Search results

This papers aim is to test the relationships between the Dominant Social Paradigm (DSP), materialism, environmental concern, and environmental behaviours, in four Asian economies. It examines the relationships between these constructs and identifies that the model of the relationship is applicable in regions with different cultural foundations.

A sample of 1,174 consumers from four Asian economies with a strong Chinese background – mainland China (364), Hong Kong (260), Taiwan (289), and Singapore (261) – were recruited through an international online panel provider. Structural equation modelling was used to test the hypothesised relationships in the proposed model.

The relationships within the model were all confirmed, with the exception of the link between the DSP and environmental concern, which was positive, which suggests that within these Asian economics there may be a realisation that consumption and the environment are intertwined. DSP was found to influence the dimensions of materialism and materialism negatively impacted on environmental concern. Environmental concern in turn increased direct and indirect environmental behaviours.

This research is the first to look at the application of the Dominant Social Paradigm in Asian economies and shows that it applies in that context, although the relationships do differ to those identified in past research in Western economies. The model linking the DSP, materialism, environmental concern and environmental behaviours showed that most relationships are generalisable. However, the positive relationship between the DSP and environmental concern suggests that consumers in Asian economies appear to make a connection between consumption and its environmental impacts.

In the modern era, brand authenticity is one of the most powerful positioning strategies for sustainable business growth. This study investigated the impacts of perceived brand authenticity dimensions (i.e., quality commitment, heritage, sincerity) on brand love to predict Generation Y's behavior from the Asian context.

This is new empirical research that tested the proposed hypotheses through PLS-SEM, as PLS is the most robust technique for predicting consumer behavior. Importantly, consumers (of Generation Y) from five Asian countries contributed to this study, and data collected from 427 Asian millennials on global brands.

The results analysis revealed that perceived brand authenticity dimensions significantly impacted brand love, which positively affected Asian millennials' behavioral outcomes (i.e., continuous purchase intention and price premium).

This study investigated dimensions of perceived brand authenticity to predict Asian millennials' behavioral outcomes in a broader perspective. Future researchers may investigate a specific culture with a larger sample size to predict millennials behavior.

This study has several implications that guide the global managers of several service and manufacturing industries to develop various positioning and relationship strategies for global brands to target Asian markets effectively.

Using attribution theory, this is the first novel research study that empirically discussed the dimensions of perceived brand authenticity, brand love, and Asian millennials' behavior toward global brands.

This study aims to examine the most influential drivers, both product-specific and consumer-specific, affecting Asian consumers' willingness to pay (WTP) for organic olive oil.

To individuate the most influential drivers of WTP for organic products and to assess their effect, in terms of configurational paths and consumer profiles, this study sequentially employs explorative factor analysis approach and a fuzzy-set qualitative comparative analysis method. The survey is carried out in different areas of Asia (e.g. Pakistan, Vietnam and China).

The results suggest that Asian consumers' WTP for organic products is described by consumer-specific drivers (gender, occupation and household size) as well as product-specific drivers (product authenticity and sustainability, consumer ethnocentrism and food fraud risk perception).

The findings of the study permit the identification of different drivers that move consumers' WTP for organic olive oil. The study contributes to setting the ground for companies to propose and implement efficacious marketing strategies for organic olive oil in importing countries, such as Asia.

This paper aims to identify distinct consumption patterns among Asian consumers and examine how these relate to cultural antecedents and key human values.

This study uses a large, representative sample of almost 7,000 Asian consumers in 10 culturally varying markets, using latent profile analysis (LPA) to identify the consumption profiles.

The findings empirically demonstrate that the two profiles are “inner-directed nationalistic frugals” (IDNF) and “outer-directed self-eekers” (ODSS). IDNF consumers spend more time and money on education and prefer ethnocentric consumption. ODSS consumers emphasize individuality, self-expression, seeking novelty and impressing others. Consumers with more collective values in Schwartz's typology tend to demonstrate the IDNF pattern; those with more individualistic values demonstrate the ODSS pattern. The distribution of IDNF and ODSS profiles is influenced by demographics, religion and geographical region: IDNF is greater than ODSS in Southeast Asia; ODSS is greater than IDNF in East Asia; IDNF is roughly equal to ODSS in Northeast Asia. IDNF tends to be found among older and more religious consumers, while ODSS is the opposite. Importantly, in the more religious Southeast Asian countries, even younger consumers are more IDNF than ODSS.

This research uses an exploratory and discovery-oriented approach; future research can use more confirmatory approaches to systematically examine the relationship between cultural dimensions (e.g. individualism-collectivism) and consumption patterns.

For their brands to grow in Asian markets, marketing practitioners are advised to use multiple brands to segment Asian consumers based on their values, demographics, geographical location and what religious/faith traditions they follow.

This is the first paper to identify consumption profiles in Asian markets using LPA without prior conceptual biases and relate them to cultural values and demographic variables.

This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self‐directed values and social affiliation values, self‐directed values were the underlying determinant of needs to be satisfied by apparel products. Among the three types of needs identified to be satisfied through apparel (i.e. experiential, social and functional needs), experiential needs were the most important needs that influenced apparel purchases of female consumers in both Asian markets. Consumers in both country markets exhibited brand loyal behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each need through brand loyal behavior differed between the two consumer samples. While for brand‐loyal Chinese consumers experiential image was the most important aspect of the branded apparel appeal to female consumers, social image with performance quality assurance was a more important feature of the branded apparel appeal to consumers in Korea. Implications for brand image management for international markets were discussed.

This paper aims to examine consumer perceptions of conspicuousness of purchasing of luxury goods in Thailand.

This study applies a quantitative approach, based on a survey data collected on the internet. The data set was analyzed with structural equation modeling focusing on three latent factors: “Social”, “Personal” and “Conspicuous” value perceptions.

The result indicates that “Conspicuous” value does not have a significant impact on their purchasing intentions, which is a contradiction to the previous understanding that Asian consumers are inclined to behave conspicuously from the collectivist cultural context. This finding casts an implication for marketers in the relevant industry and the field of study for inconspicuous consumer behavior.

This research outcome should be expanded to develop more robust implications for the relevant marketers and researchers. In doing so, another investigation based on a bigger data set with more samples would be required.

This study indicates that Thai consumers do not behave from the conspicuous perceptions, which has been believed in the Asian context of consumer behavior. This finding suggests a new paradigm for discussion is required to understand Asian consumer attitudes in more depth especially their perceptions of conspicuous and inconspicuous views.

The purpose of this paper is to investigate how underlying globalization could influence Asian consumers' wine drinking patterns and behaviors. Specifically, a theoretical framework that explains the underlying motivations of Asian wine consumers is developed.

A broad range of literature is reviewed in an attempt to develop a theoretical framework for the impacts of globalization on the Asian wine market.

Three key forces that drive change in the Asian wine markets are identified; these changes explain the explosive growth of wine consumption in Asian countries.

A theoretical framework is developed in an effort to explain the impacts of globalization on Asian wine consumption. Therefore, no empirical tests are conducted to validate the theoretical framework. Future studies could test the theoretical model by conducting an empirical study.

Multi‐faceted global progress in terms of economic, technological, and socio‐cultural influences has influenced Asian consumers' wine consumption positively. Therefore, Asian consumers' wine consumption will continue to grow significantly. A theoretical framework that explains the relationship between the progress of globalization and wine consumption in Asia is developed. This framework will help international wine marketers better understand the recent rapid growth of wine consumption in Asia.

This is the first research that attempts to investigate how globalization has affected the Asian wine market.

This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries.

Analysis of data collected using face-to-face semi-structured interviews with 23 fashion-conscious females aged 18-32 years was completed and new empirical insights are offered.

The study found a high level of involvement in the world of luxury fashion retailing. Asian consumers devoured media commentary, drew inspiration from female celebrities and treated information-seeking and discussion of luxury fashion brands with friends as a serious and enjoyable pursuit. The social status conferred by expensive fashion wear motivated them to spend on luxury brands even if their discretionary income was limited. Potential guilt in so doing was assuaged by rationalising that the quality was good and the purchase would be long lasting. Marketers targeting this valuable segment should communicate appeals to an aspirational lifestyle in traditional and social media, effective at reaching young women.

The study reported in this paper contributes to the limited published research into the luxury-marketing sector in Asia by examining the buying behaviour of female Strawberry Generation consumers in Taiwan. It is the first to research and investigate the meanings attached to luxury by these individuals in the collectivist culture of Taiwan, as well as their motivations, and the factors influencing their purchase of luxury fashions. The study thus contributes with new knowledge to the buying of luxury fashion products by young female Taiwanese consumers, which may be extended to other collectivist cultures in Asia.

Collectivism in service research is so bound with Asian cultures as to risk being overly deterministic. Contesting this stereotype, this paper surfaces the individualistic consumption facets of consumers within a collectivist cultural setting, describing the compensating role servicescapes may play and the service marketing opportunities they present.

Within a Chinese cultural research frame, a qualitative grounded approach is adopted that surfaces subconscious metaphors of private consumption through photo elicitation, deep psychological metaphor elicitation and triangulated with field observation.

Individuals within a collectivist culture do actively seek private psychic space to regenerate the self and prepare for social obligations heavily influenced by Confucian norms. Servicescapes play an important role in private consumption as they provide both a physical and mental oasis of privacy not easily obtainable in regular life and work.

Service providers could offer East Asian consumers a package that includes the individual aspect of their value system, whenever and however they see suitable. More specifically, servicescapes can be designed to provide services that facilitate consumer restoration by implementing the mental metaphors consumers of have this process.

A stereotype of a consumption has grown around Chinese consumers that while not totally false, misses a vital aspect of human values and risks missing profitable market niches. Consideration of the whole person's collective-individualistic cycle benefits both the consumer and the business.

Moving beyond a one-dimensional description of East Asian consumer behavior, focused on collective values, we show the key role servicescapes play in private consumption. A psychological renewal of the self, in preparation to re-enter the collective, show the multiple aspects of Asian consumers.