Consumers can shape social environments through their clothing and thereby influence the perception of clothing consumption. However, the human desire of belonging and connectedness within a consumer culture has led to the severity of overconsumption. This is particularly apparent in the dynamic and trend-sensitive field of clothing. Such acts of consumption have a strong impact on the transformation of the Earth’s climatic condition. Nevertheless, global environmental issues are often an elusive picture of the climate crisis what makes it difficult for individuals to associate own lifestyles to it. To combat this dissonance and with Generation Z as the consumers of change, this study focuses on teachers of upper secondary schools and the ways they can be supported in the education on sustainable clothing consumption. For this, eight specific categories of investigation have been crystallised through the data collection, such as sustainable development, teaching and transdisciplinarity, sustainable clothing consumption, lifestyles, social anxiety, overconsumption, mindfulness and teaching materials for sustainable clothing consumption. Within those categories, teachers provided their understanding of how sustainable development is implemented in the Swedish education system and how sustainable clothing consumption could interlink individual contributions to environmental issues. A desired collective shift is facilitated through knowledge development that on the one hand is significant in the students’ perspective but on the other hand is also relevant for teachers within their proficiency and beyond. With a resulting concept of education on sustainable clothing consumption and transdisciplinary teaching, teachers shall be aided in their duty to encourage their students to become responsible citizens.

The fast-fashion industry’s effect on the environment becomes more of a critical subject as the industry grows and dominates the apparel industry. Fast-fashion is based on frequently pushing new trends to consumers in order to increase sold volumes. This has led to overconsumption and fashion waste where large volumes of unsold garments are burned each year. Alongside of this, the industry has begun to understand the importance of ethical conduct and sustainability to positively affect or minimally harm humans and reduce their overall impact on the environment. Generation Z are said to be a finely tuned ecologically conscious generation, whilst being frequent shoppers of fast-fashion. This has led to the purpose of this study, to see how Swedish Generation Z’s increased ecological conscience affects their fashion consumption. This will be found by examining how shifts in thinking affects their attitudes towards fast-fashion retailers and their willingness to purchase sustainable and ethical fast-fashion. This, with the intent of addressing the behavioral-attitude gap that exists amongst sustainable fast-fashion, where consumers want sustainable fashion but do not purchase it. To answer this, the empirical foundation was obtained through 20 semi-structured video-interviews via telephones to give an understanding of Generation Z’s attitudes and behaviors surrounding sustainability and ethics in fast-fashion. Conclusions drawn were that there was an awareness of sustainability concerning fast-fashion, but that it was not something that changed their behaviors so much as their attitudes. What was found was a strong attitude about ethics in fast-fashion as the majority of participants felt that they were in the dark about what happens in the supply chain, and that they could do nothing about it. If companies would clearly define why something is more ethical, it was found that the majority would be willing to change their behaviors, and purchase ethical fast-fashion. Sustainability that was something they were aware of, was lacking in fast-fashion but something they compromised for price, whilst price was not such a sensitive subject regarding ethical fashion.

Over the past decades, technological advancements have made everyday objects smart, and naturally, these developments have reached the packaging industry too. Packaging equipped with sensors and chips can provide new experiences to its customers and one of the technologies that has shown its potential to contribute to this is Near Field Communication (NFC). Previous implementations of NFC in product packaging were limited to higher-end products. However, production costs of the chips have dropped substantially and has led to more adaptations. With more and more products using the technology, more consumers will get exposed to NFC- enabled packaging. Generation Z is one of those consumer groups. Thus, this study aimed to explore how NFC technology embedded in product packaging can influence the user experience for Generation Z and their relationships with brands. To achieve this goal, a qualitative approach was implemented, and 5 semi-structured interviews were conducted to get an understanding of the members of the generation’s view on NFC-enabled packaging. Emerging themes included added value, brand image, ease of use, right product, and environmental concerns. The findings from this study revealed the potential of NFC-embedded packaging and highlights the benefits it can provide to Generation Z but also several pain points and considerations.

Purpose: The purpose of this paper is to deepen the knowledge of the field of sustainability,more specifically, the current understanding of how values, beliefs, and norms influencepro-environmental behavior towards the aviation industry, within Generation Z. Background: Sustainability is now a topic of focus from governments and companies. Theaviation industry is one of the most polluting industries within the transportation sector, however,with promises to change this phenomena. Furthermore, Generation Z is now the most digitallyknowledgeable, environmentally friendly generation, which could support this change. Methodology: The Value Belief Norm model was applied in order to study the influence ofvalues, beliefs and norms on pro-environmental behavior and the impact of eco-guilt. Aself-completion questionnaire was responded by 174 French members of Generation Z, for aquantitative and deductive approach, using a PLS-SEM analysis. Findings: The research held in this thesis found that biospheric values were the only values tohave a strong positive impact on awareness of consequences, that in turn, had a strong influenceon ascription of relationship. Following this causal chain, ascription of responsibility stronglyinfluenced personal norms and the same for the latter with pro-environmental behavior. Eco-guiltwas found to have no moderator effect between personal norms and pro-environmental behavior. Value: This thesis demonstrates how physiological characteristics can influencepro-environmental behavior, creating scientific and practical knowledge on a field of increasedimportance (sustainability), within a generation which has not yet been studied in detail(Generation Z) and in a context of substantial environmental damage (aviation industry).

Syftet med denna studie var att bidra till ökad kunskap kring applikationen TikTok då det är en plattform som just nu ökar i popularitet, särskilt i åldrarna 16 – 25 (Svenskarna och internet 2020). Samt att få en inblick i hur kvinnor bemöts i applikationen. Vi valde att fokusera på hur unga kvinnor i åldrarna 16 – 25 bemöts och talas om i kommentarsfälten under sina egna videor, och om det fanns något samband mellan vilken typ av video de lade upp och den sortens kommentarer de fick; samt om det fanns tydliga skillnader mellan hur män och kvinnor uttryckte sig mot, och / eller, om de unga kvinnorna. Urvalet för undersökningen var tio kvinnliga TikTok-konton i åldern 16 – 25, den så kallade generation z. Metoden som användes var en kvalitativ innehållsanalys där vi med hjälp av ett analysschema analyserade sammanlagt 2000 kommentarer under de valda TikTok-kontonas videor. Resultatet visade att män och kvinnor uttrycker sig annorlunda, samt fokuserar på olika saker när de kommenterar kvinnornas videor. Kvinnor visade sig vara mer positiva än männen, samtidigt som de även skriv mest negativa kommentarer direkt riktade mot kvinnornas utseende. Männen däremot skrev framför allt negativa kommentarer som då var riktade mot kvinnornas åsikter, typiskt kvinnliga normer, sexistiska kommentarer, samt i princip allt innehåll som kunde beröra männen själva. När det gäller sambandet mellan videornas innehåll och kommentarerna, så fanns det ett visst mönster, men i grunden verkar det handla mer om vem personen bakom videon är och vilket syfte TikTok-kanalen har.

Background: Several fast fashion brands have been criticised regarding their business practices, with poor working conditions in developing countries and use of toxic chemicals. Subsequently, many consumers have turned to anti-consumption practices such as brand avoidance to distance themselves from various fast fashion brands. Five elements have emerged among brand avoidance associated with experiential avoidance, identity avoidance, moral avoidance, deficit-value avoidance, or advertising related avoidance which underpin this behaviour.  Purpose: The aim of this study is to compare brand avoidance behaviours toward fast fashion brands among Generations X, Y, and Z. This research attempts to identify the specific reasons why different generations avoid fast fashion brands, as well as the factors that contribute to this behaviour. The purpose is to compare the three generations to know which factors influence each generation the most. It is plausible that the factors vary significantly between cohorts since they have grown up in different environments. Consequently, generational distinction is regarded as an essential variable.  Method: Comprehending the purpose of this research and examining causal relationships, this thesis used a quantitative research design. The empirical data was gathered through an online survey, considering the large sample size and current COVID-19 pandemic. Due to these circumstances, the most insightful information could be obtained about participants' behaviour regarding fast fashion brands using an online survey. The data was analysed and interpreted utilising a deductive approach.  Conclusion: The results show that the generations differ in their brand avoidance behaviours for experiential avoidance, moral avoidance, and advertising avoidance towards fast fashion brands. These differences were observed where the consumers perceive the performance to be poor, the brand is inconvenient, and when the advertising is perceived to be unpleasant. Regarding moral avoidance, the data was not sufficient to distinguish which cohorts differ, but only that there was a significant difference somewhere.

Syftet med den här studien är att skapa en förståelse kring hur kvinnor inom generation Z:s attityder till mode och kläder påverkas av influencer marketing som marknadsföringsstrategi. Det grundar sig i att det har identifierats ett antal kunskapsgap som att det saknas forskning på generation Z som konsumenter och även inom fenomenet influencer marketing. Dessutom på förändrade digitala konsumentbeteenden i och med pandemin Covid-19. Vidare har en framtidsanalys presenterats för att försöka täcka upp för de kunskapsgap som identifierats. Resultaten från studien visar att kvinnorna inom generation Z:s attityder till mode och kläder i högsta grad påverkas av influencer marketing. Då de dagligen använder sig av sociala medier och det faktum att det har kommit att bli en normalitet inom generationen att söka efter inspiration till mode och kläder via influencers på sociala medier. Attityder gentemot företag och influencers inom klädbranschen och således mot mode samt kläder påverkas också av faktorer som en influencers tillit och expertis. Det vill säga, generationen följer influencers de anser som pålitliga och de med tillräckligt hög genomslagskraft ses då även som pålitliga även i andra områden. Vilket innebär att företag som samarbetar med “rätt” influencers hamnar inom konsumenternas radar och i och med det kan påverka attityderna åt sin fördel.

Brands’ engagement in activism is increasing as consumers expect more of brands, especially the younger generations. However, brands have different intentions behind their engagement in activism. The purpose of this thesis is to explore female Gen Z consumers’ perception of global brands’ engagement in activism, and how this perception influences their brand loyalty. Female Gen Z consumers’ mind is explored since previous research indicates that there are gender differences within perception and loyalty. A qualitative method in the form of four online focus groups were conducted to collect empirical data. Three findings were discovered, which contributed to understanding of the existing gap in research. Firstly, female Gen Z consumers positively perceived global brands’ engagement in activism. Secondly, they perceived and responded to brand activism based on the campaigns’ message, its connection to the brand and its offerings. Thirdly, female Gen Z consumers’ perception influenced their brand loyalty. The study contributes with an additional understanding of young female consumers’ perspective which can be useful for marketers when creating activist campaigns. Future research could study the perspective of male Gen Z consumers or Gen Z consumers to get additional understanding.

Background: Cause-Related Marketing (CRM) is a popular marketing strategy where companies through this communication contribute to causes and engage their consumers by donating when they purchase a product and an amount of the revenue goes to charities. The concept has been divided into four different factors, being cause involvement, message, perceived cause fit and donation size. Cause-Related Marketing is of particular interest in regard to the sample as the next upcoming generation, Generation Z,  is forecasted to have great buying power and more awareness of societal issues. However, studies are lacking regarding this generation and especially in relation to Cause-Related Marketing as a strategy for influencing consumers purchase intentions. Hence, why this study tries to see how to reach this generation on their terms.  Purpose: The purpose of this study is to explain how Generation Z’s purchase intention is affected by four CRM factors.  Methodology:  This research has followed the structure of deductive research with a quantitative approach and with the research design of cross-sectional design. This further led to a self-complement online questionnaire being made, where the respondents consisted of Generation Z, with the ages of 18-26. The total number of respondents was concluded at 93. After collecting the data, the data has been cleaned and coded. Furthermore, by using Descriptive Statistics, Multiple Linear Regression, Cronbach's Alpha and Correlation Analysis the data was analysed and a result could be extracted. Findings: The result this research got from the empirical information, was that only one of the CRM factors had a significant and positive relation with Generation Z’s purchase intention, being Cause Involvement. The other factors had no significant relation with Generation Z’s purchase intention. Further, there was one item which was common in all factors and that one was emotion and to some extent knowledgeable.

Employer branding is becoming increasingly important, but the literature on the subject lacks vital elements. First, Country of Origin (COO) has been shown to affect employer branding, but this process is very poorly understood. Second, employee retention, although proven to have multiple benefits and to be impacted by employer branding, is underrepresented in employer branding research. Third, despite the importance of cultural context being well documented in literature, current employer branding research takes little consideration for this, especially in regards to Generation Z, who are becoming increasingly vital in the workforce. To mend these important research gaps, this thesis aims to examine how employer branding is affected by COO, and, in extension, how this impacts employee retention among Generation Z employees. This purpose is fulfilled by answering the following research question: “How is employer branding affected by COO when retaining Generation Z employees?” With this research question in mind, an abductive qualitative study was conducted using multiple- case studies in a Swedish MNE context. Semi-structured interviews with HR/employer branding managers and international Generation Z employees were conducted. This provided a dual perspective where both the views of employers and employees could be observed, analysed, and compared which was necessary to answer the research question. The results were then analysed using rigorous data-driven content-analysis. Using this approach, the study answered the research question by finding that employer branding is affected indirectly by COO through the process of other primary factors in retaining Generation Z. The research led to the introduction of a new model; The Employer Brand Compass, which illustrates how employer branding is affected by COO through three main factors in employee retention of Generation Z; ESG, development opportunities, and consumer branding.