Private certification schemes as consumer protection: a viable supplement to regulation in Europe?

In the European single market, most product certification schemes are privately organized. This paper considers the goals and pitfalls of private certification as a form of market‐based and multi‐stakeholder consumer protection that relies on the transparency of information and the possibility of consumers choosing accordingly with their preferences.     

Consumers’ subjective and objective consumerism knowledge and subsequent complaint behaviour concerning consumer electronics: a South African perspective

Although there is immense international support for consumer protection, the notion exists that consumer protection can only exist in developed countries with ample fiscal resources and expertise to properly act in the interest of consumers. This conception leaves consumers in emerging and transitional economies in a difficult position as these economies indeed generally lack sufficient funding and the required capacity to educate consumers on their rights. With the South African Consumer Protection Act that came into effect in 2011, South African consumers can now claim to be among the best protected consumers in the world. However, many consumers are still not aware of their consumer rights, and do not have the necessary knowledge to pursue redress when they are dissatisfied. The objective of this research was therefore to explore and describe the relationship between consumers’ knowledge of consumerism (consumer protection) and their consumer complaint behaviour (CCB) concerning their dissatisfaction with a technologically advanced product, in this case, a consumer electronic product. This study attempts to differentiate between subjective consumerism knowledge and objective consumerism knowledge and by extension the measures used. In addition, we explored and described the relationship between demographic variables and levels of subjective and objective consumerism knowledge as well as the combined effect of the two types of knowledge on CCB. The findings revealed that the respondents had a reasonable level of subjective consumerism knowledge relative to a low level of objective consumerism knowledge. No significant relationship was found between subjective consumerism knowledge and demographic variables. However, the factors of race, gender and level of income were related to objective knowledge. A higher level of subjective knowledge could be associated with public action. Respondents with reasonable levels of objective knowledge were also better equipped to take private and public action. CHAID (Chi‐Square Automatic Interaction Detection) analysis highlighted that a combination of subjective and objective knowledge was the best predictor of taking public action only and of taking both private and public complaint action. The study has implications for policy makers, consumer protection organisations, retailers and the individual consumer. Our approach to measuring knowledge of consumerism could possibly be applied in other emerging contexts where consumers generally lack awareness of consumer protection.     

The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market

Consumers are increasingly concerned about the negative environmental implications of purchasing goods, which in turn shape their behaviour. Yet, there are indications that consumers do not always act on these concerns, causing an attitude–behaviour gap. For consumers to make ecologically responsible purchases, they need relevant product environmental information. Therefore, marketers and firms are increasingly integrating more detailed environmental information in their offerings, including eco-labels with externally validated information. This study integrates consumers’ knowledge and trust in eco-labels with their environmental knowledge to determine how these affect pro-environmental consumer behaviour (PECB). The findings suggest environmental and eco-label knowledge is positively associated with attitudes towards the environment, and that positive environmental attitudes and trust in eco-labels affect PECB. This implies that firms, policy-makers and accreditation organisations (i.e. labelling) can educate consumers about eco-labels and the environment to increase PECB. Such strategies will also build consumer knowledge and trust in eco-labels, necessary for facilitating PECB.     

Marketing strategy in emerging markets: a conceptual framework

Citing difference between emerging and developed markets, scholars highlight need for different approaches to marketing in emerging markets. In this paper, we argue that while there are some unique characteristics of emerging markets, all countries within emerging markets do not have similar levels of product penetration and consumption. As a result, it is wrong to assume that emerging markets are untapped and under-served across the product categories. To a list of characteristics identified as unique to emerging markets, we add large population as an important characteristic and discuss its strategic implications. We develop a conceptual framework that factors in combined effect of varying degrees of product penetration & consumption levels with large population of emerging market countries. The conceptual framework identifies four strategic alternatives for marketing in emerging markets. Instead of recommending any generic marketing strategy, we propose that marketers need to choose an appropriate mix of strategies aimed at primary and selective demand creation in emerging markets.     

The consumer stuck between a rock of victimhood and a hard place called responsibility: political discourses on the ‘consumer’ in Finnish and German governmental policy documents

Executive governmental authorities contribute a discourse, making‐up, outlining and configuring the consumer. The objective of this paper is to elaborate on the discursive construction of the consumer provided by governmental institutions. Exemplified by Finnish and German policy documents, this paper tries to provide an insight on the consumer as the subject that is governed by politics. Thus, a discourse analytic approach reveals according to what rationale the consumer is discursively constructed on a dichotomous sovereignty‐vulnerability‐continuum. Hence, this paper provides actors and institutions that are involved in consumer policy deliberate basic principles for the understanding of consumers.     

A conceptual model to imply a negative innovation assessment framework on consumer behaviors through the electronic business platforms

Online retail platforms significantly impact consumers' purchasing decisions. Satisfaction, purchase intent, and repeat online shopping drive the platform's purchasing decisions. In contrast, individuals do not purchase products due to dissatisfaction and lack of purchasing intent. It will cause hesitation and spread negative feedback to influence online consumer behaviors. This research proposes a conceptual model incorporating the Status Quo Bias (SQB) and the Negative Online Purchase Decision-Making Process (NOPDMP) to suggest a new framework for evaluating the maintained consumer behavior of online shopping platforms. The questionnaires following the proposed conceptual model were collected from the sample data from participants of 384 experienced respondents using online shopping platforms. Data were analyzed for the causal relationship using Structural Equation Model. The implications of the assessment framework that incorporates the influence of negative factors can weigh the decision to purchase products and improve and reduce shopping cart abandonment on e-commerce platforms. This framework can also describe instances of negative perspectives regarding incentive alignments with actual behaviors.     

Opinions about advertising in Australia: a study of complainants

Advertising expenditure has risen globally and in Australia there has been a 2.7-fold rise in the last 10 years. It is suggested that some advertisements may be ‘unacceptable’, that is unfair, misleading, deceptive, offensive, false or socially irresponsible. Industry and regulatory responses to consumer complaints about these problems must be addressed. This research is concerned with consumer behaviour and consumer complaint behaviour specifically in the area of advertising in Australia. The general findings from the reviewed literature indicated that complainants tend to be older, have attained higher levels of educational qualifications, earn a higher gross weekly income, possess greater degrees of wealth, have higher participant levels of local community involvement and, in general terms, have more resources to avail themselves of in order to allow them to take action when dissatisfied. The results from this research engender a better understanding of the complaining public. Empirical analyses were used for determining the characteristics of people who complain to the Advertising Standards Board and inferred that their opinions regarding advertising differ from members of the general population in four key areas. This research will afford regulatory bodies a better understanding of the complaining public as well as educating marketing communications strategists in effectively reaching their target markets.     

The mystique of macro‐boycotting behaviour: a conceptual framework

In spite of the aim of the World Trade Organization and other international organizations to foster international trade and development by lessening protectionism agendas worldwide, there has been a rise in consumer‐boycotting behaviour at a macro level involving campaigns directed against foreign products from countries embroiled in conflicts in international relations, rather than against products from individual companies perceived to have engaged in a domestic egregious act. While campaigning at this level is becoming a more effective tool for consumer protest, as it negatively affects both the boycotted countries' macroeconomics and companies' micro‐competitiveness, consumer motivation to participate in macro‐level boycotts has so far been overlooked in the boycotting literature. This paper examines consumers' behavioural intentions to participate in macro‐boycotting campaigns within the context of an Arab country, which has recently witnessed a number of campaigns of this nature. Using the theory of planned behaviour, the findings of an exploratory qualitative study of Egyptian consumers offer insights into the motives and barriers to individual macro‐boycott participation. Findings are discussed together with managerial implications.     

Construction of consumer choice in the market: challenges for environmental policy

Drawing from the literature on the analytics of government, the paper discusses marketing as a form of government, elaborating and illustrating the many ways in which consumer choice is shaped, modified and directed in the market through practices and techniques of consumer marketing. The aim is to critically reflect upon and render problematic the individualistic ideas of the green consumer as a powerful market force and to provoke discussion on the conceptualization – and construction – of consumer subjectivity and social problems in marketing. Taking examples particularly from the fashion and clothing industry, the paper discusses the ways in which marketing activities come to shape consumer conduct by operating through the choice of individuals who freely pursue their needs and desires, and by working on the environment within which this freedom of choice is exercised. The paper contributes to the literature on green consumerism by systematically interrogating and elaborating on the modes and practices of marketing thought and expertise through which consumers and consumption are rendered intelligible and actionable in the market.     

The role of ethical obligation and self‐identity in ethical consumer choice

Many variables have been proposed as additions to the theory of planned behaviour structure, and evidence exists to support the value of a measure of ethical obligation and self‐identity. Furthermore, some research has suggested that ethical obligation may serve as an antecedent to attitude as well as intention. This paper presents findings from a large scale survey that highlights the usefulness of ethical obligation and self‐identity in the prediction of intention. Additionally, the role of both these variables in the prediction of attitude is also suggested. This is examined within the ‘ethical’ context of fair trade grocery purchases. Methodological implications for further research are discussed.     

A comparison of online and offline consumer behaviour: An empirical study on a cinema shopping context

The main objective of this study is to analyse online vs. offline differences in consumer behaviour. To this end, through a proposal applied to cinemas in shopping centres, this study considers values and lifestyles as major factors that influence behaviours and intentions. The partial least squares (PLS) approach is used to evaluate the model. A multi-group analysis is conducted to compare consumers who buy tickets online with those who do so at a box office. We consider 391 valid cases. The results obtained show a link between the use of technology and its effects on behaviour. The relationships between values and behaviour as well as between behaviour and future intent are stronger among online consumers than the effects of lifestyles on behaviour. We consider relevant theoretical and empirical perspectives and offer critical recommendations of use to shopping centre managers, movie theatres, and intermediaries of this sector.     

The quest for consumer engagement via cause-related marketing: A mixed method study in an emerging economy

The present study attempts to understand the concept of consumer engagement (CE) in Cause-related Marketing (CRM) context. Utilizing a simultaneous qual + qual mixed method research approach; the authors have attempted to consider two research questions: (1) how online retail organizations operating in India are framing CRM campaigns for enhancing consumer engagement, and (2) what are the factors that motivate consumers to engage with CRM initiatives of online retailers. Integrating the findings of the study with the ‘Hierarchy of Engagement Model’ provided by Grewal et al. (2017b), the authors have proposed a conceptual model of CE in CRM context. Further, the study provides implications for both academics and marketing practitioners.     

Role of consumer health consciousness,food safety & attitude on organic food purchase in emerging market: A serial mediation model

The study aimed to investigate the direct and indirect impact of health consciousness (HCN) on the purchase intention (PIN) of organic food products in India – a rising hub of organic food consumption. For the indirect effect of health consciousness on the purchase intention, the study added the serial mediation of consumer attitude (ATT) (based on the Theory of Planned Behaviour) and food safety concern (FSC) as major constructs. There is a lack of empirical evidence on the mediating role of FSC in the impact of HCN on ATT or their PIN. Further in a developing country like India, there lacks a comprehensive study considering all the above four factors on organic food consumption. 438 useable responses were collected using the mall intercept method from purchasers frequenting five exclusive organic food stores in a metropolitan city in India. The hypotheses on direct and indirect effect of HCN on PIN and the serial mediation of FSC and ATT was tested using Structural Equation Modelling (SEM). CFA/SEM analysis upon establishing the conceptual model's goodness-of-fit, revealed the insignificance of FSC having direct impact on ATT and PIN and having any mediating role in the impact of HCN on ATT. There was also no significant impact of HCN on FSC. ATT too showed no significant mediating role in the impact of FSC on PIN. Nevertheless, both FSC and ATT together as serial mediators significantly influence the impact of HCN on PIN. Retailers and marketing professionals need to devise strategies based on the study's findings, emphasizing on the details of health benefits and improvements consumers will obtain upon consuming their organic products. Practical implications and theoretical contributions are discussed.     

Applications of the behavioural homogeneity evaluation framework: The predictive ability of consumer involvement for international food market segmentation

Abstract

This article proposes a framework of alternative international marketing strategies, based on the evaluation of intra- and inter-cultural behavioural homogeneity for market segmentation. The framework developed in this study provides a generic structure to behavioural homogeneity, proposing consumer involvement as a construct with unique predictive ability for international marketing strategy decisions. A model-based segmentation process, using structural equation models, is implemented to illustrate the application of the framework.     

Convergence and divergence in consumer behavior: implications for international retailing

Converging technology and disappearing income differences across countries will not lead to homogenization of consumer behavior. Rather, consumer behavior will become more heterogeneous because of cultural differences. As consumer incomes converge across countries, the manifestation of value differences will become stronger. This phenomenon makes it increasingly important to understand values of national cultures and their impact on consumer behavior. Retailing strategies for one country cannot be extended to other countries without adaptation. Hofstede’s model of national culture is applied to understand differences in consumer behavior across countries. Examples are provided of consumption differences, their relationships with culture discussed, and selected implications for international retailing management detailed.     

Drivers and barriers for city shopping: Perspectives from retailers and consumers in regional Australia

The decline of retailing in cities is well documented in the international literature, but to date there has been little research in Australia. The objective of this study, conducted in regional Australia, is to examine drivers and barriers for city shopping, and motivations for out-of-town shopping. Surveys were administered to retailers and city shoppers. Qualitative data were analysed using Leximancer to draw out relevant themes and concepts. Responses (n = 367) show store variety, customer service, car parking and the overall offering and experience are important drivers of city shopping, whilst expensive parking, empty shops, lack of amenities and store variety are commonly cited barriers.     

Strategic agility of SMEs in emerging economies: Antecedents,consequences and boundary conditions

This study investigates the effects of firm-level capabilities, and their relationships with strategic agility and the international performance of small and medium-sized enterprises (SMEs). Using time-lagged data from 233 internationalizing SMEs from Ghana, we test the direct relationships between SMEs’ capabilities and strategic agility. Additionally, we examine the indirect relationships between technological and networking capabilities and superior performance in international markets through the mediating mechanism of strategic agility. We also investigate the moderating effects of environmental dynamism and internationalization knowledge on the relationship between strategic agility and international performance. Our findings provide a nuanced view of the relationship between the firm-level capabilities, strategic agility and SMEs’ international performance.     

Investments in consumer relationships: a critical reassessment and model extension

This study is a critical reassessment and extension of De Wulf et al.'s (2001) framework investigating retail investments in consumer relationships. Their initial model relates four types of relationship marketing efforts to perceived relationship investment, in turn influencing relationship quality and ultimately behavioural loyalty. Based upon signalling theory, we extend this model by introducing product and service efforts as additional antecedents. Moreover, in contrast to the use of self-reported measures in the initial model, we apply customer database information in order to measure the construct of behavioural loyalty. Based upon 187 consumers reporting on their relationship with a Belgian apparel retailer, the SEM results provide guidelines for retailers how to increase the quality of their relationships with consumers by strengthening consumers' perceptions of relationship investment.     

Motivations and risks in international licensing: a review and implications for licensing to transitional and emerging economies

In the light of changes in technology and today’s global business environment, recent contributions in the literature regarding international licensing, particularly the reasons, risks, and management of licensing are reviewed. The main reasons that firms choose licensing over other methods of international market entry are examined, and the risks associated with licensing are synthesized and updated, along with perspectives on managing those risks. Finally, areas are suggested for further inquiry that may help to enrich this field of study. Throughout, particular attention is paid to the issues of international licensing that affect emerging and transitional economies, particularly from the perspective of small firms.     

No easy solutions: lessons learned from an intervention to reduce clinic non‐attendance rates in a Scottish hospital

Hospital waiting lists and times have become the public measure of government success or failure. This research examined existing hospital outpatient capacity and considered the age‐old problem of patients who fail to attend their appointment. A reduction in did‐not‐attend (DNA) rates would maximize utilization of capacity, ensure early diagnosis and drive down waiting times. The research was designed to determine whether the introduction of outpatient letters, which included the need for positive confirmation of attendance, decreased the incidence of patient non‐attendance. Utilizing an experimental design, data gathered at two Plastic Surgery clinics were compared over two three‐month periods, pre‐ and post‐implementation. Total attendance and non‐attendance were examined in terms of new and review patients, gender and age profile. The research concludes that the intervention tested in this form can now be discounted thus allowing the exploration of subtler solutions.