Background: Even though the health benefits of regular exercises are common knowledge, a concerning trend of obesity due to a lack of physical activity in the population exists. As Digital Technology is largely adapted among consumers, the question is if and how it can be used as a tool to close the intention behavior gap concerning physical activity. Purpose: The purpose of this thesis is to understand the intentions behind executing PA and to explore the role of digital technologies within PA. As a result, the aim of this research is to find potential opportunities to bridge the IB-Gap offered by DT and to suggest options for app developers and digital companies to improve their products to better meet customers' needs for utilizing them as tools to bridge the IB-Gap. Method: To understand and explore the intentions behind and ways how people are using Digital Technologies within physical activity a qualitative study was conducted. This included a two-week diary study capturing the intentions and behaviors, and in-depth interviews describing the usage of Digital Technology in more details. Conclusion: The results indicate that Digital Technology can support people in closing the Intention Behavior gap when it comes to Physical Activity. The study further showed that people use Digital Technology in different ways depending on factors such as motivation or proficiency towards Physical Activity. Therefore, Digital Technology should be tailored to the individuals needs to best support their efforts.

Background: With increased scrutiny of celebrities by the Chinese government, more and more celebrities are being exposed to being caught in various scandals. This leads to the challenge of how companies respond to such celebrity endorsements followed by scandals to incorporate the intentions of independent, socially conscious China’s Generation-Y. Therefore, companies need to understand the factors that influence abandonment intentions and thus take more action on preventive celebrity endorsement management. Purpose: This dissertation aims to examine China’s Generation-Y's intention to abandon brands following a celebrity endorsement followed by a scandal. A theory of planned behavior incorporating tax evasion scandals forms the theoretical basis for examining which factors most impact abandonment intention. Method: To achieve the purpose of this thesis, the researcher conducted a quantitative study through an interpretive research method with a sample of 246 Chinese respondents. In addition to demographic questions and two modules on celebrity endorsement and scandal context, the questionnaire consisted of eight modules derived from the Theory of Planned Behavior (TPB). The researcher used descriptive statistics, Pearson correlation analysis, and multiple regressions to analyze the data to investigate the relationship between the variables better and determine if the hypotheses set by the study were supported. Finally, demographic factors were combined to explore the intrinsic link with the variables further. Conclusion: This research provides evidence that the factors influencing the intention of China’s Generation-Y to use a brand change after a scandal concerning a celebrity who had endorsed the brand in question. The main finding concerns the increased importance of subjective norms and the decreased comparative importance of attitude towards intention to use/abandon said brand after the scandal. However, in contrast with previous studies, the results of this study showed no significant influence of perceived behavioral control before or after the scandal. Furthermore, the researchers found that while before a scandal there was a significant difference in the influence of subjective norms between men and women, that difference disappeared after a scandal. Those results allowed the researchers to draw conclusions, make managerial implications, and suggest further possible research opportunities.

Change is a prominent feature of the organizational life. Nowadays companies rely on implementing large-scale Information Technology (IT) systems in order to enhance their organizational performance. Such technochanges, similarly to planned organizational changes, unfold in stages and have an impact on the organizational members. They, however, are not immune to failures. In this respect, the process of communication has been recognized as a critical success factor and an integrative part of every change initiative. Therefore, this study has investigated the communication practices during technochange, how employees perceive them and eventually, how the communication can be enhanced in order to assure the employees’ engagement. This has been done by conducting a case study at an office of a company in Stockholm, Sweden. The study was carried out through a combination of qualitative data collection methods. The data was analyzed with a help of a theoretical framework and sorted in themes that emerged from the collected empirics. The findings indicate the process of communication has been considered and acknowledged by the case organization. The use of several communication channels for disseminating of  hange information and collecting employees’ input have formed the employees’ perception of the change and communication processes. Specifically, intranet and meetings accommodate the applied one-way communication channels, while workshops and trainings represent the applied more participative communication methods. Furthermore, the study illustrates that the non-implementers are not a homogenous group and different stakeholders perceive the  hange in different ways that in turn creates different communication needs. Those findings lead to identification of improvement areas and practical suggestions for implementers and managers. From a theory perspective, this thesis makes an attempt to gain deeper understanding of specific communication approaches and their effect on employees in the context of technochange.

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Background: In our world of growing consumption and waste generation, shopping at packaging-free stores can be a step towards sustainable consumption and minimizing our environmental impact. Purpose: The aim of this paper is to evaluate the main predictors of Hungarian consumers’ intention to shop at packaging-free stores using a TBP approach. Method: A quantitative, descriptive study was conducted, during which primary data were collected through an online survey with 208 responses and analysed using descriptive statistics, correlation analysis and multiple regression. Conclusion: The empirical findings suggest that Attitude and Perceived Behavioural Control are strong predictors of purchase intention in the context of shopping at packaging-free stores.

ABSTRACT  Date: 2022-06-01 Level: Master thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalen University  Authors:   Nor Reda  Rubar Onursal Title: Consumers’ involvement of online luxury purchases Supervisor: Stylianos Papaioannou  Keywords: Online luxury, Consumer behavior, Theory of planned behavior, Different generational cohorts. Research questions: What factors influence consumers’ involvement of luxury purchases online?  Purpose: The purpose of this study is to examine the identified gap in regards to online purchases of luxury goods in the context of cars and how it in turn may influence consumers’ involvement. Contrasting factors are linked to the Theory of planned behavior. Method: This study is of a quantitative nature by conducting a web based questionnaire. A deductive approach was undertaken to test the relationship between the three independent variables together in relation to the dependent variable purchase intention of the TPB. The main analysis for this study is a multiple linear regression supported by an exploratory factor analysis as wel as a correlation analysis. Conclusion: The results of this study reveal that the main influence of consumers’ involvement of luxury purchases online is attitude. Other factors such as subjective norm and perceived behavioral control did have a significant influence, henceforth not to the same extent as attitude.

The study aimed to explore the determinant factors that influence consumers’ sustainable consumption, or more specifically consumers living in Scandinavia. The study seeked to understand what influences Scandinavian people to purchase a sustainable product based on the Theory of Planned Behavior (TPB) including the attitude, subjective norms, and perceived behavioral control. To conduct a better approach, a case company was involved in the working process, with the help of which, the focus became more specific into fabric and clean care appliances such as dish machines, washing machines and dryers. To provide an exhaustive answer to the research questions, three hypotheses were conducted which were built based on the TPB model.  The study used a quantitative approach where an online survey was made. The survey was shared with people living in the Scandinavian countries Sweden, Norway, Finland, and Denmark, where 291 answers were collected. To analyze all the answers, SPSS statistics was used where each country was individually analyzed.  The results showed that an individual’s attitude and perceived behavioral control have a significant influence on the behavioural intention to perform sustainable consumption in Sweden, Norway, Finland, and Denmark while the subjective norm does not affect the sustainable consumption in Sweden, Norway, and Denmark. Finland was the only country that had an accepted hypothesis on the subjective norm which means that finish people get influenced by the subjective norms.

Purpose: This study aims to inform readers whether greenwashing in the Chinese electrical appliance market impacts consumers' green purchase intention. Methods: This study uses theory of planned behaviour as the theoretical basis to construct a structural equation model. An online questionnaire survey was conducted on 521 participants. Results: Our analysis shows that greenwashing has indirectly positively correlated with green purchase intention; green attitude and green perceived value play an intermediary role between greenwashing and green purchase intention. Conclusion: This study concluded that in the Chinese electrical appliance market, greenwashing has positively affected green attitudes and green perceived value, then green attitudes and green perceived value positively affected green purchase intention, and green attitudes positively affected green perceived value. Structure: In this study, after the introduction, the model and related proprietary definitions involved in the research are explained, and hypotheses are proposed. Next are the research methods and research results, and then the discussion of the research results. Finally, the possible directions of future research are discussed.

What are the factors that make non buyers hesitant to buy groceries online? The purpose of this study is to examine why non buyers hesitate to buy groceries online. Different factors are linked to two theoretical frameworks, namely Theory of planned behavior (TPB) and Technology acceptance model (TAM). This study is of a quantitative nature, by conducting a web-based questionnaire. The study applies a deductive approach in order to test the relationship between the dependent and independent variables of TPB and TAM in the context of non buyers of online grocery in Sweden. The main analysis for this study is a simple linear regression analysis. The results of this study show that the main predictor of non buyers’ hesitation to buy groceries online are the factors of perceived behavioral control. Other factors that had a significant effect on intention were the ones regarding attitude, external variables and perceived ease of use. While factors of subjective norm and perceived usefulness had no influence on non buyers’ intention.

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