Då det ur ett konsumentperspektiv finns ett stort intresse för att kombinera olika miljöperspektiv i en enhetlig märkning samtidigt som forskning visar att en kombination av olika märkningar genererar en ökad betalningsvilja, åsyftar denna studie att undersöka hur dessa två respektive typer av märkningssätt påverkar konsumentens preferenser av varumärket samt hur dessa preferenser skiljer sig åt. Föreliggande studie testar dessutom huruvida Simonsons (1989) teori om kompromisseffekter är applikabel för att öka konsumenters preferenser för ekologiska produkter när ett superekologiskt alternativ tillförs ett valset med ett konventionellt och ett ekologiskt alternativ. Studien bidrar därmed med information till beslutsfattare inom livsmedelsbranschen för hur ekologiska attribut påverkar konsumenters preferenser och betalningsviljan för ekologiska produkter.     408 respondenter har medverkat i en enkätundersökning där svaren har analyserats med hjälp av följande statistiska analyser: reliabilitetstest, t-test, korrelationsanalys, faktoranalys och klusteranalys. Resultaten visar att trots att de flesta konsumenter tenderar att ha såväl en positiv attityd som en ökad betalningsvilja för de ekologiska alternativen, väljer fortfarande majoriteten av konsumenterna det konventionella alternativet, varvid ingen kompromisseffekt uppstår. För de allra flesta av studiens respondenter motsvarar med andra ord inte den ökade betalningsviljan rådande marknadspriser, något som bland annat skulle kunna bero på att konsumenterna inte känner erforderligt med tilltro till miljömärkningarna. Priset kan dessutom fungera som ett hinder mot ett nytt beteende, varvid konsumenten istället av ren vana håller kvar vid det gamla. Vad gäller konsumenternas syn på superekologiska märkningar tycks ett superekologiskt trioalternativ i dagsläget vara att föredra. Något mer överraskande är att respondenterna, i motsats till vad flertalet tidigare studier har visat (Roddy, Cowan & Hutchinson 1994; CEC, 1999; Magnusson, Arvola, Hursti, Åberg & Sjödén, 2001; Torjusen, Lieblein, Wandel & Francis, 2001; m.fl.), dessutom upplever smak och kvalitet hos de ekologiska alternativen som sämre jämfört med det konventionella alternativet.   Eftersom de flesta konsumenter de facto uttrycker en ökad betalningsvilja för ekologiska alternativ, anser vi avslutningsvis att en mindre prisskillnad mellan konventionella och ekologiska produkter är något som beslutsfattare i livsmedelsbranschen framför allt borde ta i beaktning för att i framtiden öka antalet konsumenter av ekologiska produkter. / From a consumer perspective, there exists a considerable interest in combining different environmental perspective in an uniform label. On the other hand, since research shows that a combination of different labels generates a greater willingness to pay, this study aim to examine how these two respective types of labeling affect consumers brand preferences, and furthermore how these preferences differ. The present study also test whether Simonson's (1989) theory of compromise effect could be applied to increase consumer preference for organic products, when adding an organic premium alternative to a choice set with a conventional and an organic alternative. Thus, the study contributes information to decision makers in the food industry about how ecological attributes affect consumers’ brand preferences and their willingness to pay for organic products.   408 respondents have participated in a survey in which the answers were analyzed using the following statistical analyzes: reliability test, t-test, correlation analysis, factor analysis and cluster analysis. The results show that although most consumers tend to have both a positive attitude and an increased willingness to pay for organic alternatives, the majority of consumers still choose the conventional alternative, why no compromise effect occurs. For most of the study's respondents the increased willingness to pay does not correspond with current market prices. Among other things this could be explained by consumers’ lack of confidence in eco-labels. The price may also act as a barrier to a new behavior, whereby the consumer out of pure habit chooses the conventional alternative. Based on the consumer preferences for organic premium labels, the organic premium combination alternative seems to be the preferable choice. Somewhat more surprising, the respondents in this study, in contrast to most previous studies (Roddy et al., 1994; CEC, 1999; Magnusson et al., 2001; Torjusen et al., 2001; etc.), perceived the taste and quality of the ecological alternatives as inferior to the conventional alternative.   Finally, since the respondents show an increased willingness to pay for organic products, we think that decision makers in the food industry primarily should take into consideration that a minor price difference between conventional and organic products is something that could increase the number of consumers buying organic products in the future.

In this research consumers attitudes towards general food safety and their perceptions of the safety of beef in Japan and Canada are examined. Risk perceptions, the willingness to pay for beef traceability from farm to final consumer and the willingness to pay for animal testing for bovine spongifrom encephalopothy (BSE) are measured through a stated preference exercise, provided as part of national surveys in each country. Japanese respondents continue to have higher risk attitudes and perceptions about beef than Canadian respondents in 2009 as compared to 2006. In each country survey respondents strongly prefer domestic beef over imports from any other country. However, interest in beef from other countries increases as full traceability, or one hundred % animal testing for BSE or both attributes are incorporated into the markets. The willingness to pay increases at a diminishing rate, from either traceability or BSE animal testing to both attributes. In latent class models the Japanese data suggest that there are three distinct classes of survey respondents, where class 1 respondents are characterized as being more trusting and willing to pay for beef from different countries, class 2 respondents strongly prefer domestic beef and their willingness to pay for imported beef does not increase with traceability or animal testing and class 3 respondents would only be willing to pay for traceable and a combination of traceable and animal tested domestic beef. Similarly, Canadian survey respondents can be segregated into two classes. Class 1 consumers are more trusting and will be willing to pay for both domestic and imported beef. Class 2 consumers are more cautious. / Agricultural and Resource Economics

Made available in DSpace on 2014-12-17T15:55:05Z (GMT). No. of bitstreams: 1 DeborahQC_DISSERT.pdf: 1429454 bytes, checksum: a0c0f19a1e2b4dce92a5d361e8bb5d9a (MD5) Previous issue date: 2014-02-18 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / Esta disserta??o teve como objetivo estimar os valores de uso, n?o-uso e o valor econ?mico total de unidades de conserva??o que protegem o ecossistema de dunas, atrav?s dos m?todos de Valora??o Contingente e do Custo de Viagem. O m?todo de Valora??o Contingente ? capaz de estimar o valor de n?o-uso de um recurso natural atrav?s da utiliza??o de um mercado hipot?tico que consiste em um cen?rio ambiental fict?cio em que o bem ambiental sofre varia??es em suas quantidades e os indiv?duos expressam suas prefer?ncias declarando quanto estariam dispostos a pagar (ou aceitar) para garantir a continuidade (ou a perda) da provis?o do bem. Neste estudo, foram aplicadas duas formas de pagamento para o mercado hipot?tico da t?cnica de Disposi??o a Pagar (coletiva/obrigat?ria e individual/volunt?ria) com o objetivo de identificar a demanda da popula??o por investimentos p?blicos nas unidades de conserva??o costeiras urbanas, para testar a efici?ncia de ambas formas de pagamento e para captar os votos de protesto dos entrevistados, na tentativa incorporar nas an?lises a verdadeira disposi??o a pagar dos entrevistados pela a manuten??o e conserva??o das unidades de conserva??o. Os resultados mostraram maiores lances de disposi??o a pagar para a forma de pagamento coletiva e obrigat?ria, pois em pa?ses em desenvolvimento as pessoas atribuem ao governo o financiamento da conserva??o de paisagens naturais. A diferen?a entre os valores de n?o-uso estimados pelas duas formas de pagamento foi de R$8,2 milh?es (3.5 milh?es) e isso representa a demanda da popula??o local por investimentos p?blicos na conserva??o das ?reas costeiras. O M?todo do Custo de Viagem foi utilizado para estimar o valor de uso das dunas, obtido a partir dos gastos incorridos pelos visitantes ao visitar as ?reas de dunas e o somat?rio deste valor ao valor de n?o-uso representa o valor econ?mico total agregado pela paisagem de parques dunares. Paisagens dunares geram anualmente um montante de R$ 800.428,46 por hectare (US$ 339,049.67). A maior contribui??o para esse montante econ?mico ? do parque visitado por turistas, em que o valor agregado pela recrea??o ? 53 vezes maior que o parque visitado por moradores. Embora turistas e moradores reconhe?am os benef?cios de alguns servi?os proporcionados por este ecossistema, ambos atribuem maior valor ? contempla??o da paisagem natural e ? recrea??o ao ar livre. A estimativa desse valor para os diferentes tipos de p?blico oferece ? gestores um justificativa econ?mica para direcionar uso e conserva??o de ?reas de dunas, subsidia na tomada de decis?o atrav?s de an?lises de custo benef?cio no processo de formula??o, acompanhamento e avalia??o de pol?ticas p?blicas e auxilia a investigar como os benef?cios variam de acordo com os tipos de visitantes. Portanto, o uso de estimativas do valor do meio ambiente nesta disserta??o, identificou o valor econ?mico intr?nseco das ?reas de dunas ?s ?reas naturais e o valor agregado pela sua exist?ncia e, portanto, permite que se dimensione a import?ncia dos investimentos em sua conserva??o e restaura??o, podendo ser utilizada como indicador para direcionar pol?ticas e distribui??o de investimentos para a conserva??o dos mesmos. Outro aspecto importante na aplicabilidade de metodologias de valora??o ambiental ? a contribui??o que o uso desse instrumento traz para o debate cient?fico sobre os problemas t?cnicos existentes nas metodologias

Purpose – This study aims to explore, and suggest solutions to, the gap between the supply of information from organic meat producers and the demand of information from consumers regarding traceable characteristics (attributes) of meat in a limited geographical area in order to maximize the utilization and value of collected data. Design/methodology/approach – A mixed methods research design is applied to collect both quantitative data from consumers and qualitative data from suppliers to produce empirical results of the supply and demand of information. A theoretical framework of organic food purchase intent is used for the quantitative study as well as the correlation between consumers’ perceived importance of attributes and their willingness-to-pay for meat. The results of the empirical studies are compared to each other in an effort to expose a possible gap using a gap analysis. Findings – Meat is shifting from a price based commodity to a product based on characteristics. This study reveals that there is now a gap between the information made available by organic meat producers and the demand of information from consumers that needs to be recognized in order to maximize the value of collected data. Information regarding environmental impact of raising and transporting the animals is not extensively collected. A substantial amount of data about attributes of perceived importance, such as safety and handling, animal welfare and medication or other treatments is collected but not extensively shared with consumers. Research limitations/implications – The small sample size in a unique area and the scope of the survey data does not provide a result that can be truly generalized. It is therefore suggested that future studies produce results from a larger sample that incorporates the perceived accessibility of important information for consumers. Practical implications – This contributes to the emerging literature of organic food production by comparing both the supply and the demand of information regarding attributes of meat. This information is valuable to organic meat producers and marketers as well as developers of agricultural systems and databases that should shift their focus to consumer oriented traceability systems. Originality/value – This study goes beyond the substantial body of literature regarding attributes of organic food and consumers preferences by comparing these factors to the available supply of information by meat producers and by suggesting solutions to bridge the gap between them. Keywords – Organic meat, Organic agriculture, e-Agriculture, Traceability, Traceability systems, Consumer oriented, Consumer behavior, Willingness-to-pay, Supply and demand, Information gap, Gap analysis, Business development, United States of America, Sense-making theory, Mixed methods Paper type – Research paper, Bachelor’s thesis

Cette thèse propose une analyse économique de la gestion des déchets ménagers au Vietnam.Après avoir étudié les différents acteurs et leurs domaines de compétence à l’échellenationale, elle cible plus particulièrement les zones urbaines du pays afin d’identifier la naturedes déchets produits, les modalités de régulation et de financement de leur gestion. Parailleurs, une évaluation des comportements des ménages en faveur de l'amélioration de lagestion des déchets ménagers est proposée à partir d’une évaluation contingente. A partird’une enquête réalisée auprès de 416 ménages dans la ville de Hanoï et de 444 ménages dansla ville d’Ho Chi Minh, l’estimation du consentement à payer (via la méthode d’Heckman)révèle que les ménages sont disposés à payer respectivement environ 0.51 euros et 0.56 eurospar mois par ménage pour une amélioration de la qualité du service d’élimination des déchetsménagers. Les résultats de cette étude empirique sont également mobilisés pour proposer desrecommandations concrètes visant à assurer une plus grande efficacité dans la gestion desdéchets au Vietnam. / This thesis provides an economic analysis of household waste management in Vietnam. Afterstudying the various stakeholders and their fields of competence at the national level, ittargets the urban areas of the country in particular in order to identify the nature of the wasteproduced and the regulation and financing conditions for its management. Furthermore, anassessment of household behavior vis-à-vis the improvement of household waste managementis proposed using a contingent evaluation. Starting from a survey carried out on 416households in the city of Hanoi and 444 households in Ho Chi Minh City, an estimation of thewillingness to pay (using the Heckman method) reveals that households are prepared to payabout 0.51 euros and 0.56 euros per month per household respectively to improve the qualityof service of household waste disposal. The results of this empirical study are also used topropose concrete recommendations aiming to ensure greater efficiency in household wastemanagement in Vietnam.

Le gouvernement français s'est engagé sur un ambitieux objectif de développer l'éolien offshore pour atteindre une capacité de 6 GW d'ici 2020. La construction d'éoliennes terrestres, tout comme les éoliennes offshore, est très contestée en raison de leur impact visuel sur le paysage. Dans la région française du Languedoc Roussillon, les acteurs concernés (industrie touristique, commerces, pêcheurs, élus locaux), craignent que la construction de parc éoliens offshore aie des effets néfastes sur le tourisme, en donnant à la région une image industrialisée et « bétonnée ». Jusqu'à présent, en mer du Nord, il n'a jamais été mis en évidence que la construction de parcs éoliens offshore ait réellement affecté l'attractivité touristique des côtes environnantes. On peut se demander si ce constat peut être extrapolé à la cote méditerranéenne. Depuis une dizaine d'années, lorsqu'ont débuté les débats sur la possibilité d'exploiter les vents méditerranéens, beaucoup de préjugés sont apparus sur l'impact potentiel négatif que cela pourrait avoir sur le tourisme. La réticence a d'autant plus augmenté lorsque le Languedoc Roussillon a été inclus dans le zonage de l'appel d'offre concernant la construction de 2 GW de parcs éoliens.Il était donc pertinent de mener une enquête auprès des touristes du littoral pour évaluer comment l'installation de parcs éoliens, installés à des distances réalistes des côtés, pourrait affecter le tourisme balnéaire. Par ailleurs, il était également intéressant de proposer des stratégies que les stations balnéaires pourraient adopter pour augmenter le nombre de touristes et leurs profits, avec ou sans parc éolien. Pour répondre à ces questions, une enquête d'évaluation mobilisant la méthode des « choice experiment », a été réalisée durant l'été 2010, auprès de plus de 350 touristes, sur les plages languedociennes.Les résultats de cette enquête, présentés au chapitre 3, montrent que les coûts liés à la nuisance visuelle s'annulent lorsque le parc éolien est installé à des distances comprises entre 8 et 12 km de la côte. L'enquête a également mis en évidence une forte demande pour la mise en place de démarches éco responsable (favorisant les produits locaux, le vélo, les transports publics et les économies d'eau et d'énergie) par les stations balnéaires. Ainsi, nos résultats montrent que la nuisance vécue par l'installation d'un parc à 8 km de la cote serait compensée par la mise en place simultanée d'une « démarche verte ». Par ailleurs, la construction de récifs artificiels associé au parc éolien, qui permettrait l'accès à des loisirs récréatifs (plongée sous marine par ex.) générerait, d'après nos résultats, une augmentation des dépenses des touristes, si ce parc était installé à une distance d'au moins 5 km de la côte.De nos résultats émergent deux principaux constats :- L'implantation d'une éolienne à 12 km de la côte, sans aucune évolution de la station par ailleurs, n'aurait pas d'incidence négative sur le tourisme.- Si la station balnéaire met simultanément en place des actions environnementales et des activités récréatives, le parc éolien peut alors être conçu à partir d'une distance de 5 km de la côte.L'écart entre le Consentement à Payer pour un bien et le Consentement à Recevoir une compensation pour renoncer à ce même bien est un phénomène très largement mis en évidence en économie de l'environnement. Dans une seconde partie de la thèse, nous prenons en compte dans nos estimations économétriques cet écart entre les pertes et des gains dans la fonction d'utilité. En tenant compte de cette asymétrie, nous estimons une réduction de moitié de la nuisance vécue par rapport aux éoliennes si le parc éolien est déjà installé. D'un autre côté, les bénéfices liés aux activités récréatives et à une démarche éco responsable sont perçu comme plus élevés si ces activités étaient déjà mises en place. / The French government has committed itself to an ambitious target of boosting the offshore wind power capacity to reach 6 GW by 2020. Wind turbines onshore as well as offshore are highly contested on visual grounds. Affected stakeholders, ranging from business and property owners, fishermen and elected municipal planners, fear significant negative economic impacts on their ‘business' or their ‘property'. In the French Mediterranean region of the Languedoc Roussillon, the expectation is that the tourist industry will be chagrined in the presence of an offshore wind farm – giving a windy and cemented image of the region. Since talks began about 10 years ago, on the potential for ‘harvesting' the winds of the Mediterranean Sea, many postulates have been made with regard to the impact on coastal tourism. In particular, resistance mounted when plans to include the Languedoc Roussillon in the 2011 tender for the construction of 2 GW wind power capacity were materialising. In this light, it was considered of pertinence to investigate how offshore wind farms, installed at realistic distances from the coast (5, 8 or 12 km), would affect coastal tourism. Additionally, it was considered of interest to help define strategies that coastal community resort may adopt to boost visiting numbers or profit margins with or without wind farms. To answer these questions a full-scale choice experiment valuation survey with over 350 tourists was undertaken in the summer of 2010 on Languedoc beaches.Our survey results show (in chapter 3) that average visual disamenity costs tends to zero, when an offshore wind farm is installed somewhere between 8 and 12 km from the shore. We also find that there is considerable demand for “sustainable” coastal community resorts that favours local produce, bicycling, public transport, energy and water saving devices. Thus, our estimates show that a wind farm installed 8 km from the shore could be ‘compensated for' through the simultaneous ‘greening' of the coastal community resort. If in addition a wind farm is associated with artificial reefs and recreational user access, our results point to an actual rise in tourist related revenues when the wind farm is located min. 5 km from the coast. The policy recommendation is thus two fold: Everything else equals, a wind farm located 12 km offshore will have no negative incidence on tourism. With simultaneous application of a coherent environmental policy and wind farm associated recreational activities, wind farm siting can be conceived from 5 km and outwards.In a latter stage (chapter 5) we explicit account for the well-established fact that humans' over-estimate losses compared with equal-sized gains, in our econometric estimations. By incorporating so-called gain-loss asymmetry in the utility function, we observe that the WTP to remove wind farms had they already been installed is half the compensation required to accept their presence during a vacation. The disamenity costs associated with wind farm installation are thus of a significantly smaller magnitude had the wind farms already been installed. On the other hand, the welfare benefits associated with eco-efficiency and wind farm associated recreational activities are larger had they already been invigorated. The verdict is that asymmetry should be accounted for, or at least recognised in stated preference valuation studies that simultaneously use utility increasing and utility decreasing attributes.

Motivation: Syftet med denna studie är att undersöka huruvida Country-of-Origin (COO) påverkar svenska konsumenters Willingness to Pay (WTP) & Willingness to Buy (WTB). Vidare kommer studien även undersöka om svenska konsumenter besitter någon kännedom kring produktionsländer vid köp av klädprodukter inom premiumsektorn. Problemdiskussion: Utifrån den nuvarande ökade trenden mot en mer medveten kund önskar studien att undersöka vilka aspekter som har en avgörande roll i köpbeslutet för premiumprodukter samt hur vetskapen om produktionsland påverkar företagets image, kundens köp-och betalvilja. Denna studie kommer därmed fylla en klar funktion eftersom det finns få tidigare studier som flätar samman begreppen COO, WTB & WTP i relation till Premium Branding i modesammanhang på den svenska marknaden. Metod: Studien är genomförd med en kvantitativ metod med fokus på en stor empirisk enkätundersökning där 200 svenska respondenter deltog. Frågorna var tagna från de valda huvudbegreppen COO, Brand Image, Premium, WTP/WTB samt kvalitet. Respondenterna var systematiskt tillfrågade på olika geografiska platser runt Stockholmsområdet. Resultat: Genom att enskilt testa hypoteserna som är utvecklade från tidigare teori, finner denna studie att svenska konsumenter värderar kvalitet som den viktigaste faktorn när de handlar kläder samt att deras WTB/WTP förändras vid vetskapen om produktionsland. Svenska konsumenter värderar samtidigt produkterna utifrån produktionsland samt anser sig ha en låg kännedom var produkterna är tillverkade. Implikationer: Studien kan agera som lösning för företag som vill hitta nya konkurrenskraftiga fördelar samt skapa ett större omfång av värdeskapande aktiviteter som kan locka in en större andel av marknaden. / Motivation: The purpose of this study is to examine whether Country-of-Origin (COO) affects Swedish consumers' Willingness to Pay (WTP) & Willingness to Buy (WTB). Furthermore, the study will also focus on whether Swedish consumers have any knowledge of production countries when purchasing clothing products in the premium sector. Problem statement: Based on the current increased trend towards a more conscious consumer, the study intends to investigate which aspects have a crucial role in the purchasing decision for premium products. Also, how the knowledge of production country affects the company's image, the consumers WTB/WTP. This study will thus fulfil a clear function as there are few previous studies that merge the concepts of COO, WTB & WTP in relation to Premium Branding in fashion context in the Swedish market. Methodology: The study was conducted with a quantitative method focusing on a large empirical survey in which 200 Swedish respondents participated. The questions were conducted from the selected main concepts of COO, Brand Image, Premium, WTP / WTB and quality. Respondents were systematically asked at various geographical locations around the Stockholm area. Results: By separately testing the hypotheses conducted from previous theory, this study finds that Swedish consumers value quality as the most important factor when purchasing premium fashion and their WTB / WTP changes based on the knowledge of production countries. Swedish consumers at the same time value the products along the COO and consider themselves to have a low knowledge of where the products are manufactured. Implications: The study can act as a solution for companies that want to find new competitive advantages and create a larger range of value-creating activities that can attract a larger share of the market.

Mit dem Forschungsprojekt wurde das Ziel verfolgt, den Einfluss des Münchner Stromausfalls im Winter 2012 auf die Zahlungsbereitschaft für Versorgungssicherheit sowie auf die Akzeptanz für Erneuerbare Energien zu untersuchen. Das Ausfallereignis in München bot sich in besonderer Weise für eine Untersuchung an, da etwa die Hälfte des Stadtgebiets betroffen war, sodass eine Trennung nach beeinträchtigten und nicht-beeinträchtigen Haushalten aus einer nahezu homogenen Stichprobe ermöglicht wurde. Im Zentrum der Untersuchung steht eine repräsentative Bevölkerungsumfrage, die zwei Monate nach dem Ausfallereignis durchgeführt wurde. Dazu wurden über das Telefonlabor der Technischen Universität Dresden 526 Personen aus Münchner Privathaushalten befragt. Nach unseren Befunden beeinflusst eine kleine Versorgungsunterbrechung, wie in München, die Einstellung hinsichtlich der Erneuerbaren Energien nur unwesentlich. Allerdings können wir mit Hilfe der kontingenten Bewertungsmethode einen signifikanten Einfluss des Ausfalls auf die Zahlungsbereitschaft für eine sichere Versorgung nachweisen. Darüber ergeben sich aus unserer Studie Erkenntnisse für die Umsetzung der Energiewende: Beispielsweise wurde der Wert für die letzte gelieferte Kilowattstunde Strom (Value of Lost Load), das Last-Abschaltpotenzial von Haushalten sowie die Akzeptanz der Höhe der EEG-Umlage ermittelt.

Die Zeiten der Plattensammlung sind vorbei, Kassetten und CDs sind der MP3-Datei gewichen und nun wird Musik ausschließlich gestreamt. Dieses Zukunftsszenario ist bis dato noch nicht eingetreten, aber wird dies überhaupt passieren? Wird der Kauf von physischen Musikdatenträgern und digitalen Musikdateien dank der immer stärker ansteigenden Streaming Aktivitäten komplett eingestellt? Oder können beide Formen nebeneinander existieren? Um diesen Fragen auf den Grund zu gehen, wurde im Rahmen dieser Arbeit eine Umfrage mit 1.661 Studenten der Technischen Universität Dresden durchgeführt. Die Ergebnisse geben Aufschluss über die Nutzungshäufigkeiten von kostenfreien und kostenpflichtigen Streaming Anbietern sowie von CDs / Schallplatten und MP3 Musikdateien. Zudem wird aufgezeigt, dass eine geringe Zahlungsbereitschaft bei den Studenten besteht. Es werden bereits selten mehr als 5 € in Musik investiert, doch seitdem die Studenten Streaming Dienste nutzen, geben sie nach eigenen Angaben noch weniger Geld für Musik aus als zuvor. Diesem Negativtrend steht die Erkenntnis gegenüber, dass die Probanden seit der Nutzung von Streaming Angeboten weniger Musik illegal herunterladen. Auch wenn der Großteil weniger Musik kauft, so ist es etwa der Hälfte aller Befragten sehr wichtig, Musik zu besitzen, vor allem in physischer Form. Zudem wurden Nutzungsmotive der Möglichkeiten des Musikhörens erfasst, um deren Stärken und Schwächen aufzuzeigen. Die Ergebnisse verdeutlichen, dass die kostenfreie Variante des Streamens zwar häufig genutzt wird, sich die traditionellen Musikdatenträger und Musikdateien jedoch immer noch großer Beliebtheit erfreuen. Von einer kompletten Verdrängung des Kaufens von Musik kann demnach nicht ausgegangen werden.:1. Einführung und Relevanzbegründung 2. Musik Streaming Dienste 2.1. Begriffsdefinition 2.2 Technologische Aspekte 2.3 Rechtliche Aspekte 2.4 Wirtschaftliche Aspekte 3. Der Musikkonsum im Umbruch 3.1 Der Musikkonsum im Wandel 3.1.1 Die fortschreitende Digitalisierung 3.1.2 Die aktuelle Musiknutzung 3.2 Die deutsche Musikindustrie – Nutzung, Absatz und Umsatz 3.2.1 Aktuelle Absatz- und Umsatzzahlen 3.2.2 Zwei Zukunftsszenarien 4. Musik Streaming Dienste im Fokus der Forschung 4.1 Aktuelle Studien zum Musik Streaming 4.2 Die Digital Natives als Zielgruppe 5. Das Forschungsvorhaben 5.1 Herleitung der Forschungsfragen und Hypothesen 5.2 Erhebungsmethode 5.3 Zielgruppenbestimmung und Grundgesamtheit 5.4 Die Online-Befragung 5.4.1 Aufbau und Durchführung 5.4.2 Beschreibung der Stichprobe 6. Darstellung und Auswertung 6.1 Die Nutzung von Musik als Stream, physisches und digitales Medium 6.2 Einflüsse der Musik Streaming Dienste auf das Kaufverhalten 6.3 Zahlungsbereitschaft für Musik 6.4 Nutzungsmotive für die vier Optionen des Musikhörens 7. Diskussion 7.1 Kritik und Interpretation der Ergebnisse 7.2 Ein Ausblick auf die Zukunft 8. Literatur 9. Anhang A. Fragebogen B. Email-Anschreiben an alle TU Dresden Studenten C. Weitere Tabellen

Purpose: This research’s purpose is to test previous used factors that influence the green purchase intentions of apparel products on a not yet tested target group, young consumers in the Netherlands. The goal that goes with the purpose is to stimulate the sustainable apparel consumption in the Netherlands. Research design: To fulfill the purpose of this study, an online questionnaire has been distributed to young consumers in the Netherlands. A total of 400 valid respondents were collected through the convenience sampling- and snowball sampling method. With the valid respondents the multiple linear regression and hierarchical linear regression were conducted. Findings: The current study has found enough evidence to statistically prove that attitude, subjective norm, perceived environmental concern, a low aesthetic risk, and willingness to pay premium have a positive influence on the purchase intention. The study did not find enough evidence to statistically prove that perceived behavioral control, perceived environmental knowledge, and perceived consumer effectiveness have a positive influence on the purchase intention.