Implications For Marketers Research Articles

EXPRESS: Color Me Effective: the Impact of Color Saturation on Perceptions of Potency and Product Efficacy

Consumers use observable cues, like color, to help them evaluate products. This research establishes that consumers infer greater product efficacy from higher color saturation across seven lab experiments (n = 2,745), a web scraping study, and a field experiment. The studies provide evidence that this belief stems from learned associations between color saturation and potency and is applied to both consumable and durable products. Moreover, consumers overgeneralize this intuition beyond a product’s actual color to a product’s packaging color and the background color used in its advertisements. Two studies support the proposed process with evidence via moderation, while another study identifies consumption goal as a boundary condition, such that high saturation decreases perceived efficacy and purchase intent when consumers search for a gentle (vs. strong) product. The effect is not limited to pre-purchase perceptions but also influences perceptions after actual product use. The effect is established across six hues while holding color lightness constant and has multiple downstream consequences, including purchase intent and consumption amount. The findings have implications for marketers who make product design choices like color choices for products, their packaging, and advertisements, and in instances where consumers may be harmed from underuse or overuse.

A Time Series Synthetic Control Causal Evaluation of the UK’s Mini-Budget Policy on Stock Market

In this paper, we propose a modified synthetic control causal analysis for time series data with volatility in terms of absolute value of return outcomes taken into account in constructing the prediction of potential outcomes for time series causal analysis. The consistency property of the synthetic weight parameter estimators is developed theoretically under a time series data-generating process framework. The application to evaluate the UK’s mini-budget policy, announced by the then Chancellor on 23 September 2022, which had significant implications for the stock market, is examined and analysed. Comparisons with traditional synthetic control and synthetic difference in difference (DID) methods for evaluation of the effect of the mini-budget policy on the UK’s stock market are also discussed.

The influence of virtual community platform attributes on Chinese luxury consumers’ purchase intention: The role of policy innovation in digital infrastructure

This research examines the influence of virtual community platform attributes on luxury consumers’ purchase intentions, with a specific focus on the role of policy innovation in digital infrastructure. The study aims to 1) identify key factors affecting purchase intentions toward luxury products in virtual environments; 2) develop and validate a structural equation model to analyze these intentions; and 3) provide actionable insights for luxury goods marketers to refine their strategies within these platforms. Utilizing a structural equation model, the study investigates the interactions among various determinants of consumer behavior in virtual communities, highlighting the impact of policy innovation. Data was collected through purposive sampling from 1142 respondents in China’s top 10 high-spending cities on luxury goods, ensuring data relevance. The findings emphasize the significance of knowledge sharing, interactive communication, and leaders’ opinions in virtual communities in building consumer trust and shaping perceptions of online reviews. These elements influence purchase intentions directly and indirectly, with consumer trust serving as a crucial mediator. The study reveals the substantial impact of virtual community attributes on fostering consumer trust and shaping buying decisions for luxury items, underlining the contribution of social development processes. Moreover, the role of policy innovation is found to be significant in enhancing these virtual community dynamics, suggesting that regulatory changes can positively influence consumer engagement and trust. The conclusions offer valuable implications for marketers, proposing strategies to boost consumer engagement and drive sales in virtual settings. This research contributes to the theoretical understanding of digital consumer behavior and provides practical strategies for innovation and growth within the luxury goods sector, emphasizing the critical role of policy innovation in shaping these dynamics.

Trust in Online Shopping Among Generation Z: An Analysis of Key Influencing Factors

The rise of digital platforms has fundamentally transformed consumer behavior, especially among Generation Z (Gen Z), a cohort deeply immersed in the digital age. This study aims to investigate the factors influencing Gen Z's trust in online shopping by examining the relationships between convenience, ease of comparison, product variety, pricing and discounts, security, and environmental concerns. A quantitative method was employed, gathering data from 250 Gen Z participants, with IBM SPSS used to test the proposed hypotheses. The results reveal that pricing and discounts, security, and environmental factors significantly impact Gen Z’s trust in online shopping, while convenience, ease of comparison, and product variety show no significant influence. This research contributes to the understanding of Gen Z's online behavior, highlighting the growing importance of sustainability and secure transactions in fostering trust. The findings offer practical insights for businesses aiming to build stronger relationships with Gen Z, emphasizing the need to focus on ethical practices, competitive pricing, and enhanced security. These insights have implications for both marketers and policymakers in the evolving e-commerce landscape

Understanding the dynamics of unfollowing behaviour on TikTok: implications for interactive marketing

ABSTRACT With the rise of social media, the role of social media influencers has witnessed significant interest among the academic community. The existing body of knowledge has highlighted individual’s motivations to follow influencers on these platforms. However, it is worth noting that individuals may easily decide to unfollow. Hence, to sustain their followers and remain competitive for brands, influencers should understand what leads internet users to unfollow them. Surprisingly, this particular perspective has been omitted in previous studies. To fulfil this gap, our research explores individuals’ reasons to unfollow influencers on TikTok. To do so, a qualitative approach through individual interviews was conducted among Tunisian TikTok users. Our findings shed light on three distinct categories of reasons: content related reasons, Tiktokers related reasons and ethical issues reasons. Theoretical and managerial contributions are discussed.

Financial and Market Implications of the CSX-Conrail Acquisition

Conrail, Consolidated Rail Corporation, founded in 1976, was established due to the bankruptcy of multiple railway companies in the Northeast and Midwest regions of the United States. The federal government intervened to establish the company with the aim of restoring the services and profitability of bankrupt railways. As it developed, Conrail's railway network covered major cities and industrial centers in the Northeast and Midwest of the United States, possessing a strong market position and strategic value. Therefore, Conrail had become a target for mergers and acquisitions by large railway companies such as CSX and Norfolk Southern. Through mergers and acquisitions, the acquiring party could expand market coverage, enhance operational network connectivity and competitiveness. This is a complex and multi-layered issue, the CSX acquisition of Conrail involved financial and market implications, legal obstacles, competitive pressures, and strategic objectives. By analyzing these themes in depth, we could understand the key issues and response strategies that enterprises face in the M&A process, providing valuable experience for future M&A transactions. The study applied methods such as comparative analysis and case model analysis to analyze the main challenges, response strategies, and effects comprehensively and systematically in the M&A process, providing reference for similar cases. Overall, CSX's acquisition of Conrail demonstrates how companies can achieve acquisition goals and long-term development through flexible strategies, effective communication, and professional management in the face of complex legal, market, and operational challenges.

The bright and dark side of metaverse marketing

AbstractThe metaverse is emerging from the amalgamation of augmented and virtual reality. Given the novelty and recency of the metaverse and its potential implications for marketing, this study aims to (i) explore how marketing could manifest and evolve in the metaverse and how consumer behavior may be influenced (what) by (ii) engaging in a systematic literature review focusing on the positives and negatives of the metaverse (how), so that (iii) marketers can plan for, progress in, and prosper from informed metaverse marketing strategies (so what). The study sheds light on the metaverse and its impact on marketing through an integrative framework that highlights the bright and dark side of the metaverse based on six key themes: increased digital innovation and transformation, new marketing possibilities, consumers’ interest in the metaverse, threatened digital privacy and legal challenges, health concerns, and sustainability issues. The study also presents 10 prominent cases of metaverse marketing in the real world to enrich and support the findings. The study concludes by outlining the directions for the future of metaverse marketing.

A Systematic Review on the Efficacy of Flow Experience on Continuance Intention in e-Learning: The Need for Overarching Evidence Synthesis

The application of the concept of flow in the context of the e-learning environment has widespread benefits. Creating a sense of flow can result in a positive learner experience and continuance in the e-learning environment. However, in the past two decades, applying the flow concept in analysing continuance intention in an e-learning context has been vague and complicated due to the broad nature and learners’ behaviour. This includes the lack of certainty in operationalising the flow framework, theories, multitude of methods, or delivery settings. More specifically, uncertainty persists regarding the association between flow experience and continuance in e-learning. Hence, we intend to systematically review, synthesise and appraise the literature on the operationalisation of flow experience, methods used to study the flow concept, and the relationship between flow experience and continuance intention. We reported this systematic review according to the guidance of the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses). Electronic database searches on Scopus, Web of Science, JSTOR, and manual searches yielded 913 potential papers. Overall, n=20 peer-reviewed articles published between 2000 and 2021 satisfying the eligibility criteria were included. The synthesis identified that all the studies applied quantitative research design to examine the relationship between flow experience and continuance intention. While evidence also accumulated that no included studies have conceptualised flow experience considering all the nine dimensions, the lack of certainty in operationalising the flow framework applied in e-learning invites the attention of the researchers to validate the dimensions. Finally, most studies in the review exhibited a significant relationship between flow experience and continuance intention. The study provides a comprehensive synthesis and an in-depth analysis of the body of knowledge produced in the area of flow experience and continuance in the e-learning context, as it helps in providing implications for online marketers, learners, and academic institutions. The approach incorporated for synthesising evidence in this study lays a rigorous benchmark for conducting systematic reviews. This research study will be an asset for researchers and methodologists undertaking systematic reviews in e-learning. A total n=20 peer-reviewed articles were included after performing a search on Scopus, Web of Science, and JSTOR. Results of the study reveal that all the studies applied quantitative research design for examining the relationship between flow experience and continuance intention. Further, the lack of certainty in operationalizing the flow framework applied in e-learning invites the attention of the researchers to validate the dimensions. Finally, the majority of the studies in the review exhibited a significant relationship between flow experience and continuance intention. The study provides a comprehensive synthesis and an in-depth analysis of the body of knowledge produced in the area of flow experience and continuance in the e-learning context, as it helps in providing implications for online marketers, learners, and academic institutions. The approach incorporated for synthesizing evidence in this study lays a rigorous benchmark for conducting systematic reviews. This paper will be a valuable asset for researchers and methodologists undertaking systematic reviews in e-learning.

Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type

The ‘Korean Wave’ has significantly impacted the global economy, especially in Indonesia. However, there is a gap in understanding how Korean celebrities, as brand ambassadors, influence local consumer behavior and purchase intentions. This study aims to clarify this impact using the theory of planned behavior (TPB) framework. The roles of brand attachment, brand love, and brand loyalty, moderated by product type, were examined with 194 survey respondents, and data was analyzed using SmartPLS software. Key findings indicate that brand personality significantly influences brand attachment. Customer brand engagement positively affects brand love. Brand attachment impacts both brand loyalty and brand love, while brand love strongly influences brand loyalty. Brand loyalty significantly affects purchase intentions, confirming that loyal customers are more likely to make repeat purchases. Product type only moderates the influence of brand attachment on brand loyalty, not the influence of brand love on brand loyalty. The implications for marketers are significant. Businesses should leverage Korean celebrities as brand ambassadors to enhance brand visibility and loyalty. Aligning brand personality with ambassadors can deepen consumer attachment. Creating engaging content and focusing on emotional branding can foster stronger connections. Tailoring marketing strategies to different product types and monitoring brand loyalty feedback can enhance market performance. Despite its contributions, the study acknowledges limitations, including potential demographic biases and the need for broader cultural and product category exploration in future research.

ESG performance variability: profitability and market implications for real estate entities in a worldwide context

PurposeThe central aim of this study is to examine the relationship between ESG metrics and financial outcomes in the real estate industry, honing in on particular sectors and geographical areas. Utilizing ESG ratings and pillar scores as indicators of sustainability performance, this research endeavors to discern their effects on measures of profitability and market performance.Design/methodology/approachDrawing on a dataset encompassing more than 200 publicly listed companies in the real estate sector, this research utilizes a fixed effects regression model and instrumental variables to scrutinize the data. This approach enables a thorough evaluation of how governance, environmental and social dimensions influence the financial and market outcomes of these entities.FindingsThe research reveals a complex relationship between ESG factors and financial performance, defying any simplistic, universal application. The connection is marked by diversity, deeply influenced by the unique aspects of each real estate industry segment and the particularities of regional markets. Specifically, the environmental aspect often corresponds with an increase in ROA, yet this pattern is not consistent throughout all cases. On the other hand, the social aspect is frequently associated with diminished performance indicators, while the influence of governance factors varies, affecting financial outcomes less predictably.Originality/valueWith its pioneering methodology, the research delves into the granular impacts of ESG factors within individual real estate sectors and specific countries. Insights into the Real Estate Rental, Development and Operations sector as well as firms operating in Oceania, extend the conversation in an area of ESG literature that has been relatively uncharted. Moreover, the study’s illumination of how environmental, social and governance elements distinctly influence financial results injects fresh viewpoints into the ongoing dialogue on sustainable business practices.

Blending philosophies: Crafting modern Chinese jewellery aesthetics with a foundation in Eastern wisdom and Western practicality

Purpose: This study investigates the impact of cultural fusion in contemporary jewellery design on consumer perceptions and purchase intentions. By exploring the prevalence and characteristics of cultural fusion in jewellery design, the study seeks to understand its influence on consumer perceptions of aesthetics, quality, and authenticity. Additionally, the study aims to identify the underlying mechanisms driving consumer responses to culturally fused jewellery designs. Method: A qualitative approach was employed by using semi-structured interviews with 21 experienced Chinese jewellery designers to explore their perspectives on cultural fusion in design. Thematic analysis was performed to identify key themes and patterns in the data. Findings: The study found that cultural fusion plays a significant role in shaping contemporary jewellery aesthetics, with designers drawing inspiration from diverse cultural traditions to create unique and innovative pieces. Consumers responded positively to culturally fused jewellery designs, perceiving them as more aesthetically pleasing, culturally authentic, and desirable compared to traditional designs. Moreover, the study identified several factors driving consumer preferences for culturally fused jewellery, including symbolism, storytelling, and craftsmanship. Implications/Originality: This research contributes to theoretical frameworks on cultural fusion in design and its impact on consumer behavior. By empirically testing the relationships between cultural fusion, design aesthetics, and consumer perceptions, this study advances our understanding of the drivers and outcomes of cultural diversity in the jewellery industry. Moreover, the findings have practical implications for designers, marketers, and policymakers within the jewellery industry, highlighting the importance of cultural fusion in creating culturally resonant and commercially viable jewellery collections.

Bonding with the destination brand during crisis: the role of message consistency

PurposeThis paper studies the process by which tourists establish relationship quality with the destination brand in a crisis situation and the role that message consistency pursued through integrated marketing communications (IMC) has in this process.Design/methodology/approachRelationship quality was analyzed through three key marketing variables: satisfaction, trust and commitment. The impact of message consistency on relationship quality was tested using partial least squares structural equation modeling (PLS-SEM).FindingsResults confirm the interplay between the three relationship quality dimensions and suggest that message consistency directly influences tourist satisfaction and trust in destination service providers, with its impact on affective commitment being mediated by satisfaction.Research limitations/implicationsThis research study is limited to only one geographical context and one type of destination stakeholders.Practical implicationsMessages that consumers receive about a destination brand through multiple touchpoints must be consistent and non-contradictory to reduce consumers' uncertainties during the crisis.Originality/valueThis paper examines an underinvestigated research area of the effects of IMC on consumer–brand relationship outcomes in tourism. The study has a number of theoretical and practical implications for destination marketers during and beyond a crisis situation.

Unemployment and Personal Income Loss After Traumatic Brain Injury

Employment and personal income loss after traumatic brain injury is a major source of postinjury stress and a barrier to societal reintegration. The magnitude of labor market ramifications following traumatic brain injury remains largely unknown. To quantify the 3-year postinjury labor market consequences following traumatic brain injury in Canada. To also estimate the incurred national labor market cost over the study period. This retrospective quasi-experimental, pan-Canadian observational cohort study used linked administrative health and federal taxation data obtained between 2007 and 2017. Mixed-effects difference-in-difference regressions were constructed to estimate the annualized magnitude of the personal income and employment loss during each of the 3 years following injury, respectively, relative to preinjury baseline. Participants included tax-filing adult (19 to 61 years old) traumatic brain injury survivors. Traumatic brain injury. Coprimary outcomes were personal income loss and the proportion of newly unemployed individuals per annum. Secondary objectives were to quantify income and employment loss within mild, moderate, and severe traumatic brain injury subgroups. A total of 18 050 patients with traumatic brain injury between 2007 and 2017 were identified (mean age, 38.0 [SD, 12.4] years; 13 360 male [74.0%]), each of whom was followed up with for 3 consecutive fiscal years. Mean income was CAD $42 600 (US $31 083) in the fiscal year prior to injury and 82% were employed at time of injury. The adjusted mean loss of personal income was CAD $7635 (US $5650) in the first year after injury (Y+1) and CAD $5000 (US $3700) in the third year after injury (Y+3) relative to uninjured controls. In each of the 3 postinjury years, 7.8% individuals were newly unemployed compared with the preinjury baseline. The adjusted average personal income loss for mild, moderate, and severe traumatic brain injury subgroups were CAD $3354 (US $2482), CAD $6750 (US $4995), and CAD $17 375 (US $12 859), respectively, at Y+3; the proportion of unemployed individuals increased by 5.8%, 9.2%, and 20% across the same groups at Y+3 after injury relative to preinjury baseline. The estimated total reduction in personal income aggregated over the 3 postinjury years for the affected participants was CAD $588 million (US $435 million). This work represents national cohort data quantifying the labor market implications of traumatic brain injury. These results may be used to inform economic evaluations and social service resource allocation.

Green skepticism: review and research agenda

PurposeDespite a growing interest in investigating green skepticism, there has been a paucity of effort in synthesizing green skepticism research. This study aims to synthesize extant green skepticism research. This study is useful in providing a comprehensive synthesis of research on green skepticism and identifying key gaps in the existing literature, thereby paving the way for future research directions. This research demonstrates a comprehensive understanding of the dominant theories, contexts (i.e. countries), characteristics (i.e. key variables and their associations) and methods (i.e. research design) employed in green skepticism research.Design/methodology/approachA hybrid review method that combined an Systematic Literature Review (SLR) with lexicometric analysis was employed to present a comprehensive synthesis of the green skepticism literature.FindingsThe findings showed that many theories have been applied to green skepticism research with the theory of planned behavior and attribution theory being prominently used. The review also proposes a conceptual framework that illustrates the relationships between antecedents and consequences reported in the green skepticism literature. Lexicometric analysis identified six major themes in green skepticism research, including trust in green products, product-related attributes, environmental attributes, social responsibility, organic consumption and promotional campaigns.Research limitations/implicationsThis review included only papers authored in English. Consequently, studies conducted in other languages were not taken into account. Future research could broaden the understanding of green skepticism by incorporating studies conducted in different languages.Practical implicationsThis study provides practical implications for retailers, marketers and policymakers to combat green skepticism and encourage the purchase of green items. This study suggests integrating endorsements from authorized third-party organizations or celebrities into green marketing campaigns to reduce skepticism. Further, aligning corporate social responsibility efforts with genuine social welfare goals can build consumer trust. Finally, securing third-party endorsements for ecological claims will emphasize product credibility and drive green purchase intention.Originality/valueTo the authors’ knowledge, this study represents the first attempt to review the extant literature in green skepticism by integrating a systematic review approach, lexicometric analysis and the Theory-Context-Characteristics-Methodology framework. Through this approach, (1) SLR provides a detailed synthesis of green skepticism research to date, (2) Lexicometric analysis aids in the identification of key themes investigated in green skepticism research to date, and (3) the TCCM framework assists in identifying crucial avenues for future research endeavors in the realm of green skepticism.

Determinants of Bank Selection: A Study on Consumer Perceptions and Expectations in Albania

This study investigates the factors influencing consumer perception in selecting banking services, focusing on service quality, customer satisfaction, and brand reputation within the Albanian banking sector. Using a structured questionnaire, 213 valid responses were gathered from customers in major cities, including Durres and Tirana. The analysis involved factor analysis, reliability testing, and regression analysis to explore the relationships between the identified factors and consumer decision-making. The findings reveal that service quality, encompassing tangibles, reliability, responsiveness, assurance, and empathy, plays a critical role in shaping consumer perceptions, with assurance, reliability, and responsiveness having the most significant impact. Additionally, customer satisfaction and the bank's brand influenced the selection process significantly. The results underscore the importance of banks enhancing service quality and maintaining a strong brand reputation to attract and retain customers in a competitive market. These insights provide valuable implications for bank marketers and strategists aiming to develop effective customer-centric approaches.

Impacts of knowledge and trust on consumer perceptions and purchase intentions towards genetically modified foods.

Genetically Modified Foods (GMF) have emerged as a significant topic within the global food industry, provoking extensive debates over their safety and impact on consumer choices. This research aims to explore the impact of knowledge and trust in GMF on Vietnamese consumers' perceptions and their subsequent purchase intentions. By employing a quantitative methodology, this study gathered data from 424 valid respondents. The research model focuses on five constructs: knowledge, trust, perceived benefits, perceived risks, and purchase intentions. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses and examine the interrelationships among these constructs. The results showed that increased knowledge of GMF is linked to heightened perceptions of benefits and reduced perceptions of risks, thereby elevating purchase intentions. Trust in GMF significantly enhances perceived benefits but does not significantly affect risk evaluation, although it is positively correlated with purchase intentions. Moreover, perceptions of greater benefits are positively associated with higher purchase intentions, whereas increased risk perceptions negatively influence them. These results underscore the complex relationship among knowledge, trust, perceived benefits, and perceived risks in shaping consumer purchase intentions toward GMF. The study proposes a comprehensive model delineating how knowledge and trust impact Vietnamese consumers' perceptions and purchase intentions regarding GMF. These findings provide implications for policymakers, business managers, and marketers, emphasizing the importance of disseminating transparent information, prioritizing trust-building, and adopting nuanced communication strategies. By effectively enhancing perceived benefits and addressing perceived risks, these strategies aim to foster positive consumer intentions and behaviors toward GMF.

The power of electronic Word of Mouth in inducing adoption of emerging technologies

This study examines the influence of electronic Word-of-Mouth (eWOM) on consumer expectations and intentions to adopt emerging technologies, specifically focusing on cryptocurrency payment methods. Employing the Elaboration Likelihood Model (ELM), the research utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (PLS-MGA) to analyze data from a diverse sample of 505 respondents sourced from MTurk. The findings reveal that the quality, consistency, and volume of eWOM significantly shape consumer expectations. Notably, the two-sidedness of online reviews does not have any substantial impact on both expectations and adoption behaviors toward cryptocurrency payment methods. Furthermore, factors such as the time spent online, and the frequency of online shopping were found to partially moderate the effects of eWOM on adoption behavior. This research contributes pioneering insights into the role of eWOM in influencing consumer attitudes towards cutting-edge technologies, extending existing knowledge beyond traditional consumer decisions to include technological adoption, particularly in digital finance. This offers valuable implications for technology firms and digital marketers aiming to harness eWOM to promote new technological solutions.

Modernized Hippies and Extreme Eco-Warriors

This study is the first qualitative examination of the prototype willingness model (PWM), which includes both rational and socially reactive decision-making processes, in the context of eco-friendly behaviour. In total, 33 individual face-to-face interviews were conducted with Flemish young adults between 18 and 25 years to explore how the constructs of this dual-process model manifest and interconnect in the young adults’ lives in the context of eco-friendly behaviours, and which aspects should be leveraged when encouraging eco-friendly behaviour. Three prominent patterns were identified during data analysis: (1) The rational roadblocks, (2) the social stepping stone, and (3) the distant ‘darker’ green. Implications for (social) marketers are, among other things, to defy context-dependent attitudes of resistance (e.g. highlight applicable self-interest motives), to use social – and in particular socially reactive – levers, and to represent more diverse eco-friendly people that reflect the diversity within target audiences in behaviour change interventions and communications strategies.

Accessing the Composting Potential and Phytotoxicity of Acetate Waste – Market Implications and Legal Compliance

Accessing the Composting Potential and Phytotoxicity of Acetate Waste – Market Implications and Legal Compliance

A regenerative design approach to address Carbon Neutrality in construction. Methods and Tools to assess the ecological reliability of construction process.

Abstract The ongoing research at the inter-university center ABITAlab focuses on the transition toward carbon neutrality in the construction sector, emphasizing technological innovation with advanced materials using biogenic and bio-based materials to enhance sustainability indicators towards energy transition and carbon neutrality. The project aims to assess the ecological reliability of such materials, namely their ability to maintain long-term performance and minimize environmental impact. The adopted methodology utilizes Life Cycle Assessment (LCA) to distinguish between the ecological profile, which considers the ecological footprint of the material, and the environmental profile, which evaluates the overall environmental impact. This approach addresses two critical aspects: the temporal durability of the materials and their effectiveness in decarbonization. The research provides an experimental and technological response to conditions of uncertainty, proposing architectural solutions that integrate principles of circularity and innovation, as demonstrated in the case study of the People Pavilion in Eindhoven. This study suggests pathways for future research aimed at applying these principles in diverse contexts and analyzing their economic and environmental impacts, including implications for the construction market.