Purpose: The purpose of this research is to explore how consumers of slow fashion experience value of apparel in relation to price, quality, appearance and style, awareness, and trust.Research questions: How do the extrinsic cues in relation to slow fashion influence the value journey of slow fashion consumers? What is the experienced value journey of slow fashion consumers from pre-purchase to post-purchase of apparel?Methodology: data was collected through semi-structured interviewing with eight participantsFindings: The research identified that slow fashion consumers undergo a value journey based on five components: their knowledge, altruistic concerns, personal investment, expectations, and their emotional connection. Their knowledge is formed by how much the slow fashion consumers know about the production process of the apparel, the material quality of the apparel, and themselves in terms of their personal preferences. Their altruistic concerns involve influences how they consume and use clothes based on their ethics. Their personal investment is determined by how much time, effort, and resources they are willing to spend on pieces of apparel. The slow fashion consumer then set an expectation on how well the piece of apparel satisfies these three components through its usage in a post-purchase context. If the piece of apparel exceeds their expectations, they form an emotional connection. This emotional connection again determines their next line of consumption of apparel in a pre-purchase context. These five components determine therefore the process of slow fashion consumers’ perceived value pre-purchase to the perceived value-in-use post-purchase.

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El trabajo de investigación tiene como objetivo comprobar que los factores utilitarios y hedónicos influyen en la actitud de los consumidores y esta tiene un impacto positivo en la intención de compra en una página web. Por ello, se realizará una encuesta a una muestra de personas pertenecientes al público objetivo, teniendo como principal requisito el haber comprado por el canal online del sector de ropa y calzado en los últimos 6 meses. El cuestionario está basado en la escala de Likert. El procesamiento estadístico utilizado es el de SEM (Structural equation modelling), el cual permitirá probar las hipótesis planteadas. Las variables utilizadas son los factores utilitarios, los cuales se dividen en: conveniencia, percepción de facilidad de uso, información del producto, ahorro monetario y al funcionamiento del sistema y factores hedónicos, los cuales son: rol de compras, el mejor acuerdo y atributos sociales. Asimismo, se menciona la actitud, la cual se define como aquella que afecta los pensamientos, sentimientos y procesos de toma de decisiones de los consumidores. Finalmente, la intención de compra hace referencia a la posibilidad de que un consumidor realice un comportamiento de compra particular en línea. / The research work aims to identify the relationship of utilitarian and hedonic factors with the attitude of consumers and the impact they have on their purchase intent on a website. Therefore, a survey will be carried out on a sample of people belonging to the target audience, having as a main requirement to have purchased through the online channel of the clothing and footwear sector in the last 6 months. The questionnaire is based on the Likert scale. The statistical processing used is that of SEM (Structural equation modelling), which will make it possible to test the hypotheses put forward. The variables used are the utilitarian factors, which are divided into: convenience, perception of ease of use, product information, monetary savings and the functioning of the system, and hedonic factors, which are: purchasing role, the best agreement and social attributes. Attitude is also mentioned, which is defined as that which affects consumers' thoughts, feelings and decision-making processes. Finally, the intention to purchase as a dependent variable. / Trabajo de investigación

Purpose : The purpose of this research is to explore the effects of instagram influencers' on millennials' purchase intentions. The aim is to examine how the independent determinants of intentions (attitude, subjective norms, perceived behavioral control) and psychological positive and negative triggers (trust respective perceived risk) influence these effects. Methodology: The Researchers followed an abductive approach and applied qualitative semi-structured interviews to collect the empirical data, and a thematic analysis strategy to analyzethe empirical data. The researchers conducted semi-structured interviews with a total of 8 millennials between the ages of 23 and 30 living in Sweden. The method of data collection recorded respondents' subjective reflections on attitudes, subjection norms, perceived behavioral control, trust and perceived risks in connections with instagram influencers’ messages. Theoretical Perspective: This study reflected on Ajzen (1991) Theory of planned behavior and extended it with psychological triggers of intention Perceived trust and risk. The researchers also reviewed existing studies on millennials’ purchase intentions as affected by social media influencers, including studies on Product Quality as well as Personal Relevance in product involvement in connection with purchase intentions. Findings and Conclusion: Respondents' attitude toward recommendations made by instagram influencers appeared to be the key factor to influence purchase intentions negatively. On the other hand, relevance in product involvement along with positive eWOM was identified to have a greater probability to influence purchase intentions positively. Social norms had no effect on purchase intention, meanwhile respondents showed very high levels of control on behavior, which led to greater probability of purchasing intentions when product interest and positive eWom are present. Perceived trust had negative effects on purchase intention due to doubt on message as well as influencer authenticity and credibility. Perceived risks had a negative effect on purchase intentions based on concerns with product quality. Both trust and risk were influenced negatively by respondents' attitudes towards instagram influencers. / Syftet: Syftet med denna forskning är att utforska effekterna av instagram-influencers meddelanden på millennials köpavsikt. Syftet är att undersöka hur de oberoende bestämningsfaktorerna för avsikter (attityd, subjektiva normer, upplevd beteendekontroll) och psykologiska positiva och negativa triggers (tillit respektive upplevd risk) påverkar dessa effekter. Metod: Forskarna följde ett abduktivt tillvägagångssätt och tillämpade kvalitativa semistrukturerade intervjuer för att samla in empiri, och en tematisk analys strategi för att analysera empiri. Forskarna genomförde semistrukturerade intervjuer med totalt 8 millennials mellan 23 och 30 år som bor i Sverige. Metoden för datainsamling registrerade respondenternas subjektiva reflektioner kring attityder, sociala normer, upplevd beteendekontroll, tillit och risker i samband med instagram influencers budskap. Teori: Denna studie reflekterade över Ajzen (1991) Theory of Planned Behavior och utökade den med psykologiska triggers av avsikt upplevd tillit och risk. Forskarna granskade också befintliga studier om millennials köpintentioner som påverkas av sociala medier-influenser, inklusive studier om produktkvalitet såväl som personlig relevans i projektengagemang i samband med köp avsikter. Slutsats: Respondenternas inställning till rekommendationer gjorda av instagram-influencers verkade vara nyckelfaktor för att påverka köpavsikter negativt. Å andra sidan identifierades produkt relevans tillsammans med positiv eWOM som faktorer med större sannolikhet att påverka köpintentioner positivt. Sociala normer hade inga effekter på köpavsikt, medan respondenterna visade mycket hög kontroll över beteendet, vilket i sin tur ledde till större sannolikhet för köpavsikter när produkt intressen och positiv eWOM är närvarande. Upplevt tillit hade negativa effekter på köp avsikten på grund av tvivel på budskap samt influencers autenticitet och trovärdighet. Upplevda risker hade en negativ effekt på köpintentioner baserat på oro för produktkvalitet. Tillit och risk påverkades negativt av respondenternas attityder till Instagram influencers.

Influencer marketing is a new marketing strategy that has risen in popularity to be used by businesses during the last decade. Even though studies have been previously made on influencer marketing, little research has been made specifically on influencer marketing in combination with their discount codes being offered. The main purpose of this research paper is to examine the connection between the discount codes and the effect it might have on consumers' purchase intention, behavior and impulsive buying. Furthermore, the satisfactory levels after a purchase due to influencer marketing has been examined as it has not been seen in previous studies. The findings revealed that consumers are directly affected by influencer discount codes, causing impulsive buying to a certain level and affects the purchase intentions and decision-making in a faster manner. Furthermore, consumers who had purchased products due to influencer marketing obtained a high satisfactory level post-purchase. The same result could be seen both with and without discount codes. These results contribute to a positive insight of influencer marketing for businesses as the majority of the consumers were satisfied with their purchases. The research paper is written in english.

Thesis: M.S., Massachusetts Institute of Technology, Sloan School of Management, 1976 / Includes bibliographical references. / by Angelika M. Ch. Esser. / M.S. / M.S. Massachusetts Institute of Technology, Sloan School of Management

With the increasing volatility on electricity markets and a growing emphasis on sustainability, renewable electricity has gained significant attention from corporate entities seeking to secure their green energy supply. Among the various methods available for securing green electricity, one method on the rise is Power Purchase Agreements (PPA). The purpose of entering a PPA from a generator perspective is to secure future revenues and from an offtaker perspective it is to secure future electricity costs. This research aims to assess the feasibility of PPAs as a green electricity sourcing method for a large industrial company with specific requirements. The research comprises a case study focused on a specific company. It involves qualitative interviews with nine company representatives, analysis of internal documents, and a review of relevant literature on PPAs. Additionally, four external experts knowledgeable about the company's electricity sourcing method and the PPA market were interviewed. This approach provides insights into the company's practices and ensures a comprehensive understanding of PPAs. The study demonstrates that PPAs can be structured in various ways. To organize the results and strengthen the arguments and conclusions drawn, Kraljic's sourcing framework has been utilized. Importantly, the findings indicate that implementing a PPA is a highly viable green electricity sourcing method for the company given their current structure andmission for the future. The findings suggest that adopting a PPA to source green electricity can be a viable option for companies if they prioritize renewable electricity,value price predictability highly, and can leverage the agreement for sustainability and marketing efforts. It is important to note that while the risks associated with a PPA can be mitigated to a large extent through a price premium, it is crucial to tailor the PPA setup to align with the specific needs of the company. Furthermore, it would be intriguing for the research community to investigate or propose an optimal PPA structure that maximizes benefits for both sides of the value chain, considering the interdependence highlighted in this study. / Med den ökande volatiliteten på elmarknaderna och det växande fokuset på hållbarhet har förnybar el fått betydande uppmärksamhet från företag som vill säkra sin framtida gröna energiförsörjning. Bland de olika metoderna för att säkra grön elförsörjning har en metod blivit allt vanligare, nämligen Power Purchase Agreement (PPA). Syftet med att ingå en PPA ur en generators perspektiv är att säkra framtida intäkter, och från ett bolags perspektiv är det att säkra framtida elkostnader. Denna forskning syftar till att bedöma genomförbarheten av PPAs som en metod för att säkra grön el för ett stort industrielltföretag med specifika krav. Undersökningen omfattar en fallstudie fokuserad på ett specifikt företag. Den innefattar kvalitativa intervjuer med nio representanter från företaget, analys av interna dokument och en översikt av relevant litteratur om PPAs. Dessutom intervjuades fyra externa experter som har kunskap om företagets nuvarande strategi gällande elförsörjningen och PPA-marknaden. Denna ansats ger insikter i företagets verksamhet och säkerställer en omfattande förståelse för PPAs. Studien visar att PPAs kan struktureras på olika sätt. För att organisera resultaten och stärka argument och slutsatser har Kraljics inköpsramverk använts. Resultaten indikerar att införandet av en PPA är en mycket genomförbar metod för att säkra grön el för företaget med hänsyn till deras nuvarande struktur och framtida målsättningar. Resultaten antyder att användning av en PPA för att förse sig med grön el kan vara genomförbart för ett företag om de prioriterar förnybar el, värderar prisförutsägbarhet högt och kan dra nytta av avtalet för hållbarhets- och marknadsföringsinsatser. Det är viktigt att notera att medan riskerna med en PPA till stor del kan minskas genom att betala ett prispåslag, är det avgörande att skräddarsy PPA-upplägget för att passa företagets specifika behov. Vidare skulle det vara intressant för forskarsamhället att undersöka eller föreslå en optimal PPA-struktur som maximerar fördelarna för båda sidor av värdekedjan med tanke på det beroendeförhållande som lyfts fram i denna studie.

Problematization: E-commerce has expanded rapidly and offers new business opportunities, but many consumers feel insecure when they cannot physically interact with the products. Augmented Reality (AR) is a way to improve product experiences and strengthen consumers' purchase intentions. However, there is a lack of analysis on how AR and the role of brands together influence consumers' decision-making in e-commerce, which constitutes a significant knowledge gap.  Purpose: This study aims to explore how an AR implementation in e-commerce affects consumers' purchase intention and perceived risks, as well as the role of the brand in this context.  Method: A quantitative study with a deductive approach was conducted. The study employed a 2 x 2 "Between Subjects" experimental design along with a questionnaire. Four different groups participated, N=210 and n=105. Data collection was based on the responses from the questionnaire, and a convenience sample was used.  Conclusion: The study shows that the use of AR features increases customer's purchase intentions and the likelihood of Word-of-Mouth. The results further support that AR reduces perceived purchasing risks by improving customer's access to product information. To maximize the impact of AR in e-commerce, companies should integrate the AR technology with a strong brand to further strengthen their relationship with customers. / Problemformulering: E-handeln har snabbt expanderat och erbjuder nya affärsmöjligheter, men många konsumenter upplever osäkerhet då de inte kan interagera fysiskt med produkterna. Augmented Reality (AR) är ett sätt att kunna förbättra produktupplevelser och stärka konsumenters köpintentioner. Dock saknas det en analys av hur AR och varumärkens roll tillsammans påverkar konsumenternas beslutsfattande i e-handeln, vilket utgör en betydande kunskapslucka. Syftet: Studien syftar på att utforska hur en AR-implementering i e-handeln påverkar konsumenters köpbenägenhet och upplevda risker vid köp, samt varumärkets roll i detta. Metod: En kvantitativ studie med en deduktiv ansats har genomförts. I studien användes en 2 x 2 “Between Subjects” experimentell design tillsammans med en enkät. Fyra olika grupper deltog, N=210 och n=105. Datainsamlingen skedde utifrån de insamlade enkätsvaren och ett bekvämlighetsurval tillämpades. Slutsats: Studien visar att användningen av AR-funktionen ökar kundens köpbenägenhet och sannolikheten för Word-of-Mouth. Resultatet stärker stödet att AR minskar upplevda köprisker genom att förbättra kundens tillgång till produktinformation. För att maximera effekten av AR inom e-handeln bör företag integrera tekniken med ett starkt varumärke för att ytterligare stärka relationen med sina kunder.

Doctor of Philosophy / Department of Apparel, Textiles, and Interior Design / Kim Hiller Connell / With apparel production finding itself a leading cause of harm to the environment, the call to action to influence purchase intention for environmentally sustainable apparel (ESA) is pertinent for the current and future well-being of both the environment and humankind. Supplying a base of knowledge to consumers is crucial to enable them to understand the consequences the AT industry has on the environment. This knowledge can potentially lead to a change of attitude and change in purchase intention. However, reaching the populous and changing consumer knowledge of and attitudes towards environmentally sustainable apparel is challenging. This study considers social networking sites (SNS) a feasible strategy regarding this issue because they not only rapidly communicate to consumers but SNS also convey the attitudes and opinions of users’ online referent groups. This study better understands the variances among consumer characteristics and their knowledge of environmental issues in the apparel and textile industry. The purpose of this exploratory study is to initiate the investigation as to whether or not SNS may be a potential mechanism for increasing purchase intention for environmentally sustainable apparel. This exploration focuses on identifying consumer characteristics of social networking site users and investigating whether differences in consumer knowledge about environmental issues in apparel production leads to differences in attitudes about and ultimately purchase intentions of ESA. This study also examines whether or not the presence of social influence on SNS may serve as a mechanism to overcome the barriers (knowledge and attitudes) limiting purchase intention for ESA. An online national survey of 783 participants was conducted utilizing six scales. Simple bivariate correlations, ANOVA, and a hierarchial regression was conducted to understand if adding social influence of SNS as an additional component to Theory of Reasoned Action (TRA) provides greater predictive power for ESA behavior intentions. Findings from the study indicate that SNS influence and subjective norm are not stronger predictors of ESA purchase intention above knowledge and attitudes but they do contribute to the TRA and increasing the probability of purchase intention.

Green marketing is now recognised amongst academics as a reputable area of study and conventional marketing has taken a step back as green marketing comes into prominence in the fight against unsustainability. A number of organisations are using green marketing as a tool to differentiate their market offerings from those of their competitors in an effort to gain a strong position in today’s markets. These organisations are seeking to exploit consumers‟ growing environmental concerns and increasing green purchase intentions in order to acquire market share in the newly developed green consumer markets. The Generation Y cohort, born between 1986 and 2005, are the most technologically astute generation to date. When segmenting the Generation Y cohort, the black Africans hold the majority share, comprising 84 percent of the Generation Y cohort and approximately 32 percent of the entire South African population. Owing to its sheer size, the black Generation Y cohort presents as an attractive and lucrative market segment, especially those who hold a tertiary education. Individuals who pursue a higher education are linked to higher future earning potential. The primary objective of this study was to propose and empirically test a model of the antecedents of black Generation Y students‟ green purchase behaviour within the South African context. The proposed model suggests that environmental knowledge, subjective norms, and perceived behaviour control have a direct positive influence on environmental attitude, which, in turn, has a direct positive influence on green purchase intentions. Moreover, the model infers that green purchase intensions have a direct positive influence on environmental purchase behaviour, while accounting for the mediating effects of perceived price (price) and perceived quality (quality). The sampling frame for the study comprised the 25 public registered HEIs situated in South Africa. From this initial list of 25 registered institutions, a judgement sample of four institutions in the Gauteng province was chosen, of which two included country-based universities and two city-based universities. Of the four universities, two were traditional universities, one a university of technology and one comprehensive university. Lecturers at each of the four campuses were contacted and asked if they would act as gatekeepers to the student participants. A convenience sample of 500 students across these four campuses was taken in 2014. Of the questionnaires completed, 332 were usable. The statistical analysis of the collected data included exploratory factor analysis, descriptive statistical analysis, correlation analysis, structural equation modelling and independent sample t-tests. The findings of this study indicate that South African black Generation Y students are knowledgeable about the environment, consider the opinions of their peers regarding the environment, perceive their actions as having a positive effect on the environment and display strong pro-environmental attitudes towards the environment. Moreover, they display positive intentions to purchase green products and aim to behave in a pro-environmental manner. The influence of green purchase intentions on green purchase behaviour is partially mediated by the perceived price and quality of green products. This may explain the noticeable gap between environmental awareness and lack of actual green product purchases. Environmental knowledge and perceived behaviour control had a significant direct effect on black Generation Y students‟ environmental attitude, which, in turn, has a significant direct influence on black Generation Y students‟ green purchase intentions. Similarly, subjective norms and environmental knowledge had a significant direct effect on green purchase intentions. This study contributes to developing the green consumer profile of the black Generation Y consumer in South Africa. Furthermore, the study will aid in identifying the green consumer behaviour patterns amongst the South African youth. This study offers a conceptual model that illustrates the antecedents of black Generation Y students‟ green purchasing behaviour. The findings of this study will be helpful to national and international marketers seeking to profile and target the lucrative green market segment in South Africa. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015