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Skräddarsydd kommunikation: Hur miljövänliga transporter bör kommuniceras enligt e-handelskonsumenten.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2017 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Tailor-made communication : How environmentally friendly transportation should be communicatedd according to the customers. (English)
Abstract [sv]

Handel via internet har vuxit i rekordfart vilket har lett till fler hemleveranser och därmed fler transporter. Samtidigt ökar behovet av att minska konsumtionens klimatpåverkan. Symboler har varit ett frekvent använt verktyg för att förmedla produkters miljöpåverkan. Hur konsumenter anser att transportens miljöpåverkan sak kommuniceras är ännu ett outforskat område.

Syftet med studien är att undersöka hur e-handelskonsumenter anser att kommunikation av miljövänligare transport bör utformas för att det miljövänligare alternativet ska framstå som mer attraktivt. Vidare vill vi undersöka om det finns skillnader och likheter i frågan mellan konsumenter med olika karaktärsdrag och i sådana fall vilka skillnader och likheter.

Denna kvantitativa studie antar en deduktiv ansats där undersökningen utformas med tidigare forskning som bakgrund. En tvärsnittsdesign ligger till grund för det empiriska materialet och urvalet är e-handelskonsumenter av dagligvaror.

Studiens resultat visar att enligt konsumenterna ska kommunikationen av miljövänligare transport bestå av formatet symbol och informationen ska ta hänsyn till att de motiveras mest av att göra gott för omvärlden och miljön, att ta eget ansvar samt att förstå konsekvenserna av sina val. Det största hindret enligt konsumenterna är pris. Vidare upptäcktes vissa samband mellan konsumenternas karaktärsdrag och vilken kommunikation de anser gör den miljövänligare transporten mer attraktiv.

Abstract [en]

Introduction Online shopping has grown rapidly which has led to an increased home delivery transportation. At the same time, the importance of decreasing the climate impact from consumption is a fact. Symbols have been a popular tool to communicate the environmental impact of products. The consumers’ opinions regarding how the communication of environmentally friendly transports should be made, is still an unexplored area.

Purpose The purpose of the study is to investigate how e-commerce consumers consider that communication of environmentally friendly transportation should be designed to make that option more attractive. Furthermore, we want to investigate whether there may be differences and similarities between consumers with different characteristics and, in such cases, which those are.

Method This quantitative study has a deductive approach and the survey was designed upon a foundation of previous research. The empirical material consists of a survey where the selection was ecommerce consumers of groceries.

Conclusion This study’s results show that, according to the consumers, communication of environmentally friendly transportation should consist of the format symbol and the information should consider that they are mostly motivated by doing good for their surrounding world, acting responsibly and understanding the consequences of their action. The largest obstacle for the consumers is the price. Furthermore, some relationships were identified between consumer characteristics and what type of communication they consider makes more environmentally friendly transport attractive.

Place, publisher, year, edition, pages
2017. , p. 72
Keywords [en]
Communication, format, incentives, obstacles, e-commerce, ecommerce consumer, environmentally friendly transportation, green marketing, sustainability
Keywords [sv]
Kommunikation, format, drivkrafter, hinder, e-handel, e-handelskonsument, miljövänligare transporter, grön marknadsföring, hållbarhet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-139025ISRN: LIU-IEI-FIL-A-17/02471--SEOAI: oai:DiVA.org:liu-139025DiVA, id: diva2:1117160
Subject / course
Master Thesis in Business and Economics Programme (Business Administration)
Supervisors
Examiners
Available from: 2017-08-15 Created: 2017-06-28 Last updated: 2017-08-15Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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  • de-DE
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  • nn-NB
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