The fashion industry is among the most polluting sectors worldwide. Each year, more than 92 million tons of textile waste are generated globally, while the number of wears per garment continues to decline. In the Netherlands, on average a person owns approximately 173 clothing items, purchases about …

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 thesis investigates why consumers in Germany and the Netherlands are increasingly choosing non-alcoholic beer over its alcoholic counterpart. A quantitative on-line survey (≈ 300–400 respondents) assessed perceptions, purchase intentions and opinions on recent government regulations affecting the …

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 …

Equine veterinarians play a crucial role in maintaining equine health and ensuring client satisfaction. Understanding their perspectives on key aspects of veterinary care is essential for optimising outcomes for both clients and horses.

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 …

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 …