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Article
Publication date: 10 August 2021

Jinyi Zhou, Wei Chi and Weichun Zhu

This paper aims to propose that the extent to which activating self-identity increases resource-saving behavior varies across these three levels of self-identities. In…

Abstract

Purpose

This paper aims to propose that the extent to which activating self-identity increases resource-saving behavior varies across these three levels of self-identities. In particular, the authors hypothesize that activating relational or collective self-identity increases saving behavior more than activating individual self-identity does. Moreover, activating relational self-identity has a stronger impact on workplace saving behavior than activating collective self-identity does. In addition, the authors suggest that prosocial motive mediates the relationship between the three levels of self-identity and saving behavior.

Design/methodology/approach

Workplace saving behavior such as office supply savings could help save organizational resources and build more environmentally conscious organizations. Drawing from self-identity theory, the authors examine the influences of three types of self-identities (i.e. individual, relational and collective self-identities) on workplace resource-saving behaviors.

Findings

The results obtained from a field experiment conducted in a Chinese company and an online vignette study generally support the proposed hypotheses. The authors also discuss the theoretical and practical implications of the findings.

Originality/value

The authors contribute to the literature on saving behavior in organizations by studying an individual-level predictor from the perspective of self-identity and the research on self-identity and saving behavior by testing the mediating role played by prosocial motive. Based on the findings, the authors also propose some human resource policies to increase workplace saving behavior.

Details

Chinese Management Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-614X

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Article
Publication date: 15 June 2015

Charles Jebarajakirthy and Antonio C. Lobo

This study aims to direct war-affected youth’s self-identity towards microcredit. Youth is an important life stage for individuals’ self-identity formation. Features…

Abstract

Purpose

This study aims to direct war-affected youth’s self-identity towards microcredit. Youth is an important life stage for individuals’ self-identity formation. Features, labels and meanings associated with products can influence youth’s self-identity development.

Design/methodology/approach

A quantitative-survey method was used for data collection. The sample comprised 1,160 youth microcredit users aged between 18 and 24 years selected from the Northern Province of Sri Lanka. Analysis was conducted mainly in three steps, testing measurement model, hypotheses testing and testing for moderation effects.

Findings

The findings revealed that positive affect directed the youth’s self-identity towards microcredit, whereas perceived deterrents played a negative role. Knowledge of microcredit enhanced these attitudes. Also, entrepreneurial desire enhanced the association between positive affect and self-identity, and weakened the negative association between perceived deterrents and self-identity.

Research limitations/implications

The data were cross-sectional and this study was conducted in one country. So, the model needs replication amongst youth in other war-affected countries and with longitudinal data. Additionally, this study is open for expansion by incorporating other constructs that can draw vulnerable youth’s self-identity around products.

Practical implications

This research suggests how war-affected youth’s self-identity can be drawn around microcredit.

Originality/value

This study proposes a unique conceptual model to draw vulnerable youth’s self-identity closer to products beneficial for their well-being, in this case, microcredit.

Details

Young Consumers, vol. 16 no. 2
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 28 May 2020

Takawira Munyaradzi Ndofirepi

This study aims to examine how spatial contexts, institutions and entrepreneurial self-identity affected the formation of entrepreneurial intentions of a sample of…

Abstract

Purpose

This study aims to examine how spatial contexts, institutions and entrepreneurial self-identity affected the formation of entrepreneurial intentions of a sample of students in Zimbabwe.

Design/methodology/approach

Data were obtained from 284 students enrolled in two vocational education institutions located in Midlands Province of Zimbabwe. To select the respondents, convenience sampling was used. The sample size was determined by the total number of students agreeing to participate in the research. Hypotheses were tested using structural equation modelling (maximum likelihood estimation method).

Findings

Social approval, supportive cultural environment and entrepreneurial self-identity had positive statistically significant direct effects on entrepreneurial intentions. Also, entrepreneurial self-identity partially mediated the effects of social approval and supportive cultural environment on entrepreneurial intentions. The total effect of supportive higher education institutions on entrepreneurial intentions was statistically significant, despite the direct and indirect effects being non-significant.

Practical implications

The findings suggest a need to cultivate supportive social contexts and higher education institutions for nurturing entrepreneurial self-identity and entrepreneurial intentions, factors that are integral to the development of future entrepreneurs.

Originality/value

The study examined the validity of a novel conceptual model based on the contribution of entrepreneurial self-identity, spatial context and institutional variables in shaping entrepreneurial intentions of selected college students in the global south.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 13 no. 2
Type: Research Article
ISSN: 2053-4604

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Article
Publication date: 4 April 2016

Charles Jebarajakirthy and Paramaporn Thaichon

The leading multinational companies tend to expand their marketing activities to bottom of pyramid (BOP) market. The BOP market comprises many segments, however, little is…

Abstract

Purpose

The leading multinational companies tend to expand their marketing activities to bottom of pyramid (BOP) market. The BOP market comprises many segments, however, little is known about the purchase behaviour of BOP market or segments therein. Microcredit provides credit access to customers in BOP market. The purpose of this paper is to investigate youth’s intentions of obtaining microcredit in the post-war era, which could be a segment of BOP market.

Design/methodology/approach

The sample comprised 1,250 youth aged 18-27 selected from the Northern Province of Sri Lanka. Surveys were administered for data collection. After testing measurement model, two structural models – full model and non-mediated model (direct effects model) were run to test hypotheses.

Findings

Positive affect, subjective norms, entrepreneurial desire and self-identity enhanced intentions of obtaining microcredit, whereas perceived deterrents reduced those intentions. Additionally, self-identity mediated the association between positive affect, entrepreneurial desire, perceived behavioural control and knowledge of microcredit, and intentions of obtaining microcredit.

Research limitations/implications

This study was conducted amongst youth in one country. Also, the data were cross-sectional. Hence, the model needs testing with youth and adults in other post-war contexts and with longitudinal data.

Practical implications

The findings of this study inform how effectively microcredit can be marketed to youth in post-war contexts and to the other segments of BOP market.

Originality/value

A unique purchase behavioural model is suggested with the mediating role of self-identity, to enhance intentions of obtaining microcredit in BOP markets, such as youth in post-war contexts. This study contributes to literature relating to purchase behaviour and self-identity, with particular reference to BOP market.

Details

International Journal of Bank Marketing, vol. 34 no. 2
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 2 September 2019

Tao Wang, Yalan Li, Minghui Kang and Haichao Zheng

The purpose of this paper is to apply the self-determination theory (SDT) to propose a research model that incorporates the SDT framework and contextual variables as…

Abstract

Purpose

The purpose of this paper is to apply the self-determination theory (SDT) to propose a research model that incorporates the SDT framework and contextual variables as determinants and self-identity and social identity as mediating constructs to predict individuals’ intentions toward donation crowdfunding in China.

Design/methodology/approach

Structural equation modeling is used to analyze the data collected from China.

Findings

The results indicate that the self-identity and social identity collectively or separately mediate the effect exerted by the sense of self-worth, face concern, moral obligation, perceived donor effectiveness, social interaction and referent network size on donation intentions. However, there is no evidence supporting the hypothesis connecting moral obligation with self-identity.

Practical implications

The study provides suggestions for service providers on how to improve and perfect the functions, and it also provides insights for donation crowdfunding fundraisers on how to increase the success rate.

Originality/value

The conclusions of this study provide academics with a more thorough understanding of the driving forces of individual behavior intention toward donation crowdfunding in China. This study further expands the SDT and identity theory in the context of donation crowdfunding, which improves their robustness in explaining behavioral intention. These theories may be an important part of future information system research.

Details

Industrial Management & Data Systems, vol. 119 no. 7
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 24 April 2020

Ruzanna Shahrin, Farzana Quoquab, Jihad Mohammad and Rossilah Jamil

This study aims to examine the direct effect of compensatory health beliefs (CHBs), environmental self-identity and perceived environmental responsibility (PER) towards…

Abstract

Purpose

This study aims to examine the direct effect of compensatory health beliefs (CHBs), environmental self-identity and perceived environmental responsibility (PER) towards consumers' pro-environmental behaviour (PEB). Moreover, this study also investigates the mediating role of PER.

Design/methodology/approach

Data were collected from nutricosmetics consumers in Malaysia. A questionnaire survey was carried out in three major shopping complexes in Klang Valley areas, which generated 448 completed usable responses. The partial least square technique (SmartPLS, version 3) was used to analyse the data and to test the study hypotheses.

Findings

The results revealed that CHBs, environmental self-identity and environmental perceived responsibility positively affect consumers’ PEB in nutricosmetics consumption. Additionally, data supported the mediating role of PER in the relationship between CHB, environmental self-identity and PEB.

Practical implications

It is expected that the study findings will provide significant insights to help marketers and policymakers about consumers’ nutricosmetic products consumption. It will help the marketers to plan for effective marketing strategies to produce environmentally friendly products and to serve the green consumer segment effectively. Moreover, companies attempting to launch new nutricosmetics brands may find the results helpful in understanding PEB.

Originality/value

This study is among the pioneers to examine consumers’ PEB of nutricosmetics products. Moreover, there is a dearth of studies that have investigated the PEB of consumers in regard to the CHBs, environmental self-identity and PER towards nutricosmetics consumption. Additionally, this study examines the mediating role of PER between “CHBs and PEB” and “environmental self-identity and PEB”, which are yet to examine in the past literature in the field.

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Article
Publication date: 5 May 2015

Arpita Khare

The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on…

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7074

Abstract

Purpose

The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour.

Design/methodology/approach

Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India.

Findings

The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour.

Research limitations/implications

Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined.

Practical implications

The findings can help firms in understanding Indian consumers’ predisposition and attitudes towards green products. Green products should be related to individual’s identity and ecological beliefs. Firms can modify their marketing communication strategies by linking green products them with social and personal factors.

Originality/value

Influence of factors like past environmental attitudes, social and personal norms on green buying have not been examined in Indian context. The study adds to existing literature by applying self-construal theory in explaining green buying behaviour.

Details

Marketing Intelligence & Planning, vol. 33 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 14 July 2017

Arpita Khare and Shivendra Pandey

The purpose of this paper is to examine the role of green self-identity, green peer influence, service and product quality of organic food retailers on Indian consumers…

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2149

Abstract

Purpose

The purpose of this paper is to examine the role of green self-identity, green peer influence, service and product quality of organic food retailers on Indian consumers’ perceived trust and transaction risk.

Design/methodology/approach

The sample consisted of consumers purchasing organic food products from organic food retailers. A mix of judgemental and convenience sampling was used.

Findings

Green peer influence, perceived organic food quality and service quality had a positive influence on perceived trust towards organic food retailer. Green self-identity had a negative influence on perceived transaction risk, and green peer influence had a positive effect on perceived transaction risk.

Practical implications

The findings can be used by organic food retailers to increase trust by improving organic food brands and service quality at the stores. The organic food market is in nascent stage and consumers’ trust towards organic food retailers is crucial in improving intention to purchase organic food. Peer influence should be used in cultivating trust towards products sold by organic food retailers.

Originality/value

The study adds to existing research by analysing the role of green self-identity, peer influence, organic food and service quality on perceived trust and transaction risk. The results can be used by retailers for marketing organic food brands.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 9
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 12 August 2014

Jin Young Im and Murat Hancer

This study aimed to investigate the direct and indirect relationship of utilitarian motivation, hedonic motivation and self-identity to travelers’ attitude toward travel…

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2718

Abstract

Purpose

This study aimed to investigate the direct and indirect relationship of utilitarian motivation, hedonic motivation and self-identity to travelers’ attitude toward travel mobile application usage using the technology acceptance model (TAM). In addition, this study identified the differences in these relationships according to users’ level of experience in general mobile application usage.

Design/methodology/approach

This study used a causal research design. Online survey was conducted with a self-administered questionnaire.

Findings

Utilitarian motivation is the most important factor in shaping the attitude in using travel mobile applications. However, hedonic motivation plays a role as an important catalyst for utilitarian motivation. Self-identity has a positive direct effect on attitude and an indirect effect through perceived enjoyment. There were differences in these relationships by the years of using similar technologies, general mobile application.

Practical implications

This study provided meaningful implications for practitioners who utilize mobile applications as their communication channel with customers in the hospitality and tourism industry. For example, using graphic and simple icons helps users make free of efforts from reading and writing in text.

Originality/value

This paper presented an important and needed research for the area of hospitality information technology. This study enhances the understanding of travel mobile application usage behavior by investigating interrelationship of utilitarian/hedonic motivation and self-identity on attitude toward using travel mobile application.

Details

Journal of Hospitality and Tourism Technology, vol. 5 no. 2
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 8 March 2021

Alshaimaa Bahgat Alanadoly and Suha Fouad Salem

This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers…

Abstract

Purpose

This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers. The effects of product design, product quality, social and self-identity have been studied in relation to product, and brand satisfaction is believed to have led to acceptance of premium pricing. Various factors have been studied and analysed to provide a better understanding of Hijab fashion consumer behaviour.

Design/methodology/approach

Data were collected by using online structured surveys distributed within the area of Shah Alam City in Malaysia. Convenience sampling was used in defining the 223 target respondents, and the collected data was analysed using Smart-PLS Software.

Findings

The results highlighted that product design has the largest influence on the willingness of hijabistas in paying premium prices, followed by products that reflect their social-identity while communicating their religious obligations and commitments. Communicating one’s self-identity was also found not to have a significant impact which relates to the importance of the religious and social commitments on hijabista purchasing choices rather than their own self-conceptual image.

Practical implications

This paper provides insights on the factors that affect hijabista satisfaction towards Hijab fashion products and brands. Conclusions provided are very relevant to the practices of the fashion industry, and in particular, for designers to understand the needs of this large and significant segment of the fashion market.

Originality/value

Hijab fashion is a growing segment in the fashion industry, and it has been gaining recent global attention. Designers need to be more aware of the requirements of this segment of the fashion market. This research focusses on Hijab consumer satisfaction and how this reflects their willingness to pay premium prices for chosen products and brands. Factors such as product design and quality, along with social and self-identity, were studied in connection with hijabista willingness to accept premium pricing. Such connections and terms have not been covered in previous literature.

Details

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

Keywords

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