This study investigates how affiliation with the Law of Jante influences the relationship between trust and transparency towards certain entities and green skepticism. Although the Law of Jante has been studied in relation to trust and transparency, its impact on sustainability policies and green skepticism has not been explored. With upcoming sustainability regulations that will impact the hospitality sector, it is important to understand how cultural phenomena may or may not influence perceptions of trust and transparency and the effects on green skepticism in current reporting policies to understand and plan how to increase dialogue and improve education on sustainability-related topics

This thesis considers the individual drivers of migration in modern Swedish emigration and the subsequent decision to remain in the host country. The study draws on primary data from 14 semi-structured digital interviews with Swedes who have emigrated and permanently settled down in different locations in the United States. Through the push- and pull framework, individual cases have been considered whilst also comparing the findings with previously identified drivers in migration research. The sociological findings of this study present the collectivist Swedish norm Jantelagen (‘The Law of Jante’) as a prospective push-factor in both the decision to emigrate and to permanently settle down in the U.S. Subsequently, certain discrepancy exists on the macro level of Swedish society as both radically individualistic with collectivistic norms expecting individual conformity. The result implies that emigration is an option to break free from normative restrictions for certain individuals. Relatedly, the perception of a negative political development, restricted freedom of opinion, and self-censoring political correctness are explicit push-factors for some Swedes to emigrate and/or reside permanently. Furthermore, higher levels of stimulation in education and work, easy access to the job and housing market in the U.S. could be linked to the migration driver subjective well-being/happiness. Network often influenced the emigration and led to perceived lifestyle improvement. Moreover, the initial push and pull factors proved to be inconstant as motives and circumstances in the migration process changed e.g. in case of separation from a partner.