Unveiling ways to reach organic purchase: Green perceived value,perceived knowledge,attitude, subjective norm,and trust

This paper aims to investigate organic food consumption based on the perspectives of an extended research model by integrating the theory of consumption value (TCV) and the theory of reasoned action (TRA). First, we tried to find out how five consumption values of functional, social, emotional, conditional, and epistemic in classic TCV influence consumption choice especially in the sustainable consumption domain of organic food, interpreted as green perceived value (GPV) in the reflective-reflective second-order latent. Second, as an attempt to extend the classic TRA, this study included trust and perceived knowledge in the research model in addition to the subjective norm, attitude, and behavioral intention. A partial least square structural equation method (PLS-SEM) was adopted to examine our research model with 251 samples. Our results revealed that GPV significantly affects consumer attitudes. Consumer attitudes and subjective norms also have a significantly positive effect on purchase intention. As an extended TRA, GPV has a significantly positive effect on trust while trust significantly impacts purchase intention. Further, perceived knowledge positively influences attitude and trust. By jointly considering TCV and TRA, this study proposes several implications emphasizing how GPV and perceived knowledge affects consumers’ organic food consumption choice based on the role of increased trust.     

Erratum to: Globalizing Business Ethics Research and the Ethical Need to Include the Bottom-of-the-Pyramid Countries: Redefining the Global Triad as Business Systems and Institutions

This article proposed four novel constructs – green brand image, green satisfaction, green trust, and green brand equity, and explored the positive relationships between green brand equity and its three drivers – green brand image, green satisfaction, and green trust. The object of this research study was information and electronics products in Taiwan. This research employed an empirical study by use of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the experience of purchasing information and electronics products. The results showed that green brand image, green satisfaction, and green trust are positively related to green brand equity. Furthermore, the positive relationship between green brand image and green brand equity is partially mediated by green satisfaction and green trust. Hence, investing on resources to increase green brand image, green satisfaction, and green trust is helpful to enhance green brand equity.     

The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty

Abstract

In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.     

How Perceived Corporate Social Responsibility Affects Employee Cynicism: The Mediating Role of Organizational Trust

This study examines to what extent perceived corporate social responsibility (CSR) reduces employee cynicism, and whether trust plays a mediating role in the relationship between CSR and employee cynicism. Three distinct contributions beyond the existing literature are offered. First, the relationship between perceived CSR and employee cynicism is explored in greater detail than has previously been the case. Second, trust in the company leaders is positioned as a mediator of the relationship between CSR and employee cynicism. Third, we disaggregate the measure of CSR and explore the links between this and with employee cynicism. Our findings illustrate that the four distinct dimensions of CSR of Carroll (economic, legal, ethical, and discretionary) are indirectly linked to employee cynicism via organizational trust. In general terms, our findings will help company leaders to understand employees’ counterproductive reactions to an organization, the importance of CSR for internal stakeholders, and the need to engage in trust recovery.     

The role of customization,brand trust,and privacy concerns in advergaming

This study investigates the effects of advergame customization features and trust in the brand advertised in the advergame on players’ brand attitude and personal information disclosure. Moreover, we examine to what extent players’ privacy concerns moderate these effects. Drawing on self-determination theory and uncertainty reduction theory, we developed and tested a game with varying levels of customization features and brand trust. Results show that customization possibilities and brand trust may have a positive influence on advergame persuasion outcomes, but this influence is strongly conditioned by consumers’ privacy concerns. When privacy concerns are low, a game containing customization features leads to a more positive brand attitude. However, when privacy concerns are high, the effect becomes negative. Additionally, we find that different levels of privacy concerns do not affect players’ responses toward high trust brands, but toward low trust brands. For low trust brands, players with high privacy concerns show more negative game responses than players with low concerns. These findings set the boundaries for several theoretical and practical implications regarding advergame effectiveness.     

品牌仪式的“见”之效应：品牌仪式如何影响消费者信任

受新冠肺炎疫情的影响，大多消费者只能在线观看企业通过互联网实施的品牌仪式，然而以往研究更多揭示的是消费者直接参与的仪式效应，鲜有消费者不直接参与的仪式研究。基于社会交换理论，文章运用实验法探讨了当消费者见到但不实际参与品牌仪式时，品牌仪式对消费者信任的影响机制，即品牌仪式的“见”之效应。结果表明：作为视觉材料呈现的品牌仪式（对比随机动作）也能激活消费者的仪式感知，增加消费者对品牌的信任。原因在于当消费者从品牌仪式的互动体验中获取相应的积极情感资源（心流体验）后，会更倾向与品牌建立信任关系。此外，消费者品牌关系规范会调节品牌仪式对消费者信任的影响，对于共享型关系中的消费者，品牌仪式通过增强消费者心流体验，进而增加消费者对品牌的信任，但对于交易型关系中的消费者，该效应消失。     

Influence of consumer attitude toward online brand community on revisit intention and brand trust

This study proposes to illustrate the relationships between perceived benefits in using online brand communities, attitudes, revisit intention, and brand trust, and it also assesses the moderating role of two types of online brand communities: marketer- and consumer-created communities. The research model is tested by regression analysis using a random sample of 242 respondents. The study finds that social and informational benefits have positive impacts on attitude, which, in turn, significantly influence revisit intention and brand trust. The moderating effect of the type of online community was significant in predicting the relationship between attitude and brand trust but not between attitude and revisit intention. The study concludes the importance of managing online brand communities through managerial implications.     

Antecedents of green behavioral intentions: a cross‐country study of Turkey,Finland and Pakistan

Quality of life of the future generations depends on the efforts of current generations to protect environment. The purchase decisions based on their green behavioral intentions not only helps the society, but also helps companies to gain a green competitive advantage. In this study, the relationships between green satisfaction, green trust, green equity and behavioral intentions are examined. Data were collected from Turkey, Finland and Pakistan with self‐administered questionnaires regarding with green white goods. The hypotheses were tested with structural equation modeling. Results of a structural model reveal positive relationships green satisfaction, green trust and green brand equity across three countries. In addition, green brand equity plays a remarkable role in behavioral intentions towards green white goods in general. Managers should consider green trust, green satisfaction, and green brand equity while implementing green marketing strategies in a global marketplace.     

Relationship type,perceived trust,and ambiguity aversion

Ambiguity averse suggests consumers to prefer risky options over ambiguous ones. In this study, the authors propose that consumer–brand relationship types influence consumers’ ambiguity aversion. Specifically, compared with consumers in exchange relationships with the focal brand, consumers in communal relationships are more likely to trust the focal brand and thereby be less averse to ambiguity. These proposals were tested in two experiments. In experiment 1, participants in communal relationships showed less ambiguity aversion than those in exchange relationships. In experiment 2, participants in communal relationships had higher perceived trust with the focal brand than the participants in exchange relationships, and they showed less dislike for tensile promotions. Experiment 2 also tested for and confirmed the mediating effect of perceived trust. This study concludes with a discussion of the theoretical contributions and practical implications of the results.     

Checkout button and online consumer impulse-buying behavior in social commerce: A trust transfer perspective

To enhance social media users' shopping experiences, social media platforms launched an online shopping feature – the checkout button –allowing users to browse new products, examine items via multiple photos and videos, and purchase items without leaving the platform. Yet, few studies have examined the impacts of the ‘checkout button’ on social commerce users' perceptions and impulse-buying behaviors. Thus, this study seeks to investigate the impact of the ‘checkout button’ on consumers' trust and impulse-buying behavior based on the trust transfer theory, as well as how the impact will differ based on social factors and brand familiarity in social commerce. This study provides valuable insights into social commerce. Checkout within Instagram does not facilitate impulse-buying behavior, but brand familiarity and social factors influence consumer trust and impulse-buying intention. This indicates that well-known brands might be more suitable for social commerce. Furthermore, active social interaction is conducive to impulse-buying intentions in social commerce.     

The effects of two kinds of corporate publicity on customer-brand relationship

In the recent marketplace, corporate brands are exposed to a variety of corporate publicity, which may elicit unexpected consumer responses and requires more academic attention. This study explores how two kinds of corporate publicity (ability-related vs. social responsibility-related) influence customer-brand relationship. We propose that both kinds of publicity influence customer-brand relationship strength through brand trust and brand affect. In addition, the interaction pattern between the two kinds of publicity is further examined. Two competing hypotheses predicting divergent patterns of the interaction effect are proposed. A 2×2 between-subject experiment is conducted in the context of fast food service industry. Results show that, after controlling the existing customer-brand relationship, social responsibility-related publicity has significant influence on the strength of customer-brand relationship, while ability-related publicity has no such effect, given the fact that consumers probably have developed well-established perceptions on the focal company’s ability. Furthermore, the specific interaction pattern between the two kinds of publicity is consistent with the prediction based on fairness heuristic theory. In addition, brand trust and brand affect play mediating roles in the mechanism through which corporate publicity influences customer-brand relationship.     

Advertisement Disclaimer Speed and Corporate Social Responsibility: “Costs” to Consumer Comprehension and Effects on Brand Trust and Purchase Intention

It is not uncommon for advertisers to present required product disclaimers quickly at the end of advertisements. We show that fast disclaimers greatly reduce consumer comprehension of product risks and benefits, creating implications for social responsibility. In addition, across two studies, we found that disclaimer speed and brand familiarity interact to predict brand trust and purchase intention, and that brand trust mediated the interactive effect of brand familiarity and disclaimer speed on purchase intention. Our results indicate that fast disclaimers actually reduce brand trust and purchase intention for unfamiliar brands, suggesting that there are both economic and social responsibility reasons to use less rapid disclaimers for unfamiliar brands. Conversely, disclaimer speed had no negative effects on brand trust and purchase intention for highly familiar brands, presenting ethical tensions between economic interests (e.g., an efficient use of advertisement time) and social responsibility. We discuss the implications of our framework for advertising ethics, for corporate social performance, and for corporate social responsibility.     

网络直播情境下共在临场感与社会临场感对从众消费的影响

近年来网络直播以其惊人的线上互动促销能力受到了理论学者和实践专家的关注。文章在网络直播背景下,以网络直播突出的“共在临场感(CP)”和“社会临场感(SP)”特点为切入点,探索网络直播情境共在临场感、社会临场感影响从众消费的作用机制。文章以有直播观看经历的消费者为样本,采用结构方程模型的方法展开研究并发现:网络直播情境下,共在临场感对从众消费行为存在显著正向影响。共在临场感对从众消费的促进作用受到用户产生信息信任度(TUGI)的部分中介,社会临场感对从众消费的促进作用受到用户产生信息信任度的完全中介。两种临场感(SP、CP)通过用户产生信息信任度对从众消费的中介效应受到主播-观众关系强度(TSBBN)的调节,即存在前段有调节的中介效应。     

Brand trust and engagement in social commerce

With the surge in social media (SM) users around the world, the scope of social commerce (SC) in brand engagement is a prominent area of discussion. The present study empirically investigates the effect of social commerce construct (SCC), multi-dimensional constructs of social presence theory (SPT) and consumer generated content (CGC) on brand trust and brand engagement in SC platforms. An online survey was conducted among 625 Indian consumers who had made more than one purchase using SC platforms in the previous 6 months. Structural equation modelling technique was employed for testing the hypotheses and conceptual model. The results suggest that each element of SCC, SPT and CGC positively contributes to brand trust and engagement. Further, the study provides insight into brand trust and brand engagement in SM, which prompts brand usage intention of the consumers. The insights can be used by managers to create long-term customer relationship management action plans that emphasize brand trust and engagement.     

“Don't pretend to be my friend!” When an informal brand communication style backfires on social media

Social media are now essential platforms for marketing communications, and the volume of consumer-brand interactions on these platforms is exploding. Even so, it remains unclear how brands should communicate with consumers to foster relationships and, in particular, to gain their trust. A fundamental decision in this regard is the choice of a communication style, specifically, whether an informal or a formal style should be used in social media communications. In this paper, we investigate how adopting an informal (vs. formal) communication style affects brand trust and demonstrate that using an informal style can either have a positive or negative effect on brand trust, depending on whether consumers are familiar with the brand or not. We further show that these effects occur because consumers expect brands to behave according to social norms, such that the use of an informal style is perceived to be appropriate for familiar brands and inappropriate for unfamiliar ones.     

Consumer Cynicism toward Collective Buying: The Interplay of Others’ Outcomes,Social Value Orientation,and Mood

This research examines whether consumer cynicism about collective buying depends on consumers’ observations of fellow buyers being treated unfairly in a cobuying context. Prosocial consumers should differ from proself consumers in their level of cynicism, because they value equality in outcomes. Study 1 reveals that prosocials become cynical if others receive an unfair outcome and therefore do not repatronize the provider. This effect does not occur for proselfs. Study 2 shows that mood mediates this effect. Specifically, when prosocial consumers are in a positive mood, the others’ outcomes no longer influence their cynicism. © 2012 Wiley Periodicals, Inc.     

Linking Customer Engagement to Trust and Word-of-Mouth on Facebook Brand Communities: An Empirical Study

Given the rise of social networking sites, particularly Facebook, companies have started engaging with customers in this newly emerged digital space. This study explores the role of customer engagement in enhancing trust and word-of-mouth on brand communities over Facebook. The effect of customer involvement on customer engagement is also checked. This study also investigates the direct relationship of customer involvement with trust and word-of-mouth. A pen-and-paper questionnaire survey of 450 Facebook account holder students was used. Data were analyzed using structural equation modeling. The results reveal that a higher level of involvement with the brand community leads to a higher level of customer engagement. Customer engagement leads to customer trust and word-of-mouth activities. The results further suggest a direct positive relationship of customer involvement with trust and word-of-mouth, but the mediation of customer engagement strengthens the mentioned effect.     

Green consumers and their identities: how identities change the motivation for green consumption

This research aims to fill the gap in green consumption literature from the perspective of values as types of intentions and identity‐based motivation. In two studies, we examine how the salience of personal and social identities can change the relationship between types of intentions and green consumption. The results demonstrate that when personal identity is salient, self‐transcendence intentions influence green consumption more than self‐enhancement intentions. This is because personal identity (compared with social identity) increases the positive effect of congruent intentions (self‐transcendence) on green consumption. However, when social identity is salient, self‐transcendence and self‐enhancement intentions have a similar impact on green consumption. This is because social identity (compared with personal identity) reduces the negative effect of self‐enhancement intentions on green consumption. Finally, we discuss theoretical and managerial implications for values as types of intentions, identity‐based motivation and green consumption.     

绿色认证对品牌信任和购买意愿的影响研究

绿色认证是政府或民间机构向企业证明其产品符合相关环境保护要求的手段.通过绿色认证的企业通常会把绿色证书或标志放在公司网站和产品包装的显著位置,目的是提高消费者对企业生产的产品和品牌的信任感,提高消费者的购买意愿.文章通过问卷调查,检验绿色标志对消费者品牌信任度和购买意愿的影响,分析了消费者价值观对这种影响的作用,提出结论和未来研究方向.     

产品伤害事件对消费者品牌忠诚度的影响机制研究

本文从产品伤害事件的感知损失程度的角度,研究了产品伤害事件的感知损失程度与品牌感知风险、品牌情感、品牌信任、品牌忠诚之间的关系。文章认为,产品伤害事件中的感知损失与感知风险正相关,与品牌情感、品牌信任负相关;感知风险与品牌情感、品牌信任负相关;品牌情感、品牌信任与品牌忠诚正相关。产品伤害事件对品牌忠诚度影响的机制是产品伤害事件以及与该事件相关的各项信息形成消费者的感知损失与感知风险,进而影响品牌情感与品牌信任,最后导致品牌忠诚度的改变。文章提出,在产品伤害事件不幸发生后,最佳的处理方式是尽量通过各种可能的措施使消费者感到本公司值得信赖,相信公司能够在未来避免此类事件再次发生,能够确保消费者的利益,从而减少消费者对该品牌的疑虑,减弱对该品牌的感知风险,只有这样才能尽量维持消费者对该品牌的喜爱与信任,并进而维持对该品牌的忠诚度。