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 …

Packaging significantly contributes to global plastic waste and environmentaldegradation. While circular packaging is increasingly promoted as a sustainable solution, its success depends not only on technological advances and policy initiatives but also on consumer behavior. This research investigates …

Internationalization, global citizenship, and sustainable development are key themes in modern higher education. Internationalization aims to develop intercultural competence as a component of global citizenship education to enable people from different backgrounds to work together to achieve sustainable …

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 …

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 …

Despite the importance of sustainable fashion consumption, sustainable fashion retailers capture only a small segment of the overall fashion market. While existing research has thoroughly examined consumer drivers of purchasing sustainable fashion, little is known about how retailers perceive these drivers …

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 …

Humanlike virtual influencers (HVIs) mimic human influencers (HIs), but how do consumers perceive them, and how does this affect persuasion knowledge? This experiment examines how consumers differentiate HVIs from HIs based on two mental states – intentions and emotions– and how differences in mind perception …

Emerging technologies like artificial intelligence and augmented/virtual reality come with many ethical and societal questions. In order to develop applications based on these technologies responsibly, businesses, governments and knowledge institutions are increasingly working together, and sometimes …

Brands are increasingly incorporating social causes into their campaigns to address significant matters. In this context, social media is seen as a pivotal platform, as it has been a driving force behind public engagement and action, and hence the broader recognition of societal issues. For brands that …