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Setting and monitoring progress on personal goals has potential advantages for helping people achieve their goals. However, it may also have disadvantages for both goal progress and personal well-being if people start to focus on progress and external outcomes (e.g. academic grades) more than internal processes (e.g. interest in the subject). Self-compassion has been suggested as a trait that may help people cope with set-backs, maintain intrinsic motivation and achieve their goals. It may therefore be particularly helpful in overcoming some of the disadvantages of setting and monitoring personal goals. Self-compassion has previously been theoretically differentiated from self-esteem, with self-esteem seen as more contingent on positive self-judgements and success, suggesting that self-compassion may have additional benefits for maintaining individuals’ intrinsic motivation. The aim of this study was therefore to test whether self-compassion exercises are more helpful than self-esteem exercises in the context of setting and monitoring goals. This was tested using a between group experimental design with two conditions: self-compassion and self-esteem. Ninety-four university students were randomly assigned to one of the conditions and followed a four-week goal setting and monitoring programme in relation to both an academic and social goal. The data showed that both inductions resulted in an increase in state self-compassion and self-esteem. There was no difference between the conditions in achievement of either goal over the four weeks. There was also no difference between conditions in the weekly association between poor progress and negative affect or change in goal commitment and autonomous motivation over the four weeks. However, the self-compassion condition was rated as more pleasant than the self-esteem condition. The results suggest that the self-compassion exercises used may be more acceptable than the self-esteem exercises used but they are not better than the self-esteem exercises for enhancing goal pursuit. The study suggests that further research is needed to distinguish the motivational effects of self-compassion and self-esteem.

Studiens syfte är att undersöka konsumentbeteende för att skapa större förståelse för konsumenters motivation till socialt hållbara produktköp. Vilka motivationsmål är viktiga för konsumenter vid köp av en socialt hållbar produkt? Det ökade intresset inom området social hållbarhet hos allmänheten (Eweje 2020) samt de motsägelser som finns i tidigare forskning (Antonetti & Maklan 2014; Shao & Ünal 2019; Veleva 2020) gör det här till ett intressant och aktuellt ämne. Genom ett bekvämlighetsurval väljs respondenter med tidigare erfarenhet av socialt hållbara produktköp ut för strukturerade intervjuer. Intervjuschemat utformas delvis efter Consumer Motivation Scale (CMS) modellen. Med utgångspunkt i CMS-modellen (Barbopoulos & Johansson 2017) och goal-framing theory (GFT) (Lindenberg & Steg 2007) undersöks vilka motivationsmål (huvudmål och delmål) som är viktiga för konsumenten. Resultaten kan endast svara för vilka motivationsmål som är viktigast vid socialt hållbara produktköp för respondenterna i den här studien. Resultaten av den här studien visar att det tillförskaffande huvudmålet och delmålet etik är viktigast. Sambandsanalyserna visade vidare att beroende på hur ofta och för hur mycket respondenterna handlade socialt hållbara produkter så påverkades vilka påståenden som var viktiga för dem. Då den här studien inte har möjlighet att presentera ett generaliserbart resultat, utan snarare kan visa en indikation på vilka mål som kan vara viktiga för konsumenter vid socialt hållbara produktköp, kan framtida studier fortsätta att utveckla kunskapen inom området. Området skulle gynnas av både mer omfattande kvantitativa studier som kan producera ett generaliserbart resultat gällande konsumenter i Sverige, samt kvalitativa studier som kan erbjuda en djupare förståelse för området. Rekommendationer till framtida studier diskuteras i studiens slutsatser. Studien är skriven på svenska. / This study aims to investigate consumer behaviour to create a greater understanding of consumers' motivation towards purchasing socially sustainable products. What motivational goals are important for consumers when buying a socially sustainable product? The increased interest in the field of social sustainability among the general public (Eweje 2020), as well as the contradictions that exist in previous research (Antonetti & Maklan 2014; Shao & Ünal 2019; Veleva 2020) makes this an interesting and current topic to research further. Through a convenience sample, respondents with previous experience of socially sustainable product purchases are selected for structured interviews. The interview schedule is partially designed after the Consumer Motivation Scale model (CMS). Based on the CMS-model (Barbopoulos & Johansson 2017) and goal-framing theory (GFT) (Lindenberg & Steg 2007), the study investigates which motivational goals (main goals and subgoals) that are important for the consumer. The results can only answer which motivational goals that were most important in socially sustainable product purchases for the respondents in this study. The results show that the main goal gain and the subgoal ethics are the most important. The correlation analyzes further showed that depending on how often and for how much the respondents purchased socially sustainable products, the importance of the statements varied. As this study can not present a generalizable result, but rather an indication of which goals that may be important for consumers when purchasing socially sustainable products, future studies could continue to research within this subject. The research area would benefit from both more comprehensive quantitative studies that can produce a generalizable result for consumers in Sweden, and qualitative studies that can offer a deeper understanding of the subject. Recommendations for future studies are further discussed in the conclusions of this study. The study is written in Swedish.