El concepto de campo en traducción financiera

In this chapter we will present our conclusion, contribution, recommendation and suggestions for future research. First we will present the aim of the thesis and the conclusion. There will be a brief piece mentioning prior research and what they have concluded. The conclusion will be mentioned together with the contributions of the thesis. Lastly recommendation and

suggestions for future research will be presented.

The purpose of this research is to find out whether Malmo consumers have a attitude behavior gap or association towards ethical and unethical firms in general. Furthermore this research aims to see if the different chosen demographical variables, e.i. salary, age, and education has any effect on the consumers attitude and behavior. With the conclusions that will be made we aim to provide a new insight to the attitude behavior field, ethical consumption and ethical decision making. Furthermore we aim to achieve a higher level of validity and reliability by proceeding from the three articles mentioned in the introduction chapter. From the three articles that we proceeded from we could gather different concepts, survey constructions and recommendations that were useful for this research. The attitude behaviour gap or association was identified with the help of pearson chi-square test and the pearson correlation test was used to analyse the effect of the demographical variables.

5.1 Contributions

This thesis has contributed new insight to the field of consumer behavior, attitude behavior gap, ethical consumption and ethical decision making. What is unique about this thesis is that it specifically researched consumers in Malmo. To be able to contribute with new insight to the attitude behavior gap field we used a quantitative approach. Other research used

qualitative approach (Carrigan & Attalla, 2001; Boulstridge et al, 2000). We used three demographic factors to find out if they affect the ethical purchase decision, attitudes and behavior of consumers in Malmo. Higher education led to more knowledge on CSR for Malmo consumers. Age is a dominant factor for the attitudes towards unethical firms, older consumers in Malmo are more likely to have stronger attitudes towards unethical firms. Age

60 also affected the behavior towards firms unethical behavior, where older consumers had boycotted unethical firms more than younger ones. Consumers who earn more money reward ethical firms for their behavior more frequently than those who makes less money. However, there is no attitude behavior gap towards ethical and unethical firms in Malmo.

Our contribution regarding the Malmo consumer is: Malmo consumers are strongly aware about companies unethical and ethical behavior, but they do not have a lot of information regarding the concept of CSR. The Malmo consumer have strong attitudes towards unethical firms and they are not strongly positive towards boycotting firms. Malmo consumers have positive attitudes towards rewarding ethical firms and they are rewarding ethical firms through paying more for ethical products. Malmo consumers think that there is not enough information regarding unethical and ethical firms and that more information would change their purchasing behavior. Lastly, Malmo consumers behave as they think.

5.2 Recommendation

This thesis concentrated firmly on the Malmo consumers attitude and behaviour towards ethical and unethical firms. With the help of the conducted analysis in the previous chapter we can compile the following recommendations. The first recommendation is that consumer has to be fed with more information regarding ethical and unethical firms in social media, news and the internet in general, given that the consumers do not think that they are provided with enough information. Companies and marketers should focus on informing consumers.

Furthermore respondents who had more knowledge about CSR and unethical firms in general have a higher intention towards rewarding ethical firms and punishing unethical firms. Firms that are engaged in ethical behavior should try to market this. The more knowledge the consumers have the more they tend to reward or punish firms. Although for unethical firms this can be problematic and we think that they should engage in ethical activities or market the good side of the firm.

5.3 Futureresearch

Given that the attitude behaviour gap topic regarding ethical and unethical firms is a very well researched field it is important to find a specific area in this topic to research. In this thesis we

61 specified us into comparing the results of the respondents in Malmoe. The recommendation for future researches is that a similar research can be performed but in different city in Sweden to see if the result of the study can be implied on the whole swedish population in general. This recommendation can give a higher validity and reliability to the research if the same results were to be achieved. Furthermore we decided to measure if demographical variable such as salary, age and education had any effect on the attitude and behaviour of the consumers. Gender is a demographical variable that we did not take into consideration in this research, therefore it can be useful for future research to measure whether gender has any effect on the consumers attitude and behaviour towards unethical and ethical firms.

Furthermore it is also worth to recommend a thesis with a higher number of respondents to give a bigger generalizing insight on the Swedish consumers and not only Malmoe

consumers. Our research was conducted of 210 respondents and could only be generalized on Malmo consumers, a higher number of respondents, for example 1000 respondents could be used to generalize the results on more parts of Sweden than Malmoe.

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