Biasino Farace and Angela Tarabella
The purpose of the research is to evaluate the visibility and effectiveness of responsible drinking campaigns used for the sale of the product “beer” (on labels and commercials…
Abstract
Purpose
The purpose of the research is to evaluate the visibility and effectiveness of responsible drinking campaigns used for the sale of the product “beer” (on labels and commercials) on a sample of university students at the University of Pisa to verify whether a preventive “education” on the issue of the effects of alcohol consumption is suitable to improve the perception of responsible communication.
Design/methodology/approach
A focus group methodology was used. Three interviews were conducted with 21 university students. The interview protocol was divided into three sections and ten guiding questions were prepared to conduct the focus groups.
Findings
The study shows the weak effectiveness of responsible communication promoted by brewers, even though the sample knew aspects related to responsible communication and the adverse health effects of alcohol. Most respondents failed to remember the existence of responsibility messages placed on beverage labels, except as a result of visual stimuli, a sign that preventive education can play a role in message recognition. Commercials seem to have a more significant impact when associated with the dangers of drunk driving. However, promoting consumer awareness campaigns continues to be perceived as contradictory.
Originality/value
This study presents the results of qualitative research that focuses on university students' perceptions of the effectiveness of the most recent responsible communication campaigns conducted by brewers. The research is significant in assessing the effectiveness of communication tools, providing theoretical and industrial implications for improving the understanding of the phenomenon and the effectiveness of responsible messages.
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Keywords
Biasino Farace and Angela Tarabella
This research aims to investigate the role of digitalization in facilitating the integration of circular economy (CE) principles within a firm operating in the Italian agrifood…
Abstract
Purpose
This research aims to investigate the role of digitalization in facilitating the integration of circular economy (CE) principles within a firm operating in the Italian agrifood sector. The study seeks to explore the evidence and effects emerging from the adoption of digital technologies in a small and medium enterprise (SME) operational setting.
Design/methodology/approach
An interpretative case study was conducted on an SME operating in the Italian agrifood sector. The selected firm is known to adopt a business model oriented towards circularity by using entirely digitized closed-loop hydroponic cultivation.
Findings
The findings reveal that the digitalization of the production process, supported by an integrated information system, enables optimizing the use and consumption of natural resources and minimizes waste during the production stage. Additionally, the authors observed that digitalization triggers a complex mechanism of interaction between various firm factors, market dynamics and forms of institutionalization, which are intrinsically intertwined with the concepts of sustainability and resilience in the agrifood sector.
Originality/value
From a theoretical point of view, the interpretive reading key – historically appropriate to embrace the complexity of the phenomena under study – can foster a deeper understanding of the dynamics underlying digitalization as an enabling factor to facilitating the adoption of CE principles in the agrifood sector. Regarding managerial implications, the study contributes to the debate on the importance of digital transition in the agrifood industry, which in the Italian context shows considerable resistance due, especially, to the size of the firms (mainly SMEs and micro) and managerial conservatism tradition.
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Biasino Farace, Andrea Apicella and Angela Tarabella
The excessive consumption of alcohol in numerous countries in the world, combined with the progressively younger age of the consumers, made it necessary for companies to use…
Abstract
Purpose
The excessive consumption of alcohol in numerous countries in the world, combined with the progressively younger age of the consumers, made it necessary for companies to use instruments of communication aimed at the development of consumption responsibility, so as to prevent reckless behaviour and the health risks thereto associated. The purpose of this paper is to assess the visibility and effectiveness of responsible consumption messages used for the sale of the product “beer” (on packaging and in advertisements); the study used a sample audience made up of teenagers and young adults from southern Italy.
Design/methodology/approach
The methodology used was that of the focus group. Three interview sessions were conducted, one dedicated to teenagers, age 16–17 years, and two dedicated to young adult panels, age 20–24 years. A ten-question questionnaire was designed prior to the conduction of the focus groups, and it was used in all the sessions.
Findings
The study shows the weak efficacy of the “drink responsibly” communication campaigns carried out by beer manufacturers. The totality of the interviewees failed to remember the existence of the “drink responsibly” messages and, even after supplementary visual stimulation, they were mostly disinterested, defining the fact that companies from the alcoholic drinks industry carry out consumption awareness campaigns as an out-and-out nonsensical contradiction.
Originality/value
The survey draws attention to the perception by young audiences of the more recent “drink responsibly” communication campaigns carried out by beer manufacturers, aiming at encouraging a more responsible attitude to alcohol consumption. There still are not many such inquests aimed at determining the response of young people to the use of slogans and commercials connected to responsible drinking in the literature; therefore, this study aimed at filling this gap. In fact, the authors believe this study is important for assessing the effectiveness of such instruments for achieving greater responsibility in the use of alcoholic drinks, so as to develop better awareness in the ranks of youths. Among the new communication strategies that were proposed to the participants, there were video commercials containing responsible consumption messages and the new prohibition marks placed directly on the product labels.