Purpose This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and …

Purpose This study aims to investigate the impact of Generative AI (GAI)-produced marketing communication on consumer trust and behavioural intentions, particularly purchase intention. This study explores how GAI’s anthropomorphism and transparency influence these outcomes. The findings aim to expand …

This study analyzes how consumers in Germany and the Benelux perceive ready-made meals. Using a combination of surveys and in-depth interviews, five value dimensions are evaluated: taste, health, convenience, sustainability, and price/value. The results show that taste and convenience are the main drivers …

The report explores consumption barriers in the organic dairy category and identifies low consumer awareness of the benefits and added value as a main issue. Further, the proposed solution is a campaign aimed at educating and incentifying consumer though an engaging format that will address 4 key benefit …

While consumers have become increasingly aware of the need for sustainability in fashion, many do not translate their intention to purchase sustainable fashion into actual behavior. Insights can be gained from those who have successfully transitioned from intention to behavior (i.e., experienced sustainable …

As sustainable practices become increasingly important in consumer markets, brands are integrating upcycled ingredients into personal care products. However, consumer acceptance of these products is not guaranteed and often depends on psychological factors such as trust, perceived quality, and associations …

This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and misalignment …

Abstract: Electronic and electrical waste (e-waste) is growing fast. The purpose of this study is to examine young consumers’ purchase intention of refurbished electronic devices (REDs) such as laptop, tablet, mobile phone and game console. From literature review the factors that influence young consumers’ …

This thesis explores the evolving landscape of luxury e-commerce platforms in the digital era and investigates the potential impact of the metaverse on creating emotional connections between platforms and consumers. With the rapid advancement of technology and shifting consumer preferences, it is essential …

Electrification of mobility exceeds personal transport to increasingly focus on particular segments such as city logistics and taxis. These commercial mobility segments have different motives to purchase a full electric vehicle and require a particular approach to incentivize and facilitate the transition …