Effect of perceived brand environment-friendliness on Indian consumer attitude and purchase intention

2015 ◽  
Vol 33 (3) ◽  
pp. 258-275 ◽  
Author(s):  
Plavini Punyatoya
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Attitude ◽  
Brand Value ◽  
Consumer Attitude ◽  
Brand Trust ◽  
Content Type ◽  
Favourable Attitude ◽  
Indian Consumers ◽  
Subsequent Effect

Purpose – The purpose of this paper is to examine the effect of perceived brand environment-friendliness (PBE) on brand trust and perceived brand value and the subsequent effect on consumer’s environment friendly (EF) brand attitude and EF brand purchase intention. The research also proposes a novel construct PBE. Design/methodology/approach – The current research involves a pretest to select a perceived EF brand. Then a survey is conducted among 223 Indian consumers. Structural equation modelling is used to analyse the data and to test the proposed integrated model. Findings – The results show that PBE is positively associated with brand trust and perceived brand value. High trust in the EF brand and high consumer perceived brand value lead to favourable attitude towards the brand. Consumers with positive EF brand attitude have significantly higher intention to purchase the brand. Practical implications – The paper provides interesting insights about Indian consumers’ evaluation of EF brands. These useful insights would enable both international and national marketers to develop more focused strategies catering to the Indian consumers. Originality/value – The paper empirically demonstrates that, when Indian consumers perceive a brand as EF, it leads to favourable attitude towards the brand and significantly positive purchase intention. There has been a little research focused on India in this field. So, the current paper offers vital guidelines to international marketers, who are planning to introduce their EF brands to Indian market.

SNS eWOM sentiment: impacts on brand value co-creation and trust

2019 ◽  
Vol 38 (1) ◽  
pp. 89-102 ◽  
Author(s):  
Christin Seifert ◽  
Wi-Suk Kwon
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Moderating Effect ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Brand Value ◽  
Brand Trust ◽  
Content Type ◽  
Practical Implications

Purpose The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing their purchase intention for the brand; and explores a potential moderating effect of mavenism. Design/methodology/approach A sample of 237 college students participated in an online survey to report brand-related eWOM stories to which they were exposed and the brand trust change, brand value co-creation behavior and attitude and purchase intention in response to this exposure. The eWOM stories were content analyzed into positive vs negative eWOM. Structural equation modeling was used to test all hypotheses. Findings Participants reported a significantly higher level of brand value co-creation engagement behavior and more positive brand value co-creation engagement attitude and brand trust change after seeing a positive (vs negative) brand-related eWOM on SNSs. Brand trust change and value co-creation engagement attitude positively influenced purchase intention. The moderating effect of mavenism was not significant. Practical implications Findings suggest that brand marketers should actively monitor and respond to the sentiment of SNS-based eWOMs and establish strategies to encourage consumers to create and share positive eWOMs on SNSs. Originality/value This study contributes to closing the empirical gap in SNS-based eWOM research by providing support for brand-related eWOM sentiment as a significant motivational factor triggering consumers’ engagement in brand value co-creation and brand trust change on SNSs as well as purchase intention.

Affordable luxury consumption: an emerging market's perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shadma Shahid ◽  
Jamid Ul Islam ◽  
Rahela Farooqi ◽  
George Thomas
Keyword(s):  
Psychological Factors ◽  
Purchase Intention ◽  
Structural Equation ◽  
Emerging Market ◽  
Consumer Attitude ◽  
Luxury Brands ◽  
Cross Sectional ◽  
Luxury Consumption ◽  
Content Type ◽  
Need For Uniqueness

PurposeThis study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude towards affordable luxury brands in an emerging market context of India.Design/methodology/approachThe data were collected via a cross-sectional questionnaire survey from 491 customers of different fashion accessory luxury products in India. The data were analyzed through structural equation modelling (SEM) using AMOS 23.0 SEM software.FindingsThe findings of this study reveal that conspicuousness, status consumption, brand name consciousness, need for uniqueness and hedonism positively affect consumer attitude towards affordable luxury, which consequently affects consumers' purchase intention. The findings further reveal that age acts as a moderator in driving consumers' neo-luxury consumption.Originality/valueBy uniting various socio-psychological factors with consumer attitude and purchase intention in a conceptual model, along with studying the moderating role of age, this study responds to the calls for further research regarding affordable luxury and offers a more granular understanding of specific consumer motivations that guide Indian consumers' affordable luxury consumption.

The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaizatulaqma Kamalul Ariffin ◽  
Nur Qistina Ihsannuddin ◽  
Ainul Mohsin Abdul Mohsin
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Consumer Attitude ◽  
Content Type ◽  
Social Media Advertising ◽  
The Relationship ◽  
Significant Positive Influence

Purpose The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention. Design/methodology/approach The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling. Findings The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention. Practical implications Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs. Originality/value This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

Social eWOM: does it affect the brand attitude and purchase intention of brands?

2017 ◽  
Vol 40 (3) ◽  
pp. 310-330 ◽  
Author(s):  
Chetna Kudeshia ◽  
Amresh Kumar
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Consumer Electronics ◽  
Theory And Practice ◽  
Equation Modeling ◽  
Future Research ◽  
Data Set ◽  
Content Type

Purpose The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently, influences purchase intention of smartphones. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. Design/methodology/approach A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 311 respondents comprising users of Facebook. Findings The research established that user-generated positive eWOM on social networking site, Facebook significantly influences brand attitude and purchase intention of consumer electronics. Research limitations/implications The data set used for the study limits generalizing of results, as the data are not representative across industries or across all social media applications. The study provides a useful and interesting insight into the theory and practice of eWOM. It shows how social eWOM, an emerging communication tool, not only helps twenty-first century marketers in reaching customers, but how it also plays a vital role in affecting brand attitude and purchase intention of products. Originality/value This paper provides useful and valuable insights into the relationship between social eWOM, brand attitude and purchase intention of consumer electronics, an area that largely remains unexplored. The study can also be replicated for other products or services for future research.

Acceptance of remanufactured products in the circular economy: an empirical study in India

2019 ◽  
Vol 57 (4) ◽  
pp. 953-970 ◽  
Author(s):  
Deepak Singhal ◽  
Sushant Tripathy ◽  
Sarat Kumar Jena
Keyword(s):  
Conceptual Model ◽  
Circular Economy ◽  
Purchase Intention ◽  
Structural Equation ◽  
Product Information ◽  
Equation Modeling ◽  
Product Knowledge ◽  
Market Strategy ◽  
Content Type ◽  
Indian Consumers

Purpose Acceptance of remanufactured products by the consumers is highly essential for the success of closed loop supply chain and for achieving the goal of circular economy. However, the literature shows that consumers are reluctant to purchase remanufactured products. Therefore, the study of attitude and purchase intention (PI) of the consumers toward remanufactured products becomes inevitable for popularizing these products. The paper aims to discuss this issue. Design/methodology/approach This research proposes a conceptual model to examine the critical factors influencing the PI of Indian consumers toward remanufactured products. Further, this model is empirically tested, using structural equation modeling technique, based on the data obtained from 1,534 respondents. Findings The findings of this research suggest that PI of consumers is influenced by attitude, personal benefits, remanufactured product knowledge, risk perception, subjective norm and market strategy. However, perceived behavior control and green awareness have a non-significant impact on the PI of Indian consumers. Research limitations/implications The proposed conceptual model is tested only against the data received from the students of Indian universities who possess electronic gadgets. Practical implications The circular economy can be realized through remanufacturing if the attitude of consumers is shaped positively toward remanufactured products through the dissemination of comprehensive product information. Originality/value This research is the first attempt to assess the PI of Indian consumers by developing and testing the conceptual model. Further, this research provides guidelines to remanufacturing firms for attracting the consumers toward the purchase of remanufactured products.

Impact of core-product and service-encounter quality, attitude, image, trust and love on repurchase

2019 ◽  
Vol 31 (4) ◽  
pp. 1588-1608 ◽  
Author(s):  
Heesup Han ◽  
Jongsik Yu ◽  
Bee-Lia Chua ◽  
Sanghyeop Lee ◽  
Wansoo Kim
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Retention Rate ◽  
Low Cost ◽  
Brand Attitude ◽  
Service Encounter ◽  
Equation Modeling ◽  
Business Success ◽  
Brand Trust ◽  
Content Type

Purpose The purpose of this study was to examine airline passengers’ repurchase decision-making process by developing a sturdy theoretical framework comprising in-flight core-product and service-encounter quality, brand attitude, image, trust and love. The authors also attempted to examine if such decision formation differs across full-service and low-cost airlines in South Korea. Design/methodology/approach A quantitative method was used to achieve research objectives. For assessment of the conceptual framework and test of research hypotheses, a structural equation modeling and test for metric invariance were used. Findings The results revealed that in-flight product and service-encounter quality significantly affected their subsequent variables, and their impact on intention was mediated by brand attitude, image, trust and love. In addition, brand image along with brand trust included the strongest influence on intention. Findings also indicated that the relationships among brand attitude, image, trust and love significantly differed between full-service and low-cost airlines. Practical implications Increasing the customer retention rate is a key component of airline business success. This study made an important contribution to advancing the existing knowledge on what factors induce airline customers’ decision to repurchase a particular airline product and how such factors are interrelated with each other within the proposed model. Originality/value This research was the first to explore that the relationship strength among brand image, brand attitude, brand trust and brand love are not equal between full-service and low-cost airline passenger groups.

Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hannah L. Neumann ◽  
Luisa M. Martinez ◽  
Luis F. Martinez
Keyword(s):  
Social Responsibility ◽  
Environmental Sustainability ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Consumer Attitude ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Content Type ◽  
Perceived Consumer Effectiveness

Purpose This study aims to test for factors affecting environmental sustainability and purchase intention in the fashion industry. Accordingly, the authors developed a framework that depicts the relationships between perceptions of social responsibility, consumer attitude, trust, purchase intention and perceived consumer effectiveness. Design/methodology/approach An online survey was conducted with an internationally diverse sample of 216 consumers. Data were analysed using partial least squares structural equation modelling. Findings The results indicated that perceptions of social responsibility directly affect consumers’ attitudes towards these fashion brands, as well as trust and perceived consumer effectiveness. Also, consumers need to perceive sustainability efforts of these brands as altruistic, and trust was found to be a direct predictor of purchase intention. However, both consumer attitude and perceived consumer effectiveness did not predict purchase intention. Research limitations/implications The survey was primarily distributed to young people. Therefore, a generalisation of the findings to other age groups might be limited. Practical implications Practicing managers should emphasise the fact that environmental sustainability and fast fashion brands could be sustainable to increase trust among consumers. Social implications When it comes to environmental issues, positive perceptions regarding the companies’ social responsibility efforts are vital to enhance both consumers’ trust towards the brands and their individual feeling of empowerment. Originality/value This study intends to shed light on the key elements that shape consumers’ attitudes and willingness to purchase green apparel.

Predicting Indian consumers' purchase intention from Western apparel brands

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Swagata Chakraborty ◽  
Amrut Sadachar
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Negative Influence ◽  
Amazon Mechanical Turk ◽  
Equation Modeling ◽  
Content Type ◽  
Indian Consumers ◽  
Brick And Mortar ◽  
The Usa

PurposeThe present study compared Indian consumers' attitude (AT) toward and purchase intention (PI) from Western apparel brands, as a function of their Western acculturation (WA), consumer ethnocentrism (CE) in apparel consumption, consumer cosmopolitanism (CC) and country of residence (India vs the USA).Design/methodology/approachThe sample included Indians residing in India and the USA, who were 19 years or older, and visited online or brick-and-mortar apparel stores. An online survey was administered through Amazon Mechanical Turk to collect the data. The data was analyzed through multi-group structural equation modeling.FindingsWA engenders CE among Indian consumers, especially among Indians residing in India. WA and CC positively influence AT. CE did not have a significant negative influence on AT. Although a high CE lowers the PI, a high WA, CC and positive AT can translate into high PI.Research limitations/implicationsThe study did not use an experimental design. Therefore, causal relationships between the research variables could not be explained. Majority of the respondents were male. This might have confounded the findings with potential gendered effects.Practical implicationsWestern apparel brands targeting Indian consumers in India and the USA should focus on projecting their cosmopolitan and pro-Indian image to target this population's cosmopolitan and ethnocentric outlook, thereby enhancing PI.Originality/valueThe study proposed and empirically tested a conceptual model indicating the relationship between some of the important predictors of Indian consumers' PI in the context of Indians residing in the USA and India.

Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages

2019 ◽  
Vol 29 (1) ◽  
pp. 31-51
Author(s):  
Li-Chun Hsu
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Goodness Of Fit ◽  
Equation Modeling ◽  
Consumer Attitude ◽  
Multiple Perspectives ◽  
Content Type ◽  
Complex Process ◽  
Antecedents And Consequences ◽  
Hedonic Benefits

Purpose This study aims to investigate the social, utilitarian and hedonic benefits associated with a brand behavioral performance from an attitude contagion theory perspective. An integrated empirical model was constructed to identify the antecedents and consequences of consumer attitude contagion. Design/methodology/approach Data were obtained from 609 members of Facebook apparel brand fan pages using purposive sampling. Structural equation modeling was used to validate the proposed theoretical model. Findings Social, utilitarian and hedonic benefits could be used to explain the effects of attitude contagion on various relationships. Attitude contagion factors partially mediate exogenous factors and the behavior of brand fans. Regarding the attitude contagion effect, perceived community attitude and attitude toward fans’ sponsored recommendation posts have stronger explanatory powers for attitude toward products than for attitude toward brands. Specifically, attitude toward brands can indirectly influence members’ purchase intention through brand recall. The proposed model exhibited desirable goodness-of-fit. Practical implications The findings can give brand community managers insight into the development of consumer attitude contagion and assist companies to improve their community management. Originality/value This study contributes to multiple perspectives in the literature regarding social, utilitarian and hedonic benefits and adopted an extension viewpoint to explain that the formation of consumer attitude is a complex process.

India’s lonely and isolated consumers shopping for an in-store social experience

2018 ◽  
Vol 36 (7) ◽  
pp. 722-736 ◽  
Author(s):  
Brent Smith ◽  
Cindy B. Rippé ◽  
Alan J. Dubinsky
Keyword(s):  
Social Isolation ◽  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Research Model ◽  
Content Type ◽  
Adaptive Selling ◽  
Emotional Loneliness ◽  
Indian Consumers

Purpose The purpose of this paper is to investigate how social loneliness, emotional loneliness and social isolation relate to Indian consumers’ enjoyment of social interaction with an in-store salesperson. Design/methodology/approach Over 300 Indian respondents are surveyed about personal disposition, shopping experiences and other factors. The research model and hypotheses are evaluated utilizing partial least squares structural equation modeling. Findings As posited, Indian consumers dealing with loneliness and social isolation tend to enjoy in-store shopping experiences involving personal interactions with salespersons. Further, salespersons’ adaptive selling relates positively to consumers’ predisposition to comply with salesperson input and three outcomes (i.e. trust in salesperson, purchase intention and retail patronage). Originality/value This study fills a void in current marketing and retailing literature, providing one of the first known empirical investigations of consumers’ experiences with loneliness and social isolation. Overall, the study shows that store-based retailers within culturally collectivistic emerging markets can capitalize on their unique ability to attract and retain shoppers through in-store salesperson interactions.

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