•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.
•Too many sustainability labelling schemes on food products get consumers confused.•Rather than reassuring, sustainable labels may themselves lead to consumer distrust.•In this study, scepticism ...played multiple roles in the food purchasing process.•Scepticism influenced buying behaviour and its relationships with other antecedents.•Marketers should provide more robust evidence for all sustainability claims.
This paper aimed to investigate consumer scepticism towards third-party sustainability labels in the context of food products, evaluating its role in the formation of the customer’s buying behaviour. A covariance-based structural equation model (CB-SEM) was developed, and it included the customer’s socio-environmental concern, scepticism toward sustainability labels, reported use of the socio-environmental commitment declared by the producer, and purchase behaviour of sustainably-labelled food products. The model was tested on a sample of 311 Italian high-educated young consumers, a group of sustainability-conscious individuals. The findings highlight that purchase behaviour is positively influenced by two reciprocally-related variables: socio-environmental concern and the reported use of the socio-environmental commitment declared by the producer. While other studies have ascertained that scepticism is an antecedent of purchase behaviour, this study findings highlight it can also be considered a mediator of the relationships between purchase behaviour and other antecedents considered in this model. In addition to advancing the study on the role of scepticism in the formation of purchasing decisions for food products, drawing on signalling theory, this study provides insights for practitioners and policymakers, highlighting the absolute necessity to reassure consumers about the credibility of third-party sustainability labels and providing them with the instruments needed to distinguish the truth from the fluff in sustainability communication.
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.
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.
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.
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.
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.
