Consumer Motivations Research Articles

An empirical model for branding oriented by the environmental sustainability of the Amazon Rainforest: a hybrid structural equation modeling with fsQCA approach

Utilizing the Theory of Planned Behavior, a meaningful connection between an organization and its consumers can be established, transcending mere appearances and delving into emotions, relationships, and brand experiences. In line with these principles, this study aims to present an empirical model grounded in factual evidence derived from the perspectives of entrepreneurs and consumers of environmentally sustainable brands in the Brazilian Amazon. The proposed model adopts a mixed-modeling approach, utilizing data analysis techniques such as fuzzy-set qualitative comparative analysis (fsQCA). Two independent data sets were collected: one from 8 companies operating in the Amazon rainforest and another from 535 potential consumers. By analyzing these datasets, consumer motivations for the consumption of sustainable brands, entrepreneurial practices, and the role of traditional communities and the forest environment in shaping brand perceptions were identified. The results reveal that, from the consumer’s perspective, the key factors influencing a positive inclination to purchase sustainable brands include the brand’s engagement with traditional com munities, perceived product quality, brand innovation, and a transparently communicated positioning strategy. These constructs form the core components of the main solution. This article provides valuable information for entrepreneurs operating sustainable brands in tropical forests as well as for policymakers in community-based entrepreneurship. It is also of interest to researchers and individuals involved in brand management as a strategy for empowering small businesses engaged in sustainable practices and community collaboration. The study’s findings and recommendations have the potential to foster more sustainable and socially responsible business practices, thereby enhancing local economies and contributing to environmental preservation.

The Effect of E-Warong Accessibility on Household Consumption

BPNT/Sembako is a social assistance program provided by the government to improve the welfare of people experiencing poverty by providing food with balanced nutrition and providing choice and control over food. BPNT/Sembako uses e-wrong as the only distribution. Households must come to e-wrong with a KKS. Because e-wrong is the only place for distribution, e-wrong is very important, including the distance of the e-wrong from the location of the beneficiary. However, e-wrong still has a limited distribution. The purpose of this study is to generally investigate the effectiveness of the e-wrong program and specifically investigate the effect of e-wrong accessibility on household consumption, especially rice consumption, taking into account aspects of price and quality of rice, characteristics of other consumer goods, household characteristics, residential area characteristics, local government assistance, and consumption motivation. This study uses 4-month panel data (November 2019-February 2020) of BPNT/Sembako recipients in the March 2020 Susenas and the random effects (RE) approach. The results of the study show that the accessibility of e-warong has a significant effect on household consumption (rice consumption). The farther the e-warong is, the higher the consumption of rice.

Consumers' motives for engaging in second-hand clothing circulation in terms of sustainable consumption

An increase in the number of consumers engaging in second-hand clothing (in short, SHC) circulation is indicated as one of the main ways to balance the consumption of clothes. Therefore, the motives of consumers engaging in SHC circulation are an important issue that requires cyclical and in-depth research. This article aimed to examine consumers' motives for engaging in SHC circulation in the context of the implementation of sustainable clothing consumption in selected European countries. In order to accomplish the objective, 547 CAWI questionnaire interviews were conducted with consumers from five countries: Germany, Sweden, Slovenia, Lithuania and Poland. The main motives for engaging in SHC circulation indicated by respondents are directly - the ecological and altruistic motive - and indirectly - the economic motive - linked to the idea of sustainable consumption. At the same time, it should be noted that consumers are guided by several motives simultaneously, and despite pro-environmental declarations, in most cases, they are also guided by economic motives. The study results can be applied to improving waste management systems and, in particular, campaigns promoting SHC circulation.

Alcohol dependence and motivations for alcohol consumption in nursing students

Introduction: alcohol dependence is a public health problem on which multiple groups of researchers have focused their attention since it mainly affects the young population, as it is the most consumed drug in the world due to its easy access, which makes it imperative to advance in the understanding of this phenomenon.Objective: to determine the dependence and relationship that exists with the motivation to consume alcohol in nursing students. Methods: non-experimental, quantitative, descriptive, and cross-sectional research, in a sample of 363 undergraduate nursing students from two university regions, using simple random probability sampling, applying the Alcohol Use Disorders Identification Questionnaire (AUDIT) and the translation of the Drinking Motives Questionnaire-Revised (DMQ-R). Results: 47,4 % were 21 to 23 years old, 62,3 % were from urban areas; the largest number of students consumed occasionally (62,2 %) and 20,1 % were abstinent (women were the most frequent drinkers). The 97,2 % are motivated to consume alcohol and 0,3 % are highly motivated. Conclusions: there is dependence to alcohol consumption related to motivation in nursing students (rs=,697, p=<0,01). Therefore, it is necessary to implement interventions in prevention and health promotion, to limit access to the substance or reduce their intake patterns

Perilaku Sosialita Memamerkan Status melalui Barang Branded dan Brand Prominance

The purpose of the present study was to explore the relationship between consumer motives mediated by the choice of brand prominence and the behavior of purchasing counterfeit products in three groups/classes of consumers (patrician, parvenus and poseur) of luxury fashion brands. Data were obtained from a sample consisting of 230 respondents who were considered eligible. Three findings are obtained. First, for the poseur, consumer motives for purchasing products are positively related to counterfeit products and conspicuous brand prominence. Second, for the parvenus, the consumer motives are not related to counterfeit products, but it is related to conspicuous brand prominence. Third, for the patrician, consumer motives for purchasing products are not related to counterfeit products and inconspicuous brand prominence.

Decoding the dual desire: Expressive and impressive motivations for neo-luxury wearables

ABSTRACT In today’s rapidly evolving consumer landscape, understanding the motivational drivers behind consumer interaction with brands and purchase intentions is paramount for effective marketing communications. This research dives deep into the impressive and expressive consumer motivations influencing attitudes and purchase intentions for neo-luxury smart wearables. By employing a blended methodology of qualitative conceptual mapping and quantitative fsQCA analysis on consumer survey data, we uncover the integral role of both hedonic (pleasure-seeking) and eudaimonic (meaning-seeking) motivations for the contemporary neo-luxury consumer. Our findings underscore that a harmonious interplay between these motivations can bolster purchase intentions, even mitigating potential deterrents like skepticism or price-related apprehensions. This research offers invaluable insights for marketing communicators, including a nuanced understanding of these dual motivations as essential to crafting resonant messages for smart wearables. This paper reveals the strategies practitioners should adopt to effectively communicate the value proposition of innovative neo-luxury wearables, ensuring that messaging appeals to the expressive and impressive desires of the modern consumer.

Post-pandemic outdoor music festival consumption behaviour intention: an integrative approach

ABSTRACT This study investigates the factors influencing consumption behaviour at outdoor music festivals in the post-pandemic era. Utilising the Stimuli-Organism-Response and Motivation-Opportunity-Ability theories, the study explores the factors affecting consumer behaviour intention in the context of outdoor music festivals. Employing structural equation modelling and necessary condition analysis, the research reveals that consumption motivation, opportunity, ability, and perceived scarcity significantly impact consumption behaviour intention in a positive manner. Conversely, perceived risk inhibits this intention. Notably, post-pandemic music festival attendees, particularly young individuals with income, exhibit a strong propensity to consume. Consumption motivation, opportunity, and ability are identified as direct and positive drivers of consumption behaviour intention, representing necessary conditions. Perceived scarcity mediates the relationships between consumption motivation, opportunity, ability, and the intention to participate in outdoor music festival consumption behaviour. The study sheds light on the theoretical and practical implications of these findings, emphasising its contribution to the field of leisure studies.

Motivations in the adoption and conversion of freemium services: insights for digital entrepreneurship

AbstractTechnological advancements have created opportunities for entrepreneurship and innovation and enabled the development of new products, services, platforms, and business models, including the freemium business model. The freemium business model is present in several digital services (e.g., music, social networking, and gaming), but, for businesses to succeed, it is of the utmost importance that users convert their subscriptions from free to premium. Previous research has endeavored to explain what motivations drive consumers to adopt different digital services and platforms and what motivations and user characteristics lead them to convert to the premium service, but little research has been dedicated to the motivations for consumers to distinguish between competing platforms. To enhance comprehension of these matters, this study analyzes a group of motivations and user characteristics as explanatory variables. Data was obtained via an online questionnaire, with a sample of 231 users of music streaming platforms. The main results suggest that satisfaction, perceived value, and ubiquity are statistically significant motivations that positively influence choosing a platform. Regarding subscribing to the premium service, the same motivations, as well as users’ age and occupation, present influential results, which are relevant from theoretical and managerial points of view, especially for entrepreneurs aiming to define the best strategy to successfully deploy their digital businesses.

Neuromarketing: a Tool to Understand Consumer Behaviour

This paper studies the concept of neuromarketing in consumer behaviour, emphasising the fact that consumers are not entirely rational in their decision-making process, because emotions influence their behaviour. Consequently, the neuromarketing field emerged as a way to understand the subconscious motivations of consumers. The scientific problem of this paper is to analyse how neuromarketing techniques can be effectively integrated with traditional marketing research methods to provide a comprehensive understanding of consumer behaviour. It emphasises the fact that traditional marketing research tools may not reveal all essential insights into consumer behaviour research. Therefore, market research practices should employ neuromarketing tools such as eye tracking, facial expression analysis, biometrics and neuronal activity measurements. First, six principal neuromarketing research areas are identified: branding, product design and innovation, advertising effectiveness, shopper decision-making, online experiences, and entertainment effectiveness. Next, a simplified human behaviour model, consisting of three phases, unconscious, conscious and observable, is discussed. Finally, the paper focuses on criticisms of neuromarketing and ethical issues.

СЕГМЕНТАЦИЯ ПОТРЕБИТЕЛЕЙ НИШЕВЫХ ТУРИСТСКИХ УСЛУГ

This article describes the importance of cli-ent psychology and its specifics in tourism, notes the role of the sales funnel as a uni-versal algorithm, highlights the relationship of influence factors and consumer motiva-tion. The study involves the analysis of the influence of specific factors within the boundaries of a certain destination, which form the narrowly focused requests of con-sumers of tourist services. The paper high-lights the categories of niche areas and pre-positive intersections with personal charac-teristics. The study identified the main seg-ments of consumers of tourist services in the niche sector and their individual characteristics in correlation with personality types.

커피 소비동기가 커피 소비의도 및 행동의도에 미치는 영향

This study examined the effect of coffee consumption motivation on coffee consumption intention and behavioral intention focusing on coffee shops and home cafes. The analysis results are as follows. First, well-being motivation, social motivation, and emotional motivation had a significant effect on mental health consumption intention. Second, all coffee consumption motivations had a significant effect on addictive consumption intention. Third, effective motivation had a significant effect on consumption intention to overcome side effects. Fourth, social motivation had a significant effect on socio-psychological consumption intention. Fifth, mental health consumption intention and social psychological consumption intention had a significant effect on behavioral intention at coffee shops. Sixth, mental health consumption intention had a significant effect on home cafe behavioral intention. Seventh, effective motivation, social motivation, and emotional motivation had a significant effect on behavioral intention at coffee shops. Eighth, effective motivation, well-being motivation, and emotional motivation had a significant effect on home cafe behavioral intention. This study aims to provide basic data for market segmentation strategies by predicting the behavioral intentions of coffee shop and home cafe consumers by understanding the consumption motivation and consumption intention of coffee consumers.

Effects of Consumer Dispositional Attitude on Purchase Intention in an Emerging Market.

Globalization trends have compelled multinational companies to change their marketing approach from multi-domestic marketing to global marketing. This strategy has had a major impact on the branding of companies. Due to these efforts by international companies, there has been a negative impact on local brands. Strong local brands always maintained the advantage of a high level of awareness among consumers, due to consumers' close relationship with these brands, hence this resulted in strong and positive marketing investments in the home market. The purpose of this research is to evaluate the attitudinal dispositions towards global and local brands and purchase intention. The objective is to understand the underlying motives of consumers' purchase decision. Consumer disposition and attitude towards brands are evaluated based on respondents' purchase intention of a select brand. Data are collected from Bangalore and Chennai using the convenience sampling method. Evaluation of the measurement model was performed using the Smart PLS 4 software. Findings suggest that consumer attitudinal disposition has a significant impact on consumers' purchase intention. Attitude formation is the first step in consumers' behavioural decision and making a purchase decision. Marketing managers/practitioners need to focus on forming this attitude in consumers' minds, so that this attitude formation leads to a purchase decision. This research provides theoretical and managerial implications for marketers, especially those operating in an emerging market like India as this study has examined the role of consumer disposition on attitude formation and purchase intention. From a theoretical perspective, this study developed and tested a conceptual model describing the relationship between attitudinal disposition and purchase intention.

Motivations underlying healthy dietary adoption intentions: Evidence from university students in the Czech Republic

AbstractEncouraging people to adopt a healthy diet is believed to reduce the prevalence of obesity. However, a deeper understanding of consumers' psychology regarding healthy dieting is required for this intervention to be effective. To date, knowledge remains limited on the motivations preceding healthy dietary adoption among adult consumers in the Czech Republic, which is undoubtedly facing a high prevalence of obesity among other EU member states. Most importantly, few studies have modeled the food choice motives as primary antecedents of healthy dietary adoption intentions. Therefore, the current study proposes and tests a research model that explains the motivational factors for adopting healthy diets. Data were collected through an online survey involving 161 university students and analyzed using partial least squares structural equation modeling (PLS-SEM) procedures. The results reveal that food choice motives explain healthy dietary adoption intentions satisfactorily. Notably, the natural content and weight control motives positively and significantly affect healthy dietary adoption intentions. The study offers relevant contributions to the science of consumer motivation regarding healthy dieting and practical means to health promotion.

Mapping the Minds of Gen Z: The Dynamics of Brand Loyalty in Indonesia

This journal reviews aspects of Generation Z's loyalty to local brands, emphasizing psychographic analysis. The research method used is qualitative, using in-depth interviews with Generation Z individuals who show interest and loyalty to local brands. By referring to consumer behavior theory, especially psychographic theory, this research identifies internal and external factors that encourage Generation Z to choose and remain loyal to local brands. The research results provide a deep understanding of consumer motivation, personal values, personality, cultural and social influences, and decision-making processes that shape Generation Z consumer behavior towards local brands

Exploring Consumers' Motivations and Experiences of Engaging as Partners in Cancer Research.

Consumer engagement improves research quality and relevance but can be difficult to implement. This study aimed to explore the motivations and understand the barriers, if any, experienced by consumers before and when partnering with cancer research teams. Semi-structured interviews were conducted with consumers and the results analysed thematically. Two groups were recruited: consumers who were members of the consumer registry and patients who did not have previous experience of being a consumer in a researcher partnership. Twenty-one interviews were conducted with a total of 22 participants aged between 26 and 74 years. Consumers motivation was driven by altruism to help others and personal benefits. Barriers to beginning and maintaining consumer engagement included consumers' perceptions of being appreciated by researchers and meaningful communication between researchers and consumers. Australian policy has made important steps towards consumer engagement in research. This study showed that demonstrating an appreciation for consumers and effective communication are key areas to consider when designing implementation strategies of these policies in the cancer research space in the future.

A streamlined multidisciplinary metabolic clinic in psychiatric recovery service: a pilot study.

The metabolic syndrome (MetS) is a collection of risk factors for cardiovascular disease and type-2 diabetes, that includes central obesity, hypertension, hyperglycaemia and dyslipidaemia. An audit indicated inadequate MetS screening in an Australian psychiatric recovery service. We aimed to improve MetS screening, identification and intervention by offering streamlined lifestyle education, clinical reviews and discharge planning. This pilot program prioritized holistic, culturally-sensitive, patient-centric, and trauma-informed approaches to enhance metabolic health outcomes. A Metabolic Clinic was piloted in two psychiatric rehabilitation cottages (n=35), which involved disciplines of dietetics, exercise physiology, diversional therapy, occupational therapy, peer workforce, social work, clinical psychology, pharmacy, nursing and medical. Another cottage (n=15) was assigned as the comparison and received standard care. A 12-week, 3-times-per-week lifestyle and behavioral program, called MetFit, was devised and offered to those identified at screening for the treatment cottages. Outcome measures were feasibility measures, the five metabolic parameters (waist circumference, blood pressure, fasting serum triglycerides, high-density lipoprotein, and glucose), functional measures, and a meal questionnaire. The treatment cottages had qualitative advantages in screening and identifying MetS. Of four enrolled consumers in MetFit, an improvement of triglycerides (p=0.08), squats (p=0.02), and push-ups (p=0.07) was observed. Major challenges of enrolment included an overall lack of acknowledgment of its importance, poor motivation of consumers and resources limitation. The one-stop provision of groups, peer support and inpatient pathway with multidisciplinary team-integration was generally accepted by consumers and the MDT and has iteratively demonstrated the urgent need for consumer-centered physical care and a cultural shift to foster collaboration within a psychiatric service.

Being Well-in with the Joneses? A Lab-in-the-Field Experiment on Conspicuous Consumption among Rural Communities

Conspicuous consumption, specialised consumption of high visibility but without apparent economic benefit, is reducing investment in productive assets and thus hindering economic development in low-income countries. In previous research, the phenomenon was commonly explained by status-seeking and herding behaviour. Our study follows a novel angle in testing the role of risk sharing, assuming that investment into social status is perceived to increase access to informal credits in times of crises. We conduct a random-effects hurdle model along a lab-in-the-field experiment along a sample of 197 wheat farmers in Uzbekistan, a country characterised by high levels of risk and uncertainty. Within our experimental setup, both risk attitude and real-life risk management decision are found to be significant determinants of conspicuous consumption. Our findings support the notion of a complex decision-making process with risk sharing as one important motivator. Providing first empirical evidence on the topic, our findings have implications beyond our narrowly defined study case: We argue that strengthening options of formal risk-sharing tools might remove one of the motivators for conspicuous consumption; thus, it could improve the economic welfare of low-income households worldwide by allowing for more productive investment of scarce financial resources.

Navigating the Digital Consumer Mind: Understanding the Psychological Aspects of E-commerce Success

In the digital era, E-commerce has emerged as a prominent stage where psychology and business seamlessly integrate. This article extensively delves into the crucial role of psychology in achieving E-commerce success, with a focus on a profound understanding of the minds of digital consumers. The research aims to detail the roles of psychological aspects such as perception, motivation, and purchase decisions that influence online consumer behavior. The research method involves meticulous study design, a representative sample of digital consumers, and data collection through targeted research instruments. Data analysis is conducted to gain profound insights into the psychological factors that play a key role in E-commerce success. The research findings reveal how the design of platform interfaces, consumer motivation, and other psychological factors impact online purchase decisions. In-depth analysis is conducted on the mechanisms of product selection, the evaluation process, and the psychological impact on purchase conversions. The article also discusses psychological factors contributing to customer loyalty, including user experience and satisfaction. By understanding these psychological aspects, business practitioners can make more informed decisions and design more effective marketing strategies in the context of E-commerce. The research conclusion provides a summary of key findings, practical implications for the business world, and recommendations for further research in this field. This article offers profound insights into the marriage of psychology and business in the context of E-commerce, paving the way for further research and the development of innovative business strategies

Fashioning consumer choices: recommendation, motivation, and purchase intention toward Instagram commerce. A mediation analysis

ABSTRACT Social commerce, such as Instagram shopping – an innovative, global platform on which businesses offer their products and services – is attracting growing interest from both the academic community and the business world. Not least, this interest is due to the fact that the COVID-19 pandemic, with its associated restrictions on movement, prompted an upsurge in worldwide demand for social commerce. This study aims to determine whether consumer motivation mediates the association between recommendation and purchase intention toward Instagram commerce. Employing a mediation analysis, the work identifies consumer buying patterns on this platform by conducting a cross-sectional study on a sample comprising experienced Spanish Instagram users. This research provides valuable insights into the adoption of Instagram commerce, with implications for practitioners in the field of social commerce, especially in the Fashion context. The findings suggest that powerful recommendations will increase online shoppers’ motivation to make purchases via this social network rather than other social commerce platforms.

Consumption Patterns of Benzodiazepines and Opioids Drawn from an Online Survey in the Early COVID-19 Pandemic

Abstract: Aims: Investigation of altered consumption patterns of benzodiazepines and opioids during the early COVID-19 pandemic. Methods: The study sample was extracted from an international web-based survey provided from April to August 2021 in 5 languages; completed by 5049 participants. A retrospective exploration of sociodemographic features, frequencies and dosages of benzodiazepine and opioid use and psychopathology was executed. Quantities of the respective substance use and consumers’ motivations for consumption pre-pandemic versus during the pandemic were compared. Associations between quantities, psychopathology, and positive effects of the substances, negative sequelae and concerns related to COVID-19 were examined. Results: A significant reduction of the consumption quantity was solely found for heroin users. Higher benzodiazepine consumption rates during the pandemic were marginally associated with a greater general psychopathology. Concerns related to the COVID-19 crisis were significantly positively correlated with the symptomatologies of the opioid and benzodiazepine users who presented a higher perception of life restriction. A significant reduction of reported motivations consumption was found for the motive partying. Conclusions: During the early COVID-19 pandemic the quantities and motives of consumption of sedatives and opioids remained mostly stable. The psychopathology of consumers was associated with specific concerns related to the pandemic.