Conscious Consumers Research Articles

The Role of Consumer Speech Acts in Brand Activism: A Transformative Advertising Perspective

Transformative advertising research (TAR) suggests examining advertising’s transformational possibilities via the interactions between institutional actors at each marketing level to gauge its effect on society. We employ rhetorical institutionalism as a lens to examine the online speech acts of consumers as they respond to a brand activism campaign focusing on an environmental problem. Our data take the form of written comments by YouTube users and employ a research design using automated text analysis and qualitative thematic data analysis. Our contributions to TAR are threefold. First, we offer a preliminary conceptualization of the role of consumer language as rhetorical institutional work to advance TAR scholars and practitioners’ insight. Second, we highlight the role of linguistic tone and clout in giving speakers agency through which consumers as institutional actors create, maintain, and disrupt institutional logics and practices. Finally, we develop a tripartite classification of consumer speech acts used to support brand activism. We label these activist warriors, brand champions, and conscious consumers as typologies that deepen understanding of how consumers’ online speech may amplify brand activism, thereby contributing to advertising’s transformative outcomes. We conclude by outlining important managerial implications including how practitioners can adopt the tripartite classification to enhance brand activism campaigns.

Reseller or Market? E-platform strategy under blockchain-enabled recycling

Promoting the development of the e-platform and circular economy is significant. This study focuses on a closed-loop supply chain (CLSC) comprising an individual manufacturer and an individual e-platform. We construct a differential game model from the perspective of dynamic changes in product goodwill and study the issue of selection of sales mode for e-platforms when there exists an application of blockchain to solve the recycling problem. The results show that: The decision of an e-platform to build a blockchain in CLSC depends on the trade-off between blockchain implementation costs and effectiveness, which is determined by the product's real recovery rate. The decision to adopt blockchain does not affect the e-platform's selection of the sales mode, compared to the commission rate, which is the main influencing factor. Interestingly, in the region where the platform and the manufacturer agree, there is a counter-intuitive situation where the manufacturer and the e-platform agree on the reseller mode when the commission rate takes a value close to zero. Blockchain can not only enhance the performance of the CLSC backward chain by increasing the amount of reverse recycling but also improve the performance of the CLSC forward chain by increasing brand goodwill by raising the favorability of environmentally conscious consumers. Blockchain can enhance economic, environmental, and social performance (EES) across CLSC when the construction cost is within a certain threshold, achieving Pareto improvement in both reseller and market modes.

Closed-Loop Supply Chain Integration: Assessing Marketing Impacts and Customer Perceptions of Sustainable Brand Value in the Saudi Photovoltaic Industry

Purpose: This investigation addresses the influence of closed-loop supply chain integration (CLSCI) on consumer perception of sustainable brand value, examining its effect on purchasing decisions, brand loyalty, and image. Theoretical framework: The study operates within a framework that posits CLSCI as a potential enhancer of sustainable brand value, mediated by demographic variables and consumer consciousness of sustainability practices. Design/methodology/approach: A cross-sectional analysis was performed with 240 Saudi participants using Multivariate Analysis of Variance (MANOVA) to assess the hypotheses derived from the theoretical framework. Findings: Results indicate a direct correlation between CLSCI and brand image, strengthened by consumer awareness. Moreover, age and awareness significantly mediate the relationship between CLSCI and perceived brand value and purchasing decisions. Research, Practical & Social implications: Findings underscore the necessity for Saudi photovoltaic (PV) firms to elevate CLSCI awareness and its linkage to brand image. The study also prompts further examination of age-related influences and sustainable waste management practices. Originality/value: his study contributes to the limited research on CLSCI's role within the Saudi PV sector, providing empirical evidence and a conceptual model for CLSCI implementation, offering insights for enhanced consumer engagement and sustainable brand development.

Sustainability in hungarian viticulture

In our globalised world, humankind is increasingly realising that we have consumed the Earth’s resources, and it is necessary to change our own mind and attitude. Economic, social and ecological sustainability has become a fundamental goal in every sector, including vine and wine growing. Hungary is ranked 16th and 7th in the wine growing of the world and the European Union respectively (OIV 2022 forecast). Thus, global goals need to be increasingly enforced also in this sector in order to be able to keep our competitiveness. Markets are becoming more and more concentrated. New World countries are developing exponentially. So tradition and expertise are no longer enough to maintain and develop the sector. There is a need for collaborations and integrations, for which cooperatives and clusters serve as a model most of all. Since, however, their implementation is difficult in Hungary, it is necessary to put more emphasis on scale efficiency, cost minimization and sustainability. The latter one represents higher customer added value and meets the demand of conscious consumers. This study is intended to deal with costs and buying-in prices by farm sizes, and to show which sizes may be economically sustainable.

THE DEVELOPMENT OF MEDIA PEDAGOGY AS A COMPONENT OF MEDIA EDUCATION IN THE REPUBLIC OF POLAND (First Quarter of the XXI Century)

The publication analyzes the development of media pedagogy in Poland during the first quarter of the twentyfirst century and its role in the country's media education system. The article examines the strategy of state policy for the development of media education, studies initiatives and programs aimed at increasing the level of media literacy and forming critical thinking about media. It also examines the achievements, problems and prospects of media pedagogy in Poland, taking into account the challenges of the modern information society. The study of media pedagogy in Poland in the first quarter of the twenty-first century is important in view of the current challenges and opportunities in this field. This study aims to identify achievements and problems, as well as to identify future prospects. Understanding the strategies implemented by Poland in the field of media pedagogy can contribute to further research and offer practical recommendations for improving media education in Poland and other countries. There are contradictions in the development of media pedagogy in Poland. On the one hand, the accessibility of information through the media contributes to education and conscious consumption of news. On the other hand, the abundance of information can lead to information overload and mixing of facts with fake news, which emphasizes the need to improve media literacy. In addition, the rapid development of media technologies can lead to the loss of traditional cultural values, which also necessitates the preservation and promotion of cultural heritage. Media platforms provide an opportunity for personal expression, but at the same time can contribute to the spread of negative content, which requires effective protection against media violence and discrimination. This study is relevant given the complexity of the modern media environment and the need for a balanced approach to media education and pedagogy.

Perilaku Konsumsi Berkelanjutan (Sustainable Consumption Behavior) di Indonesia: Peran Environmental Concern, Perceived Consumer Effectiveness dan Altruism

The consumer consciousness and collective actions of the community constitute a primary challenge in striving for environmental conservation and enhancing social well-being as part of the sustainable development goals. One of the efforts to address this challenge is by adopting sustainable consumption behavior (SCB). In general, this research aimed to engage with sustainable development issues at the consumer level. This research specifically adopts the EECB (Ecologically Conscious Consumer Behavior) model measured by the factors of environmental concern (EC), perceived consumer effectiveness (PCE) and altruism (AL. This research used a survey method and collected data from 304 consumers in Indonesia. The results indicate that environmental concern is not a significant factor in predicting ECCB and confirm the gap between environmental concern and consumer actual behaviors also suggesting that Indonesian consumers still struggle to translate their environmental concern into actual action. Meanwhile, the PCE factor is known to influence ECCB significantly. However, altruism was not found to be a moderating factor in the relationship between PCE and ECCB, but instead strengthened the relationship between EC and ECCB.

USE OF HISTORICAL AND PRACTICAL ASPECTS OF ENVIRONMENTAL MONITORING RESEARCH IN THE TRAINING OF STUDENTS FOR 101 ECOLOGY

Environmental monitoring is an important component of environmental science and helps to collect information about environmental pollution, the state of natural resources and climate. This article examines the history of the development of environmental monitoring from the first observations to modern technologies and the use of historical and practical aspects of environmental monitoring research in the preparation of students in the field of ecology 101.
 Today, environmental monitoring has become more accurate and extensive thanks to modern technologies such as drones, satellites, sensors and other means of data collection. This allows collecting data on air, water, soil and climate pollution with greater accuracy and frequency. The information collected from environmental monitoring helps to make decisions about measures to protect the environment and reduce the impact of human activities on nature. Collecting information about the state of the environment allows you to monitor the risks associated with certain types of activities, such as production, transport, construction, etc. This helps reduce risks to human health and the environment. Information collected from environmental monitoring can be used for planning and management of natural environment resources. This may include determining optimal locations for installing wind farms, solar panels, and other types of energy devices. It can also be used to teach and educate people about the state of the environment and its impact on human health and nature.
 Information gathered from environmental monitoring can help students understand human impact on the environment and develop strategies to reduce that impact. Also, this data can help in identifying problems related to air, water and soil pollution and in developing plans to solve them.
 Students can use information from environmental monitoring to conduct research and projects on ecology and nature conservation. For example, they can investigate the effectiveness of different water treatment methods or study the effects of certain types of pollution on human health and the natural environment.
 In addition, information from environmental monitoring can be used for education and conscious consumption. For example, students can learn which products are more environmentally friendly and cost-effective, and make informed decisions when purchasing products.

The role of citizen participation in advancing sustainable water solutions: The Mexico City case study

Providing water equally and sustainably in megacities is a challenge that requires integrating people's needs and concerns. This defy is assessed from Mexico City, from which a series of observations and a methodology analyze and compare scenarios of water conditions in the 16 municipalities, integrating citizen participation to implement sustainable actions that improve water supply. Citizens' reports from 2002 to 2022 in a free digital platform were used to correlate the variables of leaks and water shortages. This was complemented with information from water endowment (Liters/day/inhabitant) from groundwater sources that supply the city. For the latter, projections (with the additive model) to 2022 were generated since records were available up to 2018. To identify priority areas to invest in measures that favor water supply in the municipalities, we further considered the adaptation measures applied by the city government, e.g., the purchase of portable water tanks and Rainwater Harvesting Systems (RWHS). Both measurements proved essential but need to be of more extensive application. Government and society must improve their use by promoting conscious consumption of water, impulse repairing leaks, further implementing Rainwater Harvesting Systems (RWHS), and integrating the resources (inputs/outputs) in a water circularity model, maximizing their utility and recirculation.

Environmental Sustainability Aspects in Short Food Supply Chains: the Views of Organic Farmers and Consumers

Abstract Globally, food systems are the most significant cause of environmental change; therefore, efforts to create more environmentally sustainable food systems are presented. One of the directions is strengthening the local actors and short food supply chains. Simultaneously, changes in farming systems are needed, and organic agriculture is one of the ways to make food systems more environmentally sustainable. Despite the abundance of research on the environmental consciousness of consumers in short food supply chains, the question is raised whether local food chain farmers are also committed to environmental sustainability. Therefore, this paper aims to explore the importance of environmental sustainability to organic short food supply chain actors. More specifically, the research depicts the views of organic farmers and consumers and their relation to the actual environmental sustainability of short food supply chains. During the research, a specific short food supply chain – a direct purchasing network – was explored. A qualitative approach was applied to reach the aim. Thus, in-depth interviews and observations were used as a research method. The research results demonstrated the views of farmers and consumers of the specific network regarding environmental sustainability aspects in the network. In the research, such environmental aspects as the circularity of resources, biodiversity, chemicals in the environment, seasonality and locality of diets, and the distance (food miles) were admitted as crucial ones by the specific short food supply chain actors. The differences in opinions of consumers and farmers emerged when thinking about the scale of their views.

Environmental Concerns, Communal Orientation, and Environmental Self-Efficacy as Predictors of Ecologically Conscious Consumer Behaviour Among Young Adults

The quintessential era of 21st century is well-known for rapid industrialization and growth. Expansion of industrialization has resulted in massive environmental damage leading to several environmental concerns such as global warming, pollution, non-biodegradable wastes, and frequent climatic changes. To combat the threat of environmental damage, ‘Green or eco-friendly products’ has gained enormous attention from both commodities producers and consumers. In no time, there has been an increase in demand for eco-friendly products by consumers globally. Reports have that the young population showed a vigilant interest in adapting to green marketing strategies as a part of their daily routine. However, it is crucial to understand the underlying psycho-social factors responsible for young consumers’ decision-making process while engaging in green purchase behaviour as they will be significantly contributing to nature being the proactive and highly conscious generation. Therefore, the present study aims to understand the role of environmental concerns or attitudes, communal orientation and environmental self-efficacy as the predictors of pro-environmental purchase behaviour among young adults. The cross-sectional survey study was conducted on 150 young adults between the age range of 18-34 years. Psychometric tools i.e., pro-environmental purchase behaviour scale (PPS) [1], new ecological paradigms scale (NEPS) [2], communal orientation scale (COS) [3] and environmental self-efficacy scale (ESE-20) [4] were used for data collection. Mean, standard deviation, Pearson correlation and regression analysis were computed to statistically analyse the obtained data. Findings of the study aid in gaining insight into motives and intentions related to pro-environmental behaviour engagement among young population. It will help in formulating better public and environmental interventions and policies for strengthening and safeguarding the environment and maintaining sustainability.

Optimizing Energy Consumption in Warehouse & Logistics Facilities: Measures for Existing and Future Facilities

This paper offers a holistic approach in reducing energy consumption in industrial facilities, specifically warehouse & logistics facilities by exploring various ways or methods companies can adopt to reduce their warehouse & logistics facilities energy consumption, environmental impact, and operational expenses. It highlights the importance of why companies should invest in these green initiatives, as it will assist companies in complying with increasing regulations and mandates regarding greenhouse gas emissions (GHG), fulfilling their social responsibility to increasingly environmentally conscious consumers, rising utilization of e-commerce, and rising populations. The demand for these facilities will increase, and companies must be ready to meet this demand carefully, to balance their social responsibilities by reducing their GHGs, and their commitments to their shareholders by maintaining or improving their profit margins. Throughout this paper, measures for existing or in operation warehouse & logistics facilities will be highlighted, and then the paper will propose measures for future warehouse & logistics facilities to be considered to minimize their environmental impact.

Legal Culture and Legal Consciousness of Consumers: The Influence on Regulation and Enforcement of Consumer Protection Laws

Consumers, as end users of products without the intent of resale, require protection due to their lack of economic motives in consumption. State intervention in safeguarding consumers is achieved through the formulation and enforcement of regulations. These regulatory frameworks play a pivotal role in shaping consumer behavior concerning goods and services. Diverse consumer behaviors are observed globally, denoted as consumer legal culture, influenced by various societal backgrounds. The effectiveness of regulations lies in their alignment with the values embraced by consumers, facilitating enforcement. This article aims to scrutinize consumer behavior in three distinct countries—Indonesia, Spain, and Australia—each characterized by unique cultures that profoundly impact consumer behavior, as well as the development and implementation of regulations. This article highlights that consumer behavior in Indonesia diverges from some countries, displaying a tendency toward weaker self-protection. Despite Indonesia's diverse society, consumer awareness of product scrutiny is lacking. Notably, affordability often trumps safety and quality considerations, reflecting a broader trend. Legal awareness is low, attributed to insufficient education and information on consumer rights. Weaknesses in consumer protection regulations and inconsistent enforcement contribute to perceptions of inadequate safeguards. Globally, varying social and cultural conditions shape consumer behavior, highlighting the common challenge of fostering awareness and proactive engagement in ensuring product safety and quality.

Sustainability assessment for Thai mango: The environmental impact and economic benefits from cradle-to-grave

This study provides an evaluation of the environmental impact and economic benefits associated with the disposal of mango waste in Thailand, utilizing the methodologies of life cycle assessment (LCA) and cost-benefit analysis (CBA) in accordance with internationally recognized standards such as ISO 14046 and ISO 14067. The study aimed to assess the environmental impact of mango production in Thailand, with a specific focus on its contribution to global warming. This was achieved through the application of a life cycle assessment methodology, which enabled the determination of the cradle-to-grave environmental impact, including the estimation of the mango production’s global warming potential (GWP). Based on the findings of the feasibility analysis, mango production is identified as a novel opportunity for mango farmers and environmentally conscious consumers. This is due to the fact that the production of mangoes of the highest quality is associated with a carbon footprint and other environmental considerations. Based on the life cycle assessment conducted on conventional mangoes, taking into account greenhouse gas (GHG) emissions, it has been determined that the disposal of 1 kg of mango waste per 1 rai through landfilling results in an annual emission of 8.669 tons of carbon. This conclusion is based on comprehensive data collected throughout the entire life cycle of the mangoes. Based on the available data, it can be observed that the quantity of gas released through the landfilling process of mango waste exhibits an annual increase in the absence of any intervening measures. The cost benefit analysis conducted on the life cycle assessment (LCA) of traditional mango waste has demonstrated that the potential benefits derived from its utilization are numerous. The utilization of the life cycle assessment (LCA) methodology and the adoption of a sustainable business model exemplify the potential for developing novel eco-sustainable products derived from mango waste in forthcoming time.

Signaling green capability with wholesale price or certification

With the rise of environmentally conscious consumers in the digital age, e-commerce platforms have a significant potential to promote green products through marketing. However, these platforms may face information asymmetry regarding the green production and operational capabilities of their manufacturing suppliers, which could hinder optimal marketing efforts. This study explores how manufacturers with high green capabilities can signal their private information to platforms to receive more green marketing support. We first analyze the traditional signaling mechanism using wholesale prices and then examine how the addition of green certification can facilitate the signaling process. We derive the supply chain equilibria under both signaling mechanisms. Our results show that a single wholesale price signal can substantially distort the manufacturer's wholesale price upward, leading to a significant deviation of the retail platform's pricing and marketing decisions from the optimal levels in a symmetric information scenario. However, adding green certification signals can mitigate this undesirable distortion and reduce the efficiency lost due to information asymmetry. Both signaling mechanisms can exacerbate the double marginalization effect, which can be mitigated to a smaller extent by adding green certification in the signaling contract. Our study highlights the signaling role of green certification in the supply chain and sheds light on the practical value of adopting green certifications.

Using the 4Ps Theory and SWOT to Analyze the Lululemon Marketing Phenomenon

A successful marketing campaign is about building a large marketing network and using the brand culture and putting the product into the consumer's consciousness through marketing. Lululemon's success in the highly competitive sportswear market is due to its unique products and excellent marketing. By analyzing Lululemon's 20 years of experience in community marketing, this article attempts to provide a guideline for start-up brands trying to build a community. This essay is based on a literature analysis using SWOT and 4P analysis on whether Lululemon should enter the Chinese market and the brand marketing strategy of Lululemon in the Chinese market. The results show that entering the Chinese market can bring huge benefits to Lululemon, which has adopted brand marketing strategies such as DTC (direct to consumer) and KOL (key opinion leader) in China. Lululemon also has some significant issues, such as quality control. It is suggested that Lululemon could establish a good relationship with the manufacturer or vertical merger backwards to have greater control over the production chain.

Ecological awareness of stakeholders as a key determinant of ESG effects in the chain “Green Brand – Corporate Social Responsibility”

Introduction. In the modern world, where environmental issues and sustainable development are gaining increasing attention, the role of environmental awareness becomes critically important. ESG effects (environmental, social, and governance) influence business activities, investment decisions, contribute to sustainable development and social responsibility, and shape a country’s green brand. It is worth noting that stakeholders with a high level of environmental awareness play a crucial role in this process as they can influence decisions aimed at achieving environmental and social responsibility in business. The paper aims is to determine the level of public awareness of ESG effects, the green brand, and corporate social responsibility in the context of achieving sustainable development goals.Research methods. To determine the level of environmental awareness, a survey was conducted involving participants from various sectors and age groups. The survey was created using the Google Forms tool and conducted online.Results. According to the survey results, the level of education has a significant impact on awareness of sustainable development goals. Respondents aged 30 to 59, who are already employed, showed a greater interest in sustainable development, indicating the importance of practical experience and participation in the business environment. Furthermore, increasing the level of education contributes to reducing indifference towards sustainable development issues, and education in higher educational institutions plays a crucial role in shaping competencies and knowledge about sustainable development, thereby increasing awareness of ESG effects, the green brand, and corporate social responsibility.Perspectives. Despite the significant volume of scientific research related to ESG effects, the green brand, corporate social responsibility, and the achievement of sustainable development goals, it is important to provide practical justification for the impact of environmental awareness on the formation of a country’s green brand. Additionally, determining the role of education in stimulating conscious consumer behavior, participation in green innovation programs, and promoting sustainable consumption is a vital task. Future research can focus on analyzing the effectiveness of social programs and business initiatives in achieving sustainable development goals.

EXCESSIVE CONSUPTION AND THE CAPITALIST MODUS VIVENDI

Based on the understanding that human beings have diverse interests and aspirations, liberal ideals preach the coexistence and harmonization of different conceptions of a good life, assuming that each person seeks the one that best suits their particular utopia. Contemporary society, however, encourages a specific model of existence focused on consumption, presenting it as the ideal aspiration for individuals and a means to induce economic development. New needs are constantly created through the exhortation to dissatisfaction and desire, generating an endless cycle of demand, discard, and replacement. The damage resulting from excessive consumption is demonstrated, emphasizing, in closing, that a lifestyle based on conscious consumption is fully compatible with development and must be encouraged, based on an ethics of consumption that is adequate to modern conceptions of human development, promoting a sustainable society. The methodology used in this article is qualitative, based on the analysis of documents and specialized bibliography.

The Effects of Consumer Consciousness of Chinese MZ Generation on Purchase Intention of VR Fashion Products : The Mediating Role of Brand Image and Brand Attitude

The Effects of Consumer Consciousness of Chinese MZ Generation on Purchase Intention of VR Fashion Products : The Mediating Role of Brand Image and Brand Attitude

PR Technologies in the Art-Cultural Realm: Interaction between PR Strategies and Vocal Artist Promotion

This article examines the use of PR technologies in the context of art and culture. Focusing on the Ukrainian experience, the purpose of the research is to unveil the dynamics of interaction between PR strategies and the promotion of a vocal artist. The research methodology is based on the principles of a systemic approach and content analysis, as well as fundamental tenets of the theory and history of PR technologies in the cultural and artistic sphere. Employing a research-oriented approach, a comprehensive literature review was conducted, encompassing both domestic and international sources. The research underscores the significance of effective PR tactics in the development and promotion of art projects, particularly within the Ukrainian cultural arena. The scientific novelty of this research lies in the first attempt within Ukrainian art studies to organise approaches to PR technology usage and create an algorithm within the context of vocalist promotion. Conclusions. The multifaceted role of PR technologies in shaping the image of a vocalist, their perception by the public, support, engagement, and ensuring sustained artistic influence has been revealed. It is determined that the promotion of an artist takes place on two intersecting planes: within the audience realm and the entertainment industry system. It is emphasised that among the traditional main marketing goals of the music showbiz are the maximisation of both qualitative and quantitative indicators of the artist's popularity, the enlargement of the target audience, and the enhancement of project quality. The study has identified that the social effect of the promotion process is manifested in elevating the initial social value and significance of the musical product in mass consumer consciousness, improving the performer's stage image in front of audiences, and increasing the growth of music product sales.
 Keywords: PR technologies, PR strategies, vocal artist promotion, social effect.

Green perceived value and green product purchase intention of Gen Z consumers: Moderating role of environmental concern

The primary objective of this study is to examine the connection between Generation Z Indonesian consumers’ perceptions of value for green products and their purchase intentions, with a supplementary investigation into how environmental concerns moderate the influence of perceived green value on their intention to purchase green products. Between June and December 2021, a probability sampling technique, specifically stratified random sampling, was used to select a sample of 543 Indonesian Generation Z consumers. The data were analyzed using a variance-based method, namely partial least squares, within the context of structural equation modeling. The analysis reveals that functional value, conditional value, and environmental concern significantly and positively affect the intention to purchase green products. This indicates that Generation Z consumers are more inclined to choose green products when they perceive them to have good functional value, when specific conditions or requirements support the purchase, and when they have a high environmental concern. Moreover, environmental concern moderates the effect of social value on the intention to purchase green products. This suggests that more environmentally conscious consumers are more likely to be influenced by social value benefits when deciding to buy green products, highlighting the complex interplay between environmental and social motivations in shaping consumer behavior towards sustainability.