Sind positiv eingestellte Kunden generell bereit, mehr zu zahlen?

At first sight it appears plausible that customers who display more positive evaluative reactions to a company, which previously had sold goods to them (=?supplier-related attitudes [SRA] such as customer satisfaction or loyalty), generally should be willing to pay higher prices for additional offerings of this supplier than their counterparts with less positive SRA. However, sizes of the respective correlations reported in past empirical research diverge considerably. Therefore, two empirical studies were conducted to explore the extent to which eight socio-demographic and psychographic customer characteristics influence relationships between SRA and willingness to pay intentions in the sense that the characteristics systematically increase or decrease (moderate) the considered relationships. In a first study of 238 customers of power companies, four characteristics (age, female gender, household size, electricity bill) were found to significantly negatively moderate the relationship between customers’ attitude toward their electricity supplier and their price tolerance for “green electricity” and one characteristic (involvement) was detected to have a significant negative moderating influence. A second study of 319 mobile communication customers suggested that customers’ involvement and relationship length with their current mobile services supplier positively moderated the association between the customers’ attitude toward their supplier and willingness to pay for a packet offer of their mobile service provider, whereas female gender exerted a negative moderating influence. The results imply that companies should conduct analyses aiming at the identification of socio-demo- and psychographic moderators or customer segments with heterogeneous impacts of SRA on behavioral price intentions respectively as part of their marketing planning process.     

Are green consumers really green? Exploring the factors behind the actual consumption of organic food products

The increasing interest in sustainable consumption has lead several scholars to investigate the determinants that drive the consumption of organic food. Most of this research is based on consumers' self‐reports of their purchasing behavior by exploring declared behavioral intentions. There is a lack of understanding concerning the determinants of organic food consumption based on actual purchasing behavior. To fill this gap, this study is based on a combination of actual purchasing data and self‐reported data from a sample of 79 Italian consumers. The determinants of organic food consumption are explored by analyzing the effects of subjective norms, attitude, perceived behavioral control, intention to buy, organic knowledge, and health consciousness on actual purchasing behavior. Our results suggest that actual purchasing behavior is positively influenced by intention to buy and negatively by subjective norms. Although attitude towards buying organics is positively affected by health consciousness and perceived behavioral control, consumer knowledge about organics is found to influence purchase intentions. Theoretical and managerial implications, along with avenues for future research, are discussed.     

Modeling tourists' visiting intentions toward ecofriendly destinations: Implications for sustainable tourism operators

The previous literature has overlooked the examination of tourists' visiting intentions for ecofriendly destinations. Hence, anchored in Schwartz (1992) personal values and the theory of planned behavior (TPB), the present study aims to develop a research model for application in Chinese settings. Survey findings from 467 tourists reveal significant positive relationships between tourists' values of resultant self‐transcendence and conservation and TPB factors (i.e., attitude, subjective norms, and perceived behavioral control), with the exception of the relationship between conservation and perceived behavioral control. Moreover, TPB factors and perceived green image were found to have positive effects on tourists' intentions to visit ecofriendly destinations. In addition, environmental consciousness positively moderates the relationships between the two Schwartz values and attitude. Theoretical implications are provided, and the study's findings have strategic practical implications for business managers. We acknowledge the study's limitations and offer research directions for future ecofriendly tourism scholars.     

Improving effectiveness of public service advertisements to prevent texting and driving of American youth

This study examines and explores the interplay of theory (regulatory focus fit and implementation intentions) and emerging technology (interactive advertising and social media ad referrals) to segment viewers more effectively and thus increases the response efficacy of public service advertisements (PSAs). Advertising, in general, and PSAs, in particular, are both entering a new era as traditional delivery platforms (print, TV, and radio) are increasingly giving way to new media (the internet and mobile smartphones), which are more dynamic as they can allow adaptability and interactivity. Using a between-subjects design, this study examined the effects of regulatory focus fit on PSA response from both traditional and interactive delivery methods. Results indicated that regulatory focus ads (promotion focus in a texting and donation context) have a positive effect on attitude toward the ads. Results also indicated that a regulatory focus ad (prevention focus) using an interactive delivery method has a positive effect on behavioral intentions. Implementation intentions analysis also indicated positive results for behavior from PSA outcomes. The findings of this study are expected to be useful for practitioners who are designing PSAs and advertisements to prevent texting and driving.     

Examining charitable donation process in South India: role of gender

With increasing financial clout, females are potentially poised as a greater source of charitable giving in the West. However, debate exists in the marketing literature about gender‐based differences in charitable donations. The purpose of this study is to research whether gender‐based segmentation is effective for charities in cultures in which high gender inequality exists. Hence, India, an emerging economy with high gender inequality, was chosen as the study setting. Following an extensive literature review, we identified gender, trust, attitude towards the ad, and feelings from the ad as key predictors of charitable donation intentions. A study model was developed and tested using regression analysis. It was found that the predictor variables have significant impact on intentions to donate. Hence, this study posits that gender could potentially be an effective segmentation variable for charities that are targeting potential donors in South India. Copyright © 2012 John Wiley & Sons, Ltd.     

Sustainable development: The effects of environmental policy disclosure in advertising

Sustainable development is a key issue for society. Beside corporate's efforts, consumers should have responsibilities for environmental protection and consider sustainable coexistences between future generations and natural ecosystems. In this study, a 4 × 2 factorial between‐subject experiment is adopted to develop eight environmental policy disclosure scenarios based on different environmental advertising claims (product orientation, process orientation, image orientation, and environmental fact) and eco‐labels (available/unavailable) to explore the effect of consumer attitudes and behaviors. This study's results show that environmental advertising claims have significant effects on consumers' attitudes. The product, process, and image orientation advertising, along with advertising with eco‐labels, can induce more positive attitudes and stronger purchase intentions. Individuals with greater environmental concerns have a significant positive attitude toward environmental advertising. Consumer attitudes toward environmental advertising also have positive effects on purchase intentions and sustainable consumption behaviors. Finally, this study offers useful findings, practical implications, and insights.     

The extended theory of planned behavior in Turkish customers' intentions to visit green hotels

Over the last decade, many studies have started to focus on understanding customers' green purchase intentions since the increasing importance of environmental issues in the hotel industry. This study examined customers' intentions to visit green hotels by using the theory of planned behavior. Two constructs, environmentally friendly activities and overall image, were incorporated into the theory, and the extended theory of planned behavior model was tested. The aim of this study was to analyze the effects of the extended theory of planned behavior constructs (attitudes towards green hotels, subjective norms, perceived control, environmentally friendly activities, and overall image) on visit intentions and also to predict the effects of visit intentions on willingness to pay, satisfaction, and loyalty. Within this aim, the research model was formed to show the antecedents and consequences of intentions to visit green hotels. Data were collected by face‐to‐face survey technique, and 400 usable questionnaires were held from the customers in Izmir City, Turkey. In the findings, four of five constructs in the antecedents of intentions, except perceived control, were found as significant, and all three consequences of intentions were found as significant. The results of the study supported the usage of the extended theory of planned behavior in the context of green hotels. Theoretical contributions and discussions were explained lastly.     

The entrepreneurial process: an integrated model

In this study, a model for examining the process of how a person becomes an entrepreneur was developed by integrating planned behavior theory (PBT) with motivation-opportunity-ability (MOA) theory. The model posits that motivation, opportunity, and ability affect entrepreneurial intentions through personal attitude, subjective norms, and perceived behavioral control. A sample of 258 valid questionnaires was collected from entrepreneurial training-course participants in Taiwan. Based on this sample, a structural-equation analysis reveals several interesting results. First, personal attitude and perceived behavior control have a direct effect on entrepreneurial intentions. Second, subjective norms indirectly affect entrepreneurial intentions through personal attitude and perceived behavior control. Third, motivation affects entrepreneurial intentions through personal attitude and perceived behavioral control. Fourth, ability exhibits a directly positive association with entrepreneurial intentions, and indirectly affects entrepreneurial intentions through perceived behavioral control. Fifth, subjective norms affect entrepreneurial intentions through personal attitude and perceived behavioral control. These findings suggest that our model provides more information than those offered by PBT or MOA in understanding the process of becoming an entrepreneur.     

Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products

In recent years there is a trend of consuming natural products for a sustainable and healthier life. Therefore, firms began aligning their strategy with sustainability by communication strategies that they produce natural products, which are better for health as well as the environmental sustainability. However, sometimes these claims may be deceptive. The purpose of this paper is to understand the consumers' purchasing intentions toward products claiming naturalness in their advertising and packaging strategies. This research also examined greenwashing perceptions and their potential roles in purchasing intentions. In‐depth face‐to‐face interviews carried out with 20 Turkish women regarding personal care products (local brand and international brand). The findings of the interviews revealed eight themes (perceived greenwashing, perceived green image, price perception, environmental concern, green trust, skepticism, perceived risk, and purchase intention). This study contributes to predict a framework from consumer viewpoint for identifying the themes related to greenwashing.     

Why Eco‐labels can be Effective Marketing Tools: Evidence from a Study on Italian Consumers

An emerging topic in environmental management studies is the role of eco‐labels in guiding consumers in their purchasing choices. In order to contribute to the current debate on this topic, this research paper aims to assess, through a quantitative analysis, whether the knowledge, awareness and information that consumers gather on the environmental impact of a product through an eco‐label can stimulate an eco‐friendly behavior. Moreover, we assess whether general attitudes in purchasing behaviors determine a personal attitude toward ecological consumption. The findings from this study, which is based on a large dataset of Italian consumers, highlight a significant role of eco‐labels in increasing the consumer's perceived behavioral control, unlike loyalty in brand and in store, which do not exert a significant influence. Practical implications for green business strategies emerge. Copyright © 2013 John Wiley & Sons, Ltd and ERP Environment     

The moderating role of entrepreneurship education on the antecedents of entrepreneurial intention

A considerable agreement exists about the importance of promoting entrepreneurship to stimulate economic development. In particular, recent research has paid considerable attention to the role of entrepreneurship education in explaining entrepreneurship intentions; also, numerous studies have found empirical evidence for subjective norms affecting the attitude toward entrepreneurial behavior and the perceived control over that behavior. However, cognitive models have not yet considered the moderating role of entrepreneurship education on these relationships. Drawing on the theory of planned behavior, we analyze how the interaction between entrepreneurship education and subjective norms shapes the perceptions and attitudes toward entrepreneurship. To this end, structural equation modeling is applied to data from a sample of 338 final-year undergraduates using multi sample analysis. Results show that entrepreneurship education has a significant moderating role, mitigating the relationship between subjective norms and perceived behavioral control, and strengthening the relationship between subjective norms and entrepreneurial attitudes. Results also have relevant implications for women’s entrepreneurship.     

An integrated model of the effects of service evaluation,corporate image,and switching barriers on customer loyalty

The purpose of this study was to examine the relationships between service evaluation, corporate image, switching barriers, and customers’ intentional loyalty. The proposed model was tested and valuated in the mobile services context. A field survey was conducted using a structured questionnaire about the investigated concepts. To test the proposed hypotheses, a model was constructed and estimated using the method of partial least squares. Findings indicate that service evaluation constructs have both direct and indirect effects, through customer satisfaction and corporate image, on customers’ intentional loyalty. The outcomes suggest that marketers, in their effort to develop more customer-oriented marketing plans, should consider both the pool-in factors, reflecting the value of the provided services, customer satisfaction, and corporate image, and the interactions among them, as well as the push-back factors, as they all impact on customers’ behavioral intentions. The research was limited to one service setting and the proposed model should be cross-validated in other service settings before the relationships among its components are fully clarified. Also, the use of cross-section design reduces inference ability regarding temporal changes in research constructs. This article contributes in adding to the body of the existing knowledge by considering both corporate image and switching barriers, along with service evaluation constructs, as antecedents of consumer’s intentions determination, resulting in a model that has not been investigated thus far.     

Nursing staff intentions to continuously use a blended e-learning system from an integrative perspective

The blended e-learning system (BELS), combining face-to-face classes with e-learning modules, is now widely used in education. The primary purpose of this research was to investigate the factors affecting nurses’ behavioral intentions of using the BELS. We synthesized the technology acceptance model, the information system (IS) success model, and perceived enjoyment (PE) into a hypothesized model to discuss and predict nurses’ intentions of using the BELS continuously. Self-reporting questionnaires were distributed to district hospitals and regional hospitals in central Taiwan. From the 800 distributed questionnaires, we received 557 completed questionnaires, yielding a response rate of 69.6%. Structural equation modeling was used to show that information quality, system quality, and service quality significantly affect perceived usefulness (PU) and the perceived ease of use (PEOU). The effect of service quality on PU, however, was not significant. PU, PEOU, and PE were significantly related to the attitude, and indirectly, to the behavioral intention of using the BELS. This research contributed to the literature by (1) identifying the IS success model (information quality, system quality, and service quality) and PE as antecedents of BELS usage; (2) advancing the theoretical development of behavioral intention regarding nurses’ use of the BELS; (3) providing empirical support for the effects of external factors on the PU and PEOU, which lead to attitude and behavioral intention of usage; and (4) providing hospital managers with a reference for assessing future developments and approaches to promote the BELS.     

Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach

The aim of this study is to expand the existing understanding of green consumers' behaviour by proposing and testing an integrated conceptual model that explores the influence of consumers' personal concerns for the environment and general attitudes towards green products on brand‐related knowledge structures (image and associations) and relationship preferences (trust and brand equity) for green brands. A questionnaire‐based survey method was used to collect data using convenience sampling. One hundred and ninety‐nine usable responses were obtained. A structural equation modelling procedure was used to test the proposed hypotheses. The results confirmed that a positive relationship exists between consumer concern for environmental values and general attitudes towards green products. Both these constructs influence consumers' knowledge structure of a green brand (image and associations). Furthermore, a strong relationship exists between consumers' knowledge structure (image and associations) and their relational preference (trust and brand equity) with green brands. These findings are important for business strategy formulation by providing empirical support for the idea that a firm should invest its resources not only to project its environmentally friendly brands but also to build consumers' concern for environmental values and their attitude towards green products. Copyright © 2016 John Wiley & Sons, Ltd and ERP Environment     

An Analysis of Continuity Intentions of eGovernment Portal Users

This study provides an integrative coherent model of continuity intentions in the context of electronic public service provision drawing from multiple theoretical research streams. Especially the role of citizens’ expectations and their determinants for electronic public service delivery is discussed. The research model was empirically examined using a sample from four major German cities and structural equation modelling. The data show that the concepts of this multitheoretical approach are compatible and altogether provide a better understanding of citizens’ cognitive processes leading to continued usage behaviour. Both theoretical and practical implications for public administration in general are derived.     

Money donations intentions among Muslim donors: an extended theory of planned behavior model

• The investigation into determinants of money donation intentions while employing an extended theory of planned behavior model is limited to developed country contexts. However, given the challenges facing charitable organizations and scant theoretical evidence from developing world, such an examination can contribute pragmatically. The current study establishes the impact of subjective norms, perceived behavioral control, past behavior, and attitude on respondents' money donation intentions to charities in Pakistan. The respondents (N = 223), a non‐student population living in the city of Gujranwala, completed a survey. The collected data are analyzed by means of a multivariate analysis, which was comprised of regression and correlation. The results reveal a strong support to the extended theory of planned behavior model in establishing the relationship between identified independent and dependent variables in a developing country context of Pakistan. The study contributes to the establishment of a few strategies, which are useful for managers working in charitable organizations to attract and retain donors to support several causes.

Copyright © 2015 John Wiley & Sons, Ltd.     

Business students’ attitudes toward innovation and intentions to start their own businesses

This research integrates perspectives from models of entrepreneurial intentions and attitude theory to examine the nature of the relationship between business students’ attitudes toward innovation and their intentions to start their own businesses. Multiple regression analysis revealed a positive association between attitude toward the distal and broad object of innovation and intentions of US business students to engage in the specific behavior of starting a business. Multiple mediation analysis revealed this association is partially mediated by attitudes toward the proximal and specific object of starting a business, operationalized as perceived desirability and feasibility of starting a business. As attitudes are open to change, opportunities exist for educators and practitioners to affect entrepreneurial intentions by affecting attitudes toward relevant, broad objects, such as innovation.     

Willingness to Pay for Green Products in Air Travel: Ready for Take‐Off?

We examine the willingness to pay (WTP) for green products in air travel. Green products in aviation are supplementary services, which are sold on top of the travel service (e.g. carbon offsets, organic on‐board food). We identify a set of potential green products in aviation and report the preferences for additional airline services of 811 Swiss air travellers using an adaptive choice‐based conjoint survey. We find that 20% of those passengers who are interested in purchasing supplementary services show a considerable WTP for green products. The green segment differs from the regular segment only in terms of behavioural features, not in terms of demographic or socio‐economic characteristics. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment     

Do race and gender matter in international assignments to/from Asia Pacific? An exploratory study of attitudes among Chinese

Based on a survey of EMBA students in China and South Korea, this article examines how two sensitive but potentially salient criteria—race and gender—affect the selection of an executive to head the (a) foreign operations of a U.S. multinational in China and South Korea and (b) newly acquired U.S. operations of a Korean multinational. The results reveal a fairly complex picture of how gender, race, and the interplay of these two factors might affect these decisions. In the Korean sample, competencies mattered more than race and gender in a senior executive appointment to the U.S. operations of Korean multinationals. Also in the Korean sample, race and gender outweighed competencies in assignments to Korea. In the Chinese sample, competencies outweighed race and gender in a senior executive appointment in China. Overall, Koreans had a more positive attitude toward foreign‐born Koreans than the Chinese toward foreign‐born Chinese for senior executive appointments. Implications for international human resource management and diversity management, both theoretical and applied, are discussed. © 2008 Wiley Periodicals, Inc.     

Entrepreneurial intention among University students in Malaysia: integrating self-determination theory and the theory of planned behavior

The present study endeavors to develop a deeper understanding of the motivational processes involved in intentional entrepreneurial behavior. For this purpose, it integrates the social cognitive approach of the theory of planned behavior (TPB) and the organismic theory of motivation of self-determination theory (SDT). More specifically, it tests the role of basic psychological needs of autonomy, competence and relatedness as defined in SDT in shaping university students’ attitudes and intentions toward entrepreneurship. The sample of this study consisted of 438 (Males?=?166, Females =272) 3rd and 4th year university students from four Malaysian Public Universities. The results of the study show that the model strongly explains about 71% of the variance in entrepreneurial intention. Basic psychological needs of autonomy, competence and relatedness have a strong indirect impact on entrepreneurial intention via their attitudinal antecedents: attitude, subjective norm, and perceived behavioral control. This indicates a full-mediational model, where the attitudinal factors operated as transmitters of effects from the distal constructs of SDT on entrepreneurial intention. These findings confirm that both SDT and the TPB provide complementary explanations of the motivational processes of entrepreneurial behavior. The study contributes to the existing knowledge by providing a theory-based understanding of the role of motivations in the formation of entrepreneurial intentions. It opens the way for future research to analyze how alternative motivations may affect new venture creation, survival and success.