umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Corporate Social Responsibility in Branding: A Study of The Body Shop's Visitor's Attitudes and Purchase Decisions
Umeå University, Faculty of Social Sciences, Umeå School of Business.
Umeå University, Faculty of Social Sciences, Umeå School of Business.
2009 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title

Corporate Social Responsibility in Branding - A study of The Body Shop's visitors' attitudes and  purchase decisions

Authors Sara Lundgren El-Salhy & Amanda Lundmark

Seminar Date 2009-06-02

Level C-level Thesis

Tutor Malin Näsholm

Keywords

CSR, The Body Shop, Corporate Identity, Corporate Image, Associations, Attitudes, Purchase Decision

Problem

Previous research suggests that by using well known CSR as a branding tool, companies can create positive consumer attitudes, and these attitudes are assumed to lead to positive purchase decisions. This study aims to test this connection, when CSR is well known, by answering the following problem question: What are the opinions and attitudes among The Body Shop Umeå's visitors towards The Body Shop and CSR, and how do they perceive the company regarding CSR? Are their purchase decisions affected by these opinions and attitudes?

Purpose

To explore the importance of a well-known CSR; to find what attitudes consumers have towards CSR and a company with well-known CSR, and to look at these attitudes' relation to the consumers' purchase decision.

Methodology

A quantitative, deductive study is conducted, where the theory is tested. The data is collected by handing out self-completion questionnaires to The Body Shop visitors in Umeå.

Results & Conclusion

This study shows that The Body Shop visitors in Umeå think that CSR is important when buying cosmetics. The respondents have positive attitudes towards The Body Shop and these positive attitudes can be connected to The Body Shop's CSR. The positive attitudes can also be connected to positive purchase decisions. A conclusion that can be drawn from these findings is that well known CSR can be connected to positive purchase decisions, if the CSR is trustworthy. This conclusion can, however, only be generalized to the population for this study; the visitors to The Body Shop's store in Umeå.

Number of Pages 57

Number of References 40

Place, publisher, year, edition, pages
2009. , 57 p.
Keyword [en]
Corporate social responsibility, branding, the body shop
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-23578OAI: oai:DiVA.org:umu-23578DiVA: diva2:225285
Presentation
(English)
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2009-06-29 Created: 2009-06-25 Last updated: 2009-06-29Bibliographically approved

Open Access in DiVA

fulltext(1376 kB)3265 downloads
File information
File name FULLTEXT01.pdfFile size 1376 kBChecksum SHA-512
d8a459f3e7865ed3f3ceabb006bb5a27f6258a6d68818219e9a11d6564df21495b5f942d5d4821d6fd0b86ed0080d371baaafc7aaa30e19d9876cc8b06540b56
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Lundgren El-Salhy, SaraLundmark, Amanda
By organisation
Umeå School of Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 3265 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 2434 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf