Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 409985
Title Evaluation "Angels and Demons" (WP-116)
Author(s) Noordewier, M.; Jonge, J. de; Stapel, D.; Fischer, A.; Trijp, J.C.M. van
Source [S.l.] : TransForum - 3
Department(s) Marketing and Consumer Behaviour
Publication type Research report
Publication year 2009
Keyword(s) duurzaamheid (sustainability) - duurzame landbouw - duurzame ontwikkeling - consumenten - houding van consumenten - consumentengedrag - sustainability - sustainable agriculture - sustainable development - consumers - consumer attitudes - consumer behaviour
Categories Innovation Studies (General) / Consumer Behaviour
Abstract One way to generate the money needed for sustainable innovation is by consumer choosing freely for sustainable products. This way, consumer choice pays for the innovative production method. This requires consumer willingness to buy these products. Willingness to buy is however not so easily measured as the intentions to buy may only partially predict actual purchase behaviour. There is a gap between what consumer say they want, and what they do in practice. For the specific case of sustainable production, consumers often say they are very positive about sustainable products (angelic opinion), yet in their daily behaviour they frequently tend to choose convenient and cheap products (demonic behaviour).
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