Thesis (Ph.D.)--Tufts University, 1980. / Submitted to the Dept. of Economics. Access restricted to members of the Tufts University community. Also available via the World Wide Web;

Textilindustrin står inför kommande förändringar med ökade EU-krav om transparens och spårbarhet som kommer att påverka både företag och konsumenter. Målet med de nya direktiven är att främja cirkulära affärsmodeller och anpassa produkter för att uppnå klimatneutralitet. För att öka cirkulariteten hos textilprodukter krävs åtgärder från företag för att erbjuda konsumenterna hållbara valmöjligheter med hjälp av mer information. Tidigare forskning visar på ett gap inom konsumentperspektivet när det gäller att förstå vilken information som är väsentlig för att uppfatta ett företag som transparent, samt konsumenternas efterfrågan på produktinformation och hur det påverkar köpbeslutet. Studien utgår således från ett konsumentperspektiv och syftar till att undersöka efterfrågan på transparent produktinformation och dess inverkan på köpbeslutet för modekonsumenter. För att besvara syftet används en kvalitativ metod med en induktiv forskningsansats. Den empiriska datan samlades in genom semistrukturerade intervjuer. För att skapa en förståelse och tolka de empiriska resultaten används det teoretiska perspektivet Theory of Consumption Value. Resultaten visar att konsumenterna vill ha information som stämmer överens med deras värderingar, men att denna information inte alltid är avgörande vid köptillfället. Istället tenderar priset att avgöra för hur mycket information som efterfrågas. Vidare visar resultaten att konsumenter möjligtvis inte är helt redo för de ökade kraven på transparens och spårbarhet från EU. Detta beror delvis på att vissa konsumenter i studien känner osäkerhet på hur information de får från modeföretag idag ska hanteras. Studien bidrar till att öka medvetenheten bland modekonsumenter om hur transparens kan hjälpa dem att fatta välgrundade beslut och därigenom öka förväntningarna på modeföretag. / The textile industry is facing upcoming changes with increased EU requirements for transparency and traceability that will affect both companies and consumers. The goal of the new directives is to promote circular business models and adapt products to achieve climate neutrality. To enhance the circularity of textile products, actions from companies are required to offer consumers sustainable options through more information. Previous research indicates a gap in consumer perspective regarding understanding what information is essential to perceive a company as transparent, as well as consumers' demand for product information affecting their purchasing decisions. Therefore, the study is based on a consumer perspective and aims to investigate the demand for transparent product information and its impact on purchasing decisions for fashion consumers. To address the purpose, a qualitative method with an inductive research approach is used. The empirical data was collected through semi-structured interviews. To create an understanding and interpret the empirical results, the theoretical perspective of the Theory of Consumption Value is utilized. The results indicate that consumers want information that aligns with their values, but this information is not always decisive at the time of purchase. Instead, price tends to determine the amount of information demanded. Furthermore, the results suggest that consumers may not be fully prepared for the increased requirements for transparency and traceability from the EU. This is partly due to some consumers in the study feeling uncertain about how to handle the information they receive from fashion companies today. The study contributes to increasing awareness among fashion consumers about how transparency can help them make informed decisions and thereby raise expectations for fashion companies.

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The earth ecosystem is seriously damaged due to the self-interest behavior of human, which nonetheless poses a huge threat to the survival of human. The ecological environment and public health in Taiwan also face increasingly deteriorating situation, which is compounded with the problem of a dramatic increased number of families eating out with the most popular choice as lunch boxes mostly. To improve this situation, visionaries push for organic lunch boxes. However, there are still some factors lacking and some problems persisting for marketing organic lunch boxes. It is hoped that the result of this study can be beneficial to the relevant organizations as a reference for promoting organic lunch boxes. Literature review and in-depth interviews are conducted as the basis for developing questionnaire in this study. I also propose a behavior model for purchasing organic lunch boxes based on the theory of consumption values by Sheth, Newman, and Gross (1991), Theory of planned behavior by Ajzen (1991), and the EKB model by Engel, Blackwell, and Miniard (1993) This model consists of nine variables: the functional value of organic lunch box, its social value, its emotional value, its curious value, its conditional value, the subjective norms, self-efficacy, shopping environment, and the degree of involvement etc. To test this model, regression analyses are conducted using those nine variables and two behavior intention dependent variables in this study. These two behavior intention variables respectively are: the subject¡¦s behavior intention to purchase organic lunch boxes when price is not specifically mentioned (BI1) or they are suggested to assume that the price of the organic one will be close to that of a regular one (BI2). The result shows that the functional value and the degree of involvement both have significant influence on BI1 and BI2; while the conditional value, the emotional value, and self-efficacy are only have significant influence on BI2, which can explain the 22.1% variation of BI1 and the 26.2% variation of BI2 respectively. Furthermore, in order to investigate the variation of the behavior intention BI1 to purchase organic lunch boxes due to the difference of personal attributes, t test and single factor ANOVA are adopted. The result shows that marital status, age, occupation, personal monthly income, knowledge of organic product, purchasing frequency for organic ingredients, and the amount of money for purchasing organic ingredients all have significant influence on the variation of behavior intention for purchasing organic lunch boxes (BI1); while gender, educational level, self health status, and family's health status do not have significant influence on the variation of behavior intention for purchasing organic lunch boxes. We will propose application from these results and make relevant recommendations to industries and government based on this study.

This bachelor’s thesis presents a study mainly focused on players’ motivations of purchasing cosmetics items in Path of Exile, a free-to-play, action role-playing game. A “Theory of Consumption” is used in this paper as the theoretical framework. This study is conducted by running nine interviews and one survey, where 33 sets of results are collected in total. It was found that there were two main motivations for purchasing cosmetic items in that game. The dominant one is “conditional” motivation which is to support the game or game company, while the second one is “emotional” motivation which is to bring certain feelings within the game experience. However, the study found that one non-cosmetic item in Path of Exile was also purchased very frequently when it comes to the microtransactions of this game, so a “functional” motivation will also be mentioned in this paper. This study could be helpful for game designers wanting to figure out a good monetization strategy which does not alienate, but welcome players, especially in free-to-play games. / Denna kandidatuppsats presenterar en studie huvudsakligen fokuserad på spelarnas motivationer till köp av kosmetiska objekt i Path of Exile, ett ‘free-to-play’ actionrollspel. En “Konsumtionsteori” används i denna uppsats som dess teoretiska grund. Denna studie genomfördes genom nio intervjuer och en enkät där totalt 33 olika svar samlades in. Undersökningen visade att det fanns två huvudsakliga skäl till köp av kosmetiska objekt i spelet. Det dominerande skälet visades vara “villkorligt baserad” där spelare vill visa support åt spelet eller spelföretaget, medan nästa skäl visades vara “känslomässigt baserad” där spelarnas känslor höjs genom köp som förgyller spelupplevnaden. Studien visade även att den enda icke kosmetiska varan i Path of Exile köptes mycket ofta i relation till andra mikrotransaktioner i spelet, så ett “funktionellt baserat” skäl kommer även presenteras i uppsatsen. Denna studie kan bli hjälpsam åt speldesigners som vill lista ut en god monetäriseringsstrategi som inte fjärmar, utan välkomnar spelare, särskilt inom ‘free-to-play’ spel.

Background The consumer behavior of mobile game players, especially the main consumingforce - millennials, has started to gain more attention as the mobile game industryhas turned into one of the most profitable entertainment fields. Nevertheless, thereis no unified model to understand the in-game purchase behavior of all mobilegames since the strengthening factors in video games are divergent subject to thegame genre. Thus, by examining in-game purchase behavior in the mainstreammobile game genre - battle royale, the authors contribute to the game research. Aim As the study's primary objective, the thesis aims to detect the strengtheningfactors of purchase behavior through the lens of the theory of consumption values(TCV) and millennial consumer preferences. Methodology The authors pursue a deductive approach to conduct a quantitative study in whicha cross-sectional survey method was selected to gather empirical data. Aregression model was created to analyze the structural relationships. SPSS wasused for the analysis of statistical data. A total of 521 responses were collected. Findings The results suggest that conditional value, emotional value, and monetary valuepositively affect the in-game purchase behavior of millennials playing mobilebattle royale games. Furthermore, customization positively moderates therelationship between conditional value and in-game purchase behavior, whereastrendiness positively moderates the relationship between emotional value andin-game purchase behavior. The results also reveal the positive direct effect onin-game purchase behavior of the proposed moderating variables, namely,customization, trendiness, and visual quality. Based on the results of this thesis,the application of TCV has been proved in the gaming field, and the authors givepractical suggestions for game companies.

Background: P2W games (Pay-to-Win) occupy a significant position in the Chinese gaming market, attracting a large number of players to participate and spend money. However, there is still a knowledge gap in understanding the motivational factors behind the behavior and psychology of Chinese players in terms of their purchase motivation in specific games Diablo: Immortal. Purpose: The objective of this study is to use the TCV framework to explore in depth the purchase motivations of Chinese players in the P2W game Diablo Immortal and to find out what factors have the greatest impact on the purchase of virtual items within this game. Method: In the method section, the article uses a qualitative research method to conduct semi-structured interviews. Convenience sampling and snowball sampling were conducted through friends close to the author, and 8 respondents were selected who met the research criteria. After data collection, a thematic analysis approach was used to analyze the data.  Conclusion: This study reveals that Chinese players in the P2W game Diablo: Immortal are motivated to purchase virtual items based on five key themes: functional value, social value, emotional value, conditional value, and monetary value. Among these, social value emerges as the strongest motivator, followed closely by conditional value, emotional value, functional value, and monetary value. The findings highlight the importance of enhancing the social aspects of the game, such as fostering player interactions and creating a sense of community. Additionally, developers should consider offering attractive discounts and promotions to stimulate player buying behavior. These insights provide valuable guidance for game developers and operators seeking to understand and cater to the motivations of Chinese players in the context of virtual item purchases.

Com o final da Segunda Guerra Mundial, ocorrem grandes transformações nos campos comerciais, políticos e sociais. As nações ocidentais, em especial o continente europeu, passam a supervalorizar suas crianças e seus jovens, valor este que rapidamente se estende às Américas. Intensificam-se os estudos que visam a compreender a etapa adolescente na vida humana. O adolescente adquire um novo status social e, com isso, um novo significado na sociedade que é inclusive representado por escolhas de consumo. A pergunta central do presente trabalho é se a teoria do consumidor descreve as escolhas que os adolescentes realizam, ou seja, se os axiomas que a constituem respondem adequadamente aos comportamentos percebidos no consumo adolescente. Considerando-se a teoria do consumidor como uma teoria normativa em que o indivíduo apresenta uma racionalidade instrumental, questiona-se se essa estrutura de análise descreve o comportamento de consumo frente às mudanças biopsicossociais que estes adolescentes estão passando e se tal teoria respalda as escolhas deles. Este trabalho também apresenta um conceito de adolescência e novos subsídios para interpretar o comportamento de consumo aos olhos da Economia, porém sem esquecer o caráter multidisciplinar, pois os adolescentes estão em um período de transformações biológicas, psicológicas e sociais que impactam como eles realizam suas escolhas. / With the end of the Second World War occurred great transformations, in social, political and commercial fields. The western nations, especially those in continental Europe, placed a huge value on the children and their youth, this value spread rapidly to the Americas. Studies aimed at understanding the adolescent stage of human life intensified. The adolescent acquired a new social “status” and, with this a new representation in society that was more inclusive, representing the choices of consumption. The central question of this work that the Theory of Consumption describes, are the choices that the adolescents are carrying through. The axioms constitute that they answer adequately to the perceived behaviours in adolescent consumption. It is considered that the Theory of Consumption is a normative theory, in that the individual is presented as a rational instrument, if the structure of analysis describes the consumption behaviour ahead of bio-psychosocial changes that these adolescents are passing through and endorses their choices. This work also presents the concept of adolescence and the new subsidies by interpreting the behaviour of consumption looking at the economy, to put, without forgetting the multidisciplinary, therefore the adolescents are in a period of transformations, biological, psychological and social that impact on how they carry through their choices.

Com o final da Segunda Guerra Mundial, ocorrem grandes transformações nos campos comerciais, políticos e sociais. As nações ocidentais, em especial o continente europeu, passam a supervalorizar suas crianças e seus jovens, valor este que rapidamente se estende às Américas. Intensificam-se os estudos que visam a compreender a etapa adolescente na vida humana. O adolescente adquire um novo status social e, com isso, um novo significado na sociedade que é inclusive representado por escolhas de consumo. A pergunta central do presente trabalho é se a teoria do consumidor descreve as escolhas que os adolescentes realizam, ou seja, se os axiomas que a constituem respondem adequadamente aos comportamentos percebidos no consumo adolescente. Considerando-se a teoria do consumidor como uma teoria normativa em que o indivíduo apresenta uma racionalidade instrumental, questiona-se se essa estrutura de análise descreve o comportamento de consumo frente às mudanças biopsicossociais que estes adolescentes estão passando e se tal teoria respalda as escolhas deles. Este trabalho também apresenta um conceito de adolescência e novos subsídios para interpretar o comportamento de consumo aos olhos da Economia, porém sem esquecer o caráter multidisciplinar, pois os adolescentes estão em um período de transformações biológicas, psicológicas e sociais que impactam como eles realizam suas escolhas. / With the end of the Second World War occurred great transformations, in social, political and commercial fields. The western nations, especially those in continental Europe, placed a huge value on the children and their youth, this value spread rapidly to the Americas. Studies aimed at understanding the adolescent stage of human life intensified. The adolescent acquired a new social “status” and, with this a new representation in society that was more inclusive, representing the choices of consumption. The central question of this work that the Theory of Consumption describes, are the choices that the adolescents are carrying through. The axioms constitute that they answer adequately to the perceived behaviours in adolescent consumption. It is considered that the Theory of Consumption is a normative theory, in that the individual is presented as a rational instrument, if the structure of analysis describes the consumption behaviour ahead of bio-psychosocial changes that these adolescents are passing through and endorses their choices. This work also presents the concept of adolescence and the new subsidies by interpreting the behaviour of consumption looking at the economy, to put, without forgetting the multidisciplinary, therefore the adolescents are in a period of transformations, biological, psychological and social that impact on how they carry through their choices.

Com o final da Segunda Guerra Mundial, ocorrem grandes transformações nos campos comerciais, políticos e sociais. As nações ocidentais, em especial o continente europeu, passam a supervalorizar suas crianças e seus jovens, valor este que rapidamente se estende às Américas. Intensificam-se os estudos que visam a compreender a etapa adolescente na vida humana. O adolescente adquire um novo status social e, com isso, um novo significado na sociedade que é inclusive representado por escolhas de consumo. A pergunta central do presente trabalho é se a teoria do consumidor descreve as escolhas que os adolescentes realizam, ou seja, se os axiomas que a constituem respondem adequadamente aos comportamentos percebidos no consumo adolescente. Considerando-se a teoria do consumidor como uma teoria normativa em que o indivíduo apresenta uma racionalidade instrumental, questiona-se se essa estrutura de análise descreve o comportamento de consumo frente às mudanças biopsicossociais que estes adolescentes estão passando e se tal teoria respalda as escolhas deles. Este trabalho também apresenta um conceito de adolescência e novos subsídios para interpretar o comportamento de consumo aos olhos da Economia, porém sem esquecer o caráter multidisciplinar, pois os adolescentes estão em um período de transformações biológicas, psicológicas e sociais que impactam como eles realizam suas escolhas. / With the end of the Second World War occurred great transformations, in social, political and commercial fields. The western nations, especially those in continental Europe, placed a huge value on the children and their youth, this value spread rapidly to the Americas. Studies aimed at understanding the adolescent stage of human life intensified. The adolescent acquired a new social “status” and, with this a new representation in society that was more inclusive, representing the choices of consumption. The central question of this work that the Theory of Consumption describes, are the choices that the adolescents are carrying through. The axioms constitute that they answer adequately to the perceived behaviours in adolescent consumption. It is considered that the Theory of Consumption is a normative theory, in that the individual is presented as a rational instrument, if the structure of analysis describes the consumption behaviour ahead of bio-psychosocial changes that these adolescents are passing through and endorses their choices. This work also presents the concept of adolescence and the new subsidies by interpreting the behaviour of consumption looking at the economy, to put, without forgetting the multidisciplinary, therefore the adolescents are in a period of transformations, biological, psychological and social that impact on how they carry through their choices.