Abstract The main purposes of this study were to investigate current status of environmental sustainable knowledge, attitude and behavior among high school students in southern Taiwan. Factors: such us gender, group, sequence of birth, education and occupation of parents, condition of families and areas are independent variables; Moreover, cohesion between these independent variables and dependent variables such as environmental sustainable knowledge, environmental sustainable attitude and environmental sustainable behavior were explored. The researcher adopted the "Scale of the concept of Environmental Sustainable for high school students" with "the New Ecological Paradigm " into the "Scale of the concept of Environmental Sustainable Development for Taiwan teachers" . The data were collected form 2229 randomly sampled senior high schools¡¦ students in southern Taiwan and analyzed by descriptive statistics, t-test, One-Way ANOVA, Pearson product-moment correlation and Path Analysis. The main findings were : 1. The order of the source of environmental knowledge obtained by students was: school text books, television/movie, knowledge from teachers, literature books, internet/ broadcast and information from acquaintances. 2. On environmental sustainable knowledge a. There were significant differences of the environmental sustainable knowledge on gender, senior high school or professional high school, sequence of birth,and education of parents. b. There were no significant differences of the environmental sustainable knowledge between groups, engineering or business courses, occupation of parents, condition of families and various areas,. c. As a whole, the high schools¡¦ students in southern Taiwan performed better in the knowledge of¡uwater resources¡vand got lower grades in the knowledge of¡uproblem of environmental pollution¡v. 3.On environmental sustainable attitude: a. There were significant differences of the environmental sustainable attitudes between the gender, engineering or business courses, sequence of birth, education of parents, father¡¦s occupation, and various areas. b. There were no significant differences of the environmental sustainable attitude between the groups, mother¡¦s occupation, condition of families and various areas.. c. As a whole, high school students in the southern Taiwan performed better on the attitude of¡uproblem of environmental pollution¡v and got lower grades on the attitude of¡unew ecological paradigm¡v. 4. On the new ecological paradigm: a. There were significant differences between the gender, engineering or business courses, senior high school or professional high school, education of parents, mother¡¦s occupation, and various areas in the new ecological paradigm. b. There were significant differences between groups, sequence of birth, father¡¦s occupation, condition of family diversity in the new ecological paradigm. 5. On environmental sustainable behavior: a. There were significant differences between gender, engineering or business course, education of parents, father¡¦s occupation diversity in the environmental sustainable behavior. b. There were no significant differences between groups, senior high school or professional high school, sequence of birth, mother¡¦s occupation, condition of family and various areas in the environmental sustainable behavior. c. As a whole, high school students in southern Taiwan performed better on the behavior of ¡§Ecomanagement¡¨ then that of ¡§Legal Action¡¨. 6. For high school students in southern Taiwan, there was positive correlation among the environmental sustainable knowledge, environmental sustainable attitude, the new ecological paradigm and environmental sustainable behavior. 7. The environmental sustainable knowledge and environmental sustainable attitude of high school students in southern Taiwan can be combined to predict the environmental sustainable behavior.

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Syfte: Studiens syfte är att undersöka hur ett friluftsföretag genom sin kommunikation kan skapa ett långvarigt och hållbart produktvärde för sina kunder, med avsikt att förlänga produktens livslängd. Studiens resultat kan förhoppningsvis bidra med information och kunskap till företag och branschorganisationer om hur man skapar eller kommunicerar långvarigt produktvärde. Studien har utgått från ett marknadskommunikation och- konsumtionsbeteende perspektiv. Metod: En kombinerad metod bestående av kvalitativa intervjuer och en kvantitativ kundundersökning har utförts för insamling av empiri. Intervjuguide och kundundersökning har utgått från fyra centrala begrepp, vilka var konsumtionsbeteende, kunskap kring hållbarhet, marknadskommunikation och produktvärde. Resultat: Studiens resultat visar vikten av att företaget känner sin kundgrupp och dess kunskapsnivå kring hållbarhetsfrågor. Därefter bör kommunikation anpassas och göras enkel att ta del av. För att motivera kunden till att vårda sina plagg bör kommunikation gällande klimatpåverkan, reparationsmöjligheter och enkla tips för tvätt och impregnering kommuniceras kontinuerligt. God service från företaget innefattande lång garanti är även en faktor som kan förlänga produktens livslängd. Relevans: Studien bidrar med relevanta utgångspunkter för hur kommunikation kan förlänga tiden ett plagg används av den primära kunden vilket i sin tur kan leda till minskad konsumtion. Enbart ett friluftsföretags kundgrupp har studerats, vilket öppnar upp för vidare forskning där jämförelser mellan två företag kan genomföras. I detta fall vore det önskvärt att jämföra företag som tydligt kommunicerar hållbarhetsfrågor med företag som ej gör det. I en sådan jämförelse kan eventuella likheter och skillnader i kundgruppernas konsumtionsbeteende identifieras. / Purpose: The purpose of the study is to examine how an outdoor company, through it's communication, can create a long lasting, durable and sustainable product value for its customers, with the intention of increasing the product life span. The result of the study can hopefully contribute with information and knowledge for companies and industry organizations on how to create or communicate a long lasting product value. The study has been based on a marketing communication and consumption behavior perspective.  Method: A mixed method of qualitative interviews and a quantitative survey was carried out for collection of data. The interviews and survey were contracted out of four key words, which were consumer behavior, sustainable knowledge, marketing communication and product value.  Findings and conclusion: The findings of the study shows the importance of the company knowing it's target audience and what level of sustainability knowledge they possess. Regarding this, the communication should be adjusted and easily available. To motivate the customer to care and repair their garments communication regarding climate impact, possibilities for repair and easy tips on washing and impregnation should be communicated continuously. Service in the form of a long guarantee is also of value when trying to increase the product life span.  Relevance: The study contributes relevant points on how communication can lengthen the user time of a garment by the primary customer, which can lead to a decrease in consumption. Only one outdoor company was studied, which opens up opportunities for further research where more companies could be studied. In this case it would be worthwhile to compare companies with a clear sustainable communication profile, to companies without one. This kind of comparison could show eventual similarities and differences in consumer behavior.

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