De hoofdvraag van dit onderzoek is samen met diverse organisaties binnen het duurzaamheidsdomein ontwikkeld en verwoord als: “Welke creatieve methoden kunnen ontwikkeld worden om de willingness to pay voor duurzame voedingsproducten bij consumenten te verhogen?”
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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
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Abstract: There is growing evidence for the beneficial effects of starting oral health prevention early in life. Preventing dental caries in very young children requires considerable investment from parents. Therefore, this cross-sectional study aimed to explore parents’ willingness to pay (WTP) and willingness to invest in time (WTIT) for primary oral health prevention in preschool children and describe whether these are related to the parents’ demographic, socio-economic and behavioural characteristics. In a convenience sample of parents of preschool children aged six months to four years (n = 142), data were collected with questionnaires. On average, parents were willing to pay EUR15.84 per month, invest time for 1.9 dental visits per year, and spend 2.4 min per day brushing their child’s teeth. A higher education level of the mother and having a child older than two were associated with a higher WTIT in brushing minutes per day (p = 0.03). In addition, parents who brushed their child’s teeth more frequently were also more willing to invest in brushing minutes (p < 0.01) and money (p < 0.01). Findings emphasise the importance of early oral health interventions and the need to increase awareness of primary prevention’s importance in maintaining healthy teeth and reducing possibly oral health inequalities.
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High-tech horticulture production methods (such as vertical farming, hydroponics and other related technology possibilities), combined with evolving market side possibilities (consumer’s willingness to pay for variety, food safety and security), are opening new ways to create and deliver value. In this paper we present four emerging business models and attempt to understand the conditions under which each business model is able to create positive market value and sustained business advantage. The first of these four models is the case of a vertically integrated production to retail operation. The second model is the case of a production model with assured retail/distribution side commitment. The third model deals with a marketing/branding driven production model with differentiated market positioning. Finally, the forth is a production model with direct delivery to the end-consumer based upon the leveraging of wide spread digital technology in the consumer market. To demonstrate these four business models, we analyze practical case studies and analyze their market approach and impact. Using this analysis, we create a framework that enables entrepreneurs and businesses to adopt a business model that matches their capabilities with market opportunities.
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This study investigates customers’ perceptions of the notion of corporate social responsibility (CSR) and how such perceptions influence their consumption behavioural intentions and outcomes in the hospitality industry in Bethlehem, Palestine. The research study adopted a qualitative methodology using semi-structured interviews with fifteen tourists who stayed in Bethlehem hotels. This study reveals that customers view the different dimensions of CSR in their right and stand-alone constructs. Paradoxically, our study suggests that customer’s willingness to pay and loyalty were not influenced by understanding such a distinction as responsibilities. This study further reveals that the interaction between customers’ perceptions of CSR and contextual and situational factors such as trust, transparency and service quality can determine customer behavioural responses to the hotels’ CSR orientation. The study offers recommendations on practical measures that can be undertaken to influence and enhance customers’ responses to hotels’ CSR agenda. The paper finally ends by identifying the study’s limitations and avenues for further research.
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Wat is de rol van prijs in duurzaam consumentengedrag? ‘Omdat het te duur is’ is een veelgehoord argument wanneer mensen wordt gevraagd waarom ze geen duurzame producten kopen. Maar is dat werkelijk zo, of is dit een makkelijk alibi van mensen om niet hun gedrag te hoeven veranderen? We zijn over het algemeen niet bepaald armlastig in de westerse wereld, dus is het werkelijk een gebrek aan geld, of is er een andere oorzaak van dit gedrag? Om daar een uitspraak over te kunnen doen, hebben we de literatuur onderzocht op de relatie tussen prijs en duurzaamheid. Overall conclusie: een bepaalde groep mensen geeft in onderzoeken aan best bereid te zijn om meer te betalen voor duurzamere oplossingen, tot wel 29%. Maar sociale wenselijkheid speelt daarbij waarschijnlijk een grote rol. Want gezien het nog geringe marktaandeel van duurzame producten is de realiteit weerbarstiger. De meerderheid van de mensen is kennelijk nog niet zodanig overtuigd van de meerwaarde dat ze er ook extra geld voor over hebben. Dit document is opgedeeld in twee secties: 1. sectie 1 beschrijft een analytische beschouwing van de literatuur. Dit onderzoek schetst de ontwikkeling van de artikelen die tot dusverre gepubliceerd zijn over bereidheid van consumenten om een meerprijs te betalen voor duurzame producten; 2. sectie 2 beschrijft een inhoudelijke beschouwing van een selectie van de literatuur: specifiek artikelen die (experimenteel) onderzoek beschrijven naar de willingness to pay voor duurzame producten en diensten.
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This research investigates to what extent lecturers at universities of applied sciences do regard differentiated rewards(intended to develop and/or display professionalism)to be fair, and to what extent, and in which form, do these stimulate their willingness to (further) professionalise and/or display professionalism. This was a case study research design, and a factorial survey measurement technique was used to collect data. We argue that lecturers believe it is fair that forms of differentiated rewards are used and applied in order to have them develop and/or display more professionalism. Especially the viewpoints/practices that relate to coordination, consultation, and consideration for personal circumstances have an influence on the justice perceived. This paper contributes to the HRM literature confirming that lecturers appreciate financial stimuli enhancing their professionalism; however, elements such as consultation, respect, coordination, and communication are appreciated even more. It appeals to HRM to design new practices which have more stimulating effect on personal and professional growth in subject-specific knowledge.
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This research investigates to what extent lecturers at universities of applied sciences do regard differentiated rewards—intended to develop and/or display professionalism—to be fair, and to what extent, and in which form, do these stimulate their willingness to (further) professionalise and/or display professionalism. This was a case study research design, and a factorial survey measurement technique was used to collect data. We argue that lecturers believe it is fair that forms of differentiated rewards are used and applied in order to have them develop and/or display more professionalism. Especially the viewpoints/practices that relate to coordination, consultation, and consideration for personal circumstances have an influence on the justice perceived. This paper contributes to the HRM literature confirming that lecturers appreciate financial stimuli enhancing their professionalism; however, elements such as consultation, respect, coordination, and communication are appreciated even more. It appeals to HRM to design new practices which have more stimulating effect on personal and professional growth in subject-specific knowledge.
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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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Inleiding Het tweejarige onderzoeksproject ‘Dierzaam’ richt zich op het verleiden van consumenten om duurzaam geproduceerd vlees te kopen in plaats van regulier vlees. Vlees eten is diepgeworteld in onze eetcultuur. Het veranderen van eetpatronen naar minder en beter vlees, naar geheel geen vlees of de overstap naar kweekvlees, vraagt tijd. Om op kortere termijn een verschil te maken, zal het stimuleren van de keuze van consumenten voor duurzaam geproduceerd vlees in belangrijke mate bijdragen aan de gewenste verandering richting ‘minder en beter
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