Changing the marketplace one behavior at a time: Perceived marketplace influence and sustainable consumption

This study introduces the construct of Perceived Marketplace Influence (PMI) and investigates its role in mediating the relationship between environmental concern and sustainable consumption behavior. A nationwide survey shows that Perceived Marketplace Influence plays an important role in mediating the relationship between concern and behavior, providing an explanation for prior inconsistencies in this relationship. Accordingly, Perceived Marketplace Influence plays a purposeful role in transforming environmental concern into behavior. This project extends previous research on the relationship between values, beliefs, and behavior by showing that one's perception of influence on the marketplace behavior of others significantly influences one's own marketplace behavior. Improved understanding of this relationship provides updated guidance to firms and policymakers for projecting and encouraging sustainable consumption behavior.     

Toward a theory of sustainable entrepreneurship: Reducing environmental degradation through entrepreneurial action

This article explains how entrepreneurship can help resolve the environmental problems of global socio-economic systems. Environmental economics concludes that environmental degradation results from the failure of markets, whereas the entrepreneurship literature argues that opportunities are inherent in market failure. A synthesis of these literatures suggests that environmentally relevant market failures represent opportunities for achieving profitability while simultaneously reducing environmentally degrading economic behaviors. It also implies conceptualizations of sustainable and environmental entrepreneurship which detail how entrepreneurs seize the opportunities that are inherent in environmentally relevant market failures. Finally, the article examines the ability of the proposed theoretical framework to transcend its environmental context and provide insight into expanding the domain of the study of entrepreneurship.     

罗地亚经营之道:用行动践行责任——企业社会责任融入日常经营的典范

2007年7月,在近200位员工的努力下,罗地亚发布了《企业的社会责任-宣讲材料的参考结构体系指南》(以下简称《指南》),该《指南》通过6个利益相关者、21项承诺、44项关键实践措施和4个层次将企业社会责任融入了罗地亚的日常经营。借助该《指南》,罗地亚的各个生产工厂、职能部门和企业集团中的各个团队可以对其各自实际工作执行自我评估并明确各自的专长和限制,从而确定改善措施,这些团队可以完全独立地组织各自的评估、设立各自的目标,还可以根据当地的具体情况来决定尽可能广泛和深入执行的最佳方式,这是在华跨国公司履行社会责任的里程碑事件。本刊记者吴福顺在罗地亚的贾志刚先生的热情安排下于2007年10月17日在上海的罗地亚(中国)投资有限公司会议室和罗地亚集团大中华区总裁朱铭岳进行了对话。     

Culture and personal values: How they influence perceived service quality

This research analyzes the effects of culture and personal values on perceived service quality. Data on bank service quality are collected from 509 Canadian and 216 French users. The results confirm that power distance and uncertainty avoidance influence perceived service quality. Personal values such as self-fulfillment, self-respect, sense of accomplishment, and security also influence perceived service quality. The study findings show that the effects of personal values (micro-level variables) and culture (macro-level variable) on perceived service quality are distinct.     

Operational modes for multinational corporations in post-apartheid South Africa: A proposal for a code of affirmative action in the marketplace

The economic and socio-political impact of multinational corporations (MNCs) on third world countries has been the subject of intense debate and controversy leading to charges of exploitation and colonization on the one hand, and demands for codes of conduct on the other. This article examines the working of one of the most comprehensive of such codes under the most reprehensible political conditions, i.e., the operations of U.S.—based multinational corporations in South Africa under the acgis of the Sullivan Principles. It is argued that despite the best intentions, and considerable social goodwill, the Sullivan Principles were seriously flawed both as to goals and as to means of achieving them. Finally, it suggests a new approach to developing standards of MNC behavior in third world countries which emphasizes those areas of activities that are directly under the control of MNCs, and offers targets of achievement to which MNCs can and should be held accountable.The paper is a revised and expanded version of a keynote speech delivered by the author at the First Biannual Conference on Advances in Management, Orlando, Florida March 25–28, 1992.S. Prakash Sethi is Professor and Associate Director, Center for Management, Baruch College, The City University of New York. He is also the Economic Policy Advisor to the National African Federated Chamber of Commerce and Industry (NAFCOC), which is the largest and the oldest organization of Black business and industry people in South Africa.     

Language and advertising effectiveness: code-switching in the Korean marketplace

Using two languages within an advertisement is increasing across many markets, throughout the world. By investigating code-switching effects between the Korean and English languages, this study is the first to directly test the Markedness Model perspective in the Korean marketplace. Furthermore, this study introduces a new type of code-switching (transliterated code-switching) between two alphabetic languages and assesses the impact of code-switching on advertising effectiveness across the different types. The results of Study 1 indicate that Korean–English (KE) code-switching and transliterated Korean–English (TL-KE) code-switching were significantly higher in attitude toward the slogan and product evaluation than English–Korean (EK) code-switching. However, there was no significant difference in the dependent variables between TL-KE and KE slogans. Study 2 tested the role of the perceived difficulty of the English words as a moderating variable. It was found that the KE slogan was more effective than the TL-KE slogan when difficult English words were embedded in the slogans, whereas no difference was found between the two slogans when the English words were perceived as easy. Implications for advertisers are presented and future research areas are discussed.     

Re-imagining the marketplace: addressing race in academic marketing research

Race is a marketplace icon. How so? By holding true to an icon’s defining characteristics: high visibility, divisiveness, and uncritical devotion. In this brief musing, we describe how despite its centrality to market activities, race is uncritically addressed in academic marketing research. We next introduce the Race in the Marketplace (RIM) Research Network, a newly-formed interdisciplinary collective of scholars and scholar-activists that seek to break race of its iconic standing and bring greater equity to markets by disseminating critical, collaborative, and transdisciplinary race-based market research that supports liberatory public policies and community actions. We close with a call to join our effort to reimagine the marketplace through the critical examination of what has been a perpetually overlooked icon in marketing academia.     

The influence of supermarket attributes on perceived customer satisfaction: an East Asian study

Despite the proliferation of theoretical developments in the area of western consumer behaviour, to date the likelihood of Asian variants to existing consumer behavioural models has not been explored in any detail. Based on prior research in the field of retail attribute testing this empirical study investigates the influence of supermarket store attributes on Chinese (Macau) customer satisfaction moderated by the biographical factors of age and income. The results indicate that the store attributes of distance and speed of check out were significant for age, and that delivery service and price reductions were significant by income. Total independent variable rankings indicated store location, price and product variety were perceived by Chinese respondents as being the most important store attributes influencing satisfaction.     

Social responsibility in the marketplace: asymmetric information in food labelling

This paper takes as its focus the adoption by the Co-operative Wholesale Society of what appears to be a socially responsible stance on food labelling practice and policy through the publication of a public report and a proposed code of practice. The central issue in the debate surrounding labelling is the question of ‘asymmetric information’ (when one party knows more about a product than the other). In order to function, markets need perfect information. The existence of asymmetric information gives rise to ‘market failure’ which prevents the ‘free market’ from functioning according to the laissez faire model. It can be argued that regulation will overcome this problem. However, this paper counters this argument on several grounds. In the first part of the paper labelling is examined as a textual construction, and ethical dimensions are revealed through an awareness of discourse and signification, which gives rise to a view of packaging as a version of reality partially built through connotation and association. The second part of the paper examines political and regulatory concerns. Marketing and economic theories are discussed in terms of their impact upon ethical issues in food labelling. Sense is made of various arguments about the policy and practice of food regulation – particularly in the wake of the James Report calling for the establishment of a Food Standards Agency. Tactics for resisting regulation are also examined. The paper analyses the role and motivation of the CWS in taking these steps. Consideration is given to the issue of where responsibility for information giving and public health education might lie, and what phenomena act as barriers to increased public awareness and action on dietary matters. Finally the debate over food labelling is used as an example of why it is problematic (and possibly unethical) to promote the free market model as the only sensible alternative to other modes of economic organisation.     

Understanding product migration to the electronic marketplace: A conceptual framework

We present a conceptual framework that organizes current thinking regarding increased interactivity in the electronic marketplace and its implications for product migration. Product migration refers to the extent of reliance by buyers and sellers on the electronic marketplace for activities pertaining to information search, purchase, acquisition, use, and disposal of a product. We posit that value outcomes derived by buyers and sellers from increasing interactivity mediate the relationship between interactivity and product migration. The relationship between interactivity and value outcomes for buyers and sellers is moderated by three sets of product-related characteristics: the core characteristics of the product, its purchase and use-related characteristics, and market characteristics. Inertia and resistance exhibited by buyers and sellers negatively impact product migration to the electronic marketplace and also attenuate the impact of value outcomes on product migration. In addition to guiding theoretical and empirical work in this emerging area, the proposed framework can also be employed to structure a firm's strategic discussions related to the electronic marketplace.     

From the corset to Spanx: shapewear as a marketplace icon

This article presents the marketplace icon of shapewear—clothing that changes the shape of the human body by compressing or enhancing it. The trajectory of shapewear from the highly structured corset of the sixteenth century to the elastic Spanx of the 2000s evidences how this marketplace icon has come into being. Shapewear has materialized many evolving forms of beauty standards and gender roles as it participates in body-centered market assemblages. Market actors, such as manufacturers, designers, media, celebrities, activists, physicians, and consumers, translate shapewear to materialize intentions in the female body, shaping it accordingly. Whether promoting female autonomy or oppression, shapewear stands as a marketplace icon because it has maintained stable market appeal across time and body-centered market assemblages: it shapes the female body while symbolically articulating women’s roles.     

More than just a utensil: The influence of drinking straw size on perceived consumption

This research replicates and extends Wansink and colleagues' research on the effect of container size on actual consumption by examining the influence of medium size of consumption (straw size) on perceived consumption. Results from two studies show that participants who used a thin straw perceived their consumption as greater than those who used a thick straw, because straw size can lead to different perceptions of consumption time. Furthermore, sip size does not moderate the effect of straw size on perceived consumption.     

The impact of social norms on entrepreneurial action: Evidence from the environmental entrepreneurship context

Using insights from institutional theory, sociology, and entrepreneurship we develop and test a model of the relationship between centralized and decentralized institutions on entrepreneurial activity. We suggest that both decentralized institutions that are socially determined as well as centralized institutions that are designed by governmental authorities are important in promoting firm foundings in the environmental context. In a sample of the U.S. solar energy sector we find that state-sponsored incentives, environmental consumption norms, and norms of family interdependence are related to new firm entry in this sector. Our findings also suggest that the efficacy of state-level policies in the sponsoring of entrepreneurial growth is dependent upon the social norms that prevail in the entrepreneur's environment. We expand entrepreneurship theory and the study of institutions and the natural environment by demonstrating the integral role that social norms play in influencing the creation of new firms and by illustrating the potential effect social norms have on the effect of policy that seeks to encourage environmentally responsible economic activity.     

Pleasure and arousal in the marketplace: Interpersonal differences in approach-avoidance responses

A theory of individual response to environments is discussed. This theory is extended to apply to consumer responses in the marketplace. An empirical study that tests this theory is described. This study examines individual differences in patronage behaviors and attitudes based on emotional responses to an outdoor retail market. In this study, it was found that a consumer's emotional response to an environment is instrumental in resultant patronage behaviors and attitudes.     

Competing in the global marketplace: The case of India and China

As the world economy becomes increasingly integrated and globalized, U.S. companies face unprecedented opportunity, as well as challenge. In the global marketplace, China has made great strides in economic and commercial developments. The business community observes that China is becoming a manufacturing base for the world in providing quality products at low prices. As more business people turn their attention to China's progress, however, they are missing out on an important part of the equation: its neighboring country, India, which may deserve more attention than it has received. In this article, we attempt to present an argument that India could be a viable alternative in competition with other countries on the world stage. In spite of its problems, the Indian government and people are determined to increase Indian contribution to the world economy. As such, India may serve as its next frontier.     

Product bundling strategies in Swedish markets: links to business orientation and perceived effects on consumer influence

Product bundling is an increasingly important marketing strategy within many industries, and consumer influence on companies' ranges of product bundles is, thus, becoming an important issue. The aim of this study was to investigate product bundling strategies consumers are exposed to by some selected companies in the Swedish automobile, travel and banking industries. Bundling strategies were considered in relation to business orientation as well as the consumer's potential to influence the product bundles offered by these companies. Fourteen qualitative telephone interviews were conducted with senior representatives from the three sectors. Interview respondents were selected in cooperation with their respective companies. Results underwent interpretative analysis, and the findings indicated that business orientation is linked to product bundling techniques and to the type of customer influence on product bundling. Consumers were exposed to mixed and complementary bundling strategies, and customers of companies that apply a market orientation were found to have greater opportunities to influence product bundles directly, whereas companies that apply a production‐oriented approach were less able to respond to their customers' wishes. Consumer influence on the product bundles of production‐oriented companies was found to be of a more indirect nature.     

Perceptions of environmental conditions and confusion about action to improve the environment

Data from a 1990 Washington Post poll centred on environmental issues were used to ascertain whether individuals' perceptions of environmental conditions - better, worse or stayed about the same - in the past 20 years result in confusion about knowing what should be done to improve the condition of the environment. A probit analysis found the perception that the condition of the environment in the past 20 years has stayed about the same to result in confusion. This perception was a more powerful predictor of confusion than were sociodemographic characteristics. More highly educated persons, individuals living in the suburbs and more conservative people were less likely to be confused.