Farmers' markets: consuming local rural produce

Marketing food directly from producers to consumers, so circumventing the ‘middlemen’ in the food supply chain, has many potential benefits. For consumers, direct marketing initiatives are providing people with locally grown, fresh, healthy and, in many cases, organic food at affordable prices. Through buying locally grown produce, consumers are giving their support to local producers as well as helping to revitalize rural economies. Producers benefit through retaining more of the value of their produce, which can help them survive through the current crisis in UK farming. There are also environmental benefits. Creating markets where people can buy produce from local farmers and growers reduces the distance that food travels between producers and consumers, which in turn decreases global environmental pollution. One direct marketing scheme – the farmers’ market – has proved to be particularly popular with local people, producers and the local councils, organizations and institutions who are involved in setting them up. This paper focuses on one such market, the Stour Valley Farmers' Market, which commenced trading on 20th June 1999. Customers who attended the first three of these monthly markets were interviewed to investigate the reasons for their attendance at the market, and their attitudes towards a number of food issues including organic and genetically modified food, local and seasonal food and concerns they may have over the way their food is produced. The research has shown that most customers visited the markets initially out of curiosity, although some attended specifically to buy healthy fresh foods. The vast majority of interviewees expressed a preference for food which is organically grown and free from genetic modification. Organic foods are generally perceived to be healthier and more flavoursome. When buying fresh foods, interviewees stated the importance of quality and freshness in their choice of produce.     

Choosing Virtual – Rather than Real – Leisure Activities: An Examination of the Decision–making Process in Screen-Golf Participants

The objective of this study is to apply Ajzen's theory of planned behavior (TPB) to explicate the intention-formation process in the playing of screen golf. The study investigated how players' favorable/unfavorable attitudes toward screen golf, the social pressures they perceive related to screen golf, and their senses of capability and resources to play screen golf interact to build up or undercut the intention to play this virtual version of the sport. An Internet-based survey and field survey were conducted. Overall, the findings indicated that the fit of the proposed model was satisfactory, and that the proposed model involving the original variables in the TPB and past behavior effectively explained golfers' intention formation. In addition, golfers' concerns about the environment were found to be a moderator in forming their intention. This study illuminated the psychological and social factors that may influence recreation consumers to choose a “virtual”, rather than “real”, leisure activity.     

Consumption Values of Trade Unions

The widening of the U.S. market following the adoption of the interstate commerce clause of the Constitution stimulated changes in methods of production and business organization. These changes required a radical change in finance that prompted the Supreme Court to adopt exchange value as the accepted principle of property rights. These rights did not rest on tangible material, but on incorporeal and intangible assets. This legalized the firm as a going concern instead of a bundle of things and enhanced the role of finance relative to production. These evolving business practices and supporting judicial decisions set the U.S. economy on the path that has resulted in our current financial economy. The steps along this path are discussed in this article and we conclude that an economic theory based on intangible property is needed.     

Assessing new cell phone text and video services

The cell phone is a social medium developing into a multimedia digital platform that provides, obtains, and shares personal and social information. Thus, digital divide, social support, and privacy issues familiar to students of the Internet are here applied to understanding why people may be more or less interested in new text and video cell phone services. The first part of this study develops a basic model of demographic, social, and prior technology use influences on interest in three categories of cell phone text and video services derived from uses and gratifications studies of traditional and new media services—surveillance, entertainment, and instrumental. Hypotheses from this model were tested using data from an April 2007 US national random-digit dialing telephone survey. The by-now familiar digital divide demographics had both indirect and direct influences on assessments of these sets of services, although primarily for entertainment services (which were also negatively influenced by concerns about privacy threats). Surveillance services—here, providing location of family, friends and self to each other—were more positively assessed when family and friends lived closer, and with less prior communication technology use. Instrumental services—such as directions when lost and health emergency information—were more positively assessed by those with greater social support and a stronger belief in privacy rights. Thus, while overall only the entertainment services were even moderately explained, there were understandable differences in influences among the three sets of services, with demographic factors predominating.     

The influence of values and attitudes on green consumer behavior: A conceptual model of green hotel patronage

This study develops a comprehensive conceptual framework of consumer behavioral intentions in green hotels. Based on Schwartz’s values theory, using Stern’s nomenclature, in conjugation with value-attitude-hierarchy, ecocentric and anthropocentric ethic, and green signaling theory, this study identifies values (biospheric, altruistic, and egoistic) and attitudes (ecocentric and anthropocentric) that influence consumers’ green hotel visit intention, willingness to pay more, and willingness to sacrifice. This study adds to the extant literature by incorporating the consumers’ environmental concern perspective, the social-altruistic perspective, and the personal benefits and status perspectives in embracing green products. Understanding the interplay of biospheric, altruistic, and egoistic values and ecocentric and anthropocentric attitudes on green hotel behavioral intentions will provide insights to better understand the green consumer and to better manage the green hotel.     

Trade credit use and bank loan access: an agency theory perspective

In this study we find that firms’ use of trade credit significantly facilitates their access to bank loans in the future, suggesting a complementary relationship. Such a relationship is more profound for firms with higher perceived agency costs, i.e., firms with opaque corporate information, firms located in regions with less developed external institutions, and firms at an early stage of existence. Firms switch from trade credit to bank loans as the main source of debt financing as they age. However, the process is slower for firms with a greater level of corporate information opacity and firms located in regions with weak external institutions.     

Explicating the privacy paradox: A qualitative inquiry of online shopping consumers

Online consumers often voice discontent and concern over their privacy and yet fail to take adequate precautions. Nor do they abstain from disclosing information. This study aims to explore this phenomenon which is known as the privacy paradox. Based on semi-structured interviews with online shopping consumers and thematic analysis of data, this paper illuminates the privacy paradox using three themes: psychological distance of privacy, perceived social contracts of privacy, and learned helplessness and privacy empowerment. Our findings contribute to the privacy paradox discourse and provide several implications for consumers, online retailers, and policymakers.     

Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption

High failure rates of digital innovations by start-ups indicate that consumers' initial trust perceptions are make-or-break for their survival. Hence, start-ups have to design adequate business models to manage consumers' initial trust perceptions of digital innovations. Five experiments explore how start-ups can signal trustworthiness in order to overcome low initial trust perceptions and boost adoption. We find three specific design strategies of start-ups' digital business models – customer ratings, benefit communication, and revenue model – to be effective to overcome low initial trust perceptions and to increase adoption of digital innovations. The findings demonstrate that initial trust serves as a critical mediator in the relationship between these design strategies and consumers' adoption intentions. Additionally, the chosen revenue model has differential effects on privacy concerns, which mediate the relationship between revenue model and initial trust. The present empirical insights help start-ups to craft business model design strategies for successful digital innovation launch.