Datum: 26:e juni 2019 Nivå: C-uppsats, i företagsekonomi, specialisering marknadsföring. Institution: Institutionen för ekonomi, teknik och samhälle - Luleå Tekniska Universitet Författare: Sara Bohlin Handledare: Maria Ek Styvén Titel: Fördelar och nackdelar med att konsumera secondhandkläder Nyckelord: Secondhandkläder, secondhand, traditionellt tillverkade kläder, kläder, miljömedvetenhet, prismedvetenhet, behov av att vara unik, modeintresse, behov av att visa status upplevelse av ofräschhet. Syfte: Syftet med studien är att få en ökad förståelse för konsumenters drivkrafter när det gäller att köpa eller inte köpa secondhandkläder. Metod: Deduktiv studie med ett kvalitativt tillvägagångsätt som genomförts med hjälp av semistrukturerade intervjuer. Slutsats: Slutsatserna som drogs efter intervjuerna var att de vanligaste anledningarna till att köpa secondhandkläder var miljömedvetenhet, prismedvetenhet och modeintresse. De av de intervjuade som köpte mycket secondhandkläder utryckte alla på något sätt att de också hade ett behov av att ha en unik stil. Den vanligaste anledningen till att inte köpa secondhandkläder var modeintresse. Detta visade sig genom att de flesta av de intervjuade som köpte få eller inga kläder på secondhand också svarade att de var intresserade av mode. / Date: June 26, 2019 Level: C-uppsats, thesis in business Administration, Specialization Marketing Institution: Department of Business Administration, Technology and Social Sciences - Luleå University of Technology Author: Sara Bohlin Title: Advantages and disadvantages of consuming second-hand clothes Tutor: Maria Ek Styvén Key words: Second-hand clothes, second-hand, traditionally made clothes, clothes, environmentalism, price sensitivity, need for uniqueness, fashion involvement, need for status, perception of contamination. Purpose: The purpose of this study is to better understand what, motivates consumers to buy or not to buy second-hand clothes. Method: A deductive study with a qualitative approach that was implemented using semi-structured interviews. Conclusion: The conclusions drawn after the interviews were that the most common reasons for buying second-hand clothes were environmentalism, price sensitivity and fashion involvement. Those of the interviewed who bought a lot of second-hand clothes all expressed in some way that they also had a need to have a unique style. The most common reason for not buying second-hand clothes was fashion involvement. This was shown by the fact that most of the interviewees who bought few or no clothes on second-hand, also replied that they were interested in fashion.

This bachelor’s thesis is a quantitative study examining the factors influencing the Green Purchase Intention of (green) skincare among European consumers. The underpinning theory for this paper was the Theory of Planned Behavior and its influencing constructs such as Attitude, Subjective Norm, and Perceived Behavioral Control, as well as various selected determinants such as Environmental Concern, Environmental Knowledge, Health Concern, Injunctive Norm, Descriptive Norm, Electronic Word-of-Mouth, Price Sensitivity, Availability, and Perceived Consumer Effectiveness. The determinants were selected after conducting a literature review that primarily consisted of secondary data in the form of research articles dealing with the same research area of Green Purchase Intention. In order to collect primary data relevant to this study, an online survey in the form of a questionnaire was employed. Overall, 385 respondents from various European countries took part in this study. The survey sample was statistically tested using the SPSS AMOS and SPSS software. This was done in order to utilize the data collected fully. Therefore, two hypothesis models were constructed for this study. The results of Model 1, which were tested using SPSS AMOS denoted that Attitude had a significant relationship with Green Purchase Intention of green skincare products. The results of Model 2, which were tested using SPSS showed that Environmental Concern, Environmental Knowledge, Health Concern, and Perceived Consumer Effectiveness had a significant positive relationship with Green Purchase Intention. Thus, as a result, this study offers findings that manufacturers and retailers of green skincare could use to advance their marketing strategies. Primarily, it can be argued that green skincare brands should focus on targeting consumers who are already environmentally conscious rather than trying to gain over consumers with no environmental knowledge and concern. However, we do not deem our results sufficient enough to allow us to provide further managerial contributions.

This study attempted to establish the travel behaviours and choice criteria of the South African domestic air passenger and how they differed between low-cost carriers (LCCs) and full-service carriers (FSCs). The study was quantitative and used structured questionnaires to collect data via personal interviews. Descriptive and inferential techniques were used to analyse the data, including a binomial logistic regression to identify predictors of model choice. Analysis This study attempted to establish the travel behaviours and choice criteria of the South African domestic air passenger and how they differed between low-cost carriers (LCCs) and full-service carriers (FSCs). The study was quantitative and used structured questionnaires to collect data via personal interviews. Descriptive and inferential techniques were used to analyse the data, including a binomial logistic regression to identify predictors of model choice. Analysis showed that passengers had a limited understanding of the functioning of the models. This results in consumer perceptions and expectations being discordant with the true differences. In distinguishing between models, LCC passengers rate LCCs more favourably than FSC passengers, but both rate FSCs higher than LCCs. This shows the need of consumers to have the features and services of the FSCs. Amongst the key findings was the absolute importance of price to the passengers on both models when purchasing the ticket. The analysis showed that LCC passengers are highly price sensitive and show loyalty to the lowest price (not airline model). It was apparent that frequent flyer programmes (FFP), or linkages to 3rd party loyalty programmes, for LCCs need to be reconsidered. Younger LCC passengers especially, indicated a need for a simple FFP to receive some form of ‘reward’, as well as benefits traditionally only offered by FSCs. FSC passengers show a greater degree of loyalty and less fare sensitivity. This provides the FSCs with a degree of fare flexibility and the opportunity to move their loyal, less price-sensitive consumers up the price curve to maximise revenue. It was shown that, in distinguishing themselves from FSCs, it is important that LCCs are perceived as being more affordable than FSCs and are offering a value-for-money service. In essence, LCCs have to defend their positioning by (i) ensuring that their fares are not perceived to be as high as a FSCs and (ii) watching that the FSC fares are not declining to a level where FSCs are perceived as being as cheap as a LCC. For LCCs, brand building strategies around issues other than fare need to be devised, with attention paid to identifying determinant factors. / Business Management / D. Com (Business Management)