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The climate change that has been noted since industrialism and that we see today are widespread, rapid and increasingly clear. In order to keep the earth within its planetary boundaries, research is focusing on different solutions, where technological development is a leading component. One area that has developed dramatically in the last decade is persuasive technology. The technology is extremely popular, and within ecological sustainability countless ICT-applications have been developed with the aim of supporting users' transition to sustainable living. Despite its popularity and potential, the challenges that exist for the technology are not reflected in the research within the field. This study aims to identify challenges for persuasive technology within ecological sustainability, as well as, based on The Fogg Behavior Model, investigate how these challenges affect the efficiency of ICT-applications that apply the technology. To answer the study's research questions, qualitative semi-structured interviews with four researchers within the field were conducted. The results were then analyzed with the help of previous research and Fogg's Behavior Model for Persuasive Design, which is the theory of the thesis. In summary, it can be stated that the study identified seven challenges with persuasive technology in ecological sustainability, and that these affect the efficiency of ICT applications in various ways.

During the last decade, the Swedish Armed Forces have been struggling to achieve recruitment goals and to retain military personnel. To attract more people to join the agency, and to increase the knowledge about the agency’s role and function in society, the Swedish Armed Forces continuously run campaigns. Furthermore, the Swedish Armed Forces is a government agency with a mission that is determined by the Swedish government through government decisions. It can therefore be argued that it is important that the campaigns portray the agency’s mission in a correct and truthful way. The purpose of this study has been to investigate how the Swedish Armed Forces portray their mission in their campaign films, and to what extent it corresponds with the agency’s official mission. The research questions are thereby: (1) How is the mission of the Swedish Armed Forces portrayed in two campaign films from 2018 and 2020? (2) To what extent does the Swedish Armed Forces' communication about the agency's mission correspond with their official mission presented in the government decision? (3) Based on identified semiotic resources, and with a neo-institutional perspective on strategic communication, what type of communication has been allowed to take place in the Swedish Armed Forces' campaign films? To answer the research questions, a qualitative data analysis was conducted on a government decision constituting the overall direction of the Swedish Armed Forces, and a multimodal critical discourse analysis was conducted on two campaign films produced by the agency The results were compared, and analyzed through the lens of a neo-institutional perspective on strategic communication. In summary, it can be stated that the study finds that the Swedish Armed Forces, in the two campaign films, portray their mission in a way that greatly corresponds with their official mission as presented in the government decision.