A cross-national intention-gap analysis of vegetarians in Latvia and Denmark zooming in on ethical consumption
Author
Rakvica, Dace
Term
4. term
Publication year
2015
Submitted on
2015-05-29
Abstract
Dette speciale undersøger, hvordan vegetarer i Letland og Danmark forholder sig til og køber "etiske" produkter—varer forbundet med miljøhensyn, dyrevelfærd eller fair arbejdsvilkår—og hvordan det knytter sig til det såkaldte "intention gap", forskellen mellem hvad folk siger, de vil købe, og hvad de faktisk køber. Gennem semistrukturerede, dybdegående interviews finder studiet både fællestræk og tydelige forskelle mellem danske og lettiske vegetargrupper i deres intentioner om at købe forskellige typer etiske produkter. Årsagerne til intention gap’et varierer også mellem de to grupper. At gå op i bestemte etiske spørgsmål spiller en vigtig rolle for, hvordan intentioner dannes. Samtidig påvirker manglende engagement, situationsfaktorer (som pris, tilgængelighed og bekvemmelighed) samt personlige begrundelser, om intentioner bliver til reelle køb. Resultaterne bidrager til viden om etisk forbrug og peger på behovet for større, tværnationale studier og anden empirisk forskning.
This thesis examines how vegetarians in Latvia and Denmark think about and buy “ethical” products—goods linked to environmental protection, animal welfare, or fair labor—and how this relates to the “intention gap,” the difference between what people say they plan to buy and what they actually purchase. Using semi-structured, in-depth interviews, the study finds both common ground and clear differences between Danish and Latvian vegetarian groups in their intentions to buy different types of ethical products. The reasons behind the intention gap also vary between the two groups. Caring about specific ethical issues plays an important role in shaping intentions. At the same time, a lack of concern, situational factors (such as price, availability, or convenience), and personal justifications influence whether intentions turn into purchases. These insights contribute to research on ethical consumption and point to the need for larger cross-national studies and other empirical work.
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