Background: The transition into emerging adulthood is a major developmental period in one’s life in which rapid declines in physical activity (PA) are documented. While many emerging adults possess intentions to engage in regular PA, evidence suggests acting on these intentions represents a significant challenge. Obtaining a deeper understanding of the factors associated with the process of translating emerging adult’s PA intentions into action may be integral in building a healthier adult population. The purpose of the study was to investigate the effects of two potential moderators of the PA intention-behaviour relationship: goal conflict and trait self-control, in a sample of emerging adults. Methods: The study sample was comprised of 132 participants (Mage = 17.80 ± 0.46; 64% female) drawn from a larger prospective cohort study (ADAPT Study). All participants completed two online questionnaires, approximately four weeks apart. Measures of PA intention strength, goal conflict and trait self-control were assessed at time 1. At time 2, participants completed a measure of self-reported moderate-to-vigorous physical activity (MVPA) engagement. Four moderation analyses were performed to assess the independent and combined effects of goal conflict and trait self-control on the PA intention-behaviour relationship. Results: Across all moderation analyses, the main effect of intention strength was significant (p < 0.001), providing support for the necessary role it plays in PA behaviour. However, the main effects of goal-conflict and trait self-control were not found to be significant, along with all interaction effects tested. Correlational analyses revealed intention strength (r = 0.346, p < .001) and goal-conflict (r = -0.236, p < 0.05) were significantly correlated with MVPA, however trait self-control (r = 0.048) was not. Conclusion: Although results showed a modest intention-PA relationship, the hypothesized moderating effects of goal conflict and self-control were not supported. While the subjective perception of one’s self-control ability did not moderate the intention-behaviour relationship, future research should explore the interaction between goal conflict and self-control further using more objective measures, or in combination with self-regulation strategies such as action and coping planning. Additionally, goal prioritization may be an important factor to consider when investigating the effect of goal conflict on PA and the intention-PA relationship. / Thesis / Master of Science (MSc)

Background: Makeup has become the fastest‐growing beauty category in the last years, partly due to the effects of the digitalisation, and the growing importance conferred upon the digital image. Consumers are becoming increasingly aware of the business practices behind the goods they buy, and the impact of their purchases on the environment, and the human and animal welfare. However, not always ethical intentions are translated into purchases. This gap between the intention and the actual behaviour, also known as “I-B gap”, has been researched within the sectors of food or clothing; however, it remains unexplored in the case of makeup. Purpose: This thesis aims to explore the main reasons leading to the I-B gap in reference to ethical makeup. Method: An exploratory qualitative study based on 14 semi-structured interviews was conducted among European millennial females. Conclusions: The yawning gap existing between intention and behaviour towards ethical makeup is shown in this paper, as well as the factors that explain it. Despite the positive overall attitude and intention of the sample towards such products, the general lack of awareness associated with the ethical makeup is evidenced. Furthermore, the store environment, ranging from the products display and visibility, to the customer service, and the samples’ trial availability, exert a major influence on purchase. In addition, the brand or product attachment may play a crucial role in the final purchase decision. More specifically, this research reveals that consumers appeared to remain loyal towards makeup products that they are already satisfied and familiar with. These aspects seem to represent a challenge to overcome by ethical makeup companies, since above the ethical credentials, customers value other aspects such as the effectiveness, the suitability of the product with the skin type, the quality-price balance, the availability or the variety.

Background: The textile and apparel industry is seen as one of the most polluting industries of these times. Consumers and retailers are both considered important stakeholders in the textile supply chain. Despite that Dutch Millennial consumers are willing to buy sustainable products, there is a gap between their intention and behaviour with regard to sustainable textile products. To narrow this gap, the influencing factors on the gap need to be indicated and opportunities for retailers to be generated.  Purpose: Explore how to narrow the intention-behaviour gap of sustainable textile consumption of Dutch Millennials together with Millennial consumers and retailers.  Method: To attain the purpose, a qualitative study was conducted. An analytical framework was created to study the factors influencing the intention-behaviour gap of sustainable textiles by Dutch Millennial consumers. To gain insights, 16 semi-structured interviews have been conducted, ten interviews with consumers and six with textile retailers.  Conclusion: Price, availability, trust in a company and knowledge and information are factors from a consumer perspective that directly impact the intention-behaviour gap of Dutch Millennials. Moreover, the results show a direct impact of retailers on the intention-behaviour gap. Four opportunities are formulated to narrow this gap from a retailer's perspective.

Background: The consumption of meat in western societies keeps growing. This leads to a paradox, with a growing awareness in the society of health and environmental issues regarding meat consumption and a growing willingness to substitute meat more often.  Purpose: Explore the intentions of households with elementary school children to consume meat substitutes and to match these intentions with the actual behavior to find the extent of the intention-behavior gap and how they explain their intentions, behavior, and potential disconnect. Method: To understand the actual behavior of the households, two weeks' worth of grocery receipts were collected and analyzed. To explore intentions, additional semi-structured interviews were conducted, where the participants got the opportunity to explain their intentions, behavior, and gap.  Conclusion: The results show that there are three types of consumers, depending on the level of intention. The profiles differ whether they feel the need to explain their intention or the intention-behavior gap. To explain themselves,  All profiles state that meat is too delicious to leave out and that meat is a habit formed in childhood. Depending on the profile, additional reasoning was more internal or external.

The gap between ethical purchase intentions and ethical purchase behaviour is well-documented. Although this gap can be bridged by increasing the level of awareness among consumers with regards to ethical business practices, it was found that consumers between the ages of 19 to 56 years were already aware of ethical organisations and business practices in the South African sports supplement industry. They are however unaware of companies that operate unethically. Several factors such as brand familiarity, price and convenience were found to compete with ethical business behaviour during the purchase decision-making process. It is thus recommended that organisations that incorporate ethical business behaviour at a strategic level should provide ethical products that are competitively priced, convenient to use and from a brand that is familiar / Graduate School of Business Leadership / MBA

The gap between ethical purchase intentions and ethical purchase behaviour is well-documented. Although this gap can be bridged by increasing the level of awareness among consumers with regards to ethical business practices, it was found that consumers between the ages of 19 to 56 years were already aware of ethical organisations and business practices in the South African sports supplement industry. They are however unaware of companies that operate unethically. Several factors such as brand familiarity, price and convenience were found to compete with ethical business behaviour during the purchase decision-making process. It is thus recommended that organisations that incorporate ethical business behaviour at a strategic level should provide ethical products that are competitively priced, convenient to use and from a brand that is familiar / Graduate School of Business Leadership / MBA

Detta examensarbete rör frågan kring hållbar konsumtion och hur en genom grafisk design kan ta fram en lösning som hjälper konsumenter att handla mer hållbart. Att navigera vilka produkter som faktiskt är hållbara samt, lära sig använda dessa, är utmanande för konsumenten. Svaret för denna fråga blev en applikation kallad Zero, vars syfte är att medvetandegöra för användaren vad som är hållbart och inte, samt vägleda användaren att handla utefter det hen lär. Att skapa sig nya vanor i sin konsumtion såsom i vilka produkter som hen använder i sitt hushåll. Denna rapport innehåller teorin bakom som stödjer konceptet för applikationen och även beskriver de metoder som utfördes för att få fram ett resultat. / This thesis examines sustainable consumption and how -through graphic design- a interactive solution to help the consumer to actively choose sustainable products, was created. Navigating what products are sustainable and what are not can be confusing for the consumer. For this project, the solution to this was an application called Zero, where its purpose is to guide the consumer in a more sustainable lifestyle through making the user more conscious about sustainable products as well as learning to use alternative products in their home that are more sustainable. Here you will read about the theory which supports Zero as one solution for unsustainable consumption, as well as the methods applied to reach the result that became of this process.

In March 2018 the European Commission published the Action Plan on Financing Sustainable Growth. One of the main objectives with the actions presented in the action plan is to reorient capital flows towards sustainable investments, i.e. to influence more investors to invest sustainably. The action plan was followed by three proposals for transparency regulation regarding an EU taxonomy on sustainability, sustainability benchmarks and sustainability disclosures. Furthermore, the action plan included actions regarding two other transparency measures – sustainability labels and sustainability ratings. The first purpose of the thesis is to investigate if transparency regulation in the EU can be used as a tool to influence investors to choose sustainable investment funds. One of the main aims of the actions presented in the Action Plan on Financing Sustainable Growth, as well as the accompanying regulation proposals, is to reorient capital flows towards sustainable investments, i.e. to influence more investors to invest sustainably. In light of this, the Commission’s three proposed transparency regulations, as well as the concept of sustainability labels and ratings, are used as a basis for the investigation. The second purpose of the thesis is therefore to critically review the three regulation proposals and the concept of sustainability labels and ratings in order to gain an understanding of how different transparency measures can influence investors to choose sustainable investment funds. The transparency regulations and measures are analysed and critically reviewed in light of their objective to influence more investors to invest sustainably. A behavioural economics perspective, as well as consumer behaviour theories and decision-making models, are applied in order to analyse the transparency regulations and measures from an external perspective. Based on the analysis there are many indicators that transparency regulation can be used as a tool to influence investors to choose sustainable investment funds. However, to what extent transparency regulation can influence investor behaviour varies depending on which transparency measures are used and how they are designed. Sustainability benchmarks seem to have the least potential to influence investor behaviour, while the EU taxonomy on sustainability and sustainability labels seem to have the best potential to influence investor behaviour.