Consumer Involvement
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Author(s):  
Ashwini Joshi ◽  
Amol Ranadive

The main aim of this research was to first design, test and validate a structured tool to measure the construct of consumer involvement for organic food products. To do this, three most populated urban dwellings in the state of Gujarat, India were surveyed. A total sample of 200 respondents was deemed appropriate in terms of the validity of results as well as resources at hand. The three urban dwellings covered under this study were Ahmedabad, Surat and Vadodara. Out of the total sample size, 80 valid responses were collected from Ahmedabad, 70 from Surat and 50 from Vadodara. Initially, a structured tool was developed keeping in mind four basic dimensions which were, Information Search, Affection, Importance and Purchase. The tool had twenty statements asking for respondents’ opinion on a five-point Likert scale ranging from ‘Strongly Agree’ to ‘Strongly Disagree’. Apart from this the questionnaire collected demographic data of the respondents. After collecting data, using factor analysis, four antecedents of involvement were validated since the Eigenvalues for each of them were above 1. Overall, these four antecedents or factors explained 65.71% of the total variance. After statistically validating the tool, consumer involvement was measured and results showed moderately higher involvement. Further analysis was carried out to understand the inter-relationship between the antecedents inter-alia and consumer involvement. Correlation analysis confirmed strong positive correlation between all the antecedents as well as between consumer involvement and its antecedents which further confirmed the validity of this tool. Since correlation was found to be highly positive and significant, it was considered appropriate to establish and test this construct using regression analysis. Regression analysis revealed that all the antecedents had more or less similar impact on consumer involvement for organic food products.


2021 ◽  
Vol 8 (1) ◽  
pp. 43-52
Author(s):  
Rina Yuliana ◽  
Joko Sutrisno ◽  
Tria Rosana Dewi

Based on the results of the research and analysis that has been carried out, it can be seen first that consumer involvement in the tea purchase decision-making process in the Modern Market of Surakarta is high (31,56 > 24). Second, according to consumers in the Surakarta City Modern Market, the difference between tea brands is not real, meaning that consumers do not see much difference between tea brands. Third, the type of tea consumer behavior in modern markets is dissonance, reducing buying behavior. Usually, consumer behavior is meaningful and goal-oriented. Products are accepted or rejected based on the extent to which both are considered relevant to their needs and lifestyle.


2021 ◽  
Author(s):  
Wan-Ting Huang

<p><b>Despite a growing interest in social media communication as a marketing tool, research on its persuasive effects is limited. This is especially true for comparisons between brand-generated and user-generated content, despite the relevance of message control for marketing strategy. </b></p> <p>This present study examines two different message sources (brand vs user) and two message types (rational vs emotional) investigating their effects on consumer brand attitude through the creation of brand authenticity, content authenticity and source credibility while considering consumer food involvement. Participants (N = 342) viewed one of four fictional Facebook messages, which used either a rational or emotional message type and was from either a brand or a consumer.</p> <p>Using regression analysis, and splitting the sample to high (N= 172) and low involvement (N=170), we found for participants with a high degree of involvement, emotional brand-generated content created more positive brand attitudes than rational brand-generated content through perceived brand authenticity and source credibility. However, a rational message generated by a brand led to higher levels of effect on brand attitude with higher perceived content authenticity. For user-generated content, for highly involved consumers, rational messages are more persuasive than emotional messages, creating more positive brand attitudes through brand authenticity and source credibility. Content authenticity had no impact on brand attitude in any user-generated message under high consumer involvement. </p> <p>Under low degrees of consumer involvement, emotional brand-generated messages did not significantly impact brand attitude. However, the effect was found in emotional user-generated messages through content authenticity. With regards to rational brand-generated messages, high perceptions of source credibility generated positive brand attitudes. A similar result has been found in user-generated rational messages. The final analysis showed that regardless of message type and message source, low or high consumer involvement, the positive effect of brand attitude on purchase intention is significant. </p> <p>The theoretical and practical implications of these findings are discussed.</p>


2021 ◽  
Author(s):  
Wan-Ting Huang

<p><b>Despite a growing interest in social media communication as a marketing tool, research on its persuasive effects is limited. This is especially true for comparisons between brand-generated and user-generated content, despite the relevance of message control for marketing strategy. </b></p> <p>This present study examines two different message sources (brand vs user) and two message types (rational vs emotional) investigating their effects on consumer brand attitude through the creation of brand authenticity, content authenticity and source credibility while considering consumer food involvement. Participants (N = 342) viewed one of four fictional Facebook messages, which used either a rational or emotional message type and was from either a brand or a consumer.</p> <p>Using regression analysis, and splitting the sample to high (N= 172) and low involvement (N=170), we found for participants with a high degree of involvement, emotional brand-generated content created more positive brand attitudes than rational brand-generated content through perceived brand authenticity and source credibility. However, a rational message generated by a brand led to higher levels of effect on brand attitude with higher perceived content authenticity. For user-generated content, for highly involved consumers, rational messages are more persuasive than emotional messages, creating more positive brand attitudes through brand authenticity and source credibility. Content authenticity had no impact on brand attitude in any user-generated message under high consumer involvement. </p> <p>Under low degrees of consumer involvement, emotional brand-generated messages did not significantly impact brand attitude. However, the effect was found in emotional user-generated messages through content authenticity. With regards to rational brand-generated messages, high perceptions of source credibility generated positive brand attitudes. A similar result has been found in user-generated rational messages. The final analysis showed that regardless of message type and message source, low or high consumer involvement, the positive effect of brand attitude on purchase intention is significant. </p> <p>The theoretical and practical implications of these findings are discussed.</p>


2021 ◽  
Vol 20 (1) ◽  
pp. 12-28
Author(s):  
Nufian S Febriani ◽  
Fitria Avicenna

 ABSTRACTThe benefits of renewable energy in Indonesia are not well understood by consumers. This research suggests the useof renewable energy, which is very beneficial for consumers. This research also has implications for policy makers,electricity suppliers, and future researchers. Using two online and offline survey methods, this study can formulate abehavior change model that can help policy makers identify marketing and branding strategies so that they are expectedto succeed in changing consumer behavior and increasing the degree of consumer involvement in renewable energyproducts, for example in forming an energy independent community. Therefore, in addition to strengthening the use ofrenewable energy, other sections such as marketing and further research on consumer behavior must continue to becarried out in order to obtain a whole independent energy system


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Claudia Maria Cacovean ◽  
Alessandro M. Peluso ◽  
Ioan Plăiaș

PurposeThe aim of the study is to explore the chain of relationships between service attributes, consumers' perceived benefits, fulfilment of personal goals, satisfaction judgements and future intentions.Design/methodology/approachThis research proposes and implements a model of consumer satisfaction in the performing arts. The model is based on means-end chain theory and incorporates consumer involvement as a moderator. The paper is a quantitative study using a questionnaire administered in Romanian theatres, the country chosen because of its post-communist profile.FindingsA partial least squares structural equation modelling analysis revealed that both core and peripheral attributes' evaluations were positively related to perceived benefits, which in turn were positively related to goal fulfilment. Acting as a mediator, goal fulfilment predicts satisfaction, which positively influences a series of intentions regarding supportive behaviours such as recommendation, donation, subscribing and repurchasing. Consumer involvement partially moderates the relationships within the proposed model.Research limitations/implicationsThe limitations of this research offer opportunities for future studies. First, as this study was conducted in Romania, the obtained results are not easily generalisable to other geographical or cultural contexts. Second, future studies could extend the proposed model to include other constructs that may be connected to satisfaction in performing arts. They could also apply the model (or an extended alternative) to adjacent fields such as opera, or live jazz, in order to explore whether the patterns of results which emerged here hold in other situations.Practical implicationsFrom a practical perspective, the research has implications for performing arts managers by offering actions to improve cultural consumption. First, the results support the idea that satisfaction is a key construct to investigate, even in the field of performing arts, as it can predict future positive intentions. Thus, arts managers should strive to maximise consumer satisfaction. From a marketing perspective, consumer satisfaction could be increased by improving core and peripheral service attributes, but especially the latter. The research provides means for audience segmentation in terms of consumer goals, benefits, and involvement. Arts managers should devote special attention to increasing consumer involvement in services provided.Social implicationsThe research provides a different view on the performing arts evaluation considering the theatregoers' perceptions. This type of evaluation is useful to understand the specificities of the audiences and to respond to their needs accordingly, contributing from a social point of view to audience development and making arts accessible to a wide range of people in a variety of ways: physically, geographically, socially and psychologically.Originality/valueThis research explores a new model of customer satisfaction in performing arts in a post-communist country, such as Romania, and the findings have implications at both theoretical and practical level. From a theoretical perspective, it contributes to a better understanding of the cognitive and emotional processes underlying the formation of satisfaction judgements in performing arts. The obtained findings are particularly useful for expanding current knowledge of how consumers think and behave with respect to performing arts. From a practical perspective, the findings have implications for arts managers deciding how to develop marketing strategies aimed at increasing satisfaction, and the consequential supportive behaviours towards performing arts.


SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110157
Author(s):  
Jawad Iqbal ◽  
Donglei Yu ◽  
Maria Zubair ◽  
Muhammad Imran Rasheed ◽  
Hafiz Muhammad Usman Khizar ◽  
...  

The organic food market is speedily growing in the current era; organizations in this industry, therefore, need to understand consumer motivations, perceptions, attitudes, and behavioral intentions of purchasing organic food. Based on a survey of 268 respondents, we investigated the relationships between individuals’ food safety concerns and health consciousness with their purchase intentions of organic food. The findings of our study reveal that individuals’ health consciousness and food safety concerns are positively related to their intentions of purchasing organic food products through consumer involvement. In addition, consumers’ ecological motive has been found as a boundary condition on the direct and indirect relationships described above such that the associations are stronger at the higher levels of ecological motive.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Elisa Garrido-Castro ◽  
Eva María Murgado-Armenteros ◽  
Francisco José Torres-Ruiz

PurposeInvolvement has been one of the most studied variables in the field of marketing due to its determinant role in consumer behaviour, but always as a contextual or mediating variable. Taking its relationship with knowledge as the starting point, in this work, the purpose of this paper is to examine how to use the choice of information content in communication campaigns to drive up the level of involvement. A new method based on Qualitative Comparative Analysis (QCA) models is applied to the case of olive oil.Design/methodology/approachQuantitative research has been used for the proposed objectives of this work. Specifically, a computer-assisted telephone interviewing (CATI) has been conducted in several Spanish provinces using a structured questionnaire. Data obtained from 829 consumers are used.FindingsThe results support that consumer involvement with the product is related to objective knowledge about the product and its demand. Moreover, involvement can be modified through objective knowledge or information. Specifically, consumer involvement can be increased by the choice and communication of an optimal combination of five specific pieces of information (SPIs)Originality/valueIn this paper, involvement is considered as a result variable, i.e. a variable that can be modified or increased. This greater involvement can be achieved by improving the level of objective knowledge about a product. In addition, a new model is used and its viability is demonstrated and its ease of application to agri-food context.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Francesca De Canio ◽  
Elisa Martinelli ◽  
Emiro Endrighi

PurposeEnvironmental concern is getting increasing importance in consumer shopping decisions. Nevertheless, to date, sustainable packaged foods are not always the first option when consumers go shopping. This paper analyses how environmental concern moderates the role played by external factors – preference towards sustainable retailers and trust in sustainable producers – in determining consumer purchase intentions for sustainable packaged foods. Consumer involvement in eco-friendly labels, increasingly present in food packages, is investigated as indirectly impacting pro-environmental purchase intentions.Design/methodology/approachAn online survey administered to a sample of Italian food shoppers is used for the empirical analysis. A total of 278 structured questionnaires were modelled using a structural equation modelling approach.FindingsFindings show that producers and retailers' policies in favour of sustainability are key in determining consumers' sustainable purchase intentions. Further, coherent uses of labels and logos in light of sustainability can support consumer purchase decisions. Relevant is the influence played by the environmental concern in both supporting pro-environmental purchase intentions and in amplifying the trust in sustainable producers-purchase intentions path.Originality/valueThis study contributes to the literature on sustainability showing how producers and retailers may together influence consumers' pro-environmental purchase intentions. Findings extend the retail literature on the impact of producers and retailers' policies on consumers' sustainable purchases. Further, environmental concern is investigated in its moderating role on the impact of external factors on consumers' pro-environmental purchase intentions.


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