Il focus della mia tesi "Le preferenze dei consumatori e l'atteggiamento verso gli attributi di vino: il caso dell’etichettatura sostenibile" è quello di esplorare le questioni intorno alla sostenibilità nel settore vitivinicolo; l'indagine è stata condotta in Italia e all'estero nel corso dei tre anni del mio dottorato. Anche se dalla letteratura emerge come il prezzo, le caratteristiche sensoriali, l’esperienza precedente siano gli attributi più importanti per la scelta di un vino, la tesi si propone di analizzare l'introduzione dell'attributo di sostenibilità nel settore del vino, fornendo ulteriori delucidazioni riguardo la percezione dei consumatori e le preferenze per i vini non convenzionali. Tale ricerca è stata condotta con il contributo essenziale e la supervisione del professor Daniele Rama del Dipartimento di Economia Agroalimentare (Università di Piacenza) e i Prof. Cristina Mora e Prof. Davide Menozzi del Dipartimento di Scienze degli Alimenti (Università di Parma). / The focus of my dissertation “Consumer preferences and attitude for wine attributes: the case of sustainable labelling” is to explore the issues around sustainability in the wine industry; the investigation was conducted both in Italy and abroad over the last three years of my Ph.D. Even though from literature review emerged that price, sensory characteristics, previous experience are the most important attributes for choosing a wine, this dissertation aims to analyses the introduction of the sustainable attribute in the wine industry, providing more insights into consumer perception and preferences for non-conventional wines. All such research has been carried out with the essential contribution and the supervision of Professor Daniele Rama of the Department of Agricultural Economics (Piacenza University) and Prof. Cristina Mora and Prof. Davide Menozzi of the Department of Food Science (University of Parma).

Estudos têm demonstrado que idéias pré-estabelecidas e estereotipadas dos indivíduos com relação a países podem afetar suas atitudes em relação a produtos oriundos dessas nações. Tal fato é conhecido como efeito país de origem. Nesse contexto, vale destacar que apesar de o Brasil ter assumido nesta década a posição de maior exportador de carne bovina do mundo, seu papel de liderança nesse campo é criticado por muitos europeus, que acreditam que a pecuária brasileira é responsável por grande parte da destruição da floresta amazônica, pela exploração da mão-de-obra barata e até mesmo escrava e, ainda, por realizar baixo investimento na sanidade dos animais. O objetivo geral desta pesquisa é, portanto, analisar a influência da imagem do Brasil na comercialização da carne bovina brasileira na Europa. Este estudo possui uma parte exploratória e outra descritiva, composta por uma etapa quantitativa e outra qualitativa. Além da revisão bibliográfica, foram realizadas entrevistas com exportadores brasileiros, membros de entidades de classe que representam o setor exportador e importador europeu, com o objetivo de complementar os resultados da etapa quantitativa, foco principal da pesquisa. Durante a etapa quantitativa foi realizado um levantamento junto a estudantes e funcionários de universidades na França, Alemanha, Irlanda e Inglaterra, de forma a analisar em que medida a imagem do Brasil pode afetar suas atitudes em relação à carne bovina. Esta pesquisa pôde concluir que crenças em relação a países podem diferir de acordo com o grau de similaridade percebida entre o país do respondente e o país analisado, além de questões demográficas, como local de residência, sexo e faixa etária.Tais fatores também podem moderar a magnitude do efeito país de origem. Conclui-se, também, que os aspectos relativos à comunicação, distribuição e diferenciação dos produtos brasileiros foram os que receberam a pior avaliação por parte dos consumidores que participaram do levantamento, o que significa a necessidade de maior investimento do setor privado e do Governo em ações voltadas para a comunicação dos produtos brasileiros no exterior. Além disso, parece fundamental exaltar nessas campanhas de comunicação, aspectos relacionados às artes e à festividade e amabilidade do povo brasileiro, dimensões bem avaliadas pelos respondentes em todos os países. Observou-se que o total de respondentes avaliou de forma neutra a imagem do Brasil, de uma forma geral, e não houve influência significativa da imagem do Brasil na atitude em relação à carne bovina. Pode-se concluir, portanto, que o efeito país de origem para o total de respondentes foi, apesar de positivo, pouco expressivo. Ao analisar grupos separadamente, observou-se diferenças significativas do efeito país de origem entre as distintas faixas etárias, país de residência, os diferentes gêneros e, entre os grupos com maior ou menor grau de familiaridade e, ainda, envolvimento com o produto. Houve, ainda, diferenças entre os grupos com maior ou menor nível de conhecimento do Brasil. No que se refere às limitações da pesquisa, pode ser destacada a população-alvo definida para esse estudo, tendo em vista que a mesma não abrange outros importantes mercados com os quais o Brasil mantém relações comerciais, como outros países europeus, os Estados Unidos e países asiáticos, ou mesmo diferentes segmentos de consumidores europeus. Pôde-se, com os resultados da pesquisa, avançar no estado da arte nas pesquisas sobre imagem de país e, ainda, colaborar com os profissionais e teóricos de marketing, para que possam melhor gerenciar o construto país de origem como ferramenta de marketing. / In the last years, studies has showed that pre-established ideas and stereotyped from individuals about countries can interfere in their attitudes concerning products from theses nations, phenomena denominated by some authors as the country origin effect. In this context, is important to say that even Brazil has become the main Beef exporter of the world, your leadership in this area has been criticized for some Europeans, who believe that the Brazilian livestock is responsible for Amazon Deforestation, slave work and also, the producers has a low concern with animal health. this position was achieved despite of Amazon deforestation, slave work and not enough animal health care. Brazilian government and the exporter sector have been working to change the image of all productive chain has abroad, showing measures to reduce the environment impact of the activity, in the health care of the animals and in the labor law attendance. Therefore, the main goal of this research is to analyze the influence of Brazilian image in the Brazilian beef trade in Europe. This research is exploratory and descriptive and had a quantitative and a qualitative part. Further the bibliography research, interviews were made with representatives of Brazilian beef exporters and European importer, with the aim of complementing the main focus of this research, the quantitative part. During the quantitative part, a survey was administrated with students and professionals from Europeans universities in France, England, Ireland, and German, in order to know how can Brazilian image affect their attitudes concerning Brazilian beef. This study could conclude that beliefs about countries could be different according the perceived similarity between the respondent country and the analyzed nation, as well as demographic factors, such as place of residence, gender and age. These factors can also moderate the country of origin effect. It also possible to conclude that the aspects related to the communication, distribution and differentiation of Brazilian products receive the worst evaluation from the consumers that had participate of the survey, which means the necessity of improve the investments from the Government and the private sector in this area. Therefore, seems to be very important to give emphasis in theses campaigns, in aspects related with arts, festivity and the friendliness of Brazilian people, dimensions very well evaluated by the respondents. The total of respondents present, in a general way, a neutral evaluation about Brazilian image and the influence of this on the attitude concerning Brazilian beef was not expressive. It is possible to conclude that the country of origin effect, despite of positive, was inexpressive. Analyzing groups separately, it is possible to affirm that the country of origin effect were different between ages, gender and country of residence. It is also different according the level of enrollment and familiarity with Brazilian beef, and between the levels of Knowledge of Brazil. Concerning the limitations from the study, the target population do not achieve others important markets with them Brazil has commercial relations; such as another European countries, Asian countries, USA, even others segments of European consumers. With the results of this study, it was possible to go forward in the state of art in the research about country image and also help marketing professionals and theorist in order to better manage the country of origin as marketing tool.

The rapid increase in car ownership has caused rigorous issues for people living in the major cities in China, which is observe from traffic pressure, the inconvenience of city travelling, and air pollution. While the fast development of digital service platforms based on the Internet provides an alternative approach to touch the problems, leading a researchable phenomenon, online car-sharing service in China. This paper strives to explore the impact of car sharing on millennial sustainability attitudes by using the daily service on apps to ‘drive less, share more’. The paper is conducted using mixed research methods in Suzhou, China. Principally, the researchers interviewed ten car- sharing consumers during shared ride. To ensure the creditability and reliability, the paper collected 326 online survey responses from local car-sharing platforms as comparable data. The results show that most millennials agree car-sharing service makes their traffic modes more convenient, and taking shared ride more compared to self-driving has a significant influence on social and environmental issues in cities. Also, some respondents present willingness or already take actions on giving up car ownerships. However, the result also emphasises the fundamental reasons for millennials to participate in car-sharing service, which is personalised service and reasonable price. The paper closes with three outcomes, sharing economy as ‘Development’, digital service as ‘Innovation’, and sustainability as ‘The future’. They not only enrich the current literature research between Millennials and sharing economy, but also promote further strategies for car-sharing companies with empirical data.

In the light of a market that showcases increased hesitation and skepticism over green marketing and environmental communication, is the necessity of a well executed corporate communication greater than ever. What can be seen on the market is corporations that are unintentionally using motive greenwashing as a tool for attracting and persuading consumers to favour the corporations image. Prior research within green marketing has put a large focus on greenwashing in product context and the effects of it on consumer behaviour. In this study greenwashing is examined in a communication context and its effect on different aspects of consumer behaviour and attitude.

Social media is dependent on society, and society is dependent on social media. The internetbased platforms have today taken the world by storm. Words like "comment", "like" and "post" are central concepts on social media that have come to be new communication tools. In the development of social media, the social network has been strengthened in such a way that people turn to these platforms in order to create relationships with others. The increased popularity has resulted in several binding to the social network, which the companies have also noticed. As the consumer is constantly in focus for the companies, it becomes important to find the needs of consumers. Research shows that relationships and close contact are highly valued by the consumer, which the companies also try to live up to. Brand communication on social media has also come to be developed, as the companies use influencers as an intermediary, which has led to the new concept of influencer marketing being expanded. However, there are disagreements about how consumers perceive the companies' direct brand communication and influencing marketing. Hence, the study finds relevance in examining how consumers perceive the different brand communications on social media. Based on the theories, three variables are regarded as a basic explanation for how consumer experience may be unfolded. The three variables explain the study as attitudes, credibility and purchase intentions. In order to investigate this, the study has used a qualitative approach with focus group interviews as a relevant tool. The study is limited to the social platform Instagram, with respondents consisting of women. A further demarcation of the study was to examine only the fashion related brands. The study concluded that influencers are perceived as more real, also defined as sources of inspiration. While companies, with their direct brand communication, may be perceived as more commercial and less real. Also defined as artificial. However, it is important that the consumer can identify with the influencer and value his/her opinions highly, in order for the brand communication to be perceived as real and credible. In addition, the result showed that consumers may experience influencers as sources of inspiration, while companies' direct brand communication can instead be perceived as a source of information. Furthermore, the study also concluded that the three variables attitudes, credibility and purchase intention were related to each other. Consumers first turn out to create an attitude that builds the credibility, which finally gave a purchase intention. A common conclusion in the study was that influencer marketing and the companies' direct brand communication came to be experienced in different ways. But regardless of the outcome, both sources of information were considered vital. The conclusion is that both of these brand communications should complement each other instead of excluding each other. / Sociala medier är beroende av samhället, och samhället är beroende av sociala medier. De internetbaserade plattformarna har idag tagit världen med storm. Ord som ”likea”, ”inlägg” och ”kommentera” är centrala begrepp på sociala medier som har kommit att bli nya sätt att kommunicera genom. Vid utvecklingen av sociala medier, har det sociala nätverket förstärkts på så sätt att människor vänder sig till dessa plattformar i syfte att skapa relationer med andra. Den ökade populariteten har resulterat i att flera binder sig till det sociala nätverket, vilket även företagen har uppmärksammat. Eftersom konsumenten är ständig fokus för företagen, blir det alltmer viktigt att finna konsumenternas behov. Forskning visar att relationer och närkontakt värderas högt av konsumenten, vilket även företagen försöker att leva upp till. Varumärkeskommunikationen på sociala medier har dessutom kommit att utvecklas vidare, då företagen använder sig av influencers som en mellanhand, vilket har lett till att det nya konceptet influencer marketing myntats. Det råder däremot oenigheter kring hur konsumenter upplever företagens direkta varumärkeskommunikation och influencer marketing. Därav finner studien relevans i att undersöka hur konsumenterna upplever de olika varumärkeskommunikationerna på sociala medier. Med teorierna som grund, anses tre variabler som en grundläggande förklaring till hur konsumenters upplevelse kan komma att utspelas. De tre variablerna förklarar studien som attityder, trovärdighet och köpintentioner. För att kunna undersöka detta, har studien använt en kvalitativ ansats med fokusgruppsintervjuer som verktyg. Studien är avgränsad till den sociala plattformen Instagram, där respondenterna bestod av kvinnor. En ytterligare avgränsning för studien, var att endast undersöka varumärken relaterat till modebranschen. Studien kom fram till att influencers upplevs som mer verkliga, även definierade som inspirationskällor. Medan företagen, med sin direkta varumärkeskommunikation, kan komma att upplevas som mer kommersiella och mindre verkliga. Nästintill konstgjorda. Det är dock viktigt att konsumenten kan identifiera sig med influencern samt värdera dennas åsikter högt, för att varumärkeskommunikationen ska upplevas som verklig och trovärdig. Dessutom uppvisade resultatet, att konsumenter kan komma att uppleva influencers som inspirationskällor, medan företagens direkta varumärkeskommunikation kan istället upplevas som informationskälla. Vidare kom även studien fram till, att de tre variablerna attityd, trovärdighet och köpintention förhöll sig till varandra. Konsumenterna visar sig först skapa en attityd som i sig bygger vidare på trovärdigheten, vilket gav en köpintetion. En gemensam slutsats i studien, var att influencer marketing och företagens direkta varumärkeskommunikation, kom att upplevas på olika sätt. Men oavsett utfallet, ansågs båda informationskällorna som vitala. Slutsatsen ligger i att båda dessa varumärkeskommunikationerna bör komplettera varandra istället för att exkludera varandra.

El presente trabajo de investigación tiene como objetivo principal determinar si existe una relación entre la actitud del consumidor hacia el anuncio y la intención de compra generada por el influenciador de moda en Instagram, para las MYPES en Lima Moderna. El panorama actual propone la implementación del “Influencer Marketing” como una estrategia impulsora frente a un mercado global en el cual el consumidor está más informado y confía en opiniones de expertos que brindan sus experiencias de moda. Surge entonces la necesidad de que las micro y pequeñas empresas logren comprender la importancia del Marketing Digital dentro de su plan estratégico, con el fin de incrementar su cartera de clientes y ser más competitivos en el mercado global. En base a ello, las MYPES en Lima moderna utilizarán influenciadores en redes sociales que generan mayor credibilidad en los usuarios. Sin embargo, en Lima Moderna aún existe indiferencia hacia el Marketing Digital. Es por ello que resulta fundamental lograr que las MYPES conozcan el efecto que tiene el Marketing Digital sobre el consumidor actual. También se buscó identificar quienes son los influenciadores de moda más seguidos por los jóvenes. Asimismo, a partir del análisis de regresión múltiple utilizado en la herramienta SPSS, se demostró que todas las variables usadas en el presente estudio influyen en la intención de compra. / The main objective of this research work is to determine if there is a relationship between the attitude of the consumer towards the advertisement and the purchase intention generated by the influence of fashion on Instagram, for the MYPES in Modern Lima. The current scenario proposes the implementation of "influence marketing" as an impulsive strategy against a global market in which the consumer is more informed and confident in the opinions of the experts who provide their fashion experiences. The need arises for micro and small companies to understand the importance of Digital Marketing within their strategic plan, in order to increase their client base and be more competitive in the global market. In this sense, the MYPES in Lima will used that strategy to improve the credibility of users. However, in Modern Lima there is still indifference towards Digital Marketing. That is why it is essential to achieve that the MYPES join the effect that Digital Marketing has on the current consumer. We also seek to identify who is the fashion influence most followed by young people. Likewise, from the multiple regression analysis used in the SPSS tool, it was shown that all the variables under study influence purchase intention. / Tesis

品牌聯盟是市場上經常被運用的行銷策略，廠商藉由搭配另一個品牌共同推出產品，不僅增加原本產品的屬性，更讓消費者對於新產品產生更高的信心與正面的態度。消費者在對品牌聯盟產品形成態度的同時，也對原本單獨兩品牌產生了新的評價，使得消費者在品牌聯盟前後對於個別品牌的態度出現差異，造成品牌聯盟的外溢效果。本研究之目的在探討品牌聯盟類型中的組成份共品牌，是否會因為不同品牌知名度的組合，而影響消費者對品牌聯盟的態度。另外當品牌參與聯盟之後，消費者對品牌態度的改變，是否受其本身知名度以及在聯盟中擔任角色的影響。本研究設計一個2（主品牌知名度高/低）x2（成分品牌知名度高/低）x2（品牌聯盟成功/失敗）=8組的實驗，利用問卷瞭解消費者在各種組合下對品牌聯盟以及個別品牌的態度，再利用統計分析比較彼此的差異。 透過對214份有效問卷的分析，研究發現品牌知名度確實是影響消費者對品牌聯盟態度的因素。此外，消費者在品牌聯盟之後對個別品牌態度的變化幅度，會受品牌聯盟市場反應的好壞，品牌本身知名度，以及此品牌在聯盟中擔任角色的交互影響，而造成外溢效果的差異。品牌聯盟市場反應好壞不必然同時影響消費者對聯盟中兩個品牌的態度，消費者傾向於將品牌聯盟的成敗歸因於主品牌上，使主品牌的外溢效果大於成分品牌。另外品牌外溢效果同時會受品牌知名度與聯盟中主附品牌角色不同的影響。低知名度加上主品牌的組合最容易產生顯著的外溢效果。 / Brand alliance, also called co-branding, is a useful marketing strategy which helps an existing brand to leverage associations, strengthen its image and influence consumers’ attitudes by linking itself to other brands. A special case of brand association is ingredient branding, which highlights a product’s ingredient brand in order to signal the quality of co-branded products. While consumers perceive a co-brand and form attitudes to it, the attitudes toward each constituent brand are also influenced, causing the spillover effect. This study tries to find out if brand awareness is the key factor to impact consumers’ attitudes to a brand alliance. Further, it explains how spillover effect differs between a main brand and an ingredient brand when either positive or negative information about an ingredient branding product is presented to customers. Experiments are conducted to compare an array of consumer’s attitudes and spillover effects of ingredient branding products. Main brands and ingredient brands of different awareness levels are paired alternatively to design eight co-branding conditions. The study finds out brand awareness is a key factor that influences consumer’s attitudes toward a brand association. The combination of two high-awareness brands gains the more positive attitudes than other awareness combinations. However, the level of awareness has little to do with the strength of spillover effect. Attitudes to a brand alliance, positive or not, do not necessarily influence the attitudes to either allied brands. Spillover effect is not a symmetrical phenomenon, and therefore one brand usually gains more spillover effect than their counterpart. Generally the main brand in an ingredient branding has higher spillover effect than the ingredient brand.

Background and Problem: CSI is a topic with a limited amount of research despite it being a very relevant issue and that its counter pole CSR is one of today’s most popular subjects to study. In both areas there is a gap in the literature regarding the apparel industry where there CSI can be evident in many different aspects, especially in the production process. In the FMCG market, the demand for apparel that has been produced ethically has increased over the years. Still, the importance that the consumers place on ethical attributes in their purchase decisions is rather unknown. Purpose: The study's purpose is to investigate the young consumers’ emotions towards FMCG apparel corporations in order to see if CSI actions give them a negative attitude. It will further be explored to see if the attitude towards the corporations reflects in their intentional purchase behavior and their actual behavior. This will provide insight to the young consumers’ knowledge and interest for CSI, aiding corporations in their quest for excellence when it comes to consumer relationships. Method: This research is done through a deductive, qualitative research. A literature review is done to create a great understanding to the concepts of CSI, consumer attitudes and planned behavior. Four focus groups are conducted as a base for the empirical findings. Further, these two chapters are compared in an analysis to get an understanding about the young consumers’ attitudes towards corporations acting unethically and the affects it may have on their planned behavior. Conclusion: Based on the analysis, the study found clear evidence that the participants have a negative attitude towards corporations’ CSI activities. However, these attitudes did not, as theory suggests, have any effect on the participants’ intended and actual purchasing behavior. Instead it is shown that young consumers base their decisions on contextual factors, where the most significant one is price.

This thesis is focused on poultry meat and its products. A definition of meat, sources of meat, types of poultry production and own goal of the thesis are explained in the first chapter. Then there are described technological processes of poultry treatment in common with a veterinary and hygienic supervision which provides a check of the production and processing of poultry meat. In addition, there are mentioned some manufacturing companies which are engaged in poultry processing. The third and the fourth chapters are about a general characteristic and a quality of poultry meat. There are described issues related with poultry meat and its quality, structure, production and consumption in the following chapter. The last chapter is theoretical and there is taking apart the main problem of this thesis which means the production of poultry meat products, other poultry products and an overview of legislation related to poultry meat products. The practical part is focused on consumer attitude to poultry meat and poultry meat products and other kinds of meat by a questionnaire. A discussion and evaluation are based on resulting graphs. An appropriate conclusion was developed from this part of thesis.

Black Lives Matter rörelsen engagerade människor både internationellt och nationellt under våren 2020. Företag var inte sena med att ta ställning och visa deras stöd i frågan, vilket ledde till olika typer av reaktioner bland deras konsumenter. Denna studie ämnar undersöka svenska konsumenters attityd gentemot företag som använder sig av brand activism som svar på sociala rörelser, där Black Lives Matter valts som empiriskt kontext. Studien ämnar också besvara vilka de viktigaste aspekterna bakom konsumenters attityd är. En förstudie har gjorts genom netnografi och empiri har samlats in genom en webbenkät med 260 svenska respondenter. Studiens analys och resultat tyder på att respondenternas generella inställning till brand activism är positiv i de fall då respondenterna anser att den sociala rörelsen som stöttas är viktig. Det finns dock tre dimensioner som påverkar den övergripande attityden. Dessa är autentiskt innehåll, attityd gentemot företaget och värdet i handlingar. Inom dessa dimensioner utrönas flertalet teman där företagets historia och storlek, innehållet i själva budskapet samt att det genomsyrar organisationen är de viktigaste. Vidare är även temana utbildande, genuin och handlingskraftig kommunikation inom brand activism viktiga delar att ta med sig från resultatet. / The Black Lives Matter movement engaged people both internationally and nationally in the spring of 2020. Companies were not late to join in and show their support in favour of the movement, which led to various reactions among their consumers. This study aims to examine the attitude of Swedish consumers towards companies that use brand activism as a response to social movements, where the Black Lives Matter movement serves as an empirical context. The study also intends to answer what the key aspects behind the studied consumer attitudes are. A prestudy has been done through netnography and empirical data has been collected for the main study through a web survey with 260 Swedish respondents. The study’s analysis and results indicate that the respondents’ general attitude towards the use of brand activism is positive in cases where the respondents believe that the social movement being endorsed is of importance. However, there are three dimensions that affect the overall attitude. These are authentic content, attitude towards the company and the value of actions. Within these dimensions several themes are identified, where the company’s history and size, the content of the message itself and that it permeates the organization are the most important. Furthermore, the themes of educational, genuine and actionable communication within brand activism are also important takeaways from the result.