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The purpose of this study is to examine the trend toward purchasing locally grown food and evaluate if tourists visiting Hawai'i are willing to pay more for locally produced foods that are more ecologically sustainable.

A research questionnaire was developed in order to investigate the attitudes and behaviors of tourists from the continental United States visiting Hawai'i in purchasing locally grown food in Hawai'i. The final sample includes 454 valid survey responses collected via Momentive, a market research services company.

According to the findings of this study, there are economic prospects to expand the use of locally cultivated food into the tourists' experience, as well as a willingness for tourists to support these activities financially. The Contingent Valuation study revealed that tourists from the continental United States were ready to pay a higher price to purchase food that is locally grown, signifying that tourists to Hawai'i are willing to aid the local agriculture business by increasing their restaurant/hotel meal bill, which will help Hawai'i become a more sustainable tourist destination.

While tourists from the United States mainland, which is the “an islands” top tourist market, have agreed with paying extra or an additional fee for locally grown food products, this study might not accurately represent the attitudes and behaviors of international tourists visiting Hawai'i. Future research should focus on the international tourist markets which may have different social norms or cultural differences thus could provide a broader spectrum of the current study's findings.

The results of this study provided quantitative evidence that tourists from the United States are interested in purchasing locally grown food items in Hawaii in addition to their willingness to pay an additional fee for these locally grown food products at a restaurant or a hotel dining room, thus addressing a gap in the tourism research.

Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework.

Data were collected from 202 students from various departments of an institute of higher education in India. The proposed model was tested with the help of structural equation modeling using bootstrapping procedures in SPSS AMOS 24.

Except for the direct association between subjective norm (SN) and purchase intention (PI), the study provided support for the TPB framework. EC was found to exert an indirect influence on green PI through its effect on attitude, SN and perceived behavioral control. Willingness to pay premium moderated the relationship of PI with green buying behavior. PIs were found to successfully translate into purchase behavior (PB).

This research by promoting an understanding on the factors affecting the green buying behavior of educated millennials in India will assist green marketers to tap the tremendous potential inherent in this market segment by formulating customized market plans and strategies.

The study extends the existing literature by validating and extending the TPB framework in a unique cultural context and advancing the understanding of underlying psychological mechanisms and boundary conditions of the relationship between PIs and PBs.

With continued growth in tourism, demand for guided local excursions, sightseeing, and entertainment has increased rapidly, particularly in European tourist destinations cities. Many touristic sights can often be viewed best from the water. Operators offer a variety of sightseeing cruises on motor barges along rivers, canals, lakefronts, or ports. In many tourist destination cities and around urban heritage sites, however, increasing boat traffic and the associated air pollution from diesel-powered engines have become a local environmental concern. Based on complaints from residents and visitors, several cities have already announced plans for (mandatory) tourist boat emission reductions. Today, electric mobility offers alternative options for safely and conveniently powering commercial tourist boats, that may contribute to mutually beneficial solutions for local operators, tourist visitors, and residents alike. However, the technology is still expensive and new businesses may also face considerable challenges when entering established local competitive tourism markets. Focusing on the local waterways of the city of Berlin, Germany, the authors have conducted a local case study, including interviews with several operators of (electric) tour boats, as well as an initial empirical survey of their tourist customers. The authors point out the viewpoints of the various stakeholders, identify opportunities, discuss constraints, and offer policy recommendations with a view to enhance the sustainability of waterborne transport in tourist destination cities.

The purpose of this paper is to analyse if German consumers are willing-to-pay a price premium for local food produced with local feed. The study provides insights into reasons explaining consumer preferences for animal products produced with local feed.

Computer self-assisted personal interviews (CASI) with 1,602 German consumers were conducted. To calculate the price premium for local feed, consumers were asked about their willingness-to-pay (WTP) for local feed. The respondents had to indicate their WTP for the local feed share levels 75, 90 and 100 per cent for pork cutlets, beef steaks, eggs and milk. To measure the impact of consumers’ attitudes and sociodemographic background on the WTP, a zero-inflated negative binomial regression model (ZINB) was calculated.

The study reveals that there is a high WTP for animal products produced with local feed. Furthermore, it delivers interesting insights into the WTP for different shares of local feed. Increasing WTPs for a 75, 90 and 100 per cent local feed origin could be found. The logit model in the zero-inflated regression showed that the buying frequency of organic foods exerted a particularly significant impact on one’s belonging to the group which has, in general, no additional WTP for locally produced feed.

Consumers’ perception of the supply chain of local products is virtually unexplored. This is one of the first papers that take this topic into account.

The purpose of this paper is to analyse the parental risk perception of mycotoxins (mould toxins) related to child health in Germany. It ascertains the parental risk reduction behaviour operationalised as parental additional willingness to pay (aWTP) for special child products. It investigates the interrelationships between parental risk perceptions and risk reduction behaviour.

Altogether, 771 questionnaires were sent to 17 day-care centres in Lower Saxony, Germany. A total of 238 questionnaires were completed. The Perceived Food Risk Index was used to identify the main dimensions of parental risk perception of mycotoxins. Open and closed questions measured aWTP for risk reduction and parental risk estimates.

The respondents believed that mycotoxins posed a moderate health risk for children in Germany. However, parental risk assessment was found to be subjected to an optimistic bias. Nevertheless, the parents were willing to pay a premium to protect their children's health against mycotoxins. Parental risk perception of mycotoxins could be described by two dimensions named “Dread” and “Control”. “Dread” and “Control” predicted aWTP for risk reduction as well as being involved in the genesis of optimistic bias.

Information regarding mycotoxins provided in the questionnaire probably influenced parental responses. This limits the generalisation of the findings.

This research provides initial findings regarding parental risk perceptions of mycotoxins and its impact on risk reduction behaviour. The results are useful for the development of effective risk management and thus for the protection of child health.

The expected increase in milk price volatility after the milk quota abolition in the EU will lead to further planning uncertainty on dairy farms. Consequently, the modest supply of insurance and the hedging of milk prices through futures may increase. To shed more light on this possibility, the purpose of this paper is to calculate the additional willingness to pay (WTP) for risk-averse dairy farmers in order to cope with milk price volatility after the quota abolition.

After the European dairy quota abolition, European dairy farmers will be more dependent on the milk price of the world market. To reflect the world market, a time series of milk prices of a dairy processor from New Zealand (NZ) was used because NZ is exporting most of their dairy products under world market conditions. Based on the NZ price series, we approximated milk price volatility after the European dairy quota abolition and calculated the additional WTP of risk-averse dairy farmers in order to cope with milk price volatility.

Using a price series of NZ to approximate milk price volatility after the European dairy quota abolition and comparing it with a German milk price series before quota, the results suggest there might be increased WTP after the milk quota abolition in order to cope with milk price volatility. Following this assumption, the WTP of considerable risk-averse dairy farmers may exceed the initial transaction costs of hedging milk prices with futures on commodity exchanges. Nevertheless, a qualitative discussion of the results shows costs of education, basis risk, and the small size of farms could still keep dairy farmers from hedging the milk price.

In calculating the additional WTP for risk-averse dairy farmers to cope with milk price volatility, this is the first study to attempt to illustrate the expected influence of increasing milk price volatility at the dairy farm level after the dairy quota abolition in the EU. The additional WTP gives further insights into the need for and acceptance of insurance after the dairy quota abolition at the dairy farm level.

Sustainable features are gradually becoming important considerations by commercial real estate users. This is because of their considered impact in reducing operating costs and potential at reducing the negative impacts of buildings on human health and the natural environment. This chapter sought to examine the demands for sustainable features by users of commercial real estate like offices in Lagos State, Nigeria. It also evaluated the factors influencing demand for them to achieve value for money and enhance real estate investment decisions. The quantitative research methodology was adopted, and primary data were collected via questionnaires distributed to 134 purposively selected estate surveying firms in the study area. Ninety-five representing (70.9%) were returned and found useable and were analysed with the aid of descriptive statistics of percentages, mean and relative willingness index. The study found that power/energy-saving features are in high demand as alternatives to the epileptic nature of power supply in the country. The study recommended the need for the government to encourage the adoption and incorporation of locally made sustainable features in commercial real estate and to subsidise them for use in the Lagos commercial real estate market. Thus, it is concluded that with the right environment created by policy makers, sustainable features in buildings have huge potentials to contribute to prevent environmental problems in an emerging commercial real estate market like Nigeria.

An important characteristic of Fair Trade products is that a fair price is paid to the producer. At the same time the Fair Trade system is accused of being inefficient with respect to the distribution of the price premium paid by consumers along the supply chain. This study aims to focus in particular on consumers' perceptions of fair pricing. Besides, the paper seeks to assess the extent to which consumers' expectations are somehow anchored in or in accordance with reality in Germany in 2007.

To get insights into German consumers' perception of Fair Trade a consumer survey based on face-to-face interviews with n=484 participants was conducted in 2008. To approach the profit distribution along the Fair Trade coffee chain a web-based market investigation was performed.

One important result is that most of the consumers actually narrow Fair Trade down to the issue of paying fair prices to farmers. The comparison of the efficiency of the Fair Trade system that is requested by the study participants (measured as the share of an additional euro paid for a Fair Trade product) and the point of sale calculations (revealing the percentage of the retail price going to the producer) indicates that for 60 percent of the respondents a calculated share of 50 percent reaching the producer would not be high enough. Results reveal that 10 percent of the respondents require a minimum share of 90 percent of the retail price to reach the producer. A total of 23 percent are satisfied with 80 percent; 60 percent of the respondents want that more than 50 percent of an additional euro spent reaches the producer. Only 4 percent of the participants are willing to accept an efficiency of less than 20 percent.

This is the first paper not only investigating how much of the price premium paid by consumers reaches the Fair Trade producers but also delivering insights regarding how much of the price premium paid in the retail store for Fair Trade coffee consumers do request to reach the Fair Trade producer.

The goal of this study is to understand if ethnocentrism exists at the sub-regional level among honey consumers living in the same production area as a protected designation of origin (PDO). Moreover, this analysis explores if ethnocentrism is influenced by individual economic conditions, among other socio-demographic characteristics.

A sample of 725 consumers was collected through the use of a questionnaire that was circulated in the province of Varese, one of the few honey PDO areas in Italy. The authors performed a principal component analysis and a two-step cluster analysis to identify different PDO honey consumer segments, focusing on their interest for PDO attributes.

The authors identified four consumer segments, depending on socio-demographic, consumption habits, frequencies, preferred attributes and preferences for the PDO product. One cluster exhibited strong preferences for the PDO honey, in the spirit of ethnocentrism, and was characterised by low-income levels; ethnocentric preferences were also observed in another cluster that had a different socio-economic profile.

Honey is a niche product and not universally diffused among consumers: further analyses should investigate sub-national ethnocentrism for more universal food products. Yet, through the inspection of the different profiles found, it was possible to devise marketing strategies to boost PDO honey purchasing and to bring consumers closer to PDO products.

This analysis considers ethnocentrism as a segmentation criterion for PDO honey consumers that live in the very same PDO honey production area and enriches the existing literature on the relationship between ethnocentrism and individual economic status.

Industrial product service systems (IPS²) are required to meet current customer needs in order to provide solutions to current customer problems. Furthermore, adaptability to changing customer decision drivers is required in order to account for customers' preference changes over time. The purpose of this paper is to present an approach where customer preference drivers for different IPS² are identified and their directions analyzed.

A theoretical, literature‐based analysis, drawing on different fields of economic research, is made use of. A tool to anticipate customer decisions based on the identified preference drivers is devised.

Nine main preference drivers are identified. These are customer resources, know‐how, number of employees, core competences, value‐based figures, process intricacy, process standardization, process frequency and process significance.

The drivers identified on a theoretical basis should be investigated empirically. Special consideration should be given not only to the direction of their effect, but also their strength and interdependency.

The paper helps IPS² suppliers to analyze customers' preferences and helps decide about the design and the business model for the IPS².

The paper is the first paper that focuses on the relevant influence factors of a customer's decision about the IPS²‐design.