Consumer concern for animal welfare is currently not fully reflected in the market share of welfare-enhanced meat. A possible solution is developing marketing strategies that emphasize personally relevant benefits such as taste and curiosity, instead of having a sole focus on sustainability-related benefits, since existing research indicates that the former are more appealing to most consumers. This study tests strategies positioning welfare-enhanced meat as personally relevant in a real-life experiment and how consumer attitudes towards eating meat influence reactions to the positioning strategies. The study conducts experimental auctions with 101 Dutch university students, manipulating the positioning strategy and a certified animal welfare label and measuring participants’ willingness to pay (WTP) for a lunch meal with chicken meat. Results indicate that all manipulations significantly increase consumer WTP, with higher WTP for certified labels than for the positioning strategy, and the highest WTP for the combination of both elements (without providing evidence for an interaction effect). This implies that companies should combine positioning strategies that emphasize personally relevant benefits with certified labels. Since the effectiveness of such strategies may be limited for consumers with conflicting feelings towards meat, some care should be taken when designing awareness campaigns about the effects of meat consumption
Sustainable consumption is interlinked with sustainable production. This chapter will introduce the closed-loop production, the circular economy, the steady state economy, and Cradle to Cradle (C2C) models of production. It will reflect on the key blockages to a meaningful sustainable production and how these could be overcome, particularly in the context of business education. The case study of the course for bachelor’s students within International Business Management Studies (IBMS) program at three Universities of Applied Science (vocational schools), and at Leiden University College in The Netherlands will be discussed. Student teams from these schools were given the assignment to make a business plan for a selected sponsor company in order to advise them how to make a transition from a linear to circular economy model. These case studies will illustrate the opportunities as well as potential pitfalls of the closed loop production models. The results of case studies’ analysis show that there was a mismatch between expectations of the sponsor companies and those of students on the one hand and a mismatch between theory and practice on the other hand. The former mismatch is explained by the fact that the sponsor companies have experienced a number of practical constraints when confronted with the need for the radical overhaul of established practices within the entire supply chain and students have rarely considered the financial viability of the "ideal scenarios" of linear-circular transitions. The latter mismatch applies to what students had learned about macro-economic theory and the application through micro-economic scenarios in small companies. https://www.springer.com/gp/book/9783319656076 LinkedIn: https://www.linkedin.com/in/helenkopnina/
MULTIFILE
Closed loop or ‘circular’ production systems known as Circular Economy and Cradle to Cradle represent a unique opportunity to radically revise the currently wasteful system of production. One of the challenges of such systems is that circular products need to be both produced locally with minimum environmental footprint and simultaneously satisfy demand of global consumers. This article presents a literature review that describes the application of circular methodologies to education for sustainability, which has been slow to adopt circular systems to the curriculum. This article discusses how Bachelor and Master-level students apply their understanding of these frameworks to corporate case studies. Two assignment-related case studies are summarized, both of which analyze products that claim to be 'circular'. The students' research shows that the first case, which describes the impact of a hybrid material soda bottle, does not meet circularity criteria. The second case study, which describes products and applications of a mushroom-based material, is more sustainable. However, the students' research shows that the manufacturers have omitted transport from the environmental impact assessment and therefore the mushroom materials may not be as sustainable as the manufacturers claim. As these particular examples showed students how green advertising can be misleading, applying “ideal” circularity principles as part of experiential learning could strengthen the curriculum. Additionally, this article recommends that sustainable business curriculum should also focus on de-growth and steady-state economy, with these radical alternatives to production becoming a central focus of education of responsible citizens. https://doi.org/10.1016/j.jclepro.2019.02.005 LinkedIn: https://www.linkedin.com/in/helenkopnina/
MULTIFILE
