Examines Consumer Preferences Research Articles

Consumer preferences towards animal-friendly fashion products: an application to the Italian market

PurposeThis paper aims to examine consumer preference for ethical fashion products by focusing on the importance of animal welfare attribute. To explain the attitude-behavior gap, this research proposes to explore the costs and sacrifices associated with the adoption of responsible behaviors.Design/methodology/approachTo analyze in which manner the animal welfare attribute impacts the consumer preference, the authors carried two quantitative studies in the Italy context. The first one (n= 224) proposes to measure the importance of this attribute in the case of luxury vs accessible fashion. The second study (n= 101) examines how the attention given to animal welfare information could vary between prosocials and proselfs. Conjoint analyses that consider “proportion of real fur”; “information about animal treatment” and “price” attributes have been realized. To take into account the individuals characteristics, cluster analysis helped to identify different profiles of consumers.FindingsThe results reveal that even if consumers continue to prefer products made entirely from animal fur, they are sensitive to the information on the animal treatment conditions. Also, the animal welfare is not the most important criterion in explaining preference for a fashion product. This result varies, however, regarding the consumers’ social value orientation. Individuals with a high level of prosocial values give more importance to the animal welfare attribute and are less reluctant to the reduction of the proportion of real fur in the clothes. Proself consumers associate a higher sacrifice with the consumption of animal-friendly fashion products.Research limitations/implicationsThis research enriches the limited literature on the consumers’ response to animal-friendly products. By considering the consumers’ social value orientation, it provides a better understanding of the attitude-behavior gap in animal-friendly fashion consumption. However, further studies should focus on the way of adapting communication on eco-products to the consumer profile. Moreover, it seems interesting to explore how the integration of innovative environmentally friendly materials can be accepted by the target. Replicating this research with representative consumer samples from different countries is also necessary.Practical implicationsFrom a practical point of view, this research offers implications for managers operating in fashion apparel industry by giving insights on the consumers’ preference for animal friendly fashion.Social implicationsThis study gives recommendations to help convincing consumers about the importance of animal welfare attribute and to increase their preference for animal-friendly fashion products.Originality/valueDespite the extensive use of animal fibers, fur and skins in the production of textiles, the few researchers who have shed the light on the consumers’ response to animal-friendly products have considered mainly the case of food. Also, the marketing literature gives little explanation of the attitude-behavior gap in ethical fashion consumption. By examining the consumers’ social value orientation, this study provides a better understanding of this gap.

Consumer preferences for eco-friendly attributes in disposable dinnerware

The United States (US) uses landfills to dispose paper cups at a rate of 40 percent. Landfill rates on plastic disposable dinnerware are even higher at around 80 percent. This study examines consumer preferences for single-use disposable dinnerware with the attributes: uses no trees; contains no plastic; made from agricultural crop byproduct cellulose; cellulose from dedicated crops, and/or organically sourced cellulose; certified biobased; and compostable or recyclable. A Multiple Indicator Multiple Causes (MIMIC) model is used to estimate the effects of demographics, expenditures, and consumer perceptions of disposable dinnerware made with ‘eco-friendly’ materials or processes. The attributes ‘no plastic’ and ‘recyclable’ appealed to consumers over the widest range of preferences for eco-friendly attributes in disposable dinnerware. However, ‘no trees’ and ‘certified biobased’ appeared to appeal to a narrower segment with the strongest preferences for eco-friendly attributes. Demographic characteristics including gender, residential location, household income, household composition, and environmental attitudes also correlated with preferences for single use products made with the attributes examined.

Physico-chemical attributes influence consumer preferences for kiwiberries (Actinidia arguta ‘Hortgem Tahi’)

ABSTRACT Kiwiberries (Actinidia arguta ‘Hortgem Tahi’) are a convenient, grape-sized (∼ 12 g) kiwifruit with an edible skin that are easier to eat than standard kiwifruit. In this study, we examined consumer preferences for kiwiberries. ‘Hortgem Tahi’ fruit harvested from five orchards were presented to 119 consumers such that each participant received fruit that were matched for firmness and selected according to physico-chemical measurements to represent a range of levels of quality. Consumers received half fruit with the other portion used to determine ripe soluble solids concentration (rSSC) and dry matter concentration (DM). Increases in rSSC and DM were associated with increasing consumers’ scores for liking, acceptability and willingness to purchase. Combining responses from all consumers enabled the generation of curves relating increasing rSSC or DM to increasing liking such that scores increased from about 5 (‘neither like nor dislike’) to about 7 (‘like moderately’) as rSSC increased from ∼10% to ∼17.5% and as the inferred harvest-DM increased from 12.5% to 20%. The results demonstrate that approaches linking physico-chemistry and consumer responses at the individual fruit level can be effective in studies using small fruit.

Perceptions on consumer information in transfusion. A qualitative study of consumers and prescribers.

Fresh blood product transfusion requires patient education for fully informed consent, and written consumer information is frequently used. Few studies have examined consumer preferences regarding written and verbal transfusion information provided. As a qualitative study, this research was designed to explore participant understanding and by analysing and integrating themes, generate a model to understand how transfusion information should be developed and used in practice. Semi-structured interviews were conducted with healthcare consumers of transfusion information from various hospital clinical departments. Transcripts were coded to qualitatively compare nature/extent of content and opinions regarding transfusion information through thematic analysis. Analysis identified themes relating to healthcare engagement, purpose of information, mode of delivery and content delivered. Differences were identified between perceived purpose of information provided to consumers between 13 transfusion prescribers and consumers. Prescribers viewed information as a tool for obtaining informed consent, whereas consumers desired reassurance and knowledge. Consumers described both the specialized nature and volume of information as limiting their ability to question professionals on whom they were dependent. Information provided should be tailored to consumers and utilize simple, succinct explanations. Both groups were satisfied with written information adjunctive to verbal information. These findings will be used to redesign transfusion information and may be employed at the bedside when discussing transfusion. They may have implications for consumer information in other settings.

The Impact of Digital Payment Implementation on Consumer Behavior

The revolutionary impact of digital payment systems on consumer behaviour is examined in this research report. This study aims to investigate the effects of vendor and consumer behavioural changes brought about by the increasing use of digital payment systems. In order to offer light on the changing dynamics of digital payments and its implications for many stakeholders, this research will examine consumer preferences, attitudes, and adoption patterns in addition to vendor experiences and obstacles. Consumer acceptance of digital payment options has increased significantly in recent years. These payment methods’ growing acceptance can be attributed in part to their accessibility, quickness, and ease of use. There are currently several options available to consumers, such as online banking, contactless payments, and mobile wallets. This study aims to illuminate these processes in order to offer useful information to consumers, companies, and regulators navigating the changing financial transaction landscape of the digital age.

Management Responses to Online Reviews: Consumer Preferences of Action Frames and Language Style

This study was taken as the understanding of management responses remains scarcely understood in theory and practice, especially concerning consumer preferences. This study aims at examining consumer preferences of the action frames and language styles adopted in hotel management responses to online reviews. A multi-method approach, using discrete choice experiments followed by in-depth interviews, was employed. Findings show that past action frames in management responses are preferred by customers due to the certainty, trustworthiness and detailed information provided. Moreover, literal is favoured over figurative language style due to perceived professionalism and conciseness. The current study helps hotel management to further understand consumer preferences of management responses to online reviews, especially regarding action frames and language styles.

Consumers’ Valuation of Farmers’ Varieties for Food System Diversity

To increase the diversity in the food system from seed to fork, participatory on-farm breeding schemes have been proposed. For participatory on-farm breeding schemes to be successful, consumers need to be willing to compensate farmers for their efforts in breeding and in diversifying their cultivation. Using vegetables as an example, we investigated whether consumers of four selected European countries liked the idea of having farmers breed their own varieties and whether they would be willing to pay a premium for farmers’ as compared to standard varieties in a supermarket setting. The data was collected in an online survey and a willingness to pay was elicited using a contingent valuation approach. After providing respondents with information about the problem (diversity loss), solution (on-farm breeding), and the benefits of farmers’ varieties, consumers’ acceptance was very high and consumers were willing to pay a small premium. Our findings suggest that farmers’ varieties can be appealing to a wide range of consumers if the appropriate information is provided, as they not only address the increasing demand for more sustainable products but also for more food diversity and tasty products. To our knowledge, this is the first study to examine consumer preferences for farmers’ varieties for food system diversity.

A carbon price by another name may seem sweeter: Consumers prefer upstream offsets to downstream taxes

Steps to limit greenhouse gas emissions, including putting a “price” on emissions, can be undertaken in a variety of ways, and these policies are associated with different terminology, including carbon “taxes” or “offsets.” Furthermore, in the case of fossil fuels, the emissions can be regulated at different points in the production and usage system: “upstream” regulations are applied to the extraction and importation of fossil fuels, while “downstream” regulations are applied to the usage of products and services. From a conventional economic standpoint, under a range of circumstances, these points of regulation should have effectively equivalent impacts on economic incentives, decisions and resulting carbon emissions. However, the impact of “upstream” vs “downstream” policies on consumer perceptions and preferences is largely unknown. In three studies (two main studies plus one supplemental study) examining consumer preferences in the airline industry, we find that consumers respond significantly more favorably to a description of upstream offsets than to other pricing methods such as downstream taxes. To explain this preference, we find that the upstream offset policy is uniquely perceived to address both the causes and consequences of carbon emissions, which in turn predicts consumer preference and policy support.

Why isn't everyone using the thermotolerant vaccine? Preferences for Newcastle disease vaccines by chicken-owning households in Tanzania.

Understanding preferences for veterinary vaccines in low and middle-income countries is important for increasing vaccination coverage against infectious diseases, especially when the consumer is responsible for choosing between similar vaccines. Over-the-counter sales of vaccines without a prescription gives decision-making power to consumers who may value vaccine traits differently from national or international experts and vaccine producers and distributers. We examine consumer preferences for La Sota and I-2 Newcastle disease vaccines in Tanzania to understand why two vaccines co-exist in the market when I-2 is considered technically superior because of its thermotolerance. Household survey and focus group results indicate consumers perceive both vaccines to be effective, use the two vaccines interchangeably when the preferred vaccine is unavailable, and base preferences more on administration style than thermotolerance. Considering the consumers’ perspectives provides a way to increase vaccination coverage by targeting users with a vaccine that fits their preferences.

Effects of Consumer Preferences on Environmentally Friendly Tomatoes in Myanmar

Environmentally and economically sustainable agricultural production systems are crucial to conserve natural resources and the environment as well as to protect human health. In recent years, Myanmar, one of the agricultural-resource-rich developing countries, is confronting land degradation, environmental pollution, and food safety issues due to intensive agricultural methods that use high dosages of agro-chemical inputs. Myanmar environmental farming systems and the market for environmentally certified products are still under developed. Determining consumers’ preferences and willingness to pay for environmentally certified products are vitally important to develop safe food markets. In this study, the choice experiment method was applied to examine consumer preference and the potential demand for environmentally friendly tomatoes. Using a sructured questionnaire in face to face interviews, the study collected information from 332 consumers in 8 supermarkets, and 4 open markets in Yangon city. Our results informed that most of the respondents in both markets have a positive WTP for an increase in each attribute. The supermarket respondents paid attentions to food safety labels, and it had the highest MWTP 2067.170 MMK (1.53 USD) relative to the other attributes. Our results suggest that policymakers and producers must enhance consumers’ knowledge of what is an eco-product and how to differentiate it in the market place and emphasize the improvement of food safety certification programs.

An Analysis of Consumer Preferences for Over-The-Top (OTT) Communications Services and Mobile Telephony: A Case of Thailand

This paper examines consumer preferences for voice calling using two methods via a mobile phone — over-the-top (OTT) communications services employing the Internet, and traditional mobile telephony using a cellular network. Due to its two-sided business model, OTT communications essentially offer services to users at no cost, enabling them to successfully compete with traditional telecommunications services. However, there are tradeoffs in using OTT services; for example, service quality is unsatisfactory compared to mobile telephony, and using OTT requires an Internet connection, potentially leading to additional costs. The objective of this paper is to understand consumer behavior in choosing between the two services in different situations of use — formal and casual occasional — and how they prioritize these attributes; service quality, price and Internet connection requirement. A discrete choice experiment was conducted in Thailand in 2019 using a web-based survey and face-to-face interviews. Four-hundred and forty-four responses were received, with respondents valuing service quality the most for both occasions, followed by price and then Internet connection. However, in the situation of formal usage, consumers valued service quality to a significantly higher degree than prices compared to casual use situations. Additionally, willingness to pay for better quality under the formal occasion was found to be 4 Baht per minute, whereas it was 1.4 Baht under the casual situation. Hence, users tend to use different services depending on the occasion of use — consumers tend to call using mobile telephony, the service quality of which is considered to be better, in formal occasions, whereas they use OTT for calls in casual situations. Users are also willing to pay for better quality service in so-called freemium employed services. Implications of these results and policy recommendations are also discussed in this paper.

Analysing online behaviour to determine Chinese consumers’ preferences for electric vehicles

While prior studies of consumer preferences on electric vehicles (EVs) utilized stated preference (SP) or revealed preference (RP) data, this study examined consumer preferences for EVs through their online behaviour. Using big data and text mining technologies to explore large quantities of Chinese consumers’ online behaviour pertaining to EV selection, comparison, purchase inquiry, and comments, we found that EV prices, car classification and powertrain types were the most important factors influencing consumer response. In addition to general interests, we also noted application specific interests. For instance, we observed a preference for small battery electric vehicle (BEV) models with fast-charging batteries, which are well-suited to work commutes and daily life. By contrast, when examining plug-in hybrid electric vehicles (PHEVs), we noticed that consumers expressed a preference for sport utility vehicle (SUV) models. Finally, we found that in addition to price and technical specifications, EV aesthetics play a significant role in consumer choice. These conclusions are valuable for government agencies and EV manufacturers looking to promote EVs and address environmental pollution by appealing to consume interests.

Local and Organic Preference: Logo versus Text

AbstractA choice experiment was conducted concurrently with eye-tracking technology to examine consumer preferences for local and organic produce, notably effects of logo- versus text-labeling formats. We find consumers prefer local to nonlocal, but some consumers will pay a higher premium for logo-labeled produce compared with text-labeled produce. Additionally, we find evidence that a local logo tends to attract attention quicker and hold attention longer compared with a text label. The organic text label was preferred by some consumers compared with the USDA certified organic logo, even with though consumers looked at the logo longer and more often.

Reclaimed water and food production: Cautionary tales from consumer research

Reclaimed water has been identified as a viable and cost-effective solution to water shortages impacting agricultural production. However, lack of consumer acceptance for foods irrigated with reclaimed and treated water remains one of the greatest hurdles for widespread farm-level adoption. Using survey data from 760 participants in the mid-Atlantic region of the U.S., this paper examines consumer preferences for six sources of reclaimed irrigation water and identifies statistically significant relationships between consumers’ demographic characteristics and their preferences for each type of reclaimed water. Key findings suggest that adult consumers prefer rain water to all other sources of reclaimed water. Women are less likely than men to prefer reclaimed irrigation water sources and are particularly concerned about the use of black and brackish water. Consumers who had heard about reclaimed water before are more likely to accept its use. Drawing on evidence from survey and experimental research, this paper also identifies disgust, neophobia and safety concerns as the key issues that lead consumers to accept or reject foods produced with reclaimed water. Finally, we identify avenues for future research into public acceptance of reclaimed water based on our analysis and evidence from prior research.

Traditional attributes moo-ve over for some consumer segments: Relative ranking of fluid milk attributes

Due to the decrease in fluid milk consumption as a beverage in the United States, the importance for dairy industry stakeholders to understand attribute preferences for consumer segments has increased. This paper uses a representative sample of U.S. residents to determine shopping behavior and a Best-Worst experimental design to examine consumer preferences for select milk attributes. The Random Parameters Logit model revealed the largest preference shares were for price (19.1%), fat content (17.6%), and humane handling (16.1%). Segmentation of the respondents was analyzed using a Latent Class Model, and the demographics of segments were analyzed by probabilistic assignment. This contribution, which may be applied to other products, allows for a detailed understanding of consumer preferences for fluid milk. Demographics such as gender and age were not statistically different across the five classes for this topic, unlike shopping behavior. Class 2 was named “The Balancing Act” due to respondents’ balance between animal welfare aspects and the physical characteristics of milk. Class 5 was dubbed “Value and Volume” due to large preference shares for price and container size. A lower percentage of respondents in “The Balancing Act” (12.2%) reported purchasing fat-free skim milk when compared to the percentage of respondents in “Value and Volume” (18.6%). Due to the large preference shares for traditional milk attributes, Class 3 was named “Traditional Milk Shoppers.” A higher percentage of respondents in “Value and Volume” also reported always reading the information on meat, egg, or milk products when compared to “Traditional Milk Shoppers” (12.2%). Although price is still important to many consumers, certain segments have preferences or demand for other attributes that may be satisfied by producers to increase market share or price premiums.

Man Versus Machine: Resisting Automation in Identity-Based Consumer Behavior

Automation is transforming many consumption domains, including everyday activities such as cooking or driving, as well as recreational activities like fishing or cycling. Yet little research in marketing examines consumer preferences for automated products. Automation often provides obvious consumption benefits, but six studies spanning a variety of product categories show that automation may not be desirable when identity motives are important drivers of consumption. Using both correlational and experimental designs, these studies demonstrate that people who strongly identify with a particular social category resist automated features that hinder the attribution of identity-relevant consumption outcomes to themselves. The findings have substantial theoretical implications for research on identity and technology, as well as managerial implications for targeting, product innovation, and communication.

Elucidating the impact of critical determinants on purchase decision in virtual reality products by Analytic Hierarchy Process approach

Virtual Reality (VR) is a technology that uses a specialized user interface to connect people to the virtual world, where they can enjoy a multitude of visual, auditory, olfactory, and tactile experiences. In this study, the analytic hierarchy process method is used to analyze the following four factors that affect consumers’ purchase decisions with respect to VR products: VR system requirements, purchase-oriented marketing of VR products, VR application types, and user-friendliness of VR products. Additionally, this study also examines consumer preferences for various VR products. Despite the interviewees’ concerns regarding computing power, product pricing, after-sales services, knowledge learning, and user-friendliness, the results of this study reveal that what they need most are VR products that can be used on the go. Therefore, portable VR is expected to be the trend as people are hoping to use VR applications whenever and wherever they wish to use them. This research provides the theoretical and managerial implications for understanding the potential trends for VR products and thus develops the appropriate marketing strategies for them.

Combining “carrot and stick” to incentivize sustainability in households

Electrical utilities are a main stakeholder for achieving sustainable policy goals. Effective tariff designs that incentivize electricity savings among consumers can contribute to fulfilling these goals. Prior research suggests that penalties are more effective in promoting behavior change, which can be explained by insights from behavioral economics: Loss aversion describes that people react more strongly to losses (penalties) than to rewards of the same magnitude and go greater lengths to avoid them. However, in markets where consumers freely choose their preferred tariff, it remains a major challenge to persuade consumers to voluntarily subscribe to penalizing tariffs. The present study employed a choice experiment using choice-based conjoint analysis to examine consumer preferences for electricity tariffs that apply a combination of rewards and/or penalties for electricity consumption. Results from a representative sample of Swiss electricity consumers show that consumers prefer tariffs that reward decreases in electricity consumption, rather than tariffs that penalize increases in consumption, but that tariffs combining rewards and penalties achieve substantial potential market acceptance. Direct tariff attractiveness ratings additionally support these findings showing that consumers perceive combined Bonus-Malus tariffs as sufficiently attractive. Future research avenues and implications for marketing strategies and energy policies are discussed.

A quest for status or a desire to fit in? An examination of suburban “monster homes” as a positional good

ABSTRACTThis study examines consumer preferences for new large suburban single-family houses—monster homes—through the economic concept of positional goods. Previous empirical studies of the positionality of housing are few, and those that exist use abstract survey questions to measure it. Through a visual preference survey, this study simulates a real-world house-choice scenario using environmental scenes of single-family houses in their neighborhood contexts in order to test the effect of the positionality of housing on individuals’ house preferences. Using a mixed-effect generalized linear model with crossed random effects, this research reveals that monster homes are moderately positional but the aesthetic characteristics of houses often outweigh positional concerns. Moreover, the study finds that men are more likely than women to prefer a positional house to a nonpositional house and that people with lower incomes are more likely to choose a positional house than those with higher incomes.

MAN VERSUS MACHINE: RESISTING AUTOMATION IN IDENTITY-BASED CONSUMER BEHAVIOR

Automation is transforming many consumption domains, including everyday activities like cooking or driving, and recreational activities like fishing or cycling. Yet, little research in marketing has examined consumer preferences for automated products. Automation often provides obvious consumption benefits, but six studies spanning a variety of product categories show that automation may not be desirable when identity motives are important drivers of consumption. Using both correlational and experimental designs, the findings demonstrate that individuals who strongly identify with a particular social category resist automated features when these features hinder the attribution of identity-relevant consumption outcomes to oneself. These findings have substantial theoretical implications for research on identity and on technology, as well as managerial implications for targeting, product innovation, and communication.