CSR inom modebranschen : Konsumenternas uppfattningar av H&M:s och Gina Tricots CSR kommunikation.
Sammanfattning: Purpose: The study intends to examine CSR in the fashion industry, from a consumer and company perspective. The purpose is to find out how consumers perceive and relate to CSR information that companies communicate by using a phenomenological research. This by highlighting how and why companies in the fashion industry work with sustainability issues and how they communicate the information to their customers. Research question: – How do consumers perceive and relate to the CSR information that companies communicate? Sub questions: – How and why do companies in the fashion industry work with CSR? – How do fashion companies communicate CSR information? Theory The chosen theories concern CSR-related theories, where the CSR concept, institutional theory, legitimacy theory, consumer culture theory and communication theory. Furthermore, the CSR actors are presented as companies and consumers. The final section is about how CSR can be communicated and the use of communication channels. Method: The methodology of the study is based on the qualitative research methodology with a phenomenography research in form of two semistructured thematic group interviews with the consumers and semistructured interviews with H&M and Gina Tricot. The study also consists of a case study to find out how and why companies in the same industry work with CSR and how they communicate it. Conclusions: The result of the study shows that there is no clear definition and perception of the CSR concept. Variations in the perception of CSR occur both among companies and consumers. Variations in consumers perceptions are due to the fact that companies have not found a good way of communicating CSR, including economic, social and environmental responsibility, and where companies understand how the responsibilities are related to each other. Consumers' perception and approach to CSR information depends on what and how companies communicate.
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