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The changing dynamics of the fashion retailing industry has progressed and become a global multibillion industry, (Solomon & Rabolt, 2007). It has put a lot of pressure on the fast fashion retailers were key strategies in order to maintain a strong position in market, must be established, (Doyle, Moore & Morgan, 2006). As the increasing number of new fashion retailing companies have emerged and established, the fashion segment has become a market leader, (Mehrjoo & Pasek, 2014). Fashion consumers expect and thrive on continuous change were new fashion products always have to be available in store on an everyday basis, (Bruce & Daly, 2006). Most companies aim to ensure the speed to market as a competitive strategy by offering rapidly fashion trends. Fast fashion companies need to deliver their product offer to the customers before their competitors do and the choice of supply chain strategy gets critical, (Porter 1996). Gadde and Håkansson (2009), argue that a company's purchase process is the answer of this matter. The importance of the purchase process has therefore become of great focus. The issue of defining what it is that actually makes the difference when working with the purchase process is complex, with several aspects to take in consideration. The aim of this report is to present the most significant activities within the purchase process that makes a company competitive in the market. As buyers carry the main responsibility over their department groups it became essential to answer the research questions from their perspective. The buyers’ sees a general problematic in how to influence the purchase chain in a larger scale. However, they claim that the most essential factors, that makes a difference for a company to be successful within the fast fashion industry was concluded to be: short-term and long-term solutions within the daily work primary within the team. The buyers’ solutions are presented in the form of clear goals within the process work, and tools for how to reach the set goals. There must be a clarity through the organization which generates an 80/20 mindset were all actors are focusing on what it is that makes the difference. Communication is a key tool one should work with further on, both at an internal and an external level and as it creates the right conditions for the workflow in a more efficient way. This is for everyone to share a clearer understanding of and be able to work effectively towards the rapid changes that are performed over the season. Lastly, the buyers appear to have an ambiguous picture of how the fashion industry will progress. They are proud of how far Sweden has come with its identity in the fashion industry and the prominent clothing brands. But on the other hand, they are concerned for the how much further the fashion industry can be pushed, taking the environmental and sustainable viewpoint in consideration.

Aim: The aim of this study is to determine the factors that may influence the purchasing behaviour of the students of the University of Gavle with regards to green products. This study aims to answer the question if the following factors such as: gender of the students, price of the green product, level of green awareness and the green behaviour of the students and whether they have a significant difference with the purchasing behaviour of the students. Design/methodology/approach: The framework is structured on the bases of examining the correlation between the following variables, green behaviour, gender, level of green awareness of the respondents and the price of the product with regards to the purchase of green products. Data was collected via randomly distributed questionnaires and an online survey. SPSS version 22.0 was used to analyse the results of the questionnaires through correlation analysis and linear regression analysis. Findings: Our findings show that the genders of the respondents, level of green awareness and the green behaviour have a significant, positive influence on their purchase behaviour, whilst the price of the green product has a negative influence on the purchasing behaviour of the students of the University of Gavle. Limitations and Suggestions for further research: The limitations of the study were the time, size of the sample group as well as the language of the questionnaire. To enhance the representation of the sample, future research should aim at targeting a larger sample group and a wider variety of variables should be examined. Originality: The study examines a variety of factors other than the green awareness of the respondent, that influences the purchasing behaviour of the respondents and this information could provide important results for companies when it comes to marketing a green product.

It is important for companies to reach their goal of marketing success and a way for them doing so is to improve their sales and differentiate themselves from their competitors. There is in fact a need for companies to focus on sustainable consumption and how customers are influenced by purchasing these products. Since several research has been studying the impact brand equity has on purchase intention, this paper intends to explain this impact further by adding the context of sustainability. In order to explain this, this paper used a quantitative approach where a survey was sent out. A total of 220 responses were collected and the answers given were calculated through the program SPSS. In SPSS a multiple regression line was conducted where the results could be found, where the developed hypotheses showed acceptance or rejection. The result showed that the variables of brand equity had different levels of impact, where three out of four hypotheses were accepted. Even though one of the variables was rejected, the overall representation of brand equity had a positive impact on purchase intention when the context of sustainability was added.

The purpose of this research is to extend the understanding of consumers’ perceived brand innovativeness. Within a quantitative approach an online survey was conducted, using a quota-sample of 501 physically active Germans. The data was analyzed through simple linear regression, mediation and moderation analysis. Further, the effects for two brands were compared. The findings corroborate previous literature, suggesting a highly positive effect of consumers’ perceived brand innovativeness (CPBI) on brand attitude, purchase intention, consumer satisfaction and consumer excitement. Further, brand attitude mediates the impact of CPBI on purchase intention and consumer satisfaction. Consumer innovativeness and involvement have a negative significant effect on the majority of the relations. Most of the constructs are controlled by previous purchase experience. Managers should consider CPBI as a possible antecedent for consumer behavior, however, CPBI should be in line with the actual offer of the brand. Further, the involvement and innovativeness of the desired target group should be taken into account for the brand positioning. However, the survey was conducted using non-probability sampling, focusing on the sporting goods market in Germany, which might have caused some limitations. The study contributes to the CPBI literature in supporting the scale for CPBI and providing further knowledge into the effects CPBI has on consumer outcomes. Further, the research points out the differences in consumers’ evaluation of CPBI based on their level of innovativeness and involvement.