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Businesses like Airbnb have shown that a successful circular economy (CE) business can operate exclusively online. Although online communication and web appearance attributes have been subject to academic research given accelerated digitization, there is still a lack of knowledge about online attributes and their role in facilitating CE. We close the portrayed knowledge gap by conducting a discrete-choice experiment with best to worst scaling and focusing on the effect of CE experience on the perception of a CE website by ranking nine online attributes, grouped in three subsets. We therefore contribute by identifying online attributes that are perceived as favorable for CE businesses and detect how participation in CE activities affects the perception of these attributes. We find that third-party associated online attributes (e.g., user reviews or third-party guarantees) rank significantly higher throughout CE consumption patterns of the sample, being always amongst the top three attributes. This novel finding on online preferences opens a new direction for further research, as well as allows practitioners to optimize online operations accordingly. Furthermore, we find that users without prior touchpoints with CE have a higher need for information about the business model as compared to CE active users who are more interested in community related attributes.
We conducted a random allocation experiment at fashion week in Berlin in 2017, testing how face-to-face (f2f) communication affects sales of a fashion start-up focusing on second-hand. The experiment revealed that 11% of guests of an f2f event afterwards turned paying customers with an average basket size 11.8% higher than the overall sales event average. We add insights to research on entrepreneurial practice as well as on offline operations in the context of circular consumption in fashion, exposing the leveraging effect of f2f communication for customer acquisition and revenue of start-ups in the field of sustainable fashion.
In this paper three approaches on transitions pathways are combined to study the role of agricultural nature conservation in the Dutch land use domain for achieving internationally agreed climate and biodiversity targets. The three perspectives used are the Multilevel Perspective (MLP), Initiative Based Learning (IBL) and Integrated Assessment Modelling (IAM). The analysis provides insights in how the combination of different research approaches can lead to more comprehensive policy advice on how agricultural nature conservation could help to achieve internationally agreed sustainability goals related to climate change and biodiversity. IAM shows under which conditions agricultural nature conservation could be consistent with European and global long-term goals regarding food security, biodiversity and climate. MLP provides insight into the extent in which agricultural nature conservation has affected or changed the existing nature and agricultural regimes. IBL, finally, reveals the challenges of encouraging agricultural nature conservation with policy measures. Our analysis shows that a combined perspective provides a deeper understanding of the underlying processes, reasons and motives of agricultural nature conservation, leading to more comprehensive policy recommendations.