<p>The purpose of this thesis was to increase the understanding of Swedish consumers’ attitudes and purchase intentions of functional food for marketers by using the Theory of Planned Behavior (TPB). It was discovered that previous research conducted in Sweden concerning functional food centered largely on motivational factors for adoption, and perception of the health claims made by these products; however there was a lack in research concerning purchase intentions and a use of theory to evaluate both attitudes and purchase intentions.</p><p>Both qualitative and quantitative research methodology were utilized in this thesis. The qualitative research data consisted of 14 short interviews designed to elicit beliefs about purchasing functional food. The quantitative research data was gathered using a questionnaire specifically designed for the Theory of Planned Behavior (TPB). A total of 257 responses were received from students, employees, and members of the general public.</p><p>The results from the questionnaire revealed that Swedish consumers had slightly positive attitudes towards purchasing functional food and neutral intentions to purchase functional food. The results from the interviews revealed that amongst other things, Swedish consumers believed that functional foods provide beneficial health benefits, but they are quite expensive. Doctors and family were viewed as important when considering the purchase of functional food. And price and knowledge were viewed as controlling factors of whether or not these foods were purchased.</p><p>The results provided by this thesis will be helpful to marketers of functional food as they plan marketing related activities aimed at Swedish consumers</p>

The purpose of this thesis was to increase the understanding of Swedish consumers’ attitudes and purchase intentions of functional food for marketers by using the Theory of Planned Behavior (TPB). It was discovered that previous research conducted in Sweden concerning functional food centered largely on motivational factors for adoption, and perception of the health claims made by these products; however there was a lack in research concerning purchase intentions and a use of theory to evaluate both attitudes and purchase intentions. Both qualitative and quantitative research methodology were utilized in this thesis. The qualitative research data consisted of 14 short interviews designed to elicit beliefs about purchasing functional food. The quantitative research data was gathered using a questionnaire specifically designed for the Theory of Planned Behavior (TPB). A total of 257 responses were received from students, employees, and members of the general public. The results from the questionnaire revealed that Swedish consumers had slightly positive attitudes towards purchasing functional food and neutral intentions to purchase functional food. The results from the interviews revealed that amongst other things, Swedish consumers believed that functional foods provide beneficial health benefits, but they are quite expensive. Doctors and family were viewed as important when considering the purchase of functional food. And price and knowledge were viewed as controlling factors of whether or not these foods were purchased. The results provided by this thesis will be helpful to marketers of functional food as they plan marketing related activities aimed at Swedish consumers

How companies in the apparel industry produce their products is receiving increasingly more attention, both in the society and marketplace, as well as by consumers. Despite the increasing amount of corporate scandals and corporate irresponsibility within the apparel industry, the previous research conducted within this field has mainly focused on how positive CSR affects consumers. This thesis aims to investigate how Swedish consumers’ attitude and behaviour are affected by negative CSR in the apparel industry. In order to fulfil the purpose of this thesis, a mix of quantitative and qualitative research was used to conduct an abductive study. The data was gathered through a survey posted on social media and by performing semi-structured interviews with participants consisting of Swedish consumers. The authors of this thesis have identified that Swedish consumer’s attitude is affected by negative CSR performed by apparel companies. However, the change in consumer attitude did not necessarily transfer into a change in behaviour, which generates an attitude-behaviour gap. The key barriers identified contributing to this gap are Swedish consumers’ lack of knowledge, and that they generally value personal needs and wants such as price, quality, and style greater than social responsibility.

<p>The main purpose of this essay is to through theories about internal communication, channels to communicate through and change management study how these can be related to the processes at the Swedish Consumer Agency due to its future relocation. The main question within this essay is therefore:</p><p>- How has the internal communication and the change management at the Swedish Consumer Agency developed in comparison with the prescribed theories?</p><p>This essay is divided into three different parts (ideal, reality, ideal/reality) which can be derived to the essays theory, result and analysis chapters. The theories are the ideal while the result describes the internal communication and the change management during the process (the reality). In the analysis chapter, the ideal and the reality are compared to distinguish how the reality has been working in comparison to the ideal.</p><p>The internal communication has mainly been distinguished through the authority’s intranet and the information communicated has comparatively been fast, open, objective and reliable. One of the prerequisites for this is that the authority has been permeated by clear goals and visions. All in all the result shows that the internal communication and the change management have been successful but some flaws have been detected. One of the reasons for this might be that the authority and its co-workers have been exposed in the process due to the fact that it has been enforced and because of its extent.</p> / <p>Det övergripande syftet med föreliggande undersökning är att utifrån teorier om internkommunikation, kommunikationskanaler och förändringsarbete undersöka hur dessa kan sättas i relation till den förändringsprocess som genomförts på Konsumentverket inför dess framtida omlokalisering. För att undersöka detta kommer följande frågeställning behandlas:</p><p>- Hur har Konsumentverkets internkommunikation och förändringsarbete fungerat i jämförelse med de teorier som ligger till grund för uppsatsen?</p><p>Undersökningen består av tre delar (ideal, verklighet, ideal/verklighet) vilka kan härledas till uppsatsens teori-, resultat- och analyskapitel. De teorier uppsatsen bygger på behandlas som idealet medan undersökningens resultat beskriver hur internkommunikationen och förändringsarbetet fungerat i verkligheten. I uppsatsens analys ställs dessa mot varandra för att urskilja verkligheten i relation till idealet.</p><p>Den huvudsakliga internkommunikationen har skett via myndighetens intranät och den information som förmedlats under processen har varit förhållandevis snabb, öppen, saklig och trovärdig. En av förutsättningarna för detta kan ha varit att myndigheten genomsyras av tydliga mål och visioner. Sammantaget har processen varit framgångsrik men vissa brister i kommunikationen har påträffats. Detta kan delvis bero på att myndigheten och dess medarbetare haft en utsatt roll i processen då förändringen varit påtvingad av yttre faktorer samt att den varit mycket omfattande.</p>

The main purpose of this essay is to through theories about internal communication, channels to communicate through and change management study how these can be related to the processes at the Swedish Consumer Agency due to its future relocation. The main question within this essay is therefore: - How has the internal communication and the change management at the Swedish Consumer Agency developed in comparison with the prescribed theories? This essay is divided into three different parts (ideal, reality, ideal/reality) which can be derived to the essays theory, result and analysis chapters. The theories are the ideal while the result describes the internal communication and the change management during the process (the reality). In the analysis chapter, the ideal and the reality are compared to distinguish how the reality has been working in comparison to the ideal. The internal communication has mainly been distinguished through the authority’s intranet and the information communicated has comparatively been fast, open, objective and reliable. One of the prerequisites for this is that the authority has been permeated by clear goals and visions. All in all the result shows that the internal communication and the change management have been successful but some flaws have been detected. One of the reasons for this might be that the authority and its co-workers have been exposed in the process due to the fact that it has been enforced and because of its extent. / Det övergripande syftet med föreliggande undersökning är att utifrån teorier om internkommunikation, kommunikationskanaler och förändringsarbete undersöka hur dessa kan sättas i relation till den förändringsprocess som genomförts på Konsumentverket inför dess framtida omlokalisering. För att undersöka detta kommer följande frågeställning behandlas: - Hur har Konsumentverkets internkommunikation och förändringsarbete fungerat i jämförelse med de teorier som ligger till grund för uppsatsen? Undersökningen består av tre delar (ideal, verklighet, ideal/verklighet) vilka kan härledas till uppsatsens teori-, resultat- och analyskapitel. De teorier uppsatsen bygger på behandlas som idealet medan undersökningens resultat beskriver hur internkommunikationen och förändringsarbetet fungerat i verkligheten. I uppsatsens analys ställs dessa mot varandra för att urskilja verkligheten i relation till idealet. Den huvudsakliga internkommunikationen har skett via myndighetens intranät och den information som förmedlats under processen har varit förhållandevis snabb, öppen, saklig och trovärdig. En av förutsättningarna för detta kan ha varit att myndigheten genomsyras av tydliga mål och visioner. Sammantaget har processen varit framgångsrik men vissa brister i kommunikationen har påträffats. Detta kan delvis bero på att myndigheten och dess medarbetare haft en utsatt roll i processen då förändringen varit påtvingad av yttre faktorer samt att den varit mycket omfattande.