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This study aims to understand the perception of young people regarding different communication strategies to promote proenvironmental disposal behavior. Based on the attention-interest-desire-action (AIDA) model, the study analyses how university students react to different communication approaches used by a university aiming at the correct disposal of waste.

The authors conducted a qualitative exploratory research in two steps: (i) a narrative bibliographic review and (ii) a case study. The (i) bibliographic review was conducted about proenvironmental behavior and disposal of solid waste and response hierarchy models, with emphasis on the AIDA model. The (ii) case study was executed through an in-depth interview with a manager of the environmental sanitation area and a qualitative survey with undergraduate students from a university in southern Brazil.

The findings reveal that young people tend to prefer communication strategies related to triggers for long-term memory, especially when evaluating the cognitive stage of the response hierarchy. For example, the provision of bins identified with stickers and colors is a communication strategy that leads to a memory model of associative networks. By viewing a certain color or image of an object, the individual can quickly retrieve information already known about the act of properly disposing of waste. Additionally, convenience is a key factor for the behavioral intention of properly disposing of waste to become a reality.

Few studies have identified the most effective communication strategies to promote proper disposal behavior among young people in universities. This study addresses this gap, based on the AIDA model.

This paper aims to propose a method to determine which mass customization (MC) characteristics should be prioritized in mass-customized service design.

Looking at manufacturing MC systems and conducting a literature review, it is not possible to observe a methodological step to define customized service design as the one we propose in this work. Results show a systematic classification of MC characteristics based on MC enablers and service enablers. These enablers are related by a quality function deployment (QFD) matrix and rewritten using a reverse QFD procedure.

In the end, it was possible to determine which characteristics should be prioritized in mass-customized services.

Two case studies were performed: one with an electric power supplier and another one with a university.

It shows that despite easy customization, organization is not always interest in service features customization. The explanation in these two cases is customization cost, which compared to the benefit does not seem advantageous for the organization.

This paper creates a methodology to design a first phase in customized services in Latin American services and that is the original contribution.