The role of sustainability in profiling voluntary simplifiers

Studies focusing on voluntary simplifiers are gaining in popularity, but doubt remains about the relevance to business of this segment and to what extent this lifestyle is attributable to sustainability-rooted choices. Instead of the commonly used self-reported scales, a novel measurement approach is applied using objective data to identify voluntary simplifiers. Based on equivalent household incomes and level of product possession this research provides, using a large-scale, representative sample, empirical evidence that voluntary simplifiers comprise almost one-sixth of the German population. Results indicate that voluntary simplifiers buy more green products, exhibit a greater environmental and economic sustainability consciousness and share more universalistic values compared to four other uncovered segments, namely well-off consumers, over-consumption consumers, less well-off consumers and poor consumers. From a business perspective, moderate voluntary simplifiers do not exit the market. Instead, they constitute an attractive target group for ecological products and alternative consumption options such as sharing.     

The impact of the implicit theories of social optimism and social pessimism on macro attitudes towards consumption

People have substantially differing attitudes towards consumption. Anti-consumers are negative towards consumption. In contrast, pro-consumers view consumption in a positive light. We posit that people's attitudes toward consumption at the societal (macro) level are impacted by the implicit theories they hold about whether society can solve the problems it faces. We identify two different implicit theories consumers hold regarding how solvable larger societal problems are. Social optimists believe that we will solve the problems that are emerging as we evolve at the societal level. In contrast, social pessimists believe that societal evolution is creating problems too large to be solved. We developed a macro attitudes model where social optimism and pessimism were posited to impact people's macro attitudes towards consumption. We present the results of a study that found that social optimists have more positive attitudes towards consumption and social pessimists have more negative attitudes towards consumption. We also found that this model provided a superior fit in comparison to three other plausible models relating implicit theories and attitudes towards consumption. These findings have implications for anti-consumption research, consumer research on implicit theories, and social marketing designed to address problems associated with overconsumption.     

I (do not) consume; therefore,I am: Investigating materialism and voluntary simplicity through a moderated mediation model

With the burgeoning of consumer culture and materialism on a global scale, a counter-culture movement, namely, voluntary simplicity, is slowly gaining currency. Extant research reveals a degree of disparateness in the relationship between materialism and voluntary simplicity. Drawing on the value-basis theory and anti-consumption research, the current study attempts at an unorthodox study of the fledgling culture of anti-consumption in urban India. The paper empirically examines the relationship between materialism and voluntary simplicity in India. This research, through an experimental study followed by a sample survey, conducted among urban Indian consumers, examines how satisfaction with life, self-efficacy, and individualism interact with materialistic values to eventually influence voluntary simplicity attitudes. In Study 1 (N = 74 working professionals), we experimentally triggered materialistic aspirations and evaluated their effects on voluntary simplicity in comparison to a control condition. In Study 2 (N = 315), individuals self-rated their materialistic values, satisfaction with life, self-efficacy, cultural orientation, and voluntary simplicity attitude. Our study, contrary to the suggestions in the existing literature, demonstrates that materialists espouse voluntary simplicity attitudes when environmental degradation around them directly impacts their health, wealth, and well-being. In addition to the positive direct effect, satisfaction with life and self-efficacy serially mediate the relationship between materialism and voluntary simplicity, providing a welcome divergence from dark-sided conceptualizations of materialism. Our results help global marketers, and public policymakers better understand the interaction between materialistic values and sustainable consumption attitudes, in the developing country perspective.     

Objective and multidimensional acculturation measures: implications for retailing to Hispanic consumers

Recent growth of ethnically diverse US and international populations makes these groups especially attractive to retailers. Although acculturation research suggests that Hispanics differ from other ethnic groups, little research has been conducted on such potential differences within the Hispanic community. This study examined acculturation measures as predictors of differences among Hispanic consumers with respect to shopping orientations, attitudes toward retailer attributes, and information source preferences. Compared to objective measures, multidimensional measures more effectively predicted culturally-related phenomenon; whereas, neither measure discerned disparities in global attitudes. Implications for retailers’ use of tailored versus mass market strategies related to Hispanic consumers are discussed.     

Understanding voluntary simplifiers

Most of the literature on the voluntary simplicity (VS) lifestyle has come from the popular press and environmental activists, who tend to take a rather philosophical and moralistic stance. Although several academics have discussed the concept, it has had little mention in the marketing literature. Recently, a detailed commentary has considered the VS lifestyle from a social‐science perspective. Although this lifestyle type has been gaining attention, the literature reveals there is no clear understanding of this way of life. Different authors have different opinions about what should be at the essence of what constitutes VS lifestyle behavior. Our research seeks to address this problem by gaining a fuller understanding of voluntary simplifiers in relation to nonvoluntary simplifiers. Thus, this article reports on a study of 53 one‐hour interviews that contrasts and compares these two groups. From the findings, it was revealed that there are indeed certain differences across groups that could be of particular interest to marketers and academics. © 2002 John Wiley & Sons, Inc.     

Anti-branding on the internet

Anti-brand web sites are online spaces that focus negative attention on a specific targeted brand. Although anti-consumption movements on the internet have been gaining in numbers and in strength, research has not fully uncovered the nature of such sites and their impact on brand value and consumer anti-consumption. We present a conceptual framework describing online anti-branding and investigate causal relationships in two empirical studies. Study 1 investigates the brand value's impact on likelihood of the presence of anti-brand sites. Strong brands are more likely to have anti-brand sites. Study 2 is a content analysis of a representative sample of anti-brand sites that assesses the nature of the language used by such sites. Anti-brand sites use three types of language — market, ideological and transactional speech. The study finds that market speech is most prevalent and relates to brand value.     

Shopping for Human Rights. An Introduction to the Special Issue

Globalization, free trade, and individualization have opened up a worldwide marketplace for trading goods. The fair trade movement and other political consumerist endeavours view consumers as important active holders of responsibility for global welfare. Civil society and governments strive to teach consumers how political consumerism can be used as a push factor to change market capitalism. The market itself can also create an interest in political consumerism and, thereby, teach consumers about the political responsibility embedded in their shopping choices. When this happens, the market works as a pull factor for securing human rights. Questions can be raised about the significance of political consumers as a way to solve complex global problems. Political consumerism may be a fair-weather option that loses its attractiveness in times of downward private and corporate economic spirals. Parts of the fair trade movement believe that there are problems with sole reliance on voluntary consumer choice and using personal money and private capital to solve human rights problems by shopping them away. The exponential growth of voluntary codes of corporate conduct and labelling schemes has also created contradictory practices, incoherence in efforts, and superficial changes or what activists call “sweatwash.” Increasingly, many actors call on international law to create new standards that apply direct human rights obligations on corporations.     

Ethnocentric tendencies of Indian consumers: impact on preference for domestic versus foreign products

India is witnessing a plethora of foreign and domestic products competing against each other in its retail market. In order to understand how ethnocentrism among Indian consumers leads to attitudes toward foreign/domestic products, this study aims to understand the antecedents (socio-psychological and demographic) of consumer ethnocentric tendencies (CET) among Indian consumers, the impact of ethnocentrism on attitude toward domestic versus foreign product and service, and the impact of a moderator (perceived economic threat) on the relationship between ethnocentrism and attitudes. Using a sample of 800 Indian consumers, the relationships among variables were analyzed by means of structural equation modeling (SEM) using one product (soap) and one service (mobile phone service) category. The findings suggest that Indian consumers who are ethnocentric prefer domestic product/service to foreign product/service. Ethnocentrism of Indian consumers is influenced by education, income, cultural openness, and collectivism. The relationship between ethnocentrism and attitudes was moderated by perceived economic threat. Implications are provided for both Indian and foreign marketers to successfully promote their products to Indian consumers.     

The Role of Country of Origin in Celebrity Endorsements: Integrating Effects of Brand Familiarity

ABSTRACT

With the advent of globalization and open economies in the developing nations, the consumers in the same are experiencing entry of more and more foreign products. The traditional practice of having country of origin (COO) cues to influence consumer attitudes is being juxtaposed with COO cues of celebrity endorsers to influence consumers. In that context, the present study investigates whether (a) a global celebrity would be more applicable for a brand regardless of its COO (local or global); (b) a global celebrity would have a more favorable impact on the consumer attitudes for a third country (TC) brand; and (c) brand familiarity would moderate the effects of celebrity endorsements on consumer attitudes. Based on a detailed literature review, four hypotheses were developed and tested through two experimental designs using nonstudent participants. The independent variables used in study were celebrity endorser COO and brand COO. Major findings indicate a celebrity–brand COO match to create favorable impact on consumer attitudes. Findings also supported the effectiveness of a global celebrity for a brand that does not share the same COO. Brand familiarity was found to moderate the effect of the endorser on consumer attitudes. The study has implications for academia and practitioners.     

Politically motivated brand rejection

This paper introduces the concept of politically motivated brand rejection (PMBR) as an emergent form of anti-consumption behavior. PMBR is the refusal to purchase and/or use a brand on a permanent basis because of its perceived association to a particular political ideology that the consumer opposes. Specifically, the paper discusses three distinct sets of political ideologies that can lead to rejection of certain brands by some consumers. These ideologies include predatory globalization, chauvinistic nationalism, and religious fundamentalism. The target of PMBR can be both local and global brands and consumers who engage in PMBR do not expect any change in marketing practice.     

Voluntary simplicity: an exploration of market interactions

Voluntary simplicity is often considered to be a sustainable lifestyle phenomenon buttressed by environment‐friendly consumption practices. Voluntary simplicity is shaped by the individual as well as the society, and marketplace interactions often impact voluntarily simplified approaches to consumption. Pertinent, therefore, is a consideration of how voluntary simplifiers negotiate the tensions between marketplace interactions and decisions (not) to consume, as the exploration of interactions between consumption and non‐consumption choices has relevant implications for the advancement of sustainable consumption. Specifically, we seek to answer the following question: how have voluntary simplifiers in a rural context negotiated the relationship between voluntary simplicity and market‐based (non‐) consumption? This paper reports on a study of 28 rural voluntary simplifiers to explore the intersections between voluntary simplicity and rural markets. Findings highlight the convoluted nature and the multiple manifestations of voluntary simplicity, while the rural context allows an exploration of such tensions in relation to individual voluntary simplicity, local economy, supermarkets, fair trade and consumer culture.     

Functional Foods and the Young

Factors such as raised consciousness about human health, development of the food industry, and medicine and branches of natural science studying the relation between nutrition and health have led to the popularization of foods with proven health effects. Such foods are called functional foods. Although there is growing interest in functional foods, there are several groups of consumers that are, more than others, interested in functional foods. To examine buying behavior and attitudes toward functional food of young consumers (18–30 years old) and to determine the most interested consumers, we conducted a survey using a self-administered questionnaire on a sample of 570 Croatian students. The majority of the respondents purchase functional foods, usually in supermarkets. Apart from taste, the most important functional food attribute is price/quality ratio. Respondents are buying functional foods because they believe that those foods are healthier and safer than other products. Examined market segments were based on respondents’ attitudes toward functional foods. The results of this research could be used in planning further development of the functional foods market for young consumers.     

Reaching the U.S. Hispanic Wine Market: Highlighting the Opportunities

With over 50 million Hispanics living in the United States commanding 1.2 trillion dollars in purchasing power, Hispanic wine consumers may comprise a lucrative market for the saturated wine industry. Yet the wine industry has largely ignored consumers who do not fit the profile of its traditional demographic base. This study aims to fill a gap in the existing body of knowledge on Hispanic consumers of wine. Building on acculturation theory, the current study investigates predominant attitudes, opinions, and interests of the Hispanic consumer relating to wine consumption. The results of three focus groups indicate that the core cultural values of family, food, and social interaction are critical factors in developing an interest in wine among Hispanic wine consumers. Levels of acculturation also play a significant role in wine consumption among Hispanic consumers. Special attention should be addressed to younger, more acculturated consumers, as they are not only the primary consumers of wine but also advocates for wine for their parents and other groups of consumers.     

The stakeholder product brand and decision making in retail financial services

Stakeholder products were introduced by the UK Government to help assist decision making in retail financial services. Such products are targeted particularly at low- to middle-income consumers and those in a position of vulnerability/weakness in personal finance markets due to low expertise and familiarity and a lack of interest and involvement. The current study offers a detailed investigation into whether the stakeholder policy initiative is likely to appeal to the specified target market and, hence, help the Government fulfil its objectives. A sample of 1002 consumers is employed in a quantitative study. Findings show that the stakeholder product brand (SPB) enjoys a relatively high level of general acceptance, but that it does not resonate particularly with the target market. The SPB is likely to be recognized as useful in aiding decision making by high-involvement consumers, as well as those consumers who are more familiar with financial services. Those who suffer from the illusion of expertise have marginally less positive attitudes towards the stakeholder brand when compared with other expertise groups. The data are indicative of few meaningful relationships between demographic variables and attitudes towards stakeholder products. Policy implications are highlighted.     

The rejection of brand hegemony

Purveyors of strong brands can, through a number of the means intended to bolster their brand image, alienate and frustrate their consumers to the point of creating a broad-based reaction — the rejection of brand hegemony. The literature describes a number of motivations for anti-consumption behavior. This paper explores the rejection of brand hegemony as a motivation for, and an expression of, anti-consumption, through a phenomenological study of the open source software (OSS) community. The study explores whether, and to what extent, the OSS community actively rejects software's dominant brand, Microsoft, and what motivations may be at work in the creation and expression of that rejection. Findings elucidate the necessary conditions for the rejection of brand hegemony to occur, revealing valuable lessons for vendors. These conditions comprise environment, positive motivation and negative motivation factors. The first two conditions are relatively constant, regardless of vendor's actions, while the last is largely of the vendor's creation. The managerial and theory-building implications of the study indicate that purveyors of strong brands may inadvertently create their own anti-consumption nemesis.     

Fish Consumers: Environmental Attitudes and Purchasing Behavior

The objective of this study was to expand on the limited awareness of the U.S. fish consumer. Measures were tested through a Web-based national survey. The final survey consisted of 40 questions, including environmental awareness, food neophobia, fish consumption, reasons for consuming fish, and demographic variables. Correlations and t tests were used to analyze relationships between eating fish in restaurants and other variables. Hierarchical cluster analysis was used to segment respondents into two groups based on their environmental awareness and neophylic/neophobic attitudes. EcoFish consumers were more likely to be male, eat fish for health and the environment, and eat fish at restaurants significantly more than the Indifferent Fish consumers. Restaurants can use these results to market to eco-friendly, health-conscious fish consumers.     

Green Demarketing in Advertisements: Comparing “Buy Green” and “Buy Less” Appeals in Product and Institutional Advertising Contexts

This research compares consumer response to traditional green advertising appeals to that of less conventional, “green demarketing” (GD) appeals—messages by for-profit companies encouraging reduced category consumption for the sake of the environment. Rather than encouraging greener consumption, modern environmentalism calls for decreased consumption overall, a trend reflected in recent advertising campaigns (e.g., Patagonia's “Don't Buy This Jacket”). Despite its potential impact and unconventionality, research on GD in general is sparse, and no empirical research has examined consumer response to GD appeals relative to traditional green appeals. In three experiments, we find that, in the context of product advertising, consumers' attitudes for green ads are more favorable than those for GD ads, mediated by greater inferences of genuine environmental concern. However, we find the reverse pattern in the context of institutional ads. Further, an “anti-consumption amplifier” message embedded in the ad—espousing the potential harm of overconsumption—further boosts favorable consumer attitudes for the GD institutional ad relative to its traditional green counterpart. Importantly, we assess all effects while controlling for consumers' individual levels of green consumerism, such that implications may be applied more generally rather than to a specific segment of green consumers.     

Colombian consumers’ outshopping of apparel in the U.S.

Outshopping is defined as purchasing goods outside of consumers’ trading areas. Despite threatening local economies, outshopping generates opportunities for the new trading areas in which it occurs. Studies on outshopping have reported contradictory results and academics suggest further research, especially in relation to consumers’ micro-level characteristics. Moreover, few studies have focused on the U.S. as the trading area and apparel as the traded product. Based on the theory of reasoned action, this quantitative study explores how attitudes toward international outshopping and subjective norm influence purchase intention of apparel goods among international outshoppers in the U.S. by focusing on four characteristics of international outshoppers – self-control in terms of spending, the desire for unique products, age, and gender – as antecedents of attitudes toward outshopping. Colombian consumers (South America) were chosen as respondents because market reports indicate that the U.S. is their top favorite international tourist destination. Findings suggest that more positive attitudes toward outshopping apparel in the U.S. were found among female consumers with higher self-control over their expenditures. Respondents were also influenced by the opinion of others; while age and desire for unique products were found non-significant. By understanding international outshoppers, marketers can develop unique market strategies for attracting global consumers.     

Brakes to organic market enlargement in Spain: consumers’ and retailers’ attitudes and willingness to pay

In Spain, consumption of organic products has not kept pace with production. Up till now, foreign markets have been a natural destination for excess supply. However, world trade liberalization might cause important commercial problems to Spanish producers that could be partially solved by enlarging the domestic market. The goal of this paper is to assess the opportunity for such enlargement focusing on two main aspects: consumers’ and retailers’ attitudes and willingness to pay for organic products. Concerns about health, natural diets or environmental issues could stimulate consumption, while retailing dynamism and competition to gain new market segments might favour distribution. Both aspects are investigated through two surveys addressed to consumers and retailers in two Spanish towns. The results confirm that only a small proportion of consumers and distributors show attitudes that might favour demand expansion. The most sensitized segments are willing to pay more for organic products, but this premium is still very far from the prevailing gap between conventional and organic food products.     

Preference to Local Food vs. Preference to “National” and Regional Food

In the environment of globalisation and progressive liberalisation of the market, many small local producers were excluded from the market as uncompetitive to the producers realising scale economy due to their presence in large global market and being able to meet requirements of large retailers’ chains. As there is growing consumers’ interest to recover their identity, those of the local cultures and traditional values, there is a new chance for those small local producers. The problems of locally produced food recently awakened interest and aroused many discussions of practitioners and scholars as well. The aim of the presented study has been to test the parameters that influenced preferences among food product branded as national, regional, or local product. Presented models identified several consumers’ attitudes and feelings that are the main predictors of the relation between consumers’ preferences for local food and the preferences for national or regional food. Food made by local producers is perceived by consumers as being of higher quality and better complying with their habits and requirements than “regional” or “national” food products.