“Man startar väl inte ett kaffeföretag för att rädda miljön” : En studie om Generation Y:s attityder och åsikter på kaffeproducenters CSR-arbete och CSR-kommunikation

Sammanfattning: The coffee industry affects both people and the environment in a negative way, which is an aspect coffee producers are forced to relate to. Today, more and more organizations are involved in CSR and communication about CSR. Therefore, the aim of this study is to examine young consumers of Generation Y, their attitudes and opinions towards coffee producers' CSR work and its communication on CSR. The study has two research questions “what does Arvid Nordquist communicates about its CSR work through their official website?” and “what kind of attitudes and opinions does a group of young consumers have on coffee producers' CSR work and communication on CSR?” For this study two theories have been used, the CSR theory Triple Bottom Line as a theoretical starting point and Deegan Unerman’s theory on the social contract, based on Freeman’s stakeholder theory, as a theoretical framework. This qualitative study used two methods of data collection. First, a document analysis of Arvid Nordquists offical website. Secondly, a focus group interview with young consumer of Generation Y. The conclusion that can be drawn from our research is that consumers from Generation Y are positive to CSR as a phenomenon, but that communication of CSR is followed by scepticism in combination with ignorance. This paper sheds light on a issue that in previous research has used quantitative methods, while this study uses qualitative methods. The importance of this paper is its contribution to how organizations can improve their communication of CSR to young consumers.