Consumer ethics,materialism and material satisfaction: A study on Turkish adolescent consumers

The aim of this study is to reveal the differences among consumer ethics, materialistic attitudes and material satisfaction of the adolescents across the socio‐economic level and gender in Turkey. The sample of the study is formed by randomly selected high schools students (n = 350) in Ankara. The results indicated that consumer ethics, materialistic attitudes and material satisfaction varied according to socio‐economic level (p < .01). Among materialistic attitudes and material satisfaction, only a significant difference is found on consumer ethics across the gender. There is no significant difference among gender on materialistic attitudes and material satisfaction. In general, males’ ethical beliefs were found lower than the females.     

Consumer education in the UK: new developments in policy,strategy and implementation

Consumer education is an integral part of the European Community's consumer policy. It plays a key role in consumer empowerment, helping consumers gain the skills, attitudes and knowledge they need to be able to gear the choices they make as consumers to their economic interests and to protect their health and safety. In its policy statement, the Directorate General for Health and Consumer Protection states that the European Community is aware that joint measures at national and Community levels should be more structured, in order to achieve maximum effectiveness. This paper aims to set out the current policy and strategic context for consumer education and empowerment in the UK; review the role of UK government bodies and other agencies concerned with developments; review recent literature; present the results of interviews with an extensive range of key stakeholders and the results of a survey of service heads for trading standards throughout the UK. It will consider implementation, partnership, resources, ideas and opportunities. The research found that the agenda for consumer education in the UK is at an interesting stage of development. The Enterprise Act 2002 gives the Office of Fair Trading (OFT) a statutory power to carry out educational activities. Consumer education is also moving up the agenda in the trading standards service. In addition, the teaching of citizenship in English schools is already stimulating new developments in consumer education. The paper will consider the need for organizations like these to work together to build on these policy developments and ensure that consumer education gains the profile it needs to influence consumer attitudes and behaviour.     

Preventing shoplifting: Exploring online comments to propose a model

In recent years, the marketing literature has expended considerable effort to understand and theorize consumer misbehavior. However, scant research theoretically explores shoplifting. This is surprising, as currently, the annual cost of shoplifting is close to $50 billion in the United States. Utilizing a mixed-methods approach, we conduct two studies. Study 1 is a qualitative content analysis of online consumer discussions with regard to shoplifting. Study 2 is an empirical examination that uses a US national sample of n = 1,001 consumers; it is designed to test specific hypotheses regarding antecedents to consumers’ intentions to shoplift using an interdisciplinary theoretical framework from criminology, psychology, and marketing. The model integrates research from these different disciplines to improve our understanding of shoplifting by offering avenues to tackle it that supersede traditional security measures in retail. The integrated conceptual framework extends the theory of planned behavior and routine activity theory in understanding the behavioral intentions behind shoplifting. The results show that the suitability of shoplifting targets, offender motivation, and the absence of capable guardians affect potential offenders’ attitudes, subjective norms, and confidence in their ability to shoplift, which, in turn, all influence the intention to shoplift. The results contribute to our understanding of shoplifting and provide implications for retail practitioners over and above merely augmenting store security.     

Social Interaction and Beer Consumption

The aim of this article is to describe young consumers’ attitudes and conduct regarding beer consumption, analyzing the consumer as an individual (addressing internal factors) and in a collective (external factors). The research was designed in Brazil involving 52 participants, divided into 16 focus groups, and the respective data was transcribed and analyzed. The findings show three distinct types of consumers were identified. The authors termed these the Inductor, the Induced, and the Sophisticated. The article details how each type of consumer can be distinguished through different attitudes and factors. The results suggest that, rather than thinking of beer consumption as an individual item, beer consumption should be thought of as different types, involving different behavior, attitudes, and social interaction. The article demonstrates originality and value to put forward the notion that beer consumption should not be defined as an individual item. The framework offered in this article will assist future researchers to consider consumption of different types and brands of beer, based on social interaction.     

The rules of engagement: how to motivate consumers to engage with branded mobile apps

ABSTRACT

This research presents and validates a framework, which illustrates how to motivate consumers to engage with branded mobile applications, or apps. The framework shows that consumer involvement with branded apps underpins two sets of consumer perceptions of the benefits that the app offers, which reflect the different motives for engaging with the app, as consumers experience them. These perceptions include the utilitarian motives of security, usefulness and ease of use; and the hedonic motives of interpersonal utility, attachment (with the device) and entertainment. This range of motives leads to the willingness to pay for the app and the willingness to recommend it. This research contributes to marketing theory by clarifying specific details of the psychological process through which it is possible to motivate consumer engagement with branded apps - i.e. by means of binding involvement, perceptions of how apps’ benefits meet individual needs and two key outcomes. The findings also yield managerial relevance. Above all, the outcomes of this research suggest that, by involving and motivating consumers through the improvement of the benefits that a branded app offers, it is possible to increase the app’s revenues and to encourage word-of-mouth, creating value for app providers and consumers.     

The effectiveness of coupons on the restaurant consumers’ purchase decision

Coupons have been used as promotional and marketing campaigns with the key objective of boosting sales through new customers or bringing back existing ones (Venkatesan & Farris, 2012). Coupons are distributed to consumers through digital formats, smartphone applications, and print formats (Restaurant Business, 2015). The focus of this research is to examine the effectiveness of coupons as a marketing contrivance on the restaurant consumers’ purchase decision including the most efficient mode of transfer. A cross-sectional survey⁴ was used and collected from 247 participants. Frequency distributions, cross-tabulation, chi-square, and independent sample t-tests were used to assess consumer motivations, behaviors, and attitudes toward coupons.     

When do amount-off discounts result in more positive consumer responses? Meta-analytic evidence

Extant research has examined the effects of amount-off discounts on consumer responses, but the empirical findings are inconsistent. This study presents a meta-analysis of 19 studies and 86 effect sizes (N = 12,003) calibrating the effects of discount frames on consumer responses. Amount-off discounts are found to lead to positive consumer responses through positive changes in attitudes. Analyzing various moderators’ impacts shows that amount-off discounts have different effects depending on the product price level, the product type, and the price promotion mode. For instance, amount-off discounts tend to be more effective than percentage-off discounts when the price is high, when the product type is material, and when the price promotion mode is a discount.     

Examining the context-specific reasons and adoption of artificial intelligence-based voice assistants: A behavioural reasoning theory approach

AI-based voice assistants are some of the most popular consumer products of artificial intelligence technology. This study investigates the influence of the reasoning process on overall consumer attitudes and adoption intentions towards AI-based voice assistants. Behavioural reasoning theory was applied to hypothesize relationships between values, context-specific reasons, attitudes, and adoption intention. Partial least squares structural equation modelling was used to test the research model and hypotheses using data from 550 potential consumers in India. This research suggests a positive influence of consumers' ‘reasons for’ on their attitude and adoption intentions towards AI-based voice assistants, as well as a favourable impact of consumers' values on ‘reasons for’. This study discovered that ‘reasons for’ and ‘reasons against’ are not only opposites but are entirely autonomous and have an independent impact on consumers' attitudes towards AI-based voice assistants. This research improved our understanding of AI-based product adoption by identifying the paramount role of consumers' values and the ‘reasons for’ and ‘reasons against’ in shaping their attitudes and adoption intentions towards AI-based voice assistants.     

Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities

Abstract

Gender has been theorised and studied in many ways and across different disciplines. Although a number of these theorisations have been recognised and adopted in marketing and consumer research, the significance of feminism in knowledge construction has largely remained what we would call ‘unfinished’. Based on a critical reframing of gender research in marketing and consumer research, in dialogue with feminist theory, this article offers theoretical and practical suggestions for how to reinvigorate these research efforts. The analysis highlights dominant theorisations of gender, relating to gender as variable, difference and role; as fundamental difference and structuring; and as cultural and identity constructions. This reframing emphasises various neglected or ‘missing feminisms’, including queer theory; critical race, intersectional and transnational feminisms; material-discursive feminism; and critical studies on men and masculinities. A more detailed discussion of the latter, as a relatively new, growing and politically contentious area, is further developed to highlight more specifically which feminist and gender theories are mainly in use in marketing and consumer research and which are little or not used. In the light of this, it is argued that marketing and related disciplines have thus far largely neglected several key contemporary gender and feminist theorisations, particularly those that centre on gender power relations. The potential impact of these theoretical frames on transdisciplinary studies in marketing and consumer research and research agenda(s) is discussed.     

The Influence of Consumers' Environmental Sensitivity on Product Choices

Abstract

Given that current landfills are running out of space, consumers are becoming more concerned with reducing waste-particularly in product packaging. The literature cites conflicting findings regarding who is the environmentally conscious consumer. Some researchers have pointed to attitudinal characteristics while others emphasized demographic characteristics as predictors of environmental consciousness. Hence the purpose of the study was to predict the factors that influence intention to purchase environmentally packaged products. A convenience sample surveyed students enrolled in a southern California university (n = 179). The questionnaire was developed to assess respondents' attitudes regarding an organization's role in environmental conservation, societal orientation to physical surroundings, attitudes toward solid waste, intention to purchase environmentally packaged products and demographic characteristics. Results of Stepwise regression analysis indicated that attitudinal factors, not demographic characteristics, played a larger role in predicting intention to purchase environmentally packaged products at the p < 0.001 level. Implications of these findings suggest that marketers need to target those with strong attitudes toward the environment rather than market segment profiles based on demographic characteristics.     

Why buy new when one can share? Exploring collaborative consumption motivations for consumer goods

The notion of collaborative consumption or sharing economy—where consumers share access to ownership of properties such as cars, clothes and accommodations—has gained tremendous popularity in recent years. Development of communication technologies and peer‐to‐peer communities has enabled consumers to coordinate sharing activities through various online platforms. Collaborative consumption involves sharing of both intangible (e.g., music, space and car rides) and tangible assets (e.g., household items, clothes and furniture). Activities such as renting, swapping, trading and purchasing/selling used consumer goods are included in the latter. Despite increasing academic attention on collaborative consumption, little research has been pursued in the context of consumer goods. The nature of consumption for tangible goods can be entirely different from that of intangible goods because people can exercise greater control over tangible goods, which results in greater psychological ownership than that for intangible goods. To address this gap, the objective of this study is to develop a scale that examines consumer motivations for collaborative consumption of consumer goods. Following Churchill's paradigm of scale development, the procedures of scale item generation, purification and validation were conducted via in‐depth interviews, literature review and surveys. The study identified five underlying dimensions of collaborative consumption of consumer goods: concern‐for‐sustainability, social, variety‐seeking, fun and cost‐saving. Study findings and implications are discussed, and future research avenues are suggested.     

Twenty-five years of consumer vulnerability research: Critical insights and future directions

Consumer vulnerability is gaining increasing attention from researchers and practitioners as a social phenomenon in modern consumption-driven societies. In an attempt to conduct a comprehensive review using credible published research materials on the topic, this study applies a big data analytics approach to analyze scholarly research with a pool of 859 articles covering the last 25 years of post-modern marketing practices that have been a precursor to market-driven vulnerability. This paper identifies the most influential articles, as well as the top contributing journals and authors, along with their affiliations. In addition, this study reveals four major themes of research in consumer vulnerability, namely marketing, fraud and consumers, consumer vulnerability and well-being, ethics and vulnerable consumers, and consumption, disability and gender. These integrative perspectives will serve as a critical starting point to encourage focused theme-based exploration in the field.     

Teens' consumer interaction styles: the impact of assertive and aggressive behaviour on attitudes towards marketing practices

Over half‐billion global teens between the ages of 13 and 18 years represent a dynamic opportunity for marketers who wish to grow their businesses and build consumer loyalty. Consumer interaction styles are the consistent behaviour patterns that individuals employ in transactions or exchanges in the marketplace. Assertiveness and aggressiveness represent two distinct interaction styles that enable individuals to achieve a desired outcome. Because teen consumers are an important consumer segment and subscribe to the notion that their voices must be heard, understanding their interaction styles is necessary for businesses and marketers. The purpose of this study was to examine teens' consumer interaction styles according to specific demographic and lifestyle characteristics and investigate the impact of assertive and aggressive interaction styles on attitudes towards marketing practices (i.e. product, retailing, advertising, and pricing). Data were collected from a US teen sample (n = 467) at both rural and urban high schools. Independent t‐tests compared the propensity of teens' assertive and aggressive consumer interaction styles according to specific demographic and lifestyle characteristics. Structural Equation Modeling using AMOS 6.0 program was performed to test the hypothesized relationships. Results indicated that an assertive interaction style was pervasive among US teen consumers, while the aggressive interaction style had disparities according to unique demographic and lifestyle characteristics. Assertive and aggressive interaction styles demonstrated negative influences on teen consumers' attitudes towards products and retailing practices. By interpreting the negative impact of teens' assertive and aggressive consumer interaction styles, marketers can develop effective strategies that appeal to this demanding consumer.     

Factors affecting consumer acceptance of chilled ready meals on the island of Ireland

The chilled ready meal market on the island of Ireland is relatively young but is growing rapidly. This paper focused on a consumer questionnaire (n = 702), designed to examine consumer attitudes to and consumption of chilled ready meals, in both the north and south of Ireland. This formed part of a larger study, with the questionnaire findings contributing to an in‐depth sensory study on a selected range of chilled ready meals. For a significant number of Irish consumers, consumption of these products is higher than on the UK mainland. For others, the products are purchased as a convenient alternative or a weekly treat. Respondents in urban locations were significantly more likely to consume chilled ready meals, as were men and younger, single respondents. Irish consumers are becoming more accustomed to ethnic cuisine although traditional meals remain popular. There is a clear need for developers to continue to enhance the sensory quality of these products, particularly as the primary barrier to consumption was a preference for home cooked food. However, they must also strive to maintain consumer interest in the sector, fulfil the desire for convenience and satisfy a more discerning palate.     

Consumer ethics: A review and research agenda

Consumer ethics continues to draw the attention of academicians and practitioners as a significant economic and social issue globally. Consumer ethics refers to moral principles that govern a consumer's behaviour. This literature review seeks to enrich the discourse on consumer ethics through a comprehensive and detailed review of 106 articles, covering 21 journals from 2010 to 2020. Through an examination of theories, contexts, characteristics, and methodologies used in consumer ethics research, our review (1) presents a comprehensive and up-to-date overview of the research in this field and (2) sets a future research agenda to spur scholarly research. We found studies have primarily relied on a single theoretical lens such as the theory of marketing ethics, planned behaviour, and neutralization theory. Further consumer ethics research focuses on advanced countries, with a narrow focus on developing countries. We have diagnosed the need to examine boundary conditions impacting consumer ethics. Finally, we provide actionable inputs to combat unethical consumer actions as well as promote ethical consumption.     

Older consumers’ perceptions of functional foods and non‐edible health‐enhancing innovations

Increasing interest in health and well‐being is likely to drive a growth in demand for products that have positive effects on health. Consumers’ acceptance of and willingness to buy functional foods has been widely studied, but there has not been research on consumers’ attitudes towards innovative non‐edible products with health effects. This study examines how older consumers perceive functional foods and novel non‐edible health‐enhancing products, how willing they are to purchase such products, and how health orientation influences their views. As an example of a ‘radical’ innovation, consumers’ acceptance of rubbing their hands in a specific soil‐based mixture to modulate the immune system is explored. The research material, 13 thematic interviews, was collected in Lahti region, Finland, in 2015. The study indicates that the older consumers’ market is not homogeneous. Based on a qualitative, in‐depth approach, the study distinguishes four consumer segments with different lay understandings of health and attitudes towards health‐enhancing products, which influence people's willingness to purchase such products. The segments are health‐seeking consumers, cautious consumers, critical consumers and natural health consumers. Various motives and barriers for using products with health claims are also identified. The case of rubbing hands in organic soil‐based mixture indicates the difficulty of predicting which consumer segment will first adopt this kind of ‘radical’ innovation. The results highlight that the credence qualities of a novel product must be communicated and advertised before entering the market while also taking into account the sensory properties of the product. ‘Radical innovations’ must be in a form that consumers can easily accept.     

Ethnography for marketers: A guide to consumer immersion

Fuat F?rat has for a long time maintained a radical, outside and critical voice within marketing and consumption theory. He was one of the editors of the landmark book Radical and Philosophical Theory in Marketing, published in 1987, which sought to develop alternative modes of theorizing and conceptualizing both marketing practice and the consuming subject. The continuation of that wider project eventually lead to the foundation of Consumption Markets &; Culture, the journal for which Fuat served as Editor-in-Chief for its initial 10 years of existence. Fuat also co-authored the book Consuming People (1998) in collaboration with Nikhilesh Dholakia. By that stage, in particular following his seminal article on the re-enchantment of consumption, written with Alladi Venkatesh, Fuat had helped to pioneer the study of postmodernism within consumer culture. In this interview, Fuat F?rat discusses his research projects including consumption patterns, postmodernity, theatre, new literacy and also presents more general observations.     

Reduce Content or Raise Price? The Impact of Persuasion Knowledge and Unit Price Increase Tactics on Retailer and Product Brand Attitudes

This research investigates consumer reactions to the practice of increasing unit prices of products by either reducing product content or increasing total prices. Using pricing tactic persuasion knowledge (PTPK) as a lens for understanding, I predict that total price increases garner less favorable attitudes toward retailers for relatively low PTPK consumers, while content reductions garner less favorable attitudes toward product brands for relatively high PTPK consumers. The results of an experiment with a nationally representative sample of U.S. consumers support these asymmetric predictions about PTPK consumer segments as well as expectations about the underlying psychological processes.     

Attitude Toward Globalization and Country-of-Origin Evaluations: Toward a Dynamic Theory

ABSTRACT

In theory, increased globalization should lead to greater openness to different cultures, thereby reducing consumer ethnocentrism and resulting in improved consumer perceptions and behavior with respect to foreign products. However, empirical studies testing the impact of globalization have met with mixed results possibly due to the effects of globalization occurring at different levels in the mind-sets among consumers. This notion of “multi-layered consciousness” and its effects on country of origin image are proposed and tested in a theoretical model incorporating a dynamic theory of globalization, to supplement the conventional theory of country-of-origin effects. As predicted, results showed that country-of-origin image is negatively influenced by consumer ethnocentrism, but is not positively influenced by globalization, despite consumers' self-perceived global mindsets (i.e., positive attitude toward globalization and subsequent global openness).     

A review of social roles in green consumer behaviour

Despite the broad interest and rapid increase in studying green consumer behaviour (GCB) from a social perspective, related articles have been presented in a piecemeal fashion and have lacked a review of social roles in GCB. Additionally, the research focus may differ from the influence of digital technology. Therefore, this study draws on a review of 439 GCB articles that focus on social roles and utilizes both quantitative and qualitative analyses to provide a general picture of theories, social factors, research topics and topic trends with a specific emphasis on the research differences between the traditional and digital contexts. The findings indicate that the GCB field has experienced exponential growth since 2014. Subjective norms, social influence, culture, marketing influence and social media influence are the main drivers of GCB. Eight research topics are identified, among which topics on the theory of planned behaviour (TPB) and the theory of consumption values (TCV) maintained high popularity. Furthermore, the TPB is more prevalent in the traditional context in which scholars prefer to predict GCB using macrosocial factors, such as policy and culture. In comparison, signal theory and commitment-trust theory have received more attention in the digital context in which trust is vital. Research interests in online platforms and green hotels have recently increased in the digital context. Gaps and suggested directions for future studies are further identified.