The role that perceived information quality has on the intention to use a computer supported collaborative work (CSCW) system in the Federal Highway Administration is the focus of this study. The purpose of this study was to examine the functional diversity of the contributors in a CSCW as a major determinant of perceived information quality. The study relied on the Technology Acceptance Model (TAM), the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) to propose a theoretical model which shows that perceived information quality influences perceived risk and trusting belief of the users of these systems. Both perceived risk and trusting belief shape the intention to use a computer supported collaborative work systems. This study conducted a web-based survey to validate the theoretical model. The study focused on the use of computer-supported collaborative work systems in the Federal Highway Administration. This study empirically validated the theoretical model. Scales were developed within the context of the variables (functional diversity, perceived information quality, perceived risk, trusting belief, and intention to use.) to survey discipline members at the Federal Highway Administration.The statistical results showed support for perceived information quality’s positive influence on trusting belief, perceived information quality’s negative influence on perceived risk, perceived risk’s negative influence on the intention to use a CSCW and trusting belief’s positive influence on the intention to use a CSCW. The results also showed there is no statistically significant difference in perceived information quality by functional diversity. This study concluded that the research model showed significant results to support four of the five hypotheses proposed and helped uncover key findings on how perceived information quality can be impacted. This research served as an original contribution to CSCW while working in functionally diverse teams environments.

The aim of this research is to develop the understanding of food waste behavior by analyzing student’s intention to reduce household food waste. The determinants Attitude, Subjective Norm and Perceived Behavioral Control (scope of Theory of Planned Behavior), as well as the Anticipated Emotions were therefore investigated. Data from a sample of 209 students at Uppsala University, Campus Gotland (Sweden) were collected with a web-based survey and used to identify the relevant factors. A multiple linear regression analysis showed that Attitude and Perceived Behavioral Control has a significant positive relation to the students’ Intention to reduce food waste. Subjective Norm and Anticipated Emotions did not reach statistical significance and could therefore not be used to draw conclusions. As a limitation, it must be considered that the focus is purely on the intention and the actual behavior was not part of the research. In addition, a missing universal definition of food waste leaves space for interpretation. What food (parts) is seen as edible depends on individual perception. People have different perceptions of what is edible. The findings of the research are helpful to recommend strategies on how to increase the intention to waste less food. Therefore it contributes to address the global issue of food waste. It outlines the factors that appear to drive the largest change in altering the intention to reduce food wastage.

Studier utförda i icke digitaliserade kontexter visar att konsumenter överväger marknadsföring av högengagemangsprodukter kognitivt, och att köpintention av dessa produkter påverkas av argumentens kvalitet. Vidare visas att konsumenter vid lågengagemangsprodukter överväger marknadsföring emotionellt, och att köpintention av produkter som förknippas med lågt engagemang därför påverkas av källans trovärdighet. Studier utförda på sociala medier visar däremot att konsumenters köpintentioner påverkas av emotionella stimuli, oavsett produkttyp. Det visar följaktligen att vad som påverkar konsumenters köpintentioner av olika produkter bör skilja sig mellan icke digitaliserade kontexter och sociala medier. I denna studie undersöks därför vad som påverkar köpintention av dessa produkttyper genom marknadsföring på sociala medier, mer specifikt via influencer marketing. Studien har genom 8 semistrukturerade intervjuer undersökt vilka karaktärsdrag hos en influencer samt vilka dimensioner i dennes inlägg som påverkar konsumenters köpintentioner av låg- respektive högengagemangsprodukter när dessa marknadsförs på Instagram. Det visades att vad som främst påverkar köpintention av båda produkttyperna är dimensioner i bilden; kvalitet, miljö, sammanhang och genuinitet. Vidare är tillgänglighet en dimension i texten som påverkar konsumenternas köpintention av båda produkttyperna, det vill säga att företaget ska finnas taggat i inlägget och därmed göra det enkelt för konsumenten att ta sig vidare för eventuell informationssökning eller köp. Övriga dimensioner och karaktärsdrag skiljer sig mellan produkttyperna. Gällande lågengagemangsprodukter har inga fler dimensioner i inlägget någon betydelse och inte heller vilken influencer som marknadsför produkten. Däremot vid högengagemangsprodukter, bör influencern besitta karaktärsdragen trovärdighet, som beskrivs genom matchning och kompetens, samt attraktivitet. Texten bör även innehålla personlig information från influencern gällande dennes användning av produkten. Utöver karaktärsdrag och dimensioner visades konsumentens inställning till produkten påverka köpintentioner av båda produkttyperna. Inställningen till produkten innebär; egen preferens, behov och varumärke. Slutligen kan utläsas att det krävs mer av en influencer och dennes inlägg för att påverka konsumenter till köpintention vid marknadsföring av högengagemangsprodukter, då fler dimensioner och karaktärsdrag visades viktiga vid marknadsföring av denna produkttyp

This study discusses Online Behavioral Advertising (OBA), which fundamentally consists of collected data about a person’s online behavior. The phenomena are made possible via the use of cookies on webpages and social media, which the user needs to accept to access the platform. The saved information is then used by firms to present targeted advertising, so called Online Behavioral Advertising. The feeling of being watched over/controlled on the internet might seem intrusive, which studies show may have a negative effect on consumers purchase intentions. How the effect varies between different personalities has not been studied before. Previous studies have focused on studying correlation between personalities and purchase intention and correlation between OBA and purchase intention. Little light has been shed on the effects of OBA for different personalities, to complete previous studies this study aims to find out more by using an acknowledged personality model named Big Five. This study uses a quantitative research approach, a web survey has been constructed to collect data and enable the composed hypotheses to be tested. The collected data is being analyzed in SPSS into descriptive statistics and Spearman rank correlation between the personality dimensions of the Big Five and the effect of OBA on purchase intention. The results show that previous theories about the effect of OBA on purchase intention can be verified. The descriptive statistics also show a significant higher effect of OBA on men than women. Furthermore, Spearman rank correlation shows that the effect varies between the personality dimensions of Big Five. A positive correlation was found between the dimensions Openness and Extraversion and OBA's effect, which means that persons scoring higher in these dimensions also has a higher effect of OBA on purchase intention. A negative correlation was found between the dimension Conscientiousness and OBA's effect, which means that persons scoring higher in this dimension is not significantly affected by OBA.

The increased global consumption has a severe effect on the environment. In order to reduce the environmental impact, there is a need for more environmentally friendly consumption choices. Several studies have confirmed that consumers have a positive attitude towards environmentally friendly products, but that the attitude is, in most cases, not put in to practice. To increase the degree of explanation behind the gap between Swedish consumers intention and behavior regarding the consumption of organic fruits, this study used Ajzen’s (1985) theory of planned behavior. The purpose of this bachelor thesis was to examine if attitude, social norms and experinced behavior control can explain the consumption behavior regarding organic fruits in Sweden. An online-survey with several Likert items was conducted in order to gather data. The respondents were asked about their age, income, education, attitudes, social norms and their experienced behavior control. A correlation test and a multiple regression analysis was conducted in order to see how the determinants of intention correlated with the behavior and how well they could influence the behavior. The results showed that attitude was the determinant that had the strongest correlation (0.522) and contributed the most to the behavior of buying organic fruits. Subjective norm (0.294) and perceived behavior control (0.245) had not as strong correlation as attitude and subjective norm could only influence the behavior to a minimal level. However, it was found that perceived behavior control could influence the behavior. The total rate of explanation for all determinants of intention on the behavior was R2 = 0.568 (56.8%). The conclusions that were made from this study were, firstly, that attitude can influence most of the behavior regarding consumption of organic fruits among Swedish consumers. Secondly, subjective norm can to a minimal degree influence the behavior regarding consumption of organic fruits among Swedish consumers. Thirdly, perceived behavior control can to a minimal degree influence behavior regarding consumption of organic fruits among Swedish consumers. Furthermore, there is a need for more studies who includes behavioral data and more added variables to the TpB model in order to deepen the knowledge about environmentally friendly consumption behaviors.

Fotboll fitness är fotboll som hälsofrämjande aktivitet med mer fokus på glädje och gemenskap än taktik och skicklighet. Syftet med studien var att undersöka de bakomliggande motiven till ett deltagande i aktiviteten fotboll fitness. I studien deltog 12 intervjupersoner, tre kvinnor och nio män i åldrarna 25-70 (M=46.6, SD=12). Alla deltagare hade varit aktiva i fotboll fitness minst en månad innan påbörjad studie samt alla hade tidigare spelat fotboll. En semistrukturerad intervjuguide användes. Resultatet klassificerades in i tre huvudteman av motiv för deltagande; gemenskap, positiva effekter av fotboll fitness samt upplägget för fotboll fitness. Gemenskap betyder att deltagarna upplever den sociala tillhörigheten som en av anledningarna till att de deltar i fotboll fitness. Under temat positiva effekter av fotboll fitness berättade deltagarna om att både psykologiska och fysiologiska hälsoeffekter var motiv för deltagande. Även det ostrukturerade upplägget var något som, enligt deltagarna, främjade deltagande i aktiviteten. Baserat på resultatet från föreliggande studie rekommenderas en aktivitet som främjar gemenskap, lyfter de positiva effekter av aktiviteten samt har ett liknande upplägg då detta visat på motivation till deltagande. / Football fitness is an activity developed in Denmark and is football in small teams with focus on joy and community instead of tactics and skill. The purpose of the study was to investigate the underlying motives for a participation in football fitness. The study included 12 interviewees, three women and nine men aged 25-70 (M= 46.6, SD= 12). All participants had been active in football fitness at least one month before starting the study and all participants were former football players. A semi-structured interview guide was used. The result shows that three core motives for participation; relationships, positive effects of football fitness as well as structure of football fitness. Relationships mean that one motive for participation was the experience of social belonging. Furthermore, positive effects of football fitness mean that the participants valued physical activity beneficial in both physiologically and psychologically. The structure of the activity when it comes to rules and the positive climate is the third motive for participation in football fitness. Based on the results of the present study, it is recommended that an activity promoting the community, highlighting the positive effects of the activiy, and also have a similar approach will demonstrating motivation for participation.

Houve um crescimento substancial constatado nos últimos anos no número de pessoas adotando dietas veganas em várias áreas do mundo, incluindo nas Américas, na Europa e em diferentes regiões da Ásia. Em 2012, já existiam cerca de 16 milhões, 5 milhões e 1,68 milhão de pessoas veganas nos Estados Unidos, Brasil e Inglaterra, respectivamente. Questões de saúde, de meio ambiente e de direitos dos animais são algumas das preocupações do consumidor vegano. Essas causalidades também são características do consumo consciente. O consumo de produtos está conduzido por fatores econômicos, sociais, culturais, pessoais e ambientais que atuam sobre o fator a decisão de compra e de o comportamento do consumidor. Nesse sentido, questiona-se qual é o perfil e suas principais motivações que influenciam o comportamento do consumidor vegano no Brasil Para obter essa resposta, foram escritos dois artigos, a fim de atender os seguintes objetivos: Artigo I) contextualizar o estado da arte do consumo vegano; e Artigo II) caracterizar o perfil dos consumidores veganos; e identificar e analisar as motivações que orientam e influenciam o comportamento de consumidores veganos, com base na Teoria do Comportamento Planejado (TCP). Para o consumidor vegano, a TCP auxilia na abordagem das motivações que fazem parte para a compreensão do comportamento do consumidor planejado. Os resultados encontrados no primeiro artigo apresentam que as pesquisas sobre o consumo vegano cresce a partir de 2009, sendo um dos países que mais pesquisam sobre o assunto são os Estados Unidos, com 22 artigos. Além disso, ressalta-se que ao longo dos anos foram descobertas novas pesquisas que ratificam a importância de os indivíduos aderirem uma dieta vegana, por questões de saúde, de meio ambiente, corroborando para o consumo consciente Já no segundo artigo, os resultados mostram que a maioria dos consumidores veganos são do sexo feminino, jovens, solteiros, com ensino superior completo e pós-graduação e com menos e mais de um ano de veganismo. As principais variáveis que influenciam e orientam o comportamento do consumidor vegano estão relacionadas a sua saúde, às intenções comportamentais, aos alimentos ecoinovadores, ao direito dos animais e ao meio ambiente. Portanto, o comportamento do consumidor vegano, quando aplicado à TCP, revela que as atitudes, normas subjetivas e controle percebido geram um comportamento do consumidor planejado ao veganismo. Conclui-se que o consumo vegano tornou-se um nicho de mercado, contribuindo para a produção de alimentos ecoinovadores. Sob o ponto de vista do agronegócio, salienta-se que novas cadeias de produção de alimentos, diferenciação de produtos, estímulo à produção de orgânicos, estratégias de mercado e ampliação da oferta para atender a demanda são algumas ações positivas que podem impactar e promover a expansão desse nicho de mercado. / There has been substantial growth in recent years in the number of people adopting vegan diets in various areas of the world, including in the Americas, Europe and different regions of Asia. In 2012, there were already around 16 million, 5 million and 1.68 million vegans in the United States, Brazil and England, respectively. Health, environment and animal rights issues are some of the concerns of the vegan consumer. These causalities are also characteristic of conscious consumption. The consumption of products is driven by economic, social, cultural, personal and environmental factors that act on the buying decision factor and consumer behavior. In this sense, it is questioned what is the profile and its main motivations that influence the behavior of the vegan consumer in Brazil To obtain this answer, two articles were written in order to meet the following objectives: Article I) contextualize the state of the art of vegan consumption; and Article II) characterize the profile of vegan consumers; and to identify and analyze the motivations that guide and influence the behavior of vegan consumers, based on the Theory of Planned Behavior (TCP). For the vegan consumer, TCP assists in approaching the motivations that are part of understanding the intended consumer behavior. The results found in the first article show that research on vegan consumption grows from 2009, with one of the most researched countries being the United States, with 22 articles. In addition, it is emphasized that over the years new research has been discovered that ratify the importance of individuals adhering to a vegan diet, for health reasons, of the environment, corroborating for conscious consumption. The second article, the results show that the majority of vegan consumers are female, young, single, with full college and postgraduate education and with less than and more than one year of veganism. The main variables that influence and guide the behavior of the vegan consumer are related to their health, behavioral intentions, ecoinovator foods, animal rights and the environment Therefore, vegan consumer behavior, when applied to TCP, reveals that attitudes, subjective norms and perceived control generate consumer behavior designed for veganism. Concluded that vegan consumption has become a niche market, contributing to the production of ecoinovadores foods. The point of view of agribusiness, it should be pointed out that new food production chains, product differentiation, organic production incentives, market strategies and supply expansion to meet demand are some positive actions that can impact and promote expansion of this niche market.

I föreliggande studie har det undersökts vad som påverkat linjechefer att fullfölja sina förändrade arbetsförhållanden. Förändringarna är ett resultat efter att en större omorganisation har genomförts, en så kallad Human Resource Transformation. Studien baserades på Icek Ajzens Theory of planned behavior, vars utgångspunkt är individens intention att utföra ett tänkt beteende. Det antogs, utifrån Ajzen (1991), att de tre faktorerna, attityd, subjektiv norm och upplevd beteendekontroll var av betydelse för intentionen. Sammanlagt svarade 42 linjechefer från Skatteverket på en enkät om attityder, subjektiva normer och upplevd beteendekontroll gentemot de nya arbetsuppgifterna. En kvalitativ informantintervju genomfördes med en HR-strateg vid Skatteverket för att förtydliga syfte och orsak till organisationsförändringen samt för att tydliggöra hur linjechefernas arbete var tänk att se ut efter att HRT implementerats. Resultatet visade att subjektiv norm är den faktor som hade mest betydelse för intentionen att fullfölja HRT. Attityd mot beteendet och upplevd beteendekontroll visade sig inte ha signifikant samband med intentionen. / <p>The present study has examined what factors influence line managers intention towards changing employment. The changes are a result after a major organizational development, known as Human Resources Transformation. The study is based on Icek Ajzens Theory of planned behavior who’s main core is the individual’s intention to carry out a planned behavior. Ajzen (1991) assumes that tree factors affect the intention toward behavior. A total of 42 line managers answered on a survey based on questions about attitudes, subjective norms and perceived behavioral control related to their new work situation. A qualitative informantinterview was conducted with an HR-strategist at the Swedish tax agency to clarify the purpose and reason for the reorganization and to clarify HRTs real impact in the business. The result shows that subjective norm is the element with the most impact on the intention to proceed with HRT. Attitude toward behavior and perceived behavioral control was found to have no significant correlation with intention.</p><p>Program: Organisations- och personalutvecklare i samhället</p>

Negative voices about fast fashion have become much louder in the last couple of years. Stories about sourcing, production and disposal of products became headliners in respectable newspapers and material for shocking documentaries. However, the fast fashion retailers are still expanding their territories and even new chains emerge. Observing the ongoing dialogue between the dissenting votes against fast fashion, its producers and consumers lead to the assumption that there might be a gap between young consumers’ attitude towards fast fashion and their corresponding behavior. Such a gap has been examined in many research areas before concerning for example the consumption of more ethical products, the attitude towards corporate social responsibility or health related matters. To investigate the assumed gap in fast fashion consumption further a deductive approach has been used and focus groups have been conducted which offered great insight into the opinions and beliefs of the fast fashion main target group. Multiple hypotheses have been drawn from these findings and an online questionnaire was implemented to back up those results.In order to assemble the questionnaire and analyze the results several theories regarding the forming of attitude and behavior haven been used and explained in further detail, including the Hierarchy of Effects, The Consistency Theory, The Techniques of Neutralization, The Theory of Reasoned Action and the Theory of Planned Behavior. Conclusively it can be said that young consumers do have to a certain degree a negative attitude towards fast fashion but still name it as their first shopping choice. Even though not all hypotheses which have been drawn could be fully confirmed, a gap is definitely visible between consumers’ attitude and their behavior and the reasons for it are of high interest. However precise reasons or which factors exactly interfere when the purchase decision is made discarding the concerns cannot be pointed out and only trends could be depicted. The factors forming attitude and behavior are numerous and underlay various concepts which have to receive further attention in order to solve all issues of the attitude-behavior gap in fast fashion. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

abstract: Despite the societal importance of activism, the understanding of activist intentions remained limited (Liebert, Leve, & Hu, 2011; Klar & Kasser, 2009). The current study used the Theory of Planned Behavior (TPB) to examine two structural models of low-risk activist intentions and high-risk activist intentions (Ajzen, 1991). The traditional TPB model was tested against a hybrid commitment model that also assessed past activist behaviors and activist identity. Participants (N = 383) were recruited through social media, professional list-serves, and word of mouth. Results indicated a good model fit for both the traditional TPB model (CFI = .98; RMSEA = .05; SRMR = .03; χ2(120) = 3760.62, p < .01) and the commitment model (CFI = .97; RMSEA = .05; SRMR = .04; χ2(325) = 7848.07, p < .01). The commitment model accounted for notably more variance in both low-risk activist intentions (78.9% in comparison to 26.5% for the traditional TPB model) and high-risk activist intentions (58.9% in comparison to 11.2% for the traditional TPB model). Despite this, the traditional TPB model was deemed the better model as the higher variance explained in the commitment model was almost entirely due to the inclusion of past low-risk activist behaviors and past high-risk activist behaviors. A post-hoc analysis that incorporated sexual orientation and religious affiliation as covariates into the traditional model also led to a good-fitting model (CFI = .98; RMSEA = .04; SRMR = .04; χ2(127) = 217.18, p < .01) and accounted for increased variance in low-risk activist intentions (29.7%) and high-risk activist intentions (18.7%) compared to the traditional model. The merits of each of the structural models and the practical implications for practice and research were discussed / Dissertation/Thesis / Doctoral Dissertation Counseling Psychology 2019