Purpose/aim The aim of our dissertation is to increase consumers’ buying awareness of green food and promote green food consumption in eastern China. Approach We collect data through a questionnaire and present hypotheses through reading related scientific articles. The data analysis includes description of samples and statistical tests in the form of cross tabulations, chi squares and frequency tables. Findings The questionnaire researches consumers’ income and education levels, ages and price of green food, etc. We find ages and education levels have a significant influence on frequency of buying green food, while income levels and price have no strong influence. Originality/value An original idea is to research the current green food market, and based on it to increase the consumers’ buying awareness and promote green food consumption. Further, the empirical data is collected from different cities in the east where there is a higher demand of green food. The study has value for the debate concerning the group of people who are older and have lower education levels as our great target consumers. The result of income levels and price means consumers are more lay attention to green food quality.

Title: Implementation of Green Marketing Strategy inChina - A Study of the Green Food Industry Research Aim: Our research aim is to explore factors which influence Chinese consumers’ behavior, analyze marketing strategies of company we interviewed according to four Ps of conventional marketing mix, and finally put forward our own opinions about how green food companies use four Ps of conventional marketing mix to implement green marketing strategy in green food industry in China. Methodology: This thesis studies green marketing of green food industry inChina from two aspects, consumers and company we interviewed by conducting a mixed methods research. Quantitative and qualitative data are simultaneously from consumers and company though questionnaires and interviews survey respectively. Conclusion: Based on the analysis on Chinese consumers and the empirical materials collected from our interview with a green food company we draw some implications on how to implement green marketing strategy in the industry of green food inChina. As the factors which influence Chinese consumers’ behavior and characteristics between green agricultural products and green processed food are different, green marketing strategies of the two kinds of products should be implemented by different ways.

This paper examines the concept of sustainable development and sustainable consumption in the food industry and how consumers relate with the idea of organic food produce and their alternatives. The research was developed by using the Consumer Decision Making model and the Norm Activation Model to be able to understand what motivates consumers in their buying choices and why. These models break down the steps a consumer goes through before making a purchase and the emotional evaluation that occurs after that decision is made. With a total of 70 responses from a structured survey sent out, the results indicated that consumers are conscious about sustainable products, are aware of the environmental and social impact but 30.6% of consumers have never looked out for sustainable products.

Cette thèse a pour but de comprendre les implications des relations entre réseau trophique vert et réseau trophique brun sur la stabilité et le fonctionnement des réseaux trophiques. Les interactions entre ces deux réseaux, respectivement fondés sur la photosynthèse et la consommation de la matière organique morte, sont essentielles au fonctionnement des écosystèmes : l'un produit de la matière organique à partir de nutriments minéraux et l'autre recycle les nutriments contenus dans la matière organique morte. Cette question est abordée à l'aide de deux modèles théoriques et d'une étude expérimentale. Mon premier modèle montre que la boucle de rétroaction induite par le recyclage des nutriments dans un réseau trophique exclusivement vert a un effet stabilisant sur les dynamiques d'une chaîne trophique et un effet enrichissement à cause de la remise à disposition pour les producteurs primaires des nutriments excrétés par l'ensemble des organismes du réseau trophique. Cependant seul l'effet enrichissement, qui est déstabilisant, persiste dans un modèle de réseau trophique. Mon second modèle intègre le réseau brun de manière explicite et montre que ce réseau est davantage déstabilisé que le réseau vert lorsque la disponibilité en nutriments augmente. Cette effet est amplifié si la majeure partie de l'excrétion se fait sous forme de détritus qui déstabilisent le réseau brun par un effet d'enrichissement. Ce modèle montre également que la survie des consommateurs est améliorée lorsqu'ils peuvent consommer des proies provenant des deux réseaux. Mon expérience en mésocosmes aquatiques a permis d'étudier les effets en cascades entre réseaux vert et brun via une filtration de la lumière (manipulation directe du réseau vert), l'ajout de carbone organique dissous (manipulation directe du réseau brun) et l'ajout de poissons (manipulation de la structure du réseau trophique). Nous n'avons pas observé d'effets en cascade du réseau vert sur le réseau brun et inversement, notamment à cause d'un ajout probablement trop faible de carbone dissout. Les poissons ont eux eu un fort effet sur les deux réseaux avec des effets positifs sur le phytoplancton lorsque la lumière est réduite à cause de la diminution de la limitation par les nutriments grâce à l'excrétion des poissons, une augmentation de la concentration en carbone organique dissout et une modification du profil métabolique de la communauté bactérienne benthique. Un modèle annexe montre quant à lui que la plasticité du métabolisme chez les organismes, c'est-à-dire leur capacité à réduire ou à augmenter leur métabolisme en fonction de la disponibilité en ressources afin de maximiser leur bilan énergétique permet de stabiliser les dynamiques d'une chaine trophique en diminuant la variabilité temporelle des biomasses des espèces. Dans un réseau trophique, cette stabilisation se traduit par une augmentation de la persistance des espèces. Cette thèse a permis de mieux relier l'écologie des communautés à l'écologie fonctionnelle, améliorant ainsi notre compréhension des conséquences de grands processus écosystémiques comme le recyclage des nutriments sur la stabilité des réseaux trophiques et des effets de la structure de ces réseaux sur le fonctionnement des écosystèmes. / The aim of this thesis is to understand the implications of the relationships between green and brown food webs on the stability and functioning of food webs. The interactions between these two food webs, based respectively on photosynthesis and the consumption of dead organic matter, are essential for the functioning of ecosystems: one produces organic matter from mineral nutrients and the other one recycles the nutrients contained in dead organic matter. I address this by using two theoretical models and an experimental study. My first model shows that the feedback loop induced by nutrient cycling in an exclusively green food web has a stabilising effect on species dynamics in a food chain and an enrichment effect due to the excretion of nutrients that are available again for primary producers. However, only the enrichment effect, which is destabilising, persists in a food web model. My second model integrates a true brown food web and shows that this food web is more destabilised than the green food web when nutrient availability increases. This effect is amplified if most of nutrients are excreted as detritus that destabilises the brown food web through an enrichment effect. This model also shows that consumer survival is improved when they can consume prey from both green and brown food webs. My experiment in aquatic mesocosms enabled me to study the cascading effects between green and brown food webs thanks to light filtration (direct manipulation of the green food web), the addition of dissolved organic carbon (direct manipulation of the brown food web) and the addition of fish (manipulation of food web structure). We did not observe any cascading effects of the green food web on the brown food web and vice versa, probably because of a too low addition of dissolved carbon. The fish had a strong effect on both green and brown food webs with positive effects on phytoplankton when light is filtered because of the decreased nutrient limitation thanks to fish excretion, an increased concentration of dissolved organic carbon and a change in the metabolic profile of the benthic bacterial community. An additional model shows that the plasticity of metabolic rate, that is the ability of organisms to increase or decrease their metabolic rate depending on resource availability in order to optimise their energy budget, stabilises species dynamics in a food chain model by decreasing biomass time variability. Such a stabilising effect results in increase of species persistence in a complex food web model. This thesis is an additional step to better link community ecology to functional ecology, thus improving our understanding of the consequences on food web stability of major ecosystem processes such as the nutrient cycling and the effects of food web structure on ecosystem functioning.

An estimated 1.3 billion tons of food is lost or wasted every year, adding to the growing problem of CO2 emissions and global warming. Consequently, there is an urgent need to address this issue. However, while a lot of research in Human-Computer-Interaction has been conducted about food waste in private households, there is still a lack of research about people’s food waste at a retail level in restaurants. This paper explores the potential of gamification in the design of apps intended to support more sustainable food consumption behavior. This study is centered on the existing Too Good To Go app and examines current user behavior and perception through quantitative and qualitative methods. Then through employment of design frameworks and iterative prototype cycles the potential to encourage active sustainable food consumption is examined. Findings show that there are many challenges stopping users from actively using the current app more often.  Findings also suggest that gamification has the potential to increase users’ motivation to use the app beyond reasons of only saving food. The implications of this paper could present new opportunities for applying gamification to reduce food waste that could inspire researchers and practitioners to explore the theme further.