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 research explores how integrating gamification with AI-powered menu systems can influence consumer behavior toward more sustainable food choices in urban restaurants. Through a mixed-method experiment using two website prototypes, findings reveal that personalized AI suggestions and sustainability …

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 …

This study analyzes the consumer behavior of different generations regarding plant-based drinks in the Netherlands and Canada. Dutch Millennials prefer pea-based milk, while Generation Z shows a broader preference; in Canada, generational differences are less pronounced. Purchase motives vary: social …

This thesis dives into the dynamics of developing a competitive rental strategy for luxury fashion brands. Focusing on the evolving landscape of the fashion rental sector, as well as the fashion luxury sector, it investigates factors influencing consumer behavior, industry challenges, and opportunities …

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 …

This research report presents the current potential expansion opportunities for Medisol in Greece and the Czech Republic. The report uses competitive analysis, market research and discussions/interviews to identify strategies for increasing sales in these markets. Medisol has long been committed to expanding …

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 …

This research report discusses the benefits of locally sourced food, and the efforts of Amsterdam and Hotelschool The Hague (HTH) to increase the amount of locally sourced food. Secondary research was conducted to analyse consumers perception of locally sourced food at HTH and found an "intention-action …

After reopening in March 2022 Sir Adam Hotel has been dealing with a declining guest satisfaction rate of 5,6% while providing the same guest experience. Studies have shown that this is caused by the increase of negative psychological effects which are caused by COVID-19. Resulting in complained behavior …