The purpose of the research we undertook for this Conference Paper was to investigate whether marketing campaigns for specific types of drinks could be directed towards age cohorts rather than towards intercultural differences between countries. We developed consumer profiles based on drinking motives and drinking behavior by age cohorts. We hypothesized that differences between countries in the youngest age groups are smaller than in the older age groups, where country specific tradition and culture still plays a more prominent role. We, therefore tested, from the data obtained by the COnsumer BEhaviouR Erasmus Network (COBEREN), the hypothesis that the extent to which the age specific profiles differ between countries increases with age. The results confirm our hypothesis that the extent to which drinking motives differ between countries increases with age. Our results suggest that marketing campaigns which are directed towards drinking motives, could best be tailored by age cohort, in particular when it concerns age group 18-37 and more particular for beer, spirits and especially premix drinks. Marketing campaigns for non-alcoholic beverages should be made specific for the British countries and the Western countries, but even more effectively be made specific for the age cohort 18-37.
In this publication, the four authors provide several solution directions to shape that transition to a new, sustainable agricultural system. With a different relationship between food production and nature and the environment. It is the - necessary - basis for a good agricultural agreement. And the way to work towards a sustainable future for our agricultural sector and food system.
MULTIFILE
This paper describes a project to explore the possibilities of virtual worlds in educating Green IT. In the project a virtual world has been created with various assignments which are meant to create awareness on sustainability aspects of IT. The world (and the assignments) will be incorporated in a course for first-year IT students. In order to measure the effects of the course, a questionnaire has been developed which can be used before and after the course to measure the attitude towards green IT.
