Sustainability, and especially sustainable consumption, has become more important throughout the years in line with the challenges of climate change. A large majority of Swedish consumers have a positive attitude towards sustainable consumption. However, their actions do not speak louder than words. Many have the intention of buying sustainable products, but fewer actually buy sustainable products causing an attitude behaviour gap. This study aims to investigate the relation between green marketing and consumer decision making. Diving deeper into the grocery sector as well as the clothing sector the study examines the differences regarding the matter of green marketing and consumer decision-making.  With a theoretical starting point in the Theory of Planned Behaviour as well as green marketing, this quantitative study shows that green marketing has an effect on a consumer’s perceived behavioural control which in turn has an effect on the intention. However, the study also states that there is a gap between the intention of buying sustainable products, influenced by attitude, subjective norm and perceived behavioural control, and the actual behaviour to buy sustainably. The study finds a moderately strong correlation between perceived behavioural control and green marketing. Further on, the study also notices a difference between the two sectors, where consumers are reached as well as affected by green marketing to a higher extent within the grocery sector than in the clothing sector.

Made available in DSpace on 2009-11-18T19:01:01Z (GMT). No. of bitstreams: 1 ACF1E3.pdf: 512714 bytes, checksum: d7597d78a6f5f7a97aea6058016230f8 (MD5) Previous issue date: 2007 / This study shows how the Industrial Cluster of garments in Valença, RJ ¿ comprised of micro and small enterprises ¿ contributes to overcome the problems left by the declining period of the textile industry. At first, the city took advantage of its talent for textile work and turned to the clothing sector, which now relies on garment factories, subcontractors, cooperatives and laundries in order to create jobs. There is institutional support, but the analysis of the situation identified the need for higher involvement of cluster players, as well as a higher interaction among them to help their own development. In regard to public and private institutions, there is room for steps to guide informal companies that find it difficult to afford labor, financial, and environmental costs towards formalization, the offer of management and labor skill programs, as well as entrepreneurs¿ awareness about the acquisition of modern-technology machinery. It is important to encourage higher participation of Valença firms in the national fashion events, since this draws attention to the name of the city, discloses the work that is carried out there, and attracts new businesses. The entry of Valença companies in the fashion arena of the southern region of Rio de Janeiro state is beneficial, especially to make them better prepared for the Fashion Rio/Fashion Business event. Informality as a way out of the unemployment problem is a growing trend in Valença, as well as in most of Brazilian cities. In this sense, the entrepreneurs need to find favorable steps to make them feel motivated to formalize their businesses. / Este estudo mostra como a formação do Arranjo Produtivo Local (APL) do setor de confecções de Valença-RJ, composto por pequenas e microempresas, contribuiu para a superação das dificuldades deixadas pelo período decadente das fábricas de tecido. A princípio, a cidade aproveitou a vocação para o trabalho têxtil e se voltou para o setor de confecções atualmente marcado pela existência de confecções, facções, cooperativas e lavanderias para a geração de empregos. Há a presença de apoio institucional, mas a análise da situação detectou a necessidade de maior engajamento dos atores do APL e interação entre eles em prol do seu desenvolvimento. No caso das instituições públicas e privadas, há espaço para ações que orientem as empresas informais em suas dificuldades para arcar com os custos trabalhistas, fiscais e ambientais rumo à formalização, promoção de ofertas de cursos de capacitação gerencial e de qualificação da mão-de-obra, bem como sensibilização dos empresários quanto à aquisição de maquinário moderno tecnologicamente mais competitivo. Estimular a maior participação das empresas de Valença em eventos de moda de âmbito nacional é relevante, uma vez que enfatiza o nome da cidade, divulgando os trabalhos elaborados e atraindo novos negócios. A introdução de empresas valencianas no Pólo de Moda Sul Fluminense traz benefícios, especialmente tendo-se em vista a melhor preparação para o evento Fashion Rio/Fashion Business. Um caso comum e cada vez mais crescente que ocorre na maioria das cidades brasileiras se observa também em Valença. Trata-se da informalidade como saída para a questão do desemprego. Neste sentido, é preciso que os empreendedores encontrem ações vantajosas para que eles se sintam motivados a formalizarem suas empresas.