How did the simple leather wallet end up as an activist tool for change? A qualitative study of young Swedish consumers boycott and buycott behavior of food and drink brands
Thesis purpose: This thesis aims to discover young Swedish consumers' boycott and buycott behavior of food and drink brands by understanding their decisions and participation in these practices. Methodology: This study is built upon a qualitative research design and adopts an abductive approach. A social constructionist viewpoint guides the research to help to get a deeper understanding of yo