{"id":2186,"date":"2023-07-06T09:05:21","date_gmt":"2023-07-06T09:05:21","guid":{"rendered":"https:\/\/remarkable.se\/?p=2186"},"modified":"2024-06-07T13:37:50","modified_gmt":"2024-06-07T13:37:50","slug":"moral-values-emotions-consumer-decisions","status":"publish","type":"post","link":"https:\/\/remarkable.se\/sv\/moral-values-emotions-consumer-decisions\/","title":{"rendered":"V\u00e4rderingar och k\u00e4nslor spelar en allt st\u00f6rre roll vid k\u00f6pbeslut"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"2186\" class=\"elementor elementor-2186\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-54e2373 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"54e2373\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9b54034\" data-id=\"9b54034\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e1bc480 elementor-widget elementor-widget-text-editor\" data-id=\"e1bc480\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Enligt forskning tenderar konsumenter alltmer att st\u00f6dja f\u00f6retag som tar st\u00e4llning i samh\u00e4llsfr\u00e5gor\noch bojkottar de som inte g\u00f6r det. Denna trend bekr\u00e4ftar Daniel Kahnemans teori om att\npersonliga preferenser och v\u00e4rderingar spelar en avg\u00f6rande roll i konsumenternas k\u00f6pbeslut. <\/strong><\/p>\n<p>Enligt psykologi och ekonomiforskaren Daniel Kahneman, tar m\u00e4nniskor beslut utifr\u00e5n personliga preferenser, v\u00e4rderingar och behov f\u00f6r att tillfredsst\u00e4lla sina emotionella och psykologiska behov. Att handla utifr\u00e5n v\u00e4rderingar inneb\u00e4r att konsumenter tar h\u00e4nsyn till sina egna moraliska och etiska \u00f6vertygelser vid sina k\u00f6pbeslut, till skillnad mot att fatta rationella beslut, som att k\u00f6pa en vara utifr\u00e5n b\u00e4sta pris.<\/p>\n<p>I Kahnemans bok <em>T\u00e4nka snabbt och l\u00e5ngsamt<\/em>f\u00f6rklarar han att vi m\u00e4nniskor har tv\u00e5 beslutssystem som p\u00e5verkar v\u00e5r beslutsprocess \u2013 System 1 och System 2 \u2013 och som visar att vi m\u00e4nniskor inte \u00e4r s\u00e5 rationella som vi tror.<\/p>\n<h3>V\u00e4rderingsdrivna konsumenter<\/h3>\n<p>Tidigare har v\u00e4rderingsdriven handel kopplats till den yngre generationen, Gen Z. De har vuxit upp\nmed internet och sociala medier, d\u00e4r det \u00e4r m\u00f6jligt f\u00f6r alla att dela \u00e5sikter, v\u00e4rderingar och tankar i\nen st\u00f6rre skala \u00e4n vad som tidigare var m\u00f6jligt. \u00c5r 2030 kommer Gen Z att utg\u00f6ra hela 40 procent av\nalla individer i arbetsf\u00f6r \u00e5lder och vara den st\u00f6rsta konsumentgruppen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-736be4b elementor-blockquote--skin-quotation elementor-blockquote--align-right elementor-widget elementor-widget-blockquote\" data-id=\"736be4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\tS\u00e4ljare beh\u00f6ver ta mer h\u00e4nsyn till kundens k\u00e4nslor och v\u00e4rderingar eftersom de kan ha en mer avg\u00f6rande roll i ett beslut \u00e4n strikt rationella \u00f6verv\u00e4ganden.\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-56fbc6f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"56fbc6f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-26eaf67\" data-id=\"26eaf67\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-10db86b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"10db86b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9dd732c elementor-widget elementor-widget-text-editor\" data-id=\"9dd732c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Det inneb\u00e4r att varum\u00e4rke och dess etiska st\u00e5ndpunkt spelar en allt st\u00f6rre roll f\u00f6r konsumenten. H\u00e4r har vi listat trendande v\u00e4rderingar som ofta \u00e4r mer avg\u00f6rande i beslut, \u00e4n vad pris och kvalitet \u00e4r n\u00e4r\nvi ser till dagens konsumenter.<\/p><p>\n<h2>Trendande v\u00e4rderingar f\u00f6r konsumenter:<\/h2>\n<ul>\n<li><strong>H\u00e5llbarhet och milj\u00f6ansvar:<\/strong> M\u00e5nga konsumenter \u00e4r nu mer medvetna om milj\u00f6p\u00e5verkan av produkter och f\u00f6redrar att k\u00f6pa fr\u00e5n f\u00f6retag som tar h\u00e5llbarhetsinitiativ, anv\u00e4nder f\u00f6rnybara resurser, minskar avfall och har milj\u00f6v\u00e4nliga produktionsmetoder.<\/li>\n<li>\u00a0<\/li>\n<li><strong>Etiskt f\u00f6retagande:<\/strong> Konsumenter bryr sig om hur f\u00f6retag behandlar sina anst\u00e4llda, f\u00f6ljer arbetsr\u00e4ttsliga standarder och \u00e4r socialt ansvariga. De f\u00f6redrar att handla fr\u00e5n f\u00f6retag som v\u00e4rnar om m\u00e4nskliga r\u00e4ttigheter, arbetsf\u00f6rh\u00e5llanden och bidrar positivt till samh\u00e4llet.<\/li>\n<li>\u00a0<\/li>\n<li><strong>Djurr\u00e4tt:<\/strong> Djurr\u00e4tt \u00e4r en annan viktig faktor f\u00f6r m\u00e5nga konsumenter. De v\u00e4ljer att k\u00f6pa produkter fr\u00e5n f\u00f6retag som inte testar sina produkter p\u00e5 djur, som erbjuder djurv\u00e4nliga alternativ eller som \u00e4r engagerade i att bek\u00e4mpa djurpl\u00e5geri.<\/li>\n<li>\u00a0<\/li>\n<li><strong>Socialt ansvar:<\/strong> Konsumenter kan ocks\u00e5 fokusera p\u00e5 f\u00f6retag som aktivt st\u00f6djer v\u00e4lg\u00f6renhetsorganisationer och samh\u00e4llsprojekt. De vill g\u00e4rna st\u00f6dja f\u00f6retag som bidrar till att l\u00f6sa sociala problem och g\u00f6r positiva f\u00f6r\u00e4ndringar i samh\u00e4llet.<\/li>\n<li>\u00a0<\/li>\n<li><strong>Transparens och \u00e4rlighet:<\/strong> Konsumenter efterfr\u00e5gar \u00f6ppenhet fr\u00e5n f\u00f6retag n\u00e4r det g\u00e4ller produktionsprocessen, ingredienser, m\u00e4rkningsstandarder och information om produktens\nursprung. De vill ha tillg\u00e5ng till p\u00e5litlig och transparent information f\u00f6r att kunna fatta informerade k\u00f6pbeslut.<\/li>\n<li>\u00a0<\/li>\n<li><strong>Personlig identitet och sj\u00e4lvuttryck:<\/strong> F\u00f6r vissa konsumenter blir k\u00f6pbeslut en del av deras\npersonliga identitet och sj\u00e4lvuttryck. De k\u00f6per produkter och v\u00e4ljer varum\u00e4rken som speglar\nderas v\u00e4rderingar och hj\u00e4lper till att f\u00f6rst\u00e4rka deras personliga image.<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8604583 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8604583\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9e04292\" data-id=\"9e04292\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1ddcf9d elementor-widget elementor-widget-text-editor\" data-id=\"1ddcf9d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0<\/p>\n<p>H\u00f6r g\u00e4rna av dig till oss p\u00e5 <a href=\"mailto:info@remarkable.se\" target=\"_new\">info@remarkable.se<\/a> f\u00f6r fr\u00e5gor om s\u00e4ljtr\u00e4ning och andra aktiviteter inom detaljhandeln. Vi finns h\u00e4r f\u00f6r er!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Enligt forskning tenderar konsumenter alltmer att st\u00f6dja f\u00f6retag som tar st\u00e4llning<\/p>","protected":false},"author":1,"featured_media":2188,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[12,7,11],"tags":[24,23,14,20],"class_list":["post-2186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-butikspersonal","category-marketing","category-retail","tag-brands","tag-customers","tag-retail","tag-store-staff"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Moral values and emotions play an increasingly important role in consumer decisions &#8212; Remarkable<\/title>\n<meta name=\"description\" content=\"Explore the role of moral values &amp; emotions in consumer decisions. 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