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The purpose of this research is to explore how experienced scarcity affects home country consumers' attitudes toward the firm engaging in cross-border philanthropy by analyzing perceived distributive justice as a mediating variable. This research also investigates the moderating factor of this effect to identify practical strategies for managers.

This research conducted one survey (Study 1) and three experiments (Studies 2–4) by manipulating scarcity to provide robust evidence for the influence of experienced scarcity on consumer perception of the company conducting cross-border philanthropy.

This paper provides empirical insights about the significant negative effect of experienced scarcity on consumer attitudes toward the firm engaging in cross-border philanthropy. It proposes that home country consumers with high versus low experienced scarcity show lower perceived distributive justice for cross-border philanthropy, which generates less favorable attitudes toward the firm. To alleviate the negative impact of experienced scarcity on consumers' perceptions of corporate reputation, providing donation amount comparisons between home and foreign countries has a significant moderating effect.

This paper provides several suggestions for marketers seeking cross-border philanthropy to improve consumers' attitudes toward the firm.

This paper enriches the literature on corporate social responsibility in the domain of cross-border philanthropy and explains contradictory findings on consumers' attitudes toward corporate cross-border philanthropy. Moreover, this study makes meaningful contributions to the scarcity and justice literature.

This chapter advances our understanding of vulnerable consumers by exploring new relationships between resource scarcity and consumer decision-making. Although resource scarcity often prompts individuals to pull back on spending, recent research has shown that it can also increase consumers' motivation to engage in behaviors that fulfill their need for personal control. We extend this stream of research by offering the novel proposition that because resource scarcity motivates the desire for control, activating thoughts about scarcity will increase consumers' interest in products offering self-improvement benefits. We offer initial empirical evidence for when resource scarcity causes consumers to forgo their desire to save by increasing their willingness to pay for products that offer self-improvement benefits. In doing so, this chapter (i) highlights resource scarcity, a state of vulnerability, as an antecedent to the desire for self-improvement, (ii) provides a more nuanced perspective on the motivational underpinnings of resource scarcity and its effects on consumption, and (iii) sheds light on when resource scarcity can increase rather than decrease consumer spending.

Poverty is a powerful context that affects billions of consumers around the world. An appreciation of this context and the ways it shapes thoughts, feelings, and behaviors is essential to understanding the vulnerabilities of low socioeconomic status (SES) consumers. We synthesize research on consumption in poverty by reviewing some of the social vulnerabilities and frequent neglect, discrimination, and stigmatization encountered by low-SES consumers, as well as the cognitive challenges emerging from the experience of financial scarcity. These social, cognitive, and societal vulnerabilities highlight the importance of behaviorally informed programs and policies to address consumer vulnerability in contexts of poverty.

The paper's purpose is to improve understanding of corporate social responsibility (CSR), by critically examining two assumptions taken for granted in capitalist market economies as well as economic theory, and their consequences for CSR.

The two assumptions of resource scarcity and the necessity to outperform competitors, and their consequences for one's understanding of CSR are discussed. Some criticisms of CSR are reviewed in this context.

The paper argues that the named assumptions put pressure on individuals and induce fear, inhibiting individual reflection on the ends and consequences of economic activity. Moreover, if individuals look to organizations for alleviation of fear, this will inhibit such reflection on the organizational level. This lack of reflection leads to CSR being interpreted and practised in narrow ways, for example, as a public relations measure unconnected to core business. Thus, in order to arrive at a more holistic understanding and practice of CSR, the basic assumptions of scarcity and outperformance must be addressed.

The paper positions the CSR concept, as well as the problems and criticisms related to it, in a broader historical, cultural and psychological context.

The nexus between sustainable agri-food production and food security outcomes of farm households in sub-Saharan Africa is attracting policy attention. This study analyzes the effects of crop diversity on the incidence of food scarcity, dietary diversity, and the sale and consumption of own crops.

The study uses panel data collected in 2015 and 2018 on a randomly selected sample of 2553 households from 49 villages in northern Ghana. The study employed a fixed effects modeling approach in the empirical analysis.

The study finds that crop diversity is positively associated with better dietary diversity, reduced hunger, lower food expenditure, and higher consumption of own produce. The results show positive effects of crop diversity on the total harvested output and sale of agricultural production. Whilst sales improved sustainable food and nutrition security by providing purchasing power to buy nutritional inputs in the market, consumption of own produce rather improved food availability by reducing food scarcity and malnutrition.

Crop diversity is one of the pathways for promoting sustainable agri-food production systems to ensure the food and nutritional security of vulnerable populations and promote biodiversity to achieve environmental goals in sub-Saharan Africa. Crop diversity reduces food expenditure and raises rural incomes through improved outputs and sales, which empowers farm households to diversify their dietary options to be able to overcome incidences of hunger and malnutrition in periods of food scarcity.

The present study improves the understanding of sustainable agri-food production through crop diversity and its implications on food and nutrition security outcomes. The panel data and fixed effects modelling approach address the endogeneity problem between crop diversity and household tastes and preferences.

Live-streaming e-commerce (LSE) allows anchors to bring offline promotion skills to interact with consumers and persuade them to buy. However, how consumers respond to these communications remains unknown. This study examines the persuasive effect of different scarcity marketing messages on impulsive buying in the LSE context.

This study adopts scenario-based experimental methods and conducts two 2 quantity-based scarcity (supply-framed vs demand-framed)*2 time-based scarcity appeals (high vs low) between-subjects experiments to test the hypotheses.

The results indicate that supply-framed appeals are more effective in provoking consumers’ arousal and impulsive buying, but are moderated by time scarcity. Furthermore, emotional arousal only mediates the effects of quantity-based scarcity appeals on impulsive buying under high-level time scarcity conditions.

This study contributes to the e-commerce literature by comparing the persuasive effect of different scarcity messages in the LSE context. We broaden the scarcity marketing literature by testing the combined effect of quantity-based and time-based scarcity appeals. Finally, this study extends the application of the competitive arousal model.

Food waste, a global conundrum with adverse socioeconomic and environmental implications, occurs when more money is spent on food during occasions akin to Ramadan. This study examines the moderating role of antecedents (festive experience, nostalgic food memory, perceived scarcity, and religiosity) to understand the impacts of excessive food buying on Ramadan food waste.

A cross-sectional survey was performed with a self-administered questionnaire using Google Forms to gather data on social media. Notably, 349 valid responses were analysed via Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4 for model development and hypothesis testing.

Festive experience, nostalgic memory, and perceived food scarcity could explain excessive buying behaviour. In this vein, excessive food buying contributed to Ramadan food waste. Meanwhile, religiosity was found to moderate excessive food-buying behaviour.

The empirical findings offered useful insights for practitioners and policymakers to implement optimal marketing strategies and interventions that improve responsible consumption and minimise food waste.

This study provided a sound understanding of consumer buying behaviour during Ramadan regarding food waste and overconsumption. The current work delineated the role of descriptive, injunctive norms and cognitive dissonance in shaping buying behaviour during Ramadan.

The purpose of this study is to critically examine a prevalent online scam mechanism, with the aim of understanding its exploitation of behavioral finance principles and group dynamics and propose effective countermeasures.

This study uses a blend of case study and thematic analysis, drawing from behavioral finance, social psychology and criminology, using primary source testimonies of victims to provide a detailed exploration of the scam’s operations.

This research uncovers the strategic use of four key principles: loss aversion, overconfidence, scarcity bias and social proof, within the scam operation. These tendencies are manipulated to induce victims to progressively invest into the fraudulent scheme, even amid growing suspicions.

While the research elucidates on the workings of one specific online scam, it is necessary to explore if and how these principles are used in various other online fraudulent schemes, to develop comprehensive countermeasures.

The findings underscore the urgent need for enhanced public awareness, stronger corporate responsibility and robust regulatory oversight. There is a call for concerted efforts encompassing public education campaigns, fortified security protocols and strong legal frameworks for preventing such scams.

The research emphasizes the need for collective action in ensuring a safe online space. This involves the individual user’s prudence, businesses’ proactive education initiatives and stringent legal actions against fraudulent activities.

This research offers novel insights into the nuanced manipulation of behavioral finance principles within online scams, based on empirical data from victim testimonials. These findings contribute to the understanding of the psychological mechanisms at play in online scams and are instrumental in formulating effective preventive strategies.