The problem of this study is to clarify and evaluate the effect of group influence upon decisions made by elementary school children.

En kvalitativ studie har genomförts på tre kampanjbilder från IQ-initiativets satsning “IQ student”. Kampanjbilderna har ett motsvarande tema baserat på att det alltid finns en anledning till att dricka alkohol. Studien har med hjälp av fokusgruppsintervjuer och en intervju med IQ tagit reda på hur IQ vill att studenterna ska tolka bilderna och hur studenterna faktiskt tolkar dem. Studien utgick från teorier som receptionsstudie, semiotik och socialpsykologi. Analysen av resultaten har dessutom ställts upp i förhållande till relevant forskning inom området publika kampanjer och gruppbeteende. Studiens resultat visar bland annat på att IQ vill att studenter ska tänka över sina alkoholvanor och att de på sikt ska minska sin konsumtion av alkohol. Resultatet visar även att studenterna tar till sig budskapet eftersom de kan relatera till det, men tar det sedan inte vidare. Studenterna tycker inte att deras alkoholkonsumtion är ett problem och känner därför inte att det är något de behöver förändra. / A qualitative study has been conducted on three campaign images from the company IQ. The campaign is called “IQ student” and the images are based on the same theme, suggesting that students always finds a reason to drink alcohol. We have used focus group interviews and an interview with IQ as our methods to find out how IQ want the students to interpret the images, and also how the student interpret them. The study is based on theories as reception study, semiotics and social psychology. The analysis of the results has also been set in relation to relevant research in the field of public campaigns and group behavior. Our results demonstrate that IQ wants students to think about their alcohol habits and that they want the students to reduce their consumption of alcohol. The result also shows that students embrace the message as they can relate to it, but it does not come any further. The students think that their drinking is not a problem and therefore they don’t want to change anything about their alcohol habits.

Abstract: - This Master’s Thesis explains the relevancy of sustainable marketing, sustainability, e-commerce, circular economy of recycled paper packaging in the correlation of consumer perception, consumer decision making factors towards recycling and sustainability benefits. Although the paper discusses sustainable marketing in a circular economy aspect potential in regards to recycled paper parcels, the research will mainly focus on the postal carrier company named PostNord based in Nordic countries; the paper will emphasise how the double-sealing recycled paper could increase the number of customers and sustainability ofthe company and consumer perception towards these type of packaging as a parcel. The concept of Sustainability Marketing and Consumer Behaviour has been around for awhile. Since its emergence in the 1980s, the idea has evolved. Much research has been done regarding sustainability marketing, also known as green marketing. As the world is becoming environmentally polluted, many industries propagate it, and consumers need more sustainable products and services. Due to this reason and other respective consumer needs, companiesfrom the manufacturing and service industry have made a strategy to implement short andlong-term to become sustainable companies by becoming carbon-free. Accordingly, postal carrier companies worldwide have developed various sustainable marketing strategies and technological tools to reduce carbon emissions. They simultaneously promote sustainability marketing based on consumer behaviour and perception. The research paper mainly focuses on sustainable marketing, sustainable marketing in the circular economy, and consumer perception and factors affecting consumers’ purchase intention regarding the broad applicability and benefits of double-sealing recycled paperparcels for packaging in the postal service industry. For this particular Master’s thesis paper, the research has taken PostNord as a case study and developed an alternative sustainablemarketing and consumer perspective concerning: Circular economy through the use of recycled paper parcels, organisational resource utilisation, increased current & new customer,consumer perception towards recycled paper parcels, Consumer purchase intention towardsRecycled paper parcels & E-commerce with packaging. The research paper is developed and has referred to various scholarly articles such as Escursell (2021), Kotler (2012) and several other scholars, including yearly sustainability reports of PostNord. The annual sustainability reports of PostNord have mainly focused on increasing its sustainability through technological tools, transportation systems, service and customer relations. This research paper is developed through a cross sectional research method study provided that PostNord is the case study related to using double-sealing recycled paper parcels as an alternative product to its current and potential consumers while increasing their sustainability.

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The quantitative study focuses on the perceptions of Nigerian adolescent students to HIV/AIDS and their attitudes to prevention methods. From the literature reviewed it was ascertained that adolescent students do have positive and optimistic perceptions of HIV/AIDS, and also adequate knowledge, but this has not translated into positive attitudes to prevention methods. The literature also indicated that peer group pressure, parental control and the mass media are some variables that probably influence adolescents’ sexual behaviour. This researcher developed the ‘Adolescent Students’ Perception of HIV/AIDS and Attitude to Prevention Methods Questionnaire’ to solicit information from the adolescent students. The results were coded and duly analysed. The results from the empirical study indicated that Nigerian adolescent students have positive perceptions regarding HIV/AIDS, as well as positive attitudes to prevention methods. Recommendations were made for curriculum experts, educators and parents based on current research methods. / Psychology of Education / Thesis (D. Ed. (Psychology of Education)

The quantitative study focuses on the perceptions of Nigerian adolescent students to HIV/AIDS and their attitudes to prevention methods. From the literature reviewed it was ascertained that adolescent students do have positive and optimistic perceptions of HIV/AIDS, and also adequate knowledge, but this has not translated into positive attitudes to prevention methods. The literature also indicated that peer group pressure, parental control and the mass media are some variables that probably influence adolescents’ sexual behaviour. This researcher developed the ‘Adolescent Students’ Perception of HIV/AIDS and Attitude to Prevention Methods Questionnaire’ to solicit information from the adolescent students. The results were coded and duly analysed. The results from the empirical study indicated that Nigerian adolescent students have positive perceptions regarding HIV/AIDS, as well as positive attitudes to prevention methods. Recommendations were made for curriculum experts, educators and parents based on current research methods. / Psychology of Education / Thesis (D. Ed. (Psychology of Education)