| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Salonen, Anna", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Makkonen, Sara", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-09-11T05:51:31Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-09-11T05:51:31Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/89008", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Johdonmukainen vastuullinen toiminta kohti kest\u00e4v\u00e4mp\u00e4\u00e4 tulevaisuutta on yh\u00e4 t\u00e4rke\u00e4mp\u00e4\u00e4. YK:n j\u00e4senmaat ovat sopineet 17 kest\u00e4v\u00e4n kehityksen tavoitetta. Tavoitteessa 12 pyrit\u00e4\u00e4n kannustamaan yrityksi\u00e4 kest\u00e4v\u00e4mpiin k\u00e4yt\u00e4nt\u00f6ihin ja vastuulliseen toimintaan yritysvastuullisuudella. Markkinoinnissa vastuullisuus ja kest\u00e4vyys ovat keskeisi\u00e4 aiheita, sill\u00e4 niiden avulla voidaan edist\u00e4\u00e4 kest\u00e4vimpi\u00e4 kulutustottumuksia ja el\u00e4m\u00e4ntapoja. Kuluttajien asenteissa suhteessa k\u00e4ytt\u00e4ytymiseen on havaittu kuitenkin \u201dvihre\u00e4 kuilu\u201d -ilmi\u00f6 (engl. green gap), johon vaikuttaa kuluttajien luottamus br\u00e4ndin vastuullisuudesta. Vastuullinen br\u00e4ndin rakentaminen ja vastuullinen design korostavat merkityst\u00e4\u00e4n t\u00e4ss\u00e4. \n\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on tarjota syv\u00e4llisemp\u00e4\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, millainen vastuullisen designbr\u00e4ndin rakentamisen prosessi on kuluttajamarkkinoilla. Tutkimus toteutettiin kvalitatiivisena tutkimuksena puolistrukturoituina haastatteluina, haastattelemalla kahtatoista vastuullisen designbr\u00e4ndin rakentamisen kannalta asiantuntevassa asemassa ty\u00f6skentelev\u00e4\u00e4 henkil\u00f6\u00e4. Tutkimusaineiston analysoinnin l\u00e4hestymistapana toimi temaattinen analyysi. \n\nTutkimuksen merkitt\u00e4vin teoreettinen kontribuutio on vastuullisen designbr\u00e4ndin rakentamisen prosessimalli. Tutkimuksen kautta luodun prosessimallin my\u00f6t\u00e4 voidaan esitt\u00e4\u00e4, ett\u00e4 vastuullisen designbr\u00e4ndin rakentaminen on jatkuvaa ja l\u00e4pin\u00e4kyv\u00e4\u00e4 kehitysty\u00f6t\u00e4, vaihtoehtojen kartoittamista, p\u00e4\u00e4t\u00f6ksentekoa sek\u00e4 arviointia eri vastuullisuuden osa-alueilla. Vastuullisessa designbr\u00e4ndin rakentamisessa korostuvat erityisesti sitoutuneisuus ja avoimuus sidosryhmien v\u00e4lill\u00e4. Tutkimuksella voidaan osoittaa, ett\u00e4 vastuullinen design on merkityksellinen avaintekij\u00e4 vastuulliselle br\u00e4ndille, ja ne yhdess\u00e4 muodostavat vastuullisen designbr\u00e4ndin k\u00e4sitteen. Tutkimuksen kautta tunnistettiin my\u00f6s, ett\u00e4 parhaimmillaan vastuullisen designin avulla pyrit\u00e4\u00e4n edist\u00e4m\u00e4\u00e4n kiertotaloutta, innovaatioita sek\u00e4 uusien teknologioiden kehittymist\u00e4. Kokonaisuudessaan tutkimus osoittaa, ett\u00e4 vastuullisen designbr\u00e4ndin rakentaminen luo kokonaisvaltaisia mahdollisuuksia tulevaisuuden kehitykselle.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Consistent responsible action towards a more sustainable future is becoming increasingly important. The member countries of the United Nations have agreed on 17 Sustainable Development Goals. Goal 12 aims to encourage businesses towards more sustainable practices and responsible operations through corporate responsibility. In marketing, responsibility and sustainability are central topics, as they can promote more sustainable consumption habits and lifestyles. However, a \u201cgreen gap\u201d phenomenon has been observed in consumers\u2019 attitudes in relation to behavior, which is influenced by consumers\u2019 trust in the brand\u2019s responsibility. Building a responsible brand and responsible design are emphasized in this context. \n\nThe purpose of this study is to provide a deeper understanding of what the process of building a responsible design brand is like in consumer markets. The study was conducted by qualitative research methods through semi-structured interviews, interviewing twelve persons who are working in expertise positions in terms of building a responsible design brand. The approach used for analyzing the research data was thematic analysis. \n\nThe most significant theoretical contribution of the study is the process model of building a responsible design brand. The process model created from the study findings suggests that building a responsible design brand is continuous and transparent development work, involving exploring alternatives, decision-making, and evaluation across different aspects of responsibility. In building a responsible design brand, commitment and openness between stakeholders are especially emphasized. The study demonstrates that responsible design is a meaningful key factor for a responsible brand, and together they form the concept of a responsible design brand. Through the study, it was also identified that at its best, responsible design aims to promote circular economy, innovations, and the development of new technologies. Overall, the study suggests that building a responsible design brand creates comprehensive opportunities for future development.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-09-11T05:51:31Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-09-11T05:51:31Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "80", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "vastuullinen br\u00e4ndin rakentaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "design", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vastuullinen designbr\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vihre\u00e4 kuilu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vastuullisen designbr\u00e4ndin rakentaminen", "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-202309115036", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "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.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "br\u00e4ndit", "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": "vastuullisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
|