Understanding Environmentally Conscious Behaviour Through Environmental Identity

This paper argues that the strongly established connection between identity and consumer behaviour may not be necessarily applicable in examining environmentally conscious behaviour through an identity lens due to several other factors that may especially influence environmental identity formation; (1) the continuously evolving nature of environmental identity in the context of complexities (i.e., political debates, climate change science) of climate change; (2) the challenges of expressing inner connection with nature (i.e., instrumental value vs. intrinsic value); (3) the various cultural and symbolic meanings associated with environmentally conscious behaviour (i.e., functional benefits vs emotional benefits) and (4) different forms of behavioural practices (i.e., environmentally conscious behaviour vs. anti-consumption). Therefore, this paper recommends utilising insights and measurements unique to environmentally conscious behaviour as opposed to that of general consumer behaviour because the antecedents of the former, especially environmental identity projections can be multifaceted.

Factors that Influence FinTech Adoption in South Africa: A Study of Consumer Behaviour towards Branchless Mobile Banking

The widespread use of mobile phones and growth in internet penetration has created a unique opportunity to increase access to financial services. Financial Technology (FinTech) companies and mobile banking (m-banking) empower customers to use digital platforms to utilise financial services without the physical access requirements of traditional banking. This has led to the rise of FinTech firms that are disrupting traditional industry standards by servicing consumers through a range of digital channels and mobile devices. A new completely branchless bank, Bank Zero, is set to launch in South Africa in 2020 to exploit these opportunities. This consumer behavioural study focuses on analysing FinTech adoption in the South African market. An adapted mixed-method approach was used to identify the enabling and inhibiting factors that motivate consumers to adopt or reject m-banking. Qualitative research was initially conducted via in-depth interviews with 7 respondents. The most salient factors identified in the literature review were tested, and the results were used to develop a quantitative, online questionnaire. A convenience sample of 217 valid responses was collected, and the data was analysed using exploratory factor analysis (EFA). The EFA identified 6 influencing factors: four enabling and two inhibiting factors. The enabling factors that positively influenced FinTech adoption were: Utility, Socio-Economic Influencers, Mobile Device Trust and Youth. The two inhibiting factors were: Perceived Risks and Associated Costs. Interestingly, 74% of the 217 respondents indicated that they would join a completely branchless bank, using only their mobile phones and the internet to access banking services, showing a high propensity to branchless, m-banking. Finally, the Enhancement Criteria Model based on insights gained from the research findings, is proposed. This model provides recommendation criteria for existing and new FinTech providers who are looking to improve their business models. JEL Codes: D18, G40 Keywords: FinTech, mobile banking, m-banking, branchless banking, consumer behaviour, South Africa

Are companies using Twitter to greenwash and hide bad environmental performance?

Companies and related consumer behaviours contribute significantly to global carbon emissions. However, consumer behaviour is shifting, with the public now recognising the real and immediate impact of climate change. Many companies are aware and seemingly eager to align to consumer’s increasing environmental consciousness, yet there is a risk that some companies could be presenting themselves as environmentally friendly without implementing environmentally beneficial processes and products (i.e. greenwashing). Here, using longitudinal climate leadership, environmental messaging (Twitter) and stock price data, we explore how climate leadership (a relative climate change mitigation metric) and environmental messaging have changed for hundreds of UK companies. Using the environmental messaging, we also assess whether companies are simply greenwashing their true climate change performance. Finally, we explore how climate leadership and environmental messaging influence companies’ stock prices. We found that companies (on average) have increased their climate leadership (coef: 0.14, CI 0.12–0.16) and environmental messaging (coef: 0.35, CI 0.19–0.50) between 2010 and 2019. We also found an association where companies with more environmental messaging had a higher climate leadership (coef: 0.16, CI 0.07–0.26), suggesting messaging was proportionate to environmental performance, and so there was no clear pattern of using Twitter for greenwashing across UK companies. In fact, some companies may be under-advertising their pro-environmental performance. Finally, we found no evidence that climate leadership, environmental messaging or greenwashing impacts a company’s stock price.

E-fulfillment across product type: a review of literature (2000–2020)

Purpose This paper aims to review the literature on “E-fulfillment” with respect to marketing and operations issues in the current dynamic and complex e-tailing environment and thereby generate significant insights. Design/methodology/approach This paper is based on a systematic literature review on e-fulfillment focusing on marketing and operations issues therein. This systematic literature review consists of a critical review on e-fulfillment under planning (review question initialisation), searching (literature search), screening (literature evaluation), extraction and synthesis and reporting phases to conceptualise e-fulfillment. A total of 122 research articles have been reviewed to explore e-fulfillment and to develop key constructs and propositions. Findings This review provides the following three outcomes. First, the varied-fulfillment definitions have been critically reviewed, leading to synthesis, and thereby, an e-fulfillment definition is provided. Further, the variations for e-fulfillment across product types, which have been identified as a key variable for e-fulfillment, have been explored. Second, authors find five e-fulfillment components at the marketing and operations interface: website quality, customisation strategy, distribution strategy, last mile delivery and return management. Continuing with the e-fulfillment interface with marketing, the linkages between e-fulfillment and select post-purchase consumer behaviours measures across different product types have been reviewed. The paper thus with a focus on synthesising e-fulfillment literature from a process perspective emphasises the consumer behaviour metric for measuring e-fulfillment performance. Practical implications This study would help academicians, researchers, e-tailers and practitioners to understand e-fulfillment from a process perspective. For the researcher, it presents areas for future research by giving possible research directions in this emerging area. This study also brings out the impact of e-fulfillment according to product type on the post-purchase consumer behaviour measures, which will help e-tailers to link e-fulfillment to consumer behaviour metrics. Originality/value The paper classifies the fragmented literature to develop constructs and propositions for e-fulfillment. This is the first kind of study on e-fulfillment process and its impact on select post-purchase consumer behaviour measures across product types.

Effects of institutions on the eco-brand orientation of millennial consumers: a social cognitive perspective

Purpose Given the lucrative millennial or generation Y market across the globe, this study aims to draw on social cognitive and institutional theories to tease out the crucial roles of regulatory and social pressures in shaping the eco-brand orientation of millennial consumers. The study focuses on millennials from a developing country – a context that is less explored in the literature on the social and institutional perspectives of green consumer behaviour. Design/methodology/approach Using data from a survey of 354 millennial consumers in the Philippines, the authors tested the hypotheses on the effects of two types of institutional pressures (social and regulatory) on the key constructs espoused by social cognitive theory. The authors followed the partial least square approach to path analysis to determine the significant empirical relationships and linkages of the constructs contained in the proposed model. Findings The results highlight the significant influence of the social-institutional environment on the internal drivers of millennials' orientation towards green or environmentally sustainable brands. Research limitations/implications Although the sample size has generalisability-related constraints, the findings extend the current understanding of green millennial consumer behaviour from a social cognitive perspective by highlighting the role of institutions – a concept that is less explored in the marketing and consumer behaviour literature. Practical implications It provides valuable business and policy insights and directions for future research on how business enterprises such as producers, manufacturers, retailers and marketers can influence millennial consumers’ orientation towards green brands. Originality/value This study uses data from a survey of millennial consumers in the Philippines. The study extends the ambit of social cognitive theory by drawing on institutional theory to highlight the role of institutional social pressures on sustainable consumer behaviour.

Mindful Sustainable Consumption and Sustainability Chatbots in Fast Fashion Retailing During and After the COVID-19 Pandemic

The COVID-19 pandemic and ecological crisis are paving the way for new consumption models based on customers’ conscious choices and the subsequent integration of sustainable policies into retailers’ business strategies. As a consequence, the current consumer trends suggest that more people are becoming aware of their consumption standards and their repercussion on the environment and society. Statistics demonstrate that, in their purchasing processes, these “mindful customers” now search for a sustainable, self-sufficient way of living in harmony with nature. This paper argues that artificial intelligence (AI) is able to facilitate this process in the marketplace. More specifically, mindfulness with the support of AI technologies could be a plausible way to activate sustainable consumption patterns for avoiding overconsumption. The life-changing ability of mindful consumption is reviewed in this paper across domains of sustainability. Using a comprehensive literature review, the paper first outlines the theoretical and conceptual foundations of the mindful sustainable consumption (MSC) approach that fills the literature gap that almost always separates mindful consumption from sustainability. Second, the new conceptual approach is applied through a strategic framework in the field of fast fashion retailing through the use of AI-powered chatbots. In particular, the study defines a new category of chatbots, named sustainability chatbots (SC), which could convey mindful and sustainable consumption choices. The paper highlights that the MSC approach combined with the support of SC could enable marketing managers to create the appropriate context for embedding sustainability into consumer behaviour and fast fashion retailers’ strategies from a value co-creation perspective.

Mapping emergent public engagement in societal transitions: a scoping review

Background Transition discourses are gaining prominence in efforts to imagine a future that adequately addresses the urgent need to establish low carbon and climate resilient pathways. Within these discourses the ‘public’ is seen as central to the creation and implementation of appropriate interventions. The role of public engagement in societal transformation while essential, is also complex and often poorly understood. The purpose of this paper is to enhance our understanding regarding public engagement and to address the often superficial and shallow policy discourse on this topic. Main text The paper offers a review of evolving literature to map emergent public engagement in processes of transition and change. We adopt a pragmatic approach towards literature retrieval and analysis which enables a cross-disciplinary and cross-sectoral review. We use a scoping review process and the three spheres of transformation framework (designated as the practical, political and personal spheres) to explore trends within this complex research field. The review draws from literature from the last two decades in the Irish context and looks at emergence and evolving spaces of public engagement within various systems of change including energy, food, coastal management and flood adaptation, among others. Conclusions The results highlight the siloed and fragmented way in which public engagement in transitions is carried and we propose a more cross-sectoral and cross-disciplinary approach which depends on bringing into dialogue often contrasting theories and perspectives. The paper also illustrates some shifting engagement approaches. For instance, nexus articles between the practical and political spheres suggest deeper forms of public engagement beyond aggregated consumer behaviour to align technological delivery with institutional and societal contexts. While most articles in the practical sphere draw largely on techno-economic insights this influence and cross-disciplinarity is likely to draw in further innovations. Nexus articles between the political and personal sphere are also drawing on shifting ideas of public engagement and largely stress the need to disrupt reductive notions of engagement and agency within our institutions. Many of these articles call attention to problems with top-down public engagement structures and in various ways show how they often undermine and marginalise different groups.