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1 – 10 of 187Telge Kavindya Apsarani Peiris, Dulakith Jasingha and Mananage Shanika Hansini Rathnasiri
This study investigates the influence of consumption values on green Fast-Moving Consumer Goods (FMCG) purchase behaviour in the context of green household cleaning products in…
Abstract
Purpose
This study investigates the influence of consumption values on green Fast-Moving Consumer Goods (FMCG) purchase behaviour in the context of green household cleaning products in the Western Province of Sri Lanka.
Design/methodology/approach
We used the survey strategy and 326 effective responses as the sample of this study.
Findings
Our findings reveal that specific consumption values, specifically functional, conditional and epistemic values, significantly impact green FMCG purchase behavior towards green household cleaning products. However, social and emotional values did not substantially influence this behavior.
Practical implications
The results of our study suggest practical implications for green FMCG marketers aiming to boost consumer adoption of green household cleaning products in Sri Lanka. To achieve this, marketers should focus on enhancing consumer value perceptions and strategically emphasize the consumption values consumers prioritize. Green FMCG marketers have a competitive advantage in the Sri Lankan market by doing so.
Originality/value
This research addresses a notable gap in the literature concerning green FMCG purchase behavior related to green household cleaning products within international and local contexts. Furthermore, this study distinguishes itself by adopting the Theory of Consumption Values as its foundational theory, offering fresh insights compared to previous research employing alternate theories, such as the Theory of Planned Behavior and the Theory of Reasoned Action, to examine similar phenomena.
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Prasant Kumar Pandey, Naval Bajpai and Abhijeet V. Tiwari
Many studies conducted on cause-related marketing (CaRM) are concentrated in advanced economies. However, there is very little work reported pertaining to CaRM in emerging…
Abstract
Purpose
Many studies conducted on cause-related marketing (CaRM) are concentrated in advanced economies. However, there is very little work reported pertaining to CaRM in emerging economies like India. Hence, the aim of this study is to analyze the effect of CaRM on the customers' purchase intention (PI) in the Indian fast-moving consumer goods (FMCGs) sector, which is the fourth largest sector in the Indian economy. Further, this study tests the mediating effect of attitude and the moderating effect of cause involvement.
Design/methodology/approach
This paper employs a quantitative methodology. Primary data were collected from 1220 respondents from North India. PLS-SEM is employed to examine the data.
Findings
The findings reveal that CaRM strongly impacts FMCG customers' purchasing intentions. Further, a positive attitude toward cause-related marketing triggers the customer purchase intention. Third, the results show that cause involvement moderates purchase intentions, so those who feel passionately dedicated to the cause are more inclined to buy while being involved in the cause-related marketing program.
Practical implications
The results would aid marketers in developing effective CaRM campaigns for their FMCG brands by understanding the different combinations of factors influencing CaRM.
Originality/value
FMCG is one of the major pillars of the Indian economy. This research proposes a comprehensive conceptual framework for the current study that is supported by literature. This study provides evidence of the increasingly important role of CaRM in establishing a win-win association with customers, aiming to solve specific societal causes and creating a favorable image of the brand in the FMCG sector.
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Anupama Prashar and Vijaya Sunder M.
This study responds to the calls from the literature on identifying interactions among the sustainable supply chain management (SSCM) drivers, which influence focal firms’ SSCM…
Abstract
Purpose
This study responds to the calls from the literature on identifying interactions among the sustainable supply chain management (SSCM) drivers, which influence focal firms’ SSCM decisions. It also determines how the effect of SSCM drivers differs across the upstream and downstream supply chains (SCs) entities of fast-moving consumer goods (FMCGs) companies.
Design/methodology/approach
We employ a multi-method design encompassing three studies: study 1 (multiple-case study), study 2 (quantitative survey), and study 3 (multiple-criteria decision-making or MCDM modeling).
Findings
The results show that the external drivers such as customer pressure, competition, and supplier pressure and internal drivers such as top management commitment interact to influence the adoption of SSCM practices, and this interaction is diverse across upstream and downstream SC entities of the FMCG sector. The study provides empirical evidence of relationships among the SSCM drivers, which influence SSCM decisions.
Originality/value
Understanding these interactions will help managers derive strategies to manage the overall SSCM ecosystem and recognize the multiplier effects of upstream to downstream and vice versa.
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Vibha Soni, Priti Saxena, Sana Moid, Abhineet Saxena and Mita Mehta
This study aims to use a multi-stage scale development process to identify the dimensions of philanthropic corporate social responsibility (PCSR) in India’s fast-moving consumer…
Abstract
Purpose
This study aims to use a multi-stage scale development process to identify the dimensions of philanthropic corporate social responsibility (PCSR) in India’s fast-moving consumer goods (FMCG) sector.
Design/methodology/approach
The authors conducted a study to develop a comprehensive, reliable and valid scale for measuring PCSR based on the customer perception of FMCG product manufacturers. This research adopted a comprehensive and detailed scale development process using multi-stage sampling for scale development. This final study was conducted on a sample of 402 respondents from the city of Jaipur, India.
Findings
The results have underlined the multi-dimensional aspect of PCSR; these dimensions are: altruism towards society, volunteering for local community development, generosity towards ecology, benevolent spirit and problem-solving charity.
Practical implications
This study gives valuable insights into philanthropic scale development in the FMCG sector that can immensely help domestic and international marketers to formulate CSR as a strategy. This research provides insights into a wide range of scales which can be base for future research studies that aim to explore different organizational settings.
Originality/value
PCSR and CSR are important for developing strategies for sustainable businesses across the globe. Dimensions of PCSR will be useful for practitioners and researchers in developing second-order constructs for future studies.
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Yavuz Toraman, Mehmet Bayirli and Veland Ramadani
The share of fast-moving consumer goods (FMCG) in e-commerce has increased, particularly after COVID-19, alongside the growing volume of e-commerce transactions. The increased…
Abstract
Purpose
The share of fast-moving consumer goods (FMCG) in e-commerce has increased, particularly after COVID-19, alongside the growing volume of e-commerce transactions. The increased number of orders necessitates the optimization of delivery operations. This situation has made using different technologies in last-mile delivery processes necessary. Currently, used electric vehicles (EVs) play a significant role in integrating these technologies into delivery operations. Adapting to new technologies emerges as a critical need for small enterprises to survive in the face of advancing technologies. In this context, the main purpose of this paper is to examine and identify attitudes of small businesses toward EVs’ usage in last-mile delivery for FMCG.
Design/methodology/approach
The theoretical frameworks commonly used in studies investigating new technologies, namely the theory of planned behavior (TPB) and technology acceptance model (TAM) have been employed. The analysis of the study was conducted using partial least squares-structural equation modeling (PLS-SEM) and the Smart PLS software package.
Findings
When examining the results of the study, a significant and positive relationship was found between compatibility and enjoyment with perceived usefulness. Furthermore, a significant and positive relationship was identified between attitude toward use, perceived behavioral control and perceived usefulness. Ultimately, a strong relationship was found between intention, which is a precursor to active usage and attitude. Based on the obtained data, it can be concluded that EVs can be actively used in last-mile delivery in the future.
Originality/value
In FMCG processes in Türkiye, EVs are limitedly used in last-mile delivery operations. However, there are very few studies on the use of EVs in FMCG. Therefore, it is expected that the current research will contribute to the literature by providing information on the factors that influence the acceptance of EV usage and their implications. The TAM and TPB models were used in the current study.
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This study aims to examine the impact of brand ethical behavior, specifically perceived brand ethicality, on corporate brand legitimacy in the context of halal cosmetics, by…
Abstract
Purpose
This study aims to examine the impact of brand ethical behavior, specifically perceived brand ethicality, on corporate brand legitimacy in the context of halal cosmetics, by considering perceived brand integrity as a mediating factor.
Design/methodology/approach
The study used a quantitative cross-sectional research design to gather data from 341 fast-moving consumer goods (FMCG) in Tanzania. The data was analyzed by using AMOS 21, using structural equation modeling techniques.
Findings
The findings indicated that perceived brand ethicality has a significant influence on corporate brand legitimacy through the mediation of perceived brand integrity.
Practical implications
The study emphasizes the significance of incorporating and clarifying Islamic laws as integral components of marketing strategies aimed at attracting conscientious customers of halal products. It recommends defining Islamic laws as societal values and norms and integrating them into various brand practices to showcase professionalism, ultimately fostering social acceptance and approval. The study presents valuable practical implications for managers and marketers of FMCG, assisting them in formulating policies and strategies that reflect societal values and norms.
Originality/value
This study represents a novel endeavor that explores the interplay between perceived brand ethicality, corporate brand legitimacy and perceived brand integrity in the context of halal products. It extends theoretical understanding by shedding light on the significance of Islamic laws as a foundation for establishing a competitive advantage. By offering and designing ethical practices, businesses can enhance their legitimacy among halal consumers, particularly in the domain of halal cosmetics.
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Adnan Khan, Rohit Sindhwani, Mohd Atif and Ashish Varma
This study aims to test the market anomaly of herding behavior driven by the response to supply chain disruptions in extreme market conditions such as those observed during…
Abstract
Purpose
This study aims to test the market anomaly of herding behavior driven by the response to supply chain disruptions in extreme market conditions such as those observed during COVID-19. The authors empirically test the response of the capital market participants for B2B firms, resulting in herding behavior.
Design/methodology/approach
Using the event study approach based on the market model, the authors test the impact of supply chain disruptions and resultant herding behavior across six sectors and among different B2B firms. The authors used cumulative average abnormal returns (CAAR) and cross-sectional absolute deviation (CSAD) to examine the significance of herding behavior across sectors.
Findings
The event study results show a significant effect of COVID-19 due to supply chain disruptions across specific sectors. Herding was detected across the automotive and pharmaceutical sectors. The authors also provide evidence of sector-specific disruption impact and herding behavior based on the black swan event and social learning theory.
Originality/value
The authors examine the impact of COVID-19 on herding in the stock market of an emerging economy due to extreme market conditions. This is one of the first studies analyzing lockdown-driven supply chain disruptions and subsequent sector-specific herding behavior. Investors and regulators should take sector-specific responses that are sophisticated during extreme market conditions, such as a pandemic, and update their responses as the situation unfolds.
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Enrique Bigne, Aline Simonetti, Jaime Guixeres and Mariano Alcaniz
This research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR…
Abstract
Purpose
This research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR) store, showing how physical examinations and visual inspections relate to purchases.
Design/methodology/approach
Around 60 participants completed two forced-purchase tasks using a head-mounted display with visual and motor-tracking systems. A second study using a pictorial display of the products complemented the VR study.
Findings
The findings indicate differences in shopping behavior for the two product categories, with semidurable goods requiring greater inspection and deliberation than fast-moving consumer goods. In addition, visual inspection of the shelf and products was greater than a physical examination through virtual handling for both product categories. The paper also presents relationships between visual inspections and product interactions during the searching stage of purchase decisions.
Originality/value
The research consists of two types of implicit measures in this study: eye-tracking and hand-product interactions. This study reveals the suitability of implicit measures for evaluating consumer behavior in VR stores.
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What started as a FMCG distributor in 1967 in Kenya as Export Finance Company, is now a dynamic global conglomerate across 48 countries and 5 continents — Export Trading Group…
Abstract
What started as a FMCG distributor in 1967 in Kenya as Export Finance Company, is now a dynamic global conglomerate across 48 countries and 5 continents — Export Trading Group. ETG was taken over by the then CFO Mahesh Patel after exit of the founding stakeholders. It was then when the company shifted its focus to being a key regional player. In the next 35 years, the company grew systematically. Business focus evolved when Patel saw an opportunity in logistics in remote sub-Saharan Africa. This was followed by business expansion with supply chain diversification and significant infrastructure investments. All the different businesses amalgamated under a single group for better operations and ease of scaling up. They were later divided into six separate verticals for better management. Vamara (FMCG vertical) was launched in 2018 as the company moved towards digitalisation — externally and internally. ETG plans to focus on new business opportunities and continue to diversify across geographies and portfolios.
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Anurag Mishra, Pankaj Dutta and Naveen Gottipalli
The supply chain (SC) of the fast-moving consumer goods (FMCG) sector in India witnessed a significant change soon after introducing the Goods and Services Tax (GST). With the…
Abstract
Purpose
The supply chain (SC) of the fast-moving consumer goods (FMCG) sector in India witnessed a significant change soon after introducing the Goods and Services Tax (GST). With the initiation of this tax, companies started moving from individual state-wise warehouses to consolidation warehouses model to save costs. This paper proposes a model that frames a mathematical formulation to optimize the distribution network in the downstream SC by considering the complexities of multi-product lines, multi-transport modes and consolidated warehouses.
Design/methodology/approach
The model is designed as mixed-integer linear programming (MILP), and an algorithm is developed that works on the feedback loop mechanism. It optimizes the transportation and warehouses rental costs simultaneously with impact analysis.
Findings
Total cost is primarily influenced by the critical factor transportation price rather than the warehouse rent. The choice of warehouses at prime locations was a trade-off between a lower distribution cost and higher rent tariffs.
Research limitations/implications
The study enables FMCG firms to plan their downstream SC efficiently and to be in line with the recent trend of consolidation of warehouses. The study will help SC managers solve complexities such as multi-product categories, truck selection and consolidation warehouse selection problems and find the optimum value for each.
Originality/value
The issues addressed in the proposed work are transporting products with different sizes and weights, selecting consolidated warehouses, selecting suitable vehicles for transportation and optimizing distance in the distribution network by considering consolidated warehouses.
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