Welcome to the Radboud Educational Repository
Here, Radboud University presents publications written by its students, including theses from its bachelor’s and master’s programmes, papers by students of the Radboud Honours Academy, and contributions to various Radboud journals.
Recent Submissions
Item Understanding the Customer’s Shopping Experience of Adults with ADHD: A Qualitative Study”.(2025-06-19)This qualitative study compares the shopping experiences of adults with Attention Deficit Hyperactivity Disorder (ADHD) to those without ADHD when shopping in traditional supermarkets. Using paired think-aloud protocols and observational methods, ten participants with ADHD and ten participants without ADHD were studied in matched pairs. Results show that both groups exhibited similar behaviors in terms of price awareness, social interaction, and use of mental checklists. However, participants with ADHD exhibited greater impulsivity, greater physical and sensory sensitivity, less structured planning, and more flexible decision-making strategies. These characteristics are consistent with a promotion-focused regulatory approach that is typical of individuals with ADHD, which emphasizes quick reward and adaptability. In contrast, participants without ADHD exhibited greater prevention-focused tendencies, including preference for control and structure. This study challenges simplistic conceptions of ADHD in customer shopping and emphasizes the necessity of identifying commonalities and unique shopping experiences. In practice, the study suggests designing retail environments that reduce cognitive load, simplify decision-making, and accommodate sensory sensitivities, thereby enhancing both neurodiverse and neurotypical customers’ shopping experiences.Item Shop ‘til you attach The brand relationship universe of compulsive buyers(2025-06-19)This thesis explores the distinctions between compulsive buyers (CBs) and non-compulsive buyers (NCBs) in the context of brand relationships in the clothing category. The research problem centers on whether compulsive buying behavior leads to higher brand recall and stronger brand connections for both ordinary and luxury brands. Drawing on several theories, the study investigates how compulsive buying behavior affects consumers’ brand relationship universes. Data was collected through a survey incorporating the Brand Relationship Circle (BRC), a visual method capturing respondents’ attachment to brands. A combination of ANCOVA and binary logistic regression was used to test the hypotheses. Contrary to expectations, CBs did not demonstrate significantly stronger brand attachment or recalled a greater number of brands. However, when controlling for category involvement, some relationships emerged, suggesting that compulsivity alone does not drive stronger brand connections unless accompanied by high category relevance. The findings challenge the notion of compulsivity as an amplifier of brand relationships, highlighting the importance of situational and motivational factors. This research contributes to a more nuanced understanding of compulsive buying behavior and brand attachment.Item Organizational Adoption Factors of Design for Recycling as Circular Business Model Innovation: A Multiple Case Study in the Heavy-Duty Industry(2025-07-03)This thesis explores the organizational adoption of Design for Recycling (DFR) as a circular business model innovation within the heavy-duty industry. While circular business models are becoming increasingly important for sustainability, their adoption in capital-intensive industries comes with unique challenges. The central research question is: What factors determine the adoption of Design for Recycling as a circular business model innovation in the heavy-duty industry? Using an exploratory, multiple case study, three companies were examined through semi-structured interviews. The findings indicate five key factors influencing the adoption of DFR: three internal factors (leadership commitment and strategic prioritization, DFR-specific knowledge and capabilities, and business case viability) and two external factors (regulatory pressure and end-of-life visibility). The research shows that the interpretation and adoption of DFR varies widely among companies depending on their strategic priorities and operational contexts. While proactive leadership, formalized capabilities, and regulatory compliance facilitate adoption, end-of-life visibility remains a universal barrier. This thesis contributes to the literature on circular business models by offering sector-specific insights and provides managers with practical guidance for adopting DFR in the heavy-duty manufacturing industry.Item Climbing the Fashion Mountain; A study into the influence of consumer awareness on the environmental impact of fashion(2025-07-09)This study investigated how consumer sustainability awareness and attitudes influence the relationship between consumer behavior and the environmental impact of the fashion industry in the Netherlands. As concern over fast fashion’s contribution to global pollution grows, the study explores whether informed and sustainability-minded consumers diminish environmental harm through conscious consumption and usage patterns. Utilizing a quantitative research design, data was collected from 75 young consumers in the Netherlands via an online questionnaire assessing fashion consumption volume, sustainable attitudes, and clothing use behaviors. Factor analyses identified three key constructs with adequate variability: Consumer sustainability awareness (CSA), consumer behavior (CB) in terms of consumption volume, and life cycle assessment (LCA). Moreover, reliability analysis showed acceptable Cronbach’s Alpha values for each construct. Regression analyses revealed that consumer sustainability awareness significantly predicted LCA (p = .018), while CB showed no significant effect. Furthermore, moderation analysis indicated no significant interaction between CB and CSA. These findings suggest that sustainability minded, rather than quantity of consumption, primarily drives sustainable clothing use. Practical implications include targeting educational interventions to foster strong sustainability attitudes and addressing structural barriers, such as affordability and gender-based consumption patterns. This research contributes to the understanding of sustainable fashion behavior and informs strategies to reduce the environmental footprint of consumer clothing practices.Item (Mindful) sharenting: a balance between motivations and ethical considerations(2025-07-08)This thesis explores how and why parents practice “mindful sharenting”, a form of sharenting where a child’s privacy is purposely protected. Marketing literature views sharenting as an individual’s decision, whereas this thesis draws on Reckwitz’s (2002) practice theory, focusing on sharenting as a social practice influenced by routines, meanings, objects, and skills. Two key questions are explored in this research: (1) What are parents’ motivations for mindfully sharenting about their children? And (2) How do parents mindfully sharent about their children? These questions are addressed through a qualitative research design of semi-structured interviews and a netnographic case study. Findings reveal that mindful sharenters are driven by parental pride and a feeling of connection, but combined with long-term concern for their children’s privacy, authenticity, and skepticism of online platforms. Key techniques include capturing the child from behind, showing only parts of the child’s body, or restricted visibility when accounts are private. Standard sharenters tend to engage more in intuitive sharing, with less critical reflection around possible risks. The conclusion is that sharenting is not only an individual’s decision but is part of a broader social set of practices, influenced by emotional meanings, the perceived safety of online platforms, and online skills. These insights contribute to marketing and interdisciplinary research by introducing sharenting as a practice-based approach.
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