scholarly journals Predicting locally grown food purchase intention of domestic and international undergraduate hospitality management students at a Canadian University

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yoonah Kim Conoly ◽  
Mike von Massow ◽  
Yee Ming Lee
Keyword(s):  
Regression Analysis ◽  
International Students ◽  
Undergraduate Students ◽  
Purchase Intention ◽  
Moral Norm ◽  
Content Type ◽  
Product Availability ◽  
Food Purchase ◽  
Research Findings ◽  
Locally Grown

PurposeThis study aims to investigate how domestic and international undergraduate students from a university in Ontario, Canada, defined locally grown food and examined the factors behind their locally grown food purchase intentions.Design/methodology/approachQuestionnaires were distributed in the School of Hospitality, Food, and Tourism Management undergraduate classes. A total of 196 complete surveys were returned. Using multiple regression analysis and theory of planned behavior (TPB) as a theoretical framework with an additional construct, moral norm, proposed hypotheses were tested.FindingsDomestic students narrowly defined locally grown food based on distance (e.g. food grown/raised within 100 km of where a person lives) compared to international students (e.g. food grown in Canada). The multiple regression analysis revealed that 36% of variance in purchase intention is explained by the four independent variables (i.e. student status, attitude, perceived product availability and moral norm), with perceived product availability as the strongest predictor of intention to purchase locally grown food.Research limitations/implicationsThe convenience sampling method limitations are as follows. First, the sample size was small for international students. Second, there was a possibility of underrepresentation of certain origins of international student populations. Third, the undergraduate respondents were from the School of Hospitality, Food and Tourism. Finally, another limitation is that the four variables in this study (i.e. attitudes, subjective norms, perceived product availability, and moral norm) only explained 36% of the variance of this model.Practical implicationsPerceived product availability, moral norm and attitude constructs positively influenced the locally grown food purchase intention. A perceived product availability construct revealed the strongest influence in locally grown food purchase intention of students. Particularly, five key questions were created based on the major research findings of this study, which can be used as a guideline for locally grown food providers and farmers when promoting locally grown food to students. These questions include: Where can I find it? When can I find it? Who grows it? How can I benefit others? Why is it good for me?Social implicationsThe results of this study shown that which factors influence locally grown food purchase intention of students. Hence, local restaurateurs and university dining facilities may incorporate these factors in their marketing message to serve students population better who might be interested in buying food products using locally grown ingredients. Research results also allow local farmers to communicate and inform their current and potential student consumers about the advantages of locally grown food. Overall, findings can contribute to economy and business of local community.Originality/valueCurrent research findings verified that there is a significant use of a moral norm construct to predict locally grown food purchase intention of students. The moral norm construct positively influenced the locally grown food purchase intention in this study, and this construct seemed useful to predict locally grown food purchase intention of students. Additionally, the research discovered that there were differences in domestic and international undergraduate students' perception in the locally grown food definition.

Brand personality and purchase intention

2015 ◽  
Vol 27 (5) ◽  
pp. 462-476 ◽  
Author(s):  
María de la Paz Toldos-Romero ◽  
Ma. Margarita Orozco-Gómez
Keyword(s):  
Regression Analysis ◽  
Undergraduate Students ◽  
Purchase Intention ◽  
Design Methodology ◽  
Consumer Preferences ◽  
Brand Personality ◽  
Personality Dimensions ◽  
Content Type ◽  
Product Categories ◽  
Practical Implications

Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands. Design/methodology/approach – An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products. Findings – Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions. Practical implications – This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention. Originality/value – The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.

Examining restaurant purchase intention during crises: the role of message appeal

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Minji Kim ◽  
Eun Joo Kim ◽  
Billy Bai
Keyword(s):  
Purchase Intention ◽  
Potential Effect ◽  
Social Health ◽  
Perceived Fit ◽  
Content Type ◽  
Customer Perception ◽  
Human Needs ◽  
Restaurant Managers ◽  
Research Findings

Purpose This paper aims to examine the joint role of the pandemic-induced source of crisis (i.e. health and social crisis) based on Maslow’s Hierarchy of Needs and message appeal in customer perception of and behavioral intention toward a restaurant. Design/methodology/approach This study uses a 2 (source of crisis: social, health) × 2 (message appeal: social, health) between-subjects factorial design. A total of 181 samples was collected and data was analyzed by using ANCOVA and PROCESS. Findings The results showed a significant two-way interaction between source of crisis and message appeal on to-go intention. With the potential effect of risk aversion being controlled, message appeal significantly impacted perceived competence, which influenced both dine-in and to-go intentions. Practical implications The research findings suggest a crucial role of perceived fit between message appeal and customer concerns during crises. Therefore, restaurant managers should actively communicate their safety practices with their customers to inspire customer confidence. Originality/value This study identifies crisis dimensions based on human needs during crises such as the COVID-19 pandemic, which determines the persuasiveness of marketing messages.

Cruise destination brand awareness as a moderator in motivation-satisfaction relation

2016 ◽  
Vol 71 (4) ◽  
pp. 245-258 ◽  
Author(s):  
Arja Lemmetyinen ◽  
Darko Dimitrovski ◽  
Lenita Nieminen ◽  
Tuomas Pohjola
Keyword(s):  
Regression Analysis ◽  
Relevant Literature ◽  
Social Recognition ◽  
Brand Awareness ◽  
Hierarchical Regression ◽  
Destination Branding ◽  
Content Type ◽  
Cruise Tourism ◽  
Research Findings ◽  
Destination Brand

Purpose The aim of this study is to examine cruise destination branding as a new resource for a region to promote an area as a differentiated cruise destination. The authors specifically study how the perceived brand awareness of a destination moderates the relation between cruisers’ motivation and destination satisfaction and word-of-mouth (WoM). Design/methodology/approach A statistical model was adapted from relevant literature and applied in the context of cruise destination branding. The model was tested by measuring Cronbach’s alpha coefficients and the fit of the model through confirmative factor analysis. Hierarchical regression analysis and moderated regression analysis were also conducted. The sample consisted of British cruisers (n = 182) visiting the city of Pori in Finland. Findings The findings suggest that factors that impel people to take cruises (social recognition, self-esteem, discovery, socialization, convenience and value) have a significant impact on satisfaction with the destination, whereas brand awareness is recognized as a moderator in the relation between social recognition and destination satisfaction and WoM. Research findings provide a framework to discuss and analyze the cruise tourism business in a holistic way. Whereas the earlier studies have focused on onboard experiences, in this study, the focus of attention is on the onshore experiences of the cruisers. Research limitations/implications The study is focused on one Baltic Sea cruise destination, the British Cruise Company and a limited segment of senior British passengers. Practical implications By measuring cruisers’ internal travel motives and their perceptions of the brand awareness of the port-of-call during the cruise, or the destination, the results offer destination marketing organizations valuable information to develop their offerings to meet the needs of future travelers and visitors. Originality/value The study contributes to the cruise destination literature by linking the perceived brand awareness of a destination to motivational factors of the tourist and further to destination satisfaction and WoM behavior specifically in the context of onshore experiences.

scholarly journals Drivers of local food consumption: a comparative study

2015 ◽  
Vol 117 (9) ◽  
pp. 2282-2299 ◽  
Author(s):  
Constanza Bianchi ◽  
Gary Mortimer
Keyword(s):  
Food Consumption ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Local Food ◽  
Extended Model ◽  
Content Type ◽  
Factors Affecting ◽  
Food Purchase ◽  
Positive Attitudes

Purpose – The purpose of this paper is to empirically explore antecedents of local food purchase intention in two food producing countries with different cultural backgrounds. Design/methodology/approach – An online survey was employed to collect data from consumers located in Chile (n=283) and Australia (n=300). A proposed model is tested with structural equation modelling. Findings – Attitude towards consuming local food is a strong and direct driver of intentions to purchase local food in both countries. Attitude towards supporting local agri-businesses and consumer ethnocentrism are found to positively impact attitude towards consuming local food in both countries. Attitude towards local agri-businesses also has a direct effect on intentions to purchase local food in Australia, but not in Chile. Interestingly, subjective norms are not found to affect intentions to consume local food in either country. Research limitations/implications – The paper examines factors affecting the attitude towards and behavioural intention regarding local food consumption and develops an extended model of local food consumption. An outcome of this new model is the inclusion of personal variables, which influence local food purchasing behaviour. Practical implications – Producers and retailers need to develop campaigns explaining how consuming local food supports local businesses and farmers, which will reinforce personal values associated with local consumption. Originality/value – This is the first study to demonstrate that positive attitudes towards local foods are important drivers of local food purchase behaviour, independent of the cultural characteristics or level of economic development within a country.

scholarly journals Consumer attitudes towards luxury fashion apparel made in sweatshops

2015 ◽  
Vol 19 (2) ◽  
pp. 169-187 ◽  
Author(s):  
Ian Phau ◽  
Min Teah ◽  
Joe Chuah
Keyword(s):  
Willingness To Pay ◽  
Purchase Intention ◽  
Policy Makers ◽  
Content Type ◽  
Intention To Purchase ◽  
Tpb Model ◽  
Research Findings ◽  
Fashion Apparel ◽  
Self Administered Questionnaire ◽  
Made In

Purpose – The purpose of this paper is to examine how attitudes towards sweatshops, social norms and perceived behavioural control (PBC) factors influence consumers’ attitudes towards luxury fashion apparel made in sweatshops. It also examines how these variables influence purchase intention and ultimately the willingness to pay more for luxury fashion apparel not made in sweatshops. Design/methodology/approach – A self-administered questionnaire was designed using established scales. A survey was conducted through the “mall intercept” method. Findings – Underpinned by the theory of planned behaviour (TPB) model, attitudes and PBC were found to have an influence on intention to purchase luxury fashion apparel made in sweatshops. The intention to purchase luxury fashion apparel also significantly influences the willingness to pay more for luxury fashion apparel not made in sweatshops. Practical implications – The research findings can be used to formulate strategies for academia, practitioners and, more importantly, policy makers to help curb sweatshop activities. Originality/value – This paper focuses exclusively on luxury fashion apparels made in sweatshops. Status consumption is also added as a potential antecedent towards purchase intention.

Green market segmentation and consumer profiling: a cluster approach to an emerging consumer market

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Deepak Jaiswal ◽  
Vikrant Kaushal ◽  
Pankaj Kumar Singh ◽  
Abhijeet Biswas
Keyword(s):  
Market Segmentation ◽  
Purchase Intention ◽  
Sustainable Consumption ◽  
Survey Method ◽  
Multivariate Techniques ◽  
Content Type ◽  
Green Consumerism ◽  
Indian Context ◽  
Green Market ◽  
Research Findings

PurposeIn the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such products, their attitudes towards eco-friendly practices can neither be the same for different consumer groups nor can be treated as they all are equally green. The purpose of this study is to operationalize the green market segmentation based on demographic, psychographic and behavioural characterization in the Indian context of green consumerism.Design/methodology/approachThe deductive approach of questionnaire survey method has been adapted to collect the responses from convenience sampling of Indian consumers using the measured constructs concerning to green consumer psychology. The data were analyzed by applying multivariate techniques of confirmatory factor analysis (CFA), cluster and discriminant analysis.FindingsThe results revealed that the three distinctive set of consumer groups are evolved as “keen greens”, “moderate greens” and “reluctant greens” based on the eight cognitive variables used in this study, namely environmental concern (EC), perceived environmental knowledge (PEK), perceived consumer effectiveness (PCE), perception of eco-label, perception of eco-brand and environmental advertisements, green purchase intention (GPI) and green purchasing behaviour (GPB) in the Indian context.Research limitations/implicationsThe research findings may lack its generalizability in the Indian context, as the survey strategy is confined with the most populated territory of India. To provide its robustness, the future studies need more heterogeneous sample across the country. The research findings could provide the key insights into policymakers and enterprises in the framing of marketing strategies to promote green consumerism in the setting of emerging economies.Originality/valueThere is dearth of literature concerning to green consumer segmentation based on the “attitude–intention–behaviour” approach in the Indian context. Therefore, the present study endeavours to manifest a holistic description of green consumer classification based on demographic, psychographic and behavioural characterization. At Prima facie, the study is the first that elucidates consumers' segments profile by incorporating environmental cognitive factors from both the perspectives; “consumers” inner stimuli' and “external green marketing cues”, especially in the indigenous Indian setting.

Endorsement and visual complexity in food advertising on Instagram

2019 ◽  
Vol 29 (4) ◽  
pp. 659-687 ◽  
Author(s):  
Sony Kusumasondjaja ◽  
Fandy Tjiptono
Keyword(s):  
Undergraduate Students ◽  
Purchase Intention ◽  
Visual Complexity ◽  
Purchase Intentions ◽  
Food Advertising ◽  
Content Type ◽  
Complexity Result ◽  
One Year ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to investigate the differences in consumer pleasure, arousal and purchase intention when consumers encounter food advertising on Instagram using different endorsers and visual complexity levels. Design/methodology/approach An experimental design was conducted involving 180 undergraduate students from several universities in Surabaya, Indonesia. The participants had actively used Instagram for at least one year. Findings Food ads endorsed by a celebrity generate more pleasure and arousal than those endorsed by food experts. Food advertising using high levels of visual complexity cues generates more pleasure and arousal than less complex advertising. However, less complex food ads using food experts create greater pleasure than those endorsed by celebrities. Consumer pleasure and arousal were significant mediators of the impact of endorser type and visual complexity on consumer purchase intentions. Practical implications As celebrities and higher levels of visual complexity result in more favorable responses to Instagram ads, food marketers need to consider increasing visual complexity when using celebrities in advertising by adding more objects, using more colors, objects, or textures and incorporating asymmetric elements in the advertisements. Originality/value This is one of the few studies comparing the effectiveness of celebrity and expert endorsers in Instagram advertising. Also, this research extends the existing knowledge about visual complexity in the context of social media advertising.

scholarly journals In search of a model explaining organic food purchase behavior

2016 ◽  
Vol 118 (12) ◽  
pp. 2911-2930 ◽  
Author(s):  
Khandoker Mahmudur Rahman ◽  
Nor Azila Mohd Noor
Keyword(s):  
Health Behavior ◽  
Purchase Intention ◽  
Deductive Reasoning ◽  
Empirical Studies ◽  
Organic Food ◽  
Purchase Behavior ◽  
Food Behavior ◽  
Content Type ◽  
Food Purchase ◽  
Behavior Domain

Purpose The purpose of this paper is to explore the domain relevance of a comprehensive yet almost overlooked theoretical framework for studying organic food purchase behavior in a global context. This conceptual paper argues that there exists an apparently powerful model in health behavior domain that may readily be brought into organic food purchase behavior research. The paper argues for domain relevance and proposes that Montano and Kasprzyk’s integrated behavior model may readily be used in organic food behavior studies with some relevant modification. Design/methodology/approach The paper follows an exploratory approach and shows how variables used in the past may be aggregated to the model in question. The challenge is addressed by following both the inductive and the deductive reasoning. Deductive reasoning calls for investigating whether such behavior may be classified as health behavior. Inductive reasoning calls for proving relevance of all the variables in the aforesaid model to the organic food research context. Findings The paper concludes that the Montano and Kasprzyk’s model is theoretically relevant to the organic food behavior domain. However, it is observed that the domain-specific operationalization is necessary for further empirical studies. Research limitations/implications Since the model was rarely tested empirically in predicting organic food purchase intention, the variable-specific relevance may not warrant the relevance of the whole model with intertwined relationships at the same time. Practical implications The paper may pave a way toward further empirical research and may also explain the apparent intention-behavior gap as often reported in literature. Originality/value The paper may provide a useful direction in future organic food purchase behavior studies by showing the domain relevance of an apparently powerful model, along with addition of some newer variables that may enrich the existing model.

International students in higher education

2018 ◽  
Vol 10 (4) ◽  
pp. 430-442 ◽  
Author(s):  
Dongyao Tan ◽  
Mike Yough ◽  
Cong Wang
Keyword(s):  
Higher Education ◽  
International Students ◽  
Language Learning ◽  
Undergraduate Students ◽  
Classroom Environment ◽  
Willingness To Communicate ◽  
Content Type ◽  
Teacher Factors ◽  
Motivation And Confidence ◽  
University Classrooms

Purpose The purpose of this paper is to investigate international students’ willingness to communicate (WTC) in US university classrooms, focusing on the role of classroom environment. International students in higher education have great economic and academic impacts, studying their WTC in classrooms facilitates their learning and speaking of English and helps them better participate in class activities and acclimatize to schooling in their adopted cultures. Design/methodology/approach Survey data were collected from 50 Chinese undergraduate students who took English as a second language (ESL) class at a large Midwestern university. Four students participated in follow-up interviews. Findings Results revealed that in ESL classrooms, confidence and motivation had a direct impact on WTC, classroom environment had an indirect effect on WTC through the mediation of motivation and confidence. Qualitative analysis also showed that classroom environment greatly impacted WTC in both ESL and general classrooms, and teacher factors were most important. Practical implications These results have direct pedagogical implications for teachers serving international students in higher education. Originality/value This study facilitates the understanding of the previously under-studied influence of classroom environments on WTC, which has direct pedagogical implications. WTC research focuses predominantly on language learning classrooms, this study initiates an extended exploration of WTC in language learning as well as general classrooms.

Analyzing the barriers to purchase intentions of energy efficient appliances from consumer perspective

2019 ◽  
Vol 26 (5) ◽  
pp. 1565-1580 ◽  
Author(s):  
Gauri Yogesh Joshi ◽  
Pratima Amol Sheorey ◽  
Aradhana Vikas Gandhi
Keyword(s):  
Regression Analysis ◽  
Multiple Regression Analysis ◽  
Multiple Regression ◽  
Energy Efficient ◽  
Purchase Intention ◽  
Negative Impact ◽  
Negative Relationship ◽  
Content Type ◽  
Intention To Purchase ◽  
Tier 1

Purpose The purpose of this paper is to identify the barriers to consumers’ intention to purchase energy efficient appliances. It uses multiple regression analysis to predict the factors that deter consumers’ purchase intention. Design/methodology/approach Five barriers to consumers’ intention to purchase energy efficient appliances were identified through an exhaustive literature survey. Data were gathered from 300 respondents from Pune city from the state of Maharashtra in India through a survey. The items were measured on a five-point Likert scale. Validity and reliability of the scale were established. Multiple regression analysis was conducted to predict consumers’ intention to purchase energy efficient appliances based on factors identified. Findings Findings revealed that some degree of uncertainty was associated with energy efficient appliance purchase. In addition to possessing lower degrees of awareness on energy efficient appliances, consumers tend to disbelieve claims made on labels of energy efficient appliances. Consumers also feel inconvenience in identifying these appliances, spending time to know about them and paying the price to purchase them. Hence, the factors – scepticism towards label claims and perceived personal inconvenience – were found to have negative impact on consumers’ purchase intention. Societal norm was found to have a positive impact on consumers’ purchase intention. Interestingly, price sensitivity and perceived product risk (which were expected to have a negative relationship with consumers’ purchase intention) displayed a positive relationship. Research limitations/implications The model proposed here is based on the researcher’s identification of the barriers. There might have been unidentified barriers that were not considered. The research does not account for manufacturing or policy-based issues that might also pose as barriers. The study encourages marketers to re-examine marketing and communication policies associated with the sale of energy efficient appliances. Originality/value The paper provides insights into the external barriers faced by consumers while purchasing an energy efficient appliance. This research enables managers to understand consumer’s preference for conventional products over energy efficient ones. It attempts to check the presence of barriers to energy efficient appliances, identified from literature in a tier 1 city of India. Tier 1 city is the city with population greater than 1,00,000 as per 2001 census of India.

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