The negative impact of the fashion industry on both society and environment cannot be ignored, especially in recent years, due to news and reports on the negative impacts of the industry has raised awareness among consumers. Some of the consumers started questioning the fashion companies’ operations and demand for more sustainable supply chains. In order to respond the request coming from consumers’ side, the companies started to regulate their operations and communicate about them. Even though there are many different ways to communicate about sustainability approach, This study is questioning the potential outcomes of developing a common CSR label based on Higg Index 2.0 tool. To answer the research question, existing literature has analyzed from three different perspectives; social and environmental problems led by the industry and raising consumer awareness about negative impact of the industry. After the literature review, CSR communication approaches of the selected companies were analyzed. The second step of the research was, to apply a consumer survey in the Gothenburg Central Station to understand Swedish consumers’ perception. Outcomes of the consumer survey has compared with the existing literature and communication strategies followed by the analyses of selected companies.The company analyzes show that, even though, they are good at about regulating their supply chain with more sustainable approaches, the majority of fashion companies do not communicate about their CSR practices. Consumer survey expose that, consumers are lack of awareness regarding to existed CSR labels. Moreover, even though exist labels focus on only environmental factors or social factors, the consumers expect from labels to cover both areas. The data collected from the study expose that, even the majority of the consumer not completely influenced by the sustainability approach of the companies, there are consumers that influence by the companies CSR approach. Moreover, the lion share of consumers believes that a common labeling system based on Higg Index 2.0 will be helpful guide when they give their purchasing decision. Based on the findings from existed literature -consumer survey and analyze of companiesapproach-, it was observed that companies are lack of effective communication strategies which is a barrier for the consumers to get an action for to purchase more sustainable fashion products. Therefore, developing a common CSR labeling system that will controlled by third party institution such as Sustainable Apparel Coalition will increase the effectiveness of CSR label and influence the consumers response positively.

The assessment of consumer awareness is important to : l) identify awareness needs of adults, 2) design programs to meet those needs, and 3) assess changes in consumer awareness as a result of participation in such programs. A search of the literature failed to identify an instrument using recall rather than recognition to assess adult consumer awareness of sources of product/service information, existing consumer protection laws, and possible channels of recourse. The purpose of this research was to develop a reliable and valid instrument to measure the consumer awareness of adults. The test development study involved 32 respondents from one pre-existing adult group in Northern California, and the construct validation study involved 168 respondents from ten other groups. The complete Test of Consumer Awareness for Adults (TCAA) includes twenty-eight mini-case studies and requires 84 responses . Each mini-case is based on one or more of the 30 consumer problems identified by a national panel of fifteen consumer educators and advocates as being most troublesome to consumers. Respondents were asked to list sources of product/ service information, tell how consumers are protected by law, and identify local channels of consumer recourse for each mini-case. Multiple matrix sampling was used to form four sub-tests, with seven mini- c as e s and 21 responses each, to avoid problems of examinee fatigue and hostility , and t o reduce the time required to administer the test. No significant difference was found between m e an scores on the complete test and estimated total mean scores based on sub-test scores. Two reliability coefficients w ere computed. A measure of internal consistency produced a coefficient alpha of. 95, and a test-retest, over four weeks, with alternate test forms produced a Pearson r correlation coefficient of .73. Information, law, and recourse scores were summed to produce total scores. Low total scores were predominant. From a possible total score of 21, the mean score was 6. 33. Five respondents scored 15 or higher (two standard deviations above the mean), while 94 respondents scored 6 or less. Nine hypotheses were tested for evidence of a relationship between scores on the TCAA and: 1. Having taken a consumer education class; 2. Level of education attained; 3. Level of annual income; 4. Occupation; S. Having filed a consumer complaint; 6. Marital status; 7. Length of time married; 8. Current labor force attachment of women; 9. Population level of place of residence. Analysis o f variance was used to determine whether the re was a significant difference in mean consumer awareness scores when scores were categorized into appropriate subgroups for each variable. There were significant differences (p < .01) in mean consumer awareness scores among the subgroups for four variables: 1. Having taken a consumer education class; 2. Level of education attained; 3 . Current labor force attachment of women; 4. Population level of place of residence. Each student in a university consumer course investigated three consumer problems so that the influence of teaching method on consumer awareness scores could be evaluated. With the TCAA used as a pretest and posttest, a statistically significant increase in the group's mean score was noted. Students in the class participating in the investigations had significantly higher TCAA scores than those students in a similar class which had not participated in the investigations . The TCAA is unique among available instruments in that it relies on recall rather than recognition to assess consumer awareness. It is posited that the reliance on recall makes the test a closer approximation of consumer behavior in an actual marketplace situation than a test that only requires a respondent to recognize the correct solution to a problem.

The influence of selected socioeconomic factors on the consumer awareness of women was investigated. An instrument was developed to measure the consumer awareness of individuals. The three areas assessed were awareness of existing problems in the marketplace, awareness of laws that control these problems and sources of help for the consumer when she encounters these problems. A profile of a woman with low consumer awareness was constructed from the results of the data collected In the study. She will have an annual income of less than $8,000; she will have a high school education or less; her husband will be employed in sales, clerical or managerial work; her husband will be 40 or older and they will have no children living at home. The results of the study indicate that a ll women need assistance in be coming more aware of existing consumer protection laws and of sources of help with consumer problems. All women were more aware of possibilities of where to go for help than of what protection the law provides .

This dissertation includes three essays on U.S. beef market. Each essay has looked at this market from a different point of view. The first essay investigates the price adjustment along the different levels of this market. The second essay discusses the impact of food safety incidents on export levels in this market. The third essay considers the environmental loading of U.S. beef market. A summary of each article is as follows. The first essay (chapter 2) analyzes price adjustment of the U.S. beef sector with a focus on the Great Recession. To this purpose, the Vector Error Correction Model (VECM) and historical decomposition graphs are applied to monthly data. The results indicate that retail prices have lower speeds of adjustment than wholesale prices. Also, the magnitude of price adjustment in the presence of the Great Recession, as an exogenous shock, is different for each level of the U.S. beef market. It is concluded that, with respect to both the speed and magnitude of the price adjustment, the U.S. beef sector has an asymmetric price adjustment, pointing to the inefficiency of the U.S. beef supply chain. These results have welfare implications for U.S. beef consumers and producers. The primary objective of the second essay (chapter 3) is to quantify the impact of consumer awareness about beef safety on U.S. beef exports. To do that, an index is used to reflect consumer’s awareness about beef safety based on the publicized reports in the media. Quarterly panel data is applied to the top importing countries, Japan, South Korea, Mexico, and Canada for the period 2000-2016. Applying the gravity model, results show that a 0.8% reduction in U.S. beef exports arose from the foodborne-disease news. In addition, using impulse response functions derived from panel vector autoregressive (Panel VAR) estimation, results show that the negative impact of a shock in food safety news intensified after three quarters, and then diminished slowly over time. In order to regain consumers’ confidence and to compensate for the economic loss arising from a foodborne outbreak, bilateral cooperation among trade partners seems necessary. Investing in any scheme that minimizes the impact of food safety events, such as disease eradication programs, traceability systems, quality labeling, and third-party certification that conveys the safety message to consumers is suggested. The third essay (chapter 4) has two purposes. First, it quantifies the environmental loading of U.S. beef sector by calculating emission levels over the period 1970-2014. Beef cattle is one of the most emission-intensive sectors, which is responsible for 35% to 54% of total GHGs from livestock. Following International Panel on Climate Change (IPCC) guideline, this study identifies three sources of emissions, including enteric fermentation, manure management, and manure left on pastures. Second, it provides an understanding of consumption-environmental connection related to the beef industry using time series techniques. Finally, it is suggested that providing information to the public regarding livestock and climate change relationship would be beneficial. This knowledge might help to avoid the catastrophic consequences of climate change in the future.

The quality of car accessories is more and more important in recent year and consumer awareness of product quality also has been significant. This study bases on the factor s of quality management and mass customization capability to car accessories industry and weather is there any different between them to do our study. This article not only explores industrial dynamics and related literature but also with questionnaire and statistical methods to analyses collected data. The results showed small group problem and Customer focus.

The aim of my work is to analyze the brand "Kvalitní potraviny z našeho regionu" and determine whether this brand has got the benefits its creator, Jednota České Budějovice. To achieve this goal, I chose a questionnaire survey and structured interview with marketing officer for Jednota, České Budějovice. In the first part of my work, I studied literature and current information about the issue. In this part I also contacted the Jednota, České Budějovice. In the practical part I implemented a questionnaire survey. The research I conducted in 13 stores Trefa in České Budějovice and Terno České Budějovice. To assess the hypotheses I also carried out price comparing and analysis of sales of foods involved in the project "Kvalitní potraviny z našeho regionu". In the end I suggested measures for Jednota, České Budějovice.

The study aims to investigate user engagement in the Generated Artificial Intelligence (GAI) marketing content within social media marketing. The increasing prominence of GAI content has sparked diverse reactions, particularly concerning the safety of personalized content and individuals' awareness of their data being utilized for customization. The main goal of this research is to understand the impact of GAI on user engagement in social media marketing, focusing on the utilization of customer data and preferences on social media platforms. The research unfolds as an empirical exploration, employing a quantitative approach and a structured questionnaire. In conclusion, the research implications emphasize the significance of transparent communication, strategic content creation, and a nuanced understanding of the relationship between awareness, personalization, and consumer engagement in the context of AI-generated content. Marketers can leverage these insights to refine their strategies, enhance user experiences, and build trust in the era of AI-driven marketing.

Corporate Social Responsibility has grown in importance of the present society and therefore becomes a meaningful operation for companies today. Since the society is structured by consumers, companies have been forced to adapt this concept in their work, by the reason of keeping and gaining the consumers. For companies to be able to do so, they have to understand their customers and be aware of the different consumers purchase intention. These intention have shown to differ in regard of different industries, which is why this study have chosen to focus on the food industry, where the criticisms for the CSR initiatives are high. Consequently, the purpose of the study is to describe how consumers’ in the food industry perceive CSR and to explore how the perceived CSR affects their purchasing intention. Two research questions were made and to be able to answer these, relevant theories was established. The research was conducted using a quantitative study and a descriptive approach to analyze the collected data. The collection of data was made through nine interviews, divided into three involvement level for the reason of including all kinds of consumers. The results found that the general brand appearance is reflected in the companies’ products and therefore made their purchase based on this. The consumers perceived it hard to gain credible knowledge of companies CSR which leads them to make their purchase based on responsible certified labelling or recognition of the products instead. The consumers have a higher credibility for the negative information about companies. They therefore acts with CSR as a purchase criterion of this as they exclude products from this kind of companies. The consumer did however not act with CSR as a purchase criterion if the price was too high, as this was of a greater importance than CSR for the consumers. Because of the low information level and the low credibility, the consumers rather makes their decision based on what they perceive as less irresponsible instead of what they perceive as responsible. Keywords: CSR, Corporate Social Responsibility, Consumer perception, Consumer awareness, Consumer values, Consumer attitudes, CSR purchase criterion

Fair trade is an alternative approach to international trade. It is both a social movement and an economic approach that aims to make trade fair for the many small scale producers disadvantaged in international trade. This thesis explores the discursive devices used by fair trade organisations to promote fair trade. These devices have two roles: to promote an ethical connection from consumer to producer and to involve the consumer in the work of fair trade through purchasing behaviour and political action. This second role refers to the politicisation of consumption whereby shopping becomes an act of political solidarity with disadvantaged producers. I explore these devices through narrative analysis, focusing on a thematic analysis of Trade Aid’s publication, Vital. My research is framed by Michael Goodman’s (2004) work on the semiotic production of fair trade. The concept of a reflexive consumer is explored. This is the idea that consumer awareness of the conditions surrounding production can lead to purchasing decisions that reflect care for the distant producer. This opening up of the concept of consumption involves an active and engaged consumer who chooses to purchase fair trade because they feel a connection to the work of these organisations. I am interested in the particular form this information takes in Vital. I apply narrative research methods to explore the meta-narrative of fair trade promoted in Vital that tells the reader about the work of fair trade organisations, the impact this has on the lives of producer and how they can be involved in the story as a consumer and as a global citizen.

The aim of this thesis is to research the value and influence of digital marketing on the competitive establishment of start-up companies. The research would further explore whether digital marketing can have a substantial effect on the growth of start-ups, enhance brand recognition, gain consumer loyalty, and strengthen customer relationships. This concept has not been previously researched and the only related study we find was the correlation between social media and innovation in start-ups, which indicates that social media has a positive effect on innovation in start-up companies.    The research used a qualitative research approach in which 5 start-up firms were interviewed using a semi-structured interview as the primary data collection method. The research also used secondary data collected through peer-reviewed articles, journals, and websites.   The study concludes that digital marketing is recognized as a creative and efficient way of obtaining, sustaining, and establishing customer relationships. Online channels and platforms, such as websites, industry-specific outlets, and forums, have been identified to be the most beneficial for start-ups. It also suggests that a fresh start-up can develop substantially through digital marketing by creating brand awareness, building trust, and building consumer awareness. However, most of the start-up companies hesitate implementing digital marketing strategies at the beginning of the company’s establishment.   Our findings will assist other start-ups to consider digital marketing for their marketing strategies. Recommendations for further studies are a related but perhaps more detailed study in Sweden and UAE, together with a study in a country other than Sweden and UAE.