The Significance of Labels to the Concerned Generation - A Qualitative Study about Generation Y towards the Fair Trade Label and Ecological Labels

摘要: Thesis purpose: The purpose of the master thesis is to examine what affects Generation Y’s values, attitudes and beliefs towards fair trade label ecological quality labels. also investigate how these two labels are received by Y, in order delve deeper into relationship between This research will contribute with new insights about important motivational factors evaluation process types intention as well a better understanding ethical consumer behaviour. Methodology: A qualitative study an abductive reasoning. Theoretical perspective: Focus on behaviour theories. Theories consumer, knowledge, information, involvement emotions, gender aspects confusion be presented. Empirical data: along six Swedish Consumer Agency presents studied through ten interviews Y consumers. Conclusion: Knowledge, purchasing behaviour, affect Through empirical investigation existing theories research, causal has been found five factors. Syfte: Syftet med denna magisteruppsats ar att undersoka vad som paverkar Y:s varderingar, attityder och asikter gentemot stampeln ekologiska kvalitetsstamplar. ocksa hur dessa tva kvalitetsstamplar uppfattas av i hopp om grava djupare relationen mellan stamplarna. Studien kommer bidra nya insikter vilka faktorer motiverar deras utvarderingsprocess de kvalitetsstamplarna. Likasa avsikten en forstaelse etiska konsumentbeteende. Metod: En kvalitativ studie abduktiv forskningsansats. Teoretiska perspektiv: Fokus ligga pa teorier inom Teorier etisk konsumtion, kunskap, engagemang kanslor, konsaspekter samt forvirring presenteras. Empiriskt material: Fair tillsammans sex presenteras Konsumentverket, studeras hjalp tio intervjuer konsumenter. Slutsatser: Kunskap, kopbeteende, Genom den empiriska studien relevanta tidigare forskning har ett kausalt samband fem hittats.