•Environmental and ethical concerns influence young consumers’ deselection of pork.•Automatic and dispositional factors help explain consumer behavior on pork meat.•Pork consumption is primarily ...determined by attitudes and habits.•Behavior-change interventions should focus on attitudinal and habitual factors.
In order to achieve a better understanding of young consumers’ deselection of pork, the objective of the present study was to get insight into the influence of attitudes, perceived social norms, abilities, and other psychological factors on pork consumption among young consumers in Denmark and Sweden. Using data collected through questionnaire surveys within a Theory of Planned Behavior framework the study explored the extent to which different psychological factors influence young consumers’ intention to buy and consume pork. Multi-group structural equation modelling revealed that young Danish and Swedish consumers’ intention to buy pork and consumption of pork were primarily influenced by attitudes and habit strength, while social norms and perceived abilities played a minor role. The results further indicated that especially concerns about animals and the environment had a negative impact on attitudes towards pork. The results suggest that actors within the pork meat industry need to focus on both the attitudinal and habitual qualities in order to make effective strategies for food behavior change interventions.
This study aimed to investigate the effects of customers’ motivations (specifically young consumers) on online purchase intentions as mediated by commitment toward online fashion retailers. The ...survey method was used to collect data from Chinese respondents using a questionnaire. The convenience sampling technique was used to collect data from 275 respondents. Collected data were analyzed on smart-PLS using the structural equation modeling technique. Results of the study show a significant and positive impact of social empowerment and remuneration motivations on consumer commitment online purchase intention. Further results show that consumer commitment partially mediates the relationship between social empowerment, remuneration, and online purchase intention. This study contributes to the literature in the domain of consumer commitment by focusing on the underlying needs and motivations of consumers. The researchers have demonstrated a strong need to understand the dynamics of commitment due to its importance in affecting purchase intention. This study also has several implications that guide online retailers how to motivate consumers with social, remuneration and empowerment incentives to develop their intention to purchase online. Fashion retailers are suggested to gratify certain consumer motives to increase commitment. Specifically, among the three motives, empowerment motivation emerged as the strongest predictor of consumer commitment in social media environment. This study will help to the online brands to attract more customers by providing the motivation such financial, empowerment and socialization.
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•Flavor and aroma were the most important wine aspects for young consumers.•Price and Protected Designation of Origin of wines were relevant for the youth.•Lower ratio phenolic ...compounds/polysaccharides were related to positive emotions.•Floral aromas (β-Phenylethanol and β-Damascenone) elicited positive emotions.•Benzenoids were positively correlated to negative emotions.
To gain deeper understanding on young consumers’ attitudes and preferences to wines is needed to connect wine industry with the youth. The aims of the present study were (i) to define ‘trendy wine’ for young consumers and (ii) to identify chemical drivers of liking in red wines for the youth. The study was divided in two phases: phase I explored young consumers’ attitudes towards wines using an online survey, and phase II studied the relationship between hedonic and emotional responses elicited by 12 red wine samples and their physico-chemical characteristics. Consumers’ responses and physico-chemical data were related using Principal Component Analysis (PCA). Results of the online survey showed that trendy wines were associated to: sparkling, soft, fresh, fruity, sweet, light, and balanced wines. Also, young consumers reported that, although flavor was considered the most important attribute, price and Protected Designation of Origin could be valuable attributes. PCA results of phase II showed that wines with a lower ratio total polyphenol index/polysaccharides were more liked and elicited more positive emotions than wines with higher total polyphenol index, color intensity, volatile acidity, and alcohol content. Liking and positive emotions were positively related to higher Odor Activity Values of the volatile compounds from the organic acids group. The presence of benzenoids and lactones, and the lower presence of terpenoids & norisoprenoids were associated with negative emotions. In conclusion, red wines should be soft (described as lower ratio total polyphenol index/polysaccharides), and have floral, and fruity aromas to better connect with young consumers.
Young consumers represent a powerful engine in the development of environmentally conscious population as well as a promising market for green products. Marketers and organizations are therefore ...increasingly developing strategic marketing campaigns and environmental education programmes that target the young consumer segment. This study aims to examine a number of rational, moral, emotional and self-identity factors that may facilitate or impede green purchase behaviour among young consumers in an emerging market, Vietnam. A paper-based survey was employed to collect data from university students, which yielded an effective sample of 289 respondents. Multivariate statistics revealed that most factors (i.e. knowledge, attitudes, personal norms, self-identity and perceived barriers) significantly affected consumer purchase of energy efficient appliances, except for subjective social norms and warm glow. From these findings, implications for marketers, policy-makers and other stakeholders engaged in promoting green products are discussed.
Drawing on the theory of dogmatism and personality traits, this research examines the consumers' shopping behavior and intentions. We propose a model, which incorporates the precepts of stubbornness ...and retail purchasing conduct. Data were gathered from 446 shoppers in India and analyzed using partial least squares-structural equation modelling (PLS-SEM). The findings indicate that consumers' personality, purchaser conduct, narrowing conduct, and dependability influence their buying behavior. Moreover, consumers’ purchasing goals are influenced by assurance, customization, brand value, and social appeal. The study has practical implications for marketing managers who are focusing on customers with dogmatic behavior.
Worldwide, the adoption of electric automobiles is gaining momentum, owing to a steady rise in customers’ sustainability consciousness. So far, electric vehicle-related studies have investigated ...consumer motives, attitudes, and intentions toward adoption. However, empirical research on enablers and inhibitors of electric vehicle choice behaviour has not been fully explored, particularly in an emerging market context, (e.g., India). The present study employed a judicious mix of three notable theoretical lenses of dual-factor theory, innovation resistance theory, and the stimulus-organism-response model to empirically scrutinize electric vehicle adoption enablers and inhibitors by analysing data collected from 391 young Indian sustainability-oriented electric vehicle users. The sample was gathered via the purposive sampling method, and the data was analysed employing structural equation and PROCESS macro modelling. The research posits that consumer sustainability consciousness (CSC) is a stimulus with a positive influence on enablers (e.g., personal motives, social motives, and incentive policy) as well as inhibitors (e.g., usage, value, and risk barriers). Additionally, product involvement and perceived marketplace influence significantly moderate the relationship between choice behaviour and facilitators and inhibitors. The research offers a few useful strategic decision-making insights for electric vehicle manufacturers, green marketers, and policymakers from emerging markets.
•A combination of three theories to understand choice behaviour.•A cross-sectional analysis of 391 electric vehicle users.•Consumer sustainability consciousness affect enablers and inhibitors.•Moderation of perceived marketplace influence and product involvement.
Purpose
Advances in digital technologies coupled with the shift toward sustainable consumption present promising opportunities for luxury fashion brands to engage younger consumers. To this end, this ...paper aims to provide a forward-looking approach to creating luxury experiences targeted toward young consumers by proposing a new experience consumption framework.
Design/methodology/approach
This paper presents a viewpoint on creating luxury experiences that address the changing dynamics of the luxury industry by responding to the disruptive surge of young consumers and their growing preference for digital connections.
Findings
The authors develop a new experience consumption framework which demonstrates how luxury brands can successfully engage young consumers and fulfill their desire to share experiences with others by leveraging sustainable participation and digital technologies. The framework identifies different sustainable and digitally immersive experiences that luxury brands can incorporate for their young consumers.
Originality/value
This paper offers important managerial insights for luxury fashion brand marketers and identifies future research opportunities to advance knowledge in this field.
Second-hand clothing consumption has grown in popularity in recent decades and has also attracted extensive worldwide efforts to investigate the dynamics behind consumers’ purchase behaviours. ...However, research regarding this topic is scarce in China, which has also witnessed the rapid growth of the second-hand market in recent years. In this regard, this study analyzed the motivations and barriers to Chinese consumers’ purchase of second-hand clothes as well as their perceived problems with this industry. Specifically, the study conducted a semi-structured online survey with 127 consumers of three second-hand clothing stores in China. Results show that the vast majority (96%) of the investigated consumers are young people born in the 1990s and 2000s, and they are neither significantly driven by economic nor environmental protection motivations. Instead, their purchase is primarily motivated by treasure-hunting fun. Moreover, past overseas shopping experiences are found to be a significant booster to second-hand clothing consumption. Concerns about poverty association and the sanitation conditions of second-hand clothing are the main purchase barriers for the investigated Chinese young consumers. As for the second-hand clothing market, “unregulated industry” (10.29%), “fake identification” (8.09%), and “sanitation concern” (5.88%) are the three most mentioned problems in China. This study provides second-hand retailors and managers with valuable insights into developing successful marketing tactics to attract customers and improve the second-hand industry’s performance in China.
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