Does conspicuous decoration style influence customer's intention to purchase? The moderating effect of CSR practices

2015 ◽  
Vol 51 ◽  
pp. 19-29 ◽  
Author(s):  
Yaoqi Li ◽  
Hui Fu ◽  
Songshan (Sam) Huang
Keyword(s):  
Moderating Effect ◽  
Intention To Purchase

How consumer mindsets in ethnic Chinese societies affect the intention to buy Fair Trade products

2017 ◽  
Vol 29 (3) ◽  
pp. 553-568 ◽  
Author(s):  
Ghi-Feng Yen ◽  
Ru-Yu Wang ◽  
Hsin-Ti Yang
Keyword(s):  
Fair Trade ◽  
Moral Identity ◽  
Ethical Consumption ◽  
Moderating Effect ◽  
Content Type ◽  
Ethnic Chinese ◽  
Consumption Decisions ◽  
Intention To Purchase ◽  
Chinese Societies ◽  
The Relationship

Purpose The purpose of this paper is to examine how psychological antecedents (i.e. consumer mindsets) and individual difference characteristics (i.e. moral identity) affect the intention to purchase Fair Trade products based on the triadic reciprocal causation model in social cognitive theory (Bandura, 1986). The primary factors that influence ethical consumption decisions in ethnic Chinese societies were explored by integrating the unique cultural environment of the Chinese. Design/methodology/approach The study effective sample comprised university students and professors. Structural equation modelling was used to test the hypotheses and indirect effects. Results showed that moral identity internalization had a mediating effect on the relationship between a collectivistic mindset and the intention to purchase Fair Trade products. Findings A high moral identity symbolization had a moderating effect on the relationship between a collectivistic mindset and the intention to purchase Fair Trade products. This demonstrated that the two dimensions of moral identity, internalization and symbolization, play different roles and have different functions in regards to the intention to purchase Fair Trade products. Research limitations/implications Future studies are urged to examine this issue at a cultural level by performing a cross-cultural comparison and to integrate consumer heterogeneity for a deeper examination of the interaction between demographic factors and psychological traits on consumer behaviours regarding Fair Trade products. Originality/value This study indicates that moral identity internalization is the primary factor that influences ethical consumption decisions in Chinese societies. In terms of the moderating effect of moral identity symbolization, results showed that the higher an individual’s moral identity symbolization, the stronger the relationship between a collectivistic mindset and the intention to purchase Fair Trade products is. These results can serve as a reference for marketing communications and market segmentation policies in the business world.

The effect of halal foods awareness on purchase decision with religiosity as a moderating variable

2019 ◽  
Vol 11 (5) ◽  
pp. 1091-1104
Author(s):  
Muslichah M. Muslichah M. ◽  
Rose Abdullah ◽  
Lutfi Abdul Razak
Keyword(s):  
Sampling Procedure ◽  
Moderating Effect ◽  
Purchase Decision ◽  
Omitted Variables ◽  
Muslim Population ◽  
Content Type ◽  
Intention To Purchase ◽  
Convenience Sampling ◽  
Higher Institutions ◽  
The Relationship

Purpose The purpose of this paper is to examine the moderating effect of religiosity on the relationship between awareness and purchase decision of halal foods. Design/methodology/approach Using a convenience sampling procedure, 200 questionnaires were distributed to various local higher education institutions with a 64% response rate. A moderated regression analysis is used to test the relationship between awareness and purchase decision, with religiosity as the moderating variable. Findings As expected, the authors find that among the sample, the level of awareness toward halal foods is high, and that the effect of awareness on purchase decision is positive and significant. Importantly, they find that religiosity acts as a moderating variable on the relationship between awareness and purchase decision. Research limitations/implications First, the sample was taken from higher institutions only and respondents were selected using convenience sampling. Hence, it may not be fully representative of the Brunei Muslim population. Second, there may also be omitted variables not considered in the study. Third, the survey instrument and conceptualization of religiosity are both issues that may require further investigation in the literature. Practical implications The results indicate that awareness is an important antecedent of Muslim students’ intention to purchase halal foods. Marketers should design their campaigns focusing on creating awareness regarding their compliance with halal products. Moreover, food manufacturers and sellers should use the reliable halal certification and logo as a way to inform their consumers that their products are truly halal. Originality/value This study adds to the current limited knowledge of halal foods research. In particular, the authors investigate the moderating effect of religiosity on the relationship between awareness and purchase decision of halal foods.

Nutritional traffic light and self-regulatory consumption: the role of emotions

2019 ◽  
Vol 121 (1) ◽  
pp. 183-198 ◽  
Author(s):  
Isabel Sánchez-García ◽  
Homero Rodríguez-Insuasti ◽  
José Martí-Parreño ◽  
Antonio Sánchez-Mena
Keyword(s):  
Low Income ◽  
Purchase Intention ◽  
Dairy Product ◽  
Moderating Effect ◽  
Exploratory Research ◽  
Traffic Light ◽  
Content Type ◽  
Beneficial Effects ◽  
Intention To Purchase

Purpose The purpose of this paper is to analyse how the nutritional traffic light can reduce consumers’ intention to purchase unhealthy food by eliciting negative emotions (i.e. fear and guilt). The work also examines the moderating role of income in the above-mentioned relationships. Design/methodology/approach The empirical study was conducted in Ecuador. In an initial phase, exploratory research was carried out with two focus groups. Then a quasi-experiment was conducted with 330 participants following a 3×2 design, in which the nutritional traffic light for a dairy product (green, yellow, red) and the variable income (high and low income) were manipulated. Findings Traffic light colours (red, yellow and green) significantly influence consumers’ levels of fear and guilt as well as their intention to purchase. Income has also been found to have a moderating effect on the above relationships. Practical implications Further understanding of how nutritional labels influence consumer behaviour may have beneficial effects for public authorities attempting to improve citizens’ health and for society as a whole. It may also help firms that produce and market packaged foods to be aware of what type of foods new consumers want and adapt their offering in consequence. Originality/value The main contribution of this work is the analysis of the influence of the nutritional traffic light on emotions, namely, fear and guilt and how these emotions lead consumers to control their consumption of unhealthy foods. In addition, the present work proposes the moderating effect of income on the influence of colour on emotions and purchase intention.

The Influence of Anticipated Emotions on Consumer Decisions

2011 ◽  
Vol 219 (4) ◽  
pp. 238-245 ◽  
Author(s):  
Maria Pollai ◽  
Erik Hoelzl ◽  
Luise Hahn ◽  
Alexandra Hahn
Keyword(s):  
Consumer Decisions ◽  
Advisory Service ◽  
Intention To Purchase ◽  
Hedonic And Utilitarian Products ◽  
Anticipated Emotions

The present research examined variables moderating the influence of anticipated consumption-related emotions on consumer decisions. Two studies indicated that the intention to purchase a product and the intention to take out a loan were influenced by anticipated emotions. The influence of anticipated emotions was similar for hedonic and utilitarian products. However, the influence was reduced when a belief in adaptation to products was cued. Examining the specific circumstances under which consumers base their decisions on anticipated emotions is relevant for marketing and consumer advisory service.

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