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Following the hierarchical model of human behavior of Fulton, Manfredo, and Lipscomb (1996), this chapter develops and tests a model incorporating both general and behavior-specific components of motivation. The research aimed to investigate how general and behavior-specific attitudes work together in explaining air travelers’ carbon offsetting behavior. The study is an experimental study that applied confirmatory factor analysis using structural equation models to better understand the motivational factors that influence aviation carbon offsetting behavior. The sample includes 349 staff and students of the University of Queensland. Based on an established hierarchical model of human behavior, the new ecological paradigm (NEP) scale and the theory of planned behavior work together to explicate general and specific attitudes, respectively. The effect from NEP to offsetting intention was partially mediated by three intermediate motivations: awareness of climate impacts of air traveling, perceived effectiveness of carbon offsets in mitigating carbon emissions, and support for a carbon tax. In particular, general support for the carbon price policy showed a complementary relationship with voluntary action.

This chapter outlines the development of ‘CU Scarborough’, a new campus of Coventry University Group, developed on the North Yorkshire coast in the UK. It is positioned as though it were a ‘micro university’ in and for an area of traditionally low participation in higher education – a so-called ‘higher education cold spot’. This chapter provides an overview of the project highlighting: the motivation for the development; summarising the innovative academic model being applied; tracking the rapid journey from initial concept to the first students preparing to graduate and reflecting on the impact being made to date.

Access to higher education (HE) in rural and coastal communities has been a developing area of research over the last two decades. This chapter looks at the particular issues of access and participation facing tertiary institutions in the context of Tasmania (Australia) and New Zealand. Both locations in the southern hemisphere have particular cultural, social and geographical circumstances and are characterised by dispersed rural and regional communities over extensive geographical areas and considerable tracts of remote territory. They share strong similarities to the issues facing access and inclusion in HE in the northern hemisphere and globally.

This study provides evidence on the relationship between scale characteristics and participant responses for percentage-based scales (i.e., 101 points) in accounting research. A 4 × 1 between-subjects experiment examines how common labeling designs affect various statistical properties, including means, variance, normality of the distribution, and frequency of responses. The results indicate that labels on percentage-based scales have a significant impact on the distribution of participants' responses. Labeling only the endpoints is the lone condition that results in normally distributed data. Additional analyses suggest that labels on percentage-based scales influence participant responses in multiple ways. First, as the number of labels increases, participants may not adequately consider, and thus ultimately select, unlabeled points. Second, while participants seem to inherently interpret percentage-based scales in quartiles and deciles, labeling as such exacerbates this tendency. Finally, when more labels are present, participants seem to engage an anchoring heuristic when selecting their response. Taken as a whole, the results suggest that accounting researchers may benefit from labeling only the endpoints of percentage-based scales.

This chapter takes inspiration from Eve Kosofsky Sedgwick’s artistic work and academic writing to attend to some of the under-utilised dimensions of her work to date, that of making. Using unconventional methodologies from Sedgewick, I present my own unconventional methodologies to queer CMS. In this way through theory and making, we can queer CMS anew.

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Based on theories related to metaphors in advertisements, cognitive comprehension by children, promotional appeals, and presentation techniques, the research for this study comprised a content analysis of 1,980 online banner advertisements with reference to use of metaphors, promotional appeals, creative content, and selling techniques.

The research study concludes that online advertising to children, in contrast to traditional advertising vehicles, is characterized by (a) a vibrant visual metaphor, (b) surfeit of animated content, (c) interactive features, (d) myriad product types, and (e) creative content for a mixed audience of adults and children.

This study argues that the impact and content of the Internet as a new advertising medium are distinctly different from traditional characteristics of television and print.

Purpose – This chapter aims to explore the consequences of a renewed impetus for ‘neo-productivist’ agriculture on multifunctionality in Western Europe.

Design/methodology/approach – We analyse how the issue of multi-functionality has been interpreted and implemented in Western Europe through a comparison between Norway and Scotland (as an EU example). Relevant policy documents and literature are analysed. The chapter explores whether European agricultural multifunctionality is being revised in response to the rise of neo-liberal (neo-productivist) ideologies, food security and climate change issues.

Findings – Our results suggest that Norway and the European Union have developed somewhat different understandings of multifunctionality. In response to recent events these forms are diverging further with the EU strengthening and Norway weakening their respective policies and discourses. However, in both cases, food security and climate change are emerging as key elements in the restructuring of both policy and rhetoric.

Research limitations/implications and practical implications – The study has been limited to an overview of multifunctionality within the European context and a case study approach using Norway and Scotland. Nevertheless, in highlighting the flexible use of the notion of ‘multifunctionality’, it illustrates to policymakers the importance of maintaining a focus on its key environmental and social objectives in the face of pressures to increase production and liberalise agricultural policies.

Originality/value – This is one of the first studies to point out the varied nature of the ‘multifunctionality’ discourse in Europe and how it is likely to change further in response to economic, environmental and social changes.