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1 – 2 of 2Suhaib Ahmed Soomro, Yusuf Olatunji Habeeb and Ubedullah Khoso
Sustainable production and consumption may reduce global warming. Disseminating environmental awareness through green advertising appeals can increase consumers’ intention to…
Abstract
Purpose
Sustainable production and consumption may reduce global warming. Disseminating environmental awareness through green advertising appeals can increase consumers’ intention to purchase green skincare products.
Design/methodology/approach
The study explores the boundary condition of susceptibility to normative influence (SNI) (Study 1; N = 156) and the need for uniqueness (NFU) (Study 2; N = 198) in the relationship between green appeals and customers’ intention to buy skincare products. This study employs an experimental method to test the relationships.
Findings
The findings indicate that (1) green (vs non-green) advertising appeals significantly affect the customers’ purchase intention; (2) the boundary condition of lower (vs higher) SNI strengthens the impact of green appeals on purchase intentions and (3) the moderating role of higher (vs lower) NFU strengthens the relationship between green appeals and purchase intention.
Originality/value
This paper sheds light on the sustainable production and consumption of skincare products through green advertising appeals to promote sustainability.
Details
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Suhaib Ahmed Soomro and Yusuf Olatunji Habeeb
This study investigates the impact of perceived ease of use on mobile shoppers’ inclination to make impulsive purchases in the context of mobile commerce. The authors employ a…
Abstract
Purpose
This study investigates the impact of perceived ease of use on mobile shoppers’ inclination to make impulsive purchases in the context of mobile commerce. The authors employ a technology acceptance model to examine how perceived ease of use affects the impulsive tendencies of smartphone users. Additionally, we utilise a motivation orientation framework to understand the moderating effect of utilitarian and hedonic values in the relationship between perceived ease of use and impulsive buying behaviour.
Design/methodology/approach
A self-administered online survey was conducted on 427 users of mobile commerce applications. Structural equation modelling was employed through SPSS AMOS 26 to analyse the collected data.
Findings
According to the findings, perceived ease of use has a substantial negative connection with impulsive buying behaviour. This inverse relationship is interesting as it shows that user-friendliness alone may not be enough to drive spontaneous buying. However, hedonic and utilitarian values moderated the connection between perceived ease of use and impulsive buying behaviour.
Research limitations/implications
The study’s findings will help marketers, policymakers, organisations and academicians comprehend the significance of hedonic and utilitarian values in driving IBB and making rational decisions.
Originality/value
This study contributes to the technology acceptance model and motivation orientations by determining the crucial role of utilitarian-hedonic values in triggering impulsive purchases in the mobile commerce sector of a non-tech savvy developing country.
Details