Search results for "consumer"
showing 10 items of 880 documents
Understanding the purchasing behavior of consumers in response to sustainable marketing practices: An empirical analysis in the food domain
2021
Sustainability has become an important driver in defining business strategies, affecting most critical corporate functions and changing the way in which value is created, communicated, and distributed. This is increasingly impacting marketing practices, in particular, through promoting the development of sustainable marketing in the food sector. In line with this, our study aimed to investigate if and how sustainable marketing practices affect consumer loyalty to a specific brand. To answer our research questions, we relied on the results of a survey submitted to a sample of 907 Italian consumers of biscuits. Results showed that the consumers’ attention to sustainable issues (in the absence…
50 Shades of Green: Insights into Personal Values and Worldviews as Drivers of Green Purchasing Intention, Behaviour, and Experience
2021
Despite the booming interest in determinants of green (i.e., sustainable) consumption, the psychological factors that influence pro-environmental consumption patterns are not yet fully understood. To answer this call, we developed and analysed a model that offers an integrative approach to sustainable consumption patterns by addressing the full palette of consumers’ personal value orientations. Specifically, we linked consumers’ egoistic, altruistic, and biospheric values at the personal level to pro-environmental purchasing intentions, behaviours, and experiences. Furthermore, we examined whether implicit beliefs about the balance between humanity and nature (i.e., worldviews) moderate the…
Social servicescape effects on post-consumption behavior
2016
Purpose The purpose of this paper is to determine the role played by the social servicescape and positive emotions in the post-use in terms of response – satisfaction, perceived value and consumer loyalty – in hedonic services. Design/methodology/approach A quantitative study was conducted to gather data from 867 opera-goers through e-mail with a link to a questionnaire. Hypotheses were tested using structural equation modeling based on partial least squares. The effects of the social servicescape and emotions as moderators were examined using interaction techniques. Findings The paper provides empirical support on the multidimensional configuration of the social servicescape composed by b…
Firstborns buy better for the greater good: Birth order differences in green consumption values
2022
Despite multiple studies on the role of birth order in shaping human personality, marketing literature has largely neglected its role in shaping consumer behavior. We conducted a high-powered birth-order study on several consumption-related measures (Nmain analyses = 1358), which consistently enabled us to detect effect sizes even smaller than d = 0.20 with a power of 0.90. Participants filled out scales measuring susceptibility to normative interpersonal influence, the need for uniqueness, and the tendency to express the value of environmental protection through purchases and consumption behaviors. At a general level, we did not find any support for the notion that firstborns (vs. laterbor…
Efeitos da Responsabilidade Social Corporativa na lealdade do consumidor com a marca
2019
Purpose – This paper analyses the influence of CSR associations on brand loyalty. We propose a theoretical model that includes the mediating role of brand awareness, brand attitude and customer satisfaction in the effect of CSR on loyalty, measured as a second-order reflective construct. Design/methodology/approach – We propose a theoretical model estimated via the analysis of covariance structures using EQS 6.1. Data were obtained using an online survey of 351 Spanish sportswear consumers. Findings – This study illustrates that CSR associations have a direct, positive influence on loyalty, and an indirect influence through their positive effect on brand awareness and consumer satisfaction.…
Why have consumers opposed, postponed, and rejected Innovations during a pandemic? A Study of mobile payment Innovations
2021
The highly infectious nature of the COVID-19 virus has made the use of contactless payment methods a health exigency. Yet, consumers are resisting using mobile payments (m-payments) during the pandemic, a confounding behavior that needs to be better understood. The present study explicates this behavior by examining consumer resistance to m-payments during the COVID-19 pandemic. In addition, it provides more granular findings by measuring three levels of resistance/non-adoption, namely, postponement, opposition, and rejection. In this way, the study adds depth to the literature, which has largely examined resistance at an aggregate level to yield generic findings. Toward this end, the study…
Click and drive: Consumer attitude to product development: Towards future transformations of the driving experience
2016
Purpose – The purpose of this paper is to supply indications that may be useful in the process of development of new products that fully exploit the value potential of Internet of Things (IoT) technologies in the automotive industry. To this aim, the authors investigate how applications of the IoT to smart vehicles are perceived by consumers and describe different ways to increase their satisfaction. Design/methodology/approach – After a literature review focused on IoT and consumer behaviour in the automotive industry, the authors apply the Kano model to find the drivers for achieving customer satisfaction with new product developments in smartcars. Findings – Automotive companies need to…
What Erasmus students do expect from their abroad experience? A multidimensional scale tested for the case of Spain
2019
PurposeSince universities adopted a “Student as Customer” approach, student consumer behavior is a field of study which has become crucial. In the European higher education area, more understanding is needed on International students, and more precisely on Erasmus students. The purpose of this paper is to validate a multidimensional scale to assess Erasmus students’ value expectations (i.e. expected value) on the basis of costs and benefits in their choices as consumers of an academic experience abroad.Design/methodology/approachA survey conducted on a sample of 192 students from 50 universities show the role of functional, social and emotional values along with costs of time and effort in …
Factors and information sources influencing students' consumer behaviour: a case study at an Italian public university
2018
This article examines the factors and the preferred sources of information that influence prospective Italian students' choice of a Department of Business and Economics at a public university. Results, based on quantitative survey data, show that both future undergraduate and future postgraduate students value the reputation of the university, the guidance services offered by the institution and the degree of specialisation as important factors that drive their choice, and peers' suggestions are the most relevant information source for both groups. The paper provides insights on how traditional elements are combined with more contemporary ones in domestic Students' Consumer Behaviour. Findi…
A comparative study of mobile messaging services acceptance to participate in television programmes
2010
PurposeThe purpose of this paper is to analyse key drivers of consumer acceptance of short messaging services (SMS) to participate in TV programmes.Design/methodology/approachThe technology acceptance model (TAM) and the theory of planned behaviour (TPB) have been integrated for the determinants of the acceptance of mobile data services incorporating variables regarding consumer‐media interaction (perceived value and affinity). The model has been tested using structural equation modelling.FindingsPerceived value, attitude and affinity towards television (TV) programmes determine SMS acceptance to participate in TV programmes in Spain. In contrast, subjective norm, perceived value and attitu…