Konsumenters uppfattning av hållbarhetsredovisningar i livsmedelsbranschen
Sammanfattning: Sustainability reports are drawn up for the company's stakeholders and declare the company’s corporate social responsibility. Consumers are one of the companies' most important stakeholders for food companies. This study is aimed to describe how consumers perceive sustainability reporting in the food industry and if the application level of the GRI framework has an impact on how consumers perceive sustainability reports. Consumer perception is described in the GRI principles and the basis is the ICA and Coop's sustainability reports, which are two of Sweden's largest food company. In order to describe consumers' perception ten respondents participated in the survey. Respondents were divided into two groups that read and did a content analysis of ICA and Coop's sustainability reports. This was followed by individual interviews with each of the respondents. The study showed that there were no clear idea of sustainability reports,. The study could only discerned that patterns on how consumers perceive sustainability reports according to the pre-understanding and interest they have. Furthermore, it has not shown that the application level of the GRI framework had a direct impact on how consumers perceive sustainability reporting in the food industry.
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