Näytä suppeat kuvailutiedot

dc.contributor.advisorSiltaoja, Marjo
dc.contributor.advisorUlvila, Kukka-Maaria
dc.contributor.authorHapponen, Ville
dc.date.accessioned2016-07-02T09:58:40Z
dc.date.available2016-07-02T09:58:40Z
dc.date.issued2016
dc.identifier.otheroai:jykdok.linneanet.fi:1561719
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/50690
dc.description.abstractThis thesis investigates Generation Y sustainable food consumers in the prevailing consumer culture and their differences in signalling and perceiving sustainability. The reasons why they engaged to a sustainable diet and the possible conflicts around it were also studied. Relevant contexts around consumer culture, possessions, identities and Generation Y regarding sustainable food consumption were presented as the theoretical framework. The focus was on Generation Y consumers in order to recognize relevant the contexts that influence their behaviour in the marketplace. Qualitative research methods were utilized as the data was gathered through nine in-depth interviews furthermore applied thematic analysis (ATA) and typologies were used in the data analysis. It was recognized that there were three different groups with different perception of sustainability affecting on food choices and signalling. The perception of sustainability and food choice was influenced by friends, family and spouses however the influence of powerful information source such as documentary films, books and university courses were mentioned important as well. Interviewees reflected experiences throughout their life that were experienced as relevant regarding sustainable food consumption. However the stage of maturity was witnessed as the most important step towards more sustainable dietary choices. Due to the different influences and perceptions about sustainable foods there were differences how willingly they would discuss about sustainability and food with others as for some food was more sensitive topic than for others. With most of the groups (2/3) sustainability transcends to other consumption choices as well. Sustainable food consumption included a powerful symbolic function regarding identity if the recipient was able to receive the preferred message. Sustainable food choices were detected producing mental and physical pleasure. The characteristics that pleasure and hedonism in consumption are important contexts for Generation Y (Purhonen et al. 2008:290) were witnessed.en
dc.format.extent1 verkkoaineisto (77 sivua)
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.subject.othersustainable consumption
dc.subject.otherfood
dc.subject.otherconsumer culture
dc.subject.otherconsumer identity project
dc.subject.otherin-depth interview
dc.subject.otherapplied thematic analysis sustainable consumer
dc.subject.otherGeneration Y
dc.titleDifferences in consumer perspectives how sustainable food consumption is perceived and signalled in the prevailing consumer culture : among Generation Y
dc.identifier.urnURN:NBN:fi:jyu-201607023457
dc.type.ontasotPro gradu -tutkielmafi
dc.type.ontasotMaster’s thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineYritysten ympäristöjohtaminenfi
dc.contributor.oppiaineCorporate Environmental Managementen
dc.date.updated2016-07-02T09:58:40Z
dc.rights.accesslevelopenAccessfi
dc.type.publicationmasterThesis
dc.contributor.oppiainekoodi20425
dc.subject.ysoruoka
dc.subject.ysoy-sukupolvi
dc.subject.ysokulutuskulttuuri
dc.subject.ysokestävä kulutus
dc.format.contentfulltext
dc.type.okmG2


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