Creating a conducive environment for healthy eating can be achieved by empowering consumers with the necessary information to make informed nutritional choices. As a result, nutritional labeling has become increasingly imperative in assisting individuals in their daily purchasing decisions. Although research suggests that front-of-pack labeling is an effective means of informing consumers about healthier food options, no single labeling system has proven successful in this regard. The absence of a definitive labeling system ideal for all purposes makes it challenging to determine the most effective one. This uncertainty has led to a gap in the literature, which provided an opportunity for further research to examine the various labels and related concepts and factors. This dissertation aimed to fill the gap in the literature by studying two popular front-of-pack labeling systems: The Health Star Rating system and Nutri-Score. Four research chapters have been included to achieve this objective. The study commenced with a systematic review of the Health Star Rating label in the literature. The next chapters examined the impact of front-of-pack nutrition labels on consumers' food choices and preferences. The research investigated how the presence or absence of a label influences consumer decision-making and how individual differences play a role in interacting with these nutrition labels. Finally, the performance of the nutrition labels is examined in the context of existing beliefs and attitudes. This last study provided a fresh perspective on the effect of Nutri-Score on food choices by exploring its impact on consumers’ prior beliefs, intuitive thinking, analytical processing, and judgment of healthiness. In conclusion, the body of literature reviewed and the experimental data gathered in this thesis suggest that food labels are effective at influencing consumer choice; however, due to this, special caution must be exercised due to the risk that they could be used more as a marketing tool than as a genuine aid to informed choice.

E-commerce is today a very attractive market with growth prospects and opportunities for new companies to establish themselves and start operations. Since the establishment of Internet and the evolution of how Internet is used today, there has been an increasing possibility for consumer’s to buy products online. The more expanding E-commerce business today makes companies and entrepenuers eager to establish markets online. There is though a opportunity with the expanding of E-commerce today and that is for companies to investigate how consumer’s values the risks of shopping online. This opportunity is something that companies should take in care before starting an E-commerce market. This study aims to identify consumers' perceived risk in purchasing decisions in relation to E-commerce. The study is intended to give a broader perspective to be helpful for companies who are in business with e-commerce or supposed to conduct and begin sales activities through Ecommerce. This will be achieved by showing which factors consumers find to be most affecting to their uncertainty and risk when buying online. The survey methodology used in this study was a quantitative method where we deduced hypotheses to ensure on previous research and theories that the results of our investigation was consistent with what we concuded in our study. To come up with the answers we received, we used questionnaires in which respondents were asked to answer on a seven-point scale how they felt the risk of shopping online today. The results of this study shows us that consumer’s perceived risk will grow if the purchase is of an high engagement product, we can also conclude that there will be a decline in perceived risk if the websites have good design, user friendly navigation, clear information about consumer’s warranty and right of return.

Titel: Ett Färgat Köpbeteende Nivå: C-uppsats i ämnet företagsekonomi Författare: Martin Myhrman & Robin Uppman Handledare: Jonas KågströmDatum: 2015 - 05 Syfte: Bakgrunden till att vi har utfört denna studie är att forskning om färgers påverkan på beslutsfattande inom ämnet marknadsföring är begränsad, tidigare forskning har även pekat på att vidare forskning borde beröra vilka faktorer som skulle kunna påverka konsumenters uppfattning om genmodifierade produkter. Således är vårt syfte:“Syftet med denna uppsats är att undersöka hur färgkodad märkning kan kompensera för den negativa uppfattningen som kan råda kring genmodifierade livsmedel.” Metod: För att besvara vårt syfte har vi valt att utföra ett experiment. Studien genomfördes på 120 respondenter på en högskola i Sverige, testpersonerna utförde ett smaktest där de tre olika betingelserna var märkta med olika färger (röd, blå och grön). Den data vi fick in analyserades sedan med hjälp av statistikprogrammet IBM SPSS Statistics 22, därefter har vi tolkat och diskuterat resultaten. Resultat & Slutsats: Vårt huvudsakliga fynd är att röd färg på negativ märkning genererar lägre betalningsvilja än grön och blå färg, vårt resultat korroborerar tidigare forskning som bland annat menar att röd färg bidrar till en aggressivare sinnesstämning och ett mer analytiskt tänkande. I övrigt har vi sett tendenser till att färgen på märkningen inte påverkat varken smakupplevelsen eller hälsouppfattning. Förslag till vidare forskning: Flertalet av våra resultat har inte uppnått statistisk signifikans, vilket troligtvis beror på att vårt urval har varit för litet, vidare forskning borde replikera vår studie på ett större urval. Utöver detta förslag till framtida forskning anser vi att följande bör undersökas:- Hur påverkar färgmärkning uppfattningen om andra GMO-produkter?- Hur blir köpbeteendet påverkat av olika färgnyanser?- Hur förhåller sig varumärke och färg till varandra i köpbeslut? Uppsatsens bidrag: Vår studie har bidragit till att branschen bör tänka på att använda färger med viss försiktighet när det kommer till märkning. Vidare har vi visat att färger påverkar kunders betalningsvilja, vilket är vårt bidrag till ämnet marknadsföring. / Title: A Colorful Consumer Behavior Level: Final assignment for Bachelor Degree in Business Administration Author: Martin Myhrman & Robin Uppman Supervisor: Jonas KågströmDate: 2015 – 05 Aim: The background of our study was grounded in the fact that the research of colors impact are limited in the field of marketing. Studies have also shown that future research should examine which factors that affect consumer’s perception of genetically modified products. The aim of our study is as follows: “The aim of this study is to examine how colored labeling might compensate for the negative perception of genetically modified products.” Method: In this study we have performed an experiment. The experiment took place at a University in Sweden and we had 120 respondent commits. The respondents were asked to perform a taste test in which the color of a label was manipulated between three test groups (red, blue and green). The collected data was analyzed with IBM SPSS Statistics 22, further the results were interpreted and discussed. Result & Conclusions: Our main finding is that the color red on a negative label generated a lower willingness to pay than both blue and green. This result confirms previous research which among other things says that the color red trigger an aggressive mindset and encourage analytical thinking. Furthermore we have seen trends that indicate that colors do not affect the taste and health perception. Suggestions for future research: Many of our results have not been statistically significant, which probably depends on our relatively limited sample, further research should replicate our study with a wider sample. In addition to this suggestion we would like to see further research concerning:- Colors impact on the perception of other GMO products.- The impact of color shades on consumer behavior.- The relation between brands and colors in buying decisions. Contribution of the thesis: Our contribution to people working with marketing is that they should be aware that colored labels may affect the consumer perception. Furthermore we have shown that colors affect consumer’s willingness to pay, which is our contribution to the field of marketing.

Автором рассматриваются различные подходы к изучению потребительского поведения, раскрываются коммуникативные характеристики рекламы и механизмы ее влияния на потребительский выбор молодых людей, формулируется понятие «медийное лицо», а также выявляются особенности рекламы с участием медийных лиц как инструмента влияния на потребительский выбор молодежи. На основе результатов эмпирического исследования, проведенного с использованием методов онлайн-опроса и экспертного интервью, определены характеристики медийного лица (авторитетность, экспертность, привлекательность), влияющие на потребительские намерения и оценку привлекательности бренда и рекламы. Делается вывод о том, что медийные лица в рекламе положительно влияют на потребительский выбор молодежи, при этом на него оказывает влияние и то, насколько медийное лицо сочетается с рекламируемым продуктом. Диссонанс между медийным лицом и типом продвигаемого им продукта снижает привлекательность бренда и самой рекламы. / The author examines various approaches to the study of consumer behavior, reveals the communicative characteristics of advertisement and the mechanisms of its influence on the consumer choice of young people, formulates the concept of “media person”, and also identifies the features of advertisement with the media persons' participation as an impact tool on the consumer choice of young people. Based on the results of an empirical study conducted using online survey methods and expert interviews, the characteristics of a media person (authority, expertise, attractiveness), influencing on consumer intentions and attractiveness of a brand and advertisement, were determined. It is concluded that the media person in advertising has a positive effect on the consumer choice of young people, while it is also influenced by the extent to which the media person is combined with the advertised product. The dissonance between the media person and the type of product he is promoting reduces the attractiveness of the brand and the advertisement itself.

Den svenska marknaden för paketleveranser är en marknad i ständig expansion. Med e-handelns tillväxt har antalet varor som skickas från företag till privatpersoner ökat explosionsartat de senaste åren, samtidigt som konsumenternas preferenser ändrats. Ökningen har ställt helt nya krav på leveransföretagen, samtidigt som den inneburit möjligheter för nya företag att etablera sig på marknaden. Syftet med detta arbete är att analysera marknaden för paketleveranser till privatpersoner i Sverige. Vi riktar in oss på e-handlares prissättning på leveranser och konsumenters möjlighet att välja olika leveransalternativ. Analysen görs utifrån Structure-Conduct-Performance-modellen. Genomförandet består av tre olika metoder. Vi gör en kartläggning av leveransföretagen och deras olika leveransalternativ, en egen undersökning av pris och valfrihet samt en enkätundersökning till olika aktörer på marknaden. Vi drar den huvudsakliga slutsatsen att det råder informationsasymmetrier på marknaden som gör att e-handelsföretag har möjlighet att ta ut överpriser på leveranser gentemot sina konsumenter. Vi drar också slutsatsen att konsumenters valfrihet av leveransalternativ är begränsad – trots att antalet leveransföretag är större än någonsin. Vidare konstateras att det råder stark avtalsintegration på marknaden och att flera faktorer talar för att leveransföretagen såväl som e-handelsföretagen besitter marknadsmakt. På grund av detta identifierar vi en risk att konkurrensen och därmed valfriheten försämras på sikt.

Den konventionella maten har stor påverkan på miljön, vilket har medfört att allt fler konsumenter väljer ekologisk mat. Detta är ett noggrant undersökt fält. Kunskap saknas dock om pensionärer väljer ekologiska matvaror. Föreliggande studies syfte har varit att undersöka svenska pensionärers konsumtion av ekologiska matvaror, något som undersökts genom metodtriangulering av enkäter och semistrukturerade kvalitativa intervjuer. Resultatet tyder på att pensionärer konsumerar ekologisk mat av samma anledningar och hindras av samma orsaker som yngre konsumenter. Enda skillnaderna som uppvisats jämtemot yngre konsumenter är att pensionärers ekologiska konsumtion sker oberoende av könstillhörighet och familjestruktur. / Conventional food has a major environmental impact, which has caused more and more consumers to choose organic food. This is a thoroughly researched field. However, there is insufficient knowledge regarding whether senior citizens choose to buy organic food or not. The aim of the present study has been to examine the consumption of organic food among senior Swedish citizens. The study was conducted through surveys and semi-structured qualitative interviews. The results suggest that senior consumers have the same motives as younger consumers. They are also hindered by the same reasons as their younger counterparts. The only difference between the two groups is that senior citizen´s gender and family structure influence their organic food consumption less.

Denna rapport är en konsumentundersökning rörande skivförpackningar. Syftet med undersökning är att ta reda på vad konsumenter har för attityd, tankar och känslor kring olika slags skivförpackningar. Förändringar i människors köpbeteende och den ökad miljömedvetenhet i samhället gör det intressant att undersöka om detta även påverkar konsumenters syn på skivförpackningar.Undersökningen genomfördes genom att tre olika fokusgrupper träffades för att diskutera fyra olika skivförpackningar. I en öppen diskussion fick respondenterna redogöra för sina attityder, tankar och känslor kring skivförpackningar, därefter fick deltagarna svara på mer styrda frågor kring förpackningar och förpackningars miljöpåverkan. I forskningsresultaten framgår det att de flesta respondenter har en positiv attityd till Digipack, som enligt dem har de bästa produktattributen. Jewel box har kritiserats för att den inte är hållbar. Respondenterna uttrycker sig både starkt positivt och negativt om Jakebox, som upplevs som onödigt komplicerad eller kul och sexig. I grupperna ger man uttryck för en miljömedvetenhet, men att förpackning är miljövänlig tas inte upp som ett viktigt produktattribut. Hållbarhet, utseende och användarvänlighet betraktas som viktiga egenskaper hos en skivförpackning. I grupperna är man beredd att betala ett högre pris för att få skivor levererade i sina favoritförpackningar. / This report is a consumer market research study about cd packaging. The purpose was to examine people’s attitudes, thoughts and feelings regarding different cd packaging solutions. The recent change in society regarding environmental awareness and the change in people’s buying behaviour makes getting consumer’s view on cd packaging relevant. The study was performed with three focus groups that discussed four different types of cd packaging solutions. The respondents expressed their attitudes, feelings and thoughts in an open discussion regarding different packaging solutions. The participants also answered more direct questions regarding cd packaging and the environmental impact of packaging. Many of the respondents expressed a positive attitude towards Digipack, which in their opinion possessed the most attractive product attributes. Jewel box was criticized for its lack of durability. Respondents expressed both a strong positive and negative attitude towards Jakebox, which some experienced as to complicated whereas others thought of it as funny and sexy. The groups expressed environmental concern but environmental impact was almost never suggested as an important product attribute. Durability, appearance and usability were regarded as the most important qualities in cd packaging. The respondents expressed a willingness to pay a higher price to get cd´s in there packaging of choice.

The growing importance of Creative AI and its uncertain impact on people necessitates more research. Current studies mainly focus on technical aspects, neglecting consumer perspectives. This study seeks to explore consumer perceptions of Creative AI in consumer media and introduces speculative labeling as a potential solution to empower consumer choice. Through Content Analysis of 32 Creative AI tools and a survey of 40 respondents, insights on AI’s value, potential job displacement, and the need for AI usage disclosure emerged. These findings informed a workshop with 7 participants using the newly proposed N-Speculation method and uncovered consumers’ bias against AI but indifference toward creators. Factors like cost, quality, and the creator (AI or Human) affect purchase decisions. Consumers favor labeling with clear pictograms and detailed AI usage information. These findings advance our understanding of consumer preferences and highlight the need for more consumer-centric Creative AI research. This research underscores the importance of education, addressing bias, and supporting the growth of Creative AI for all stakeholders / Den ökande betydelsen av Kreativ AI och dess osäkra inverkan på människor kräver ytterligare forskning. Nuvarande studier fokuserar främst på tekniska aspekter och försummar konsumentperspektivet. Denna studie syftar till att utforska konsumentens uppfattning av Kreativ AI i konsumentmedier och presenterar spekulativa märkningar som en potentiell lösning för att stärka konsumentens val. Genom innehållsanalys av 32 Kreativ AI-verktyg och en enkät bland 40 respondenter framkom insikter om Kreativ AI:s värde, potentiell arbetsdislokation och behovet av information om AI-användning. Dessa resultat utgjorde grunden för en workshop med 7 deltagare som använde den nyligen föreslagna N-Speculation-metoden och avslöjade konsumentens fördomar mot AI men likgiltighet gentemot skapare. Faktorer som kostnad, kvalitet och skapare (AI eller människa) påverkar köpbesluten. Konsumenten föredrar märkningar med tydliga piktogram och detaljerad information om AI-användningen. Dessa resultat fördjupar vår förståelse av konsumentpreferenser och understryker behovet av mer konsumentcentrerad forskning om Kreativ AI. Denna forskning betonar betydelsen av utbildning, att hantera fördomar och att stödja tillväxten av Kreativ AI för alla intressenter

Les fichiers qui accompagnent mon document ont été réalisés avec les logiciels : STATA, SPSS et EXCEL. / Ce mémoire de maitrise porte sur l’étude de la relation entre les croyances religieuses, le développement économique et l’identité socioculturelle des libanais. Ce sujet est suscité par deux approches : une approche conceptuelle relatant le lien entre la religion et le développement économique, et une approche révélant le rapport entre les trois éléments du sujet et imposant une observation rigoureuse des libanais du Liban et des libanais de Montréal. Deux types d’études empiriques sont envisageables afin d’expliquer le rapprochement entre les trois éléments du sujet : des études visant à tester le lien entre la religion et le développement au Liban et à Montréal et des études traitant la problématique identitaire. Les analyses historiques, sociologiques et empiriques invoquées dans notre projet démontrent qu’en général il existe une corrélation entre la religion et le développement. Nos enquêtes soulignent que cette corrélation est tout de même vérifié chez les libanais. Les points de vue culturel et religieux attestent que la religion et la famille constituent deux éléments indissociables de l’identité socioculturelle des libanais. La religion est une valeur qui peut influencer le choix du consommateur libanais. En effet, une relation de réciprocité est établie entre ces deux éléments. Les études, menées au Liban et à Montréal, soulignent aussi que le degré de religiosité peut déterminer certains comportements sociaux; ceci crée un enchainement entre le comportement social d’un libanais, ses appartenances religieuses qui reflètent son identité, et le développement économique. Ainsi, Les croyances religieuses endoctrinent le développement économique au plan macroéconomique et au plan microéconomique. Une relation s’installe entre le spirituel et la science économique. / This thesis focuses on the study of the relationship between religious beliefs, economic development and socio-cultural identity of Lebanon. This topic is generated by two approaches: a conceptual approach to describing the relationship between religion and economic development, and an approach to revealing the relationship between the three elements of the subject and requiring strict adherence to the Lebanese in Lebanon and the Lebanese in Montreal. Two types of empirical studies are possible to explain the relation between the three elements of the subject: studies to test the link between religion and development in Lebanon and Montreal and studies dealing with the issue of identity. Historical, sociological and empirical analyses show that there is in general a correlation between religion and development. Our investigations point out that this correlation is still checked in Lebanon. The cultural and religious views show that religion and family are two inseparable elements of the socio-cultural identity of Lebanese. Religion is a value that can influence consumer choice Lebanese. Indeed, a reciprocal relationship is established between the two. Studies conducted in Lebanon and Montreal also highlight that the degree of religiosity may determine some social behaviors; this creates a chain between the social behavior of a Lebanese, his religious affiliations that reflect his identity, and economic development. Thus, religious beliefs indoctrinate economic development at the macroeconomic and microeconomic levels.

O objeto da tese de doutorado é a análise da relação entre a defesa da concorrência e a proteção do consumidor, duas políticas públicas que proporcionam benefícios mútuos e devem ser executadas de modo harmônico, havendo substrato normativo e teórico para incluir a preocupação com o bem-estar do consumidor como um dos objetivos da política de defesa da concorrência. No Brasil tal harmonização é uma imposição constitucional, já que a livre concorrência, a repressão ao abuso do poder econômico e a defesa do consumidor são princípios conformadores da ordem econômica. É defendida a utilização de um conceito unificado de consumidor, sendo adotada a teoria finalista, que o define como o destinatário final econômico do bem ou serviço. As duas políticas utilizam diferentes instrumentos e perspectivas na tutela do bem-estar do consumidor, o que fica claro na proteção do direito de escolha. O Código de Defesa do Consumidor oferece a isonomia como remédio para compensar a vulnerabilidade, estabelecendo regras destinadas à uma escolha consciente, sobretudo o direito à informação adequada e veraz. Já as normas de defesa da concorrência resguardam a liberdade preocupando-se em preservar a possibilidade de escolha entre mais de um fornecedor de produtos ou serviços. O exemplo mais contundente dá-se no controle de estruturas: a atuação das autoridades responsáveis pela análise dos atos de concentração é vinculada à preservação do excedente do consumidor e das condições imprescindíveis ao exercício do direito de escolha, sendo vedada a aprovação de fusões que prejudiquem o bemestar do consumidor. No âmbito repressivo a harmonização das duas políticas é intensificada com a colaboração entre as autoridades de defesa da concorrência e de proteção do consumidor para a fiscalização de condutas que configurem, ao mesmo tempo, infrações contra a ordem econômica e práticas abusivas, cuja dupla capitulação não acarreta bis in idem, pois são distintas as esferas jurídicas tuteladas, havendo assim diversidade de fundamentos. É salientada a importância das ações coletivas para reparação de danos causados aos consumidores por infrações contra a ordem econômica e defendida a adoção dos danos multiplicados e a manutenção da destinação dos valores arrecadados por multas a infrações contra a ordem econômica ao Fundo Federal de Direitos Difusos. / The thesis analyzes the relationship between the competition defense and the consumer protection, both public policies that offer mutual benefits and must be carried out in a harmonic way. So, there is a normative and theoretical substratum concerning the consumer welfare as one of the objectives of the antitrust policy. In Brazil such harmonization is imposed by the Constitution, since the free competition, the repression of the abuse of the economic power and the consumer protection are principles that pertain to the constitutional economic order. In this paper consumer is regarded as a unified concept, i.e., the economic final user of goods or services. Both policies use different instruments and perspectives for the protection of the consumer welfare, what is clear in the enforcement of the right of choice. The Consumer Defense Code refers to the isonomy as a remedy to make up for the vulnerability, establishing rules for a conscious choice, especially the right to the proper, true and accurate information. The antitrust rules are concerned with the freedom of choice and the possibilities of option from more than one supplier of products or services. The most outstanding example is related to the merger control: the antitrust authorities are required to guarantee a consumer surplus and the necessary conditions to exercise the right of choice, being totally banned the approval of mergers that may be harmful to the consumer welfare. The harmonization of both policies in the repression scope is intensified with the cooperation between antitrust and consumer protection authorities regarding to the law enforcement against practices that may represent infractions of the competition and of the consumer protection rules, as well. The thesis emphasizes the importance of class actions to repair consumer damages caused by antitrust law violations and defends the adoption of the multiplied damages and the maintenance of the allocation to the Diffuse Rights Federal Fund of amounts raised by fines collected by the Antitrust Authorities.