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[{"key": "dc.contributor.advisor", "value": "Taiminen, Heini", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lahti, Vilma", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-31T17:49:43Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-31T17:49:43Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/76111", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 pro gradu -tutkielmassa k\u00e4sitell\u00e4\u00e4n kest\u00e4vyyden roolia nuorten kuluttajien kulutusk\u00e4ytt\u00e4ytymisess\u00e4. Aihepiiri on rajattu vastuullisuuden osalta kest\u00e4vyyteen, koska sit\u00e4 on k\u00e4sitelty marginaalisesti aiemmissa tutkimuksissa. Kest\u00e4vyyden m\u00e4\u00e4ritelm\u00e4t ovat my\u00f6s monenkirjavia, mist\u00e4 syyst\u00e4 vastuullisuuden n\u00e4k\u00f6kulmiin ja kest\u00e4vyyden m\u00e4\u00e4ritelmiin syvennyt\u00e4\u00e4n kokonaisvaltaisen k\u00e4sityksen muodostamiseksi. Lis\u00e4ksi asenne-k\u00e4ytt\u00e4ytymiskuilu ja kuluttajien skeptisyys ovat merkitt\u00e4vi\u00e4 haasteita kest\u00e4v\u00e4ss\u00e4 kuluttamisessa, mink\u00e4 takia n\u00e4ihin pyrit\u00e4\u00e4n saamaan laajempaa ymm\u00e4rryst\u00e4. Aiheen laaja-alaisuuden vuoksi tutkimuksessa esiintyy nelj\u00e4 tutkimuskysymyst\u00e4, jotka pyrkiv\u00e4t vastaamaan kest\u00e4vyyden rooliin \u2013 merkitykseen, ymm\u00e4rt\u00e4miseen, vaikuttaviin tekij\u00f6ihin ja haasteisiin \u2013 nuorten kuluttajien kulutusk\u00e4ytt\u00e4ytymisess\u00e4.\n Tutkimus toteutettiin 23\u201330-vuotiaille pariskunnille, puolistrukturoituna teemahaastatteluna. Tutkimuksen tulokset osoittivat, ett\u00e4 kest\u00e4vyys on haastava termi ymm\u00e4rt\u00e4\u00e4, sill\u00e4 se miellettiin l\u00e4hinn\u00e4 tuoteominaisuutena. Nuoret kuitenkin kokivat, ett\u00e4 kest\u00e4vyys on t\u00e4rke\u00e4 arvo, vaikka se ei ole arvoista t\u00e4rkein, mink\u00e4 takia kulutusvalintoja saatetaan tehd\u00e4 muilla perusteilla. Kest\u00e4v\u00e4t valinnat n\u00e4ytt\u00e4ytyiv\u00e4t eniten ruuan sek\u00e4 laadukkaiden tuotteiden kuluttamisessa ja erityisesti tietouden, helppouden ja hinnan koettiin vaikuttavan kest\u00e4v\u00e4\u00e4n kuluttamiseen. Vastaavasti tietous ja hinta sek\u00e4 saatavuus, arvojen punnitseminen ja skeptisyys koettiin haasteina kest\u00e4v\u00e4ss\u00e4 kuluttamisessa.\n Tutkimus havainnollisti, ett\u00e4 nuoret kuluttajat tarvitsevat lis\u00e4\u00e4 tietoa kest\u00e4vyydest\u00e4 ja yritysten kest\u00e4vist\u00e4 toimista tehd\u00e4kseen kest\u00e4vi\u00e4 kulutusvalinto-ja. Yritysten ollessa avoimempia kest\u00e4vist\u00e4 toimistaan, kuluttajien on helpompi tehd\u00e4 kest\u00e4vi\u00e4 kulutusvalintoja. T\u00e4st\u00e4 huolimatta kest\u00e4v\u00e4 kulutusvalinta saattaa j\u00e4\u00e4d\u00e4 tekem\u00e4tt\u00e4, koska toinen asia tai arvo merkitsee kuluttajalle enemm\u00e4n. T\u00e4m\u00e4n takia yritysten ja organisaatioiden tulisikin toimillaan antaa tarpeeksi tietoa kest\u00e4vyydest\u00e4, tehd\u00e4 kest\u00e4v\u00e4 kuluttaminen mahdollisimman helpoksi ja siten ohjata kuluttajia toimimaan ja kuluttamaan kest\u00e4v\u00e4sti.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-31T17:49:43Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-31T17:49:43Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "81", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "kest\u00e4vyys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vastuullinen kuluttaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vastuullinen kuluttaminen : kest\u00e4vyyden rooli nuorten kuluttajien kulutusk\u00e4ytt\u00e4ytymisess\u00e4", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202105313353", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kest\u00e4v\u00e4 kulutus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vastuullisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kest\u00e4v\u00e4 kehitys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostok\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "parisuhde", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": 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