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[{"key": "dc.contributor.advisor", "value": "Onkila, Tiina", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Sar\u00e9n, Miina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-16T06:46:54Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-16T06:46:54Z", "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/123456789/76585", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kaikki kuluttajat ovat yksil\u00f6it\u00e4 ja reagoivat t\u00e4ten vastuullisuusviestint\u00e4\u00e4n my\u00f6s yksil\u00f6llisesti. On eritt\u00e4in t\u00e4rke\u00e4\u00e4, ett\u00e4 kasvipohjaiset ruokabr\u00e4ndit tuntevat kohderyhm\u00e4ns\u00e4, jotta voivat tuottaa molempia osapuolia hy\u00f6dytt\u00e4v\u00e4\u00e4 vastuullisuusviestint\u00e4\u00e4. K\u00e4ym\u00e4ll\u00e4 aikaisempia tutkimuksia saturaatiopisteeseen asti l\u00e4pi, voitiin todeta, ett\u00e4 siit\u00e4, miten kuluttajat ja erityisesti vanhemmat reagoivat vastuullisuusviestint\u00e4\u00e4n on olemassa tutkimusvaje. Tutkimusvaje johti t\u00e4m\u00e4n Pro-gradun tutkimuskysymysten asettamiseen. T\u00e4m\u00e4n tutkimuksen tavoitteena oli selvitt\u00e4\u00e4 mink\u00e4lainen sosiaalisen median vastuullisuuviestint\u00e4 lis\u00e4\u00e4 vanhempien halukkuutta kuluttaa enemm\u00e4n kasvipohjaista ruokaa. Haluttiin my\u00f6skin selvitt\u00e4\u00e4 mit\u00e4 syit\u00e4 ja esteit\u00e4 vanhemmat kokevat kasvipohjaisen ruuan kulutukselle. T\u00e4m\u00e4n tutkimuksen tutkimuskysymyksiin vastattiin suorittamalla tutkimus joka sis\u00e4lsi sek\u00e4 kvantitaitiivisen ett\u00e4 kvalitatiivisen datan ker\u00e4ysmenetelm\u00e4n. Kvantitatiivinen data koostui Bilendi Finlandin ruokakyselyst\u00e4, jolla haluttiin selvitt\u00e4\u00e4 suomalaisten ruokailutottumuksia sek\u00e4 syit\u00e4 ja esteit\u00e4 kuluttaa enemm\u00e4n kasvipohjaista ruokaa. Kvalitatiivinen data koostui kuudesta semi-strukturoidusta haastattelusta. Tekniikkaa nimelt\u00e4 \u201cphoto elicitation\u201d k\u00e4ytettiin haastatteluissa analysoimaan kuutta eri kasvipohjaisen ruokabr\u00e4ndin sosiaalisen median julkaisua. Puolet julkaisuista oli julkaistua Facebookissa ja puolet Instagramissa. Tutkimuksen tuloksena luotiin ymm\u00e4rrys siit\u00e4, mit\u00e4 vanhemmat arvostavat kasvisruokabr\u00e4ndien vastuullisuusviestinn\u00e4ss\u00e4. Vastuullisuusviestinn\u00e4n p\u00e4\u00e4piirteit\u00e4, mihin vanhemmat reagoivat positiivisesti olivat kotimaisuus, l\u00e4pin\u00e4kyvyys, faktat, neutraali vertailu, autenttisuus ja visuaalisuus. On yleisesti t\u00e4rke\u00e4\u00e4, ett\u00e4 br\u00e4ndit ottavat johdonmukaisesti kantaa vastuullisuuteen littyviin teemoihin ja kohdistavat viestinn\u00e4n valikoidulle kuluttajaryhm\u00e4lle, jotta viestint\u00e4 on tehokasta. T\u00e4m\u00e4 tutkimus antaa my\u00f6s tuloksiin perustuvia k\u00e4yt\u00e4nn\u00f6nl\u00e4heisi\u00e4 ehdotuksia kasvipohjaisten ruokabr\u00e4ndien vastuullisuusviestint\u00e4\u00e4n.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "As all consumers are individuals and respond differently to sustainability communication it is utmost important for plant-based food brands to know their target group in order to communicate in the most suitable way for both parties. After researching previous studies on the topic until the point of saturation it could be confirmed that there is in fact a research gap concerning how consumers respond to environmental sustainability related communication. The need for research on the topic led to development of the research questions of this master\u2019s thesis. This research aimed to find out what kind of environmental sustainability related communication on social media increases the willingness of parents to consume more plant-based food. And also, what are the reasons for and barriers against consuming plant-based food experienced by parents. The research questions were answered by conducting a mixed method research including both quantitative and qualitative data collection methods. Quantitative data consisted of a food survey conducted by Bilendi Finland trying to find out the eating habits of Finnish people, and reasons to and barriers against eating more plant based. The qualitative data consisted of six semi-structured interviews. Photo elicitation was used in the interviews when analysing altogether six social media posts posted on Instagram and Facebook by plant-based food brands. As a result of this study, it was possible to get an understanding on what parents\u2019 value in sustainability communication of plant-based food brands. The main characteristics of sustainability communication on social media that were well received by parents were domesticity, transparency, facts, neutral comparison, authenticity, and visuality. It is generally important for brands to address issues coherently and addressing the communication to a specific consumer group in order for it to be effective. Also, as a result of finding answers to the research questions, this research suggested practical recommendations for how plant-based food brands should communicate to consumers.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-16T06:46:54Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-16T06:46:54Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "91", "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": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Parents\u2019 response to environmental sustainability related communication on social media concerning plant-based food brands", "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-202106163784", "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": "Yritysten ymp\u00e4rist\u00f6johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Environmental Management", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "student", "language": "", "element": "contractresearch", "qualifier": "initiative", "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": "20425", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vanhemmat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viestint\u00e4", "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": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kest\u00e4v\u00e4 kulutus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kasvisravinto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ruoka", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "parents", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumers", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sustainable consumption", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vegetarian food", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "food", "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": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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