Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions

2019 ◽  
Vol 31 (4) ◽  
pp. 855-874 ◽  
Author(s):  
Li Zhao ◽  
Stacy H. Lee ◽  
Lauren Reiter Copeland
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Unique Contribution ◽  
Chinese Consumers ◽  
Content Type ◽  
Consumption Behavior ◽  
Environmentally Sustainable ◽  
Prototype Willingness Model ◽  
Environmentally Sustainable Apparel

Purpose Social media and sustainability are changing Chinese consumers’ consumption behavior in notable ways. Few apparel industry sustainability efforts are enforced or well known in China. As China operates its own social media sites, it is necessary to study Chinese social media, rather than Western types, in order to understand its influence on Chinese consumer behavior with regard to sustainability. By extending the theory of reasoned action (TRA) and the prototype willingness model, the purpose of this paper is to investigate how Chinese consumers were taught their environmentally sustainable apparel (ESA) consumption behavior through social media, and also how the influence of peers affected their purchase intentions. Design/methodology/approach A total of 238 survey responses were collected and analyzed from a Chinese research firm in 2016. In accord with the study objectives, an exploratory factor analysis was first conducted, and then a two-step analysis of a structural equation model was employed for hypothesis testing. To test the significance of hypothesized mediated effects, a bootstrap procedure with 2,000 bootstrap samples from the original data was used to compute bias-corrected 95% CI for indirect effects. Moreover, hierarchical regressions were demonstrated to verify the unique contribution of social media influence. Findings The study findings support the previous literature that indicated positive attitudes toward environmentally sustainable purchasing behavior increased as Chinese consumers learned about social and environmental issues. Also, results of the analysis revealed that Chinese consumers’ engagement with social media and their peers were important social influences that were directly tied to increasing sustainable apparel purchase intentions. Originality/value By extending two grand theories of the prototype willingness model theory and the TRA, this study underlines a novel link between the influence of social media and ESA purchase intentions among Chinese consumers. Results are valuable in a global context as it is one of only a few studies to explore Chinese consumers’ purchase intentions of ESA through an exclusive social media platform – WeChat – in China.

Relation between Chinese consumers’ ethical perceptions and purchase intentions

2019 ◽  
Vol 31 (3) ◽  
pp. 670-690 ◽  
Author(s):  
Muhammad Kashif Javed ◽  
Ma Degong ◽  
Talat Qadeer
Keyword(s):  
Structural Equation ◽  
Developing Economies ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Brand Trust ◽  
Ethical Perceptions ◽  
Chinese Consumers ◽  
Content Type ◽  
Highly Educated ◽  
Mediating Role

Purpose Most business-related studies on ethics focus on consumers in developed western economies but ignore developing economies. Therefore, to fill this void in the literature and address the concerns of prior studies, the purpose of this paper is to examine the ethical perceptions of Chinese consumers as an example of effective and efficient management of company/brand strategies in an economy experiencing rapid socioeconomic growth. Design/methodology/approach This study examines 328 Chinese consumers’ purchase intentions based on their ethical perceptions toward Apple and P&G through mediating (i.e. consumer–corporate identification (CCI) and brand trust) and moderating (i.e. consumer gender, age, education and residence) effects. Structural equation modeling is used to analyze the constructs and overall model. Findings The ethical perceptions of consumers translate into purchase intentions, both at the corporate and product brand levels. Similarly, a significant direct relationship between CCI and brand trust reveals that corporate-level ethical identification is a trivial matter to customers, although these perceptions do apply to product brands under a corporate umbrella. Furthermore, to identify target groups of Chinese consumers who are receptive to ethical appeals, moderating variables were found to be useful. Originality/value The results confirm that the mediating role of CCI is more influential in the context of Chinese consumers’ ethical perceptions, followed by brand trust. In relation to demographics, ethical perceptions affect CCI and brand trust more positively in females and highly educated consumers in China. Similarly, the relationship between consumers’ ethical perception and their trust in brand is revealed more influential in urban residents than they do in rural. This broadens the applications and contexts of this research model. The results provide managerial guidance on enhancing potential ethical perceptions.

Moral norm is the key

2020 ◽  
Vol 32 (8) ◽  
pp. 1823-1841 ◽  
Author(s):  
Matthew Tingchi Liu ◽  
Yongdan Liu ◽  
Ziying Mo
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Underlying Mechanism ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Moral Norms ◽  
Green Products ◽  
Chinese Consumers ◽  
Content Type ◽  
The Relationship

PurposeThis research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).Design/methodology/approachThe current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.FindingsThe findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.Originality/valueThis study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

scholarly journals Consumer adoption of online food shopping in China

2018 ◽  
Vol 120 (12) ◽  
pp. 2868-2884 ◽  
Author(s):  
Ou Wang ◽  
Simon Somogyi
Keyword(s):  
Factor Analysis ◽  
Structural Equation ◽  
Descriptive Analysis ◽  
Innovation Adoption ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Chinese Consumers ◽  
Content Type ◽  
Online Purchase ◽  
Food Shopping

Purpose The purpose of this paper is to explore the impacts of innovation-adoption characteristics on Chinese consumers’ adoption of online food shopping. It also examines consumers’ online purchase preferences for specific food categories and the consumer segments shopping for food online in China. Design/methodology/approach The data were collected through a web-based survey (n=643, in three cities: Beijing, Guangzhou and Chongqing). Descriptive analysis, cluster analysis, factor analysis and structural equation modeling were employed for data analysis. Findings Participants had strong online purchase intentions toward snack and imported food, while they had weak online purchase intentions toward fresh food products such as meat, eggs, vegetables, fish and seafood. Two consumer segments were found: online-food-conservative (42 percent) and online-food-pioneer (58 percent). Factor analysis resulted in an adjusted factorial structure of the innovation-adoption characteristics, which was considered more appropriate within the context of Chinese consumers when shopping for food online. Path analysis found that Chinese consumers’ attitudes and/or purchase intentions were positively linked to their perceived incentives and negatively associated with their perceived complexity for online food shopping. Originality/value This is the first study to explore consumer segments, consumption psychology (innovation-adoption characteristics) and product preferences related to online food shopping with a sample from China, the largest e-commerce country. The findings can help food producers and marketers to better understand Chinese consumers’ online food shopping behaviors in order to meet the needs of consumers and have further success in this major market.

Face consciousness and conspicuous luxury consumption in China

2019 ◽  
Vol 2 (1) ◽  
pp. 63-82 ◽  
Author(s):  
Xin-an Zhang ◽  
Wangshuai Wang
Keyword(s):  
Design Methodology ◽  
Two Dimensions ◽  
Unique Contribution ◽  
Chinese Consumers ◽  
Luxury Consumption ◽  
Content Type ◽  
Consumption Behavior ◽  
The Face ◽  
Indigenous Perspective ◽  
The Relationship

Purpose Luxury consumption in China is featured by clear conspicuous purposes. The purpose of this paper is to investigate this phenomenon from the indigenous perspective of face consciousness. Design/methodology/approach Drawing on Ho’s (1976) framework of gaining vs losing face process, the authors decomposed the construct of face consciousness into two dimensions, namely, desire to gain face and fear of losing face, and developed a multi-dimensional scale for face consciousness. Then, a survey that consisted of 338 participants was conducted to test the relationship between face consciousness and luxury consumption. Findings The face consciousness scale was shown to be reliable and valid. Furthermore, the authors found both desire to gain face and fear of losing face had a unique contribution in explaining why Chinese consumers purchase luxury products. Originality/value This paper fills the gap in the extant literature by developing a multi-dimensional face consciousness scale, providing convenience for empirical research in future. Moreover, this research shows that Chinese consumers’ luxury consumption behavior contains both promotion and prevention motivation.

Consumer perceptions of counterfeit clothing and apparel products attributes

2018 ◽  
Vol 36 (7) ◽  
pp. 794-808 ◽  
Author(s):  
Moin Ahmad Moon ◽  
Batish Javaid ◽  
Maira Kiran ◽  
Hayat Muhammad Awan ◽  
Amna Farooq
Keyword(s):  
University Students ◽  
Structural Equation ◽  
Strong Predictor ◽  
Product Category ◽  
Likelihood Estimation ◽  
Two Dimensions ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Consumption Behavior

Purpose The purpose of this paper is to test and validate a modified Stimulus-organism-response (S-O-R) model with the bi-dimensional attitude toward counterfeit apparel products. The study examines the relationship of object and social psychological stimuli with utilitarian and hedonic attitude and intentions to purchase counterfeit apparel products. Design/methodology/approach The authors collected data from 331 systematically selected university students of the age bracket (18–30) years from Punjab, Pakistan (MLE) via self-administrated questionnaire. Structural equation modeling (SEM) with maximum likelihood estimation via AMOS 23 was used for data analysis. Findings The modified S-O-R model explained significant variance in counterfeit purchase intentions. Hedonic attitude proved to be a strong predictor of counterfeit apparel purchase intentions as compared to utilitarian attitude. All attributes of counterfeit apparel products proved to be the significant positive predictors of hedonic and utilitarian attitude except information susceptibility, which did not predict utilitarian attitude. Research limitations/implications Data were collected from university students of the age bracket (18–30) years and apparel products were taken as a product category. Practical implications The retailers and manufacturers of original brands should emphasize humiliation and embarrassment that a consumer may have to face because of counterfeit purchasing. They can also educate consumers on the negative impacts of the counterfeit products not only on consumers but also on the economy as a whole. Originality/value S-O-R model was adapted to provide strong theoretical underpinnings to understand counterfeit consumption behavior. This study also incorporated two dimensions of attitude in counterfeit product consumption behavior and analyzed their relative influence on purchase intentions.

Luxury during trade tensions. The influence of economic animosity, cosmopolitanism and patriotism on intention to buy foreign luxury products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Giada Mainolfi
Keyword(s):  
Structural Equation ◽  
Analytical Framework ◽  
Purchase Intentions ◽  
Chinese Consumers ◽  
Content Type ◽  
Empirical Survey ◽  
The Past ◽  
Luxury Products ◽  
Positive Effect ◽  
Practical Implications

PurposeUsing trade tensions as a background scenario, the study aims to investigate the dynamics of coexistence between cosmopolitan trends and the patriotic moods of luxury consumers, and how these feelings interact with both economic animosity and intention to buy luxury products originated in the hostile country.Design/methodology/approachThe analytical framework was tested through an empirical survey carried out on Russian and Chinese consumers. In total, 766 questionnaires were collected and were analysed using structural equation modelling method.FindingsResults confirm that patriotic sentiments and economic-based feelings are negatively associated with intentions to buy luxury products that originated in the hostile area. Furthermore, results show that cosmopolitanism positively influences intention to buy. However, the positive effect of patriotism on economic animosity combined with its indirect effect on the intention to buy may reduce the strength of luxury products.Practical implicationsThe study has practical implications since it identifies strategic suggestions for luxury companies' managers. More specifically, they have to be aware of the patriotic trends affecting Russian and Chinese consumers and should actively seek to leverage local partners' knowledge in order to better connect with customers' expectations.Originality/valueThe study contributes to a better understanding of the influence exerted by cosmopolitan orientation and patriotic feelings on luxury goods purchase intentions. The study also examines cosmopolitanism and patriotism as antecedents of animosity, which have not been extensively researched in the past with respect to the luxury sector.

Developing brand advocacy through brand activities on Facebook

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Youngtae Choi ◽  
Michael W. Kroff ◽  
Junga Kim
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Amazon Mechanical Turk ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Advocacy ◽  
Media Platform ◽  
The Relationship

Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored. Design/methodology/approach US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses. Findings The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy. Originality/value This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.

scholarly journals How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements

2021 ◽  
Vol 2 (1) ◽  
pp. 44-55
Author(s):  
Muhammad Bilal ◽  
Zeng Jianqu ◽  
Junlan Ming
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Chinese Consumers ◽  
Brand Engagement ◽  
Purchasing Intention ◽  
The Impact

This paper examines the effect on consumer-purchase intentions of social media marketing components, including entertainment, engagement, eWOM, and trendiness. The study was conducted among Chinese consumers who have social media account and are aware of the effects of social media marketing on consumer purchase intentions. Data collected data from 260 experienced social media users in Beijing and Shanghai. We used structural equation modeling (SEM) to evaluate the connections with SMM components, customer brand engagement, and purchasing intention. The findings demonstrate that interaction, entertainment, eWOM, and trendiness are core factors that specifically affect customer brand interest and purchasing intention. Social Media is a marketing medium in sharing brand intention. However, it remains to be seen how appropriate these components are for these purposes -related knowledge and its function to enhance customer brand engagement and purchasing. This research contributes to the development of a model that will aid practitioners and researchers in evaluating and explaining the impact of SMM on Consumer Purchase Intention in China.

Understanding consumers’ trust in social media marketing environment

2020 ◽  
Vol 48 (11) ◽  
pp. 1195-1212
Author(s):  
Madeeha Irshad ◽  
Muhammad Shakil Ahmad ◽  
Omer Farooq Malik
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Underlying Mechanism ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Content Type ◽  
Marketing Environment ◽  
Online Purchase ◽  
Metropolitan Cities ◽  
Social Motivations

PurposeThe purpose of this study was to examine the impacts of consumers’ motivations (i.e. remuneration, social, and empowerment) on online purchase intentions mediated through trust towards retailers present on social media.Design/methodology/approachData were collected from consumers residing in the three metropolitan cities of Pakistan, and the research model was tested using the covariance-based structural equation modelling in Amos.FindingsThe results showed that remuneration and social motivations positively influenced consumers’ online purchase intentions directly, as well as indirectly mediated through trust. However, trust fully mediated the relationship between empowerment motivation and consumers’ online purchase intentions.Originality/valueThe existing literature reveals that only a handful of studies have endeavoured to understand consumers’ trust in the context of social media marketing, and the literature in this field is not matured yet. The novelty of this research lies in its contribution to understanding the impacts of consumers’ motives (i.e. remuneration, social, and empowerment) on trust towards retailers present on social media, which have not been explored before. In addition, it examines trust towards retailers present on social media as an underlying mechanism that affects the relationships between consumers’ motives and online purchase intentions.

Determinants of Chinese consumers’ organic wine purchase

2019 ◽  
Vol 31 (9) ◽  
pp. 3761-3778 ◽  
Author(s):  
Lu Lu ◽  
Christina Geng-Qing Chi ◽  
Rong Zou
Keyword(s):  
Structural Equation ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Chinese Consumers ◽  
Content Type ◽  
Positive Attitudes ◽  
Multi Stage ◽  
Marketing Intelligence ◽  
Organic Wine ◽  
Administrative Units

Purpose This paper aims to examine the primary determinants of Chinese consumers’ attitudes and purchase intentions of imported organic wines. Design/methodology/approach This study used a multi-stage data collection via multiple sampling techniques. Data were collected from close to 2,000 Chinese wine drinkers across 33 provincial-level administrative units in China. The consumer data were subject to a two-step structural equation modeling analysis. Findings Chinese consumers express favorable attitudes and are interested in making a purchase. The results also reveal distinct influences of cognitive and emotional determinants on consumers’ positive attitudes and purchase intentions of organic wines. Health benefits and symbolic value positively influence consumers’ attitudes and purchase intentions. Emotional assessment of organic wines, despite exhibiting a positive effect on attitudes, does not drive Chinese consumers’ purchase decisions. Originality/value China has become a world leader in consuming wines, especially wines imported from traditional wine producing countries. The increasing health concerns have also prompted Chinese consumers toward favoring organic products. Despite the evident shift in Chinese consumers’ travel expenditure toward food and wines and the growing wine consumption while dining out, existing research is scant in explaining the decision drivers of Chinese consumers’ organic wine purchase. A greater and deeper understanding of Chinese consumers’ purchase decision of organic wines not only provides marketing intelligence for countries exporting wines to China but also is meaningful for international destinations to capture a lucrative market to support local attractions and hospitality businesses.

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