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Lidar techniques present a distinctive ability to resolve vertical structure of optical properties within the upper water column at both day- and night-time. However, accuracy challenges remain for existing lidar instruments due to the ill-posed nature of elastic backscatter lidar retrievals and multiple scattering. Here we demonstrate the high performance of, to the best of our knowledge, the first shipborne oceanic high-spectral-resolution lidar (HSRL) and illustrate a multiple scattering correction algorithm to rigorously address the above challenges in estimating the depth-resolved diffuse attenuation coefficient Kd and the particulate backscattering coefficient bbp at 532 nm. HSRL data were collected during day- and night-time within the coastal areas of East China Sea and South China Sea, which are connected by the Taiwan Strait. Results include vertical profiles from open ocean waters to moderate turbid waters and first lidar continuous observation of diel vertical distribution of thin layers at a fixed station. The root-mean-square relative differences between the HSRL and coincident in situ measurements are 5.6% and 9.1% for Kd and bbp, respectively, corresponding to an improvement of 2.7–13.5 and 4.9–44.1 times, respectively, with respect to elastic backscatter lidar methods. Shipborne oceanic HSRLs with high performance are expected to be of paramount importance for the construction of 3D map of ocean ecosystem.

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This research aims to have better understanding on how Chinese women shoppers make decisions, specifically how they decide selecting fruits for their families, and how this affects their attitudes and behaviours towards domestic and foreign brands. It is important to have a clear understanding of consumer preferences will help the businesses and marketers in attracting and maintaining their primary customer group. This research using focus groups and able to obtain the opinions and insights of twenty respondents about their experiences purchasing fresh fruits. Data was collected in the Henan city in Hunan Province through structured interviews with consumers who have experience purchasing at major supermarkets and fruit stores. Data were analysed using thematic analysis. The findings shows that positive views about the organic label, attention to fruit safety, and the impression of the significance of fruit features are the most influential determinants on intention to pay a higher price. In addition, consumers are more likely to be willing to pay a premium for fresh fruits if they are packaged in appealing transparent containers. This study shows that the packaging composition of freshness of fruits provides an effective marketing strategy for local manufacturers and 'traditional' marketplaces. We also found that customers place a higher value on green packaging's functionality, such as its portability, reusability, and safety features, than it does on its pricing or aesthetics.