Purpose – Country-level marketing strategies are increasingly unreliable in emerging markets, and treating nationally diverse consumers as homogeneous might be misleading. This study examines how intra-national market heterogeneity shapes consumer evaluations by comparing Chinese consumers’ product purchase …

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 …

This research investigates how fashion brands can authentically engage Generation Z through co-creation practices that enable meaningful product customization. Survey results revealed that while 78% of respondents expressed strong interest in customization, only 24.4% had followed through with a purchase, …

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 …

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 …

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 …

Het onderzoek beantwoord de vraag hoe Van Oord de CO2-uitstoot van leveringen met 20% kan verminderen voor 2030 en welke kosten hiermee gemaakt worden. Het onderzoek van Anika et al (2022) was het meest relevant voor dit onderzoek, dit onderzoek legt de focus op het reduceren van de emissies met 20%. …

In an era of information overload, relevance is key. Even more so in the physical store, where consumers are in a ‘shopping state of mind’ (Shankar et al., 2010), and where still a significant proportion of all purchase decisions is being made. Relevance can be achieved by filtering information and targeting …

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’ …