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Lokaverkefni (Bakkalár)

Háskólinn í Reykjavík > Samfélagssvið / School of Social Sciences > BSc Viðskiptadeild (og BSc sálfræði -2019) / Department of Business Administration >

Vinsamlegast notið þetta auðkenni þegar þið vitnið til verksins eða tengið í það: http://hdl.handle.net/1946/44320

Titill: 
  • Titill er á ensku How do sustainability concerns impact consumers’ shopping behavior and brand loyalty?
Námsstig: 
  • Bakkalár
Leiðbeinandi: 
Útdráttur: 
  • Útdráttur er á ensku

    This thesis investigates the relationship between consumers' sustainability concerns and their brand loyalty, aiming to answer the research question of whether there is a positive correlation between the two. The survey conducted found evidence in support of a significant relationship between sustainability concerns and consumer shopping behavior and brand loyalty. However, the study also revealed that consumers' positive attitude towards sustainable consumption and their actual consumption are not always consistent, indicating the importance of increasing awareness and education to bridge this gap. Age differences also play a role in purchasing decisions, with different age groups prioritizing price, quality and convenience. The results show that prioritizing sustainability could lead to a competitive advantage for companies that commit to sustainable and ethical practices.

Samþykkt: 
  • 17.5.2023
URI: 
  • http://hdl.handle.net/1946/44320


Skrár
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