Modelling the predictors of consumers’ willingness to pay premium price for sustainable products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shampy Kamboj ◽  
Manita Matharu
Keyword(s):  
Willingness To Pay ◽  
Structural Equation ◽  
Positive Influence ◽  
The Body ◽  
Perceived Knowledge ◽  
Content Type ◽  
Health Consciousness ◽  
Sustainable Products ◽  
Premium Price ◽  
Perceived Consumer Effectiveness

Purpose The purpose of this paper is to increase existing knowledge of consumers’ sustainable products via converging and testing social identity and value-belief-norm theory used in sustainable behaviour literature. More specifically, the present paper incorporated consumers’ orientation towards a lifestyle of health and sustainability (COLOHAS), attitude towards sustainable products’ (ATSP’) purchase, perceived consumer effectiveness and perceived knowledge about sustainability issues as a conceptual framework to understand comprehensively consumers’ willingness to pay premium price (WPPP) for sustainable products. Design/methodology/approach The data were gathered through a survey of 850 customers residing at Delhi-NCR and buying sustainable products. Data were analysed using the structural equation modelling approach. Findings The results show that perceived consumer effectiveness has a greater descriptive value on their WPPP than do their ATSP’s purchase and perceived knowledge about sustainability issues. Additionally, both dimensions (health consciousness and value orientation towards sustainability) of COLOHAS have been found to have a significant and positive influence on consumer ATSP. Research limitations/implications The empirical results offer managers with better insights on how COLOHAS, perceived effectiveness and perceived knowledge about sustainability issues influences their WPPP for sustainable products. Originality/value This study adds to the body of literature by emphasizing those cognitive processes that influence the customers’ WPPP for sustainable products. Therefore, this paper presents important information to the managers and marketers about the sustainability aspects.

Factors affecting tender price in the Ghanaian construction industry

2017 ◽  
Vol 22 (3) ◽  
pp. 252-268 ◽  
Author(s):  
Ernest Kissi ◽  
Theophilus Adjei-Kumi ◽  
Edward Badu ◽  
Emmanuel Bannor Boateng
Keyword(s):  
Construction Industry ◽  
Structural Equation ◽  
Construction Projects ◽  
Negative Influence ◽  
Positive Influence ◽  
The Body ◽  
Content Type ◽  
Factors Affecting ◽  
Practical Implications ◽  
Structured Questionnaire

Purpose Tender price remains an imperative parameter for clients in deciding whether to invest in a construction project, and it serves as a basis for tender price index (TPI) manipulations. This paper aims to examine the factors affecting tender price in the construction industry. Design/methodology/approach Based on the literature review, nine independent constructs and one dependent construct relating to tender pricing were identified. A structured questionnaire survey was conducted among quantity surveyors in Ghana. Partial least squares structural equation modelling (PLS-SEM) examined the influences of various constructs on tender price development (TPD) and the relationships among TPD and TPI. Findings Results showed that cultural attributes, client attributes, contractor attributes; contract procedures and procurement methods; consultant and design team; external factors and market conditions; project attributes; sustainable and technological attributes; and TPI have a positive influence on tender price, whereas fraudulent attributes exert a negative influence. Practical implications The findings offer construction professionals broader understanding of factors that affect tender pricing. The results may be used in professional decision-making in the pricing of construction projects, as they offer clearer causal relations between how each construct will influence pricing. Originality/value This study adds to the body of construction pricing knowledge by establishing the relationships and degree of influences of various factors on tender price. These findings provide a valuable reference for practitioners.

Live, Eat, Love: life equilibrium as a driver of organic food purchase

2017 ◽  
Vol 119 (7) ◽  
pp. 1410-1422 ◽  
Author(s):  
Melika Husic-Mehmedovic ◽  
Maja Arslanagic-Kalajdzic ◽  
Selma Kadic-Maglajlic ◽  
Zlatan Vajnberger
Keyword(s):  
Food Quality ◽  
Structural Equation ◽  
Organic Food ◽  
Quality Attributes ◽  
Positive Influence ◽  
Purchase Intentions ◽  
Content Type ◽  
Food Purchase ◽  
Health Consciousness ◽  
Quality Dimensions

Purpose The purpose of this paper is to disentangle the effect of life equilibrium on organic food purchase intentions through a consideration of the evaluation of intrinsic and extrinsic food quality attributes. Furthermore, the study examines the role of health consciousness in achieving life equilibrium. Design/methodology/approach The conceptual framework was developed based on previous research and tested through a quantitative study with end consumers. The hypothesized relationships were tested using structural equation modelling. Findings The results obtained from this study show that the perceived quality associated with the intrinsic attributes of organic food mediates a positive influence of life equilibrium on consumers’ organic food purchase intentions. The study also confirms that life equilibrium mediates the effects of health consciousness on the evaluation of intrinsic and extrinsic food quality attributes. Research limitations/implications The theoretical contributions of the paper lie in uncovering the complex relationships that exist among health consciousness, life equilibrium, perceived organic food quality dimensions and purchase intentions and providing new evidence showing which perceived intrinsic organic food quality dimensions are relevant in shaping consumers’ purchase intentions. Practical implications The research results suggest that organic food managers should focus on developing stronger value propositions that are based more on intrinsic food quality characteristics and less on extrinsic ones. Originality/value This study recognizes the relevance of life equilibrium as a specific consumer lifestyle form, which drives organic food consumption through extrinsic and intrinsic food quality attributes.

scholarly journals Pro-environmental behaviour, locus of control and willingness to pay for environmental friendly products

2015 ◽  
Vol 33 (1) ◽  
pp. 67-89 ◽  
Author(s):  
Rohit H Trivedi ◽  
Jayesh D Patel ◽  
Jignasa R Savalia
Keyword(s):  
Locus Of Control ◽  
Willingness To Pay ◽  
Structural Equation ◽  
Target Audience ◽  
The Body ◽  
Green Products ◽  
Content Type ◽  
Wide Range ◽  
Indian Consumers ◽  
Relevant Variables

Purpose – Marketers have realized the importance of assessing consumers’ willingness to pay (WTP) before introducing green products across different target audience. The purpose of this paper is to examine the relative influence of consumers’ pro-environmental behaviours (PEBs) and environmental locus of control (ELOC) on their WTP for green products. Design/methodology/approach – The study sample consisted of 256 Indian consumers which were recruited with the help of convenience sampling. A structured questionnaire was administered with scales that were well established and that have been used in previous research. Data were analysed with the help of CFA and structural equation modelling to test the relationship of ELOC and PEB anon WTP. Second, clustering respondents according to their PEB and ELOC has been done to find its differential effect on WTP with the help of multivariate analysis of variance (MANOVA). Findings – Findings of the study highlight that WTP for green products is significantly predicted by two variables which are in following order: PEB and ELOC. Results of cluster analysis and MANOVA revealed that WTP differ significantly with the level of intensity of ELOC and PEB among Indian consumers. Research limitations/implications – It advances the body of knowledge centred on the interplay of the PEB and ELOC to WTP for green products. Additional work is clearly required to consider the wide range of potentially relevant variables like brand image, prices, advertisements and product quality that ensures the generalizability of findings. Practical implications – The hypothesis framed, tested and inferences made can form a basis of extremely valued toolkit for those green marketers who take caution when planning their marketing and communications strategies to stimulate the WTP by conveying a reason and motivation to act environmentally. Originality/value – In this study, an understanding of WTP for green products is developed. The much required knowledge gap in terms of interplay of ELOC and PEB on WTP has been filled with the help of the present study. It has been identified that those consumer groups who displays higher PEB and ELOC forms the primary target audience for green product marketer.

Predicting consumers' digital piracy behaviour: does past experience matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kian Yeik Koay ◽  
Fandy Tjiptono ◽  
Manjit Singh Sandhu
Keyword(s):  
Moral Obligation ◽  
Structural Equation ◽  
Subjective Norm ◽  
Positive Influence ◽  
Past Experience ◽  
Creative Industries ◽  
The Body ◽  
Survey Method ◽  
Digital Piracy ◽  
Content Type

PurposeDespite increasing anti-piracy legislation, digital piracy remains widespread and presents a huge barrier to the growth of creative industries globally. Hence, this study aims to examine predictors of digital piracy through the lens of an extended version of the theory of planned behaviour (TPB). Furthermore, the authors also examine the moderating effects of past experience (non-experienced versus experienced) on the relationships between the common four TPB dimensions on intention to engage in digital piracy.Design/methodology/approachUsing a survey method, the authors collected 832 student respondents in Semarang, Indonesia. Partial least squares structural equation modelling (PLS-SEM) was performed to analyse the proposed hypotheses.FindingsThe results showed that the influence of attitude, subjective norm and moral obligation on intention is significantly different between experienced and non-experienced consumers. The positive influence of attitude on intention to engage in digital piracy is stronger for non-experienced than experienced consumers. The influence of subjective norm on intention is significant and positive for non-experienced consumers but is not significant for experienced consumers. The influence of moral obligation on intention is significant and positive for non-experienced consumers but turns negative and significant for experienced consumers.Originality/valueThis research contributed to the body of knowledge by investigating the role of past experience as a moderator in the TPB model which renders the authors to have a better understanding of the differences in the thinking process between experienced and non-experienced consumers.

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.

scholarly journals When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mauricio Santos ◽  
Walesska Schlesinger
Keyword(s):  
Willingness To Pay ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Experience ◽  
Television Industry ◽  
Brand Love ◽  
Content Type ◽  
Emotional Bonds ◽  
Premium Price ◽  
The Impact

Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix). Findings The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love. Practical implications In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups. Originality/value This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.

Platform ecological circle for cold chain logistics enterprises: the value co-creation analysis

2020 ◽  
Vol 120 (4) ◽  
pp. 675-691 ◽  
Author(s):  
Benhong Peng ◽  
Yuanyuan Wang ◽  
Sardar Zahid ◽  
Guo Wei ◽  
Ehsan Elahi
Keyword(s):  
Influencing Factors ◽  
Resource Sharing ◽  
Structural Equation ◽  
Dynamic Capabilities ◽  
Positive Influence ◽  
Cold Chain ◽  
Enterprise Performance ◽  
Logistics Industry ◽  
Content Type ◽  
Logistics Enterprises

Purpose The purpose of this paper is to propose a framework of value co-creation in platform ecological circle for cold chain logistics enterprises to guide the transformation and development of cold chain logistics industry. Design/methodology/approach This paper establishes a conceptual framework for the research on the platform ecological circle in cold chain logistics, utilizes a structural equation model to investigate the influencing factors of the value co-creation of the platform ecological circle in the cold chain logistics enterprises and elaborates the internal relations between different influencing factors regarding the value co-creation and enterprises’ performance. Findings Results show that resource sharing in logistics platform ecological circle can stimulate the interaction among enterprises and this produces a positive influence on their dynamic capabilities, which, in turn, affects the they to work together to plan, implement and solve problems, so as to achieve the goal of improving enterprise performance. Practical implications The shared resources and value co-creation activities in the platform ecological circle are very important for the transformation and development of cold chain logistics enterprises. Therefore, enterprises should promote value co-creation through realizing resource sharing and creating a win-win cooperation mechanism. Originality/value This paper targets at incorporating the resource sharing in platform ecological circle for cold chain logistics enterprises, explores from an empirical perspective the role of the resource sharing in cold chain logistics enterprises in enhancing the dynamic capabilities of enterprises, thereby encouraging the value co-creation behavior, and ultimately boosts enterprise performance and stimulates business development.

Event innovation induced corporate branding

2017 ◽  
Vol 29 (3) ◽  
pp. 862-882 ◽  
Author(s):  
Fiona X. Yang ◽  
Sherry Xiuchang Tan
Keyword(s):  
Corporate Branding ◽  
Structural Equation ◽  
Corporate Image ◽  
The Body ◽  
Equation Modeling ◽  
Future Research ◽  
Event Management ◽  
Content Type ◽  
Body Of Knowledge ◽  
Corporate Loyalty

Purpose This paper aims to empirically investigate how event innovation may induce desirable corporate branding. Design/methodology/approach A survey yielded 280 complete responses from tourists who had attended an event in Macau. Structural equation modeling was used to test the innovation-corporate loyalty framework through perceived event value and corporate image, with a multi-group comparison to examine differences between first-time and repeat customers. Findings The results indicate that innovation is not only the key to value enhancement of the event but also an efficacious instrument of branding the parent company and building corporate loyalty; only product-related innovation has a significant impact on event value; both functional and emotional values induce a more favorable corporate image; and event-induced corporate branding is more effective in securing repeat business than attracting new clientele. Practical implications The findings help hospitality operators and event planners to leverage innovative events for corporate branding and cater to different customer segments by providing distinct marketing strategies. Originality/value The study contributes to the body of knowledge regarding event management and corporate branding and sheds light on future research to explore the initiative and benefit of pushing forward event innovation.

A seller perspective on economic and non-economic satisfaction as precursors to formalisation, specific investments and dependence in business relationships

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nils M. Høgevold ◽  
Gøran Svensson ◽  
Mercy Mpinganjira
Keyword(s):  
Structural Equation ◽  
Positive Influence ◽  
Point Of View ◽  
Exchange Relationships ◽  
Content Type ◽  
Specific Investment ◽  
Specific Investments ◽  
Economic Satisfaction ◽  
Business Exchange ◽  
Business To Business

PurposeSeen from the seller's point of view, this study examines economic and non-economic satisfaction as distinct conceptual variables, and tests how the constructs relate to each other and to the business transactional cost variables of formalisation, specific investments and dependence.Design/methodology/approachData was collected from 213 key informants from Norwegian companies involved in business-to-business marketing. Structural equation modelling was used to test the posited hypotheses.FindingsThe findings show that sellers' economic satisfaction exerts a positive influence on non-economic satisfaction and on formalisation, while its posited influence on specific investments was not found to be significant. Formalisation was, however, not significantly influenced by seller non-economic satisfaction. Specific investment was positively influenced by seller non-economic satisfaction. The influence of formalisation on specific investments and dependence was significant. Specific investments were also found to be positively influenced by dependence.Research limitations/implicationsThe study reveals the importance of assessing both economic and non-economic satisfaction in trying to understand sellers' behaviour in business-to-business markets.Practical implicationsThe findings show the need for managers to ensure economic satisfaction, as its affects non-economic satisfaction.Originality/valueThis study contributes to a better understanding of satisfaction in business-to-business exchange relationships and its relationship with transactional cost constructs based on a seller's perspective.

Antecedents of horizontal logistics collaboration in agri-food supply chains

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ismail Badraoui ◽  
Ivo van der Lans ◽  
Youssef Boulaksil ◽  
Jack G.A.J. van der Vorst
Keyword(s):  
Supply Chains ◽  
Food Supply ◽  
Structural Equation ◽  
The Body ◽  
Equation Modeling ◽  
Content Type ◽  
Operational Conditions ◽  
Food Supply Chains ◽  
The Impact ◽  
The Relationship

PurposeThis study investigates the impact of agri-food supply chains (AFSCs) characteristics on the antecedents of horizontal logistics collaboration (HLC). Specifically, the study compares the relationship between collaboration activities and outcomes for companies in and outside AFSCs.Design/methodology/approachFirst, a survey was used to collect data from different industries. Second, confirmatory factor analysis and structural equation modeling were applied to compare the measurement and structural models from different industry categories.FindingsThe results support the premise that collaboration improves trust and commitment in the relationship, which in turn enhance satisfaction. The results also show the existence of a minor influence of AFSCs characteristics on HLC antecedents, in the form of an indirect impact of dedicated investments on commitment.Practical implicationsThe factors having a significant influence on the collaboration outcomes and their respective effects are generally similar across food and nonfood supply chains, providing opportunities for interdisciplinary and collaboration experiences.Originality/valueThis research contributes to the body of knowledge on interfirm collaboration by considering the specificities of HLC. It also highlights the importance of conducting contingency research on collaborative experiences, as firms from different industry contexts operate under distinct operational conditions.

Sign in / Sign up

Export Citation Format

Share Document