Sustainable Development in Times of Changing Demand : A Case Study for Visit Naantali
Ojala, Pauliina (2020)
Ojala, Pauliina
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120225610
https://urn.fi/URN:NBN:fi:amk-2020120225610
Tiivistelmä
The aim of this thesis was to investigate changes in demand and attitudes caused by the global climate crisis and an ongoing trend of sustainability, both from a consumer- and company perspective. Since the importance of sustainable actions is increasingly becoming more important, it is crucial to understand to what extent it affects the consumer behavior and their needs. Furthermore, service providers are facing new challenges in their business planning and development.
Different tools for service design were used in order to reach the aim of the study. The research methods used in the research were benchmarking, double diamond, stakeholder map, interviews, two surveys, mood board and service safari in the form of a website review. The conducted surveys aimed to gather consumer insights and thoughts on sustainability as well as to investigate what kinds of sustainable development projects and actions the regional stakeholders of the commissioner had actively started. Attitudes of the individuals towards sustainability were presented with four different personas, that were created based on the results.
The results of the customer survey show that many individuals are worried about the ongoing climate crisis, and this concern can also be seen in the sustainable actions they implement in everyday life. Green values are of importance when choosing a service provider, yet individuals' decision-making might vary and not always support their green values when purchasing products or services for different needs. The collected data implies that companies should concentrate more on communication and inform customers of their sustainable actions. The companies that responded to the survey showed an interest and proactivity towards sustainable development - yet they are sometimes facing challenges due to lack of financial resources.
Different tools for service design were used in order to reach the aim of the study. The research methods used in the research were benchmarking, double diamond, stakeholder map, interviews, two surveys, mood board and service safari in the form of a website review. The conducted surveys aimed to gather consumer insights and thoughts on sustainability as well as to investigate what kinds of sustainable development projects and actions the regional stakeholders of the commissioner had actively started. Attitudes of the individuals towards sustainability were presented with four different personas, that were created based on the results.
The results of the customer survey show that many individuals are worried about the ongoing climate crisis, and this concern can also be seen in the sustainable actions they implement in everyday life. Green values are of importance when choosing a service provider, yet individuals' decision-making might vary and not always support their green values when purchasing products or services for different needs. The collected data implies that companies should concentrate more on communication and inform customers of their sustainable actions. The companies that responded to the survey showed an interest and proactivity towards sustainable development - yet they are sometimes facing challenges due to lack of financial resources.