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Article
Publication date: 1 October 2019

Ayşen Coşkun and Raife Meltem Yetkin Özbük

The purpose of this study is to segment young millennials in an emerging economy based on their environmental attitudes and purchase intentions. The study also attempts to…

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Abstract

Purpose

The purpose of this study is to segment young millennials in an emerging economy based on their environmental attitudes and purchase intentions. The study also attempts to describe the segments and highlight their differences in terms of happiness, frugality, environmental locus of control, and environmental knowledge.

Design/methodology/approach

The study sample consisted of 227 Turkish undergraduate students. A two-step cluster analysis was performed on environmental attitudes and purchase intentions scores. The differences among the clusters were then examined according to happiness, frugality, environmental locus of control, and environmental knowledge variables.

Findings

A two-step cluster analysis identified three clusters, namely, “non-greens”, “reluctant greens” and “true greens”, all of whom differed in terms of environmental attitudes and purchase intentions. Non-greens (n = 16) and true greens (n = 121) yielded the lowest and the highest scores for environmental attitudes and purchase intentions, respectively. Three clusters also differed significantly in terms of frugality. Environmental knowledge levels of non-greens differed from those of reluctant greens and true greens. There is no significant difference regarding happiness and environmental locus of control among clusters.

Practical implications

Local and international companies interested in marketing green products to young millennials in emerging economies may enhance their understanding of non-green and green young millennials in the target markets and differentiate their marketing strategies for each segment.

Originality/value

Given the need for a better understanding of young millennials’ environmental behavior in an emerging economy, the current study contributes to the literature by segmenting young Turkish millennials based on their environmental attitudes and purchase intentions, further describing the consumer segments with different variables such as happiness, frugality, environmental locus of control and environmental knowledge.

Details

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

Keywords

Article
Publication date: 9 May 2023

Aslıhan Kıymalıoğlu and Raife Meltem Yetkin Özbük

The study aims to understand how corporate social responsibility (CSR) and happiness are used together in various research studies to serve the ultimate goal of corporate…

488

Abstract

Purpose

The study aims to understand how corporate social responsibility (CSR) and happiness are used together in various research studies to serve the ultimate goal of corporate sustainability (CS), which in turn contributes to sustainable development.

Design/methodology/approach

A systematic literature review (SLR) was made using Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) method in the two most-reputable databases of Web of Science (WoS) and Scopus, revealing a final list of 54 studies to analyse.

Findings

The review concludes that the literature on CSR and happiness provides three main findings: first, concerning the pillars of sustainability, most of the studies concentrate on people, neglecting the planet and profit, second, employees are subject to the highest number of studies as the target of CSR initiative and third, almost all studies employed the hedonic aspect of happiness in CSR literature.

Research limitations/implications

This particular research finding points to the need for developing a comprehensive framework to assess stakeholder happiness from both hedonic and eudaimonic aspects from a CSR perspective which is then represented under the three pillars of sustainability.

Practical implications

To contribute to the ultimate goal of CS, management would design CSR initiatives for all stakeholders to increase both hedonic and eudaimonic happiness of them.

Originality/value

The literature provides reviews of research in CSR and happiness separately; however, there is not any research revealing how these two concepts are used together in studies and how this association could be read to serve the goal of CS.

Details

Management Decision, vol. 62 no. 2
Type: Research Article
ISSN: 0025-1747

Keywords

Book part
Publication date: 26 November 2020

Raife Meltem Yetkin Özbük, Duygu Aydin Ünal and Büşra Oktay

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this has…

Abstract

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this has affected both firms and consumers considerably, the literature is dominated by the studies dealing with omnichannel retailing from the firms’ perspectives. The studies dealing with omnichannel retailing from the consumers’ perspectives have recently begun to attract the attention of researchers. For this reason, this study conducted a literature review to examine various consumer behaviors mentioned in the studies aimed at explaining consumer behaviors in the omnichannel retailing context. The distribution of these studies according to years and journals, research methods used, theories adopted, and the related five-stage consumer decision-making stages are summarized. Additionally, this review addresses future research avenues.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Content available
Book part
Publication date: 26 November 2020

Abstract

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Book part
Publication date: 26 November 2020

Taşkın Dirsehan and Meltem Çelik Dirsehan

In recent years, with the development of technology, the number of contact points between companies and their customers has multiplied. From the company point of view, companies…

Abstract

In recent years, with the development of technology, the number of contact points between companies and their customers has multiplied. From the company point of view, companies may reach their customers through multiple marketing channels. Moreover, business intelligence necessitates increasing data sources, strengthening the power of analysis tools, and developing knowledge to be used as a competitive advantage. On the other hand, today’s mostly digitized customers expect more than just commoditized products or services. Customer activation creates experiences that make them feel strong as agents perpetrating the structure (brand strategies) by taking an active role instead of being passive. In other terms, customers are in the main decision position to plan the structure. Thus, companies should design unique and memorable customer experiences through different channels in an integrated way, which is called omnichannel. Omnichannel customer experience management is possible by determining and coordinating customer touch points. In other terms, a melody should exist at these interaction points. This book aims to contribute to this advancement by first providing general reviews of the literature, then covering the pillars to design omnichannel customer experiences, and lastly providing technology-enhanced applications from several industries. This book aims also to provide fresh conceptual insights and thinking about the ways to design and develop omnichannel customer experiences.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Article
Publication date: 21 November 2019

Farzana Quoquab and Jihad Mohammad

Abstract

Details

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

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