Main goal of this diploma work is to analyze marketing meaning of the difference between male and female role, namely by the help of marketing research - partly sighting differences in purchase behaviour of men and women at supermarkets and hypermarkets and also by the help of the questionnaire intent on main different line of that behaviour.

Corporate social responsibility (CSR) has been receiving a considerable attention from researchers in recent years, especially with regard to consumers' perception. This thesis is exploring perception of corporate social responsibility among Czech consumers and aims to discover whether or not it has an impact on them while purchase decision making. Czech consumers appear to have an interest in CSR but they are generally little informed about organizational CSR activities. Moreover, findings showed that low awareness and trust determine high scepticism among Czech consumers towards CSR activities. Eventually, even though Czech consumers generally wish to support socially responsible organizations, they perceive CSR as rather peripheral factor of purchase since they prioritize traditional purchase factor such as price and quality.

The aim of this master´s thesis is to find out whether dry skin type influences the consumer´s satisfaction with his appearance and whether possible dissatisfaction can arouse purchase behaviour in meaning of purchasing and consuming miosturizing skin care products. Based on findings, thesis proposes next target to compose corresponding orientation of marketing communication for selected segment. Thesis follows a concept of concentrated marketing, which starts with market segmentation of consumers with dry skin type in analytical tool Data Analyzer and continues with selection of one particular segment to get a focuse on. After target segment is selected, questionnaire survey is used to enhance its profile. The thesis is finished up with draft of marketing orientation for selected segment. This marketing orientation captures the results of relation between dry skin type and body image revealed from data analysis MML-TGI and questionnaire investigation.

Background: Mindful consumption is considered to be a process that is beneficial forconsumers, society and environment. Food consumption and mindfulness are two concepts thatwork very well together. Practicing mindful food consumption often results in behaviour that issocially and environmentally responsible. For the vast majority of consumers consumption isviewed in a positive light.In modern day society mindful consumption is on the rise. This isespecially true for food consumption. Practitioners of mindful consumption contribute topreservation of the environment and are socially responsible and this has a correlation withindividual consumers interest and societal interest.Purpose: The purpose of this study is to describe what the driving forces of mindfulconsumerism are from the perspective of food consumption.Methodology: Researchers decided on deductive approach, established theory of plannedbehaviour is used to observe. Furthermore the researchers used qualitative research sincemindful consumerism is not expanded enough to test in a quantitative approach. The researchdesign of the study is defining a research question, actually defining the research, data collectionprocess, analysing the data and writing a research report on it. For the data collected theresearchers focused on primary data collection methods in order to better understand thephenomenon and lastly for the data collection instruments a focus group interview has beenchosen with a thematic analysis to analyze the results. Lastly the sampling method chosen is thegeneric purposive sampling where researchers chose specific participants that exhibit certaincharacteristics.Theoretical framework: The researchers question was what leads to mindful consumerism, inorder to achieve that the planned behavioural model was used. In this paper the researchers havefocused on four themes that can be connected to mindful food consumption. Environment andsustainability, health and wellbeing, self preservation, social and moral implications. By applying3theory of planned behaviour to these four topics the researchers could pinpoint what factorsexactly lead to mindful consumerism.Findings: The authors argue that some of the four themes have more influence on mindfulconsumption of food and lastly that consumers themselves are responsible for the decision toengage in mindful consumption of their food.

Purpose: This study aims to inform readers whether greenwashing in the Chinese electrical appliance market impacts consumers' green purchase intention. Methods: This study uses theory of planned behaviour as the theoretical basis to construct a structural equation model. An online questionnaire survey was conducted on 521 participants. Results: Our analysis shows that greenwashing has indirectly positively correlated with green purchase intention; green attitude and green perceived value play an intermediary role between greenwashing and green purchase intention. Conclusion: This study concluded that in the Chinese electrical appliance market, greenwashing has positively affected green attitudes and green perceived value, then green attitudes and green perceived value positively affected green purchase intention, and green attitudes positively affected green perceived value. Structure: In this study, after the introduction, the model and related proprietary definitions involved in the research are explained, and hypotheses are proposed. Next are the research methods and research results, and then the discussion of the research results. Finally, the possible directions of future research are discussed.

Background: Over time, social media platforms have become a part of people’s daily lives. Social media allows consumers to share thoughts, ideas, and experiences with other consumers, and eWOM evolved. Lately, TikTok has become one of the biggest social media platforms and, in turn, one of the biggest for eWOM; consumers use the app to share content, including product evaluation and recommendations. But there is limited understanding of how eWOM affects consumers’ purchasing behaviour on a platform like TikTok. Purpose: The purpose of the research is to explore the area of young adults’ consumer purchasing behaviour based on their experience of TikTok eWOM regarding beauty products and how the products’ virality affects their purchasing behaviour. Method: The study follows an interpretivist philosophy with an inductive research approach, as the aim is to understand and explore how eWOM affects consumer purchasing behaviour. Further, data were collected through four focus groups. Data were later analysed through inductive coding. Conclusion: The study concluded that four significant characteristics and evaluation factors of eWOM on TikTok affect the consumer's purchase behaviour. The characteristics are the content creators’ effect on the video message, quality, quantity, and following trends. Where quantity and following trends lead to virality and FOMO, which influences purchase behaviour. eWOM on TikTok was perceived to cause more impulsive purchases than on other social media platforms because of its algorithm and user platform trust. Impulsive purchases, in turn, influenced consumer purchase behaviour.

Amongst production industries, the fashion industry is one of those with the most negative impact on the environment. Globalization has driven consumption of contemporary fashion products, such as clothes, to the highest quantities ever recorded in history. Where, to globally maintain a lifestyle based on the Swedish population alone, at least four earths would have been needed. Post-purchase behaviour is an influencer on future consumer decision-making and therefore a potential driver of collaborative consumption, yet little research has focused on this field in the second-hand clothing setting. The purpose of this study is therefore to examine the post-purchase behaviour of the Swedish second-hand clothing consumer. The research extends expectation confirmation theory into the new scope of double hybrid business models, where consumers make second-hand clothing purchases within a mesh of both online and offline services, from a mixture of C2C and B2C transactions. The study utilizes a qualitative method, and the result is collected from eight in-depth one-on-one interviews with Swedish consumers. The findings show that expectations, when purchasing second-hand clothes, may differ between online and offline platforms. Subsequently the concepts of post-purchase behaviour are also experienced differently depending on the purchase having been made in a physical store or from an online seller. Practical implications are connected to the risk minimizing strategies that consumers adopt when trying to avoid disappointing and regretful purchases. The study provides new information about the differences in expectations and post-purchase behaviour between online and in store purchases of second-hand clothing and examines the Swedish consumer from a collaborative fashion consumption perspective.

D. Tech. (Marketing, Department of Marketing and Sport Management, Faculty of Management Sciences) Vaal University of Technology / The concept of green marketing has gained prominence in academia in recent years with concomitant implications for marketing strategy. The considerable attention accorded to green marketing is accentuated by concerns about global climate change and its threat to the sustainability of livelihoods. As the debate on green marketing continues to unfold, there are important issues yet to be addressed, one of which relates to the antecedents of green consumer buyer behaviour and selection attributes of green products. In view of the growing importance of green consumer buyer behaviour in contemporary markets, the purpose of the present study was to examine empirically the antecedents of green consumer buyer behaviour and the selection attributes of Generation Y consumers. The Generation Y cohort was considered as the ideal target population for the present study owing to its size, bespeaking a profitable market segment with the potential to provide a “snap-shot” of future pro-environmental behavioural intentions. The theories of Reasoned Action and Consumption Values provided the theoretical lens through which to examine and delineate the antecedents of green consumer buyer behaviour and the selection attributes of Generation Y consumers in the context of a developing country such as South Africa. The present study adopted a sequential mixed-methods methodology that commenced with a qualitative study and was followed by a quantitative study. For the qualitative study, data were collected from a purposively selected Generation Y student sample comprising sixteen participants. The principle of technical saturation was employed to ascertain the adequacy of the sample size. The credibility and trustworthiness of the qualitative study were achieved through pretesting of the interview guide, bracketing, prolonged ngagement with participants, member checks, peer de-briefing, an audit trail of the interviewing process and researcher reflexivity. The analysis of the qualitative data was conducted through the use of content and thematic analyses. The qualitative study identified environmental attitude, environmental concern, social influence, environmental responsibility, government influence, selection attributes and green purchase intention as the main determinants of green purchase behaviour. The qualitative study also revealed that the demand for green products is thwarted by marketing-related barriers such as high prices, misleading green marketing messages and unavailability of products. In line with the methodology of the study, the determinants of green purchase behaviour that emerged from the qualitative study were further examined through a quantitative study. The data for the quantitative study were generated from a conveniently selected Generation Y student sample of 386 respondents, using a structured selfadministered questionnaire. The historical evidence method and the pre-conditions of multivariate data analysis (confirmatory factor analysis) guided the determination of the sample size for the quantitative study. The statistical data analysis procedures utilised for the quantitative study were descriptive statistics, reliability and validity analysis, correlation analysis, confirmatory factor analysis and structural equation modelling. Prior to questionnaire administration, a pilot study was conducted to improve the accuracy of the survey instrument. The collected quantitative data were analysed using the Statistical Package for the Social Sciences (SPSS) 22.0 and Analysis of Moment Structures (AMOS) 22.0. The preliminary data analysis involved the process of coding and checking the distribution of scores. The results of the normality test revealed that the data were not normally distributed. Thus, non-parametric statistics were employed for correlation analysis and for testing gender difference in green consumer buyer behaviour. The Mann-Whitney U Test and the Kruskal-Wallis Test revealed that Generation Y female consumers are more apt to engage in pro-environmental behaviours than their male counterpartsIn order to verify the reliability of the measurement items, Cronbach’s alpha coefficient, the item-to-total values and composite reliability were computed. In addition, the validity of the survey instrument was enhanced through content, convergent, discriminant and predictive validities. The reliability and validity measures employed in the present study attested that the survey instrument utilised in the quantitative study was both reliable and valid. The results of correlation analysis indicated that environmental concern, environmental attitude, environmental responsibility, government influence, social influence and selection attributes have a positive association with green purchase intention. The correlation analysis also revealed a weak association between green purchase intention and actual purchase behaviour. Prior to testing the hypothesised relationships, the fitness of the measurement and structural models was assessed. The model fit indices that included the chi-square value over degree of freedom ( 2/df), Goodness-of-Fit Index (GFI), Root Mean Square Error of Approximation (RMSEA), Comparative Fit Index (CFI), Incremental Fit Index (IFI) andTucker-Lewis Index (TLI) yielded satisfactory results that are consistent with acceptable thresholds, demonstrating that the measurement and structural model fitted well with the data. The posited relationships were tested using structural equation modelling. The hypotheses testing results revealed that green purchase intention was significantly and positively influenced by environmental attitude, environmental concern, social influence, environmental responsibility and selection attributes, but not by government influence. The results also showed that the relationship between green purchase intention and actual purchase behaviour was moderated by selection attributes. The findings of the study imply that marketers need to formulate and implement green marketing strategies that enhance environmental attitudes and concerns, initiate programmes that foster environmental responsibility, understand the selection attributes of Generation Y consumers and utilise social networks to stimulate pro-environmental behaviours. The results also suggest that the South African government needs to re-invigorate its environmental initiatives to foster green purchase intention and the purchase of green products. Finally, the study also provided evidence that suggests an insignificant relationship between green purchase intention and actual purchase behaviour. This result suggests an urgent need by marketers to understand the underlying factors causing the gap between green purchase intention and actual purchase behaviour. To effectively promote green consumer buyer behaviour, marketers need to understand the determinants of green purchase intention and craft effective strategies to translate green purchase intentions into actual purchasing behaviour. The findings of the present study provide avenues for further study in a discipline that is increasingly gaining theoretical and practical prominence. Future research efforts should consider the use of an integrated research model that encompasses more variables, utilising a broader sample frame and employing a longitudinal study in order to enhance the generalisability of the research findings. Overall, the study offers valuable insights for stimulating green purchase behaviour among the potentially profitable Generation Y cohort and equips marketers with green marketing strategies to position green products competitively in the marketplace.

Despite predictions of Internet shopping reaching 6.9 trillion dollars by the end of 2004, research is now suggesting many online consumers are still very reluctant to complete the online shopping process. A number of authors have attributed consumers' reluctance to purchase online to apparent barriers, however, such barriers have not been fully examined within a theoretical context. While most studies of consumers' decision to shop on the Internet have focussed on key shopping determinants, this thesis builds a conceptual model grounded in consumer behaviour theory. In particular, this thesis explores the application of the perceived risk theoretical framework, specifically looking at one dimension of perceived risk theory - performance risk and the influence it has on the phenomenon of Internet Abandoned Cart Syndrome (ACS). To explore this phenomenon, a number of extrinsic cues are identified as playing a major role in the performance evaluation process of online purchases. The combination of these elements enabled the researcher to develop a conceptual model from which a series of propositions were drawn. To acquire pertinent data and investigate each proposition, this study used a combination of indirect and direct techniques, namely projective techniques in the form of a third-person vignette, a structured tick-box questionnaire and finally semi-structured interviews. The results suggest that collectively the extrinsic cues of brand, reputation, design and price have an overall impact on the performance evaluation process just prior to an online purchase. Varying these cues either positively or negatively had a strong impact on performance evaluation. The conclusion of this study suggests consumers are often unable to measure the full extent of risk-taking directly. In the majority of cases, consumers are guided by numerous factors, some intrinsic, others extrinsic. E-tailers with an established reputation, a well designed web site with known brands and a balanced pricing strategy reduce the perceived performance risks associated with purchasing online, thus reducing the occurrence of ACS.

Corporate Social Responsibility (CSR) is a topic that has been widely researched and is still a progressing and important subject to study. Many researchers have focused on the importance and risks of CSR but have been unsuccessful in conducting research that brings forth managerial implications regarding the challenges and complexity that comes from contextual differences. Furthermore, little attention has been assigned to consumer awareness, perception of CSR as well as analysing differences in related markets such as developed Western European countries (WECs) and emerging Post-Communist countries (PCCs) of Eastern Europe. This research is essential as theoretical ground and for managers to be able to successfully adapt and implement their CSR strategies to various markets, something that is beneficial for gaining a long-term competitive advantage. This study wishes to fill the existing research gap by gaining an insight into the differences in perceptions of CSR between consumers from WECs and PCCs. The outcomeof this study contributes to the existing frame of research regarding consumers’ perceptionson CSR and the importance of adapting a firm's CSR strategies to differentiating perceptions when operating in various international markets. The research was executed by using a qualitative method, carrying out three focus groups with participants originating from the two different regions respectively, and later mixed in a third group. The outcome from these focus groups was analysed using relatedtheoretical frameworks such as Carroll’s pyramid for corporate social responsibility (1991)and Dhanapal, Vashu, and Subramaniam (2015), who explores influencers affecting consumer perception. The findings conclude that CSR is gaining awareness among consumers across both regions, who agree that companies should be engaged in CSR, whereas members from PCCs desires a higher commitment than is currently done. Consumers are willing to pay a higher price when they know that the companies implement philanthropic projects. However, for WECs, this depends on the price of the product, and for PCCs, on whether the activities are locally implemented or not. Finally, this study concluded that companies can gain a competitive advantage by concentrating on social CSR in the PCC region and environmental CSR in the WEC region since the findings indicate that these are the most prioritised issues in each region. Furthermore, managers should adapt their CSR strategies based on these findings in order to relate to the consumer, create legitimacy, and gain trust.