<p><strong>Purpose:</strong><strong></strong></p><p>The purpose of this thesis is to study the factors affecting consumers while taking decision towards electricity providing company. <strong></strong></p><p><strong>Theoretical Frame work</strong></p><p>This academic work starts by presenting the background information of energy market, and then presents concept of green marketing, social responsibility, green energy, and consumer behavior in literature review. In conceptual frame work authors adopt consumer decision model, and strategic model which will answer research question and strategic question respectively..</p><p><strong>Methodology /Research Limitations</strong></p><p>Primary data collected through questionnaire. Quantitative method will be used for analysis of the data. Sample size is limited and research findings are presented in the papers. This study examines few factors influence on consumer in decision making, further researcher needed to study and examine the consumer behavior including more factors.</p><p><strong>Findings/ Analysis/Recommendation</strong></p><p>Lower Price, Quality of Service and, Green Marketing efforts influence and develop the consumer behavior towards choosing the green energy. Survey result shows that consumers are willing to pay more for sustainability of environment, but they perceive that the price of green energy is high as compared to the conventional energy. For developing awareness in consumers mind companies should use advertisement and positioned themselves as a socially responsible.</p><p><strong>Key word: </strong>Green Energy, Green Marketing, Green. Consumer Behavior, Consumer Decision. Social Responsibility</p><p>Paper Types<strong>:</strong>   Master These Academic work</p> / Thesis Project for ” Tobias Project ”

Purpose: The purpose of this thesis is to study the factors affecting consumers while taking decision towards electricity providing company. Theoretical Frame work This academic work starts by presenting the background information of energy market, and then presents concept of green marketing, social responsibility, green energy, and consumer behavior in literature review. In conceptual frame work authors adopt consumer decision model, and strategic model which will answer research question and strategic question respectively.. Methodology /Research Limitations Primary data collected through questionnaire. Quantitative method will be used for analysis of the data. Sample size is limited and research findings are presented in the papers. This study examines few factors influence on consumer in decision making, further researcher needed to study and examine the consumer behavior including more factors. Findings/ Analysis/Recommendation Lower Price, Quality of Service and, Green Marketing efforts influence and develop the consumer behavior towards choosing the green energy. Survey result shows that consumers are willing to pay more for sustainability of environment, but they perceive that the price of green energy is high as compared to the conventional energy. For developing awareness in consumers mind companies should use advertisement and positioned themselves as a socially responsible. Key word: Green Energy, Green Marketing, Green. Consumer Behavior, Consumer Decision. Social Responsibility Paper Types:   Master These Academic work / Thesis Project for ” Tobias Project ”

Background: The clothing industry is guilty of environmental destruction, at the same time consumers and more specifically Swedish millennials have shown increasing concern for the environment. Those favorable environmental attitudes and concerns has however in some green contexts shown to not affect the intention to buy green products which might suggest that there exists a so-called attitude-intention gap. There is a lot of uncertainty concerning why this attitude-intention gap may exist and what factors that may have an influence on the consumer’s green purchasing criteria. Purpose: The purpose of the study was to first reveal if there exists an attitude-intention gap among Swedish millennials when it comes to purchasing green clothing products. Secondly, the study investigated the determinants that influence the intention to buy green clothing products among Swedish millennials. Methodology: The study used a deductive and quantitative research approach by conducting an online survey which was distributed with a non-probability convenience sampling technique as well as with a snowball sampling technique towards Swedish millennials. The survey resulted in 150 valid responses which was quantitatively analyzed. Findings: The findings revealed that there exists an attitude-intention gap among Swedish millennials when it comes to the context of green clothing products. The most influential determinants affecting the intention to buy green clothes were: Knowledge about green clothing products, followed by habits of buying traditional clothing products and then the subjective norm. Additionally, gender differences among majority of the determinants were identified. Implications: The findings provide suggestions for decision makers marketing green clothing products to focus on increasing the knowledge among consumers as well as easing the process of changing old purchasing habits. Furthermore, it is of value for Swedish policymakers whom with this knowledge know where to concentrate their focus and resources in order to spur the green consumption. Originality: This paper contributes to theory by applying the well-known TPB framework with the addition of personal and situational determinants on the context of green clothing products. Furthermore, new insights regarding what determinants that affects the intention to buy green clothing products when it comes to the context of Swedish millennials were found.

Young et al.(2009) report a gap in customers’ buying habits which is referred to a value action gap. This value action gap is typically where customers are concerned about environmental issues but have a hard time interpreting it when making a purchase. In the same way, Peattie and Crane (2005) report that there has been a slight growth on green purchasing since 1990, they also identified a significant gap between concerns and actual purchasing among customers. Datta (2011) states, it is important to increase people’s environmental awareness and consciousness, because as customers, they can impact the environment through their positive purchasing decisions. Datta (2011) further argues that the growing number of customers and consumers who prefer and are willing to buy Eco-friendly products are creating opportunities for businesses that are using “Eco-friendly” or “environmentally friendly” as a component of their value proposition . Considering the fact that printers produce carbon foot prints (Lubick, 2007), the authors have decided to conduct their research on the consumers’ purchasing gap towards Eco printers in Swedish market. Thus, the purpose of this study is to identify and analyze the factors which can influence consumers’ green purchasing intention. More specifically, it aims to find and analyze the factors that can influence consumers’ green purchasing intention towards buying an Eco printer in the Swedish market.  Therefore, the following research question has been formulated: What factors can influence the consumers’ green purchasing intention towards buying environmentally friendly printer? In this thesis both primary and secondary data have been used to establish its findings. A questionnaire of 201 respondents was analyzed to answer the research question. In conclusion the authors h found that there are several determinants which can influence the green purchasing intentions. Among these determinants, green knowledge and Eco literacy, attitude and green belief, environmental laws and guidelines and willingness to pay are indentified as strong influencing factors while demographics found as less stronger factor. However, subjective norms and social influence found as a weak one.

Environment and its conservation is one of the key issues across the globe these days. It is even more important in the Scandinavian region.Swedenis one of the leading pro-environment nations in the world when it comes to environment-friendly or green automobiles. Introducing emissions tax, green car rebate, and congestion tax exemption for green cars on large cities have resulted in a surge of green car sales inSwedenover the past few years. The preferences of the Swedish green car consumers are examined in this study.   Consumer decision process and preferences related theories have been used for the theoretical understanding of this study and based on these understandings, the Adaptive Choice Based Conjoint Analysis has been selected to measure and understand the consumer preferences towards green cars. The Swedish green car market has been explained and understood as a prerequisite to conduct this study. Examinations of previous related studies, a small scale pre-screening survey, and expert interviews were carried out prior to formulating the conjoint experiment to ensure the inclusion of significant components into the study. The collected data were analyzed using advanced analysis software such as, SSI Web, SMRT, and SPSS, to understand and measure consumer preferences. The findings provide answers to the importance of different attributes in the purchase decision-making for green cars, the effect of each attribute to the decision-making process, the effect of prior purchase experience on the formation of preference, and the relationship between consumer’s green consciousness level and green decision-making process.   This study contributes to the theoretical field of green consumer behavior and to the practical field of marketing of green cars. The study also identifies and recommends key areas of interest that warrant further research.   Key Words: High Involvement Purchase, Green Consumer Behavior, Conjoint Analysis, Adaptive Choice Based Conjoint Analysis (ACBC), Green Preference, Green Car.

This thesis explores consumer perceptions of corporate sustainability, particularly how the removal of product accessories for environmental reasons is perceived. It highlights the importance of concrete evidence like eco-labeling to support sustainability claims. The study delves into the balance consumers strike between eco-friendly intentions and practical needs like price and functionality, revealing a conflict between idealism and pragmatism. Additionally, it examines how social and cultural factors, including reference groups and family upbringing, shape attitudes towards sustainability. The research emphasizes that companies need to connect with consumers' deeper values to promote sustainable consumption effectively. In conclusion, it underscores the need for genuine transparency and the alignment of corporate actions with consumers' personal values and social contexts to encourage more responsible and sustainable consumption.