The Impact of Communicating Sustainability and Ethical Behaviour of the Cosmetic Producers: Evidence from Thailand

Purpose—This study aims to demonstrate the antecedent factors of consumers’ cosmetics purchasing behaviour in the emerging market of Thailand from the perspective of sustainability. Specifically, the study aims to quantitatively analyse the impact of three hypothesised antecedents of consumer behaviour: product quality, communicating sustainability, and ethical business behaviour. Methodology—A quantitative methodology is applied in the study, which collects survey data from Thailand. This study focuses on two cosmetic brands in Thailand, a domestic brand and an international brand. The total 800-sample dataset was analysed using Structural Equation Modelling to validate a conceptual model with measurements of three antecedent factors: quality, ethical behaviour, and communication sustainability. Findings—It is found that ‘ethical behaviour of the producers had a non-significant impact for all samples and the ‘domestic brand’, whereas communicating sustainability had a significant impact in all sample cases. The proposed measurement scales present a practical and pioneering tool for assessing consumer responses and behaviour towards cosmetic brands. The set of scales will also help cosmetics marketers to appraise their strategic planning and monitor their progress toward creating and identifying consumer loyalty to cosmetics brands via producers’ ethical behaviour and CSR messaging. Originality—The global market and inter-stakeholder communications have greatly changed the way people perceive, behave towards, and react to business suppliers. The understanding of consumer brand loyalty in the cosmetics industry and the business strategies focused on the impact of communicating sustainability with ethical behaviour remain limited, especially in the context of the emerging market. This research contributes to filling this gap with empirical analyses.

Strategies of German Bundesliga and English Premier League clubs for the COVID-19 crisis: the case of international broadcasting fans

During the COVID-19 pandemic that paused sports worldwide, the German Bundesliga League (GBL) and English Premier League (EPL) took two different strategic approaches to agree with their players on returning to play. To become better informed and prepared for future crisis management, this study examines consumer responses to these opposing strategies. We also identify how perceived organizational legitimacy, trustworthiness, reliance, and justifiability have an impact on consumer multimedia consumption of the games. A sample of 503 participants responded to an online questionnaire regarding the contrasting decisions taken by the GBL and the EPL during the global health crisis. SEM with multi-group analysis was conducted to test the research hypotheses. When comparing the two selected sport leagues, the league that reached an agreement with their players experienced higher levels of perceived legitimacy while needing fewer perceptions of trustworthiness, reliance, and justifiability to obtain higher multimedia consumption intention from consumers.

Impact of Pandemic Communication on Brand-specific Outcomes: Testing the Moderating Role of Brand Attitude and Product Category

The unprecedented crisis due to the COVID-19 pandemic has resulted in a shift in consumers’ attitude, behaviour and purchasing habits across the globe. While brands make all the efforts to cope up, they also need to devise strategies to survive in the post-crisis situation. It is in the light of this disturbed equilibrium that the present study is undertaken. Using structural equation modeling (SEM)-based analysis of 240 consumer responses, the article analyses the direct influence of pandemic communication and the indirect impact of brand attitude and product category on three specific brand outcomes, viz. image, trust and loyalty. The findings reveal a positive and significant impact of communication during pandemic on all three brand outcomes under investigation. Further, though the results do not divulge the moderating role of brand attitude, they establish the impact of pandemic communication on brand loyalty for non-essential product category. On the basis of the findings, the study yields useful suggestions that can be implemented by brands to hold themselves more strongly in the post-pandemic future.

Consumers’ Responses to Corporate Normalised Misconduct During an Industry-Wide Crisis: An Investigation in the Chinese Dairy Industry

Industry-wide crises are rooted in institutional problems and can cause large-scale negative consequences. This study investigates consumer responses during industry-wide crises by considering micro-level psychological aspects of institutions – the processes in which individual consumers perceive, judge and respond to the affected industry as an institutional entity. Specifically, it examines how consumers’ perceptions of the normative and regulatory environments of the affected industry influence their purchase intentions through legitimacy judgement. A consumer survey ( n = 534) was conducted after an industry-wide crisis in the Chinese dairy market. The results show that a high degree of perceived normalised misconduct and insufficient governmental regulation propel consumers to form negative legitimacy judgements of institutions and decrease their purchase intentions. This study is one of the first to provide an integrative framework for understanding consumer psychological mechanisms during industry-wide crises. It contributes to integrating the perspectives of consumers’ micro-level psychological mechanisms with views from macro-institutional environments. The research provides implications for managing industry misconduct and industry-wide crises.

Perspectives and Attitudes towards the Functional and Safety Aspects of Seaweeds for Edible Applications in India

Seaweeds are inevitable resources of nutrition bearing favorable rheological characteristics, which has resulted in their inclusion in a variety of daily consumer products. India, with its vast coastline and over 1000 species of seaweeds, presents tremendous potential to bring this resource into nutraceuticals and the food sector. The present survey was designed for the Indian population, which was further classified according to diet preferences, age groups, gender and various occupations. Their perceptions regarding nutritional aspects, sensory views, safety hazards and resource reliability were recorded. Among all groups studied, gender represented significant differences upon the various safety opinions recorded (p < 0.001) compared to the occupations, age groups and diet preferences studied. In addition, the dataset revealed the pro-phycological behavior of consumers subjected to vital concerns about bioresource reliability and pre-processing to avoid health hazards related to wild harvest or on-shore cultivated samples. In addition, consumer responses also revealed potential inhibitory factors in edible applications such as taste and smell. This study suggests that collaborative efforts among media, culinary experts and phycologists could play a pivotal role in promoting seaweeds in the rapidly expanding food sector industry of India.