Submitted by Rosangela Silva (rosangela.silva3@unioeste.br) on 2018-02-21T19:50:28Z No. of bitstreams: 2 Luiz Gustavo Santos Barboza.pdf: 2123988 bytes, checksum: 45fdfba2480293392048c2d37a222a5e (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2018-02-21T19:50:28Z (GMT). No. of bitstreams: 2 Luiz Gustavo Santos Barboza.pdf: 2123988 bytes, checksum: 45fdfba2480293392048c2d37a222a5e (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-02-23 / Social businesses present themselves as an alternative to solving society problems which affect mainly the classes at the base of the social pyramid, through business models that generate both profit and social impact. This paper analyses the willingness of the population of Sanga Funda housing complex in Cascavel-PR to join a social business. The research, of exploratory-descriptive character and qualitative approach, verified the lack of willingness to join the program. Although the location factor was favorable to the enterprise, a number of unfavorable factors for joining the program was identified, such as: predominance of the economic factor in the purchase option, even considering aspects such as small distance between houses and the establishment and social return; few product options; unavailability of meeting larger purchase demands; few alternatives or higher cost to promote products and sales; Difficulty in price competition in relation to competitors; few alternatives of term purchases; existence of a competitor traditional in the region; possible preference for markets with greater flow of people (crowding and social factors). Finally, in comparison with this paper, we suggest future research in other locations with potential to implement social business, as well as studies in pioneering social businesses in the country to identify if these enterprises have reached the financial sustainability and the expected social and environmental impact. / Os negócios sociais se apresentam como alternativa para solucionar problemas da sociedade que atingem principalmente as classes da base da pirâmide, através de modelos de negócios que geram ao mesmo tempo lucro e impacto social. A atual pesquisa tem por objetivo analisar a disposição de adesão de um mercado formatado como um negócio social pela população do conjunto habitacional Sanga Funda em Cascavel/PR. A pesquisa apresenta caráter exploratório-descritivo, e apresenta uma abordagem qualitativa. Como resultados, foi constatada a inexistência de disposição de adesão a um negócio social pela população pesquisada. Apesar do fator localização ser favorável ao empreendimento, foram identificados uma série de fatores desfavoráveis para a adesão ao estabelecimento: predominância do fator econômico na opção de compra, mesmo considerando aspectos como menor distância e retorno social; projeção de reduzido mix de produtos; indisponibilidade de atendimento a demandas de compras maiores; alternativas em menor número ou com custo mais elevado para divulgação de produtos e promoções; dificuldade em competição de preços em relação a concorrentes; poucas alternativas ao cliente para pagamento de vendas a prazo; concorrente com tradição na região; possível preferência por mercados com maior fluxo pela população (fatores crowding e social). São sugeridas futuras pesquisas em outros locais com potencial de implantação de negócios sociais, para comparação ao presente estudo, e ainda estudos em negócios sociais pioneiros no país, para identificar se esses empreendimentos atingiram a sustentabilidade financeira e o impacto socioambiental esperado.

Syftet med denna uppsats är att bygga vidare på den tidigare forskningen inom hållbar konsumtion och skapa en förståelse för hur konsumenten påverkas i valet att gå ifrån en positiv attityd till handling i köpprocessen. Tonvikten av studien kommer placeras på den sociala påverkan och ämnar ge en ingående bild av dess innebörd i valet av att handla hållbara livsmedel.   En kvantitativ studie genomfördes där primärdata samlades in genom en enkätundersökning vilket resulterade i 304 giltiga svar. Studien baserades på en mängd vetenskapliga artiklar inom ämnet hållbar konsumtion och närmare bestämt attityd-handlingsgapet.     De undersökta påverkansfaktorerna social påverkan, pris, upplevd effekt och tillgänglighet visade sig ha olika stark inverkan på respondenterna, med endast pris och upplevd effekt som signifikant betydelse att påverka beteendegapet gällande attityd och handling. Social påverkan uppnådde ingen signifikans i att ha en betydelse för konsumentens attityd till handling. Vid en närmare undersökning av social påverkan påvisades skillnader inom denna variabel, där familjens tyckande och den rådande / The purpose of this study is to extend knowledge in previous research conducted within sustainable consumption and create a deeper understanding how different factors affect the customer in the buying process. The emphasis in the study is to enhance the understanding regarding effects from social norms in the process of a sustainable food consumption.    A quantitative study was conducted where the primary data was gathered through an online survey. The survey resulted in a total of 304 valid responses. The study was based on previous scientific articles related to the area of sustainable food consumption and the attitude-behaviur gap.   The examined factors regarding social influence, perceived customer effectiveness, availability and price had different impacts in reducing the gap, but only price and perceived customer effectiveness proved significant regarding attitude and actions in the behavior gap. Social influence had the least impact on customers’ decisions to buy sustainable food, however in a further analysis family and current trends had some impact.

With the increasing environmental problems, sustainable consumption is an important consumer behavior. Therefore, it is important to investigate further the significant drivers to and barriers against sustainable consumption, in order to increase the share of sustainable consumption and understanding of consumer behavior. This dissertation identifies two gaps. The first is in understanding consumer positive and negative anticipated emotions as an important factor influencing high-involvement sustainable consumption. The second gap relates to the lack of understanding about the associations between anticipated emotions and personal moral norms in high-involvement sustainable consumption. Against this background, the aim is to contribute to the sustainable consumption literature by investigating the roles and relations of anticipated emotions, personal moral norms, and weighing costs and benefits as drivers to and barriers against consumer adoption of a high-involvement sustainable product. A literature review and two empirical studies were conducted. Consumer adoption of alternative fuel vehicles is the specific sustainable consumption. Using quantitative methods, this phenomenon is investigated in the empirical studies conducted in Sweden. It was shown that anticipated emotions have direct effects on consumers' intention to adopt alternative fuel vehicles. Moreover, positive anticipated emotions (e.g. pride, pleasure, happiness) are drivers of sustainable consumption, while negative anticipated emotions (e.g. regret, embarrassment) are barriers against the sustainable consumption. This dissertation suggests an extension to the norm activation model, and shows that moral norms, ascription of responsibility, and awareness of environmental problems influence consumers' intentions through consumers’ anticipated emotions. For people who perceive high social norms related to decreasing the environmental impacts of car driving, the influence of positive anticipated emotions and personal moral norms are stronger. This points toward the social aspect of sustainable consumption and suggests that targeting the consumers who perceive high social norms is an important step to promoting sustainable consumption. Findings would be of relevance to marketers, policymakers and environmental organizations. Creating awareness and communicating personal responsibilities and moral norms related to the environment and consumption are important drivers for consumer adoption of sustainable products. However, it is noteworthy that consumer anticipated emotions about high-involvement sustainable products (such as alternative fuel vehicle) have also important influence on the sustainable consumption. Thus, consumer anticipated emotions should be considered in designing promotion programs.

DATUM: Slutseminarium; 2020-06-02 & slutversion; 2020-06-08 NIVÅ: Kandidatuppsats i företagsekonomi, FOA300, VT20 INSTITUTION: EST – Ekonomi, Samhälle & Teknik, Mälardalens Högskola.  FÖRFATTARE: Jonathan Lindgren (95/03/23), Alexander Ström (93/06/24) TITEL: RÄDDA VÄRLDEN MEN HA KUL PÅ VÄGEN; En studie kring drivkrafter respektive hinder vid köp av elbilar HANDLEDARE: Aswo Safari NYCKELORD: Elbil, hållbar konsumtion, värderingar, attityd, motivation, dilemma SYFTE: Syftet med denna studie är att öka förståelsen för vilka drivkrafter som motiverar eller hindrar den svenska konsumenten till ett hållbart köp av elbil. Resultatet av denna studie kan med fördel användas av bilföretag och marknadsförare med ändamålet att anpassa sin produkt och marknadsföring så tilltalande som möjligt för potentiella konsumenter. FORSKNINGSFRÅGA: Vilka drivkrafter motiverar respektive hindrar köp av elbilar? METOD: För att besvara denna studie har en kvalitativ ansats valts. Primärdata har insamlats genom semi-strukturerade intervjuer och sedan analyserats, med hjälp av den teoretiska referensramen kompletterats med citat.  SLUTSATS:  Studien påvisar att det finns flera olika drivkrafter som motiverar och hindrar ett köp av en elbil. Förutsättningen för vilka drivkrafter som motiverar eller hindrar ett köp av en elbil förefaller vara samspelet mellan individens värderingar, attityd och motivation. Detta tycks även avgöra vilket dilemma individen uppfattar. / DATE: Seminar version; 2020-06-02 & final version; 2020-06-08 LEVEL: Bachelor´s thesis in business administration, FOA300, VT20  INSTITUTION: School of business, society and engineering, Mälardalen University AUTHORS: Jonathan Lindgren (95/03/23) & Alexander Ström (93/06/24) TITLE: SAVE THE WORLD BUT HAVE FUN ON THE WAY; A study about the driving forces that motivate or hinder the purchase of electric vehicles TUTOR: Aswo Safari KEYWORDS: Electric vehicle, sustainable consumption, values, attitude, motivation, dilemma PURPOSE: The purpose of this study is to increase the understanding of the driving forces that motivate or hinder the Swedish consumer to a sustainable purchase of an electric vehicle. The results of this study can advantageously be used by car companies and marketers with the purpose of adapting their product and marketing as appealing as possible to potential consumers. RESEARCH QUESTIONS: What driving forces motivate or hinder the purchase of electric vehicles? METHOD: To answer this study, a qualitative approach has been chosen. Primary data has been collected through semi-structured interviews before being processed through the theoretical framework and supplemented with quotes. CONCLUSIONS: The study shows that there are several different driving forces that motivate and hinder the purchase of an electric vehicle. The condition for what driving forces that motivate or hinder the purchase of an electric vehicle are the interaction between the individual's values, attitude and motivation. This also determine what dilemma the individual perceives.

Consumers can shape social environments through their clothing and thereby influence the perception of clothing consumption. However, the human desire of belonging and connectedness within a consumer culture has led to the severity of overconsumption. This is particularly apparent in the dynamic and trend-sensitive field of clothing. Such acts of consumption have a strong impact on the transformation of the Earth’s climatic condition. Nevertheless, global environmental issues are often an elusive picture of the climate crisis what makes it difficult for individuals to associate own lifestyles to it. To combat this dissonance and with Generation Z as the consumers of change, this study focuses on teachers of upper secondary schools and the ways they can be supported in the education on sustainable clothing consumption. For this, eight specific categories of investigation have been crystallised through the data collection, such as sustainable development, teaching and transdisciplinarity, sustainable clothing consumption, lifestyles, social anxiety, overconsumption, mindfulness and teaching materials for sustainable clothing consumption. Within those categories, teachers provided their understanding of how sustainable development is implemented in the Swedish education system and how sustainable clothing consumption could interlink individual contributions to environmental issues. A desired collective shift is facilitated through knowledge development that on the one hand is significant in the students’ perspective but on the other hand is also relevant for teachers within their proficiency and beyond. With a resulting concept of education on sustainable clothing consumption and transdisciplinary teaching, teachers shall be aided in their duty to encourage their students to become responsible citizens.

Följande studie ämnar undersöka generella samband mellan konsumenters hållbarhetstänk och deras attityd till hållbar marknadskommunikation. Studiens syfte är att undersöka konsumenters attityd till hållbar marknadskommunikation och huruvida konsumenter själva efterlever de krav vid konsumtion som de ställer på företagen inom hållbarhet. Studiens relevans ligger i bakgrunden av konsumtionens negativa klimatpåverkan och samhällets medvetenhet kring klimatfrågorna.   Studien grundar sig i en kvantitativ metod. Metoden kommer att appliceras på studien genom att utföra en enkätundersökning bestående en frågeenkät. Analysen av de insamlade svaren från enkäten utgår ifrån kommunikationsteori. Studien kommer ge en djupare förståelse för hur konsumenter upplever hållbar marknadskommunikation.   Studiens resultat visar en tydlig uppdelning mellan konsumenter i två olika kategorier; de som hade positiv attityd till hållbarhet och de som inte lade någon vikt i hållbarhetsfrågor. Resultatet visar att oavsett tidigare attityd till hållbarhet, har konsumenter i princip likartade åsikter gällande företags hållbara marknadskommunikation och hållbarhetsarbete. De generella sambanden som finns mellan konsumenters attityd till hållbarhet och hur de uppmärksammar hållbar marknadskommunikation är att oavsett tidigare erfarenhet kring hållbarhet har de en vilja att bli gröna konsumenter. / The following study intends to examine general connections between consumers' sustainability thinking and their attitude to sustainable marketing communication. The purpose of the study is to investigate consumers' attitudes to sustainable market communication and whether consumers themselves comply with the consumption requirements that they place on companies in sustainability. The relevance of the study lies in the background of consumption's negative climate impact and society's awareness of climate issues.   The study is based on a quantitative method. The method will be applied to the study by conducting a questionnaire survey consisting of a questionnaire. The analysis of the answers collected from the questionnaire is based on communication theory. The study will provide a deeper understanding of how consumers experience sustainable marketing communication.   The results of the study show a clear division between consumers into two different categories; those who had a positive attitude towards sustainability and those who did not attach any importance to sustainability issues. The results show that regardless of previous attitudes to sustainability, consumers have basically similar views regarding companies' sustainable marketing communication and sustainability work. The general connection that exists between consumers' attitudes to sustainability and how they pay attention to sustainable marketing communication is that regardless of previous experience of sustainability, they have a desire to become green consumers.

Klimatförändringar är ett faktum, och den globala livsmedelsproduktionen står för 25 – 30 % av de totala utsläppen. För att minska utsläppen krävs det stora förändringar i samhället. För den enskilda individen kan ett minskat intag av animaliska livsmedelsprodukter göra stor skillnad för miljö och klimat. För att lyckas med detta krävs det en attitydförändring och ökad kunskap bland konsumenter i samhället. Syftet med studien är att undersöka konsumenters attityder och intresse för en svenskodlad hampadryck. Relevant litteratur och teori användes för att få en ökad förståelse av människors matval och preferenser. Fokusgrupper användes som metod för att öka förståelsen för konsumenters attityder kring olika faktorer av hampadrycken. Urvalet baserades på heterogena grupper med olika kön, ålder och utbildning för att få en bredare diskussion. Studien resulterade i fyra olika teman som fokuserar kring hampadrycken. Allt handlar om smaken, Intresse och medvetenhet för svenskt, Marknadens mervärde och Attraktivt med tydligt innehåll. Dessa fyra olika teman hjälper till att få en helhetsbild av konsumenters kunskap och medvetenhet, och även vad som efterfrågas på marknaden, ur ett konsumentperspektiv. Människan är en komplex varelse och det finns många aspekter att ta hänsyn till vid förändringar,inte minst maten och måltiden. Sammanfattningsvis kan man se ett stort intresse och medvetenhet kring hållbara matval bland konsumenter, och en stark vilja att förändra sitt ätande för en bättre miljö. / The climate change is a fact, and the global food production is responsible for 25 – 30 % of the greenhouse gases. To reduce the emissions major changes are needed in the society. For the individuals, a reduced intake of food products made of animals can make a big difference for the environment. To succeed in this matter, a change of attitude and increased knowledge among consumers in the society is required. The purpose of the study is to investigate consumers attitudes and interest in a beverage made of Swedish-grown hemp. Relevant literature and theory were used to gain an increased understanding of people’s food choices and preferences. Focus groups were used as method to interpret consumer’s attitudes about various factors of the hemp beverage. The selection of participants was based on heterogeneous groups with different genders, age and education and the purpose of this was to have a broader discussion among the participants. The study resulted in four different themes with focus around the hemp beverage. It is about the taste, Interest and awareness of Swedish products, The markets added value and Attractive with a clear content. These four different themes are helpful to get an overall picture of consumers knowledge and awareness, but also what is in demand in the market, from a consumer’s perspective. Humankind is a complex being and there is much to consider when change occurs, especially when it is about food and meal. In summary, there is a great interest and awareness for sustainable food choices among consumers, and a strong desire to change their eating habits for a better environment.

Background: In today ́s world, experiences play an important role for the customers to build loyalty and long-lasting relationships. Brakus et al. (2009) developed one of the most cited scales for measuring brand experience. Especially the clothing industry has a higher interest to create an overall experience since they are operating in different markets. Moreover, sustainability became a huge trend pushing companies to implement sustainable practices. This trend can also be recognized in the clothing industry which makes up 8.1 % of the whole greenhouse gas emissions globally and customers are more and more aware of this. Companies need to change their overall approach to how they produce and how they communicate, to avoid being labelled as a greenwashing company. In the outdoor-clothing industry, Patagonia is one of the most successful brands – heavily focusing on sustainability. Their brand experience could be one factor for their success, which makes this brand an interesting case to further study this concept. Yet there is limited research on this topic in the literature, no study applied the BXS to one specific company nor into the context of sustainability in the clothing industry.  Purpose: The purpose of the study is to investigate and analyse the brand experience of the outdoor-clothing brand Patagonia with the aim of identifying the effects of sustainability efforts on the brand experience. Method: To investigate the research question appropriately a qualitative research has been conducted by interviewing 13 customers of Patagonia. To structure the study adequately, we relied on the brand experience scale of Brakus et al. (2009) referring to a deductive approach. Nevertheless, inductive elements influenced our sampling process and the data analysis to develop the new model green brand experience by considering the sustainability efforts of Patagonia.  Conclusion: The findings revealed that the brand experience scale by Brakus et al. (2009) is applicable, and all dimensions are influenced by the brand experience. Furthermore, two additional dimensions were identified: green brand trust and green brand image. In the end, a new model named green brand experience is presented. It consists of 6 dimensions which are described through items that show the strongest influence in each dimension. As a conclusion, recommendations for strategies and tools for sustainable companies are given to create a green brand experience. Aside from honest and clear communication, the mission to act sustainable should be in the focus of the experience ahead of promoting their own products.

This paper examines the concept of sustainable development and sustainable consumption in the food industry and how consumers relate with the idea of organic food produce and their alternatives. The research was developed by using the Consumer Decision Making model and the Norm Activation Model to be able to understand what motivates consumers in their buying choices and why. These models break down the steps a consumer goes through before making a purchase and the emotional evaluation that occurs after that decision is made. With a total of 70 responses from a structured survey sent out, the results indicated that consumers are conscious about sustainable products, are aware of the environmental and social impact but 30.6% of consumers have never looked out for sustainable products.

As the world moves towards a more sustainable future and consumers begin to research more sustainable ways to consume, many turn to second hand for purchasing apparel due to its supposed minimal effect on the environment. The second hand market is rapidly growing but research surrounding the implications of its growth is scarce. This study aims to research consumer habits in the second hand fashion market in Sweden. More specifically, if the Swedish second hand consumption reflects the fast fashion way of consuming, meaning purchasing vast amounts of apparel for minimal use. The study utilizes a mixed method of collecting data, both a qualitative and a quantitative method. A survey and interviews were conducted, mapping the consumption habits of second hand apparel of Swedish people in their early twenties. The results show that second hand consumption has some similarities to the fast fashion way of consuming but there are still several differences. There were signs that the second hand market is moving towards excessive consumption practices which the fast fashion industry has been criticized for in the past. The key similarities between second hand fashion consumption and fast fashion consumption observed in the participants were impulse buying, minimal usage of products, seeking trendy items and gaining hedonic pleasure.