Cigarette packages are prominent exemplars of placing visuals on packages in an effort to influence consumer behaviour. While such intervention methods and the effects on consumer behaviour are...Show moreCigarette packages are prominent exemplars of placing visuals on packages in an effort to influence consumer behaviour. While such intervention methods and the effects on consumer behaviour are widely studied in the health domain, there is a lack of knowledge about the effects of visuals on consumer behaviour in the environmental domain. Plastic pollution is a pressing environmental problem, therefore, this research investigates whether placing positive or negative framed messages with visuals on plastic packages, have an impact on a consumer’s intention to not purchase a plastic product. Previous studies have shown that negative framed messages have a general stronger effect than positive framed messages on achieving a desired behaviour in other domains however, little is known about which messages valence is best when encouraging pro-environmental behaviours. Contributing to research on encouraging pro-environmental behaviours regarding plastic consumption, data from 98 respondents, who were randomly assigned to either a ‘positive no efficacy’ condition or a ‘negative no efficacy’ condition, was analysed. The independent samples t-test showed no significant evidence for believing that a positive framed message would have a stronger effect in reducing plastic consumption than a negative framed message. In addition, the mediation analysis showed that the message valence had a significant effect on shame despite the absence for a direct effect of the message valence on the intention to not purchase a plastic product. The moderated mediation showed no evidence that the need for social approval has a moderating effect on the relationship between the message valence and shame.Show less
The thesis identifies the importance of the relationship between consumers and producers as being a driving force to sustainable business practices, using the case study of Chiquita Brands...Show moreThe thesis identifies the importance of the relationship between consumers and producers as being a driving force to sustainable business practices, using the case study of Chiquita Brands International.Show less
Highlighting the importance of customer relationship management in Dutch trade publishing, effects and possibilities of promotional activities and the use of different media in book marketing are...Show moreHighlighting the importance of customer relationship management in Dutch trade publishing, effects and possibilities of promotional activities and the use of different media in book marketing are analysed during the consumer decision journey. Reading has become a shared experience, and book marketing can be further advanced through an interactive bond publishers establish with readers. As experience goods and recreational products, books requires a tailored marketing approach that is ideally customized even further in regard of the different markets targeted by individual titles. Libraries stimulate book borrowing by connecting with readers and encouraging the act of reading, and publishers can do the same. Reading promotion adds to the appeal of buying books in general: by promoting reading besides individual titles, and through collaborating with other stakeholders and pooling resources, publishers are collectively able to cover a wide field of book promotion that eventually benefits individual sales as well.Show less
