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Informationspridning på internet - Influenser till konsumenters köp av hållbara kläder
| Content Provider | Semantic Scholar |
|---|---|
| Author | Norin, Melanie Aune, Emelie Steen |
| Copyright Year | 2017 |
| Abstract | The aim of the study is to examine how two different types of information sources on the internet influence the consumer for the purchase of sustainable clothes. These two sources of information consist of sustainable information presented on corporate websites and sustainable information communicated in social media. In order to answer the research questions, observations on clothing companies' websites and social media have been made with the aim of gaining insight into which features of sustainable information that arise on these digital platforms. Based on the features that have been detected, related literature have been investigated and interviews designed, in order to gain a deeper understanding of how consumer behavior is influenced for the purchase of sustainable clothes. The study shows that factors that are presented on corporates’ websites such as sustainable image, transparency and certifications are significant influences for the purchase of sustainable clothes. Regarding what is communicated in social media, the phenomenon of social networks and Word of Mouth are important in influencing the consumer for the purchase of sustainable clothes. Thus, these results indicate that sustainable information on corporate websites and sustainable information on social media respectively, influence the consumer for the purchase of sustainable clothes in different ways. INNEHÅLLSFÖRTECKNING 1 INLEDNING ................................................................................................. 1 1.1 PROBLEMBAKGRUND OCH DISKUSSION ................................................................................. 1 1.2 SYFTE ..................................................................................................................................... 3 1.3 FRÅGESTÄLLNING .................................................................................................................. 3 1.4 AVGRÄNSNING ....................................................................................................................... 4 2 REFERENSRAM ......................................................................................... 5 2.1 HÅLLBAR INFORMATIONSSPRIDNING PÅ KLÄDFÖRETAGS HEMSIDOR ................................... 5 2.1.1 Hållbar image .................................................................................................................... 5 2.1.2 Transparens ....................................................................................................................... 6 2.1.3 Certifieringar ..................................................................................................................... 6 2.2 HÅLLBAR INFORMATIONSSPRIDNING PÅ SOCIALA MEDIER ................................................... 7 2.2.1 Sociala nätverks roll i delande av intresse och inställningar ............................................ 7 2.2.2 Påverkan av information och uppmaningar via Word of Mouth ....................................... 9 3 METOD ....................................................................................................... 10 3.1 VETENSKAPLIG ANSATS ....................................................................................................... 10 3.2 KVALITATIV METOD ............................................................................................................. 11 3.3 DATAINSAMLINGSMETOD .................................................................................................... 12 3.4 URVAL .................................................................................................................................. 13 3.4.1 Observation av klädföretags hemsidor ............................................................................ 14 3.4.2 Observation av konversationer i sociala medier ............................................................. 14 3.4.3 Intervjuer ......................................................................................................................... 15 3.5 VETENSKAPLIGA KRITERIER ................................................................................................ 16 4 RESULTAT .............................................................................................. 18 4.1 OBSERVATIONER .................................................................................................................. 18 4.1.1 Hållbar informationsspridning på klädföretags hemsidor.........................................18 4.1.1.1 Uppvisad hållbarhet genom hela verksamheten...........................................18 4.1.1.2 Förmedlad legitimitet genom transparens och certifieringar............................19 4.1.2 Hållbar informationsspridning på sociala medier .......................................................... 20 4.1.2.1 Delande av inställning.......................................................................20 4.1.2.2 Delande av information.....................................................................20 4.1.2.3 Delande av intresse..........................................................................21 4.1.2.4 Uppmaningar.................................................................................22 4.2 INTERVJUER ......................................................................................................................... 23 4.2.1 Hållbar informationsspridning på klädföretags hemsidor .............................................. 23 4.2.1.1 Uppvisad hållbarhet genom hela verksamheten........................................23 4.2.1.2 Förmedlad legitimitet genom transparens och certifieringar.........................24 4.2.2 Hållbar informationsspridning på sociala medier .......................................................... 25 4.2.2.1 Delande av inställning......................................................................25 4.2.2.2 Delande av information.....................................................................26 4.2.2.3 Delande av intresse...........................................................................27 4.2.2.4 Uppmaningar..................................................................................28 5 ANALYS ...................................................................................................... 29 5.1 HÅLLBAR INFORMATIONSSPRIDNING PÅ KLÄDFÖRETAGS HEMSIDOR ................................. 29 5.1.1 Hållbar Image .................................................................................................................. 29 5.1.2 Transparens ..................................................................................................................... 30 5.1.3 Certifieringar ................................................................................................................... 31 5.2 HÅLLBAR INFORMATIONSSPRIDNING PÅ SOCIALA MEDIER ................................................. 32 5.2.1 Sociala nätverks roll i delande av intresse och inställningar .......................................... 32 5.2.2 Påverkan av information och uppmaningar via Word of Mouth ..................................... 33 6 SLUTSATS .................................................................................................. 35 6.1 HUR HÅLLBAR INFORMATIONSSPRIDNING PÅ KLÄDFÖRETAGS HEMSIDOR INFLUERAR KONSUMENTEN TILL KÖP AV HÅLLBARA KLÄDER ............................................ 35 6.2 HUR HÅLLBAR INFORMATIONSSPRIDNING PÅ SOCIALA MEDIER INFLUERAR KONSUMENTEN TILL KÖP AV HÅLLBARA KLÄDER ............................................................... 36 6.3 HUR HÅLLBAR INFORMATIONSSPRIDNING PÅ INTERNET INFLUERAR KONSUMENTEN TILL KÖP AV HÅLLBARA KLÄDER......................................................36 6.4 IMPLIKATIONER .................................................................................................................... 37 6.5 FRAMTIDA FORSKNING ......................................................................................................... 37 7 REFERENSER ........................................................................................... 39 8 APPENDIX.........................................................................47 |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://gupea.ub.gu.se/bitstream/2077/53209/1/gupea_2077_53209_1.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
