By employing a qualitative method of hermeneutic phenomenology as its research design, this thesis attempts to uncover the role of country of manufacturing in the young Danish consumers’ buying decision-making process, focusing especially on the information evaluation stage. Through in-depth interviews with 9 participants, this study has discovered, that in the scenario of buying clothes, young Danish consumers do not use country of manufacturing as a quality indicator in their information evaluation. However, country of manufacturing seems to become prominent to these informants for indicating the workers’ welfare, when there are no other indicators present. Findings show, that as long as these consumers are not well informed in regards to the workers’ welfare (e.g.: in the form of transparency from companies), the negative effect of country of manufacturing will continue to be present in their information evaluation process.
|Udgivelsesdato||31 jan. 2017|