Transparency of material origins in the furniture industry : a cooperation project with Tapio Anttila Collection Oy
Stehle, Paula (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024091625245
https://urn.fi/URN:NBN:fi:amk-2024091625245
Tiivistelmä
The thesis entitled "Transparency of Material Origins in the Furniture Industry", in collaboration with Tapio Anttila Collection Oy (TAC), investigates how to effectively communicate sustainability information to consumers via an online shop. This work is motivated by new sustainability reporting guidelines, in particular the Corporate Sustainability Reporting Directive (CSRD) and the forthcoming Product Passport Directive (DPP).
The study examines whether sustainability influences purchasing decisions in today's market and how it can be defined and transparently presented on a website. A comprehensive analysis was carried out comparing TAC's practices with those of similar companies, including a survey of TAC's manufacturers to gather detailed information on material sourcing.
Advanced tools such as eye-tracking and audience targeting were suggested to improve the user experience on TAC's website. The development of a digital product passport was identified as a crucial step to comply with upcoming regulations and improve transparency.
Key findings revealed that most companies provide vague information on material origin, highlighting the need for clear and detailed transparency to build consumer trust. The research resulted in a website concept for TAC that demonstrates how sustainability information can be presented in a visual and informative way that puts the customer at the center of the communication strategy. Prioritizing transparency and improving the user experience, TAC can effectively differentiate itself in the market place and contribute to a more sustainable future.
The study examines whether sustainability influences purchasing decisions in today's market and how it can be defined and transparently presented on a website. A comprehensive analysis was carried out comparing TAC's practices with those of similar companies, including a survey of TAC's manufacturers to gather detailed information on material sourcing.
Advanced tools such as eye-tracking and audience targeting were suggested to improve the user experience on TAC's website. The development of a digital product passport was identified as a crucial step to comply with upcoming regulations and improve transparency.
Key findings revealed that most companies provide vague information on material origin, highlighting the need for clear and detailed transparency to build consumer trust. The research resulted in a website concept for TAC that demonstrates how sustainability information can be presented in a visual and informative way that puts the customer at the center of the communication strategy. Prioritizing transparency and improving the user experience, TAC can effectively differentiate itself in the market place and contribute to a more sustainable future.