Denna uppsats har undersökt båtbottenfärgsproducenters, båtklubbars och Kemikalieinspektionens arbete med och ansvarstagande gällande biocidinnehållande båtbottenfärg. Sedermera har kunskapen om alternativa metoder till båtbottenfärg undersökts hos enskilda båtägare i Stockholms län och hur denna insikt påverkat deras användning av biocidinnehållande båtbottenfärger. Två teoretiska ramverk baserade på Sustainable Corporate Social Responsibility och Attitude-Behavior-Context applicerades på empirin av undersökningens aktörer. Via tio stycken semi-strukturerade intervjuer har olika ansvarstagande och ståndpunkter kring båtbottenfärg framkommit hos båtbottenfärgsproducenterna, båtklubbarna och Kemikalieinspektionen. Producenterna menar att biocidbåtbottenfärg kan förhindra negativ miljöpåverkan medan båtklubbarna valt att helt fasa ut dem till följd av Stockholms miljöförvaltnings förbud av biocidbaserade skrovfärger i Mälaren efter 2020. Istället har epoxifärg rekommenderats till medlemmarna, vilket är problematiskt då Kemikalieinspektionen inte utreder miljöeffekter av denna färgtyp. Myndigheten har överfört det huvudsakliga tillsynsansvaret till Sveriges kommuner, hos vilka det råder bristfällig kunskap om båtbottenfärger och ofullkomlig kommunikation gentemot båtklubbar och båtägare. Båtägare känner osäkerhet över hur de ska förhålla sig till båtbottenfärg och saknar tilltro till alternativa metoder där de istället valt att lita på båtklubbars rekommendationer gällande epoxifärg, trots kostsamma påbud. / This paper has examined how producers of antifouling paint, boat clubs and the Swedish Chemicals Agency address biocidal antifouling paint and the responsibility they are subject to. Subsequently, the knowledge of alternative methods to antifouling paint among individual boat owners in Stockholm County has been investigated and how this insight has affected their use of biocidal antifouling paint. Two theoretical frameworks based on Sustainable Corporate Social Responsibility and Attitude-Behavior-Context were applied to the empirics obtained from the stakeholders of the study. From ten semi-structured interviews it has been brought to the surface that the liabilities and attitudes surrounding antifouling paint differ among the producers of antifouling paint, the boat clubs and the Swedish Chemicals Agency. While the producers claim that biocidal antifouling paint in fact can prevent adverse environmental effects, the boat clubs have taken a different path and chosen to completely phase them out, as a result of Stockholm environmental administration agency’s prohibition of biocidal hull paints in Lake Mälaren after 2020. Epoxy paint has instead been recommended to their members, which is problematic since the Swedish Chemicals Agency does not investigate environmental consequences associated with this type of paint. The agency has commissioned the principal responsibility of supervision to the municipalities of Sweden, which possess defective knowledge about antifouling paints and moreover demonstrate deficient communication vis-à-vis boat clubs and boat owners. The latter express uncertainty as to which stance to take on antifouling paint and convey a lack of trust to alternative methods where they instead have chosen to confide in the recommendations of the boat clubs regarding epoxy paint, despite expensive decrees.

Research Questions: “What knowledge do Generation Y consumers’ have about sustainability in the fast fashion industry?” and “How do the factors of the attitude-behavior gap influence the Generation Y consumers in their decision making for fast fashion clothes?”       Problem Formulation: Sustainability as a topic has regained great attention over the last couple of years. Generation Y consumers’ demand for more sustainable actions, especially in fast fashion, puts increasing pressure on the industry. As the biggest consumer cohort, it is important for fast fashion companies to meet their needs and demands for more sustainable actions to stay competitive. Purpose: The purpose of this thesis is to explore the perception of sustainability of Generation Y consumers’ in the fast fashion industry by looking at eight factors that influence the attitude-behavior gap, namely Price Sensitivity, Ethical Obligation, Lack of Information, Subjective Norm, Quality, Inertia, Cynicism and Guilt. Additionally, the previous knowledge about sustainability in the fast fashion industry of this generation will be investigated by using the triple-bottom line approach of economic, environmental and social aspects. Methodology: This thesis utilized a qualitative methodology by conducting semi-structured interviews. The research consists of 6 participants from the Generation Y. The interviews were performed personally face-to-face. Findings/Conclusions: The findings indicate that the factors of the attitude-behavior gap still influence Generation Y consumers’ in their purchase decisions for fast fashion brands. They are more hesitant to invest in acquiring clothes from fast fashion retailers, as they see them as violating to the society and the environment. Therefore, Generation Y consumers would rather purchase sustainable clothes from sustainable companies that are behaving and producing their clothes in a right, sustainable and ethical way. Hence, their attitude indicates to be similar to their potential purchasing behavior. Furthermore, Generation Y consumers’ hold a broad, detailed knowledge about sustainability of all three parts of the triple bottom line.

Desde os primeiros anos da Educação Física escolar no Brasil, o jogo tem sido um conteúdo utilizado como prática pedagógica, e isso parece ter sido intensificada com o passar do tempo. Apesar de diferentes abordagens justificarem sua importância, usa-se o jogo de modo indiscriminado devido ao fascínio que ele proporciona aos alunos. O presente trabalho, realizado por meio de uma pesquisa-ação (pesquisador atuando também como professor), busca descrever e analisar as atitudes e comportamentos de crianças (de 10 e 12 anos de idade) na prática de um conjunto de jogos de regras, dentro de um ambiente escolar da rede pública, nas aulas de Educação Física. Para a realização do estudo foram filmadas 55 crianças participantes de quatro diferentes jogos, de naturezas distintas (jogos: exposto, transformado e espontâneo). A descrição e análise das aulas foram focadas no eixo atitudinal, definindo-se quatro tópicos para discussão: conflitos, cumprimento de regras, expressividade e competitividade. A relação do indivíduo com o jogo e a cultura foram aqui apontadas como as principais características na configuração do ambiente da atividade lúdica. Observaram-se também algumas situações específicas dessa relação, na medida que o jogo restringiu-se aos jogos de regras (sociais), num ambiente escolar onde indivíduo é representado no papel social de aluno. Diante dos resultados obtidos o estudo propõe uma prática reflexiva em que os alunos sejam levados a perceber as suas atitudes e procurem adaptar o jogo às suas necessidades e não o inverso. Nessa perspectiva, o professor tem um importante papel de mediador, na medida que cabe a ele apontar as dificuldades dos alunos e promover discussões que favoreçam esse trabalho coletivo / Since the beginning of Physical Education entrance in the brazilin public schools, the game has been frequently used as a content, and in the course of time that practice seems to be intensified. In spite of many approaches of different purposes to justify its pedagogic usefulness, the game has been used as an indiscriminate way due to the fascination that it provides to the students. The present research searches for a description and analysis of children?s (10-12 years old) attitudes behaviors in games, on Physical Education classes, inside a public school. The study was accomplished with the researcher also acting as a teacher. For the accomplishment of the study 55 children were filmed in four different games, of different kinds (exposed, transformed, and spontaneous). The classes? description and analysis were focused in the attitude axis and it was defined four topics for the discussion: Conflicts, Respect of rules, Expressiveness, and Competitiveness. The relationship between the individual with the game and its culture were pointed as the main characteristics in the configuration of the ludicrous activity atmosphere. It was also possible to observe specific situations of this relationship, once the games were limited to the social games (Piaget category), in a school atmosphere where the student represents the individual. Due to the obtained results, the study proposes a reflexive practice in which the students notice their own attitudes and try to adapt the game to their needs and not he other way around. In this perspective, the teacher has an important mediator roll, once he will be responsible to point out the students\' difficulties and promote discussions in favor to provide teamwork

Desde os primeiros anos da Educação Física escolar no Brasil, o jogo tem sido um conteúdo utilizado como prática pedagógica, e isso parece ter sido intensificada com o passar do tempo. Apesar de diferentes abordagens justificarem sua importância, usa-se o jogo de modo indiscriminado devido ao fascínio que ele proporciona aos alunos. O presente trabalho, realizado por meio de uma pesquisa-ação (pesquisador atuando também como professor), busca descrever e analisar as atitudes e comportamentos de crianças (de 10 e 12 anos de idade) na prática de um conjunto de jogos de regras, dentro de um ambiente escolar da rede pública, nas aulas de Educação Física. Para a realização do estudo foram filmadas 55 crianças participantes de quatro diferentes jogos, de naturezas distintas (jogos: exposto, transformado e espontâneo). A descrição e análise das aulas foram focadas no eixo atitudinal, definindo-se quatro tópicos para discussão: conflitos, cumprimento de regras, expressividade e competitividade. A relação do indivíduo com o jogo e a cultura foram aqui apontadas como as principais características na configuração do ambiente da atividade lúdica. Observaram-se também algumas situações específicas dessa relação, na medida que o jogo restringiu-se aos jogos de regras (sociais), num ambiente escolar onde indivíduo é representado no papel social de aluno. Diante dos resultados obtidos o estudo propõe uma prática reflexiva em que os alunos sejam levados a perceber as suas atitudes e procurem adaptar o jogo às suas necessidades e não o inverso. Nessa perspectiva, o professor tem um importante papel de mediador, na medida que cabe a ele apontar as dificuldades dos alunos e promover discussões que favoreçam esse trabalho coletivo / Since the beginning of Physical Education entrance in the brazilin public schools, the game has been frequently used as a content, and in the course of time that practice seems to be intensified. In spite of many approaches of different purposes to justify its pedagogic usefulness, the game has been used as an indiscriminate way due to the fascination that it provides to the students. The present research searches for a description and analysis of children?s (10-12 years old) attitudes behaviors in games, on Physical Education classes, inside a public school. The study was accomplished with the researcher also acting as a teacher. For the accomplishment of the study 55 children were filmed in four different games, of different kinds (exposed, transformed, and spontaneous). The classes? description and analysis were focused in the attitude axis and it was defined four topics for the discussion: Conflicts, Respect of rules, Expressiveness, and Competitiveness. The relationship between the individual with the game and its culture were pointed as the main characteristics in the configuration of the ludicrous activity atmosphere. It was also possible to observe specific situations of this relationship, once the games were limited to the social games (Piaget category), in a school atmosphere where the student represents the individual. Due to the obtained results, the study proposes a reflexive practice in which the students notice their own attitudes and try to adapt the game to their needs and not he other way around. In this perspective, the teacher has an important mediator roll, once he will be responsible to point out the students\' difficulties and promote discussions in favor to provide teamwork

 The majority of Americans profess to hold pro-environmental attitudes and intend to engage in environmentally friendly behavior. Yet their actions tell a different story. The goal of this study was to explain the gap between widely held pro-environmental attitudes and the lack of corresponding individual and collective behavior. Using both quantitative and qualitative methods and applying the principles of grid-group cultural theory, cognitive sociology, and identity theory I examined the meanings people ascribe to the environment, how they think about behavior relative to the environment, and justifications for the performance of environmentally significant behavior. I administered an on-line survey to a nationally representative sample of individuals. By applying grounded theory methods to the textual data generated by open-ended survey questions I developed a model of environmentally signficant behavior which describes the underlying factors that influence the performance of pro-environmental behavior. Individuals develop environmental socio-cognitive schemas based on the ways in which they use the six cognitive acts (perceiving, focusing, classifying, signifying, remembering, and timing) in thinking about the environment. They use these environmental socio-cognitive schemas to filter and interpret environmental discourse, construct a body of environmental knowledge, and guide environmentally significant behavior. According to this study, the explanatory link between pro-environmental attitudes and pro-environmental behavior lies in the concept of proximity. Performance of pro-environmental behavior is driven by the distance individuals perceive themselves to be from environmental issues. Attitudes toward the environment remain abstractions whereas behavior is situational. Individuals from different cultural groups hold different ideas about the relationship between humans and nature, the extent and severity of environmental issues, and how those issues should be addressed. The findings from this study provide a foundation for developing effective strategies for influencing environmentally significant behavior. This study is important because environmental issues are real, their potential impact is substantial, and time is of the essence in addressing them.

The problem that this thesis deals with is that the intense competition and increasing consumer power in the health industry calls for the operating companies to take consumers’ considerations into account when advertising their products. It is further suggested that consumers will be extra careful before buying health-related products due to their direct effect on their personal health. Thus, companies selling health-related products must gain an understanding of how consumers form their judgments of the advertisements for the same in order to be able to create persuasive and thus effective advertisements. The purpose of this thesis is to understand consumers’ views of different persuasion strategies used for advertising health-related products and how these affect their willingness to purchase the advertised product. This will be done as a means to provide the concerned companies with a basis for how to create positively perceived, yet effective, advertisements. In order to fulfill the purpose of this thesis a qualitative study was conducted through the use of focus groups. During the focus groups the participants were, among other things, encouraged to discuss their views of three different advertisements for health-related products. Each advertisement represented one persuasion strategy used in the advertising of health-related products. The gathered data was interpreted and analyzed by comparing it with theories from previous research. The study shows that consumers require extensive information and strong evidence behind the arguments provided in advertisements for health-related products. Advertisements that communicate consequences that correspond to consumers’ existing beliefs are likely to be positively perceived. Conversely, if the communicated consequences contradict consumers’ beliefs their responses are likely to be negative. Consumers that are more informed in regards to the products are more likely to critically judge the advertisements for the same. The likelihood that consumers’ attitudes will be reflected in their behavior increases along with the strength of their attitudes.

In accordance with societal norms and values, consumers readily indicate their positive attitudes towards sustainability. However, they hardly take sustainability into account when engaging in exchange relationships with companies. To shed light on this paradox, this paper investigates whether defense mechanisms and the more specific concept of neutralization techniques can explain the discrepancy between societal norms and actual behavior. A multi-method qualitative research design provides rich insights into consumers' underlying cognitive processes and how they make sense of their attitude-behavior divergences. Drawing on the Ways Model of account-taking, which is advanced to a Cycle Model, the findings illustrate how neutralization strategies are used to legitimize inconsistencies between norm-conforming attitudes and actual behavior. Furthermore, the paper discusses how the repetitive reinforcement of neutralizing patterns and feedback loops between individuals and society are linked to the rise of anomic consumer behavior. (authors' abstract)

Purpose: The purpose of this study is to explore the factors that influence consumers to act socially responsible (CnSR) to provide guidance for CSR work practices in the context of fast food. Method: To answer the research questions a qualitative method has been used where empirical findings have been collected through secondary data and 16 semi-structured interviews. The study has been guided by a deductive approach where an analytical framework, based on previous research, has been the basis when collecting and analyzing the data. Conclusions: One conclusion that can be drawn is that fast food companies are working with the environmental aspect of CSR. Although, the current efforts are not enough to encourage consumers’ socially responsible (CnSR) behavior. Another conclusion of this study is that even though consumers have a positive attitude toward CSR, internal and external factors, especially environmental knowledge, motivation, and economic factors, have an influence on CnSR behavior not being achieved in the context of fast food. Value was the only factor that seemed to result in CnSR behavior. For this reason, fast food companies should provide more concrete information and offer smaller menus or trial samples at a lower price to increase consumers’ motivation to behave socially. Consequently, this could also make them value the more sustainable products in the future. Lastly, another conclusion is that Consumer-Company congruence (C-C congruence) was not achieved as there existed a lack in consumer CSR credibility and consumer CSR awareness. Based on this, it is obvious that fast food companies need to improve both their marketing communication on social media and their in-store promotion.

Entering into the 21st century, sustainable living has become a popular topic of concern for scientists and engineers, politicians, news reporters and individuals alike. Most importantly though, sustainable living has become popular to the modern consumer, and many firms are attempting to understand and cater their efforts to the ecologically conscious consumer. Previous studies have shown that the use of psychographics, as opposed to demographics, result in more significant results that can help firms identify ecologically conscious consumers. The purpose of this thesis is to examine the relationship between consumers who identify as pescetarian, vegetarian, or vegan, and their respective participation in the green movement in terms of their pro-environmental attitudes and their purchase behaviors. Consumers' reason for choosing an alternative diet, their relative commitment to the alternative diet, as well as their level of green participation based on the New Ecological Paradigm (NEP) scale and the Ecologically Conscious Consumer Behavior (ECCB) scale was measure and analyzed. Additionally, a conclusion and discussion of the study, potential marketing implications, and suggestions for future studies will be reviewed.

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