What Drives Rural Consumers to Change E-Commerce Attitude and Adopt E-Commerce through the Moderating Role of Corporate Social Responsibility in an Emerging Market? An Empirical Investigation in the Chinese Context

The present study aims to introduce a comprehensive framework that may help to better understand how to make rural consumers hold a favorable attitude and enhance their willingness to adopt e-commerce. To empirically assess the hypotheses posited in this paper, we started by conducting a qualitative interview-based study of 104 rural consumers. This analysis elucidates new problems or challenges faced by rural consumers in impoverished areas after several years of experience in e-commerce. To further understand the service quality and cultural context effects, we conducted a quantitative study in 434 rural consumers in relatively underdeveloped areas of China. Using a partial least squares of structural equation modeling (SEM) approach through smart PLS, this study empirically tested the hypotheses posited in the paper. The SEM results demonstrate a positive relationship between logistics and training service quality, subjective norms, self-efficiency sense, and rural consumers’ attitudes toward e-commerce platforms, which in turn positively contributes to their willingness to engage in word-of-mouth e-commerce promotion. In addition, it is shown empirically that corporate social responsibility positively moderates the effects of logistics and training services, subjective norms, and attitudes toward the use of e-commerce platforms. The findings from these two studies contribute to a better understanding of, and have major implications for, successful e-commerce entrepreneurial practices in areas undergoing the process of transition to an important emerging e-commerce marketplace.

Exploring the role of spiritual leaders as celebrity business founders and brand endorsers

PurposeThis paper aims to explore the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the impact of normative community pressure and perceived brand credibility on purchase intention.Design/methodology/approachThe authors collected data from two studies in India, one with urban (N = 307) and another with rural (N = 206) consumers of fast moving consumer goods brands being endorsed by popular celebrity business founders. The authors tested all our hypotheses using partial least squares structural equation modeling (PLS-SEM) approach with SmartPLS software.FindingsPerceived value mediates the positive impact of normative community pressure and perceived brand credibility on purchase intention for the brands endorsed by celebrity business founders, and these mediating effects are stronger for urban (vs rural) consumers.Research limitations/implicationsThe results from Indian consumers may not be generalizable to other emerging markets with diverse cultural and socio-economic conditions.Practical implicationsThis research would help international marketers understand the unique branding and marketing strategies used by local players to learn how to successfully target both urban and rural consumers in the emerging markets.Originality/valueThis paper extends the celebrity endorsement literature by exploring the role of spiritual leaders as celebrity business founders and brand endorsers, a growing trend in the emerging markets with high cultural and religious diversity (e.g. India and Indonesia).

Consumer Preference for Foxtail and Little Millets in North Eastern Region of Karnataka

Finger millet was the most consumed among the urban consumers with 3.00 kg per month while other millets equally being consumed by the urban consumers, while foxtail millet, finger millet and little millet were consumed by rural consumers with higher consumption of foxtail millet. The monthly household food expenditure among the urban consumers, expenses made on groceries (40.21 percentage), expenditure on millet (15.33 percentage), purchasing minor millets were as nutritional and health benefits (96.67 percentage) followed by doctor’s advice (53.33 percentage) similarly, traditional staple food (93.33 percentage) followed by own production (80.00 percentage) for rural households. For each respondent, the part-worth’s were estimated using OLS regression analysis, rural consumers also found price to be the most important attribute accounting 26.11 per cent of relative importance, gaining awareness among consumers in consumption of millets for nutritional value and health benefits is improving gradually

Analysis of Regulatory Documents on the Creation and Operation of Intelligent Power Supply Systems for Rural Consumers

The construction of intelligent power supply systems for rural consumers (microgrids) is a promising concept for the development of the energy infrastructure of agricultural facilities. In the process of designing and operating micro-networks, a large number of technical, organizational and legal issues arise, the correct answer to which affects on the reliability, quality and efficiency of electricity supply to agricultural facilities. The analysis of the documentation regulating these processes is of particular relevance. (Research purpose) The research purpose is in analyzing the documentation regulating the construction and operation of intelligent power supply microgrid systems for rural consumers. (Materials and methods) The article reviews regulatory documents in the field of regulation of the electric power industry, distributed generation facilities, renewable energy sources, and the functioning of retail electricity markets. Authors used the method of system analysis, methods of comparisons and analogies, and expert assessments. (Results and discussion) The article presents the issues of functioning of micro-networks of rural consumers as part of the power system, in retail electricity markets; implementation of technological connection and integration of micro- networks into distribution networks. Authors evaluated the regulatory and technical documents regulating the general technical requirements for the design and operation of micro-networks. Domestic and foreign standards for the connection and parallel operation of micro-networks with distribution networks as part of the power system and special documents on micro-networks has been studied. (Conclusions) The article proposes measures for the development of GOST R based on the European IEC TS 62898-1 «Microgrids», harmonized with the requirements of Russian standards, taking into account the features of the Russian electric power industry and agriculture. The article notes the need to make changes to the Russian network codes to ensure the integration of rural micro-networks. The measures of state support aimed at stimulating the spread of intelligent power supply systems for rural consumers were cited.

The Impact of Packaging and Labeling Elements on the Rural Consumers’ Purchase Decision for Skincare Products in Bangladesh

Differences in socio-economic conditions, demographics, and infrastructural variances in the rural markets create substantial variances in the consumption patterns compared with the urban markets. As per a report of the World Bank, about 63 percent of the population resides in Bangladesh’s rural areas as it constitutes a bigger market for the consumption of different products. The researchers envision identifying the impact of packaging and labeling elements in the decision-making evaluation for different skincare products. The research exploration comprises of four objectives, i.e., perception and attitude towards packaging and labeling elements for the rural consumers, measuring the relative impact based on the demographical changes, determining the sensitivity towards branding elements and communication portrayed, and the ability in identifying the original skincare products in comparison with the copy products in the rural markets. The researchers conducted surveys in the Mymensingh, Netrokona, Jamalpur, and Sherpur Districts of the greater Mymensingh Division of Bangladesh. A total of 390 responses were selected based on the non-probability sampling frame. The target sample age group was chosen between 13 to 54 years. Researchers developed a questionnaire in combination with close-ended questions along with simple dichotomies. For analyzing the outcomes, the researchers have applied a statistical method of the “Z-test” Technique. The researchers identified that the packaging and labeling of skincare products influence rural consumers’ behavior. Different promotional strategies and trade marketing activities are recommended based on the findings, reinforcing the rural consumers’ acceptance of skincare products.

The Impact of Packaging and Labeling Elements on the Rural Consumers’ Purchase Decision for Skincare Products in Bangladesh

Differences in socio-economic conditions, demographics, and infrastructural variances in the rural markets create substantial variances in the consumption patterns compared with the urban markets. As per a report of the World Bank, about 63 percent of the population resides in Bangladesh’s rural areas as it constitutes a bigger market for the consumption of different products. The researchers envision identifying the impact of packaging and labeling elements in the decision-making evaluation for different skincare products. The research exploration comprises of four objectives, i.e., perception and attitude towards packaging and labeling elements for the rural consumers, measuring the relative impact based on the demographical changes, determining the sensitivity towards branding elements and communication portrayed, and the ability in identifying the original skincare products in comparison with the copy products in the rural markets. The researchers conducted surveys in the Mymensingh, Netrokona, Jamalpur, and Sherpur Districts of the greater Mymensingh Division of Bangladesh. A total of 390 responses were selected based on the non-probability sampling frame. The target sample age group was chosen between 13 to 54 years. Researchers developed a questionnaire in combination with close-ended questions along with simple dichotomies. For analyzing the outcomes, the researchers have applied a statistical method of the “Z-test” Technique. The researchers identified that the packaging and labeling of skincare products influence rural consumers’ behavior. Different promotional strategies and trade marketing activities are recommended based on the findings, reinforcing the rural consumers’ acceptance of skincare products.