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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Huovila, Julia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-07-12T10:21:58Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-07-12T10:21:58Z", "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/123456789/77103", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalinen markkinointi on markkinoinnin l\u00e4hestymistapa, joka pyrkii muuttamaan kuluttajaryhm\u00e4n tai kokonaisen yhteiskunnan k\u00e4ytt\u00e4ytymist\u00e4. Sosiaalista markkinointia on perinteisesti k\u00e4ytetty julkisen sektorin ty\u00f6kaluna, osana sosiaalista suunnittelua, mutta nykyisin se on yh\u00e4 enemm\u00e4n my\u00f6s yritysten k\u00e4yt\u00f6ss\u00e4. Sosiaalisen markkinoinnin viestinn\u00e4ll\u00e4 yritykset pyrkiv\u00e4t osoittamaan vastuunsa ja vetoamaan kuluttajiin esimerkiksi ilmasto- tai terveysasioissa. \n\nVastapuolella kuluttajat ovat valveutuneet omasta kuluttamisestaan ja haluavat osoittaa tietoiset valintansa. T\u00e4t\u00e4 kutsutaan poliittiseksi kuluttamiseksi. Poliittinen kuluttajak\u00e4ytt\u00e4ytyminen ilmenee kulutusvalintoina, joiden taustalla on aina tuotetta itse\u00e4\u00e4n suurempi syy. Jos tuote, valmistava br\u00e4ndi tai muu tuotantoketjuun liittyv\u00e4 toimija ei vastaa kuluttajan arvomaailmaa, kuluttaja voi boikotoida, eli kielt\u00e4yty\u00e4 ostamasta kyseist\u00e4 tuotetta. Arvoilla on siten my\u00f6s merkitys ostop\u00e4\u00e4t\u00f6ksess\u00e4. \n\nT\u00e4ss\u00e4 tutkimuksessa tarkastellaan sosiaalisen markkinoinnin sek\u00e4 kuluttajan arvojen vaikutusta k\u00e4ytt\u00e4ytymisaikomukseen. Tutkimuksessa sosiaalista markkinointia tarkastellaan koeryhmien avulla, ja arvoja viiden eri dimension kautta. Tutkimustulokset osoittavat sosiaalisella markkinoinnilla olevan vaikutusta erityisesti kuluttajan asenteeseen, mik\u00e4 edelleen vaikuttaa kuluttajan k\u00e4ytt\u00e4ytymisaikomukseen. Arvojen suhteen tulokset olivat ristiriitaisempia, mutta erityisesti toiminnallisen arvon kokemukseen sosiaalisella markkinoinnilla on vaikutusta. Arvojen osuutta k\u00e4ytt\u00e4ytymisess\u00e4 tutkimalla voidaan my\u00f6s todeta toiminnallisella arvolla olevan vaikutusta pystyvyyteen, sek\u00e4 sosiaalisella arvolla subjektiivisen normin muodostumiseen. Sek\u00e4 sosiaalisen markkinoinnin ett\u00e4 arvojen eri dimensioiden vaikutukset k\u00e4ytt\u00e4ytymiseen pystyt\u00e4\u00e4n osoittamaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-07-12T10:21:58Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-07-12T10:21:58Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "62", "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": "yhteiskunnallinen markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalinen suunnittelu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalinen muutos", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "poliittinen kuluttajak\u00e4ytt\u00e4ytyminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "koettu arvo", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "k\u00e4ytt\u00e4ytymisaikomus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostoaikomus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sosiaalisen markkinoinnin ja arvojen vaikutus kuluttajan k\u00e4ytt\u00e4ytymiseen", "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-202107124288", "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": "markkinointi", "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": "ostok\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "arvot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asenteet", "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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