Att köra eller inte köra is a qualitative study aiming to show how environmentally conscious people who utilizes cars deal with their dissonant behavior, but at the sametime maintain an identity as environmentally conscious. The study is based on the fact that a third of those who drive cars in the municipality of Växjö would like to decrease their use of cars while at the same time having the infrastructural conditions to utilize other means of transportation. The study investigates inner obstacles in the form of habits and lifestyle, but also the different strategies the motorists use to reduce their cognitive dissonance and maintain a green identity. The indicators show that the reason the majority of the motorists continue to utilize cars is part due to inner obstacles (it's adeeply rooted habit, but also a big part of their lifestyles), part due to that the individuals have defenses for their use of their cars, defenses designed to have a dissonance reducing effect. The indicators also show that the motorists value their family higher than the environment, and in this way they can legitimize many of their car uses. The study finds hints suggesting that the motorists associate good parenting with using cars and therefore risk another type of dissonance linked to parenthood if they should stop using cars. The majority of the motorists in the study have grown up in a rural environment suggesting that the car is a big part of a norm system linked to the motorists' cultural background, which in it self could be an explanation for why the individuals associate good parenting with the use of cars.

<p><strong>Abstract</strong></p><p>The aim of this Master thesis is to explore why some Swedes want to consume”eco-friendly” and whether this fact gives rise to articulated information needs. Two possible explanations for this ”eco conscious” consumption are being tested, either if it is based on a normative belief that it is the right thing to do if you, as a consumer, want to do something about the environmental degradation, or that it is a reaction to a perceived risk, due to the environmental degradation. The method chosen by the author in this thesis is a qualitative text analysis of five Swedish journals. The author also tries to find articulated expressions for information needs based on the will to consume ”eco friendly” that could either be a result of a perceived risk or a feeling of normative rightness. The findings of this thesis are the following: the opinion among Swedish consumers that it is normatively right to select products perceived to be good for the environment, is the most commonly expressed in the  material examined followed by the view that they (the consumers) need more information as to what products to chose if the they are to satisfy their “environmental ambitions”.</p><p> </p>

Abstract The aim of this Master thesis is to explore why some Swedes want to consume”eco-friendly” and whether this fact gives rise to articulated information needs. Two possible explanations for this ”eco conscious” consumption are being tested, either if it is based on a normative belief that it is the right thing to do if you, as a consumer, want to do something about the environmental degradation, or that it is a reaction to a perceived risk, due to the environmental degradation. The method chosen by the author in this thesis is a qualitative text analysis of five Swedish journals. The author also tries to find articulated expressions for information needs based on the will to consume ”eco friendly” that could either be a result of a perceived risk or a feeling of normative rightness. The findings of this thesis are the following: the opinion among Swedish consumers that it is normatively right to select products perceived to be good for the environment, is the most commonly expressed in the  material examined followed by the view that they (the consumers) need more information as to what products to chose if the they are to satisfy their “environmental ambitions”.

Rapporten beskriver det tekniska och marknadsmässiga framtagandet av en plattform för handelmed begagnade kläder på internet. Webbapplikationen har namnet Trojo och den främstamålgruppen är miljömedvetna personer mellan 18 och 29 år. Rapportens fokus kommer att liggapå tekniska samt marknadsmässiga aspekter samt relationen mellan dessa. Exempelvis diskuterarrapporten teori som visar på att förbättrade laddningstider generellt sätt ökar försäljningen för ehandlare,och därför behandlar även rapporten hur Trojo arbetat rent tekniskt för att optimeraladdningstiderna. Vikten av att hemsidan klarar av att ta emot trafik från olika enheter kommerockså att behandlas samt hur projektgruppen tekniskt gått tillväga för att göra hemsidanresponsiv. Vilka användarberättelser som ligger bakom det slutgiltiga resultatet, prioriteringenmellan dem samt hur implementationen av dem behandlas också. Rapporten mynnar ut i ett resultat som besvarar hur en webbaserad e-butik för begagnade kläderkan realiseras så att den attraherar målgruppen unga och miljömedvetna personer samt går medvinst efter tre år. Hur rapporten kan ses i ett vidare sammanhang diskuteras också och exempelvisinkluderas resonemang kring Trojos potential att påverka miljön positivt. Avslutningsvisbehandlas även hur Trojo skulle kunna fortsätta utvecklingen för att ytterligare optimeramöjligheterna att attrahera den betraktade målgruppen.