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1 – 10 of over 142000Ronald E. Goldsmith, Jon Freiden and Kenneth V. Henderson
Social values represent desired end states of being or desirablebehaviors such as self‐respect, warm relations with others, orexcitement. These abstract social cognitions help…
Abstract
Social values represent desired end states of being or desirable behaviors such as self‐respect, warm relations with others, or excitement. These abstract social cognitions help shape product attitudes and through them guide overt behavior. Empirical research has supported this theoretical structure of values‐attitudes‐behavior, but only for a relatively few high involvement products. A sample of 323 adult women shoppers rated the importance of the nine social values from the list of values; reported their attitudes toward snack foods, convenience foods, and cooking; and described purchase frequencies for a variety of foods. The shoppers′ food attitudes were consistently associated with self‐reported food purchases. Moreover, ratings of several values were associated with attitudes toward snack foods and use of convenience foods, suggesting that social values may influence buyer behavior for low as well as high involvement products. The findings have implications for food marketers who want to promote their products more effectively, consumer theorists who want to understand the impact of values on consumer behavior, and public makers who would like to influence food expenditures by consumers.
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Eugine Tafadzwa Maziriri, Brighton Nyagadza, Brian Mabuyana, Tarisai Fritz Rukuni and Miston Mapuranga
This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes…
Abstract
Purpose
This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption.
Design/methodology/approach
The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model.
Findings
The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals.
Originality/value
This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.
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Nick E. Johnston, Tun-Min (Catherine) Jai, Kelly Virginia Phelan and Natalia Velikova
This study aims to explore antecedents of supporting local food branded by a sustainable state-operated agricultural marketing program (SOAMP). Cultural values and…
Abstract
Purpose
This study aims to explore antecedents of supporting local food branded by a sustainable state-operated agricultural marketing program (SOAMP). Cultural values and pro-environmental attitudes were examined as well as their effect on purchase and word-of-mouth intent.
Design/methodology/approach
The values, attitudes and behavior model served as the framework for testing the measurement and structural models and mediation effects. A total of 259 individuals participated in the online survey.
Findings
Structural model was a good fit to the data. The values of collectivism and long-term orientation were the strongest predictors of intent to purchase and spread word of mouth about SOAMP branded products. Green consumption attitudes mediate the relationship from collectivism value to intent to support products branded by a sustainability marketing program.
Originality/value
This study is original in that it challenges the notion that local food consumption is primarily driven by pro-green attitudes. To the best of the authors’ knowledge, it is also the first of its kind to approach local food and pro-green consumption from a cultural perspective by using Hofstede’s cultural values scale to explore how individuals’ values affect their support of products branded by a sustainability marketing program.
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Erol Sozen, Imran Rahman and Martin O’Neill
Centered on upper echelons theory, this study aims to examine the interplay of US craft brewery owners’ green consumption values, environmental attitudes and environmental…
Abstract
Purpose
Centered on upper echelons theory, this study aims to examine the interplay of US craft brewery owners’ green consumption values, environmental attitudes and environmental proactivity of their craft breweries. In addition, the moderating role of business challenges on the effect of environmental attitudes on environmental proactivity is assessed.
Design/methodology/approach
An online questionnaire was distributed to a convenience sample of US craft brewers through the Brewers Association Brew Forum Blog. A total of 237 valid responses were received. Structural equation modeling was used for testing hypothetical relationships among key constructs in the proposed research model: environmental values, environmental involvement, environmental sustainability practices and business challenges.
Findings
The results showed that green consumption values positively and significantly influenced environmental attitudes and environmental proactivity. Findings also confirmed the significant positive influence of environmental attitude on environmental proactivity. Furthermore, business challenges moderated the relationship between owners’ environmental attitudes and environmental proactivity of the breweries such that the higher the extent of business challenges weaker is the relationship between environmental attitudes and environmental proactivity.
Originality/value
It is accepted that upper management’s individual beliefs surrounding environmentalism are a contributing factor to the environmental management policy of their company. However, there is very little empirical evidence to demonstrate the impact that these values have in a tangible sense. To satisfy this deficit in the research, the study aims to analyze the relationship between the brewery owners’ environmental outlook and the sustainability practices of their brewery, regarding the former as a key psychological characteristic, which influences and motivates the direction of the latter.
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Olukemi O. Sawyerr, Judy Strauss and Jun Yan
To investigate how an individual's value structure influences his/her attitudes toward others who are dissimilar and the moderating effects of age, gender, race, and religiosity…
Abstract
Purpose
To investigate how an individual's value structure influences his/her attitudes toward others who are dissimilar and the moderating effects of age, gender, race, and religiosity on this relationship.
Design/methodology/approach
A sample of 165 respondents completed the 56‐item Schwartz Value Survey (SVS), which measures the four value types of openness to change, self‐transcendence, conservation, and self‐enhancement, and the 15‐item Miville‐Guzman Universality‐Diversity Scale Short (M‐GUDS‐S), which measures diversity attitudes. The relationships between the variables were explored using hierarchical regression.
Findings
Respondents who scored higher on the values of openness to change and self‐ transcendence had more positive diversity attitudes than those who scored lower. Respondents who scored higher on self‐enhancement had less positive diversity attitudes than those who scored lower. The prediction that those who score higher on conservation would have less positive diversity attitudes was not supported. Age, gender, and race were found to interact with values to predict diversity attitudes. None of the interaction effects for religiosity was significant.
Originality/value
This paper provides evidence of the predictive strength of an individual's value structure on their attitudes towards diversity. More specifically, this paper shows that the impact that a person's values have on his/her attitudes towards diversity is moderated by his/her age, race, and gender. The results suggest that diversity training needs to be more targeted and designed to take into consideration the values, age, gender, and race of the trainees.
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Yuanfeng Cai and Randall Shannon
The purpose of this paper is to identify underlying personal values that determine the mall shopping behaviour of Chinese consumers and to propose shopping intention as an…
Abstract
Purpose
The purpose of this paper is to identify underlying personal values that determine the mall shopping behaviour of Chinese consumers and to propose shopping intention as an additional mediator that enhances the value‐behaviour link.
Design/methodology/approach
A self‐administered web‐based survey with convenience sampling was used to collect the data. A structural equation modeling technique was used to test the proposed model.
Findings
Chinese mall shoppers' behaviours were found to be explained by value orientations which were both similar and different from their counterparts in the West. While Western mall shoppers are more likely to be directed by social affiliation and self‐actualising values in previous studies, Chinese mall shoppers are more likely to be influenced by self‐transcendence and self‐enhancement (similar to self‐actualising) values in the present study. Additionally, shopping intention was found to improve the predictive power of consumers' attitude toward mall attributes in terms of shopping frequency and money spent in the mall.
Research limitations/implications
The main limitation of this study is related to measurement error, derived from using simplified instruments to measure personal values. In addition, both personal values and attitudes are abstract constructs, which are difficult to measure; therefore this may also contribute to a larger error variance.
Practical implications
The results of this study are especially beneficial for mall developers and retailers for crafting effective positioning strategies and guiding their communication strategies in the China market.
Originality/value
The proposed model makes a theoretical contribution by testing a Western theory in a non‐Western context. In addition, the proposed model helps researchers better understand the value‐behaviour relationship in a more comprehensive framework.
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Yamen Koubaa, Gaelle Ulvoas and Patricia Chew
The purpose of this paper is to examine the dual influence of traditional Chinese and national Singaporean cultural values on the attitude towards skin beauty and the purchase…
Abstract
Purpose
The purpose of this paper is to examine the dual influence of traditional Chinese and national Singaporean cultural values on the attitude towards skin beauty and the purchase intention relating to skin care cosmetics among Chinese Singaporean women. It aims is to investigate how ethnic and national cultures might interact to influence the attitude towards skin beauty and hence the willingness to buy skin care products.
Design/methodology/approach
A survey of 370 Chinese Singaporean women was conducted to test the proposed links. The study adopts an empirical approach using structural equation modelling.
Findings
Both traditional Chinese and national Singaporean cultural values impact the attitude of Chinese Singaporean women towards skin beauty and their willingness to buy skin care cosmetics. The components of the traditional Chinese values (Buddhism, Daoism and Confucianism) and national Singaporean values were found to have differing impact on the attitude towards skin beauty and the purchase intention of skin care cosmetics among Singaporean women. Confucianism was found to have a very strong impact on skin fairness and whitening, national Singaporeans' values were found to have a strong impact on skin anti‐ageing, and Buddhist values were found to have moderate impact on attitude towards skin smoothness and skin fairness and on the willingness to buy skin smoothening and skin whitening cosmetics.
Research limitations/implications
Even though the sample can be considered large, given the number of variables in the model, it would be wise to rely on a larger sample. In addition, the research was about specific cosmetics products, namely those related to skin care. It is judicious to extend the analysis to other categories and types of products. For expatriate ethnic groups, it is recommended that marketers think about the interaction between their traditional values and the values of the host country, as these have dual effects on their attitudes and hence on their buying intention. The interaction between these values is not static across products. It varies in size and combination across types of attitudes and products.
Practical implications
Traditional ethnic and national cultural values have differing impact in terms of significance and size on the attitude towards face beauty. Hence, marketing actions such as positioning and advertising should be customized accordingly, to target at these values in an attempt to influence attitude, and hence purchase behavior. Attitude plays a mediating role between cultural values and purchase intention. Influencing consumers' willingness to buy involves influencing their attitudes.
Originality/value
Few works have surveyed the dual influence of national and ethnic values on a specific ethnic subgroup in Asia. To the authors' knowledge, there no previous research has been conducted for Singapore. This paper demonstrates that it is important for the marketer to take into account Singaporeans' national and ethnic values while marketing to them.
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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’ human…
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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Juha Sakari Soininen, Kaisu Puumalainen, Helena Sjögrén, Pasi Syrjä and Susanne Durst
The purpose of this paper is to examine the antecedents of entrepreneurial orientation (EO) and also apply the values-attitudes-behavior framework in the context of…
Abstract
Purpose
The purpose of this paper is to examine the antecedents of entrepreneurial orientation (EO) and also apply the values-attitudes-behavior framework in the context of entrepreneurial behavior.
Design/methodology/approach
A quantitative approach is used to test the hypothesis. The paper employs empirical survey data and partial least squares path modeling in the analyses.
Findings
The analyses reveal that owner-manager's intrinsic work values are strongest drivers of innovative and proactive behaviors, but also other work values are related to EO. Furthermore, growth-oriented attitude is positively related to innovativeness and proactiveness, while more survival-oriented managers exhibit less risk-taking behavior.
Research limitations/implications
In this exploratory study the authors did not control for sector differences. Yet, as sector characteristics may influence the drivers of EO behavior.
Practical implications
The paper provides implications for policy makers and practitioners. Entrepreneurial activities and start-ups play a crucial role in many countries as they are vital for economic growths and the countries’ well-being. Given this importance any effective public policy intended to promote new firm creation or entrepreneurial growth of existing small businesses will have to recognize the heterogeneity of entrepreneurs and identify the potential or existing entrepreneurs who are likely to be affected by such policies.
Originality/value
The paper is one of the first works linking the entrepreneur's work values and attitudes to EO.
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