Bo kvar eller flytta? : En kvalitativ studie om hur ungas framtidsval påverkas av en stads green place branding

Green place branding is a strategy where cities promote themselves as sustainable by highlighting and supporting green initiatives in order to attract residents, tourists, and businesses (Acuti et al., 2018; Taecharungroj, 2018). In this study, green place branding is defined as Luleå’s strategy to present itself as a sustainable city by highlighting and promoting environmental initiatives to attract residents, tourists, and businesses. The study explores how young adult students aged 23–30 perceive Luleå’s green place branding, and whether it can influence their decision to live and stay in the city after graduation. The purpose is to examine how Luleå’s place branding, with a focus on environmental sustainability and green initiatives, can affect young students’ view of the city and their willingness to stay after finishing their studies. This study is important because Luleå is undergoing a major green industrial transition, and the city’s future need for skilled workers depends on more young people choosing to stay.