Consumer Orientation Research Articles

Engaging Consumers With Virtual Reality: A Moderation Role of Product Types and Consumption Orientations

Engaging Consumers With Virtual Reality: A Moderation Role of Product Types and Consumption Orientations

Factors Driving Consumption Preferences for Fresh Mango and Mango-Based Products in Italy and Brazil

In many European countries the consumption of tropical fruit is constantly growing, and people are increasingly turning to diets rich in fruit and vegetables. In this context, mango is considered a super-food for its nutritional medium-high energy value. Produced mainly in developing countries, tropical fruits animate an interesting international market. Production in Mediterranean countries is also growing and is increasingly requested in European markets. The aim of this work is to investigate the factors that drive the inclination to purchase fresh mango and mango food and drinks in Italy and Brazil in order to observe consumer preferences in the two countries. The personal experiences, motivations and choices of consumers regarding fresh mango and mango-based products were taken into consideration. Through an online survey, a semi-structured questionnaire was administered in Italy and Brazil which led to a total sample of 453 participants. The data were statistically analyzed, and a PLS-SEM model was used to empirically examine the factors influencing the consumption of fresh mango and mango food and drinks. The research hypotheses are all supported. For a comparison between the two countries, a multigroup analysis (PLS-MGA) was performed. In Italy, consumers are attentive to the quality and safety of the fruit; they choose the point of sale where they buy fresh mango or mango foods because they trust the seller to guarantee the fruit’s origin and transformation. In Brazil, new consumer trends are emerging especially in gastronomy; since they are local foods, they are considered safe, sustainable and healthy by consumers. The study addresses a little-explored topic and aims to enrich the debate on consumer orientations, preferences and reasons for buying mango and mango products.

Telling (mis)fitting new product stories: The role of consumer orientations, product innovativeness, and message framing on new product evaluations

AbstractExtant research proposes that consumer goal orientation‐message frame fit (consumer–message fit) leads to favorable product evaluations. However, there is evidence that consumer goal orientation‐message frame misfit (consumer–message misfit) at times also result in favorable evaluations of new products. This study develops and tests a novel prediction that shows how consumer–message misfit results in consumers having more favorable responses toward new products when the type of innovation (incremental vs. radical) is perceived as instrumental to achieving the consumer's goals with the product (innovation–consumer fit), creating a kind of fit–misfit effect. Results from four experiments encompassing multiple new product categories support this fit–misfit prediction. We further show that surprise mediates the effect of fit–misfit. This research builds on current theory involving goal orientations and schema‐incongruity, recommends several areas for future research, and presents practical implications for managing new product communication messages.

Influence of territorial distribution on verbal-visual advertisements

The study of verbal-visual cognitive styles of advertising of consumers is a new scientific study that aims to prove that cognitive affiliation is a determinant of successful advertising communication. The present scientific work aims to distribute the consumers of advertising according to the scale of Kirby et al. (1988), as well as according to their territorial distribution. Consumers from Asian countries are formed as high verbalizers and consumers from European countries as high visualizers. Users from the Balkan countries have high values on the Dreams subscale. Through correlation dependences, it is established that high verbalization is positively related to short verbal structures, and high visualization - to color brightness in advertising. These generalizations confirmed the empirical evidence from other studies, because the verbal orientation of Asian-type consumers facilitates the understanding of advertising messages reflecting their cultural values, and the visual structures in advertising facilitate the perception of European-type consumers. The scientific findings would be useful for advertisers, marketers and advertising researchers.

Analisis Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Pupuk Anorganik (Kasus : Desa Srimulyo Dan Sukodono, Kecamatan Dampit)

Inorganic fertilizers are currently still widely used and are the main choice for farmers because they can increase crop productivity. Companies need to pay attention to consumer orientation, which is related to how to find the target market, needs and convince consumers to make a purchase. This study aims to analyze the influence of brand image, price, review, ecology, and credibility on the decision to purchase inorganic fertilizers by coffee farmers. The locations taken are Srimulyo and Sukodono villages, Dampit District, considering that the village is the largest coffee-producing village in Malang. Purposive sampling was used for sampling as many as 35 coffee farmers with the provision of using and purchasing inorganic fertilizers. The data used in the study is primary data collected through surveys with observations, interviews, questionnaires and documentation. The research uses SEM (Structural Equation Modelling) data analysis with the PLS (Partial Least Square) approach, and conducts data analysis with the help of SmartPLS 4.0 software. The results of the analysis of respondent characteristics showed that most coffee farmers were dominated by men and the level of education of farmers varied from elementary to bachelor's degree. Most of the respondents' farming experience was from 1 to 50 years with a maximum land area of 2 ha. Testing the inner model obtained a determination coefficient (R-Square) of 60.1% brand image, price, reviews, ecology, and credibility were able to explain the influence on the decision to purchase inorganic fertilizers by farmers. The results of bootstrapping data showed that brand image and ecological had a significant negative effect and reviews had a significant positive effect on the decision to purchase inorganic fertilizers. Factors that do not affect the decision to buy inorganic fertilizers are price and credibility

Критерии потребительского выбора пищевой продукции в контексте анализа рисков для здоровья

Provision of food quality and safety is among national priorities. The strategy aimed at improving quality of food products in the Russian Federation for the period up to 2030 highlights a relevant issue as regards Russians consuming low-quality food products. The aim of this study is to identify criteria that determine consumer choice of food products and its influence on health risks. The empirical data used in the study are represented by the results of national social surveys (Russian Public Opinion Research Center, NAFI Research Center, Public Opinion Fund, 2020–2023) and materials obtained by focus interviews with Russian megacity residents (n = 26, spring 2024). Price is the top criterion that determines consumer choices in Russia. We identified three behavioral strategies based on subjective perception of food quality and price: 1) quality is priority regardless of a price (the strategy is typical for middle-aged consumers with higher incomes); 2) a balance between quality and price (including orientation at discounts and special promotion campaigns at points-of-sail); 3) refusal from subjectively more qualitative food products in favor of less qualitative but cheaper ones (the strategy is typical for consumers from senior age groups). Consumer orientation at product price leads to changes in diets in case population incomes are dropping or market prices are growing; in particular, it means a decline in fruit, meat and fish consumption. Significance a consumer places on food taste as a selection criterion results in choosing food products with low ‘objective’ consumer value but a higher ‘subjective’ one, for example, chips, sweetened carbonated beverages, and products with high saturated fat contents. Risky consumer choice is also determined by low interest in healthy diets and absence of any faith in possibility to get objective information. A conclusion is made that it is necessary to make food products, which are subjectively perceived by consumers as more qualitative, more affordable in money terms; to intensify educational activities and to create suitable conditions for making consumers refuse from buying products with low nutrition value.

Criteria that determine consumer choice of food products within health risk analysis

Provision of food quality and safety is among national priorities. The strategy aimed at improving quality of food products in the Russian Federation for the period up to 2030 highlights a relevant issue as regards Russians consuming low-quality food products. The aim of this study is to identify criteria that determine consumer choice of food products and its influence on health risks. The empirical data used in the study are represented by the results of national social surveys (Russian Public Opinion Research Center, NAFI Research Center, Public Opinion Fund, 2020–2023) and materials obtained by focus interviews with Russian megacity residents (n = 26, spring 2024). Price is the top criterion that determines consumer choices in Russia. We identified three behavioral strategies based on subjective perception of food quality and price: 1) quality is priority regardless of a price (the strategy is typical for middle-aged consumers with higher incomes); 2) a balance between quality and price (including orientation at discounts and special promotion campaigns at points-of-sail); 3) refusal from subjectively more qualitative food products in favor of less qualitative but cheaper ones (the strategy is typical for consumers from senior age groups). Consumer orientation at product price leads to changes in diets in case population incomes are dropping or market prices are growing; in particular, it means a decline in fruit, meat and fish consumption. Significance a consumer places on food taste as a selection criterion results in choosing food products with low ‘objective’ consumer value but a higher ‘subjective’ one, for example, chips, sweetened carbonated beverages, and products with high saturated fat contents. Risky consumer choice is also determined by low interest in healthy diets and absence of any faith in possibility to get objective information. A conclusion is made that it is necessary to make food products, which are subjectively perceived by consumers as more qualitative, more affordable in money terms; to intensify educational activities and to create suitable conditions for making consumers refuse from buying products with low nutrition value.

Conspicuous consumption and conscientious conservation: Testing for a status-prosociality link through need for uniqueness and variety seeking

Whereas the environmental impact of buying luxury goods is debated, there is evidence that purchasing such products—often referred to as conspicuous consumption—can be more sustainable than hoarding cheaper alternatives because luxury goods are more durable and are often passed down through generations, resulting in fewer resources being consumed by the average consumer. Contrary to popular beliefs that conspicuous consumption is inconsistent with environmental concerns, recent studies demonstrate that conspicuous consumption is sometimes positively associated with proenvironmentalism. However, less is known about the psychological mechanisms responsible for this counterintuitive association. In this research, we propose and find that conspicuous consumption orientation is positively related to proenvironmental consumption values, with this relationship being mediated by consumers' need for uniqueness and variety seeking. The proposed framework was tested and supported by a large-scale cross-sectional survey (N = 1400; 59.9% women), with data analyzed using structural equation modeling. Together, the current findings shed light on the processes that explain the link between conspicuous consumption and proenvironmental purchasing preferences, with the current results suggesting that consumers’ tendency to seek unique and varied options in the marketplace may be used to promote sustainable consumption.

Building consumer trust in secondhand fashion: A signaling theory perspective on how consumer orientation and environmental awareness shape engagement

The secondhand fashion market suffers from information asymmetry, creating consumer distrust and limited engagement in secondhand fashion (ESHF). The existing research on how sellers and product signals can mitigate this distrust is limited and produces conflicting results. This is particularly true in terms of understanding how signaling interacts with consumer-specific factors such as orientation and environmental awareness. Thus, this study contributes to understanding the factors driving consumer trust (CT) and ESHF through signaling theory and the nuanced role of consumer orientation and environmental awareness. Structural equation modeling, including multigroup analysis, is employed to test the proposed hypotheses with a sample of 203 Indonesian consumers from a secondhand market platform. The findings indicate that signals such as seller reputation, product history, and refurbishment details significantly enhance CT, with seller reputation being the most influential of the factors. The effectiveness of these signals varies by consumer orientation: functionality-oriented consumers respond more to remarketing information, whereas newness-conscious consumers are influenced more by refurbishment details. Additionally, consumer environmental awareness significantly strengthens the positive relationship between CT and ESHF, highlighting the importance of aligning environmental values with trust-building measures to enhance consumer ESHF. These insights enrich the theoretical understanding of signaling in secondhand markets and offer practical guidance for addressing the challenges associated with CT and ESHF.

RESEARCH OF MARKETING PRICING OF ENTERPRISE POLICY

Abstract. Introduction. The article examines the economic concept of «price», «marketing pricing policy» and its interpretation by various domestic and foreign scientists. The process of the marketing policy of the enterprise's pricing and the use of various concepts of pricing, the choice of which depends on the characteristics of the product or service and the marketing goals of the enterprise, have been studied. Research in relation to a marketing pricing of enterprise policy is actual, as it will allow to decide the row of urgent problems, in particular, establishment of optimal price on products, increase of volumes of sales, increase of level of satisfaction of consumers and other and is especially appropriate in the conditions of strengthening of competition and introduction of new technologies in economic activity. The purpose of the article. Research of essence, maintenance and role of marketing pricing policy. Aims that can be attained by means of effective pricing policy. Metods. During research the methods of comparison, analysis, synthesis, abstraction, theoretical, historical and logical generalization are used. The dialectical method of research became methodological basis. Results. The essence of the economic concept "price", "marketing pricing policy" is revealed. It has been studied that the marketing policy of pricing is an important component of the company's marketing strategy. Formation of prices for goods and services requires the company to carefully analyze the market, competitors, consumers and own costs, and the main goal of pricing is to achieve maximum profit for the company. Conclusiоns. The analysis of the theoretical and practical aspects of marketing pricing policy showed the place and role that pricing policy plays in achieving strategic goals and ensuring the sustainable development of the enterprise, analyzed the main approaches to pricing and identified a number of factors affecting the choice of pricing strategy. It has been studied that in the process of marketing pricing policy, enterprises can use various concepts of pricing, such as price elasticity, competitiveness, consumer orientation and others. The choice of the pricing concept should depend on the characteristics of the product or service, as well as on the marketing goals of the enterprise. Further research is seen appropriate to point at sound determination of marketing strategies of companies of different patterns of ownership.

EXPRESS: Consumer Xenocentrism and Well-Being: Conspicuous Consumption Orientation, Brand Addiction, and Self-Esteem

Focusing on the implications of xenocentric behavior for consumer well-being, we investigate the link between consumer xenocentrism (C-XEN) and consumers’ self-esteem, using conspicuous consumption orientation and brand addiction as mediating variables. To this end, drawing on system justification-, self-concept-, and reference group theories, we develop a competitive mediation model and test it on samples of Italian (N=456) and Peruvian (N=203) consumers. Our results reveal that while the direct effect of C-XEN on self-esteem is negative, C-XEN is also positively related to self-esteem through indirect effects, with conspicuous consumption orientation and brand addiction mediating this relationship. Our findings add to our theoretical understanding of the C-XEN construct and its impact on consumer well-being and have important practical implications for both foreign and domestic producers.

SUSTAINABLE CONSUMPTION BEHAVIOR - SLOW FASHION IN BRAZIL

The interest in social justice and sustainability issues in the fashion industry has grown exponentially in recent years, given the concern for the worldwide preservation of the natural goods that remain on the earth and the valorization of professionals in the production chain. Slow fashion emerges as a relevant movement in this context. It seeks to slow down the mass industrial production of the fashion area that is currently known by overriding the valuing of quality and people who work throughout the production chain to the detriment of quantity and exploitation of natural resources. This paper aims to verify whether the five dimensions of the Consumer Orientation to Slow Fashion (COSF) scale fit satisfactorily to Brazil and then draw profiles of slow fashion product consumption in this exact scenario. Thus, we planned and applied a virtual questionnaire using the COSF scale with 414 volunteers from Brazil. We treated the collected data by exploratory and confirmatory factor analysis, k-means, structural equation modeling, and analysis of variance. As a result, we observed that the COSF scale did not thoroughly adjust to the Brazilian context. Thus, we identified three orientation profiles for slow fashion consumption: averse to exclusivity, highly, and low orientation.

Non-functional demand model vs functional demand model: prospects for competitiveness in a transforming world

The purpose of the article is to analyse the problem of changing the relationship between non-functional and functional demand. The main task of the presented research is to define the most competitive model (based on functional or non-functional demand) of consumer behaviour in the conditions of the economy of the 20s of the XXI century. To solve this problem, we studied the structure of consumer demand: functional and non-functional ones. We identified the features of non-functional demand, and considered the reasons for its expansion in modern society. Moreover, paper highlights fixing changes in consumer orientations, which resulted in the search for satisfaction not only of material needs, but also aesthetic, emotional, and social ones. It allowed us to formulate a conclusion on the existence of objective reasons for the spread of non-functional demand. Within the framework of non-functional demand, we perform an analysis of origin and expansion of the downshifting phenomenon through the transformation of the basis of functional demand. The authors believe that qualitative changes in global socio-economic development have revolutionized the theoretical concepts of rationality, which are the basis of the functional demand model. Nevertheless, authors criticise the interpretation of downshifting as a model of irrational consumer behaviour, and put forward a hypothesis on the legitimacy of this new phenomenon to be analysed within the framework of functional demand. The authors consider the assumption of the possibility of changing the objectives of society to be a condition for the realization of this hypothesis. it can cause the transformation of «efficiency» concept over the past 300 years. Paper forecasts increasing of non-economic goals rationality, cooperation, mutual benefits, and the coupling of knowledge and technology to moral, cultural, and ethical principles and norms. As a result, in the contrary to the widespread assessment of downshifting as a deviant form of consumer behavior, there was put forward hypothesis considering downshifting as a part of classical consumer choice matrix, taking into account the transformation of this matrix itself.

Can the consumer perception of corporate social responsibility be saved? An examination into the effects of corporate greenwashing on the consumer and financial market

Purpose The purpose of this paper is to examine the influence that the occurrence of greenwashing has on the consumer perception of corporate social responsibility (CSR). Design/methodology/approach This paper observed the market indication that a consistent undermining of authentic commitment to CSR taints consumer perception. Investigating how the motivations behind greenwashing contribute to the presentation of CSR was the first means of examining the market forces. Consumer orientation was used as a guiding principle to consider the short- and long-term perspective of a greenwasher. Findings Individual instances of greenwashing contribute to a collective deterioration of marketplace trust in the promises of CSR. The negative influence on CSR is not isolated to the greenwashing perpetrator but casts a wider effect. The consequences of greenwashing are not isolated but widely dispersed. Originality/value Whilst much of the literature focuses on the stigmatisation of individual firms, it is crucial to note how marketplace trust is eroded. In addition, the perception of CSR-related regulations is for example influenced but rarely recognised as a consequence of greenwashing behaviour.

Green consumer orientation in cosmetic sector: construct definition, measurement scale development, and validation

Green consumer orientation in cosmetic sector: construct definition, measurement scale development, and validation

Slow Fashion: Between Environment Sustainability and Business Sustainability

Slow fashion is a topic that is currently still being widely discussed because it is considered as an environmentally friendly alternative in the fashion industry. Even though this concept is accepted by academics and practitioners, how slow fashion can generate sufficient profits is still a question considering the selling price is quite high and the emphasis is on quality over quantity. This research seeks to close this research gap by using the Consumer Orientation to Slow Fashion (COSF) framework and the perceived customer value of slow fashion products. The analysis of 200 Indonesian consumer data using PLS-SEM revealed that (1) providing authentic, local, and exclusive product attribute are very important in developing customer value in slow fashion products, and (2) perceived value ultimately has a positive impact on purchase intentions. This result provides a business strategy for slow fashion brand owners to be able to focus on these attributes to create a sustainable business model that includes the triple bottom line (people, planet, profit) and contribute to achievement of SDG Goal no 12: responsible consumption and production.

Дефиниция «предпринимательство» в контексте современной геополитической обстановки: новые тенденции развития

Entrepreneurship, being a determining factor of economic progress under classical capitalism, retains its importance at all stages of the development of a market economy. In the modern geopolitical situation in the world and in the Russian Federation, the factor of entrepreneurship is of particular importance, enhancing the effect of not only its well-known functions, but focusing on the social function, in particular on the social responsibility of the entrepreneur. In this regard, the scientific community has not yet formulated a definition of the category “entrepreneurship”. The purpose of this study is to develop the theoretical and methodological foundations for the study of entrepreneurship from the perspective of its role in the process of expanded reproduction, taking into account its social function and social responsibility of the entrepreneur. Based on an analysis of existing approaches to defining entrepreneurship, the authors identified its characteristic features: initiative, creativity, independence, risk, search for new business opportunities, innovativeness, consumer orientation and social responsibility of the entrepreneur. It is proposed to supplement the definition of entrepreneurship, taking into account its role in ensuring the reproduction of the productive forces of society in the modern geopolitical situation. The characteristic features of entrepreneurship as an economic category are formulated, and its functions are highlighted – reproductive, coordination, organizational, innovative, social and personal. It is shown that entrepreneurship can be carried out in the form of imitation or innovation, depending on the prevailing functions. Both forms are important for economic development. Taking into account the reproductive function of entrepreneurship, the reasons for the state’s economic policy to activate it are highlighted – stimulating economic restructuring, overcoming market failures, supporting the innovation process. The policy for activating entrepreneurship must be comprehensive and coordinated. It is necessary to integrate the efforts of various ministries and departments to stimulate entrepreneurial dynamics and develop the social responsibility of business. Thus, the article substantiates the conceptual provisions of the theory of entrepreneurship, identifies its reproductive function and proposes an approach to the formation of state policy to enhance entrepreneurial activity, taking into account the reproductive and social functions, including the function of social responsibility of the entrepreneur.

Study on the Construction of New Tea Drinking Consumption Space under the Symbolic Perspective

Under the dual background of urbanization and socialization, along with the rapid development of social media, the consumption orientation of China's consumer groups presents diversified characteristics, and new-style tea drinks are an important part of them. In this paper, we study the spatial production and business model of new-style tea drinks, and explore the construction of new-style tea drink consumption space under the symbolic perspective.

The Impact Of Market Orientation In Corporate Strategy On The Development Of New Products

In this research, we suggest that corporate strategy affects market orientation, which in turn affects new product activity both directly and indirectly. Thus, we create a framework that connects companies' focus strategies, customer and competitor orientation, and relative emphasis on cost leadership, product differentiation, and focus strategies to new product creation and activity for introduction. Using this approach, we create a simultaneous equations model that is evaluated using survey data from 175 Indonesia companies in the manufacturing sector, spanning various industries and sizes. The unexpected conclusions are that competitor orientation has a negative direct impact on new product activity and a favorable indirect effect through customer orientation, and that a stronger emphasis on a focus strategy leads to a decreased emphasis on consumer orientation. We talk about how these discoveries affect theory and practice.

Peningkatan Eksistensi Business Performance Umkm Kota Jambi dengan Model Entrepreneurial Marketing Strategy

The situation resulting from the Covid-19 Pandemic is a situation full of uncertainty (uncertainty). Some experts have even realized and predicted that a situation like this will have an impact and risk for economic actors, causing micro, small and medium enterprises (MSMEs) to be able to survive and compete to gain market share by implementing management strategies, concepts and management plans. . it is good. Using multiple linear regression analysis, it can be seen that the variables consumer orientation and innovation orientation have a significant influence on business performance. It is necessary to analyze the direct influence of entrepreneurial marketing dimensions on business performance so that the three independent variables do not have a direct influence on business performance. The purpose of this research is to formulate the ability to be able to utilize the resources they have even though they are limited (resource-based view) so that they can at least maintain financial performance or even be able to achieve competitive advantage with their competitors with the strategy being through the Entrepreneurial Marketing (EM) approach. The data in this research was obtained through distributing questionnaires and interviews with the Keys Coffee Shop manager in Jambi City. The research results show that the variables consumer orientation and innovation orientation have a significant positive influence on Coffee Shop business performance in Jambi City.