Conscious Consumers Research Articles

A sustainable Retailer's journey to sustainable practices: Prioritizing the customer and the planet

Rapidly increasing demand for eco-friendly products is evidence of consumers' intention to make responsible purchases. As a result, companies and retailers are increasingly pressured to reconsider their product lines and provide environmentally friendly products in order to satisfy their customers' demands. The current study aims to explore how sustainable retailers, sustainable product packaging, sustainable product availability, and lower price perception impact sustainable behavioral intention towards (SBI) sustainable consumption behavior (SCB). A survey in the form of a self-administered questionnaire was used to get information from millennials for this study. Smart Partial Least Square (SEM) was employed to analyze the data. This study's sample was obtained using judgmental sampling, resulting in 297 valid responses. The results indicate that millennials are progressively adopting environmentally responsible consumption practices. The study found that sustainable retailers, sustainable product packaging, availability, and lower pricing perception contribute to sustainable behavior intentions. The findings indicate that promoting ecological practices and environmentally conscious consumers can assist developing nations in attaining sustainability and ecological stability.

Examining the mediating role of brand trust and brand commitment in fostering consumer perceptions toward recycled products

AbstractOver the past decade, there has been an upsurge in environmentally and socially conscious consumers. The paradigm shift toward sustainability has obligated businesses to understand the role of consumers' attitudes toward sustainability. This study examines the impact of brand attitude on the intent to purchase recycled products through brand trust and brand commitment. Prior research focused specifically on recycled products and luxury brands; thus, this study endeavors to examine consumer behavior from the perspective of non‐luxury brands within the context of recycling. In doing so, a sample of 333 Indian consumers was used to analyze the formulated hypothesis using mediation analysis in SPSS Process Macro. The findings exhibit that brand trust and brand commitment serve as mediators as well as serial mediators in the relationship between brand attitude and purchase intention toward recycled products. The study advances the literature on recycled products by combining two theories – theory of reasoned action and trust‐commitment theory, and by incorporating a branding perspective into the picture. Besides this, it helps marketers prioritize what is really important for a brand to gain trust and commitment from consumers in this competitive world.

Panic buying in the second wave of COVID-19: the moderating effect of past buying experience

PurposeWith the advent of the second wave of COVID-19 pandemic, there is a need to analyse the scenario of panic buying (PB) behaviour of the customers which was evident in the first wave. This paper aims to examine the PB scenario as well as the moderating effect of past buying experience (PBE) on PB in the second wave of the COVID-19 pandemic.Design/methodology/approachThis study is based on the theories of stimulus–organism–response model and the competitive arousal model. Based on these theories, this paper investigates how panic situation created by external stimuli such as perceived scarcity (PS), perceived risk (PR), news in media (NM) and social learning affect the perceived arousal (PA) among people which in turn influence the PB behaviour of customers. Data were collected from 253 customers from different parts of India. Structural equation modelling is used to analyse the moderating effect of PBE on the PB in the second wave of COVID-19 pandemic.FindingsThe results indicate that the PS, PR and NM continue to be strong predictors of a buyer for PA. However, the PB is not reinforced by the moderation effect of PBE.Research limitations/implicationsThis paper investigates the consumers’ PB behaviours in the wake of third wave of COVID-19 pandemic which add to the existing literature of COVID-19 pandemic. Moreover, this study also examines how previous buying experience can moderate the PB behaviour of the customers in subsequent phases of COVID-19 pandemic. This supports the potential effectiveness of self-regulation as an intervention strategy for reducing PB behaviours during the COVID-19 pandemic.Practical implicationsThis study emphasises the impact of external stimuli like PS, PR and media coverage on PB behaviour, marketers and policymakers should manage to avoid triggers. Although PBE may not moderate PB during a pandemic, it can play a significant role in future buying behaviour. Anticipating potential triggers and designing effective marketing strategies that cater to customers' needs can help manage PB behaviour during disasters or pandemics. In addition, promoting conscious consumption awareness and self-regulation practices among customers can help manage PB behaviour, benefit the environment and society and make customers more responsible buyers.Originality/valueTo the best of the authors’ knowledge, this study examines the PB behaviour of customers during the second wave of COVID-19 pandemic for the first time. This study also investigates the moderating effect of PBE on the PB behaviour of customers during a pandemic which is new and significant that extends the literature on PB behaviour during a pandemic.

Social Media's Effect on Millennials and Generation Z's Green Purchasing Habits

Purpose: The purpose of researching the impact of social media on millennials' and Generation Z's green purchasing habits is to better understand how these platforms influence their attitudes and behaviours towards environmentally conscious consumer choices. This data can help businesses and marketers target and engage these demographic groups more effectively, as well as shed light on the role of social media in promoting sustainable consumption and driving positive environmental change. Theoretical framework: There are two theories that can be used to understand the impact of social media on the green purchasing habits of millennials and Generation Z. Social Learning Theory suggests that individuals learn and adopt new behaviors by observing the actions and attitudes of others, including those they follow on social media and Norm Activation Theory states that Individuals are much more likely to engage in environmentally responsible behaviours when they believe such behaviours are the social norm and are supported by their peers and social media influencers. Design/methodology/approach: A descriptive research design was used to investigate social media's impact on the green purchasing habits of millennials and Generation Z. The current study has conducted a quantitative analysis of the data that was gathered using a questionnaire survey. Based on the age category, the respondents were chosen using the purposive sample technique. Focusing on a particular age group that falls within the millennial and generation Z categories was done via non-probability purposive sampling. There were 600 respondents in the sample used for the study. Findings: According to the study's findings, social media has a substantial impact on shaping the attitudes and behaviours of generation y and z groups towards environmentally conscious consumer choices. Research, Practical & Social implications: Businesses and marketers can use the findings of this research to better target and engage these demographic groups in promoting environmentally conscious consumer choices. We can gain a better understanding of the role of social media in promoting sustainable consumption and the potential for these platforms to drive positive change towards more environmentally responsible behaviours by investigating the impact of social media on the green purchasing habits of generation y and z groups. Originality/value: The originality and value of this study investigating the impact of social media on millennials' and Generation Z's green purchasing habits derive from its potential to inform strategies for promoting sustainable consumption and driving positive change towards a more environmentally responsible future.

Evaluating the Consumer Attitude and Behavioral Consumption of Green Products in Vietnam

For the past few years, environmental degradation has become increasingly worse. Most nations, particularly developing nations, are experiencing excessive economic expansion, which has decreased natural resources and increased environmental pollution. Numerous nations have created plans to safeguard the environment and lessen harmful human effects on its resources. Transforming to using green products is the most powerful strategy to protect the environment. This study aims to investigate Vietnamese consumers’ decision to buy green products by assessing influencing factors, typically consumer consciousness. Data were collected from consumers across several major cities in Vietnam and analyzed using structural equation modeling (SEM). The primary factors include consumer awareness, consumption trends, reference groups, government policies, demand for green products, and economic factors. Research results show that most of the variables have a positive impact on the transition to green product consumption. Consumer awareness strongly impacts the transition to the consumption of green products and environmental responsibility on green purchase intention. The findings also reinforce the current view that pro-environmental factors override self-interest in buyer decision-making. Research results also show that government policies also affect green consumption behavior. Therefore, the government needs to develop policies to encourage green consumption.

189 Network Analysis of Survey Results from a Large Enrollment Course: Investigating Dynamics Among Background, Career Aspirations and Decision-Making of Students Related to Anima Science

Abstract The objective of this study was to investigate how a diverse student cohort was influenced by a general introductory Animal Science course offered to non-majors. To achieve this goal, an online survey was offered to students upon course completion and received 270 responses, from a total of 634 enrolled students. Reponses were coded using deductive coding according to pre-established research interests. A total of 81 different subcodes, grouped into 17 parenting codes were defined to characterize the following overarching themes: 1) Academic and agricultural background; 2) Career aspirations; 3) Course experience; 4) Course influence on future career; and 5) Course influence on consumer decision making. Correlation between codes was evaluated using Pearson Correlation Coefficient and only statistically significant (P ≤ 0.05) correlations were included in the matrices for network analysis. Network analysis maps were generated from the matrices at 3 levels of significance (P ≤ 0.001; P ≤ 0.01 and P ≤ 0.05). Interpretation of generated network analysis map (7 clusters; P ≤ 0.01; Q = 0.713) regarding student academic and agricultural background and career aspirations revealed close relationships between major, background and career aspirations. Similarly, a stronger agricultural background was correlated to majors in agricultural fields. Other interesting findings include the relationship of students classified as Freshmen and agricultural majors, indicating that students in agricultural majors may show an interest in Animal Science earlier in their academic career compared with those in other majors. The interpretation of generated network analysis map (3 clusters; P ≤ 0.05; Q = 0.413) reveals Structure and design and Informative as important positive comments connecting two large clusters relating to overall course experience. These two specific clusters differ mainly by the class of student represented and how they are influenced by the course, with Seniors showing decreased interest in Animal Science, while Freshmen and Sophomores declaring greater interest in the subject after the course. Analysis of course influences on future career and on decision making as consumers of animal products (3 clusters; P ≤ 0.05; Q =0.465) shows a clear separation delineated by the student perception of the course relevance. Each of the three clusters contains either Relevant directly, Relevant indirectly or Irrelevant, categories referring to perception of the students of the course related to their career. Greater behavioral changes toward a more conscious consumption of animal products were observed in the Relevant directly cluster. This cluster also contained careers in the agricultural sector and as a veterinarian, in comparison with the Irrelevant cluster, which contained corporate careers. In conclusion, these data present information regarding student perception of animal science as classified by their major. This may provide a foundational framework for studying how individuals from different backgrounds interact with animal agriculture.

Sustainable Consumption and Practice Theories: Connecting Elements of Clothing Sharing

Changes in lifestyles and clothing consumption patterns as paths to a sustainable society defines sharing as one of the strategies of slow fashion. Through practice theories, this research explores materials, competences and meanings that make up the practice. Thus, we sought to identify how the elements and the dynamics of clothing sharing are configured. Using a qualitative case study, data were collected through observations, semistructured interviews (individual and group), and a focus group carried out with practitioners and providers of a collaborative store. Our results revealed that: (a) for practitioners, the practice of sharing means exclusivity, economy, and sustainable consumption; (b) for providers, the practice is linked to a conscious consumption as an opportunity for more sustainable business, including financially (c) and different materials guide the practice of sharing clothes. The elements of clothing sharing are similar between practitioners and providers; therefore, they indicate the effectiveness of the practice, in addition to pursuing sustainable consumption. The research then contributes to the development of research on sustainable consumption once it identifies management practices aimed at the collaborative consumption of clothing.

Between conspicuous and conscious consumption: The sustainability paradox in the intermediary promotional work of an online lifestyle site

This article examines the representation of sustainability on the online lifestyle site Goop as a case study of how promotional media deal with environmental and social concerns. Specifically, the paper presents how promotional intermediaries address or conceal a tension between (1) the promotion of conspicuous consumption and (2) the advocacy of sustainable living. The paper contributes to cultural intermediary scholarship by showing how promotional intermediaries attempt to reconcile this tension, advocating consumerism favorable to them while still enhancing critical cultural citizenship. By presenting sustainable brands and environmental advocates, and different—at times, incommensurable—narratives on the relationship between sustainability and consumption, promotional intermediaries signal that sustainability is important while promoting actions that can be considered to contradict the idea of sustainability, such as excessive consumption. In this way they produce a safe space for brands and consumers but arrive at a sustainability paradox.

LANGUAGE MEANS OF MEDICAL ADVERTISING DISCOURSE

The article updates the opinion of the relevance of a comprehensive study of the phonetic and lexical units functioning peculiarities in medical advertising discourse as a means to influence the consciousness of a potential consumer. The linguopragmatic orientation of linguistic means in the given discourse is revealed and their frequency of use in medical advertising texts is determined.
 It has been proven that phonetic and lexical means of expression have the significant suggestive potential for creating an effective advertising discourse. They are used to enhance the emotional impact of the advertising message, attract the attention of the addressee, and stimulate memorization of the content of the text. Due to phonostylistic means, a bright image of a medicine is created.
 The peculiarities of the phonetic means functioning were investigated through the analysis of the most common techniques: rhyme, alliteration, assonance, anaphora, epiphora, onomatopoeia, phonemic repetition, and anadiplosis. The features of the lexical means persuasive effect on the recipient are considered on the example of the most commonly used stylistic figures, namely: metaphor, metaphorization, epithet, comparison, antonyms, euphemisms, anaphora, epiphora, inversion, oxymoron, wordplay (pun), etc.
 It was established that phonetic and lexical means serve to achieve the advertiser's manipulative goal. The use of expressive techniques in medical advertising discourse is aimed at quick involuntary memorization of the advertised medicine. The phonostylistic means increase the expressiveness of the advertising text, stimulate the addressee's interest, contribute to the coherence of statements, and have a mnemonic and suggestive effect, which contributes to the realization of the addressee's motivational goal.
 The methodological basis of the research consists of descriptive, functional, structural and semantic, quantitative and statistical methods.
 More than 400 advertising texts from the Ukrainian mass media (television, Internet) and printed advertising publications (booklets, leaflets) became the material for linguistic investigation.

ОРГАНІЗАЦІЯ КОРПОРАТИВНОГО СТИЛЮ МЕДИЧНОГО ЗАКЛАДУ: ФУНКЦІЇ ТА СКЛАДОВІ

Today's realities require medical institutions to take more careful account of intangible factors that make up an irreplaceable component of cultural characteristics. Changes in the socio-economic conditions of economic activity have led to increased attention of the management of medical institutions to the need to form a corporate style that will provide additional competitive advantages. The purpose of the study is to identify the functions and elements of the corporate style of a medical institution and its subdivisions, to find out its impact on the collective consciousness and behavior of consumers of medical services and to establish requirements for its development. The methodological basis of the study is modern research on the formation of corporate style and its impact on the reputation and successful development of organizations. The main hypothesis of the study is the assumption that corporate style influences the level of recognition and authority of a medical institution. Summary of the main research material. It is proved that an authentic, working corporate style for a modern medical institution is a necessary element of its organizational culture. It is determined that the corporate style contributes to creating a positive image of a medical institution in the eyes of consumers; allows distinguishing a medical institution from other medical institutions with a similar range of services; strengthens the organizational spirit of medical staff; increases the effectiveness of advertising; and creates a favorable image of a medical institution. The originality and practical significance of the study lies in the fact that a comparative analysis of the elements of corporate style of city clinical hospitals in Dnipro, which are clearly implemented on the official pages on the Internet, was carried out. Conclusions and prospects for further research. The conducted research has made it possible to state that the considered medical institutions of the city of Dnipro do not pay the necessary attention to the formation of their own corporate style. Sporadic initiatives and events create the appearance of the existence of a corporate style of a medical institution, but do not ensure the existence of such a corporate style that would work to increase the recognition and authority of a medical institution

Consumer perceptions of plant based beverages: The Ghanaian consumer's perspective

This study identified factors influencing consumer desirability for a concept beverage from tiger nut milk and cocoa pulp using qualitative focus groups with four demographic groups: mothers, young adults, adults, and middle-aged adults. Specifically, Ghanaian consumers’ knowledge of plant-based beverages (PBB), sensory attributes driving preferences and selection, and willingness to purchase were investigated. Focus group discussions were thematically analyzed by Attride-Stirling's method using ATLAS.ti.7 software. Most consumers were knowledgeable of PBB. Health and nutrition were main drivers of consumption while taste, cost, availability, and culture were barriers to consumption. Drivers of consumer preference of PBB differed across demographic groups. Environmentally conscious consumers (mothers, adults, and middle-aged) preferred paper packaging while young adults preferred plastic packaging for convenience. Middle-aged adults preferred unsweetened versions for health reasons and mothers preferred unflavoured PBB for their children. Consumers expressed willingness to purchase the concept beverage, citing innovation, taste, and health benefits as main drivers. Industrial RelevanceIncreased consumer awareness of the relationship between diet and disease and the importance of consuming healthful foods has informed a switch to more plant-based diets. Our results provide valuable insights to facilitate the development of an acceptable plant-based beverage for Ghanaian consumers.

The Influence of Education, Consumer Awareness, and Government Regulation on Sustainable Consumption Behavior: A Case Study on Ciawitali Market in Garut Regency

The present study examines the complex relationship that exists among education, consumer consciousness, governmental oversight, and sustainable consumption practices in the vicinity of Ciawitali Market, Garut Regency. Insights regarding the demographic profiles, educational attainment, consumer awareness, perception of government regulation, and sustainable consumption behavior of 195 participants were obtained from the sample. The relationships between these variables were analyzed utilizing Structural Equation Modeling-Partial Least Squares (SEM-PLS). Positive correlations were found between education and sustainable consumption behavior, consumer awareness and sustainable consumption, and government regulation and both consumer awareness and sustainable consumption behavior, according to the findings. The model demonstrated a strong correspondence with the data, underscoring the importance of effective government regulations, consumer education, and consumer awareness in promoting sustainable practices. By utilizing these insights, policymakers, educators, and market stakeholders can effectively develop focused interventions that promote sustainable development in the Ciawitali Market.

Evaluation of Primary School Teachers and StudentsOpinions About Conscious Consumerism

The aim of This study reveals the conscious consumer perceptions and behaviors of elementary school 2nd grade students and teachers. For this reason, basic qualitative research design was used in the study. The aim of basic qualitative research is to focus on how individuals give meaning to the reality in the social world. Participants were determined by the criterion sampling strategy which is one of the purposive sampling methods. The research was conducted with 48 second grade students studying at a school of average socioeconomic level in a district of Çorum within 2020-2021 academic year. 21 of the participants are girls and 27 of them are boys. The data of the research were collected from the students by means of drawing pictures about conscious consumerism and by explaining the picture they made, and from the teachers with open-ended questions. 3 of the teachers are female and 2 of them are male. when the data on conscious consumerism perceptions were examined, from 6 emerging themes, only the theme of wish and need was expressed by both students and teachers.

Less than 5mm — The unseen threat: A practice-led investigation into micro-plastics effects on coral reefs

This article presents an artistic practice-led research project that asks: How can communication design be used to raise awareness about the effect of microplastics on coral reefs, encouraging a shift in the mentality of single-use plastic? The study highlights the scale of the issue of micro-plastics, where environmental pollution stemmed from the throw-away society, intending to ignite action – from micro-plastics to micro-changes. An opportunity arose to visually communicate how such a desirable product, the micro plastic, is destroying ecosystems. The project employs a reflective inquiry methodology supported by a heuristic approach, surfacing the tacit and the experiential to heighten self-awareness within the researchers' practice. This approach enables the researcher to draw connections between the subconscious and unconscious mentality, challenging the stigma and pre-existing assumptions. The project explores risograph printing, a digital screenprinting method, complimented with the use of laser cutting to encourage the reader to engage with the artefact and shift the mindset from unconscious buying patterns to become a conscious consumer. In exploring these methods, the project draws on visual inspiration through contextual knowledge. Gathering information and understanding the scale of the issue contributed to the originality and the essence of artefact. The design artefact takes the form of a risograph publication design, embracing the tactility and sustainable practices of the risograph printer in responding the research question. The artefact encompasses the essence of microplastics, uncovering the truth that lies within its aesthetic appearance. Significantly, the project is a conscious, self-reflective inquiry that contributes to the field of knowledge surrounding designing for good, and to giving the ocean personhood. It contributes to discourse about practice-led research in graphic design to engage the reader in behaviour change.

Hotel management: methods, techniques, technologies

In the modern world, tourists are increasingly paying attention to environmental issues and the environmental responsibility of the tourism and hotel business, so hoteliers are striving to adhere to the principles of conscious consumption. In the presented study, the author identified both the incentives for the transition to the principles of eco-hotels and the barriers to the introduction of eco-innovations in thehotel business. The positive and negative aspects of the functioning of eco-hotels, as well as Russian and foreign experience and development prospects are considered.

What Can Consumer Goods Companies in China do to Help Achieve Carbon Peak?

The consumer goods industry is closely related to people's lives and affects everyone's food, clothing, housing, and transportation in almost every way. As consumers' consumption levels rise, they demand higher quality and are more concerned about the impact of their consumption behavior. In the context of China's rapidly awakening consumer consciousness, carbon neutrality is not just a public service project but a must for consumer goods companies to fulfill their social responsibility, meet consumer demand for sustainable products, optimize their business model, and meet the needs of investors. Globally, leading international consumer goods companies are developing carbon neutrality in full swing and have been widely recognized by consumers, investors, and other sectors of society. However, most of the domestic companies have started late and are still at the stage of asking questions. By analyzing the development experience of leading consumer goods giants, the author has proposed the discussion of strategies for consumer goods companies in China to help achieve a Carbon Peak by using case studies, analogy analysis, and benchmarking to provide guidance for consumer goods companies on their carbon neutral journey.

Investigation of the Relationship between Pre-service Social Studies Teachers' Attitudes towards Purchasing Geographically Indicated Products and their Status as Conscious Consumers

The purpose of this study is to investigate whether there is a relationship between social studies teacher candidates' attitudes towards purchasing geographically indicated products and their status as conscious consumers. The study was carried out with a total of 211 teacher candidates studying at two different state universities in Turkey in the spring semester of 2022-2023 academic year. The relational survey model, one of the quantitative research types, was utilized in the study. The data in the study were collected through the Attitude Scale Towards Buying Geographically Indicated Products, developed by Yüce & Korucuk (2020), and the Conscious Consumer Scale developed by Buğday (2015). The SPSS 22nd statistical program was used in the analysis of the quantitative data obtained. As a result of the study, the following findings were attained. It was found that the attitudes of teacher candidates towards purchasing geographically indicated products and their state as conscious consumers did not demonstrate a statistically significant difference in terms of gender; similarly, it was observed that there was no significant difference in terms of the "parent average monthly income" variable. Nevertheless, it was revealed that there was a positive and significant relationship between the attitudes of pre-service teachers towards purchasing geographically indicated products and their status as conscious consumers.

Greater Appeal of Native Plants for Environmentally Conscious Consumers

AbstractNative plants are increasingly of interest to growers, wholesalers, and retailers as they seek to expand sales in this important plant category. A recent online survey of 2,066 Americans showed that while many consumers were interested in, and had made a purchase of, a native plant in the past 12 months, more than half believed they were either slightly or not at all knowledgeable about native plants. People who use more environmentally conscious gardening behaviors (e.g., composting, recycling containers, rain barrels, organic practices, pollinator friendly plants, plants requiring less irrigation) are more likely to view native plants as important in their gardens and landscapes. Three segments based on perceived importance of native plants were compared and marketing implications are discussed.

Understanding Motivations for Individual and Collective Sustainable Food Consumption: A Case Study of the Galician Conscious and Responsible Consumption Network

Although consumer attitude towards sustainable food has increased over time, scientific research suggests that more profound comprehension is needed of the social and psychological dimensions that condition consumers’ willingness to purchase food items produced in a sustainable way. The current study attempts to understand the individual motivations that drive conscious consumption, in both the individual and collective spheres, expressed through joining a local social innovation in the food domain. A multi-method design was used, which combined participatory observation, document analysis, and twenty-six in-depth interviews with members of eight local food consumption initiatives located in the Galician region (Spain). The findings reveal that sustainable food purchasing is driven by the individual’s motivation to maintain a healthy diet, pro-environmental and social values, environmental awareness, and attachment to Galician rural areas. Concerning motivations underlying people’s willingness to engage in conscious and responsible consumption initiatives, the first reason relates to the fulfilment of basic needs (affordability and accessibility to organic, low-carbon, and fair-trade goods), followed by sociopolitical goals and the aspiration to satisfying social and psychological needs such as the need for connectedness or the desire for autonomy and control over one’s purchasing decisions.

Impact of Non- Store Retailing in Indian Economy

Non-store retailing is the selling of goods and services without ever establishing a physical store, as opposed to the traditional way – the very foundation of retail. In an ever-changing market of globalization era, where need for better efficiency is crucial, non-store retailing is patronized to time conscious consumers or compulsive buyers. Non-store retailing, that includes e-commerce, direct selling, telemarketing, etc., has evolved throughout the years and continues to offer consumers the convenience of buying 24 hours a day, 7 days a week and delivery at the location and time of their choice. Taking a leap in popularity in the pandemic era, the mere expectation that it will grow at a staggering rate over the next few years is no rocket science either. Although here the potential customer base can be limitless, it’s not devoid of its own demerits and negative aspects, of which unhealthy competition leading to customers having to pay twice-thrice the money they should pay, is the biggest. This study aims to thoroughly go through both the positive and negative aspects of non-store retailing, to seek out and strike a balance between store based retailing and non-store retailing, so that both continue to develop, evolve and thrive in a healthy manner and contribute to the nation’s GDP and towards customer satisfaction as well as retention.