The role of outdoor advertising in consumer behaviour in implementing the goals of sustainable development: a case study of Lithuania

The purpose of this study was to determine the influence ratio of outdoor advertisements on survey participants (consumers) and to measure the effects on participants' purchasing behavior. The research also attempted to specify the different characteristics of outdoor advertisements in comparison to other advertising instruments. The other research aims are to designate the status of outdoor advertisements among the advertisement instruments which are thought to have an effect on the purchasing behavior of consumers and to determine the effects and dimensions of outdoor advertisements. A face-to-face interview survey is conducted on 200 respondents who are selected with non-random sampling. Data were analyzed by using T-test, variant analysis and factor analysis. The result of the analysis shows that people generally have positive opinions about outdoor advertisements. They think that outdoor advertisements are more eye-catching and creative when compared to other advertisement types and their physical size lends them an effective visual impact. Respondents also stated that outdoor advertisements contribute to the cityscape in terms of variety and beauty, and they do not pollute the environment. However, awareness of outdoor advertisement amongst some people is relatively low. The results of the study indicate that outdoor advertisements which create different ideas, which are effective in informing and persuading people and which are sensitive to the environment can be viewed positively by consumers. In particular, amongst consumers with higher educational and income levels, outdoor advertisements are becoming striking and their visibility is increasing.

Aim: Provide a summary of the discussion of focus group 2 at the workshop on “Methodology for assessing the campus sustainability from the perspective of multi-level antifragility” held in June 2016 at Siauliai University (Lithuania), as well as reflection notes each of the participant wrote after the workshop. The paper shows the outcome of the process of interaction and reflections of the authors. Design / Research methods: This article contains feedback based on the experience and ideas from third year students from sustainable business from the University of Siauliai (Lithuania). Discussion took place during the workshop in focus groups. Afterwards, a discussion took place among all participating students and lecturers. After the workshop, the authors wrote individual feedback notes. These are summarized in this paper. Conclusions / findings: When using a wider set of indicators of campus sustainability showing different types of fragilities, different stakeholders need to be used as a source of information. The reason is that when not possessing information on a certain aspect, as was confirmed by this focus group, an indicator tends to be considered irrelevant. A conclusion that should be treated with care is that indicators of lying and cheating, honesty, as well as indicators of mistakes may be a good starting point for creating indicators of campus sustainability focusing at threats for organizational viability and sustainability of the university’s external environment. Originality / value of the article: The article provides critical feedback on an innovative approach towards research on campus sustainability.

Due to the development of interactive technologies, outdoor advertising has undergone a substantial evolution recently. However, depending on the cultural environment, interactive outdoor advertising may or may not be beneficial. Shanghai offers an intriguing location for investigating the effects of cultural elements on consumer reactions to interactive outdoor advertising because it is a vibrant and culturally varied metropolis. The scope of this study is limited to Shanghai's interactive outdoor advertising. It explores how cultural influences affect consumer attitudes and behaviors, taking into account both city residents and tourists. The purpose of the study is to shed light on the efficacy of interactive outdoor advertising and the influence of cultural factors on customer behaviors. Based on it, this study aims to investigate the impact of cultural factors, consumer attitudes and behaviors, and the socio-economic environment on outdoor advertising in Shanghai, as well as the moderating role of perceived consumer effectiveness. This study adopts a quantitative research method with a cross-sectional approach. A longitudinal research design is utilized, collecting data in five phases from a sample of 375 respondents. The respondents comprise a mix of local residents and visitors to Shanghai. The data collection process includes surveys and interviews to gather information on consumer attitudes, behaviors, and the socio-economic environment. Smart PLS is employed for data analysis, enabling the examination of relationships between variables. The study found that cultural factors such as individualism, uncertainty avoidance, and long-term orientation have a significant impact on consumer attitudes towards outdoor advertising. Moreover, the study revealed that consumer effectiveness plays a moderating role in the relationship between cultural factors and consumer attitudes. Overall, this study contributes to the existing literature by providing a comprehensive understanding of the factors that influence consumer attitudes towards outdoor advertising.

This study aims to investigate the impact of outdoor advertising on consumer behaviour by using eye-tracking analysis while drivers travel specific routes in Žilina, Slovakia. This research combines questionnaire inquiry and A/B testing to assess the conscious and subconscious effects of outdoor advertising on consumer decisions. The findings of this study have important implications for businesses providing outdoor advertising spaces, as well as those using outdoor advertising as a form of advertisement. Additionally, the study provides insights into the role of transportation background and how it influences consumer behaviour in relation to outdoor advertising.

The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech goods and on the level of consumer involvement in the purchasing process. Results showed that Highly Rational, Cautious, and Demonstrative behaviours can be observed in case of high consumer involvement in the buying process. Rationally-Confident, Comfortable, Adaptive behaviour can be observed in the case of low involvement. The peculiarities of communicative influence for each type of consumer behaviour in the market of high-tech goods are determined and the appropriate strategies of marketing communication are offered. Practical implementation. Strategies of communicative influence and communication sources depend on consumer behavioural types and the stage of the process of adopting innovations. In case of highly rational consumer behaviour, generic strategy, benefit strategy, and unique technical advantage strategies are recommended to be used as the main communicative strategies. Benefit strategy, unique technical advantage strategy, positioning strategy should be used in the case of rationally confident behaviour. The technology of intrusion, intimidation, positioning strategy, affective strategy, and resonance strategy should be used in the case of cautious consumer behaviour. Brand strategy should be used in the case of demonstrative consumer behaviour. The communicative strategies of product positioning and the strategy of resonance can be used in the case of comfortable consumer behaviour. Brand strategy is the main communicative strategy in the case of adaptive consumer behaviour. Communicative influence and communication sources depend on the stage of adopting innovations: 1) awareness, 2) attitude formation, 3) decision, 4) confirmation, 5) implementation. The main communicative channels on the first and second stage of the process of adopting innovations are: exhibition activity, TV advertising, outdoor and print advertising, Internet advertising, specialized publications, testing centres for goods, state educational programs. The main communication channels on following stages are testing centres, the advice of friends and acquaintances, customer’s experience, the advice of vendors-consultants.

Views of Mental Health Care Consumers on Public Reporting of Information on Provider Performance

The aim of this article is to provide the results of research focused on the topic connected with the country of origin effect and its influence on the consumer behaviour of the young consumers called the Generation Y. This research is conducted on the base of the qualitative research methods combining the focus group and group discussion (called focus group discussion). The Generation Y consumers are at these days important part of the consumers – they are forming their opinion and consumer behaviour so the companies can positively influence them. This study contains the results which reflect the opinion of consumers in condition of the Czech Republic in connection with the country of origin effect, consumer ethnocentrism and consumer patriotism and its influence in the wine industry.

<b>Background: </b>Male<b> </b>contraceptive options are limited to condoms or vasectomy and have lacked significant developments for about a century, suggesting the value of exploring male hormonal contraceptives (MHC). In October 2018, a transdermal gel method entered Phase 2 clinical trials, indicating MHC may soon be available. However, eventual uptake of potentially contentious innovations, like MHC, requires informed marketing and promotional strategy. Consumer behavior research methodologies can aid in determining consumer perspectives, providing a framework for effective marketing to encourage MHC adoption upon market introduction. <b>Methods: <i>Phases 1 &amp; 2.</i> </b>Focus groups (n=29) and individual, in-depth interviews (n=20) among college-aged men and women aged 18-26 years were conducted using a semi-structured approach. Techniques from expanded grounded theory were used, allowing for a constant comparative approach to data contextualization and theme identification. Ads were created based on focus group results and tested in the interviews. Content analysis served as the data analysis strategy, allowing for a constant comparative approach to data contextualization and theme identification. <b><i>Phase 3.</i></b> College-aged men and women (n=1,997) aged 18-26 years participated in a web-based survey. Multiple linear regression was used to examine significant predictors of attitudes toward, interest in, and intention to use or encourage use of MHC. A conjoint analysis procedure was also used to assess the relative importance of attributes on ad effectiveness and preference. <b>Results: <i>Phase 1.</i> </b>Three primary themes emerged from focus group discussions: 1) openness to MHC; 2) resistance to MHC; and 3) MHC gel innovation characteristics. Men and women were generally interested in the idea of an MHC method. Hesitance about MHC surrounded the social acceptance of a novel contraceptive product, resistance to changing current contraceptive routines, and fear of health consequences. Participants shared insights about promotional strategies which fell within the diffusion of innovations (DOI) characteristics of relative advantage, complexity, compatibility, and observability. <b><i>Phase 2.</i></b> In-depth interviews offered insight into perceptions of message development for MHC. Four themes emerged: 1) humor, 2) information, 3) relatability, and 4) credibility. Message testing in interviews yielded an understanding of elements participants responded most strongly to, including: 1) ad sentiment, 2) trustworthiness, and 3) visual appeal. <b><i>Phase 3.</i></b> Regression analyses revealed being sexually active (p=0.001) and having prior knowledge of potential MHC methods (p=0.031) aligned with positive MHC attitudes, interest, and intention. Conservative political views (p=0.002) and being satisfied with current male birth control offerings (p=0.000) were associated with negative MHC attitudes. Conjoint analysis identified informational messages as most important (56.62%). Informational (p=0.000) and aspirational messages (p=0.003) paired with relatable characters were the most highly preferred ads.<b> </b><b>Conclusions: </b>Findings revealed college-aged men and women express a general interest in the idea of MHC, with hesitance stemming from social acceptance of a novel contraceptive product, resistance to changing current contraceptive routines, and fear of potential side effects and long-term health consequences. Promotional strategy for MHC, or similar novel health products, must focus on stratifying consumers based on their readiness to accept a potential innovation and use tactics like aspirational marketing, social norms marketing, and informational marketing to confirm benefits and address concerns. Qualitative formative research also illuminated salient concepts for MHC advertising. Message testing revealed informational ads with elements of credibility may be most useful for promoting MHC, along with ad concepts audiences feel they can relate to or trust, and practical messaging or imagery meant to increase agency in use. The quantitative survey further supported these findings among a broader, university audience, indicating informational messages or aspirational messages paired with trustworthy, relatable characters are the most effective ad attributes to incorporate into marketing strategy when promoting a novel contraceptive product, like MHC.<b></b>

The article examines the features of the model and methods of studying consumer behavior in tourism. The relevance of the chosen topic of the article is determined by the dynamics of changes in the consumer behavior of tourists, radical changes in their preferences and decision-making criteria under various external influences, primarily the COVID-19 pandemic and military operations. It is noted that the behavior of consumers of services in the market of the hospitality and tourism industry has its own characteristics related to the immateriality of tourist services, the delayed period and remoteness of the place of consumption, inflated expectations of tourists, reflection and evaluation of the tourist's own experience. A five-level model of consumer-tourist behavior has been adapted for the field of tourism and it is concluded that the greater is the gap between the expected and actual properties of the tourist product, the more acute is the consumer's dissatisfaction, which may affect the consumer's further behavior, his/her tourist motives, and re-appeal. The methods of research of consumer behavior in tourism are considered, the attention is focused on the survey method and focus groups, which are actively used in tourism practice. The results of the latest research on consumer behavior according to the own methods of global consulting agencies, travel aggregators, expert communities, professional organizations, travel portals, which should be taken into account by the players of the travel market, are described. In general, the understanding of the stages, a tourist goes through in the process of buying a tour, gives the travel company the opportunity to fully satisfy his/her needs, establish long-term interaction and increase loyalty. And the understanding of the role of various participants in the process of purchasing and the factors that influence purchasing behavior when buying a tourist product enables the travel company to develop an effective program to support the demand for tourist services. It is concluded that in order to increase the level of satisfaction of tourists, it is necessary to address the following factors: safety, emotions, hospitality of residents, ecology, tourist infrastructure, quality of service, logistics, availability and completeness of tourist information, convenience of planning and booking a trip, prices. It is also important to pay attention to the motives of tourists for traveling and to take into account the emergence of a new solvent young generation of consumers who have their own consumer preferences.

CONSUMER BEHAVIOUR

PurposeThe individual’s set of values determines how they make decisions and navigate various personal and professional issues. This study aims to investigate the substitutability of self-improvement values for self-transcendence values in fostering responsible consumption behaviors in society, using Schwartz’s Basic Human Values as the theoretical foundation.Design/methodology/approachFocus group discussions are used to investigate the research problem. Representative samples of 100 centennials or Generation Z college students (50 undergraduate and 50 postgraduate students) and 45 millennials or Generation Y working employees were chosen for focus group talks to ensure the findings’ correctness. Using thematic analysis, the information gathered was coded and analyzed manually.FindingsThe paper looks into whether people’s self-transcendence values play a role in getting them to act responsibly when they buy things. This study gives us much new information about how people’s values change and how people buy things in today’s world.Research limitations/implicationsThis study explains how changing values make people want to be more responsible with their money and adds to the literature on sustainable consumption and consumer behavior. Using the lens of Schwartz’s Basic Human Values, this study extends the theoretical domain of responsible consumption.Originality/valueThe concept of sustainable consumption is essential for the next generation’s well-being. The sustainable development goal (SDG) 12 of responsible consumption is the focus of this study. This is a novel study to examine and understand factors that can facilitate consumers to consume responsibly to attain the SDGs. This is also one of the first studies on responsible consumption, using focus group discussions as the research methodology.

One of the reasons for the low quality of the environment today is the activities carried out by humans as consumers. Consumers' positive attitudes towards environmental issues can be encouraged by economic literacy and ecological literacy, which reflect the relationship between the economy and ecology. A person's lack of insight into the environment causes various environmental problems to continue without the perpetrators of destruction realizing it. Solutions to various environmental issues must come from all scientific disciplines, especially the most basic ones in education. Environmentally friendly consumer behavior is individual behavior that is influenced by concern for the environment. This research aims to describe the influence of economic literacy and environmental literacy on environmentally friendly consumer behavior, financial literacy on ecologically friendly consumer behavior, and environmental literacy on social consumer behavior. Environment. Environment. This research was conducted using a quantitative approach and correlational descriptive analysis techniques. This research analyzes the influence of Economic Literacy and Environmental Literacy on Green Consumer Behavior. The research population was students of the Economic Education Study Program, Faculty of Teacher Training and Education, Kuningan University. Data analysis uses multiple regression. The research results show that economic and environmental literacy positively affect environmentally friendly consumer behavior. The findings of this research have implications for efforts to increase consumption of green consumer behavior, which is predominantly triggered by digital media and educational institutions. In addition, the research results show that although environmental literacy positively affects environmentally friendly consumer behavior, the effect is low. This can be improved with a learning approach that seeks to increase student involvement by using the environment as a learning resource. So, the author recommends that for further research, an approach can be used that involves students in utilizing the environment through learning activities that will attract students' interest in studying things related to life and beneficial to the environment.

This research aims to find out the effect of fashion involvement on the impulsive buying behavior in consumers of 3 Second Family Store Purwakarta, to determine the effect of positive emotions on the impulsive buying behavior in consumers of 3 Second Family Store Purwakarta. And to determine the effect of fashion involvement and positive emotions on the impulsive buying behavior in consumers of 3 Second Family Store Purwakarta. This research was conducted by distributing questionnaires to 97 respondents with probability sampling method. The data analysis technique used in this research is quantitative descriptive analysis, classic assumption test, multiple linear regression analysis, and coefficient of determination (R²). Based on the results of the F test analysis, it shows that fashion involvement and positive emotions simultaneusly influenced the impulsive buying behavior in consumers of 3 Second Family Store Purwakarta, and based on the t-test that fashion involvement and positive emotions partially positive and significant on impulsive buying behavior in consumers of 3 Second Family Store Purwakarta.

Although Colombia has a health system based on market and neoliberal principles, in 2004, the government of the capital-Bogota-took the decision to formulate a health policy that included the implementation of a comprehensive primary health care (PHC) strategy. This study aims to identify the enablers and barriers to the PHC implementation in Bogota. The study used a qualitative multiple case study methodology. Seven Bogota's localities were included. Eighteen semi-structured interviews with key informants (decision-makers at each locality and members of the District Health Secretariat) and fourteen FGDs (one focus group with staff members and one with community members) were carried out. Data were analysed using a thematic analysis approach. The main enablers found across the district and local levels showed a similar pattern, all were related to the good will and commitment of actors at different levels. Barriers included the approach of the national policies and a health system based on neoliberal principles, the lack of a stable funding source, the confusing and rigid guidelines, the high turnover of human resources, the lack of competencies among health workers regarding family focus and community orientation, and the limited involvement of institutions outside the health sector in generating intersectoral responses and promoting community participation. Significant efforts are required to overcome the market approach of the national health system. Interventions must be designed to include well-trained and motivated human resources, as well as to establish available and stable financial resources for the PHC strategy.

Among various mobile–based communication technologies, QR codes have recently gained a great popularity in mobile advertising. These codes are used by marketers for advertising in various ways such as in print media, in outdoor advertising, or even on the product packages so that consumers could get relevant information at instance. In the current literature perceived usefulness, behavioural intention, previous experience, knowledge and environmental constraints have been identified as the factors that lead consumers to scan QR code ads. The aim of this study was to investigate the factors and their extent in influencing the QR code ad scanning behaviour of Turkish and German consumers. The results demonstrate that perceived usefulness and previous experience affect the scanning behaviour of both the groups, whereas knowledge about scanning and environmental constraints affects only the scanning behaviour of Turkish consumers. Contrary to our expectations, behavioural intention does not influence the behaviour of either Turkish or German consumers.