Economists have long known that different cultures pay for goods and services in different ways. This thesis complements the economic research by identifying several elements of social construction for payment method demand in the UK, creating new knowledge in this under researched area. Further social and cultural influences on payment choice can be identified in future consumer behaviour research. As the full social construction of demand for payments is built, it will complete the economic research and more accurately predict future payment method demand. Smartphones, contactless cards and Bit coins may all contribute to a change in the way we pay, but without understanding why we choose a payment method it is impossible to really know. This thesis uses quantitative analysis of primary research to ascertain that there is a correlation between payment methods and shopping value, location of shopping, amount paid and goods/services purchased. The survey (n=676) also collects data on preferences to use cash by amount paid and goods purchased. As a by-product of this survey a correlation between shopping value and demographic segment (gender and ethnicity) is revealed. Factor analysis and structural equation modelling show that hedonic shoppers prefer tactile and exciting forms of payment (attributes associated with cash) and utilitarian shoppers prefer convenient, cost effective, speedy, rewarded and recorded forms of payment (attributes associated with card payments). The mean value for shoppers to switch from cash to cards is £35 but this varies with shopping value, payment preferences and demographic group. Shoppers also habitually buy certain goods with cash, one common factor being the avoidance of a record of their indulgences. This thesis demonstrates that shopping value and various subjective norms of behaviour influence our choice at the checkout, proving the principle that there is a social construction to the demand for payment methods.

This study explores how shopping value in one-stop stores, especially hypermarkets, can be improved by new services. It identifies additional service offerings that go beyond the traditional product-based approach. Given the dearth of literature on new services in grocery retailing, this study relies on Mehrabian and Russel's (1974) stimulus-organism-response (S-O-R) model as a basic framework. Using an explorative mixed-methods approach, the study begins with a qualitative phase in which semi-structured interviews are conducted to uncover consumers' everyday problems. These findings serve as the basis for designing innovative services. In the subsequent quantitative phase, the study tests the theoretical framework by introducing participants to three different services in an experimental study. Based on the manipulation of the cognitive fit of services, various relationships between variables such as retailer confusion, perceived convenience, shopping value, retailer image, and willingness to use were examined. Results highlight the central role of cognitive fit, perceived convenience, and retailer confusion as key factors in shopping value, emphasizing its significance in shaping the retail landscape. This research not only identifies novel service opportunities for hypermarkets but also demonstrates the efficacy of a mixed-methods approach in addressing the evolving needs of consumers and the retail sector. The study provides also valuable insights for retailers seeking to differentiate themselves and enhance the shopping value.

Purpose: This study investigates the hedonic shopping values of Generation Z in the context of online second-hand fashion shopping, focusing on how environmental concerns, ethical reverence, and cost considerations influence their behaviors. This study delves into the existing research gaps by examining the complex interplay between hedonic values and pro-environmental behaviors, especially among younger consumers. Theoretical background: Background and theory highlight the increasing consumer awareness regarding the environmental impacts of fast fashion, leading to a shift towards sustainable alternatives such as second-hand shopping with low costs as a priority. The sections note that this trend is particularly pronounced among Generation Z, a demographic known for their digital nativity and strong ethical consciousness. Theoretical foundations address the high consumption of textiles and the corresponding environmental impact, underscoring the importance of promoting a circular economy in Sweden. Method: The quantitative data was collected through online surveys, which yielded 388 responses and was analyzed using SPSS. The results of all four hypotheses were accepted through Cronbach’s Alpha and Pearson Correlation Coefficient, and further analyzed through a regressionanalysis. Result & Conclusion: The results showed that all four hypotheses were accepted, with Hypothesis 3 having the weakest connection regarding the hedonic shopping value in the context of online second-hand purchases. Generation Z demonstrates an ability to prioritize ethical reasons over personal reasons and pleasure in their purchases, creating a complex paradox that influenced the conclusion and led to an updated conceptual framework where ethical reverence is no longer linked to Hypothesis 1, despite the general presence of hedonic shopping value among Generation Z. Future research is recommended to compare Generation Z with other demographic groups and conduct in-depth studies to observe how behavior changes over time within the same context.