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 …

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 …

Retailers play an important role in persuading consumers to purchase sustainable fashion (SF), but little is known about how, and why, SF retailers persuade consumers. This research aims to understand their choices for marketing and communication tactics. We interviewed 25 SF retailers about the drivers …

The study was conducted in commission of New Industrial Order (N.I.O), a laboratory for Fashion-On-Demand based in Amsterdam. A knowledge gap in literature was identified concerning the environmental performance of On-Demand manufacturing. To fill the gap, a preliminary Life Cycle Assessment was initiated, …

The hospitality industry contributes significantly to global climate change through its high resource consumption and emissions due to travel. As public pressure for hotels to develop sustainability initiatives to mitigate their footprint grows, a lack of understanding of green behavior and consumption …

There is mounting evidence that efforts to mitigate the adverse effects of human activity on climate and biodiversity have so far been unsuccessful. Explanations for this failure point to a number of factors discussed in this article. While acknowledging cognitive dissonance as a significant contributing …

The current Western Economy can be described as an experience economy which is focused on creating unique experiences for consumers. When emotional value is added to the experience of a product or service, consumers are willing to pay a higher price for these types of experiences than for products without …

This report gives the answer to the question: “In what way can Riverdale motivate shop owners to participate in the omnichannel strategy?” It is important to know what drives the shop owners and what will persuade them to be willing to be a part of this change. The implementation of an omnichannel strategy …

NOOSA-Amsterdam (followed: NA) has been expanding rapidly since the 1st year of its existence in 2008. As being a western brand, the question gained: How can we prepare for the upcoming markets in Asia? What do we have to change in terms of our current marketing communication strategy? In this thesis, …