

Abstract

Problem: Food consumption represents the largest contributor to climate change in Sweden, with activities that contribute to excess waste and greenhouse gas emissions. Although studies indicate positive attitudes towards green purchasing behavior among young Swedish consumers, inconsistency between green purchasing intent and actual behavior have been noticed.

 

Purpose: The purpose of this qualitative research paper was to understand and identify underlying enablers and inhibitor to green purchasing behavior amongst young Swedish adults. Furthermore, the authors sought to understand the inconsistency between purchasing intent and actual purchasing behavior, of young Swedish consumers.

 

Method: To answer the research question a qualitative research was conducted with a deductive approach. Focus groups with semi-open interview questions were used to collect empirical data. The target group for this research were young Swedish adults between the ages of 20-26.

 

Conclusion: This research identified knowledge as the main inhibitor and enhancer of green purchasing behavior, as well as other factors that can be traced back to the amount and accessibility of knowledge. It was also concluded that companies have failed in delivering their green marketing strategies, as young consumers display confusion and mistrust towards green products.

Place, publisher, year, edition, pages
2019. , p. 67
Keywords [en]
Green marketing, purchasing behavior, green purchasing behavior, food industry, green consumer goods, Swedish consumption, young consumer behavior.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-44087ISRN: JU-IHH-FÖA-1-20190916OAI: oai:DiVA.org:hj-44087DiVA, id: diva2:1320696
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-06-26 Created: 2019-06-05 Last updated: 2019-06-26Bibliographically approved

Open Access in DiVA

fulltext(1653 kB)41 downloads
File information
File name FULLTEXT01.pdfFile size 1653 kBChecksum SHA-512
7df5a6240f3368a3ca2fd4516b82379aff5f9b2dbd4767e78ac9086c9105a3caf621e793ef36bc2ff5fc2cf1300ac3c4ad42a1252ea66cb33d0ecb11013111f7
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 41 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 107 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf