Problem: Environmental awareness was rated as the most current trend in 2006 by the readers of Swedish newspaper DN (Olausson, 2007), and in 2005 97 per cent of the Swed-ish population thought that environmental issues will have or already have had an influence on Sweden (Swedish Environmental Protection Agency, 2005). Higher awareness about environmental issues leads to more environmental friendly products and new processes by companies for lower consumption of energy and harmful materials. However, the impor-tance of the contribution of households and electronics on the environment seems to be underestimated. Therefore, it is of importance to understand how consumers consider the environmental friendliness of electronic products, and computers in specific for this thesis. Purpose: The purpose of this thesis is to examine how consumers value environmental friendliness when buying computers and how this influences their purchase decision. Method: In order to achieve the purpose stated, a conjoint analysis was first made through an experiment in order to see how the consumer make trade-offs between certain attributes of computers. After the experiment, respondents were asked to answer a questionnaire which has been used to connect computer purchasing and environmental values to con-sumer behaviour theories. Conclusions: The assumption on environmental friendliness being the least valued attrib-ute by consumers has not been supported by the results of the conjoint analysis done; in fact it has instead portrayed environmental friendliness as the second most important, be-fore price and performance, only after accessories. The results have also shown that envi-ronmental friendliness was appreciated in a computer, and that its existence in a computer affects the purchase decision positively. The results of the post-experiment questionnaire have illustrated that environmental friendliness of computers has a strong effect on the purchase decision when combined with other attributes, although it may not be regarded of high value by itself. While a computer by it self are likely to satisfy needs as low as social need, the environmental friendliness of computers appears to satisfy esteem needs. It has also been demonstrated that social factors could have strong effects on purchasing of green computers if more and better information were available. Further, moral obligations and at-titude to behaviour factors concerning green computers seem to be strong, while perceived control and subjective norms appear to be low in today’s society.

<p>Problem: Environmental awareness was rated as the most current trend in 2006 by the readers of Swedish newspaper DN (Olausson, 2007), and in 2005 97 per cent of the Swed-ish population thought that environmental issues will have or already have had an influence on Sweden (Swedish Environmental Protection Agency, 2005). Higher awareness about environmental issues leads to more environmental friendly products and new processes by companies for lower consumption of energy and harmful materials. However, the impor-tance of the contribution of households and electronics on the environment seems to be underestimated. Therefore, it is of importance to understand how consumers consider the environmental friendliness of electronic products, and computers in specific for this thesis.</p><p>Purpose: The purpose of this thesis is to examine how consumers value environmental friendliness when buying computers and how this influences their purchase decision.</p><p>Method: In order to achieve the purpose stated, a conjoint analysis was first made through an experiment in order to see how the consumer make trade-offs between certain attributes of computers. After the experiment, respondents were asked to answer a questionnaire which has been used to connect computer purchasing and environmental values to con-sumer behaviour theories.</p><p>Conclusions: The assumption on environmental friendliness being the least valued attrib-ute by consumers has not been supported by the results of the conjoint analysis done; in fact it has instead portrayed environmental friendliness as the second most important, be-fore price and performance, only after accessories. The results have also shown that envi-ronmental friendliness was appreciated in a computer, and that its existence in a computer affects the purchase decision positively. The results of the post-experiment questionnaire have illustrated that environmental friendliness of computers has a strong effect on the purchase decision when combined with other attributes, although it may not be regarded of high value by itself. While a computer by it self are likely to satisfy needs as low as social need, the environmental friendliness of computers appears to satisfy esteem needs. It has also been demonstrated that social factors could have strong effects on purchasing of green computers if more and better information were available. Further, moral obligations and at-titude to behaviour factors concerning green computers seem to be strong, while perceived control and subjective norms appear to be low in today’s society.</p>

This text examines the possible impacts of prior exposure to agriculture, and how this relates to college students’ food purchasing decisions. This study will assess if college students had prior exposure to agriculture before attending college, and what type of exposure this was, as well as assess how this prior exposure may alter purchasing decisions made by students who attend Mississippi State University. To collect this data, this study used a qualitative survey method to question students enrolled in the College of Agriculture and Life Sciences at Mississippi State University and determine if there is a significant relationship between prior exposure to agriculture and the purchasing decisions of food products. It was found that a college student’s prior exposure to agriculture does in fact impact their food purchasing decisions. It is recommended that this study be replicated with a larger sample size and further research should be conducted to examine specifically how their purchasing decisions are impacted. This study could also aid in future research to find the best agriculture education methods for this specific demographic of college students ages 18-23 in order to raise agriculture literacy rates and preserve the future of the agriculture industry.

Yes / Whilst many studies consider labelling as means of aggregated communication of environmental product features, the presentation of detailed product information seems a promising alternative. However, the mechanisms through which detailed product information takes effect on consumers requires better understanding. This study empirically develops a framework that focuses on consumers’ perceived usefulness of, and trust in, detailed product information, whilst also considering the role of environmental self-identity. This understanding will help businesses to further stimulate eco-friendly consumption. Structural equation modelling and conditional process analysis are utilised to test hypotheses based on a sample of 279 respondents to a German online survey. Findings: Results show that the perceived usefulness of product information has a positive effect on purchase intention, and this effect is intensified by an individual’s environmental self-identity. Furthermore, for consumers with high environmental self-identity, the effect of perceived usefulness of product information on purchase intention is mediated in turn by trust in detailed product information and resistance to negative information. This study contributes to the debate on the role of product information in ethical consumption by showing how detailed product information gives rise to favourable behavioural outcomes. When detailed information is perceived as being useful, it can affect purchase intention through greater trust and an increased resistance to negative information. Further, detailed product information appears beneficial for both, the mass market and specific segments with high environmental self-identity. Hence, this study empirically establishes the effects of detailed product information on consumer decision-making, thus informing sustainability-related marketing theory and practice.

Borglund et al. (2012) argues that today it is becoming increasingly important for companies to work with CSR because stakeholders are more engaged in issues related to social responsibility and the environment. However, much research shows that it does not play a major role how companies work with CSR issues if the information does not reach the final consumer. The focus of this paper is therefore to examine how some of the major clothing companies communicate about their work with CSR issues and if consumers believe that they have the information needed to make an informed purchasing decision that support sustainable development in the garment industry. Our study has among other things found evidence that companies doesn’t reach out with information about their work with CSR. If they would like to reach out to costumers, they need to find better channels. Having the information on the website is not enough to reach out to consumers who are not currently looking for information on CSR. It is found in our study that the knowledge of store managers and other employees in the selected stores are deficient. It is therefore difficult for the consumer to get the information needed to make an informed buying decision.

This research includes two areas, with the first area focusing on supermarket food purchasing decisions by consumers in China. A probit model, using consumer food survey data indicates that supermarket food purchases are related to shopping habits, supermarket and food attributes, and demographics. This information should be helpful for those businesses attempting to market food within the Chinese supermarket supply chain. The second part of the study attempts to identify and analyze non-tariff barriers for food and agriculture, with a focus on China. These can include for example, import regulations, such as food safety regulations, food standards, labeling requirements, inspections, import licenses, and SPS (sanitary and phytosanitary conditions), and they are sometimes used by food importing countries to restrict imports. These results show that there are a number of significant non-tariff barriers regarding China – Canada food trade.

Background: In today’s society, Influencer Marketing (IM) has become a rising phenomenon where brands collaborate with influencers in order to reach a wider range of consumers. Through the popularity of IM, influencers hold strong influential power since consumers feel a higher level of relatedness to them than traditional marketing efforts. The strong influential power enables influencers to communicate competing brands within a short period of time.   Purpose: The purpose of this study is to explore how consumers are evaluating influencers who communicate competing brands, from the aspects of trust and relationship.   Method: This study applied an inductive, qualitative approach with an exploratory and interpretive view of the findings. The research was conducted through semi-structured interviews with 11 participants, on the aspect of how they evaluate a fashion influencer’s communication on the platform Instagram.   Conclusion: The findings of this research contributed to the development of a conceptual model, including the aspects of personality &amp; relatedness, trust, as well as influencer-consumer relationship. These aspects are important for the influencer to understand, in order to perform the communication in the most effective way to increase consumer purchasing decisions.

Background:                Diseases caused by nutrition-related factors are globally increasing. Consumers can use help making healthier food choices. Nutrition labeling, front-of-pack, in particular, is reviewed as an important policy tool to assist consumers in this matter. Research found that front-of-pack nutrition labeling is influencing consumer’s product choice but no study researched the influence on Millennials while they are the most interesting consumer group of these times due to their large size and increasing power.   Purpose:                  Explore how Front-Of-Package Nutrition Labeling (FOPNL) is influencing Millennials to make healthier food purchasing decisions.   Method:                       To attain the purpose, a qualitative study was conducted. A theoretical framework was created to evaluate excising factors related to FOPNL that are influencing consumer purchasing behaviour. To create in-depth insights on the influence of front-of-package nutrition labeling on Millennials, 18 semi-structured interviews have been conducted.   Conclusion:                 The results show that the influence of FOPNL on Millennials is dependant of the type of label. Currently, the main problem concerning all FOPNL types is the lack of believability of these claims, which makes them less influential on Millennial purchasing behavior. Even though, interpretive nutrient-specific claims are perceived as the most influential FOPNL type. Additionally, the influence varies depending on trial or repeat purchase.

Titel: Corporate Social Responsibility- En kvalitativ studie om hur CSR påverkar konsumenters köpbeslut och synen på varumärket. Datum: 2022-01-13 Författare: Nathalie Werley Nivå: Kandidatuppsats i marknadsföring 15 hp, Linnéuniversitetet. Handledare: Afshin Afsharipour Examinator: Christine Tidåsen Frågeställning: Hur påverkar företags CSR-arbete konsumentens syn på själva varumärket och är detta något som påverkar konsumentens köpbeslut? Syfte: Syftet med denna studie är att undersöka hur konsumenter uppfattar H&amp;M:s hållbarhetsarbete och ifall företagets CSR-arbete är något som påverkar deras syn på varumärket. Studien syftar också till att undersöka hur CSR påverkar konsumenters köpbeslut.  Metod: I denna studie har en kvalitativ metod använts i form av semistrukturerade intervjuer, detta för att kunna samla in primärdata. Undersökningen utgjordes av 6 respondenter varav alla hade handlat hos H&amp;M vid något tidigare tillfälle. Den yngsta respondenten var 25 år och den äldsta 57 år. Både kvinnor och män inkluderades i intervjuundersökningen.  Slutsatser: Konsumenter uppfattar H&amp;M:s CSR kommunikation som bristfällig trots att företaget belyser sitt CSR-arbete på sin hemsida. Flera av konsumenterna känner inte förtroende inför H&amp;M:s hållbarhetsarbete som de kommunicerar ut, vilket grundar sig på tidigare skandaler om företaget. Konsumenters syn av ett varumärke kan påverkas av hur företaget kommunicerar ut sitt CSR-arbete, dessutom kan CSR ha en positiv påverkan på konsumenters köpbeslut.

As a result of three decades of rapid economic development, China has become the world’s second largest economy and the second biggest market for luxury consumer products (Chevalier & Lu, 2009; Degen, 2009). The most populous nation in the world is also a leading sports power with strong yet mythical potentials in its sports business market (Chadwick, 2008). This thesis studies the area where luxury consumption and sports business intersect in the market by examining the phenomenon of sports celebrity endorsement of luxury brands and how such endorsements lead to the intentions and decisions by Chinese consumers to purchase the endorsed brands. Employing a mixed-method approach by using qualitative interviews and quantitative surveys, this study adopts a methodological triangulation research design, which involves semi-structured interviews with brand managers and professionals to explore their knowledge and experiences, questionnaire surveys of consumers to understand their demographic characteristics and luxury consumption motives and considerations, and confirmative structured interviews with consumers to ensure the reliability of the research and expand the findings. Research data analysis generated three major findings. Firstly, the purchasing intentions and decisions of the consumers are the result of the synchronised functioning of a triad of social, personal, and commercial factors that define both the endorsers and the consumers. Secondly, the characteristics of the sports celebrity endorsers in terms of their attractiveness, trustworthiness and expertise have positive relationships with the represented brand equity, which in turn has a positive relationship with the consumers’ intentions and decisions to purchase the endorsed products. Thirdly, Chinese consumers demonstrate a weak and conditional preference for local sports celebrities to endorse international luxury brands. These research findings explain why it is more difficult for luxury brand owners to sell to the consumers than to impress or interest them, particularly in the context of the Chinese market. This is a pioneering academic study, intended to provide insights into how consumers in China respond to sports celebrity endorsement of luxury brands. It 2 provides an academic understanding of a knowledge gap between the studies of luxury business and sports marketing. It may benefit the strategists and practitioners of luxury brands by providing an empirical understanding of Chinese consumers and their decision-making processes under the influences of sports celebrity endorsements, so they can develop marketing communication strategies more effectively in the emerging market.