This study seeks to examine (1) in what situations Swedish upper secondary school students from two EFL classes are unwilling to speak English in English class, and (2) what the motivational factors are for the same students to speak English. Students in their first and second year of studying English in Swedish upper secondary school participated in this study. The data were collected using observations, a questionnaire and semi-structured interviews. The data collected in this study were analyzed using both quantitative and qualitative methods. The results of the study showed that students are unwilling to speak English in assessed situations as well as in situations where students are given less time before they can speak. The results suggest that students are influenced by one another, and that using English only instruction will make students more confident in speaking activities since speaking English will be normative behavior in class. Moreover, students are motivated to speak the target language in class by the English they meet outside of school, and by the plans that they have envisioned for their future.

The purpose of this thesis is to investigate consumers’ willingness to act socially responsible in their online fashion purchasing behaviour. Three frameworks; Theory of Planned Behaviour (TPB), Socially Responsible Consumer Behaviour (SRCB) and Consumer Social Responsibility (CNSR), constitute a foundation and have been combined in a conceptual framework. The research approach used is a qualitative research approach, and the empirical data was gathered in two semi-structured focus-groups with five and six participants. The participants were recruited by a convivence sampling method, with purposive sampling characteristics. The findings indicate that factors that influenced consumers’ willingness to act socially responsible was price, convenience, and time. Moreover, the findings show that SRCB is seen as a process, and that consumers’ stage in the process influence their willingness to act socially responsible. Lastly, it is shown that the TPB and SRCB must be considered before consumers can act socially responsible. This since consumers who have positive attitudes towards responsible actions, are susceptible to information of social and environmental issues related to their behaviour. These consumers can create enough awareness to take social- and environmental responsibility for their actions. Responsible consumers also aim to influence other consumers to take a greater responsibility. The findings of this study have contributed to further understanding within the research area of responsible consumers. Since the conceptual framework consider consumer behaviour in combination with their areas of awareness and responsibilities, this study contributes to deeper understanding of why consumers act socially responsible or not.

Development is currently being driven towards products that are linked to sustainability. Products with a positive imprint in sustainability are becoming increasingly valuable to consumers, which in turn creates increased value for producers and suppliers. The current pricing tools do not have room to consider the value of the sustainable properties of new products. This is something that the wood industry is following and is now facing the challenge of estimating the value of sustainable production. The study aims to estimate a value for environmentally/climate-friendly products in the wood industry from a customer perspective. This has been done by performing a conjoint analysis using PAPRIKA (Potentially All Pairwise Rankings of all possible Alternatives), to determine the relative importance of 6 product properties. The results of the study show that price is the most important property of wooden floor decking. The mean weight of the 6 attributes included in the study is; price (25,0%), aging (21,9%), maintenance intervals (16,9%), climate impact (16,9%), dimensional stability (10,2%) and biocides (9,1%). The conclusion of the results is if the purpose is to cover the majority of consumers, several different products with different properties should be produced. The results also indicate that the weight for sustainability attributes can increase if the consumer becomes more informed and gains a broader knowledge of the meaning of the properties. / Utvecklingen drivs just nu mot produkter som anknyts till hållbarhet. Produkter med ett positivt avtryck inom hållbarhet blir allt mer värdefull för konsumenten vilket i sin tur skapar ett ökat värde för producenter och leverantörer. De nuvarande verktygen för prissättning har inte utrymme att överväga värdet för hållbara egenskaper hos nya produkter. Denna utveckling är en central del inom träindustrin, som nu står inför utmaningen att estimera värdet av en hållbar produktion. Studien syftar att estimera ett värde för miljö-/klimatvänliga produkter inom träindustrin från ett kundperspektiv. Detta har gjorts genom att utföra en conjointanalys med användandet av PAPRIKA (Potentially All Pairwise RanKings of all possible Alternatives), för att bestämma den relativa betydelsen för 6 produktegenskaper. Resultatet av studien visar att priset är den viktigaste egenskapen hos trallvirke. Medelvikten för de 6 egenskaperna som inkluderats i studien är; pris (25,0%), åldring (21,9%), underhållsintervall (16,9%), fossilt kolspår (16,9%), dimensionsstabilitet (10,2%) och biocider (9,1%). Slutsatsen av studiens resultat är om sortimentet för trallprodukter ska täcka majoriteten av konsumenterna, bör man ha flera olika produkter med olika egenskaper. Resultatet tyder också på att vikten för hållbarhetsattributen kan öka ifall konsumenten blir mer informerad och får en bredare kunskap om egenskapernas innebörd.

Residential energy visualization has increased in popularity during the past years, due to both legislation and an increased focus on the environmental impact of buildings. Meanwhile, the European energy efficiency directive has raised a debate on legislation on individual metering and charging (IMC), in which many negative voices among property owners and developers are being raised. The controversies bring interesting aspects to the analysis of energy visualization and its prerequisite IMC. This thesis will analyze the possibilities and barriers to implement residential energy visualization in new buildings in Stockholm, and the focus will be on local developers' perspective. The purpose of the thesis is to establish Stockholm developers' willingness to pay (WTP) for an IMC and energy visualization solution. The thesis defines perceived utility as the driving force for WTP, and accordingly the developer WTP is analyzed by evaluation of the developers' perceived utility of different technical aspects of an energy visualization solution. The solution has been modularized into three modules; IMC of hot water, IMC of heating and residential visualization. The hypothesis is that utility of the solution modules is perceived differently depending on developer ownership and developer business model; if the developer builds for property management or to sell. The empirical data has been collected through twelve in-depth interviews with developers in Stockholm. The developers were of different size, ownership and with different business models. When looking at the developers from an overall perspective, the analysis shows that there is some willingness to pay for IMC of hot water but none for IMC of heating. It can also be seen that residential visualization is something that the developers have some interest in although the overall WTP is considered low. Although environmental and fairness aspects are often mentioned by the developers in the context of IMC and energy visualization, operational and financial utility seem to be more influential in driving willingness to pay and as these utilities are not perceived, the overall WTP is low or non-existent for IMC and energy visualization. The hypothesis that developers would perceive utility differently depending on ownership or business model, if they build for property management of for sales, could not be proven. There are possibly tendencies for such differences but in this study such patterns were not clear enough to state the hypothesis as true. Additional to the WTP and developer groups, insights and takeaways are presented. The insights and takeaways are based on opportunities and risks that developers perceive with IMC and visualization, as well as requirements they have on the systems.

Arbetet undersöker vad som påverkar miljömärkningarnas legitimitet ur ettkonsumentperspektiv, om det finns skillnader i förtroende för företagens egnamiljömärkningar och organisationers miljömärkningar samt hur förtroendet förmiljömärkningar påverkar konsumenternas betalningsvilja. Tidigare studier har belyst attförtroende är avgörande för att miljömärkningarna ska tjäna sitt syfte samtidigt som utbudetav miljömärkningar ökar vilket skapar förvirring och osäkerhet bland konsumenter. Ettannat problem är att livsmedel som märkts med miljömärkningar från organisationer harstriktare krav och är tredjepartscertifierade medan företag som märker livsmedel med egnamiljömärkningar kan ändra sina standarder, vilket kan påverka miljömärkningens legitimitet.För att undersöka miljömärkningens legitimitet har studien tillämpat en kvalitativgruppintervjumetod där åtta konsumenter intervjuades. Studien har avgränsats till tvåsvenska miljömärkningar; ICAs egna varumärke I love eco och miljömärket KRAV.Resultatet från undersökningen tyder på att miljömärkningarnas legitimitet har en betydanderoll för konsumenters köpbeslut. En legitim miljömärkning ansågs enligt konsumenternavara när de följer kraven, har tredjepartscertifiering och när priset motsvarar kvaliteten.Faktorerna ovan visade även ha en betydande roll för konsumenternas betalningsvilja.Skillnad i förtroende för varumärket I love eco och KRAV berodde på kunskapsbrist, då Ilove eco ansågs mindre trovärdig trots att den uppfyller EUs förordning och KRAVs reglerför ekologisk produktion. Det som var mest avgörande för miljömärkningarnas legitimitet ärkunskap om miljömärkningarna, då det råder stor kunskapsbrist kring dem. / This bachelor thesis examines what influence the legitimacy of eco-labels from a consumerperspective, if there is a difference in trust in companies' own eco-labels and organizationaleco-labels and how trust in eco-labels affects consumers' willingness to pay. Previous studieshave highlighted that trust is crucial for eco-labels to serve their purpose at the same time asthe number of eco-labels increases and creates confusion and uncertainty among consumers.Another problem is that foods labelled with organizational eco-labels have stricterrequirements and are third-party certified, while companies that label foods with their owneco-labels can regulate their standards, which affect the legitimacy of the eco-label. Toinvestigate the legitimacy of eco-labelling, the study applied a qualitative group interviewmethod in which a total of eight consumers were interviewed. The study has been limited tothe two Swedish eco-labels ICA's own brand I love eco and KRAV. The results from thesurvey indicate that the legitimacy of eco-labels has a significant role to play in consumerpurchasing decisions. According to consumers, a legitimate eco-label was one that complywith the requirements and third-party certification and when the price corresponds to thequality. These factors above also proved to play a significant role in the consumer'swillingness to pay. The difference in trust in I love eco and KRAV was due to a lack ofknowledge, as I love eco was considered less credible despite complying with the EUregulation and KRAV's rules for organic production. What has been noted to be most crucialfor the legitimacy of eco-labels is knowledge within the eco-labels, as there is a great lack ofknowledge among the consumers surveyed.

Syfte: Produktbeskrivningar kan kommunicera de fördelaktiga egenskaper som en vara medför, vilket kan få produkten att skilja sig från mängden. Under de senaste decennierna har det skapats ett ökat intresse för både sensoriska och miljömärkta produktbeskrivningar och för företag blir det allt viktigare att lyckas identifiera vilka faktorer som påverkar betalningsviljan hos konsumenter. Syftet med denna studie är därför att undersöka hur sensoriska och miljömärkta produktbeskrivningar påverkar konsumentens betalningsvilja. Metod: Metoden har en deduktiv ansats och vår empiriska insamling har skett utifrån en kvantitativ metod i form av en enkätundersökning. Populationen avser individer mellan 15–75 år som antingen dricker kaffe regelbundet eller som någon gång har inhandlat bryggkaffe i en livsmedelsbutik. Resultaten har bearbetats i SPSS där dem har analyserats utifrån deskriptiv statistik, korrelationsanalys och regressionsanalys.  Resultat och slutsats: Studiens resultat påvisar att sensoriska produktbeskrivningar på kaffe har en positiv effekt på konsumentens betalningsvilja. Sensoriska smakattribut är de viktigaste att kommunicera i en produktbeskrivning för att tilltala konsumenten. Däremot påvisar studiens resultat att produktbeskrivningar som är miljömärkta i form av ekologisk och Fairtrade-märkning, har en starkare påverkan på konsumentens betalningsvilja för kaffe än vid sensoriska produktbeskrivningar.  Examensarbetets bidrag: Vårt bidrag till ämnet företagsekonomi och marknadsföring är att produktbeskrivningar för kaffe främst bör framföra kvalitetsstämplar om sådana finns för att påverka konsumentens betalningsvilja. Vid icke ekologiska eller Fairtrade-märkta produkter, bör de sensoriska attributen förmedlas för att ha en positiv inverkan på konsumentens betalningsvilja. Förslag till fortsatt forskning: Efter denna studie kan vi konstatera att betalningsviljan skiljer sig åt beroende på vilken produktbeskrivning som framställs. Det skulle därför vara av intresse att även se till olika varumärken för kaffe vid framställandet av olika typer av produktbeskrivningar för att se om betalningsviljan förändras. För framtida forskning vore det även av intresse att se till hur sensoriska produktbeskrivningar i samband med miljömärkningar hade påverkat konsumentens betalningsvilja. / Aim: Product descriptions can communicate the beneficial properties that comes with a product, which can make the product stand out, among others. In recent decades, there has been an increased interest in both sensory and environmentally friendly product descriptions and for companies, it is becoming increasingly important to succeed in identifying the factors that affect consumers’ willingness to pay. The purpose of this study is therefore to investigate how sensory and environmentally friendly product descriptions affect consumers’ willingness to pay.  Method: The method has a deductive approach, and our empirical data has been based on a quantitative method in the form of a survey. The population refers to individuals between the ages of 15 and 75 who either drink coffee regularly or have ever bought brewed coffee in a grocery store. The results have been processed in SPSS where they have been analyzed based on descriptive statistics, correlation analysis and regression analysis.  Result & Conclusion: The results of the study show that sensory product descriptions of coffee have a positive effect on the consumer’s willingness to pay. Sensory taste attributes are the most important to communicate in a product description to appeal to the consumer. On the other hand, the results of the study show that product descriptions that are ecological and Fairtrade-labeled have a stronger impact on the consumer’s willingness to pay for coffee than with sensory product descriptions.  Contribution of the thesis: Our contribution to the subject of business administration and marketing is that product descriptions for coffee should primarily communicate ecological and Fairtrade-labels if such exist, to influence the consumer’s willingness to pay. In the case of non-ecological or Fairtrade-labeled products, the sensory attributes should be communicated to have a positive impact on the consumer’s willingness to pay. Suggestions for future research: After this study, we can state that the willingness to pay differs depending on which product description is presented. It would therefore be of interest to also look at different brands for coffee when producing different types of product descriptions to see if the willingness to pay changes. For future research, it would also be of interest to see how sensory product descriptions in combination with environmentally friendly product description had affected the willingness to pay.

This research was conducted to find out more about the willingness to pay for online concerts both during the Covid-19 pandemic and in the future. Secondary data was collected in form of literature in order to perform primary research. The primary research consisted of a quantitative online survey to collect data on a specific case study, which covered an online concert by the German band Feuerschwanz in the beginning of 2021. The research picked up the connection between concerts and tourism, the concert experience as well as co-creation, the relevance of onlinec oncerts and willingness to pay as central themes. To analyze the data, descriptive and inferential statistics were used to find potential trends and differences. In the findings it could be seen that online concerts are commonly appreciated and have a future prospect. Further, it was seen that both material and non-material elements can enhance the willingness to pay for online concerts and that the major reasons for attending online concerts are being a fan and the lack of live concerts during the pandemic. This research successfully contributed to fill a research gap that is existing due to the only recent emergence of online concerts in this scope. It can further be used to help artists and organizers when planning online concerts, and it gives a perspective about a possible future that includes online concerts.

Background: Innovation is widely recognized to be instrumental for the sustained competitiveness of businesses, including family businesses. However, many family firms are unable to achieve innovation on their own, necessitating the shift towards collaborative innovation. Yet, due to the overlap of family and business, innovation in family firms is characterized by the so-called“innovation paradox” where family firms usually possess a greater ability to innovate but lack the willingness to do so. Accordingly, considerable attention has been given to the factors that affect the willingness of family firms in an attempt to understand and possibly resolve the innovation paradox. Purpose: The purpose of the present study is to explore how the degree of family involvement in the top management team (TMT) influences the family firm’s willingness to engage in collaborative innovation and how that influences the preferred type of collaborative innovation. By exploring the link between the degree of family involvement in TMT and the willingness in the context of collaborative innovation, our study aims to contribute to a deeper understanding of the innovation paradox associated with family businesses, and thereby offer important insights to practitioners, both from the family and non-family perspective. Method: Our methods were based on qualitative research with an exploratory research design and multiple case-study methods of eleven family firms. Through semi-structured interviews with both family and non-family TMT members, we gained insights into the role of family influence on family firms. We also used a cross-case analysis to compare the cases and indicate similarities and differences in order to draw our conclusions. Conclusion: The results of the study show that the degree of family involvement in the top management teams influences the family firms’ willingness to engage in collaborative innovation. Depending on the degree of family involvement as represented by the respective configurations, five patterns of influence manifestations (IM) are identified.

With a growing risk of food insecurity in the face of extreme population growth, the world is in need of hands-on solutions that could combine a significant increase in food production while decreasing the effects of agriculture on the environment. Such a solution could be provided through cultivating staple crops in Indoor Vertical Farming facilities, however, due to its high expenses, these developments have stagnated, lacking financial support. As this financial support could be provided by Impact Investors, this thesis explores the relevance of non-financial factors and how they relate to the financial returns as well as how much it influences an Impact Investors decision to invest. The primary data was collected through a quantitative survey, including a fictional scenario based upon the cultivation of wheat in an Indoor Vertical Farming. The results were analyzed and interpreted through the lens of the Willingness to Pay concept and the Rational Choice Theory.The results showed that in the case of this study, the respondents were most willing to pay for the factors water, yield, and emissions. However, regardless of the positive impact of these factors, they lacked the influence to get them to commit to the presented scenario as they still prioritized financial returns as the base of decision. Lastly, another prominent driver behind the investors likelihood to invest was found to be age, where younger investors were much more likely to invest than the older respondents. / Med en ökande risk för livsmedelsosäkerhet parallellt med extrem befolkningstillväxt behöver världen praktiska lösningar som kan kombinera en betydande ökning av livsmedelsproduktionen utan ökad belastning på miljön från intensifierat jordbruk. En sådan lösning kan tillhandahållas genom odling av stapelgrödor i vertikala jordbruksanläggningar inomhus, men på grund av dess höga kostnader blir denna utveckling stagnerad på grund av saknat ekonomiskt stöd. I och med att en möjlig väg att säkra ekonomiska stöd kan tillhandahållas av Impact Investors undersöker denna avhandling relevansen av icke-finansiella faktorer och hur de relaterar till den finansiella avkastningen samt hur mycket det påverkar ett Impact Investors beslut att investera. De primära uppgifterna samlades in genom en kvantitativ enkätundersökning, baserat på ett fiktivt scenario om odling av vete i ett vertikalt jordbruk inomhus. Resultaten analyserades och tolkades genom perspektiven 'Willingness to Pay' och 'Rational Choice Theory'. Resultaten visade att respondenterna i den här studien var mest villiga att betala för faktorerna vatten, avkastning och utsläpp. Oavsett de positiva effekterna av dessa faktorer saknade de dock tillräckligt inflytande för att få investerarna att helt engagera sig i det presenterade scenariot eftersom de fortfarande prioriterade ekonomisk avkastning som främsta beslutsunderlag. Slutligen visade sig att en annan framstående drivkraft bakom investerarnas sannolikhet att investera var ålder, där yngre investerare var mycket mer benägna att investera än de äldre respondenterna.

På grund av covid-19 har många organisationer tvingats implementera distansarbete i syfte att minska smittspridningen. Givet den snabba omställningen till distansarbete och de utmaningar som arbetssättet har på kunskapsdelning, ämnar denna kvantitativa tvärsnittsstudie undersöka hur viljan att arbeta på distans påverkar kunskapsdelning hos distansarbetande anställda. Kunskapsdelning operationaliseras genom de relationella faktorerna förtroende, sociala relationer samt organisatorisk förpliktelse. Studiens analysmodell baseras på fyra hypoteser som formulerats utifrån tidigare forskning. Respondenter samlades in via en webbenkät där den insamlade datan analyserades genom hierarkisk linjär regression. Resultaten från 170 distansarbetande anställda visade att viljan att arbeta på distans modererar effekten av förtroende på kunskapsdelning. För individer som har lågt förtroende till sina kollegor agerar viljan att arbeta på distans som en facilitator för kunskapsdelning. Därutöver bör organisationer ta hänsyn till de anställdas vilja att arbeta på distans eftersom resultaten från studien indikerar att viljan påverkar kunskapsdelning på den digitala arbetsplatsen. / Due to the COVID-19 pandemic many organizations have been forced to implement telework in an effort to reduce the spread of the virus. Following the quick transition to telework and challenges associated with organizational knowledge sharing, this quantitative cross-sectional study aims to investigate how the willingness to telework impacts knowledge sharing. Knowledge sharing is operationalized through the relational factors trust, interpersonal bonds and organizational commitment. The study’s model of analysis is based on four hypotheses formulated from earlier research within the field. Data was gathered through an online survey where the collected data was analyzed through hierarchical linear regression. Results from 170 teleworkers show that the impact of trust on knowledge sharing is moderated by willingness to telework. For individuals with low levels of trust in their coworkers the willingness to teleworks acts as a facilitator for knowledge sharing. An implication for organizations is that employees’ willingness to telework needs to be considered as our results indicate that it affects knowledge sharing in a digital work environment.