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Millennials’ socially responsible consumption
University West, School of Business, Economics and IT, Division of Business Administration.
University West, School of Business, Economics and IT, Division of Business Administration.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This bachelor thesis in business administration is an investigation on the socially responsible consumption of millennials. In order to attain the aim of our thesis, which is to shed some light on the variables which explained the socially responsible consumption of millennials, we investigated 150 millennials from Sweden and France. This paper is based on a quantitative research about this both countries and the research question was presented as “Why millennials consume in a socially responsible way?”. To investigate the millennials, a survey was built on previous theories,, and the survey was shared on the social media, Facebook. The main findings of this thesis are that the millennials consider the quality and taste as the most important attributes to buy ethically, then that they attach a great importance to biospheric motivations and environmental concerns. Lastly, we found out that the millennials make their choices of responsible products by taking into consideration mainly security and hedonism values, but also that millennials are deeply influenced by the social group.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Millennial, socially responsible consumptions, motivations
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-12580Local ID: EXC504OAI: oai:DiVA.org:hv-12580DiVA, id: diva2:1228107
Subject / course
Business administration
Educational program
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Available from: 2018-06-29 Created: 2018-06-27 Last updated: 2018-06-29Bibliographically approved

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