På senare tid har koldioxidavtryck och det ekologiska fotavtryck som vi människor lämnar efter oss fått större uppmärksamhet. Vattenavtryck är däremot något som i Sverige inte förekommer lika frekvent i olika medier. Definitionen på vattenavtryck är den mängd vatten som konsumeras för att producera en vara eller tjänst i alla processens ingående delar och finns dolt i den färdiga produkten. För att ur vattensynpunkt beräkna påverkan av en process finns en mängd olika vatten-avtrycksmetoder. Hoekstra och Hung (2002) introducerade under tidigt 2000-tal konceptet Water Footprint, vattenavtryck. År 2010 publicerade de en global standard för beräkning av vatten-avtrycket hos en process, produkt, producent eller konsument som idag används världen över av olika organisationer och verksamheter. Med fokus på nötfärsbiffen syftar studien i denna rapport till att beräkna och utvärdera vattenavtrycket hos en konventionell och en ekologiskt framställd hamburgare, med målet att kvantifiera och jämföra den relativa betydelsen av de olika produktionsstegen. Att göra en analytisk bedömning av ineffektiva processer och kritiskt granska data samt beräkningsmetoden är även en del av målet. Platsspecifika data kunnat användas för att åstadkomma ett trovärdigt resultat genom att studera en konventionell och en ekologisk gård. För att presentera ett jämförbart värde för en hel hamburgare har resultat från tidigare publikationer använts. Resultaten visar att vattenavtrycket av en konventionell hamburgare är ungefär hälften så stort som för en ekologisk och samma resultat gäller för enbart nötfärsbiffen. Nötköttet står för den betydande delen då vegetabilierna i snitt endast utgör cirka 5 % av det totala vattenavtrycket. Att räkna på vattenavtryck är en komplicerad process där många parametrar hanteras. Valet av data är avgörande då felen i beräkningarna ackumuleras i varje steg. Även om metoden är en förenkling av verkligheten kan vi konstatera att resultaten pekar på att en utveckling mot en lägre köttkonsumtion är nödvändig för att minska miljöpåverkan. / The carbon- and ecological footprint due to human activities has in later years gained more attention. In the Swedish media however the water footprint is not as commonly heard of. The definition of a water footprint is the amount of water consumed within the different steps of production of goods and services, the embedded water in the final product or service. There are different methods to calculate the water consumption and water footprint in production in order to measure environmental impact from a water perspective. During the early 21st century Hoekstra and Hung (2002) introduced the concept of water footprint and in 2010 a global standard was published. This study means to calculate and analyze the water footprint of a conventional and organically produced hamburger, with the aim to quantify and compare the relative importance of different production steps focusing on the beef. To evaluate the ineffective processes and the calculation method as well as critically review data are also part of the purpose. Two specific farms have been examined to achieve site specific data on conventional and organic meat production. Some results from previous official publications have been used to fill in data in order to enable analysis of a complete hamburger. The result shows that the water footprint of the conventional hamburger is approximately half of the organic one, with the same results showing regarding the ground beef. In both cases the water footprint of the vegetables constitutes about 5 % of the total. Calculating the water footprint is a complicated process with many parameters to consider. The selection of data is crucial due to errors in data accumulating in every step of the calculating process. Ever though the method is a simplification of reality we conclude that the results are pointing to the importance of a higher awareness of the environmental impact of meat consumption.

The purpose of this study is to investigate how Max Burgers construct themselves as an environmentally friendly company through their video advertisements. Additionally the purpose is to investigate how young, loyal customers can perceive Max’s attempt to portray  themselves as an environmentally friendly company, in the fast food industry through their advertisements. The two research questions are as follows: 1)   How does Max construct their advertisements in the campaign “Climate Positive Burgers”? 2)   How do Max’s young, loyal customers perceive Max’s video advertisements in the campaign “Climate Positive Burgers”?   The chosen theoretical framework incorporated into the study are Stuart Hall’s theory of Encoding/Decoding and Kenneth Burke’s theory of identification.  Data has been collected through an online survey, individual online semi-strucuted interviews and multimodal analysis. The study found that the way Max constructs their video advertisements can vary. With one video being constructed around being relatable and embracing humor, while the other was constructed on seriousness and artistic elements. In addition to this, it was found that all three types of readings according to Hall’s theory were perceived by the loyal customers interviewed. However, oppositional and dominant readings were more frequent. Finally, it was concluded that idealistic identification is present in consumers, due to loyal customers sharing some of the same values that Max are communicating in the video advertisements.

In today's society, people are constantly striving to find new technical solutions that facilitate and simplify their everyday life. Companies embrace these societal structures and constantly try to keep up with the development to make sure that the consumer circle is expanding and to get more people to buy their goods and use their services. In companies such as fast food restaurants, everything is known to happen quickly. Food preparation needs to be done quickly and also the transactions must be fast in order for a fast food restaurant to live up to its title. In this study, mobile payments within the restaurant business will be investigated. The main topics that will be discussed are why restaurants are implementing such services to their businesses. The study is also going to lift the strengths, weaknesses, opportunities and threats that follow with a mobile payment application and self service technology from both buissness- and customer perspective.