This thesis explores consumer perceptions of corporate sustainability, particularly how the removal of product accessories for environmental reasons is perceived. It highlights the importance of concrete evidence like eco-labeling to support sustainability claims. The study delves into the balance consumers strike between eco-friendly intentions and practical needs like price and functionality, revealing a conflict between idealism and pragmatism. Additionally, it examines how social and cultural factors, including reference groups and family upbringing, shape attitudes towards sustainability. The research emphasizes that companies need to connect with consumers' deeper values to promote sustainable consumption effectively. In conclusion, it underscores the need for genuine transparency and the alignment of corporate actions with consumers' personal values and social contexts to encourage more responsible and sustainable consumption.

No description available.

No description available.

No description available.

No description available.

No description available.

[pt] O treinamento de habilidades sociais (THS) pode contribuir de forma significativa para o desenvolvimento das pessoas, tanto no âmbito pessoal como profissional. As atitudes das pessoas frente a participar de um THS revelam o quanto elas são favoráveis a esse treinamento e juntamente com normas subjetivas e percepção de controle, podem explicar o comportamento de realizar efetivamente um THS. O objetivo desse estudo foi elaborar e buscar evidências de validade de quatro escalas para aferir: intenção comportamental, normas subjetivas, percepção de controle e atitude frente a participar de um THS. Participaram da pesquisa 808 adultos brasileiros, média de idade de 32,3 anos, 64 por cento mulheres. Os resultados mostraram instrumentos unifatoriais, com índices psicométricos satisfatórios. A atitude correlacionou-se positivamente com a intenção de fazer um curso de habilidades sociais, com cinco das seis dimensões dos valores básicos e com motivação para aprender. Normas subjetivas e percepção de controle correlacionaram-se positivamente com intenção comportamental. E intenção comportamental correlacionou-se positivamente com motivação para aprender. Reuniram-se diversas evidências de validade que corroboram a adequação dos instrumentos para aferir os construtos. Ainda, ficou evidenciado que as mulheres e as pessoas que já tinham participado de um THS mostraram níveis maiores na atitude frente a participar de um THS. O estudo aponta para possibilidades de uso dos instrumentos em ambientes acadêmicos e organizacionais. / [en] Social Skills Training (SST) can significantly contribute to people s development, both personally and professionally. People s attitudes toward participating in an SST reveal how much they see this training favorably, and along with subjective norms and perception of control, can explain the behavior of effectively taking part in an SST. The objective of this study was to elaborate and search for evidence of the validity of four scales measuring: behavioral intention, subjective norms, perception of control and attitude towards taking part in an SST. Participants were 808 Brazilian adults, with mean age 32.3 years, and 64 percent being women. Our results showed a one-factor instrument with satisfactory psychometric indices. The attitude toward SST correlated positively with the intention of taking part in an SST, with five of the six dimensions of basic values, and with general motivation to learn. Subjective norms and perception of control were positively correlated with behavioral intention. And behavioral intention correlated positively with motivation to learn. Evidence of validity was gathered to corroborate the suitability of the instrument to measure the construct. Also, it was found that women and people who had already participated in an SST showed higher levels in their attitude towards participating in an SST. The study points to the possibility of using these instruments in organizational and academic environments.

Forskningsfrågor: Hur påverkar och påverkas uppfattningen om Uppsala stad som varumärke av besökarnas attityder under Valborgsfirandet? Hur skiljer sig besöksintentionerna hos olika segment av eventbesökare när det gäller deras deltagande i Valborgsfirandet? Hur påverkar dimensionerna som driver besökarnas intresse och deltagande i Valborgsfirandet i Uppsala deras intentioner?  Syfte: Studien syftar till att undersöka eventbesökares attityder, upplevda beteendekontroll och subjektiva normer under ett evenemang. Vidare syftar studien till att belysa hur uppfattningen om varumärket för evenemangsdestinationen Uppsala och hur miljöaspekter påverkar dimensionerna och besökares intentioner, engagemang och deltagande i evenemanget. Målet är att ge projektledaren Destination Uppsala underlag för att förbättra framtida evenemang. Metod: Studien antar en deduktiv forskningsansats och tillämpar en kvantitativ forskningsmetodik. Primärdata från 254 respondenter samlades in via en enkätundersökning som utformades i Google Formulär och riktades till besökare under Valborgsfirandet i Uppsala.  Slutsats: Resultatet av studien visar att alla fem dimensioner i forskningsmodellen  påverkade besöksintentionen, där attityden var mest inflytelserik. För att öka besöksintentionen rekommenderas Destination Uppsala att fortsätta stärka varumärket och skapa en attraktiv omgivning för besökarna, vilket kan öka intresset för evenemanget och främja turismen i Uppsala. / Research questions: How does the perception of Uppsala city as a brand influence and is influenced by visitors' attitudes during the Walpurgis celebration? How do the visit intentions of different segments of event attendees differ regarding their participation in the Walpurgis celebration? How do the dimensions driving the visitors' interest and participation in the Walpurgis celebration in Uppsala influence their intentions? Purpose: The study aims to investigate event visitors attitudes, perceived behavioral control and subjective norm during an event. Furthermore, the study aims to shed light on how the perception of the brand for the event destination Uppsala and how environmental aspects affect the dimensions and visitors intentions, engagement and participation in the event. The goal is to provide the project manager, Destination Uppsala, with insights to enhance future events.  Method: The study has a deductive research approach and applies a quantitative research method. Primary data from 254 respondents was collected through a survey conducted in Google Forms and targeted visitors during the Walpurgis Night celebration in Uppsala.  Conclusion: The results of the study show that all five dimensions in the research model influenced the visit intention, with attitude being the most influential. To increase visit intention, Destination Uppsala is recommended to continue strengthening its brand and creating an attractive environment for visitors, which can increase interest in the event and promote tourism in Uppsala.

This study aims to investigate the interplay between customer attitudes toward sustainable banking practices and their decision-making processes when selecting banks, focusing on the influence of Customer Relationship Management (CRM) systems in this dynamic. The research explores how a major Swedish bank communicates its sustainability efforts through CRM strategies, shaping customer perceptions and engagement. By integrating frameworks of CRM theory, Corporate Social Responsibility (CSR) theory, and the Theory of Planned Behavior (TPB), the study seeks to bridge the gap between theoretical knowledge and practical implementation in sustainable banking. A qualitative research design was employed, utilizing semi-structured interviews with twelve customers of a major Swedish bank. These interviews provided rich, detailed data on customer perceptions, attitudes, and behaviors related to sustainability in banking. Additionally, document analysis of the bank’s annual sustainability report and CRM approaches was conducted to contrast publicized efforts with actual customer perceptions. The major findings reveal that customers prioritize sustainability in their banking decisions and expect banks to adopt and promote sustainable practices. Effective communication of sustainability initiatives through CRM systems significantly enhances customer loyalty and engagement. However, the study also highlights limitations, including the focus on a single bank and geographic region, which may restrict the generalizability of the findings. This research contributes to the theoretical understanding of how sustainability initiatives can be effectively communicated and perceived through CRM systems, enhancing customer engagement and loyalty. It underscores the importance of aligning CRM strategies with sustainability goals, providing practical insights for banks aiming to enhance their sustainability efforts. The findings support the development of more robust theories around the integration of sustainability into CRM and CSR practices, ultimately contributing to global sustainability targets.

This master thesis analyzes the influence of psychological barriers of consumers from Germany, Sweden, and Iran for using sustainable transportation modes. Climate change has started to change the way people travel. Yet prior research has shown that consumers from all over the world lack consistency between their behavioral intention and their actual behavior. In the case of traveling, this means that a significant number of consumers intends to use sustainable transportation modes, but fails to use them in the end. The reasons for this so-called intention-behavior gap in consumers' minds have been researched successfully and frequently in the past two decades. The novelty of this present thesis is the international comparison of travelers from three different countries and the explicit focus on voluntary travel. The according research questions are: RQ 1:  To what extent is there a gap between the intention and behavior of leisure travelers          regarding choosing sustainable transportation vehicles? RQ 2:  Which group of consumers (inclined abstainers or disinclined actors[1]) plays the bigger      role in creating this gap? RQ 3:  What are the determinants and barriers of using more sustainable transportation     vehicles in leisure transportation? RQ 4:  How is the sustainable behavior of leisure travelers in Sweden, Germany, and Iran            different? To answer the research questions, an online survey in Swedish (n1 = 130), German (n2 = 128), and Persian (n3 = 127) language was carried out ( ∑ n = 385) in April 2020 with a convenience sampling method and analyzed in May 2020. The results show that there is a slightly positive intention-behavior gap in the Swedish sample and a slightly negative intention-behavior gap in the Iranian sample. In the German sample, no significant intention-behavior gap has been found. Moreover, a higher level of environmental attitude, a higher level of environmental knowledge, a higher level of perceived effectiveness (of the consumers' own actions), and a higher level of social norms increases the intention of leisure travelers in Sweden, Germany, and Iran to use sustainable vehicles for leisure traveling - both for short and for long trips. The impact of perceived value and perceived price of sustainable transportation modes, as well as the impact of consumers' sustainable lifestyle on the on the travel intention are not supported in all three countries. Additionally, distance between origin and destination has been found to moderate the impact of determinants on intention. The moderating role of distance also varies in different countries. [1] See the literature review chapter for an explanation