The coherence of inconsistencies: Attitude–behaviour gaps and new consumption communities

Abstract

Despite the growing success of well-marketed environmentally friendly products, there remains a gap between consumers' positive attitudes towards green issues and products, and their inconsistent and often conflicting consumption behaviour. Indeed, this is a challenge for social marketers seeking to advance the sustainability agenda. Therefore, this study problematises what has been conceptualised as attitude–behaviour gaps (Boulstridge & Carrigan, 2000 Boulstridge, E. and Carrigan, M. 2000. Do consumers really care about corporate responsibility? Highlighting the consumer attitude–behaviour gap. Journal of Communication Management, 4(4): 355–368. [Crossref] , [Google Scholar]), and explores how groups of consumers have re-construed such practices and their meanings through the formation of New Consumption Communities (Szmigin, Carrigan, & Bekin, 2007 Szmigin, I., Carrigan, M. and Bekin, C. 2007. “New consumption communities and the re-enabling of 21st century consumers”. In Consumer tribes, Edited by: Cova, B., Kozinets, R.V. and Shankar, A. 296–311. Oxford: Elsevier/Butterworth-Heinemann.  [Google Scholar]). Multi-sited ethnographic findings illustrate the social processes through which ethical and green forms of consumption are established and normalised. Findings also stress the importance of normative and habitual reframing through ‘ethical spaces’ (Barnett, Clarke et al., 2005 Barnett, C., Cafaro, P. and Newholm, T. 2005. “Philosophy and ethical consumption”. In The ethical consumer, Edited by: Harrison, R., Newholm, T. and Shaw, D. 11–24. London: Sage. [Crossref] , [Google Scholar]) in establishing and maintaining increased consistency in participants' consumption meanings, behaviours, and goals. Thus we re-frame attitude–behaviour gaps as coherent inconsistencies, which allows for a move away from solely trying to explain and change individual consumer behaviour, to identifying how suitable upstream and downstream (Verplanken & Wood, 2006 Verplanken, B. and Wood, W. 2006. Interventions to break and create consumer habits. Journal of Public Policy and Marketing, 25(1): 90–103. [Crossref], [Web of Science ®] , [Google Scholar]) approaches and policies can be used to facilitate more sustainable forms of consumption.     

Theory into practice: meditations on cultures of accountability and interdisciplinarity in marketing research

Abstract

The emergence of a more reflexive and discerning customer has created inter alia a demand for ‘better’ food (i.e. quality and ‘authenticity’) in terms of sourcing, processing, and specialist distribution/retailing. As a consequence, the food production/distribution industry is under pressure to change many of its practices. One manifestation is the emergence of farmers' markets and the associated emphasis on ‘local’ food. This paper aims to identify the extent to which ‘conscious’ consumers are committed to buying local foodstuffs and supporting local food producers, especially from farmers’ markets. Given the exploratory nature of this research, a qualitative approach was undertaken using in-depth interviews with ‘conscious’ consumers. The results reveal that ‘conscious’ consumers recognise their own limitations (i.e. time, convenience, and price) but also demonstrate that integrating ethical considerations into their consumption behaviour is a complex and flexible task. A number of strategic actions for farmers’ markets are proposed to help differentiate their provision, particularly in terms of capitalising on perceptions of authenticity and locality.     

性别失衡与人口流动视角下的男男性行为:来自中国城市地区的证据

利用"城市地区流动大龄男性生殖健康和家庭生活调查"数据,通过与同年龄段已婚男性的对比,探究了性别失衡背景下流动大龄未婚男性的男男性行为。同性性行为发生率受到相关态度、婚姻状况等的显著影响。性别失衡所带来的"婚姻挤压"迫使流动大龄未婚男性"被动失婚",缺乏正常稳定的性伴侣,从而导致男男性行为发生率有增加的可能性;流动大龄未婚男性的男男性行为具有高风险特征,而对于艾滋病、性病知识的缺乏是高风险性行为发生的重要影响因素。     

Applying public participation GIS (PPGIS) to inform and manage visitor conflict along multi-use trails

Managing visitor conflict is an important task in protected areas. This study used public participation GIS (PPGIS) mapping and a visitor survey to research conflicts between mountain bikers and horse riders, and other groups frequenting trails for tourism and recreation in national parks in northern Sydney (Australia). The goal was to evaluate the effectiveness of the PPGIS for determining conflict locations, and to integrate stated reasons and conflict resolution measures in a model. The survey showed that 42% of mountain bikers and 69% of horse riders had experienced conflicts, with each other, motorbike riders, walkers/hikers and dog walkers. PPGIS effectively mapped concurrent usage intensity to predict potential conflict locations over a reasonably large study area thereby identifying trails of the greatest concern. PPGIS also offered high-quality GIS visualisation options, and the novelty of the PPGIS increased participant engagement. We evaluated PPGIS compared to questionnaire-based surveying, direct visitor observations, GPS tracking, traffic counters and cameras. Because visitor conflict occurs within a spatial context, conflict management will require greater spatial knowledge of visitor activity, which can be obtained through the innovative PPGIS mapping. A conflict model is presented that integrates this study's empirical findings on conflict reasons and resolutions with existing conflict theory.     

Optimal Regulation of Cooperative R&D Under Incomplete Information

A regulator offers a cooperation contract to two firms to develop a research project. The contract provides incentives to encourage skill-sharing and coordinate subsequent efforts. Innovators must get informational rents to disclose their privately known skills, which results in distorting R&D efforts with respect to the first-best level. When efforts are strategic complements, both efforts are distorted downwards. By contrast, when efforts are strategic substitutes, the effort of the firm with most valuable skills is distorted downwards (to decrease rents) and the effort of the other firm is distorted upwards (to compensate the previous efficiency loss).     

Productive efficiency of French grain producers: A latent variable model

In this article we propose to implement a covariance structure analysis to deal with the estimation of a stochastic frontier production function on panel data and the measurement of a time-varying technical efficiency. First, this method solves the potential problem of correlations between input quantities and individual effects. Second, individual effects and efficiency measures can be recovered as a byproduct of the analysis through the so-called factor scores. We implement this approach by fitting to a balanced panel of French grain producers, a parsimonious version of the Cornwell, Schmidt, and Sickles [1990]'s model where technical efficiencies are individual-specific linear functions of time. A specification search shows that this model is preferred to the traditional production function. Results shed light on the temporal pattern of efficiency in the French grain production sector.The authors thank Jacques Mairesse, Quang Vuong, two referees, the editor, and session participants at the Econometric Society European Meeting, Cambridge, September 1991, at the Second European Workshop on Efficiency and Productivity Analysis, Louvain-la-Neuve, October 1991, at the Conference on Current Issues in Productivity, Newark, December 1991, and at the ENSAE-EHESS seminar, Paris, March 1992, for helpful comments and suggestions.     

Impact of website characteristics on relationship quality: a comparison of banks financial cooperatives

This study seeks to investigate differences exhibited by bank customers and members of financial cooperatives respecting website characteristics (website design, convenience, information quality, ease of use and security/confidentiality) and their impact on online relationship quality (composed of trust, commitment and satisfaction). An online survey was conducted with 476 banking sector customers (banks and financial cooperatives), followed by a confirmatory factors analysis and multigroup analysis using EQS 6.2 software. Results evidence a significant difference in terms of website design and security/confidentiality. The impact of these variables on relationship quality proves significantly higher in the case of banks. This study submits that web strategies used by banks and financial cooperatives to develop online relationship quality may vary based on the type of organization.     

Product Innovation Processes in Small Firms: Combining Entrepreneurial Effectuation and Managerial Causation

This article reports a multimethod study of product innovation processes in small manufacturing firms. Prior studies found that small firms do not deploy the formalized processes identified as best practice for the management of new product development (NPD) in large firms. To explicate small firms' product innovation, this study uses effectuation theory, which emerged from entrepreneurship research. Effectuation theory discerns two logics of decision‐making: causation, assuming that means are selected to attain goals; and effectuation, assuming that goals are created based upon available means. The study used a process research approach, investigating product innovation trajectories in five small firms across 352 total events. Quantitative analyses revealed early effectuation logic, which increasingly turned toward causation logic over time. Further qualitative analyses confirmed the use of both logics, with effectual logic rendering product innovation resource‐driven, stepwise, and open‐ended, and with causal logic used especially in later stages to set objectives and to plan activities and invest resources to attain objectives. Because the application of effectuation logic differentiates the small firm approaches from mainstream NPD best practices, this study examined how small firms' product innovation processes deployed effectuation logic in further detail. The small firms: (1) made creative use of existing resources; (2) scoped innovations to be realizable with available resources; (3) used external resources whenever and wherever these became available; (4) prioritized existing business over product innovation projects; (5) used loose project planning; (6) worked in steps toward tangible outcomes; (7) iterated the generation, selection, and modification of goals and ideas; and (8) relied on their own customer knowledge and market probing, rather than early market research. Using effectuation theory thus helps us understand how small firm product innovation both resembles and differs from NPD best practices observed in larger firms. Because the combination of effectual and causal principles leverages small firm characteristics and resources, this article concludes that product innovation research should more explicitly differentiate between firms of different sizes, rather than prescribing large firm best practices to small firms.