Consumer Skepticism Research Articles

Consumer minimalism for sustainability: Exploring the determinants of rental consumption intention

AbstractThe burgeoning growth of a sharing economy model in the form of a rental business has created a keen interest in understanding various underlying factors that go on to impact consumer behavior. This article aims to understand the antecedents of “rental consumption,” and also examines the concepts of consumer familiarity and minimalism, perceived reputation, ascription responsibility, and perceived consumer effectiveness with the moderating role of consumer skepticism. We empirically tested our proposed framework and examined the mediating role of consumer minimalism vis‐à‐vis its impact on rental consumption behavior. We analyzed data (N = 365) with structural equation modeling AMOS 25 and Process Macro. The findings presumably would enhance the literature on the “sharing economy” by integrating the VBN theory, consumer minimalism, and rental consumption intention. We conclude with theoretical contributions and forward‐looking research directions that emphasize the shift in consumer behavior with minimalistic value, and its implications for organizations operating in a sharing economy.

Consumer skepticism, advertising regulation, and the internet: Questions worth exploring

AbstractSince 1990, the US advertising, regulatory, and consumer information landscapes have changed materially, raising the possibility that consumers' fundamental beliefs about advertising as an activity or institution have also changed. Nine national polls of advertising sentiment, fielded between 1964 and 1989 by the Roper Organization or the Opinion Research Corporation, were replicated with panel members matched to the US adult population. Preliminary results suggest that the internet era may have fostered a trust‐because‐we‐can‐verify consumer attitude toward advertising. The internet has changed the consumer information landscape by reducing the difficulty of assessing claims, fostering independent evaluators who often include competitors, and providing a venue for consumer retaliation. The implications for advertising regulation may contradict the Pertschuk view (1982) of regulation again embraced by some at the Federal Trade Commission. Rather than enhancing the need for advertising regulation and enforcement, the internet may have reduced the need for such efforts.

Sweet Fuel: A Political and Environmental History of Brazilian Ethanol

Sweet Fuel: A Political and Environmental History of Brazilian Ethanol

Исследование эффекта применения трехчастных конструкций «правила трех» в рекламе

<p style="text-align: justify;"><strong>Objective. </strong>To get closer to understanding the possibility of using the effect of three-part constructions in advertising in relation to the Russian segment of consumers. To consider the effect of the effect of three-part constructions in advertising relative to the level of education and consumer skepticism.<br><strong>Background. </strong>The credibility of an advertising message consists of many factors. One of them is the number of positive reviews about the advertised product. As for the theory of American psychologists S.B. Shu and K.A. Carlson, three-part constructions or the "rule of three" suggest that a construction of three positive statements about a product is the most favorable combination for consumers, while a large number of statements causes skepticism and distrust of advertising. This study was conducted in the Russian segment of consumers with higher and incomplete higher education. The study of the effectiveness of advertising in relation to its reliability in relation to consumers is certainly an urgent topic in relation to marketing.<br><strong>Study design. </strong>The study examined the relationship between higher education, impression skepticism, and the number of positive product claims in advertising. The presence and nature of the relationship were checked through the construction of a linear regression model.<br><strong>Participants. </strong>Russian sample (pilot study): 24 people, of which 14 are women and 10 are men. Participant’s ages ranged from 20 to 76 years (<em>M</em> = 27,0; <em>SD</em> = 13,9). Study: 110 people, of which 72 are women and 38 are men aged 18 to 76 years (<em>M</em> = 30,0; <em>SD</em> = 12,6). The number of respondents with higher education was 56 people, without higher education – 54 people.<br><strong>Measurements </strong>Analysis of the regression model. The method of expert assessments. The Kolmogorov-Smirnov criteria were used to assess the nature of the data distribution.<br><strong>Results. </strong>The impressions from advertising with one positive statement about the product are higher among respondents with higher education; the impression of advertising with three and four statements is not interconnected with the presence of higher education; in relation to advertising with five statements, it was found that the impression is better for people without higher education. Low skepticism subjects were found to prefer ads with more product descriptions (5 or 6). In the group of respondents with higher education and a low level of skepticism, a predisposition to advertising with one and two positive statements about the product was found. Regarding the group of respondents with incomplete higher education and low level of skepticism, there was a tendency to advertise with five statements.<br><strong>Conclusions. </strong>The hypotheses that were confirmed showed that the presence of low levels of skepticism among respondents is associated with a stronger impression of advertising with one, two, five and six positive statements about the product. Regarding the three and four positive statements, the phenomenon was not observed. The study did not find any relationship between the level of education and the effect of the “effect of three” in the advertising message, which suggests the presence of this feature among the Russian segment of consumers.</p>

Effects of Message Framing and Information Source on Consumers’ Attitudes toward an Amino Acid-Based Alternative Meat Curing System

Recently, meat scientists have developed an innovative amino acid-based alternative meat curing system (AAACS). However, consumer skepticism toward novel foods presents challenges regarding the acceptance of food innovations like the AAACS. Effective communication about this and other food technologies is critical. Our study was a 2 × 4 randomized factorial between-groups experiment that investigated how two peripheral cues-message frame and information source-impact attitudes toward the AAACS. We used Qualtrics to randomly assign participants to one of eight treatment groups. Each group viewed a different video about the AAACS. Then, all participants were asked about their attitudes toward the alternative meat curing system. Data were analyzed using a two-way multivariate analysis of variance (MANOVA). The two-way MANOVA determined concurrently the experimental effects of message frame and information source on information recall, trust, source expertise, source credibility, and anticipated consumption behavior. A significant MANOVA was followed up using Discriminant Function Analysis (DFA). A significant main effect was found for information source. The DFA revealed only one significant underlying function and that source expertise was the most powerful discriminating variable for information source.

How are ad scepticism levels of young consumers shaped? Testing with simultaneous quantile regression analysis

Advertising is an important persuasion tool for marketing efforts shaping consumer attitudes and behavioural intentions. Among the factors determining consumer attitudes toward advertising is ad scepticism. Comprehending how consumer scepticism toward ads is formed is therefore considered contributory. With this purpose, the research hypothesising the effect of cynicism, self-esteem, and market mavens on ad scepticism was modelled, and 374 observations obtained from members of Generation Z were tested with simultaneous quantile regression analysis. The findings revealed the effect of each variable for different quantile conditions of ad scepticism. The originality of the research is twofold. The first one is using market mavens, which have not been subject to research regarding their effect on ad scepticism and contributing to ad scepticism nomologic framework by supporting the significant effect of this variable. And the second one provides a detailed picture of the effects of independent variables on different levels of ad scepticism.

The Factors that affect Halal Food and Food Products Awareness and Different Challenges: an overview

The growing concern about food and drink safety, hygiene, and quality has increased interest in halal products worldwide. These products, prepared according to Islamic dietary laws, are becoming more acceptable to Muslim consumers and those of other religions. This study examines the challenges faced by Malaysia in implementing halal food and food products. Despite some consumer skepticism about halal certifications, the industry has found that such certifications can be a helpful marketing tool for businesses. The study calls for cooperation between the private and public sectors to overcome these challenges. The study looks at the sources of Muslim knowledge consumers have about halal food and products. The results show that halal certification and awareness positively impact purchase intentions for halal food products. The study also provides a framework for examining factors that affect the integrity of the halal food supply chain and halal Islamic marketing, such as traceability, asset quality, quality assurance, and trust and commitment. The study also notes that halal and Islamic marketing is not limited to food but includes other product categories such as medicine, cosmetics, fashion, education, and entertainment. The study finds that Knowledge, halal certification, and Religiosity all play a role in shaping the halal awareness of business people.

An evaluation of the role of US consumer's institutional trust for food eco‐label preferences

AbstractDemand for sustainable food products has continued to grow in the past decade. Consumers have not only expressed more interest in environmentally friendly products, but producers have been willing to expand and market sustainable products. As a signal, eco‐labels are intended to communicate about specific environmental product properties from producers to consumers. Because eco‐labels communicate credence properties, trust plays a significant mediating factor, as information asymmetry is present. Consumers must rely on producers acting in good faith to provide accurate claims while consumers must simultaneously avoid misinterpretation of the label. Building upon previous research on the role of trust in eco‐label preferences, this exploratory study seeks to evaluate how US consumers' level of trust in three major institutions (US government, corporations, and non‐profit organizations) to protect the environment shapes their preference for six major eco‐labels in the market (Fairtrade, local, natural, non‐genetically modified organism [GMO], organically grown, and certified organic). The analysis utilizes 2016 survey data obtained from the Natural Marketing Institute. The aim is to provide a basis in which to further examine institutional mechanisms for improving label signaling, which could minimize consumer skepticism and potentially increase environmentally conscious consumerism. In addition to confirming the profile for typical eco‐label consumers, the results demonstrate that trust in non‐profit organizations is positively associated with expressed preferences for certified Fairtrade and certified organic foods. Trust in government is a significant explanatory factor for natural labeling preferences whereas those that express very high interest in organic labels indicated trust in corporations.

The role of online channel in influencing perceived firm size and brand authenticity in international marketing

PurposeThis research investigates the role of marketing channel selection in influencing brand authenticity and purchase likelihood in the international marketing domain. Further, perceived firm size is identified as a mediator in this regard. The moderating role of consumer skepticism is also considered.Design/methodology/approachThree experimental studies were carried out across three different markets (India, the US and the UK) in the context of South Korean brands.FindingsThe findings demonstrate that firms utilizing (only) online channels are perceived to be smaller than those that utilize hybrid channels (i.e. both online and physical stores) or offline channels (i.e. physical stores). When consumers perceive firms to be smaller, they also report higher levels of brand authenticity, which in turn increases their purchase likelihood. Further, this effect is weaker among consumers with high levels of skepticism.Originality/valueThe findings of the present research contribute to the international marketing literature by demonstrating how consumers perceive online marketing channels, the role of marketing channel selection in driving brand authenticity, as well as providing managerial implications on how to promote products in the international market.

The antecedents of green purchase behaviour of Indian households

Environmental friendly products and packaging are necessary for survival and competing in the current markets. This paper examines the effect of green skepticism on green purchase intentions in the context of Indian households. The study proposed a model with relationships between the antecedents of green purchase intentions. The primary data (n345) is collected through a structured self-administered questionnaire, establishing validity and reliability through confirmative factor analysis (CFA). The results of structural equation modelling (SEM) support that green skepticism does not affect green purchase intentions directly but through environmental knowledge and concern. Environmental knowledge and concern have a robust direct positive effect on green purchase intentions. The study summarizes consumer skepticism as an essential indirect input to green purchase behaviour. The research contributes to the marketing literature by supporting the contention that consumer skepticism plays a vital role in green purchase behaviour and added further evidence. &nbsp

Young consumers’ purchase behaviour of sustainably-labelled food products. What is the role of scepticism?

This paper aimed to investigate consumer scepticism towards third-party sustainability labels in the context of food products, evaluating its role in the formation of the customer’s buying behaviour. A covariance-based structural equation model (CB-SEM) was developed, and it included the customer’s socio-environmental concern, scepticism toward sustainability labels, reported use of the socio-environmental commitment declared by the producer, and purchase behaviour of sustainably-labelled food products. The model was tested on a sample of 311 Italian high-educated young consumers, a group of sustainability-conscious individuals. The findings highlight that purchase behaviour is positively influenced by two reciprocally-related variables: socio-environmental concern and the reported use of the socio-environmental commitment declared by the producer. While other studies have ascertained that scepticism is an antecedent of purchase behaviour, this study findings highlight it can also be considered a mediator of the relationships between purchase behaviour and other antecedents considered in this model. In addition to advancing the study on the role of scepticism in the formation of purchasing decisions for food products, drawing on signalling theory, this study provides insights for practitioners and policymakers, highlighting the absolute necessity to reassure consumers about the credibility of third-party sustainability labels and providing them with the instruments needed to distinguish the truth from the fluff in sustainability communication.

Consumer skepticism towards Corporate-NGO partnerships: the impact of CSR motives, message frame and fit

PurposeCorporate-NGO partnerships are gaining increasing importance as part of a company's CSR effort. This study aims to understand which communication tactics (CSR motive, CSR message frame, CSR fit) lead to more positive consumer outcomes in the context of corporate-NGO partnerships, and whether consumer skepticism and consumer trust mediate the proposed relationships.Design/methodology/approachAn online experiment was conducted (N = 298) to examine the theoretical predictions, involving a 2 (CSR motive: firm-serving/public-serving) x 2 (CSR message frame: narrative/expositive) x 2 (CSR fit: high/low) between-subjects design.FindingsThe results confirmed that consumer attitudes and electronic Word-of-Mouth (eWOM) can be affected by CSR motives and CSR fit. Also, CSR skepticism and consumer trust both mediate the relationship of CSR motives and consumer outcomes.Practical implicationsThe results of this study make a strong case for expressing public-serving CSR motives and refraining from firm-serving CSR motives when communicating about a corporate-NGO partnership to consumers.Originality/valueFocusing on the communication tactics of corporate-NGO partnerships extends existing literature by uncovering whether and how the factors driving effective communication in other CSR activities can be applied to the context of corporate-NGO partnerships.

Communicating corporate social responsibility: How fit, specificity, and cognitive fluency drive consumer skepticism and response

AbstractThis research examined consumer responses to a company's communication of its corporate social responsibility (CSR) initiatives. Two prestudies verified the impact of company‐cause fit and message specificity on consumer skepticism toward CSR initiatives. These studies also showed that the resulting skepticism mediated the consumer responses. The main study explored how company‐cause fit and message specificity jointly influenced consumer skepticism and how this could be mediated by cognitive fluency. The results demonstrate that company‐cause fit and message specificity interacted and influenced consumer skepticism. In addition, cognitive fluency was found to be the key factor that explained this joint impact. These results explain how skepticism influences consumer responses to CSR. Theoretical and practical suggestions for effective CSR communication are provided.

Product, services and technology review blogs

While much research has been conducted on consumer skepticism about advertising, limitedattention has been focused on the relationship between gender and scepticism. As the Internetand new technologies continuously transform corporate communications, the relationshipbetween gender and scepticism in new media such as the blogosphere begs further research.This article focuses on consumer scepticism of blogs that review products, services andtechnologies. Demographic variables – and particularly gender – are commonly employed tosegment target audiences in an attempt to fit appeals specifically directed at males or females,or both. This article investigates three associated relationships: first, when gender is a significantpredictor of consumer scepticism of blogs; second, when a relationship exists between scepticismas a predictor of the frequency of blogs accessed; and lastly, when scepticism is a predictorof the number of blogs visited. Data from Australia and South Africa provide the findings andoffer guidance to practitioners for their new media selection and gender-based communicationmessages.

Knowledge, Messaging, and Selection of Whole-Grain Foods: Consumer and Food Industry Perspectives

ObjectiveTo explore whole-grain food definitions in labeling and relevance to consumers and the food industry. DesignSemistructured focus groups and interviews. SettingOnline. ParticipantsConsumers (n = 43) aged ≥ 18 years currently purchasing/consuming grain foods. Food industry participants (n = 17) currently/recently employed within grain food companies. Phenomenon of InterestImpact of using whole-grain food definitions in labeling. AnalysisInductive thematic analysis. ResultsSix major themes included: consumer knowledge and understanding of whole-grain foods; factors affecting consumer grain food choices; consumer skepticism of labeling; consumer preferences toward whole-grain labeling; acceptability and feasibility of whole-grain food definitions in the food industry; and food innovation/reformulation. For the food industry, definitions impact feasibility, food innovation, and reformulation. Skepticism affected consumer knowledge and understanding, impacting grain food choice and their preference regarding whole-grain labeling. Consumers preferred whole grain in the name of a food and placing the percent of whole grain on the front-of-pack. Conclusions and ImplicationsOur findings suggest that definitions and regulations, consumer education, and strategies addressing factors influencing consumer choice are needed to improve population whole-grain intakes. Future research may consider formal regulation and implementation of standardized whole-grain food definitions in labeling and explore the subsequent impact on consumer choice and whole-grain intake.

Building a competitive advantage based on transparency: When and why does transparency matter for corporate social responsibility?

Customers today are increasingly demanding transparency from firms. This article discusses the concept of performance transparency and explores when and why transparency plays a key role for a firm’s corporate social responsibility (CSR) effectiveness. In doing so, it addresses consumer skepticism as the logic of the transparency-CSR interaction and presents empirical evidence of the effect. It also discusses key principles for managing performance transparency effectively. Companies should monitor and track performance transparency regularly, initiate consistent transparency practices along with CSR activities, pay attention to the types of information made available, and adapt the transparency practices to the involvement level.

Exploring third-party’s brand rankings from consumers’ persuasion knowledge

PurposeGiven the importance of third-party endorsements as external cues during purchase evaluations, the manipulation of endorsements may raise consumers’ suspicion and thereby reduce the effectiveness of marketing messages. Consumers find it increasingly difficult to distinguish between authentic and biased brand reviews. This research conducts two experiments regarding brand rankings of third-parties in four industries. Study 1 aims to probes the interaction effect of persuasion knowledge and fairness of rating method (fair vs. unfair) on brand rankings’ credibility and brand image enhancement. Study 2 examines the interplay of dispositional persuasion knowledge and reputation of third parties (high vs. low).Design/methodology/approachThis research builds on an analysis of data (Study 1, N = 122; Study 2, N = 123) from Taiwan, where brand rankings held by third-party organizations are regular. The hypotheses were tested using SPSS’s PROCESS macro.FindingsDrawing on previous research of persuasion knowledge, the authors find that a fair rating method and a high reputation of third-party organization can mitigate the negative effect of persuasion knowledge.Practical implicationsThe results of this research suggest that marketers need to manage third-party endorsements carefully. Consumer skepticism toward these endorsements (e.g. third-party’s brand rankings) can be weakened when persuasion attempt is considered appropriate.Originality/valueThis is one of the first efforts to empirically explore the influences of persuasion knowledge on third-party endorsements. The importance of this work is underscored by the fact that a growing number of third-party endorsements are sponsored or even manipulated by brand owners.

Impact of skepticism on CRM luxury campaign participation intention of Generation Z

PurposeThis study examines the influence of consumer skepticism on cause-related marketing (CRM) campaign participation intentions of Generation Z consumers from emerging market perspective. This study was undertaken due to the paucity of relevant literature in the public domain to directly investigate whether and how consumers' skepticism affects CRM participation intentions, specifically in the luxury retailing context.Design/methodology/approachA survey was conducted among 552 Generation Z consumers and path analysis was used to examine the direct and indirect effects of skepticism. The mediation and moderation analysis was used to explore and test the authors' hypotheses via partial least squares structural equation modeling (PLS SEM).FindingsThe authors' findings provide empirical evidence that corporate social responsibility, religiosity and cause involvement positively affects consumer participation intentions, and this link is also established indirectly through skepticism toward the CRM campaign. These findings provide novel theoretical contributions by establishing skepticism's complex role in determining the CRM participation intention in the Generation Z consumers' context. This study further demonstrates the moderating effect of gender and luxury store format on consumer skepticism and CRM participation intentions.Originality/valueThe Generation z group will represent a quarter of the Asia–Pacific region's population by 2025. However, little is known about Generation z consumers' CRM participation intentions. This research would help practitioners, including luxury retailers, CRM managers and advertising professionals, to effectively design CRM campaigns. The paper contributes by highlighting the theoretical implications and managerial implications based on the current findings in the emerging market context.

Norwegian Consumers' Skepticism towards Smoke-Flavoring of Salmon-Is It for Real?

The aim of the present study was to explore Norwegian consumers’ attitudes toward smoke-flavoring of cold smoked salmon (CSS), by conducting a digital survey and focus group discussions. Some of the smoke-flavoring techniques, like atomized purified condensed smoke, is considered healthier than conventional smoking. Manufacturers of CSS are, however, hesitant to use all kinds of smoke-flavoring due to expected consumer skepticism. In the digital survey, the expected skepticism was confirmed (n = 487). Only 15% of the respondents were positively oriented toward smoke-flavoring of CSS. The selection criterion for the focus group discussion was based on the results from the survey and resulted in three attitude-oriented focus groups (negative, neutral, and positive). The negative focus group considered smoke-flavored CSS to be unnatural and out of the question to buy or eat. Unlike the negative focus group, the neutral group was curious to learn more and open to potential smoke-flavor benefits. However, credible information or science was crucial to influence CSS choice. Future studies may investigate whether the existent of this large group of curious neutral consumers (47% of the respondents) influence manufacturers (of CSS) skepticism or how various types of product information could steer consumer acceptance of smoke-flavoring of CSS.

A 3‐D approach to personalised nutrition

A <scp>3‐D</scp> approach to personalised nutrition