Vem attraheras av vad? - En studie vars syfte är att förstå hur olika konsumentgrupper skiljer sig i termer av attityder och preferenser gentemot CSR-kommunikation
Corporate social responsibility (CSR) does not have an explicit definition but instead entail a broad spectrum of various obligations that an organisation is responsible for. CSR has in recent years become a highly relevant and debatable topic as a consequence of the increased exposure of companies to society. Due to an augmented consumption from the general population, CSR is of great importance in companies' aspiration to create and maintain a solid relationship with costumers. Previous researches have described what areas of CSR are most relevant in terms of consumption. However, it can be suggested that these publications have failed to provide an indication of what type of costumers these various areas attract. Therefore, this study aims to examine how attitudes and preferences vary between genders and different age groups within five diverse areas of social responsibility. These five areas are ethical consideration, environment, quality, society and health. The investigation is restricted to attitudes towards the Swedish food retailer ICA with focus on ICAs Goda Affärer. We have constructed a qualitative investigation by means of interviews where individuals where allocated to a research group depending on their gender and age. Four different research groups were formed where participants described their experience with ICAs Goda Affärer in regards to the five areas of CSR. The results show both similarities and dissimilarities between the research groups were particular areas of CSR attracted certain groups more than others. From our study it was concluded that ethical consideration concerned all individuals, whilst society did not seem to perturb any of the research groups. Furthermore, environmental issues engaged the elderly more whereas young men showed to be more concerned with quality. In addition, women seemed to be more engaged with health in a negative manner. It can therefore be concluded that it is beneficial to invest in areas of CSR that address the particular population group of interest. It is essential to have a credible coherence between CSR initiative and the core aspect of the company in conjunction with communicational services that provide evidence of the accomplishments of a company rather than their intentions.