The main purpose of the study is to analyze the possible difference in attitude toward sex in advertisements when used by familiar luxury or non-luxury brands. In addition to this, the aim is to further analyze whether genders form a different attitude and purchase intention towards sexually loaded ads and the impact of varying degrees of sexual imagery shown in the ad on the factors like purchase intention. Previous research was found regarding consumer attitude toward the ad and purchase intention in relation to sex in advertisements. However no previous research examined whether consumers form a different attitude and purchase intention depending on the brand type of either luxury or non-luxury utilizing it. Few studies were found to use familiar brands advertisements and instead focused on unfamiliar brand names. Therefore, our aim is to fill these above-mentioned gaps and make a contribution to the field of research regarding sexual content in advertising. To fill the gaps presented, the following research questions were formulated: Is there a difference in attitude and purchase intention between males and females in response to sexual images in ads? What is the impact on purchase intention from varying degrees of sexual imagery in ads? And is there a difference in consumer attitude towards ads with sexual content when used by luxury and non-luxury brands? The study uses a quantitative research approach and cross-sectional research design, collecting primary data through a self-completion online survey. The research philosophies adopted are a positivistic epistemological orientation and objectivistic ontological orientation. The sample was drawn via a systematic sampling method from the target population of students enrolled in programs at Umeå School of Business and Economics. 130 respondents participated and were divided into 4 groups that completed the same questionnaire however, each group responded to a different sexually charged ad, used by either luxury or non-luxury brands with varying degrees of sexual imagery. The question sets measured variables like perceived morality and ethicality in the ad, attitude toward the ad and purchase intention. Following the data collection, the data was analyzed with tools in Excel to calculate internal reliability with Cronbach’s alpha, correlation with Pearson’s correlation test and hypotheses testing with t-Tests. Findings indicate a significant difference in attitude and purchase intention between genders in response to sexual imagery in ads. Males show a more positive attitude and stronger purchase intention compared to females. The findings further suggest the varying degrees of sexual imagery in ads influence purchase intention among respondents, where a higher degree of sexual imagery decreases the purchase intention. However this is only statistically significant in relation to its use by luxury brands. The results show a significant difference in attitude toward the ads between luxury and non-luxury brands. The difference however is only significant in response to high degrees of sexual imagery in ads. Finally, the results suggest that ads using high degrees of sexual imagery by non-luxury brands are perceived as more acceptable compared to its use by luxury brands. The findings were used to contribute to implications on theory from previous research and contribute to business administration, specifically advertising strategy with sexual imagery. Findings imply that luxury brands should cautiously use ads with high degrees of sexual imagery due to the more extreme negative responses observed. Non-luxury brands contrarily could use more highly sexual ads with less negative reactions among consumers. This technique can be used to create attention and gain publicity.

Todays’ consumer society has forced companies to work towards a sustainable society. Consumers consider a company’s work with Corporate Social Responsibility (CSR) as necessary and expect companies to work ethically. However, fast fashion consumers’ also demand a low price and rapid changes in trends. Therefore, the purpose of this thesis is to understand fast fashion consumers’ attitude towards, and the importance of, companies working with CSR. By conducting a questionnaire on Cubus’ customers in Uppsala, information has been gained in order to investigate this phenomenon. The results show that the majority of the respondents have a positive attitude towards CSR, but were not a deciding factor when shopping at Cubus. From this study, we can draw the conclusions that even though the majority of the respondents had a positive attitude towards CSR, other factors were of greater importance. This validates the phenomenon about fast fashion customers’ demand for a low price and fast changing trends.

The primary objective of this study is to provide a comprehensive understanding of consumers’ acceptance of mobile advertising. Specifically, this research explored how the persuasive communication process works via mobile advertising. In order to accomplish this research objective, the relationships among various factors identified from earlier studies were tested. Based on previous literature regarding consumer attitudes, media use, and innovation adoption, a conceptual framework was developed to understand consumer acceptance of mobile advertising. For this reason, the current study employed an online survey with 514 online participants. The results suggest that consumers’ attitudes toward mobile advertising are closely related with all three factors used in this study (e.g., mobile device, message, consumer factors). Furthermore, consumers’ attitudes toward mobile advertising are strongly influenced by message factors (e.g. entertainment, credibility, irritation, message interactivity) and consumer factors (e.g. social influence, compatibility). Thus, careful considerations in message strategy and thoughtful consumer research are needed to increase the effectiveness of mobile advertising. Additionally, the sizable and significant impact of consumer attitude on behavioral intention further supports findings from previous research. / text

E-commerce is increasingly recognised as an integrated, rather than independent, part of the retail industry. As online competition grows and online marketing activities intensify, the importance of customer loyalty in e-retailing has also taken central stage in marketing research. This study explores the nature and characteristics of e-loyalty and its direct and indirect antecedents. Drawing from the literature on customer loyalty in the traditional, offline business context, it contends that e-loyalty is determined primarily by the quality of the relationship between an Internet retailer and its customers, and the customers' overall satisfaction with the retailer. Relationship quality, in turn, is influenced by the levels of perceived safety, trust and commitment that customers have in relation to their retailer, while service quality, Web site quality and value perception contribute to overall customer satisfaction in this context. Thus, relationship quality and overall satisfaction mediate the relationship between e-loyalty and its indirect predictors. To test these relationships, over 500 customers of four Australian Internet retailers were surveyed online. The questionnaire contains 92 indicators that have been either employed in prior research, or newly developed based on existing theory. These indicators were first factor analysed to determine the underlying dimensions of the research constructs. The relationships between these constructs were subsequently tested using structural equation modelling (SEM). In general, most hypothesised relationships were well supported, suggesting a consistency in the relationships between these constructs across online and offline settings. To this extent, the results indicate that existing offline marketing theories can provide a platform to create a body of knowledge pertinent to Web-based marketing. The results of the analysis, however, also show that not all hypothesised relationships could be upheld. Also, the findings indicate that the dimensionality of some constructs differs, to varying degrees, from what is reported in prior studies. These suggest that online consumer perception and behaviour are likely to differ, in some way, from those in the offline context, signalling a need for more context-specific research into this domain. On the whole, the study confirms the existence and benefits of customer loyalty in online retailing. In addition, it identifies four underlying dimensions of e-loyalty. Dimension 1 comprises behaviours commonly cited as the most prominent and beneficial indicators of customer loyalty (such as repurchase behaviour and word-of-mouth communication). Dimension 2 reflects the level of attachment that loyal customers feel towards their retailers. Dimension 3 indicates customer willingness to adjust their consumption patterns in favour of the retailer's range of offerings. The last dimension is related to customer willingness to move beyond a pure buyer-seller relationship, and to engage in partner-like behaviours (e.g., tolerating mistakes and providing feedback). With regard to relationships between the research constructs, the SEM results confirm that service quality, web site quality, and value perception are major predictors of overall satisfaction, while trust and commitment, but not safety perception, are antecedents of relationship quality. E-loyalty is not found to be significantly affected by overall satisfaction, whereas relationship quality only has a slightly noticeable impact on this construct. The findings thus fail to support the notion that customer satisfaction and relationship quality are two major antecedents of e-loyalty. The results also do not support the speculation that satisfaction and relationship quality are the main mediators of the relationship between e-loyalty and its primary antecedents. On the contrary, e-loyalty is found to be influenced directly by customer commitment, value perception and service quality, and indirectly by Web site quality, safety perception and trust. With online shopping growing in popularity, insights into the dimensionality of e-loyalty, as well as the factors that engender e-loyalty, can provide a useful framework on which appropriate marketing strategies could be developed to enhance the loyalty of online shoppers. To this extent, findings from this research are meaningful not only for marketing academics but, also, for Internet retailers.

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"Farmers Market", is selling seasonal local fresh food. These foods grow up without any pesticides, fertilizer, and unhealthy natural GM-free ingredients. Farmers work hard to plant seasonal vegetables and fruits. Consumers can buy the "production and consumption planted locally" pesticide-free and healthy seasonal fruits and vegetables. This study is according to the consumer knowledge, attitude and behavior of farmers' markets of organic products¡¦ relation and differences and to discuss whether the relationship between population statistical variance and consumer knowledge, attitude and behavior have differences or not. In this study, we use farmers' markets of Kaohsiung area for the researching object. The researching method is convenience sampling survey of questionnaire, and total valid samples are 372. Through descriptive statistics, single factor analysis of variance, multiple linear regression analysis and other statistical methods for data processing and analysis. And results of distribution of demographic variables are as follow: that the, (1) women are the mainly consumption group; (2) education level is university most; (3) consumers¡¦ age between 21-40 years old pay more attention to organic agricultural products and also tend to buy organic products; (4)the occupation of most respondents are in service industry; (5) family income per month from 20001 to 40000 is the most; (6) most of respondents are unmarried; (7) most of respondents¡¦ religion are Buddhism and Taoism; (8) to meat or fish-based diet The proportion of most. In this study, test hypotheses H1 consumer knowledge on consumer attitude has a significant effect. When the consumer knowledge is higher, the consumer attitude is also higher, but also vice versa. Test hypotheses H2 consumer attitudes on consumer behavior have a significant effect. When attitude and behavior are more particular and specific, the two inter-related degrees will be more remarkable. Test hypotheses H3 consumer knowledge and consumer behavior have a significant effect. When the consumer knowledge and consumer behavior have casual relationship, knowledge will cause the behavior. It means knowledge forming will affect the behavior.

Η εργασία αναφέρεται στις καταναλωτικές συνήθειες των Ελλήνων σε σχέση με τα εκπτωτικά καταστήματα. Το συμπέρασμα από την έρευνα αγοράς είναι ότι ο Έλληνας ψάχνει την καλύτερη ποιότητα στην χαμηλότερη τιμή, ανεξαρτήτου φύλου, ηλικίας και μορφωτικού επιπέδου. / -

Purpose:The aim of this study is to measure the attributes of electric vehicles that influence consumers'attitudes towards EVs. The consumers’ attitude and their intent to purchase is also measured in thisstudy. This is done in order to explore whether the attributes of EVs have an influence on the attitudetowards innovation and whether the attitude of a consumer has an influence on their purchase intent. Method:Employing the innovation of electric cars in Sweden as the empirical setting, a quantitative researchapproach was adopted. The primary data was collected through a questionnaire that was conductedamong non-car and car owners over the age of 18 in Sweden. Conclusion:As a result of the conducted study, it was found that the importance of the selected attributes has apositive influence on the consumers’ attitude towards electric cars. Moreover, it was found that theattitude of the given respondent has a statistically significant correlation with their intention topurchase one in the future. However, a non-correlation was found between the variable of attributesand intent to purchase.

Date: 2023/05/30 Level: Master thesis in Business Administration, 15cr Institution: School of Business, Society and Engineering, Mälardalen Authors: Diana Al-Khameesi, Jessika Melander Title: Exploring cross-cultural differences in attitudes towards SDG12  Supervisor: Emre Yldiz Keywords: SDG, Consumer attitude, Cultural values, Hofstede Research question: To what extent individuals’ attitudes towards SDG12 vary across cultures?  Purpose: To what extent the importance of cultural values of individuals has influenced consumer attitude towards SDG12 and what implications this have for the SDGs being marketed as international goals.  Method: A quantitative study; collecting 230 valid responses from individuals across multiple countries. A positivist stance and a deductive approach to theory development were used. Correlation and regression analyses were carried out.  Conclusion: The result of the study indicates that depending on the dimension not all targets were statistically significant. Some targets of SDG12 were either negatively, positively, or not related at all to the four original dimensions of Hofstede. Which concludes that the impact of the cultural value of an individual on attitudes when it comes to SDG12 is not global as suggested by the UN.

Problem/Purpose: Internet celebrities have shown huge commercial value by operating their E-commerce in the Chinese market. This article aims to research How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce. Method: The Primary data is collected by semi-structured interviews with consumers who followed the internet celebrity and bought products from her online stores. Meanwhile, word frequency analysis of posted context and comments on the internet is proceeded to conduct secondary data to support findings. Findings: Our findings show that the traditional source attractiveness, expertise, and involvement of celebrity are important to impact on the consumers’ attitude and drive to purchase behavior. However, source trustworthiness is not essential, and the perceived trustworthiness is limited in specialized fields (e.g. fashion) and is hard extend to other areas (e.g. cosmetics). Furthermore, perceived authenticity will reinforce trustworthiness and intimacy, and perceived interconnectedness will result in frequent and regular buying habit. Implementation: This research can serve to internet celebrities who are running or intend to start their E-commerce in China. Moreover, it is hoped this study of internet celebrity Ecommerce in China can serve for future comparative studies of internet celebrity globally.