Unge forbrugeres holdninger og forventninger til danske virksomheders CSR kommunikation

Julie Sophie Cederström

Student thesis: Master thesis


In general there is a vast literature about Corporate Social Responsibility (CSR) but the empirical research of CSR communication often plays a secondary role. Researchers argue that there is a lack of research, which focuses on the relation between the companies’ CSR initiatives and the consumers’ perception as well as their attitudes and behavior. In research, which actually does concern CSR communication, the focus is often on how CSR communication can affect the consumer’s buyer be-havior. The aim of this thesis is to investigate companies CSR communication from a consumer perspective. The research question of the thesis is: How do young consumers between the age of 20 and 30 experience the CSR communication of Danish companies and what are their attitudes towards it? From the research question two important ques-tions arise: To what degree is CSR communication important to young consumers? And equally, what do young consumers in Denmark want to know about the CSR initiatives by Danish companies and how do they want to get this information? The point of departure for this thesis is the existing empirical research but this thesis wants to verify and elaborate on previous research by using another methodology. By using three qualitative focus group interviews with young Danish consumers aged 20 to 30, the thesis strives to find the reasons behind their attitudes and to make the respondents elaborate on them. This thesis wants to contrib-ute to a more targeted and relevant CSR communication between companies and young consumers for their mutual benefit. The results of the empirical study indicate several interesting aspects. Firstly, the respondents seem to expect a more explicit CSR communication by Danish companies than previously. They equally want to be informed of the results by these initiatives. Secondly, it is clear that there is no relation between media preference by the respondents and the media used by companies to communicate CSR. The respondents prefer passive media where no active role is needed. Thirdly, the respondents suggest that the packaging of products could be used to inform consumers of a company’s social awareness. Finally, it is clear that the respondents place much more emphasis on CSR initiatives, which in some way affects them or someone they care about. It can be argued that this thesis in several ways supports earlier empirical studies and contributes with new knowledge.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2013
Number of pages79