Samhället jobbar kontinuerligt med att ta fram hållbara lösningar och strävar efter en cirkulär ekonomi för att minska avfall och överutnyttjande av resurser. Konsumenters returbeteende och företags returhantering via e-handeln, motsäger dock detta då det är en ohållbar praxis eftersom kläder idag slängs och bränns upp innan de brukats. Det står i stark kontrast till att främja hållbar resursanvändning och en ansvarsfull klädindustri. Därför har vi i denna studie valt att undersöka unga kvinnors attityder gentemot returer av kläder köpta via e-handeln och vilka faktorer som har inverkan när unga kvinnor överväger sitt beslut att returnera kläder inköpta via e-handel. Genom att utforska denna problematik kan vi bättre förstå de utmaningar vi står inför och identifiera möjliga lösningar för att främja en mer hållbar och ansvarsfull hantering av kläder.   Studien grundas på teorier som behandlar beteende, resursanvändning, impulsköp och tillfredsställelse, som hjälper oss att förstå varför konsumenterna returnerar kläder inköpta via e-handeln. Undersökningen har utgått från en kvalitativ forskningsdesign med en induktiv ansats för att få en djupare förståelse för konsumenters returbeteende. Datainsamlingen genomfördes i form av intervjuer med tolv unga kvinnliga studenter på Uppsala universitet Campus Gotland. Studiens empiriska material samlades in via semistrukturerade intervjuer där frågorna utgick från fem olika kategorier som baserades på studiens teoretiska referensram.   Studiens resultat visade att det inte alltid är en konsumentens attityd gentemot ett visst beteende som automatiskt leder till att beteendet faktiskt utförs. I stället är det faktorer som ekonomiska förhållanden, demografiska faktorer, social press, känslor och kunskap som spelar en avgörande roll när det kommer till konsumenters beteenden. / Society continuously works on enabling sustainable solutions and strives for a circular economy to reduce waste and overexploitation of resources. But the return behaviour related to e-commerce of clothes, both on consumer side and on the corporate side, contradicts the strives of the society, since the return behaviour entails untenable praxis since returned clothing today are thrown away and burned before they have been used. This is in strong contrast to promoting sustainable resource usage and a responsible clothing industry. Therefore, in this study we have chosen to investigate young women's attitudes towards returning clothes via ecommerce and which factors that have an impact when young women consider returning clothes via e-commerce.   The research design employed a qualitative approach with an inductive stance to gain a deeper understanding of consumers' return behaviour. Data collection was conducted through semi-structured interviews with twelve young female students at Uppsala University Campus Gotland.   The study's findings demonstrated that a consumer's attitude towards a specific behaviour does not always automatically translate into the actual performance of that behaviour. Instead, factors such as economic conditions, demographic factors, social pressure, emotions, and knowledge play a crucial role when it comes to consumers' behaviours.

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This research study aims to investigate the perceptions of millennials towards Chatbot and their purchase intentions in the fashion industry. The study explored how chatbots are perceived by millennials, and how these perceptions influence their purchase intentions. To achieve this, the study used a quantitative approach. The data was collected through an online survey, which was distributed to a sample size of 183 millennials. According to the findings, perceived trust is a strong predictor of purchase intention, on the contrary, perceived enjoyment and perceived ease of use are not. The analysis revealed that customers' perceived trust in Chatbots plays a critical role in favorably affecting their purchase intention. Finally, we suggested that further research explores the potential of chatbots as a marketing tool for fashion brands. This could involve investigating the impact of chatbots on customer engagement, satisfaction, and loyalty, as well as exploring the various design and functionality features that could be implemented to enhance the chatbot experience for consumers.

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Memes are a popular phenomenon in internet culture, despite this fact, meme marketing has not received a lot of attention within the field of marketing research. Therefore, this thesis studies the effect meme marketing has on brand recall and sharing intention using a meme template with an unknown brand. The thesis was a quantitative study, and two questionnaires were conducted. One of the questionnaires was a meme advertisement and the other one was a questionnaire with a “serious” advertisement, the results from the studies were then compared. The thesis relied on previous research and methodology by Yang (2022) who studied meme marketing’s effect on brand recall and sharing intention. The results indicate that meme marketing has a positive effect on sharing intention compared to serious marketing. The results also indicate that meme marketing’s effect on brand recall is positive. However, the effect on brand recall was not statistically significant, but close. This thesis contributes to the understanding of meme marketing’s effect on brand recall and sharing intention compared to serious marketing. / Memes är ett populärt fenomen i internetkulturen, trotts det har inte meme-marknadsföring fått mycket uppmärksamhet inom den akademiska sfären. Denna uppsats studerar därför effekten av meme-marknadsföring och har använts sig av en populär ”meme-mall” för att studera brand recall och sharing intention. Denna uppsats var en kvantitativ studie där två enkäter genomfördes. En av enkäterna behandlade rolig meme-marknadsföring och den andra var en enkät om marknadsföring som inte är avsedd att vara rolig. Resultatet från respektive enkät undersöktes och jämfördes. Studien bygger på forskning och metodik av Yang (2022) där hon studerade meme-marknadsförings effekt på brand recall och sharing intention. Yang (2022) använde sig av två enkäter där en enkät innehåll meme-marknadsföring och en med” seriös” marknadsföring. Meme-marknadsföring tycks ha en positiv effekt på brand recall och sharing intention i jämförelse med ”seriös” marknadsföring. Dock var effekten på brand recall inte statistiskt signifikant. Denna uppsats har bidragit med förståelse och kunskap om meme-marknadsförings effekt på sharing intention och brand recall jämfört med ”seriös” marknadsföring.

<p>OBJECTIVES: The primary objective of this systematic review was to illustrate the various definitions authors of methodology articles have offered for intention to treat (ITT) in relation to loss to follow up (LTFU).</p> <p> METHODS: We searched MEDLINE® for publications appearing between 1950 to 2008. Eligible papers devoted at least one paragraph to ITT and two other paragraphs to either ITT or LTFU. Investigators independently extracted relevant information from each eligible article. Discrepancies between data extractors were adjudicated. Data was extracted and variables used during data extraction were analyzed using the Landis and Koch guidelines kappa values.</p> <p> RESULTS: The MEDLINE® search yielded 1007 articles. One-hundred and ten articles underwent full text screening yielding 66 articles. All kappa's were substantial to near perfect agreement (>0.74). Of the 66 articles, five (8%) did not define ITT, 25 (41%) mentioned LTFU but did not discuss its relationship with ITT, 36 (59%) commented on LTFU in the context of ITT. These 36 articles segregated into three distinctive definitions for ITT: "full-follow-up required" (mentioned 58%), "ITT and LTFU are separate issues" (mentioned 17%), and "ITI involves specific strategy for LTFU" (mentioned 78%). Of the 36 articles, 17 (47%) had multiple definitions for ITT. The most frequent strategies mentioned for handling LTFU were last outcome carried forward (50%), sensitivity analysis (50%), and use of available data to impute (46%). Most articles (81%) specifically excluded complete case analysis under ITI.</p> <p> CONCLUSION : The most striking finding of our systematic review is that there is no meaningful consensus on the definition of ITI. This review, considered alongside previous reviews of RCTs, demonstrates that simply stating a study employed ITT is useless at best and misleading and dangerous at worst. It is the recommendation of this thesis that trialists replace the term ITI with a clear statements about analytic strategies applied to participants who were followed and with those not followed.</p> / Thesis / Master of Science (MS)

Nonprofit organizations are dependent on donations and volunteers to remain operational. Most rely on persuasive communications to inform, educate, and convince recipients of their messaging to respond in order to raise funds and generate volunteers. Though the marketing and psychology literature has examined charitable giving and volunteerism, the effectiveness of persuasive messages to affect philanthropy, gift-giving, and fundraising is a gap in the cause marketing literature (Dann et al. 2007). Because consumers rarely enter a situation without preexisting attitudes or beliefs, it is expected that individuals exposed to an advertisement by a nonprofit organization will look for ways to compare the messages within the ad to their own beliefs and attitudes. Two theories help explain the processing that takes place in relation to attitudes, beliefs, and persuasive communications – elaboration likelihood model (ELM) and the theory of planned behavior (TPB). The research presented here combines these theories to answer questions regarding behavioral intention related to donating and volunteering when individuals are exposed to certain persuasive messages from a nonprofit organization. Results show that one’s involvement with the advertisement combines with one’s attitude toward donating to help determine propensity to donate and the amount of the donation. However, this is dependent upon the message in the ad. When messages indicate that others are supportive of the cause, donations increase when one is more involved with the ad and is generally agreeable to donating. But these messages have the opposite effect when one is not involved with the ad – donations decrease when the message indicates others support the cause. And when messages indicate that even a minimal donation is possible, the attitude driver has no effect on donation behavior. However, when involvement is low, one’s age plays a role in driving individuals toward action, with older people more driven to give when exposed to supportive messages under low involvement conditions than younger groups. For individuals who tend to rely on referents for their own actions, differing messages in advertisements have little effect whether they are involved with the ad or not. That is, in most cases, only their involvement with the ad seems to be the real indicator of behavior. That said, the message that indicates that minimum giving is acceptable seems to affect donations, as individuals more prone to seek referent input rely on this message to help direct behavior, but not volunteerism. But, the cues were more readily adopted by those who were not highly involved. This research contributes to the field of cause marketing in several ways. First, it exposed involvement with the advertisement as the primary driver for behavioral intention in a nonprofit context over one’s preexisting attitudes and beliefs. Second, it identified varying response patterns that individuals have to specific advertising messages based on their level of involvement and strength of those beliefs and attitudes. Third, it augmented the integrated ELM-TPB theoretical model by demonstrating that attitude toward the ad can play a role in consumer decision making. Fourth, it identified age as a factor in behavioral intention related to nonprofit organizations in two specific instances: 1) when attitude and involvement combine for older individuals exposed to normative messages, and 2) when subjective norms and involvement combine for younger individuals exposed to messages that legitimize minimal effort. And fifth, it uncovered implications for managers to develop strategic messages that can increase target audience involvement and positively affect donations and volunteerism.

Indiana University-Purdue University Indianapolis (IUPUI) / Since the COVID-19 pandemic unexpectedly hit the world, the tourism industry has been impacted in every conceivable area. Environmental issues are recognized and considered essential to solve especially in the tourism industry. It is unavoidable that tourists bring both positive and negative impacts to a destination. Meanwhile, the tourism industry is eager to return to its pre-pandemic tourist numbers and levels of spending that traveler previously engaged in. The young generations, specifically Gen Y and Z, play an important role in the tourism market, and they often embody a mindset that takes into consideration issues of sustainability. However, they are not as active as expected in practicing sustainable travel behaviors. Sustainable tourism development and "green" travel practices are becoming increasingly necessary. The main purpose of this study is to identify the gaps between Gen Y and Z's intentions and their behaviors regarding sustainable travel. This study developed and tested a conceptual framework to understand this dynamic. This study identified two gaps: (a) the behavior-intention gap, which exists between Gen Y & Z's intentions and their behaviors in sustainable travel, and (b) daily life and sustainable travel gap, which is the gap between individuals’ daily sustainable habits and sustainable travel behaviors. The results of quantitative study indicated the factors contributed to the gaps included: (1) individuals who have bachelor’s degrees are more likely to conduct sustainable travel behaviors; (2) individuals who have daily sustainable habits; (3) individuals who have higher perceived consumer effectiveness. The implications of the study provide suggestions for destinations to promote sustainable travel and ways to encourage more sustainable traveling choices by travelers.

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