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:

相似文献   

Japanese cuisine in Poland: attitudes and behaviour among Polish consumers

In Poland, in recent years, the number of Japanese cuisine restaurants is still increasing. The aim of this article was to estimate the popularity of Japanese cuisine in Poland and to examine attitudes of Polish consumers towards it. The reasons why this cuisine is chosen by consumers are also studied. The scope of this work includes two anonymous questionnaires. The first study was conducted in Warsaw among 527 random respondents to estimate the level of familiarity with Japanese dishes. The second one was conducted among 115 consumers of a particular Japanese restaurant in Warsaw. Research of the target group was aimed at the characteristics of Japanese dishes consumers. On the basis of the results, it was found that random respondents have relatively little knowledge of Japanese dishes. However, a large percentage of them declared interest in Japanese culture and traditions and was inclined to taste the dishes of this region. Japanese restaurants are mainly popular among young people who follow current culinary trends and fashions and also care about their diet. High prices limit the customer group to well‐off people. Polish consumers visiting Japanese restaurants are usually persons between 31 and 40 years old, with higher education, live in the big cities, as well as with very good or good financial situation. Regular restaurant goers eat out quite often: once a week (38%) or at least once a month (27%). The restaurant studied is mainly visited by people familiar with Japanese cuisine. Sushi is the most popular of the dishes offered.     

Fashion sensitive young consumers and fashion garment repair: Emotional connections to garments as a sustainability strategy

Where clothing consumption has continued to rise around the world, a deeper understanding of how and why garments are disposed of is critical in regard to addressing the issue of textile waste by consumers. The purpose of this study was to explore the garment management processes of young, fashion sensitive consumers, examining their disposal behaviours as well as motivations towards garment end‐of‐life extension through maintenance or repair of damaged fashion clothing. A survey of 161 South Korean young consumers (18–34 years) was conducted, utilizing a fashion sensitivity scale to measure impact on unsustainable garment disposal practices and garment repair behaviour. Further, general recycling behaviour of these individuals was examined, as linked to garment repair propensity. Results indicate that fashion sensitive consumers dispose of garments more rapidly, and with less ethical consideration. However, these same consumers are motivated to repair items that support their fashion identity. The study contributes some useful insight into encouraging garment life extension practise among heavy consumers of fashion, thus extending what is known about fashion garment disposal in the sustainability context.     

Gender,generation and sustainable consumption: Exploring the behaviour of consumers from Izmir,Turkey

This study investigates the relationship between consumers’ sustainable consumption behaviour and both gender and generation‐related individual differences in a sample of Turkish consumers. A total of 393 participants from different generations and gender took part in the study. To measure sustainable consumption behaviour, we used four‐dimensional sustainable consumption behaviour scale. The results showed that generation is associated with unneeded consumption as a dimension of sustainable consumption behaviour. Consumers who are Baby Boomers found to have the highest level of unneeded consumption behaviour while Gen‐Zers have fewest. Additionally, data supported the association between gender and sustainable consumption behaviour. Women showed a higher level of sustainable consumption behaviour both in overall behaviour and tendency to reuse products. Taken together, the findings suggest that gender and generation of consumers can differentiate sustainable consumption behaviour. The implications of these findings, as well as the limitations and future directions, are also discussed.     

Buying behaviour of rural and urban consumers in India: the impact of packaging

This study aims to establish whether the residential background of consumers has a varying influence on their buying decisions. A survey of 1090 urban and rural respondents was carried out of which 523 were rural and 567 were urban. The gathered data were analysed by applying counts, percentages, means, and analysis of variance. Rural residents found that packaging is more helpful in buying, that better packaging contains a better product and that they are more influenced by the ease of storing a package than their urban counterparts. Ease of carriage, package weight, simplicity, transparency and similarity of packaging have comparatively less impact on purchase decisions of rural consumers than urban ones. However, rural consumers are more critical about packaging as they strongly consider that it contributes to misleading buyers and is also an environmental hazard.     

Intergenerational influence on sustainable consumer attitudes and behaviors: Roles of family communication and peer influence in environmental consumer socialization

Intergenerational research on sustainable consumption remains scarce, particularly in relation to which factors may affect the level of intergenerational similarity and the direction of intergenerational transmission. The present study addresses these gaps and adds to the growing body of literature in environmental consumer socialization by examining intergenerational influence on sustainable consumer attitudes and behaviors in a sample of 146 dyads comprised of mothers and college-age daughters. In the domain of intergenerational influence, we study two potential moderating factors suggested in past consumer research: communication effectiveness and peer conformity. Using the co-orientational model and nominal dyad method, we reveal the existence of intergenerational similarity in dyads' sustainable consumer attitudes and behaviors—after accounting for nominal effects— and show that stronger parent–child communication between mother–daughter pairs leads to greater intergenerational similarity, whereas stronger peer influence on daughters reduces intergenerational agreement. Our analysis further suggests the presence of reverse environmental socialization, in which intergenerational influence predominantly occurs from daughter to mother. Dyads' subjective knowledge regarding sustainable consumption provides empirical insights for this co-orientational model finding on reverse intergenerational transfer. Overall, outcomes of this study encourage marketing managers to leverage young-adult offspring in the process of communicating sustainable marketing strategies.     

The effects of financial literacy on the borrowing behaviour of Turkish financial consumers

Our research attempts to measure the effects of financial literacy of Turkish financial consumers on the borrowing behaviour. A questionnaire is administered to a sample of 550 people in the city of Eskisehir. In‐depth interviews are undertaken with 10 financial consumers to support the findings. Findings of the study indicate differences in the borrowing behaviour of consumers with different levels of financial literacy. Considering the relationship between financial literacy and borrowing behaviour, we suggest that attempts to increase financial literacy of financial consumers may have important implications in the prevention of excessive borrowing.     

Investigating the gap between citizens' sustainability attitudes and food purchasing behaviour: empirical evidence from Brazilian pork consumers

Consumers worldwide are increasingly concerned with sustainable production and consumption. Recently, a comprehensive study ranked 17 countries in regard to their environmentally friendly behaviour among consumers. Brazil was one of the top countries in the list. Yet, several studies highlight significant differences between consumers' intentions to consume ethically, and their actual purchase behaviour: the so‐called ‘Attitude‐Behaviour Gap’. In developing countries, few studies have been conducted on this issue. The objective of this study is therefore to investigate the gap between citizens' sustainability‐related attitudes and food purchasing behaviour using empirical data from Brazil. To this end, Brazilian citizens' attitudes towards pig production systems were mapped through conjoint analysis and their coexistence with relevant pork product‐related purchasing behaviour of consumers was investigated through cluster analysis. The conjoint experiment was carried out with empirical data collected from 475 respondents surveyed in the South and Center‐West regions of Brazil. The results of the conjoint analysis were used for a subsequent cluster analysis in order to identify clusters of Brazilian citizens with diversified attitudes towards pig production systems, using socio‐demographics, attitudes towards sustainability‐related themes that are expected to influence the way they evaluate pig production systems, and consumption frequency of various pork products as clusters' background information. Three clusters were identified as ‘indifferent’, ‘environmental conscious’ and ‘sustainability‐oriented’ citizens. Although attitudes towards environment and nature had indeed an influence on citizens' specific attitudes towards pig farming at the cluster level, the relationship between ‘citizenship’ and consumption behaviour was found to be weak. This finding is similar to previous research conducted with European consumers: what people (in their role of citizens) think about pig production systems does not appear to significantly influence their pork consumption choices. Improvements in the integrated management of this chain would better meet consumers' sustainability‐related expectations towards pig production systems.     

Towards a richer understanding of consumers in social marketing contexts: Revisiting the stage of change model

Abstract

In this paper, we present data from an 18-month-long longitudinal study of a sample of 40 people who received a test for cancer and who were subsequently advised by health professionals on the dietary changes that would lead to improved health. This study investigates the ways that behaviour change is instigated (or not) and how people cope with these changes. We use the Stages of Change model to categorise people by their dominant behavioural response to the test (maintainers, recyclers, no change). From these categorisations, we develop an in-depth understanding of the experience of their behavioural response. By looking at the three possible behavioural responses in this way, we provide insights into the different cognitive, emotional, and behavioural response to the disease trigger. We evaluate the implications for social marketing theory and public policy makers.     

Perceptions,attitudes, and behaviors toward sustainable fashion: Application of Q and Q‐R methodologies

While sustainability has increasingly attracted the attention of scholars and practitioners, consumer attitudes and behaviors toward sustainable consumption have not yet been elucidated. The decision‐making process around sustainable consumption involves diverse and complex considerations including some forms of compromise (tradeoff). In addition, sustainability is a broad and subjective concept, and is not a primary attribute of a product Impacting the choices of consumers. Therefore, it is necessary to apply new methods to overcome the limitations of conventional evidence‐based research. This research uses Q and Q‐R methodologies to identify consumers' subjective viewpoints toward sustainable fashion and to present socio‐demographic differences across segments of sustainable fashion consumers. Study 1 uses Q methodology to interview 26 consumers and to identify four types of decision makers: doubtful egoists, single‐minded bystanders, wavering intellects, and opinion leaders. Study 2 uses Q‐R methodology to verify the psychological and socio‐demographic variables among 328 consumers. The research provides useful suggestions for selecting and approaching target consumer segments in the sustainable fashion industry.     

Ethical consumer behaviour in Germany: The attitude‐behaviour gap in the green apparel industry

In today's society, the trend of ethical consumerism is undeniable. Yet, even though consumers are ethically concerned, they rarely transform their intentions into a green purchasing behaviour—and this phenomenon is also evident in the sustainable fashion industry. This study aims to understand the prevailing attitude‐behaviour gap and explores the barriers that constrain consumers in purchasing green apparel. A total of 13 in‐depth interviews were conducted and analysed to the principles of grounded theory. The analysis reveals that the following barriers impede consumption of sustainable fashion: price, availability, knowledge, transparency, image, inertia and consumption habits. The impact of each dimension on consumers' purchase decisions might be of interest to apparel manufacturers and retailers who should implement strategies to encourage eco‐conscious apparel acquisition and focus on diminishing these barriers. Accordingly, three major recommendations are made: (a) to concentrate on specific product attributes; (b) to adopt an efficient digital communication strategy; and (c) to make a greater effort on making green apparel attainable. This study contributes to the overall understanding of consumer behaviour in the ethical fashion industry and examines in‐depth the purchasing criteria for sustainable fashion for consumers.     

The impact of different types of concernment on the consumption of organic food

Previous research has mainly focused on consumers' environmental values and attitudes to explain green consumption. However, it has been neglected how situational factors like the way a consumer is affected by the impacts of environmental pollution influence environmental attitudes and the demand for organic food products. To fill this void, we firstly introduce a taxonomy of different types of factual concernment and perceived concern. Factual concernment describes the manner in which a person is affected by the negative consequences of environmental pollution, whereas perceived concern expresses an anxious sense of interest. Building on that taxonomy, an experimental study analyses how four types of factual concernment (direct vs. indirect; material vs. immaterial) influence consumers' perceived concerns (in terms of environmental and health concern) as well as the readiness to gather information, the readiness to make sacrifices, the willingness to pay higher prices and purchase intentions. The study reveals that particularly direct concernment fosters the consumption of organic food. However, the study did not find any differences between the influences of material and immaterial concernment on the organic food purchase decision.     

Evaluating the urban consumer with regard to sourcing local food: a Heart of England study

This paper critically explores consumer perceptions and trends regarding purchasing locally produced food. Until recently, much of the research in this area largely focused on regional consumers where rural consumers had reasonable access to locally produced food and were usually in close proximity to the producers within, or close to, their immediate community. Here, the objectives of the primary research focused instead on urban attitudes and perceptions of local food within the Greater Birmingham conurbation in the West Midlands region of the UK. Birmingham is by far the most highly populated urban area of the region, and with ample opportunities to promote local food. Consumers, based mainly in Birmingham and Wolverhampton, were questioned on their locally produced food‐buying habits and attitudes in order to determine any differences in urban perceptions and buying attitudes compared with rural counterparts, and also to identify any new and potential opportunities for local food producers. Originally, 1000 questionnaires were obtained from across Greater Birmingham and Wolverhampton. However, for the purposes of this paper, it was decided to focus on two urban city centres – Birmingham and Wolverhampton, with 148 questionnaires. The results indicate that urban consumers are generally confused about what the term ‘local’ food means. The reasons for purchasing local food, while generally consistent with national patterns, differed in that supporting the local producers was not regarded as important. Barriers to purchase were largely unsurprising for an urban area, as the top choices were ‘too expensive’ followed by ‘not readily available’ and ‘no time to find it’. Understanding, information, availability and access to local food emerge as the biggest challenges to urban consumers in buying local food.     

Profiling consumers based on information use and trust in a developing economy

In the wake of the intense debate about the effect of poultry imports on domestic poultry industries in sub‐Saharan Africa, information campaigns have evolved to encourage the consumption of domestic poultry meat products. Nevertheless, consumers use numerous channels to find information, and thus, the extent to which resources should be allocated to these channels to reach segments of consumers is vital. The purpose of this paper is to identify consumer groups based on use and trust in information sources and then profile the segments using sociodemographic variables, purchase motives, and meat consumption. Face‐to‐face interviews were used to collect data amongst 500 urban consumers in Ghana, which were analysed with factor analysis and two‐step cluster analysis. Results show that consumers frequently use personal sources of information about chicken. Cluster analysis revealed three consumer segments: cautious consumers (18.2%), enthusiastic consumers (53.0%), and optimistic consumers (28.8%). The segments differed significantly regarding the type of information searched for, sociodemographic characteristics, purchase motives, and chicken meat consumption patterns. The findings can aid actors and institutions seeking to increase the consumption of domestic poultry meat in developing targeted communication strategies that suit the characteristics, motivations, and information needs of different consumers.     

Vulnerability of the unbanked: evidence from a developing country

Financial exclusion is an apparent phenomenon globally, the majority of people without bank accounts living in the developing countries. Those who lack access to financial services could experience vulnerability. Therefore, the purpose of this study was to unfold the vulnerability of the low‐income unbanked consumers in a Pakistani context. Qualitative data were gathered from low‐income unbanked consumers through in‐depth interviews. The findings suggest that unbanked consumers are vulnerable in many ways. The participants faced several negative consequences due to their financial exclusion, which resulted into their personal, economic and social detriment. Based on our study findings, we provide managerial and public policy implications for the well‐being of the low‐income unbanked consumers. Lastly, study limitations and future study guidelines are discussed.     

Women,men and organic food: differences in their attitudes and willingness to pay. A Spanish case study

The main purpose of this work consists of displaying the different attitudes of men and women towards organic food, and their willingness to pay for it, in three different consumer intensities: usual, occasional and potential consumers. Several surveys have been carried out to obtain a representative sample of regular food purchasers living in Castilla‐La Mancha (Spain). Statistic analysis previously detecting significant differences with regard to gender and type of consumer has been conducted by univariate analysis to describe attitudes, and multivariate analysis, through ‘logit’ models, to calculate maximum willingness to pay. Results show that women have a more favourable attitude (directly related to their lifestyle) to the purchase and consumption of organic food than men, whereas men are inclined to pay a higher price for organic food than women. In general, men are disposed to pay a higher increase in price than women.     

With the best of intentions: a large sample test of the intention‐behaviour gap in pro‐environmental consumer behaviour

Many consumers intend to make pro‐environmental purchases; however, this is not always what occurs. A gap exists between consumer intentions to purchase environmentally friendly products and their actual purchase behaviour. The current study uses a large sample of Australian consumers (N = 772) to test Carrington, Neville and Whitwell's (2010) conceptual model of the intention‐behaviour gap. Responses showed that implementation intentions mediated the relationship between intention and pro‐environmental consumer behaviour. Behavioural control and environmental involvement were found to moderate the relationship between implementation intentions and behaviour. Shopping context was found to moderate the relationship between intention and implementation intentions. The findings have theoretical implications for furthering understanding of pro‐environmental consumer behaviour, and practical implications regarding how to generate socially beneficial behaviours.     

Accessing and affording sustainability: the experience of fashion consumption within young families

Despite the ever increasing levels of fashion consumption, neither retailers nor consumers have as yet implemented sustainability principles to a significant degree. This is despite the fact that sustainability principles are increasingly understood and will be applied by consumers, as long as affordable alternatives in mainstream fashions are available. In a highly competitive fashion retail sector, there exists an opportunity for UK high street fashion retailers to differentiate their brand image through aligning products with consumers' moral frameworks. Using phenomenological interviews, this research explores the fashion consumption experiences of professional women with young children and living in or near Edinburgh, with particular focus on their expression of their own sustainability concerns in their day‐to‐day practices. The findings reveal that in the absence of suitable products, information and labelling, consumers apply heuristics to their choices, especially price. They refer to the more familiar ethical food market which serves as a metaphor for fashion‐related practices. They talk about trustworthy retailers and about how they deal with and rationalize their own practices where they reveal an obvious attitude‐behaviour gap. The women's role of providing for the family adds further complexity in a sector which provides affordable alternative options.     

Sodium and ready meals: a survey of Irish consumer awareness

The aim of the study was to gain an understanding of Irish consumer attitudes towards ready meals and current sodium issues in Ireland. A questionnaire was distributed to 357 consumers via convenience quota sampling to a range of nationalities in both rural and urban/city areas of Ireland. The survey revealed that a high proportion of respondents (45%; n = 161) were worried about the amount of salt they consumed. Despite this, 58% (n = 207) stated they never look at the sodium/salt contents on nutritional labels with 68% (n = 244) claiming that sodium/salt contents would never affect their buying choice. The survey also uncovered that 76% (n = 270) of the Irish consumers surveyed consider ready meals to be high in sodium and 80% (n = 285) consider them to be an unhealthy option. Despite this, 50% (n = 179) of the respondents consumed a ready meal at least once a week with a further 17% (n = 59) consuming them two to three times a week. Of those who did consume ready meals, 78% (n = 191) chose them due to their convenience. A total of 75% (n = 269) of all the respondents said they would choose a chilled ready meal over its frozen counterpart. The reason for this being attributed to the fact that chilled ready meals were perceived to be healthier (44%; n = 158) and of better quality (54%; n = 194) than their frozen counterparts. Results from this study highlight the need for concerted actions involving consumers, manufacturers and retailers to reduce sodium levels in Irish ready meals, as despite being reasonably aware of the sodium issue consumers were not making informed choices to reduce sodium/salt consumption.