Does my self-image do the purchasing for me? : A thematic analysis on millennial women's attitudes towards sports supplements and their willingness to purchase based on packaging design

Sammanfattning: The purpose of this study is to gain a deeper understanding of Swedish female millennials attitudes towards sports supplements. As well as how packaging design influences their willingness to purchase within this product category. Based on this, two main research questions were formulated: (1) What are millennial women's attitudes towards sports supplements? And (2) How does packaging design influence female millennials willingness to purchase sports supplements?  In order to answer these questions, a qualitative study was conducted using semi-structured interviews with 26 Swedish millennial females. The empirical findings from these interviews were then transcribed and analyzed in relation to the theories found in the literature review. The conclusions of this thesis shows that female millennials have positive attitudes towards sports supplements, however it was found that a positive attitude is not sufficient to generate a purchase. Additionally, it was concluded that packaging design influences this population greatly. Although the researched population were not aware of how much they in fact were influenced and a conflict between conscious influence and unconscious influence was identified.