Doctor of Philosophy / Department of Psychological Sciences / Laura A. Brannon / The current research investigated strategies to reduce cell phone use while driving. Anti-distracted driving campaigns, which typically communicate risk information and target driver behavior, may produce limited effects because people tend to underestimate their risk from this behavior (e.g., Schlehofer et al., 2010). Study 1 compared the effects of messages targeting drivers to messages targeting non-drivers in order to examine the potential of discouraging people from having cell phone communication with others who are driving. Some anti-distracted driving campaigns have emphasized the potential harm to both the driver and others, but whether one approach (self-oriented or other-oriented messaging) is more persuasive than the other has not been examined empirically. Study 1 compared messages that were self-oriented, other-oriented, or neutral in terms of who could be affected by cell phone use while driving. Although cell phone use while driving generally is perceived as dangerous, people may make justifications for engaging in the behavior on at least some occasions, and these justifications may override the influence of risk knowledge on behavior. Consistent with inoculation theory (McGuire, 1961), if given the opportunity to practice refuting these justifications in a controlled setting, people will be more likely to defend themselves against justifications to engage in cell phone use while driving. Thus, Study 1 tested the prediction that participation in an inoculation task would reduce the likelihood of cell phone use while driving. Results from Study 1 suggested an advantage of targeting non-driving participants of cell phone conversations to enhance efforts for reducing on-the-road cell phone use. Study 1 also demonstrated a positive effect of inoculation, but primarily for behavior of non-driving participants of cell phone conversations. In addition to overconfidence in ability to avoid risk, habitual tendencies also may impede the influence of risk communication campaigns (Bayer & Campbell, 2012). Study 2 investigated the potential of mindfulness-based and implementation intentions techniques for helping people overcome habitual responses to their cell phone when doing so is inappropriate or inconvenient. Results indicated that pairing mindfulness-based training with risk information may be significantly more effective than risk information alone at inhibiting inappropriate cell phone use.

In 2006 the Gauteng Department of Basic Education (GDoBE) launched a pilot project to introduce Assessment for Learning (AfL). This initiative was prompted by learners’ poor performance; especially in subjects such as Mathematics and English. The AfL project was introduced in selected primary and secondary schools. Grade 5 teachers for all subjects and Grade 10 teachers for all subjects within selected primary and secondary schools formed part of the pilot project. These teachers were oriented and introduced to AfL, after which workshops to strengthen teachers’ understanding and skills of AfL were conducted. Lead educators (District Learning Area facilitators or Subject Advisors), were required to monitor and support participating schools and teachers in implementing AfL. Based on a literature and empirical study, the researcher explored the comprehension and implementation of AfL by selected primary school Mathematics teachers that participated in the AfL pilot project of the GDoBE. The empirical study was approached by means of a qualitative research design in the form of a multiple case study. Individual interviews, observations and focus group interviews were used to collect data from purposive selected teachers from three Gauteng Districts (Johannesburg West, Johannesburg North and Ekurhuleni South). Both Township and ex-Model C primary schools were included in the study and eventually a total of 11 Mathematics teachers from these schools participated in the study. The research results revealed that the sampled teachers’ comprehension of AfL can be rated as satisfactory since they realise its potential in terms of learning and learner development. Moreover, these teachers show an awareness of the relation between formative (AfL) and summative assessment (assessment of learning (AoL)). With regard to its implementation, it is clear that a lack of support from colleagues, School Management Teams (SMTs) and District officials impede on the successful implementation of AfL. Other factors hampering the implementation of AfL include time constraints, uncertainty about appropriate resources and the simultaneous implementation of the Curriculum and Assessment Policy Statements (CAPS) and the Gauteng Primary Literacy Mathematics Strategy (GPLMS). It is further noted that the elements of AfL, which includes the sharing of learning intentions, questioning, feedback and peer and self-assessment, are all mediocrely implemented. / MEd (Learning and Teaching), North-West University, Vaal Triangle Campus, 2014

In 2006 the Gauteng Department of Basic Education (GDoBE) launched a pilot project to introduce Assessment for Learning (AfL). This initiative was prompted by learners’ poor performance; especially in subjects such as Mathematics and English. The AfL project was introduced in selected primary and secondary schools. Grade 5 teachers for all subjects and Grade 10 teachers for all subjects within selected primary and secondary schools formed part of the pilot project. These teachers were oriented and introduced to AfL, after which workshops to strengthen teachers’ understanding and skills of AfL were conducted. Lead educators (District Learning Area facilitators or Subject Advisors), were required to monitor and support participating schools and teachers in implementing AfL. Based on a literature and empirical study, the researcher explored the comprehension and implementation of AfL by selected primary school Mathematics teachers that participated in the AfL pilot project of the GDoBE. The empirical study was approached by means of a qualitative research design in the form of a multiple case study. Individual interviews, observations and focus group interviews were used to collect data from purposive selected teachers from three Gauteng Districts (Johannesburg West, Johannesburg North and Ekurhuleni South). Both Township and ex-Model C primary schools were included in the study and eventually a total of 11 Mathematics teachers from these schools participated in the study. The research results revealed that the sampled teachers’ comprehension of AfL can be rated as satisfactory since they realise its potential in terms of learning and learner development. Moreover, these teachers show an awareness of the relation between formative (AfL) and summative assessment (assessment of learning (AoL)). With regard to its implementation, it is clear that a lack of support from colleagues, School Management Teams (SMTs) and District officials impede on the successful implementation of AfL. Other factors hampering the implementation of AfL include time constraints, uncertainty about appropriate resources and the simultaneous implementation of the Curriculum and Assessment Policy Statements (CAPS) and the Gauteng Primary Literacy Mathematics Strategy (GPLMS). It is further noted that the elements of AfL, which includes the sharing of learning intentions, questioning, feedback and peer and self-assessment, are all mediocrely implemented. / MEd (Learning and Teaching), North-West University, Vaal Triangle Campus, 2014

Technology is becoming more central to people’s lives than ever before, and the most widely embraced technological device on the consumer market are mobile phones. This creates an ever-increasing market place for mobile apps, which during 2016 had revenues amounted to 88.3 billion U.S. dollars. The number is expected to increase, and together is estimated to generate 188.9 billion U.S. dollars in revenues 2020. One of the industries affected by this strong online presence is direct selling, where branded mobile apps have started to be used as a sales tool for sales representatives. The apps aim to facilitate the sales representatives’ daily work and bring new opportunities to engage with the end customers in a more convenient way. However, limited research exists about how the sales representatives experience the branded mobile apps in the industry. The purpose of this paper is to explore the sales representatives’ behavior and attitude towards using branded mobile apps within the direct selling industry. This study has been conducted by a quantitative descriptive and exploratory study using a survey. Sales representatives that placed an order exceeding 100 Euros during the last three weeks in five Western culture countries for one direct selling company were targeted. In total, 460 responses were gathered. The result gave some valuable insights although the initial hypothesized benefits could not be confirmed. The findings instead suggest separate items that contributed the most to sales representatives’ satisfaction and purchase intentions. In order to increase satisfaction among sales representatives, branded mobile apps used in direct sales should 1) facilitate the interaction with the company, 2) be easy to navigate with, 3) provide relevant information, 4) be convenient to shop from, and finally 5) work as a good conversation topic in a social context. Further on, the item identified to have the greatest contribution to purchase intentions is how convenient the app is to shop from, i.e. the same as number 4) above. The future challenge for the direct selling industry and its managers is thus to take advantage of these insights and further study how the attributes more practically can be implemented for their business. By focusing on these actions in the creation and development of branded mobile apps, the direct selling industry can expect to achieve higher satisfaction among their sales representatives and also increase their purchase intentions. / Dagens teknik har blivit en allt mer central del i människors liv, och den vanligaste enheten på konsumentmarknaden idag är mobiltelefoner. Detta har skapat en ständigt ökande marknad för mobilappar, som år 2016 genererade 88.3 miljarder U.S. dollar. Antalet appanvändare framöver förväntas att öka, och tillsammans generera 188.9 miljarder U.S. dollar i intäkter år 2020. En av de branscher som påverkats av denna starka närvaro online är direktförsäljning, där appar har börjat användas som försäljningsverktyg för konsulenterna. Apparna syftar till att underlätta konsulenternas dagliga arbete och ge nya möjligheter att engagera sig med slutkunderna på ett lättare och mer fördelaktigt sätt. Dock existerar det lite forskning och kännedom om hur konsulenterna upplever användandet av appar i branschen. Syftet med detta examensarbete är att undersöka försäljningsrepresentanternas beteende och attityd gentemot att använda appar inom direktförsäljningsbranschen. Studien har varit både beskrivande och undersökande, och har genomförts genom en samla in kvantitativ data med hjälp av en enkätundersökning. Kunder som har lagt en order över 100 Euros de tre senaste veckorna i fem västeuropeiska länder för ett direktförsäljningsföretag har studerats. Totalt erhölls 460 svar. Resultatet gav flertalet värdefulla insikter, även om de initiala hypoteserna syftade till att undersöka olika fördelar inte kunde bekräftas. Resultaten föreslår istället separata aspekter med störst påverkan på hur nöjda konsulenterna är, samt deras köpintentioner. För att öka nöjdheten bland konsulenter bör appar som används i direktförsäljning 1) underlätta samspelet med företaget, 2) vara lätta att navigera med, 3) tillhandahålla relevant information, 4) vara bekväm att handla från och slutligen 5) fungera som ett bra samtalsämne i ett socialt sammanhang. Vidare kunde det ses att den identifierade aspekten som bidrar mest till konsultenternas köpintentioner är hur bekvämt appen är att handla från, det vill säga samma aspekt som identifierades för konsulenters tillfredställelse under nummer 4) ovan. Den framtida utmaningen för direktförsäljningsindustrin och dess chefer är således att utnyttja dessa insikter och studera vidare hur dessa aspekter kan lämpas mer i praktiken för deras företag. Genom att fokusera på dessa åtgärder vid skapandet och utvecklingen av appar kan direktförsäljningsindustrin räkna med att erhålla högre tillfredsställelse bland sina konsulenter, samt att även öka deras köpintentioner.

D. Tech. (Marketing, Department of Marketing and Sport Management, Faculty of Management Sciences) Vaal University of Technology / The concept of green marketing has gained prominence in academia in recent years with concomitant implications for marketing strategy. The considerable attention accorded to green marketing is accentuated by concerns about global climate change and its threat to the sustainability of livelihoods. As the debate on green marketing continues to unfold, there are important issues yet to be addressed, one of which relates to the antecedents of green consumer buyer behaviour and selection attributes of green products. In view of the growing importance of green consumer buyer behaviour in contemporary markets, the purpose of the present study was to examine empirically the antecedents of green consumer buyer behaviour and the selection attributes of Generation Y consumers. The Generation Y cohort was considered as the ideal target population for the present study owing to its size, bespeaking a profitable market segment with the potential to provide a “snap-shot” of future pro-environmental behavioural intentions. The theories of Reasoned Action and Consumption Values provided the theoretical lens through which to examine and delineate the antecedents of green consumer buyer behaviour and the selection attributes of Generation Y consumers in the context of a developing country such as South Africa. The present study adopted a sequential mixed-methods methodology that commenced with a qualitative study and was followed by a quantitative study. For the qualitative study, data were collected from a purposively selected Generation Y student sample comprising sixteen participants. The principle of technical saturation was employed to ascertain the adequacy of the sample size. The credibility and trustworthiness of the qualitative study were achieved through pretesting of the interview guide, bracketing, prolonged ngagement with participants, member checks, peer de-briefing, an audit trail of the interviewing process and researcher reflexivity. The analysis of the qualitative data was conducted through the use of content and thematic analyses. The qualitative study identified environmental attitude, environmental concern, social influence, environmental responsibility, government influence, selection attributes and green purchase intention as the main determinants of green purchase behaviour. The qualitative study also revealed that the demand for green products is thwarted by marketing-related barriers such as high prices, misleading green marketing messages and unavailability of products. In line with the methodology of the study, the determinants of green purchase behaviour that emerged from the qualitative study were further examined through a quantitative study. The data for the quantitative study were generated from a conveniently selected Generation Y student sample of 386 respondents, using a structured selfadministered questionnaire. The historical evidence method and the pre-conditions of multivariate data analysis (confirmatory factor analysis) guided the determination of the sample size for the quantitative study. The statistical data analysis procedures utilised for the quantitative study were descriptive statistics, reliability and validity analysis, correlation analysis, confirmatory factor analysis and structural equation modelling. Prior to questionnaire administration, a pilot study was conducted to improve the accuracy of the survey instrument. The collected quantitative data were analysed using the Statistical Package for the Social Sciences (SPSS) 22.0 and Analysis of Moment Structures (AMOS) 22.0. The preliminary data analysis involved the process of coding and checking the distribution of scores. The results of the normality test revealed that the data were not normally distributed. Thus, non-parametric statistics were employed for correlation analysis and for testing gender difference in green consumer buyer behaviour. The Mann-Whitney U Test and the Kruskal-Wallis Test revealed that Generation Y female consumers are more apt to engage in pro-environmental behaviours than their male counterpartsIn order to verify the reliability of the measurement items, Cronbach’s alpha coefficient, the item-to-total values and composite reliability were computed. In addition, the validity of the survey instrument was enhanced through content, convergent, discriminant and predictive validities. The reliability and validity measures employed in the present study attested that the survey instrument utilised in the quantitative study was both reliable and valid. The results of correlation analysis indicated that environmental concern, environmental attitude, environmental responsibility, government influence, social influence and selection attributes have a positive association with green purchase intention. The correlation analysis also revealed a weak association between green purchase intention and actual purchase behaviour. Prior to testing the hypothesised relationships, the fitness of the measurement and structural models was assessed. The model fit indices that included the chi-square value over degree of freedom ( 2/df), Goodness-of-Fit Index (GFI), Root Mean Square Error of Approximation (RMSEA), Comparative Fit Index (CFI), Incremental Fit Index (IFI) andTucker-Lewis Index (TLI) yielded satisfactory results that are consistent with acceptable thresholds, demonstrating that the measurement and structural model fitted well with the data. The posited relationships were tested using structural equation modelling. The hypotheses testing results revealed that green purchase intention was significantly and positively influenced by environmental attitude, environmental concern, social influence, environmental responsibility and selection attributes, but not by government influence. The results also showed that the relationship between green purchase intention and actual purchase behaviour was moderated by selection attributes. The findings of the study imply that marketers need to formulate and implement green marketing strategies that enhance environmental attitudes and concerns, initiate programmes that foster environmental responsibility, understand the selection attributes of Generation Y consumers and utilise social networks to stimulate pro-environmental behaviours. The results also suggest that the South African government needs to re-invigorate its environmental initiatives to foster green purchase intention and the purchase of green products. Finally, the study also provided evidence that suggests an insignificant relationship between green purchase intention and actual purchase behaviour. This result suggests an urgent need by marketers to understand the underlying factors causing the gap between green purchase intention and actual purchase behaviour. To effectively promote green consumer buyer behaviour, marketers need to understand the determinants of green purchase intention and craft effective strategies to translate green purchase intentions into actual purchasing behaviour. The findings of the present study provide avenues for further study in a discipline that is increasingly gaining theoretical and practical prominence. Future research efforts should consider the use of an integrated research model that encompasses more variables, utilising a broader sample frame and employing a longitudinal study in order to enhance the generalisability of the research findings. Overall, the study offers valuable insights for stimulating green purchase behaviour among the potentially profitable Generation Y cohort and equips marketers with green marketing strategies to position green products competitively in the marketplace.

M. Tech. (Marketing, Faculty of Management Sciences), Vaal University of Technology / Internet and online shopping are gaining more attention and momentum, and businesses are moving online, not as a matter of choice, but as a matter of necessity. Online shopping satisfaction, loyalty and repurchase intentions are now at the forefront for most online shops’ strategies. Investigating this phenomenon within a South African context is crucial, considering the fact that online shopping is a recent trend in the country. Most studies have investigated the determinants of satisfaction and loyalty in online shopping. Very few studies examined the factors that entice consumers to repurchase using online channels. Businesses discovered the importance of online shopping as a key success factor. Thus, customer satisfaction, loyalty and repurchase intentions are the topics that have received much attention since the 1990s, as relationship marketing has become a popular marketing scheme. The purpose of this study was to examine online shopping satisfaction, loyalty and repurchase intentions of Generation X consumers to better understand the development of the online shopping sector. There is an absence of research conducted in this direction, resulting in a lack of existing literature. To assist in filling this gap, this study attempted to measure the relationships between these variables. Previous research has shown that consumers’ intent to repurchase online is highly driven by their satisfaction; several articles were reviewed. The target population comprised of Generation X online consumers in southern Gauteng (Vaal region). A snowball sampling method was employed to identify the respondents fitting the predetermined sample criteria. A total number of 326 questionnaires were received. Topical areas, research methods and data acquiring procedures were described. This study develops a model, which aims to describe the degree to which the three variables relate to each other; satisfaction, loyalty and repurchase intentions. The model describes the extent to which online repurchase intention is affected by satisfaction and loyalty, and the degree to which loyalty is influenced by satisfaction. Structural equation modelling (SEM) was used to test the hypotheses and the relationships. A key contribution of the SEM is the incorporation of the variables under analysis. The analysis finds that satisfaction has a positive significant relationship with repurchase intention, satisfaction also affects loyalty, and loyalty has a positive relationship with repurchase intentions. Lastly, based on the findings of this study, limitations were discussed along with the recommendations and concluding remarks

Reproductive behavior and its pattern in the South Kazakhstan region Abstract This study is focused on reproductive behavior issues in the South Kazakhstan region over the period from 1999 to 2010. The main objective is to contribute to the scientific cognition of reproductive attitudes, intentions and its realization among South Kazakhstani couples. The analysis is based on data collected for couples in the survey "Reproductive behavior of a family of Kazakhstan" held in the year 2007. In addition to that, trends in population development and impact of recent socio-economic changes on reproductive behavior in the selected region are studied. Differences in age, sex, ethnicity, place of residence as well as religious affiliation, educational attainment and respondents' incomes are considered in data analysis. The results of fertility decomposition method showed, that recent increase in fertility was predominantly caused by the factor of age-specific fertility rate. Factors of urban-rural difference and birth order were not significant. With regard to reproductive attitudes, intentions and its realization it was found that reproductive preferences among South Kazakhstani couples were devoted to a large family, while their reproductive intentions were focused on two-three children at most. Keywords:...

Background: With social media being ever present in today's marketing world, research guiding and aiding this phenomenon is of mount importance. With social credibility and source attractiveness being lucrative schemes on citizen influencers persuasiveness towards target followers on Instagram and ultimately the drive of online purchase intentions, a holistic approach is introduced to understand each key determinant of each phenomena. Purpose: The purpose of this study is to investigate the determinants of citizens influencers’ persuasiveness and its relationship with source credibility and source attractiveness, as well as determining a consumers’ online purchase intention on the social media platform Instagram. Method: The study was written in a quantitative manner, aiding the need for generalizable data within the field. An exploratory research design was used with web-based surveys sent out to the sample selection for completion. Main Findings: Four out of the five hypothesis regarding source credibility and attractiveness towards the persuasiveness of citizen influencers were rejected, indicating interesting results as it contradicts previous literature. Furthermore, online purchase intention hypotheses were found to have more positive alignments towards citizen influencers. Grounds for theoretical and practical implications as well as future research endeavors were found.

As discussões econômicas em geral não incluem os empresários, entretanto, este agente é de suma importância para o crescimento e desenvolvimento econômico. Com a aceleração do processo de globalização tende-se a aumentar a demanda por empresários em detrimento da demanda por funcionários. Este trabalho tem como objetivo identificar a existência de um conjunto de características que expliquem o gosto e/ou a intenção de ser empresário versus funcionário entre estudantes que iniciam e terminam seu curso em nível superior. Identifica-se através de um estudo de caso se a educação em nível superior estimula ou não na formação do desejo e da intenção de se tornar empresário. As escolas que compõem o estudo de caso são a Escola Superior de Agricultura \"Luiz de Queiroz\"- ESALQ e outra escola identificada neste trabalho como PRI. Os dados do trabalho são de fonte primária e foram coletados por meio de 493 questionários aplicados válidos aos estudantes ingressantes e formandos de ambas as escolas. Considerando-se que gosto e intenção são variáveis dependentes e que a primeira estimula a segunda, o questionário foi construído de forma que gosto e intenção sejam variáveis-chave para se entender a formação do estoque de empresários. Definiu-se que os alunos pertencem a três perfis ocupacionais excludentes: funcionário da iniciativa privada, funcionário público e empresário. A identificação do efeito educação é defendida com base no confronto das freqüências das respostas dos estudantes ingressantes e formandos quanto ao seu gosto e sua intenção em desempenhar os perfis ocupacionais considerados. A aplicação do teste de quiquadrado garantiu que as diferenças encontradas nas respostas dos alunos ingressantes e formandos sejam estatisticamente significantes, podendo-se assim inferir o efeito das instituições na formação do desejo e da intenção de atuar como empresário e demais perfis considerados. Outros testes estatísticos não-paramétricos foram realizados com a finalidade de se conhecer os determinantes dos perfis ocupacionais. Ainda, a aplicação da análise fatorial permitiu determinar quais fatores têm maior importância para a formação do desejo dos estudantes ingressantes e formandos por uma ocupação profissional. Como principal resultado encontrado tem-se que as instituições estimulam a formação de desejo e de intenção de ser empresários. Na ESALQ, comparando-se alunos ingressantes e formandos, observa-se que há um aumento do grupo de alunos com gosto e intenção de atuar como empresários. No entanto, dentre eles, verifica-se que há uma parcela dos estudantes formandos que gostariam de ser empresários, mas não têm intenção de atuar como empresários. Possivelmente este resultado deve-se ao fato de a ESALQ treinar seus alunos para serem funcionários da iniciativa privada. Está hipótese é confirmada pela diferença do percentual de formandos com gosto e com intenção de ser funcionários da iniciativa privada. Os formandos da escola PRI não apresentam este comportamento, sendo que o grupo com intenção de atuar como empresário é maior que o grupo com gosto por atividades empresariais. / In general, economic discussions do not consider the existence of entrepreneurs; however, this agent is important for the growth and economical development. Due to the globalization process acceleration there is tendency to increase the demand for entrepreneurs in detriment to demand for employees. The main objective of this study is to identify the existence of characteristics that explain the desire and/or the intention to become either entrepreneur or employee among freshman and near-completion student groups so that a case study could evaluate if undergraduate education stimulates or not the desire and intention formation of becoming an entrepreneur. Two Universities were selected for collecting samples: the first one, \"Luiz de Queiroz\" College of Agriculture (ESALQ), and the second herein called PRI (ficticious name). After that, the survey has contemplated a number of 493 valid questionnaires applied to both groups of both schools. The survey was elaborated by assuming that desire and intention are dependent variables and that the former stimulates the latter, besides considering that they are key variables to understand the formation of entrepreneurs\' figures. It was defined that the students belong to three excluding occupational groups: private initiative employee, civil servant and entrepreneur. Differences between two groups\' answer frequency were supposed to be caused by the educational process. Qui-square test has confirmed that the differences found between freshmans\' and seniors\' answers are statistical significant, which allows to imply that there is an effect of the institutions on the desire and intention formation of becoming an entrepreneur and other considered professions. Non-parametric tests were used aiming to know the determination of occupational choice. Yet, factorial analysis has outlined which factors largely affect the formation of freshmans\' and seniors\' desire in terms of professional occupation. The results show that higher education institutions stimulate the desire and intention formation of becoming entrepreneurs. The comparison of two groups in ESALQ indicates that there is an increase of the students\' group with desire and intention of becoming entrepreneurs. Nevertheless, the outcomes highlight that a fraction of senior students would like to be entrepreneurs, although they are not sure about their chances of effectively becoming ones. This might be verified because ESALQ training possibly drives the students towards to private sector. This hypothesis is confirmed by the difference of the percentage of ESALQ senior student that desires and intends to become employees of whatever private company, whereas PRI senior students behaves differently, given that the intentions of becoming an entrepreneur outnumbers the desiring of owning entrepreneurial activities.

Consumers demand for sustainable and ethical products; products that protect the environment as well protect the well-being of workers in every way. Ethical products are a part of sustainability development where companies are obliged to follow guidelines and provide workers with good daily wages and various possibilities to enhance their life. The thesis focuses on ethical consumption and specifically takes a closer look at fair-trade tea. Fair-trade products are produced in a fair way and follow strict guidelines to make sure every worker is cared and provided a respectful life. Due to increase of sustainable products in the market, consumers have become largely aware of the consequences caused by products to the environment. However, when it comes to ethical products, consumers have a disbelief towards unfair situations workers experience. Some consumers believe labor malpractices are often exaggerated and some consumers believe that the victim actually deserves the situation. Even though some consumers would like to contribute, others tend to turn away with a thought that their purchase would not make any significant difference which leads them to not purchase fair- trade products. The thesis explores how and what factors influence such consumers’ minds, with the focus to increase PCE - Perceived Consumer Effectiveness (consumer’s belief that their purchase contributes to a positive outcome). The thesis further examines if PCE directly influences purchase intentions if Belief in Just World and empowering statements influence PCE. Results show that high belief in Just World negatively influences Perceived Consumer Effectiveness. Empowering statements increase awareness on ethical issues and decreases skepticism towards ethical products. The thesis contributes to the theory of PCE and in-store marketing techniques. Triggering PCE at the stores during the point of purchase influences consumers intentions to buy a certain product.