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Ekologiskt köpbeteende: En studie om faktorer som påverkar generation Y i valet mellan ekologiska och icke-ekologiska livsmedel
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Problem: In a society where environmental issues are increasingly in focus, there are also discussions about actions that individuals can take to contribute to a more sustainable consumption, where increased consumption of organic goods is a way of contributing. Generation Y is today's young adults and will for many decades in the future affect the environment through their consumption. In order to influence generation Y to consume a greater amount of ecological goods, it has to be concluded why individuals within the generation choose to consume in a certain way. There are also reasons to focus on identifying generation Y:s consumer behavior and not just to focus on opinions and the individuals own words regarding their consumption.

 

Purpose: The purpose of the study is to identify factors that affect generation Y in their choice between organic and non-organic food purchases. By raising awareness about factors that affect the choice of organic food, the result of the study may be of interest to actors who wish to increase the organic consumption.

 

Research question: What factors affect generation Y in the choice between organic and non-organic food purchases?

 

Theoretical framework: The theoretical framework of the study is based on previous research on generation Y, as well as factors which, based on previous research, have been shown to have an impact on consumer purchasing decisions.

 

Method: As a data collection method, two different types of observations were used together with semistructured interviews interpreted through a qualitative approach.

 

Conclusion: The result led to the conclusion that the six factors affecting generation Y in the choice between organic and non-organic food purchases were price and economy, knowledge, habits and routines, attitudes, preferences and exposure. Researchers can, however, also draw the conclusion that there are difficulties in determining the extent to which the various factors affect the purchasing decision and how the different factors depend on each other. 

Place, publisher, year, edition, pages
2018. , p. 31
Keywords [sv]
Ekologi: hållbarhet: livsmedel: konsumentbeteende: köpbeteende: generation Y: ekologiskt
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-35555OAI: oai:DiVA.org:sh-35555DiVA, id: diva2:1215939
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2018-06-11 Created: 2018-06-10 Last updated: 2018-06-11Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • 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