Differences In Consumer Attitudes Research Articles

Identifying Differences in Consumer Attitudes towards Local Foods in Organic and National Voluntary Quality Certification Schemes

As no study on attitudes towards local food has compared "organic" and national quality scheme consumer segments, this study aimed to provide further insights and clarifications on the issue of consumer segmentation in terms of trust towards organic food and food of selected quality perceived as local, along socioeconomic characteristics, and other important determinants of this complex interaction. The research examines consumers' attitudes and perceptions related to two quality schemes for special Slovenian foods: "Organic", which relates to production methods; and "Selected Quality", which relates to quality attributes. The study focused on two segments of consumers, who exhibit a high level of trust towards the two quality schemes. Comparative analysis of the consumer segments looked for the potential differences with respect to their sociodemographic profiles, as well as to their understanding of the definition of local food, attitudes towards local food, trust in actors and institutions, and willingness to purchase local food. The study combined qualitative approaches and a quantitative survey with a general population sample. The results showed that both consumer groups have similar understandings of local food, with region-based interpretations outperforming country-based interpretations. The "Organic" group was more cosmopolitan and supportive of the local community, regardless of geographic proximity, than the "Selected Quality" group. Older consumers occupy a larger share of both segments, with professionals and individuals with higher incomes more likely to be in the "Organic" group and retirees and students more likely to be in the "Selected Quality" group. To increase the consumers' interest in food with the "Organic" and "Selected Quality" schemes, more specific product propositions should be developed.

The Effect of Social Media Activities on Consumers’ Attitudes and Behaviour in Aviation Sector

The decline of ticket prices to reasonable levels, the increase of airports and the change in the perception of geographical distance have also increased interest in the airline passenger transportation sector. Therefore, it’s important to determine the attitudes and behaviors of passengers as consumers for all segments of the sector. In this study, the effect of social media on consumer behavior and attitudes of passengers in air passenger transportation, whose role in consumer behavior has been shown by different studies in recent years, has been examined with an experimental study. The findings of the study show that there are significant differences in consumer attitudes and behaviors of those who are exposed to social media content compared to those who are not. Also, attitudes and perceptions of the consumers may change according to gender and age. It’s hoped that the results will contribute to marketing practitioners in the industry and expand the social media literature.

The Impact of Consumer Targeted Sales Promotion Programs on Their Trust in Brand – A field study in retail stores in KSA –: أثر برامج تنشيط المبيعات الموجهة للمستهلكين على ثقتهم في العلامة التجارية – دراسة ميدانية في متاجر التجزئة في المملكة العربية السعودية –

This study aims to determine the effect of sales promotion programs directed to consumers on their confidence in the brand in retail stores operating in KSA as well as to investigate the statistical differences in the research variables according to some Demographics factors The study population consists of retail store customers in the city of Riyadh, and the Purposive Sample method was used in the study, which reached (390). The descriptive methodology is used and the questionnaire is the key tool to collect the primary data The study reached a set of important results, the most prominent of which were: it was found that there is a statistically significant positive effect of consumer attitudes towards sales promotion programs on brand Trust There is also a positive statistical correlation between them, reaching 53%.Discounts have been one of the most sales promotions A positive impact on trust in the brand, as it alone explained (20%) of the changes in trust in the brand and it was also found that there are statistically significant differences in consumer attitudes towards sales activation programs due to the difference in educational qualification Finally, the study recommendations, Reconsidering some activation programs that do not interact with the customer's trust towards the brand and attention to raising safety indicators in dealing with the brand due to its close association with the brand trust.

Consuming in a crisis: pandemic consumption across consumer segments and implications for brands

PurposeThis paper aims to understand how the Covid-19 pandemic has changed consumers’ perceptions of outdoor consumption categories, such as retail shopping, eating out, public events and travel and how these perceptions may impact businesses in these domains in the long term. Further, this research aims to understand demographic effects on outdoor consumption inhibition during the current pandemic and discuss how businesses can use these insights to rebrand their offerings and evolve after the pandemic.Design/methodology/approachData collected by CivicScience, a survey-based consumer intelligence research platform, during April–July 2020 forms the basis of the preliminary analysis, where the chi-square test has been used to examine significant differences in consumer attitudes between different age groups, income groups and genders. Further, a social media analysis of conversations around outdoor consumption activities is undertaken to understand the rationale behind these demographics-based attitude differences.FindingsResults lend varying degrees of support to the hypothesized consumer attitudes toward outdoor consumption activities during the Covid-19 pandemic. As the pandemic wore on, older (vs younger), female (vs male) consumers and lower (vs higher) income-group consumers had reportedly higher inhibition toward different outdoor activities. Older individuals were significantly less likely to shop, dine and attend public events than younger individuals. Lower-income consumers were significantly less likely to dine and travel than higher-income consumer consumers. Female consumers were significantly less likely to shop and travel than male consumers. Social media scan of conversations suggests that differences in perceived health and financial risks may have resulted in demographics-based differences in outdoor consumption activities.Research limitations/implicationsThis study contributes to the literature by understanding demographic differences in consumer participation in outdoor activities. One limitation is that due to the time-sensitive nature of the pandemic research, further studies could not be conducted to understand the implications of other variables, beyond demographics that influence consumer behavior during a crisis. A future research direction is to understand how other psychological variables or traits, influence health and financial risk-taking behavior during a similar crisis.Originality/valueThe principal contribution of the present research is that it tests the risk-taking theory in the context of outdoor consumption during the Covid-19 pandemic. The present research has implications for businesses as they continue to evolve during and post Covid-19.

The effect of a functional prototype on user acceptance in transportation: Assessing the level of acceptance before and after the first demonstration flight of an air taxi

Prototypes support the development of new technology by enabling to collect user feedback before full market readiness is achieved. However, this potential is often not fully exploited as physical prototypes are mainly used at more mature levels of technology development, after demonstrating full functionality. Using physical prototypes that are not fully functional at an early stage of technology maturity could lead to lower resource consumption as customer feedback could be incorporated faster and acceptance could be established. However, previous research has indicated differences in consumer attitudes toward technologies before and after users have experienced prototypes first-hand. Therefore, this paper investigates whether experiencing a functional physical prototype at an early stage of technology maturity affects consumer perception. For this purpose, we utilized the first flight of an air taxi in Europe since we were certain that the technology had not been seen in action or used before. We conducted two studies: Study 1, with 126 potential users in a within-subject design, and Study 2, with 539 potential users in a between-subject design. We did not detect significant effects on the participants’ attitudes before and after watching an air taxi flight in person in either study. Overall, the data suggests that a live demonstration of a technology is not necessary to gain a comprehensive picture of peoples’ attitudes toward it, which creates the possibility of examining the effects of more inexpensive technologies, such as virtual and augmented reality simulators in mobility research.

Consumer prosocialness and the attitude-intention relations in fashion product recycling

The objectives of this study were: (1) to identify differences in consumer attitudes and intentions to recycle fashion products using three types of recycling (including resale, reform, and donation), and (2) to examine the moderating effects of consumer prosocialness on the relationships between attitude and intention for each type of fashion product recycling. Men and women aged 20 years and over were recruited from a marketing research firm panel. Participants completed an online questionnaire incorporating measures for attitudes and intentions to resale, reform, and donate fashion products, prosocialness, frequency of purchasing fashion products, monthly amount of spending on fashion products, and demographic information. Data from 224 participants were analyzed using SPSS 25.0 and PROCESS macro. The results demonstrated that consumers had significantly different attitudes and intentions depending on type of fashion product recycling. Consumers had more positive attitudes toward donation compared to resale and reform types of recycling. Consumer intentions toward resale and donation were significantly higher than their intention to reform. Furthermore, this study confirmed that the attitude-intention gap in fashion product recycling can be explained by individual prosocialness. The moderating effects of prosocialness on the associations between attitude and intention to recycle were significant. The implications of increasing consumers’ behavior intention to recycle fashion products was discussed and future research suggestions are provided.

A cross-category analysis of dispositional drivers of technology adoption

Using the Technology Adoption Propensity (TAP) index, a psychometric scale that measures four dimensions of consumers’ technological predispositions, we examine the relative influence of contributing (optimism and proficiency) and inhibiting (dependence and vulnerability) dispositional attitudes on the adoption of a varied range of 19 technologies. Our results indicate considerable differences in the relation between technology usage and the attitudes of respondents across the technologies. We show that individuals can be grouped into three technology clusters based on technological dispositions: high proficiency/low vulnerability; low proficiency & optimism/high vulnerability; high optimism/low vulnerability. Each cluster may indicate a need for a particular sales strategy given differences in consumer attitudes.

Consumer Attitudes and Purchasing Interests of Coffee Shop which Implement Green Marketing and Non-Green Marketing in Malang, Indonesia

There are many universities in Malang. This has an impact on increasing the number of newcomers to stay and invest in Malang, one of which is a coffee shop. This has the potential to cause a lot of waste due to the production of coffee drinks. Green Marketing is an effort by the government and coffee drink producers to minimize waste caused by the coffee industry. This study aims to 1) analyzing differences in consumer attitudes towards coffee shops that implement green marketing and non- green marketing strategies; 2) Determine whether there is a relationship between attitudes and consumer purchase intention towards coffee drink products in coffee shops that implement Green Marketing and non-green marketing strategies. The analytical method uses Fishbein analysis and the Spearman Rank test. Questionnaire was given to 100 respondents at Starbucks and 100 respondents at Pesen Kopi in Malang. The results show that consumers have a positive attitude towards coffee shops that implement green marketing, and consumers have a negative attitude towards coffee shops that implement non-green marketing. The results also show a strong positive correlation between green marketing strategies and customer purchase intention for environmentally friendly coffee drink products.

Perception of customer retail experiences in Poland

PurposePoland’s political and economic transition of 1989 resulted in a cultural trauma experienced by consumers, which has influenced their perception of the retail experience. However, younger Polish consumers can remember neither communism nor the transition period. Therefore, this study aims to investigate the differences in perception of customer experiences in retail between Poland’s pre- and post-transitional generations.Design/methodology/approachA quantitative survey is first conducted with a sample of 1,045 Polish consumers measuring their perception of utilitarian and hedonic customer experiences in retail environments. Then, five qualitative focus group interviews with 29 participants provide an in-depth understanding of the survey results.FindingsThe quantitative study suggests that the pre-transitional generation is focused on utilitarian experiences, whereas the post-transitional generation is attracted to hedonic experiences in retail environments. The qualitative study provides an understanding of how the utilitarian and hedonic aspects of customer retail experiences are perceived and how the cultural trauma manifests in consumers’ values.Originality/valueThe study provides a new perspective on the customer experience in retail contexts from a society that has undergone a cultural trauma. The findings focus on generational differences in consumer attitudes toward hedonic and utilitarian experiences in a post-transition society and expand the theory of cultural trauma into the field of customer retail experience.

Consumer behaviour towards sustainable business practices: insights from baby boomers and X, Y, Z generational segments

This study aims to explore generational differences in consumer attitudes towards sustainable businesspractices of hospitality and tourism firms. The empirical study adopts a quantitative research methodologybased on survey data collection technique using a self-administered questionnaire. ANOVAtests were conducted to determine significant differences between four tested groups. The Tukey HSDtest was used to conduct detailed multiple Post-hoc comparative analysis. Findings suggest that thereis a significant difference between four generations in their attitudes regarding community and naturebasedsustainable business practices of hospitality and tourism companies, while there is no differenceregarding eco-friendly business concepts.This empirical quantitative research advances the generational theory as applied to hotel and restaurantbusiness as well as tourism sectors by exploring behavioral differences and similarities betweenBaby boomers and X, Y, Z generational segments. On the other hand, it contributes empirical evidenceto the holistic knowledge on generational consumer behavior in the under-researched context of Kazakhstan.

Investigating customer satisfaction towards music website in Indonesia and India: a comparative study

The development of information technology has become new world, and an infinite business network. One proof of these technologies is internet, which is causing information technology to make a positive impact, and changed lifestyle into modern societies. It has created new types of business opportunities where business transactions are increasingly being made electronically. The growing popularity of such websites shows a rise in their demand. This research places an effort to understand the effect of service quality on customer satisfaction on music product websites with respondents from Indonesia and India, and compares are there any differences in consumer attitudes. It was observed that responsiveness, assurance, and empathy affect on customer satisfaction of music product website and tangibles, reliability and responsiveness have the same impact for both countries, but assurance, empathy and customer satisfaction differ. This is an important milestone in understanding customer's intention in buying music online in both countries.

The Impact of Framing on Acceptance of Cultured Meat.

Cultured meat can be produced from growing animal cells in-vitro rather than as part of a living animal. This technology has the potential to address several of the major ethical, environmental, and public health concerns associated with conventional meat production. However, research has highlighted some consumer uncertainty regarding the concept. Although several studies have examined the media coverage of this new food technology, research linking different frames to differences in consumer attitudes is lacking. In an experimental study, we expose U.S. adults (n = 480) to one of three different frames on cultured meat: “societal benefits,” “high tech,” and “same meat.” We demonstrate that those who encounter cultured meat through the “high tech” frame have significantly more negative attitudes toward the concept, and are significantly less likely to consume it. Worryingly, this has been a very dominant frame in early media coverage of cultured meat. Whilst this is arguably inevitable, since its technologically advanced nature is what makes it newsworthy, we argue that this high tech framing may be causing consumers to develop more negative attitudes toward cultured meat than they otherwise might. Implications for producers and researchers are discussed.

A Differences in Consumer Attitudes According to purchasing Behavior variables on Sample of Cosmetics

A Differences in Consumer Attitudes According to purchasing Behavior variables on Sample of Cosmetics

Consumer Attitudes Toward Advertisement and Brand, Based on the Number of Endorsers and Product Involvement: An Experimental Study

Utilizing endorsers in the advertising industry to promote products is currently on the rise, and employing celebrities as the endorsers is still the marketers’ favorite method. This study aims to analyze the influence of the number of endorsers and the product’s involvement on the consumers’ attitude towards the advertisement and the brand. The research’s approach used a 2x2 factorial experimental design. A total of 120 undergraduate students, who were further divided into 4 groups, were selected as the respondents of this study. The results show the differences in consumer attitudes towards advertisements and the brand, based on the number of endorsers and the product’s involvement. The study also reveals that if there is low involvement with the product, multiple celebrity endorsements will generate a better consumers’ attitude towards it than a single celebrity endorsement. Multiple celebrity endorsements will also generate a better attitude among the consumers towards the brand than a single celebrity endorsement will produce.

A Neuroimaging Analysis of Volunteering Time and Giving Money: How Visual Self-Referencing and Cognitive Complexity May Explain Behavioral Differences

Previous research has identified significant differences in consumer attitudes resulting from focusing on time or focusing on money. Most commonly, these differences are ascribed to a more emotional mindset engendered by time contemplation. We investigate this hypothesis using functional magnetic resonance imaging with 36 participants who were scanned while making decision to volunteer time or give money to charitable organizations. Decisions to volunteer time more strongly activated areas in the precuneus, a region associated with taking an outside perspective on one’s self. This heightened self-referencing could be an alternative to heightened emotions as an explanation for behavioral differences resulting from focusing on time rather than money. Additionally, decisions to volunteer time appear more cognitively complex as shown by greater activation in the superior/middle frontal gyrus and mid-cingulate gyrus. Greater projected likelihood of volunteering is associated with a stronger internal visualization element.

Consumer Attitudes, Knowledge, and Behavior in the Russian Market for Organic Food

In the past few decades, the market for organic food has developed well in Western European countries and comparable markets like the United States or Canada. While these markets are now approaching market saturation, other markets still have huge potential for growth and are therefore of special interest to export companies. In this paper, we analyze the demands, knowledge, and expectations of the emerging market in Russia. It is well documented that the Russian market for organic food has had a much higher growth rate than Western markets in recent years. According to the USDA, the Russian market grew significantly during the last years. The increase might also be due to changes in Russian consumers’ behavior. However, some challenges must be considered when entering the Russian market with premium products: (1) a large number of low‐income consumers are not able to pay for premium products, and (2) up until now, there have been no official organic labels available in Russia, and, therefore, it is likely that the Russian population lacks knowledge of what organic food is and which requirements are connected to the organic production process. Considering these restrictions, we analyzed important factors affecting Russian consumers’ food choice on the one hand and their knowledge of organic food on the other. This paper presents results for one specific product (organic potatoes), which can be considered to be a typical alternative to low‐priced, conventional products. A conjoint analysis was conducted in Saint Petersburg (n = 300) to investigate the importance of the buying attributes of organic potatoes. While the results are not representative of the whole Russian market, they show crucial differences in consumer attitudes compared to Western markets and confirm that the average consumer knowledge about this product category remains low. These findings offer valuable information to those stakeholders of the supply chain who want to enter a market with high growth rates but obvious shortcomings.

A Cross-national Investigation of the Satisfaction and Loyalty Linkage for Mobile Telecommunications Services across Eight Countries

Improving customer satisfaction has become a strategic imperative for managers and researchers given the benefits of developing customer loyalty for long-term financial success. Creating these linkages becomes even more important in the context of mobile telecommunications due to the ubiquitous nature of mobile phones and the potential this creates to engage in interactive marketing for firms. Further, with increased global penetration of mobile telecommunications, examining cross-national differences in consumer attitudes and behaviors has become critical. Most studies that examine customer satisfaction and loyalty linkages however have traditionally focused on single countries and/or single industries. This study extends the literature by testing the moderating impact of cultural variables on the impact of satisfaction on loyalty intentions using data from 3,393 mobile telecommunications customers in Australia, Brazil, Canada, China, France, Spain, UK, and USA. Our findings reveal that the impact of satisfaction on loyalty in the mobile telecommunications context depends on cultural differences. The results demonstrate non-linear threshold effects where managers operating in countries characterized by self-expressionist values will have an easier time creating satisfaction and loyalty with mobile customers compared to those operating in cultures dominated by high survivalist values.

The influence of value perceptions on luxury purchase intentions in developed and emerging markets

Purpose – Despite the growing debate about differences in consumer attitudes and behavior in emerging and developed markets, there is little research on the differences in consumer value perceptions and their influence on purchase intentions. Focusing on the theory of impression management, the purpose of this paper is to introduce a conceptual framework incorporating the social (conspicuousness and status), personal (hedonism and materialism) and functional (uniqueness and price‐quality perceptions) value perceptions using the context of luxury goods.Design/methodology/approach – Data were collected through a structured questionnaire‐ based study of consumers in four countries, representing two leading Western developed luxury markets (the US and the UK) and two important Eastern emerging markets (India and Malaysia). Multiple‐group SEM analysis was used to analyze the data.Findings – The findings show several differences in the influence of value perceptions on consumer purchase intentions in the Wester...

Decomposition of cross‐country differences in consumer attitudes toward marketing

PurposePrevious studies have found significant differences in consumer attitudes toward marketing between countries and attributed such variations to differences in the stage of consumerism development and cultural values. This study aims to test these competing hypotheses using econometric decomposition to identify the source of such cross‐country variations.Design/methodology/approachUsing survey data of consumer attitudes toward marketing from China and Canada, this study adopts econometric decomposition to examine the cross‐country difference in consumer attitudes toward marketing.FindingsThe results show that Chinese consumers have more positive attitudes toward marketing than Canadians and the two countries differ significantly across all predictor variables. However, the results of decomposition suggest that consumerism, individualism and relativism do not have any significant effect on the country gap in consumer attitudes toward marketing, while idealism has a significant coefficient effect.Research limitations/implicationsThe study finds different effects of cultural values on consumer attitudes across countries and has meaningful implications for international marketing strategies.Originality/valueThe study investigates the sources of cross‐national differences in consumer attitudes toward marketing using rigorous analyses to improve the accuracy of cultural attribution for international marketing and cross‐cultural consumer research.

Eating out, nutrition, education and the consumer: a case study from Alabama

AbstractIncreasingly, there is agreement that the hospitality industry, particularly the restaurant sector, can significantly impact people's eating behaviour. This impact includes the nutritional intake of meals many restaurants sell that may lead to problems such as the growing obesity epidemic. This preliminary study investigates consumers' attitudes towards their eating out experience as it relates to their reasons for eating out and the importance that nutrition may place in their experience when eating out. Findings suggest differences in consumer attitudes towards these issues based on their gender, educational achievement level and type of restaurant they frequent. Nutritional awareness and education strategies do not appear to be reaching groups that are more exposed and/or more prone to unhealthier food consumption. Overall, consumers do not seem interested in education or involvement in healthier consumption.