This thesis is a case study of a Polish city which faces a problem of high automobile share and little popularity of cycling in its residents’ modal split. In times when the world is facing climate change and there is a need of preserving scarce resources, it is essential that urban areas adopt a sustainability approach to the way they develop. Thus, this research focuses on what attitude is held by residents and local authorities of the subject city and how it should be facilitated so that biking for transportation becomes more common. With the approach of Ajzen’s (1991) theory of planned behaviour, the citizens’ perspective is investigated by a questionnaire where the results lead to dividing the population sample into seven groups based on their attitude. Such segmentation into population groups with respect to mobility can help promote sustainable mobility behaviour and is essential in order to address the problem successfully. Local authorities’ attitude is examined by interviews and secondary data analysis. A principal finding here is that in this city bicycle is a secondary or tertiary mode of transportation, while there is a prevailing automobile priority continuously being facilitated by the authorities. The problem lies in that it is not fully understood how bicycling can bring benefits to the city and that managing transportation is an essential part of sustainable urban development. The dissertation concludes with suggestions for both the residents and the authorities so that pro-sustainability behaviour can occur. Additionally, the analysis in this paper could be used in a number of similar cities in Poland.

<p> Physical activity improves physical and psychological functioning in patients with chronic kidney disease (CKD). However, no studies have investigated the determinants of physical activity in the CKD population. The purpose of the study was to evaluate the utility of the Theory of Planned Behaviour (TPB) for understanding physical activity in the CKD population. A secondary purpose of this study was to examine alternate conceptualizations of the subjective norm construct within the TPB framework. We hypothesized that attitude, subjective norm (injunctive and descriptive norms), perceived behavioural control (PBC), and social support would predict intention to engage in physical activity and that both intention and PBC would predict physical activity behaviour.</p> <p> Participants (52 male, 28 female, mean age = 68.43 (13.21)) were recruited from nephrologists' clinics and were all predialysis (mean serum creatinine = 310.55 (148.75) μmol/L). Participants completed a questionnaire assessing attitude, subjective norm, PBC, and social support. One week later, participants were phoned for a follow-up interview to assess their physical activity during the preceding week.</p> <p> In a regression model, 61% of the variance in intention to perform physical activity was explained, with PBC (β=.69,p<.001) emerging as the sole significant predictor, while attitude (β=.17, p=.10), subjective norm (β=.02, p=.89), informational support from family (β=-.10,p=.33), and informational support from doctors (β=-.05, p=.54) were non-significant predictors. In a regression model to explain physical activity, 28% of the variance in physical activity was explained, with intention emerging as a significant predictor (β=.53, p=.02), but not PBC (β=.18, p=.29).</p> <p> The hypotheses were only partially supported, as PBC emerged as a significant predictor of physical activity intention, while attitude, subjective norm, and social support did not. Furthermore, intention, but not PBC, predicted physical activity behaviour. These results demonstrate the utility of the TPB for explaining physical activity in the CKD population. Additional research is required to clarify if targeting PBC may be an effective means for intervention to increase physical activity in the CKD population.</p> / Thesis / Master of Science (MSc)

Yes / The paper explores the discrepancy between attitude and behavioural intention in ethical consumption, focusing on the role of techniques of neutralisation. Drawing on findings of 251 respondents in the UK, results suggest despite positive attitude towards ethical consumption, consumers are also susceptible to the techniques of neutralisation. Hierarchical and moderated regression analyses reveal that inclusion of the neutralisation construct moderates the influences of attitudes on behavioural intention, and advances the model’s predictive capacity. In spite of suggested positive attitude towards ethical consumption, real existing behaviour is frequently filtered through the techniques of neutralisation. The sample is restricted to in size and location, however the study clearly establishes techniques of neutralisation as a construct in the decision-making process, further warranting examination of each of the techniques. Summary statement of contribution: The study confirms validity of the addition of the neutralisation construct into the modified TPB model noted by Chatzidakis et al. (2007). It suggests improvement in predicting behavioural intention and shows the moderating effects the techniques of neutralisation have on constructs in the modified TPB model. The neutralisation construct is itself found to have a significant impact on moderating purchasing intention in ethical consumption.

Yes / This study empirically examines the combined effect of two crucial internal consumer predispositions, self-identity (SI) and internal environmental locus of control (INELOC), among consumers in a collectivistic culture and an individualistic culture. The study validated the extended theory of planned behaviour to predict consumers' green purchase intentions. Structural equation modelling was used to analyse primary data collected from 365 American and 408 Indian respondents. Analysis revealed differences between the two cultures. Green self-identity influenced attitude more than perceived behavioural control among American consumers, while the reverse was true for Indian consumers. Conversely, INELOC positively and significantly affected only Indian consumers’ perceived behavioural control, not that of American consumers.

Konsumenters beteende har förändrats och i dag söker kunder inte efter produktrelaterad information enbart i den fysiska butiken inför att de ska genomföra ett komplext köp. Teknisk utveckling och butiker online har möjliggjort för konsumenten att söka information var och när de vill. Detta har lett till att konsumenter är mer informerade än någonsin. Denna förändring av konsumentbeteende är viktigt att studera eftersom företag måste förstå sina konsumenter för att skapa hållbara affärsmodeller och strategier. Därför syftar vår studie till att skapa en större förståelse för detta förändrade konsumentbeteende och hur det påverkar den fysiska butikens roll när konsumenten förbereder sig inför ett komplext köp. Studien är design är en fallstudie av IKEA:s köksavdelning. Vår intention var att förstå viktiga aspekter av konsumentens förberedelse, informationssökning och beteende inför ett komplext köp. För att få en större förståelse för om den fysiska butikens roll har förändrats användes en mixad metod. Detta studerades genom observationer, enkäter och intervjuer. Genom att använda eye-tracking utrustning under observationerna kunde vi studera respondenternas beteende mer djupgående än vad tidigare studier gjort. Vilket resulterade i att studiens slutsats är att den fysiska butiken fortfarande har en viktig roll när konsumenten förbereder sig inför ett komplext köp. Framförallt förser butiken konsumenter med möjligheten att känna på produkten, samt att ge dem ett helhetsintryck av vad de ska köpa. Vår huvudsakliga slutsats blev därför att den fysiska butikens roll inför ett komplext köp är att vara ett komplement till den information som finns tillgänglig online genom att möjliggöra för konsumenten att interagera med produkterna i en verklig butiksmiljö. / Consumer behaviour has changed, today consumers do not solely search for information in the physical store prior to a complex purchase. Technological development and online stores have enabled consumers to search for information whenever and wherever they want. This has led to consumers being more informed than ever. The change and development of consumer behaviour is an important research subject, as companies must understand their consumers in order to create the best business strategies and business models possible. Therefore, is the aim of this thesis to gain a deeper understanding of this changed consumer behaviour and if the physical store might have a different role during consumer preparation prior to a complex purchase.The design used was a case study of IKEA’s kitchen department. Our intention was to understand important aspects of consumer preparation, information search and behaviour prior to a complex purchase. Therefore, was a mixed method strategy was used, which allowed us to understand if the role of the physical store has changed during consumer preparation prior to a complex purchase. This was studied through observations, questionnaire and interviews. Due to the usage of eye-tracking technology during the observation, we could study the respondent’s behaviour more in detail than previous research has done. The conclusion of the study is that the physical store still has an important role when consumers purchase complex products. Foremost, due to consumers’ having a great need to touch and feel the product, and to gain the whole picture of what they intend to purchase. Therefore, was the main conclusion that the role of the physical store prior to a complex purchase is to complement the information available online, by enabling consumers to interact with the products in a real world environment.

This aim of this thesis is to contribute to the debate about the best approach to engage citizens with sustainable behaviour. It is generally agreed that „bottom-up‟ approaches, where individuals are actively involved, are more effective than „top-down‟ authority-led projects where they have a more passive role. There is, however, a dearth of evidence from comparative evaluations. This thesis examines six distinct communication activities aimed at encouraging individuals to adopt more sustainable behaviours. Each used a different approach, some participative and others more top-down informational. Two questionnaires were used to gather data. The first was conducted at the time of the activity; the second between four and five weeks later and included questions about behaviour change. Variables from Petty and Cacioppo‟s Elaboration Likelihood Model (ELM), such as perceptions about a message and its source, and variables which Ajzen‟s Theory of Planned Behaviour (TPB) proposes as being key to behaviour change, such as subjective norms and attitudes, were used to see if these identified any difference in outcome. Findings indicate support for the added value of a bottom-up approach compared to other mechanisms and identify that this may be partly explained by the extent to which such activities offer a more supportive environment for behaviour change to take place. The measures used in this study may be useful to others seeking to evaluate behaviour change communication campaigns or those comparing different communicative approaches.

Den genomsnittliga konsumtionen per person har tredubblats de senaste 50 åren (IGES, 2010). Forskarna menar att det kan bero på att marknadsföringen visar ett konstant meddelande som förmedlar ”desto mer du konsumerar, desto mer attraktiv och lyckligare kommer du bli.”Enligt Jordbruksverket (2016) finns det flera skäl till varför det är viktigt att följa köttkonsumtionens utveckling. De valen vi gör och besluten vi tar angående vår köttkonsumtion påverkar klimatet och miljön, vår hälsa, djurens välfärd, landsbygdens utveckling och den globala livsmedelsförsörjningen. Köttkonsumtionen ökar totalt både globalt och i Sverige. Konsumtionen påverkar flera delar av samhället och behöver bli mer hållbar, särskilt ur ett miljö- och klimatperspektiv (Jordbruksverket, 2013). Statistiken indikerar att svenskarna konsumerar mer och mer kött, dock så följer varken det ekologiska utbudet eller den ekologiska konsumtionen av kött samma trend. Denna statistik påvisar att den nivån köttkonsumtionen befinner sig på idag inte är hållbar. Då konsumtionen av kött och dess påverkan på miljön och klimatet är av hög relevans vill vi i vår studie undersöka konsumenters konsumtionsbeteende när det gäller kött genom att tillämpa Teorin om Planerat Beteende (TPB).Syftet med denna studie är att söka förklaringar till vad som påverkar unga vuxnas konsumtionsbeteende gällande deras konsumtion av kött, och hur deras beteende kan påverkas till att konsumera mer hållbart kött eller till en minskning av köttkonsumtionen.Denna studie kan vara av intresse för både politiker, myndigheter och andra organisationer inom ämnet, så väl som andra akademiker och svensken i allmänhet. Förhoppningen är att resultatet som genereras av denna studie skall kunna ligga till grund för framtagning och kommunikation av lösningar för den rådande överkonsumtion av kött som sker i Sverige. Studien grundar sig i en kvalitativ undersökning. Tre fokusgruppsintervjuer med fyra respondenter i varje grupp har genomförts, med män och kvinnor i åldrarna 23 till 31 år.Av studien framgår det att TPB funkar för att studera köttkonsumtionen och även att fastställa de påverkande faktorerna i deltagarnas köttkonsumtion. Studien kommer fram till att de största faktorerna som påverkar unga vuxna köttkonsumtion kan härledas till partner och befintlig information vid inköpstillfället. / The average consumption per person has tripled the last 50 years (IGES 2010). The researchers argue that it depends on marketing and the constant message of that “the more you consume the more attractive and happier you will be”.According to Jordbruksverket (2016) there are multiple reasons as to why it is important to follow the development of meat consumption. The choices and decisions that we take when it comes to our meat consumption affect the climate and environment, our health, animal welfare, rural development and the global food security. Meat consumption increases both globally and in Sweden. The consumption affects several parts of the society and it needs to be more sustainable, especially from an environmental and climate perspective (Jordbruksverket 2013). The statistics indicates that the Swedish people' meat consumption increases, but the trend does not follow the same pattern for the ecological consumption of meat. The statistics displays that the current level of meat consumption does not uphold a sustainable level. As consumption of meat and its effect on the environment are of high relevance, this study focuses on the consumer’s consumption behaviour when it comes to meat consumption by applying Theory of planned behaviour (TPB).The purpose with this study is to seek explanations on what factors affects young adult’s consumption behaviour regarding their consumption of meat, and how their behaviour can be directed towards consuming more sustainable meat products or to a curtailment of meat consumption. This study can be of relevance for politicians, agencies or other organizations, academics and the Swedish people in general. The aim is that the results from this study can serve as a foundation for identifying solutions for the current mass-consumption of meat existing in Sweden. This research has conducted a qualitative research design and three focus groups interviews with four respondents in each group has been conducted, with men and women between 23 – 31 years old.The study shows that it is possible to apply TPB on meat consumption and also for determine the influencing factors in the participants' consumption of meat products. The study concludes that the main factors affecting young adults in meat consumption can be attributed to partners and existing information at the time of purchase.

Denna studie har för avsikt att analysera hur den rådande trafikplaneringen ser ut i dagens Sverige, med fokus på Stockholm. Fokus ligger på att analysera trafikplaneringens uppkomst med bilen som utgångspunkt, hur denna har bidragit till negativa externa effekter som nu på senare tid uppmärksammats och legat till grund för ökad pådrivning mot ett trafiksystem som behöver förändras mot mer hållbara transporter, likt kollektivtrafik. Genom att analysera rådande regeringsdokument mot olika plan- och visionsdokument så kan studien bidra till att ge en mer reflekterad syn över vad som görs i realiteten mot vad mer visionära mål säger. Studien sker utifrån totalt 2 teorier samt 2 begrepp som är viktiga för att förstå dagens trafikplanering och hur resebeteende kan förändras. Mot detta är det också viktigt att se vad medborgare tycker och tänker för att se om planeringen delas av allmänheten. Detta då ökad samsyn gällande frågor och åtgärder inom trafikplaneringen kan bidra till ökad effektivitet och vilja till förändrat resebeteende. Studien har ett tydligt fokus på bilen och kollektivtrafik som transportmedel.

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Physical inactivity is one of the major public health problems of the 21st Century. In England it is reported that two thirds of adults ( > 16 yr) and one third of children ( < 16 yr) do not do sufficient physical activity to gain the health benefits that leading a physically active lifestyle has to offer. The benefits of physical activity and dangers of a sedentary lifestyle to health outcomes are well documented and numerous studies have investigated physical activity participation. Indeed, many interventions have been trialled to increase engagement in physical activity; however results are weak and generally do not correlate to sustained physical activity participation. Furthermore, much debate exists on how best to encourage both children and adults alike to engage in sufficient physical activity to maintain a healthy lifestyle. The purpose of this research was to address this important research gap and to assess the physical activity levels and other factors for promoting engagement in physical activity of school aged children in Devon aged 7-15 years in order to assess the feasibility of using social marketing within the school setting to increase sustained physical activity participation. A mixed methods approach was adopted to gather data and consisted of both quantitative and qualitative methods, in two phases. The initial phase was quantitative in nature and utilised a self-report survey based on the theory of planned behaviour (TPB) (Azjen, 1991) and social cognitive theory (SCT) (Bandura, 1977) to measure the participants’ physical activity levels; it also measured their beliefs and attitudes, subjective norms, perceived behavioural control and self-efficacy pertaining to physical activity participation. The second phase utilised qualitative methods adopting the socio-ecological model (McLeroy et al., 1988) to identify opportunities to promote participation in physical activity in recognising the multiple factors (individual, social environment, physical environment and policy) that influence an individual’s behaviour. This phase consisted of a series of interviews with the students, teachers and head-teachers to enable the researcher to gain in depth information into physical activity patterns and beliefs. During phase two, ethnographic research was also conducted across a number of schools in Devon to complement and enhance the data collected in the survey. The results revealed that of the 1124 participants (‘students’) surveyed, 48% were not sufficiently active to meet the government guidelines. Males were 30% more active than females. Physical activity decreased with age (e.g. 15 yr olds on average taking part in 3 hours less activity than 7 yr olds). Lifestyle/recreational activities were the most regularly participated activities (e.g. walking – 52%, running – 31%, football – 29%, outdoor play – 28%). Moreover, attitudes, subjective norms and perceptions of behavioural control affected physical activity participation both in and out of the school setting. Self-efficacy also played a role in physical activity participation. The results of the thesis show that interview and ethnographic data produced a rich source of evidence. Physical activity provision within schools played a major role in students’ physical activity. Overwhelmingly the qualitative data revealed that students want greater choice in the physical activities they participate in and suggest that the focus of PE lessons should be on having fun and enjoyment rather than skills and rules. Transition from primary to secondary school affected physical activity participation and therefore experiences in schools, may affect children’s general views on physical activity which it is suggested may impact on physical activity participation beyond the school gates and also in adulthood. This thesis provides substantial evidence to support the link between the school environment and participation in physical activity in children and adolescents. More specifically it highlights a need to incorporate a ‘whole school approach’ to physical activity participation. This research has demonstrated that there is an urgent need to combine theory based physical activity research in schools with that of social marketing. Physical activity researchers and social marketers should combine their knowledge to bring together social marketing campaigns within schools to enhance the health and wellbeing of the whole school environment for both staff and students. An innovative school based social marketing campaign should encourage physical activity both within and outside the school environment and lead to sustained levels of physical activity participation across the life stages.