In this research consumers attitudes towards general food safety and their perceptions of the safety of beef in Japan and Canada are examined. Risk perceptions, the willingness to pay for beef traceability from farm to final consumer and the willingness to pay for animal testing for bovine spongifrom encephalopothy (BSE) are measured through a stated preference exercise, provided as part of national surveys in each country. Japanese respondents continue to have higher risk attitudes and perceptions about beef than Canadian respondents in 2009 as compared to 2006. In each country survey respondents strongly prefer domestic beef over imports from any other country. However, interest in beef from other countries increases as full traceability, or one hundred % animal testing for BSE or both attributes are incorporated into the markets. The willingness to pay increases at a diminishing rate, from either traceability or BSE animal testing to both attributes. In latent class models the Japanese data suggest that there are three distinct classes of survey respondents, where class 1 respondents are characterized as being more trusting and willing to pay for beef from different countries, class 2 respondents strongly prefer domestic beef and their willingness to pay for imported beef does not increase with traceability or animal testing and class 3 respondents would only be willing to pay for traceable and a combination of traceable and animal tested domestic beef. Similarly, Canadian survey respondents can be segregated into two classes. Class 1 consumers are more trusting and will be willing to pay for both domestic and imported beef. Class 2 consumers are more cautious. / Agricultural and Resource Economics

In Sweden, all milk needs to be pasteurized. Unpasteurized milk [ OPM ] may only be sold in a smaller scale directly from the farmer to the consumer. The law was introduced in 1939, to prevent tuberculosis, which poses no threat today. There are other reasons, such as keepability and risk of pathogenic bacteria, why milk is pasteurized. Despite these risks, many consume OPM. The Swedish food agency proposed 2013 a new law to prohibit all sales of OPM. This proposal received numerous opinions from proponents of OPM. There is limited research on Swedish consumers' attitudes and values regarding OPM. Praised, rejected or anonymous: a study of Swedish consumers' attitudes on unpasteurised milk is a bachelor thesis in food and meal science, Kristianstad University. The study was carried out with a questionnaire designed to explore the attitudes to OPM of Swedish milk consumers, and what they are based on. The results showed that the consumers attitudes about OPM was connected to a higher value. Amongst others, the attitudes were more critical and OPM was seen as a risky product. Most of the consumers oponions were based on childhood, memories and social connections. Despite OPMs higher values, the study shows that due to precationary OPM may not be ready to emerge in this caution and health conscious society Sweden is today. / Idag är det lag på att pastörisera all konsumtionsmjölk i Sverige; Opastöriserad mjölk [OPM] får endast säljas i mindre skala direkt från gård till konsument. Pastöriseringskravet infördes 1939, för att förhindra spridningen av turberkulos, vilket inte anses utgöra något hot idag. Det finns även andra anledningar, som hållbarhet och sjukdomsrisk, till varför mjölk pastöriseras. Livsmedelsverkets gav hösten 2013 förslag om att införa en lag för förbud av all försäljning av OPM, detta förslag fick många reaktioner från förespråkare av OPM. Det finns begränsad forskning om svenska konsumenters attityder och värderingar kring OPM. Hyllad, ratad eller anonym: en studie om svenska konsumenters attityder på opastöriserad mjölk är ett examensarbete från Gastronomiprogrammet, Högskolan Kristianstad. Studien genomföres med ett frågeformulär med syfte att undersöka vilka attityder som finns till OPM hos svenska mjölkkonsumenter, samt vad dessa grundas på. I resultatet visade det sig att attityderna handlade om att OPM skapar ett mervärde. Bland kommentarerna fanns även attityder som var mer kritiska och OPM ansågs vara en riskfylld produkt. Dessa attityder grundar sig främst i uppväxt, minnen och social samhörighet. Trots att studien visar att konsumenter förknippar OPM med olika mervärden finns även en hög försiktighet hos konsumenter, vilket gör att OPM kanske inte är redo för det säkra och hälsofrämjande samhälle Sverige är idag.

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Idag konsumeras en betydligt större mängd kläder än för ett decennium sedan, samtidigt som de inte används i samma utsträckning. Detta beteendemönster i samband med fast fashion-industrins upptakt resulterar i överkonsumtion, vilket fått omfattande konsekvenser för miljön. För att motarbeta fast fashion-konsumtion har alternativa konsumtionsmetoder utvecklats, såsom kollaborativ konsumtion i form av uthyrning. Under branschens utveckling har ett flertal modeuthyrningstjänster för vardagsbruk försökt etablera sig på svenska marknaden med varierande resultat. Under en ettårsperiod från 2022 till 2023 ansökte fyra av Sveriges största aktörer inom modeuthyrning på onlinemarknaden om likvidering, vilket har lämnat den svenska marknaden utan uthyrningsalternativ för vardagskläder. Ett ämne som kan beaktas är om fast fashion-konsumtionens tillgänglighet och slagkraft bidragit till uthyrningstjänsternas nuvarande position. Studien syftar till att undersöka fast fashion-konsumtionens påverkan av kläduthyrning för vardagsbruk. Genom att studera zillennials attityder till fast fashion kontra kläduthyrning är avsikten att skapa en ökad förståelse kring om fast fashion bidrar till minskad kollaborativ modekonsumtion. Detta undersöks med hjälp av en litteraturstudie samt utvalda respondenter genom att kvalitativa data samlas i form av fokusgruppsintervjuer. Studien har funnit att fast fashion delvis skapar utmaningar för kläduthyrning men att det även finns andra faktorer oberoende av fast fashions existens som skapar ogynnsamma förhållanden. Ett avsaknat behov till följd av fast fashions tillgänglighet, okunskap om innebörden av uthyrningstjänster och orosmoment kring konceptet ligger till grund för konsumenternas inställning till kollaborativ modekonsumtion. / Today, a considerable volume of clothing is consumed compared to a decade ago. Simultaneously, they are not used to the same extent. This behavioral pattern in connection with the fast fashion industry’s growth results in over consumption, which has extensive consequences for the environment. To counteract fast fashion consumption, alternative consumption methods have been developed, like collaborative fashion consumption as fashion rental. During the development of the industry, there have been multiple fashion rental services for everyday apparel. These have tried to establish themselves on the Swedish market with varied results. During a one-year-period from 2022 to 2023, four of Sweden’s biggest actors within fashion rental online applied for liquidation. This has left the Swedish market without rental options for everyday apparel. Thus, the subject to consider is if the availability and pulling power of fast fashion consumption has contributed to the fashion rental services current position. The study aims to investigate the impact fast fashion consumption has on fashion rental services for everyday apparel. By studying zillennials’ attitudes towards fast fashion versus fashion rental services, the intention is to create an increased understanding of whether fast fashion contributes to decreased collaborative fashion consumption. This will be investigated using a literature study, as well as collecting qualitative data through focus group interviews with selected respondents. The study has found that fast fashion partly creates challenges for clothing rental, but that there are other factors independent of fast fashion's existence that creates a disadvantage. The lack of need as a result of fast fashion's accessibility, lack of knowledge of the meaning of rental services and concerns about the concept lays the foundation for consumer attitudes towards collaborative fashion consumption.

M. Tech. (Department of Marketing, Faculty of Management Sciences), Vaal University of Technology. / It is evident that social media has become a fundamental instrument in society and has revolutionised the way society interacts and conducts business. More than 75 percent of the South African Generation Y population are active users of various social media platforms and the collective topics that are discussed include the status quo, entertainment, sports and other various issues that affect society as an integrated whole. However, many challenges are associated with social media concerning the affordability and accessibility of the internet. Consequently, it makes it a challenge for organisations to utilise social media as a reliable marketing instrument. Therefore, the study seeks to examine the effect of social media marketing dimensions on consumer attitudes and adoption among Generation Y consumers. The sample consisted of 285 self-reporting social media active users located in the Southern Gauteng region of South Africa. The study adhered to a quantitative approach and a snowball sampling method, whereby data were collected using a paper and pencil based self-administered questionnaire in 2019. A positivist research philosophy was followed whereby hypotheses where formulated for the study. In addition, formal procedure regarding research ethics were observed during empirical data collection and the questionnaire was also tested for reliability as well as validity. A pilot study preceded the main data collection survey processes. The collected data was analysed using descriptive statistics, correlation analysis and regression models. The results of the study indicated significant positive relationships for the three dimensions of social media marketing, namely in-formativeness (β= +0.302; t= 6.030; p<0.01), source credibility (β= +0.171; t= 2.767; p<0.01), perceived enjoyment (β=+0.169; t=2.956; p<0.00) and Generation Y consumer’s attitude. The fourth dimension being social identity, did not yield a statistically significant relationship in the regression model (β= 0.017; t= 0.256; p=0.01). Furthermore, significant positive relationships were also observed between consumer attitudes and the adoption of social media marketing (β= + 0.276; t-value= 4.841; p<0.01) among Generation Y consumers. As such, insight acquired from this study will assist both marketing academics as well as practitioners in comprehending Generation Y consumers’ perceptions on adoption and attitudes in relation to the adoption of social media as a marketing instrument. Based on the results, recommendations assert that, among others, marketing practitioners should effectively adopt social media as a marketing platform to communicate their marketing efforts and initiatives. Furthermore, marketers should integrate their marketing initiatives and strategies with the 4th industrial revolution. In addition, limitations, future research avenues are identified, and contributions of this study are discussed.

Artificiell intelligens (AI) inom marknadsföring har haft en ökad tillväxt de senaste åren. Marknadsföringen blir i allt större utsträckning datadriven, den tekniska utvecklingen har ständigt påverkat marknadsföringen och visat att AI-baserad marknadsföring kan göra skillnad. Det finns däremot många frågor som behöver besvaras innan AI kan användas på ett etiskt och effektivt sätt. Forskare uppmanar att analysera faktorer som påverkar konsumenters attityder till AI-baserad marknadsföring. Syftet med studien är därför att analysera hur upplevd integritetsrisk, upplevt förtroende och upplevda fördelar påverkar svenska konsumenters attityder till AI-baserad marknadsföring inom e-handel. Konsumentattityderna beskrivs i termer av känslomässig respektive kalkylmässig attityd. Metoden som användes var kvantitativ med en deduktiv ansats. Studien tog grund i en tvärsnittsdesign där en enkätundersökning utfördes. Webbenkäten publicerades på Facebook, Instagram och Snapchat där 102 respondenter besvarade den, varav 99 svar analyserades. Korrelationsanalys och regressionsanalyser skapades sedan i det statistiska dataprogrammet SPSS. Därefter bekräftades eller förkastades hypoteserna. Studien resulterade i att två av fyra hypoteser kunde bekräftas, vilka var hypoteserna H3a och H3b. Därmed blev slutsatsen, att upplevda fördelar påverkar svenska konsumenters attityder till AI-baserad marknadsföring inom e-handel positivt. Faktorerna upplevd integritetsrisk och upplevt förtroende är inte drivande faktorer för svenska konsumenter med en känslomässig attityd till AI-baserad marknadsföring. Upplevda fördelar påverkar den känslomässiga attityden vilket indikerar på att konsumenters känslomässiga attityd drivs av de praktiska aspekterna. Nyckelord: / Artificial Intelligence (AI) within marketing has had an increased growth in recent years. Marketing is becoming increasingly data-driven, the technological development constantly influences marketing and shows that AI-based marketing can make a difference. However, numerous questions need to be answered before AI can be used in an ethical and effective way. Researchers urge to examine factors that affect consumer attitudes towards AI-based marketing. The purpose of the study is therefore to analyze how perceived privacy risk, perceived trust and perceived benefits affect Swedish consumers attitudes to AI-based marketing within e-commerce. Consumer attitudes are described in terms of affective respective calculative attitude. The method used was quantitative with a deductive approach. The study was based on a cross-sectional design where a survey was carried out. The web survey was published on Facebook, Instagram and Snapchat where 102 respondents answered, of which 99 answers were analyzed. Correlation analysis and regression analyses were then created in the statistical data program SPSS. The hypotheses were then either confirmed or rejected. The study resulted in two out of four hypotheses being confirmed, the ones that could be confirmed were hypotheses H3a and H3b. Thus, the conclusion was that perceived benefits positively affect Swedish consumers’ attitudes towards AI-based marketing within e-commerce. The factors perceived privacy risk and perceived trust are not driving factors for Swedish consumers with an affective attitude to AI-based marketing. Perceived benefits affect the affective attitude which indicates that the consumer’s affective attitude is driven by the practical aspects.