Klimatpositiv? : En kvalitativ studie av Max Hamburgares ekologiska CSR-kommunikation via reklamfilmer och dess påverkan på unga stamkunder

The purpose of this study is to investigate how Max Burgers construct themselves as an environmentally friendly company through their video advertisements. Additionally the purpose is to investigate how young, loyal customers can perceive Max’s attempt to portray themselves as an environmentally friendly company, in the fast food industry through their advertisements. The two research questions are as follows: 1) How does Max construct their advertisements in the campaign “Climate Positive Burgers”? 2) How do Max’s young, loyal customers perceive Max’s video advertisements in the campaign “Climate Positive Burgers”? The chosen theoretical framework incorporated into the study are Stuart Hall’s theory of Encoding/Decoding and Kenneth Burke’s theory of identification. Data has been collected through an online survey, individual online semi-strucuted interviews and multimodal analysis. The study found that the way Max constructs their video advertisements can vary. With one video being constructed around being relatable and embracing humor, while the other was constructed on seriousness and artistic elements. In addition to this, it was found that all three types of readings according to Hall’s theory were perceived by the loyal customers interviewed. However, oppositional and dominant readings were more frequent. Finally, it was concluded that idealistic identification is present in consumers, due to loyal customers sharing some of the same values that Max are communicating in the video advertisements