Background:  The comfort of buying online satisfies consumers more than the traditional way of shopping in stores. Buying fashion online is highly influenced by consumers' fashion consciousness and their personal values which enhances the willingness and dependence to buy new products. Emotional needs come from moral emotions and can be felt frequently by consumers in the thought of purchasing, and can interfere with the sustainability aspects.    Purpose: The purpose of this study to understand how moral emotions can shape the consumers decision making in regards to consumption of fashion. Since sustainability awareness is increasing, the study further aims to investigate whether or not this aspect will further have an effect. Methods:  The research is a qualitative study, which is made by semi-structured interviews of different consumers with different buying behaviour. It is analysed with a deductive and inductive approach to thematically analyse and enable an interpretative method to find differences, themes and new experiences.  Conclusion: There is evidence on moral emotions affecting the decision-making of fashion purchases. It does not necessarily shape a sustainable consumer behaviour but rather find obstacles for the consumers to act according to their own ethical obligations.

Given the increasingly complex nature of contemporary companies, the risk of corporate social irresponsibility (CSI) behaviours is increasing; it is important for organisations to prevent incidences of CSI to maintain competitive advantage. This study investigates the impact of CSI behaviour on both corporate image and consumer buying behaviour.    Adopting a quantitative research approach, 241 valid questionnaires using the Luckin Coffee financial fraud case as primary data were collected and analysed using SPSS to determine the effects of CSI on corporate image and consumer buying behaviour, along with the role of consumers’ genders and educational- and income levels in terms of the influence of CSI on corporate image.    The findings show that CSI has a negative effect on both corporate image and consumer buying behaviour, and corporate image partially mediates the process by which CSI influences consumer buying behaviour. Gender, educational- and income levels all play a moderating role in the process of CSI influencing corporate image. This thesis complements the research dimension on CSI’s effects on consumer buying behaviour, filling the research gap on CSI in the field of corporate social responsibility (CSR), and provides relevant insights in order to encourage companies to avoid CSI and thus achieve sustainable development.

Abstract Background: During the last decades, environmental concerns have increased significantly, and companies have been forced to adapt their business to meet the demands of today’s consumers. Green marketing has become an effecting differentiating factor as well as a positive contributor for companies. Ecolabels operates as a tool to promote and inform consumers about the level of sustainability of the product, where the symbol will guarantee a certain criteria, feature, or quality. Ecolabel products enable consumers to make environmentally conscious decisions through their buying behaviour, thereby contributing to a more sustainable world. Purpose: The purpose of this report is to investigate how ecolabels influence change in buying behaviour and sustainability awareness. Furthermore, to provide information regarding the consumers' view on these products and how their attitude, behaviour and awareness is affected. Method: This reports data collection is conducted through three focus groups interviews with consumers as well as two personal interviews with store managers from one of Sweden's biggest food chains. Furthermore, this qualitative research uses an inductive approach. Starting with existing theories, followed by a thematic analysis where collected data has been analysed to lastly explore specific themes related to ecolabels. Conclusion: The individual’s knowledge around ecolabels is a barrier to embracing them, and the change in consumer buying behaviour seems to be depending on that factor. The findings suggest that consumers are in general unaware of the benefits and meaning of ecolabels, but eager to attain knowledge if more approachable. Consumers and stores together need to cooperate in increasing consciousness for ecolabels to play a bigger role in changing consumer buying behaviour to greener.

Globalisation has led to a rising need for sustainable efforts, not least in the fast fashion industry which is associated with unsustainable procedures in order to meet consumers’ needs and desires. In the fast fashion industry, collections of ecological fabrics, fair working conditions as well as higher quality are examples of sustainable actions. Additionally, the increasingly globalised world has created a demand to comprehend how the deeply rooted national culture affects consumers in the international fast fashion industry. The main target segment of the fast fashion industry is the Millennial generation and should thereby be further emphasised. The relevance of these topics led to the formulation of following research question: How does national culture affect Millennials’ perception of sustainability and intended buying behaviour in the fast fashion industry? The literature review introduces the five identified themes which are considered relevant in relation to the area of research; the Millennials, sustainability, fast fashion, sustainable consumer behaviour and culture. To finalise the literature review, a conceptual framework is presented which explains the connection between the themes. Furthermore, the thesis adopts a qualitative research method with an abductive approach. Therefore, four cross-cultural focus groups of 28 Millennials with seven different nationalities are conducted. This method is considered the most suitable for this thesis’ research area and purpose. Further, the empirical findings and the analysis are combined into one chapter which creates a discussion between the literature review, especially Hofstede’s dimensions of national culture, and the gathered data. Finally, the conclusion includes the answer to the research question, theoretical and practical implications, limitations and suggestions for further research. The results of this thesis indicate that national culture affects the perception of sustainability and the intended buying behaviour in the fast fashion industry in a complex manner, since the impact of national culture depends on the combination of dimensions. Furthermore, certain dimensions appear to be more dominant and decrease the impact of others.

In 2005 the wine importer and supplier Pernod Ricard Sweden acquired Allied Domecq, a company with a wide assortment of wines. However, due to Pernod Ricard Sweden’s strategic focus on spirits the last decade they now experience a lack of knowledge of how to best sell and endorse wine to restaurants. After thorough research of present academic literature we have found that there is a theoretical gap of knowledge regarding the relationship between wine suppliers and restaurants and the interactions between them. Therefore, the purpose of this thesis is to gain a deeper understanding of the influences on organisational buying behaviour when purchasing in a B2B environment. We have investigated what criteria and services are more important for restaurants when purchasing wine, in order for the supplier to understand the behaviour of the buyer and act accordingly. A qualitative research has been conducted where 18 high commercial value restaurants in the region Mälardalen in Sweden were interviewed via telephone. The interview questions consisted of both open-ended questions and close-ended Likert scale questions, in order to receive both deeper answers including the respondents’ own opinions and comments, as well as preference data and attitude measures. In the analysis of our data we have discovered the importance of offering a concept and not just a product to the restaurants. In this concept the price in relation to quality is vital, as well as value adding activities such as education, which is important since there is a lack of documented knowledge among the persons responsible for the purchasing of wine. Support and sales meetings have proven to be efficient ways for the supplier to communicate their message to the restaurants rather than the use of traditional communication channels e.g. TV and printed advertisement. Furthermore, we have observed that the relationship between the supplier and the restaurants is crucial. This is due to the fact that most high commercial value restaurants only have one supplier and their emphasised need for the business to run smoothly. Therefore, previous experience of the supplier and the established degree of trust are highly influencing factors. We believe that if the results of our study are taken into consideration, the supplier has a great chance of becoming successful and creating profitable long-term relationships with high commercial value restaurants.

<p>In 2005 the wine importer and supplier Pernod Ricard Sweden acquired Allied Domecq, a company with a wide assortment of wines. However, due to Pernod Ricard Sweden’s strategic focus on spirits the last decade they now experience a lack of knowledge of how to best sell and endorse wine to restaurants. After thorough research of present academic literature we have found that there is a theoretical gap of knowledge regarding the relationship between wine suppliers and restaurants and the interactions between them. Therefore, the purpose of this thesis is to gain a deeper understanding of the influences on organisational buying behaviour when purchasing in a B2B environment. We have investigated what criteria and services are more important for restaurants when purchasing wine, in order for the supplier to understand the behaviour of the buyer and act accordingly.</p><p>A qualitative research has been conducted where 18 high commercial value restaurants in the region Mälardalen in Sweden were interviewed via telephone. The interview questions consisted of both open-ended questions and close-ended Likert scale questions, in order to receive both deeper answers including the respondents’ own opinions and comments, as well as preference data and attitude measures.</p><p>In the analysis of our data we have discovered the importance of offering a concept and not just a product to the restaurants. In this concept the price in relation to quality is vital, as well as value adding activities such as education, which is important since there is a lack of documented knowledge among the persons responsible for the purchasing of wine. Support and sales meetings have proven to be efficient ways for the supplier to communicate their message to the restaurants rather than the use of traditional communication channels e.g. TV and printed advertisement. Furthermore, we have observed that the relationship between the supplier and the restaurants is crucial. This is due to the fact that most high commercial value restaurants only have one supplier and their emphasised need for the business to run smoothly. Therefore, previous experience of the supplier and the established degree of trust are highly influencing factors.</p><p>We believe that if the results of our study are taken into consideration, the supplier has a great chance of becoming successful and creating profitable long-term relationships with high commercial value restaurants.</p>

Der Markt der Managementkonzepte und den damit verbundenen Beratungsleistungen ist milliardenschwer. Unternehmen sind dementsprechend mit einer Vielzahl von Managementkonzepten konfrontiert, die sie entweder aktiv wahrnehmen oder die ihnen von Anbieterseite angeboten werden. Für die Unternehmen stellen diese Managementkonzepte Innovationen dar. Die Einführung von Managementkonzepten sollte folglich im Unternehmen nicht als Routineaufgabe betrachtet werden, will man aus der Innovationsforschung bekannte Probleme vermeiden. Unter Forschungsgesichtspunkten werden Managementkonzepte sowohl als Bausteine der Managementtheorie als auch als immaterielle Innovationen betrachtet. Ersteres ist häufig der Ausgangspunkt für die Forschung, die sich explizit mit Managementkonzepten beschäftigt. Managementkonzepte umfassen hier Prinzipien, Organisationsmethoden, Tools und Techniken und werden eingeführt, wenn das objektiv zweckmäßig und zielführend erscheint bzw. zum Organisationsparadigma des Unternehmens passt. Dieses Forschungsfeld fokussiert meist auf den Entstehungsprozess von Managementkonzepten und auf die Rolle der Unternehmensberater als wesentliche Anbieter. Untersuchungen der Nachfrageseite beschränken sich in der Regel auf inhaltliche Aspekte einzelner Konzepte oder die globale Betrachtung des Konzepteinsatzes. Die Mechanismen, die zu einer Nachfrage führen, werden hingegen selten thematisiert. Im Gegensatz dazu spricht die Innovationsforschung von Management-Innovationen, die in zahlreichen innovationstheoretischen Publikationen hinsichtlich Dimensionen, Widerständen, Treibern, Steuerung, Kultur oder Evaluierung erforscht werden. Allerdings sind Managementinnovationen in Form von Managementkonzepten in der gesamten Innovati-onsforschung weiterhin nur eine unterdurchschnittlich repräsentierte Innovationsform. Dieser getrennte Forschungsgang zwischen Managementkonzepten und Management-Innovationen ist erstaunlich. Weitere Forschungen auf diesem Gebiet drängen sich daher für einen Lückenschluss auf, wozu diese Arbeit beiträgt. Dazu werden vier Forschungsfragen entwickelt und mittels der Innovationstheorie, den Organisational Buying Behaviour Ansätzen, der Beratungstheorie sowie mikropolitischen Perspektiven, soziokulturellen und evolutionstheoretischen Überlegungen bearbeitet. Die vier Forschungsfragen beschäftigen sich mit probleminduzierten und angebotsindu-zierten Treibern von Management-Innovationen, dem Prozess der Einführung und seinem Einfluss auf den Innovationserfolg, mit der Rolle und Bedeutung von unternehmensinternen und -externen Schlüsselpersonen sowie mit der Relevanz von Managementkonzepten für den Unternehmenserfolg. Dazu werden jeweils theoriegeleitete Hypothesen aufgestellt und mittels Fallstudien zu Wissensmanagement-Projekten anekdotisch geprüft bzw. ergänzt. Diese Hypothesen sind Grundlage für weiterführende empirische Untersuchungen und dienen als Bausteine für eine Theorie zur Einführung von Managementkonzepten.

Hållbarhet är en stark faktor som påverkar både konsumenter och företag i växande utsträckning. Att medvetet konsumera i enlighet med hållbara riktlinjer ligger i många konsumenters intresse, och företag utvecklar kontinuerligt strategier för att bemöta konsumentbehov och höja sin försäljning. I takt med detta ökar utbudet av hållbart märkta produkter och hållbarhetsmärkningar. För konsumenter innebär detta större valmöjligheter men också eventuella svårigheter då hållbarhetsmärkningar ofta upplevs snarlika och svåra att förstå betydelsen bakom, vilket i sin tur kan ha en motverkande effekt på konsumenters köpbeslut. Syftet med denna studie var därför att undersöka hur konsumenter i dagligvaruhandeln ställer sig till svenskt etablerade hållbarhetsmärkningar på likvärdiga produkter, för att utforska hur hållbarhetsmärkningar påverkar konsumenters köpbeslut vid köptillfället. Studien eftersträvade att identifiera de starkaste faktorerna som ligger bakom konsumenters beslut att köpa eller inte köpa hållbart märkta produkter. Avsikten var att ge företag/varumärken en bild av vad konsumenterna behöver för att effektivt vägledas i sitt köpbeslut. Insamling av data genomfördes genom enkäter med kvalitativ karaktär då studien avsåg att belysa konsumentåsikter kopplade till konsumentbeteende. Urvalet som inkluderades i studien utgjordes av individer som köper produkter i dagligvaruhandeln. Analys av data skedde med utgångspunkt i grundad teori där nyckelord och mönster mellan respondenter och svar identifierades och tolkades. Resultatet av studien visade att konsumenter främst påverkas i köpriktning vid köp av hållbart märkta produkter till följd av miljömässiga omvärldseffekter och personliga effekter på den egna hälsan, men även till viss del till följd av omvärldseffekter kopplade till socialt ansvarstagande samt tillgänglighet av information. Bristande tilltro som skapar associationer till opålitlighet samt bristande förståelse till följd av dålig kunskap är de enda faktorerna som har påverkan på köpbeslut i icke-köpriktningen enligt resultatet av studien. Genom att belysa de faktorer som påverkar konsumenter i köpriktning och motverka de faktorer som påverkar konsumenter i icke-köpriktning, kan företag/varumärken uppnå företagsnytta.

Det har under de senaste åren skett en signifikant e-handelstillväxt, inte minst till följd av den rådande Covid-19 pandemin, utan även eftersom kunder konsumerar sina produkter online i större omfattning än tidigare. Därtill har anpassningsförmågan hos ehandelsaktörer blivit allt viktigare, vilket synliggörs genom att fler e-handlare erbjuder sina kunder ett brett urval av leverantörer och leveransmetoder. Trots att allt större tonvikt riktas mot miljövänliga leveransalternativ påträffas fortfarande märkbara utmaningar. Detta med tanke på att tidigare forskning föreslår att kunder agerar irrationellt, impulsivt och förväntas maximera den egna nyttan. Fraktkostnad identifieras utifrån tidigare forskning som den mest dominerande aspekten vid val av leveransalternativ. Studieområdets problematik baseras på avvägningar mellan e-handelstillväxt och höjd klimatpåverkan genom koldioxidutsläpp och föroreningar. Således existerar ett samband mellan e-handelskunders konsumtion och de utsläpp som förekommer. Syftet med denna studie är att undersöka ehandelskundens köpbeteenden och beslutsfattande i förhållande till de hållbara leveransoch returalternativ de ställs inför vid onlineköp, med ett fokus på miljömässig hållbarhet. Studien avgränsar sig till business to consumer (B2C) eftersom syftet är att undersöka privata e-handelskunders köpbeteenden. För att kunna undersöka studiens syfte har en kvantitativ metod applicerats i form av en enkätundersökning som inriktat sig på ett bekvämlighetsurval med 116 respondenter. Studiens resultat visar fortsatt att fraktkostnad i bred bemärkelse är den enskilt starkaste faktorn vid val av leveransalternativ, vilket även är på bekostnad av miljömässig hållbarhet. Vidare presenteras ytterligare resultat och samband som visar på e-handelskundens köpbeteende i samband med andra variabler som anses viktiga för att besvara undersökningens frågeställningar. Slutsatsen visar att ehandelskunder starkt värdesätter pris vid val av leverans- och returalternativ. Det framkommer tydliga demografiska skillnader vad gäller köpbeteenden och ehandelskunder tar inte sitt miljömässiga ansvar vid köp online. Slutligen presenteras förslag till framtida forskning vad gäller påverkan på e-handelskunders köpbeteenden och vilka ytterligare faktorer som kan påverka dem. / Over the last couple of years, a remarkable increase in e-commerce sales have occurred due to enhanced consumption patterns during the Covid-19 pandemic. In addition, ecommerce companies have to a greater extent emphasized customer adaptation in regards to delivery opportunities. For example, customers are being offered a large number of carriers and delivery methods in order to satisfy the delivery requirements of every customer. Despite the fact that more companies than ever seem to take environmentally friendly delivery alternatives into account, irrational and impulsive buying behaviour and self-interest is being put above the environment. Prior studies identify freight cost as the most crucial aspect when choosing a delivery alternative. The interest for sustainable delivery alternatives has developed throughout the last couple of years, which is a result of rising levels of carbon dioxide emissions, as well as pollution and contamination. The main purpose of this study is to explore e-customers buying behaviour and decision making in relation to the environmentally friendly delivery alternatives that are being offered. The study is limited to business-to-consumer (B2C). In order to respond to the purpose of this study, a quantitative method in the form of a survey was conducted and a convenience selection was applied with 116 respondents. The final result indicates that freight cost is the most prominent incentive to justify consumption, which is at the expense of environmental sustainability. Furthermore, additional results and statistical relationships are presented that show the e-customer's buying behaviour in connection with other variables that are considered important for answering the issues of the thesis. The conclusion shows that e-commerce customers strongly value price when choosing delivery and return alternatives. There are clear demographic differences in terms of buying behaviour and e-customers do not take their environmental responsibility when buying online. Finally, proposals are presented for future research regarding the impact on ecustomers' buying behaviours and what additional factors may influence them.

Over the last couple of years, a remarkable increase in e-commerce sales have occurred due to enhanced consumption patterns during the Covid-19 pandemic. In addition, e-commerce companies have to a greater extent emphasized customer adaptation in regards to delivery opportunities. For example, customers are being offered a large number ofcarriers and delivery methods in order to satisfy the delivery requirements of everycustomer. Despite the fact that more companies than ever seem to take environmentallyfriendly delivery alternatives into account, irrational and impulsive buying behaviour andself-interest is being put above the environment. Prior studies identify freight cost as themost crucial aspect when choosing a delivery alternative. The interest for sustainabledelivery alternatives has developed throughout the last couple of years, which is a result ofrising levels of carbon dioxide emissions, as well as pollution and contamination. The mainpurpose of this study is to explore e-customers buying behaviour and decision making inrelation to the environmentally friendly delivery alternatives that are being offered. Thestudy is limited to business-to-consumer (B2C). In order to respond to the purpose of thisstudy, a quantitative method in the form of a survey was conducted and a convenienceselection was applied with 116 respondents. The final result indicates that freight cost isthe most prominent incentive to justify consumption, which is at the expense ofenvironmental sustainability. Furthermore, additional results and statistical relationshipsare presented that show the e-customer's buying behaviour in connection with othervariables that are considered important for answering the issues of the thesis. Theconclusion shows that e-commerce customers strongly value price when choosing deliveryand return alternatives. There are clear demographic differences in terms of buyingbehaviour and e-customers do not take their environmental responsibility when buying online. Finally, proposals are presented for future research regarding the impact on e-customers' buying behaviours and what additional factors may influence them.