Titel: Influencer marketing på Instagram: Påverkan på konsumenters attityd och köpintention utifrån trovärdighetsfaktorer, opinionsledarskap, follower/followee-ratio och sympati Nivå: C-uppsats, examensarbete inom företagsekonomi Författare: Madeliene Hedin & Selicia Strindlund Handledare: Jonas Kågström & Martin Ahlenius Examinator: Lars-Johan Åge Datum: 2022 - Maj Syfte: Syftet med studien är att bidra med kunskap om hur influencers trovärdighet påverkar konsumenters köpintention. Mer specifikt undersöks huruvida konsumenters attityd mot influencers påverkas utifrån follower/followee ratio, trovärdighetsfaktorer (trovärdighet, expertis och attraktivitet), opinionsledarskap samt sympati. Metod: Studien är en replikering av tidigare forskning av De Veirman m. fl. (2017) och har sin utgångspunkt i en kvantitativ forskningsdesign med en deduktiv ansats. Data insamlades med hjälp av en webbaserad enkätundersökning som besvarades av 290 respondenter.  Resultat och slutsats: Resultatet av denna undersökning påvisade att ett högt följarantal inte nödvändigtvis har en positiv effekt på konsumentens köpintention. Det är dock av vikt att en influencers konto känns äkta genom att inte dölja följare/följer-antal, då denna information har en positiv påverkan på konsumenters attityd mot influencern. Resultatet visar därutöver att en microinfluencer har störst positiv påverkan på konsumentens köpbeteende. Studiens bidrag: Då denna studie konstaterar att microinfluencers har större inverkan på köpbeslut än macroinfluencers är det därav mer effektivt och lönsamt för företag att marknadsföra sig genom microinfluencers.  Förslag till vidare forskning: Då influencer marketing är ett fortsatt växande begrepp som tar allt större plats inom marknadsföring är det väsentligt att forskning inom området fortsätter bedrivas. Denna studie, som är baserad på en kvantitativ metod, besvarar om men inte varför statistiken ser ut som den gör. För att få en djupare förståelse för sambandet mellan den upplevda trovärdigheten och motivationen till köpbeslut hos respondenter är därmed en kvalitativ undersökning att rekommendera. / Title: Influencer Marketing on Instagram: Influence on consumers’ attitude and purchase intention based on credibility factors, opinion leadership, follower/followee-ratio and sympathy Level: Final assignment for bachelor’s degree in business administration Authors: Madeliene Hedin & Selicia Strindlund Supervisors: Jonas Kågström & Martin Ahlenius Examiner: Lars-Johan Åge Date: 2022 - May Aim: The purpose of this research is to contribute knowledge about influencers credibility affects consumers’ purchase intentions. More specificially examine wheter consumers' attitudes towards influencers are influenced on the basis of follower/followee-ratio, credibility factors (trustworthiness, expertise and attractiveness), opinion leadership and likeability.  Method: The study is a replication of previous research by De Veirman et al. (2017) and is based on a quantitative approach. Data were collected using a web-based survey answered by 290 respondents.  Result and conclusion: The results of this study showed that a high number of followers does not necessarily have a positive effect on the consumer's purchase intention. However, it is important that an influencer's account is genuine by not hiding information about followers / number of followers, as this information has a positive impact on consumers' attitudes towards the influencer. The results also show that a microinfluencer has the greatest positive impact on consumer buying behavior. Contribution: As this research finds that microinfluencers have a greater impact on consumers purchase intentions than an macroinfluencer, it is therefore also more effective and profitable for companies to market themselves through microinfluencers.  Suggestions for future research: As influencer marketing is a continuing growing concept that is taking up more and more space in marketing, it is essential that research in the area continues to be conducted. This study, which is based on a quantitative method, answers whether but not why the statistics look the way they do. In order to gain a deeper understanding of the connection between the perceived credibility and the motivation for purchasing decisions among respondents, a qualitative survey is therefore recommended.

This research aims to investigate the impact of social media influencer’s credibility dimensions (Trustworthiness, Attractiveness, and Expertise), in shaping consumer's behaviour (Purchasing intention of customers and customer's attitude towards the brand). This proposed theoretical framework is based on social learning theory and the theoretical implications of the previous literature which is related to social media influencer marketing. For this empirical study, the data has been collected from Pakistani consumers who are following social media influencers who share and endorse products related to the fashion industry. Data is collected from 149 individuals out of which 135 were valid respondents.  Results reveal that social media influencer's credibility dimension (Trustworthiness, Attractiveness, and Expertise) positively influence the customer’s attitude towards the brands as well as the purchase intentions of the customers. In addition, the study has significance for social media influencers in the fashion and style sector in terms of understanding the factors of followers' devotion to them and the noticeable effects of followers' allegiance on their behaviour. This study adds to the literature on social media influencer marketing by demonstrating the importance of follower’s perspective towards the social media influencers. Previous studies lack in providing the Pakistan perspective related to social media influencermarketing and this research attempts to fulfill that gap. Another important aspect of this study is that the pictures of influencers have been used to conduct this research.

In the last decade the automobile industry has invested heavily in the developments of better vehicles, in regards to performance, emissions and also durability. The latest development has been the introduction of electric vehicles into the markets. The electric vehicles are touted as being better for the environment in terms of emissions and even low noise production. The United Nations Sustainable Development Goal 7 (Affordable and Clean Energy)calls for ensuring that everyone has access to affordable, reliable, sustainable, and modern energy. This goal is often geared towards moving the energy production to more renewable sources, making it highly relevant to electric vehicles. Electric vehicles are still fairly new in the market, so it’s worth exploring what the purchase intention looks like and how the interacting environmental factors contribute to the overall intention. This study aims to investigate consumer’s purchase intention in regards to electric vehicles and the influences that user beliefs, attitudes and risk perceptions have on the consumer’s final decision. The study also seeks to find out how the environmental risk aspects associated with the electric vehicles closely tie into the overall purchase intention. The method of collecting data was through a web-based survey where the respondents filled out different sections, the results of the survey were then studied and presented using quantitative analysis methods. The results of this study are presented with the help of previous research and theoretical frameworks that are relevant to the study topic. The study concluded that the purchase intention for electric vehicles was pretty high and that the factors influencing the intentions had more to do with personal gains or savings rather than an overall concern for the environment. The study also shows how subtly our actions can be influenced by behavioural social norms around us, this is shown in the fact that the perceived initial motivation behind the purchase intention of electric vehicles is the concern for the environment but on a deeper level it proves to be the result of social action norms. / Under det senaste decenniet har bilindustrin investerat mycket i utvecklingen av bättre fordon, när det gäller prestanda, utsläpp och även hållbarhet Den senaste utvecklingen har varit introduktionen av elfordon på marknaderna. Elfordonen anses vara bättre för miljön när det gäller utsläpp och till och med låg ljudproduktion. FN:s mål 7 för hållbar utveckling (prisvärd och ren energi) kräver att alla ska ha tillgång till prisvärd, pålitlig, hållbar och modern energi. Detta mål är ofta inriktat på att flytta energiproduktionen till mer förnybara källor, vilket gör den mycket relevant för elfordon. Elfordon är fortfarande ganska nya på marknaden så det är värt att undersöka hur köpintentionen ser ut och hur de interagerande miljöfaktorerna bidrar till den övergripande avsikten. Denna studie syftar till att undersöka konsumenternas köpavsikt med avseende på elfordon och vilken inverkan användarens attityder och riskuppfattningar har på konsumenternas beslut. Studien syftar också till att ta reda på hur de miljöriskaspekter som är med elfordonen hänger ihop med den övergripande köpintentionen. Metoden att samla in data var genom en webbaserad enkät där respondenterna fyller i olika avsnitt, resultatet av enkäten studerades sedan och presenterades med hjälp av kvantitativa analysmetoder. Resultaten av denna studie presenteras med hjälp av tidigare forskning och teoretiska ramverk som är relevant med studienamne. Studien drog slutsatsen att köpintentionen för elfordon var ganska hög och att faktorerna som påverkade avsikterna hade mer att göra med personliga vinster eller besparingar snarare än en övergripande oro för miljön. Studien visar också hur subtilt våra beteende kan påverkas av sociala normer omkring oss, detta visar sig i det faktum att den upplevda initiala motivationen bakom köpintentionen av elfordon är omtanken om miljön men på ett djupare insikt visar sig att det vara resultatet av sociala beteendesnormer.

Studien syftar till att undersöka hur modeföretags val av produktionsland påverkar svenska konsumenternas köpintention. Resultatet ska kunna användas som ett motiv av företag inom modesektorn i deras beslut om produktionsland. Problemdiskussion: En ökad efterfrågan på närproducerade produkter hos konsumenter tvingar företagen att hitta nya produktionspartners i nya länder. Närliggande produktion sägs öka tillverkningskostnaderna vilket gör att företagen på ett nyskapande sätt behöver skapa mervärde till sina produkter. Tidigare studier visar på att det finns en korrelation mellan produktionsland och köpintention. Ett område som saknas inom forskningen är hur svenska konsumenter påverkas av val av produktionsland. Därav ämnar studien till att undersöka om sambandet mellan köpintention och country equity vilket kan förklaras som country awareness, country loyalty, country image och perceived value. Metod: Studien är baserad på en kvantitativ metod med en enkätundersökning som empirisk undersökningsmodell. Enkäten delades på sociala medier och i studien deltog 82 personer. Undersökningen är baserad på en kombination av ett bekvämlighetsurval och självurval. Resultat: Resultatet indikerar på att tillverkningslandet har en betydande påverkan på köpintentionen hos svenska konsumenter när de köper modeprodukter. Studien visar på att hög kunskap om, positiv inställning eller förtroende till ett land ökar köpintentionen. På samma sätt minskar avsikten till att genomföra ett köp när kunskapen är låg, inställningen negativ och förtroendet är lågt. Däremot bekräftar respondenterna att produktionslandet endast till viss del är viktigt för dem. Det innebär att effekten av produktionsland är som högst mellan substitut. Implikationer: Studien kan användas av företag inom modebranschen för att vara till hjälp i dess beslut om produktionsland. Resultatet visar på att köpintentionen hos svenska konsumenter varierar beroende på produktionsområde och kan därav användas som ett motiv för ökad lönsamhet. / The aim of this study is to investigate how fashion companies' choice of country of production affects Swedish consumers’ purchase intention. The result can be used as a motive for companies in their decision of production country. Problem statement: An increasing demand for locally produced products forces companies to find new production partners in new countries. As local production is more expensive, companies need to find new ways that can add value to their sales. Previous research shows a correlation between purchase intention and production country. A missing area within the research field is how Swedish consumers are affected by the choice of production country. Therefore, the aim of this study is to investigate the relation between purchase intention and country equity, which can be divided into country awareness, country loyalty, country image and perceived value. Methodology: The study is based upon a quantitative method and has a survey as its empirical research model. The survey was shared on social media which contributed to a response rate of 82 people. The research is based on a mix of convenience selection and self-selection. Results: The result indicates that the country-of-production has a significant impact on consumers' purchase intention. The research proves that greater knowledge of, positive attitude towards and trust for a country will increase the purchase intention. Equally will the purchase intention decrease as a consequence to poor country-knowledge, negative attitude and low trust. Thus, the research also proves that consumers have a limited care for country-of-production. Thereby will the effect of it be higher between substitutes. Implications: The study can be used by companies within the fashion industry and be useful in their decision of production country. The result proves that the purchase intention varies depending on production area and can therefore be used as a motive for increased profitability.

In the light of the digitalization and the emergence of social media, the concept of influencer marketing has increased significantly in importance on a global scale and is now considered one of the most effective, powerful and cost-effective marketing tools for businesses in today’s society. Nevertheless, despite the effectiveness of influencer marketing, the growing worldwide marketing trend of Computer Generated Imagery (CGI) influencers, also described as human-like influencers, is currently revolutionizing today’s influencer marketing and is expected to become the new way of marketing from a future perspective. With millions of followers on social media, CGI influencers are quickly gaining three times higher follower engagement than prominent celebrities and human influencers, even though their existence is not real. As a result, the organizational use of CGI influencer marketing has intensified markedly on a global scale from several world-leading brands. Although CGI influencers are expected to increase significantly within marketing, the current knowledge and understanding of CGI influencers as a marketing strategy for brands and products is insufficient and is in essential need of further exploration. This thesis contributes to the yet very limited empirical research by focusing on the research gap of differences between CGI influencers and human influencers from a consumer perspective, with the following research question: “How do CGI influencers differ from human influencers in terms of its impact on consumers’ purchase intentions?”  The research purpose of this thesis is to explore whether there is any difference in the impact of CGI influencers and human influencers on consumers’ purchase intentions in order to increase the understanding of the effectiveness of virtual influencer marketing in comparison to influencer marketing on consumer behavior. The research purpose was fulfilled by undertaking a qualitative inductive research approach and performing ten semi-structured interviews with respondents which both follow at least one macro- or mega human influencer and CGI influencer on Instagram. The thesis focuses on CGI influencers in relation to the aspects of motivations to follow, opinion leadership and parasocial relationships, since these are closely linked to purchase intentions. By increasing the understanding of consumers’ view, attitude and behavior, this thesis has discovered multiple key aspects in how CGI influencers differ from human influencers in terms of its impact on consumers’ purchase intentions. The results show that CGI influencers are generally seen as more or less the same as human influencers in terms of inspiration. Followingly, it is possible for consumers to create parasocial relationships with CGI influencers. Nevertheless, this thesis has identified a dominant perspective that CGI influencers affect purchase intentions to a lesser extent than human influencers at present, which is primarily based on higher-developed parasocial relationships, a greater perceived genuineness and higher consumer trust for human influencers. The core theoretical implications are the expanded scientific research on CGI influencers as a marketing phenomenon, and the perceived differences and similarities between CGI influencers and human influencers from a consumer perspective. The key practical implications are the increased understanding of the effectiveness of virtual influencer marketing in comparison to influencer marketing on consumer behavior, and how to implement CGI influencers in the marketing strategy successfully. On a societal level, the most central societal implications are several ethical issues of CGI influencers within marketing.

Titel: Reklam kan vara rolig; en studie om humors påverkan på köpintention Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Christopher Hasp & Manfred Högberg Handledare: Michelle Ryback  Datum: 2022 – Juni  Syfte: Avsikten med arbetet är att undersöka om en tydlig koppling finns mellan uppskattning av humor och köpintention för produkter med låg engagemangsnivå genom användandet av videoreklam.  Metod: I studien har en kvantitativ forskningsmetod med ett deduktivt tillvägagångssätt använts där datainsamling skett i form av en enkätundersökning med totalt 103 besvarande respondenter. Utifrån syftet har vi skapat frågeställningar som vi försökt besvara genom teorin. Utifrån teorin har vi formulerat en hypotes vilken vi därefter har besvarat genom empirin i form av enkät.  Resultat och slutsats: Humor i marknadsföring påverkar kognitiv- och beteenderespons positivt. För att lyckas med humor i marknadsföring måste konsumenternas uppmärksamhet fångas. Slutsatsen vi kan dra är att en direkt korrelation finns mellan uppfattningen av humor och köpintention. Examensarbetets bidrag: Vi har påvisat ett samband mellan uppfattning av humor och köpintention. Desto roligare konsumenter anser att en reklam är desto högre är sannolikheten att konsumenten köper produkten. Förslag till fortsatt forskning: Vidare forskning kan innefatta att tydligt särskilja de olika kategorierna av humor och använda sig av reklam inom de olika kategorierna för att identifiera vilken typ av humor som är mest effektiv inom olika kundgrupper. Nyckelord: video commercial, humor, advertising, purchase intention och comedy marketing, low involvement product. / Title: Advertisement can be fun, A study of humours impact on purchase intention Level: Student thesis, final assignment for Bachelor Degree in Business Administration Authors: Christopher Hasp & Manfred Högberg  Supervisor: Michelle Ryback  Date: 2022 – June  Aim: The purpose of this study is to research if there’s an obvious link between perceived humour and purchase intention for low engagement products through the usage of video commercial. Method: In the study we’ve used a quantitative research method with a deductive approach where data collection has been in the form of a questionnaire with a total of 103 respondents. Based on the aim we created questions of issue which we’ve attempted to answer through the theory. Based on the theory we’ve constructed a hypotheses which we’ve answered through the empirical section in the shape of a survey. Results and conclusion: Humour influence cognitive and behavioral response in a positive manner. To be successful with humouristic marketing the attention of consumers must be caught. The conclusion we can make is that there’s a direct correlation between perceived humour and purchase intention. Thesis contribution: We have proven a connection between perceived humour and purchase intention. The higher appreciation consumers have of a commercial the higher the probability is that the consumer will purchase the product. Future research suggestions: Future research can distinguish between the different types of categories of humour and use advertisement within the different categories to attempt identification of which type of humour is the most effective within different customer segments. Keywords: video commercial, humor, advertising, purchase intention and comedy marketing, low involvement product.

Sammanfattning Titel: Konsumenters Respons på Etiska Skandaler: En Undersökning av Varumärkesbild och Köpavsikt. Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Busara Surapee och William von Sicard Handledare: Katarina Arbin Datum: 2024 – januari Syfte: Syftet med denna studie är att belysa etiska skandalers påverkan på konsumenternas köpavsikt och varumärkesuppfattningar. Metod: I detta arbete har vi tillämpat en deduktiv metod och genomfört en kvantitativ undersökning. Informationen för studien har samlats in genom enkäter distribuerade via olika sociala plattformar. Sammanlagt inkom 102 enkätsvar, vilka kodades och analyserades med stöd av statistikprogrammet SPSS. Resultat och slutsats: I studiens resultat framkommer att allvarlighetsgraden inte hade någon signifikant påverkan vare sig på varumärkesbild eller köpavsikt. Däremot visade studien att varumärkesbild har en påtaglig effekt på köpavsikten. Detta ger insikter om betydelsen av varumärkesbild och dess koppling till konsumentens köpbeslut. Examensarbetets bidrag: Den teoretiska bidraget av studien ligger i att fördjupa förståelsen för hur etiska skandaler påverkar konsumenternas köpavsikt och varumärkesuppfattningar. Resultaten visar att endast varumärkesbilden påverkar köpavsikten, vilket kontrasterar med andra studier. På praktisk nivå ger studien insikter för varumärken om sambandet mellan varumärkesbild och konsumentens köpavsikt efter en etisk skandal. Företag kan dra nytta av att fokusera på att förbättra varumärkesbilden för att minimera påverkan på köpavsikten, oavsett allvarlighetsgrad på etiska skandaler. Förslag till fortsatt forskning: För vidare forskning föreslås att inkludera fler företag inom klädbranschen för en bredare förståelse av variablernas effekt. En jämförelse över olika branscher och kulturer skulle ge insikter om variablernas allmängiltighet. Dessutom kan framtida studier överväga att utvidga studiens modell med andra variabler för att utforska potentiella förändringar i resultaten. Nyckelord: Etiska skandaler, Konsumentbeteende, Varumärkesbild, Köpavsikt, Allvarlighetsgrad på skandalen. / Abstract Title: Consumer Response to Ethical Scandals: An Examination of Brand Image and Purchase Intention. Level: Bachelor's degree thesis in business administration Author: Busara Surapee and William von Sicard Supervisor: Katarina Arbin Date: 2024 – january Aim: The purpose of this study is to highlight the impact of ethical scandals on consumers' purchase intention and brand perceptions. Method: In this work, we have applied a deductive method and carried out a quantitative investigation. The information for the study has been collected through surveys distributed via various social platforms. A total of 102 survey responses were received, which were coded and analyzed with the support of the statistical program SPSS. Results and conclusions: In the results of the study, it appears that the degree of severity had no significant impact on either brand image or purchase intention. However, the study showed that brand image has a tangible effect on purchase intention. This provides insights into the importance of brand image and its connection to consumer purchase decisions. Contribution of the thesis: The theoretical contribution of the study lies in deepening the understanding of how ethical scandals affect consumers' purchase intention and brand perceptions. The results show that only brand image affects purchase intention, which contrasts with other studies. On a practical level, the study provides insights for brands on the relationship between brand image and consumer purchase intention following an ethical scandal. Companies can benefit from focusing on improving brand image to minimize the impact on purchase intent, regardless of the severity of ethical scandals. Suggestions for future research: For further research, it is suggested to include more companies in the clothing industry for a broader understanding of the effect of the variables. A comparison across different industries and cultures would provide insights into the general validity of the variables. Additionally, future studies may consider expanding the study's model with other variables to explore potential changes in the results. Key words: Ethical scandals, Consumer behavior, Brand image, Purchase intention, Severity of the scandal.

M. Tech. (Marketing Management, Faculty of Management Sciences), Vaal University of Technology. / Supermarket store brands are affordable alternatives towards the customers’ intended brands. For many years, marketers and retailers of store brands have positioned this brand as a cheap or low-cost brand that could be afforded by most customers. This positioning has catapulted the popularity of store brands. However, on the downward side, most consumers associate cheap or low cost with low quality. The low-cost and low-quality association and perception has been a major impediment towards the real success of store brands. Store brands have long since moved from competing on price, to competing on quality. The shift of focus by marketers and retailers of store brands from price to quality puts store brands on an equal footing with national brands and, consequently, a fierce competitor. This study investigated the influence of consumer-based brand equity elements, namely brand awareness, brand association, brand loyalty and perceived quality on brand preference and purchase intention of store brands. This study restricted its scope to the food brands. Investigating store brands within a South African context is particularly important since store brands are produced and owned by local retailers as opposed to national brands. The literature suggests that store brands are more profitable to retailers compared to their counterparts and serve as a point of differentiation from one retailer to another. A quantitative research design was employed in this study and a non-probability convenience sampling technique was adopted. The target population comprised students from a tertiary institution within the Vaal triangle, namely Vaal University of Technology. A total of 400 questionnaires were distributed to the participants, of which 361 participated in the study. To ensure reliability of the scales, pre-testing and piloting of the questionnaire preceded the main survey. Results from correlation and regression analysis revealed that brand equity elements, namely brand awareness, brand association, brand loyalty and perceived quality explain 68.4 percent of the variance in brand preference. This result suggests that consumer-based brand equity elements significantly contribute towards building consumer brand preference towards the store brands. In addition, amongst all the variables, brand loyalty made the strongest contribution towards explaining brand preference (β= 0.342). Moreover, brand preference explains 65.3 percent of the variance in purchase intention. These results suggest that brand preference strongly contributes towards building purchase intention of store brands. Based on the results of this study, recommendations for retailers of store brands are provided as follows:  Retailers of store brands should implement greater awareness programmes for store brands and create positive word-of-mouth through superior product quality.  Retailers of store brands should strengthen store brands’ brand associations to improve the image of store brands.  Retailers of store brands should pay special attention to creating brand loyalty of store brands through implementing store brands’ loyalty programmes. Limitations, future research opportunities and contributions of this study are discussed in the study.

M. Tech. (Department of Marketing Management, Faculty of Management Sciences), Vaal University of Technology. / The evolution of social media has seen people around the world connect with one another, communicate and share information without boundaries and time limitation. Social media is no myth, neither is it just a trend but a powerful communication medium which presents a fundamental shift in communication that cuts across all cultures, be it social, business, politics, sports, news and more. Social media adoption over the years, has seen billions of people participating on social networking sites and the interaction thereof has considerably influenced marketing related correspondence, public relations as well as modern day business communication. In the connected world, social media interaction is the current word-of-mouth, often referred to as electronic word of mouth and in the connected world, everyone is a content generator. In this social media era, information travels faster, reaching millions of consumers and affecting their perception towards certain products and brands based on the information shared and received. Therefore, social media interaction has proved to be an important contributing factor in consumer’s purchase decision process. However, this evolution in communication introduces unprecedented challenges as well as opportunities for organisations as buying decisions are affected significantly by social media interaction, and thus warranties a study of this nature to be carried out. The aim of this study was to examine the influence of social media on brand awareness as well as the relationships between brand awareness, perceived quality, brand loyalty and purchase intention. To attain the empirical objectives of the study, a quantitative research design was adopted and the respondents were selected using a non-probability convenience sampling technique. For data collection, the researcher used a structured self-administered questionnaire survey. Of the 320 distributed questionnaires, the researcher utilised 304 usable questionnaires for data analysis. The Statistical Package for Social Sciences (SPSS) version 25.0 was used to compute both descriptive and inferential statistics (which includes correlation and regression analysis). In addition, the reliability and validity analysis were carried out in relation to the measuring instrument. Results from the correlation and regression analysis revealed positive significant relationship between social media and brand awareness, brand awareness and perceived quality, brand loyalty and purchase intention, perceived quality with brand loyalty and purchase intention as well as brand loyalty and purchase intention. Based on the results of the study, recommendations emanating from the study include the integration of social media marketing in the organisation’s overall marketing strategy, creating and maintaining online brand communities to engage with current and potential customers as well as making use of social media platforms for advertising and promotions. The limitations of the study and the proposed opportunities for further research were also highlighted.

Syftet med studien är att undersöka hur oro för klimatet påverkar konsumenters köpintentioner av återvunna kläder. På grund av pågående klimatförändringar måste populationen ändra sitt konsumtionsbeteende mot en mer miljömässigt hållbar strategi. Återvunna kläder ger ett mindre avtryck på klimatet eftersom det krävs mindre energi att producera och genererar mindre avfall. Tidigare forskning visar att män och kvinnor har olika köpintentioner när det kommer till miljömässigt hållbara kläder. Med utgångspunkt från tidigare forskningsfynd kommer denna studie även att undersöka om kön är en faktor som påverkar till vilken grad respondenterna oroar sig över klimatet. En kvantitativ datainsamlingsmetod används genom en webbenkät. Resultaten från en korrelations- och regressionsanalys visar att oro för klimatet påverkar köpintentionen av återvunna kläder. Resultatet visar även att kön bär en betydande roll i hur oroade respondenterna är över klimatet. Denna studie bekräftar teorin om planerat beteende och forskningen visar hur beteendemässiga övertygelser påverkar intentioner och därmed beteenden. / The purpose of this study is to investigate how environmental concerns affect consumers' purchase intentions of recycled clothing. Because of ongoing climate change, the population must change their consumption behavior towards a more sustainable approach. Recycled clothing has a smaller impact on the environment since less energy is needed in the production and it gives less waste. Previous research shows that men and women have different purchase intentions when it comes to sustainable clothing. Because of findings from previous research, this study will examine if gender is a factor that affects environmental concerns. A quantitative collection method is applied through an online survey. The result from a correlation- and regression analysis shows that environmental concern affects purchase intentions of recycled clothing. Findings from the study also included that gender plays a role in how concerned the respondents were for the environment. The study validates the theory of planned behavior model and the research displays how behavioral beliefs affect intentions and therefore behaviors.