The purpose of this study is to investigate how Max Burgers construct themselves as an environmentally friendly company through their video advertisements. Additionally the purpose is to investigate how young, loyal customers can perceive Max’s attempt to portray  themselves as an environmentally friendly company, in the fast food industry through their advertisements. The two research questions are as follows: 1)   How does Max construct their advertisements in the campaign “Climate Positive Burgers”? 2)   How do Max’s young, loyal customers perceive Max’s video advertisements in the campaign “Climate Positive Burgers”?   The chosen theoretical framework incorporated into the study are Stuart Hall’s theory of Encoding/Decoding and Kenneth Burke’s theory of identification.  Data has been collected through an online survey, individual online semi-strucuted interviews and multimodal analysis. The study found that the way Max constructs their video advertisements can vary. With one video being constructed around being relatable and embracing humor, while the other was constructed on seriousness and artistic elements. In addition to this, it was found that all three types of readings according to Hall’s theory were perceived by the loyal customers interviewed. However, oppositional and dominant readings were more frequent. Finally, it was concluded that idealistic identification is present in consumers, due to loyal customers sharing some of the same values that Max are communicating in the video advertisements.

In today's society, people are constantly striving to find new technical solutions that facilitate and simplify their everyday life. Companies embrace these societal structures and constantly try to keep up with the development to make sure that the consumer circle is expanding and to get more people to buy their goods and use their services. In companies such as fast food restaurants, everything is known to happen quickly. Food preparation needs to be done quickly and also the transactions must be fast in order for a fast food restaurant to live up to its title. In this study, mobile payments within the restaurant business will be investigated. The main topics that will be discussed are why restaurants are implementing such services to their businesses. The study is also going to lift the strengths, weaknesses, opportunities and threats that follow with a mobile payment application and self service technology from both buissness- and customer perspective.