Consumption Choices Research Articles

Counterfeit conundrum: Insights into bottom of the pyramid consumer behavior in India

This study uses a phenomenological approach to examine consumption patterns of counterfeit goods by Bottom of the Pyramid (BOP) consumers in West Bengal, India. Forty-seven semi-structured interviews conducted with BOP consumers were subjected to thematic analysis. The study revealed four central themes for counterfeit consumption by BOP consumers: counterfeit purchasing patterns, brand recognition and purchase-point selection criteria, and counterfeit brand purchase criteria. Furthermore, this study contributes to the literature by revealing four counterfeit consumption patterns based on the awareness and willingness of BOP consumers. This study has critically analysed the role of neighbourhood retailers in counterfeit consumption at the BOP. Interestingly, this study also pioneered identifying the zone of awareness-indifference formed by normative influence and bounded rationality as coping strategies against vulnerability in the context of BOP counterfeit consumption. The implications of counterfeit consumption for marketers targeting the BOP have been discussed.

Distrust and reflexive impotence in the net zero transition: findings from a longitudinal deliberative mini-public

Responding to climate change requires that people engage in different forms of climate citizenship. These span from individual consumption choices, to taking part in forms of collective action to steer the behaviour of governments and in the private sector. Here we analyse data from the Net Zero Diaries project to explore how attitudes to different forms of climate citizenship develop as people become more aware about the scale of societal change required to reach net zero carbon emissions by 2050. The Net Zero Diaries project was a deliberative mini-public, composed of 41 citizens broadly representative of the UK adult population, which convened over five months between 2021 and 2022 to debate the UK policies for reaching net zero emissions by 2050. We show that people identify government as the prime actor needed to drive the transition, but doubt that they will act due to a range of constraints vis-à-vis the public and private sector. This tension provides a novel explanation for why some people prioritise forms of individual and consumption focused climate citizenship, whilst also doubting the efficacy of such actions. We conclude by suggesting that efforts to drive more engaged forms of climate citizenship need to attend to underlying feelings about state efficacy, rather than focus on just how the issue of climate change is framed.

Dynamic self‐control preferences and the behavior of the saving rate

AbstractWe characterize the dynamics of the saving rate in an exogenous growth model where consumers exhibit present‐biased preferences. Based on empirical evidence, we assume that consumers are subject to temptation and exhibit a preference for costly self‐control. Moreover, we propose the intensity of these phenomena to depend on aggregate wealth. We show that in economies where consumers are present‐biased, the saving rate follows a hump‐shaped pattern after an exogenous destruction of the capital stock. The present‐bias effect on the intertemporal consumption choice counteracts the standard effect from decreasing returns to capital. After a large destruction of capital, the temptation effect can dominate in the first periods of the adjustment process. By calibrating the model, we obtain a very good fit between our simulations and data concerning the saving rate, the growth rate, and the speed of convergence from the European recovery after World War II.

The Butterfly effect in the consumption of electric and hybrid cars: between utilitarianism and environmental awareness

In this study, we conducted an investigation aimed at understanding the consumption of hybrid or electric vehicles from utilitarian or substantive aspects. Employing a qualitative and exploratory approach grounded in culture and consumption studies, we adopted netnography as the method for data collection and analysis (Kozinets, 2006; 2019). Our focus was directed towards participation in an online community of electric car consumers, as well as the analysis of interactive chats and comments on online videos about hybrid cars. Surprisingly, our findings revealed that many consumers embark on their journey motivated by the financial benefits of electric cars, drawn by the promise of savings. However, over time, we identified an intriguing phenomenon that we termed the "butterfly effect": as consumers engage more deeply in the consumption experience and interact within the online community, there is a significant increase in environmental awareness. This finding suggests that sustainable automobile consumption transcends purely utilitarian considerations, incorporating values and environmental concerns. Interaction within the online community emerges as a crucial factor in this process, serving as a catalyst for a shift in perspective towards vehicle consumption. The exchange of information, experiences, and perspectives within this virtual environment appears to stimulate deeper reflection on the environmental ramifications of their consumption choices. Thus, this study offers significant insights into the dynamics of consumer behavior regarding sustainable vehicles, highlighting the importance of online interactions in promoting environmental awareness and the adoption of more sustainable consumption practices. Furthermore, it underscores the need for a more holistic approach to understanding consumer motivations and decision-making processes in this evolving landscape.

Voter Perceptions: A Segmentation and Positioning Analysis of the US Political Climate

Today’s political climate is turbulent and polarized. It appears that liberals and conservatives and their respective parties are continuing to grow further apart ideologically, making it increasingly difficult to work together for the good of our country. Marketing researchers use segmentation and positioning analysis to gain a better understanding of consumers’ perceptions to increase their success in the marketplace. In this paper, we demonstrate that these same multivariate methods can be used to investigate the current political climate. Across three samples, we find support for political polarization based on voters’ views of important political issues. We also find that although the political parties align well with their ideologically typical issues, the presidential candidates (Trump and Biden) do not align well with the issues or their parties. This leads to the conclusion that they may not the best candidates for their parties or the voters. Consumer centric marketers want to help consumers make better decisions so that they are more satisfied with their consumption choices. Ideally, politicians should also want to help voters make better decisions so that voters are more satisfied with their choices of who is best suited to lead our country. The primary contribution of this paper is to demonstrate the application and benefits of using two common marketing analytics methodologies in the investigation of important political issues and voter perceptions. Additionally, this paper also provides practical implications that are applicable to political scientists, political practitioners, and voters.

The Role of Satisfaction in Mediating the Relationship between Brand Trust and Brand Image towards Consumer Loyalty on E-Commerce Platforms

The rapid development of communication technology today offers increasingly diverse forms of communication, making communication unrestricted by boundaries, distance, space, or time. This is also driven by the continuous growth in internet usage, which has become a lifestyle for people to meet their needs. One of the needs that massively utilizes the internet is the activity of purchasing goods or services online, or what is known as e-commerce, which refers to the use of communication networks and computers to conduct business processes. The online business world is closely associated with various issues such as fraud, dissatisfaction, and other forms of dishonesty by marketers. Customer satisfaction has a positive impact on customer loyalty. Customer loyalty is usually identified through repeated purchasing patterns. Satisfied customers tend to make repeat purchases and demonstrate loyalty to the product. Customer satisfaction is the feeling of pleasure or disappointment experienced by a customer when comparing a product's performance with their previous expectations of the product. If the product's performance fails to meet expectations, the customer will be dissatisfied. This research aims to determine whether satisfaction can mediate the relationship between brand trust and brand image towards loyalty. The population in this study consists of residents in Denpasar City, with the sample determined using purposive sampling. Data analysis techniques use SEM PLS.

Sociodemographic Variations in Organic Food Consumption and Food Choice Motives among Malaysian Adults: A Study between Organic and Non-Organic Food Consumers

Sociodemographic Variations in Organic Food Consumption and Food Choice Motives among Malaysian Adults: A Study between Organic and Non-Organic Food Consumers

Optimal annuitization under stochastic interest rates

Abstract The decision about when and how much to annuitize is an important element of the retirement planning of most individuals. Optimal annuitization strategies depend on the individual’s exposure to annuity risk, meaning the possibility of meeting unfavorable personal and market conditions at the time of the annuitization decision. This article studies optimal annuitization strategies within a life-cycle consumption and portfolio choice model, focusing on stochastic interest rates as an important source of annuity risk. Closing a gap in the existing literature, our numerical results across different model variants reveal several typical structural effects of interest rate risk on the annuitization decision, which may however vary depending on preference specifications and alternative investment opportunities: When allowing for gradual annuitization, annuity risk is temporally diversified by spreading annuity purchases over the whole pre-retirement period, with annuity market participation starting earlier in the life cycle and becoming more extensive with increasing interest rate risk. Ruling out this temporal diversification possibility, as embedded in many institutional settings, incurs significant welfare losses, which are increasing with higher interest rate risk, together with larger overall demand for annuitization.

Impact of climate change on Chinese college students’ consumption behavior: A case study of Jilin University

This study investigates the impact of climate change on the consumption behavior of Chinese college students, especially their daily expenses. Using a survey method, data were collected and analyzed to understand the correlation between climate change awareness and consumption choices among students at Jilin University. The findings indicate that over 70% of respondents believe climate change significantly affects their daily lives and consumption habits. Particularly, changes in transportation choices were most prominent, with 68% of students opting for greener travel options. However, less willingness was observed in reducing online shopping or paying carbon taxes. These insights highlight the need for tailored educational interventions to enhance climate change awareness and promote sustainable consumption practices among college students.

Red dog, blue dog: the influence of political identity on owner–pet relationships and owners’ purchases of pet-related products and services

Purpose Pets reflect the identity and moral values of their owners. The purpose of this study is to examine how pet owners’ political identity (liberal–conservative) influences the relationship they forge with their pets as well as their purchase behaviors of pet-related products and services. Design/methodology/approach This study conducted two surveys of pet owners with different political identities and measured both their relationship with their pets and their purchase intentions of medical-related products and services as well as luxury accessories. Two secondary data sources were used to provide additional support. Findings This study shows that, on one hand, pet owners anthropomorphize their pets as if they were human equals. On the other hand, they consider themselves masters and emphasize control. The former aligns with the individualizing values endorsed by liberals, while the latter aligns with conservatives’ binding values. Reflecting their different values and owner-pet relationship characteristics, liberals and conservatives exhibit different purchase patterns. Liberals are more likely to buy medical-related products and services, while conservatives are more likely to buy branded luxury accessories for their pets. Research limitations/implications Both primary studies are survey-based and data are correlational in nature. In addition, the samples are limited to the USA. While research suggests that the liberal-conservative continuum is universal, additional research is needed to generalize the findings to other countries. Practical implications Understanding the owner-dog relationship in the context of political identity and the effect of these relationships on dog owners' purchases offer interesting managerial implications in terms of product offerings, retail assortment decisions of related products and pet product branding. Originality/value While dog ownership and related purchases are on the rise, research on owner-pet relationships is scant. This study provides theoretical contributions and implications by going beyond general relationship closeness and bringing in the role of owners’ (political) identity.

Navigating the green beauty boom: Unveiling the influence of social media on consumer behavior in the organic cosmetics industry

It has been evident in the recent years that the natural and organic segment particularly in the beauty industry is steadily growing with people’s awareness of the health effects of using natural products. Today, social networks are the main driving force affecting consumer attitude and their behavior concerning this sector. This paper will seek to evaluate the utility of social media and the purchase pattern in the organic cosmetics sector. The ‘literature review outlines several that have led to what is commonly referred to as the ‘green beauty boom’ The theoretical framework entails theories from the marketing channel that regards consumer behavior within the social media and eWOM contexts. The research designed consisted of a written self- administered survey and face- to face interviews with fifteen consumers of organic beauty products within the age range of 18-35 years whereby data was gathered and analyzed qualitatively by the use of thematic analysis. Stylized facts also establish how the content on social media platforms and reviews influence distinct stages in the consumer decision process of organic cosmetics. Of all the mentioned evaluative resources, those commonly used by consumers include resources accessed from social media sites. Moreover, as to the communities of people, who are interested in organic lifestyles or natural products influencing the degree of positive attitudes in the usage of natural ingredients and environmental sources. Consequently, the author discusses the subsequent marketing implications for the brands based on the paper and provides ideas for the subsequent brand development, the opportunities, and the possible ethical issues that should be considered by brands in the context of this area. From this study further research can be made to contribute to the mass pool of data that helps in understanding new media that constitutes consumer culture today.

Present-biased preferences and the effect of illiquid assets

This paper incorporates liquidity constraints into a discrete three-stage model to investigate the consumption-savings decisions of present-biased agents. We derive the analytical solution for consumption choices of sophisticated and naive agents who hold illiquid assets that are untradable until the last period. Then, we investigate how the proportion of illiquid assets, liquidity premium and agents’ preferences affect the consumption of both agents. Our findings reveal that naive agents not always consume more than their sophisticated counterparts. Moreover, we theoretically find that illiquid assets may improve the welfare of agents and have a pre-commitment effect on both agents.

From Likes To Purchases: The Role Of Social Media In Consumer Buying Patterns

This study explores the influence of social media on consumer buying behavior through a quantitative analysis involving 90 respondents, employing structured surveys for data collection. The findings reveal that WhatsApp and Instagram are the most used platforms, each utilized by 76.7% of participants. Significant factors impacting purchasing decisions include product recommendations from friends and family (41.1%) and online reviews (38.9%), with 53.3% of respondents acknowledging that social media has affected their spending habits. Furthermore, 64.4% reported making purchases based solely on social media recommendations. While 37.8% recognized the influence of social media influencers, their overall impact on purchasing behavior is deemed moderate. These findings highlight the critical role of social media as a strategic tool for enhancing consumer engagement, providing essential insights for marketers to develop effective strategies that leverage these platforms. The study emphasizes the necessity for brands to navigate the complexities of social media to maximize their influence on consumer behavior and adapt to the evolving digital marketplace

The role of ethical orientation in animal welfare choice behaviour: A segmentation study

Consumers are becoming more and more conscious about their consumption choices, demanding more sustainable, healthy and fair options. Meat consumption especially is under scrutiny for environmental as well as ethical reasons. We develop a set of items to measure ethical orientation and apply it to consumers’ choices of meat products with 3000 consumers across six European countries (Denmark, Germany, Spain, Poland, Netherlands, Italy). We find consumer preferences to be similar across countries, with two thirds of consumers showing a preference for animal welfare attributes, especially outdoor access. Consumer segments can be differentiated based on their degree of ethical orientation, environmental concern, level of trust in the food system and price sensitivity. Ethical orientation differentiates between consumers’ self-reported welfare meat purchases. Our results contribute to the literature on consumer behavior regarding farm animal welfare across different meat product and countries.

Analysis of Consumer Purchase Satisfaction According to Network Marketing Selection Attributes of Inner Beauty Products

Purpose: Korean society is increasingly interested in expressing a beautifully maintained appearance rather than simply pursuing beauty. In addition, the development and sales of beauty products related to this are increasing as people are demanding to think about their inner health as well as their outer appearance. Therefore, this study focused on inner beauty products sold through network marketing and objectively examined how consumers evaluate their purchase satisfaction according to their choice attributes.
 Method: Participants in the study were participants who had purchased inner beauty products through network marketing, and 212 response sheets were used for the final analysis. Multiple regression analysis was conducted to verify the influence of network marketing selection attributes of inner beauty products on consumer purchase satisfaction, and the significance level according to statistical test was determined at p<.05.
 Results: Multiple regression analysis was conducted to examine the multidimensional influence of the factors of the choice attributes of the study participants on the sub-factors of the purchase satisfaction variables. The results of the study showed that the choice attributes that have a significant impact on consumer purchase satisfaction are internal choice attributes and ecological choice attributes, except for external choice attributes.
 Conclusion: Consumption choice attributes of modern people show various consumption behaviors depending on individual characteristics and perceived value. In this study, we examined how consumer purchase satisfaction is manifested according to the choice attributes of consumers participating in network marketing. Based on these results, it is expected that network marketing operators can use it as an objective data on the selection attributes and purchase satisfaction evaluation of inner beauty products so that they can have an independent attitude as business owners.

Grandiose or vulnerable? Narcissism subtype differentiates materialistic pursuit

The study sought the unravel the differential materialistic tendencies of narcissists as a function of their grandiosity and vulnerability (GN and VN). We propose that self-esteem lies at core of materialistic behavior and hypothesize that any differential GN/VN and materialism relationship is influenced by the nature of association between self-esteem and GN/VN. Two empirical studies were conducted. Study – 1 examined the mediating role of self – esteem among working managers (n = 327). Further, in Study – 2, the shopping cart of a large group (n = 233) of regular Amazon shoppers was profiled for purchase patterns in an online shopping task. In Study – 1, it was observed that self-esteem significantly mediated the effects of the grandiose and vulnerable narcissism onto materialism. Further, in Study – 2, it was observed that, grandiose (vulnerable) narcissists primarily purchased branded (trendy) products, of higher (lower) average price per product, and spent a larger (smaller) proportion of their money in buying costly products. The research summarizes self-esteem related differences between grandiose and vulnerable narcissists and sheds light on the different motivational basis to this materialistic tendency. The findings further challenge extant ideas concerning the relationship between narcissists and their association with prominent brands.

Beyond information: The power of personalized nudges in promoting vegetable purchases

This study explores the impact of providing general health-related information and personalized nudges aimed at modifying cognitive biases on enhancing vegetable purchases and consumption. We conducted a four-month natural field experiment and analyzed daily purchase records of 942 households using receipt scanner data. While merely explaining the loss-framed health benefits of vegetables did not significantly alter the overall vegetable purchasing habits, we observed a notable decrease in meat purchases, attributing this to the indirect effects of vegetable information. Additionally, when the status of relative vegetable purchases amount was provided based on personal purchase histories, individuals who initially purchased more vegetables demonstrated an increased buying volume. This effect was more pronounced in households with children than in those without. The nudging interventions had long-term effects beyond the experiment’s duration, possibly driven by an altruistic concern for children’s health within the household. Therefore, while nudges alone are not a complete solution, their ability to effect long-term changes in household purchasing patterns suggests that they can be a valuable addition to policy tools promoting sustainable and healthy food choices, as well as traditional mass-targeted promotion strategies.

After the storm: Environmental tragedy and sustainable mobility

Due to mounting environmental challenges, communities are increasingly prioritising resilience and sustainability. Environmental disasters can be seen as windows of opportunity for collective action, influencing pro-environmental attitudes and engagement. While personal experiences of catastrophe can increase environmental awareness, they can also affect social capital, impacting relationships with peers and institutions. Within this context, a post-disaster community might be encouraged to put more efforts in the local urban sustainable transformation to reduce the impact of climate-change related event. To this end, individuals' daily micro-mobility choices may offer insight into community engagement with sustainability initiatives, given the link between modes of transportation and long-term urban pollution. Through a survey of Italian citizens, we explored how disaster experiences shaped attitudes towards sustainable modes of mobility, as well as changes in individual and social factors. The analysis employed a structural equation model based on an extended version of the theory of planned behaviour. The results revealed that disaster experiences tended to heighten awareness of climate change risk while also reducing social interaction, thereby affecting pro-environmental behaviour. Trust in local government was not permanently affected, highlighting the difficulty in identifying the direct impacts of environmental disaster experiences on pro-environmental actions. Sustainable consumption choices and pro-environmental attitudes may be influenced by social and psychological factors, including personal experiences, personal well-being and civic engagement.

Development of Ergo-Bundling System for Food Retailer based on Data Mining

In retail, a major challenge is quickly selling perishable food items like cakes or pastries within a limited time. If unsold, these products lead to losses, even with discount promotions. Retailers must forecast stock accurately and develop more effective strategies to meet consumer demand within the required timeframe. One suggested strategy is bundling, where high-demand products are combined with less popular ones. However, when done manually, this approach often fails to align with consumer preferences. This study aims to develop an automated bundling system using data mining techniques. Market Basket Analysis is used to understand consumer purchasing patterns, while Association Rules with the Apriori Algorithm help identify relationships between different products. These methods reveal which items are frequently bought together, making bundling strategies more effective. The system will be designed with usability and ergonomic principles, ensuring it is user-friendly. The implications of this system include improved stock management, more accurate bundling, and better alignment with customer preferences, ultimately increasing satisfaction. Additionally, automation reduces errors and inconsistencies that occur with manual bundling. The expected outcome is a more efficient, effective, and comfortable system for food retailers, leading to higher sales, reduced losses, and greater overall customer satisfaction.

The relationship between food insecurity, purchasing patterns and perceptions of the food environment in urban slums in Ibadan, Nigeria

BackgroundRapid urbanisation without concomitant infrastructure development has led to the creation of urban slums throughout sub-Saharan Africa. People living in urban slums are particularly vulnerable to food insecurity due to the lack of physical and economic accessibility to food. Hence, it is important to explore how vulnerable groups living in slums interact with the food environment. This study assessed the relationships between food insecurity, including restrictive coping strategies, food purchasing patterns and perceptions about the food environment among dwellers of selected urban slums in Ibadan, Nigeria.MethodsThis community-based cross-sectional study was conducted with people responsible for food procurement from 590 randomly selected households in two urban slums in Ibadan. Food insecurity and restrictive coping strategies were assessed using the Household Food Insecurity Access Scale and the Coping Strategy Index, respectively. We examined purchasing patterns of participants by assessing the procurement of household foodstuffs in different categories, as well as by vendor type. Participants’ perceptions of the food environment were derived through a five-item composite score measuring food availability, affordability and quality. Chi-square tests and logistic regression models analysed associations between food insecurity, purchasing patterns and perceptions of the food environment.ResultsThe prevalence of food insecurity in the sample was 88%, with 40.2% of the households experiencing severe food insecurity. Nearly a third (32.5%) of the households used restrictive coping strategies such as limiting the size of food portions at mealtimes, while 28.8% reduced the frequency of their daily meals. Participants purchased food multiple times a week, primarily from formal and informal food markets rather than from wholesalers and supermarkets. Only a few households grew food or had livestock (3.2%). Food insecure households had a lower perceived access to the food environment, with an approximate 10% increase in access score per one-unit decrease in food insecurity (AOR = 0.90, 95% CI: 0.84, 0.96). The most procured foods among all households were fish (72.5%), bread (60.3%), rice (56.3%), yam and cassava flours (50.2%). Food-secure households procured fruit, dairy and vegetable proteins more frequently.ConclusionFood insecurity remains a serious public health challenge in the urban slums of Ibadan. Perceptions of greater access to the food environment was associated with increasing food security. Interventions should focus on creating more robust social and financial protections, with efforts to improve livelihoods to ensure food security among urban slum-dwellers.