The Significance of Labels to the Concerned Generation - A Qualitative Study about Generation Y towards the Fair Trade Label and Ecological Labels
Thesis purpose: The purpose of the master thesis is to examine what affects Generation Y’s values, attitudes and beliefs towards the fair trade label and ecological quality labels. The purpose is also to investigate how these two quality labels are received by Generation Y, in order to delve deeper into the relationship between the labels. This research will contribute with new insights about Gene
