Hans Stubbe Solgaard

• Ph.D., MS, cand.oecon.
• Professor Emeritus at University of Southern Denmark

Although beer is widely consumed around the world and has the largest market share among alcoholic beverages, there is a paucity of studies on consumers' preferences for beer compared to wine. In this study, consumers were asked to select the best and worst favorable beer from choice sets of a labeled choice experiment, in which choice options were...

Replacing all oil boilers with renewable energy technologies by 2035 is part of the national energy strategy 2050 in Denmark. Individual heating is supposed to supply around one-fourth of the total residential heating after 2035. About 205,703 homes will need to replace their current oil boilers. This study investigates the drivers for decision mak...

We investigate how framing affect consumers' willingness to buy green electricity using a contingent valuation method. A sample of 1022 respondents was divided into two nearly equal sized sub-samples chosen from an Internet panel. One subsample received a positively framed version of the questionnaire regarding signing up to a green electricity con...

Understanding market competition and consumer preferences are important first steps in developing a business. In a competitive market, the effectiveness of the various elements of a firm's marketing mix depends not only on the absolute value of each element but also on the relative values of the elements with respect to the firm's position in the m...

Understanding market competition and consumer preferences are important first steps in developing a business. In a competitive market, the effectiveness of the various elements of a firm’s marketing mix depends not only on the absolute value of each element but also on the relative values of the elements with respect to the firm’s position in the m...

This research described in this article aimed to investigate international market potentials for Pangasius catfish (Pangasianodon hypopthalmus). The monthly export data from Vietnam, which accounts for more than 95% of the global export value, in the period 2007 to 2014, were used to estimate a non-linear Inverse Almost Ideal Demand System of the s...

This paper aims to investigate international market potentials for pangasius catfish (Pangasiusianodon hypopthalmus). The monthly export data from Vietnam, which accounts for more than 95% of the global export value, in the period 2007 to 2014, were used to estimate a nonlinear Inverse Almost Ideal Demand System of the seven market regions. Prices...

While the share of renewable energy, especially wind power, increases in the energy mix, the risk of temporary energy shortage increases as well. Thus, it is important to understand consumers' preference for the renewable energy towards the continuous growing renewable energy society. We use a discrete choice experiment to infer consumers' preferen...

Purpose – Voluntary carbon offsets have the potential to contribute to reduce carbon emission and thereby meet the national and international target of carbon emission. However, the public support for such scheme in the energy sector is unclear. The purpose of this paper was to invest whether and why residential energy consumers are willing to pay...

We examine the consumers' trade-off decisions between a variety of hypothetical electricity products in Denmark. Using the stated preference data from 1012 respondents representing the Danish population, we identify four consumer segments based on consumers' choice of electricity products incorporating consumers' attitudes towards adoption of green...

Purpose The purpose of this paper is to investigate whether consumer supermarket satisfaction is influenced by the mere composition of consumers' preference structure, as opposed to more widespread approaches where consumer satisfaction is regarded as the degree to which consumer expectations and/or preferences are met. Design/methodology/approach...

Purpose – Aquaculture is, an important animal farming activity, and fish welfare has recently become an important issue in the EU. Driving forces behind the promotion of fish welfare are demands from retailers and consumers. Given this background, it is the main objective of this paper in a Danish setting to investigate the willingness of consumers...

The admission of Poland to the European Union may be perceived as the symbolic crowning of a long period of economic transformation. Poland today is not only an emerging market but an emerging culture experiencing a strong economic development wherein old ideals are confronted with new Western values. On this background, the objective of this resea...

Consumer behaviourists and consumer policy-makers are interested in the degree to which global convergence is occurring for various consumer behaviour dimensions, the extent to which the consumption patterns in different parts of the world are becoming similar and the extent to which these trends may be influenced and/or influence consumer policy....

This paper tests the ability of two consumer theories—the theory of reasoned action and the theory of planned behavior—in predicting consumer online grocery buying intention. In addition, a comparison of the two theories is conducted. Data were collected from two web-based surveys of Danish (n=1222) and Swedish (n=1038) consumers using self-adminis...

This article focuses on price as an important part of the company strategy. Using this as our point of departure, we will be highlighting and discussing some of the significant future perspectives for price as a strategic tool. To a large extent, price is a strategic management tool, which is not always easy to plan or set, but which will be influe...

This study addressed the influence of distance on store choice behavior when store choice behavior was measured in different ways. On the basis of a structural equation model involving service output, price and distance it was found that the negative effect of distance on store choice behavior was remarkably larger when store choice behavior was me...

A model of consumer's choice between different supermarket formats is developed. Three formats are considered, conventional supermarkets characterized by high-low pricing, wide assortment and some service, discount stores characterized by every-day-low-pricing, narrow assortment and no service, and hypermarkets, characterized by a pricing policy so...

Consumer satisfaction has gained increasing attention in recent years. Most writers agree that satisfied consumers represent a value for a company. Many point out that “satisfying customers is the primary obligation of a company.” Previous research indicates that satisfaction has impact on ROI, shareholder value, higher marketshare and profit custo...

Consumer behaviorists and marketing researchers are interested in the degree to which global convergence is occurring with respect to various consumer behavior dimensions, in the extent the consumption patterns are becoming more similar in different parts of the world. With increasing internationalization and cultural cross-fertilization, the indus...

This study shows that smaller political parties typically suffer in two ways as compared to larger parties: not only do they have fewer voters but these voters also tend to be less loyal. This pattern is an example of a widespread phenomenon denoted double jeopardy. The authors demonstrate that distinct double jeopardy patterns emerge in data from...

Consumer researchers are interested in the degree to which global convergence is occurring along with various consumer behaviour dimensions and to what extent the consumption patterns in different parts of the world are becoming similar. With increasing internationalisation and cultural cross‐fertilisation, the industrialised societies of the world...

Major changes have taken place in the Danish economy throughout the eighties and the early nineties, with a strong impact on consumers. A survey of economic factors and of changes in other variables influencing the consumer, such as demographic, educational and cultural trends, is presented. The impact of these factors on consumption structure, on...

The current approach to strategic planning has been to answer the question ‘What should the firm plan to do?’ but this approach may he too narrow. There are other approaches to the problem of ensuring the responsiveness of the firm. For instance, the firm could become quite flexible in what it can do. That is, it could develop a capacity to adopt a...

This paper presents and validates a model of audience choice of local TV evening news programs. The model is derived from a model of individual viewer choice behavior that specifies a viewer's probability of choosing a particular news program as a function of the viewer's relative preference toward that program. The audience model is operationalize...