Drivers Of Consumers Research Articles

Ukrainian designers’ market: Consumers’ behaviour caused by the COVID-19 pandemic

The COVID-19 pandemic has led to a crisis that has affected various aspects of life, including the consciousness of consumers in the fashion market. This article studies the synergies between the pandemic crisis and behaviour of consumers towards Ukrainian high fashion brands. The research aims to study the issue of the impact of the global pandemic crisis on such market segments as Ukrainian high fashion brands, reveal key drivers of consumers of these brands during the unstable economic situation and define the main models of promotion of designers’ brands. Uniqueness, materialism and the influence of a social group are considered three primary motivators for the consumption of Ukrainian high fashion brands. The authors of this article identified the modern hybrid model for promoting brands of Ukrainian designers as a set of communication tools that would restore the interest of the consumers.

A greener way to stay: The role of perceived sustainability in generating loyalty to Airbnb

The sustainability potential of peer-to-peer (P2P) accommodation sharing will not be fully achieved until sustainability is fully understood as a motivating force. This study examines the influence of perceived sustainability and familiarity on loyalty intentions with platform trust and satisfaction as mediators and age as a moderator. An online survey with 507 UK Airbnb users found that perceived sustainability and familiarity are effective drivers of consumers’ loyalty in relation to Airbnb, alongside the mediators of platform trust and satisfaction. In addition, the effect of perceived sustainability on platform trust is greater among younger users, which feeds further to satisfaction and consequently loyalty. This timely study adopts an integrative approach which recognises the interplay of sustainability, familiarity, trust and satisfaction in predicting loyalty intentions for P2P accommodation. This can, in turn, help to unlock the potential of P2P accommodation to deliver more sustainable outcomes for people, places and the planet.

Sustainability advertising: literature review and framework for future research

A growing number of consumers want companies to act sustainably. Companies have responded by advertising their sustainability initiatives, practices, and products. This paper takes a fresh look at sustainability advertising, synthesizing empirical research involving two focal questions: (a) What makes a sustainability ad effective? and (b) What drives some consumers to adopt sustainable behaviors? To answer these questions, this paper is organized into three sections. First, the concept of sustainability is introduced, its dimensions are presented, and sustainability advertising is defined. Second, a framework for the effectiveness of sustainability advertising is introduced. Ad context, source characteristics, and message design influence an ad’s effectiveness, while consumer drivers enhance or attenuate this relationship. Finally, measures of ad effectiveness and the unintended consequences of sustainability advertising are discussed. In each section, empirical research is summarized, and future research opportunities are outlined. This paper provides a holistic view of the effectiveness of sustainability advertising in order to inspire new research in this timely and critical advertising arena.

Drivers of consumers' behavioral intention toward private umbilical cord blood banking: a review.

Immunitary bioeconomy encompasses a significant share of the bioeconomy that is accompanied by a ‎high degree of complexity and various religious and ethical controversies for both customers and the ‎service providers. Compared to blood banking, these complexities are more substantial for the ‎new state-of-the-art technology of umbilical cord blood (UCB) banking, in which the viable ‎therapeutically active substance of cord blood (i.e., cord blood stem cells (CBSCs)) is banked for much ‎less likely future demand. It became even more complicated when we knew that the main three types ‎of cord blood banking industry (i.e., private, public, or hybrid models) are not the same regarding ‎economic, ‎ethical, and even social considerations. The present paper aims to review and discuss the ‎main drivers of behavioral intention among the customers of private UCB banking. We focused on ‎private UCB banking because, although there is a low likelihood of childs' future need for their siblings' ‎CBSCs, there is an unnecessary growing demand for using private UCB banking services. Based on the ‎previously published pieces of research, we discussed five main influential factors (i.e., awareness, ‎reference group, usability, disease history, and price) that can affect the customers' risk perception ‎‎(and further their behavioral intention) to preserve their child UCB for private applications. Finally, we ‎concluded that private UCB banking must not be considered a commercial activity, and ethically healthcare ‎managers must be more actively involved in ‎facilitating the proper flow of information among the ‎customers.

The Two-Sided Effect of the COVID-19 Pandemic on Online Apparel Renting

The global outbreak of COVID-19 has been affecting consumer behavior in a significant way. The collaborative consumption businesses, such as online rental services, is one of those sectors that have been immensely disrupted by the pandemic because many ‘sharing’ services require high touch and human contact. The purpose of this study is to develop and test a comprehensive model of consumers’ acceptance of online apparel renting (OAR) that can also take account of the pandemic’s effect. To this end, a two-phase, mixed-method study was conducted to identify the specific determinants of OAR (Study 1) and to empirically test the model of OAR acceptance with the pandemic-related moderating variables (Study 2). This study identifies a series of consumer drivers of OAR including affordable access, shopping convenience, try before you buy, never wear same dress twice, and special occasion. It also demonstrates the significant moderating effects of two pandemic-related factors including perceived vulnerability to disease and desire for simplification. The findings provide practical managerial suggestions to OAR retailers and theoretical implications for future studies.

Last-Mile Delivery Methods in E-Commerce: Does Perceived Sustainability Matter for Consumer Acceptance and Usage?

Sustainability has gained significant importance in e-commerce, as it impacts both consumer behavior and company success. This paper contributes to the literature on sustainability in e-commerce by studying the perceived sustainability of three common last-mile delivery methods (home delivery, parcel lockers, and click and collect) and other drivers of consumers’ acceptance of each delivery method (perceived costs, convenience). Based on a review of the relevant literature, a conceptual model integrating key determinants of consumers’ attitudes to delivery methods and their intention to use them is derived and tested using a sample of 536 German online buyers. The results demonstrate that perceived ease of use and perceived usefulness increase the acceptance of the delivery methods, whereas perceived costs constrain it. The findings reveal significant influences of perceived sustainability on the acceptance of the delivery methods, which vary between its three components (environmental, economic, and social) and regarding the delivery method. Retailers and collaborating parcel delivery services are advised to continue making last-mile delivery methods more convenient. However, they are also advised to implement standards in terms of environmental and social sustainability and inform customers about their efforts regarding sustainable last-mile delivery to build a competitive advantage in omni-channel retailing.

Prospects for Plant-Based Meat: Current Standing, Consumer Perceptions, and Shifting Trends.

Dietary habits have a substantial influence on both planet and individual health. High intake of animal products has significant negative effects on the environment and on human health; hence, a reduction in meat consumption is necessary. The transition towards plant-based meat (PBM) is one of the potential solutions for environmental and health issues. To achieve this goal, it is important to understand the dietary habits and demands of consumers. This review was designed with a focus on PBM alternatives, dietary shifts during the COVID-19 pandemic, the drivers of consumers' perceptions in various countries, and the measures that can promote the shift towards PBM. The PBM market is predicted to grow with rising awareness, familiarity, and knowledge in the coming years. Companies must focus on the categories of anticipated benefits to aid consumers in making the switch to a diet higher in PBM alternatives if they want to win over the target market.

The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework

Although cross-border e-commerce (CBEC) has experienced rapid development, severe issues remain, including information asymmetry and uncertainty. Social commerce platforms have emerged to provide consumers with new approaches to solving these issues and enabling shopping decisions. However, there is still a dearth of knowledge about the underlying mechanism that explains why and how CBEC consumers employ social commerce platforms to facilitate information processing. To address this critical issue, we employed SEM and ANN analytical approaches to examine the research model developed from the motivation-opportunity-ability (MOA) framework. The results revealed associations between the identified motivational factors (information seeking, serendipity, relaxation, and symbolic motivation), opportunity factors (time availability, platform empowerment, and electronic Word-of-Mouth), the ability factor (self-efficacy), involvement, and purchase intentions. In addition, an importance ranking of the most critical drivers of consumers’ shopping decisions was derived from various antecedents.

Purchase Intention in Mobile Commerce in Croatia: The Attribution Theory Perspective and the Role of Consumer Innovativeness

This study investigates the drivers of consumers’ intentions to purchase advertised products and services via mobile devices from a consumer perspective using attribution theory as a framework. It explores whether the cause of purchase intention is attributed internally or externally and how these attributions influence it. The data collected from mobile shoppers in Croatia were analyzed using structural equation modeling (SEM). The findings show that mobile purchase intention can be attributed to the internal attribution related to the perceived importance of websites’ characteristics, unlike attitudes toward mobile advertising (internal attribution) or security and privacy aspects (external attributions). Consumer innovativeness is a crucial internal attribution that moderates the effect of the attitude toward mobile advertising on purchase intention positively and negatively the impact of perceived importance of websites’ characteristics on the purchase intention. Marketers should encourage main internal and stable attributions as preconditions of consumers’ intentions.

Peach for the future: A specialty crop revisited

• Current trends on peach cultivar and rootstock breeding initiatives are highlighted. • Efficient cropping system is linked to appropriate rootstock selection and canopy architecture. • Training system selection is of equal importance with rootstock selection. • High density plantation may result in reduced production cost and enhanced orchard sustainability. • Decision making in the orchard and packinghouse is critical for optimum fruit quality. • Peach industry needs to shift to a systems approach through a re-design of the whole supply chain. Peach is the most important temperate fruit crop worldwide in terms of production after apple. However, a descending trend has been registered over the recent years in several key producing peach countries, mainly due to the increased labor cost and the reduced revenue for the farmer. The present perspective review aims to shed light on the current trends on peach fruit production related to cultivar and rootstock breeding initiatives, appropriate training system selection and targeted integrated management of main diseases, most promptly Monilinia spp. Cultivar breeding programs should focus on the most relevant outcomes about the main drivers of consumer's acceptance. In the near future, a contribution from the breeding sector should be expected in the reduction of the trade-off between quality and yield, towards selection of elite cultivars with enhanced aroma (a pool of compounds still scarcely known), with appreciable nutritional properties and extended market life. Such cultivars need an appropriate rootstock and canopy architecture to facilitate efficient cropping systems. The training/cropping system selection is of equal importance with rootstock selection as it can also determine efficiency and potential for mechanization. A tendency for the future is that several semi- and dwarfing Prunus hybrid rootstocks aligned with the innovations on peach tree architecture will lead to higher planting densities, reduced tree height and thus enhanced peach production with reduced labor cost. With the aim to advance peach fruit production and consumption, there is an urgent need to dissect solutions to valorize on the market the exceptional peach diversity and flavor potential, already present in the varietal landscape. The development of sophisticated non-destructive tools that will allow in cost-effective manner to determine fruit quality and maturity stage is expected to facilitate consumer eating experience and storage requirements with minimum risk of chilling injury symptoms development. Lastly, the phytosanitary protocol of small-sized wall-grown plants would most likely be more effective and would require reduced quantities of pesticides while simultaneously responding to the needs of a market that is increasingly attentive to fruit healthiness and environment protection. Phytosanitary issues can be addressed by controlling diseases and/or by improving genetic resistance.

IMPACT OF NEW PRODUCT KNOWLEDGE AND PROMOTIONAL SIGNAGE ON CONSUMERS’ IMPULSE BUYING INTENTION AND BEHAVIOUR: A MEDIATED MODEL

Customer research has paid a lot of attention to consumer impulse buying. The phenomena is intriguing since it is influenced by both external, market-related inputs and a number of internal psychological elements. The research attempts to comprehend the factors affecting impulse buying behaviour of consumers typically when they consider purchasing new products. Furthermore, the effects of different concepts on the impulse buying are discovered, such as impulse buying intention, new product knowledge and promotional signage in the Pakistani context. This study uses a survey method to test a theoretically grounded set of hypotheses. Using a 22 items questionnaire, the data were obtained from 200 respondents and the data were analysed using SPSS. This study findings reveal that new product knowledge and promotional signage has positive and significant influence on consumers’ impulse buying behaviour as well as impulse buying intention, similarly our mediator that is impulse buying intention also has a positive significant influence on consumers’ impulse buying behaviour. There lies a partial mediation between the promotional signage and impulse buying behaviour in the presence of mediator but impulse buying intention has no significant mediating impact between new product knowledge and impulse buying behaviour. The paper supports the importance of new product knowledge and promotional signage as key drivers of consumer’s impulse buying behaviour. It further underlines the importance of consumer’s impulse buying intention with a mediating effect between new product knowledge, promotional signage and consumer’s impulse buying behaviour. Marketers, retailers, executives and managers can have advantage from these findings for future marketing strategies and can acquire new customers by retaining the old ones to achieve long-term performance objectives. Keywords: Impulse Buying, Behaviour, Purchase Intention, Product Knowledge, Promotional Signage.

Information source and content – Drivers for consumers’ valuation of fairly traded chocolate

To learn about the role of information content and source as catalysts to increase consumers' valuation of fairly traded foods, we conducted an online survey with 2500 consumers representative of the German population. Within the online survey, respondents were randomly assigned to one of five information treatments or the control group. We employ the contingent valuation approach to measure the willingness-to-pay (WTP) premium for chocolate with the Fairtrade label compared to similar conventional chocolate. To estimate WTP and another outcome which measures the participants’ purchasing intentions, we use ordinary least squares and interval regressions. We find that German consumers are willing to pay a high price premium for a Fairtrade label despite limited knowledge about the certification. This WTP is relatively robust to additional supportive information provision irrespective of the information source. However, the purchasing intention can rise due to information provided by a retailer or the government. While a supportive statement by a university does not seem to incentivize the valuation of Fairtrade certified chocolate, we find that an unsupportive (zero effect) statement of the same source can discourage the purchasing intention. Our findings imply that policymakers and communicators of scientific information need to mind the risk of generalized science communication aiming at forming the public opinion and create information campaigns to increase purchasing frequency. • Little knowledge about certification impedes valuation of Fairtrade chocolate. • 2500 German consumers were exposed to five treatments in an online survey. • Information does not affect the initial high willingness to pay. • Supportive information by retailers or government increases purchasing intention. • Zero-effect statements by a university decrease the purchasing intention.

Pasteurised eggs - A food safety solution against Salmonella backed by sensorial analysis of dishes traditionally containing raw or undercooked eggs

This study evaluates the potential of pasteurised eggs to be used as a replacement for raw eggs in recipes where eggs remain uncooked or undercooked. Sensory tests were performed by 178 untrained panellists (143 from Portugal and 35 from Romania) using a 9-point hedonic scale. The tested recipes were tiramisu, chocolate mousse, eggnog, hollandaise sauce, and condensed milk mousse (Baba de camelo). While in Portugal the colour and texture of the chocolate mousse prepared with pasteurised and unpasteurised eggs differed significantly, no significant differences in regards to the organoleptic attributes were recorded in Romania. Nonetheless, the results revealed comparable distribution scores regarding the overall acceptability for all the recipes indicating an agreement among panellists for both raw and pasteurised eggs dishes in both countries. The regression analysis showed that the main drivers of consumers’ acceptance of dishes made with pasteurised eggs are flavour and texture. This research demonstrates that five dishes prepared with liquid pasteurised eggs are accepted by consumers as they cannot clearly be distinguished from their counterparts prepared with raw eggs. As Salmonella-contaminated eggs are the most frequent cause of salmonellosis, pasteurised eggs can be used as a safer ingredient to substitute shell eggs in raw egg-based dishes without significant reduction of the sensory quality of the dish. Since liquid pasteurised eggs are already widely used, especially by industry and restaurants, we provide reasons supporting pasteurisation of eggs in shell as a more convenient solution for consumers. Pasteurised eggs, either liquid or in shell, constitute a way to reduce the burden of foodborne diseases by diminishing the number of cases of salmonellosis associated with cooking at home. Researchers and food safety authorities can use our results as a starting point for future studies or intervention strategies.

The drivers of wild meat consumption in rural Cameroon: Insights for wild meat alternative project design

AbstractProjects providing alternative foods to wild meat in rural areas are commonplace across West and Central Africa to try and curb unsustainable hunting, regarded as a major concern for conservation and local food security. However, there lacks locally specific research on the preferences and drivers of wild meat consumption in rural areas—essential information for guiding such interventions. We carry out semi‐structured interviews with 542 people in four rural villages around the Dja Faunal Reserve in Cameroon, to understand the importance of wild meat, explore people's food choices, identify the drivers of wild meat consumption, and explore variation in the drivers and barriers to eating wild meat and its alternatives. We found that wild meat is preferred to meat from domestic livestock or wild caught fish. Many of the most commonly preferred wild meat species (porcupine and blue duiker) are relatively abundant, with the exception of pangolin which is globally endangered but which people reportedly prefer because of its good taste. Good taste, perceived health benefits, and easy accessibility are the key drivers of consumption, while taboos, an off‐putting appearance, and health concerns play a strong role in species avoidance, particularly for great apes and large ungulates. Village‐level differences in the drivers of consumption were observed, possibly influenced by their proximity to the reserve, to markets, participation in alternatives projects, and to law enforcement. That people in rural Cameroon care about health and taste in their choices, rather than simply availability or cost, challenges the assumptions that underpin many alternative meat projects. Our findings provide an understanding of consumer drivers to help to guide wild meat alternative interventions in rural areas. We urge wild meat alternatives designers to account for the heterogeneity of preferences and drivers within communities, to help ensure that projects reach both their conservation and social objectives.

Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer

To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals.

Circular business models for the fastmoving consumer goods industry: Desirability, feasibility, and viability

Fast-moving consumer goods (FMCGs) are products that have a short useful lifetime and are typically designed for single or limited uses followed by disposal. The disposable nature of FMCGs combined with ineffective waste recovery systems is causing global environmental problems. Various reusable packaging business models have emerged to tackle these problems; however, their influence is still low in practice. Testing the feasibility, desirability, and viability of innovative circular business models enables their implementation and scaling. In this context, this study explores the success factors, drivers, and barriers of an FMCGs reuse business model. The case company is an internationally scaling company pursuing a potentially disruptive circular business model. A mixed methods approach is used, involving semi-structured interviews with innovators on two variations of the FMCG reuse business model (in-store and e-commerce) followed by a consumer survey in the city of Berlin to test perceptions of these business models. Five success factors were identified: brand and retailer partnerships, consumer participation, operations efficiency, business model profitability, and the establishment of an ecosystem. The main driver for consumers to participate in the circular business model is the potential positive environmental impact, although there were concerns about added environmental impact related to logistics in the e-commerce model. In addition, convenience and accessibility of the reuse model are important for consumers. Costs are identified as a predominant barrier for companies to engage in reusability. Based on the research findings, recommendations for expanding FMCG reuse business models are developed.

Communicating access-based business models: Company framings of home furnishings rental

Although access-based business models such as product rental hold promise for contributing to sustainable production and consumption, their diffusion is hindered by a lack of consumer acceptance. In order for rental models to resonate with consumers, they must be designed and communicated in a way that aligns with consumers’ needs. While many studies have addressed business model design, few have looked at how rental business models are communicated to consumers. Our study addresses this gap by exploring how rental companies frame their offers to consumers, and how this aligns with consumer drivers to engage in rental previously found in literature. Through a qualitative content analysis of websites of companies in the growing sector of home furnishings rental, we find that, contrary to studies that suggest emphasising sustainability aspects, sustainability is not widely communicated. In addition, while messaging does reflect broad categories of drivers for a variety of consumer goods – including economic benefits, freedom from burdens of ownership, convenience, and novelty – home furnishings rental companies represent these drivers somewhat differently. This includes appealing to more intangible ideas such as aspiration, self-expression and homeliness, as well as citing aspects specific to home furnishings such as the literal burdens of transporting furniture when relocating. Our study raises important questions about the role of sustainability in communications and provides insights from companies actively engaged in rental that can potentially help ensure that company messaging, and in turn rental models themselves, resonate with consumers. We also contribute empirical findings on home furnishings rental, which has seen increasing engagement by practitioners but has received little consideration in academic literature.

What drives consumers to shop on mobile devices? Insights from a Meta-Analysis

The penetration of mobile devices has reshaped consumers’ shopping journeys, drawing the attention of both scholars and practitioners. Over the last two decades, a rich strand of empirical studies across disciplines has been conducted on the factors underlying mobile shopping behavior. We provide and test a comprehensive framework for both the key drivers of consumers’ initial adoption and the continuance intention to use mobile devices for purchasing. To achieve this goal, we conduct a meta-analysis, in which we integrate the findings from the literature and apply a structural equation modeling approach. Our work builds on the existing theories (Technology Acceptance Model, Theory of Planned Behavior, and Unified Theory of Acceptance and Use of Technology) and offers an extensive understanding of the variables that shape mobile shopping behavior. Based on 207 articles, with 228 studies, 4,354 effect sizes, a total sample size of 68,944 shoppers, our findings show that mobile shopping is influenced by variables that reflect the evolution of technological innovations and the consequent improvement of the functionality and convenience of mobile devices (previous digital experience and ubiquity). Managerially, based on these findings, we provide a future research agenda and the key implications for firms to develop for a successful marketing strategy throughout the mobile customer journey. Companies should focus on both utilitarian and hedonic variables to stimulate the intention to use the mobile for the first time. In addition, to increase continuance intention to use mobile for shopping, they improve customer satisfaction, through enjoyment and the three dimensions of quality of the mobile channel.

Apple flavor and its effects on sensory characteristics and consumer preference

AbstractThe focus within the apple industry is to identify varieties most preferred by consumers. To help with this, it is necessary to emphasize the discovery of flavor perceptions responsible for consumer preference in apples. The present study aimed to determine which flavor attributes are associated with different apple varieties, determine which apple varieties consumers prefer, and to determine which flavor attributes are contributing to consumer preference. Over two subsequent years, a trained sensory panel (n = 10, n = 15) evaluated 27 and 28 varieties, respectively. Intensity ratings of taste, flavor, and texture characteristics for each apple variety were recorded. This data was paired with an untrained consumer hedonic evaluation (n = 226) using a subset of apple varieties (n = 16). Results revealed that two large groups of apple consumers exist. Group 1 (29%) emphasized the importance of texture, while Group 2 (49%) was primarily driven by sweet taste, and honey and floral flavors with less focus on texture.Practical ApplicationsThe results of this research provide insight into the positive and negative preference drivers of apple consumers. By understanding flavors associated with consumer preference, the information can be used as a tool to aid breeding programs in the creation of consumer‐centric apples that will be commercialized. Additionally, through the creation of an external preference map, a point‐of‐reference has been created to serve as a predictor for upcoming apple varieties to the Ontario apple industry.

Value drivers of government issued mobile coupons usage

PurposeIn the pandemic time, many local governments in China issue mobile coupons to citizens in order to boost economy via stimulating consumption. This study examines value drivers for consumers to use government issued mobile coupons (GIMCs), which differ from traditional ones issued by retailers, during the pandemic time in mainland China.Design/methodology/approachContent analysis of 148 posts and 388 comments from Sina Weibo were performed to identify value-related antecedents of GIMCs' usage by consumers. Then, drawing on extant literature and based on the variables extracted from content analysis, a conceptual model was proposed addressing the determinants of value perceptions which motivate consumers to acquire and redeem GIMCs. A questionnaire survey was conducted among 510 citizens who used government issued m-coupons to verify hypotheses.FindingsThe research findings show that functional value (driven by economic benefits, convenience and relevance), emotional value (driven by trustworthiness, competition and altruism) and social value (driven by social norms and social recognition) positively shape consumer's attitude toward GIMCs and their intention to use GIMCs. Also, it is found that functional value and attitude link is enhanced by consumer's utilitarian shopping motivation and weakened by hedonic shopping motivation. Hedonic shopping motivation enhances the relationship between emotional value and attitude.Originality/valueThis research contributes to the theory development of coupon promotional tool by focusing on m-coupons issued by government (instead of retailers) under the pandemic background. Besides, it provides managerial insights for local authorities to design effective GIMCs policies.