Several studies have shown that there is a negative impact of perceived risk on trust and on the online purchasing behaviour of buyers. Other research suggests a positive impact. However, these relationships have been suggested by using evidence obtained from the purchase of inexpensive, uncomplicated, and hence low risk products such as books, compact disks (CD’s, DVD’s), or clothing. Exploring whether such associations could be generalised within the complex, costly high risk and credence products such as gemstones has not been examined. This gap in the literature was addressed in this study. The results of the study suggest that perceived risk and trust are significant determinants of the online purchasing behaviour of gemstone buyers. The study also shows that the type of Internet marketing strategy used by the seller (the place strategy) and the buyer’s privacy, and security concerns influence a buyer’s perceived risk to purchase gemstones online. Furthermore, Internet fraud protection has been found to be the only significant factor that has an influence on the buyer’s trust to purchase gemstones online. These results have implications for the literature, and all sellers and consumers.

The purpose of this thesis is to investigate consumers’ willingness to act socially responsible in their online fashion purchasing behaviour. Three frameworks; Theory of Planned Behaviour (TPB), Socially Responsible Consumer Behaviour (SRCB) and Consumer Social Responsibility (CNSR), constitute a foundation and have been combined in a conceptual framework. The research approach used is a qualitative research approach, and the empirical data was gathered in two semi-structured focus-groups with five and six participants. The participants were recruited by a convivence sampling method, with purposive sampling characteristics. The findings indicate that factors that influenced consumers’ willingness to act socially responsible was price, convenience, and time. Moreover, the findings show that SRCB is seen as a process, and that consumers’ stage in the process influence their willingness to act socially responsible. Lastly, it is shown that the TPB and SRCB must be considered before consumers can act socially responsible. This since consumers who have positive attitudes towards responsible actions, are susceptible to information of social and environmental issues related to their behaviour. These consumers can create enough awareness to take social- and environmental responsibility for their actions. Responsible consumers also aim to influence other consumers to take a greater responsibility. The findings of this study have contributed to further understanding within the research area of responsible consumers. Since the conceptual framework consider consumer behaviour in combination with their areas of awareness and responsibilities, this study contributes to deeper understanding of why consumers act socially responsible or not.