Influencer marketing är en effektiv marknadsföringsmetod för att öka köpbeteendet hos konsumenter. Uppsatsens fokus är att undersöka Millenials och Generation Z:s klädkonsumtion av Fast Fashion och hur de påverkas av Influencer marketing samt förhållningssätt till miljöfrågor vid klädköp. En växande klädkonsumtion och klädtillverkning går inte ihop med behovet av att konsumera mindre och engagera sig kring miljöfrågor. En studie har genomförts i form av intervjuer med strategiskt utvalda respondenter inom generationskategorierna Millennials och Generation Z. Resultatet visar att generationerna inte reflekterar över den miljöpåverkan klädindustrin har, samt att kvinnor och yngre personer i större utsträckning än män och äldre personer påverkas av Influencer marketing. Resultatet visar även att Influencer marketing är ett mycket effektivt marknadsföringsverktyg för att öka köpbeteendet hos konsumenter.

Sustainability is a highly discussed subject in today’s society. One industry that is facing big challenges when it comes to its environmental effect is the fashion industry. The pressure to live up to the society’s norms regarding sustainability can lead to greenwashing. Greenwashing arises when a company's positive communication regarding their sustainability does not match with their actual environmental impact. When it comes to how companies want to portrait themselves and communicate they can choose to focus on either creating a good reputation or be legitimate. These two ways of communicating can end up in conflict since it is important to differentiate from competitors but also show that you follow expected norms. This essay’s purpose has been to investigate how two of the world’s highest valued fashion companies, H&M Group and Inditex, focus on reputation or legitimacy for their sustainability communication. The essay shows that H&M Group and Inditex are very similar in their use of both reputation and legitimacy for their sustainability communication. The study shows that both companies focus slightly more on creating a better reputation than legitimacy though. The essay also shows that both companies possibly could be using greenwashing to strengthen their reputation and legitimacy. / I dagens samhälle är hållbarhet ett högst aktuellt ämne. En bransch som står inför stora utmaningar när det gäller dess påverkan på miljön är modebranschen. Pressen att leva upp till omgivningens normer kring hållbarhet kan leda till greenwashing. Greenwashing uppstår när företags positiva kommunikation kring sitt miljöarbete inte stämmer överens med det faktiska miljöarbetet. När det kommer till hur företag vill porträttera sig och kommunicera kan de fokusera på att antingen skapa ett gott anseende eller vara legitima. Dessa två sätt att kommunicera på kan hamna i konflikt då det är viktigt att vara konkurrenskraftig men också visa att man följer förväntade normer. Denna uppsats syfte har därför varit att undersöka huruvida två av de högst värderade modeföretagen, H&M Group och Inditex, fokuserar på anseende eller legitimitet i sin hållbarhetskommunikation. Uppsatsen visar att H&M Group och Inditex är mycket lika i sin användning av både anseende och legitimitet i sin hållbarhetskommunikation. Studien visar dock att företagen fokuserar aningen mer på att öka sitt anseende än sin legitimitet. Uppsatsen visar också att båda företagen möjligtvis använder sig av greenwashing för att stärka sitt anseende och legitimitet.

Titel: Corporate Social Responsibility- En kvalitativ studie om hur CSR påverkar konsumenters köpbeslut och synen på varumärket. Datum: 2022-01-13 Författare: Nathalie Werley Nivå: Kandidatuppsats i marknadsföring 15 hp, Linnéuniversitetet. Handledare: Afshin Afsharipour Examinator: Christine Tidåsen Frågeställning: Hur påverkar företags CSR-arbete konsumentens syn på själva varumärket och är detta något som påverkar konsumentens köpbeslut? Syfte: Syftet med denna studie är att undersöka hur konsumenter uppfattar H&M:s hållbarhetsarbete och ifall företagets CSR-arbete är något som påverkar deras syn på varumärket. Studien syftar också till att undersöka hur CSR påverkar konsumenters köpbeslut.  Metod: I denna studie har en kvalitativ metod använts i form av semistrukturerade intervjuer, detta för att kunna samla in primärdata. Undersökningen utgjordes av 6 respondenter varav alla hade handlat hos H&M vid något tidigare tillfälle. Den yngsta respondenten var 25 år och den äldsta 57 år. Både kvinnor och män inkluderades i intervjuundersökningen.  Slutsatser: Konsumenter uppfattar H&M:s CSR kommunikation som bristfällig trots att företaget belyser sitt CSR-arbete på sin hemsida. Flera av konsumenterna känner inte förtroende inför H&M:s hållbarhetsarbete som de kommunicerar ut, vilket grundar sig på tidigare skandaler om företaget. Konsumenters syn av ett varumärke kan påverkas av hur företaget kommunicerar ut sitt CSR-arbete, dessutom kan CSR ha en positiv påverkan på konsumenters köpbeslut.

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The importance of transparency, reliability and credibility in Sustainability Reports in the fashion industry has increased in recent years. We as a society have become more aware of the environmental and social impact we have on the planet. The study highlights the importance of progression of communication, transparency and CSR over a five year period in Sustainability Reports. As well, analyzes short- and long term goals communicated through a Sustainability Report by three Swedish fashion companies. Furthermore, this study investigates the increasing demand for transparency that makes it crucial for companies to disclose their efforts towards sustainability in a transparent and reliable manner. It was conducted through a thematic analysis where themes within the reports were collected. The results from the study show that there has been a progression to some extent with an increase of communication regarding credibility and focus on circularity. It showcases findings of transparency, communication, and CSR principles throughout the Sustainability Reports demonstrating a positive viewpoint. The evidence of the progression shown by the three companies in their short- and long term goals in the reports strengthens the underlying theme, how there currently is limited research on the importance of examining the evolution of their sustainability claims and assesses their actual impact on the environment and society as a whole. Additionally, the study addresses the challenges fashion companies face when creating Sustainability Reports.

Small and medium enterprises (SMEs) are currently achieving massive growth but the problems and challenges associated with them are less understood. A goal in supply chain management is to maintain a solid flow of goods from raw materials to manufacturers and distribution of the final product. In managing all of these moving parts, warehousing plays a vital and central role to streamlining the supply chain. Furthermore, expanding a firm’s business to one or more locations as trends in markets, and consumer demands are continuously changing has proven vital to succeed. Yet, there is under developed research in the are of geographical expansion as it pertains to warehouse operations as an SME. In understanding these challenges and motivations to expand, SMEs have a greater chance to succeed. This thesis uses a combination of the existing literature surrounding global warehouse expansion as well as a field study that was conducted to gain further insight into an SME that is currently undergoing a warehouse expansion in both Germany and the United States. The motives for expansion to these locations are explored through semi structured interviews of six employees involved in the warehouse project. There is great complexity in this case, where unfamiliar locations and market potential are unknown, making this sector within supply chain management of SMEs an important one to investigate.

Despite boasting a long tradition of enterprise, the collective narrative of African-American entrepreneurship is one of marginal success, mainly because entrepreneurs experience an array of barriers, from segregation to lack of access to capital, that limits resiliency and increases susceptibility to shocks. Challenging this narrative are cases of entrepreneurial achievement that seem to coincide with periods of social change in the United States. This two-part study explored the effects of social movements on the trajectory of entrepreneurial firms. Study one delved into the business histories of six prominent African-American beauty industry entrepreneurs active during the First Great Migration, Civil Rights, and Black Lives Matter eras. Findings suggest that entrepreneurial opportunities and decision-making evolve as social action cycles progress. Study two scaffolded atop study one’s findings and concentrated on entrepreneurial actions inspired by change movements. Specifically, while movements are emergent, entrepreneurs respond to social and market constraints by introducing a service or product-based remedy. As movements progress, entrepreneurs carve and serve a defined niche while contending with whether to contract market positioning or expand it (bound-radiate paradox). It used the Golden Age of hip hop and its wake as the focal socio-cultural movement, along with its derivative streetwear fashion industry, to probe deeper into the interplay between social movements and entrepreneurial decision-making; it examined bound-radiate decisions and in doing so unlocked a novel value-based framework that motivates entrepreneurs to act, conceptualized via the Value-Based Three-States Model. Results expand the opportunity perception and realization literature and increase the knowledge base on conditions affecting the success of black-owned businesses. Study findings could be the foundation for a research-informed decision-making matrix that employs knowledge of patterns and trends to predict and respond to uncertainty and competition. The matrix could serve as a roadmap for aspiring and current entrepreneurs, along with their consultant allies, which helps read market directionality, informs strategic planning, and aids in the defter navigation of analogous circumstances. / Business Administration/Entrepreneurship

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This paper examines the issue of our over-consuming society and its consequences using the example of the fashion industry. As the fashion industry alone is one of the biggest culprits in the global environmental deterioration and overexploitation of resources, the paper mainly focuses on the environmental impact. As a solution, the paper presents the application “Lessly”, which can help individual consumers to change their shopping behaviour and become more sustainable in their choices. In particular, the paper outlines the development of the app and the design decisions. The main token of the app is a mascot which also shares the name of the app, “Lessly”. The name originates from the saying “less is more” – the slogan of the app, which intends to describe the counter-movement of the ever-accelerating fashion consumption. Thus, the Lessly app represents a convenient tool for positive consumer change and the potential for a better environment and future.

As more companies in the resource-intensive fashion industry start their transition journeys towards circular business models (CBMs), driven by social and regulatory pressures, understanding how companies navigate this transformative process is crucial. This thesis contributes to prevailing research by analysing the challenges faced by linear companies in the fashion industry when adopting more circular models through various initiatives, dividing them by the CBM they apply, and considering their corresponding solutions to these challenges. By interviewing nine companies and four industry experts, we investigated the CBMs: product life extension, circular supplies, resource recovery, and product-as-a-service. Our findings indicate some common challenges include uncertain market demands, high costs and complex logistics, which caused profitability concerns and impeded companies’ transitions. Meanwhile, some challenges were CBM or company-specific. Companies employing circular supplies and resource recovery models faced cost considerations related to material price and availability, while product life extension models struggled with material access and limitations within the organisation or network. Significant market challenges were observed for the product-as-a-service model. To cope with these challenges, companies maintained small-scale CBMs and/or gradually scaled them based on changing circumstances or built collaborative networks within the value chain. Strengthening internal human capital was another coping strategy.