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.
This article explores cooperation between a commercial supermarket chain and an environmental non-governmental organization linking it to consumer perception of the “The Super Animals” collectable cards promotion initiative. The case study focuses on one particular joint project involving Animal Cards that was initiated by the supermarket Albert Heijn and the World Wide Fund for Nature in The Netherlands. Based on this case, environmental non-governmental organizations’ strategic choices in the context of contesting discourses of sustainability and consumption, as well as implications for environmental education, are addressed. This article combines three strands of the literature – on sustainable consumption, on strategic cooperation between commercial companies and environmental non-governmental organizations and on environmental education. It is argued that the Animal Cards initiative presents an ambiguous case by both attempting to enhance environmental awareness and promoting consumption, opening up questions about the value of such cooperative ventures to the objectives of environmental education. It is concluded that cross-sector partnerships have the potential to lead to improvements in corporate social responsibility and environmental awareness among consumers but simultaneously pose the danger of undermining the critical stance toward consumption. https://doi.org/10.1177/1469540514556170 LinkedIn: https://www.linkedin.com/in/helenkopnina/
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This study offers a new perspective on clothing consumption by uncovering the systemic nature of the wardrobe. The research builds on systems theory and aims at drawing a map of the wardrobe as a system with particular structure and behaviour. By co-designing fictional 'smart wardrobe' services with experts and discussing these services with wardrobe users, we identify characteristics of wardrobe structure and behaviour that give input for a preliminary wardrobe map. Lastly, the wardrobe map provides a basis for discussing sustainable design approaches aimed at reducing clothing demand, in the context of growing clothing production volume and its associated environmental impacts.
Buildings are responsible for approximately 40% of energy consumption and 36% of carbon dioxide (CO2) emissions in the EU, and the largest energy consumer in Europe (https://ec.europa.eu/energy). Recent research shows that more than 2/3 of all CO2 is emitted during the building process whereas less than 1/3 is emitted during use. Cement is the source of about 8% of the world's CO2 emissions and innovation to create a distributive change in building practices is urgently needed, according to Chatham House report (Lehne et al 2018). Therefore new sustainable materials must be developed to replace concrete and fossil based building materials. Lightweight biobased biocomposites are good candidates for claddings and many other non-bearing building structures. Biocarbon, also commonly known as Biochar, is a high-carbon, fine-grained solid that is produced through pyrolysis processes and currently mainly used for energy. Recently biocarbon has also gained attention for its potential value with in industrial applications such as composites (Giorcellia et al, 2018; Piri et.al, 2018). Addition of biocarbon in the biocomposites is likely to increase the UV-resistance and fire resistance of the materials and decrease hydrophilic nature of composites. Using biocarbon in polymer composites is also interesting because of its relatively low specific weight that will result to lighter composite materials. In this Building Light project the SMEs Torrgas and NPSP will collaborate with and Avans/CoE BBE in a feasibility study on the use of biocarbon in a NPSP biocomposite. The physicochemical properties and moisture absorption of the composites with biocarbon filler will be compared to the biocomposite obtained with the currently used calcium carbonate filler. These novel biocarbon-biocomposites are anticipated to have higher stability and lighter weight, hence resulting to a new, exciting building materials that will create new business opportunities for both of the SME partners.
Het doel van het project is om inzicht te krijgen in praktische en commerciële haalbaarheid rondom de Aquabooster van het bedrijf Wabbi dat eigendom is van studentondernemer Faik Durmus. Het onderzoek waaruit de Aquabooster is ontstaan is gedaan door studenten van de opleiding Biologie en Medisch Laboratoriumonderzoek aan de Saxion Hogeschool. Daarmee borduurt dit project voort op praktijkgericht onderzoek vanuit een kennisinstelling. De Aquabooster is het enige product van het bedrijf Wabbi. De Aquabooster reinigt herbruikbare flessen (zoals de Dopper®) van consumenten met als doel de levensduur te verlengen en de afvalberg te verlagen. Hiermee hoopt Wabbi bij te dragen aan SDG12: ‘Responsible consumption and production’. De belangrijkste projectactiviteiten om het doel te realiseren omvatten: a. Het bouwen van meerdere prototypes; b. Validatie van de prototypes in relevante fieldlabs teneinde feedback uit de markt te krijgen; c. Onderzoek naar Intellectueel Eigendom; d. Schrijven van een businessplan. Deze activiteiten moeten er toe leiden dat er een beeld ontstaat over de potentie van Wabbi met haar Aquabooster. Het project duurt 9 maanden en het budget bedraagt conform begroting €40.000. De projectpartners zijn: Wabbi, Het Saxion Centrum voor Ondernemerschap (penvoerder), de lectoraten Mechatronica en Industrial Design en een partner ten aanzien van het onderzoek naar Intellectueel Eigendom (wordt nog gezocht). Aanvullend worden studenten ingezet om feedback uit de markt te krijgen en deelsystemen te ontwikkelen.
Climate change and the depletion of resources in the world are widely recognized as the greatest societal challenges. The building sector is responsible for 40% of the raw material consumption globally. The emissions related to construction materials are anticipated to double by 2050, if no new technologies are adopted (EC, 2021). Based on the environmental cost indicator, isolation has the second largest (after concrete) impact to the environment. In Mythic - Myterials for THermal Insulation in Construction goal is to develop (in co-creation with the work field) the best available mycelium biocomposite, which can be used as a circular, biodegradable insulation material for construction in the building sector. In recent research projects partners concluded that Mycelium biocomposites have a high potential to replace traditional fossil-based isolation materials, but further research on the thermal insulation and moisture absorption is needed to convince the construction market. In the project various partners will cooperate, both from the production side of mycelium composites, as well as from the application side. Some partners originate from previous projects, but others contacted Centre of Expertise for the Biobased Economy (CoEBBE) to build further on the existing network. There are several SME’s from the Netherlands, but also from abroad (Nylausn from Iceland, Mogu Srl from Italy and Corstyrene form France), as well as Branche organizations and knowledge institutes. Avans works together with HZ in CoEBBE and for the microbiological knowledge we cooperate with the University of Utrecht. For the market research CoEBBE cooperates with the lectorate New Marketing within Avans, focussing on sustainability via biomimicry. Mycelium composites and natural products for the building industry is the theme that binds all partners.
