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Greenwashing in the clothing industry and its impact on the corporate image of consumers in Germany
(2023)
With issues like climate change and the pollution of our planet, more and more clothing companies are following the trend of a sustainable marketing strategy. Greenwashing is often associated with that, as not all companies are honest about their statements. This study examines how greenwashing by a company in the clothing industry impacts the corporate image of 18 to 30-year-old adults in Germany. Studies regarding sustainability, consumer behaviour towards sustainable products, the behaviour in case of greenwashing incidents, and the identification of greenwashing are investigated. For the analysis, online survey data of 244 Hochschule Furtwangen University study participants are examined. The descriptive study provides information about the behaviour of consumers regarding sustainable clothing and their behaviour when it comes to greenwashing. It was found that consumers tend not to consider sustainability when buying clothes. Very few inform themselves about sustainability, and sustainable labels do not seem to influence their shopping decisions. The image of the consumer about the company involved in greenwashing appears to deteriorate. In addition, the willingness to keep buying from the company seems to be stopped or reduced for the majority. A weak positive correlation was found between consumer behaviour concerning the topics of sustainability and greenwashing. It can be summarised that the dishonest behaviour of clothing companies can harm their consumers' corporate image and brand loyalty.
Precedent research in human resources management has put forward the challenges of recognizing the appropriate methods to unlock employees’ potential. However, it has been proven that leaders and managers can establish a culture where employees can unlock their potential with the proper understanding of neuroscience and emotional intelligence. This research has shown that cognitive skills, which are necessary for a good job performance, can be further developed due to neuroplasticity. Furthermore, understanding human needs and emotions can help people improve their work and life experience. This research also studies the relationship between employees’ well-being and job performance. Moreover, how emotional intelligence influences the company’s working atmosphere with its staff will be, with the support of literature research, thoroughly investigated and further analysed. Based on findings of various studies, attributes such as empathy, compassion, and kindness play a predominant role and indicate an underlying connection between motivation and job performance. All in all, questions such as how health impacts job performance and how neuroscience research and understanding human emotions shift the approach to motivating people will be further discussed. This research also questions what attributes a company leader should have to build trust with the employees and encourage them to work better. Therefore, this research takes a closer look into the exemplary leadership approach and explains why communication and purpose in the company matter when unlocking human potential. In addition, it highlights the effect of experiencing stress and fear at work and the remarkable impact of positive emotions such as kindness, gratitude, and compassion. Thus, with this understanding, this research acknowledges profoundly the positive influence of having a trustworthy and empathetic leader in the company. It fundamentally shows that working in a healthy and inclusive working culture, where psychological safety is ensured, one can, in fact, unlock the potential of employees to work better and feel good about themselves.
The impact of store atmosphere elements on the purchase behaviour and emotions of customers has an important significance in modern marketing. How to design and conceptualize a store atmosphere in such a way that it provides an unforgettable experience for the customer and entices him or her to arouse an interest in the store environment is one of the most fundamental concerns merchants and marketers must ask and think through these days – likewise, the role of culture in connection with store atmosphere is necessary to understand. The goal of this paper is to answer the question on how behavioural and emotional responses to store atmospheric elements such as visual, aural, olfactory, tactile, social, exterior design, interior design and layout & design differ across individualist and collectivist cultures. A cross-cultural analysis between Germans and non-Germans is made in respect to the posed question. A quantitative online survey was conducted, in which a total of 99 valid participants took part, of which 57 were Germans and 42 were non-Germans. This research extended the study of Barros et al. (2019) and added two more separate store atmospheric elements which are the general exterior design and the general interior design. The data was then analyzed, and the findings were ultimately presented. The findings showed that overall store atmosphere elements have similar emotional and behavioural effects on individualist and collectivist cultures with the exception of the general exterior design element, where a significant difference was found. This paper gives a comprehensive overview on the importance of store atmospheric elements in retail and the comparison between Germany which acts as a country that scored relatively high on the Individualism dimension of Hofstede’s national culture model and the countries Turkey, Russia, Portugal, Albania, Bosnia, Romania, Kazakhstan, Vietnam, Sri Lanka and Iraq which serve as a union of cultures that performed high on the Collectivism dimension. Additional research on the topic needs to be done on how culture affects shopper’s emotional and behavioural responses.
The bachelor thesis investigates the development and impact of electronic payment methods, specifically concerning the COVID-19 pandemic, consumer preferences, and the future of such methods. The primary objective of this study was to examine the effect of the pandemic and security concerns on consumer behaviour towards electronic payments. That was achieved through a literature review and a survey of 605 participants. The survey results indicate an increasing trend among consumers towards cashless payments due to their numerous advantages over cash transactions, including enhanced hygiene, quicker processing times, and improved security. As such, users exhibit a high level of comfort and convenience with electronic payment methods and are generally rarely worried about the security of their data. The study further reveals that electronic payment methods are gaining popularity worldwide, particularly mobile payments. The pandemic and improved security measures have led to a notable increase in their use, which is expected to continue to rise. Based on these findings, the study suggests that digital payments are the way forward and that these methods will be further developed to improve user-friendliness and security.
Einfluss des Klimawandels auf die deutsche Weinindustrie - Zukunftsanalyse für die deutschen Winzer
(2022)
Die vorliegende Bachelorarbeit gibt einen Überblick über die Auswirkungen des Klimawandels auf die deutsche Weinindustrie. Das Ziel war es, die zukünftigen Risiken wie auch Chancen für die deutschen Winzer zu ermitteln und anhand der Ergebnisse Handlungsempfehlungen für die zukünftige Weinindustrie zu entwickeln. Um die Forschungsfragen zu beantworten, wurde eine Szenario- Analyse durchgeführt, welche sich an den deutschen Winzern orientiert. Dabei wurden die Einflüsse betrachtet und anhand dieser wurden unterschiedliche Zukunftsprojektionen erstellt. Die Szenario-Analyse zeigte, dass die deutsche Weinindustrie bei den aktuellen Entwicklungen des Klimawandels deutlich als Gewinner hervorgeht. Dennoch müssen Winzer und andere Akteure der Wein- industrie heute bereits wichtige Entscheidungen treffen und sich den Bedingun- gen anpassen um in der Zukunft die entstehen Chancen nutzen zu können.
Als einer der größten Automobilzulieferer weltweit, ist auch die ZF Friedrichshafen AG (ZF) ein Unternehmen, das sich maßgeblich von der Transformation in Richtung E- Mobilität beeinflusst sieht. Gerade die Erweiterung des Produktportfolios um Komponenten für die E-Mobilität, wie beispielsweise dem elektrischen Motor oder der Leistungselektronik, bringt eine Vielzahl an internen Herausforderungen für die Organisation mit sich. Eine dieser Herausforderungen ist die Schaffung von Transparenz hinsichtlich der zukünftig benötigten Ressourcen, sowie die effiziente Nutzung der vorhandenen Ressourcen im globalen Produktentstehungsprozess. Ziel ist es einerseits das konventionelle Produktportfolio weiterzuentwickeln und andererseits die Entwicklung neuer Anwendungen weiter vorantreiben zu können, die das Unternehmen auf lange Sicht wettbewerbsfähig halten sollen.
Die Erstellung dieser Arbeit wurde dabei im Rahmen der operativen Planung der Division E des ZF-Konzerns angestoßen und soll die Entscheidungsfindung in der Budgetierung für diesen Planungsprozess maßgeblich verbessern. Konkret befasst sich diese Arbeit daher mit der Entwicklung eines potenziellen Konzepts, das neben der Erstellung eines Forecast Modells (im Deutschen: „Vorschaurechnung“) auch die Implementierung eines Regelprozesses am Beispiel der ZF Friedrichshafen AG vorsieht. Grundlage des Forecasts bildet ein qualitativer Ansatz, dessen Ziel es ist für jeden Produkttyp, der sich im Projektportfolio einer Organisation befindet, eine Schablone des Ressourcenbedarfs jeder beteiligten Funktion für ein tendenziell einfaches/mittleres und schweres Projekt zu generieren. Die Schablone soll dabei den Ressourcenbedarf über die gesamte Projektlaufzeit hinweg betrachten und abhängig von den unterschiedlichen Phasen im Projekt ausgefüllt werden. Durch die Klassifizierung aller relevanten Projekte einer Organisation in eine Komplexitätsstufe entsteht ausgehend von den Projektstart Daten ein aggregiertes Gesamtkapazitätengebirge, dass den Gesamtressourcenbedarf bis zu einem spezifischen Zeitpunkt abbilden kann. Das erstellte Konzept ist dabei aus den Erkenntnissen einer wissenschaftlichen Literaturrecherche und den Anforderungen aus der Praxis resultiert und soll durch eine Evaluierung mögliche weitere Verbesserungspotentiale für die Anwendung in anderen Organisationen prüfen.
Concerns about mental health and the declining rate of body satisfaction have increased interest in topics such as diversity, body positivity, and inclusion in recent years. Thus, the suggestion is that companies can communicate deep meanings through advertising images and strengthen their brand identity. This bachelor thesis proposes the application of two theoretical frameworks: Esch’s "Brand Steering Wheel" for identifying the brand identity, and the framework of “Visual Grammar” for analyzing images in advertising. The aim is to find out if diversity in advertising can improve brand identity.
Firstly, this work intends to offer an overall understanding of advertising, brand identity, and multimodality. For this, previous academic literature is used to establish a theoretical basis for understanding. Secondly, certain problems that lack inclusion in traditional advertising are analyzed. Thirdly, with the help of the theoretical framework, the brand identity is analyzed using the brand steering wheel. Additionally, Kress and van Leeuwen’s framework of visual grammar is used to examine images for their meaning.
The findings indicate that there is significant theoretical and practical evidence to suggest that the application of diversity in advertising campaigns would be an effective strategy to build a strong brand identity. The identities and relationships indicated in the photos between viewers and models represent desired attributes that may be identified with the advertiser's products. The brand may be picked if the viewers see that it is correctly represented.
An average investor trying to allocate his wealth among multiple assets ideally has nearly infinite possibilities to do so. However, asset allocation strategies try to facilitate this process. Nevertheless, no consensus exists on which strategy is ideal and yields the best performance. Therefore, this paper aims to determine an ideal asset allocation strategy for an average investor by comparing two asset allocation strategies.
The focus is on comparing the practical application of Markowitz’s Modern Portfolio Theory (MPT), a sophisticated asset allocation strategy, with an equally weighted asset allocation, namely the 1/N strategy. The past performance of these two strategies is compared with the help of a calculation example based on historical data. The quantitative analysis covers three time periods of different lengths between 1991 and 2022. Also, the strategies are applied to portfolios with different amounts of assets during these periods. Although the existing literature is very controversial concerning the performance of the two strategies, this research shows a clear result. Compared to the 1/N strategy, this study’s findings show an outperformance of the MPT strategy during every period and each portfolio combination. However, the difference in performance regarding return and risk is minimal in most scenarios and would not significantly affect an average investor who invests over a long-term horizon.
Mergers and acquisitions are effective strategies for corporations to accomplish their financial and strategic goals. They can, for example, assist businesses in increasing economies of scale or decreasing rivalry. The annual growth in the value of all mergers and acquisitions highlights the continued trend of M&As. Researchers differ on the role of national culture in post-merger integration. Some argue that national culture significantly influences post-merger integration, making it more difficult to create synergies. Other scholars argue that national culture should be viewed as a competitive advantage that leads to a more positive M&A outcome. National culture is not a major factor in post-merger integration, and other variables, like the firm's desire to adapt and corporate culture, dictate its complexity. Another viewpoint on the influence of national culture is that it relies on the level of connectivity, which means that the more tightly a firm integrates with another, the more probable cultural disputes develop. Therefore, this study aims to look at a wider prospect of the impact of national culture on post-merger integration. The research methodology used in this research work is the qualitative research design which involves a naturalistic study intended to collect, analyze, and interpret non-numerical to understand individual opinions, phenomena, concepts, or experiences. Primary and secondary data were used in this investigation. Semi-structured interviews were used to acquire primary data from the research sample. On the other hand, secondary data for the research study was gathered from existing sources such as prior study results, journal articles, reports, and other recorded literature on the role of national culture in post-merger integration. The results of this research were categorized in the form of the three themes, which forms the basis central basis of the research.
Durch die weite Verbreitung von Smartphones wächst das Potenzial des mobilen E-Learning-Marktes. Auch in der Branche des Fremdspracherwerbs sind massive Veränderungen erkennbar: Das Erlernen einer neuen Sprache ist nicht länger an physische Klassenzimmer gekoppelt, sondern kann nun auch durch die Nutzung von mobilen Applikationen (Apps) praktiziert werden. Auffallend ist jedoch, dass Sprachlern-App-Anbieter, wie auch die Jicki GmbH, Schwierigkeiten haben, ihre Kunden an die App zu binden. Das Ziel dieser wissenschaftlichen Arbeit ist die Identifikation von
motivationsbedingten Faktoren, die das Engagement bei Sprachlern-Apps beeinflussen.
Aufgrund mangelnder Datenlage zu Sprachlern-Apps dienten Fitness Apps bzw. Physical Activity Apps (PA-Apps) als Vergleichsprodukt. Mittels einer Datenbankrecherche
wurden anhand dieser Studien Engagement-Einflussfaktoren extrahiert. Anschließend wurde das Vorhandensein dieser Faktoren bei der Jicki-Sprachlernapp geprüft und deren
Auswirkungen auf das Nutzerverhalten untersucht. Dabei wurden Testnutzer der Jicki-App in Form von Einzelinterviews bezüglich ihrer Intentionen zur Nutzung und ihrer
Erfahrungen mit der App befragt und mögliche Empfehlungen für ein stärkeres Engagement abgeleitet. Basierend auf den Ergebnissen der Datenbankrecherche haben persönliche Einstellungen und Motive, Erwartungen und Zielerreichung, Gewohnheit, technische Funktion und Bedienbarkeit Einfluss auf das Engagement bei PA-Apps. Diese Faktoren konnten durch die Einzelinterviews in der Jicki-App bedingt wiedergefunden
werden.
The subject of this bachelor thesis is the analyses of the evolution of the European tourists’ behaviors in sustainable travel and travel choices / preferences since the Covid 19 pandemic.
Empirical results have been obtained through a deeper analysis of several literature researches, studies and an own survey (questionnaire). The outcomes show first that the majority of the young generation tourists are now willing to travel more sustainably and have changed their behaviors, habits significantly and that since the Covid 19. The today situation with climate changes and the Covid 19 have clearly identified impacts on tourist and influenced directly their habits and motivation as their preferences and choice for travel types and destinations. In addition, young tourists are now more attracted and open for new types of tourism, which are linked to own sustainability actions giving them a good conscience. So, we observe a change between a passive and now more active attitude. But is this just a passing trend or a long term “sustainable” trend?
This research identifies positive and negative influence factors by examining the effectiveness of digital video advertising. The objective is to discover ways of leveraging
these factors successfully through an extensive literature review. As this ad format has developed into a staple in most brands' media strategy, it is valuable to drive
understanding of effective implementation forward. Three brands that utilize digital video advertising are selected for an analysis of their recently published ads. This analysis is supported by a suggested model that was developed based on advertising literature to assess ad effectiveness. Results show that the perceived intrusiveness of an ad and the consequential ad avoidance behaviours in consumers represent a hindrance to ad effectiveness. In contrast, elements used in an advertisement that increase its value facilitated ad effectiveness. Credibility, entertainment and informativeness are ad value contributors and impact ad recall, the gateway to positive marketing outcomes such as purchasing decisions. The circumstances under which consumers are exposed to digital video advertisements play a role in if the ad message can effectively be conveyed.
While negative influence factors have their detriment, they can still be counteracted and leveraged. Advertisers and ad-supported video streaming sites like YouTube can find
ways to broadcast ads without significantly impeding the user experience and, in doing so, secure the continued profitability of this promotion format that depends on users
watching ads.
Agri-Photovoltaics is a novel renewable energy technology. Amid rising climate change concerns, integrated photovoltaic systems are gaining in importance. Problems such as the increasing scarcity of land and the sealing of fertile soils are becoming more and more serious. Land consumption is often at the expense of agriculture. Farmers are struggling to cope with the ever more difficult conditions due to the effects of climate change. Therefore, the world must increasingly deal with dual use of land. However, especially in Germany the technology of agri-photovoltaics is not yet very advanced. The objective of this thesis is to identify the potential of this technology for the energy transition in Germany. Furthermore, the economic potential for regional farmers in Germany will be elaborated based on an investment appraisal of a vertical agri-photovoltaic system. The application possibilities of agri-photovoltaics are versatile. The work shows that already today farmers in Germany can diversify their income by investing in an agri-photovoltaic system. The costs are higher than for ordinary ground mounted systems, however the land can still be used for agricultural purposes. The investment calculation is carried out in different scenarios. Particularly, the remuneration per kWh as well as the discount factor are decisive for a positive net present value project. The results of this work show that the potential of agri photovoltaics is high for both the energy transition in Germany and the economic benefits for regional farmers. For an increasing expansion of the technology, more precise legislation and appropriate subsidies for agri-photovoltaics are needed.
Currently, the technology is insufficiently covered in German legislation, which needs to be addressed.
Today, in an increasingly digitalized world, the Internet and social media allow for connection on a global scale. Companies utilize social media for their business-to consumer and business-to-business marketing activities.
This paper focuses on establishing a LinkedIn strategy development process in business to-business social media marketing for the AMOS Sport Business School in Strasbourg, which is seeking new partnerships with partners from the German sport industry, who will bring added value to the school.
To answer the research questions, interviews were conducted with six experts who either came from the business-to business marketing sector or worked at or on behalf of LinkedIn. Based on the interviews, the focus was on determining key components for a LinkedIn strategy. The results highlighted four reasons for choosing LinkedIn: the presence of a national and global target group, the seriousness of the content and users, the importance of LinkedIn presence for company marketing, and LinkedIn’s use as a recruitment tool. Seven key components of a LinkedIn strategy were identified: “definition of goals,” “target group identification,” “adaptability and agility,” “content creation approach,” “employees’ integration,” “LinkedIn monitoring,” and “LinkedIn algorithm.” Special attention must be paid to the fourth, fifth, and seventh components, which can influence each other. The research made it possible to determine how to develop the strategy successfully by paying particular attention to LinkedIn’s algorithm, which can be “artificially” influenced by employees’ LinkedIn engagement activities, thereby resulting in a more successful strategy. Such a chain reaction can be initiated at the content creation stage by observing the eight elements of “content creation approach”: “generation of a high level of engagement with published content,” “language,” “relevant and authentic message,” “up-to-date content,” “hashtags,” “time and frequency,” “selection of the appropriate type of content,” and “content distribution plan.”
An AMOS Strasbourg LinkedIn strategy was developed, along with recommendations for action for each component. Investment in the sales navigator was highlighted, as it facilitates target group identification and therefore provides a higher guarantee of success for the LinkedIn strategy when used in conjunction with the other key components. The strategy’s organization and implementation was accompanied by a content guideline and content distribution plan so that AMOS Strasbourg’s strategy can achieve positive results.
This paper aims to create a foundation for further, in-depth research of the topic Indigenous entrepreneurship in Colombia and other countries, as well as to facilitate the analysis of obstacles in Indigenous businesses. To answer the research question, seven experts are interviewed using semi-structured interview guides based on several deductive categories. The findings are then analysed through a thematic content analysis before they are presented and discussed.
The results show that there are various inter-connected obstacles impeding more success of Indigenous businesses in Colombia, which are not sufficiently studied and addressed. The most important obstacles are corruption and marginalization, as well as resulting conditions like a lack of infrastructure and education. This study emphasizes the importance of, and encourages the realization of further,
profound research regarding this and related topics.
Service in industrial manufacturing is a field with a lot of potential for development. The industrial automation company SICK rises to the challenge by developing a service-oriented business model. The disadvantages of the free of charge loan for customers, created the idea to implement a rental model for the testing phase. This bachelor thesis analyzes the service implementation in manufacturing industries and classifies the rental model in the context of service-oriented business models. Further the rental model on the example of a non-contact motion sensor is evaluated and further characteristics are developed. Moreover, the loan and rental process are compared in order to analyze the effort created by the rental model. The main goal is to analyze the need of a service-oriented business model to make a recommendation about the implementation for other products besides the non contact motion sensor. To develop a theoretical background of the topic of service-oriented business models, the researcher refers to literature in the field of service in manufacturing and business models. A practical approach applies to the analysis of the development of the rental model as a business model. Further,expert interviews are conducted to make a recommendation based on the expert’s opinions. In conclusion, manufacturers have further potential to develop service-oriented business models. The core business of the industry is manufacturing which makes it risky to further develop the service portfolio. The findings indicate that the rental model as a service-oriented business model should be an additional option for the testing phase for higher priced products at SICK.
Important prior studies regarding customers purchasing behaviour proved that customers tend to avoid products showing extreme deflections in attributes and feel more comfortable purchasing articles with a balance in attributes (compromise option). Hence, for marketers, supermarket chains etc., it can be of an advantage knowing whether this effect can also be measured or even be amplified in where the spatial middle of a shelf is occupied with the compromise option. We hypothesized that the tendency towards the compromise option, eventually even higher in the spatial middle position, can also be observed in an in-store experiment with real-life circumstances. In order to fulfil our study, we worked with a hardware store in southern Germany. In total, we sold 610 items consisting of 5 different products with each 3 alternatives. The result corroborated our hypothesis partly as it showed in some cases, the compromise option was indeed preferred when in the middle of a choice set. Nevertheless, in many cases, products on extreme position with “extreme” attributes were preferred. Leading to the conclusion that other factors like the brand may have higher importance in purchasing decisions.
Die bisherige Forschung zu nachhaltigen und sozial verantwortlichen Investitionen konnte finanzielle, nichtfinanzielle und soziale Einflussfaktoren für die Investitionsentscheidung nachweisen. Ziel dieser Arbeit war die Identifikation der wichtigsten Motiven und Barrieren, die junge Menschen in Deutschland beim Investieren wahrnehmen. Dafür wurde eine Umfrage mit 354 Teilnehmern, die zwischen 18 und 25 Jahre alt waren, durchgeführt. Es wurden Daten zu neun Motiven und elf Barrieren erhoben. Entgegen der Annahme, dass nichtfinanzielle Motive überwiegen, zeigen die Ergebnisse, dass junge Menschen vor allem an einen Trend von nachhaltigen und sozial verantwortlichen Geldanlagen glauben und davon profitieren möchten. Junge Menschen sind demnach vom Wachstum des Marktes überzeugt. Als wichtigste Barriere wurde Informationsdefizite der Anleger angenommen. Die Erkenntnisse aus der Studie zeigen jedoch, dass für junge Menschen die Intransparenz der Anlagen die relevanteste Barriere darstellt. Unternehmen, Anbieter und regulierende Marktteilnehmer sollten, um das Wachstum des Marktes zu fördern, Maßnahmen einleiten, die diese Barriere abbaut.
This paper aims to evaluate the European Green Bond market's current state by analyzing the issuer countries, types, and sectors. Moreover, the impact of regulatory developments in the last two years on the market is analyzed. As a basis for discussion, both literature review and qualitative research in the form of a semi-structured interview were conducted. The interviews were held with four market experts to gain insight into the actual market's reaction to the EU Green Bond Standard and the upcoming EU Taxonomy. In detail, the following questions are answered: What is the current state of the European Green Bond Market? How many bonds are currently issued in Europe and in which countries? Which entities are the most active issuers, and to which sectors do they belong? What are the current developments with regards to regulations? How might upcoming regulations affect the market actors? The European green bond market made up 45% of the global market in 2019, dominated by Germany, France, the Netherlands, Sweden, Spain, and Italy. The market is still in its growth phase, with the amount issued nearly doubling each year. With the introduction of an EU Green Bond Standard, detailed standardization and framework is established. It will help issuers to overcome market barriers such as the risk of greenwashing and helps in identifying eligible projects. However, with the alignment of the EU GBS, an entity has to align with the extensive EU Taxonomy as well, which represents entry barriers to else willing corporations. Whether an activity counts as green or not based on thresholds is defined by the classification of economic activities. The thresholds are heavily discussed in the market as either too high and excluding whole sectors from the market or too low and not ambitious enough. The alignment with the EU GBS and thus with the EU Taxonomy is connected to various efforts. Nonetheless, it offers a great chance for the market by emphasizing the need for climate action. Through this, a strong green market can emerge and hopefully impacts the world positively.
Can the different framing of price promotions decrease consumer value perception and their willingness to pay? Prior research provides evidence of differences in consumer perception of economically equivalent monetary and non-monetary price promotions. In detail, many research works suggest that non-monetary promotions positively affect consumer perception and are therefore preferred over monetary ones that are associated with a drop in quality. Results suggest that this biased consumer behavior is caused by the framing of the promotion, causing difference in cognitive processing and dissimilarities in perception of benefits and product quality. We put this theoretical foundation to the test on the Turkish consumer market of non-durable goods, in order to contrast effects on consumers of the economically equivalent formats ‘50% discount’ as a monetary and ‘buy-one-get-one-free’ as a non-monetary promotion. In particular, the focus was set on analyzing attractiveness perception of the two promotion types and the development of WTP pre- and post-promotion. To achieve this, the non-durable goods rice and antibacterial soap were selected as product stimuli to stage scenarios before, during and after a promotion period. Four sets of questionnaires were shared on social media and distributed to a total of 919 participants via randomization generator. The survey results put forward empirical validation of product-related decrease in value perception as a consequence of both promotion types, namely the ‘promotional effect’. Nevertheless, our data provide no evidence for the ‘framing effect’ in neither attractiveness perception nor post-promotional WTP. This paper aims to bridge the gap on empirical research of key theoretical implications of promotional impact on consumer behavior and to benefit domestic and foreign marketing managers conducting business operations on the Turkish market.