This research investigates the consumer behaviour of different generations towardsplant-based drinks in the Netherlands and Canada, aiming to provide insights for moreeffective generational marketing targeting. The research identifies the motives behindpurchasing decisions and highlights notable differences …

What are ‘local foods’? Are they what should be grown locally according to the predominantly ecologically-focused local food movement? Or are they what our increasingly diverse populations want to grow – or buy – locally as forms of culturally appropriate foods? In this article we argue for the latter, …

Accepted abstract to present at the CSCMP European Research Seminar (ERS 2024) on Logistics & SCM, to be held on June 20-21, 2024, in Warsaw, Poland.

Plant-based cheese has become popular due to health, environment, and ethical reasons. A study among Dutch consumers showed that most respondents have never tried plant-based cheese, but younger people are more willing to try it. The main motives for trying plant-based cheese were animal welfare and …

The wine market offers various categories of wines, some of which are considered conventional and others that are less well-known including organic, biodynamic, and‘natural’ wine. In the Netherlands, many consumers have limited awareness of the specific characteristics and benefits of environmentally …

Cross-border e-commerce is flourishing worldwide and is particularly intriguing because it allows sellers and buyers to regularly cross national borders to distant and distinct countries via the Internet. Marketers need to understand the challenges retailers and consumers may face to develop effective …

Few studies on residential mobility of ageing adults to rural areas have investigated which of them buy a home in a rural risk area. This paper examines which socio-demographic characteristics, housing attributes and earthquake circumstances influence the actual choice of mid-to-later life adults to …

As the labor crisis keeps bringing stress among hospitality leaders making the subject of employee retention a key point on the agenda of every future-oriented business, the study comes as a support for Hotel Transilvania in designing a benefits scheme to ensure retention. The importance of benefits …

Values, representing higher abstract goals in life, receive increasing attention in branding literature and practice. However, understanding of how values drive consumer behavior is limited. This research contributes to a better understanding of the importance of values and value types in marketing communications …

This study is based on research focused on the importance of values in marketing communication. It looks into the effects of self-transcendent values as used by purpose brands, in comparison to self-enhancement values. In this context, values are important life goals on which the attitudes and actions …