Fula morötter - en ömsesidig vinst. En kvantitativ studie om hur företag, influencers och samhället kan gynnas av exponeringen av fula morötter på en blogg.

Sammanfattning: Is the western world really cursed by the wasting sin? Or have we just taken the culture of consumerism too far? While hundreds of million people are starving, billions are used to an excess of food and thereby also daily waste of food. We even throw away the food that does not appeal us in appearance. During the last years some big players, such as retailing concerns within food, have highlighted the issue of the phenomen food-waste by selling defected fruits and vegetables in store. The message is clear, however, since a tremendous amount of people get inspired behind the computer today we thought that it would be interesting to see the effects of marketing food-waste in digital media. Particularly influencers such as bloggers has proven to be very efficient when it comes to affecting both consumers and brands. Therefore the purpose of this study was to investigate the consumer response to blogger, a brand and food-waste in general, when the blogger promoted buying a defected vegetable from a specific brand. Furthermore a secondary purpose was to see how the response from the consumer changed when the blog post was sponsored and when it was not. Data was collected from a quantitative survey of 139 blog-readers and the results in short showed that the exposure of a defected vegetable in the blog increased the attitude towards the blogger and the credibility towards the brand. The blog reader got more inspired to take care of already bought food and got the perception that people in general waste too much food. Furthermore the reader got more inclined to buy vegetables from the mentioned brand. Regarding the disclaimers, the inclusion of those decreased both the attitude and credibility towards blogger/brand. Since the study is small and the subject is unexplored in the field of influencer marketing, further research needs to be done in order to establish significant knowledge.