COVID-19 cause-related campaigns and consumers’ purchase intention: does religiosity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Youssef Chetioui ◽  
Hind Lebdaoui
Keyword(s):  
Purchase Intention ◽  
Emotional Arousal ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
And Behavior ◽  
The Impact

Purpose This paper aims to propose and test a theoretical framework in which attitude towards COVID-19 cause-related campaigns mediates the effects of identification with the cause, donation size, emotional arousal and subjective norms on consumer purchase intention. The authors also explore the moderating effect of religiosity in an emerging nation marked by the dominance of the Islamic doctrine. Design/methodology/approach Survey data from a sample of 561 consumers from Morocco were analyzed to test the hypotheses using structural equation modeling. Findings First, attitude toward COVID-19 cause-related campaigns has a significant effect on consumer purchase intention; at the same time, it is influenced by identification with the cause, donation size, emotional arousal and subjective norms. Second, the results confirm the mediating effect of attitude toward COVID-19 cause-related campaigns, e.g. higher emotional arousal triggers positive attitude towards COVID-19 cause campaigns, which shapes consumer purchase intention. Third, Islamic religiosity acts as a moderator, e.g. individuals who feel themselves as highly religious are more likely to develop favorable attitude towards cause brands and therefore form stronger purchase intentions when exposed to COVID-19 cause campaigns. Practical implications The findings of this research suggest a number of practical and social implications for both academics and practitioners. Successful cause-related marketing (CrM) campaigns should include facets inducing emotional arousal, superior donation size, identification with the cause and subjective norms, which, in turn, enhances consumers’ attitude toward the campaign, their attitude towards the brand and purchase intentions. Practitioners interested in expanding into majority-Muslim markets should also consider the use of faith-based messages and religious morals when planning CrM campaigns. Originality/value While preliminary studies have already attempted to provide knowledge about the impact of COVID-19 on individuals’ health and well-being, potential effects on consumers’ decisions and behavior have not been considered much and are yet to be empirically investigated. This original research is among the first to provide insights about the potential use of COVID-19 cause to shape consumer purchase intention and behavior. This will strengthen our cross-cultural appreciation of the disparities in consumer perception of CrM among Muslim and non-Muslim communities.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

Factors influencing green purchasing inconsistency of Ecuadorian millennials

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nelson Geovany Carrión Bósquez ◽  
Leopoldo Gabriel Arias-Bolzmann
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Developing Economies ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Content Type ◽  
Green Purchasing

PurposeThis study aimed to identify whether attitudes and subjective norms influence green purchase intentions of university millennials, based on the Theory of Planned Behavior. It also analyzed whether purchase intentions resulted in actual purchases and the factors that influenced green purchasing inconsistencies.Design/methodology/approachThis was a cross-sectional quantitative study with 710 millennial participants, who were university students of the four most populated cities of Ecuador; however, only 126 (18%) participants were found to frequently consume organic products during the last months. The results were tested by the Cronbach's alpha coefficient to determine the instrument's internal consistency. Subsequently, an exploratory factor analysis was developed to verify if the questions were grouped into their corresponding constructs. Finally, the proposed research model's validity was verified through a confirmatory factor analysis and structural equation modeling. SPSS 20 and AMOS 24 were used for the abovementioned statistical analyses.FindingsAttitudes and subjective norms influence green purchase intentions. Although university millennials have high purchase intentions, the majority (82%) did not result in actual purchases. It was determined that consumption habit is the main factor influencing green purchasing inconsistencies.Originality/valueThis is the first study to measure green purchasing inconsistencies in developing countries in South America (Ecuador), exposing that purchase intention is not the best predictor of actual purchases in developing economies. It also provides answers to previous studies that suggested determining levels of inconsistency and attitude-behavior gaps.

scholarly journals From fans to buyers: antecedents of sponsor's products purchase intention

2020 ◽  
Vol 21 (3) ◽  
pp. 449-466 ◽  
Author(s):  
Alfredo Silva ◽  
José Manuel Cristóvão Veríssimo
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Team Identification ◽  
Content Type ◽  
Mediated Effects ◽  
Sports Team ◽  
Positive Direct

PurposeThis study aims to explore the indirect and direct effect of perceived congruence between fans' identification with a team and the intention to buy sponsor's products. The level of perceived congruence between the sponsor and the sports team, as well as fans' attitude toward the sponsor and their purchase intention toward products from the sponsoring company are analyzed.Design/methodology/approachA sample of 2,647 football fans who support two well-known Portuguese professional football teams completed a questionnaire. Structural equation modeling with multigroup analysis was carried out to test the model and the hypotheses.FindingsTeam identification has an effect on perceived congruence, on attitude toward sponsors and on intention to buy. The results also show the positive direct and indirect effects of both perceived congruence on attitude toward the sponsoring company and on purchase intention of sponsors' products. However, neither congruence nor attitude show significant results on purchase intention.Originality/valueThis study departs from previous studies, in that it investigates the direct and indirect (i.e. mediated) effects of perceived congruence. Firstly, it analyzes the mediating effect of perceived congruence between team identification and purchase intentions. Secondly, it explores the mediating effect of perceived congruence between team identification and attitude toward the sponsor.

Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness

2014 ◽  
Vol 26 (1) ◽  
pp. 43-63 ◽  
Author(s):  
Seyed Shahin Sharifi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Equation Modeling ◽  
High Involvement ◽  
Content Type ◽  
Mediating Role ◽  
The Impact

Purpose – The purpose of this paper is to study the influence of the trilogy of emotion – cognition, affection, and conation – on future purchase intentions in consumers of products of high involvement. Design/methodology/approach – The author employed two studies on two different products to test the influence of emotion on future purchase intentions in study one and to replicate the results of study one in study two, using structural equation modeling. In study two, brand awareness is regarded as a mediator. Findings – The results indicate that cognition can influence future purchase intentions, and that affection meaningfully influences future purchase intentions. Additionally, the researcher found that the impact of affection on future purchase intention is stronger than that of cognition on future purchase intentions. Moreover, brand awareness meaningfully influenced cognition, affection, and conation directly, and future purchase intentions indirectly. Practical implications – Encouraging conditions in which consumers have good thoughts and feelings about a prior purchase can bolster future purchase intentions, empowering the potent in future purchase for the brand involved. Originality/value – This research validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets. Hence, it adds to the literature of post-purchase important findings.

The impact of retailers' indoor environmental quality on consumer purchase decision

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Van Thac Dang ◽  
Ninh Nguyen ◽  
Jianming Wang
Keyword(s):  
Environmental Quality ◽  
Purchase Intention ◽  
Positive Impact ◽  
Equation Modeling ◽  
Indoor Environmental Quality ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Hedonic Experience ◽  
The Impact ◽  
The Relationship

PurposeA review of 67 articles in the indoor environmental quality (IEQ) literature published from 2010 to 2020 reveals that none of prior studies have determined the IEQ of physical retailers and its impact on consumers. To fill such a gap, this study investigates the influence of physical retailers' IEQ on consumer purchase intention. The mediating roles of hedonic experience and perceived brand value (PBV) in this relationship are also determined. Furthermore, the moderating effect of perceived service quality (PSQ) on the link between physical retailers' IEQ and PBV is clarified in this study.Design/methodology/approachThis study uses structural equation modeling (SEM) to analyze a sample data of 996 consumers in China.FindingsResults show that physical retailers' IEQ has a positive impact on consumer purchase intention. Hedonic experience mediates the link between IEQ and purchase intention. PBV also mediates the relationship between IEQ and purchase intention and that between hedonic experience and purchase intention. In addition, PSQ moderates the relationship between IEQ and PBV.Originality/valueTo the best of the authors’ knowledge, this study is the first to determine the impact of IEQ on consumers in the physical retailer context. Specifically, this study enriches our knowledge about the relationship between physical retailers' IEQ and consumer purchase intention with the mediating and moderating mechanisms of hedonic experience, PBV and PSQ. The findings fill the research gaps in the IEQ literature that has ignored the impact of IEQ on consumers' perception and behavioral intention in the physical retailer context. Furthermore, this research provides evidence for retailer managers to understand and improve physical stores' IEQ.

Effect of consumption values on customers’ green purchase intention: a mediating role of green trust

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sanjida Amin ◽  
Md Touhiduzzaman Tarun
Keyword(s):  
Purchase Intention ◽  
Partial Least Square ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Consumption Values ◽  
Green Trust ◽  
Emotional Value ◽  
The Impact

Purpose The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers’ regarding green products and to examine the influence of green trust as a mediator. Design/methodology/approach Cross-sectional research design was considered where self-administered questionnaire was employed to collect data from the respondents. Both statistical package for social science (SPSS) and partial least square (PLS) method, a second-generation technique of structural equation modeling (SEM), were used as statistical tools for analyzing the model and for estimating the parameters. Findings Emotional value has paramount influence on green purchase intention whereas the other two dimensions of consumption values have insignificant impact on customers’ green purchase intention. Moreover, green trust has the most significant effect on customers’ green purchase intention and green trust showed significant mediating effect between three dimensions of consumption values and green purchase intention. Practical implications The findings of the current study may assist the organizations and business owners with the understanding of green consumption and business strategies designed to address the environmental issues. Marketers should emphasize on products functional benefits as well as products social and, most importantly, on emotional benefits to enhance customers’ environment-friendly behavior. Originality/value To the best of the authors’ knowledge, the study is the first to measure the impact of consumption values on green buying intention with the role of green trust as a mediator in Bangladesh. The outcome demonstrates how several variables interact with each other to influence green purchase intention.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Supervisor-directed OCB and deviant behaviors: the role of LMX and impression management motives

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fenika Wulani ◽  
Tarsisius Hani Handoko ◽  
Bernardinus Maria Purwanto
Keyword(s):  
Impression Management ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Organizational Deviance ◽  
Content Type ◽  
Deviant Behaviors ◽  
Interpersonal Deviance ◽  
The Impact ◽  
The Relationship

PurposeThis study investigates the effect of supervisor-directed organizational citizenship behavior (OCB) on leader–member exchange (LMX), the moderating role of impression management motives on this relationship, the effect of LMX on organizational and interpersonal deviance and the mediating effect of LMX on the relationship between supervisor-directed OCB and deviant behaviors.Design/methodology/approachThis study uses a survey questionnaire to collect data. Respondents were 342 nonmanagerial employees working in Surabaya Raya, Indonesia. Hypothesis testing is done using Partial least squares structural equation modeling (PLS-SEM).FindingsThe results show that supervisor-directed OCB is positively related to LMX, and LMX is negatively related to organizational deviance but not significantly related to interpersonal deviance. The study also finds that impression management motives moderate the positive relationship between supervisor-directed OCB and LMX. Furthermore, LMX mediates the relationship between supervisor-directed OCB and organizational deviance, but not interpersonal deviance.Practical implicationsThis study suggests the importance of human resource management (HRM) activities and managers being aware of subordinate OCB motives and the impact of LMX on interpersonal and organizational deviance, as well as what supervisors need to do to reduce these negative effects.Originality/valueFew studies examined the relationship between supervisor-directed OCB and workplace deviance behaviors (WDBs). This study provides a mechanism of their relationship by considering LMX as a mediator. Also, heretofore the existing studies tend to focus more on LMX as an antecedent of OCB. This study provides an understanding of OCB as an antecedent of LMX with the moderating effect of impression management motives.

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 CAUSALITY MODEL OF CONSUMER PURCHASE INTENTION ON ENVIRONMENTALLY FRIENDLY PACKAGING BEVERAGE PRODUCTS

2020 ◽  
Vol 10 (2) ◽  
Author(s):  
Muhammad Zulfiqar Mahmud ◽  
Widayat Widayat ◽  
Rahmad Wijaya
Keyword(s):  
Purchase Intention ◽  
Goodness Of Fit ◽  
Perceived Value ◽  
Environmentally Friendly ◽  
Equation Modeling ◽  
Ex Post ◽  
Company Reputation ◽  
Consumer Purchase Intention ◽  
Product Image ◽  
The Impact

This study aims to construct a correlational model for the determinant of consumer purchase intention on environmentally friendly packaging beverage products by examining the product image and company reputation as mediators in the association of green perceived value on consumer purchase intention with the ex-post facto quantitative approach. The target population is the community in Malang City, EastJava who is aware of the existence of cardboard packaging beverage products and intends to purchase the products. Data were collected by employing a questionnaire distributed online. 300 respondents were selected by convenience sampling. The collected data were analyzed using Structural Equation Modeling (SEM) by utilizing AMOS software. The final model was obtained with an adequate Goodness of Fit value.The structural model that has been successfully constructed shows that green perceived value has no significant effect on purchase intention. Besides, the product image and company reputation play a role in mediating the impact of Green Perceived Value on Purchase Intention.

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