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Article
Publication date: 24 September 2018

Pradeep Kautish and Rajesh Sharma

The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for…

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1505

Abstract

Purpose

The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products in India in light of the value–attitude–behavior framework.

Design/methodology/approach

This study adopts a hypo-deductive research design. A conceptual model was developed to relate the terminal and instrumental values to environmental consciousness and behavioral intentions, which are substantiated with a comprehensive literature review. Covariance-based structural equation modeling was used along with Anderson and Gerbing’s two-step research approach to measure the dimensions of the measurement model, as well as the specifications of the structural model.

Findings

The findings of the research indicate that terminal and instrumental values significantly influence environmental consciousness, and environmental consciousness has a significant influence on behavioral intentions. Instrumental value shows a greater influence on environmental consciousness and behavioral intentions, rather than terminal value. Furthermore, this study discloses that environmental consciousness acts as a partial mediator while establishing a link between instrumental/terminal value and behavioral intentions.

Research limitations/implications

The present research is based on two distinct forms of human values, namely, terminal values and instrumental values. The study found that consumers who favored instrumental values to terminal values revealed a tendency to frame confused and incoherent judgments on environmental issues.

Practical implications

The study will help green marketing practitioners understand the important role of values, that is, both terminal and instrumental values, in promoting environmental consciousness and behavioral intentions for green products. The findings of the study will facilitate decision-making processes in relation to marketing for green product consumers in the Indian context.

Social implications

Values are the guiding forces for human behavior, both socially and individually. Moreover, values have a long-lasting impression on consumers in varied forms. This study will pave the way forward by contributing to the societal understanding of consumer values within the realms of human values for green marketing, green consumerism and sustainable businesses.

Originality/value

The paper is the first attempt of its kind to explore the relationships among two distinct forms of values that are the foundation of human values, namely, terminal and instrumental values, and their effect on environmental consciousness and behavioral intentions for green products in the Indian market. The paper is unique in understanding factors contributing to green marketing beyond consumer values and differs from previous research in specifying the significance of human values.

Details

Journal of Indian Business Research, vol. 13 no. 1
Type: Research Article
ISSN: 1755-4195

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Article
Publication date: 1 February 2002

Michael W. Allen, Sik Hung Ng and Marc Wilson

The present studies provide support for a functional approach to instrumental and terminal values and the value‐attitude‐behaviour system. Study 1 surveyed individuals…

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8854

Abstract

The present studies provide support for a functional approach to instrumental and terminal values and the value‐attitude‐behaviour system. Study 1 surveyed individuals’ human values, the type of meaning to which they prefer to attend in products (i.e. utilitarian or symbolic), and how they choose to evaluate the products (i.e. a piecemeal or affective judgement). The study found that individuals who favoured instrumental to terminal human values showed a predisposition to attend to the utilitarian meanings of products and make piecemeal judgements. In contrast, individuals who favoured terminal over instrumental values preferred symbolic meanings, affective judgements, and human values in general. Study 2 found that individuals who favoured instrumental to terminal values had stronger instrumental attitudes towards cars and sun‐glasses. The results suggest that: psychological functions are not limited to attitudes or human values but span the breadth of the value‐attitude‐behaviour system; that two such psychological functions are instrumental and expressive; and that instrumental and terminal values serve instrumental and expressive functions, respectively.

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European Journal of Marketing, vol. 36 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 29 May 2020

Pradeep Kautish, Arpita Khare and Rajesh Sharma

This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand…

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1859

Abstract

Purpose

This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India.

Design/methodology/approach

The research design followed a two-step approach to test the measurement and structural models for partial least squares structural equation modeling with SmartPLS (v.3.0) as recommended by Anderson and Gerbing (1988).

Findings

The results illustrated that both the instrumental and terminal values influence brand consciousness and, consequently, brand consciousness had an impact on behavioral intentions for fashion apparel consumption. Instrumental values had a greater influence on brand consciousness and behavioral intentions than terminal values. Brand consciousness mediated the relationship between instrumental/terminal values and behavioral intentions.

Research limitations/implications

This study defined two value orientations (i.e. instrumental versus terminal) using cross-sectional data from an emerging market. Future studies may examine the research findings’ generalizability using diverse data sets (longitudinal and cross-sectional) and evaluate the value orientation and customers’ favorable behavioral intentions for luxury fashion consumption.

Practical implications

This study provides insights into luxury marketers and practitioners to understand the contribution of instrumental and terminal values on brand consciousness and behavioral intentions for luxury fashion apparel. The findings would assist in developing marketing strategies for an emerging market, i.e. India.

Social implications

With the rapid proliferation of materialism, the Indian market has witnessed the dawn of a new era of luxury fashion acceptance. The research offers evidence that in emerging markets such as India, consumers exhibit value orientation toward luxury brands while holding a sense of fashion involvement in their consumption behavior.

Originality/value

This study is a pioneering attempt to understand the relationships between the value orientation, namely, instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions toward fashion apparel. Rokeach’s (1973) two-dimensional value dichotomy was adapted to understand luxury apparel consumption in an emerging market context, specifically India.

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Journal of Product & Brand Management, vol. 30 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 30 October 2018

Pradeep Kautish and Rajesh Sharma

The purpose of this paper is to study the underlying relationships among two distinct forms of consumer values, namely, instrumental and terminal values, fashion…

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4337

Abstract

Purpose

The purpose of this paper is to study the underlying relationships among two distinct forms of consumer values, namely, instrumental and terminal values, fashion consciousness and behavioural intentions in the context of online fashion apparel retail sector.

Design/methodology/approach

A conceptual model and subsequent measurement scale were developed, grounded on in-depth review of the extensive literature and validated with customers engaged in online shopping of fashion apparels. The model was empirically examined, and a total of 395 responses were gathered from an online survey administered at a northeastern university in India. The model was validated using structural equation modelling, and a two-step approach suggested by Anderson and Gerbing (1988) was used to evaluate the measurement and structural models for the research.

Findings

The results of the study indicate that instrumental and terminal values significantly affect fashion consciousness, and fashion consciousness has a significant impact on behavioural intentions as well. The research brings out that fashion consciousness acts as a partial mediator between instrumental/terminal values and behavioural intentions. It is noteworthy that compared to terminal values instrumental values display a greater influence on both the variables fashion consciousness and behavioural intentions.

Research limitations/implications

The conclusion of present research will notably assist the fashion retailers, online marketing researchers and experts understand the importance of terminal and instrumental values in increasing fashion consciousness, leading to strategically design campaigns for promoting and instigate consumers’ positive behavioural intentions in the best interest of the online fashion retail sector.

Practical implications

The study results provide suggestions for competitive marketing strategies for online fashion companies operating in the emerging markets like India.

Originality/value

The present study is first of its kind attempt to use Rokeach’s (1973) two-dimensional measure of human values, in order to discover the terminal and instrumental values relationship and their influence on fashion consciousness and behavioural intentions in the online fashion retail industry.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 15 November 2018

Emeline Martin and Sonia Capelli

This study aims to understand the values around which stakeholders of a place brand within a community can align.

Abstract

Purpose

This study aims to understand the values around which stakeholders of a place brand within a community can align.

Design/methodology/approach

A content analysis of websites provided a description of region brands. In-depth interview data from representatives of two communal region brands provide a foundation for investigating the attitudes and behaviors of 20 place brand managers depending on their value orientation.

Findings

Two categories of communal region brands are found, of which one reflects terminal values whereas the other is based on instrumental values. Instrumental values appear more efficient for promoting the place through stakeholders than terminal values.

Research limitations/implications

This exploratory research highlights some particularities of place brand communities and adds instrumental value to the classic terminal value identified within commercial brand communities.

Practical implications

Place brand managers gain insights into the values around which they can align stakeholders of their brand.

Originality/value

Brand community literature focuses mostly on specialty or convenience product-oriented communities. By investigating a place as a different type of “product”, this study demonstrates that place brands draw on communal arguments to function like master brands. Furthermore, terminal values can be replaced by more instrumental values in the context of place branding, because agreement on broad terminal values by individual members of the community is unlikely to be achieved whereas specific instrumental values can serve their individual interests.

Details

Journal of Product & Brand Management, vol. 27 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 16 September 2019

Pradeep Kautish and Rajesh Sharma

The purpose of this paper is to study the relationships between two distinct value orientations, that is, the terminal and instrumental. The effects of these value

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1650

Abstract

Purpose

The purpose of this paper is to study the relationships between two distinct value orientations, that is, the terminal and instrumental. The effects of these value orientations on green attitude and green behavioral intentions for green products among young consumers in an emerging market against the backdrop of a value–attitude–behavior cognitive hierarchical framework has also been focused on in this study.

Design/methodology/approach

The study espouses a hypo-deductive research design and the measures were conceptualized and advanced based on an inclusive review of the research studies conducted in the past. Anderson and Gerbing’s two-step research approach was used for partial least square structural equation modeling to assess the measurement and structural models with SmartPLS (v 3.2.6).

Findings

The findings suggest that the functional value is constantly essential, but not enough by itself, for envisaging green purchase behavior. The results show that both the terminal and instrumental values have a significant impact on green attitude and in turn, green attitude has a significant impact on green behavioral intentions. The instrumental value displays greater impact on both green attitude and green behavioral intentions compared to the terminal value. Additionally, the research also discloses that green attitude acts as a mediator in the relationship between terminal/instrumental value and green behavioral intentions.

Research limitations/implications

This paper describes two broad, yet distinctive, value orientations (i.e. terminal versus instrumental) using cross-sectional data from the state capital of the country. Future research may scrutinize the findings’ (cross-cultural) generalizability using diverse data sets to assess value orientations and customers’ green behavioral intentions among young consumers.

Practical implications

The research findings will enormously help green marketers and practitioners to recognize the roles of terminal and instrumental values in evolving green attitude and green behavioral intentions for green products among the young consumers, thereby helping to develop marketing strategies.

Social implications

The current research provides evidence that in emerging markets such as India, young consumers exhibit value orientation toward environmental deterioration, holding a sense of responsibility in their consumption pattern. This may pave the way forward for sustainable businesses.

Originality/value

This study is objectively a pioneering one that attempts to explore the relationships between the value orientations in terms of instrumental and terminal values and their effects on green attitude and green behavioral intentions toward green products using Rokeach’s (1973) two-dimensional measure of values among young consumers, which is quite novel to the existing body of knowledge. Moreover, this paper has surveyed these relationships in a different research context, which can expand the knowledge about green consumer behavior in emerging markets.

Details

Young Consumers, vol. 20 no. 4
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 1 April 2005

William R. Allen, Paul Bacdayan, Kellyann Berube Kowalski and Mathew H. Roy

Recent misconduct and highly questionable behavior has fostered considerable distrust, cynicism, and antagonism among the populace toward the leadership of virtually all…

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4082

Abstract

Purpose

Recent misconduct and highly questionable behavior has fostered considerable distrust, cynicism, and antagonism among the populace toward the leadership of virtually all social institutions. This paper aims to examine the impact of ethics training on business students values.

Design/methodology/approach

Focuses on the central question whether exposure to ethical dilemmas and discussions in the classroom setting will lead to new paradigms of leadership incorporating instrumental values.

Findings

The results support the contention that senior level students were influenced in their perceptions of the importance of instrumental values in comparison to freshmen. As hypothesized no difference was found between men and women in both the importance and reinforcement of the instrumental values examined. The results do not support the contention that increased emphasis on ethics in textbooks and courses has had a significant impact.

Practical implications

Directions for future training are considered in light of the findings.

Originality/value

Points to the conclusion that current models of business education are not helping to reinforce instrumental values.

Details

Education + Training, vol. 47 no. 3
Type: Research Article
ISSN: 0040-0912

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Article
Publication date: 9 May 2020

Pradeep Kautish, Arpita Khare and Rajesh Sharma

The purpose of this study is to examine the relationships between value orientation, i.e. terminal and instrumental values, consumer sustainability consciousness and…

Abstract

Purpose

The purpose of this study is to examine the relationships between value orientation, i.e. terminal and instrumental values, consumer sustainability consciousness and behavioral intentions toward environmental-friendly products and its influence on the sustainable development goals (SDGs) endorsement.

Design/methodology/approach

Structured questionnaires were administered on 410 respondents from northwestern India. The two-step approach proposed by Anderson and Gerbing (1988) was employed to assess the measurement and structural models.

Findings

Terminal and instrumental values influenced consumer sustainability consciousness. Sustainability consciousness influenced behavioral intentions which endorsed consumers' SDG. Instrumental value had a greater impact on consumer sustainability consciousness and behavioral intentions than terminal value. Consumer sustainability consciousness partially mediated the relationship between terminal/instrumental value and behavioral intentions for SDG endorsement.

Research limitations/implications

The findings will help marketers to endorse SDG promotion by linking them with values and develop an understanding of consumers' sustainability consciousness for SDG implementation.

Practical implications

Green marketers, policymakers and SDG promoters should develop messages to communicate and emphasize the importance of purchasing environmental-friendly products. From a functional perspective, it affects instrumentality orientation and societal responsibility toward the implementation of SDG.

Social implications

The current study proposed an action-oriented, integrated, aspirational and universally applicable SDG framework. The findings may pioneer the way forward for sustainability-oriented consumption.

Originality/value

This research is the first of its kind that examined the relationships between value orientations (Rokeach, 1973) and their effect on consumer sustainability consciousness and behavioral intentions in SDG milieu.

Details

Marketing Intelligence & Planning, vol. 38 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 21 September 2021

Ogechi Adeola, Adenike Aderonke Moradeyo, Obinna Muogboh and Isaiah Adisa

This study examines consumer online purchase behaviour in the Nigerian fashion industry.

Abstract

Purpose

This study examines consumer online purchase behaviour in the Nigerian fashion industry.

Design/methodology/approach

A cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on online purchase behaviour in the fashion industry.

Findings

Consumer values are categorised into terminal (happiness, love and satisfaction) and instrumental (time-saving, price-saving discount, service convenience and merchandise assortment) values. The findings show that both values have significant influence on online consumer purchase behaviour, while fashion consciousness moderates the relationship between consumer values and online purchase behaviour.

Practical implications

Online fashion retailers should focus on increasing the terminal and instrumental values of their products and making available goods that meet the needs of different generational cohorts in society.

Originality/value

Studies have examined various factors, for example, consumer values that are determinants of consumer online purchase in the fashion industry; however, there has been limited focus on the nature of fashion and online purchasing in emerging markets, particularly those in Sub-Saharan Africa.

Details

PSU Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2399-1747

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Book part
Publication date: 16 October 2020

Donald L. Ariail, Katherine Taken Smith and L. Murphy Smith

As in other countries, the accounting profession in the United States strives to hire and keep qualified professionals, who possess the technical competence and ethical…

Abstract

As in other countries, the accounting profession in the United States strives to hire and keep qualified professionals, who possess the technical competence and ethical character essential to accounting practice. The reputation of the profession has been periodically tarnished by a lack of ethical behavior on the part of some Certified Public Accountants (CPAs). This suggests a misfit between those in the profession and the ethical values toward which the profession strives. When CPAs commit unethical behavior, doing so creates a major problem for the profession. Research has shown that the congruity of personal values with organizational values, person–organization fit (P–O fit), is an important factor in the hiring, socialization, and retention of employees. This research compares the personal values of US accounting students with the personal values of leaders in the accounting profession. Personal value priorities were measured with the Rokeach Value Survey (RVS). The findings indicated that these samples of accounting leaders (N = 193) and accounting students (N = 516) significantly differed in the priority given to 24 of the 36 personal values. This result suggests a lack of P–O fit between accounting students and the accounting profession. These findings have implications for CPA firms in the United States, specifically with regard to hiring ethically “fitting” staff and fostering an ethical culture in accounting firms.

Details

Research on Professional Responsibility and Ethics in Accounting
Type: Book
ISBN: 978-1-83867-669-8

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