Consumers’ CSR perception on the French and Swedish skincare market : A quantitative study

• Main Authors: Plantamp, Aurelia, Carpentier, Cindy, Sumeire, Elodie
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2014
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35609

This study tries to explore how consumers from France and Sweden perceive the meaning of CSR and how it influences their purchasing decision for skincare products. This study compares two countries: Sweden and France in a selected market: the skincare market. The researchers do this in the hope of identifying relationships and differences among the two markets. It aims to analyze the consumers’ understanding of CSR, how they perceive CSR activities but also if their cultural dimensions influence their perception of CSR and if this perception have an impact on their purchasing decision. This thesis is based on a quantitative method. Thus, a literature review part is gathering information provided by some data from previous research and allows to bring out hypotheses concerning national culture, CSR’s components and the communication, the consumer’s perception and purchasing decision. Then, a part of methodology explains all the steps from the choice of research design, research strategy, and data collection to the explanation of the sample selection and questionnaire building. Also, it provides an analysis of data, tests hypotheses and evaluates this study by some quality criteria. In order to test the hypotheses, a survey was completed by Swedes and French. In France, the survey was sent out by internet and in Sweden the researchers asked directly the questions in the street. The use of snowballing method allowed to reach 200 answers in Sweden and France. Thereafter, the collected data was analyzed in order to test the proposed hypotheses by a T-test and a regression test. The obtained results allow to verify that there is a different perception between French and Swedes about CSR. The impact of this perception on the purchasing decision is observed and differs between French and Swedish consumers.