Social- versus personal-oriented purchases: impacts of worry versus sadness on young consumers

2017 ◽  
Vol 34 (7) ◽  
pp. 566-576
Author(s):  
Bing Shi ◽  
Shanshan Li ◽  
Xiao Zhang ◽  
Dan Zhang
Keyword(s):  
Social Status ◽  
Peer Influence ◽  
Purchase Intention ◽  
Purchase Behavior ◽  
Purchase Decisions ◽  
Mixed Design ◽  
Design Study ◽  
Content Type ◽  
Young Consumers

Purpose The purpose of this research is to examine the role of worry versus sadness in influencing young consumers’ purchase decisions and to clarify the differences across the worry–consumption versus the sadness–consumption relationships. Design/methodology/approach Three studies were conducted. Study 1 was a 3 (emotion: worry vs sadness vs neutral) × 2 (brand perceptions: conflicting vs consistent) between-subject design. Study 2 was a 3 (emotion: sadness vs worry vs neutral) × 2 (product type: social status associated vs hedonic) mixed design. Study 3 was a questionnaire survey. Findings The results demonstrate that worry induces young consumers’ identification with peers, and is more related to youth’s purchase intention for social status associated products rather than hedonic products. Sadness induces young consumers to follow their own perceptions, and is more associated with purchase intention for hedonic rather than social status-associated products. The drivers of purchase behavior for expensive products also differ: worried young consumers’ purchase intention is driven by perceptions of social status value associated with these products, whereas sad consumers’ purchase intention is driven by perceptions of hedonic value. Practical implications This research has significant implications for marketing practitioners on strategic marketing and communication to young consumers. It also provides important suggestions to young consumers on how to effectively regulate negative emotions via socially accepted behavior (i.e. purchases). Originality/value This research contributes to the extant literature on emotion’s impact on consumer behavior by elaborating carryover effects of emotion varying in the overlooked personal- and social-focus dimension. It also extends the literature on peer influence among young consumers.

Young consumers' purchase intention toward organic food: exploring the role of mindfulness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alok Tewari ◽  
Smriti Srivastava ◽  
Divya Gangwar ◽  
Vimal Chandra Verma
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Behavioral Control ◽  
Organic Food ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Content Type ◽  
Young Consumers ◽  
The Government

PurposeThe role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India.Design/methodology/approachA total of 348 useable responses were collected through an intercept survey at organic food stores using a purposive sampling approach. Data analysis was carried out through structural equation modeling.FindingsMindfulness emerged as a significant predictor of behavioral intention. Further, the specific indirect effects of mindfulness through attitude, perceived behavioral control (PBC), drive for environmental responsibility (DER) and label reference willingness (LRW) were also significant.Originality/valueThis research is one of the initial efforts to link mindfulness with PI for organic food. The results could help the government and marketers tap onto the potential of mindfulness with regard to environment-friendly products and frame appropriate strategies for stimulating the demand for organic food in India

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Purva Sharma ◽  
Sudeepta Pradhan ◽  
Ankur Srivastava
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Economic Value ◽  
Purchase Behavior ◽  
Luxury Brands ◽  
Content Type ◽  
Social And Emotional ◽  
Young Consumers ◽  
Indian Consumer ◽  
Depth Interviews

PurposeThe study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.Design/methodology/approachThe study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.FindingsThe study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.Originality/valueResearch on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.

Materialistic values and green apparel purchase intention among young Vietnamese consumers

2019 ◽  
Vol 20 (4) ◽  
pp. 246-263 ◽  
Author(s):  
Mai Thi Tuyet Nguyen ◽  
Linh Hoang Nguyen ◽  
Hung Vu Nguyen
Keyword(s):  
Young Adult ◽  
Purchase Intention ◽  
Research Effort ◽  
Subjective Norms ◽  
Purchase Behavior ◽  
Content Type ◽  
Tpb Model ◽  
Materialistic Values ◽  
The Relationship

Purpose Nowadays, the issues related to pro-environmental, sustainable and green consumption behaviors are attracting significant attention from both scholars and practitioners. However, in the context of emerging countries, less research effort has been invested in this topic, especially in investigating young consumer purchase behavior. The purpose of this study is to investigate factors driving young adult Vietnamese consumers’ purchase intention toward green apparel products with emphasis on the role of materialistic values. Design/methodology/approach In this research, a conceptual framework is proposed integrating the theory of planned behavior (TPB) model with an important consumer value, materialism. To test the research model and hypotheses, a survey of a sample of 245 young adults (under 25 years old) was conducted in Hanoi, the capital city and one of the two most populous cities in Vietnam. All the scales used in this study were established in the literature, and the scales’ reliability and validity were assessed through Cronbach’s alpha and confirmatory factor analysis. The structural equation modeling (SEM) was used to test the proposed model and hypotheses. Findings In this study, six hypotheses were tested and five out of six received support from the data. Specifically, the results of SEM showed that all three antecedents from the TPB model (i.e. attitude, subjective norms and perceived behavioral control) were positive contributors to green apparel purchase intention, of which subjective norms were found to be the most influential predictor of purchase intention. With regard to the roles of the three components of materialism, the findings provided empirical evidence for supporting the positive impact of “success” and the negative impact of “centrality” on the attitude toward green apparel purchase, while “happiness” component was not found to have a significant impact on attitude. In this study, income as a control variable was found to be positively related to purchase intention toward green apparel products. Originality/value There is a little research on the relationship between specific values and environment-friendly behaviors, especially in the context of emerging economies such as Vietnam. In addition, it has been suggested that the relationship between materialistic values and green purchase behavior is still unclear. Thus, it is important to have a deeper understanding of the role of materialistic values in green apparel purchase among young adult consumers in the context of Vietnam, an Asian emerging country where only modest research effort has been given to explore this important topic.

Green chicken purchase behavior: the moderating role of price transparency

2017 ◽  
Vol 28 (6) ◽  
pp. 902-916 ◽  
Author(s):  
Morteza Maleki Minbashrazgah ◽  
Fatemeh Maleki ◽  
Maedeh Torabi
Keyword(s):  
Purchase Intention ◽  
Organic Food ◽  
Purchase Behavior ◽  
Actual Behavior ◽  
Price Transparency ◽  
Content Type ◽  
Green Consumption ◽  
Food Beliefs ◽  
Moderating Role

Purpose Developing green consumption, organic and green meat and poultry consumption have been increased recently. The purpose of this paper is to investigate the effect of food’s sensory characteristics (e.g. organic food beliefs) and non-food factors (e.g. price transparency) on consumers’ green purchase behavior. So, according to the moderating role of price transparency, affecting factors on green chicken purchase intention and behavior are examined. Design/methodology/approach Evaluating the model, the authors used measures from previous research. The authors distributed questionnaire in four chain stores in four different geographical regions in Tehran. The structural model and relations were examined by using Smart PLS 2.0 software to simultaneously estimate the measurement and structural models. Findings Structural equation analysis revealed that level of trust, consumer’s organic food beliefs and perceived environmental responsibility have positive impact on green purchase intention. Also price transparency moderator role confirmed that moderators can affect consumers’ actual behavior. Research limitations/implications As our sample was just from Tehran, the research results may lack generalizability to all people in Iran. Therefore, future researchers are encouraged to retest the proposed model in other cities and also in other countries with different level of economic development. Practical implications This paper includes suggestions for managers and producers to develop green food products consumption especially green chicken. Also it has implications for spreading out green consumption among people with high environmental involvement. Originality/value Despite conducted research, the moderating role of price transparency has been used only rarely to investigate consumers’ green purchase behavior.

Environmental considerations in the purchase decisions of Ghanaian consumers

2018 ◽  
Vol 16 (1) ◽  
pp. 129-143
Author(s):  
Robert Opoku ◽  
Samuel Famiyeh ◽  
Amoako Kwarteng
Keyword(s):  
Purchase Intention ◽  
Behavioral Control ◽  
Sub Saharan Africa ◽  
Purchase Behavior ◽  
Purchase Decisions ◽  
Content Type ◽  
Self Identity ◽  
Past Behavior ◽  
Environmental Considerations ◽  
Sub Saharan

PurposeBy relying on the Theory of Planned Behavior, this paper aims to understand the relative importance of attitude, subjective norm (SN), behavioral control, self-identity (SI) and past behavior in the prediction of green purchase behavior among Ghanaian consumers.Design/methodology/approachIn total, 306 graduate students were surveyed on the environmental considerations in their purchase behavior using hierarchical multiple regression analysis.FindingsThe results of the study indicate that, in general, attitude and SI are more important than SN in influencing green purchase intention in a collectivistic country, such as Ghana. Yet, most respondents were neutral in their responses to questions as to whether they are green consumers and/or if they consider themselves to be concerned about environmental issues.Originality/valueThis is the first attempt to study environmental consideration in purchase decisions in Ghana, a resource-rich, emerging and one of the strongest economies in sub-Saharan Africa.

Examining the effects of CE and BE on consumers’ purchase intention toward green apparels

2019 ◽  
Vol 21 (2) ◽  
pp. 255-272
Author(s):  
Yatish Joshi ◽  
Anugamini Priya Srivastava
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Harmful Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
Young Consumers ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this study is to investigate the role of customer engagement (CE) on green apparel purchase intention (GPI) among young consumers in India. Design/methodology/approach A survey was performed on 460 young consumers. Structural equation modeling was applied to check the extent to which the considered variables predicted green purchase intention. Findings The results determined CE and social influence as key predictors of consumers’ purchase intention toward green apparel products. Study further confirms that CE mediates the association between brand experience (BE) and purchase intention toward green apparels. Research limitations/implications Data were collected from young consumers. Further the impact of only few determinants was studied. Practical implications The study offers deep insights into the role of CE on consumers’ GPI, which may enable managers to plan suitable marketing plans to encourage such intentions. Social implications The outcomes of this study can be used by managers to incorporate CE strategies in their environmental campaigns for promoting green purchasing practices. Such activities may limit the harmful effect of purchasing practices on the nature. Originality/value The current study is a pioneer in examining the role of CE and BE on GPI of consumers in India.

Factors influencing eco-friendly apparel purchase behavior of Bangladeshi young consumers: case study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Md. Sobuj ◽  
Adnan Maroof Khan ◽  
Md. Ahashan Habib ◽  
Md. Mazedul Islam
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Behavioral Control ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Consumer Attitude ◽  
Content Type ◽  
Young Consumers ◽  
Purchase Behaviors

Purpose The purpose of this study is to investigate the factors that influence eco-friendly apparel purchase behaviors concerning Bangladeshi young consumers in light of the theory of planned behavior. Design/methodology/approach Data were collected by a survey among 198 respondents in Bangladesh in terms of consumer attitude, subjective norm (SN), perceived behavioral control (PBC), environmental concern (EC), environmental knowledge (EK) and purchase intention (PI). Structural equation modeling approach was used to find out the influencing factors. Findings The study reveals that purchase intention is significantly influenced by attitudes, SN, EC and EK of consumers. Consumers perceived behaviors variable is always not an accurate predictor to control actual purchase behavior. SN and EK were found to be highly influential to eco-friendly apparel purchase patterns among young consumers in Bangladesh. Research limitations/implications This study provides key marketing insights for retailers and practitioners on how strategically they can decide for fashion consumers, specifically the young group in Bangladesh. Eco-friendly apparel purchase behaviors will gradually influence the retail business contexts for retailers. The study reveals the need for eco-labeling and marketing strategies of eco-friendly apparel products among young consumers to communicate benefits and green values among wider consumers. Findings were restricted to specific young consumers group in Bangladesh and did not examine purchase behaviors of other consumer segment. Originality/value The study reveals that Bangladeshi young consumers are becoming concerned about purchasing apparel products. It provides valuable insights for entrepreneurs, practitioners and marketers to trace and perceive purchase behavior of the Bangladeshi young consumers while adopting a strategic marketing approach.

scholarly journals If-then plans help regulate automatic peer influence on impulse buying

2020 ◽  
Vol 54 (9) ◽  
pp. 2079-2105 ◽  
Author(s):  
J. Lukas Thürmer ◽  
Maik Bieleke ◽  
Frank Wieber ◽  
Peter M. Gollwitzer
Keyword(s):  
Peer Influence ◽  
Gain Control ◽  
Implementation Intention ◽  
Action Control ◽  
Dual Process ◽  
Impulse Buying ◽  
Content Type ◽  
Young Consumers ◽  
Buying In

Purpose This study aims to take a dual-process perspective and argues that peer influence on increasing impulse buying may also operate automatically. If-then plans, which can automate action control, may, thus, help regulate peer influence. This research extends existing literature explicating the deliberate influence of social norms. Design/methodology/approach Study 1 (N = 120) obtained causal evidence that forming an implementation intention (i.e. an if-then plan designed to automate action control) reduces peer impact on impulse buying in a laboratory experiment with young adults (students) selecting food items. Study 2 (N = 686) obtained correlational evidence for the role of norms, automaticity and implementation intentions in impulse buying using a large sample of high-school adolescents working on a vignette about clothes-shopping. Findings If-then plans reduced impulse purchases in the laboratory (Study 1). Both reported deliberation on peer norms and the reported automaticity of shopping with peers predicted impulse buying but an implementation intention to be thriftily reduced these links (Study 2). Research limitations/implications This research highlights the role of automatic social processes in problematic consumer behaviour. Promising field studies and neuropsychological experiments are discussed. Practical implications Young consumers can gain control over automatic peer influence by using if-then plans, thereby reducing impulse buying. Originality/value This research helps understand new precursors of impulse buying in understudied European samples of young consumers.

Categorization flexibility and unconventional choices: is life an adventure?

2020 ◽  
Vol 54 (8) ◽  
pp. 1963-1986
Author(s):  
Tilottama G. Chowdhury ◽  
Feisal Murshed
Keyword(s):  
Interactive Effect ◽  
Interactive Effects ◽  
Cognitive Capacity ◽  
Purchase Behavior ◽  
Consumer Decision Making ◽  
Cross Sectional ◽  
Content Type ◽  
Cross Domain ◽  
Multiple Domains

Purpose This paper proposes that categorization flexibility, operationalized as the cognitive capacity that cross-categorizes products in multiple situational categories across multiple domains, might favorably influence a consumer’s evaluation of unconventional options. Design/methodology/approach Experimental research design is used to test the theory. An exploratory study first establishes the effect of categorization flexibility in a non-food domain. Study 1 documents the moderating role of decision domain, showing that the effect works only under low- (vs high-) consequence domain. Studies 2A and 2B further refine the notion by showing that individuals can be primed in a relatively higher categorization flexibility frame of mind. Study 3 demonstrates the interactive effect of categorization flexibility and adventure priming in a high-consequence domain. Study 4 integrates the interactive effects of decisions with low- vs high-consequence, adventure priming and categorization flexibility within a single decision domain of high consequence. Findings Consumers with higher- (vs lower-) categorization flexibility tend to opt for unconventional choices when the decision domain entails low consequences, whereas such a result does not hold under decision domain of high consequences. The categorization flexibility effects in case of low-consequence decision domain holds true even when consumers are primed to be categorization flexible. Furthermore, with additional adventure priming, consumers show an increased preference for unconventional options even under a decision domain with high consequence. Research limitations/implications This study could not examine real purchase behavior as results are based on cross-sectional, behavioral intention data. In addition, it did not examine the underlying reason for presence of cross-domain categorization flexibility index. Practical implications The results suggest that stimuli may be tailored to consumers in ways that increase the salience and the perceived attractiveness of unconventional choices. Further, data reinforce the notion of cross-categorical interrelations among different domains, which could be leveraged by marketers. Originality/value This study represents the first documentation of the potential ways by which unconventional product choice might be a function of individuals’ categorization flexibility level across different types of decision domains. The findings yield implications that are novel to both categorization and consumer decision-making literature.

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