Search results
1 – 10 of over 13000The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions…
Abstract
Purpose
The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non‐green) brands for products with high vs low perceived environmental impact.
Design/methodology/approach
The paper analyses responses to online surveys by 602 pet‐owners at social networking websites. The quasi‐experiment considered perceived environmental impact of core product, parent‐brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured.
Findings
Results suggest that consumers are more likely to purchase green extensions of products with high perceived environmental impact and that current consumers prefer green line extensions to green category extensions. Both have similar reciprocal impact on parent brand evaluation among current consumers.
Research limitations/implications
The data have external validity but lack the control possible in laboratory experiments. Future research should replicate the study in other product categories.
Practical implications
Managers of established brands should consider brand extensions of products associated with high environmental impact only.
Originality/value
This paper examines managerial implications of line vs category extension strategies for green brand extensions of established brands.
Details
Keywords
Prashant Kumar, Michael Polonsky, Yogesh K. Dwivedi and Arpan Kar
This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is…
Abstract
Purpose
This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility and consumer knowledge on green information quality dimensions and green brand credibility relationships.
Design/methodology/approach
Using a structured questionnaire on environmentally-friendly electrical goods/electronics, cosmetic and apparel product advertisements, involving an elaboration task, this study collected usable data from 1,282 Indian consumers across 50 cities. It also undertook an assessment for three different product groups using structural equation modelling to examine proposed hypotheses and assessed moderated mediation using the Hays process model.
Findings
The study indicates that: green brand credibility mediates the effects of green information quality dimensions on green brand evaluation; consumer knowledge moderates the effects of persuasiveness and completeness on green brand credibility and eco-label credibility moderates the effects of persuasiveness and credibility on green brand credibility.
Research limitations/implications
In green information processing, this study supports the relevance of the elaboration likelihood model and the mediation effect of green brand credibility. It also presents evidence that credible eco-labels enhance green information processing. While the results are broadly consistent across the three product categories, the results may only generalizable to the environmentally-aware urban populations.
Practical implications
Help brand managers to design advertisements that add brand credibility in environmentally-aware urban markets.
Originality/value
It helps to define green information quality and the interacting effects of eco-label credibility and consumer knowledge in green information processing.
Details
Keywords
Hajar Fatemi, Ulrika Leijerholt, Zeinab Rezvani and Oliver Schnittka
This literature review aims to synthesise the research on various sustainable product branding activities and their impact on consumer responses to sustainable products and brands.
Abstract
Purpose
This literature review aims to synthesise the research on various sustainable product branding activities and their impact on consumer responses to sustainable products and brands.
Design/methodology/approach
This literature review is semi-systematic and can be classified as a domain-based review. The search strategy was systematic and well-defined.
Findings
The authors identified four themes: building brand equity, brand communication, product development and third-party labels and ratings, within the sustainable product branding activities that influence consumers' responses to sustainable products and brands. The study's findings revealed diverse, and not always favourable, types of behavioural and attitudinal responses from consumers. As for the positive consumer responses, the authors found positive attitudes towards brands, willingness to pay a premium price and positive word-of-mouth intentions. As for the negative consumer responses, the authors found perceived greenwashing, negative brand evaluations and resistance to sustainable products with unfamiliar third-party labels. Several future research propositions and implications for research and practice are discussed.
Originality/value
Despite the large number of studies that look at sustainable branding strategies, there is a gap in terms of synthesising the knowledge on consumer responses to sustainable product branding strategies. This paper intends to fill this gap.
Details
Keywords
Deepak Jaiswal, Bhagwan Singh, Rishi Kant and Abhijeet Biswas
Consumers are becoming increasingly concerned about ecological degradation and are getting conscious of the potential advantages that environmental sustainability can offer, which…
Abstract
Purpose
Consumers are becoming increasingly concerned about ecological degradation and are getting conscious of the potential advantages that environmental sustainability can offer, which is also driving them towards the consumption of green products. In view of this, the purpose of this study is to operationalize and test the conceptual model of green purchasing behaviour by incorporating consumers’ perception towards green marketing stimuli including eco-label, eco-brand and environmental advertisements with perceived environmental knowledge in an emerging sustainable market.
Design/methodology/approach
The proposed model is based on an integrative and cognitive approach to consumers’ environmental beliefs-behaviour relationship. The 549 valid responses were received from selected metropolitan regions of India and analysed by direct path coefficients along with a bootstrapping method for testing indirect effects.
Findings
The results revealed that perception of eco-label and environmental advertisements had a positive influence on green purchasing behaviour, however, the direct relationships of eco-brand and environmental knowledge were not supported in the model. While environmental advertisements and environmental knowledge posed an indirect influence on green purchasing to some extent.
Research limitations/implications
The generalizability of the findings needs to augment an extensive approach of a cross-sectional survey. Theoretical, managerial and policy implications were recommended to promote green products towards sustainable consumption.
Originality/value
The operationalization of green purchasing behaviour using marketing stimuli has remained scant in the Indian setting. The insights gained from this study contributes to the knowledge domain of green consumer psychology in the backdrop of an emerging market.
Details
Keywords
Helen Inseng Duh, Hong Yu, Marike Venter de Villiers, Vladimira Steffek and Dan Shao
Large, influential and profitable young adults are being targeted for fast fashion that negatively impacts the environment. The transition from a fast to an environmentally…
Abstract
Purpose
Large, influential and profitable young adults are being targeted for fast fashion that negatively impacts the environment. The transition from a fast to an environmentally friendly slow fashion is a challenging process and culturally dependent. The process starts with slow fashion idea adoption. Thus, the authors modified an information acceptance model (IACM) to examine information characteristics (idea/information quality, credibility, usefulness, source credibility) and consumer factors (need for idea and attitudes) impacting intentions to adopt the slow fashion idea in Canada, South Africa (individualists) and China (collectivists).
Design/methodology/approach
Cross-sectional data were collected from South African (n = 197), Chinese (n = 304) and Canadian (n = 227) young adults (18–35 years old) at universities in metropolitan cities. Partial least squares structural equation modeling was used to analyze the data.
Findings
The results show that while most information characteristics and consumer factors are vital for slow fashion attitudes and intention formation, information quality and trust in the sources were a problem in individualistic cultures as opposed to the collectivist culture. This finding confirms the greater tendency of collectivists to trust disseminated information on environmental issues. In all cultures, attitudes impacted idea adoption intentions. On testing IACM, the multigroup analyses showed no significant differences between young adults in the individualistic cultures. Attitudes mediated most relationships and were highly explained by IACM (South Africa, 49.6%; China, 74.5%; and Canada, 64.5%).
Originality/value
In emerging and developed markets, this study informs environmentalists and green fashion brands of information characteristics that can create positive attitudes and slow fashion idea adoption intentions among influential young adults.
Details
Keywords
Rajat Subhra Chatterjee, Naveed R. Khan, Irfan Hameed and Idrees Waris
This study aims to emphasize the youth community’s importance in sustaining green entrepreneurial efforts. The study used the stimulus organism response framework as the…
Abstract
Purpose
This study aims to emphasize the youth community’s importance in sustaining green entrepreneurial efforts. The study used the stimulus organism response framework as the theoretical base using two separate studies.
Design/methodology/approach
Study 1 commences the development of the student green engagement construct through a focus group, panel discussion and exploratory factor analysis, which supported five items. Study 2 measures the relationship of student green engagement with green entrepreneurial intention by mediating university entrepreneurial support and entrepreneurial motivation. Data from 448 students were gathered from five Malaysian private institutions using a purposive sampling technique.
Findings
Findings indicate a robust association of student green engagement (stimuli) with green entrepreneurial intention (organism). Furthermore, mediation analysis shows strong mediating effects of university entrepreneurial support and entrepreneurial motivation on green entrepreneurship behavior (response).
Originality/value
The study’s findings can help the universities and concerned governmental departments instill a sense of sustainable entrepreneurship in university students.
Details
Keywords
The growing number of Muslim consumers pursuing a lifestyle of health and sustainability (LOHAS) under the conditions of the COVID-19 pandemic is interesting to assess; however…
Abstract
Purpose
The growing number of Muslim consumers pursuing a lifestyle of health and sustainability (LOHAS) under the conditions of the COVID-19 pandemic is interesting to assess; however, existing research focusing on this topic remains scarce. This study aims to address the research gaps and add to the body of knowledge from previous literature related to Islamic religiosity, environmental knowledge, LOHAS and Muslim customer well-being.
Design/methodology/approach
The sample used in this study is Muslim customers, including university students in a medical department and medical workers in Indonesia, using proportional random sampling methods with a total sample of 308 respondents.
Findings
The results demonstrate that Islamic religiosity positively and significantly impacts environmental knowledge, LOHAS and Muslim customer well-being. Similarly, environmental knowledge positively and significantly influences LOHAS, and subsequently, LOHAS fruitfully impacts Muslim customer well-being.
Practical implications
The results can assist managers of eco-friendly and healthy products or services and public policymakers in their effort to enhance LOHAS, particularly for Indonesian Muslim consumers to accomplish well-being considering their Islamic religiosity.
Social implications
The results of this study help society protect a sustainable environment by increasing their environmental knowledge and LOHAS. Based on Islamic religion, society recognize how important environmental issues are to keep the environment safe in the future and build the culture of LOHAS to achieve their well-being.
Originality/value
This study contributes to the body of marketing literature for Muslim green consumer behaviour in particular and the LOHAS of the Muslim customer segment based on Islamic religiosity.
Details
Keywords
The problem of environmental pollution is becoming increasingly severe, and international consensus confirms the need for eco-friendly consumption. Worldwide, the eco-friendly…
Abstract
Purpose
The problem of environmental pollution is becoming increasingly severe, and international consensus confirms the need for eco-friendly consumption. Worldwide, the eco-friendly food market is booming, so understanding consumers’ motivations to purchase these foods is crucial. This paper aimed to construct a model explaining consumers’ intentions to purchase eco-friendly food by combining stimuli-organism-response (SOR) and signalling theories and exploring the mechanisms by which macro- and micro-signals impact perceptions of value and consumers’ subsequent willingness to purchase eco-friendly food.
Design/methodology/approach
An online questionnaire was distributed through the Qualtrics platform, and the completed questionnaires were collected in March and April 2023. The study used partial least squares structural equation modelling (PLS-SEM) to analyse the 331 valid responses received.
Findings
The results indicated that trustworthy eco-labels for high-quality and health-promoting products, as conveyed in macro signals, significantly enhanced consumers’ perceptions of functional value. The peer effect and a moderate level of food anthropomorphism conveyed in micro-signals substantially improved their perceptions of social value, whilst the perceived value of products significantly and positively influenced their purchase intentions.
Originality/value
This study explains consumers’ motivations to purchase eco-friendly products. This provides an explanation for the effect of macro- and micro-signals on value perceptions. By integrating the different dimensions of these signals to create a unified research perspective, the paper provides an integrated model, thereby filling a research gap concerning the influence of two-dimensional signals on purchase intention. By supporting eco-friendly food use, the paper contributes to environmental protection and sustainable development.
Details
Keywords
Antonino Galati, Lluís Miret-Pastor, Dario Siggia, Maria Crescimanno and Mariantonietta Fiore
The purpose of this study was to investigate the role of consumer altruism and other socio-cultural factors in predicting how much attention consumers pay to seafood eco-labels.
Abstract
Purpose
The purpose of this study was to investigate the role of consumer altruism and other socio-cultural factors in predicting how much attention consumers pay to seafood eco-labels.
Design/methodology/approach
The empirical investigation was carried out by administering an online questionnaire to a sample of Italian and Spanish people from December 2019 to April 2020. After carrying out the principal component analysis procedure, the work made use of an ordinal logistic regression.
Findings
Both Italian and Spanish consumers with an altruistic attitude, who feel that food produced in a sustainable way can protect the environment and workers, appear more likely to take an eco-label into account. In addition, in both countries, consumers with a higher level of education and in the older age range are more likely to read eco-labels before buying fish products.
Research limitations/implications
The first limitation is mainly related to the sampling procedure, which is not probabilistic and does not allow for generalisation of the results. Furthermore, some indicators related to COVID-19 were not included as the planning stage of the research methodology occurred before the pandemic.
Practical implications
A better understanding of the main determinants predicting consumers' attention to seafood eco-labels could be crucial to promote effective marketing strategies aimed at increasing consumer interest and awareness in sustainable seafood and eco-labels.
Originality/value
Exploring the role of consumers' altruism in how much attention is paid to seafood eco-labels appears to be a new approach that emphasises the role of altruism as a variable capable of bridging the “value-action gap”.
Details
Keywords
This study aims to investigate consumer knowledge of environmentally sustainable apparel (ESA) and examine the impact of communication on consumer knowledge of ESA.
Abstract
Purpose
This study aims to investigate consumer knowledge of environmentally sustainable apparel (ESA) and examine the impact of communication on consumer knowledge of ESA.
Design/methodology/approach
This study employed a quantitative survey focused on Millennial and Generation Z consumers. Two communication methods, hangtags and product webpages, were involved. First, two instruments were established to measure consumers’ objective and subjective knowledge of ESA. Second, two questionnaires were developed to collect participants’ knowledge before and after reading hangtags or product webpages.
Findings
There were 385 useable responses. It was found that participants’ knowledge about waste and cotton production’s water issues was less than their knowledge of other subjects and did not increase after reading the related information on hangtags or webpages. Participants’ subjective knowledge was significantly higher than their objective knowledge after communication. The positive effects of communicating with consumers via hangtags and webpages on consumers’ subjective knowledge were confirmed. Additionally, the ESA information provided via hangtags was more effective than webpages in improving consumers’ objective knowledge.
Originality/value
This study makes up for the deficiency in the literature. It provides in-depth insights on consumers’ knowledge of ESA by investigating consumer knowledge before and after communication based on consumer knowledge structure. The textile and apparel industry can use this study’s findings to improve communication with consumers and aid in sustainable product distribution.
Details