En human och rättvis värld : En studie om konsumenters syn på corporate social responsibility och den internetbaserade klädinsustrin

Sammanfattning: Abstract Title: ”A more humane and equal world” A consumers view on corporate social responsibility and the internet based apparel commerce. Author: Fanny Bergström & Isabelle Blanc Mentor: Emma Svensson Purpose: The purpose of this thesis was to examine the attitudes and experiences of consumers in relation to Internet based commerce and corporate social responsibility. The study is based on the following questions; 1. How do costumers perceive Internet based companies and their work with CSR-questions? 2. Is external communications, particularly social and environmental responsibility and transparency something that costumer’s request? And 3. Are there any differences between the different consumer groups’ opinions and attitudes on corporate social responsibility and sustainable development depending on their earlier experiences and understandings? Method/ Material: The results are based on a qualitative study built on four different focus group interviews. Each focus group consisted of five students studying at Uppsala University with either a main focus in sustainable development or any other subject. The interviews were constructed with the help of Krueger’s 1998 interview guide model and later vertically and horizontally analyzed. Main Results: The main results demonstrate that the interviewed consumers do not perceive that Internet based companies work with corporate social responsibility towards their costumers. Furthermore the results show that work with CSR is something that the participants find should be available for costumers, although other factors are of more value, for example price and product quality. The main results moreover demonstrate that there are significant differences between the two groups studied, where students with more knowledge about corporate social responsibility valued companies external communication on CSR more than students that did not have any previous knowledge. Number of Pages: 59 Course: Media and Communication studies C University: Division of Media and Communications, Department of Information Science, Uppsala University Term: Fall 2013 Keywords: Corporate social responsibility, consumption patterns, sustainable development, transparency, corporate abilities.