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Eko-logiskt : eko-märken som meningsskapande för konsumenter

The aim of this thesis is to, through a consumer perspective, study how organic labelling and trademarks can be seen as meaningful in everyday life. Besides interviews the research is based on nethnography, which includes researching consumer stories revealed on interactive blogs on the Internet. The Swedish organisation for organic certification, KRAV, has been the dominant actor on the food mar