Purpose: This study aims to examine the applicability of an extended version of the theory of planned behavior (TPB) in predicting pro-environmental behavior, specifically the purchase behavior (PB) of package-free bath products, among students in higher education institutions (HEIs). Design/methodology/approach: Using a non-experimental survey…

The purpose of the study is to explore how the digital brand story assignment creates a transformative learning experience for students. This study involves assessing the levels of learning according to Mezirow's transformational learning theory through the development of digital brand stories. The authors have tested the Digital Brand…

The purpose of this study is to understand whether exposure to education about slow fashion regarding its environmental benefits would influence consumers' knowledge, attitudes, and purchase intentions toward slow fashion apparel and also to investigate whether knowledge about and attitude toward slow fashion would influence young adult consumers'…

The purpose of this pilot study was to examine the validity of a questionnaire developed to assess adult consumer understanding of nutrition marketing terms and the resulting impact on consumer behavior. Participants (n = 40) completed an electronic questionnaire. Efforts to establish validity and reliability suggest that the questionnaire is a…

In 2005 a survey was used to investigate social norms and attitudes of Viennese high school students (14-20 years, n = 340) toward organic products. Young people, who already participate in household decisions and consume organic products, have not yet been recognized sufficiently in research. The Theory of Reasoned Action and discriminant…

Today childhood takes place within a multimedia context where education, marketing and entertainment operate together in one big melting pot. Childhood is commodified, a situation not everybody seems happy with. Due to increasing exposure with violence and sexual activities, for example in children's games, children seem to lose the chance to be…