Impact of religiosity on purchase intentions towards counterfeit products: investigating the mediating role of attitude and moderating role of hedonic benefits

Purpose This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and behavioral intentions toward masstige products. Specifically, this study examines the differential effects of CNFU dimensions, the underlying mechanism of consumer inspiration and the moderating role of CSII in the purchase intentions toward masstige products. Design/methodology/approach Two studies were carried out to test the proposed relationships. Study 1 examines the differential effect of CNFU dimensions and the mediating role of consumer inspiration for data collected from Tier 1 cities in India. Study 2 replicated Study 1 findings for the jewelry masstige products and tested the moderating role of CSII for data collected from Tier 2 cities. Structural equation modeling was used to test the proposed hypotheses. Findings The study findings confirm the differential effects of CNFU dimensions on inspiration and its mediating role in masstige products’ purchase intentions. Furthermore, the study found that CSII moderates the effect of CNFU dimensions on inspiration toward masstige (jewelry) purchase intentions. Status does not determine masstige purchase intention. Research limitations/implications The present study was carried out in the emerging market of India. Future studies should replicate the study findings in other emerging markets. Practical implications The study findings have important implications for marketers of masstige brands in developing effective marketing strategies in the emerging markets. Originality/value The study is among the few studies to investigate the differential role of CNFU dimensions and inspiration for masstige brands in an emerging market context.

Download Full-text

Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism

Sustainability ◽

10.3390/su11092653 ◽

2019 ◽

Vol 11 (9) ◽

pp. 2653 ◽

Cited By ~ 15

Author(s):

Thi Thu Huong Nguyen ◽

Zhi Yang ◽

Ninh Nguyen ◽

Lester W. Johnson ◽

Tuan Khanh Cao

Keyword(s):

Purchase Intention ◽

Online Survey ◽

Purchase Intentions ◽

Green Marketing ◽

Mediating Role ◽

Green Food ◽

The Relationship ◽

Moderating Role ◽

Role Of Information

Along with the acceleration of green marketing in recent years, greenwash has been utilized by firms to get ahead of their rivals. Underpinned by the cognition–affect–behavior (C-A-B) paradigm, this study examines a model linking greenwash and green skepticism with green purchase intentions. It also investigates the moderating role of information and knowledge on the relationship between greenwash and green purchase intentions. Data were obtained from 419 Vietnamese consumers who had been involved in purchasing green vegetables using an online survey. Multivariate data analysis demonstrated that greenwash was negatively associated with green purchase intentions and that green skepticism mediated this negative association. In addition, the moderating effect of information and knowledge was confirmed. These findings enrich the extant knowledge on the relationship between greenwash and green purchase intentions. They also have important implications for firms that aim to reduce consumers’ skepticism and increase their intentions to purchase green food.

Download Full-text

Does the presence of variety matter for bundle evaluation?

Social Behavior and Personality An International Journal ◽

10.2224/sbp.8095 ◽

2019 ◽

Vol 47 (7) ◽

pp. 1-13 ◽

Cited By ~ 1

Author(s):

Xia Wang ◽

Ziwei Wang

Keyword(s):

University Students ◽

Mediating Role ◽

Chinese University ◽

Chinese University Students ◽

Moderating Role ◽

Product Bundles ◽

Practical Implications ◽

Hedonic Benefits

We examined consumers' perceptions of, and responses to, variety in product bundles in 3 studies with Chinese university students aged between 17 and 29 years. In Study 1 (117 participants) we found that variety (vs. nonvariety) bundles were more attractive and more likely to be purchased, and this effect was robust across different variety formats. In Study 2 (89 participants) the mediating role of perceived hedonic benefits was supported, that is, participants responded to the level of variety in product bundles as they tried to maximize their hedonic benefit from the consumption. In Study 3 (74 participants) we further explored the moderating role of consumption goal and found that participants were willing to forgo an additional quantity to have variety, especially when their consumption goal was hedonic rather than utilitarian. Theoretical implications and practical implications for marketers are discussed.

Download Full-text