Nordic Perspectives on Sustainable Consumption : validity, motivations, and communication strategies
Kumcu Nari, Nihal (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052716554
https://urn.fi/URN:NBN:fi:amk-2024052716554
Tiivistelmä
In the Nordic context, this thesis examines consumer behaviour and critically analyses the strong perceived emphasis on sustainability awareness and its impact on buying habits. While there has been much research on sustainable consumer behaviour, there is still a lack of in-depth investigation into the specific behaviours of consumers in Nordic countries. Using the theory of planned behaviour (TPB) as a framework, this study aims to address the following questions: (1) assessing the validity of sustainability awareness claims in Nordics, (2) exploring what motivates purchasing decisions among this demographic, and (3) understanding how these insights can shape effective brand communication strategies for businesses.
A combination of research methods was employed to achieve these objectives, including literature review, survey analysis, and examining Lumene’s practices as a case study. The results of the IPSOS Consumer Survey support the notion that consumers in this region exhibit strong attitudes and behaviours towards sustainability. Lumene’s transparent and responsible approach to communicating its sustainability efforts serves as an example of green marketing strategies that can give businesses a competitive advantage as a trusted, responsible brand.
The implications of this study extend beyond the region; they offer valuable lessons for businesses and researchers. These findings indicate that clear and transparent communication strategies play a role in building consumer trust and promoting sustainable choices among consumers.
A combination of research methods was employed to achieve these objectives, including literature review, survey analysis, and examining Lumene’s practices as a case study. The results of the IPSOS Consumer Survey support the notion that consumers in this region exhibit strong attitudes and behaviours towards sustainability. Lumene’s transparent and responsible approach to communicating its sustainability efforts serves as an example of green marketing strategies that can give businesses a competitive advantage as a trusted, responsible brand.
The implications of this study extend beyond the region; they offer valuable lessons for businesses and researchers. These findings indicate that clear and transparent communication strategies play a role in building consumer trust and promoting sustainable choices among consumers.