Many consumers express concerns about the welfare of animals in agriculture, but often refrain from purchasing animal‐friendly alternatives that address their concerns. To support consumers in making choices in line with their values and attitudes, this study approaches consumer animal‐friendly product choice as a dilemma between maximising the buyer’s self‐interest and maximising societal interest. To address this social dilemma, we developed and tested positioning strategies that reinforce the animal welfare label with complementary consumption values (functional, emotional, social and epistemic). The results from a choice experiment with Dutch chicken meat shoppers showed that two strategies ‐ emotional and epistemic ‐ effectively increase consumer value perceptions. These insights imply that animal‐friendly products positioned to invoke emotion or curiosity drive consumers towards animal‐friendly product choices, and that these strategies are most effective for consumers who base their choice solely on maximising either self‐interest or societal interest
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Presented at 7th International Conference on the Assessment of Animal Welfare at farm group level
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Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning and strategy.Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises.This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.Erik Kostelijk is Associate Professor of Marketing at the Amsterdam School of International Business of the Amsterdam University of Applied Sciences, the Netherlands. He has teaching, research and professional experience in China, USA, Lithuania, France, Spain and Italy. He is the designer and author of the Value Compass, a method to assess the influence of values on branding.Karel Jan Alsem is Professor in Marketing at Hanze University of Applied Sciences in Groningen, the Netherlands, and is Lecturer in Marketing at the University of Groningen, the Netherlands. He is also a brand consultant. He has published in several academic journals and has written multiple marketing books, including Applied Strategic Marketing (Routledge, 2019).
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In 2017, renowned Prof Kate Raworth from Oxford University and Amsterdam University introduced Doughnut Economics, an economic model to enable humans to thrive within the planetary boundaries and resources. Several private and public actors, including the city of Amsterdam, adopted the model in their circular economy development's strategies. Doughnut-Architecture aims to develop further the AREA (Atelier for Resilient Environmental Architecture) Framework, a tool designed by graduating students Charlotte Uiterwaal, Isabella van der Griend, Ryan McGaffney, Karolina Bäckman, at the faculty of Architecture, Delft University of Technology (TU-Delft), under the supervision of Henri van Bennekom. AREA-Framework support architects to intervene in the built environment taking as a reference the Doughnut Economics model. The AREA-Framework is at an initial stage, and its categories and subcategories are only qualitative. TU-Delft, the architectural practices Space&Matter and SuperuseStudios, in collaboration with the interdepartmental research group Circular Built Environment Hub (CBEH) and architectural practices from the network of 400 construction companies belonging to the Ex'tax project, the advice from Kate Raworth and the Amsterdam-Donut-Coalitie will further develop the AREA-Framework primarily quantitatively and also qualitatively. TU-Delft, Space&Matter, SuperuseStudios, other architectural practices from the Ex'tax-network will test the framework on different phases of real projects, interdepartmental research and education. The ultimate goal is to develop the framework further, to increase the number of architectural practices successfully implementing the Doughnut Economics in the built environment at a national level. The framework will contribute to positioning the architectural practices concerning Doughnut Economics and the Circular Economy. The project results are firstly an online open-access publication about the further developed Framework to be applied by architects; secondly, the preparation and submission of a follow-up research proposal about the extended development and implementation of the Framework applicable to the built environment by all the Ex'tax construction sector companies.
