Modelling household conservation behaviour among ethnic consumers: the path from values to behaviours

This article tests a model that explains household conservation behaviour among ethnic consumers. Increasing immigration into Western countries has raised serious questions about the extent to which emerging ethnic communities contribute to environmental degradation or sustainability in their host countries. Previous research focused mainly on measuring ethnic consumers' environmental attitudes, worldviews and concerns, assuming that these ultimately lead to pro‐environmental behaviours. However, these studies overlooked the reality in which pro‐environmental attitudes are not automatically being translated into corresponding behaviours. This study explores the relationship between a set of factors that drive pro‐environmental behaviour, proposing a hierarchical model that depicts a flow from values to household conservation behaviours (i.e. recycling, water, electricity and energy conservation) and the intervening cognitive, affective and psychological variables. Results from a sample of 410 American Hispanic students indicate that the cultural value of collectivism influences conservation behaviour through the more specific factors of environmental values, environmental concern, perceived consumer effectiveness (PCE) and concrete environmental knowledge. Interestingly, the influence of PCE was more apparent in routine, easy‐to‐perform behaviours such as water conservation and the behavioural aspect of electricity conservation. The influence of concrete environmental knowledge was more powerful in predicting recycling, the use of electricity‐efficient home appliances and energy conservation. Implications for the promotion of conservation behaviour and consumer education as well as directions for future research are discussed.     

The Effects of Vertical Individualism on Status Consumer Orientations and Behaviors

Values have been shown to explain advertising response and consumer behavior. Expanding the individualism–collectivism cultural framework, this research primarily focuses on the vertical individualism (VI: emphasizing independence and competition) value given its prevalence in the U.S. culture. Results of a survey among a national U.S. sample (a pilot study) showed that VI values were positively related to status consumer orientations, including tendencies to be brand conscious, buy branded products, and shop at upscale retail establishments. Moreover, in two experiments, the causal impact of VI values on status consumer orientations and behavior was demonstrated. Specifically, Study 1 showed that participants who were primed with VI values via a campus scenario (vs. control) indicated higher ratings of status consumption, brand‐buying behavior, and brand consciousness. Study 2 revealed further that an incidental exposure to a news story reflecting VI values (vs. horizontal collectivism values emphasizing cooperation and interdependence) influenced participants’ choices of a pen. Theoretical contributions to the study of values, advertising, and consumer orientations and practical implications for marketing are discussed.     

A cross‐cultural analysis of print advertising targeted to Hispanic and non‐Hispanic American consumers

U.S. Hispanics represent an important consumer segment in the North American market, but research in the area of U.S. Hispanic advertising remains limited. This study provides cross‐cultural analysis of print advertising targeted to Hispanic and non‐Hispanic American consumers in an attempt to explore the differences or similarities in their depictions of cultural values. The authors develop a scheme for content analyzing cultural values based on cultural theory literature. Results show meaningful differences in the core cultural values emphasized to target U.S. Hispanic consumers. The study has implications for marketers and academics who want to differentiate between culturally adapted advertising appeals for U.S. Hispanic and non‐Hispanic American consumers. The coding scheme developed in this study can help marketers identify and depict Hispanic cultural value appeals in their marketing communications. © 2009 Wiley Periodicals, Inc.     

The changing faces of foodservice

Asian and Hispanic immigrants will continue to flow into the United States through the '90s. The cultural diversity they bring can infuse an operation with energy. But language and cultural barriers will continue to challenge all levels and segments of foodservice. Our feature shows how operators can avoid misunderstandings with immigrant employees and patrons.     

An examination of the values that motivate socially conscious and frugal consumer behaviours

This article extends social psychological research on the motivations for sustainable consumption from the predominant domain of ecologically conscious consumer behaviour to socially conscious and frugal consumer behaviours. A UK‐based survey study examines relationships between socially conscious and frugal consumer behaviours and Schwartz's value types, personal and socio‐political materialism, and demographics among the general public. Socially conscious consumer behaviour, like its ecological counterpart, appears to be an expression of pro‐social values. In contrast, frugal consumer behaviour relates primarily to low personal materialism and income constraints. As such, it does not yet represent a fully developed moral challenge to consumerism.     

Purchasing environmentally sustainable apparel: The attitudes and intentions of female Kuwaiti consumers

The purpose of this study is to examine relationships among knowledge, environmental concern, attitudes about environmentally sustainable apparel (ESA) and ESA purchasing behaviours of Kuwaiti women. This was accomplished by surveying 236 participants using four preexisting scales, measuring knowledge about the impact of manufacturing apparel and textile products on the environment, levels of concern about environmental degradation, feelings about clothing that is environmentally sustainable and ESA purchase intentions. Data analysis determined several findings. First, female Kuwaiti nationals showed a low level of knowledge about the environmental impacts of the apparel and textile industry. The participants also held neutral attitudes of environmental concern and neutral attitudes towards ESA. Finally, despite their knowledge and attitudes, the participants did have positive intentions to purchase ESA in the future. To produce, market and sell ESA effectively in Kuwait, the conclusions from this study are important for manufacturers and retailers of ESA products. Kuwait provides a large market for apparel goods and this study is a contribution to a better understanding of consumers and ESA in that market.     

Exploring Consumers' Expectations of Sustainability in Mature and Emerging Markets

ABSTRACT

“Sustainability” has turned into a buzzword for businesses around the globe as consumers in mature and, increasingly, in emerging markets shift their demand toward sustainably enhanced products. Surprisingly, a global picture of consumers' expectations regarding sustainable products is still missing. This study uses exploratory factor analysis to determine the perceived importance and interrelation of selected sustainability aspects in three developed (Germany, Switzerland, United States) and three emerging (Brazil, China, India) markets. Results are linked to national cultural value theory to explore which sustainability aspects and positioning strategies may be promising to expand the outreach of sustainable products in developed and emerging markets alike. Results suggest that across the sampled economies, sustainability is increasingly considered as being comprised of a health aspect. While health and quality of life aspects emerged as key issues across countries, cultural backgrounds and local market conditions resulted in nuanced expectations of sustainability, which should be kept in mind in communicating and positioning sustainable products.     

Development of a sustainable consumption measurement scale

Sustainable consumption has been recognized since the 1990s; however, advances in the studies have been modest and have not yielded significant breakthroughs. The urgent need to adopt sustainable consumption has been emphasized by consumers, practitioners, and researchers, but despite efforts by social and government agencies, progress in relation to adoption remains insufficient. The multivariate nature of sustainable consumption is one reason for this insufficient progress. Previously developed literature-based instruments have been univariate or limited in their dimensions and inadequate for measuring the phenomena they purport to measure. Hence, in this study, we develop a measurement scale to address this gap. The scale encompasses dimensions relevant to contemporary society and is informed by prior research and primary data. Data were collected through in-depth interviews with sustainability specialists, a nominal group technique with engaged consumers, a survey of 255 students, and a survey of 808 consumers from diverse regions of Brazil, all resulting in a heterogeneous sample. The final data analysis included an exploratory factor analysis and a confirmatory factor analysis, which resulted in a final model that comprised eight dimensions: activism, personal sacrifice, communitarianism, environmental concern, healthy food, perceived consumer effectiveness, search for information, and social concern. Of these dimensions, personal sacrifice, environmental concern, and social concern are the archetypes of the present generation. The variables of these dimensions have not been accounted for in previous scales, making our new scale more comprehensive and contributing to a better understanding of sustainable consumption. This new comprehensive scale will aid future studies in sustainable consumption, contributing to a better understanding of this construct. We expect that this scale will help improve the monitoring of the progress made in sustainable behavior and the assessment of management practices of sustainable consumption. Future studies should be carried out to validate the dimensions in different cultural contexts.     

Affective and Normative Motives to Work Overtime in Asian Organizations: Four Cultural Orientations from Confucian Ethics

Asian workplaces are often characterized by cultures that require more overtime than other cultures. Although predictors for overtime work have been rigorously studied, it is still meaningful to investigate specific aspects of Eastern cultural values that stem from Confucian ethics and may influence overtime work among Asian employees. We suggest that four major Confucian orientations are positively associated with employees’ affective and normative motives, which in turn affect working overtime. This article extends management literature on the subjects of cultural ethics and workaholism. It also suggests how Eastern cultural values lead to working overtime. We hope that our research effort on Confucian cultural value and its associations with other managerial outcomes and theories is a small cornerstone that allows management researchers to explore interesting and meaningful ways to apply Confucian culture and orientations in the workplace.     

Exit from the high street: an exploratory study of sustainable fashion consumption pioneers

In today's fashion system, dominated by business models predicated on continual consumption and globalized production systems that have major environmental and social impacts, the consumption of ‘sustainable fashion’ takes on an almost paradoxical quality. This paper explores this paradox by focusing on a previously under‐researched group of consumers – ‘sustainable fashion consumption pioneers’ who actively engage and shape their own discourse around the notion of sustainable fashion consumption. These pioneers actively create and communicate strategies for sustainable fashion behaviour that can overcome the nebulous and somewhat paradoxical reality that sustainable development in the fashion industry presents. Specifically, we use passive netnography and semi‐structured interviews to illuminate the role of motivational and contextual factors that help shape these consumers' definitions of sustainable fashion including such key behaviours as purchasing fewer garments of higher quality, exiting the retail market, purchasing only second‐hand fashion goods and sewing or upgrading their own clothing. Central to much of these behaviours is the notion that personal style, rather than fashion, can bridge the potential disconnect between sustainability and fashion while also facilitating a sense of well‐being not found in traditional fashion consumption. As such, our research suggests that for these consumers sustainability is as much about reducing measurable environmental or social impacts as it is about incorporating broader concepts through which to achieve goals beyond the pro‐environmental or ethical.     

Investigating consumers’ green values and food‐related behaviours in Turkey

This study sets out to examine the influence of consumers’ green values on food‐related behaviours. Data were collected from a random sample of 385 consumers in Izmir, Turkey via face‐to‐face interviews. Factor analysis was conducted to identify the underlying dimensions that capture the meaning of green values, which affect shopping, cooking and eating behaviours of consumers. A composite variable that represents consumers’ perception of green values was created to classify consumers into two segments labelled: Negative perceivers (37.7%) and positive perceivers (62.3%). The results indicated that the positive perceivers tended to have healthier and environmentally friendly food consumption behaviours than the negative perceivers. Gender, age, education, marital status, body mass index, regular exercise and smoking were significant for differentiating between the segments. We intend to construct value‐based intervention programmes that are easy to implement, non‐mandatory and cost‐effective for the negative perceivers.     

Male eco‐fashion: a market reality

With the fashion industry striving for competitive advantage, eco‐fashions provide an opportunity to distinguish environmentally friendly products from other fashion products. However, the viability of these eco‐fashion brands is questionable. An exploratory study is conducted to explain men's differences, particularly, as clothing styles vary for men and women. The research examines if men's purchase intent would make a difference to the eco‐fashion industry. A random sample is collected to examine men's purchase intentions for eco‐clothing by product attributes, environmental concerns and sustainable behaviour. Partial least squares is used to empirically test the sample. A conceptual model is developed. It was found that there are four significant exogenous variables, environmental concern, sustainable pricing, sustainable behaviour and sustainable branding with a moderately strong, negatively signed coefficient path. Perceived consumer effectiveness and faith in others are not found to be significant moderators. This defined male segment makes several theoretical contributions as well as generating useful recommendations for marketing practitioners.     

Interdependence between consumption in the North and sustainable communities in the South

The issues we want to address and discuss in this article are related to the interdependence between consumption in households in high‐income countries and life in the low‐income countries, seen in a sustainable perspective. In the consumer society the underlying premise is that ever‐escalating consumption is accepted, even desirable. During the past decade, an increasing critique of consumer lifestyle has come from environmentalists, who argue that the resource use to maintain a consumer lifestyle is putting too hard a burden on the ecosystems. We give examples of the abundant evidence of interdependence between North and South at global levels, such as climate change and appropriation of ecosystem capacities, and related to specific types of consumption such as clothing, flowers, food and cosmetics. We argue that the loss of feedback to individual households in the North is a serious barrier for change towards more sustainable consumption habits, and raise a question about how impacts of production and consumption can be communicated to consumers. On the basis of previous and ongoing research, we highlight some impacts of positive and negative labelling schemes as well as extended environmental information.     

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.     

On market mavens and consumer self‐confidence: A cross‐cultural study

Market mavens are attentive to media and important diffusers of marketplace information. This study examines the relationships between cultural individualism, general and consumer self‐confidence, and market mavenism in the context of two distinct cultural systems, the United States and South Korea. The examination of cross‐cultural equivalence of the constructs under study provides evidence for both configural and full or partial metric invariance. The results indicate that cultural individualism is positively related to general self‐confidence, general self‐confidence is positively related to consumer selfconfidence, and consumer self‐confidence is positively related to market mavenism. Additionally, this research shows that these relationships hold in both the U.S. and South Korean samples. The results of this study indicate that market mavenism, and thus levels of confidence about marketplace knowledge and speed of diffusion of such information may be more prevalent among the more individualistic than collectivistic consumers. © 2007 Wiley Periodicals, Inc.     

“Mum,did you just leave that tap running?!” The role of positive pester power in prompting sustainable consumption

This paper offers novel insights on the socio‐structural factors that sustain (or break) everyday behaviours in the home. Specifically, the adoption of sustainable consumption in the home as influenced by Green‐School children is explored. The findings presented are derived from surveys with Green‐School (Eco‐School) children and in‐depth interviews with their parents. The process of sustainable consumption adoption in the home, in the context of the Green‐Schools programme, is explored with an aim to understand if, and how, Green‐School children affect behaviours in the home. The findings enlighten our understanding of not only how environmental education programmes are reconciling the Dominant Social Paradigm with the New Environmental Paradigm, but also in terms of how sustainable consumption in the home, such as recycling and water and energy conservation, are initiated and reinforced by children through their use of positive pester power.     

Cognitive age and fashion consumption

This study used two‐step structural equation modelling to explore whether cognitive age acts as a mediator between fashion attitudes and fashion behaviours. Three nested and one non‐nested competing models were compared with the base model to determine which model was the best. Data from 1344 consumers showed that cognitive age plays a mediatory role between fashion attitudes and fashion behaviours. It fully mediates between high fashion interest and fashion behaviours, and between utilitarian orientation and fashion behaviours. However, cognitive age only partially mediates between individual taste concern and fashion behaviours.     

Consumer preferences for sustainable production methods in apple purchasing behaviour: a non‐hypothetical choice experiment

Increasing concern for potential risks on human health related to the overuse of chemicals in farming has promoted the research of alternative production methods. This paper contributes to the current literature by presenting a non‐hypothetical choice experiment study that investigates apple consumers' preferences for alternative production systems moving from a conventional to organic production, passing through an integrated pest management and an innovative technique that uses biocontrol agents. Other investigated attributes are appearance, origin and low greenhouse gas emission practices. The non‐hypothetical choice experiment was carried out in supermarkets by asking respondents to pay out of their own pocket for the chosen product. Most of interviewed people stated to have cut‐off values in mind when purchasing apples and their choices have been modelled according to the Swait soft cut‐off approach. Non‐compensatory model estimations confirm previous evidence that ignoring thresholds in data sets that contain them leads to significant errors in terms of willingness to pay. Results suggest that respondents, besides preferring organic production, seem to not perceive the potential benefits of other sustainable production methods.     

Social identity salience: Effects on identity‐based brand choices of Hispanic consumers

The purpose of this study was to examine the combinatorial effects of enduring and momentary mechanisms of cultural identity salience on identity‐based apparel brand choices of three Hispanic acculturation segments (Hispanic‐dominant, mainstream‐dominant, and balanced‐bicultural). The hypotheses were empirically tested among Hispanic students at a midwestern university in the U.S. employing a two‐session online experiment. Results revealed that the influence of cultural primes (momentary salience of the cultural identity) on subsequent brand choices of Hispanic consumers is moderated by their bidimensional acculturation (enduring salience of the cultural identity). As posited, the current study found that the same cultural primes had differential effects among the three Hispanic acculturation segments, with the largest effect size among the balanced‐bicultural segment. Specifically, the results indicated that Hispanic‐dominant and mainstream‐dominant consumers were less responsive to cultural cues in the environment and were less likely to demonstrate significant preference shifts in response to cultural primes. However, balanced‐bicultural consumers demonstrated significant shifts in their attitudes and purchase intent for Hispanic and mainstream apparel brands when exposed to cultural primes, such that their brand choices assimilated toward the primed identity. Results are discussed in the context of social identity theory, the self‐stereotyping process, cultural frame shifting, and the bidimensional acculturation model. © 2010 Wiley Periodicals, Inc.     

LESSONS FROM THE RICH AND FAMOUS: A Cross-Cultural Comparison of Celebrity Endorsement in Advertising

Using celebrities to promote products is a popular advertising technique around the world. However, little is known about how the implementation of celebrity endorsement varies according to dominant cultural values. This study content-analyzed television commercials featuring celebrities from two diametrically different countries--the United States and Korea--in terms of two fundamental cultural dimensions: (1) low versus high context, and (2) individualism versus collectivism. Findings of this study suggest that the strategic use and creative executions of celebrity endorsement mirror the respective prevalent cultural orientations in the two countries, although some similarities do exist. Extensive discussion and suggestions for future research are provided.