Consumer Perceptions Of Value Research Articles

Consumer Considerations for the Implementation of Sustainable Packaging: A Review

Packaging sustainability concepts have co-evolved with the increasing incorporation of the principles of sustainable development at various levels within industrial and organizational platforms. Currently, pollution from plastics, packaging-related waste, declining air, soil, and water quality, climate change, and other contemporary challenges are influencing the packaging industry. Barriers such as value chain complexities and negative consumer attitudes due to the economic, social, and environmental demands of sustainable behaviors can discourage companies from the implementation of more sustainable packaging. Hence, packages with improved sustainability may never make their way into the marketplace. However, the next generation of sustainable solutions can be motivated by efforts that fuel a positive consumer attitude towards sustainable packaging. In order to direct efforts, a clear understanding of consumer dynamics in ecological material preferences, willingness to pay, recycling, and factors impacting sustainable behaviors are essential. The objective of this work is to (i) explore the definitions, the impact of sustainable packaging in the value chain, and consumer behavior theories; (ii) review current practices, factors affecting sustainable behaviors, and consumer testing methods; (iii) present three distinct case studies on consumer preferences and value perceptions on bio-based cellulose materials and the impact of on-label claims and pre-evaluation education in consumer preferences; and (iv) to reveal the research gaps and opportunities for consumer research and suggest strategies for stakeholders to communicate packaging sustainability to consumers.

Waste not want not: Behavioural intentions toward garment life extension practices, the role of damage, brand and cost on textile disposal

Growing attention on the environmental and social impacts of the modern culture of consumption has highlighted garment disposal as a central area for concern. Fashion consumers are often said to overconsume, as well as frequently dispose of otherwise functional garments, for reasons of style and taste. To begin to move consumers toward a social manufacturing fashion model, consumer perceptions of garment value must be unpicked, by examining their use and disposal of surplus fashion products, and what factors prompt categorisation of items as suitable for garment life extension practises or final disposal. Unless the core constructs of consumer value perceptions in relation to these categorisations can be identified for target groups of consumer, there is little likelihood of methods of engagement with textile longevity actions being successfully promoted within these consumption groups. This study examines one group of heavy consumers of fashion: young, urban, South Koreans, and explores their behavioural intentions toward garment life extension practices. The research finds that used garment life extension is influenced overall by garment damage and perceived quality, as well as by garment type in some scenarios. Lifecycle assessment methods such as that presented in this research, when combined with demographic profiling, allow for targeted solutions that address the core complexities of fashion use and disposal within specific groups of consumers.

Impact of referrals on buying decisions and cognitive behaviour among aging consumers

This study attempts to explore the consumer decision process among aging consumers through referral marketing like interpersonal communications, corporate referral programs, advertising, and word-of-mouth. The study has been conducted in Mexico City by administering the semi-structured research questionnaire among 114 elderly consumers, who represented C+ and C socio-economic demographic segments. By analysing the key variables on brand communication, social media, brand attributes, consumption experience, quality of referrals, trust, value for money, and perceived consumer value, the study reveals that face-to-face interactions with fellow consumers serve as more effective referrals than knowledge for making purchase decisions among elderly consumers. The results of the study emphasise that the quality of referrals on brands are built around brand promise, value for money, and perceived consumer values. Quality of referrals develops trust on brands, and influences upstream marketing values among elderly consumers. Accordingly, consumers steer cognitive process to develop emotions and brand attachment, which augment their perceived value.

Understanding US millennials' perceived values of denim apparel recycling: insights for brands and retailers

Given the importance of denim jeans recycling in the sustainability movement of today's apparel industry, in the context of rising consumer environmentalism, this study aimed to identify the key factors influencing the US millennial consumers' willingness to recycle their denim apparel to brands or retailers that offer recycling services. Consumer perceived value (CPV) model provides the theoretical framework and guides the primary data collection. Based on analysis of 15 in-depth interviews, five main values identified are the perceived social, financial, emotional, convenience and ecological values of denim apparel recycling. Each of these main values has sub-themes. The findings can help apparel brands and retailers to better design and execute their recycling programs by targeting millennials who are considered as the primary drivers of fast fashion consumption. Through revealing consumer perceived values from recycling denim apparel, this study adds theoretical insights to academia and suggests practical solutions to companies.

Perceived Consumer Value of Omni-Channel Service Attributes in Japan and Korea

Digitization of retail platform and integration of various retail channel is coupled with rapid change in consumer shopping behavior and their expectation for retail experience. Consumers expect retailers to be able to provide seamless, consistent and personalized service in which they also have enriched retail experience (Picot Coupey et al., 2016). Omni-channel retailing has emerged to provide integrated retail service of various channels which enable consumers to use various channels and touch points synergistically. In this study, we investigated the effect of perceived value of attributes of the OC service on consumers’ decision process for omni-channel usage in Japan and Korea. The AHP method is applied to assess hierarchical process of consumers’ decision making in using omni-channel service. In the AHP framework, consumers’ decision making is structured hierarchically, and framed to have three levels of process in which consumers make decision on omni-channel usage based on three constructs: ‘Customer Value (CV), ‘Touch Point (TP)’ and ‘Payment System (PS)’. The AHP survey was administered to individual shoppers in Japan and Korea, and 240 respondents and 229 respondents answered the AHP survey in Korea and Japan, respectively. Findings reveal that ‘Customer Value (CV)’ is perceived to be more important than ‘Touch Points (TP)’ and the ‘Payment System (PS)’, affecting consumers’ decision for using the omni-channel service. Furthermore, consumers in two countries show different preferences for specific aspects of the CV attributes. The authors also discuss the methodological and managerial implications of the findings.

The impact of religiosity on fashion knowledge, consumer-perceived value and patronage intention

Purpose This study aims to examine the impact of religiosity on fashion knowledge, consumer-perceived value and patronage intention. Design/methodology/approach This study applied purposive sampling method. The population size used a minimum number of samples (100) in the WarpPLS analysis. The inferential statistical technique used is structural equation modeling. A tool for analyzing the structural models is the partial least square method. Findings Religiosity is a consumer belief in religion, which does not generate fashion knowledge so that high and low religiousness cannot increase or decrease fashion knowledge. Consumer confidence in their religion can increase consumer-perceived value of Muslim fashion products. It causes consumers to behave positively toward future behavioral intentions, that is, the patronage intention. Consumer religiosity is not the cause of patronage intention so that the high or low level of religiousness does not increase or decrease in the willingness of consumers to visit the store (or patronage intention). Fashion knowledge has a positive influence on consumer-perceived value. Consumer knowledge of fashion can increase the patronage of consumer intention toward Muslim fashion products. Fashion knowledge brings the knowledge to consumers in regard to Islamic law that regulates the prohibited and allowed actions, especially in wearing fashion. The high or low level of consumer-perceived value does not provide a cause for increase or decrease in the willingness of consumers to revisit the store (or patronage intention). Originality/value With regard to the relationship between religiosity and knowledge, it is found that there are still limited studies and differences in the sectors studied regarding the influence of religiosity and knowledge. To the best of the authors’ knowledge, the religiosity variable in influencing consumer-perceived value has not been used in previous studies. Religiosity is associated with consumer-perceived value expressed as originality in this study because the researcher has not found this relationship in the previous studies. Regarding the relationship between religiosity and store patronage intention, it is found that there are still different opinions in the research results on the effect of religiosity and store patronage intention. Concerning the relationship between knowledge and consumer-perceived value, it is found that there are still different opinions in the research results on the effect of knowledge and consumer-perceived value. The authors found no use of the knowledge variable in influencing store patronage intention in previous research studies. Knowledge associated with store patronage intention is expressed as the originality trait in this study because the researcher has not found this relationship in the previous studies. As for the relationship between consumer-perceived value and store patronage intention, it is found that there are still different opinions in the research results of the study regarding the influence of consumer-perceived value and store patronage intention.

Consumer Perceived Value in Understanding Herbal Medicine Consumption: A Conceptual Model

Introduction: Facing extensive competition, the marketers and producers of herbal medicine products (HMP) should pay more concern to maintaining repeat purchases and keeping customers loyal with their products. 
 Purpose: This study aims to (1) propose the dimensions of consumer perceived value (CPV) for HMP; and (2) propose a conceptual framework to test CPV influences on consumption behavior, repurchase intention and customer loyalty. 
 Methodology: The value dimensions of HMP included functional value (price), functional value (quality), social value, emotional value (feeling), and conditional value (holistic treatment value). CPV was proposed as an antecedent of repurchase intention and customer loyalty. 
 Implications: A conceptual framework with a second-order multi-dimensional CPV as the antecedent of repurchase intention and customer loyalty was proposed. This article proposed a conceptual framework to analyze the influence of value dimensions on HMP. This could provide useful theoretical insights into the values perceived in HMP consumption behavior.

Proposing value-based technology acceptance model: testing on paid mobile media service

Rapid growth of online media markets among world populations led to attempts by companies to exploit mobile services as part of business planning practices. Relatedly, this study examines adoption of paid mobile media service (i.e., Amazon Prime Video) as a source of new information and communication technology with online-offline integrated mobile services. The study’s main objective is to identify a technology acceptance model from the perspective of consumer experiences of value perceptions. This study proposed a value-based technology acceptance model, deriving from classic variables related to technology acceptance with regard to relevant consumer value perception literature. The proposed model examined effects of positive and negative experiences of value perceptions on consumers’ beliefs about paid service which explained future use of the paid service. Results indicated that consumers’ positive experiences—social, emotional, and functional values—derived from using mobile media services positively explained consumers’ belief of the usefulness of the paid mobile media service. Consumers’ negative experiences with technological barriers negatively influenced consumers’ beliefs with regard to the ease of use for paid mobile service, while price risk negatively influenced perceived usefulness. Consequently, consumers’ perceptions of ease of use and usefulness related to using the paid service positively influenced behavioral intention for continuous use of the paid mobile media service.

Consumer perceived value preferences for mobile marketing in China: A mixed method approach

This study aimed to identify a new framework for consumer perceived value (CPV) and evaluate the dynamics of relative importance of different dimensions of CPV in the context of mobile marketing. Laddering interviews were conducted to capture the essence of CPVs, and then text-mining techniques were applied to extract key consumer values from the interviews. Six dimensions of CPV, namely, design, emotional, functional, monetary, guarantee, and social, were identified. The construct validity of these six dimensions was demonstrated through a rigorous sorting process. A best–worst scaling (BWS) survey was then implemented based on these six value dimensions to investigate consumers’ preference for each dimension in three critical decision-making phases of mobile marketing campaigns. Statistical analysis of the BWS data showed that significant dynamic differences exist among these six value dimensions in each phase. Gender difference and consumer heterogeneity were also presented. Theoretical and managerial implications were discussed.

Positioning Strategies for Animal‐Friendly Products: A Social Dilemma Approach

Many consumers express concerns about the welfare of animals in agriculture, but often refrain from purchasing animal‐friendly alternatives that address their concerns. To support consumers in making choices in line with their values and attitudes, this study approaches consumer animal‐friendly product choice as a dilemma between maximizing the buyer's self‐interest and maximizing societal interest. To address this social dilemma, we developed and tested positioning strategies that reinforce the animal welfare label with complementary consumption values (functional, emotional, social, and epistemic). The results from a choice experiment with Dutch chicken meat shoppers showed that two strategies—emotional and epistemic—effectively increase consumer value perceptions. These insights imply that animal‐friendly products positioned to invoke emotion or curiosity drive consumers towards animal‐friendly product choices, and that these strategies are most effective for consumers who base their choice solely on maximizing either self‐interest or societal interest.

Investigating consumer hospital choice: Demand and supply-side levers could address health care costs

ObjectivePolicies that aim to steer patients from higher to lower cost providers of comparable quality have potential to impact health care cost growth – but their effectiveness depends, in part, on consumer perceptions of value and willingness to make tradeoffs. We sought to understand what was required to shift substantial numbers of consumers to higher-value care settings for several “shoppable” conditions. MethodsA discrete choice experiment (DCE) was conducted to elicit patient preferences for hospital type. We used an Internet panel of 1005 Massachusetts residents to conduct this experiment in 2016. The DCE data were analyzed using alternative-specific conditional logit regression. ResultsConsumers reported large influences of out of pocket costs, physician referrals and quality ratings on their choice of hospital. For example, up to a third of consumers would shift from Academic Medical Centers to community hospitals if the latter had higher quality ratings, lower copays or a physician referral. Choice of site for maternity care was most influenced by physician referral; cancer treatment and orthopedic procedures by quality ratings; and MRI by cost, suggesting that patients prioritize quality over cost as perceived risk increases. Conclusions and implicationsOur findings provide guidance for identifying promising policy levers that most influence consumer choice of provider. However, the extent to which potential levers can influence choice is likely to be dependent upon the kind of care being sought.

Which Aspects of Food Value Promote Consumer Purchase Intent after a Disaster? A Case Study of Salmon Products in Disaster-Affected Areas of the Great East Japan Earthquake.

This research examined post-disaster consumer perception of food value and their effects on purchase intent by focusing on Japanese seafood industry after the Great East Japan earthquake. Online surveys on consumers living in Tokyo and Osaka Prefectures were conducted to investigate consumer value perceptions of Miyagi salmon in 2012 and 2015. Multiple-group structural equation modeling (SEM) on the 2012 survey results showed that desire to contribute to restoration (social value) had the greatest positive influence on purchase intent in both regions. Concern about radiation threats (safety value) had a negative influence on purchase intent, with a stronger impact in Osaka than Tokyo. In comparison, the 2015 results revealed a reduction in the effects of these two potent factors (i.e., safety value and social value) on purchase intent only in Osaka. The beneficial value of seafood had a general positive influence on purchase intent, but its magnitude of effect differed by regional and chronological context. Among these three values, sales promotion with emphasis on social value is more effective than with other values. In cases of future disasters in a similar context, marketers are recommended to adopt different value transfer strategies according to geographical and temporal diversity.

Impact of Referrals on Buying Decisions and Cognitive Behaviour among Aging Consumers

This study attempts to explore the consumer decision process among aging consumers through referral marketing like interpersonal communications, corporate referral programs, advertising, and word-of-mouth. The study has been conducted in Mexico City by administering the semi-structured research questionnaire among 114 elderly consumers, who represented C+ and C socio-economic demographic segments. By analysing the key variables on brand communication, social media, brand attributes, consumption experience, quality of referrals, trust, value for money, and perceived consumer value, the study reveals that face-to-face interactions with fellow consumers serve as more effective referrals than knowledge for making purchase decisions among elderly consumers. The results of the study emphasise that the quality of referrals on brands are built around brand promise, value for money, and perceived consumer values. Quality of referrals develops trust on brands, and influences upstream marketing values among elderly consumers. Accordingly, consumers steer cognitive process to develop emotions and brand attachment, which augment their perceived value.

Managing a Service System under the Influence of Social Interactions

Consumers tend to perceive a service of higher value when more consumers, under the influence of others, make the same choice. In this paper, we investigate the price and capacity decisions in a service system under the influence of social interactions. We model such a service process by an M/M/1 queue system with observable queues. Consumers perceive a positive (negative) value of the service if the observed queue length is longer (shorter) than the base queue length --- an anchor point in their value perception. We examine the effects of the intrinsic value of the service and the consumer's value perception (in terms of the queue length anchor point) on the price and capacity decisions under the influence of social interactions. We also quantify the potential gain or loss in profit when the influence of social interactions is ignored. Theoretical results are derived to guide the price and capacity decisions to exploit the influence of social interactions. It is found that there exist delicate dynamics among key parameters and variables, when ignored, that could lead to undesirable outcomes. The study offers new insights to balance the demand-inducing effect and the congestion-aggravating effect in a service system under the influence of social interactions.

Repurchase Intentions toward Trendy Clothing Fashion in Muslim Communities: The Role of Social Influence, Brand Attachment and Perceived Value

Expressing the Muslim identity and faith through clothing and wearing culturally permissible yet trendy fashion is increasingly becoming challenging for the individuals belonging to the Muslim communities. Therefore, the repurchase intentions of such individuals are being influenced by many factors. This study investigates the psychological process by which social agents with the religion and cultural mindset influence the individuals’ brand attachment and customers’ perceived value to develop the repurchase intentions in the clothing fashion industry. A conceptual model based on the relevant literature is proposed to understand the influence of different factors. The study was conducted in Gujrat (Pakistan) in the apparel sectors. The mixed sampling approach was adopted. Data from 524 respondents were collected by using self-administrated questionnaire. The collected data was analyzed by employing two-step SEM to assess the impact of the above mentioned factors on Repurchase Intentions. The findings revealed that the brand attachment and customers’ perceived value regarding apparel purchasing in religiously dominating society are strongly influenced by the social influences (which are created and monitored by the religion). Considering the findings, it can be concluded that repurchase intentions of Muslim customers can be strengthened and re-shaped through enhancing the social influence by the social agents (e.g., religion) in particularly clothing fashion industry of Pakistan. Furthermore, creating an emotional bond of consumer attachment and value perception with social and religious approval of a particular brand leads to strengthening the repurchase intentions of Muslim customers and loyalty of the apparel brand.

Value-informed pricing for virtual digital products: Evidence from Chinese MMORPG industry

Value-informed pricing strategy, which focuses on determining the price level of products based on consumer value perception, is especially suitable to be applied in digital products rather than industrial ones. By carrying out 65 in-depth interviews with people involved in the Chinese Massively Multiplayer Online Role-Playing Game (MMORPG) industry, this article explores the process through which a value-informed pricing strategy is applied to determine the price level of virtual in-game accessories—exploring pricing preference through interacting with game players, swaying pricing alternatives through managing the competitive environment, and manipulating value perception through shaping the virtual marketplace. Furthermore, this article constructs a theoretical framework of value-informed pricing, including the above process, and deciphers the linkage mechanism between different segments. The findings not only enrich the theory of value-informed pricing under the application context of virtual digital products but also have implications for the practitioners in the MMORPG industry.

What’s in a name? The impact of subcategory salience on value perception and upgrade intention for multicategory products

AbstractDespite many convergence products rapidly approaching market saturation, academic research yet lags behind with the focus still on the primary demand in the introduction stage. The authors close this gap by focusing on how the labeling of convergence products may impact on value perception and upgrade intentions for these products. Convergence products, which combine multiple categories of products into a single device, create a unique naming dilemma for manufacturers and retailers: Whether to opt for (a) a subordinate label—a lower‐level descriptor or name that embodies its subcategory elements (e.g., smartphone or Apple’s iPhone) or (b) a superordinate label—a higher‐level descriptor or name which transcends its subcategories (e.g., multifunctional device or Samsung’s Galaxy). The authors investigate the effects of labeling choices (i.e., subordinate vs. superordinate) on consumer value perception and upgrade intention. Results of four studies demonstrate that the labeling options exert differential effects on perceived value and upgrade intention, while the use of subordinate (vs. superordinate) label lowers the present perceived value, it raises consumer’s intention to upgrade to a newer‐generation product.

Impact of value perceptions on luxury purchase intentions: moderating role of consumer knowledge

Purpose- The purpose of this paper is to understand how value perceptions affect consumer luxury purchase intentions and how consumer knowledge moderate the relationships between consumer value perceptions and luxury purchase intentions. Methodology- The authors use data from a survey of 271 consumers in Bursa and structural equation modelling (SEM) was used in order to analyse the data. Findings- The results revealed that social, personal and functional value perceptions affect consumer luxury purchase intention. It is also show that consumer knowledge has a moderation effect on the relationships between personal and functional vale perceptions and luxury purchase intentions. However, consumer knowledge has not a moderation effect on the relationships between social value perceptions and luxury purchase intentions. Conclusion- It is importamt for marketer to take into account value and value perceptions and so they ought to try to understand value and consumers’ value perceptions.

Perceived Consumption Values, Satisfaction and Loyalty in the Tourism: Case of Malaysia

Domestic tourism is a substitute for outbound travel has a potential to create income and employment in the home economy. These potentials also create opportunities through the linkage at destinations. This study extent the concept and evaluates the empirical evidence of the relationship between perceived consumption values toward tourism loyalty. Drawn from revised framework of the Sheth-Newman Gross Model of Consumption Values and the European Consumer Satisfaction Index (ECSI), we examine the relationship of perceived consumption values, tourist satisfaction and tourist loyalty. Data obtained from 255 tourists visited the state of Malacca, Malaysia. The results indicated that tourist loyalty is affected by perceived consumption values and fully mediated by tourist satisfaction. The findings provide valuable insights to the policy makers, industries and academics in developing strategies and exploring possible factors to consider in tourism sector and thus, boost the national economy. As for policy makers, this study can be seen as exploitation to increase the influx of international tourists by implementing policies or improving tourist spots.

Everything Flows: A Pragmatist Perspective of Trade-Offs and Value in Ethical Consumption

The debate around ethical consumption is often characterised by discussion of its numerous failures arising from complexity in perceived trade-offs. In response, this paper advances a pragmatist understanding of the role and nature of trade-offs in ethical consumption. In doing so, it draws on the central roles of values and value in consumption and pragmatist philosophical thought, and proposes a critique of the ethical consumer as rational maximiser and the cognitive and utilitarian discourse of individual trade-offs to understand how sustainable consumption practices are established and maintained. An in-depth qualitative study is conducted employing phenomenological interviews and hermeneutic analysis to explore the consumption stories of a group of ethically minded consumers. The research uncovers the location of value within a fluid, yet habitual, plurality of patterns, preferences, morals, identities and relationships. Its contribution is to propose that consumer perception of value in moral judgements is represented by an overall form of aggregate personal advantage, which lacks conscious reflection and delivers a phenomenological form of value rooted in habits, reflecting a pragmatist representation of value unified as a ‘consummatory experience’.