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Swedish consumers’ contradictory behavior: A study of the COO effect’s impact on sustainable choices
Luleå University of Technology, Department of Social Sciences, Technology and Arts.
Luleå University of Technology, Department of Social Sciences, Technology and Arts.
2022 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The purpose of this master thesis was to understand the Swede’s contradictory behavior onpurchasing products and sustainability. Sweden has a reputation of being a sustainablepopulation but findings have shown that they still have a high negative spillover effect causedmainly by high imports. To be able to understand the Swede’s behavior Country of Origin (COO)and its subcategories Country of Brand (COB) and Country of Manufacture (COM) was studiedto see how it affected their purchasing behavior. To fulfill the purpose, three research questionshave been answered. The first one was looking at how the Swedish consumers' purchaseintention was affected by different COB and COM. The second research question revolvedaround how the sustainability image of COB and COM affected the purchase intention. Thepurpose of the third question was to see how different COB and COM images affected therespondents purchasing intention in regards to high- or low involvement products, as well associal or non-social status products. Data collection was conducted through a within-subjectexperimental vignette model (EVM) design on students at Luleå tekniska universitet (LTU). Thedata collected used repeated measures ANOVA and paired sample t-tests to analyze the data. Theresults of the experiment showed that COM played a bigger role than COB in most situations.Therefore, also backing up previous censuses on Swedish consumers' behavior being verysustainable in their consumption of products. However, the findings did contradict a lot ofprevious research in the area of COO, which states that COB is the most (or more) importantfactor. The only exception for when COB had a greater impact on purchase intention was for lowsocial status products. The theoretical and practical implications from this experiment is thatCOM is important for Swedish consumers. The result in this research thus contradicts a lot of theprevious findings revolving the COO subcategories impact on consumer behavior at the sametime as it consolidates the results from the censuses where Swedes claim to be concerned aboutwhere and how a product is manufactured.

Place, publisher, year, edition, pages
2022. , p. 110
Keywords [en]
Country of Origin (COO), Country of Brand (COB), Country of Manufacturing (COM), Country of Origin Sustainability Reputation (COSR), High- vs low-involvement products, social vs non-social status products
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-91377OAI: oai:DiVA.org:ltu-91377DiVA, id: diva2:1669528
Educational program
Business Administration, master's level (120 credits)
Supervisors
Examiners
Available from: 2022-06-21 Created: 2022-06-14 Last updated: 2023-09-05Bibliographically approved

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CiteExportLink to record
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