Kalmarhem AB har uppmärksammat att det existerar ett ohållbart beteendemönster bland hyresgästerna inom studentgruppen. För att kunna bryta detta mönster avser vi att genom denna uppsats  utreda vilka attityder och beteenden som existerar bland hyresgästerna samt ge förslag på förändringar som företaget kan genomföra för att skapa en positiv beteendeförändring. Vi avser att lyfta fram vilka åtgärder som är mest lämpliga att använda av bostadsföretag för att motivera studenter till att agera mer miljömedvetet i hemmet. För att utveckla effektiva marknadsföringsåtgärder valde vi att utreda vilka attityder som råder och hur de förhåller sig till det aktuella beteendet. Vi har använt oss av en abduktiv ansats där vi utgått  från vår fallstudie av Kalmarhem AB. Vi har använt oss av både kvalitativa och kvantitativa undersökningsmetoder i form av en enkätundersökning, fokusgrupper, panelintervjuer, en telefonintervju och en gruppintervju samt observation för att insamla nödvändig data. För att erhålla större förståelse för ämnet presenterar vi i referensramen de olika teorier och begrepp som ligger till grund för vår uppsats. Vi presenterar även den forskningsmodell vi utgått från i våra empiriska undersökningar. Vi kunde konstatera att problemet med bristfällig källsortering inte härstammar från negativa attityder gentemot miljöansvar, med andra ord såg vi ett svagt samband mellan beteende och attityd. Genom analys av empiriskt material kunde vi också dra slutsatsen att det finns ett missnöje och brist på förtroende för Kalmarhem, vilket leder till att studenterna har svårare att ta till sig av företagets budskap och information. / Kalmarhem AB has given attention to an unsustainable behaviour pattern among student tenants. In order to change this pattern we aim to throughout this essay investigate what attitudes and behaviours that exists among the tenants and in addition give suggestions for the company to perform in order to create a positive behavioural change. We aim to emphasise the measures that are most suitable to use by housing corporations in order to motivate students to act more environmentally friendly in their house. To develop efficient marketing strategies we chose to investigate which attitudes that prevails and how they correlate to the actual behaviour. We have used an abductive approach with a case study regarding Kalmarhem AB, as a starting point. We have used both qualitative and quantitative methods of investigation by means of an survey, focus groups, panel interviews, a phone interview a group interview and an observation to collect relevant data. In order to gain a greater understandning of the subject there is an introduction of different basic theories and concepts in the frame of references. We also introduce a research model which we has used as a basis for the empirical research. We can conclude that the problem with insufficient recycling does not originate from negative atitudes towards environmental responsibility, in other words we did not see a strong correlation between behaviour and attitude. By means of analysis of empirical data collection we could also conclude that the students experience discontent and a lack of trust for Kalmarhem, which implies that the students are less likely to accept the company's message and information.

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With the growing environmental concern, outdoor education has been looked at recently as one of the instruments that provoke environmental consciousness in an attempt to alleviate the ecological crises. The outdoor natural places are evidenced to have numerous affordances for children, one of which is raising their environmental consciousness, but what is the formula required for attaining this? This study aimed at exploring how outdoor activities in nature reinforce the young students' environmental consciousness, from their teachers’ perspectives. Thirteen primary school Swedish teachers from five national and international primary schools in Sweden were recruited conveniently as a representative sample for this thesis study. Data was collected through qualitative semi-structured interviews, then analyzed using the hermeneutic thematic analysis. The study findings showed the perceived affordances of outdoor education in regard to environmentalism, and the factors of the optimum implementation of outdoor activities in natural settings. The teachers' accounts manifested that outdoor encounters in nature allow experiential learning and enhance the young students' environmental consciousness in terms of their ecological literacy, connectedness to nature, appreciation for nature, positive attitudes toward nature, and prospective pro-environmental behaviour. Moreover, the teachers highlighted the necessity of pedagogical guidance accompanying the outdoor activities in nature, in terms of clear environment-oriented curriculum goals, environment-related content, motivated teacher guiding discussions, and modelling pro-environmental behaviour.

Although South African consumers are reflecting increased green purchasing intentions, the factors that will lead to their intended behaviour to select green hotels have yet to be researched. Accordingly, the research proposes to explore the predictive ability of the Theory of Planned Behaviour (TPB) and then further modify and develop extended model structures surrounding the TPB, to identify and confirm an independent theoretical model that will effectively and comprehensively be able to predict South African consumers’ intended behaviour towards selecting green hotels. To answer the aim and objectives set, the research positioned itself within a non-experimental quantitative paradigm. An online questionnaire was distributed to South African consumers that stayed at a hotel at least once within a 12-month period. A total of 402 completed and error-free responses were used for statistical analysis. Descriptive statistical analysis was used to assess, derive and understand the demographic profile of the respondents and determine the respondent’s characteristics as South Africans who intend to stay at or visit hotels. Structural equation modelling (SEM) revealed that Azjen (1991)’s original TPB is a strong predictor of behavioural intention, indicating its applicability to the domain of South African consumers’ behavioural intention towards selecting green hotels. In addition, it was found that South African consumers’ intended behaviour towards selecting green hotels can statistically be best explained by expanding on the original TPB model to include emotive and non-cognitive predictor variables, namely anticipated regret (AR) and perceived moral obligation (PMO), as direct constructs to behavioural intention as well as by including environmental knowledge (EK) as a direct predictor variable to attitude (ATT). Furthermore, it found that the relationship between behavioural intention and perceived behavioural control (PBC) was the strongest and most significant, followed by subjective norm (SN), ATT, PMO and AR. Lastly, the findings revealed that PBC, ATT, SN, PMO and AR can all act as positive and highly significant intermediaries between EK and behavioural intention. The study contributed towards theory by identifying and assessing the psychographic factors that will best explain the consumer decision-making processes leading to behavioural intention in context to green hotel selection. The study further extends its contribution by adding value to environmental sustainable literature in context to an emerging economy, namely South Africa. Although South African consumers are reflecting increased green purchasing intentions, the psychological factors that will lead to the intended behaviour towards selecting green hotels have not received much attention in research. It was, therefore, important and theoretically valuable to not only investigate the predictive ability of the original TPB, but to also modify, develop and extend model variations surrounding the TPB to thoroughly explore the predictive ability for South African consumers’ intention to select green hotels. / Life and Consumer Sciences / M. Sc.