Trots en positiv inställning gentemot ekologiska livsmedel och en oro över vår planet, saknas det en prioriterad konsumtion av dessa varor. En del av miljöpåverkan är livsmedelsindustrin och de matval som konsumenter gör. Med en värdering om att göra ekologiskt hållbara val så är det påvisat att endast en ungefärlig tredje del konsumenter är beredda att ta sina värderingartill handling. Samtidigt visar det sig att konsumenters kunskap och medvetenhet om ekologiska livsmedel är för låg på grund av brist på engagemang till informationssökning. Generationen millennials har påvisats vara de maximalt miljömedvetna men trots detta uppträder de inte tillräckligt miljöansvarigt genom att de inte tar sina ekologiska värderingar till ekologiskhandling. För att få en förståelse för denna problematik undersöker denna studie skillnaderna i konsumentbeteenden mellan värdering och handling för millennials på ekologiska livsmedel. Studie gjordes genom en fallstudiedesign med en kvalitativ forskningsmetod. Undersökningen genomfördes genom två stycken fokusgruppsintervjuer bestående av totalt elva deltagare. Alladeltagare var inkluderade i generationen millennials. Med hjälp av teorin har studien omarbetat en teoretisk analysmodell som ligger till grund för empirin och analysen. Modellen kan även komma att replikeras för framtida forskning. Studien påvisar gällande skillnader mellan värdering och handling till konsumtionen av ekologiska livsmedel, att det finns en skillnad där millennials inte alltid handlar efter sinavärderingar. Konsumenter är kritiska till ekologiska livsmedel då det finns en brist i kommunikationen från företagen gällande kraven på dessa varor. Detta gör att konsumenter prioriterar varor som är närodlade, med lågt pris och kort datum istället för ekologiskt trotsvetskapen om bristen på information. Studien påvisar att millennials köpbeslut baseras på lojalitet och vanor men att det även påverkas av faktorerna i analysmodellen. Dessa faktorer består främst av uppväxt, ekonomiska förutsättningar, umgänge, självbild och sociala medier. / Despite a positive attitude towards ecological products and a concern over the state of our planet, there is a lack of priority consumption of these products. Part of the environmental impact is the food industry and the food choices consumers make. With a valuation of making ecologically sustainable choices, it has been shown that only an approximate third of consumers are prepared to take their values into action. At the same time, it turns out that consumers knowledge and awareness of ecological products is too low because of a lack of commitment to information research. The generation of millennials has been shown to be the most environmentally conscious, but despite this they do not behave sufficiently environmentally responsible because they do not take their ecological values into ecologic action. To gain an understanding of this problem, this study investigates the differences in consumer behavior between valuation and action for millennials on ecological foods. The study was done through a case study design with a qualitative research method. It was conducted through two focus group interviews consisting of a total of eleven participants. All participants were included by the generation of millennials. With the help of the theory, the study has reworked theoretical analysis model that forms the basis of the empiricism and analysis. The model may also be replicated for future research. The study shows current differences between valuation and action for the consumption of ecologic foods, that there is a difference where millennials do not always act according to their values. Consumers are critical of ecological products as there is a lack of communication from the companies regarding the requirements for these goods. This means that consumers prioritize goods that are locally grown, with low prices and short dates instead of organic, despite the knowledge of the lack of information. The study shows that millennial purchasing decisions are based on loyalty and habits, but that it is also influenced by the factors in the analysis model. These factors mainly consist of growing up, economic conditions, socializing, self-image and social media. Further on the study will be written in Swedish.

Den här kvalitativa studien undersöker hur marknadsföring på TikTok påverkar konsumenters köpbeslutsprocess och köpbeslut – med särskilt fokus på konsumtion av mode och kläder. Vidare vill den här studien klargöra för de faktorer som driver konsumenter att bryta sina uttalade värderingar och intentioner under köpbeslutsprocessen i förhållande till hållbarhetsaspekterna. En särskild uppmärksamhet kommer att riktas mot det gröna gapet, det vill säga den diskrepans som finns mellan konsumenters uttalade värderingar och intentioner kring hållbarhet och deras faktiska köpbeslut. Teorier om plattformslogik och kognitiv dissonans kommer således att användas för att belysa det här fenomenet. På så sätt syftar den här studien till att öka medvetenheten om konsumenters uppfattningar om de sociala, ekonomiska och ekologiska hållbarhetsaspekterna och huruvida de tas i beaktning vid konsumtion av mode och kläder samt om TikToks plattformslogik. De frågeställningar som studien kommer att besvara är Hur påverkar marknadsföring på plattformen TikTok konsumenters köpbeslut inom konsumtion av mode och kläder? och Vad driver konsumenter att gå emot deras uttalade värderingar och intentioner trots att det finns en ökad medvetenhet kring hållbarhetsaspekterna? För att uppnå syftet och besvara frågeställningarna har studien använt sig av både en abduktiv och en kvalitativ ansats. Empirin som den här studien vilar på har vidare samlats in genom en kvalitativ datainsamling av relevant material och genom åtta semistrukturerade intervjuer med aktiva TikTok användare som konsumerar mode och kläder. För att öka intervjuernas validitet har vidare fältanteckningar tagits under intervjuerna.Utifrån studiens resultat har det framkommit att TikTok som sociala medieplattform har en betydande roll när det gäller konsumtion av mode och kläder. Däremot har det ur intervjuerna framgått att plattformen inte påverkar konsumenter till den grad att det har lett till ett faktiskt köpbeslut. Vidare har det framgått att det gröna gapet går att identifiera i samband med hållbar konsumtion och konsumentbeteende. Kognitiv dissonans var en återkommande faktor när det gällde bortförklaringar och rationaliserande av olika tidigare köpbeslut av mode och kläder samtidigt som en rad andra faktorer kunde identifieras.

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In recent years, sustainability has become more important for fast fashion companies to embrace. Partly because of climate change and partly because consumers’ demands are higher. To make a real difference, fast fashion companies need to communicate sustainability clearly, and consumers need to be receptive to this type of communication. Thereby, both fast fashion companies and consumers have responsibilities towards the environment. However, previous research shows that consumers lack comprehension of sustainability communication within the fast fashion industry. This leads to consumption of non-sustainable clothing items over sustainable clothing items. Based on the aforementioned, three main concepts were identified as pertinent to build upon, encompassing subconcepts. The main concepts are sustainability communication, consumer comprehension and purchasing decisions. The subconcepts are says what, to whom, motivation and engagement, word recognition, language comprehension, knowledge, intentions and action.  As previous research is scattered, this research is conducted to give a gathered understanding. The purpose of this research was to examine consumer comprehension of sustainability communication within the Swedish fast fashion industry. Additionally, considerable emphasis lay on purchasing decisions. To successfully do this, the primary data was collected through a pilot study and focus groups. More specifically, there were four focus groups with six participants in each.  The empirical findings, together with the literature review, concluded that consumers recognise environmental labels and designations but do not know what they stand for. Further, sustainability communication is placed in a positive category, despite lack of comprehension. The level of motivation and engagement is low, due to suspicions of greenwashing, among other things. Language comprehension was found to have no major impact on consumer comprehension of sustainability communication. Some felt that the communication should be concise and others felt that it should provide a broader perspective. Moreover, consumers notice the sustainability communication, however, they do not seek nor respond to it. These conclusions intend to create value for fast fashion companies.

In recent years, omnichannel strategies have increased, which has changed consumer purchasing decisions process. With this, the purchase decision has changed the way consumers approach to make purchase decisions, which leads to the purchase process being reshaped. The approach has become more complex with other aspects to consider in current consumer purchasing decisions. Therefore, the purpose of this thesis has been to investigate how omnichannel strategies, which integrate online and offline shopping platforms, shape consumers' purchase decisions in Sweden's fast fashion industry for generation Z. The empirical results were obtained using a qualitative case study of 25 participants from Sweden through semi-structured interviews. The findings were then analysed and discussed with the presented literature to identify how consumers' purchase decisions in Sweden's fast fashion industry for generation Z have been shaped by omnichannel strategies, integrating online and offline shopping platforms. The conclusion of this thesis shows that it is complex to assume how omnichannel strategies, integrated by online and offline shopping platforms, shape generation Z purchase decisions in Sweden's fast fashion industry because the impact of these strategies is unique to each individual's shopping journey. This means that every purchase decision is personally individual and varies depending on the consumer's unique approach to purchasing in the complex and interconnected world of integrated omnichannel strategies, where the online and offline channels are seamlessly connected to provide a unified shopping experience.

Cette recherche contribue à la compréhension du comportement d'achat de la famille française d’origine maghrébine. Elle étudie l’influence des paramètres socioculturels dans la prise de décision d’achat familiale. Notre hypothèse principale de travail repose sur l'existence d'une relation entre les pratiques culturelles, cultuelles et la prise de décision d’achat de ce type de famille. Pour explorer cette relation, des variables endogènes et exogènes qui jouent un rôle ont été isolé, dans la probabilité du choix d’un bien précis. Pour cela nous avons mené une étude de terrain sur un échantillon de 120 couples. L’analyse des résultats nous a permet de répondre aux principales interrogations et d’instaurer un modèle décisionnel. / This research contributes to understanding the purchasing behavior of the French family of North African origin. She studies the influence of socio-cultural parameters in the decision to purchase family. Our main working hypothesis is based on the existence of a relationship between cultural, religious practices and the decision to purchase that type of family. To explore the relationship of endogenous and exogenous variables that play a role have been isolated in the probability of choosing a specific property. To do this we conducted a field study on a sample of 120 couples. The analysis of results allows us to answer the main question and create a decision model.

Made available in DSpace on 2016-12-01T19:18:48Z (GMT). No. of bitstreams: 1 pretextuais.pdf: 263669 bytes, checksum: 070da8fd3cd81fa50a72646b62507af6 (MD5) Previous issue date: 2009-10-20 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Women in love with shoes live in their own universe, very particular, and by their dedication had moved, in 2008, $ 26.3 billion. Regardless of the economic crisis, Brazilian companies expect to increase by 20% in sales in 2009. In order to evaluate the applicability of GENDERTRENDS Model to identify the factors that influence women's decisions to purchase shoes, this research was divided into two stages. In the survey interviewed 488 women over 18 years, selected a simple random sampling, the qualitative stage, 30 women, with more than 60 pairs of shoes have been selected with non-probability sampling for trial, for in-depth interviews. Data were weighted using the SPHINX software and the content analysis. Love for shoes, need, search for a sense of security, power, femininity, with the group and fashionable activate the movement by women shopping. Family, mother, boyfriend, husband and friends influence the time to think about the "ideal brand" as well as their belongings, clothes and other accessories that are already part of your reality, and fashion. Women seek more than the tangible attributes, want feelings of wholeness, fulfillment and happiness. Magazines, billboards and television are the most effective means of communicating with the female audience, who confesses love windows and indications of friends. After buying women feel relieved and happy, eager to parade with the new acquisition, wanting recognition of their good taste. However, if they find some discomfort associated with the purchased product, tend to feel sorrow, remorse and repentance. They are loyal and tend to repeat local purchase if they are certain to find what they seek will be well served, the environment will be and is cute and could negotiate freely the conditions of payment. The shoe is perfect, therefore, a mix of attributes. Want and comfort, durability and pay a fair price - on average £ 214 - the desire to feel respected and beautiful (!). Have to have attractive design and superior quality, high class finishing seams, soles and buckles. Preferably, it should be leather and durable material. Among rocks, holes, rain, mud, and a tripped possible, he must resist and get brand new, as if nothing had happened. The preferred models are the sandals, scarpins, sneakers, boots and sneakers. Among the heels favored by women is the type or Flat rasteirinha, followed by a tie preferably between jumps Anabela, 8 cm and 6 cm. The preferred location to do the shopping is the Shopping Center, which offers convenience, variety, price, a safe and pleasant environment. After interviewing 518 women, it was possible to suggest which passes through the female consumer in the "Quest for the Perfect Shoe." An evaluation of the model of buying behavior of women proposed by Barletta (2003), several points in this study received support, and some had apparent limitation, as attention to the after-sales service and price / Mulheres apaixonadas por sapatos vivem em universo próprio, muito particular, e por sua dedicação movimentaram, em 2008, R$ 26,3 bilhões. Independentemente da crise econômica, empresas brasileiras esperam aumentar em até 20% o faturamento no mercado interno no ano de 2009. Com o objetivo de avaliar a aplicabilidade do Modelo GENDERTRENDS para identificação dos fatores que influenciam as mulheres nas decisões de compra de calçados, esta pesquisa dividiu-se em duas etapas. Na survey entrevistou 488 mulheres acima de 18 anos, selecionadas com uma amostragem probabilística simples; na etapa qualitativa, 30 mulheres, com mais de 60 pares de calçados, foram selecionadas com amostragem não probabilística por julgamento, para as entrevistas em profundidade. Os dados foram ponderados com a utilização do software SPHINX e, pela análise de conteúdo. Amor por sapatos, necessidade, busca de sensações de segurança, poder, feminilidade, aceitação pelo grupo e estar na moda ativam o movimento de compra pelas mulheres. Familiares, mãe, namorado, marido e amigas influenciam no momento de pensar na marca ideal , bem como seus pertences, roupas e outros acessórios que já fazem parte da sua realidade, e a moda. Mulheres buscam mais do que atributos tangíveis, desejam sensações de realização e felicidade. Revistas, outdoors e televisão são os meios mais efetivos de se comunicar com o público feminino, que confessa adorar vitrines e indicações de amigas. Depois de comprar, mulheres sentem-se aliviadas e felizes, ansiosas para desfilar com a nova aquisição, querendo reconhecimento do seu bom gosto. Entretanto, se descobrirem algum desconforto associado ao produto adquirido, tendem a sentir tristeza, remorso e arrependimento. São leais e costumam repetir locais de compra se estiverem certas que encontrarão o que procuram, serão bem atendidas, o ambiente estará e é bonito e poderão negociar livremente as condições de pagamento. O sapato perfeito é, portanto, um mix de atributos. Querem além de conforto, durabilidade e pagar um preço justo em média R$ 214 pelo desejo de sentirem-se respeitadas, e lindas(!). Tem que ter design atraente e qualidade superior, com acabamento refinado nas costuras, solado e fivelas. De preferência, deve ser de couro e com material resistente. Entre pedras, buracos, chuva, barro e uma tropeçada eventual, precisa resistir e sair novo em folha, como se nada tivesse acontecido. Os modelos preferidos são as sandálias, scarpins, tênis, botas e sapatilhas. Entre os saltos preferidos pelas mulheres está o do tipo Flat ou rasteirinha, seguidos pelo empate de preferência entre os saltos Anabela, 8 cm e 6 cm. O local preferido para se fazer as compras é o Shopping Center, que oferece comodidade, variedade, preço, um ambiente seguro e agradável. Após entrevistar 518 mulheres, foi possível sugerir qual caminho percorre a mulher consumidora na Busca pelo Sapato Perfeito . Numa avaliação do modelo de comportamento de compra de mulheres proposto por Barletta (2003), diversos pontos receberam sustentação nesta pesquisa, e alguns apresentaram aparente limitação, como atenção para o pós-venda, preço e atendimento

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.

Denna studie syftar till att undersöka vilka faktorer som påverkar konsumentens köpbeslut inom second-hand mode. Med tanke på hållbarhet och dess aktualitet så är det ett ämne som är intressant att forska vidare på. För att konsumenten ska ställa om till ett mer hållbart konsumtionsbeteende krävs en bred förståelse för vad som påverkar ett köpbeslut. Det finns ofta flera motiv och framförallt upplevda risker bakom second-hand konsumtion. Detta på grund av att begagnade varor utgör en större risk för konsumenten i och med att de tidigare har använts. Med en förhoppning om att kunna upplysa second-hand modeföretag kring hur de kan utveckla mer effektiva strategier, valde vi att undersöka bakomliggande faktorer till ett second-hand köp. Studien har en kvalitativ ansats som bygger på fokusgruppsintervjuer med 12 second-hand mode konsumenter. För att besvara studiens syfte och frågeställningar används Means-End Chain teorin (MEC) som bygger på motivationsfaktorer. Resultatet av studien visar att de största motiven till att handla second-hand mode är hållbarhet, ekonomi, unicitet och att konsumenten får känna att de har ett ansvar. Vi använder oss även av begreppet Perceived Risks med anledningen att vi ville identifiera upplevda risker med second-hand modekonsumtion, det visade sig vara defekta varor samt returer, tillgänglighet och utbud samt struktur och hygien. Vår studie bidrar till ökad förståelse för vilka faktorer som driver second-hand mode konsumenter till köp. / This study aims to investigate the factors that influence the consumer’s purchase decisions in second-hand fashion. Considering sustainability and its current relevance, it is an interesting topic to conduct further research on. In order for consumers to transition to a more sustainable consumption behavior, there needs to be a broad understanding of what influences purchasing decisions. There are often several motives and above all perceived risks behind second-hand consumption, as used goods pose a greater risk to the consumer due to their previous usage. With the hope of being able to inform second-hand companies about how they can develop more effective strategies, we chose to investigate the factors behind a second-hand purchase. The study employs a qualitative approach based on focus group interviews with 12 second-hand consumers. To answer the study's purpose and research questions, the Means-End Chain theory (MEC) is used, which is based on motivational factors. The results of the study show that the primary motives for shopping second-hand are sustainability, economics, uniqueness, and a sense of responsibility. We also utilize the concept of Perceived Risks to identify consumers' perceived risks associated with second-hand consumption, which turned out to be defective goods and returns, availability and selection, and structure and hygiene. Our study contributes to increased understanding of which factors drive second-hand fashion consumers to a purchase.

Cette thèse de doctorat s’inscrit dans le cadre d’analyse du processus d'achat de transport. Plusieurs dispositifs gouvernementaux français ont été introduits pour sensibiliser les entreprises (chargeurs et transporteurs) vis-à-vis des émissions CO2 induites par le transport de marchandises. Le travail réalisé pendant cette thèse se sert de ces dispositifs comme « terrain d’études » pour comprendre quels leviers peuvent être mobilisés pour conduire les chargeurs (entreprises clientes) à mieux prendre en compte les contraintes environnementales. / This doctoral thesis forms part of the transportation purchasing process analysis. Several French government schemes have been introduced to raise companies’ awareness (shippers and carriers) regarding the CO2 emissions inducedby the transport of goods. The work achieved during this thesis uses these schemes as a "field study" to explore the impact of public policies and identifies levers that encourage shippers (client companies) to take the environmental footprint of products being transported into greater account. / Esta tesis doctoral se inscribe en el proceso de compra de transporte de mercancías y productos. El análisis se centra en el caso francés, ya que, durante los últimos años, el gobierno de dicha nación implantó y propulsó varios programas parasensibilizar a las empresas (cargadores y transportistas) con respecto a las emisiones de gases efecto invernadero y otros perjuicios medioambientales derivados del transporte de mercancías. A lo largo de la tesis doctoral, se realizan varios estudios de caso para explorar el impacto de las políticas públicas de contratación sostenible e identificar las medidas que podrían motivar a los cargadores (empresas clientes) a tener más en cuenta la huella medioambiental de los productos transportados.