Consumer Behavior Research Research Articles

How social media usage and the fear of missing out impact minimalistic consumption

PurposeThis study aims to examine the influence of social media usage (SMU) on minimalist consumption and how the fear of missing out (FoMO) underlies this effect.Design/methodology/approachFour preregistered correlational/experimental studies (n = 1,763) are used. A pilot study (n = 436) examines the correlations between SMU, FoMO and minimalism. Studies 1 (n = 409), 2 (n = 415) and 3 (n = 503) further investigate the influence of SMU on minimalist consumption intentions, including mindful purchase, forgoing free products and decluttering, and test for evidence of mediation via FoMO by measuring or manipulating FoMO.FindingsThe results show that a high SMU makes consumers susceptible to FoMO, leading to impulsive purchases and careless product acquisition. However, when campaigners promote minimalism as a social media movement, they can activate FoMO, persuading consumers to practice decluttering.Research limitations/implicationsFuture research might examine how subjective age affects FoMO and minimalist consumption tendencies. Could campaigners use young social cues to make older consumers more susceptible to FoMO appeals? Could old social cues cause younger consumers to perceive greater social responsibility and to embrace minimalist consumption?Practical implicationsMinimalist lifestyles can promote sustainable consumption. This research provides insights into how SMU is a double-edged sword – it can cause FoMO users to disdain minimalism. However, it can promote minimalism if a minimalist campaign is strategically positioned as a social media movement using a FoMO-laden appeal.Originality/valueExtant consumer behavior research on minimalism has just begun to investigate the antecedents of minimalist consumption. FoMO is conceptually related to minimalism, but the relationship between FoMO and minimalist consumption has not yet been empirically tested. This research fills these gaps by examining SMU and the associated FoMO as antecedents of minimalist consumption. Empirical evidence for the impact of SMU on various minimalist consumption behaviors and the mediating role of FoMO is provided.

Religion's influence on consumption: A life course paradigm perspective

AbstractThis article applies the life course paradigm to research on religion's influence on consumer behavior to provide an alternative perspective to theories explaining how religion influences consumption and marketing practice. While the life course paradigm has been shown to be highly influential in general consumer behavior research, this concept has been seemingly forgotten in the context of religion and consumer behavior, which is concerning given the role that religion can play in consumers' lives through various life transitions. Specifically, six major transitioning times in consumers' lives (leaving home, marriage, kids, retirement, spouse/parent death, and unexpected factors) are discussed with application to religion and consumer behavior research as well as future research directions. Discussion concludes with a call to action for more research on religion's influence on consumer behavior that is theoretically grounded utilizing the life course paradigm in an effort to more accurately understand the influence of religion on consumer behavior.

Joy and excitement in the purchase process: the role of materialism and brand engagement

PurposeThis paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a product at different stages of the purchase process.Design/methodology/approachTwo complementary studies were conducted to achieve the research objectives. Study 1 used a longitudinal design, examining the pre-purchase stage and a moment shortly after the purchase. Study 2 adopted a cross-sectional approach, focusing on the post-purchase stage. Relationships among variables were analyzed through hierarchical regression and moderation analyses.FindingsThe findings indicate that materialism is not significantly associated with consumers’ positive product-evoked emotions (joy and excitement) before and shortly after purchase. At these two stages, brand engagement predicts positive emotions. In the post-purchase stage, where materialism is weakly related to joy and excitement, a robust positive link exists between brand engagement and positive product-evoked emotions. Moreover, higher levels of materialism reduce the experience of joy and excitement among participants with high levels of brand engagement.Originality/valueExperiencing joy and excitement is crucial in consumer behavior. However, little is known about the determinants of these emotions in the consumption context, especially concerning internal consumption-related factors and different stages of the purchase process. This paper contributes to the field by shedding light on the role of brand engagement and materialism in the experience of positive product-evoked emotions. The findings provide evidence that brand engagement significantly enhances consumers’ positive product-evoked emotions, highlighting its importance in consumer behavior research.

Factors Affecting the Growth of E-Shopping Consumers Over Traditional Shopping After Covid-19: GCC Countries' Perspective

Purpose: The study aims to explore the factors that have led to a significant shift in consumer behavior from traditional shopping methods to e-shopping in the Gulf Cooperation Council (GCC) countries, particularly in the aftermath of the COVID-19 pandemic. It seeks to identify and analyze the various elements that contribute to consumers' growing preference for online shopping and to understand how this trend is reshaping the retail landscape in the GCC region. Theoretical Framework: The research is anchored in the theory of consumer behavior and the Technology Acceptance Model (TAM), like perceived usefulness, consumer psychology, ease of payment, budget considerations, health issues, and cultural and traditional values which helps in understanding the factors influencing consumers' acceptance and use of technology, in this case, e-shopping platforms. Design/Methodology/Approach: This study adopts a mixed-method approach, combining quantitative data from structured online consumer surveys and qualitative insights from expert interviews. The authors used the PLS-SEM approach to investigate the survey of 380 responses to examine the impact of various factors on e-shopping behavioral intention among consumers in the GCC countries. Findings: The findings reveal that perceived usefulness, consumer psychology, ease of payment, budget considerations, health issues, and cultural and traditional values significantly and positively impact the e-shopping behavioral intention of consumers. However, product variety does not significantly influence the e-shopping behavioral intention in the GCC region. Research, Practical & Social Implications: The study opens new avenues for research in consumer behavior and e-commerce, especially in the context of unforeseen global events like pandemics. The insights are valuable for retailers, e-commerce platforms, and marketers in the GCC region for strategizing and aligning with changing consumer preferences. It aids in developing targeted marketing strategies and enhancing the online shopping experience. Originality/Value: This research offers original insights into the shift towards e-shopping in the GCC region post-COVID-19. It contributes to the broader discourse on consumer behavior in the context of pandemics and technological acceptance, providing a region-specific perspective that enhances understanding in this field.

Factors Affecting the Growth of E-Shopping Consumers Over Traditional Shopping After Covid-19: GCC Countries' Perspective

Purpose: The study aims to explore the factors that have led to a significant shift in consumer behavior from traditional shopping methods to e-shopping in the Gulf Cooperation Council (GCC) countries, particularly in the aftermath of the COVID-19 pandemic. It seeks to identify and analyze the various elements that contribute to consumers' growing preference for online shopping and to understand how this trend is reshaping the retail landscape in the GCC region. Theoretical Framework: The research is anchored in the theory of consumer behavior and the Technology Acceptance Model (TAM), like perceived usefulness, consumer psychology, ease of payment, budget considerations, health issues, and cultural and traditional values which helps in understanding the factors influencing consumers' acceptance and use of technology, in this case, e-shopping platforms. Design/Methodology/Approach: This study adopts a mixed-method approach, combining quantitative data from structured online consumer surveys and qualitative insights from expert interviews. The authors used the PLS-SEM approach to investigate the survey of 380 responses to examine the impact of various factors on e-shopping behavioral intention among consumers in the GCC countries. Findings: The findings reveal that perceived usefulness, consumer psychology, ease of payment, budget considerations, health issues, and cultural and traditional values significantly and positively impact the e-shopping behavioral intention of consumers. However, product variety does not significantly influence the e-shopping behavioral intention in the GCC region. Research, Practical & Social Implications: The study opens new avenues for research in consumer behavior and e-commerce, especially in the context of unforeseen global events like pandemics. The insights are valuable for retailers, e-commerce platforms, and marketers in the GCC region for strategizing and aligning with changing consumer preferences. It aids in developing targeted marketing strategies and enhancing the online shopping experience. Originality/Value: This research offers original insights into the shift towards e-shopping in the GCC region post-COVID-19. It contributes to the broader discourse on consumer behavior in the context of pandemics and technological acceptance, providing a region-specific perspective that enhances understanding in this field.

Systematic Review of Consumer Behavior Research in the Context of Green Apparel

Systematic Review of Consumer Behavior Research in the Context of Green Apparel

Implementasi Algoritma Naïve Bayes Terhadap Data Penjualan untuk Mengetahui Pola Pembelian Konsumen pada Kantin

Implementation of the Naïve Bayes algorithm on sales data to determine consumer buying patterns in canteens is an approach that seeks to overcome the limited understanding of consumer behavior in canteens. The goal of this approach is to analyze sales data and identify purchasing patterns to gain insight into consumer behavior, optimize sales strategies, and improve customer satisfaction. By applying the Naïve Bayes algorithm to sales data, this research seeks to identify factors that influence consumer behavior, such as price, convenience, and menu offerings, and provide insights that can be used to optimize menu offerings, pricing strategies and resource allocation. Additionally, the approach seeks to increase customer satisfaction and differentiate canteens from competitors by personalizing menu offerings and enhancing the overall customer experience. This research also aims to contribute to the field of consumer behavior research by applying the Naïve Bayes algorithm to canteen sales data, potentially providing insights that can be applied in other contexts. Overall, the application of the Naïve Bayes algorithm to canteen sales data can provide a data-driven approach to understanding consumer behavior and improving sales strategy and customer satisfaction.

Study on the Influence of Environmental Protection Packaging of Green Cosmetics on Consumer Preference

The concept of environmentalism is gradually integrated into various fields, including the food industry, daily necessities and even industrial production. Similarly, the cosmetics industry has subsequently incorporated environmental protection concepts into the industry's products and formed a green cosmetics industry chain. In recent years, environmental protection concepts have been reflected in the cosmetics industry in the form of green product ingredients and green production industrial chains. However, many companies have embodied the green concept in their packaging, introducing the concept of "green packaging". Although there are many academic studies on the impact of packaging design on consumers' purchase intention and behavior, there needs to be a unified review to summarize and specifically consider the mutual influence of the combination. This study aims to fill this research gap. This paper will review the relevant literature and summarize the influential relationship between the latest consumer behavior research in the cosmetic industry and the latest advances in green packaging for cosmetics based on the latest developments in the cosmetic industry. This research followed the PRISMA guidelines to search and summarize the literature on these two areas. The most common factors that determine consumers' choice of green cosmetic products are branding, their own health needs, the degree of consumers' awareness of environmental protection, and the collective effect. Green packaging materials and design were integrated into these factors. It was finally confirmed that green packaging materials and design had a choice-promoting effect on cosmetic consumers' behavioral preferences.

Fashion and the metaverse: Implications for consumers and firms

ABSTRACT The metaverse is transforming the fashion industry, offering novel consumer experiences and inventive prospects for businesses. This special issue delves into consumer behavior, business strategies, and future research avenues within the intersection of fashion and the metaverse. Key findings highlight consumer values guiding metaverse fashion consumption and the role of avatar resemblance in purchase intent. Firms leverage the metaverse for innovation through NFTs and immersive experiences. Distinct motivations guide luxury and fast fashion firms into the metaverse, where NFTs wield substantial influence over the fashion landscape. A stakeholder engagement framework facilitates navigation, and an industry-accepted definition of digital fashion categorises end-products. However, challenges such as psychological well-being, technology addiction, data privacy, and legal concerns must be addressed to ensure a safe and ethical metaverse experience for fashion consumers.

Mapping the Landscape: Key Contributors and Trends in Green Consumer Behavior Research

Mapping the Landscape: Key Contributors and Trends in Green Consumer Behavior Research

Impulse Buying Intentions of Gen Z’s Consumers From Hedonic Shopping Perspective for Apparels

The purpose of the study is to explain the paths that lead to impulse buying intentions of Gen Z’s consumer behaviour for apparels by hedonic shopping perspective. Data were collected using a structured questionnaire from a sample of 257 consumers from north India aged 15 to 27 by using the simple random sampling. For testing the research hypotheses, regression analysis was employed using SPSS. The results of the study reveals that all the five variables i.e novelty, praise from others, fun, escapism, social interaction of hedonic shopping value is positive associated with Impulsive buying intentions of Gen Z’s for apparels. The behaviour of eastern Uttar Pradesh consumers would be informative for consumer behaviour researchers, retailers and marketers. The study neglects the demographic and socio-psychological factors which are the major factor that affects consumer’s purchase behavior. This research adds to the understanding of association between hedonic shopping and impulse purchase. In this regard, the findings of the study would make a contribution to scant empirical works of impulse buying behaviour of apparel purchasers which may help marketers to give insight to newer dimensions and improve their business strategy. Keywords: Impulse buying intentions, Unplanned purchase, Thrift,Consumer behaviour, Hedonic shopping.

Demographic Segmentation in the Travel Market: A CHAID Analysis of Traveler Profiles and Trip Attributes Among Indian Prospective Visitors

Demographics are central to market segmentation, as underscored in consumer behavior research. This study examines the associations between demographic factors and traveler preferences of trip attributes using 919 online surveys of prospective Indian travelers sampled conveniently but purposefully using specific filtering questions at the beginning of the questionnaire. Utilizing CHAID analysis, the study evaluates the correspondence between age, gender, marital status, income, and educational attainment with trip attributes such as outbound vs. domestic travel, accommodation type, transportation mode, travel companions, and trip duration. Distinctly, choices of travel companions correlate with education, age, marital status, and gender. Trip type, duration, accommodation, and transport have ties to specific combinations of income, education, and age. The study emphasizes the potential for leveraging these insights for precise demographic- based market segmentation in the travel sector.

Eco friendly consumer behaviour research: a review and bibliometric analysis

The concept of the green consumer remains subject to ongoing ambiguity in the field of marketing management. This research paper conducts a comprehensive bibliometric analysis of eco-friendly consumer behaviour over the past four decades, leveraging the Scopus database. The primary purpose is to systematically examine the evolving landscape of scholarly contributions in this domain, shedding light on key trends, influential authors, and emerging themes. Employing bibliometric techniques, including co-authorship and citation analysis, the study provides valuable insights into the trajectory of eco-friendly consumer behaviour research. Methodologically, the paper employs the Scopus database to identify relevant publications, applying a systematic approach to data extraction and analysis. While offering valuable insights, it is important to note the limitations inherent in the availability and coverage of literature within the Scopus database, acknowledging potential biases in the representation of eco-friendly consumer behaviour studies. This bibliometric analysis serves as a foundation for future research directions and facilitates a nuanced understanding of the scholarly landscape surrounding eco-friendly consumer behaviour.

Fanatic Consumer Behavior, Devotion, and Rational Addiction: Unveiling the Distinctive Consumption Patterns of Fans

Fan behavior, characterized by exceptional consumption patterns, stands distinct from typical consumer behavior and has become a focal point in fan theory studies. Scholars have applied various concepts to explain this phenomenon, including fanatic consumer behavior, consumer devotion, and rational addiction. The concept of fanatic consumer behavior emphasizes fans' deep immersion and compulsive engagement in interests like collecting and discussing related merchandise, which aids in forming their unique identity and self-concept. Consumer devotion portrays a religious-like zeal in fans, evident in behaviors such as collecting memorabilia, participating in community activities, and displaying a deep commitment to their favored entities. Rational addiction, as per the economic theory, suggests fans exhibit predictable and habitual consumption patterns, contrasting the random behaviors of ordinary consumers. These theories together offer a comprehensive understanding of fan consumption behaviors, enriching the broader field of consumer behavior research by highlighting the unique and passionate engagement of fans in their areas of interest.

Listen to this: Why consumer behavior researchers should care about listening

AbstractConsumers' decisions are intricately interwoven with their conversations. Whether it is an animated discussion with a trusted friend extolling the virtues of a newly acquired car (i.e., Word‐of‐Mouth), an engaging dialogue with a salesperson, or a clarifying call to a help center seeking guidance on a just‐purchased smartwatch, every exchange hinges on a pivotal factor: the quality of listening. Listening quality shapes perceptions, affects social influence, drives behavioral intentions, and, ultimately, determines purchase and post‐purchase outcomes. Yet, despite its importance to these consumer behavior outcomes, listening has received scant attention in consumer psychology. In this paper, we review the effects of listening on consumer behavior‐relevant outcomes and unpack the components of quality listening to reveal their independent mechanisms. We also point to new frontiers in listening research beyond the in‐person, dyadic interactions that have been the primary focus of listening research to date. By doing this, we elucidate how listening and consumer behavior are connected and encourage more research on listening in consumer psychology.

Sustainable Consumer Behavior: Bibliometric Analysis for Future Research Direction in Muslim Fashion Context

Although previous studies have offered comprehensive overviews of consumer behavior or sustainable fashion, research specifically focusing on Muslim fashion is relatively limited. In response to the leading concern of sustainability within the global fashion industry, our study is motivated by a unique focus on the evolving landscape of Muslim fashion, aiming to unravel the complex dynamics that define sustainable consumer behavior within this distinctive context. The knowledge structure, evolution, and research trends in this field using bibliometric analysis provide insights for both academics and practitioners. Using the Biblioshiny and VOSviewer tools, 90 articles from the years 2015 to 2023 will be examined as part of the methodology. This method reveals notable writers, publications, and important statistical elements, such as trends in publication and citation. In order to provide a comprehensive picture of the research landscape, the study also uses scientific mapping techniques like co-citation analysis, co-occurrence analysis, bibliographic coupling, and enrichment bibliometrics. The findings provide recommendations for future research directions and shed light on the current state of research in sustainable consumer behavior within the context of Muslim fashion. This study makes a contribution by synthesizing previous research and offering a distinctive viewpoint on sustainable consumer behavior in the Muslim fashion community.

Penggunaan Theory of Planned Behavior dalam Kajian Perilaku Konsumen Hijau

This study aims to evaluate the use of the Theory of Planned Behavior (TPB) in the analysis of green consum-er behavior. The TPB were an important framework for understanding consumer behavior, emphasizing the role of intention in shaping action, with factors such as attitudes, subjective norms, and perceived behavioral control. This research was conducted through a literature review using 26 articles from leading interna-tional journals such as Elsevier, Springer, Emerald, Taylor & Francis, Wiley Online, and Sage from 2013 to 2023.The results showed that the use of TPB in analyzing the purchasing behavior of environmentally friend-ly products provides strong evidence that intention influences consumer behavior. Other factors such as trust in the product also influence buying behavior. The advantages of the TPB lie in a structured framework, identification of behavioral influence factors, and support for effective marketing strategies. However, TPB have limitations, such as the inability to explain impulsive behavior and the inability to adequately incur-porate contextual factors. To address this, Extended-TPB, which includes additional variables, and the integration of TPB with other theories have developed. This increases understanding of environmentally friendly consumer behavior. The use of TPB and development has resulted in thousands of research articles published in various leading international journals. This confirms that TPB remain a significant focus of re-search in understanding consumer behavior in the context of sustainability.

The Effect of Multicultural Marketing on International Product Placement

The efficiency of foreign product placement is investigated, along with the role that multicultural marketing methods play. As globalization continues to influence purchasing habits, businesses are looking for new methods to reach a multicultural customer base. Advertising and promotions in multicultural marketing are catered to different ethnic groups so that they are more likely to connect with and purchase from the brand. This study digs into the increasing value of product placement as a central advertising strategy for inserting items into material consumed by people of different cultural backgrounds. Marketers want to increase brand identification, memory, and sales by product placement in media that is popular with customers of different cultural backgrounds. The research takes a mixed-methods strategy, delving into both qualitative and quantitative data (surveys, consumer behavior research) to better understand the factors that contribute to the success of multicultural product placement campaigns. It explores how product placement is received and how successful it is in different countries and among different cultural groups by considering the impact of cultural context. In addition, the study delves at methods through which companies may successfully integrate products across cultural boundaries while avoiding offending locals. Culturally appropriate product placement has been shown to greatly increase brand exposure and customer interaction in a variety of countries. A deeper emotional connection is made with customers, building trust and loyalty, when product placement is handled with cultural sensitivity and authenticity. Mistakes in cultural sensitivity may damage brand reputation and sales. Marketers now have a road map for maximizing the potential of multicultural marketing for cross-cultural product placement success, which advances the disciplines of international marketing, cultural communication, and product placement methods. Companies may harness the potential of diversity and inclusion in their global marketing efforts by better understanding the complex interplay between culture and product placement.

Critical perspective on consumer animosity amid Russia-Ukraine war

PurposeConsumer animosity in the wake of Russia–Ukraine war has gained significance in consumer behavior research. In this line, this study aims to examine the critical influence of consumer animosity in developing brand attitude and its ensuing outcomes – brand boycott behavior and brand-country image – the moderating role of perceived intrusiveness on the relationship between consumer animosity and brand attitude and the moderating role of altruism between brand attitude and behavioral outcomes.Design/methodology/approachUsing the data obtained from 411 European consumers, data analysis was performed using structural equation modeling to examine the proposed relationships.FindingsThe findings revealed a strong negative influence of consumer animosity on brand attitude, which eventually leads to brand boycott behavior and a negative brand-country image. This work also confirmed the boundary condition of perceived intrusiveness on the effect of consumers’ animosity on brand attitude. Furthermore, the authors validated the moderating effects of altruistic behavior on the relationships between brand attitude and boycott behavior and brand-country image.Research limitations/implicationsThis study offers theoretical, practical and policy implications in international marketing domain. The authors acknowledged a few shortcomings and made some recommendations for future research.Originality/valueIn the context of the Russian–Ukraine war, this study creates a novel conceptual framework based on consumer animosity. In the current scenario, provide critical perspective on how European customers’ animosity to Russian brands develops their adverse attitudes. This study also highlighted the alternatives to Russian brands when they were boycotted during the Russia–Ukraine war.

The Influence of Quantitative Restriction on the Quantity of Purchases under Anchoring Effect

The aim of this study is to analysis whether purchase quantity limit is an effective anchoring. Anchoring effect is a cognitive bias where individuals rely too heavily on the first piece of information they receive when making decisions. This bias has been extensively studied in the context of pricing decisions, but less attention has been paid to its effect on quantity limitations in purchasing decisions. This study uses a questionnaire to investigate how the anchoring effect affects consumers decisions about the quantity of a product they would purchase when faced with quantity limitations. By examining the effect of the anchoring bias on purchasing quantity limitations, the studies shed light on a relatively unexplored area of consumer behavior research. The key findings of the paper suggest that the anchoring effect influences consumers decisions about the quantity of a product they would purchase, and that this effect is moderated by the type of product being considered. Overall, the paper provides valuable insights into the role of the anchoring effect in purchasing decisions, and highlights the importance of considering product type when designing quantity limitations. By taking into account the anchoring effect and its moderating factors, businesses can better understand and influence consumers purchasing decisions, potentially leading to increased sales and revenue.