Women's responses to fashion media images: a study of female consumers aged 30–59

The purpose of this study was to examine whether female consumers ranging in age from 30 to 59 prefer fashion advertising models more closely resembling their age. The sample for this study consisted of 182 women. Stimuli included full‐colored photographs of current fashion models. A questionnaire designed to explore participants' responses to the stimuli included scales measuring participants' beliefs about the stimulus models' appearances and attractiveness, participants' purchase intentions and perceived similarity with the models and participants' perceived fashionability of the model's clothing. Participants rated models appearing older in age significantly higher than younger models on the characteristics related to appearance and attractiveness. Advertisements with older models also had a significant positive relationship to participants' purchase intentions as compared to younger‐age models. Participants who perceived more similarity to the models were found to have more positive beliefs about the model's appearance and attractiveness and the fashionability of the model's clothing. Perceived similarity also had a significant positive relationship to participants' purchase intentions. As a result of this study, findings suggest that marketers and retailers should consider the age of the model used in their promotional materials. Specifically, it is possible that female consumers either transitioning into, or currently in, the middle adulthood life stages may have a preference for fashion models more closely resembling their age group.     

Jingle bells or ‘green’ bells? The impact of socially responsible consumption principles upon consumer behaviour at Christmas time

Socially responsible consumption (SRC) behaviours have progressed over the last few years and appear to show signs of a lasting trend. Situations of atypical consumption such as Christmas time, however, raise an important and as of yet unexplored question: What are the influences of unusual situations upon the relationship between people's socially responsible profile and their socially responsible purchase intentions (SRPI)? The objective of this article is thus to use the theory of planned behaviour (Ajzen, 1991 ) and environment‐based variables, called ‘atmospherics’, to answer to this question. A Web survey on a total sample of 301 Canadian consumers, shows that people's past SRC behaviours are positively related to their SRPI in unusual situations. Moreover, the atmosphere of the place consumers are situated in has a negative moderating influence upon this relationship. This result is explained by a change in people's attitude toward SRC. However, this negative moderating effect of atmosphere is contained and constrained by social desirability in the form of subjective norms on SRC and the level of behavioural control consumers perceive.     

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.     

计划行为理论和中国消费者绿色消费行为

影响消费者绿色消费行为的因素包括消费者的认知和心理变量、社会文化因素、个人因素、自我效能、实施环境行为的便利或障碍程度等,本文基于计划行为理论整合了这些因素,以审视不同变量的相对影响程度,探究介于这些变量与绿色消费行为之间的中介变量,认为绿色消费行为是行为意图和感知行为控制的函数,行为意图依次取决于态度、主观规范和感知行为控制,这三种因素分别取决于信念、个人相对利益、社会相对利益和复杂性以及自我效能与便利条件。     

Understanding consumers’ social networking site usage

Abstract

The purpose of this research is to examine consumer motivations to use social networking sites (SNSs) for three distinct activities: (1) general SNS usage, (2) the joining of a business’s SNS page and (3) clicking on an advertisement on a SNS. To assist with this exploration we draw upon the decomposed theory of planned behaviour as a theoretical lens and conduct a mixed-method study that utilises both an empirical investigation as well as qualitative focus group interviews in order to delve deeper into specific reasons why individuals engage in SNS activities. Results show that a number of antecedents such as attitude, compatibility, relative advantage, complexity, normative influences and self-efficacy come into play when determining SNS usage activities. However, specific antecedents may vary according to the explicit activity under investigation. This study’s main contribution involves advancing our understanding of consumer behaviour as it relates to SNS activities by examining not only antecedents to intention but also attitude, subjective norms and behavioural control. Other contributions include additional development of the SNS literature, integrating SNSs into a classical theoretical framework and providing valuable insights and implications for both practitioners and researchers alike.     

Anglo versus Hispanic Children's Influence on Parental Purchase of Cereal

Children's influence on parental purchases of cereal was investigated by unobtrusively observing 15 pair of Anglo and 15 pair of Hispanic children and their parent(s) in the cereal aisle of Allentown, Pennsylvania grocery stores. Tabulation was kept on whether the child did or did not influence the purchase behavior of their parent(s). It was found that overall, children had a statistically significant influence on their parents' purchase behavior (p < .01). Although a percentage difference existed, there was no statistically significant difference between the Anglo children's influence and the Hispanic children's influence on their parents' purchasing behavior of cereal (p < .05).     

Emotions and dissonance in ‘ethical’ consumption choices

Abstract

This paper investigates the role of emotions and the prevalence of dissonant/incongruent choice behaviour within the context of ethical consumption. Based on 31 in-depth interviews with British consumers, the findings demonstrate that consumers consciously indulge in ‘ethical’ and ‘unethical’ behaviour (as defined by respondents themselves), often within short time frames, and that they often compensate for unethical choices by making ethical choices later on (and vice versa). The study provides evidence that positive and negative emotions are a key driver of this dissonant behaviour. Guilt is the most salient emotion, and a taxonomy of guilt in this context is derived from the data. Consumers are found to employ guilt-management strategies in order to sustain contradictory behaviour and manage cognitive dissonance. A conceptual framework is derived in order to summarise the observed role of emotions in ethical consumer choice. The paper also provides additional explanations of the manifestation of the attitude–behaviour gap.     

Reasoned Action and Food Choice in a Transitional Economy

ABSTRACT

This study examines predictive factors of consumer behaviour in food, employing a study of 485 Romanian respondents using the Theory of Reasoned Action (TRA). Drawing on a structural equation models approach, causal paths for six products were estimated. Habit emerged as the most significant predictor of behavioral intention. The results of this empirical study support the notion that attitudes and habits influence behavioral intentions toward food consumption. A modification of the TRA, within the context of income constraints, is proposed in the form of willingness to consume. Competing structural models are discussed, and the implications of the study for both marketers and consumers are highlighted.     

Developing A Framework for EthicallyQuestionable Behavior in Consumption

In light of the growing interest in "ethically questionable" consumer behavior, this study explores possible explanations of the occurrence of such behaviour, and subsequently develops a theoretical framework. The study is based upon data collected from 72 U.K. consumers, acquired from a projective approach with scenarios. Taking the theory of planned behavior (TPB) as an initial analytical framework, attitude, social influence, opportunity(as perceived behavioral control in TPB) and perceived unfairnessare identified as the antecedents of ethically questionable behavior (EQB). Social influenceis extended to include a broader range of external influences from subjective norm in TPB. Opportunityis considered to represent an aspect of perceived behavioral control as available resource to engage in EQB. Perceived unfairnessis presented as an additional component and refers to the extent to which an actor is motivated to redress an imbalance that is perceived as unfair. Binary logistic models suggest that attitudeand social influenceconsistently impact on EQB, as TPB would predict. Analysis of variance suggests that perceived unfairnessand opportunity, though context specific, also show signs of significant influence on the acceptance and practice of this behavior. Additional to the construct of TPB, this study develops the dimension of perceived unfairnessin the context of EQB decision-making. In the context of TPB, it provides further insight into our understanding of EQB, helping to provide a theoretical framework.