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The purpose of this study is to define what data could be used to describe consumers’ actual behaviour when it comes to consumption of sustainable fashion. The perspective is both in terms of finding variables that describe the actual behaviour of sustainable consumption, and to create an appropriate measuring tool that can be used to measure those behaviours. This study has a qualitative research strategy with an inductive approach. The topic was examined by an extensive literature review in the fields connected to the topic. From the literature and the problem raised by the Swedish Consumer Agency, a questionnaire emerged. The questionnaire was also revised into a second version based on the feedback gathered during the focus group session. A questionnaire is suitable to get the consumer perspective, as well as cover all three stages of the consumption cycle and measuring over time. Additionally, this paper focuses on the environmental aspect of sustainability, but the importance of the social and economical aspects are acknowledged. The conclusions drawn in this paper were that it is important to measure the sustainable consumption behaviours of fashion consumers throughout the whole consumption span. When talking about consumption it is a common misconception to focus only on the purchase stage, when it really refers to the purchase, usages and end of use stage as a whole. The variables that were detected were presented in form of a questionnaire. The value of this paper is grounded in the developed questionnaire, which aims are to measure sustainable fashion consumption from a consumer perspective. This is interesting for the Swedish Consumer Agency, who requested a measuring tool, but it may also be of interest for other fashion companies to measure their consumer’s behaviour to detect a demand for sustainable products.

Both the advertising industry and academia have been paying more and more attention to the growth and potential of the luxury market. In East Asian countries, the market’s annual growth rate for 2006 was nearly 18%, nearly doubling the global growth rate for 2005. Despite the increasing popularity of luxury brands in East Asian countries, there is a dearth of empirical knowledge regarding East Asians’ consumption motives. By surveying a sample of 200 consumers from South Korea, an exemplar of East Asian luxury consumers, the current study provides a general understanding of such motives. The findings suggest that Korean consumers have five primary social and psychological motives for the consumption of luxury brands: social ostentation, aesthetic appearance seeking, personal hedonism seeking, practicality seeking, and difference seeking. This study also offers findings related to the relationship between demographic characteristics (for Korean consumers) and luxury consumption behavior. The study achieves two things: First, it is a contribution to the body of literature on luxury consumption; second, it provides managerial implications for global marketers and brand managers who want to construct targeted and customized strategies for East Asian consumers to enhance their purchase intention toward luxury brands. / text

The primary purpose of this study is to investigate the salmon demand of Japanese households. The specific goals are to illuminate the substitutional relationship between salmon and other foods and to examine seasonal and regional differences in salmon demand. To analyze substitutional relationships and seasonal differences, monthly data on consumption by Japanese households are used. An econometric model was developed in which salmon demand was specified with quantity of salmon consumed as the dependent variable and income (food expenditure), price of salmon and the price of possible substitute commodities as independent variables. To investigate the regional differences, five geographically different regions were selected. Analysis was conducted with annual data. Among the findings are that pork may be a substitute commodity for salmon in Japanese households, and that there are clear seasonal and regional differences in terms of salmon demand at the household level in Japan. / Graduation date: 1987

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No description available.

No description available.