Communicating Sustainable Shoes to Mainstream Consumers: The Impact of Advertisement Design on Buying Intention

Traditionally, marketing of sustainable products addresses green buyers, thus missing out on the mainstream consumers and volume necessary to cover the potentially higher cost of more sustainable materials. However, how to effectively communicate more sustainable products to mainstream consumers and to increase their buying intention is still...

TU Delft en online media

Dit boek behandelt een visie op online media bij Nederlandse universiteiten. Daarbij beperk ik me tot die aspecten waarin online communicatie en/of online marketing een rol speelt. Dit boek behandelt niet de onderwijsgerelateerde aspecten van online media. Elektronische leeromgevingen, sociale media in het klaslokaal (ten behoeve van het...

Eco-efficient Value Creation: An Alternative Perspective on Packaging and Sustainability

The classical sustainability perspective on packaging is to reduce the environmental impact or eco burden of the packaging, using life cycle assessment to evaluate different design alternatives. Simultaneously, the classical marketing perspective on packaging is to generate value through differentiation, for instance, by providing additional...