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The purpose of this paper is to describe the nature of a branded mobile application experience for children, and analyse how these experiences affect the children’s and parents’ brand perceptions.

The authors use a qualitative approach focussing on the consumer perspective. Children were asked to use two selected applications from an I-Pad tablet (“La Grande Récré” – A1 and “MonkiMi” – A2). Children and parents were subsequently interviewed.

Children primarily valued the emotional experience of the application (app). The parents appreciated their children’s cognitive experience of the mobile app. Parents are much more responsive to mobile application communication, as they perceive to have more control over this new media and value the cognitive and emotional dimension of their children experience of the app.

The study shows that branded apps can be an extremely effective way in delivering valuable brand content which positively impact brand perceptions. This initial and exploratory study calls for further extensive research in this area.

This research demonstrates the untapped potential of sponsored apps as a communication medium.

The paper indicates that mobile applications constitute a new communication channel for retailers and brand owners to interact at an emotional level with their existing or prospective customers.

The purpose of this paper is to develop an approach at defining a retail channel strategy applied to young consumers.

The authors use a qualitative study that adopts the consumer perspective and employed an investiga-tive channel-scan approach based on two scenarios applied to 12 retailers selling childrenswear. The authors studied 139 flows between all the channels and explored the retailers’ child orientation.

The paper revealed that the channel configuration and integration of retailers showed a di-versity of approach leading us to distinguish eight different retail channel strategies. It also appears that there is limited evidence of a specific selling channels designed for children by retailers in selling products aimed at the child market.

This study contributes to the retail marking literature by showing evidence of child orienta-tion in channel management. Nevertheless, the results show the need for future research to understand the causes and effects of channel child orientation and the way it contributes to the retail channel strategy.

The findings have practical implications for retailers by providing a framework to help them in their decision-making regarding retail channel strategy. It also sheds new light on the con-tribution from young consumers in retail channel strategy.

The contribution of this paper is to explore the combined perspective of configuration and integration of the channel-to-market as part of the retail channel strategy. The paper also provides evidence of child orientation in retail channel strategy when retailers selling prod-ucts for children are concerned.

The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline shopping in terms of advantages and disadvantages. Within a cross channel perspective, it also analyses the connections they make between brick-and-mortar and online stores.

Results are drawn from an exploratory and qualitative study based on a multi-category approach. In all, 62 children (34 girls and 28 boys) aged six to 12 years were interviewed about the advantages and disadvantages of each channel for shopping; how/where they would prefer to shop and why; and the links they make between a brand’s physical store and an online store.

Traditional sales outlets are more popular with six to 12 year olds than online shopping. Physical stores offer variety and instant gratification. Products can be tried out and tested on-site, making the offline retail experience a fun activity. Conversely, children express a very negative perception of e-retailing, which they often consider to be dishonest, offering limited choice at higher prices. When shopping online, delivery time can be a deterrent. Last but not least, no cross-channel shopping perceptions were found.

Several results from this study can inform marketing practices at retailers’ headquarters. Store assortment, product availability and store atmospherics are central to the success of offline shopping among six- to 12-year-old children. Retailers should find ways to transfer this relational approach to their online strategy. In the meantime, they must deliver the same basic promises as in stores: a wide choice and competitive prices, no shortage of products and no late delivery.

This study adds to the existing body of knowledge on children’s consumer behaviour in three ways. First, it provides new insight into how children perceive not the internet per se but online shopping. Second, it confirms that stores still play a dominant role in shaping the image of a retail brand, from an early age. Third, it suggests that the cross-channel perspective may not apply to very young consumers.

The purpose of this paper is twofold: first, to investigate the motives of urban consumers when purchasing local food products using means-end chain (MEC) analysis and second, to introduce an alternative approach to segment the market based on consumers’ motivation using decision segmentation analysis (DSA).

DSA was used as advanced segmentation procedure of hierarchy value maps (HVMs) produced by MEC analysis.

The findings suggest that there are two main segments of local food consumers in urban Indonesia: value-for-money and health benefits. The value-for-money segment is dominant when making local food purchasing.

This study sample is not representative of local food consumers in urban Indonesia as only three urban cities were interviewed.

An understanding of the motivation-based segmentation of local food in urban cities is a useful tool in order to reinforce and attract local food consumers to consume more locally grown food.

This study reveals the motivation-based segmentation of local food in urban cities in Indonesia.

In Uganda, smallholder farmers produce about 70% of the food but receive very low prices on the sales channels they use. To improve farmers' livelihoods, other innovative sales channels such as farmers' markets (FMs) have to be explored. Therefore, the study aimed to determine the potential of establishing farmers' markets in Uganda, focusing on Kampala district.

A qualitative methodology was used to understand farmers' perceptions and the factors that could influence the success of the farmers' markets. In addition, the potential of FMs has been analyzed through the components of the Localized Agri-Food System (LAFS).

The respondents had a positive perception of the farmers' markets, and farmers have an urgent need for other sales channels that could be profitable for them. Factors that could influence the success of the FMs were highlighted, including infrastructure in the marketplace, transportation and taxation by the government.

The study had a limited sample size of the farmers, and it was carried out in 3 divisions of Kampala district, an urban area; thus, the findings cannot be generalized to fit the other regions of Uganda.

The LAFS showed that the foundation for establishing FMs is available; however, it has to be strengthened through the coordination of different stakeholders that work with the farmers.

The purpose of this paper is to see if edutainment containing only healthy food can change children’s preferences and food choices toward healthy eating, especially in overweight or obese children, and if the children’s self-regulation, emotional overeating and parents that use food as a reward would influence those changes. This is important because childhood obesity is one of the biggest public health problems of the 21st century.

The authors conducted a study in two public schools (total 189 children) with a between-subjects experimental design (control vs experimental group), where children in experimental group watched an episode of Nutri Ventures series without unhealthy foods.

The results showed no differences in both children’s preferences and children’s food choices between the control and experimental group, with exception of older children, and contrary to our expectations. Older children in the experimental group chose more unhealthy food than children in the control group. The authors also saw differences in food choices between “emotional overeating” groups, where the children in “high” group tended to choose less healthy food items, especially in the experimental group of children. This leads the authors to believe that isolated edutainment may not be enough to change preferences and food choices; instead it might even have an opposite effect.

This study aimed to identify if edutainment containing only healthy food could be more effective in childhood obesity prevention but instead it showed how complex the whole topic can be.

The purpose of this paper is to focus on mothers as key influencers in luxury retailing contexts.

Using a semiotic interpretation of mothers’ discourses, the authors underline the identity motivations for purchasing luxury apparel for their pre-adolescent children.

The paper shows that when shopping for luxury brands for their pre-adolescent children, mothers manage discrepancies between their “real” and “idealised” selves as well as the pushes and pulls of being a mother and a woman.

The findings point to possible future research on this topic, particularly with regard to investigating how luxury stores and retailers can adapt so as to satisfy mothers’ identity quest.

Managers of luxury brand retail spaces looking at the future of retailing could analyse their store environment in the light of these mothers’ identity-related motivations. As well as focussing on how children look, store layout and merchandising should provide different spaces for mothers’ identity expression, using new in-store digital technologies.

This study is one of the first to analyse luxury shopping for children taking the point of view of mothers. The paper underlines how young mothers build their new maternal identity and their projected relationship with their child through purchases of children’s luxury goods in specific retail environments.

The purpose of this paper is to identify the representations, figures and processes of shopping/commerce in books published in France that are aimed at three to seven-year-olds.

A semiotic analysis of nearly 50 books published over the past 60 years.

These books reveal a broad diversity in the images of shops given to children (ranging from the traditional shop, a source of pleasure and creator of social ties, to the hypermarket/megastore, a symbol of stress and overconsumption) and the wealth of information that is given to children to help them assimilate the process of a shopping transaction.

The originality and richness of this research lies in its methodological approach. Indeed, it is perfectly aligned with a recent academic trend that calls on researchers to mobilise and compare new data collection tools to apprehend current and future consumer behaviour. Consequently this research is based on an immersion in children’s books that depict the world of commerce in one way or another.

Purpose – The UK road freight sector is an example of an economically important sector that can be viewed from two different perspectives with regards to climate change: firstly, as a significant contributor to the problem in terms of greenhouse gas emissions, and secondly as a likely recipient of significant impacts (both positive and negative) of any resulting change in climate, especially any increase in extreme weather. It is this relatively neglected second perspective, freight as a vulnerable sector, which is explored.

Methodology/approach – The way in which the freight sector develops in the future will be explored both in terms of the future type of freight operations and potential changes in vehicle technology.

Findings – There is a need to understand how the overlying socio-economic scenario influences the development of the freight sector.

Originality/value – The examination of the impact of climate change on the freight sector is a particularly original aspect of this chapter.

The research illustrates the impact of young people shaping a community-based program.

From the perspective of a youth educator, this research uses participatory action research (PAR) in youth urban agriculture education.

Findings illustrate how youth-led programming creates new processes, revealing new educational opportunities. Outcomes of education programs are strengthened by engaging with students in ways that interest them.

Findings illustrate opportunities for social network bonding through community-based farm stands and challenges in social network bridging through Community Supported Agriculture (CSAs).

Previous articles have noted the need for practitioner perspective in youth education. Scholars have also noted the lack of research that assesses the role of youth urban agriculture programming to advance community engagement. This article contributes to both.