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 …

The study compares the market potential of innovative goat-milk products in Canada and the Netherlands. Using both desk and field research, it maps out the factors that motivate—or deter—consumers from purchasing goat dairy. Elements such as taste perception, health beliefs, sustainability, and price …

The global food system is a major contributor to climate change, accounting for one third of the worldwide emissions. 55% of these greenhouse gasses are created through the production and consumption of animal-based protein. While the demand for food is expected to rise due to the significant population …

This report investigates German consumer priorities on sustainability, health, and convenience in relation to lion’s mane-based meat alternatives. Using literature reviews, questionnaires, and interviews, the study finds that while awareness is low, there is openness to adopting these products if marketed …

The report revolves around what criteria need to be considered when owning and managing a vineyard. It focuses on what essential elements contribute to the success of the vineyard in the Bordeaux region, amidst climate change and turbulent marketing dynamics.

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 …

Over the years, infant formula has become an important source of nutrition for infants, the demand for infant formula is constantly growing (Scotti, 2023). Over the last couple of decades, breastfeeding rates among mothers in the Netherlands have decreased from 74-81% to 69% (Engelse & Van Dummelen, …

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 …

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 …

This thesis explores the evolving landscape of luxury e-commerce platforms in the digital era and investigates the potential impact of the metaverse on creating emotional connections between platforms and consumers. With the rapid advancement of technology and shifting consumer preferences, it is essential …