Essays about: "Oatly"

Showing result 6 - 10 of 31 essays containing the word Oatly.

  1. 6. Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Rebecca Arfwedson; [2021]
    Keywords : Environmental brand activism; consumer hashtag activism; Instagram; social semiotics; self-branding; networked branding; consumer engagement; Social Sciences;

    Abstract : Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). READ MORE

  3. 7. Controversial Advertisement and New Investors: Is this a knock-OAT for the sustainable Company Oatly?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Beata Edlund; Emma Pärsson; Johanna Gripwall; [2021]
    Keywords : brand activism; Oatly; corporate reputation; brand identity; Business and Economics;

    Abstract : December 2nd 2016 it was established that Oatly had a new co-owner, China Resources, a partnership that went against not only their own core values but also the values of their oat followers. However, it was not until 2019 the media storm drew in. READ MORE

  4. 8. Distancing From Dirt: A Qualitative Study on How Cancel Culture Has Become a Resource for Identity Construction in an Online Setting

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Frida Åhl; Jasmina Smajlovic; [2021]
    Keywords : Identity Construction; Consumer Identity; Framing; Cancel Culture; Oatly; DisneyPlus; Business and Economics;

    Abstract : With this research we aim to understand the dynamics of consumers' use of cancel culture as a resource for their identity construction online. Theories included were surrounding framing, morality, consumers as moral protagonists, purity and dirt as well as distaste and symbolic violence. READ MORE

  5. 9. Communication strategies in a value-related crisis : case study of Oatly

    University essay from SLU/Department of Molecular Sciences

    Author : Alexandra Steinwall; [2021]
    Keywords : Corporate social responsibility; crisis communication; crisis response; CSR communication; CSR crisis; food industry; food sector; situational crisis communication theory; sustainability; value-related crisis;

    Abstract : The global food system faces great challenges in terms of sustainability. The access to food is unevenly distributed and one third of the population is either suffering from micro deficiencies or from a high calorie intake. READ MORE

  6. 10. Understanding Consumers’ Response to Controversial Investments: The reactions and subsequent implications in the empirical case of Oatly’s consumers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Christian Emidi; Sebastian Galan; [2021]
    Keywords : investment; controversy; psychological contract theory; attribution theory; ethical consumerism; consumer behaviour; Business and Economics;

    Abstract : Globalisation has expanded investors’ financial reach and while most investments occur without much attention, some lead to disagreements and divergent responses from consumers. Therefore, this paper aims at providing a comprehensive picture of consumers’ responses following investments that become a matter of controversy. READ MORE