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1 – 10 of 123Sergio Rivaroli, Vratislav Kozák and Roberta Spadoni
An interesting subset of millennials are university students. This study aims to investigate motivations to drink craft beers in a sample of Czech and International University…
Abstract
Purpose
An interesting subset of millennials are university students. This study aims to investigate motivations to drink craft beers in a sample of Czech and International University students in Prague (Czech Republic).
Design/methodology/approach
Adopting a revised model of the theory of planned behaviour (TPB), a simultaneous equations model was used by performing a three-stage least squares (3SLS) regression. The data were obtained from 305 students of 18 and 35 years of age (152 Czechs and 153 Internationals) at the Czech University of Life Sciences (CULS), who completed a face-to-face interview using a questionnaire.
Findings
The findings confirm the major role played by self-identity (SI) on the intention to drink craft beers, in the whole sample, and the key role played by the perception of being able to drink, for the Czechs participants only. Attitudes and social pressure towards craft beer consumption are of secondary importance, whereas the desire for uniqueness is not a relevant aspect in the participants’ decision of drinking craft beers.
Originality/value
The study deepened the TPB by incorporating consumers’ SI and the desire for unique consumer products as additional constructs to explain the intention of drinking craft beers. Given the long tradition of brewing in the Czech Republic and its significant role in the global marketplace, the understanding of local and foreign millennials’ intention to drink craft beers would contribute to increase knowledge on consumer behaviour, bringing beneficial effects to the brewing sector. Further research developments, within the context of handcrafted food consumption, stem from the discussion of the theoretical implications.
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Allie S. Grotts and Tricia Widner Johnson
This paper aims to examine a consumer segment, Millennial, and its status and conspicuous consumption tendencies. The current research was conducted to determine if handbags can…
Abstract
Purpose
This paper aims to examine a consumer segment, Millennial, and its status and conspicuous consumption tendencies. The current research was conducted to determine if handbags can be used as a symbolic representation of status.
Design/methodology/approach
A total of 598 females participated in this study through an electronically administered questionnaire. Eastman, Goldsmith, and Flynn's Status Consumption Scale was altered with permission and used to test and measure the status consumption of handbags.
Findings
The research findings indicated that handbags are being used in the process of status consumption and suggested characteristics of female Millennial consumers who are likely to use this process.
Research limitations/implications
The findings are limited to 18‐25 year old females in the United States, at a Midwestern university and cannot be generalized to other nationalities or age cohorts. The findings in this study are valuable in adding to the literature on status consumption by examining a product domain not previously studied for its ability to convey status and facilitate a complete self.
Practical implications
The findings are valuable to marketers because defining traits of Millennial consumers, a unique target market, have been discovered and proper marketing tactics may be deployed with the use of these results in the marketplace.
Originality/value
This paper fills a gap in the literature by examining handbags, which have not previously been researched for their status and conspicuous consumption abilities in an appropriate sample of college Millennial aged females.
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The purpose of this paper is to show that digital natives are different from older age groups.
Abstract
Purpose
The purpose of this paper is to show that digital natives are different from older age groups.
Design/methodology/approach
The first survey asks questions about general computer searching behaviors. The second survey asks the students to find two items to see if they can find them.
Findings
Digital natives are different in their search behavior, preferring to use web‐based search engines such as Google, Yahoo and Bing.
Research limitations/implications
There are 120 respondents to the first survey and 27 in the second.
Practical implications
More focus needs to be placed on the digital natives' search habits to find out how best to serve this population.
Social implications
Unless digital natives are taught how to search academic databases, they will be done a great disservice.
Originality/value
The two surveys are unique in data content.
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Sergio Rivaroli, Martin Hingley and Roberta Spadoni
Few published studies have examined which values and motives might encourage the purchase of craft beer (CB) over the Internet by Millennials. This study aims to investigate the…
Abstract
Few published studies have examined which values and motives might encourage the purchase of craft beer (CB) over the Internet by Millennials. This study aims to investigate the motivations behind CB online buying habits among Millennials, and the chosen context is Italy. Adopting a revised model of the Alphabet Theory, a questionnaire-based consumer survey was designed. The data were collected in Italy, between January and April 2020, from a convenience sample composed of 273 interviewees aged 25–39. A structural equations model was estimated using a three-stage least squares regression. The interviewees were segmented into two groups based on their habits of purchasing CB online, using a triadic split procedure. The findings confirm the significant role played in Millennials’ attitudes towards CB online purchasing habits. Specifically, within the whole sample, our concern was with the essential role played by online product availability. The impulsive desire to discover a moment of pleasure is the principal aspect influencing Millennials’ attitudes (among those who are more inclined to purchase CB online). Whereas, for consumers less inclined, sensorial aspects, self-identity and local identity remain relevant. Given the lack of research on Millennials in this purchasing context for CB, this study breaks new ground to better understand this group and the CB consumer culture in this evolving sector. These findings shed new light on making and selling CB, as well as on the interests of beer consuming communities. The findings may help marketing managers develop appropriate marketing strategies based on a better understanding of Millennial-specific needs.
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Jucelia Appio Frizon, Teresa Eugénio and Nelson Natalino Frizon
This study aims to examine the mediating role of students’ knowledge of sustainable development (SD) in the relationship between green campus initiatives by higher education…
Abstract
Purpose
This study aims to examine the mediating role of students’ knowledge of sustainable development (SD) in the relationship between green campus initiatives by higher education institutions (HEIs) and student proactivity.
Design/methodology/approach
The research, with a quantitative approach, was carried out with students linked to HEIs belonging to the Sustainable Campus Network – Portugal (RCS-PT).
Findings
It was concluded that communications of HEI SD initiatives, green campus operations and approach to SD in the classroom have a positive and significant effect on students’ proactivity toward SD. It was also concluded that SD-oriented student knowledge is a mediator in these relationships.
Research limitations/implications
An underlying argument is that students with SD-oriented knowledge engage in proactive behaviors, taking the best HEI initiatives as a precedent among students of the HEIs belonging to the RCS-PT.
Practical implications
HEI initiatives can be drivers for proactive student behaviors regarding SD. Thus, this study brings guidance to university leaders and other stakeholders. The findings can also be useful for those involved in planning SD-oriented actions in HEIs.
Social implications
Strengthen the role of higher education as co-creators of change by promoting the principles of SD in future professionals. Education is a strong instrument for behavioral change, so HEIs play a fundamental role here having a direct impact on society.
Originality/value
This research sought to expand the dialogue about SD in HEIs, especially in achieving sustainable development goals, intertwined with the idea of participation and engagement of students.
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Proposing an integrated model based on multiple theoretical approaches, such as the theory of planned behavior, the model of goal-directed behavior and self-determination theory…
Abstract
Purpose
Proposing an integrated model based on multiple theoretical approaches, such as the theory of planned behavior, the model of goal-directed behavior and self-determination theory, the purpose of this paper is to examine factors influencing college students’ campus recycling intention and actual recycling behavior.
Design/methodology/approach
An online survey method was used to test the proposed model with college students. A total of 434 students participated in the survey.
Findings
This study found that self-determined motivation, attitude toward recycling, perceived behavioral control and negative anticipated emotion had direct effects on campus recycling intention, while recycling intention and self-determined motivation influenced students’ actual campus recycling behavior.
Research limitations/implications
The findings of the study may not be generalizable to the broader population. Respondents’ self-reported assessment of their recycling behaviors may also be a drawback of the study. However, the study provides statistical evidence testing the proposed model of campus recycling.
Practical implications
The study’s findings provide communication planners for university recycling and sustainability departments with communication and message strategies to enhance college students’ recycling behavior.
Originality/value
The study proposes a more comprehensive, tailored model that integrates other compelling theoretical models, to address college students’ sustainability engagement on campus.
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Biasino Farace and Angela Tarabella
The purpose of the research is to evaluate the visibility and effectiveness of responsible drinking campaigns used for the sale of the product “beer” (on labels and commercials…
Abstract
Purpose
The purpose of the research is to evaluate the visibility and effectiveness of responsible drinking campaigns used for the sale of the product “beer” (on labels and commercials) on a sample of university students at the University of Pisa to verify whether a preventive “education” on the issue of the effects of alcohol consumption is suitable to improve the perception of responsible communication.
Design/methodology/approach
A focus group methodology was used. Three interviews were conducted with 21 university students. The interview protocol was divided into three sections and ten guiding questions were prepared to conduct the focus groups.
Findings
The study shows the weak effectiveness of responsible communication promoted by brewers, even though the sample knew aspects related to responsible communication and the adverse health effects of alcohol. Most respondents failed to remember the existence of responsibility messages placed on beverage labels, except as a result of visual stimuli, a sign that preventive education can play a role in message recognition. Commercials seem to have a more significant impact when associated with the dangers of drunk driving. However, promoting consumer awareness campaigns continues to be perceived as contradictory.
Originality/value
This study presents the results of qualitative research that focuses on university students' perceptions of the effectiveness of the most recent responsible communication campaigns conducted by brewers. The research is significant in assessing the effectiveness of communication tools, providing theoretical and industrial implications for improving the understanding of the phenomenon and the effectiveness of responsible messages.
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Zorana Miloradovic, Marijana Blazic, Irena Barukcic, Maria Font i Furnols, Nada Smigic, Igor Tomasevic and Jelena Miocinovic
In the past two decades the popularity of artisan cheese emerged. The present study aimed to investigate similarities and differences in beliefs towards artisan cheeses among…
Abstract
Purpose
In the past two decades the popularity of artisan cheese emerged. The present study aimed to investigate similarities and differences in beliefs towards artisan cheeses among participants from Serbia, Croatia and Spain and to determine consumer profiles. Better understanding of their behaviours and beliefs could serve as the basis for the development of appropriate production and marketing strategies and for further popularisation of artisan cheeses.
Design/methodology/approach
The data on demographic structure, behaviours and beliefs of 947 participants in total were obtained via a questionnaire collected online. In order to identify consumer profiles and to define their specific beliefs, a cross-country cluster analysis has been conducted. Four clusters were identified: “highly educated men”, “highly educated women”, “millennials” and “educated senior women”. Mann–Whitney U test was used to identify statistically significant differences between countries and clusters.
Findings
Respondents from different countries had different preferences for cheese types and different ways of consumption. All participants valued artisan cheeses more than industrial cheeses in terms of healthiness and quality, but they believe that there is still much to be done in terms of proper packaging, labelling, branding, widening of assortment and providing better availability. The results of the present study revealed that participants had no clear opinion regarding trust in artisan cheese safety.
Originality/value
Up to date, no study investigated beliefs of consumers from Serbia and Croatia towards artisan cheese. Original consumer pool has unique characteristics: they are far more oriented towards open markets and purchasing cheese directly from producers; they have different preferences towards cheese types and different consuming habits. Unique consumer characteristics provided original findings considering their beliefs.
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Hoang Tran Phuoc Mai Le, Tianbao Ren and Jungkun Park
This paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial…
Abstract
Purpose
This paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial, functional, individual and social attributes), parent brand loyalty and the willingness to pay for a premium extended brand. Moreover, the moderating effect of self–brand integration on the influences in the model is examined.
Design/methodology/approach
Data were collected in two countries, the USA (n = 535) and China (n = 511), through an online survey. Structural equation modeling and a multi-group analysis were used to analyze the data.
Findings
The results show that perceived quality and premium brand authenticity are two important predictors of perceived value. The relationships among perceived value, parent brand loyalty and willingness to pay for an extended premium brand were significantly supported. In addition, self–brand integration was found to moderate the relationship between perceived value and loyalty to the parent brand.
Practical implications
Wine marketers and managers can use recommendations to establish effective brand extension strategies to help the industry know what essential characteristics of a parent brand to focus on and maintain sustainable development through the customer–extended brand relationship.
Originality/value
Previous researchers have discussed wine consumption behaviors or branding strategies. By limiting combining two theories (flow theory and the theory of planned behavior), this paper proposes a chain of behaviors to optimize customer experience to develop a brand extension strategy based on key characteristics of the parent brand.
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