Studiens syfte är att undersöka konsumentbeteende för att skapa större förståelse för konsumenters motivation till socialt hållbara produktköp. Vilka motivationsmål är viktiga för konsumenter vid köp av en socialt hållbar produkt? Det ökade intresset inom området social hållbarhet hos allmänheten (Eweje 2020) samt de motsägelser som finns i tidigare forskning (Antonetti & Maklan 2014; Shao & Ünal 2019; Veleva 2020) gör det här till ett intressant och aktuellt ämne. Genom ett bekvämlighetsurval väljs respondenter med tidigare erfarenhet av socialt hållbara produktköp ut för strukturerade intervjuer. Intervjuschemat utformas delvis efter Consumer Motivation Scale (CMS) modellen. Med utgångspunkt i CMS-modellen (Barbopoulos & Johansson 2017) och goal-framing theory (GFT) (Lindenberg & Steg 2007) undersöks vilka motivationsmål (huvudmål och delmål) som är viktiga för konsumenten. Resultaten kan endast svara för vilka motivationsmål som är viktigast vid socialt hållbara produktköp för respondenterna i den här studien. Resultaten av den här studien visar att det tillförskaffande huvudmålet och delmålet etik är viktigast. Sambandsanalyserna visade vidare att beroende på hur ofta och för hur mycket respondenterna handlade socialt hållbara produkter så påverkades vilka påståenden som var viktiga för dem. Då den här studien inte har möjlighet att presentera ett generaliserbart resultat, utan snarare kan visa en indikation på vilka mål som kan vara viktiga för konsumenter vid socialt hållbara produktköp, kan framtida studier fortsätta att utveckla kunskapen inom området. Området skulle gynnas av både mer omfattande kvantitativa studier som kan producera ett generaliserbart resultat gällande konsumenter i Sverige, samt kvalitativa studier som kan erbjuda en djupare förståelse för området. Rekommendationer till framtida studier diskuteras i studiens slutsatser. Studien är skriven på svenska. / This study aims to investigate consumer behaviour to create a greater understanding of consumers' motivation towards purchasing socially sustainable products. What motivational goals are important for consumers when buying a socially sustainable product? The increased interest in the field of social sustainability among the general public (Eweje 2020), as well as the contradictions that exist in previous research (Antonetti & Maklan 2014; Shao & Ünal 2019; Veleva 2020) makes this an interesting and current topic to research further. Through a convenience sample, respondents with previous experience of socially sustainable product purchases are selected for structured interviews. The interview schedule is partially designed after the Consumer Motivation Scale model (CMS). Based on the CMS-model (Barbopoulos & Johansson 2017) and goal-framing theory (GFT) (Lindenberg & Steg 2007), the study investigates which motivational goals (main goals and subgoals) that are important for the consumer. The results can only answer which motivational goals that were most important in socially sustainable product purchases for the respondents in this study. The results show that the main goal gain and the subgoal ethics are the most important. The correlation analyzes further showed that depending on how often and for how much the respondents purchased socially sustainable products, the importance of the statements varied. As this study can not present a generalizable result, but rather an indication of which goals that may be important for consumers when purchasing socially sustainable products, future studies could continue to research within this subject. The research area would benefit from both more comprehensive quantitative studies that can produce a generalizable result for consumers in Sweden, and qualitative studies that can offer a deeper understanding of the subject. Recommendations for future studies are further discussed in the conclusions of this study. The study is written in Swedish.

Circular and digital transformations are key focal points in the European Commission's regulations and directives, as evidenced by the proposed Ecodesign for Sustainable Products Regulation. This regulation aims to reduce the environmental impact of products throughout their life cycles. To facilitate this objective, the implementation of digital product passports has been put forward as a means to seamlessly exchange product information. However, the ambiguity and absence of an implementation timeline in the ESPR framework hinder producers' preparedness for the expected information requirements in a digital product passport. Consequently, the extent of producers' compliance with the implementation schedule, along with the associated actions, challenges, and opportunities, remains uncertain. This study conducted two sequential qualitative phases to address these issues. The initial phase examined the anticipated information requirements and implementation timeline, while the subsequent phase assessed producers' current information collection practices.The findings reveal that producers effectively collect the majority of the 29 anticipated information elements mandated by a digital product passport, categorized as traceability, product-related, environmental, and circular information. However, producers’ information collection practices are not aligned with the implementation timeline due to limited prior knowledge of forthcoming regulations. Producers are taking measures such as collaboration, enhanced transparency, and effective management of end-of-life products and facilities to comply with the requirements. Challenges include balancing transparency with safeguarding sensitive information, information gathering across the supply chain, and managing the inclusion of essential information. On the other hand, opportunities arise in improved decision-making, innovation, extended product lifespan, and continuous learning. This research contributes to understanding the anticipated information requirements of digital product passports and provides valuable guidance for producers' data collection efforts. / Cirkulär och digital transformation är centrala fokuspunkter i Europeiska Kommissionens- förordningar och direktiv, vilket tydligt framgår i förslaget Ecodesign för hållbara produkter. Syftet med denna förordning är att minska produkters miljöpåverkan under hela deras livscykel. För att underlätta detta föreslås implementering av digitala produktpass för sömlöst utbyte av produktinformation. Men otydlighet i ESPR förslaget och avsaknad av en tidsplan för implementering hindrar producenternas förberedelse inför de förväntade informationskraven i ett digitalt produktpass. Följaktligen är det oklart i vilken utsträckning som producenter följer tidsplanen och vilka åtgärder, utmaningar och möjligheter som är förknippade med detta. I denna studie så genomfördes två sekventiella kvalitativa faser för att ta itu med dessa problem. Den första fasen undersökte de förväntade informationskraven och tidsplanen för implementering, medan den andra fasen bedömde producenternas nuvarande praxis för informationsinsamling. Resultaten visar att producenterna effektivt samlar in majoriteten av de 29 informationselement som förväntas krävas i ett digitalt produktpass, kategoriserade som spårbarhet, produktrelaterad information, miljöinformation och cirkulär information. Dock är producenters praxis för informationsinsamling inte anpassad till tidsplanen på grund av begränsade förkunskaper. Producenterna vidtar åtgärder såsom samarbete, ökad transparens samt effektiv hantering av uttjänta produkter och anläggningar för att uppfylla kraven. Utmaningar inkluderar att balansera transparens med företagskritisk information, insamling av information genom hela leverantörskedjan samt att hantera inkludering av nödvändig information. Även möjligheter uppstår, såsom förbättrade beslutsprocesser, innovation, utökad produktlivslängd och kontinuerligt lärande. Detta examensarbete bidrar till förståelsen av förväntade informationskrav för digitala produktpass och ger värdefull vägledning för producenters informationsinsamling.

The increasing threats to the environment have led the consumers to enhance their concern for environment. As a result, consumers nowadays intend to purchase environmentally friendly products as part of showing their concern for environment. This changing trend of consumer behavior has also driven the businesses to act accordingly and introduce sustainability within business process including production, offerings and distribution with an objective of protecting environment. Apart from the environmental benefits, getting involved in the environmentally friendly activities also enable the businesses to enjoy higher profit margins, positive brand image, higher employee commitment and above all competitive advantage. Current literature shows that, because of enormous benefits businesses are also getting involved in transforming sustainable consumption through different marketing activities to avoid poor sales of green products. Brand generated contents, defined as contents shared and controlled by the business itself on its owned or earned platforms, is often used by the marketers and businesses to share information or justifying premium pricing of green products. The primary purpose of this study is to develop insights and understand the relationship between different factors driven by brand generated contents and green purchase intention. The study is implemented by a quantitative study where 156 respondents have shared their perceptions and thoughts related to different factors of brand generated contents on social media platforms that they perceive to influence their purchase intentions to green products. Even though green consumerism and green purchase intention is not a new concept within field of research, connecting it with brand generated content is a completely new phenomenon. Existing literature suggests that researchers have tried to measure the green purchase intention mostly based on uncontrollable factors by marketers or different traditional consumer theory. Some other researchers have also tried to connect green purchase intention with user-generated content completely overlooking its counterpart, brand generated content. Five constructs have been developed based on existing literature: knowledge awareness, perceived concern for environment, perceived product value, attitude and trust of contents. A survey questionnaire was developed with three sections- demographic section to comprehend the respondents, behavioral section to understand purchase behavior of respondents related to green products and final section to understand the perception of consumers. The finding demonstrates interesting insights with perceived concern for environment and attitude to be positively significant and trust of content to be negatively significant to green purchase intentions. However, the finding is believed to assist the marketing practitioners and businesses to develop marketing strategies for green products and develop contents accordingly. Furthermore, the study aims to contribute theoretically within the field of brand generated content and green purchase intention by filling the gap and linking each other. Finally, the study has significant potential of contributing to society by helping in promoting environmentally friendly products and protecting the environment.

Introduction: Sustainability is humanity’s collective ability to sustain development that meets the needs of the present without compromising the ability of the future generations to meet their own needs. Preceding closely to the World Commission on Environment and Development (WCED) Report of 1987, the General Assembly has adopted the UN Declaration, in 1986 [GA RES. 41/128] and has re-emphasized its importance in the UN Millennium Declaration, 2000. Given this anthropocentric rights basis of sustainability it becomes necessary to understand what this ability and development are with respect to the individual human. Problems of relevance, whose resolution benefits more people in general, are often intractable to the methods of rigorous problem-solving (1). Systemic problems of development score high on relevance, low on being amenable to rigor (1) and are considered wicked in nature (2). Consequently, the concern for sustaining human development is wicked and hence calls for taking a design approach as design is considered good at resolving wicked problems(3). This suggests that the collective ability for sustainability with respect to the individual is design ability i.e. to specify solutions that satisfy requirements arising from having to meet self-determined individual (human) developmental needs. However, literature connecting design, sustainability and human development systemically is found lacking and calls for conducting integrative trans-disciplinary research. Prevention and remedial of consequences of technology to the habitability of earth requires the identification, understanding and control of interactions between humans and between humans and the earth systems. These interactions need to be identified generally and understood systemically in the context of being able to sustain human development. However, despite this need for research in interactions and an integrative framework for informing interventions (4) to prevent or remedy unsustainable situations literature that addresses this need is found inadequate. Research Objective: To develop a descriptive model of interaction to be able to identify and describe interactions and understand interactions at human-scale. To develop a prescriptive framework within which to situate the prevention and remedial of problems related to un sustainability by design and prescribe conditions that ensure coherence of design interventions to principles. Research Method: As is the nature of problems of relevance, the proposed research by nature spans multiple disciplines. Descriptive inquiry into widespread literature spanning conservation, development, systems theory and design is conducted before synthesizing a descriptive model of interaction that situates design cycle as a natural cycle based on interpretation of entropy and Gestalt theory of human perception. A manual discourse analysis of a section of the WCED report is undertaken to inquire into the conceptual system (worldview) behind sustainable development to understand human interactions based on worldview. Addressing the need for choosing alternative goals of development for sustainability, Sen’s capability approach to human development is adopted after critically reviewing literature in this area and synthesizing an appropriate integration of design ability, tools, (cognitive) extension and design capability for human development. Models based on theories spanning design expertise, psychology and systems thinking are reviewed and synthesized into a prescriptive framework and two intervention scenarios based on it. The framework, intervention scenarios and the model are illustrated with evidence from qualitative bibliographic analysis of several cases related to sustaining human development in principle. Results: Sustainability is proposed as a human ability; this human ability is proposed to be design ability to sustain human development. A descriptive model of interaction that situates anthropogenic action as a design cycle is proposed. Based on this model, identifying entities and interactions is demonstrated with examples. It is proposed that humans interact, designing, due to and based on their worldview. Expansion of capabilities as stated in capability approach to lead to human development is ‘extension’ of design ability to design capability mediated by tools. Personal and interpersonal interactions at human scale are described through tool-use categories. A prescriptive framework for sustainability by design that holds human needs as central to interventions for sustainability is proposed. Based on this framework, pro-active and reactive scenarios of design intervention for prevention and remedial of un sustainability are constructed and demonstrated using several cases. Summary: Problems of relevance like sustaining human development are wicked in nature and require knowledge and action mutually informing each other. Addressing the inter-disciplinary nature of the problem requires a design approach as design is known to integrate knowledge from several disciplines to resolve wicked problems. The imperative to be able to sustain human development provides the widest profile of requirements to be met and design is shown to be central to meeting these requirements at the various scales that they surface. Sustainability is defined as humanity’s collective ability to develop meeting needs of the present without compromising the ability of the future generations for meeting their own needs. This collective ability translates to the individual’s design ability to specify solutions that satisfy requirements arising out of having to meet self-determined developmental needs. The process of ‘expansion’ -- of capabilities that free people choose and value – that realizes human development is the process of tools affording the extension of design ability to design capability necessary for progressively satisfying requirements arising out of self-determined needs of increasing complexity. It is proposed that humans interact, designing based on and due to their worldview. Personal and interpersonal interactions at human scale are described through tool-use categories. A prescriptive framework for sustainability by design is developed stating conditions to guide systemic design interventions for preventing and remedying unsustainability within pro-active and reactive scenarios respectively. A descriptive model of interaction is developed to situate and enable understanding of interactions. The framework, scenarios and the model are illustrated using several cases related to sustaining human development.