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Article
Publication date: 14 September 2021

Shahid Rasool, Roberto Cerchione, Jari Salo, Alberto Ferraris and Stefano Abbate

This study aims to examine the role of hunger, environmental, economic, landfill and water shortage concerns as significant dimensions of consumer social awareness

Abstract

Purpose

This study aims to examine the role of hunger, environmental, economic, landfill and water shortage concerns as significant dimensions of consumer social awareness marketing in socially responsible plate food consumption.

Design/methodology/approach

To carry out their purpose, the authors validate the hypothesized model empirically through data from 1,536 households using structural equation modeling (SEM). In particular, the construct measures of the structural model have been tested by confirmatory factor analysis (CFA).

Findings

The outcome the authors came up with is coherent with the hypothesized model, and it proves a positive relationship of the five dimensions identified on consumer awareness. Moreover, the study results show the crucial role of landfill and water shortage concerns in measuring consumer awareness.

Practical implications

These findings may be of interest to practitioners, academics and policymakers for socially responsible food consumption guidance and training for planning consumer awareness programs. More in detail, this study offers the indication that the dimensions of the social consumer awareness construct are differing from commercial consumer awareness.

Originality/value

Even though several previous studies have addressed the concept of consumer awareness concerning product and service purchase decisions, this is one of the first research studies on consumer awareness as a multidimensional construct in social marketing studies domain.

Details

British Food Journal, vol. 123 no. 13
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 10 July 2017

Fatema Shabib and Subhadra Ganguli

The purpose of this paper is to investigate the impact of corporate social responsibility (CSR) awareness on the attitudes of Bahraini women consumers in the age group of…

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2726

Abstract

Purpose

The purpose of this paper is to investigate the impact of corporate social responsibility (CSR) awareness on the attitudes of Bahraini women consumers in the age group of 18-55 and their buying behavior toward cosmetics products.

Design/methodology/approach

Quantitative method is used for focusing on Bahraini women consumers aged between 18-55 years. Primary data comprising consumer’s buying behavior and attitudes were collected through an online questionnaire and analyzed using software like SPSS and Microsoft Office Excel.

Findings

The empirical findings revealed that Bahraini women are not aware of CSR. This lack of awareness leads to the exclusion of CSR as a factor in their purchase decisions. However, the awareness of CSR can become a reason for avoiding purchase of specific cosmetics when the consumer discovers that the producer has been involved in socially irresponsible business practices. Moreover, Bahraini women do not seek CSR-related information voluntarily from the cosmetics industry.

Research limitations/implications

This research paper is subject to sample size limitations; it focuses on women of a specific age group using cosmetics and is limited to the Kingdom of Bahrain. Survey method was used as the only primary data collection method.

Practical implications

This research provides a clear picture of how consumers behave in the absence of any or very little awareness of CSR. It can benefit cosmetics companies, both existing and new, for adopting future long-term marketing strategies to create public awareness of CSR.

Social implications

This research highlights the importance of raising awareness of CSR in the Kingdom of Bahrain and the possible implications of such activities on consumers’ purchases of cosmetics products.

Originality/value

This paper contributes significantly toward information regarding Bahraini consumers’ lack of awareness of CSR and sheds light on consumers’ behavior toward cosmetics products in the Kingdom of Bahrain.

Details

World Journal of Entrepreneurship, Management and Sustainable Development, vol. 13 no. 3
Type: Research Article
ISSN: 2042-5961

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Article
Publication date: 1 April 2019

Mamoun N. Akroush, Majdy I. Zuriekat, Hana I. Al Jabali and Nermeen A. Asfour

This paper aims to identify factors affecting consumers’ purchasing intentions of energy-efficient products (energy awareness, perceived benefits, perceived price and…

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2039

Abstract

Purpose

This paper aims to identify factors affecting consumers’ purchasing intentions of energy-efficient products (energy awareness, perceived benefits, perceived price and consumers’ attitudes). Also, it examines the effect of consumers’ attitudes on purchasing intentions of energy-efficient products (EEP) from households’ perspectives in Jordan.

Design/methodology/approach

A self-administered survey was hand-delivered to the targeted sample of households in Amman, Jordan. A total of 516 questionnaires were delivered to households from which 474 were valid for the analysis. Exploratory and confirmatory factor analyses were performed to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path analysis was also used to test the hypothesised relationships of the proposed research model.

Findings

Energy awareness positively and significantly affects purchasing intentions, perceived benefits and consumer attitudes. Energy awareness negatively but non-significantly affects perceived price. Perceived benefits positively and significantly affect consumer attitudes and purchasing intentions. Further, perceived price negatively and significantly affects perceived benefits and consumers attitudes. Also, consumers’ attitudes positively and significantly affect purchasing intentions. Consumers’ attitudes exerted the strongest effect on purchasing intentions of EEP; meanwhile, consumers’ attitudes are a function of perceived benefits and energy awareness. Finally, the results show that 50 per cent of variation in purchasing intentions of EEP was caused by perceived benefits–consumers’ attitudes–energy awareness path.

Research limitations

Future research needs to investigate other factors that may affect households’ intentions of purchasing EEP such as perceived brand and image of EEP, perceived risk, word-of-mouth, subjective norms and households’ cost-saving experience. Investigating and identifying types of perceived benefits of purchasing EEP from households’ perspectives is also important. Comparative studies between Jordanian and non-Jordanian consumers/households are potential areas of future research. Methodologically, future research can conduct comparative analysis between households and energy industry engineers and managers perceptions’ with regard to determinants of perceived benefits and purchasing intentions.

Practical implications

This paper highlights the crucial role of perceived benefits and energy awareness in formulating households’ attitudes towards EEP and the vital role of such attitudes on purchasing intentions. Marketing directors and CEOs of the energy industry should recognised that perceived benefits, attitudes and energy awareness are vital building blocks in formulating and implementing marketing strategies to operate in this industry. Also, purchase intentions are a function of positive attitudes of household toward EEP and are at the heart of EEP marketing communications campaigns.

Originality/value

This is the first paper in the energy industry of Jordan devoted to develop and test a model of determinants of purchasing intentions of EEP that focuses on energy consumption behaviour. CEOs, international manufacturers and marketing managers of EEP can benefit from the study’s empirical findings concerning the drivers of EEP purchasing intentions and behaviour decisions of households in Jordan as an emerging market in the Middle East.

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Article
Publication date: 20 September 2013

Shuling Liao and Hsunchi Chu

Consumer online resale is becoming an increasingly common method of both buying and selling goods. When an item can be easily resold online, consumers' subjective…

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4797

Abstract

Purpose

Consumer online resale is becoming an increasingly common method of both buying and selling goods. When an item can be easily resold online, consumers' subjective estimation of the value of that item changes in complex ways based on consumption cost and resale return. This in turn can affect consumers' decisions to purchase new products. The authors aim to apply the principles of mental accounting to investigate how consumers' economic psychology associated with buying a new product is affected when an awareness of the possibility of online resale is aroused.

Design/methodology/approach

Three studies with between-subjects designs were conducted online to examine the effects of consumer awareness of a resaleable item on purchase intention of a new item under different situations.

Findings

The results indicate that: consumers' awareness of the resale value of an already possessed product can influence their decision to purchase a new product; and when the product to be resold is the same type as the desired new item (e.g. an old idle mobile phone and a new mobile phone), the influence of resale awareness on purchase intention is greater than when the two items are distinct types but share similar functions and therefore could be categorized in the same mental account in terms of budget planning (e.g. an old idle digital camera and a new mobile phone) and when the short-used new product to be resold is exactly the same one to be purchased (e.g. buy and resell the same new mobile phone shortly after purchase).

Research limitations/implications

The participants were all from a single Taiwanese online community. More and a greater variety of participants (e.g. both online and offline consumers, even those from traditional secondhand markets) should be included in future studies to gain a better understanding of consumer purchasing and resale behavior. Although the authors' studies are relatively theory-driven, the findings might be subject to cultural difference in the online resale environment.

Practical implications

Consumers prefer to dispose of items in their homes and that this elevates the purchase intention for new products. Thus, marketers should look favorably upon and implement strategies to exploit secondary markets.

Originality/value

By notifying consumers of the future chance to resell a good, the awareness and expectation for an online resale could be prompted, which in turn enhances the intention to purchase a new good. Therefore, the authors suggest that online resale awareness and expectation are important factors affecting consumers' purchasing and reselling behaviors.

Details

European Journal of Marketing, vol. 47 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 9 May 2016

Sangkil Moon, Junhee Kim, Barry L. Bayus and Youjae Yi

The purpose of this paper is to provide insightful advice that can improve the practice of using consumers’ pre-launch awareness and preference (AP) changes to predict the…

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1872

Abstract

Purpose

The purpose of this paper is to provide insightful advice that can improve the practice of using consumers’ pre-launch awareness and preference (AP) changes to predict the sales of new movies.

Design/methodology/approach

This paper applies a new movie box-office revenue forecasting model based on consumers’ weekly AP measures, to take advantage of the industry’s practice of using weekly survey data containing the AP measures of upcoming new movies. Specifically, a sales forecasting model is developed on the basis of the theory that the combination of the nature of new product preference (positive vs negative) and the timing of new product awareness (early vs recent) influences entertainment product sales.

Findings

This paper shows that early awareness consumers are as important as late awareness consumers in determining new product sales, suggesting that more marketing resources need to be allocated earlier than currently practiced. This paper also shows that when negative preferences dominate positive preferences well ahead of a product’s release, marketing efforts cannot overcome the negative sentiment of the market. Finally, the empirical application illustrates that three consumer segments varying in product expertise and consumption frequency reveal different AP patterns among high-, medium- and low-performance products.

Originality/value

This paper is intended to provide insightful advice that can improve the AP-based approach in entertainment industries. Toward that end, the authors emphasize two major aspects in association with new entertainment product sales: rethinking survey-based AP measures and examining heterogeneous consumer segments’ differential AP patterns.

Details

European Journal of Marketing, vol. 50 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 4 August 2021

Junaidi Junaidi

This research investigates how religiosity (e.g. extrinsic and intrinsic) influences consumersawareness and attitudes, which subsequently influences consumers

Abstract

Purpose

This research investigates how religiosity (e.g. extrinsic and intrinsic) influences consumersawareness and attitudes, which subsequently influences consumers’ preferences for Muslims in the context of Islamic bank.

Design/methodology/approach

A total of 480 Islamic bank consumers were recruited for online survey study. Structural equation modeling was used to test the research hypotheses.

Findings

Extrinsic religiosity has crucial role on consumersawareness and consumer attitudes. However, intrinsic religiosity has less effect on consumer attitudes, whereas consumer awareness plays an important role on consumer attitudes. Furthermore, mediator variables, such as consumersawareness and attitudes, have partial role to mediate religiosity and consumers’ preference.

Research limitations/implications

The recent study was limited to core of one region, therefore, future studies are needed to analyze consumers’ attitude and engagement in religious products and services such as Islamic brands image.

Practical implications

The stakeholders need to collaborate action to promote Islamic banks and the varying standard between their counterparts from the perspective of business and marketing.

Originality/value

The result of this study contributes to literature which has correlation with testing religion role toward Islamic bank. It also develops a new views into the determinants factor to influence consumers’ preferences.

Details

Journal of Islamic Accounting and Business Research, vol. 12 no. 6
Type: Research Article
ISSN: 1759-0817

Keywords

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Book part
Publication date: 13 November 2017

Robert Kozielski, Michał Dziekoński and Jacek Pogorzelski

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a…

Abstract

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

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Article
Publication date: 4 November 2020

Erny Rachmawati, Suliyanto and Agus Suroso

The purpose of this study is to determine the relationship between product knowledge and product involvement with purchase decision-making. In addition, this study also…

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1071

Abstract

Purpose

The purpose of this study is to determine the relationship between product knowledge and product involvement with purchase decision-making. In addition, this study also determines the role of halal brand awareness as a moderating variable in influencing the relationship between product knowledge and product involvement with purchase decision-making.

Design/methodology/approach

Five major cities in Indonesia were chosen as study locations because they are student cities, and also cities with more population and more famous in Indonesia, so the sample is more heterogeneous. A total of 500 questionnaires were distributed using a convenience sampling method with an effective rate of 93%. Hypotheses are tested by structural equation modeling procedures using analysis of moment structure 22.0.

Findings

The empirical results suggest that product knowledge and product involvement have a positive and significant effect on consumer purchase decision-making; halal brand awareness is a moderating variable in the relationship between product knowledge and product involvement with purchase decision-making.

Research limitations/implications

This study adopts convenience sampling with the sampling area restricted in five cities, so it may not be suitable to be concluded as a consumer in general. This study only conducts research on halal food products in general. Future research may choose to use one brand of halal food product or compare several other halal food product brands. The results of the study support that the heterogeneity of respondents (age, education, gender and religion) has always been an important component in the study of consumption behavior. So that future research can examine the effect of different characteristics of respondents on the relationship between product knowledge, product involvement, halal brand awareness and purchase decisions.

Practical implications

The findings have significant implications that can help producers to develop strategies suitable for halal brand awareness and heighten the decision to purchase halal products by consumers in both Muslim and non-Muslim countries. So that the branding of halal products can enable businesses to access new markets for non-Muslim consumers in both Muslim and non-Muslim countries, so as to increase producer profitability by selling products at higher prices thereby providing higher profit margins.

Originality/value

In accordance with the author’s knowledge, this study is the first study to examine the moderator role of halal brand awareness variables in the relationship of product knowledge and product involvement with purchase decision-making.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

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Article
Publication date: 12 December 2019

Henry Inegbedion, Emmanuel Edo Inegbedion, Samuel Jesuorobo Osifo, Sunday C. Eze, Adebanji Ayeni and Olamide Akintimehin

Emphasis of previous research on e-banking has been on factors that influence its adoption or constraints to the adoption or the extent to which customer awareness

Abstract

Purpose

Emphasis of previous research on e-banking has been on factors that influence its adoption or constraints to the adoption or the extent to which customer awareness influences its adoption. This study investigated “Exposure to/usage of e-banking channels: Implications for customer awareness and attitude in Nigeria”. The purpose of this paper is to determine the extent to which consumers’ exposure to and usage of e-banking channels influence their awareness and attitude towards e-banking in Nigeria.

Design/methodology/approach

The study used the quantitative research design; specifically, the conclusive research design was used and data collection was done through the survey method. The population of the study consisted of the customers of EcoBank, First bank and Zenith bank in Edo, Kogi and Kwara states of Nigeria. A structured questionnaire was used to elicit the desired data from 480 respondents selected from 30 branches of 3 banks in two states. One sample t test was used to test for significance of the usage of e-banking channels to customers’ awareness and attitude towards e-banking. Subsequently, regression analysis was performed to determine the predictive power of the e-banking channels.

Findings

Customers’ exposure to and usage of ATM, internet banking and mobile banking has significant influence on consumers’ attitude towards e-banking in Nigeria. In view of the findings, a modified model of customer usage and attitude towards e-banking in Nigeria is proposed.

Research limitations/implications

The customer’s inability to exercise absolute right on the banking option to use at all times and the non-inclusion of other channels of e-banking whose usage can influence consumersawareness and attitude towards e-banking.

Practical implications

The need for financial institutions, especially banks, to expose their customers to e-banking channels to demystify their fears as well as increase their awareness and thus influence their attitude to e-banking.

Social implications

Exposure of bank customers to e-banking will reduce cash transactions and thus help to significantly reduce social vices associated with physical cash, especially armed robbery.

Originality/value

The work is a departure from previous studies because it is the only one that has emphazised exposure to e-banking as a solution to awareness creation and positive attitude of customers. Its value lies in its potential to make e-banking user friendly in no distance time.

Details

Journal of Science and Technology Policy Management, vol. 11 no. 2
Type: Research Article
ISSN: 2053-4620

Keywords

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Article
Publication date: 19 June 2019

Huifeng Pan and Hong-Youl Ha

Changes in consumersawareness of interest rates (deposits and loans) are important for making financial decisions, particularly in the banking industry. However, little…

Abstract

Purpose

Changes in consumersawareness of interest rates (deposits and loans) are important for making financial decisions, particularly in the banking industry. However, little is known about the effect of consumer awareness on customer orientation and loyalty. The purpose of this paper is to examine how changes in consumersawareness of interest rates in Korea can influence customer loyalty, considering banks’ efforts to improve customer orientation. The authors explicitly rationalize the fact that consumersawareness of interest rates can play an important role in moderating the strength of the relationship between customer orientation and loyalty.

Design/methodology/approach

The data were collected from participants (n=327) who had made banking transactions based on their real income in Seoul. Participants mainly focused on personal loans and debts, and most people had banked with a specific bank (one of the main Korean banks) for longer than three years. The authors tested the effect of interest rates using two methodologies, namely, a field study using SEM and an experimental design.

Findings

The study tested these relationships with survey data and two simulated experiments. The findings indicated that the influence of customer orientation on customer loyalty decreased with the increase in loan interest rate awareness. Moreover, the customer orientation-loyalty link weakened with the increase in awareness of central bank base rates. Conversely, the awareness that loan rates were decreasing strengthened the relationship.

Research limitations/implications

Banks need to know the importance of periodic consultation services with valuable consumers who transact with one or more banks because changes in the consumer awareness of interest rates influence customer loyalty (or switching behavior), particularly when their awareness of loan interest rates increases.

Originality/value

This paper is, to the best of the authors’ knowledge, the first to investigate the consequence of such a change in consumersawareness of both deposit and loan interest rates with regard to the relationship between customer orientation and loyalty.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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