The world today faces many challenges in terms of sustainability and how the world will be able to continue to meet demands of future generations. Sustainability aspects are considered by customers and organizations to a greater extent today than ever before. Businesses need to find new ways forward to encourage sustainable consumption to be able to exist in the future. The increasing amount of food waste represents one of many sustainability challenges and is a stated problem in developed countries. In Sweden, the households stand for the biggest amount of food waste along the entire supply chain. Producing something that is later wasted is an inefficient use of resources. This study aims to identify barriers for consumers to act pro-environmentally when consuming products of low involvement and find ways for the industry to overcome them. The thesis is commissioned for a large bread company in Sweden, who is in the starting blocks of start selling frozen bread, something that is not done to a great extent today. Frozen bread is a more environmentally sustainable alternative than substitute products and it will serve as the low-involvement product in focus of this study. The theoretical framework is built on theories regarding consumer decision-making, consumer behavior, sustainability and sustainable consumption. Through in-store observations of customers accompanied by follow-up interviews, a solid amount of data was gathered which allowed the authors to address the gap between intentions and behavior. Semi-structured interviews with the manager of the grocery store and the commissioned company give insights to the industry perspective of sustainability and consumer behavior. The empirical findings are presented from each data collection instance and are later analyzed and discussed with regard to four sub-purposes and the theoretical framework. The results have shown that existing barriers relate to customers’ habits, inertia, attitudes and lack of knowledge. The industry has the opportunity to bring forward sustainable products without tradeoffs, to create a win-win situation. By appealing to the customers’ hedonic needs and informing them about environmental benefits it is possible to influence customer norms to achieve a pro-environmental behavioral change.

A firm’s brand image has to stand the test of time and be durable through different trends and changes, which emphasize the importance of following developments in the marketplace such as the emerging relevance of firm generated content on social media. With attitudes towards a product being lower in relation to the involvement regarding a product, the importance of establishing brand image for low-involvement product brands increases. With this in mind the purpose of this thesis was to explore how consumers’ brand image of low involvement products was affected by firm generated content on social media. This research provides insights on how brand image of a brand of a low involvement products is affected by firm generated content on social media. The study is based on existing research within brand image and was conducted through the use of a qualitative research approach using in-depth interviews as data collection method. The findings of this thesis suggest that consumers brand image is influenced by symbolic benefits where the benefits around the product are emphasized. A pattern could be seen where consumers emphasized symbolic benefits communicated through firm generated content on social media in a higher regard when the perceived functional benefits between brands were similar. This suggests that firm generated content of brands of low involvement products communicated on social media often seem to influence consumers perception of symbolic benefits in regards to favorability, strength and uniqueness of associations which in turn influence brand image.

Titel: Reklam kan vara rolig; en studie om humors påverkan på köpintention Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Christopher Hasp & Manfred Högberg Handledare: Michelle Ryback  Datum: 2022 – Juni  Syfte: Avsikten med arbetet är att undersöka om en tydlig koppling finns mellan uppskattning av humor och köpintention för produkter med låg engagemangsnivå genom användandet av videoreklam.  Metod: I studien har en kvantitativ forskningsmetod med ett deduktivt tillvägagångssätt använts där datainsamling skett i form av en enkätundersökning med totalt 103 besvarande respondenter. Utifrån syftet har vi skapat frågeställningar som vi försökt besvara genom teorin. Utifrån teorin har vi formulerat en hypotes vilken vi därefter har besvarat genom empirin i form av enkät.  Resultat och slutsats: Humor i marknadsföring påverkar kognitiv- och beteenderespons positivt. För att lyckas med humor i marknadsföring måste konsumenternas uppmärksamhet fångas. Slutsatsen vi kan dra är att en direkt korrelation finns mellan uppfattningen av humor och köpintention. Examensarbetets bidrag: Vi har påvisat ett samband mellan uppfattning av humor och köpintention. Desto roligare konsumenter anser att en reklam är desto högre är sannolikheten att konsumenten köper produkten. Förslag till fortsatt forskning: Vidare forskning kan innefatta att tydligt särskilja de olika kategorierna av humor och använda sig av reklam inom de olika kategorierna för att identifiera vilken typ av humor som är mest effektiv inom olika kundgrupper. Nyckelord: video commercial, humor, advertising, purchase intention och comedy marketing, low involvement product. / Title: Advertisement can be fun, A study of humours impact on purchase intention Level: Student thesis, final assignment for Bachelor Degree in Business Administration Authors: Christopher Hasp & Manfred Högberg  Supervisor: Michelle Ryback  Date: 2022 – June  Aim: The purpose of this study is to research if there’s an obvious link between perceived humour and purchase intention for low engagement products through the usage of video commercial. Method: In the study we’ve used a quantitative research method with a deductive approach where data collection has been in the form of a questionnaire with a total of 103 respondents. Based on the aim we created questions of issue which we’ve attempted to answer through the theory. Based on the theory we’ve constructed a hypotheses which we’ve answered through the empirical section in the shape of a survey. Results and conclusion: Humour influence cognitive and behavioral response in a positive manner. To be successful with humouristic marketing the attention of consumers must be caught. The conclusion we can make is that there’s a direct correlation between perceived humour and purchase intention. Thesis contribution: We have proven a connection between perceived humour and purchase intention. The higher appreciation consumers have of a commercial the higher the probability is that the consumer will purchase the product. Future research suggestions: Future research can distinguish between the different types of categories of humour and use advertisement within the different categories to attempt identification of which type of humour is the most effective within different customer segments. Keywords: video commercial, humor, advertising, purchase intention and comedy marketing, low involvement product.

The author has applied an abductive research design and performed a case study which includes a survey and e-mail interviews of workers within the construction industry. The purpose of the survey and the interviews is to investigate what factors may be the most influential for individuals in establishing their apprehension of natural stones. The research has been made on commission of the case firm which is a natural stones importer located in Sweden and the survey is based on the 17-point CETSCALE originally created by Shimp and Sharma in 1987. The survey was sent to workers with different occupations (architects, contractors and purchasers) within the construction industry who encounter natural stones in their work. Therefore, the theoretical purpose of this study is to contribute to increase the knowledge of country-of-origin effects of imported low-involvement products. The research gap this study aims to fill is to outline what factors are influencing consumers' purchasing behavior on purchasing low-involvement products. The practical purpose of this study is to provide the case firm with more knowledge of the phenomenon of negative COO-effects. Theories on ethnocentrism have been included since ethnocentric tendencies among customers have been considered by previous researchers as one of the contributing factors of fostering negative country-of-origin perceptions. The case firm can implement this knowledge in creating a more effective marketing strategy and thereby develop their operation domestically as they wish to do. Empirical findings of this study demonstrate that cognitive influence is the factor with the largest influence on country-of-origin effects while factors such as familiarity and environmental concerns are less influencing. The author recommends future researchers to further investigate this phenomenon, especially to investigate its connection to cognitive- and other psychosocial factors in order to gain a more solid understanding for why problems related to this phenomenon arise and how they may be encountered. Since Corporate Social Responsibility was demonstrated to be the most influencing factor in consumers’ purchasing decisions of this study, it is suggested to future researchers to investigate the phenomenon of country-of-origin in relation to ethical- and moral standards of individuals.

The industry that shows the strongest growth and development online is the foodindusty. The prognosis shows that this development will only continue to increase. One problem with the online grocery shopping lies in the fact that consumers find it difficult to differentiate the product packaging. Consumers also find it more difficult to evaluate the product traits online versus in physical stores. Companies must therefore start thinking about designing packaging that should also fit digitally. Companies who do not adapt to the new digital landscape run the risk of losing customers, see the margins fall and being out- competed by other companies who have come further in this work. This study therefore aims to analyze which communicative elements on the digital packaging that consumers consider ease their purchasing decisions when shopping for groceries online. This is to be able to create direct communication on the digital packaging which in turn can lead to purchases. In order to examine this, theories in visual communication and consumer purchasing behavior have been analyzed as secondary data together with primary data in the form of three focus groups and fifteen semi-structured interviews. The interview answers have then been analyzed and set against previous theories. This led to the following conclusions: The communicative elements on the digital packaging that consumers consider eases their purchasing decisions when shopping for groceries online are: Consumers want to be able to easily see the brand's logotype and quantity/volume must be clearly stated. It is also important to have an image presenting the packaging's content, clearly state what the product is and labels, especially in the form of eco-labels and origin. / Den bransch som visar på den starkaste tillväxten och utvecklingen online är livsmedelshandeln. Prognosen visar att denna utveckling bara kommer fortsätta öka. En problematik med handeln av livsmedel online ligger i att konsumenter nästan inte ser någon skillnad på förpackningarna. Konsumenter har även svårare att utvärdera produktegenskaper online kontra fysisk butik. Företag måste därmed börja tänka på att designa förpackningar som även ska passa digitalt. Företag som inte anpassar sig till det nya digitala landskapet riskerar förlora kunder, se marginalerna falla och bli utkonkurrerade av andra aktörer som kommit längre i detta arbete. Denna studie syftar därmed till att undersöka vilka kommunikativa element på digitala förpackningar som konsumenter anser underlättar deras köpbeslut när de handlar livsmedel online. Detta för att kunna skapa en tydlig kommunikation på digitala förpackningar som i sin tur ska kunna leda till köp. För att undersöka detta har författarna analyserat teorier inom visuell kommunikation och konsumentköpbeteende som sekundärdata tillsammans med primärdata i form av tre fokusgrupper samt femton semistrukturerade intervjuer. Intervjusvaren har sedan analyserats och ställts mot tidigare teorier. Våra slutsatser är följande: De kommunikativa element på digitala förpackningar som konsumenter anser underlättar deras köpbeslut när de handlar livsmedel online är: Att lätt kunna se varumärkets logotyp och att mängd/volym tydligt framgår. Det är också viktigt med en bild som förmedlar förpackningens innehåll, vad det är för produkt och märkningar, framförallt i form av miljömärkningar och ursprung.

台灣屬於島國經濟，對外貿易為主要命脈，近年來由於比較利益逐漸改變，國內資金 充裕，對外投資活動日漸增加；然而不論是國際貿易或是國際投資，勢必與當地國有 某種程度的接觸資源的涉入 (Involvement)，在本研究中將依股權涉入程度分為： (一)高涉入(High Involvement)策略： 如：獨資經營(Wholly Owned)及合資經營 (Joint Venture)。 (二)低涉入(Low Involvement) 策略； 如：授權(Licensing) 契約生產(Contract Manufacturing)及出口。 此兩類國際市場進入策略，將視企業能力、企業之國際事務專業性、企業與當地熟悉 度、國外總體經濟環境、國外非經濟環境、國外產業環境、及產品特性等七個構面， 而有不同的策略選擇。 此外，將依不同之企業目的，歸類出不同策略群，以供企業進入國際市場時決策之參 考，並且依不同之企業內部狀況及外部環境所形成之優劣勢和機會威脅，產生進入國 際市場之策略矩陣。