scholarly journals Understanding the Purchasing Behavior of Consumers in Response to Sustainable Marketing Practices: An Empirical Analysis in the Food Domain

2021 ◽  
Vol 13 (11) ◽  
pp. 6169
Author(s):  
Ilaria Mancuso ◽  
Angelo Natalicchio ◽  
Umberto Panniello ◽  
Paolo Roma
Keyword(s):  
Brand Loyalty ◽  
Business Strategies ◽  
Consumer Loyalty ◽  
Purchasing Behavior ◽  
Food Sector ◽  
Adequate Information ◽  
Sustainable Marketing ◽  
Research Questions ◽  
Potential Impact ◽  
Positive Effect

Sustainability has become an important driver in defining business strategies, affecting most critical corporate functions and changing the way in which value is created, communicated, and distributed. This is increasingly impacting marketing practices, in particular, through promoting the development of sustainable marketing in the food sector. In line with this, our study aimed to investigate if and how sustainable marketing practices affect consumer loyalty to a specific brand. To answer our research questions, we relied on the results of a survey submitted to a sample of 907 Italian consumers of biscuits. Results showed that the consumers’ attention to sustainable issues (in the absence of adequate information that can guide them in choosing a brand) did not result in brand loyalty. The same outcome was found when consumers were overloaded by marketing campaigns, which had the effect of confusing users and making them unfaithful. Ultimately, when consumers showed both engagement with sustainable concerns and sensitivity to marketing initiatives (i.e., they are sensitive to sustainable marketing practices), a positive effect on brand loyalty was observed. Our results contribute to the emerging stream of literature discussing the relevance and potential impact of sustainable marketing.

CONSCIOUS MARKETING: SEEDS FOR A NEW MARKETING CONCEPT TO DEAL WITH THE POTENTIAL CONFLICTS BETWEEN CONSUMERISM AND SUSTAINABILITY

2020 ◽  
Vol 11 (2) ◽  
pp. 3-17
Author(s):  
Afonso Carlos Braga ◽  
Erika Camila Buzo Martins
Keyword(s):  
Business Strategies ◽  
Business Decisions ◽  
Marketing Department ◽  
Case Study Methodology ◽  
Academic Level ◽  
The Future ◽  
Sustainable Marketing ◽  
Limited Power ◽  
Study Methodology ◽  
New Generation

This paper deals with a perceived conflicting paradox between consumerism and sustainability among top marketing executives of three purposely selected corporations, where each company represent a current organizational paradigm: the functional, the human radical and the interpretative. A case study methodology, based on in depth interviews, combined with a comprehensive bibliographic research, enabled to address how the planet limitations to provide resources can influence business strategies.  Functional paradigm companies, for example, pursue infinite growth while we live in a finite planet. The question is if the Marketing Department of those companies in the different organizational paradigms have a role in providing inputs in the strategic long term planning. Furthermore, if the marketing discipline in the academic environment influence decision makers that participate on the companies’ business planning to shape the future in a perceived environment in 2017 where consumerism is posed in the against road of the planet sustainability. The study revealed that, the Marketing Department has limited power or voice to influence business decisions. On the other hand, ‘greener’ initiatives like Social Marketing, Green Marketing and Sustainable Marketing has potential to either evolve to or incorporate a new discipline concept, so called in this paper as ‘Conscious Marketing’. This opportunity should be kicked off at the academic level in Universities and Business Schools that may reinforce the relevance of the theme and help to build in the students, a new generation of professionals, the knowledge that we live in a finite planet with limited resources and that the humanity need to revisit its consumption standards to ensure living conditions to the future generations. 

scholarly journals Business Strategies in HR in Times of Crisis: The Case of Agri-Food Industry in Central Greece

Businesses ◽  
2021 ◽  
Vol 1 (1) ◽  
pp. 36-50
Author(s):  
Konstantina Ragazou
Keyword(s):  
Food Industry ◽  
Group Discussion ◽  
Business Strategies ◽  
Food Sector ◽  
Central Greece ◽  
Internal Mobility ◽  
Modern Business ◽  
Mobility Training ◽  
A Company ◽  
Depth Interviews

Crisis, in whatever form it takes, is a challenge for modern business. The challenge lies in the fact that a company is prepared to balance the difficult conditions that are created, while preserving their business interest and efficiency. Thus, companies focus only on their perceived fixed bases, those that are in the internal environment such as the human capital. The need for better human resource management is more urgent than ever, and the burden on the business department is particularly great. The aim of this qualitative research is to highlight the strategies that were developed by agri-food companies in Greece and contribute to the maintenance and motivation of employees in the context of economic crisis. The methodology of this study is based on in depth interviews that were conducted in focus group discussion. Eleven companies from the agri-food sector in the region of Central Greece participated in the research. The executives highlighted three different strategies that were developed by agri-food companies in Greece, which focused on internal mobility, training and appraisal performance. Companies had to face different difficulties to use these strategies, but most of them proved that they can face their weaknesses and apply these strategies in a turbulent period like a financial crisis.

scholarly journals The Demerger Impact upon Sustainable Development of Economic Entities: Evidence from Romania

2021 ◽  
Vol 13 (15) ◽  
pp. 8316
Author(s):  
Camelia Mirela Baba ◽  
Constantin Duguleană ◽  
Marius Sorin Dincă ◽  
Liliana Duguleană ◽  
Gheorghița Dincă
Keyword(s):  
Sustainable Development ◽  
Business Strategies ◽  
The Sustainable Development ◽  
Ex Post ◽  
Before And After ◽  
Almost All ◽  
The Impact ◽  
Profitability Ratios ◽  
Positive Effect

The Covid-19 induced economic crisis has significantly affected almost all businesses from nearly every sector, causing severe financial problems, lack of cash assets, and decrease of revenues. In this context, the economic entities were forced to look for adjustment and rescue solutions of their activities. One possible solution for the recovery and reorganization of economic entities’ activities is demerger. This paper evaluates the impact of demerger upon the sustainable development of economic entities in terms of economic efficiency and financial performances. To achieve this goal, a statistical analysis of profitability ratios before and after the demerger, as well as a structural analysis of 268 demerger projects for the April 2012–April 2021 period, were performed. The results attest there are no significant differences between the ex-ante and ex-post financial performances. However, demerger seems to have a positive effect upon analyzed companies helping them to overcome economic hardships, rethink their business strategies, and continue their activity in the medium and long-term time horizon.

Do different types of organizational trust matter to employees’ commitment? A case study from Oman

2020 ◽  
pp. 1-11
Author(s):  
Moaz Gharib ◽  
Kamaal Allil ◽  
Omar Durrah ◽  
Mohammed Alsatouf
Keyword(s):  
Online Survey ◽  
Employee Commitment ◽  
Decision Makers ◽  
Design Strategies ◽  
Food Sector ◽  
Final Sample ◽  
Organisational Trust ◽  
Positive Effect ◽  
Practical Implications

PURPOSE: Trust is vital to all positive relationships. This empirical study explores the effect of three facets of organisational trust (trust in supervisors, in co-workers and in the organisation) on employee commitment in Salalah Mills Co. in the food industry in the Sultanate of Oman. METHODOLOGY: Data were collected via an online survey sent to all employees working in Salalah Mills Co., Oman. The final sample consisting of 102 responses with a response rate of 54 percent were analysed using multiple regression analysis. RESULTS: The findings revealed that two facets of organisational trust (trust in co-workers and trust in supervisors) were found to have a significant positive effect on employee commitment, while trust in the organisation was found to have no significant effect. PRACTICAL IMPLICATIONS: Trust in supervisors and trust in co-workers directly affect employee commitment. Therefore, managers should consider promoting both of these forms of trust to enhance employee commitment. VALUE: Although previous studies have examined the link between organisational trust and employee commitment, a focus on Oman and the food sector has been particularly rare, so this study offers new insights. The findings will help decision-makers on design strategies and policies to improve employee commitment through trust.

DETERMINAN NILAI PELANGGAN & IMPLIKASINYA TERHADAP LOYALITAS KONSUMEN DI BANK SYARIAH WILAYAH DKI JAKARTA

2019 ◽  
Vol 3 (2) ◽  
pp. 144-165
Author(s):  
Hanan Wihasto
Keyword(s):  
Product Quality ◽  
Customer Value ◽  
Distribution Channels ◽  
Marketing Communications ◽  
Survey Method ◽  
Marketing Communication ◽  
Consumer Loyalty ◽  
Significant Positive Effect ◽  
Dominant Contribution ◽  
Positive Effect

The purpose of this study was to determine and analyze the effect of Marketing Communications on Customer Value. To know and analyze the influence of product quality on Customer Value. To know and analyze the influence of Distribution Channels for Customer Value. To know and analyze the effect of Marketing Communications, Product Quality and Distribution Channels together on Customer Value. To know and analyze the impact of the Consumer LoyaltyMarketing Communications. To know and analyze the influence of product quality on Consumer Loyalty. To know and analyze the influence of Distribution Channels for Consumer Loyalty. To know and analyze the effect on the Customer Value Customer Loyalty. To know and analyze the effect of Marketing Communications, Product Quality, Distribution Channels andCustomer Value jointly against Consumer Loyalty. The method used is survey method descriptive and explanatory survey with asample size of 435 respondents, as well as data analysis method used is SEM (Structural Equation Modelling) with LISREL 8.80. Based on the results of the study, then obtained the following findings: Marketing Communications positive and significant impact on Customer Value. Product quality and significant positive effect on Customer Value. Distribution Channels positive and significant impact on Customer Value. Marketing Communication, Product Quality and Distribution Channels simultaneously positive and significant impact on Customer Value. Partially Marketing Communications dominant contribution in influencing the Customer Value. Marketing Communications positive and significant impact on consumer loyalty. Product quality and significant positive effect on consumer loyalty. Distribution Channels positive and significant impact on consumer loyalty. Customer Value positive and significant impact on consumer loyalty. Marketing Communication, Product Quality, Distribution Channels and Customer Value simultaneously positive and significant impact on consumer loyalty. Partially Marketing Communications dominant contribution in influencing consumer loyalty.  

A RESEARCH ON THE BUYING BEHAVIOR OF GLOBAL SPORTS CLOTHING BRAND CONSUMERS

2021 ◽  
Vol 0 (24) ◽  
pp. 0-0
Author(s):  
Zeynep PALA ◽  
Hakan ÜNAL
Keyword(s):  
Brand Loyalty ◽  
Positive Relationship ◽  
Simple Random Sampling ◽  
Cross Sectional Study ◽  
Brand Awareness ◽  
Meaningful Difference ◽  
Purchasing Behavior ◽  
Cross Sectional ◽  
Global Brands ◽  
Sports Sciences

Aim: This research is a cross sectional study which is designed to examine the factors that effect on the consumers’ purchasing behaviors of global sportswear brands. Method: By applying the simple random sampling method, the sample size was determined as (n) = 550 when the number of people in the population (N)=1500 (total number of students in the Faculty of Sports Sciences). The Socio-Demographic Characteristics Form and the 5-point Likert-type Consumer Purchasing Behavior Scale consisting of 7 sub-dimensions developed by Sproles and Kendall (1986) and adapted into Turkish by Bikari (2013) were applied to 550 students who made up the study group by the researcher. Results: The students prefer the most popular global brands which have the largest share in the market. The results also showed that the age, class and income do not affect the preferences. It has been found that there is a positive relationship between brand loyalty, purchasing preferences, perfectionism, fashion orientation, shopping attitude, brand awareness and quality orientation and purchasing styles. It has also found that according to the gender variable there is meaningful difference about the purchasing preferences, fashion orientation and brand awareness dimensions but there is not a meaningful difference for brand loyalty, perfectionism, attitude towards shopping and quality orientation. Conclusion: According to the results, It has been determined that purchasing styles do not differ according to sports brand preferences, there is a positive relationship between brand loyalty, purchasing preferences, perfectionism, fashion oriented, shopping attitude, brand awareness and quality orientation and purchasing styles.

scholarly journals The Importance of Environmental Attitudes Towards Products for Sustainability and Business Strategies

2018 ◽  
Vol 12 (2) ◽  
pp. 233-245
Author(s):  
Cetin Kalburan ◽  
Selcuk Burak Hasiloglu
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Positive Relationship ◽  
Environmental Behavior ◽  
Equation Model ◽  
Environmental Benefits ◽  
Business Strategies ◽  
Brand Awareness ◽  
Daily Lives ◽  
Questionnaire Method

Abstract In green marketing, it is crucial for businesses to decide first to whether the environmental benefits of the product or its individual benefits should be emphasized. Knowing the environmental behaviors of those who prefer these products in their daily lives will also help to classify the consumers. In this research, the relationship between ecocentric and anthropocentric attitudes towards products, environmental behavior, eco-brand awareness, and eco-brand loyalty have been investigated in order to highlight the aforementioned issues. These relationships have been tested with a structural equation model. Within the scope of the research, the questionnaire method was used as the data collection method. The sample of the research consists of teacher candidates. The results show that there is a positive relationship between ecocentric attitude towards products and environmental behavior and no statistically significant relationship between anthropocentric attitude and environmental behavior. In addition, there was a positive relationship between environmental behavior and brand awareness; and brand awareness and brand loyalty.

scholarly journals Honeybees use propolis as a natural pesticide against their major ectoparasite

2021 ◽  
Vol 288 (1965) ◽  
Author(s):  
Michelina Pusceddu ◽  
Desiderato Annoscia ◽  
Ignazio Floris ◽  
Davide Frizzera ◽  
Virginia Zanni ◽  
...  
Keyword(s):  
Natural Products ◽  
Varroa Destructor ◽  
Microbial Pathogens ◽  
Chemical Analyses ◽  
Self Medication ◽  
Potential Impact ◽  
Positive Effect ◽  
Natural Pesticide ◽  
Laboratory Bioassays

Honeybees use propolis collected from plants for coating the inner walls of their nest. This substance is also used as a natural antibiotic against microbial pathogens, similarly to many other animals exploiting natural products for self-medication. We carried out chemical analyses and laboratory bioassays to test if honeybees use propolis for social medication against their major ectoparasite: Varroa destructor . We found that propolis is applied to brood cells where it can affect the reproducing parasites, with a positive effect on honeybees and a potential impact on Varroa population. We conclude that propolis can be regarded as a natural pesticide used by the honeybee to limit a dangerous parasite. These findings significantly enlarge our understanding of behavioural immunity in animals and may have important implications for the management of the most important threat to honeybees worldwide.

scholarly journals Pengaruh Product Usability Dan Cashback Promotion Terhadap Brand Loyalty Layanan Digital Wallet Di Indonesia

2021 ◽  
Vol 7 (1) ◽  
pp. 11
Author(s):  
I Gede Wisnu Satria Chandra Putra
Keyword(s):  
Brand Loyalty ◽  
Service Users ◽  
Significant Positive Effect ◽  
Two Factors ◽  
Positive Effect ◽  
Digital Wallet ◽  
Financial Technology

Digital Wallet was a financial technology that was currently being used by people in Indonesia. However, the majority of users of this service were less loyal because they often use more than 1 application. In this study the authors analyzed the influence of product usability and cashback promotion factors on brand loyalty of digital wallet service users. The results of this study indicate that the product usability and cashback promotion factors have a significant positive effect on brand loyalty of digital wallet service users both simultaneously and partially. This proves that these two factors are determinants of how loyal the community is to a brand of digital wallet services.

Brand attachment and oppositional loyalty: The moderating role of moral identity

2021 ◽  
Vol 49 (10) ◽  
pp. 1-18
Author(s):  
Guo Cheng ◽  
Weiping Yu
Keyword(s):  
Brand Loyalty ◽  
Moral Identity ◽  
Customer Relationships ◽  
Dimensional Structure ◽  
Brand Attachment ◽  
Corporate Managers ◽  
The Impact ◽  
Positive Effect ◽  
Moderating Role

Comprehension of the driving factors and dimensional structure of oppositional loyalty (OL), which comprises willingness to pay a price premium, oppositional referrals, schadenfreude, and antibrand actions, is limited. To analyze OL behavior, we collected 453 surveys from Xiaomi mobile online communities. The results show that brand attachment had a positive effect on each dimension of OL. In addition, moral identity positively moderated the brand attachment–oppositional referrals relationship, and negatively moderated the impact of brand attachment on schadenfreude and antibrand actions. Our results can help corporate managers understand OL behavior, and contribute to new understanding of brand loyalty, customer relationships, and business ethics.

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