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This paper aims to illustrate the application and effectiveness of a marketing programme co-designed by supply- and demand-side stakeholders to reduce consumer food waste in restaurants.

This stakeholder-based marketing pilot study adopted the co-create, build and engage framework for programme design and implementation. Major stakeholders, interacting at the point-of-sale, participated in a series of focus groups, interviews and co-design. The research process informed the marketing mix, which aimed to provide value for all parties. The four-week pilot programme was delivered in a non-buffet-style commercial restaurant chain for 10 months. The amount of consumer food leftovers was measured and compared with pre-programme baseline data to evaluate programme effectiveness.

The results show that the marketing mix co-designed by restaurant stakeholders and consumers effectively reduced food waste by almost half in the pilot period. The profitability of the pilot restaurant increased as food costs decreased.

This research demonstrates how working with stakeholders from both the supply and demand sides can identify motivations and barriers. Insights gained in the research phase can inform the delivery of a marketing mix that reduces consumer food waste. This study demonstrates the marketing research, design, implementation and evaluation process for a marketing programme that reduced consumer food waste.

To effectively reduce consumer food waste, practitioners should not only focus on changing consumers’ behaviour. Co-designing solutions with food service stakeholders to address business and operation challenges is crucial to the attainment of a positive impact at the point-of-sale.

This research shows how marketing changes behaviour in individuals and business entities, contributing to positive environmental impact through waste reduction in the commercial food service sector.

This study investigates the recycling attitudes and behaviour of university students and staff members, and suggests ways to improve environmental policies and recycling facilities in a university campus.

This study applies the theory of planned behaviour, through which it develops an instrument to measure the determinants of recycling behaviour among the people in a university campus. A survey was designed and administered at a public university in Hong Kong; 205 valid responses from 179 students and 26 staff members were collected. A partial least squares approach was used to validate the proposed model. This model accounted for the 42.1 per cent and 50.3 per cent variance (R²) in behavioural intention and behaviour, respectively, vis‐à‐vis recycling activities.

The survey results suggested that behavioural intention with regard to recycling is influenced by attitude, the subjective norms, perceived behavioural control, awareness of consequences, the moral norms, and convenience. Educational and promotional programmes highlighting the benefits and importance of recycling activities and convenience of the recycling facilities can be adopted as the key strategies to encourage recycling on campus.

The unique culture in relation to recycling in the specific campus environment and the nature of the sample might limit the generalisability of the results to other areas and contexts. The self‐report‐based measures adopted in this study might lead to a social desirability bias in the results provided by the respondents.

The findings provide insightful information for universities and the wider community to shape a more user‐friendly and convenient recycling scheme. This can fulfil the actors' social responsibility.

Crowded urban regions pose a complex urban challenge that can adversely affect urban residents, encompassing aspects like mental and physical well-being, overall livability and quality of life. The complexity in determining the factors influencing the crowding perception, which encompass subjective and situational psychological factors alongside physical and environmental attributes, imparts ambiguity to planners' approach. This study aims to unravel the intricate interplay between crowding and the physical attributes inherent in the built environment.

This literature review analyses theories linking urban planning and environmental psychology to uncover gaps in the relationship between urban design principles and residents' perceptions of crowding. It also explores influential variables affecting crowding perception and diverse methodologies across contexts.

The study built upon a broad literature review which is expected to summarise and classify the variables of urban planning components and approaches according to their impacts on the psychological perception of crowding. Furthermore, highlighting a number of recommendations that can be considered a guide for planners and urban designers to enhance the urban experience and reduce the perception of crowding.

This study seeks to improve the overall experience of crowding in densely populated urban areas. It accomplishes this by identifying influential factors and comprehending the associated outcomes in such contexts. Furthermore, it bridges perspectives from various fields to examine relevant policies and strategies to mitigate crowding consequences.

The purposes are as follows. First, this paper aims to explore the reliability and validity of the Chinese Entrepreneur Aptitude Scale (CEAS) and to establish a normative score among surveyed students. Second, this paper seeks to compare the scaling scores differences between the genders, departments, and classes in the sample. Finally, this paper aims to compare the student sample's CEAS results with models of Taiwanese entrepreneurial youth.

Completed questionnaires from 1,053 students from the Transworld Institute of Technology in Taiwan and the CEAS, constructed by Chen and Wu, formed the basis of the empirical analysis.

This paper tests the performance of the CEAS for Taiwanese students at a technological institute that puts entrepreneurial education into practice. The results match those of Chen and Wu, which used qualitative methods to conduct a content analysis of the biographies of models of entrepreneurial youth in Taiwan. Both groups rank high in autonomy and self‐discipline, indicating that entrepreneurial models and potential entrepreneurs have a high sense of mission and responsibility to society. And, this paper finds significant differences between the two groups; the entrepreneurial models rate higher overall on CEAS constructs than the institute students. In particular, the sample students score low on social networking, indicating that the undergraduates lack social and networking experience.

The main contribution of this paper has been to test the applicability of the CEAS in Taiwanese Institute of Technology students, including comparisons between genders, grades, and colleges. The results offer insights for institutes and universities seeking to improve their entrepreneurial education offerings. Moreover, the results offer lessons for fostering entrepreneurial abilities and behavioral traits in undergraduates.

Unlike traditional products and services, customer motivation to purchase green products/services may be due to non-marketing factors, such as their personal values about health. In this study, the authors aim to propose and validate an integrative model using both advertising attitude factors and health beliefs to explain purchase intention and word of mouth in the context of green marketing. The authors focus specifically on collectivist consumers as values and social norms that tend to be more salient in driving their decisions.

The model was tested empirically using a survey study with 308 Chinese consumers in Hong Kong. The data were analyzed using confirmatory composite analysis (CCA) and partial least squares structural equation modeling.

All health beliefs were significant predictors of green advertising attitude. Green satisfaction fully mediates the relationship between green advertising attitude and positive word of mouth for products and services with green advertising for collectivist Chinese consumers. Meanwhile, green satisfaction partially mediates the relationship between green advertising attitude and purchase intention. In addition, green brand equity partially mediates the green advertising attitude–purchase intention/positive word of mouth link.

The significant impacts of health belief factors on green advertising attitude present important implications to advertising managers in terms of the use of information appeal in promoting green products/services. Green brand equity should also be developed in order to optimize green advertising effectiveness, especially in the context of collectivist customers.

This research is one of the first few studies investigating the mediating role of green satisfaction and green brand equity for collectivist consumer behaviors based on the health belief model (HBM).

This research aims to focus on the understanding of how young consumers (generation Y) in transition economies perceive western multinational firms, what factors influence their consumption preferences of western products, and what are communication channels that affect their purchasing intensions of western products and brands.

Data were collected by interviews of consumer focus groups for qualitative implications, and survey questionnaires were developed to obtain quantitative data for statistical analyses to provide additional insights during the period from September to November 2004 in Almaty, Kazakhstan.

The findings suggest that due to the influence of increased contacts with western cultures, people, and products through mass media (mainly TV) and marketing campaigns by multinational companies, most of the young consumers in transition economies have favorable attitudes towards western products and things, and they have high appreciation especially for global brands. However, product attributes could mean different things in different cultures.

The results of this study are exploratory in nature and should be tested and reviewed with further studies. Because this study was conducted within a single segment, validation of these findings in other segments will require additional research. Different sample groups can be tested for validation purposes. Finally, this study was limited to the cogitative responses of consumers with limited investigation of actual consumer purchasing behavior.

The researchers suggest that marketing managers should seek to communicate and promote their brands and products as symbols of global consumer culture, and if possible, utilizing celebrity advertisements as marketing communication tools, especially to young consumers in transition economies. The objective would be to have consumers identify their brand and product as a sign of membership in the status‐seeking, achievement‐oriented and hedonic segment markets.

Few studies of generation Y consumers in transition economies have been carried out. In particular, the choice of Central Asia and the role of multinational companies are especially important.

The purpose of this paper is to research lesbian fashion consumption in order to draw conclusions on the attractiveness of the lesbian target segment for the fashion industry. So far, lesbians’ fashion consumption behaviour has hardly been researched. However, an evinced lesbian stereotype exists which describes doctrinal feminists with an antipathy against consumption in general and fashion shopping in particular. In contrast, gay men have been identified quite contrary as an attractive market segment and marketers have started to particularly target this so-called “dream market”.

First, qualitative semi-structured interviews (n=18) were conducted to gain first insights into fashion consumption behaviour of lesbians. Second, a quantitative online survey (n=879) was carried out to generate more detailed findings. Due to the difficult reachability of the homosexual consumer target group, the segment’s high online media affinity was used and data collection was conducted through popular German homepages targeted to homosexuals (esp. “queer.de” and “lesarion.de”). The research investigated fashion-consciousness, willingness to pay, brand-affinity, and openness to homosexual marketing. In addition, influencing factors – such as the affinity towards the homosexual scene, career orientation, income, age, status of coming out, and number of inhabitants of the city of residence – have been researched.

Results prove that lesbians are an equally attractive and financially interesting market segment for fashion marketers as gays. Lesbians have a similarly high fashion-consciousness and willingness to pay, and an even higher brand-affinity – but a lower openness to homosexual marketing than gays. Especially scene-affine femme lesbians with a high-paid professional career are a highly attractive market segment. The study proves the attractiveness of the lesbian target segment for fashion marketing and debunks the myth of the consumption-averse lesbian stereotype.

This paper provides evidence on the attractiveness of the lesbian market segment for the fashion industry. Due to its size and financial attractiveness, the question whether to target lesbians with a specifically adopted marketing mix should be raised.

Research on lesbians’ fashion consumption behaviour in general is very scarce and on fashion consumption behaviour in particular is almost non-existent. This study is a first attempt to analyse the major areas of fashion consumption for the German market.

Retirement may cause different mental and emotional reactions at different times to different individuals. Through the identification and management of these emotions, retirees tend to enjoy this hard earned leisure more. How the individual relates to and interacts with society plays a big role in the emotions associated with retirement. People retire differently and some believe men retire differently from women. This may be due to man’s involvement in his work identification and woman’s instinctive role as nurturer. The young retirees should view retirement as an opportunity to revisit a childhood dream, take risks, learn new things, and stay active.