The aim of this study is presented by two steps. The first is to gain an insight into what students think regarding sustainable development and religion. The second is to investigate what content in sustainable development can be used in religious studies through the students' perspective and how this content can be implemented to promote the work for sustainable development in schools. Seventeen qualitative semi-structured interviews with mainly open questions are performed. The focus is to get information about how Swedish high school students reason about and reflect on sustainable development and how they reflect on its connection to religion and to religious studies. The empirical result is analysed and discussed. The conclusions show that the respondents wish a sustainable society with a lifestyle without excessive consumption and thereby without environmental problems, with security and with a good education. They emphasize the importance of a meaningful, safe, and challenging education on religious studies. They are willing to discuss in depth and with respect for the different opinions that may emerge, about different perceptions of sustainable development that are related to the different identities and ways of religious lifestyles. This can be achieved through a communicative approach in the classroom, with a goal to create the dialogic classroom

Today's society is characterized by consumption and materialism, with e-commerce contributing to increased availability of products and services, leading to overconsumption. Generation Z is an environmentally conscious generation, but previous research claims this is not always reflected in their consumption behavior. The aim of the study is to gain an increased understanding of how factors such as individual intentions, social influences and the dilemma between individuals and the collective interest affect the purchasing behavior of Generation Z. By examining the factors the study aims to contribute to and increase understanding of why Generation Z's attitude to sustainable consumption is not always reflected in their purchasing behavior. We examine this using the Theory of Planned Behavior, the social dilemma, and purchasing behavior. We worked with a convenience sample, limiting Generation Z to the ages 2002-1997. This delimitation is based on the conditions of strong purchasing power and personal responsibility for consumption that the older members of the generation possess. A qualitative method was used in the study, and data were collected through semi-structured interviews. From the 18 interviews conducted, transcription and coding created a result that through analysis led to our conclusions. The study's results show that Generation Z has a lack of knowledge about sustainable consumption and experiences significant pressure from marketing to consume more. The results also show that the decisive factor for changing Generation Z's consumption behavior towards sustainability is influence from close ones. The study has contributed to an increased understanding of why Generation Z's environmental awareness is not always reflected in their consumption behavior and what is required for them to focus on sustainability and the environment in their consumption.

Title: The role of marketing in the pursuit of sustainable consumption Level: Student thesis, final assignment for Bachelor Degree in Business Administration Authors: Emelie Johansson, Elin Lundin Supervisor: Zahra Ahmadi and Akmal Hyder Examiner: Agneta Sundström Date: 2020 – 06 Aim: The aim of the study is to examine the extent to which sustainable consumption is perceived and how sustainable marketing influences consumers' purchasing behavior and awareness.   Method: In this study, we have used a quantitative method consisting of a survey. The survey was answered by a total of 223 respondents in order to test the study's hypotheses and purpose. Hypothesis testing was performed by descriptive analysis and correlation analysis using the SPSS program. The results obtained are reported in tables and analyzed in comparison with previous theory. Conclusion: The study has shown that consumers have a high level of awareness of sustainable consumption. However, sustainable consumption is not complied with to the same extent as the consumer is conscious, which is influenced by factors of price and habit. Studies have also shown that sustainable marketing has an effect on the consumer's buying behavior and awareness and that consumers demand more communication about this from the grocery stores. Contribution: The study has contributed to the supplementation of already existing research in sustainable consumption and sustainable marketing. We have been able to demonstrate a link between sustainable marketing and consumer sustainable consumption. The study's main benefits are showing how grocery stores can increase their understanding of their consumers and what sustainability issues motivates them in their efforts to promote sustainable consumption. Keywords: Sustainable marketing, sustainable consumption, environmental awareness, purchasing behavior, purchasing decisions, overconsumption, climate change, grocery stores, groceries. / Titel: Marknadsföringens roll i strävan mot hållbar konsumtion Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi   Författare: Emelie Johansson, Elin Lundin Handledare: Zahra Ahmadi och Akmal Hyder Examinator:  Agneta Sundström Datum: 2020 – 06 Syfte: Syftet med studien är att undersöka i vilken utsträckning hållbar konsumtion uppfattas samt hur hållbar marknadsföring påverkar konsumenters köpbeteende och medvetenhet. Metod: I denna studie har vi använt en kvantitativ metod bestående av en enkätundersökning. Enkätundersökningen besvarades av totalt 223 respondenter i syfte att testa studiens hypoteser och syfte. Hypotesprövning utfördes genom deskriptiv analys och korrelationsanalys med hjälp av programmet SPSS. Resultaten som utvanns redovisas i tabeller och analyseras i jämförelse med tidigare teori.   Slutsats: Studien har visat att konsumenter har en hög grad av medvetenhet om hållbar konsumtion. Däremot efterlevs inte hållbar konsumtion i samma utsträckning som konsumenten är medveten, vilket påverkas av faktorer såsom pris och vana. Studien har även visat att hållbar marknadsföring har effekt på konsumentens köpbeteende och medvetenhet och att konsumenterna efterfrågar mer kommunikation om detta från livsmedelsbutikerna.    Uppsatsens bidrag: Studien har bidragit till komplettering av redan befintlig forskning inom hållbar konsumtion och hållbar marknadsföring. Genom att vi kunnat påvisa ett samband mellan hållbar marknadsföring och konsumenternas hållbara konsumtion. Studien ger främst nytta till livsmedelsbutiker för att öka förståelsen för dess konsumenter och vad som motiverar dem i arbetet med att främja hållbar konsumtion. Nyckelord: Hållbar marknadsföring, hållbar konsumtion, miljömedvetenhet, köpbeteende, köpbeslut, överkonsumtion, klimatförändring, livsmedelsbutiker, dagligvaror.

Vi lever idag i en värld där människor överkonsumerar jordens resurser. Människor uppmanastill att bli mer medvetna om sin energiförbrukning, och EU finansierar arbete för mer hållbardesign, men mer arbete krävs. Provokativ design är ett växande område som visat sig både kunna öka användaresengagemang och medvetenhet, och motivera till reflektion. Även inom digital design har ettintresse för provokativ design vuxit sig större. Det finns potential i att kombinera provokativdesign och digital design för att medvetandegöra användare om deras energiförbrukning, och hjälpa dem att reflektera över denne. Denna studie har undersökt hur provokativ design kan implementeras i en digital artefakt föratt belysa överkonsumtion. Genom att studera respondenternas reaktioner såg vi att det ärmöjligt att, med en förståelse för provokativ design, kontexten och målgruppen, skapa endigital provokativ design som kan belysa problemet för användare och få dem att reflektera.Vi såg en stark koppling till kontexten sociala sammanhang och erbjuder därför även förslagtill framtida forskning. / Today, we live in a world where overconsumption has drained the Earth's resources. Peopleare being urged to become more aware of their energy consumption, and the EU is fundingwork for more sustainable design, but more work is needed. Provocative design is a growing area that has been shown to both increase users' commitmentand awareness and motivate reflection. There’s also an interest for implementing provocativedesign in digital design that has grown larger. We see potential in combining provocativedesign and digital design to make users more aware about their energy consumption and helpthem reflect over it. This study has examined how provocative design can be implemented in a digital design tohighlight overconsumption. By studying the respondents' reactions, we saw that it is possible,with an understanding of provocative design, the context and the target group, to create adigital provocative design that can illuminate the problem for users and make them reflect.We saw a strong connection to the social contexts and therefore also offer suggestions forfuture research.

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