This study investigates the changeability of transport-related attitudes and mode choice of early adolescents. Data on attitudes and travel behavior were collected in Austria and Germany in two consecutive survey waves with an interval of one year. The approach is based on a before-after control group experiment with an intervention promoting active travel modes. Based on the Theory of Planned Behavior we used structural equation modeling analyzing effects of the intervention; the potential for behavioral changes was modelled as moderator variable between intention and behavior. Findings suggest that the intervention was effective in changing attitudes, perceived behavioral control (PBC) and intentions to use non-motorized travel modes more, and car less. Difference models show that changes of attitude, subjective norm, and PBC accounted for 29% (car passenger) to 92% (walking) of the variance in changes in intention. The changes in intentions are however weak predictors of changes in reported behavior.

<p>This dissertation aimed at examining the predictors of HPV vaccination intentions of college students in a Kenyan university and those in a Midwest university in the United States of America (USA). Using the theory of planned behavior (TPB), the dissertation investigated the most salient factors that predict the vaccination intentions of college male and female students in Kenya and the USA. A mixed method approach was utilized to collect data from the participants. Specifically, interviews with 43 students (22 from Kenya and 21 from USA) were used to collect the qualitative data from the students. The quantitative data were collected using closed-ended surveys with 512 Kenyan students at a large university in Uasin Gishu County and 522 students at the Midwestern university, USA. The qualitative findings revealed that identification had a major influence on how students sought health, ate, and related with their peers. In particular, identification through religiosity influenced the students’ attitudes toward sex and perception of oneself. Thus, many respondents reported viewing their bodies as the temple of God and sex as an activity for married couples. Thus, when they engaged in premarital sex, they often felt disconnected with God and they resulted to seeking forgiveness, minimizing their actions, and normalizing their actions.</p><p>Overall, the quantitative results suggested that college students in Kenya and the USA converged in certain health trends but differed in several others. For example, the Kenyan participants depicted a low understanding of HPV and HPV vaccine compared to the participants at the Midwestern university. The country of the participant also moderated the relationships between subjective norms and intentions, sex attitudes, vaccine attitudes, and intention to get vaccinated. The participants from the USA, for example, reported a stronger relationship between subjective norms and the intention to be vaccinated compared to the participants from Kenya. The results of this study also showed that the gender of the participant had an influence on the attitudes of students toward sex, with male participants having more favorable attitudes toward sex compared to female participants. Overall, subjective norms and cancer worry were the only common vaccine predictors among both female and male participants from Kenya and the USA. Surprisingly, although religiosity was correlated with other variables under consideration, it did not emerge as a direct predictor of the intention to get vaccinated. This might suggest it as a probable indirect predictor.</p><p>Being a comparative study of students in two countries, this dissertation offers unique insights that can inform theory, research, practice, and policy development. Specifically, the results point to the need for health practitioners designing health campaigns to consider the unique differences that exist among male and female students in Kenya and the USA. Some of the weaknesses of the study include use of self-report measures, which are limited to the memory of participants. This study suggests that researchers continue to explore the role of religiosity in influencing health-seeking behaviors among college students.</p>

This study employs the Theory of Planned Behavior (TPB) to understand the role of attitudes, subjective norms, and perceived behavioral control on students’ intent to orally cite sources using complete, rather than partial, citations. Undergraduates (N = 326) enrolled in general education oral communication courses completed a self-report survey testing the TPB variables and students’ citation intentions. Findings demonstrate that subjective norms and perceived behavioral control predict student intention to cite sources and do so completely. Tensions between credibility gains and time constraints are also evident. Implications for teaching students in basic courses about oral citations are discussed.

This study is an introduction of the learning of key aspects affecting Swedish people’s acceptance of edible insects, in Växjö and Gothenburg. The study aims to assess the attitudes of people towards edible insects. Public general knowledge about edible insects as well as their perception about benefits that comes with insects is explored. This study tries to contribute to the introduction of edible insects and to get a deeper understanding of how you can influence people’s attitude toward insects. To understand the Swedish acceptance of edible insects this study makes use of the Theory of Planned Behaviour, which is a theory that tries to predict behaviour based on attitude, social pressure, and perceived control over the action. By studying these three categories and the addition if it is morally right or wrong to consume insects, the paper tries to identify what influences the perception to improve it long-term. To get an in-depth understanding of the categories affecting behaviour and perception, this study will make use of semi-instructed interviews. The study will establish three criteria for sampling, gender, age, and education and aims to collect adequate information by using snowball sampling.

The world has been challenged by the COVID-19 pandemic since 2020. The pandemic affected all businesses, and the banking sector was no exception. Within this context, efficient change management (CM) is crucial to keep up with the changing business environment. Previous research has extensively covered the planned and emergent approaches to CM. However, the authors found that the perspective of complex organisations and their effect on change was missing. The purpose of the study was to develop a deeper understanding of how the internal processes were challenged during the COVID-19 pandemic, following a Scandinavian bank in their change to open a sister department in Vilnius. To study this, the authors conducted 12 semi-structured interviews with employees of Bank XYZ, from Vilnius and Stockholm. Kotter’s 8-step model and the complexity theory were combined and used as the conceptual framework.  The conclusion shows that the pandemic challenged three different aspects, communication, motivation, and new ways of working. These aspects challenged the traditional view of CM, which is viewed as static. The nonlinearity of CM processes is more present in disruptive changes such as the COVID-19 pandemic.

Background: Increased awareness of the climate crisis leads to sustainability becoming moreimportant to many people as the actions made today will have a large impact on futuregenerations. Generation Z is soon to be the largest consumer group globally, where most peopleare interested in implementing sustainable lifestyles. Gen Z will soon hold a powerful positionas fashion consumers and has the ability to drive positive changes for societies globally. Purpose: The purpose of this research is to study consumer attitudes and behaviour towardspurchasing sustainable fashion products on the Swedish market. The group aimed to be studiedincludes people over the age of 18 in Sweden that belong to generational cohort Z. Method: The method used for this research is exploratory, taking on an inductive approachand collecting qualitative data through 10 semi-structured interviews with people between theages of 18-27 in Sweden. The findings from the data emerged from thematic analysis. Conclusion: The results show that there is a genuine concern for the climate and the future ofthe planet among the cohort, which also has an impact on the attitude. Despite the positiveattitude towards purchasing sustainable fashion products, there is an existing gap between thepositive attitude and consumer behaviour. The accumulated value from factors such as price,style, and availability is often higher than the sole value of an item’s sustainability factor.

The Covid-19 crisis disrupted consumer behaviour in many ways and created financial challenges for the majority of people. This led to increased levels of financial anxiety, especially among young adults. The purpose of this study was to explain the influence of Covid-19 induced financial anxiety on the saving intentions of millennials. This study was based on the Theory of PlannedBehaviour, which we extended with an additional variable – financial anxiety. Additionally, the aim was to compare how this financial anxiety manifests in terms of saving intention in two different countries, Sweden and Serbia. A quantitative study was conducted, using an online survey. Data collection was carried out between April and May 2021. The non-probabilistic, snowball sampling method was utilized together with posting the survey on different Facebook groups, which resulted in 150 usable responses in Serbia and 131 in Sweden. The findings of this study suggest that financial anxiety negatively influences saving intentions in both countries. Moreover, financial anxiety had a negative impact on three out of four components (attitude to saving, perceived behavioural control to saving, personal saving intention) of the Theory of planned Behavior. Attitude towards saving is found to be the strongest predictor for the intention to save followed by perceived behavioural control. Subjective norms had the least predictive power, especially in Serbia where they failed to predict personal saving intention.

With growing concern around the fashion industry’s socio-environmental impact, the industry has come under intense scrutiny by researchers as well as stakeholders. Research on the industry’s negative impact has focused largely on large, international enterprises, failing to recognize the role of small and medium enterprises. This thesis explores drivers and barriers to the commitment to sustainability initiatives among small and medium-sized enterprises (SMEs) in the Swedish fashion industry. To achieve the aim of the study, semi-structured interviews with SME owner-managers from 11 Swedish small fashion brands were conducted. The data was analyzed using an extended theory of planned behaviour framework.  The study findings identified the influence of customer expectations and market opportunities as drivers while highlighting the role of pro-sustainability ethical values as the most prevalent driver to commitment to sustainability initiatives. Important barriers included lack of resources, supply chain challenges and the challenges of overcoming the dominance of fast fashion consumer behaviours. Despite these barriers, the importance of pro-sustainability ethics was underscored in its potential to overcome many of these barriers.

Sustainability, and especially sustainable consumption, has become more important throughout the years in line with the challenges of climate change. A large majority of Swedish consumers have a positive attitude towards sustainable consumption. However, their actions do not speak louder than words. Many have the intention of buying sustainable products, but fewer actually buy sustainable products causing an attitude behaviour gap. This study aims to investigate the relation between green marketing and consumer decision making. Diving deeper into the grocery sector as well as the clothing sector the study examines the differences regarding the matter of green marketing and consumer decision-making.  With a theoretical starting point in the Theory of Planned Behaviour as well as green marketing, this quantitative study shows that green marketing has an effect on a consumer’s perceived behavioural control which in turn has an effect on the intention. However, the study also states that there is a gap between the intention of buying sustainable products, influenced by attitude, subjective norm and perceived behavioural control, and the actual behaviour to buy sustainably. The study finds a moderately strong correlation between perceived behavioural control and green marketing. Further on, the study also notices a difference between the two sectors, where consumers are reached as well as affected by green marketing to a higher extent within the grocery sector than in the clothing sector.

The sharing economy, which has been receiving significant attention from research due to its unprecedented growth in the recent past, is being seen as a potential driving force to transform and rethink society’s unsustainable approach to consumption. Especially, the concept of food sharing as part of the sharing economy is being considered as essential for a more sustainable world and thus aims at counteracting the unsustainable consumption behaviour of individuals. Even though the importance of food sharing concepts for society is undisputed, academia lags extensive research of this domain from a consumer perspective.  The aim of this study is to investigate the behavioural intention of consumers to engage and use digital, for profit food sharing platforms in a business to consumer setting to obtain an in-depth understanding of the key determinants by extending the Theory of Planned Behaviour. Additionally, a cross-cultural comparison has been undertaken to acknowledge the international importance of this field.  For the purpose of data collection, an online survey has been conducted. This yielded 4353 responses of which 2995 have been taken into account for the data analysis procedures in SPSS and SmartPLS. The software SmartPLS has been utilized to perform a partial least square structural equation modelling (PLS-SEM) assessing the measurement as well as structural model including the testing of the proposed hypotheses. Additionally, a multigroup analysis has been performed to investigate behavioural differences between cultures.  The empirical findings show that perceived usefulness and attitude are the strongest predictors of the behavioural intention followed by perceived behavioural control, economic benefit as well as subjective norm. Moreover, the attitude of consumers is strongly driven by sustainable considerations and the perceived trust of consumers towards digital food sharing platforms. Lastly, no statistically significant moderating effect could be identified with regards to culture.