This study, part of an R&D project with Dutch tour operators, assessed Dutch consumer preferences towards a carbon label for holiday trips. A general survey (n = 504) assessed the perceived importance of a CO 2 label to consumers. To determine the preferred design, two focus groups (n = 15) followed by a panel study (n = 1246) were performed. Finally, a pilot study (n = 100) assessed potential effects of the label on attitude and booking intention. The general survey's results indicate that a carbon label could impact on the travel choice of some Dutch travellers, when label information is explicit, understandable and simply designed. The focus groups in combination with the panel study showed that Dutch consumers prefer a recognisable carbon label, similar to the EU energy label. The pilot study revealed that consumers' attitudes increased significantly, but that intention to book was not significantly affected for the group that was shown the carbon label. These findings contribute to understanding consumer attitudes towards tourism eco and carbon labels, and their content and design. Implementation of a carbon label for tour packages still requires a number of barriers to be resolved. Sustainability remains a low priority during holiday decision-making.
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Purpose: Food waste occurs in every stage of the supply chain, but the value-added lost to waste is the highest when consumers waste food. The purpose of this paper is to understand the food waste behaviour of consumers to support policies for minimising food waste. Design/methodology/approach: Using the theory of planned behaviour (TPB) as a theoretical lens, the authors design a questionnaire that incorporates contextual factors to explain food waste behaviour. The authors test two models: base (four constructs of TPB) and extended (four constructs of TPB plus six contextual factors). The authors build partial least squares structural equation models to test the hypotheses. Findings: The data confirm significant relationships between food waste and contextual factors such as motives, financial attitudes, planning routines, food surplus, social relationships and Ramadan. Research limitations/implications: The data comes from an agriculturally resource-constrained country: Qatar. Practical implications: Food waste originating from various causes means more food should flow through the supply chains to reach consumers’ homes. Contextual factors identified in this work increase the explanatory power of the base model by 75 per cent. Social implications: Changing eating habits during certain periods of the year and food surplus have a strong impact on food waste behaviour. Originality/value: A country is considered to be food secure if it can provide its citizens with stable access to sufficient, safe and nutritious food. The findings and conclusions inform and impact upon the development of food waste and food security policies.
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This research explores the attitudes of children from different socio-economic backgrounds towards cars. This paper explores their projected choices and motivations in the context of (1) post-materialist values; (2) economic constraints; and (3) social status theories; and draws upon survey research among 140 upper elementary school children in the Netherlands between September 2010 and January 2011. Comparative analysis shows that there are significant differences in attitudes of children from different socio-economic backgrounds. Pupils from the affluent predominantly ethnically Dutch schools showed greater awareness of and concern about their parents’ and general use of cars, and less desire to own a car in the future, children from less economically advantaged schools demonstrated lower environmental awareness and concern and more desire to own a car in the future. This study is based on a small sample and indicates a need for large-scale follow-up study of children's attitudes towards cars. https://doi.org/10.1016/j.tranpol.2012.07.010 https://www.linkedin.com/in/helenkopnina/
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Due to the environmental and nutritional benefits of insects, their consumption would be one of the solutions to feed the growing human population. Despite the increasing interest in the use of insects as food and feed, consumer acceptance is the major obstacle to successful implementation in Western countries and we studied the factors that influence consumer acceptance in a group of university students from Germany and the Netherlands. In this exploratory research, a survey was conducted (n = 222). Socio‐demographic and psychological factors were established from a theoretical review. In addition, we elaborated on questions regarding information on the health and environmental benefits of consuming insects. Initially, the data obtained are presented through descriptive statistics. The influence of the socio‐demographic and psychological factors, and the information on the willingness to accept insects as animal feed and human food was analyzed using correlations and multiple linear regressions. Results showed more willingness to accept insects as animal feed than in human food. The acceptance among German and Dutch students seems to be driven by issues similar to those in other European countries, such as visual aspects and knowledge about the benefits. The effect of the information on willingness constitutes an important finding of this study, especially for the use of insects in animal feed, since most of the previous studies have focused on the use of insects as human food. Our data support the need to inform and educate consumers about the environmental and health benefits of entomophagy. We conclude that effective efforts to implement entomophagy could increase the level of familiarity with the insect food and inform (or educate) consumers about its benefits. Insights from this study are useful to address studies focusing on specific segments of possible early adopters and consequently addressing communication strategies in this market segmentation.
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Individual and unorganized sports with a health-related focus, such as recreational running, have grown extensively in the last decade. Consistent with this development, there has been an exponential increase in the availability and use of electronic monitoring devices such as smartphone applications (apps) and sports watches. These electronic devices could provide support and monitoring for unorganized runners, who have no access to professional trainers and coaches. The purpose of this paper is to gain insight into the characteristics of event runners who use running-related apps and sports watches. This knowledge is useful from research, design, and marketing perspectives to adequately address unorganized runners’ needs, and to support them in healthy and sustainable running through personalized technology. Data used in this study are drawn from the standardized online Eindhoven Running Survey 2014 (ERS14). In total, 2,172 participants in the Half Marathon Eindhoven 2014 completed the questionnaire (a response rate of 40.0%). Binary logistic regressions were used to analyze the impact of socio-demographic variables, running-related variables, and psychographic characteristics on the use of running-related apps and sports watches. Next, consumer profiles were identified. The results indicate that the use of monitoring devices is affected by socio-demographics as well as sports-related and psychographic variables, and this relationship depends on the type of monitoring device. Therefore, distinctive consumer profiles have been developed to provide a tool for designers and manufacturers of electronic running-related devices to better target (unorganized) runners’ needs through personalized and differentiated approaches. Apps are more likely to be used by younger, less experienced and involved runners. Hence, apps have the potential to target this group of novice, less trained, and unorganized runners. In contrast, sports watches are more likely to be used by a different group of runners, older and more experienced runners with higher involvement. Although apps and sports watches may potentially promote and stimulate sports participation, these electronic devices do require a more differentiated approach to target specific needs of runners. Considerable efforts in terms of personalization and tailoring have to be made to develop the full potential of these electronic devices as drivers for healthy and sustainable sports participation.
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Background: Running has become one of the most popular sports and has proven benefits for public health. Policy makers are increasingly aware that attractively designed public spaces may promote running. However, little is known about what makes a running environment attractive and restorative for runners and to what extent this depends on characteristics of the runner. This study aims to investigate 1) to what extent intrapersonal characteristics (i.e. motives and attitudes) and perceived environmental characteristics (e.g. quality of the running surface, greenness of the route, feelings of safety and hinderance by other road users) are associated with the perceived attractiveness and restorative capacity of the running environment and 2) to what extent the number of years of running experience modify these associations. Methods: Cross-sectional data were collected through the online Eindhoven Running Survey 2015 (ERS15) among half marathon runners (N = 2477; response rate 26.6%). Linear regression analyses were performed for two outcomes separately (i.e. perceived attractiveness and perceived restorative capacity of the running environment) to investigate their relations with motives and attitudes, perceived environmental characteristics and interactions between perceived environmental characteristics and number of years of running experience. Results: Perceived environmental characteristics, including green and lively routes and a comfortable running surface were more important for runners’ evaluation of the attractiveness and restorative capacity of the running environment than runners’ motives and attitudes. In contrast to experienced runners, perceived hinder from unleashed dogs and pedestrians positively impacted the attractiveness and restorative capacity for less experienced runners. Conclusions: Perceived environmental characteristics were important determinants of the attractiveness and restorative capacity of the running environment for both novice and experienced runners. However, green and lively elements in the running environment and hinderances by cars were more important for less experienced runners. In order to keep novice runners involved in running it is recommended to design comfortable running tracks and routes and provide good access to attractive, green and lively spaces.
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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.
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Values, representing higher abstract goals in life, receive increasing attention in branding literature and practice. However, understanding of how values drive consumer behavior is limited. This research contributes to a better understanding of the importance of values and value types in marketing communications and how they can influence consumer behaviour. This is particularly relevant given the recent rise in values-based marketing, sometimes also referred to as purpose marketing. Three studies were conducted. The outcomes of study one showed that perceived values (rather than personality traits) indeed play a key role, alongside functional congruence, as a predictor of repurchase intentions. This was particularly true for consumer durables and service brands that consumers have longer relationships with. Study two confirmed that perceived brand values are, next to functional product characteristics, considered as more important than brand personality traits when longer relationships are involved. These effects were most pronounced in the case of prospective situations and services compared to products. Having demonstrated the importance of brand values, the third study zoomed in on the type of value communicated. To this end, brand messages involving self-transcending values (such as concern for society, the environment, and close others) were compared with self-enhancement values (mainly the personal need for recognition of achievements by others and power). In line with research on purpose marketing, results showed that brand messages with self-transcending values outperformed those with self-enhancement values on measures including attitudes toward the brand, perceived quality, and consideration to buy. Moreover, consumer brand identification acted as a mediator in this process, further reinforcing the aforementioned effects. The final chapter of this dissertation presents a discussion of the findings presented across the studies, including relevance to practice and directions for follow-up research. Findings across these studies show that brand values are key to consumer decision making and hence deserve more attention in marketing and branding literature.
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For twenty years, typical outdoor lifestyle sports like rafting, snowboarding and rock climbing, which used to be exclusively practised in natural environments, are being offered in controlled artificial settings. This process can be described as 'the indoorisation of outdoor sports'. With this development, questions of authenticity arise. Are these new, commercial forms still authentic lifestyle sports? And can we consider the participants in these indoorised lifestyle sports as authentic? There has been a discussion about authenticity in lifestyle sports since its worldwide popularisation and it is worth to reconsider this discussion against the background of new, commercial versions of lifestyle sports. Therefore, in this paper a qualitative analysis is offered about the consumption of a constructed authenticity in a cultural context increasingly characterized by artificialization.
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Vegetables have low taste intensities, which might contribute to low acceptance. The aim of this study was to investigate the effect of taste (sweetness, sourness, bitterness, umami, and saltiness) and fattiness enhancement on consumer acceptance of cucumber and green capsicum purees. Three concentrations of sugar, citric acid, caffeine, mono-sodium glutamate, NaCl, and sunflower oil were added to pureed cucumber and green capsicum. Subjects (n = 66,35.6 ± 17.7 y) rated taste and fattiness intensity. Different subjects (n = 100, 33.2 ± 16.5 years) evaluated acceptance of all pureed vegetables. Taste intensities of vegetable purees were significantly different (P < 0.05) between the three tastant concentrations except for umami in both vegetable purees, sourness in green capsicum puree, and fattiness in cucumber puree. Only enhancement of sweetness significantly (P < 0.05) increased acceptance of both vegetable purees compared to unmodified purees. In cucumber purees, relatively small amounts of added sucrose (2%) increased acceptance already significantly, whereas in green capsicum acceptance increased significantly only with addition of 5% sucrose. Enhancement of other taste modalities did not significantly increase acceptance of both vegetable purees. Enhancing saltiness and bitterness significantly decreased acceptance of both vegetable purees. We conclude that the effect of taste enhancement on acceptance of vegetable purees differs between tastants and depends on tastant concentration and vegetable type. With the exception of sweetness, taste enhancement of taste modalities such as sourness, bitterness, umami, and saltiness was insufficient to increase acceptance of vegetable purees. We suggest that more complex taste, flavor, or texture modifications are required to enhance acceptance of vegetables.
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