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Open Access
Article
Publication date: 19 March 2024

Jiayuan Zhao, Hong Huo, Sheng Wei, Chunjia Han, Mu Yang, Brij B. Gupta and Varsha Arya

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood…

Abstract

Purpose

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

Design/methodology/approach

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

Findings

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

Originality/value

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

Details

British Food Journal, vol. 126 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 20 March 2024

Charles Jebarajakirthy, Achchuthan Sivapalan, Manish Das, Haroon Iqbal Maseeh, Md Ashaduzzaman, Carolyn Strong and Deepak Sangroya

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

Abstract

Purpose

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

Design/methodology/approach

By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.

Findings

VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.

Research limitations/implications

The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.

Practical implications

The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.

Originality/value

This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

Details

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

Keywords

Article
Publication date: 11 December 2023

Hao Sun and Kaede Sano

Smart tourism has become an inevitable trend in future tourism development. However, despite significant investment in its technological foundation, little is known about whether…

Abstract

Purpose

Smart tourism has become an inevitable trend in future tourism development. However, despite significant investment in its technological foundation, little is known about whether and when tourists are willing to be involved in smart tourism. This study explores tourists' willingness to contribute to smart tourism development by empirically examining their intention to share personal information and use smart technology.

Design/methodology/approach

Based on construal level theory (CLT), a 2 (far/near spatial distance) × 2 (gain/loss persuasive information frame) × 2 (altruistic/egoistic value orientation) laboratory experiment with different contextual features was designed to examine tourists' willingness to contribute to smart tourism.

Findings

Tourists are most willing to share personal information and use smart technologies when spatial distance aligns with information framing, spatial distance aligns with value orientation and information framing aligns with value orientation.

Practical implications

This study provides essential insights for destination management organizations (DMOs) about tourists' perceptions of smart tourism, enabling DMOs to develop more precise marketing strategies to encourage tourists to contribute to smart tourism development and enrich tourists' travel experiences.

Originality/value

This study enriches theoretical knowledge of DMOs' boundaries in encouraging tourists to contribute to smart tourism and provides critical insights into future smart tourism development for researchers and practitioners.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 15 January 2024

Yingying Dong and Lisa Gao

This study aims to identify the decision-making process involved in the purchase of organic wine from consumer values to attitudes to behavioural intention towards organic wine…

Abstract

Purpose

This study aims to identify the decision-making process involved in the purchase of organic wine from consumer values to attitudes to behavioural intention towards organic wine via the value–attitude–behaviour (VAB) model. Involvement in wine is also taken into consideration.

Design/methodology/approach

The data were collected using a snowball sampling method and a closed-ended questionnaire. A total of 209 responses were analysed. Linear regression and PROCESS Macro on SPSS were used to perform data analysis.

Findings

Both biospheric-altruistic values and egoistic values are positively associated with attitudes towards organic wine. Attitude is found to mediate the relationship between biospheric-altruistic/egoistic values and behavioural intention. Egoistic values are found to significantly predict behavioural intention in the organic wine purchase context. Involvement was found to moderate the relationship between egoistic values and attitudinal loyalty.

Originality/value

This study identifies the decision-making hierarchy from consumer values to attitudes to behavioural intention, theoretically confirming the robustness of the VAB model in the organic wine consumption context. It also makes a practical contribution by indicating the marketing emphasis of organic wine and segmenting potential consumers according to their values and levels of wine involvement.

Details

British Food Journal, vol. 126 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 2 February 2024

Eiman Negm

This study investigates the impact of universities' social marketing initiatives on students’ development of personal (altruistic, biospheric and egoistic) and social values…

Abstract

Purpose

This study investigates the impact of universities' social marketing initiatives on students’ development of personal (altruistic, biospheric and egoistic) and social values, leading to their pro-environmental behaviors.

Design/methodology/approach

This study applies quantitative deductive research. This study examined the value-belief-norms (VBN) theory, adding social values to the framework. This study took place in Egypt from January 2023 to March 2023. The population of focus was college students (whether at public or private universities). Students were requested to fill out the questionnaire by scanning a quick-response (QR) code, which linked to a Google Form. After data collection, 410 questionnaires were analyzed using statistical package for social science.

Findings

This study developed empirical evidence that clarifies that social marketing initiatives done by universities have the power to develop students’ personal and social values. Values trigger behavior change. Social values lead to students’ pro-environmental behaviors; personal egoistic values lead to students’ pro-environmental behaviors; personal biospheric values lead to students’ pro-environmental behaviors and personal altruistic values does not lead to students’ pro-environmental behaviors.

Originality/value

This study offers firsthand insight in understanding how social marketing is an effective tool to develop students’ values that are needed to inspire the right behaviors to preserve and protect the environment. This study builds upon the VBN theory, explaining the significant underlying environmental values that should be developed through universities’ non-academic initiatives (such as marketing activities) to inform behaviors needed to better the community, such as pro-environmental behaviors.

Details

Management & Sustainability: An Arab Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2752-9819

Keywords

Article
Publication date: 5 December 2023

Idrees Waris, Asif Iqbal, Riaz Ahmed, Sharizal Hashim and Adeel Ahmed

The unsustainable practices of hotels have greatly contributed to ecological imbalances, encompassing excessive energy and water consumption, improper waste disposal and…

Abstract

Purpose

The unsustainable practices of hotels have greatly contributed to ecological imbalances, encompassing excessive energy and water consumption, improper waste disposal and inadequate resource management. Information publicity (IP) plays an effective role in influencing tourists' intentions to visit green hotels. Therefore, the current study has incorporated IP into the value-belief norm (VBN) framework to examine tourists' intentions to visit green hotels.

Design/methodology/approach

This study is a correlational research design, and the purposive sampling technique was employed for the data collection. The study used 355 valid data and analyzed them via partial least squares structural equation modeling (PLS-SEM).

Findings

The study results show that egoistic values have the greatest impact on pro-environmental beliefs (ENBs). In addition, the results indicate the impact of ENB and IP on personal norms (PNs), leading toward the intention to visit green hotels.

Practical implications

This study helps hotel managers devise and execute effective marketing strategies for green hotels. Hospitality marketers should pay more attention to values, orientations and IP, emphasizing the significance of these factors in increasing the visits of customers to green hotels.

Originality/value

IP, an important factor that informs tourists about hotels that are environmentally friendly, has been neglected in the tourism research. This research examines the significance of IP in developing ENBs and influencing the PN of tourists.

Details

Management of Environmental Quality: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1477-7835

Keywords

Article
Publication date: 27 February 2023

Kevin Teah, Billy Sung and Ian Phau

This study aims to examine the moderating role of principle-based entity (PBE) of luxury brands and its effect on perceived corporate social responsibility (CSR) motives, consumer…

Abstract

Purpose

This study aims to examine the moderating role of principle-based entity (PBE) of luxury brands and its effect on perceived corporate social responsibility (CSR) motives, consumer situational scepticism and brand resonance.

Design/methodology/approach

Structural equation modelling using multigroup analysis was used. Data were collected through a consumer panel.

Findings

Values-driven motives lowered consumer situational scepticism (CSS) significantly more in PBE than non-PBE. However, egoistic-driven motives increased CSS significantly more in PBE than non-PBE. Stakeholder-driven motives and strategic-driven motives did not elicit CSS, contrary to prior studies in non-luxury brands. PBE status also weakens the relationship between CSS and brand resonance more than non-PBE status.

Originality/value

This study is the first to provide empirical insights into PBE status and its effects on perceived motives, CSS of CSR initiatives and its influence in consumer and management outcomes in luxury brands.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 5
Type: Research Article
ISSN: 1361-2026

Article
Publication date: 31 July 2023

Clara Margaça, José Carlos Sánchez-García, Brizeida Hernández Sánchez and Susana Lucas Mangas

To protect the environment and society, research on responsible behavior and personal values has increased. Values have been identified as important for understanding and…

Abstract

Purpose

To protect the environment and society, research on responsible behavior and personal values has increased. Values have been identified as important for understanding and predicting environmental preservation behaviors. The purpose of this study is to analyze the validity and reliability of the Environmental Portrait Value Questionnaire in the Spanish context.

Design/methodology/approach

The new version of this questionnaire was administered to 742 university students (46.4% male and 53.6% female) from 16 regions in Spain.

Findings

The results of adapting and testing the instrument’s psychometric properties were consistent with accepted criteria for validity and reliability. Therefore, this updated and contextualized instrument has the potential to contribute to academic advances in the sense of expanding the empirical practice of studying environmental values. Fifteen items from the original version were retained, grouped into four factors as in the original version: Altruistic – five items; Egoistic – four items; Biospheric – three items; and Hedonic – three items. The final version showed adequate fit indices and reliability measures.

Originality/value

This instrument is a powerful resource for the Spanish academic community because using this application it will be possible to assess the degree of commitment of young adults to the goals of sustainability and environmental protection.

Details

International Journal of Sustainability in Higher Education, vol. 25 no. 1
Type: Research Article
ISSN: 1467-6370

Keywords

Article
Publication date: 16 August 2023

Eiman Negm

This study aims to examine how higher education can mold pro-environmental actions among students with educational social-marketing leads; it probes into the direct influence of…

Abstract

Purpose

This study aims to examine how higher education can mold pro-environmental actions among students with educational social-marketing leads; it probes into the direct influence of four value orientations toward pro-environmental beliefs, norms and behaviors.

Design/methodology/approach

This quantitative research sought deductive reasoning. Data gathering took place in January 2023, following a cross-sectional framework. The researcher visited various private universities in Egypt, which used effort to change the practices among students toward sustainable developments, distributing digitally administrated questionnaires to students on campus. Through convenience nonprobability sampling, 581 questionnaires were collected and statistically analyzed, using SPSS.

Findings

This study shows that altruistic and biospheric value impact students’ personal beliefs toward pro-environmental behaviors; students’ personal beliefs significantly impact the norms that are present on campus; the norms found on campus impact significantly students to behave as green passengers, recyclers and utility-savers.

Practical implications

Higher education institutions play a significant role in promoting the manifestations of rationality and objectivity among students about environmental challenges and sustainable development. Eco-friendly behaviors are rooted in values; thus, understanding the initial values among students is critical in developing coping strategies and social marketing initiatives that inspire the needed conservational behaviors.

Originality/value

By aligning the value-belief-norm theory with two disciplines (higher education on sustainability and social marketing), this study builds upon the theory, identifying the underlying value-structures that inspire students’ necessary environmental and sustainable behaviors to improve societies for future generation rightness. This study provides more nuanced insights into a better educational intervention for shaping students’ manners toward environmentalism to improve communities worldwide.

Details

International Journal of Sustainability in Higher Education, vol. 25 no. 2
Type: Research Article
ISSN: 1467-6370

Keywords

Article
Publication date: 11 January 2024

Raunaq Chawla, Eric Soreng and Avinash Kumar

A prime objective of the Swachh Bharat Abhiyan (SBA; Clean India Mission) is to motivate people to segregate their household waste. The purpose of this study is to assess the…

Abstract

Purpose

A prime objective of the Swachh Bharat Abhiyan (SBA; Clean India Mission) is to motivate people to segregate their household waste. The purpose of this study is to assess the ground reality of waste management behaviour of Delhi residents with the help of a modified Value–Belief–Norm (VBN) model. Past researches point the need to include cost as a variable in the VBN model. This study fulfils this need and tests cost as one of the variables on the gathered data.

Design/methodology/approach

The research data were gathered by interacting with the people and the civic staff in the jurisdiction of the three Delhi municipalities through a stratified sampling technique (N = 250). The structural equation modelling was used to analyse the collected data.

Findings

The modified VBN model explains the waste management behaviour, but the variables do not follow the exact causal chain. Values, awareness of consequences, ascription of responsibility and personal norms all explain the resident's waste management behaviour. However, cost limits the resident's waste management behaviour.

Research limitations/implications

The study could only achieve a moderate model fit; its sample size was small; and data were collected through self-reported questionnaire.

Practical implications

Three main practical implications of the study are: (1) While designing waste management solutions, due importance must be given to the cost to be borne by people for adopting these solutions. (2) Design such interventions that target residents' values to convince them to make the desired behavioural change. (3) People need be educated about the ways to sort waste and made aware of the importance of waste segregation in eradicating the urban waste mess.

Originality/value

The paper is an original contribution to testing a modified VBN model in predicting waste management behaviour. The modified model includes cost as a variable missing in the previous research. This research is useful in the backdrop of the SBA and provides suggestions for policymakers and pro-environment researchers.

Details

Management of Environmental Quality: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1477-7835

Keywords

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