In today’s society the question about consumption are a real problem. With focus on clothing brands it can be seen as a possibility to expand due to the increased demand from customers. With new ways of marketing and easier ways of shopping creates opportunities for customers to shop without any problems. The trend of “fast fashion” have influenced clothing brands to keep a constant flow of new clothes. Which tends to affect brands to choose a way to maximize their profit, and therefore look for cheaper ways of producing. But because of the higher set demand on sustainability, clothing brands has put more focus on sustainability throughout the company. This leads to the question about the responsibility that clothing brands has for the grown consumption patterns together with making profit. How does clothing brands handle the high set demand from customers while influencing a more sustainable consumption. This study is focusing on four Swedish clothing companies that are currently international active. The empirical material consists of the sustainability communication on their website. A critical discourse analysis is used to determine patterns in the different marketing discourses to answer the purpose of this of this study and provide a recommendation for companies which are in line with the work towards sustainable consumption. In conclusion in this study we highlight the importance of well thought through market communication. With focus on sustainability it helps the company to make decisions and communicate more clearly and creates opportunities to influence consumers to make choices towards sustainable consumption. With a company stance towards educating customers also affect more than consumers. It affects the industry views to change and creates opportunities to change towards more sustainable choices. The website can be seen as the main stage for the clothing brands to influence consumers towards more sustainable consumption. Mainly with showing the great extent the companies goes to with their work with sustainability in all working part of the company. But also by showing the value it creates. With a focus on the value of the products, the company are able guide consumers to make sustainable choices and be more aware of their consumption patterns, in all aspects of their life.

As new styles rapidly replace the old and garments are discarded, fast fashion and clothing consumption contribute to a serious and negative environmental impact. Previous research and fast fashion’s negative sustainability consequences all imply that a change is required. Peoples’ desire “to fit in” and the resulting clothing consumption has to find its solution, and second hand consumption is suggested as a viable answer. But, to buy pre-loved garments has been considered inconvenient, time-demanding and unappealing. These attitudes towards a more sustainable consumption behavior therefore becomes a barrier to a circular fashion economy. Consequently, companies are trying to develop and offer new services that could improve the situation. One of these marketplaces are Consumer to Consumer (C2C) apps, which connect sellers and buyers of second hand items through their user accounts, meaning that the company behind the service is not involved in the transaction other than as the supplier of the software.       Previous research suggests that people's intentions towards pursuing a desired consumer behavior is positively encouraged by gamification elements. Despite this, C2C apps on the Swedish market do not use these features to promote second hand consumption. Within gamification, there are a myriad of elements and tools to choose from, where three of the most commonly used gamification elements to improve attitudes are points, badges and leaderboards, also known as the PBL triad. The Theory of Planned Behavior (TPB) states that attitude towards the behavior, together with subjective norm and perceived behavior control are the components that affect an intention to engage in a behavior, which predicts whether individuals will actually perform the behavior. Based on these considerations, this thesis identified a research gap in how gamification can affect Swedish consumers’ attitude towards using C2C apps gamified with points, badges and leaderboards. We examine how this attitude, subjective norms and perceived behavioral control, influence their intentions to use these apps. This formulates the studies research questions “ How are Swedish consumers’ attitudes towards using a C2C app affected by the gamification elements points, badges and leaderboards? and How are Swedish consumers’ intentions to use a gamified app to make wardrobe updates affected by their attitudes towards it, subjective norms and perceived behavioral control?”  To examine this issue we developed a survey to collect information about Swedish consumers’ attitudes and potential behavioral intentions to use a gamified C2C app.  The data analysis proves that all three elements in the PBL triad are able to positively affect consumer attitudes. Also, the behavioral predictions stated by the TPB were supported by all three components; consumers' expectations regarding subjective norms and behavioral control, with attitude towards the behavior being the strongest predictor.

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.

Background: Gamification is the application of game design elements in non-gameenvironments and is used to optimise experiences. Existing literaturedoes not explain which game design elements are applicable tosustainable grocery purchases or why. Grocers need to understandwhat motivates customers to purchase sustainably before applyinggame design elements in practice. Purpose: The purpose of this paper is to gain an understanding about howgamification could be used to encourage sustainable grocerypurchases. Research Question: Which game design elements are perceived by customers as motivators for purchasing sustainable groceries? Methodology: This research took a qualitative approach with an exploratorypurpose. The research approach is situated in the inductiveinterpretivist methodological research tradition. The empiricalmaterial was collected in two focus group discussions. A systematiccoding process was applied to uncover the meaning of theparticipants' perspectives. Conclusion: The findings of this study were that positive attitudes toward thegame design elements were required to encourage sustainablegrocery purchases. Game design elements could also shift the sourceof motivation to purchase sustainable groceries from external causesto internal goal-fulfilment. Endless game structures and the lure ofextrinsic rewards in the form of coupons and discounts were found tobe necessities in this context. The three important aspects of gamedesign elements found in this context are informational, progressive,and social. Contribution: This study is the first to explore the motivational, value-based, and attitudinal reasoning that explains why and how certain game design elements could motivate customers in the context of sustainable grocery shopping

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.

Background: The environmental changes leave the younger generation (Gen Z) to worry about their future, which means implementing changes in their consumption behavior. With global meat consumption drastically increasing, Gen Z has the potential to frame their food consumption patterns for the future. Existing research lacks an understanding of the young consumer's motives for their meat consumption and how marketing can reach the young consumers. Purpose: The purpose of this study is to explore the motives of Gen Z's sustainable consumption, and more precisely, meat consumption, and what implications their perceptions can have on the marketing of meat substitutes.  Method: This is an exploratory qualitative study, where sixteen semi-structured, in-depth interviews of participants from Gen Z were held and analyzed inductively. The collected data was analyzed through the Gioia method to find patterns and further develop a theory.  Conclusion: The empirical findings suggest that awareness is the key driver for women of Gen Z to change their consumption patterns. However, the same awareness is not affecting the male participants to the same extent. Moreover, the findings suggest that the best approach to reach the young consumers is through digital channels and through neutralizing the concept of avoiding meat. This study contributes to research regarding the consumption patterns of Gen Z and provides insight into a crucial segment of the modern market. Furthermore, suggestions are provided for future research.

Sammanfattning: This study aims to examine how cosmetic products recyclingand markings look like in Sweden. Thestudy used two methods where the first one was a visualresearch done through an externalmonitoring of ten different nail polishes where recyclingmarkings and other markings have been infocus. Then, five products that have similar properties(content, recycling, marking) as nail polishhave been analyzed to compare with the polish. Thesecond part of the method consists of aquantitative web survey to find out what nail polishconsumers' consumption looks like, how muchthey know about recycling and markings on nail polish,and how they think a nail polish bottle affectsthe environment.Results and analysis show that cosmetics/nail polishconsumers don't know much about nail polishmarkings. They know that nail polish is bad for theenvironment, but not why it is bad. This thereforeshows that the visual communication on the nail polishbottle is not sufficient and needs to be betterthrough design. It requires a circular design thatmakes conscious decisions early in the process toprevent the release of hazardous chemicals, miscommunicationregarding the recycling of packagingand clearer markings on the nail polish bottle.This study is based on the UN's global goals: 12-Responsible Consumption and Production, morespecifically 12.4- Responsible Management of Chemicalsand Waste and 13- Climate Action (UNglobal goals, 2020).

This project focuses on the design of interfaces that promote sustainable purchases of laundry appliances (washing machines, and dryers) in Scandinavian countries through raising the consumer’s knowledge about the short and long-term value of sustainable products. The research part is accomplished in collaboration with IKEA and three other master students with business and design backgrounds. The project part started with interviewing house owners in Scandinavia who have  laundry appliances in their house to find out the factors affecting their decision while purchasing laundry appliances. The solution was developed by understanding house owners' laundry habits. The idea is done by applying UX design principles to bring the knowledge and information for the user while purchasing laundry appliances through an online platform.

Studien besvarar vilka typer av kommunikationsstrategier som är mest relevanta för att företag ska kunna påverka och förmedla kunskap om hållbar konsumtion. Studien utgår från signalteori och informationsasymmetri för att tydligt visa vilka strategier som är bäst för företag att använda sig av för att kommunicera externt. De strategier som studien tar upp är certifieringar, standarder & miljörevision, hållbarhetsredovisning & GRI, samarbete & FN:s globala hållbarhetsmål och slutligen miljömärkningar. Studien visar att samtliga strategier är en förutsättning för att företag ska kunna påverka och kommunicera ut kunskap om hållbar konsumtion samt att framhålla ett mer trovärdigt hållbarhetsarbete. Det framkom att de fyra undersökta företagen använde sig mer eller mindre av samtliga strategier men att inget av företagen använde sig av extern revision vilket skulle kunna hjälpa dem att öka trovärdigheten i sin kommunikation. / The study investigates which kind of communication strategies companies use to affect and to convey knowledge about a sustainable consumption. The study is based on signal theory and information asymmetry to clearly show which strategies are best for companies to use to communicate externally. The strategies included in the study are certifications, standards & environmental audit, sustainability report & GRI, cooperation & UN sustainable development goals and finally ecolabelling. The study shows that all strategies are a prerequisite for companies to influence and communicate knowledge about sustainable consumption; Furthermore, give more credible sustainability work. It turned out all four companies used more or less of all strategies, but none of the companies used external auditing, which could help them achieve more trustworthy communication.

The largest generation on earth, Generation Z, holds substantial market power. They were born onto a planet that is overheating, in a society characterized by high growth and technological advancements at an accelerated speed, and are inheriting substantial sustainability, socio-economic, and climate change challenges. Given this, they are aware of the importance of incorporating sustainability into their purchasing decisions. Since the contemporary topic of sustainable decision-making of Gen Z is still in its nascent stage, this research further investigates the process an individual goes through when deciding what aspects guide them in decisions as well as what could possibly hinder Gen Z to turn sustainable purchasing intentions into behavior. Data was collected through semi-structured interviews with individuals of Europe’s Gen Z cohort and subsequently processed using thematic analysis. Based on the EBM customer decision model, the information integration theory, and the green intention-behavior gap model, three categories focusing on rational, value-based, and intentional themes were derived. Results show that Gen Z goes through a complex decision process which is based on their strongly held values. Their intention to act sustainably is prevalent throughout the process, where they often combat internalized consumerism, search for authentic and honest information, rely on family, friends, their sustainability education and knowledge, their favorite brands, and are skeptical about claims made by companies. Even if individuals desire to purchase sustainably all the time, price, availability and accessibility, missing aesthetics as well as skepticism and the lack of transparency and regulations in terms of sustainability terminology hinders them to turn intentions into actions.