This project deals with buying behavior and Corporate Social Responsibility and will also uncover which factors the new food broker company Innovation Meat should be aware of when launching pork with focus on animal welfare. We have performed a study of a focus group from Copenhagen with the intention to uncover which buying behavior they demonstrate when buying pork. We found that there are several factors besides CSR that consumers give emphasis to. The factors are different compared to the buying behavior they exhibit, and furthermore the CSR awareness and responses also determines which factors the focus group put emphasis on. They generally are very skeptical, want information through NGO’s and all demand transparency, which Innovation Meat should take into consideration when they launch the product to the Danish market.
|Educations||Economics and Business Administration, (Bachelor/Graduate Programme) Undergraduate or graduate|
|Publication date||10 Jun 2013|
- Corporate Social Responsibility