Background: Every time sustainability has a more important role in the fashion industry and more consumers have higher environmental consciousness and look out for sustainable products in that area and companies that are genuinely sustainable. But the main problem is that lots of companies claim to be sustainable, but they are not and use the tactic of greenwashing, to attract consumers and trick them to purchase their products. Therefore, consumer education and awareness became essential to be able to avoid these misleading tactics implemented by the fast fashion firms.    Purpose: This study goal was to investigate the influence of customer knowledge of greenwashing on their purchase decisions and behaviour when it comes to environmentally friendly items, with a particular focus on the fast fashion sector.  This research endeavour aims to provide valuable insights into the challenges associated with promoting sustainable consumption and to propose strategies for increasing consumer engagement with genuinely environmentally friendly products through a comprehensive review of literature and empirical research.   Method: The investigation follows a deductive approach, and it uses both qualitative and quantitative methods to gather the information to resolve the research question. It uses focus groups as the main source of insights that are complemented by a survey.   Conclusion: Increasing the awareness of the consumer was enough to increase their purchase intention but not enough to convince them to make the change. The overall results add information on the findings of the literature review, but it would be interesting to add more information on our results, meaning that future research is needed to get more in-depth with these findings. In other words, have a more specific idea about consumer awareness on greenwashing and purchase intentions to sustainable products.

In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. However, they are likely to be heavily influenced by social media and peers, which makes them a receptive target for advertisers’ deceptive strategies. To achieve success, advertisements must be trustworthy and appeal to the target audience either emotionally or rationally. Sustainability labels like the EU Eco-label fosters consumer trust. Hence, our research will focus on the impact of sustainability message appeals on deceptiveness in laundry detergents and the influence of certifications in product advertising on customer deceptiveness.The purpose of this study is to examine the impact of sustainability messages on perceived deceptiveness of laundry detergents. Moreover, it explores the relationship between emotional and rational appeals and consumer behaviour, with a focus on trust, deceptiveness and purchasing intentions. Accordingly, the study was conducted on consumers to see how theyperceive emotional and rational advertisement. The findings will guide managers and entrepreneurs to effectively market cleaning products for enhanced sustainability perception and transparency. The study has employed a deductive approach, utilising a quantitative research design. Data was collected through a survey from 299 participants, aged 18-30, representing diverse European backgrounds. The collected data was analysed by using a moderated mediation approach, allowing for a comprehensive examination of the relationships between sustainability message appeals, deceptiveness, and the influence of certifications in product advertising. The research showed that consumers may be misled by emotional sustainability appeals in laundry detergent advertising, hence the intention to purchase decreases. Nevertheless, it was revealed that rational appeals and third-party certifications such as EU Ecolabel positively influenced perceived sustainability and purchase intention. The study also found that gender had no significant moderating impact, while sustainability awareness moderated the relationship between deception and purchase intention in emotional appeals.

Purpose                                                           The primary objective of this study is to make     theoretical advancements and practical insights for companies aiming to strengthen  enhance their brand image through the implementation of CSR initiatives..   Background                                                   CSR entails committing to ethical conduct and  sustainability, taking steps to minimize societal and environmental impacts caused by a company’s operations. Nowadays, companies are expected to demonstrate their values and prioritize actions that address economic, environmental and social needs. Consumers evaluate brands not only based on product functionality but also emotional and social attributes associated with the brand.  CSR can help businesses retain existing customers and attract new ones.    Design/Methodology/approach                The qualitative single case study focuses on IKEA and its CSR initiatives incorporating feedback from customers. The study employs abductive reasoning and utilizes semi-structured interviews as the primary research method.  Both  primary and secondary data sources are  used to conduct this study, providing a comprehensive view of IKEA’s CSR efforts and their effect on customer perceptions.    Findings   The findings from the study on IKEA’s CSR initiatives reveal a range of attitudes and perceptions among consumers. While some value and prioritize ethical and socially responsible practices when choosing a brand, others prioritize factors such as price, quality and convenience.

Background:Scarcity refers to a basic economic problem, the gap between limited resources and limitlesswants. This situation requires people to make decisions on how to allocate resourcesefficiently in order to satisfy basic needs and as many additional wants as possible. Scarcitycan affect the consumers ability to source and process information with regards to acquiring ascarce product. Scarcity can be divided into two cues, LQS and LTS and these ques can helpunderstand a consumer's purchase intention.Purpose:The purpose of this paper is to explain the effect increasing LQS & LTS has on onlinepurchase intention onlineMethodology:This thesis employed a quantitative research method as well as a deductive approach with anexplanatory goal. The study was cross-sectional in nature. The data was collected via anonline questionnaire sent out to an online community consisting of around 20,000 members,which obtained 272 valid replies that passed the qualification question by purposive samplingThe data was tested using reliability testing, validity testing, and significance testing.Furthermore two simple linear regression analysis to test the two hypotheses formed in theconceptual framework.Findings:The findings of this paper states that LQS and LTS both show a significant positive impact onpurchase intention in an online context. LTS was shown to have a higher significant impacton purchase intention when comparing the two cues.Conclusion:The conclusion from this paper comes in three separate items. The general conclusion,theoretical implication and managerial implication. The general conclusion states that thefindings prove that LTS and LQS has a significant positive impact on purchase intention.Secondly, the theoretical implication states that LTS has a more significant impact onpurchase intention in an online context and that scarcity does not influence a positivebehavioural outcome such as purchase intention similarly offline versus online.The managerial implications state that LQS and LTS could be used to enhance purchaseintention synonymously with each other.

Background: Reshoring refers to the process of bringing back manufacturing activities from foreign countries to the home country. The phenomenon is receiving increasing attention from companies and academics for factors such as increasing labor costs in offshore locations, supply chain disruptions, and a growing preference for locally made products. Sweden is home to many world-renowned multinational companies and multinational brands, many of which have established production operations in developing countries. However, reshoring from a consumer-side perspective has not received much research attention, especially from a Swedish consumer perspective. Purpose: This study investigates factors influencing Swedish consumers’ purchase intention on reshored products. This study focuses on five factors: brand attitude, social acceptability, individual ethnocentrism, made-in effect, and perceived social responsibility.  Methodology: This study adopts a quantitative research design and conducts a questionnaire regarding reshored apparel among Swedish consumers to test hypotheses. The data was collected through a web-based survey that 151 respondents answered. Findings: The empirical results indicate that brand attitude, social acceptability, and perceived social responsibility positively affect Swedish consumers' purchase intention on reshored apparel, while individual ethnocentrism and made-in effect do not have any significant effect.  Contributions: This study contributes to a deeper understanding of the implications of reshoring from a demand-side perspective, complementing the reshoring literature that primarily focuses on the business perspective. As the study is limited to a Swedish context, it provides a deeper understanding of Swedish consumers and their influence on reshored products.

Background: Nostalgia in marketing has become increasingly popular but the need for research within the field is prominent with a lack of models, approaches, and mediators of effectively using nostalgia in marketing, especially using nostalgic music in advertisements. The definition of nostalgia is an ambivalent feeling, including both fondness and sadness, when reminiscing about the past. Previous research has shown that nostalgia in marketing is beneficial as it can influence consumer behaviour. Combining nostalgia and music with advertising is an unexplored area of marketing research and is therefore an interesting and important topic to investigate further. Purpose: The aim of this study is to investigate nostalgic music and its effect on brand affection and consequently consumer behaviour, as well as if using nostalgic music is an effective marketing strategy in advertising.  Method: A quantitative and deductive research approach was chosen for this study with an experimental research design. Two manipulation checks were conducted to define nostalgic music and facilitate the isolation of nostalgia. An experiment with three different groups was conducted where respondents viewed an advertisement with or without the stimulus of nostalgic music.  Findings: The result of the study showed that nostalgic music in advertising does not affect brand affection and therefore has no impact on the key marketing metrics word of mouth and purchase intention. Nostalgic music is therefore not an effective marketing strategy that is aimed towards individuals in their late adolescence

ABSTRACT  Background: Second-hand clothing has significantly continued to generate interest both in research and in the real world and emphasis ofexisting works revolve around history, motivations for buying and effect on the environment as well as the impact on the countries that these second-hand clothes are imported. Consumers’ demographics is expected to play a role in their intention to purchase certain goods including clothes and findings also revealed that people have begun to incorporate sustainability in their intention to purchase second-hand clothing. Purpose: The purpose of this study was to investigate the impact of demographic variables and sustainability awareness on the consumers’ purchase intention on second-hand clothing. In other words, to investigate if statistical relationships exist between gender, age, income, educational level and sustainability awareness on the intention to purchase second-hand clothing. Method: This research was conducted through a quantitative method and five hypotheses were formulated based on the theory. An online survey was developed and shared through social media and sample of 111 respondents was generated. These responses were analysed through Excel and SPSS. Conclusion: Findings showed that none of the variables influenced consumers’ intention to purchase second-hand clothing. Implications: Business men can take advantage of this study to position their businesses using this findings to intensify their strategies since intention to purchase second-hand clothing has no relationship with gender, age, income, educational level and sustainability awareness. It also brought to light the level of sustainability awareness of the people and the need for the government to promote it. Originality: This work was the first to examine how demographic variables and sustainability awareness impact purchase intention on second-hand clothing in Nigeria. This contributes to existing second-hand clothing literature which is capable of inspiring comparative study and can also be useful for business decision.

Background: Due to the growth of green markets, the phenomenon of greenwashing arises. This leads to consumers experiencing feelings of betrayal and having trust problems with the brand using this misleading tactic. Nevertheless, there is also literature indicating that some customers ignore this and do not alter their purchasing behavior by continuing to buy from these misbehaving brands. This can be explained by moral decoupling, which allows customers to separate their judgements of morality from their judgements of the company's performance. In addition to this, three further variables were analyzed, to comprehend this concept better. Purpose: This study's goal was to retest relationships established in previous research, concretely moral decoupling linked with brand identity fusion, purchase intention and the regulatory focus theory in the context of a greenwashing infraction. By retesting and further proving these, this study’s contribution would have been to propose the expansion of the moral decoupling model with the mentioned variables. Also, this study would expand the existing literature on causes of customer behavioral responses and bring light and study further the detrimental practice of greenwashing.  Method: The foundation of this study was previous literature, which helped construct three hypotheses that were tested via an online questionnaire that has 122 usable responses. In summary, this study follows a deductive approach using quantitative methods to fulfill the purpose of this explanatory, positivist research.  Conclusion: There was not enough evidence to support hypotheses 1 and 2. These stated that regulatory focus influences moral decoupling in a greenwashing context, promotion focus negatively and prevention positively, and that brand identity fusion influences moral decoupling positively in a greenwashing context. The third hypothesis stating that moral decoupling positively influences purchase intention was only proven in the English survey. The overall results contradict the findings of the literature this study is based on, meaning that future research is needed to reconcile these differences.

The purpose of this study was to investigate how trust was built from three dimensions of source credibility in an electronic word of mouth space towards purchase intentions of a hotel stay. The chosen dimensions of Source Credibility that were investigated in the study was: Homophily, Expertise and Trustworthiness. The study aimed to see how consumers of hotel booking for a destination got affected and believed in electronic word of mouth for their intention to purchase a hotel stay via the internet. A quantitative method was chosen for this study with a questionnaire that was sent out to students on the programmes “Ekonomie Kandidat”, “Civilekonom” and “Fastighetsmäklare” at Luleå University of Technology. The questionnaire was also shared on the author's private Facebook page and sent to friends and family via messenger. The data was collected during one week and summarized in diagrams and a one-sample statistical t-test for the three dimensions of Source Credibility were run and are provided in appendix 1-3. The findings for this study shows that all three dimensions; homophily, trustworthiness and expertise impact trust in eWOM and can lead to purchasing intentions of a hotel stay. The trust towards an expert who works at a hotel (manager) did not seem to be trustworthy compared to previous customers who shared their opinions of a hotel online. It appeared clearly that previous customer reviews which provide a lot of information, repetitive reviews of customers and new reviews are seen as the most trustworthy for purchasing a hotel stay online. A recommendation to managers in the hotel industry and to those working with the review websites is therefore to categorize reviews so customers easily can pick from what they are searching for.

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