Sustainability is a growing trend and companies are increasingly engaging sustainability in their core business strategy. One example of how this is manifested is through the development of products that are  labelled as energy-efficient. There is a lack of insights into how consumers perceive and gain benefits from such sustainable products, particularly so regarding the nonfunctional and non-economical benefits and into how culture influences those benefits. The purpose of this study is to investigate consumer perceived non-functional and non-economical benefits that are associated  with energy-efficient products,  in order to gain a deeper understanding on how the Swedish compared to the Thai culture influence consumers perception of energy efficient products within the home appliance industry. The literature review regarding the  symbolic meaning of products concludes that the most relevant perceived benefits of products includes emotional-, self-expressiveness-, and social benefits. A cross-cultural quantitative study performed in Sweden and Thailand determines that culture influences consumers understanding of products and thereby influence their perceived benefit from energyefficient home appliances. How culture influences consumer perceived benefits depends on the characteristics of the different cultural dimensions established by Hofstede (2010), involving: power distance, masculinity, individualism, uncertainty avoidance, and long-term orientation.

Background: Employer branding is a concept that describes a company's reputation as a work place. Working with the employer brand can help companies to attract talented employees and also retain them in the company. It is therefore important that companies understand what makes an employer attractive in order to appeal and retain employees. This is important especially for businesses that are located in small cities since it can be challenging for them to attract talent there. Urbanization has led to smaller areas being less populated and that graduated students are least prone to move to these areas. Thus, it is important to make smaller cities and areas more attractive to make the graduates move there. Purpose: The purpose of this thesis is therefore to explore what factors graduated students consider attractive in an employer in a small city. Methodology: This thesis used a qualitative and deductive approach. In order to solve the purpose and answer the research question, eight semi-structured interviews were conducted through Zoom with a non-probability sampling that were chosen by the researchers. However, before conducting the interviews, the researchers did some theoretical research and discovered six factors that represented employer attractiveness (See Figure 1). These factors became the basis of the study and a foundation when constructing the questions for the interviews. Findings: The findings of this thesis showed that the factors that were most important; flexibility, salary, leadership, career possibilities, working culture and recruitment.