8. Avslutande diskussion
8.1 Förslag till vidare forskning
Det uppkom i denna undersökning att respondenterna valde att inkludera kläder som ett exempel på en produkt som eventuellt framställs med försämrade arbetsvillkor. Man hade kunnat testa effekten av hur villig konsumenten är att konsumera etiskt vid val av andra produkter samt undersöka om det skiljer sig åt mellan olika produktkategorier.
Med avseende på att det i denna undersökning var vanligt förekommande att utseendemässiga aspekter på symbolerna diskuterades hade det varit intressant att i framtida forskning
undersöka kopplingen mellan yttre stimuli och etiska budskap. Genom en sådan
undersökning hade man kunnat få en fördjupad förståelse kring betydelsen för yttre stimuli i relation till etisk konsumtion.
Att göra om undersökningen efter en längre tidsperiod i form av en longitudinell studie hade även varit intressant. På det sättet hade man kunnat följa upp om huruvida Generation Z har samma attityder gentemot att konsumera etiskt eller om externa händelser och nya
erfarenheter omformat deras relation till etisk konsumtion.
Vidare hade man även kunnat forska vidare kring om det förekommer signifikanta skillnader mellan de olika könen inom Generation Z gällande etisk konsumtion. Detta hade varit intressant med avseende på att denna studie visade skillnader mellan könen i etisk medvetenhet.
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