Hållbarhetsmärkningarnas påverkan vid konsumenters val av kaffe En kvalitativ studie ur ett konsumentperspektiv på hållbarhetsmärkningar på kaffe

Detta är en Kandidat-uppsats från Göteborgs universitet/Företagsekonomiska institutionen

Sammanfattning: The purpose of the study is to investigate, increase understanding of Swedish consumers' perceptions and attitudes towards sustainability labels on coffee products including the factors that influence consumers' choices when buying coffee. The essay is based on a qualitative method complemented by quantitative elements. In this study, a survey was conducted based on students' attitudes and coffee habits. This was compared alongside interviews with store experts that covered consumption trends in grocery stores. In addition, an interview was conducted with a well-known coffee company on how they work with sustainability. This study compares and compiles three different respondent groups.In the empirical chapter, experts explained that it is difficult to see consumption trends and attitudes towards coffee products with sustainability labels, but that there are sales trends. The coffee company reported that sustainability permeates their business in all activities. The survey revealed that students had varying preferences and attitudes depending on what region they lived in. Students experienced in general a lack of information about sustainability labels purposes and benefits.In the discussion, it emerged that students believe that sustainability labels make it difficult to choose coffee. Conclusions can be made that there are weak indications of age and geographic differences between consumer attitudes and consumption trends. Furthermore, conclusions can be drawn of the decisive factors that influence the choices of consumers when buying coffee is principally the price, the taste and routines.

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