Purchasing counterfeited luxury products and downloading pirated items have becomemore common nowadays. Fashion and IT industries are affected negatively by consumers’supportive attitude towards piracy and counterfeits. Many luxury branded companies havetheir exclusive brand names stolen by counterfeits producers. Likewise producers ofcomputer software, music, and movies are affected by individuals who download/streamtheir items for free. Consumers’ attitudes towards counterfeiting and piracy are importantto examine as to understand their acceptance and rejection towards counterfeits and piracy.The purpose of this thesis is to examine consumers’ attitudes towards counterfeits andpiracy. What is accepted and rejected by consumers? To answer the research questions, aqualitative method is used. The data is collected through semi-structured interviews with12 consumers of both/either counterfeits and piracy. The study is performed in Skåne(Scania), Sweden, mainly in Malmö, Perstorp and Kristianstad.We implemented the Theory of Reasoned Action, Theory of Moral Reasoning, ConsumerTheory and different attitudes for analysing the empirical presentation. The result of thestudy showed that the interviewees had a more accepting attitude towards piracy while themajority of them had a rejecting attitude towards counterfeits. Due to the fact thatcomputer and IT have become a part of the everyday life for many individuals. However,the interviewees who buy counterfeits consume the items while they are on vacationabroad since the supply of counterfeits in the Swedish market is not very big. When itcame to piracy and counterfeited products, the age of the interviewees did matter to someextent. Also, price was one important element why consumers are interested in counterfeitsor download piracy.This study contributes to fill the gap in the lack of studies of consumers’ attitudes towardsboth piracy and counterfeits. The conclusions can be used as a guideline and tool forcompanies to be aware of consumers’ attitudes towards illicit products. Keywords: Counterfeit products, Piracy, Consumer attitude, Physical products, Digitalproducts, Luxury brands, Genuine luxury brand, Illicit forged products

Sustainability is a major focus for the industry considering the awareness among the public and legislators due to climate change. Automotive manufacturers use many steel products for assembly of vehicles and, many of these products; particularly the heavy and critical components like Front Axle beams and Crankshafts are manufactured using forging process. Due to increased awareness and regulations, all companies are expected to provide environmental impact data relevant to their products. Nonetheless, providing environmental impact data is not yet a common practice in the manufacturing industry, specifically in case of the forged products. Therefore, this thesis aims to establish a comprehensive study of environmental impacts of products namely Heavy vehicle Front Axle Beams, Heavy vehicle Crankshafts, Passenger car Crankshafts and Heavy vehicle steering arms forged at Bharat Forge Kilsta AB and create a baseline for current impact calculations as well as highlight areas for improvement in the future. Lifecycle Assessment (LCA) is used as the method to study the environmental impacts of the forged products. The LCA method in this case is based on ISO 14044 and ILCD Handbook and the impact assessment methods used are EPD (2018) and Cumulative Energy Demand (LHV) v1.0 in accordance with EPD International’s requirements. This research finds that steel and the electricity used in the forging process are the major causes of environmental impacts. To ensure high accuracy of the results of this study, primary data for both steel and electricity is used in the analysis. The LCA results will be published in the form of Environmental Product Declaration (EPD). The CO2 footprint for an average product was found to be 0.89 kg CO2 / kg forged product. Previous studies have utilised average datasets for calculating environmental impacts of forged products which reduce the accuracy of the results. This study, due to the inclusion of primary data of steel manufacturing and electricity generation, provides highly accurate environmental impact results of forged products. / Hållbarhet är ett stort fokus för branschen med tanke på medvetenheten hos lagstiftare och allmänheten på grund av klimatförändringar. Biltillverkare använder många stålprodukter för montering av fordon och många av dessa produkter; speciellt de tunga och kritiska komponenterna som framaxelbalkar och vevaxlar tillverkas med hjälp av smidesprocess. På grund av ökad medvetenhet och bestämmelser förväntas alla företag tillhandahålla data på miljöpåverkan som är relevanta för sina produkter. Icke desto mindre är det ännu inte vanligt att tillhandahålla miljöpåverkansdata inom tillverkningsindustrin, särskilt när det gäller smidesprodukter. Därför syftar denna avhandling till att upprätta en omfattande studie av miljöpåverkan från produkter, specifikt framaxelbalkar för tunga fordon, vevaxlar för tunga fordon, vevaxlar för personbilar och styrarmar för tunga fordon smidda hos Bharat Forge Kilsta AB och skapa en bas för aktuella påverkansberäkningar och för att belysa framtida förbättringsområden. Lifecycle Assessment (LCA) används som metod för att studera de smidda produkternas miljöpåverkan. LCA-metoden i detta fall är baserad på ISO 14044 och ILCD Handbook och de konsekvensbedömningsmetoder som används är EPD (2018)och Cumulative Energy Demand (LHV) v1.0 i enlighet med krav från EPD International. Denna forskning visar att stål och elektricitet som används i smidesprocessen är de främsta orsakerna till miljöpåverkan. För att säkerställa hög noggrannhet av resultaten av denna studie används primärdata för både stål och el i analysen. LCA resultaten kommer att publiceras i form av Environmental Product Declaration (EPD). CO2-avtrycket för en genomsnittlig produkt visade sig vara 0,89 kg CO2/kgsmidd produkt. Tidigare studier har använt genomsnittliga datamängder för att beräkna miljöpåverkan från smidda produkter som minskar noggrannheten i resultaten. Denna studie, på grund av inkluderingen av primärdata för ståltillverkning och elproduktion, ger mycket exakta miljöpåverkansresultat av smidda produkter.