The purpose of my thesis was to examine whether the Danish consumers have shown more interest in organic products and social responsibility after the recession by answering the following problem statements:
• How important is social responsibility for the Danish consumer?
• Has the demand for organic products and social responsibility changed, and if so, how?
In this following chapter, I will based on the results from my analysis conclude whether my hypothesis that the Danes despite the recession have increased their interest for organic products and social responsibility.
5.1 The Impact of the Recession
The results of my study indicate that the majority of the Danes do not feel that the recession has had a negative effect on their lives or lifestyle. Denmark has for many decades been a very safe country with a high standard of living and one of the highest income taxes in Europe. However, it is due to the high tax system that Denmark has been able to call itself one of the best Welfare States with the happiest people in the world. It is due to these benefits that the Danes are still able to focus on lifestyle and quality of life during the recession because it is easier to focus on self-actualization and quality of life if you do not need to worry about the fundamental needs such as healthcare, food, shelter, or security. However, I can conclude from my results that even though the Danes indicated that they did not feel economically affected by the recession, they did mention that they feel mentally affected by it. The constant talk in the media about unemployment, staff cuts, and retrenchments in the Welfare System are placing fear about what the future will bring. The main reason the Danes do not feel that the recession has influenced their quality of life or lifestyle, is because their values are so deeply imbedded in their minds that they do them unconsciously.
5.2 Has the Demand for Organic Product and Social Responsibility changed?
One would think that people would focus less on buying organic products and supporting social responsible companies during the recession. However, this research shows that this is not the case in Denmark. My research indicates that the there has been an increased interest in organic products and social responsibility the last couple of years. I believe that people after 9/11, the tsunami, the recession, and the climate changes have realized how small and fragile the world is and how important it is that people take responsibility for the environment, themselves, and their fellow human beings. Values do however not change overnight. This study shows that the increased interest in supporting social responsible companies is not only due to an increased awareness about their health, poverty, child labor, and how fragile the world is, but also due to the fact that the Danes postmodern values are so deeply rooted in them. The Danes and especially the younger generation refuse to compromise with their lifestyle and image. They believe that it is a matter of principles and prioritization. The Danes put a lot of emphasis on prestige feeling accepted and feeling accepted. The Government, the media, and the companies have all acknowledged the Danes need for self-actualization and belongingness and tried to turn the challenges of the recession into new opportunities by influencing the Danes to convert Denmark into a green and sustainable nation.
5.3 How Important is Social Responsibility for the Danish Consumer?
The results of this study points to that the Danes put a lot of emphasis on social responsibility and that they do not wish to support a company that is not consistent with their beliefs and values. The Danish consumers in this study emphasize the importance of transparency. They state that it can be very difficult to find out whether you can trust the company or not. Some companies claim to be organic even though they are not. A company needs to be ambitious and realistic at the same time. I can conclude from this research that there is a demand for a track and trace system. 94 percent of the respondents indicated that they often find it difficult to find out whether the company is actually acting social responsible or whether the company only is in it for the money.
5.4 The Consumer´s Perception of Jackpot Organic
People used to consider organic clothing to be unfashionable. However, this is not the case anymore.
My research shows that 94 percent of the respondents indicated that they believe that it is possible to wear organic clothing and be fashionable at the same time. However, even though this study indicates that there is a market for organic products and that green seems to be the new black, only seven percent of the respondents had purchased or received clothes from Jackpot Organic.
According to this study, many of the respondents had never heard about Jackpot Organic. This struck me as a bit odd since Jackpot Organic was nominated for the “Ethical Price of the Year”
award in 2009. One would assume that consumers who claim that they prefer to buy organic products would know this brand. I believe that the reason why they have not heard about Jackpot Organic may be due to lack of promotion or lack of information about the given brand.