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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ryypp\u00f6, Aleksi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-01-18T08:21:56Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-01-18T08:21:56Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/92875", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 pro gradu -tutkielma k\u00e4sittelee lihantuottajien vastuullisuusviestinn\u00e4n roolia nuorten aikuisten ostop\u00e4\u00e4t\u00f6ksenteossa. Tutkimuksen tarkoituksena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, miten vastuullisuusviestint\u00e4 vaikuttaa konkreettisesti ostok\u00e4ytt\u00e4ytymiseen lihatuotteiden osin. Lis\u00e4ksi tutkimuksessa selvitet\u00e4\u00e4n, miss\u00e4 kanavissa ja ostoprosessin vaiheissa kuluttaja kohtaa t\u00e4t\u00e4 viestint\u00e4\u00e4. Lihatuotteiden vastuullisuusomaisuuksien arvostusta suhteessa perinteisiin ominaisuuksiin arvioidaan my\u00f6s. Tutkimus toteutettiin kvalitatiivista eli laadullista tutkimusotetta hy\u00f6dynt\u00e4en ja aineistonkeruussa k\u00e4ytettiin puolistrukturoituja yksil\u00f6teemahaastatteluja. Haastateltavat koostuivat kahdeksasta lihatuotteita s\u00e4\u00e4nn\u00f6llisesti kuluttavista 24\u201328-vuotiaista mies- ja naishaastateltavista. Tutkimusaineiston analysointi toteutettiin teema-analyysin avulla. Tutkimuksen tulokset osoittivat, ett\u00e4 lihantuottajien vastuullisuusviestinn\u00e4n vaikutus nuorten kuluttajien ostop\u00e4\u00e4t\u00f6ksentekoon on hyvin rajallinen. Kotimaisuus ja el\u00e4inten hyvinvointi olivat ainoat vastuullisuusulottuvuudet, joilla todettiin olevan konkreettista vaikutusta ostop\u00e4\u00e4t\u00f6ksess\u00e4. Lihatuotetta valitaan harvoin pelkkien vastuullisuustekij\u00f6iden perusteella ja ne n\u00e4ytt\u00e4ytyv\u00e4tkin joillekin kuluttajille vain hyv\u00e4n\u00e4 lis\u00e4n\u00e4. Naispuoleiset kuluttajat tuntuvat kuitenkin arvostavan vastuullisuutta enemm\u00e4n ja olevan my\u00f6s halukkaampia maksamaan siit\u00e4. Nuorilta kuluttajilta l\u00f6ytyy riitt\u00e4v\u00e4 tuntemus vastuullisuusasioista ja heill\u00e4 on positiivinen asennoituminen yritysten vastuullisuustoimiin. Lis\u00e4ksi he osoittavat merkkej\u00e4 vastuullisuuden huomioon ottamisesta varsinkin ymp\u00e4rist\u00f6huolen muodossa, mutta siit\u00e4 huolimatta asenteiden ja k\u00e4ytt\u00e4ytymisen v\u00e4lill\u00e4 on aiemmissakin vastuullisuustutkimuksissa tunnistettu kuilu, jota hyv\u00e4 tulotasokaan ei t\u00e4ysin tasoita. Lihatuottajien vastuullisuusviestinn\u00e4n tehostamiseksi huomattiin, ett\u00e4 sosiaalisen median tehokkaampi hy\u00f6dynt\u00e4minen voisi johtaa nuorempien kuluttajien huomattavasti parempaan tavoittamiseen ja t\u00e4ten mahdollistaa jopa kilpailuedun.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2024-01-18T08:21:56Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-01-18T08:21:56Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "79", "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": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "vastuullisuusviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Lihantuottajien vastuullisuusviestinn\u00e4n merkitys nuorten kuluttajien ostop\u00e4\u00e4t\u00f6ksenteossa", "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-202401181371", "language": null, "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": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "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": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "lihantuotanto", "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": "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": "markkinointi", "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.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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