The purpose of this project is to evaluate the effects of a campaign that Uppsalahem implemented in February 2013, in order to make their tenants consume less water. The result of the campaign is evaluated in terms of reduced water usage and reduced emissions of greenhouse gas related to the heating of the water through district heating. Four different residential areas in urban Uppsala, where Uppsalahem implemented their water saving campaign have been studied. All calculations are done in MATLAB. The results regarding water usage is presented in cubic meters and the greenhouse gas emissions are presented in terms of carbon dioxide equivalents. A sensitivity analysis of the data is performed in order to study natural occurring variances of water consumption over time. In order to determine which parameter has the greatest impact on reducing carbon dioxide emissions, a sensitivity analysis of the fuel mix used at the district heating power plant is made. The results show that there has been a reduction of water usage since after the campaign was implemented and the sensitivity analysis of the data indicates that there has been an especially large decrease in water consumption between the years 2012 and 2013. Further though, the results contain monthly irregularities in water usage in the different areas. This shows that the reduction of water consumption has not been temporally associated to the campaign, which indicates that the reduction might not be an effect of the campaign. Regarding carbon dioxide emissions, the sensitivity analysis indicates that the kind of fuel mix Vattenfall use at their district heating plant has a much greater impact than the individual water usage behaviors of the tenants.

The main goal of this study is the development a strategic framework for the promotion of local cuisine in Botswana. This goal was achieved in five key objectives. Firstly the study set to review extant literature on tourists‟ cuisine experiences in general and in Botswana. An understanding of tourists‟ cuisine experiences is significant in paving the way for increased promotion in cuisine tourism, an alternative form of tourism that has remained relatively neglected in the country‟s tourism development efforts. Secondly the study sought to identify key Setswana cuisine that could be used for tourism purposes. Thirdly whilst previous studies examining food tourists‟ behaviour and tourists‟ experiences of local cuisine mainly investigated tourists‟ intentions to revisit and their intentions to experience local cuisine, this study sought to assess actual cuisine consumption behaviour of tourists. An understanding of consumption behaviour is important in the development and promotion of cuisine tourism products. The study reviews literature on theories of behaviour in order to identify factors of local cuisine consumption behaviour thus adding theoretical underpinning on theories of tourist experience in addressing the third objective. Fourthly, the study also set to analyse strategic tourism management literature concerning the development and promotion of local cuisine. In consideration of the promotional methods that are being used or could be used to promote cuisine, the study lastly concludes by designing a strategic framework for the tourism promotion of local cuisine and provides varied general recommendations and recommendations for future research as part of Objective Five. The framework that was developed in Chapter Six was therefore a culmination of the five key objectives. The framework is a unique approach in assessing both supply and demand perspectives of cuisine tourism promotion. A pragmatic approach to research philosophy is adopted because of its inherent advantages of dualism; since pragmatists use mixed methods research. A mixed methods research design is also selected for this study since quantitative and qualitative techniques were used in trying to understand the main goal of the overall study, that of devising a strategic framework for the promotion of local cuisine in Botswana. Four key research tools were used: an expert opinion survey, a food and beverage supervisor survey, a tourist (diner) survey and interviews with tourism and hospitality marketing officials in Gaborone. The expert opinion survey, administered as a semi-structured questionnaire, inter alia, used content from extant literature to identify key Setswana cuisine that could be used for tourism promotion. The food and beverage supervisor survey (face to face and interview administered) assessed the extent to which Setswana cuisine was promoted at the establishment and also identified cuisine that diners mostly preferred, amongst other things. The tourist (diner survey), mainly administered through a semi-structured questionnaire, was used to identify the main characteristics of diners within Gaborone‟s hotel and non-hotel restaurants, also identifying, inter alia, the main factors that predict these diners‟ Setswana cuisine consumption behaviour. In addition interviews held with tourism and hospitality marketing officials were used to assess promotion efforts nationwide and challenges associated with promoting Setswana cuisine. Some parts of the surveys were analysed qualitatively. In other parts, descriptive statistics, stepwise multiple regression, linear regression, independent t tests and analysis of variance (ANOVA) was used. This study has managed to identify 15 key cuisine types and eight additional cuisine types that have potential for tourism promotion, have association with national identity and are highly preferred by customers. Amongst these, seswaa (pound boiled beef) emerged as the number one cuisine attractor for the country. These cuisine types were incorporated in the strategic framework as cuisine that can be promoted at a larger scale to domestic and international tourists. Findings from the study also imply that diners visiting hotel and non-hotel restaurants in Gaborone were mainly day visitors. Their cuisine experiences are mainly secondary since their main motivations for dining were „fun and relaxation‟ and „meeting friends and family‟. These two motives are related to the generic travel motives and may not be specific to cuisine related travel. These two motives were also related to the main factors that predicted consumption behaviour, which were „arousal‟, „social others‟ and an „open culture‟ as analysed through stepwise multiple regression. Arousal is an emotional response associated with excitement. It was found to be the main predictor of Setswana cuisine consumption behaviour. This factor is likely to be more associated with the presence of „social others‟ such as friends and family. The three factors could be linked to Batswana‟s (since they were the majority of diners in the restaurants) style of living which emphasises on socialisation, togetherness and openness. Several challenges associated with the promotion of local cuisine were also noted. Amongst these, were language barriers, safety, health and hygiene considerations, aesthetic factors, supply irregularities, lack of market interest and cost considerations. However the study also identified the importance of the national tourism website, the hotel/restaurants websites, television and functions, events or festivals as key promotional tools that could be used in promoting local cuisine especially at domestic level. Additional measures such as increased supplier and tourist education and awareness; establishment of safety, hygiene and health standards; maintenance of consistent and appropriate levels of supply; maintenance of authenticity of Setswana cuisine and identification and introduction of cuisine promotion champions were identified. This study adds knowledge on cuisine experiences from a developing African country context. From a practical point of view, this study emphasises the promotion of key cuisine based on tourism potential, national identity and customer preference. The study is important in that it also aids awareness of cuisine products in the country that have potential for tourism promotion, based on their gastronomic image and preference by customers. The study is also important in that it presents information on an often neglected aspect of tourism marketing, the importance of the national tourism organisation and hotel/restaurant websites to the international tourist. In the global arena, the use of modern forms of marketing such as the online platform of marketing can never be over-emphasised. Theoretically the study accentuates the importance of the trio; tourism potential, national identity and customer preference as concepts whose link requires further understanding in influencing selection of key cuisine for promotion by destination marketers. From the study, it also emerged that an understanding of models based on the concurrent use and application of mixed methods forms of research especially in cuisine consumption studies is an area that should be advanced. An understanding of these models is important given the nature of the tourism product whose production and consumption is inseparable. Lastly it materialized from the study that a modified version of the Theory of Interpersonal Behaviour can be used to explain prediction in Setswana cuisine consumption behaviour. All this information was significantly used in the design of the strategic framework for the promotion of local cuisine in Chapter Six. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

The main goal of this study is the development a strategic framework for the promotion of local cuisine in Botswana. This goal was achieved in five key objectives. Firstly the study set to review extant literature on tourists‟ cuisine experiences in general and in Botswana. An understanding of tourists‟ cuisine experiences is significant in paving the way for increased promotion in cuisine tourism, an alternative form of tourism that has remained relatively neglected in the country‟s tourism development efforts. Secondly the study sought to identify key Setswana cuisine that could be used for tourism purposes. Thirdly whilst previous studies examining food tourists‟ behaviour and tourists‟ experiences of local cuisine mainly investigated tourists‟ intentions to revisit and their intentions to experience local cuisine, this study sought to assess actual cuisine consumption behaviour of tourists. An understanding of consumption behaviour is important in the development and promotion of cuisine tourism products. The study reviews literature on theories of behaviour in order to identify factors of local cuisine consumption behaviour thus adding theoretical underpinning on theories of tourist experience in addressing the third objective. Fourthly, the study also set to analyse strategic tourism management literature concerning the development and promotion of local cuisine. In consideration of the promotional methods that are being used or could be used to promote cuisine, the study lastly concludes by designing a strategic framework for the tourism promotion of local cuisine and provides varied general recommendations and recommendations for future research as part of Objective Five. The framework that was developed in Chapter Six was therefore a culmination of the five key objectives. The framework is a unique approach in assessing both supply and demand perspectives of cuisine tourism promotion. A pragmatic approach to research philosophy is adopted because of its inherent advantages of dualism; since pragmatists use mixed methods research. A mixed methods research design is also selected for this study since quantitative and qualitative techniques were used in trying to understand the main goal of the overall study, that of devising a strategic framework for the promotion of local cuisine in Botswana. Four key research tools were used: an expert opinion survey, a food and beverage supervisor survey, a tourist (diner) survey and interviews with tourism and hospitality marketing officials in Gaborone. The expert opinion survey, administered as a semi-structured questionnaire, inter alia, used content from extant literature to identify key Setswana cuisine that could be used for tourism promotion. The food and beverage supervisor survey (face to face and interview administered) assessed the extent to which Setswana cuisine was promoted at the establishment and also identified cuisine that diners mostly preferred, amongst other things. The tourist (diner survey), mainly administered through a semi-structured questionnaire, was used to identify the main characteristics of diners within Gaborone‟s hotel and non-hotel restaurants, also identifying, inter alia, the main factors that predict these diners‟ Setswana cuisine consumption behaviour. In addition interviews held with tourism and hospitality marketing officials were used to assess promotion efforts nationwide and challenges associated with promoting Setswana cuisine. Some parts of the surveys were analysed qualitatively. In other parts, descriptive statistics, stepwise multiple regression, linear regression, independent t tests and analysis of variance (ANOVA) was used. This study has managed to identify 15 key cuisine types and eight additional cuisine types that have potential for tourism promotion, have association with national identity and are highly preferred by customers. Amongst these, seswaa (pound boiled beef) emerged as the number one cuisine attractor for the country. These cuisine types were incorporated in the strategic framework as cuisine that can be promoted at a larger scale to domestic and international tourists. Findings from the study also imply that diners visiting hotel and non-hotel restaurants in Gaborone were mainly day visitors. Their cuisine experiences are mainly secondary since their main motivations for dining were „fun and relaxation‟ and „meeting friends and family‟. These two motives are related to the generic travel motives and may not be specific to cuisine related travel. These two motives were also related to the main factors that predicted consumption behaviour, which were „arousal‟, „social others‟ and an „open culture‟ as analysed through stepwise multiple regression. Arousal is an emotional response associated with excitement. It was found to be the main predictor of Setswana cuisine consumption behaviour. This factor is likely to be more associated with the presence of „social others‟ such as friends and family. The three factors could be linked to Batswana‟s (since they were the majority of diners in the restaurants) style of living which emphasises on socialisation, togetherness and openness. Several challenges associated with the promotion of local cuisine were also noted. Amongst these, were language barriers, safety, health and hygiene considerations, aesthetic factors, supply irregularities, lack of market interest and cost considerations. However the study also identified the importance of the national tourism website, the hotel/restaurants websites, television and functions, events or festivals as key promotional tools that could be used in promoting local cuisine especially at domestic level. Additional measures such as increased supplier and tourist education and awareness; establishment of safety, hygiene and health standards; maintenance of consistent and appropriate levels of supply; maintenance of authenticity of Setswana cuisine and identification and introduction of cuisine promotion champions were identified. This study adds knowledge on cuisine experiences from a developing African country context. From a practical point of view, this study emphasises the promotion of key cuisine based on tourism potential, national identity and customer preference. The study is important in that it also aids awareness of cuisine products in the country that have potential for tourism promotion, based on their gastronomic image and preference by customers. The study is also important in that it presents information on an often neglected aspect of tourism marketing, the importance of the national tourism organisation and hotel/restaurant websites to the international tourist. In the global arena, the use of modern forms of marketing such as the online platform of marketing can never be over-emphasised. Theoretically the study accentuates the importance of the trio; tourism potential, national identity and customer preference as concepts whose link requires further understanding in influencing selection of key cuisine for promotion by destination marketers. From the study, it also emerged that an understanding of models based on the concurrent use and application of mixed methods forms of research especially in cuisine consumption studies is an area that should be advanced. An understanding of these models is important given the nature of the tourism product whose production and consumption is inseparable. Lastly it materialized from the study that a modified version of the Theory of Interpersonal Behaviour can be used to explain prediction in Setswana cuisine consumption behaviour. All this information was significantly used in the design of the strategic framework for the promotion of local cuisine in Chapter Six. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Sport and sport events contribute a big percentage to the growth of sport tourism in South Africa. South Africa also hosts some of the most significant endurance events such as the Cape Argus, Cape Epic, Midmar Mile, Two Oceans Marathon and the Comrades Marathon. These endurance events have the potential to enhance endurance sport in South Africa and can also be used as a tool for tourism. It is important however, to determine the endurance sport consumption behaviour for participants and spectators who attend these events, since their behaviour and habits will influence their choices pertaining to travelling for sport events and even tourism. Sport tourism literature currently does not provide information and insight on this matter. Due to the lack of literature pertaining to endurance sport consumption behaviour, a description had to be provided to aid with the study. Endurance sport consumption behaviour (ESCB) in this study is therefore described as behaviour revealed by sport consumers who adapt their lifestyles after realising their desire to be self-complete, by testing and developing their bodies through sport activities. Sport consumption becomes the essence when participating in competitive, nature-related and fitness activities for both professional and amateur sport consumers. For spectatorship, these behaviours will differ, since the intentions of fans and supporters as well as the reasons for spectating differ, but sport events give them the opportunity to engage in sport on a different level, whether for the event or for the participant. These behavioural intentions can be influenced by the sport consumers’ attitude and subjective norms. ESCB is influenced by three main factors and includes: the demographic and behavioural profile; the motives and travel behaviour and the commitment towards the sport/event. The goal of the study was therefore to do a critical assessment of sport consumption at endurance sport events. In order to achieve this aim, secondary data of five endurance events (Cape Argus, Cape Epic, Midmar Mile, Two Oceans Marathon and the Comrades Marathon) were pooled. A total of 6453 questionnaires were distributed between the respective events for both participants and spectators attending these sport events and were included in the statistical analysis. From a first point of view, these sport consumers might seem homogenous, but when analysing the results, it became evident that sport participants and spectators (with regards to participation and support of endurance events) were not homogenous pertaining to their sport consumption behaviour at the respective endurance sport events. There are four main aspects that drive ESCB for endurance participants, namely the type of participant who pursues the sport; the age of the participant; the type of sport and the motives to participate. Four travel motives for these endurance sport participants were commitment, intrinsic achievement, escape and socialisation and the challenge these events provide. Endurance participants furthermore see sport events as an opportunity to travel. The spectators’ ESCB were driven by their socio-demographic and behavioural profile and the motives for supporting the respective endurance events. Endurance sport spectators were motivated by the social interaction and the sport novelty of the sport events. Their memorable experiences were influenced by the event’s personnel and provision, amenities, comfort and visibility, infrastructure and marketing. The study made literature contributions pertaining to the description of ESCB, which were lacking from sport tourism literature. Based on the results, recommendations were made, not only based on ESCB, but also on how these types of events can be used to enhance sport tourism in South Africa as well as the participation and support for these types of sport. Spectators’ views on endurance sport events were also lacking. The study indicated that these consumers were personally involved with the participants’ journey to success, compared to supporters who attended for the event in specific. In this study, sport consumer profiles are compared on a large scale, which have not yet been done in current sport literature, providing a holistic overview of endurance sport consumers. Sport consumer profiles are influenced by the sport context and the marketing of these events, but most importantly the ESCB. Practical contributions include the specialisation for endurance sport events, the growth for sport and tourism and insights to consumer behaviour for sport event organisers and marketers. This study is important, especially for sport marketers and organisations, in order to ensure the long term sustainability and competitiveness for the sport industry as well as for expanding sport tourism and tourism in South Africa. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Sport and sport events contribute a big percentage to the growth of sport tourism in South Africa. South Africa also hosts some of the most significant endurance events such as the Cape Argus, Cape Epic, Midmar Mile, Two Oceans Marathon and the Comrades Marathon. These endurance events have the potential to enhance endurance sport in South Africa and can also be used as a tool for tourism. It is important however, to determine the endurance sport consumption behaviour for participants and spectators who attend these events, since their behaviour and habits will influence their choices pertaining to travelling for sport events and even tourism. Sport tourism literature currently does not provide information and insight on this matter. Due to the lack of literature pertaining to endurance sport consumption behaviour, a description had to be provided to aid with the study. Endurance sport consumption behaviour (ESCB) in this study is therefore described as behaviour revealed by sport consumers who adapt their lifestyles after realising their desire to be self-complete, by testing and developing their bodies through sport activities. Sport consumption becomes the essence when participating in competitive, nature-related and fitness activities for both professional and amateur sport consumers. For spectatorship, these behaviours will differ, since the intentions of fans and supporters as well as the reasons for spectating differ, but sport events give them the opportunity to engage in sport on a different level, whether for the event or for the participant. These behavioural intentions can be influenced by the sport consumers’ attitude and subjective norms. ESCB is influenced by three main factors and includes: the demographic and behavioural profile; the motives and travel behaviour and the commitment towards the sport/event. The goal of the study was therefore to do a critical assessment of sport consumption at endurance sport events. In order to achieve this aim, secondary data of five endurance events (Cape Argus, Cape Epic, Midmar Mile, Two Oceans Marathon and the Comrades Marathon) were pooled. A total of 6453 questionnaires were distributed between the respective events for both participants and spectators attending these sport events and were included in the statistical analysis. From a first point of view, these sport consumers might seem homogenous, but when analysing the results, it became evident that sport participants and spectators (with regards to participation and support of endurance events) were not homogenous pertaining to their sport consumption behaviour at the respective endurance sport events. There are four main aspects that drive ESCB for endurance participants, namely the type of participant who pursues the sport; the age of the participant; the type of sport and the motives to participate. Four travel motives for these endurance sport participants were commitment, intrinsic achievement, escape and socialisation and the challenge these events provide. Endurance participants furthermore see sport events as an opportunity to travel. The spectators’ ESCB were driven by their socio-demographic and behavioural profile and the motives for supporting the respective endurance events. Endurance sport spectators were motivated by the social interaction and the sport novelty of the sport events. Their memorable experiences were influenced by the event’s personnel and provision, amenities, comfort and visibility, infrastructure and marketing. The study made literature contributions pertaining to the description of ESCB, which were lacking from sport tourism literature. Based on the results, recommendations were made, not only based on ESCB, but also on how these types of events can be used to enhance sport tourism in South Africa as well as the participation and support for these types of sport. Spectators’ views on endurance sport events were also lacking. The study indicated that these consumers were personally involved with the participants’ journey to success, compared to supporters who attended for the event in specific. In this study, sport consumer profiles are compared on a large scale, which have not yet been done in current sport literature, providing a holistic overview of endurance sport consumers. Sport consumer profiles are influenced by the sport context and the marketing of these events, but most importantly the ESCB. Practical contributions include the specialisation for endurance sport events, the growth for sport and tourism and insights to consumer behaviour for sport event organisers and marketers. This study is important, especially for sport marketers and organisations, in order to ensure the long term sustainability and competitiveness for the sport industry as well as for expanding sport tourism and tourism in South Africa. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Can nudging promote sustainable consumption behaviour? This study investigates if nudging promotes more environmentally-friendly purchases when applying either a default option or adding a product to elicit the attraction effect in a consumption situation of electronic products. The study further investigates sustainable consumption behaviour by looking at political orientation and the degree of climate change denial. The results show that nudging can promote significantly more environmentally-friendly purchases. The attraction effect was found to have positive effects, but not the default option. A higher proportion of environmentally-friendly purchases was further carried out by participants having a lower denial towards climate change. Climate change denial was also correlated with political orientation; participants evaluating themselves as right-wing oriented showed higher climate change denial, and proceeded with less sustainable purchases. Despite identifying positive effects of nudging on sustainable consumption behaviour, data also indicate an interaction effect between nudging and the sequenced presentation order of condition. This can be interpreted as a carry-over effect moderating the effect of nudging when it is presented after a control condition. This moderating effect is discussed as a potential limitation of nudging as a tool to affect people’s behaviour.

Purpose - The purpose of this study is to investigate the underlying causes for the millennials’ engagement into reusing clothes who are characterised by both, a high consumption of second-hand clothing and a certain environmental awareness. Considered as both, a sustainable consumption practice as well as a current trend, it shall be focused in what way these aspects influence the millennials’ consumption of second-hand clothing. Design/Methodological Approach - For answering the research questions, a qualitative approach was followed including 10 semi-structured face-to-face interviews with millennials who shop second-hand clothing in Swedish charity thrift shops. Findings - The findings reveal various motivations of millennials for shopping second-hand clothing and its connection to being a current trend. It is somewhat influencing millennials that shopping second-hand clothing is a sustainable consumption practice. However, it is rather motivated to be part of the trend. In some cases it displays a justification for a higher consumption of clothing. However, environmental concerns do not appear as the primary motive. The findings lead to the assumption that shopping second-hand clothing fulfils the same needs as fashionable clothes do for the millennials. Originality/ Value - Little research has been conducted to understand the millennials’ underlying causes for engaging into second-hand shopping. Recently, they have been discovered as a cohort with a high affinity to reusing clothes. This study examined millennials’ various motivations, taking a closer look on environmental concerns as shopping second-hand clothing is considered as a sustainable consumption practice. Furthermore, it is investigated which role second-hand shopping has in the overall clothing consumption of millennials. Though the findings are not generalizable, they can serve as a basis for future quantitative research within this contemporary and relevant field in the world of textiles and clothing.

This study was designed to explore how consumers perceive voluntary emission compensation as a companies’ sustainability strategy and how to achieve common action between companies and individual consumers towards sustainability. Emission compensation as companies’ sustainability strategy has appeared to be a complex strategy from the consumers perspective, and there are multiple challenges in order to implement it effectively. The study includes 20 individual consumers which were examined through five different focus groups, with the focus on attitudes towards sustainability and emission compensation. In the study, we combine companies’ communication with signal theory to individual consumers’ consumption behaviour by applying the theory of planned behaviour. The main findings were that in general, individual consumers do not believe that voluntary emission compensation is an effective strategy towards sustainability. Instead, individual consumers indicate regulations as a requirement in order to effectuate emission compensation. Moreover, individual consumers seem to have low trust in companies’ sustainability communication in general because the information on emission compensation was specifically lacking. This study adds in-depth analysis of consumers perceptions of compensated everyday life products, such as food, to the existing body of research which has mainly focused explicitly on aviation and air travel industries. Moreover, these studies have been quantitative in nature and our study reveals the deeper foundations why consumers think as they do.

The textile industry has a substantial negative impact on the environment. In order to decrease the environmental impact, the industry needs to transition to a more sustainable and circular system. One way of doing so is to increase participation in circular practices, like participating in circular end-of-life practices or purchasing second-hand or recycled textile products. This Master’s thesis explores the consumer role in this transition and is structured in a two-step approach. The first part investigates how consumers’ value and risk perceptions of different circular practices in the textile industry are related to their consumption behaviour by conducting a consumer survey (N = 3000) in three European countries. The second part of the thesis then identifies from an organisational stakeholder perspective how the consumer survey results can be practically applied in the textile industry. The thesis follows a mixed method approach, combining a quantitative consumer survey with a qualitative stakeholder survey.The results show that in most cases, consumers’ value perceptions of circular textile practices are significantly positively related to their consumption behaviour or participation in these, whereas perceived risks are negatively related. The findings also show which individual value and risk dimensions are related to which specific circular practice. Based on these results, organisational stakeholders identify different possibilities on how these findings can be practically applied in the textile industry. Suggestions focus on encouraging specific circular practices shown to be important to consumers, adapting marketing strategies and developing new policies to increase participation in more sustainable and circular alternatives.

Svenskar slänger över 7,5 kg kläder per år i hushållsavfall och 60 procent av dessa plagg är hela och skulle kunna återanvändas. Det nuvarande linjära systemet som utnyttjar jordens resurser och producerar produkter som sedan kasseras, bidrar till bland annat stora mängder avfall och utarmning av naturresurser. Detta är en ohållbar resurshantering. Med den cirkulära ekonomin kan redan använda resurser återanvändas fler gånger istället för att kasseras. Konsumenter visar idag på ett allt större intresse för miljön och hur deras köp kan påverka miljön. Trots detta visar rapporter på att svenskars klädkonsumtion ökar och att unga människor är aktiva konsumenter som sällan tänker på miljön när de handlar. För att skapa en medvetenhet och beteendeförändring krävs kunskap och förståelse. Den cirkulära ekonomin tar inte hänsyn till den bakomliggande orsaken till den ökande resursanvändningen, vilket är människors konsumtionsbeteende. För att kunna övergå till den cirkulära modellen måste man därför undersöka människan och dess roll samt konsumtionsbeteende.   Denna uppsats utgår från den cirkulära ekonomins 3R-princip och konsumtionsbeteende. Syftet med studien är att undersöka unga konsumenters kunskaper och beteende inom 3Rprincipen genom en kvalitativ forskningsmetod. Empirin har samlats in genom åtta djupintervjuer med unga konsumenter i åldern 23-27 år som studerar på universitet eller högskola. Resultatet visar på att unga konsumenter som studerat 3R-principen i sin utbildning har kunskaper inom området, men finner inte dessa tillräckliga för att kunna göra hållbara val. Resultatet visar även på en positiv inställning till återvinning och återanvändning av kläder men inte prioriteten att agera hållbart. Slutsatsen är att unga konsumenter har kunskaper inom 3R-principen men dessa är inte tillräckliga för att ändra sitt konsumtionsbeteendet. Unga konsumenter har även intresse och vilja att agera mer hållbart men inte prioriteten att faktiskt göra det. / Swedes throw over 7.5 kg of clothing a year in the garbage and 60 percent of these garments are whole and could be reused. The current linear system, which exploits the Earth's resources and produces products that are later discarded, contribute to both large amounts of waste and depletion of natural resources. This is an unsustainable resource management. With the circular economy, already used resources can be reused multiple times instead of being discarded. Consumers today show an increasing interest in the environment and how their purchases can affect the environment. Nevertheless, reports show that Sweden's clothing consumption is increasing and that young people are active consumers who rarely think about the environment when shopping. To create awareness and behavioral change requires knowledge and understanding. The circular economy doesn’t take into account the underlying cause of increasing resource use, which is human consumption. Therefore, in order to switch to the circular model, one must examine humans and their role as well as consumption behavior.   This essay is based on the circular economy's 3R principle and consumption behavior. The aim of the study is to investigate young consumers' knowledge and behavior within the 3R principle through a qualitative research method. The empirical material has been collected through eight in-depth interviews with young consumers aged 23-27, studying at university or college. The result shows that young consumers who studied the 3R principle in their education have knowledge in the field, but do not find these sufficient to make sustainable choices. The result also shows a positive attitude towards recycling and reuse of clothing, but not the priority to act sustainable. The conclusion is that young consumers have knowledge within the 3R principle, but these are not enough to change their consumption behavior. Young consumers also have an interest and willingness to act more sustainable, but not the priority to actually do so.