Essays about: "consumer attitude, behavior"

Showing result 1 - 5 of 142 essays containing the words consumer attitude, behavior.

  1. 1. Navigating the Evolving World of Fashion In-Game Advertising

    University essay from Uppsala universitet/Medier och kommunikation

    Author : Evgenia Maria Botini; [2023]
    Keywords : gamification; in-game advertising; fashion advertising; consumer behavior; metaverse;

    Abstract : Abstract This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular. Purpose The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. READ MORE

  3. 2. How do the Female Attitudes Towards Sustainable Branding Influence Purchase Intention in the Sportswear Industry : A qualitative study of women aged 20-50.

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Nicole Vizcaino; Emma Kettunen; [2023]
    Keywords : Attitudes; Sustainability; Sustainable branding; Brand sustainability; Greenwashing; Sportswear; Sportswear industry; Sports apparel industry;

    Abstract : Background: The sportswear industry has grown rapidly in the past years, with sportswear becoming a popular choice for everyday wear and sports activities. However, concerns about sustainability have emerged, prompting consumers to think about their purchasing habits. READ MORE

  4. 3. Genetically Modified Food - Curse or Blessing? : Decisive factors influencing consumers behavior

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Sina Brinkmeier; Jule Persson; [2023]
    Keywords : genetically modified food; theory of planned behavior; consumer behavior; decisive factor;

    Abstract : Genetically modified (GM) food could be a solution to secure the world’s food supply, whichis in jeopardy due to the ongoing climate crisis. Thus, it is of great importance that consumerswould be willing to consume this type of food. READ MORE

  5. 4. Generation Z Consumers' Attitudes towards Body Diversity in Fashion Advertisements : A quantitative study on the effect of consumers' own body size to their attitude

    University essay from Umeå universitet/Företagsekonomi

    Author : Amanda Hallberg; [2023]
    Keywords : Fashion advertising; body diversity; body positivity; generation Z; fashion industry; Instagram marketing; social media marketing; consumer attitudes; purchase intentions;

    Abstract : This thesis is investigating how consumers’ attitudes on fashion advertisements are affected by the models featured in the advertisements, with the consumers’ own body size being taken into consideration. The topic for the thesis was formed when conducting a thorough literature search, which revealed a gap in research. READ MORE

  6. 5. Sneaky but not illegal: An experimental study of how price increase and product content reduction affect attitudes towards brand and retailers and persuasive intent

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Linnea Fällman; Ella Wiss Mencke; [2023]
    Keywords : Shrinkflation; Price Tactics; Persuasion Knowledge; Retailer pricing; Consumer Behavior;

    Abstract : In the past years, consumers may be confused as to why their household goods do not last as long as they have in the past. In almost all cases, this is due to a phenomenon called 'shrinkflation'; the practice of reducing the size or quantity of a product while keeping the same price. READ MORE