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  • Tim Rukjær Adam Due

    “We simply must do everything we can in our power to slow down global warming before it is too late. We can save our

    planet and also boost our economy at the same time”

    - Arnold Schwarzenegger

    Green Development and Sustainable Behaviour in Modern Time Consumer Society Corporation

  • Tim Rukjær 20160571 Master Thesis 31/5-2018 Adam Due 20160584 AAU CCG Supervisor: John Hird

    1

    Table of Contents

    Abstract ...................................................................................................................................................... 3

    Introduction .............................................................................................................................................. 4

    Problem Statement ................................................................................................................................. 4

    Philosophy of Science ............................................................................................................................ 4 Ontology and Epistemology ............................................................................................................................ 5

    Methodology Decisions ......................................................................................................................... 7

    Delimitation ........................................................................................................................................... 10

    Theory ..................................................................................................................................................... 12 Consumer Section ............................................................................................................................................ 12 Who is the Green Consumer? ...................................................................................................................................... 13 Needs, Desire, Identity and Consumption ............................................................................................................. 18 Needs .................................................................................................................................................................................................. 18 Desire .................................................................................................................................................................................................. 19 Ordinary and Inconspicuous Consumption ....................................................................................................................... 19 Identity and Consumption ......................................................................................................................................................... 20

    Motivational Challenges ................................................................................................................................................ 20 Primary Motives ............................................................................................................................................................................. 23 Selective Motives ........................................................................................................................................................................... 26 Informational Complexity and Personal Resources ....................................................................................................... 27 Individual and Social Morality ................................................................................................................................................. 28

    Behavioural Change ........................................................................................................................................................ 31 Persuasion Theory ........................................................................................................................................................................ 32 Learning and Education .............................................................................................................................................................. 33 Labelling ............................................................................................................................................................................................ 34

    Sub-conclusion ................................................................................................................................................. 35 Society Section .................................................................................................................................................. 36 Food and Corporate Sustainability .......................................................................................................................... 36 A Growing Demand for Food and the Sustainable Challenge ....................................................................... 38 Energy and its Link to Food Production ................................................................................................................ 40 Purchasing Decisions and Attitude on Sustainable Food Products ........................................................... 40 Pressure from Public Institutions and Tendencies in Other Industries .................................................. 42 First Mover Industries – The Wind of Change .................................................................................................................. 46 Paris Agreement ............................................................................................................................................................................. 49

    How far have we come? Is it all for nothing? ....................................................................................................... 50 Sub-conclusion ................................................................................................................................................. 51 The Corporate Point of View ........................................................................................................................ 51 Companies and Sustainability .................................................................................................................................... 52 Commitment to Sustainability ................................................................................................................................... 54 Green Marketing ............................................................................................................................................................... 54

    Sub-conclusion ................................................................................................................................................. 55

    Analysis ................................................................................................................................................... 56 Nestlé ................................................................................................................................................................... 56 Nestlé Company Presentation .................................................................................................................................... 57 Sustainable Development Goals ................................................................................................................................ 59 For individuals and families ..................................................................................................................................................... 60

  • Tim Rukjær 20160571 Master Thesis 31/5-2018 Adam Due 20160584 AAU CCG Supervisor: John Hird

    2

    For the Planet .................................................................................................................................................................................. 61 For our Communities ................................................................................................................................................................... 62

    Communication of Nestlé Sustainability Commitments ................................................................................. 64 Instagram .......................................................................................................................................................................................... 65 Facebook ........................................................................................................................................................................................... 65 Youtube .............................................................................................................................................................................................. 66

    Sub-conclusion ................................................................................................................................................. 66 Toyota .................................................................................................................................................................. 67 History .................................................................................................................................................................................. 67 Toyota Environmental Challenge 205

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