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21 – 30 of over 1000This paper aims to adopt the perspectives of cognition and emotions to investigate whether the interdependent self-construal of consumers in a Chinese collectivist culture, along…
Abstract
Purpose
This paper aims to adopt the perspectives of cognition and emotions to investigate whether the interdependent self-construal of consumers in a Chinese collectivist culture, along with empathy and moral identity, evokes direct and indirect responses to corporate cause-related marketing (CRM).
Design/methodology/approach
A total of 901 valid questionnaires were retrieved, and PROCESS macro for SPSS was used to test the multiple mediation and serial mediation hypotheses. The structural equation modeling was also used to confirm the results.
Findings
The empirical results showed that consumer self-construal exerts a positive influence on consumer responses to corporate CRM through empathy. The results also suggest that CRM events provoke empathetic responses in consumers and trigger their moral identity, which in turn affects their evaluations on CRM corporations and their purchase intentions for CRM goods.
Research limitations/implications
The present study targeted the relatively affordable CRM events in convenience stores to investigate consumer responses; the results may not be applicable to CRM events in other industries. Besides that, as this study is focused on CRM activity, respondents may have more positive evaluation.
Practical implications
Corporations are advised to improve their corporate social responsibility (CSR) communication strategies. These should rely on factual, sincere, easy-to-understand and appropriate communication to trigger moral identity in consumers. Because empathy is regarded as the core of human moral and emotional systems, corporations are advised to associate their charitable events with social emotions to strengthen consumer perceptions, enhance moral identity and promote prosocial behaviors.
Originality/value
This study verified the serial multiple mediating effect of empathy and moral identity in the relationship between consumer self-construal and responses to corporate CRM. Corporations are advised to improve their CSR communication strategies and public expression of moral actions to raise consumer empathy and moral identity, so as to improve consumer responses to CRM.
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Mei-Jung (Sebrina) Wang, Emmanuel Kwame Opoku and Aaron Tham
This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers…
Abstract
Purpose
This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan.
Design/methodology/approach
Samoggia and Riedelās (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner.
Findings
The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption ā where cafĆ© experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts.
Originality/value
This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumersā behavioural patterns, which has been largely implicit within consumer behaviour scholarship.
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Rodoula H. Tsiotsou and Sandra Diehl
Transformative value is a central tenet of transformative service research (TSR) because it affects individual and community well-being, quality of life and sustainability…
Abstract
Purpose
Transformative value is a central tenet of transformative service research (TSR) because it affects individual and community well-being, quality of life and sustainability. Although transformative value plays a significant role in well-being, the literature suffers from a lack of sound interdisciplinary conceptual frameworks that delineate how transformative value is created in services throughout the service consumption process. Therefore, the purpose of this paper is to examine the nature and role of service communications during the various stages of the service consumption process to enable the creation of transformative value for people and the environment.
Design/methodology/approach
To achieve the above goal, the authors integrate agenda-setting theory (media theory) combined with framing and relational dialectics (communication theories) as well as TSR.
Findings
In line with the objectives of the study, the authors propose an integrative framework named Transformative Value Creation via Service Communications (TVCSC) that explains how firms set their transformative corporate agendas through their dialectics with consumers, society and media. This transformative agenda is reflected in the marketing mix of their services (7Ps) as communicated with various means, physically and digitally (sales/frontline personnel, advertising, CSR, social media and website). Recommendations for a transformative marketing mix are provided. Furthermore, TVCSC illustrates how value is co-created in all customerāfirm interactions via relationship dialectics throughout the service consumption process to result in transformative value outcomes.
Research limitations/implications
The proposed framework identifies several research gaps and provides useful future research directions.
Originality/value
This is the first comprehensive framework that explains how transformative value is created through the various communications in services and is the outcome of value co-creation interactions of the service consumption process.
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H.A. Dimuthu Maduranga Arachchi, R.A. Sudath Weerasiri and Trevor Mendis
This paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT)…
Abstract
Purpose
This paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT), consumerābrand identification (CBI) and the moderating effect of personal norms and fear to coronavirus disease 2019 (COVID-19) by contributing social exchange theory (SET), brand relationship theory, social cognitive theory (SCT) and fear appeal theory.
Design/methodology/approach
Quantitative research was carried out by means of a survey with a sample of 411 regular consumers who work for national retail brands, where the unit of analysis was an individual. The study analysed the data to test the research hypotheses using SPSS and SMART partial least squares (PLS).
Findings
This study found a significant positive impact of perceived CC on purchase intention (direct path), and furthermore, a partial mediation was shown for the indirect approach. In addition, personal norms and fear to COVID-19 have a significant impact on the relationships between perceived CC on purchase intention, BT on purchase intention and CBI on purchase intention.
Practical implications
This study provides useful insights for managers to implement CC strategies to enhance consumer purchase intention and brand relationship in the retail sector within the COVID-19 pandemic.
Originality/value
The current study is perhaps the first to investigate the impact of perceived CC on purchase intention across BT, CBI, personal norms and fear to COVID-19 in the retail industry, period of COVID-19 pandemic. The study also makes some significant theoretical contributions and previously did not shed light on customer behaviour in this context.
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H.A. Dimuthu Maduranga Arachchi
This paper is to examine the direct relationship between perceived corporate citizenship (CC) and purchase intention (PI). This study also tests the mediating role of brand trust…
Abstract
Purpose
This paper is to examine the direct relationship between perceived corporate citizenship (CC) and purchase intention (PI). This study also tests the mediating role of brand trust (BT), consumerābrand identification (CBI) and the moderating effect of personal norms by a contribution of social exchange theory, brand relationship theory and social cognitive theory (SCT).
Design/methodology/approach
Quantitative research was carried out by means of a survey with a sample of 411 regular consumers who work for national retail brands, where the unit of analysis was an individual. The study analysed the data to test the research hypotheses using SPSS and Smart PLS.
Findings
This study found a significant positive impact of perceived CC on purchase intention (direct path), and furthermore, a partial mediation was shown for the indirect path. In addition, personal norms have a significant impact on the relationships between perceived CC on purchase intention, brand trust on purchase intention and CBI on purchase intention.
Practical implications
This study provides useful insights for managers to implement CC strategies to enhance consumer purchase intention and brand relationship in the retail sector within the coronavirus disease 2019 (COVID-19) pandemic.
Originality/value
The current study is perhaps the first to investigate the impact of perceived CC on purchase intention across the BT, CBI and personal norms in the retail industry, period of COVID-19 pandemic. The study also makes some important theoretical contributions and previously not shed light on customer behaviour in this context.
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Aušra Rūtelionė and Muhammad Yaseen Bhutto
This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulusāorganismāresponse (S-O-R) theory and a serial multiple…
Abstract
Purpose
This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulusāorganismāresponse (S-O-R) theory and a serial multiple mediation model.
Design/methodology/approach
Data were collected from 250 Lithuanians using a standardized questionnaire. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling.
Findings
The findings revealed utilitarian environmental benefits and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial as serial mediators between green psychological benefits and green apparel purchase behavior.
Originality/value
These findings provide valuable insights for policymakers in Lithuania and highlight the importance of emphasizing the psychological benefits to encourage the purchase of green apparel. Moreover, policymakers and marketers should design apparel products that appeal to Gen Z, promoting green apparel adoption. By leveraging the stimulusāorganismāresponse (S-O-R) theory, this research contributes to understanding pro-environmental behavior. It bridges the gap between attitudes, intentions and actual behavior in sustainable fashion research.
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Iain Andrew Davies and Sabrina Gutsche
This paper aims to explore why consumers absorb ethical habits into their daily consumption, despite having little interest or understanding of the ethics they are buying into, by…
Abstract
Purpose
This paper aims to explore why consumers absorb ethical habits into their daily consumption, despite having little interest or understanding of the ethics they are buying into, by looking at the motivation behind mainstream ethical consumption.
Design/methodology/approach
Fifty in-depth field interviews at point of purchase capture actual ethical consumption behavior, tied with a progressive-laddering interview technique yields over 400 consumption units of analysis.
Findings
Ethical attitudes, values and rational information processing have limited veracity for mainstream ethical consumption. Habit and constrained choice, as well as self-gratification, peer influence and an interpretivist understanding of what ethics are being purchased provide the primary drivers for consumption.
Research limitations/implications
Use of qualitative sampling and analysis limits the generalizability of this paper. However, the quantitative representation of data demonstrates the strength with which motivations were perceived to influence consumption choice.
Practical implications
Ethical brands which focus on explicit altruistic ethical messaging at the expense of hedonistic messaging, or ambiguous pseudo ethics-as-quality messaging, limit their appeal to mainstream consumers. Retailers, however, benefit from the halo effect of ethical brands in store.
Social implications
The paper highlights the importance of retailer engagement with ethical products as a precursor to normalizing ethical consumption, and the importance of normative messaging in changing habits.
Originality/value
The paper provides original robust critique of the current field of ethical consumption and an insight into new theoretical themes of urgent general interest to the field.
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Andrew Murphy and Ben Jenner‐Leuthart
The presence of fair trade coffee in cafƩs may help in strategic positioning and market differentiation. This paper aims to explore the extent to which this is evident for cafƅ
Abstract
Purpose
The presence of fair trade coffee in cafƩs may help in strategic positioning and market differentiation. This paper aims to explore the extent to which this is evident for cafƩ customers.
Design/methodology/approach
Customers were surveyed on their perceptions of cafƩ and coffee attributes including taste, price and store atmosphere. Respondents were analysed by knowledge of the concept of fair trade, and by frequency and place of purchase.
Findings
The study finds that nearly half of respondents claimed moderate selfāassessed knowledge, although objective knowledge was lower. More knowledgeable customers cared more for fair trade products and for cafĆ© atmosphere, of which fair trade promotional material plays a part. Customers stated they expected to pay more for fair trade coffee, although on average not as much as current margins require. When exposed to more information about fair trade, stated price premium support increased, but coffee taste expectations worsened.
Practical implications
Promoting fair trade coffee can help distinguish and position cafƩs, but not as much as was expected. Customer beliefs about the provision of fair trade products appear to have a stronger influence on their choices than actuality.
Originality/value
The paper contributes to understanding customer motives for purchasing fair trade coffee, particularly in the context of cafƩs/coffee houses, and for their patronage.
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Jennifer Yurchisin and Sara B. Marcketti
This study aims to examine the characteristics of ethnographic textile collectors and compare them with the literature regarding fair trade consumers to explore the existence of a…
Abstract
Purpose
This study aims to examine the characteristics of ethnographic textile collectors and compare them with the literature regarding fair trade consumers to explore the existence of a possible consumption constellation between collecting and fair trade purchasing.
Design/methodology/approach
Purposive sampling was used for the study as it maximized the attainment of significant information related to ethnographic textile collecting. Qualitative data from ethnographic textile collectors (n=12) were collected.
Findings
Results suggested that collectors were interested in purchasing high quality, authentic products that expressed their identity and individuality. These are similarities shared with fair trade consumers. Furthermore, collectors' motives to help artisans overcome poverty were evident; a similar value guides fair trade purchasing.
Research limitations/implications
The predominantly female sample of academics may not be representative of the average ethnographic textile collector.
Practical implications
Understanding the multiplicity of products and activities representative of one consumer group's lifestyle is beneficial to both forāprofit and nonāprofit organizations in terms of product promotion or donation solicitation. The understanding of these consumers' lifestyle can, in turn, help marketers design and implement effective advertising and fundraising campaigns that improve the livelihood and wellbeing of excluded and disadvantaged people in developing countries.
Originality/value
The paper furthers the knowledge base and understanding of these different consumer segments by providing evidence of a consumption constellation between ethnographic textile collectors and fair trade consumers.
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This study aims to provide competitive eātailing strategies for fair trade organizations using a benchmarking approach.
Abstract
Purpose
This study aims to provide competitive eātailing strategies for fair trade organizations using a benchmarking approach.
Design/methodology/approach
A coding guide was developed to obtain information available on 28 fair trade web sites and 28 commercial web sites focusing on company information, product information, distribution channels, customer service, and web site structure/media service.
Findings
Results revealed several evidences that fair trade organizations presented limited information online, compared with commercial organizations.
Research limitations/implications
Fewer commercial retailers benchmarked in the study sold handicrafts, compared with fair trade organizations. Discrepancies in the proportion of products carried by each organization may result in limited generalization of the findings across product categories.
Practical implications
Through benchmarking against profitāmaking business leaders, fair trade organizations would be able to evaluate strengths and weaknesses for their current online business operations and explore opportunities and improvement in web site management.
Originality/value
This paper provides valuable managerial implications for fair trade organizations focusing on web site operations. Information availability and strategic web site management can attract customers to make purchases on fair trade web sites and, in turn, enable organizations to sustain and grow in the competitive marketplace.
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