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Article
Publication date: 7 April 2022

Ruizhi Yuan, Martin J. Liu and Markus Blut

This study aims to examine the impact of five consumption values (i.e. ecological, functional, symbolic, experiential and epistemic) on consumers’ intentions to adopt green…

2215

Abstract

Purpose

This study aims to examine the impact of five consumption values (i.e. ecological, functional, symbolic, experiential and epistemic) on consumers’ intentions to adopt green products. Using Thaler’s utility theory, the authors investigate the indirect effect of values on purchase intention through acquisition utility and transaction utility. Two moderators (materialism orientation and value consciousness) further influence the strength of the effect of consumption values on transaction utility.

Design/methodology/approach

The authors used a survey design (N = 437 Chinese customers recruited through a Chinese online panel provider) and structural equation modeling (SEM) to test six hypothesized relationships in the proposed model. Moderated SEM was used for moderation analysis.

Findings

Most hypothesized relationships in the model were confirmed, with the exception of the functional value–transaction utility link and the moderating effect of materialism on the experiential value–transaction utility relationship.

Research limitations/implications

Larger-scale research may help to determine whether there are more significant differences in consumer evaluations of different types of green products.

Practical implications

As the concept of green marketing in China evolves, firms should continue to stress the importance and value of green products regarding individuals’ care for the environment, status and self-image. Further, firms should conduct systematic utility analyses and address acquisition and price equity in a strategic process.

Originality/value

To the best of the authors’ knowledge, this study is the first to adapt utility theory to green consumption and proposes a clearly defined and well-substantiated set of utility types by merging economic and green consumption literature.

Details

European Journal of Marketing, vol. 56 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 March 2022

Zi Wang, Ruizhi Yuan, Martin J. Liu and Jun Luo

Despite the growing research into luxury symbolism and its influence on consumer behavior, few studies have investigated the underlying psychological processes that occur in…

3120

Abstract

Purpose

Despite the growing research into luxury symbolism and its influence on consumer behavior, few studies have investigated the underlying psychological processes that occur in different cultural contexts. This study investigates the relationships among luxury symbolism, psychological underpinnings of self-congruity, self-affirmation and customer loyalty, especially regarding how these relationships differ between consumers in China and those in the US.

Design/methodology/approach

Sample data were collected through surveys administered to 653 participants (327 in China and 326 in the US). A multi-group structural equation model was adopted to examine the conceptual model and proposed hypotheses.

Findings

The results show that luxury symbolism positively influences self-consistency, social consistency, social approval and self-esteem, and subsequently impacts self-affirmation and customer loyalty. However, for US consumers, self-esteem and social approval have significantly negative impacts on self-affirmation, while for Chinese consumers, social approval has no significant impact on self-affirmation. The authors also find that interdependent self-construal positively moderates the relationship between luxury symbolism, and social approval and social consistency. Independent self-construal positively moderates the relationship between luxury symbolism and self-consistency, and negatively influences the relationship between luxury symbolism and self-esteem.

Originality/value

Based on the theory of self-congruity and self-affirmation, this study fills a literature gap by revealing the psychological underpinnings regarding luxury symbolism and customer loyalty. It extends extant studies in luxury consumption by introducing self-construal (independent self vs interdependent self) as an important cultural moderator in luxury symbolism. This paper provides insights for luxury practitioners to create efficient marketing strategies by satisfying consumers' psychological needs in different cultures.

Details

International Marketing Review, vol. 39 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 14 March 2016

Ruizhi Yuan, Martin J Liu, Alain Yee-Loong Chong and Kim Hua Tan

Despite the growing interest in reverse exchange, studies on the subject from the perspective of consumer participation and motivation remain sparse. Consumers’ participation in…

2235

Abstract

Purpose

Despite the growing interest in reverse exchange, studies on the subject from the perspective of consumer participation and motivation remain sparse. Consumers’ participation in reverse exchange is a key component of supply-chain reverse logistics. To address the gap in existing studies, this paper aims to empirically identify the intention and causes of consumer electronic product exchange (EPE). The proposed research model incorporates value-belief-norm and neutralization theories, linking consumers’ values to their intentions to participate in EPE.

Design/methodology/approach

Survey data collected from 250 consumers were analyzed using structural equation modeling.

Findings

This discussion shows that people are more likely to present positive attitudes when they are ethically concerned. However, this tendency is not without exceptions and behavior influenced by ethics was not always observed. Upon examination, the findings highlight moderating forces of psychological tension that arise when people behave in ways that are in apparent contradiction to their expressed positive attitudes.

Research limitations/implications

It is important to modify the model by analyzing consumers’ actual EPE behaviors. Future research should also reconsider the results from a longitudinal perspective.

Practical implications

The reverse logistics management practices proposed offer valuable insight into other various activities as well, including an integrated supply chain model and improving customer service.

Social implications

The proposed action of EPE encourages consumers as well as managers to reduce, recycle or effectively dispose of waste.

Originality/value

Current reverse exchange models are insufficient for measuring consumer motivations perspective, which is a key but inadequately researched perspective of determining the effectiveness of reverse logistics management. This research endeavors to fill this gap and augment previous studies in EPE by advancing the discussion on how the concept of reverse logistics management is evaluated and justified in relation to consumption values and psychological motivations.

Details

Supply Chain Management: An International Journal, vol. 21 no. 2
Type: Research Article
ISSN: 1359-8546

Keywords

Article
Publication date: 20 October 2022

S.M. Sohel Rana and Mohammad Solaiman

This study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically examines…

1162

Abstract

Purpose

This study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically examines the moderating effect of consumers’ moral identity on the relationships between the consumption values and GPB of environment-friendly and energy-efficient electronic products market. It also examines the direct relationship between consumption values and GPB.

Design/methodology/approach

In this study, the theory of consumption values is combined with the moral identity of consumers. A structured questionnaire mall-intercept survey was used to collect data from 396 respondents, which was subsequently processed using the smart PLS software for partial least square structural equation modelling analysis.

Findings

Findings reveal that functional value, social value, conditional value and epistemic value are the significant predictors of GPB of the environment-friendly and energy-efficient electronic products market. The moral identity of consumers also appears to positively moderate the relationships between functional, emotional and conditional values and the GPB.

Originality/value

The energy efficiency of electronic products is included in this study as an additional feature of functional value, while government support and business promotional initiatives are incorporated as the new elements of conditional value. Therefore, the inclusion and evaluation of the moral identity of consumers, alongside new elements of functional and conditional values in the theory of consumption values, could be considered a significant theoretical addition. The study uncovered certain customer insights that could help accelerate the adoption of green electronic products, which may result in better energy savings, reduced carbon emissions and environmental safety.

Details

Journal of Islamic Marketing, vol. 14 no. 10
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 8 July 2022

Da Teng, Yun-Wen Feng, Jun-Yu Chen and Cheng Lu

The purpose of this paper is to briefly summarize and review the theories and methods of complex structures’ dynamic reliability. Complex structures are usually assembled from…

Abstract

Purpose

The purpose of this paper is to briefly summarize and review the theories and methods of complex structures’ dynamic reliability. Complex structures are usually assembled from multiple components and subjected to time-varying loads of aerodynamic, structural, thermal and other physical fields; its reliability analysis is of great significance to ensure the safe operation of large-scale equipment such as aviation and machinery.

Design/methodology/approach

In this paper for the single-objective dynamic reliability analysis of complex structures, the calculation can be categorized into Monte Carlo (MC), outcrossing rate, envelope functions and extreme value methods. The series-parallel and expansion methods, multi-extremum surrogate models and decomposed-coordinated surrogate models are summarized for the multiobjective dynamic reliability analysis of complex structures.

Findings

The numerical complex compound function and turbine blisk are used as examples to illustrate the performance of single-objective and multiobjective dynamic reliability analysis methods. Then the future development direction of dynamic reliability analysis of complex structures is prospected.

Originality/value

The paper provides a useful reference for further theoretical research and engineering application.

Details

International Journal of Structural Integrity, vol. 13 no. 5
Type: Research Article
ISSN: 1757-9864

Keywords

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