Young consumers’ green purchase behaviour in an emerging market

Young consumers represent a powerful engine in the development of environmentally conscious population as well as a promising market for green products. Marketers and organizations are therefore increasingly developing strategic marketing campaigns and environmental education programmes that target the young consumer segment. This study aims to examine a number of rational, moral, emotional and self-identity factors that may facilitate or impede green purchase behaviour among young consumers in an emerging market, Vietnam. A paper-based survey was employed to collect data from university students, which yielded an effective sample of 289 respondents. Multivariate statistics revealed that most factors (i.e. knowledge, attitudes, personal norms, self-identity and perceived barriers) significantly affected consumer purchase of energy efficient appliances, except for subjective social norms and warm glow. From these findings, implications for marketers, policy-makers and other stakeholders engaged in promoting green products are discussed.     

Managerial bias in anticipated images of competing shopping areas

Several dimensions of consumer retail patronage decisions that affect the firm's marketing program are investigated. In particular, the focus of the research extends previous research in the area to investigate the images held by consumers of shopping malls rather than individual stores. Second, the ability of store managers to accurately predict the image held by consumers both of their own shopping area and of a competitor's shopping area is investigated. This is designed to evaluate the ability of managers to predict consumer perceptions irrespective of their own beliefs. Finally, differences in the perceptions of two potential market segments are compared. Manager ability to differentiate between segments is noted. The implications for marketing programming decisions and the contribution the research makes to the body of literature on image measurement are discussed.     

A paradox of price–quality and market efficiency: a comparative study of the US and China markets

The price–quality schema rests on an assumption that price is credible information about product quality. However, the credibility of price information varies across different markets. In an inefficient market, consumers would believe in the price–quality relationship to a lesser extent because price information is less credible. Paradoxically, in such a market, sometimes consumers have to rely more on price to infer quality because other product information is less available. With a cross-national perspective, this study investigated the influences of market efficiency and consumer risk aversion on the price–quality schema between the China and the US markets. We found that due to the inefficient market environment, Chinese consumers possess a weaker price–quality schema than American consumers. Chinese consumers are more risk averse than their American counterparts. However, in China, risk-averse consumers are more likely to use price to infer product quality. Implications for global marketing are discussed, and directions for future research are suggested.     

The Social Pedagogy of Wall Street: Stock Trading as Political Activism?

In this paper, it is argued that the connectivity of the networked market permits market participants to perceive causal relationships between consumer behaviour and its effects on others. The thesis is put forward that the globally networked markets of the information age give birth to new cognitive structures that underlie consumers’ novel sense of responsibility, aid the re-orientation of consumers’ self-interest, and inculcate in consumers what historian Thomas Haskell calls humanitarian sensibility. Drawing from interviews with individual online investors, a model of the market is presented that posits the market as a source of social consciousness and moral decision-making. Furthermore, it is illustrated that individual online investors often incorporate such sensibilities into their consumer decision-making. Based on these results, the authors propose a corrective to the current trend among economists, social scientists and consumer researchers to conceive of the market as a threat to consumer autonomy, social and moral responsibility and an enlightened citizenry. Instead, it is asserted that the market has many faces, one of which, specifically the globally networked market, provides possibilities to recognize and perform consumption as a critical, moral and socially conscious political act.     

Cause I'll Feel Good! An Investigation into the Effects of Anticipated Emotions and Personal Moral Norms on Consumer Pro-Environmental Behavior

Anticipated emotions and moral norms have previously been found to influence consumer adoption of pro-environmental products in different ways. However norms and emotions have seldom been combined in order to understand their relations in motivating consumers to adopt sustainable products. Despite the environmental benefits of sustainable products, consumer adoption is slow to take off. Utilizing data from an online survey (N = 576), this study finds that anticipated emotions directly influence consumer adoption and the effect of moral norms is mediated by the anticipated emotions. This study extends the norm activation model and implies communicating positive emotions for promoting sustainable products.     

The pot snack market – are today's consumers demanding health as well as convenience?

Identifying the target audience for hot pot snacks and which factors influence their buyer behaviour is vital information for product developers and manufacturers. The reported market research evaluated the effect of changing lifestyles on the growth of the pot snack market and investigated consumer opinion of pot snacks with particular regard to their nutritional status. This information is of particular interest to health professionals involved in improving the nation's health. A consumer questionnaire measured the opinion of pot snacks, frequency of consumption and influences on the growth of the pot snack market. The 150 consumers comprised 86 males and 64 females aged 11–74 years. The data was analysed using chi‐square (Statistical Package for Social Sciences). Results indicated that within the pot snack market, there are a variety of reasons determining the demand for pot snacks. The frequency of consumption is influenced by knowledge and opinion about the nutritional content of the pot snack product, suggest‐ing that consumers are now demanding health as well as convenience.     

A typology of Polish consumers and their behaviours in the market for sustainable textiles and clothing

The paper discusses Polish consumers' behaviours in the market for sustainable textiles and clothing. The analysis presented in this article was undertaken because of:

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Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study

Rapidly increasing demand for eco-friendly products is an example of responsible purchasing intention of customers. That responsible behaviour forces businesses not only to understand their responsible purchase intention, but also helps them to sustainability in the market for the long term. In this regard, very little discussion is available in current literature, especially in the context of apparel product consumption. Therefore, to contribute to literature in this field, this work aims to build a predictive sustainable model through an empirical study to examine the relationships among different factors such as attitude, social norms, perceived behaviour control, environmental consciousness, willingness to pay (WTP) premium and consumer purchase intention for environmentally friendly apparels. The data of two hundred and thirty-two respondents were analysed by structural equation modelling (SEM). With the help of the findings, it can be concluded that Indian consumers are aware of green apparels, have a positive attitude to them and show a responsible purchase intention to protect the environment. This is in contrast to the old saying that Indians are price sensitive given the emergence of higher WTP premiums for green apparel products. Other factors such as subjective norms, perceived behaviour control and environmental consciousness are also positively affecting consumer purchase intention. From the study findings, retail managers can benefit through more focused strategies for environmental protection to make a reduction in apparel material while educating their consumers about green apparel.     

When consumers become project backers: The psychological consequences of participation in crowdfunding

Crowdfunding involves financing new ventures by relying on a large number of individual project backers who typically receive the venture's new product as a reward for their financial support. In three experimental studies, it is revealed that crowdfunding participation increases the extent to which consumers can personally connect to and identify with the focal venture compared to customers who merely buy the product in a classic market exchange setting (the baseline in our analysis). This identification process, which is rooted in the insight that one's financial contribution is perceived to be more meaningful to the focal venture, is also shown to trigger behavioral effects on important outcome variables such as increased subsequent consumption of the venture's products and more positive word-of-mouth behavior. The studies thus validate the idea that crowdfunding may be an effective tool to build strong(er) relationships with the venture's initial customer base. Hence, crowdfunding might not only answer the question “Where could I get funding from?” but also another: “Where can I effectively connect with my future customers?” The findings further point to interesting consequences for participating consumers: because the venture is more strongly perceived as theirs, this means that also the associations linked to it may rub off more strongly on their sense of self compared to customers who merely buy the same venture's product in a classic market exchange setting. Crowdfunding participation may thus more strongly effect a qualitative change in the consumer's self-concept.     

The Ethical Consumer. Moral Norms and Packaging Choice

This study investigates whether the claim that environmental attitudes are based on moral reasoning is valid with regard to consumer buying attitudes, as it has been shown to be in other domains of consumer behaviour. It is proposed that two conditions make moral reasoning in the buying situation more likely: environmental concern and the absence of other highly involving characteristics. The paper presents a study of a case with these two characteristics: Danish consumers' choice of environment-friendly packaging. With regard to this case, the evidence supports the claim. A majority of Danish consumers have developed personal norms about choosing environment-friendly packaging and the personal norm is a significant predictor of their (self-reported) propensity to choose environment-friendly packaging in the supermarket (whereas perceived costs have a minor influence on the choice). It is recommended that attempts to promote this and similar behaviour focus on strengthening consumers' intrinsic motivation and on facilitating its transformation into behaviour.     

Deterring deviant consumer behaviour: when ‘it’s wrong,don’t do it’ doesn’t work

ABSTRACT

Tactics to deter deviant consumer behaviour have received limited attention in the literature despite deviance being an ongoing problem in the marketplace. Across two studies, the findings suggest there is a heterogeneous response to the rules placed on consumers’ behaviour, which manifests from an absence of consensus among consumers on what is right and wrong behaviour undermining the it’s wrong, don’t do it approach to deterrence. Further, risk perceptions of being caught and punished are low, if not absent, undermining the you will be caught and punished approach to deterrence. Alternate underlying mechanisms were tested and found to influence deviant consumer behaviour (perceived prevalence, perceived outcomes and moral identity), which could underpin alternate deterrence tactics, including social proofing, moral triggers and humanising the victim.     

Towards an understanding of consumer recycling from an ethical perspective

Recycling is a post‐purchase consumer activity where the consumer usually considers not only individual but also social goals, ideas and ideologies. Accordingly, ethics is an inherent part of recycling; however, very few studies have explored this behaviour from an ethical point of view. The purpose of this paper is to explain consumer recycling by taking a multifaceted ethical approach. The conceptual model builds on theoretical underpinnings related to ethical consumption by exploring the extensions of the theory of planned behaviour, Jones' ethical decision‐making model and Holbrook's conceptualization of ethical consumption. Thus, the attitude‐intention framework incorporates three ethics‐related concepts: (1) moral obligation, i.e. the level of guilt to perform the behaviour, (2) moral intensity, i.e. the moral issue characteristics, and (3) collectivism, i.e. an individual‐level value orientation. The data were collected from a sample of Slovenian consumers, using an online consumer panel. The sample reflected the Slovenian population in terms of gender and age. The proposed conceptual model was tested using structural equation modelling. The results suggest the proposed ethical concepts play a significant role in the attitude‐intention framework. The more collectivistic individuals have more positive attitudes towards recycling. Moreover, the more consumers perceive recycling as morally intense, the more favourable their attitudes are. In turn, attitudes positively affect intentions to recycle. In addition, higher levels of moral obligation positively influence intentions to recycle. The only hypothesis that is not supported in this study refers to the influence of moral intensity on intentions to recycle. The implications for public policymakers and social marketers stem from a complex interplay of the antecedents of recycling behaviour. Future studies could go in several directions by extending the model to other moral issues, conducting a study in a cross‐cultural setting or taking a longitudinal approach.     

A model of product compatibility introduction with consumer recognition

Firms recognizing consumers often use behavior-based pricing (BBP), i.e., condition prices on purchase history. Prior research studies the framework with independent product offerings and shows that BBP leads to poaching and decreases each firm's profits. In this paper, we investigate the efficacy of BBP in a two-period duopoly where firms provide compatible product categories and endogenously determine the levels of cross-compatibility. We first revisit the impact of behavior-based pricing in the traditional framework with independent offerings and verify the competition-increasing effect of BBP. We then examine how the impact of BBP differs when firms introduce product compatibility. Interestingly, we find that firms can benefit from BBP when firms introduce product compatibility. More specifically, when the value consumers obtain from perfect compatibility is moderate, implementing BBP is more profitable than without consumer recognition. The intuition is that when the value of perfect compatibility is medium, consumers do not expect good switching deals in the second period and firms can charge higher prices in the first period. Our findings not only complement the BBP literature but also shed light on the firms' strategic decisions on product compatibility.     

Preference for green packaging in consumer product choices – Do consumers care?

In this paper, consumer environmental choice is studied by analysing the relative importance of green packaging when compared with other relevant product attributes. The empirical study is based on a choice‐based conjoint analysis of preferences for functional drink products of a sample of 330 consumers using these products. Our choice‐based approach on environmental behaviour brings new insights to previous research, which predominantly relies on attitude models. Results indicate that consumers differ in their preferences for packaging, brand, price and convenience of use of daily products. In addition, various distinctive consumer segments can be identified on the market. Contrary to several previous studies, we found that the largest consumer segment, one‐third of consumers, favoured environmentally labelled packaging as the most important criteria in their choice. The findings emphasize the increasing importance of ethical and environmental dimension in product choices. We also propose that the attention in environmental consumer research should be shifted from general attitude studies towards the study of actual product choices.     

The right to be heard and to be understood: a conceptual framework for consumer protection in emerging economies

In many emerging economies and developing countries, comprising consumers from different cultures and with varying degrees of sophistication (knowledge and skill) concerning consumer protection, the promotion of consumers' rights to develop a consumer‐oriented culture remains a very big challenge. One way of protecting the consumer, especially the consumer that has not been fully socialized to execute informed decisions when purchasing expensive durables, is by establishing a redress environment that would ensure fair redress as well as an understanding and appreciation of the consumer. Manufacturers and retailers are often not aware of the performance failures that consumers experience concerning their products because many people do not communicate their dissatisfactions to them. However, unless and until manufacturers and retailers fully comprehend their customers' complaint behaviour, their reasons for engaging in specific complaint behaviour and the reasoning (cognitive processes) and emotional processes behind their behaviour, they will not recognize the link between complaint handling and customer loyalty and profits. The purpose of this paper was to develop a theoretical conceptual framework that would enable consumer scientists, consumer consultants, consumer behaviour researchers and those with the responsibility of handling consumer complaints to explore and understand consumer complaint behaviour in its entirety. We argue that, to be able to establish and manage a redress environment that is characterized by an understanding of the specific consumer as well as by effective complaint behaviour handling, it is of the utmost importance that the manufacturer, retailer, consumer consultant and all those that work with consumers' complaints understand the entire complaint process, including the underlying cognitive and emotional processes as well as the consumer's post‐complaint perception of justice and his/her satisfaction with the complaint handling. It is also important to understand the role that consumer‐, product‐ and redress environment‐related variables play in consumer complaint behaviour. The consumer who blames the retailer for the problem and who probably feels angry about the situation and decides to complain will expect redress. From a consumer's viewpoint, complaint‐related justice is, however, not only a matter of economic calculus but also a matter of procedure and interaction. We therefore argue for a holistic approach where consumer complaint behaviour is addressed in its entirety. Practical suggestions that could enhance customer satisfaction are given for manufacturers, retailers and those who deal with consumers' complaints.     

Financial literacy education and behaviour unhinged: combating bias and poor product design

The growth of products available in the consumer financial market has provided more choice and formal control over household financial decisions than ever before. Financial literacy education programs are generally assumed to improve consumer behaviour in relation to financial products and services. However, there is scant evidence that demonstrates the causal link between education, literacy and behaviour. Through the use of a sample study, we show that the actions of individuals who are financially literate do not necessarily mean they will demonstrate good financial behaviour. We propose that in order to improve the financial behaviour of consumers, two critical areas need to be addressed. Firstly, the objectives of financial literacy programs should be not only to educate consumers about financial markets and products but highlight to individuals the psychological biases and limitations that they as humans cannot easily avoid. Secondly, the regulation of financial products sold to consumers needs alteration to meet the aim of protecting retail consumers from complex financial products that are confusing, ambiguous and inappropriate. We propose regulation and redesign of product information offerings using techniques employed in ecological interface design models to derive a suitability test for consumer financial products.     

Antecedents of Taiwan Chinese Consumers’ Purchase Intentions Toward U.S.- and Japanese-Made Household Appliances

ABSTRACT

The purpose of this article is to understand the factors influencing Taiwan's Chinese consumers’ purchase intentions toward U.S. and Japanese household appliances. The authors attempt to develop and test a comprehensive model linking such purchase intentions to several constructs including Taiwan Chinese consumers’ openness to foreign cultures, consumer nationalism, product familiarity, traditional cultural values orientation, and product-country image. The result of analysis using structural equation modeling shows that consumer nationalism has a strong indirect effect on purchase intention via the product-country image construct. Taiwan Chinese consumers’ traditional cultural values orientation and openness to foreign cultures have direct effects on consumer nationalism and, hence, are important antecedents in explaining the purchase intentions toward foreign-made goods by Taiwan Chinese consumers. With the growing importance of the Chinese domestic market, this study provides international marketing managers with practical implications in important areas such as market segmentation, branding strategy, and market research and practices in the Chinese consumer market.     

Ethics on the Web: Applying Moral Decision-Making to the New Media

This paper examines the advent of the Web as a critical media tool in the promotion and sale of goods to consumers and the ethical questions it raises that are issues of public policy. We examine four traditional ethical rationales that guide organizational decision-making – utilitarianism, distributive justice, moral rights of man and relativism, further characterized as "ends-based", "equity-based", "rules-based" and "comparison-based" rationales – and we apply them to four moral dilemmas attributed to the proliferation of dot.com companies as they relate to consumer welfare. We find that ethical rationale in the New Media is largely non-existent, and where it exists, it is primarily reactive and driven by utilitarian or relativistic reasoning. We attribute this condition to the newness of the industry and to its economic context, representing, as it does, many characteristics embodied in the concept of the "perfect market." We offer some remedies to improve ethical conduct by e-business.     

Exploring the relationship between consumer knowledge and purchase behaviour of value‐based labels

Despite an increasing market presence, little research has been conducted regarding consumer‐purchase behaviour of food products bearing ‘value‐based’ labels. Moreover, as the effectiveness of these labelling formats is dependent upon consumer's knowledge of their existence, this paper aims to explore the relationship between knowledge, openness to experience (i.e. validated personality trait related to intellectual capability) and purchase behaviour upon consumer behaviour in this context. Using structural equation modelling techniques, causal influences on purchases of fresh meat bearing ‘value‐based’ labels are identified and three multi‐attribute attitude models are proposed. The paper concludes that these labels are of value to consumers and that product knowledge plays a significant role in aiding purchase decisions. Consequently, marketing communication implications arising from the proposed multi‐attribute attitude models are discussed.