Non-vegan consumers buying vegan food: the moderating role of conformity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Elisa Martinelli ◽  
Francesca De Canio
Keyword(s):  
Willingness To Pay ◽  
Food Habits ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Model ◽  
Content Type ◽  
Health Concerns ◽  
Premium Price ◽  
Moderating Role

PurposeNon-vegan consumers are increasingly shifting their food habits and lifestyles towards vegan food. Thus, in addition to traditional, though poorly studied, ethical motives (i.e. animal, environmental, spiritual, health concerns), other factors may influence the purchase of vegan food. Within this context, the paper investigates the moderating role of conformity in enticing consumers to buy vegan food products, together with the main traditional consumers' concerns influencing their attitude towards vegan food. The study also considers the role of the willingness to pay a premium price as a direct driver of the intention to buy vegan.Design/methodology/approachAn online survey was performed in Italy on a number of major Facebook thematic pages. A dataset based on 250 Italian non-vegans was used to implement a structural equation model.FindingsFindings show that spiritual and animal concerns are direct drivers of non-vegan buyers' attitude towards vegan food. Attitude, then, strongly influences the intention to buy vegan foods. Though less impactful, non-vegans' willingness to pay a premium price is a motive positively influencing their intention to buy vegan food. The positive and significant moderating effect exerted by conformity on the attitude-intention path confirms the amplifying role played by trends and lifestyles on consumers' food buying choices.Originality/valueThis study contributes to the food and consumer behaviour literature in being the first exploring the moderating role played by conformity in inducing non-vegan consumers to buy vegan food. Environmental, animal, spiritual and health concerns are investigated from the non-vegan perspective.

Integration quality, value co-creation and resilience in logistics service supply chains: moderating role of digital technology

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yingjie Ju ◽  
Hanping Hou ◽  
Jianliang Yang
Keyword(s):  
Supply Chain ◽  
Digital Technology ◽  
Structural Equation ◽  
Equation Model ◽  
Theoretical Research ◽  
Content Type ◽  
Logistics Service ◽  
The Relationship ◽  
Moderating Role

PurposeUsing the logistics service supply chain (LSSC) as a research object, this study focuses on the relationship between integration quality (IQ), value co-creation (VCC), and LSSC resilience. Moreover, it discusses the moderating role of digital technology (DT).Design/methodology/approachBased on data about China, this study used the structural equation model to test the research hypothesis. To verify the validity of each construct, this study used various established scales in the literature to conduct exploratory and confirmatory analysis.FindingsThe results show that IQ is an essential antecedent variable that promotes VCC and LSSC resilience. Moreover, this study confirms that DT has a positive moderating effect on the relationship between IQ, VCC, and resilience.Originality/valueThis study constructs a research framework to examine LSSC resilience and expands the theoretical research on the VCC theory in the supply chain literature. Moreover, this paper studies supply chain integration from a new perspective, that is, IQ, which is more in line with the reality of LSSC.

Assessing customer intention use of mobile money application and the antecedent of perceived value, economic trust and service trust

2020 ◽  
Vol 16 (3) ◽  
pp. 331-345
Author(s):  
Taqwa Hariguna ◽  
Ade Maharini Adiandari ◽  
Athapol Ruangkanjanases
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Service Providers ◽  
Personal Information ◽  
Perceived Value ◽  
Equation Model ◽  
Two Dimensions ◽  
Content Type ◽  
Mobile Money

Purpose The purpose of this study is to examine the role of trust and perceived value (PV) in customer intentions to adopt mobile money application (MMA) services. Trust and PV were broken down into various dimensions. This study investigated the two-component base trusts, namely, economic and service, and also PV as an antecedent. Design/methodology/approach This study involved 402 respondents selected through the interception and online survey approach and had five hypotheses. The structural equation model was used to test the hypothesis of this study. Findings The findings showed that the PV was related to the customer’s intention to use MMA services and economy-based trust. Trust in service providers and economic-based trust were positively related to customer intentions to use MMA services. Research limitations/implications Although the concept of MMA has been explored in several literatures, the role of trust and PV in the use of MMA has not been of much concern among researchers. In addition, this study described PV as a construction with five supporting dimensions. The current literature showed that the integration of PV with construct trust was still lacking in attention from researchers especially the study of MMA. Practical implications For practitioners, these findings confirmed that MMA service providers need to convince customers of protection to money and personal information. Also, providers need to ensure that the use of MMA provides cost and time effectiveness. Besides, it is important to ensure the services provided to customers are the fastest way to carry out financial transactions, in this case, including payment and retail purchases. This finding also showed that PV related to MMA services needs to be studied from a customer perspective, focusing on four aspects of ethics, playfulness, customer return of investment and excellent service. Therefore, handling PV in these services requires specific strategies to deal with these various aspects. Originality/value This study integrated two dimensions of trust, thus economic trust and service trust, the authors also integrated dimension of PV as the antecedent of two dimensions of trust, to understand the dimension of intention use MMA.

scholarly journals Slow Fashion in Indonesia: Drivers and Outcomes of Slow Fashion Orientations

2020 ◽  
Vol 11 (6) ◽  
pp. 27
Author(s):  
Usep Suhud ◽  
Mamoon Allan ◽  
Bayu Wiratama ◽  
Ernita Maulida
Keyword(s):  
Willingness To Pay ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Equation Model ◽  
Potential Market ◽  
Premium Price ◽  
Slow Fashion ◽  
Fashion Involvement

This study aims to measure the willingness to pay premium price in the case of slow fashion by employing consumers’ slow fashion orientation, perceived valued, fashion involvement, and ethical purchase intention as predictor factors. Slow fashion is a fashion that is designed, produced, and consumed ethically by considering environmental, social, and humanitarian issues. Data were collected using an online survey and participants were approached conveniently. In total, 521 participants took part in this study consisting of 360 females and 161 males. The authors applied exploratory factor analysis and structural equation model to analyse the data. This study tested six hypotheses. As a result, slow fashion orientation significantly affected perceived value. Further, a perceived value significantly impacted fashion involvement, ethical purchase intention, and willingness to premium. Also, fashion involvement had a significant effect on ethical purchase intention, and ethical purchase intention had a significant influence on willingness to pay a premium price. This study shows a potential market of slow fashion in a developing country.

scholarly journals Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment

2017 ◽  
Vol 45 (6) ◽  
pp. 608-625 ◽  
Author(s):  
Marta Frasquet ◽  
Alejandro Mollá Descals ◽  
Maria Eugenia Ruiz-Molina
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Model ◽  
Brand Trust ◽  
Brand Attachment ◽  
Content Type ◽  
Multichannel Retailing ◽  
Cultural Variables ◽  
Offline Channels

Purpose The purpose of this paper is to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study. Design/methodology/approach Online survey answered by 761 multichannel apparel shoppers in two countries (UK and Spain). Structural equation model multigroup analysis is performed to test the hypothesized relations and the role of culture as a moderating variable. Findings Online loyalty is largely driven by offline loyalty, which is also positively affected by brand trust and brand attachment. These relationships hold across the two different cultures. Research limitations/implications The findings confirm the validity of applying the theory of cognitive dissonance to explain multichannel shopping behaviours. The authors did not find culture that affects the relationships in the model; however, the validity of these findings should be tested considering other cultural variables different from nationality. Practical implications Multichannel retailers should focus on building trust and attachment towards the brand if they want to get online and offline loyalty. The efforts to build stronger bonds between the customer and the retail brand translate into higher loyalty, particularly towards the offline channels. Originality/value This paper extends the literature on the interactions between online and offline behaviour by focussing on the power of the brand to build strong customer bonds. The model considers the role of brand attachment together with brand trust in offline and online loyalty simultaneously.

Influencing the willingness to pay for private labels: the role of branding

2015 ◽  
Vol 7 (3) ◽  
pp. 197-215 ◽  
Author(s):  
Kandapa Thanasuta ◽  
Pinrada Metharom
Keyword(s):  
Willingness To Pay ◽  
Structural Equation ◽  
Perceived Quality ◽  
Equation Model ◽  
Private Labels ◽  
National Brand ◽  
Sales Promotions ◽  
Content Type ◽  
Indirect Relationship

Purpose – The purpose of this paper is to investigate the direct and indirect relationships between brands’ marketing activities and consumers’ willingness to pay (WTP) for private labels (PLs) through the effect of perceived quality in different cultural contexts. This paper also provides a broader perspective by incorporating the effect of branding strategy on such relationships. Design/methodology/approach – Thailand is the studied market. In all, 819 respondents evaluated two PLs through mall interception in a leading supermarket in Bangkok. A structural equation model is used to evaluate the relationships among the constructs. Findings – The results demonstrate that sales promotions directly and indirectly influence WTP, whereas only an indirect relationship through perceived quality exists for the similarity of PL and national-brand packaging. The strength of sales promotions and the perceived quality relationship is significantly stronger for “other-name” PL than for “own-name” one. Perceived quality contributes as the factor with the most influence on WTP. Research limitations/implications – PLs should continue to invest in package improvement to increase their perceived quality. The brand must carefully choose which promotional tools to implement because such tools have both positive and negative impacts. Promotions from “other-name” brands should be emphasized because they have a stronger, more positive effect on perceived quality. Originality/value – This paper’s contribution is its attempt to identify the reciprocal influence of WTP on PLs, which previously has been studied only as it relates to national brands. The moderating role of branding is introduced to offer insights into the influencing factors.

Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan

2020 ◽  
Vol 122 (9) ◽  
pp. 2895-2910
Author(s):  
Sunhee (Sunny) Seo ◽  
Kawon Kim ◽  
Vieta Annisa Nurhidayati
Keyword(s):  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Group Analysis ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Moderating Role

PurposeThis study aims to investigate the influence of image and reputation of imported fresh fruits on consumer satisfaction and purchase intentions. The moderating role of familiarity with imported fruits was also assessed.Design/methodology/approachA total of 332 Taiwanese consumers who had purchased imported Korean pears participated using an online survey and were grouped based on their familiarity to Korean pears. Multi-group analysis with structural equation modeling was used to test the hypotheses.FindingsImage and reputation of imported Korean pears were identified as predictors of the satisfaction and purchase intention. Multi-group analysis results found the moderating effect of familiarity between image and satisfaction. Images were identified as predictors of the satisfaction and purchase intention of imported Korean pears for consumers with low familiarity, whereas image did not show any influence on satisfaction for consumers with high familiarity.Originality/valueThis study can contribute to the limited understanding of imported fresh fruit markets and provides insights into familiarity for consuming imported fresh fruits.

scholarly journals Millennial social media users' intention to travel: the moderating role of social media influencer following behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joyce Han ◽  
Han Chen
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Source Credibility ◽  
Positive Influence ◽  
Credibility Theory ◽  
Equation Modeling ◽  
Content Type ◽  
Moderating Role

PurposeSocial media (SoMe) influencer marketing is a popular practice. The current study examines the interplays between SoMe influencers' source credibility, Millennial users' attitudes and intention to travel. It further investigates the moderating role of SoMe influencer following behavior on the aforementioned relationships.Design/methodology/approachA total of 212 useable responses were collected through an online survey. Structural equation modeling and hierarchical multiple regressions were employed for hypotheses testing.FindingsResults indicated that source credibility had a significantly positive influence on the SoMe users' attitudes, which in turn was positively associated with the intention to visit the endorsed destination. Moreover, both relationships were strengthened for SoMe influencer followers than for nonfollowers.Originality/valueThe study expanded the source credibility theory to the use of SoMe influencer marketing on travel destinations among Millennial SoMe users. In addition, the research applied the self-determination theory to fill the gap in literature by examining the moderating role of SoMe influencer following behavior.

scholarly journals Museum experience and satisfaction: moderating role of visiting frequency

2020 ◽  
Vol 34 (2) ◽  
pp. 203-220
Author(s):  
Alexander Preko ◽  
Theophilus Francis Gyepi-Garbrah ◽  
Helen Arkorful ◽  
Andrews Adugudaa Akolaa ◽  
Fidelis Quansah
Keyword(s):  
Willingness To Pay ◽  
Structural Equation ◽  
Important Variable ◽  
Content Type ◽  
Tourist Satisfaction ◽  
Tourist Experience ◽  
Museum Experience ◽  
The Relationship ◽  
Moderating Role

PurposeThis paper aims at investigating how tourist experience elicits satisfaction and contributes to loyalty and willingness to pay more for a museum destination. The study also investigates the significant moderating role of visiting frequency on the relationship between satisfaction and willingness to pay more.Design/methodology/approachThe research was conducted with 385 tourists who visited the National Museum in Ghana and answered questions relating to experience, satisfaction, loyalty, and willingness to pay more. Structural equation modelling was used to test the relationships and effects of the adapted constructs.FindingsThe results revealed the significant effects of tourist experience on satisfaction, as well as the significant effects of satisfaction on loyalty and willingness to pay more. In addition, a significant moderating effect of visiting frequency was reported on the relationship between satisfaction and tourist willingness to pay more.Research limitations/implicationsThe research is destination-specific. The application of the findings to other museums would demand a bigger sample size for generalisation to be made.Practical implicationsManagers should develop strategies that promote museum tourist travelling experience, satisfaction, desire and choice, and thereby attract more tourists to museum sites.Originality/valueThe research contributes to the growing literature on museum tourist experience as an important variable in promoting tourist satisfaction, loyalty, and tourist willingness to pay more.

Green brand benefits and their influence on brand loyalty

2017 ◽  
Vol 35 (3) ◽  
pp. 425-440 ◽  
Author(s):  
Jialing Lin ◽  
Antonio Lobo ◽  
Civilai Leckie
Keyword(s):  
Brand Loyalty ◽  
Perceived Risk ◽  
Structural Equation ◽  
Online Survey ◽  
Brand Image ◽  
Content Type ◽  
Green Trust ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands and the influence of green brand image on purchase behavioural response. Additionally, the influence of a moderating variable (green perceived risk) on this formation process is examined. Design/methodology/approach Data were collected using an online survey administered to a consumer panel in China. Structural equation modelling was used to test the conceptual model. Findings The results demonstrate that the provision of utilitarian benefits and self-expressive benefits directly enhance the brand’s green image. Also, utilitarian benefits and green brand image have direct influences on green brand loyalty. Green perceived risk negatively moderates the relationship between utilitarian benefits and green brand image. Research limitations/implications This study extends previous research by examining the development of green brand image and investigating the moderating role of green perceived risk in this process. Also, this study enriches research on green brand and corporate branding by investigating the relationship between green brand image and brand loyalty. Originality/value Although previous research has examined how perceived benefits influence the development of corporate brand image, the issue has not been investigated from a green branding perspective. Moreover, the moderating role of green perceived risk in the formation of green brand image has not been explored, despite the concerns relating to greenwash which have been raised in several green brand studies. Finally, green brand image was found to be a strong antecedent of brand loyalty, besides the predominant elements of green trust and green satisfaction.

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