Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in marketing theory. The Influence of Values on Consumer Behaviour aims to bridge the gap between the conceptual progress of values in psychology, and the current practice in marketing and branding literature. It proposes the ‘Value Compass’, a comprehensive value system that is cross-culturally applicable to consumer behaviour and brand choice.The values concept is used in psychology to identify the motivations underlying behaviour, a concept that marketers have borrowed to define brand values. This has led to conceptual confusion. Whereas in psychology the values system is perceived as an integrated structure, in marketing, values are treated as abstract motivations that give importance to the benefits of consumption. Attention in marketing has shifted away from brand values toward brand personality, a set of human characteristics associated with a brand. Despite its popularity, brand personality has limitations in explaining consumer behaviour, while the potential merits of a brand values concept have remained largely unexplored.The book presents a meaningful alternative to the brand personality concept and promotes the benefits of using the Value Compass for assessing the effects of brand values and personal values on consumer choice. As such, it will be essential reading for academics and postgraduate students in the fields of marketing, consumer psychology, branding, consumer choice behaviour and business studies.
How do global audiences use streaming platforms like YouTube, Netflix and iPlayer? How does the experience of digital video change according to location? What strategies do people use to access out-of-region content? What are the commercial and governmental motivations behind geoblocking?Geoblocking and Global Video Culture explores the cultural implications of access control and circumvention in an age of VPNs. Featuring seventeen chapters from diverse critical positions and locations – including China, Iran, Malaysia, Turkey, Cuba, Brazil, USA, Sweden and Australia.
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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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Agricultural/horticultural products account for 9% of Dutch gross domestic product. Yearly expansion of production involves major challenges concerning labour costs and plant health control. For growers, one of the most urgent problems is pest detection, as pests cause up to 10% harvest loss, while the use of chemicals is increasingly prohibited. For consumers, food safety is increasingly important. A potential solution for both challenges is frequent and automated pest monitoring. Although technological developments such as propeller-based drones and robotic arms are in full swing, these are not suitable for vertical horticulture (e.g. tomatoes, cucumbers). A better solution for less labour intensive pest detection in vertical crop horticulture, is a bio-inspired FW-MAV: Flapping Wings Micro Aerial Vehicle. Within this project we will develop tiny FW-MAVs inspired by insect agility, with high manoeuvrability for close plant inspection, even through leaves without damage. This project focusses on technical design, testing and prototyping of FW-MAV and on autonomous flight through vertically growing crops in greenhouses. The three biggest technical challenges for FW-MAV development are: 1) size, lower flight speed and hovering; 2) Flight time; and 3) Energy efficiency. The greenhouse environment and pest detection functionality pose additional challenges such as autonomous flight, high manoeuvrability, vertical take-off/landing, payload of sensors and other equipment. All of this is a multidisciplinary challenge requiring cross-domain collaboration between several partners, such as growers, biologists, entomologists and engineers with expertise in robotics, mechanics, aerodynamics, electronics, etc. In this project a co-creation based collaboration is established with all stakeholders involved, integrating technical and biological aspects.
Plastic products are currently been critically reviewed due to the growing awareness on the related problems, such as the “plastic soup”. EU has introduced a ban for a number of single-use consumer products and fossil-based polymers coming in force in 2021. The list of banned products are expected to be extended, for example for single-use, non-compostable plastics in horticulture and agriculture. Therefore, it is crucial to develop sustainable, biodegradable alternatives. A significant amount of research has been performed on biobased polymers. However, plastics are made from a polymer mixed with other materials, additives, which are essential for the plastics production and performance. Development of biodegradable solutions for these additives is lacking, but is urgently needed. Biocarbon (Biochar), is a high-carbon, fine-grained residue that is produced through pyrolysis processes. This natural product is currently used to produce energy, but the recent research indicate that it has a great potential in enhancing biopolymer properties. The biocarbon-biopolymer composite could provide a much needed fully biodegradable solution. This would be especially interesting in agricultural and horticultural applications, since biocarbon has been found to be effective at retaining water and water-soluble nutrients and to increase micro-organism activity in soil. Biocarbon-biocomposite may also be used for other markets, where biodegradability is essential, including packaging and disposable consumer articles. The BioADD consortium consists of 9 industrial partners, a branch organization and 3 research partners. The partner companies form a complementary team, including biomass providers, pyrolysis technology manufacturers and companies producing products to the relevant markets of horticulture, agriculture and packaging. For each of the companies the successful result from the project will lead to concrete business opportunities. The support of Avans, University of Groningen and Eindhoven University of Technology is essential in developing the know-how and the first product development making the innovation possible.
Het Nederlands Openluchtmuseum (NOM) wil actief bijdragen aan een duurzame samenleving met zijn kennis van materialen, producten, diensten en culturele tradities die eeuwenlang functioneerden binnen circulaire gemeenschappen. Ondanks technologische vernieuwing en globalisering heeft het NOM de overtuiging dat deze historische kennis kan bijdragen aan duurzame producten voor de toekomst. Het NOM wil een structurele samenwerking met de creatieve sector om meetbare impact te realiseren binnen en buiten het museum voor de transitie naar een circulaire samenleving. Daarvoor wil het graag zijn collectie en kennis toegankelijk maken voor ontwerpers. Belangrijke praktijkvragen daarbij zijn: Welke rol kan het museum spelen i.s.m. ontwerpers? Hoe kan relevante kennis van het NOM toegankelijk en toepasbaar worden gemaakt voor ontwerpers? Hoe creëer je samen met ontwerpers de gewenste impact in de samenleving? Op basis hiervan is de onderzoeksvraag geformuleerd: Hoe kunnen maatschappelijke organisaties zoals het NOM relevante kennis en artefacten toegankelijk en toepasbaar maken voor ontwerpers t.b.v. meetbare impact voor een circulaire samenleving? Deze onderzoeksvraag is vertaald naar enkele sub-vragen over definities van duurzaamheid en circulariteit, de verwachte rollen van museum en ontwerpers, de gewenste structuur van samenwerking en over de rol van prototypen om de gewenste impact te realiseren. Naast het NOM als MKB, participeren in dit project twee creatieve ondernemers (1 MKB, 1 ZZP-er) die zijn geselecteerd op basis van hun specifieke ontwerpkwaliteiten, hun ervaringen in samenwerken met partners en hun kennis van circulair ontwerp. Samen met docent-onderzoekers en ontwerpstudenten van ArtEZ onderzoeken zij deze vragen. De belangrijkste projectresultaten zijn: prototypen, getest op gewenste maatschappelijke impact; een rapport dat beschrijft hoe het NOM kan samenwerken met de creatieve sector om bij te dragen aan ‘Nederland circulair’; en presentatie- en netwerkbijeenkomsten om kennis te delen en te bouwen aan het netwerk van stakeholders om beoogde impact te realiseren.
