Save energy, reduce carbon and environmental protection issues are now highly concerned in the world. To be a citizen of the world, every enterprise should proceed with environmental management and corporate greening no matter for the purpose of fulfilling the corporate social responsibility or making profits. Green corporate culture is the foundation of developing green corporate and core of green business modle. Therefore we interviewed 7 companies which have good perfornmance on the corporate greening, to look into what actions they took to promote the green values and change the employees¡¦behaviors in order to set up green corporate culture. We found the stronger the green values of the top management team, the more resources they invested to set up green corporate culture, and the more apparent on the atmosphere of the green corporate culture. Besides, in the aspect of industry difference, the company which is close to downstream value chain, belongs to new development industries, or with more capital, invested more to set up green corporate culture.

É alarmante a velocidade à qual o mundo à nossa volta está mudando, e é impossível negar que uma das correntes que impulsiona esta mudança no consumo são as preocupações ambientais e a antecipação do estrago que se fez no mundo. Os consumidores estão todos os dias, e todos os minutos, cada vez mais conscientes que se nós continuarmos a consumir ao ritmo de hoje o futuro do nosso mundo não será feliz. Contudo, não existe certeza de como os consumidores agem sobre esta realidade, e até que ponto cada um se importa com este facto. Somos todos diferentes, independentemente da nossa cultura, da nossa criação ou da nossa idade, cada pessoa está marcada pela sua personalidade distinta formada pelos seus valores que por sua vez definem as suas decisões diárias. Conseguimos perceber valores diferentes nas marcas que nos rodeiam, elas são também uma ferramenta de comunicação para o mundo, que reflete quem cada pessoa é, e quem quer ser. Esta pesquisa procura entender se as compras verdes são influenciadas pelos seus próprios valores e os valores que percebem da marca, e até que ponto são moderadas pelos valores verdes de cada individuo. Esta pesquisa foi realizada dentro de um contexto de uma marca de surfe, Quiksilver, pois estes tipos de marcas já mostraram ser ecológicas e têm uma reputação de inspirar consciência ambiental nos consumidores. Este modelo foi testado usando um estudo empírico executado online disponível a habitantes dos Estados Unidos, seguido de uma análise fatorial e modelação de equações estruturais. Foi possível mostrar um efeito moderador dos valores verdes em intenção de compra nas dimensões de abertura à mudança e Auto transcendência. Foi possível mostrar, também, que compras verdes podem ocorrer por distinção social, como foi o caso da dimensão de auto valorização. Este estudo pretende contribuir para a teoria de valores pessoais e comportamento do consumidor, dentro do âmbito de assuntos ambientais, e espera permitir uma melhor compreensão do futuro de comportamento do consumidor. / It is alarming the pace at which the world around us is changing, and it is undeniable that the currents that bring change towards consumption are the environmental issues and worries that we have inflicted upon the world. Consumers are every day more conscious that if we consume at the rate and way of nowadays our world will not have a bright future. However, doubt remains to what extent we as consumers act upon this, and to what point we care. Everyone is different, independent of culture, upbringing or age, everyone has a distinct personality moulded by values that define everyday decisions. We can also perceive different values from brands around us, they are a tool of our communication to the world and we reflect who we are, and who we want to be, on the brands we carry. This research aimed to understand if green purchases were influenced by each individual’s green values, and to what extent their own personal values and the values they perceived from a brand were relevant. This was done in the context of a surf brand, Quiksilver, because these brands have shown to be ecological and have a reputation of inspiring ecological consciousness on consumers. The model was tested by holding an empirical study with an online survey available to residents in the United States of America, and then applying factorial analysis and structural equation modelling. It was possible to show the moderation effect that green values have on purchase intention, in some value dimensions namely openness to change and selftranscendence. It was also possible to show that green purchases may occur for social distinction, as was the case with self-enhancement. This study aimed to contribute to values theory and consumer behaviour, within environmental issues, and allow for a better understanding of the future of consumer behaviour.

É alarmante a velocidade à qual o mundo à nossa volta está mudando, e é impossível negar que uma das correntes que impulsiona esta mudança no consumo são as preocupações ambientais e a antecipação do estrago que se fez no mundo. Os consumidores estão todos os dias, e todos os minutos, cada vez mais conscientes que se nós continuarmos a consumir ao ritmo de hoje o futuro do nosso mundo não será feliz. Contudo, não existe certeza de como os consumidores agem sobre esta realidade, e até que ponto cada um se importa com este facto. Somos todos diferentes, independentemente da nossa cultura, da nossa criação ou da nossa idade, cada pessoa está marcada pela sua personalidade distinta formada pelos seus valores que por sua vez definem as suas decisões diárias. Conseguimos perceber valores diferentes nas marcas que nos rodeiam, elas são também uma ferramenta de comunicação para o mundo, que reflete quem cada pessoa é, e quem quer ser. Esta pesquisa procura entender se as compras verdes são influenciadas pelos seus próprios valores e os valores que percebem da marca, e até que ponto são moderadas pelos valores verdes de cada individuo. Esta pesquisa foi realizada dentro de um contexto de uma marca de surfe, Quiksilver, pois estes tipos de marcas já mostraram ser ecológicas e têm uma reputação de inspirar consciência ambiental nos consumidores. Este modelo foi testado usando um estudo empírico executado online disponível a habitantes dos Estados Unidos, seguido de uma análise fatorial e modelação de equações estruturais. Foi possível mostrar um efeito moderador dos valores verdes em intenção de compra nas dimensões de abertura à mudança e Auto transcendência. Foi possível mostrar, também, que compras verdes podem ocorrer por distinção social, como foi o caso da dimensão de auto valorização. Este estudo pretende contribuir para a teoria de valores pessoais e comportamento do consumidor, dentro do âmbito de assuntos ambientais, e espera permitir uma melhor compreensão do futuro de comportamento do consumidor. / It is alarming the pace at which the world around us is changing, and it is undeniable that the currents that bring change towards consumption are the environmental issues and worries that we have inflicted upon the world. Consumers are every day more conscious that if we consume at the rate and way of nowadays our world will not have a bright future. However, doubt remains to what extent we as consumers act upon this, and to what point we care. Everyone is different, independent of culture, upbringing or age, everyone has a distinct personality moulded by values that define everyday decisions. We can also perceive different values from brands around us, they are a tool of our communication to the world and we reflect who we are, and who we want to be, on the brands we carry. This research aimed to understand if green purchases were influenced by each individual’s green values, and to what extent their own personal values and the values they perceived from a brand were relevant. This was done in the context of a surf brand, Quiksilver, because these brands have shown to be ecological and have a reputation of inspiring ecological consciousness on consumers. The model was tested by holding an empirical study with an online survey available to residents in the United States of America, and then applying factorial analysis and structural equation modelling. It was possible to show the moderation effect that green values have on purchase intention, in some value dimensions namely openness to change and selftranscendence. It was also possible to show that green purchases may occur for social distinction, as was the case with self-enhancement. This study aimed to contribute to values theory and consumer behaviour, within environmental issues, and allow for a better understanding of the future of consumer behaviour.

É alarmante a velocidade à qual o mundo à nossa volta está mudando, e é impossível negar que uma das correntes que impulsiona esta mudança no consumo são as preocupações ambientais e a antecipação do estrago que se fez no mundo. Os consumidores estão todos os dias, e todos os minutos, cada vez mais conscientes que se nós continuarmos a consumir ao ritmo de hoje o futuro do nosso mundo não será feliz. Contudo, não existe certeza de como os consumidores agem sobre esta realidade, e até que ponto cada um se importa com este facto. Somos todos diferentes, independentemente da nossa cultura, da nossa criação ou da nossa idade, cada pessoa está marcada pela sua personalidade distinta formada pelos seus valores que por sua vez definem as suas decisões diárias. Conseguimos perceber valores diferentes nas marcas que nos rodeiam, elas são também uma ferramenta de comunicação para o mundo, que reflete quem cada pessoa é, e quem quer ser. Esta pesquisa procura entender se as compras verdes são influenciadas pelos seus próprios valores e os valores que percebem da marca, e até que ponto são moderadas pelos valores verdes de cada individuo. Esta pesquisa foi realizada dentro de um contexto de uma marca de surfe, Quiksilver, pois estes tipos de marcas já mostraram ser ecológicas e têm uma reputação de inspirar consciência ambiental nos consumidores. Este modelo foi testado usando um estudo empírico executado online disponível a habitantes dos Estados Unidos, seguido de uma análise fatorial e modelação de equações estruturais. Foi possível mostrar um efeito moderador dos valores verdes em intenção de compra nas dimensões de abertura à mudança e Auto transcendência. Foi possível mostrar, também, que compras verdes podem ocorrer por distinção social, como foi o caso da dimensão de auto valorização. Este estudo pretende contribuir para a teoria de valores pessoais e comportamento do consumidor, dentro do âmbito de assuntos ambientais, e espera permitir uma melhor compreensão do futuro de comportamento do consumidor. / It is alarming the pace at which the world around us is changing, and it is undeniable that the currents that bring change towards consumption are the environmental issues and worries that we have inflicted upon the world. Consumers are every day more conscious that if we consume at the rate and way of nowadays our world will not have a bright future. However, doubt remains to what extent we as consumers act upon this, and to what point we care. Everyone is different, independent of culture, upbringing or age, everyone has a distinct personality moulded by values that define everyday decisions. We can also perceive different values from brands around us, they are a tool of our communication to the world and we reflect who we are, and who we want to be, on the brands we carry. This research aimed to understand if green purchases were influenced by each individual’s green values, and to what extent their own personal values and the values they perceived from a brand were relevant. This was done in the context of a surf brand, Quiksilver, because these brands have shown to be ecological and have a reputation of inspiring ecological consciousness on consumers. The model was tested by holding an empirical study with an online survey available to residents in the United States of America, and then applying factorial analysis and structural equation modelling. It was possible to show the moderation effect that green values have on purchase intention, in some value dimensions namely openness to change and selftranscendence. It was also possible to show that green purchases may occur for social distinction, as was the case with self-enhancement. This study aimed to contribute to values theory and consumer behaviour, within environmental issues, and allow for a better understanding of the future of consumer behaviour.

Den växande oron kring textilindustrins påverkan på miljön utmanar klädföretag att ständigt anpassa och förbättra sina sätt att bedriva verksamheterna. Företag idag ser svårigheter i att förbättra sitt vardagliga arbete med hållbarhet, vilket lett till att implementeringen av återförsäljning i verksamheter sett snabb tillväxt under de senaste åren. Till följd av att förändringar i kunders och intressenters krav skiftat mot en mer hållbar praxis, tvingasföretagen upprätthålla konkurrenskraft genom att hitta nya sätt att skapa värde. I takt med att tillvägagångssätt ändras och den totala konsumtionen ökar, har företag börjat samla in och sälja kunders begagnade plagg. Processen banar väg för en ny affärsmodell som skapar nya intäktsströmmar och förespråkar cirkularitet inom företagen. Syftet med studien har varit att definiera vilka tillvägagångssätt företag har använt för att implementera återförsäljning i sina verksamheter. Det har även väckt frågor kring vilka utmaningar företagen står inför vid processen och vilka nya värden som tillförs företaget. För att finna svar har intervjuer med tre klädföretag genomförts, vilka för närvarande arbetar medåterförsäljning. Resultaten visar att integrering av återförsäljning i företagen genererat värden för dem själva, lojala kunder och nya kunder. Skapandet av dessa värden är kopplade till nya inkomstflöden, förvärv av nya kunder och förbättring av både Brand Equity och Green BrandEquity. Olika tillvägagångssätt har förkroppsligats i studien, där värderingar och attityder tillhållbarhet har varit faktorer som haft betydande effekter på utformningen. Företagens storlek och tid på marknaden har också visats vara av betydande karaktär. Utmaningar har hittats i att möta efterfrågan med ett attraktivt utbud och i balanseringen av kvalitet kontra kvantitet. Vidare ser vissa företag i studien sina handlingar som en skyldighet gentemot miljön, varpå andra företag ser sina handlingar mer som en tjänst gentemot sina kunder. Vilka nya värden konceptet skapar beror på företagens kärnvärden; dessa återspeglas i de tillvägagångssätt som tillämpas. / The growing concern for the textile industries’ impact on the environment is challenging companies to constantly adapt and improve their ways of conducting business. As companies face challenges to improve their everyday-business and long-term impact of sustainability, the implementation of second-hand as a business subsidiary has seen a rapid increase in growth in recent years. As changes in customer and stakeholder demands have shifted towards a more sustainable practice, companies are being forced to take on new ways to create value and be competitive. With practices shifting and the overall consumption rising, companies have started to collect and resell their used garments paving way for a new business model that creates new revenue streams and advocates for circularity within the company. The aim with this study has been to define what procedures companies have used to implement resale into their operations. This has also raised questions regarding what challenges the companies face with the process and what new values it brings to the company. To find these answers, interviews with three clothing brands, currently working with resale, have been conducted. The results show that integration of resell in the focal companies has generated values for themselves, loyal customers and new customers. Instances of these values are connected to new income streams, acquisition of new customers and improvement of both Brand- and Green Brand Equity. Different approaches have been embodied in the study, where values and attitudes towards sustainability have been factors that have had significant impacts on the design. The size of the company and the time at the market have also shown influence. Challenges have been found in meeting the demand with the supply and balancing quality versus quantity. As some companies in the study see their actions as a duty towards the environment, others see it more as a service towards their customers. What new values the concept creates, depends upon the core values of the company. Furthermore, this study will be written in Swedish.

När man inom stadsplanering strävar efter att förtäta städer och urbana miljöer blir balansen mellan stad och natur allt viktigare, särskilt som befolkningen växer och behovet av täta städer lika så. Också medvetenheten om funktionerna i dessa grönområden blir betydelsefulla när naturen och dess tjänster ska planeras in som resurser i samhället på en begränsad yta. För att bevara de många värden och ekosystemtjänster som naturen tillhandahåller åt samhället behöver dessa områden skötas på ett lämpligt sätt. Syftet med denna studie är att undersöka naturvård med hjälp av häst i urbana miljöer och de värden det skapar. Vidare utreds hur naturvård kan skapa förutsättningar för olika ekosystemtjänster och gröna värden. Som metod användes en litteraturstudie och en fallstudie bestående av intervjuer och en dokumentstudie med granskning av plandokument. Slutsatsen som drogs från studien är att naturen skapar många värden – ekologiska, sociala och ekonomiska – för samhället och att dessa behöver tas omhand för att samtliga värden ska kunna åtnjutas även framöver. Naturvård med häst är ett på många sätt effektivt sätt att sköta natur och grönområden och därigenom bevara och utveckla de värden och tjänster för vidare nyttjande. Naturvård med häst bidrar även i sig med sociala och pedagogiska värden då djuren är uppskattade av människor och det stimulerar lärande och ny kunskap. Naturvård med häst kan bli mer kostsamt än andra metoder beroende på beställd åtgärd när entreprenör anlitas men vinsterna i de olika värdena anses kunna väga upp den kostnaden. Det finns många värden att hämta från att integrera häst i naturvården helt eller delvis. / In urban planning, there is currently a challenge with keeping the balance between the urban city and the surrounding nature, especially as the population grows and with it the need of cities with high densities. The increasing awareness of the functions that the urban greenspaces provide is important as ecosystem services are planned as resources for the city on a very limited area. To be able to conserve and develop the values and ecosystem services provided by nature it needs to be taken care of in a suitable way. The aim of this study is to investigate urban nature conservation methods with the use horses and what values these methods provide. Also, the conditions for ecosystem services and green values created by nature conservation are investigated. The methods used are a literature study as well as a case study consisting of interviews and a document study.   The conclusion made from the study is that nature provides many values, both ecologic, social and economic, and these values are in need of proper nature conservation to be able to persist and develop in the future. Nature conservation with horses is an effective way to manage nature and maintain and develop values and services in the future. It also provides social and pedagogical values as the horses are appreciated by people and they stimulate learning and taking in new knowledge, especially about nature and ecosystem services. Nature conservation with horses seems more expensive than other methods, depending on the service executed by hired contractor. The gains in the many conserved values are however considered higher than the costs. There are many values that can be acquired by integrating the use of horses in nature conservation, either as a whole or partial.