Bedrifters samfunnsansvar : hvordan opplever forbrukerne bedrifters samfunnsansvar?
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The purpose of this paper is to look at corporate social responsibility (CSR). My thesis examines marketing campaigns which communicates social responsibility, specifically how consumers experience such campaigns. The paper considers Rema 1000 and Kiwi´s marketing campaigns which communicates reducing food wastage as its social responsibility. Furthermore, this paper looks at what the consumers know about the CSR-concept and how reputation building is associated with the social responsibility concept. To examine the subject, the assignment has a qualitative research design. The collection of data was applied with focus group interview. The data material consists of two focus groups. The criteria to participate were that the participants knew about Rema 1000 and Kiwi as food stores, and that they were between 20 and 30 of age. The results show that it is reasonable to assume that Norwegian consumers are somewhat skeptical to the concept of social responsibility. It also appears that environmental campaigns like Rema 1000 and Kiwi communicate, to some extent lead to changed user behavior. The results also show that it is reasonable to assume that Norwegian consumers believe that companies show social responsibility to strengthen their reputation.