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Contest of the best Master thesis in communication: a student of the M.Sc. in e-Marketing and Digital Communication wins the second prize
Published on October 2, 2023 – Updated on October 31, 2023
Emma Hooper, a recent graduate of the Final year of the field-based M.Sc. in e-Marketing and Digital Communication at iaelyon, was rewarded for her Master thesis on the communication of upcycling products, which was written under the supervision of Sonia Cepelli and submitted in July 2023.
Organized by lachaire.com, the contest of the best Master thesis in communication rewards the best Master’s theses which give new information in the field of communication and, or which offer a new perspective to practitioners.
The five finalists of the contest had to shoot a video of 180 seconds which respected three guidelines:
Which perceived values should be emphasized when communicating around upcycled products?
La réponse en vidéo
Today, upcycling is facing an exponential growth, as a result of the importance given to rethinking our consumption behaviors. Upcycling consists in transforming garbage or used products in new objects that gain new added value, offering a second life to materials which were going to be thrown away. And, in a context where it is gaining popularity, digital communication plays a key-role to promote and to increase the value of upcycling products. In order to ensure the efficiency of communication of upcycling products, it is essential to understand the perceived values of the consumers when it comes to upcycling. Several perceived values were studied and analyzed in this domain, especially the utilitarian, the hedonic and the symbolic consumption perceived values. However, since the ecological dimension is part of the upcycling products, the green perceived value also plays an enormous role. Consumers give more and more importance to the environmental impact of the products they buy.
This study reveals that for the majority of people the most important value is the green perceived value. The environmental dimension of the upcycling is an increasing concern for a relevant number of consumers and, emphasizing this value in communication can increase the number of interest and adhesion. The hedonic consumption perceived value can also be taken into consideration. However, the functional and symbolic values were considered less important and less efficient to attract consumers which are not familiar with the concept of upcycling. The perceived values mentioned above have a bigger impact on people who already have a pre-knowledge of upcycling and have already bought this type of products.
The five finalists of the contest had to shoot a video of 180 seconds which respected three guidelines:
- Introduce of the subject and the methodology of investigation on a video
- Be capable of summarizing on a short format (180 seconds)
- Popularize the content so that it is understandable to a wide rage of public (experts and non-experts).
Which perceived values should be emphasized when communicating around upcycled products?
La réponse en vidéo
Summarizing Emma Hooper’s thesis.
Today, upcycling is facing an exponential growth, as a result of the importance given to rethinking our consumption behaviors. Upcycling consists in transforming garbage or used products in new objects that gain new added value, offering a second life to materials which were going to be thrown away. And, in a context where it is gaining popularity, digital communication plays a key-role to promote and to increase the value of upcycling products. In order to ensure the efficiency of communication of upcycling products, it is essential to understand the perceived values of the consumers when it comes to upcycling. Several perceived values were studied and analyzed in this domain, especially the utilitarian, the hedonic and the symbolic consumption perceived values. However, since the ecological dimension is part of the upcycling products, the green perceived value also plays an enormous role. Consumers give more and more importance to the environmental impact of the products they buy. This study reveals that for the majority of people the most important value is the green perceived value. The environmental dimension of the upcycling is an increasing concern for a relevant number of consumers and, emphasizing this value in communication can increase the number of interest and adhesion. The hedonic consumption perceived value can also be taken into consideration. However, the functional and symbolic values were considered less important and less efficient to attract consumers which are not familiar with the concept of upcycling. The perceived values mentioned above have a bigger impact on people who already have a pre-knowledge of upcycling and have already bought this type of products.
M.Sc. in e-Marketing and Digital Communication
Last updated: October 31, 2023