Background: Customers are becoming increasingly conscious about sustainability, for instance when choosing a fast-fashion brand. Brand loyal customers are in direct relation with the success of a brand and promoting brand information of sustainability efforts on social media platforms could positively influence customers brand loyalty, brand satisfaction, brand trust and brand engagement.  Purpose: The purpose of this study is to examine the relationship between brand information regarding sustainability efforts of fast-fashion brands and brand loyalty, brand satisfaction, brand trust as well as brand engagement. Further, this study examines whether brand trust and brand engagement work as antecedents to brand satisfaction, respectively brand satisfaction to brand loyalty.  Research questions:  How does brand information of sustainability efforts from fast-fashion brands on social media affect brand loyalty? How does brand information of sustainability efforts from fast-fashion brands on social media affect brand satisfaction and its antecedents brand trust and brand engagement? How do brand engagement and brand trust affect brand satisfaction respectively brand loyalty?  Methodology: This research follows a quantitative and deductive research approach. The data was collected through an online survey and the sampling method was a non- probability and a snowball sample. The data collection reached a total of 160 answers which were analyzed through SPSS. Validity and reliability were ensured before testing the hypotheses.  Findings: The findings from this research revealed that there is a positive relationship between brand information regarding sustainability efforts and brand loyalty, brand satisfaction, brand trust, and brand engagement. Further, the results indicated that the hypothesized antecedents brand trust and brand engagement were also accepted.  Implications: This study contributes with its results to today’s increased interest in sustainability, and it delivers significant insights which could be used by fast- fashion brands strategic decisions regarding the content of social media channels. Further, it adds valuable information to current academic literature in a few different ways.  Originality: This paper brings focus to the importance of brand loyalty and how closely it is related to brand information regarding sustainability efforts of fast-fashion brands.

Frågeställning: Vad motiverar ICA Gruppen respektive MAXI-butikerna till hållbarhetsarbete och hur skiljer sig deras hållbarhetsmål åt? Hur integreras ICA Gruppens hållbarhetsarbete i de olika MAXI-butikerna? Vilka strategier kännetecknar ICA Gruppens och MAXI-butikernas hållbarhetsarbete? Syfte: Syftet med uppsatsen är att beskriva samverkan mellan ICA Gruppens och mellansveriges handlarägda MAXI-butikers hållbarhetsarbete. Metod: Denna kvalitativa uppsats med en abduktiv ansats, baseras på primärdata från fem separata intervjuer med chefer från fyra olika MAXI-butiker och en hållbarhetsansvarig på ICA:s huvudkontor. Förutom intervjuer har vetenskapliga artiklar med relevanta teorier, forskningsrapporter inom hållbarhetsarbete och adekvat litteratur studerats. För att utvärdera resultatet, har det empiriska materialet analyserats genom kodning. Slutsats: Både ICA Gruppen och MAXI-butikerna har ekonomiska såväl som filantropiska incitament för hållbarhetsarbetet. Det som skiljer dem åt är att butikernas hållbarhetsarbete främst sker i dess närmiljö med konsumenten i åtanke medan ICA Gruppen vill göra en insats för världen. Genom dialog och demokratiska processer sätts gemensamma mål upp. Det finns riktlinjer och olika digitala verktyg samt coacher för att hjälpa butikerna i arbetet. I butikerna sker hållbarhetsinitiativen mer spontant än hos ICA Gruppen. Där är arbetet mer långsiktigt och strategiskt med en tanke på hur varumärket kan stärkas. / Research questions: What motivates ICA Gruppen and the MAXI stores for their sustainability efforts and how do their sustainability goals differ? How do the sustainability efforts of ICA Gruppen integrate throughout the Maxi stores? What strategies characterize the sustainability efforts of ICA Gruppen and the MAXI stores? Purpose: The purpose of this paper is to describe the interaction between ICA Gruppen and the independent MAXI stores of central Sweden, concerning their sustainability efforts. Method: This qualitative study with an abductive approach is based on primary data from five separate interviews with corporate managers of four MAXI stores and one of the CSR managers at the head office of the organisation. In addition to the interviews, scientific articles on relevant theories, research reports on sustainability efforts, and adequate literature have been studied. In order to evaluate the results, the empirical data has been analysed by coding. Conclusion: Both ICA Gruppen and the MAXI stores have financial as well as philanthropic incentives for their sustainability efforts. What differs is that the CSR efforts of the stores take place in the immediate vicinity of the customer, while ICA Gruppen wants to make an effort for the world. Through dialogue and democratic processes, common goals are set. There are guidelines and various digital tools as well as coaches to assist the stores. The stores’ CSR initiatives take place more spontaneously than at ICA Gruppen, where the work is more long-term and strategic, with a view on how the brand can be strengthened.

Background: This thesis is a collaboration between the researcher and the company of SkiStar AB, located on the destination of Åre, Sweden. The study builds upon previous internal quantitative research conducted by the company, where the areas of waste management, recycling, and coworker inclusion showed potential for improvement. The behavioral economic concept of nudging is used as the theoretical standpoint, to discover if changes in the staff accommodation can facilitate sustainable decisions and behaviors. Five interviews are conducted, in order to gain an in-depth understanding of the employee's behavior regarding source sorting and waste management as well as a more detailed and personal view of the current situation.  Purpose: By exploring the current situation of the employees and their behavior around waste management and combining this information with the theoretical foundation of nudging, this study aims to investigate and examine how nudging can be used as a tool in order to include the employees in a company's sustainability efforts. Methodology: The research is a qualitative study with an exploratory nature, where five in-depth interviews builds knowledge and creates understanding for the current situation. Thematic analysis is used to find patterns and relationships to analyze and validate the raw data, which later is developed into a first-order analysis, close to the raw material. Later a final analysis and application to the theoretical framework are conducted to fully explore the research questions and create suggestions for the company.  Conclusion: The research presents suggestions and appropriate nudging techniques to concretize and guide how nudging can be used as a tool when providing staff accommodation. The research proposes nudging techniques such as change of default option, simplifications and usage of social norms can be implemented to steer the waste management behavior in a sustainable direction, and by that, include the coworkers in the company's sustainability efforts, as well as contribute to a more sustainable destination and planet.

Title: Sustainability in non-profit organizations. Exploring drivers, challenges, and opportunities This study explores the drivers, challenges, and opportunities that non-profit organizations face when adopting sustainability practices. By focusing on the drivers, challenges, and opportunities, the study investigates what motivates these organizations to adopt sustainability practices, challenges, and unique opportunities.  The method chosen for the study has enabled an in-depth analysis using triangulation of the organization's sustainability information and interviews. These have illustrated a complex interplay of cultural, strategic, collaborative, and institutional factors driving sustainability efforts. For example, resource constraints were consistently mentioned in interviews as a predominant challenge, whereas organizational documents pointed towards collaborative endeavors as a critical solution. This dual perspective underscores the balance between challenges and solutions in sustainability work. The findings indicate that sustainability in non-profit organizations is subject to change, influenced by internal dynamics, including the alignment with core objectives and the necessity to maintain societal relevance. External pressures, such as expectations from stakeholders such as donors, volunteers, and regulatory bodies, further shape these initiatives. These organizations encounter challenges, including resource limitations and knowledge gaps, which they address through collaborative initiatives and educational endeavors. Opportunities arising from sustainability include enhanced member engagement and environmental impact mitigation. This research portrays sustainability as an ongoing process with challenges and opportunities, emphasizing the importance of integrating sustainability into operational strategies. / Titel: Hållbarhetsarbete inom icke vinstridvande organisationer. En undersökning av drivkrafter, utmaningar och möjligheter. Denna studie utforskar de drivkrafter, utmaningar och möjligheter som ideella organisationer står inför när de inför hållbarhetspraktiker. Genom att fokusera på drivkrafter, utmaningar och möjligheter undersöker studien vad som motiverar dessa organisationer att införa hållbarhetsarbete, utmaningar och möjligheter.  Metoden som valts för studien har möjliggjort en djupgående analys genom triangulering utav intervjuer och hållbarhetsinformation hos fyra organisationer. Dessa har åskådliggjort en komplex samverkan av kulturella, strategiska, samarbetsmässiga och institutionella faktorer som driver hållbarhetsarbetet. Exempelvis nämndes resursbegränsningar konsekvent i intervjuer som en framträdande utmaning, samtidigt som rapporter pekade mot samarbete som en central lösning. Detta dubbla perspektiv understryker balansen mellan utmaningar och lösningar i hållbarhetsarbetet.  Resultaten indikerar att hållbarhet inom icke-vinstdrivande organisationer är föränderlig, påverkad av interna dynamiker och anpassning till mål, idé och vision. Externa påtryckningar, som förväntningar från intressenter och styrande organ, påverkar dessa initiativ. De studerande organisationerna står inför utmaningar, som resursbegränsningar och kunskapsbrist. Möjligheter kopplade till hållbarhet innefattar medlemsengagemang och minskning av miljöpåverkan. Denna studie betraktar hållbarhet som en process med både utmaningar och möjligheter.