The implementation of this research increases the awareness of the value for luxury fashion brands in utilizing social media as a communication channel to reach young consumers globally. It provides a general understanding of young consumers’ perception of luxury fashion brands on social media in regards to geographic cultural background, attitude towards new luxury, and preferred way of contacts. / Program: Master Programme in Fashion Management

Primary research on sustainable development has suggested that Corporate Social Responsibility (CSR) activities can create a positive effect on employees and consumers. In order to improve CSR outcomes internally and externally, it is necessary to consider the ever-growing expectation of primary stakeholders in different business environment. This study explored the roles of young consumers and office employees in affecting CSR activities of Foreign-invested enterprises (FIEs) in China. Besides a large number of literature reviews, two surveys involved in this study to investigate in practice, the sentiments and expectation of Chinese young consumers and office employees towards FIEs’ CSR behavior in host country-China. To achieve this goal, theories on stakeholders, Maslow’s hierarchy needs and social responsible consumer behavior are main fundamental adopted. As a result, this study emphasized that as significant stakeholders, interest and expectation of young consumers and office employees positively affect FIEs’ sustainable business activities in China, and more importantly, survey in this study presented a clear view on their attitude and expectation on CSR activities of FIEs in China.

This thesis provides facts about how the activities of marketing professionals aimed at attracting children shape their parents. The theoretical part provides information about the main tools of the communication mix and applies the theory to child consumption behavior. Based on research from 2013 and 2016, the practical part examines the development of attitudes and opinions of parents as well as children. These results are extended from an American perspective. The goal of this part is to find out the trends of marketing activities and the related behavior of young and adult consumers. The first research done in 2013 was conducted on randomly selected second-grade children at Josef Hlávka elementary school in Přeštice. Pupils were asked about their relationship with shopping, how they influence their parents while shopping, and how they spend their free time. The same research was repeated three years later. For the purpose of comparative analysis, respondents were again second-grade students of the same elementary school. The results are described in this thesis. Additionally, parents of these pupils were asked in both periods of time through questionnaires to add their opinion on the shopping power of their children.

Abstract Problem: Food consumption represents the largest contributor to climate change in Sweden, with activities that contribute to excess waste and greenhouse gas emissions. Although studies indicate positive attitudes towards green purchasing behavior among young Swedish consumers, inconsistency between green purchasing intent and actual behavior have been noticed.   Purpose: The purpose of this qualitative research paper was to understand and identify underlying enablers and inhibitor to green purchasing behavior amongst young Swedish adults. Furthermore, the authors sought to understand the inconsistency between purchasing intent and actual purchasing behavior, of young Swedish consumers.   Method: To answer the research question a qualitative research was conducted with a deductive approach. Focus groups with semi-open interview questions were used to collect empirical data. The target group for this research were young Swedish adults between the ages of 20-26.   Conclusion: This research identified knowledge as the main inhibitor and enhancer of green purchasing behavior, as well as other factors that can be traced back to the amount and accessibility of knowledge. It was also concluded that companies have failed in delivering their green marketing strategies, as young consumers display confusion and mistrust towards green products.

The main purpose of this study was to examine the main factors that both positively and negatively influence consumers purchasing behavior in terms of insect-based food. By investigating the factors, the study aimed to shed light on how insect-based food can seamlessly penetrate the Swedish market with the use of marketing strategies. In order to further facilitate the study, a qualitative research with an inductive approach was selected. With the foundation of formulated questions, the semi-structured interviews were conducted to gain deeper insights in relation to the study. The interviewees included Swedish residents in the age range of 20-40 and 13 individual interviews were carried out to ensure the quality of data. The study identified some major contributing factors: sustainability, product quality and availability. These major factors, therefore, created a need for potential marketing strategies, which primarily focuses on extensive information sharing and green labelling.