The Ethical Consumer

Emilie Lykke, Andrea Ringvad Friederich, Mads Alexander Guhle & Julie Fogt Rasmussen

Studenteropgave: Semesterprojekt


This paper is done in cooperation with a small company in Roskilde called Bondegaarden. The aim of this project is to investigate how Bondegaarden can increase it sales by focusing on ethical initiatives. For the investigation there have been conducted seven interviews with existing and potential customers, in regards to their consumption, certifications, and ethics. The main theories used in this project are within consumer behaviour and experience economics. There has also been looked into, basic economic demand theory, and stakeholder theory to gain a better understanding of the situation of Bondegaarden. To put the project into a societal perspective theories of Bauman and Lipovetsky will be included.

UddannelserBasis - International Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato31 maj 2012


  • Consumer behavior
  • Ethical consumption
  • Experience economics
  • Hereford Meat