Purpose - This paper aims to re-examine the determinants of ecologically conscious consumer behaviour (ECCB) by analysing the green consumer profile (socio-demographic and psychographic variables), ...building on the work of Straughan and Roberts. Moreover, the study explores the determinants of effective green purchase behaviour (GPB) considering ECCB and green purchase intention (GPI) previously evaluated.Design methodology approach - The authors conducted a quantitative study based on an online survey. Data collection was implemented in two different phases: in the first phase ECCB, GPI and profiling variables were measured. One month later, the same respondents evaluated their effective GPB. Through path analysis the effects of ECCB and GPI on GPB were measured.Findings - The results show that psychographic variables, with emphasis on perceived consumer effectiveness (PCE) and altruism, are more relevant than socio-demographics in explaining ECCB. The consumers with higher ECCB have shown higher green purchase intention (GPI). ECCB has a positive impact on GBP, higher than GPI, which in turn mediates that relationship.Research limitations implications - The research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.Practical implications - The paper provides evidence that whenever ecological consciousness is high, the gap between GPI and GPB is less evident, which provides clear evidence that an understanding of green consumer profiles and behaviour can enable organizations to respond better to new management challenges.Originality value - This paper provides a comprehensive understanding about the green consumer profile and behaviour, including the effect of GPI on GPB, and which contribute to the coordination of future marketing strategies to target this segment.
Using a consumer survey, this study examines whether consumption values can predict green buying behavior. The examination is based on the theory of consumption values and uses the fuzzy-set ...qualitative comparative analysis. The results show that the functional value is almost always necessary but is not sufficient by itself for predicting green buying. However, three “causal recipes” formed with the functional value are sufficient. These recipes use the emotional, conditional and social values combined individually with the functional value. Other three combinations of consumption values are also sufficient for predicting green buying. In contrast, the absence of the functional value is a sufficient condition for not green buying, as well as three other “causal recipes”. This finding can help marketing managers develop appropriate strategies. Further, this finding supports and clarifies the role of the theory of consumption values by taking advantage of the fuzzy-set qualitative comparative analysis.
This study examines how different motivations determine three types of webrooming: traditional webrooming, webrooming extended to include mobile devices, and multidevice webrooming. The examination ...uses information-processing and uncertainty-reduction theories and fsQCA and discriminant analysis methods. The data derived from a convenience sample obtained through personal and online surveys. The results from the discriminant analysis indicate a significantly positive effect of information attainment on explaining all behaviors, and price comparison orientation and empowerment for mobile-related behaviors. The fsQCA findings show various motivational configurations for each webrooming behavior. In almost all, both information-processing and uncertainty-reduction motivations exist that support the importance of the underlying theories in explaining webrooming. Furthermore, empowerment is more relevant in behaviors where mobile device usage is always present. This study enriches the theoretical body of the webrooming construct, and the results can guide marketing and multichannel managers in developing differentiated strategies that address consumers' webrooming-specific needs.
This study examines how various audience‐related variables and distinct real‐time marketing contents (i.e., predictable and unpredictable real‐time marketing) affect social media engagement. The ...relations are tested using Structural Equation Modeling (SEM) and fuzzy‐set qualitative comparative analysis (fsQCA), with a convenience sample that was obtained via conducting three online consumer surveys for several different brands. The SEM findings show that intensity of social media usage, self‐brand congruence, and brand‐real‐time marketing moment congruence are all significant in explaining total engagement. Only self‐brand and brand‐moment congruence are relevant with predictable real‐time marketing content, whereas only brand‐moment congruence is significant with unpredictable real‐time marketing. On the other hand, the FsQCA findings show various conditional configurations for both the presence and absence of engagement in each content context, where the individual variables need to be combined with others. The results also show that brand‐moment congruence is more important to explain engagement with unpredictable content in comparison to other variables, and that differences thus exist with distinct content strategies. This research enriches engagement and real‐time marketing lit.erature and the findings can assist content managers in the selection of social media content and in building more profitable consumer‐brand relations.
The study investigates how value‐in‐use generated on branded mobile apps from supermarkets affects brand satisfaction and loyalty through two models. The first model assesses how value‐in‐use ...dimensions (i.e., personalization, experience, and relationship) affect the outcomes, and the mediation of satisfaction and the moderation of age on those relations. The second model decomposes experience and relationship into subdimensions. The Structural equation modeling results show that personalization, experience, and relationship influence satisfaction, although experience has a negative effect. Age moderates the relations, where younger individuals value personalization and older individuals value experience and relationship. Regarding the individual subdimensions, only behavioral experience, and app trust and commitment are relevant for satisfaction, whereas behavioral experience has a negative effect. In both models, satisfaction significantly influences loyalty and mostly acts as a full mediator. Two FGDs were conducted to understand the negative effect of experience on brand satisfaction. The results show that experience is mostly utilitarian with grocery apps and apps that require increased effort yield less satisfaction. The study enriches the literature on Service‐Dominant Logic and value‐in‐use. The findings can provide managers with insights on using branded grocery apps to enhance the value co‐created between the consumer and firm.
Some travelers may rely on online reviews (electronic word of mouth eWOM) from users who have already experienced a particular hotel before making a hotel reservation. However, only a small ...percentage of users of eWOM contribute actively with new reviews and evaluations. The understanding of what motivates consumers to write eWOM is very important, in order that hotels can achieve more and better eWOM and, consequently, more reservations. Based on an online survey and using fuzzy‐set qualitative comparative analysis, this study identifies different causal combinations of motivations (personal, social benefit, social concern, and consumer empowerment) and demographic characteristics (gender and age) that lead to hotel eWOM. Three configurations exist: being a female older than 35 years old, combined with high social concern and high consumer empowerment; being a female older than 35 years old, combined with high social concern and high personal motivations; and being a male, combined with high social concern, high personal motivations, and high consumer empowerment.
This study aims to holistically map actual decision journeys from the consumer's own perspective for two product categories of different levels of involvement (i.e., smartphone and soft drink), using ...an adapted sequential incident technique (SIT). Previous to the in-depth interviews, individuals reported all touchpoint encounters as their decision journey unfolded via a mobile electronic diary. Experience reports, consumer responses, and visual data were also gathered. A sequence analysis was employed to identify touchpoint and channel contacts and then perform a sequential pattern analysis. The results indicate that more and more variable touchpoints and activities exist for the high involvement product. Four decision journey maps were found for each product. However, journey sequences are more complex, non-linear, and dynamic for smartphone purchase. This study enriches both consumer decision-making and involvement theories, in that its new innovative forms of data gathering (i.e., mobile diaries) enable a more rigorous identification and understanding of current omnichannel decision journeys for products of distinct involvement classifications. The results provided by this complementary innovative method can orient marketing managers in understanding actual touchpoint contacts and developing differentiated strategies that address various consumer groups.
Companies’ escalating investment in social media—in particular, in Facebook—has become reality. However, most firms still do not see social networks as a vehicle for cultivating and winning customer ...loyalty, but rather as a resource for creating brand awareness. In this article, we offer a different view. By examining fans and non-fans of the Zara brand on Facebook, we discovered that Facebook enhances the relations that increase loyalty via trust, customer satisfaction, perceived value, and commitment. Our results revealed that these relations are stronger for fans of the brand than for non-fans, and suggest that customer satisfaction is the strongest determinant of loyalty. This indicates a new opportunity for marketing managers to achieve customer loyalty: Facebook.
•The consumer decision journey is mostly founded on three literature streams.•Stream 1 concerns classical consumer buying behavior models.•Stream 2 concerns decision analysis models.•Stream 3 ...concerns hierarchy of effects models.•Sensory input and autonomous systems may influence further journey conceptualization.
The consumer decision journey model has become increasingly important to understand consumer decision-making processes. Although the term originally emerged with Court et al. in 2009, the various current perspectives of the consumer journey suggest the existence of distinct literature and theoretical roots that have yet to be fully explored in detail. The objective of the paper is to semi-systematically review the main theories and models that constitute the foundation on which the consumer journey has evolved. Furthermore, given the lack of academic studies reflecting on the influence of more recent technologies based on artificial intelligence on the consumer journey, this study aims to fill this gap in an attempt to mold further theory development around the consumer journey concept. 74 relevant papers were retrieved mainly from a detailed search on SCOPUS, as well as a backward and forward citation analysis. A thematic analysis resulted in the identification of three literature streams that contribute to the consumer journey literature. This represents a furthering of the theoretical knowledge regarding the consumer journey and its foundations. By also discussing a future perspective, a holistic and comprehensive basis is provided to structure and assist how marketing managers can perceive the consumer decision journey.
The Valpaços (ValG) and Freixo de Numão (FNG) ilmenite-type granites, were studied to understanding ascent and emplacement mechanisms and deformation patterns evolution during the end of Variscan ...orogeny in Northeastern Portugal. Anisotropy of magnetic susceptibility, microstructural and microfracturing studies were performed in both granites. The correlation between magnetic anisotropy and deformation pointed out that ValG magnetic fabric resulted from the combination of magmatic and tectonic fabrics, the last one less expressive. The magnetic lineations (
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) WNW–ESE trajectories suggesting an ascending and emplacement assisted by pre-existing Variscan structures with similar orientation. The ascent was enabled by the presence of these structures, even so the spreading of magma to south was forceful since the metasedimentary foliations are adapted to the granite. The circular trajectories defined by the vertical magnetic foliations suggest a symmetric laccolith shape intrusion for ValG. The FNG magnetic fabric mimics the magmatic fabric inherited during the passive ascent and emplacement. The magnetic fabric suggests an ascent and emplacement assisted by NW–SE structures. The magnetic lineations describe trajectories to NE and SW consistent with a NW–SE dyke feeder zone located near the SW part. The magnetic trajectories defined by the directional parameters suggest an asymmetric shape for the FNG, with its dome located in the NE part. The deformation patterns evolution showed that ValG displays ductile to brittle–ductile deformation and FNG shows ductile deformation, both developed during the crystallization. The brittle structures recorded in both granites allow to reconstruct the maximum compressive stress (sigma
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) rotation from NE–SW to N–S and, later from NW–SE to WNW–ESE.
