Consumer Groups Research Articles

Research on Energy Trading Mechanism Based on Individual Level Carbon Quota

High economic growth is accompanied by substantial consumption of fossil energy and significant negative externalities on the ecological environment. The global warming effect resulting from environmental pollution caused by energy has brought energy carbon emissions into the forefront of social attention. Establishing a carbon trading market is an essential measure to achieve the “double carbon” goal, with individual and household carbon emissions accounting for 70% of China’s total emissions. Constructing an individual-level carbon trading market will facilitate the efficient realization of this goal. However, addressing the challenge of handling vast amounts of data and network congestion in relation to frequent but small-scale individual carbon trading has become an urgent issue that needs to be resolved. In light of this, the present study designs a digital technology-based framework for the carbon market trading system and proposes an individual carbon asset price-based model for carbon market trading, aiming to establish a research framework for the carbon quota market. Furthermore, blockchain technology is employed as the underlying technology in the proposed carbon trading market model to cater to individual-level carbon trading services and achieve optimal matching between carbon quota suppliers, thereby enhancing profitability of the carbon trading platform. The numerical results obtained from the model demonstrate that in absence of government subsidy mechanisms, individual-level carbon trading can effectively reduce total consumer emissions. The present study successfully overcomes the carbon lock-in effect of consumer groups and achieves the generation and trading of individual carbon assets despite capital constraints. This study facilitates accumulation and trade of individual carbon resources, reduces overall consumer emissions, enhances environmental benefits at societal level, and provides a foundation for governmental decision-making.

Is face and information availability important in green purchasing among young consumers?

With the growing awareness of environmental issues available across various media platforms, consumers, particularly the younger generation, are more conscious of their consumption and its impact on the environment. This trend can be observed in the surging demand for environmentally friendly and animal-test-free products on the market. However, despite the young consumer group’s critical role in the marketplace, existing research in this area remains limited, demanding further investigation. Recognising the significance of this trend, this study employs a two-stage partial least squares structural equation modelling-artificial neural network (PLS-SEM-ANN) approach to analyse the antecedents influencing green consumption among young Chinese consumers. This study proposes a conceptual research model that extends the norm activation model (NAM) by analysing 366 self-reported questionnaires. The first-stage PLS-SEM results reveal significant positive correlations between personal norms (PN), environmental knowledge (EK), information availability (IA), social norms (SN) and green consumption intention (GCI). However, face consciousness (FC) was found to have no significant effect on GCI. The second-stage ANN sensitivity analysis shows that PN emerged as the most influential factor on GCI, followed by IA, SN, and EK. This ranking diverges from the PLS-SEM results, suggesting potential hidden nonlinear relationships between IA, SN, EK and GCI. Among the significant predictors of PN, the ascription of responsibility (AR) ranks first, followed by an awareness of consequence (AC) and SN. With its unique two-stage PLS-SEM-ANN approach to green consumption among young consumers, this study offers valuable insights for both marketers and researchers. Marketers gain a new tool to predict GCI more effectively, while researchers can explore the intricate interplay of factors shaping sustainable consumption choices. Methodologically, the present study is one of the few that applies extended NAM using two-stage PLS-SEM-ANN in the context of green consumption.

The Research on Online Marketing Strategy and Holiday Promotions of LOral Groups Consumer Products Division (CPD)

The purpose of this research is to determine the effects of online marketing and holiday promotions on the future development of LOral Groups Consumer Products Division (CPD). Due to the impact of the epidemic, LOral Group's sales in the Chinese market are lower than sales in other regions. Furthermore, there are more and more local brands emerging in the Chinese beauty market. Therefore, LOral Group is facing specific competitive pressure in the Chinese market. LOral Group must develop new marketing strategies according to the characteristics of the Chinese market. This paper includes two kinds of research methods: the literature research and the survey design. This paper investigates and analyzes the current situation of LOral Groups Consumer Products Division (CPD) by using these two methods. Due to the rapid development of e-commerce in China, this article will focus on the online marketing strategy and holiday promotions of LOral Group's Consumer Products Division (CPD).

Forecast Analysis of Luxury Groups' Future Sales Priority Orientation in China

In recent years, the global luxury market has increasingly adapted to the "new normal," in 2017, the luxury market began to recover and return to healthy growth. Based on this, it is necessary to study the luxury industry to respond to market changes. Firstly, we analyze the overview and development status of the luxury industry and study the market structure-behaviour-performance of the luxury industry based on the framework of the SCP analysis paradigm. Secondly, we analyze the characteristics of China's luxury market, such as the diversification of consumer groups and the upgrading of the consumption structure. And lastly, based on the above study, we make an outlook for the luxury industry. Finally, based on the above research, the outlook of the luxury industry is given, and appropriate suggestions are given.

The power of nostalgic emotion: how Hong Kong traditional tong sui influences generation Z's purchase intentions

PurposeOf the studies covering culinary tourism and traditional culture, Generation Z remains an underexplored group despite being the primary consumers of future tourism. Research into young consumers’ motivations is hoped to clarify, protect, and sustain Hong Kong Tong sui among this generation. As such, this study focuses on Generation Z to understand the types of novel experiences Tong sui can create for them, and it is worth exploring in depth the diet that young people are interested in from the perspective of traditional food.Design/methodology/approachBased on Creswell’s guidelines for quantitative research, we investigated the relationships among multiple elements of Hong Kong Tong sui and Generation Z tourists. A corresponding questionnaire was designed to gather information for statistical analysis and contains five sections. The first part solicited basic respondent information. Sections 2–5 presented several key terms (nostalgic emotion, food authenticity, FCV, and purchase intention) to frame the questionnaire in terms of our hypotheses. Items were scored on 7-point Likert-type scales for ease of processing in SPSS 26.0.FindingsAll hypotheses were supported, with nostalgia having the most significant influence on Generation Z’s purchase intentions. Besides, young generations are willing to buy traditional food when exposed to the restaurants or enterprises have nostalgic elements and inspire nostalgia in consumer. Generation Z’s thoughts about food authenticity notably played a more significant role than FCV in terms of the nostalgia of traditional food. In addition, food authenticity and FCV were found to indirectly mediate the relationship between nostalgic emotion and purchase intention.Research limitations/implicationsExamining these types of campaigns geared toward Generation Z tourists to advertise traditional food has enriched this tactic’s applicability. The approach also constructs a foundation to scrutinize the appeal of traditional dishes among young consumer groups to potentially strengthen such food’s influence.Practical implicationsThis study highlights the importance of leveraging nostalgia and understanding the emotional connection that Generation Z has with traditional cuisine. It suggests that enterprises can develop new products or revive traditional recipes that cater to the nostalgic preferences of Generation Z. Marketing innovations, such as using social media influencers, can also be employed to create awareness and generate interest in traditional food. Traditional food can contribute to tourist destinations' promotion and differentiate them from competitors, boosting the tourism and catering industries and creating employment opportunities.Social implicationsThe promotion and preservation of traditional food can contribute to the preservation of cultural identity and heritage. By engaging local communities in culinary initiatives and fostering community pride, traditional food tourism can strengthen the connection to cultural heritage and encourage the preservation of traditional culinary practices. This engagement can lead to sustainable development by promoting local traditions and ensuring the participation of the local community in tourism activities.Originality/valueThis study offers novel theoretical insights into traditional food consumption and food marketing, thus narrowing gaps in research on young consumers and traditional food. Results enrich the understanding of Generation Z’s intentions to purchase traditional food by highlighting tourists’ preferences. Guidelines are also provided for the operators on creating nostalgic campaigns that appeal to young generations.

Pricing strategy for co-created products in platform-based consumer innovation

Consumer innovation, which is the participation of consumers (or users) in product research and development, has become increasingly popular in recent years. Simultaneously, large technological advances on the internet have provided a convenient channel for consumers to contribute creative ideas in co-creation activity, providing an opportunity to rebuild our business ecosystem. We focus on how the platform impacts the process of consumer innovation. In this paper, we consider a setting in which a platform enterprise, a producer, and a group of consumers jointly design and produce a co-created product. In the co-creation process, the platform collects consumers’ ideas, sets three different innovation standards (i.e., practicality-oriented innovation, novelty-oriented innovation, and mixed innovation), and then sells the integrated idea to the producer. We demonstrate that each of the three innovation standards has its own scope of application, and no one standard is strictly dominant. Furthermore, a consumer is more willing to purchase the product with the increase in the effort exerted by himself when participating in a co-creation activity. Finally, we find that government subsidies for the platform enterprise are not always high-efficient in terms of increasing social welfare.

The seven ‘C’s of strategic pricing in international markets

This paper introduces a conceptual framework addressing the complexities of pricing strategies in international markets, focusing on pivotal elements such as customer value, the impact of technological advancements, and the harmonisation of global and local strategies. An examination of existing literature and diverse pricing models reveals how the interplay between digitisation and global market dynamics necessitates innovative pricing approaches. These approaches must navigate specific challenges, including the accessibility of digital goods and the intricacies of information preservation costs. Emphasising the importance of distinguishing a company’s offerings from its competitors, the framework advocates for tailored distribution strategies that meet local market needs while maintaining global standards, alongside compliance with international legal pricing frameworks. The framework elaborates on the critical role of deep customer understanding and strategic branding in significantly boosting a company’s profitability and enhancing customer satisfaction across various geographical markets. It further integrates contemporary insights on the agility and adaptability required in pricing strategies amid market fluctuations, the application of behavioural economics principles in pricing, and the strategic employment of analytics to refine pricing decisions. Highlighting the dynamic nature of pricing that accommodates cultural sensitivities, the framework encourages innovation and a careful balance between widespread market reach and localised relevance. Offering strategic insights, this conceptual exploration aids businesses in navigating the intricacies of pricing within the digital era and the expanding global marketplace. It underscores the substantial benefits for business practitioners, including enhanced clarity in pricing decisions, facilitation of competitive differentiation, and alignment with broad business objectives. For marketers aiming to engage with the multicultural consumer markets of the 21st century, this framework serves as a crucial tool, elevating cultural comprehension and promoting product innovation tailored to diverse consumer groups. The paper concludes by emphasising the broader implications for international business practices, advocating for a strategic blend of scalability and customisation to achieve sustainable growth in the global economy.

Analysis of Contemporary College Students’ Preference for Online Promotion Activities — Youth Choice Under the Online Shopping Trend

With e-commerce’s surge, online shopping is vital for college students. Market expansion fuels diverse promotions, shaping purchasing decisions. This paper explores student preferences to inform effective marketing. Research focuses on attitudes towards online promotions. 800 questionnaires analyzed preferences, impact on shopping, and non-participation reasons. Data mining compared online vs. traditional promotions. Pearson correlation linked promotions to shopping intent. K-means clustering segmented students for targeted marketing. Advanced models delved into promotion-behavior dynamics. Logistic regression predicted purchasing reactions. Findings: students prefer discounts, but value shopping experience and after-sales service. Enterprises should enhance promotions, improve product quality, service, and brand image. Innovative, targeted strategies address diverse consumer groups. Social media and campus feedback aid market positioning. Enterprises must personalize and diversify college market approaches, leveraging advanced data analysis. Future studies can explore regional, professional differences, using big data to uncover trends, offering insights for e-commerce growth.

Implications for the Organization and Operation of Liberal Arts Curriculum by the Difference in Educational Consumers' Perception of the Identity and Content of Liberal Arts Education

The purpose of this study is to examine whether there are differences in the perception of the importance of liberal arts education by role and content for each educational consumer and to derive implications for how to reflect these differences in the organization and operation of the liberal arts curriculum. To achieve this, basic statistical analyses and one-way ANOVA were conducted on survey data collected from 1,720 students, faculty, graduates, and industry representatives in Busan, Korea. The results confirmed differences in perception among each educational consumer regarding which role of general education is considered more important. In particular, students perceived all roles of general education except for ‘complementing major education’ as less important compared to other consumer groups. Clear differences were also observed in the importance attributed to specific content areas by each group. While Faculty and industry representatives perceived the importance of humanities most highly, students and graduates prioritized employment-related areas such as practical skills, IT utilization skills, and foreign language abilities. Moreover, they perceived the importance of humanities and social sciences, which correspond to the traditional liberal arts and education areas, as less significant. Based on this difference in perception of the educational consumer groups, four implications for practitioners to consider in the process of development and implementation of liberal arts education were proposed.

A REVIEW ON THE INFLUENCE OF ADVERTISING ON SUSTAINABLE CONSUMPTION AMONG CHINA'S GENERATION Z

This paper critically examines the influence of advertising on unsustainable consumption and aims to identify advertising solutions with the potential to promote sustainable consumption among Chinese Generation Z. By conducting a literature review synthesis across four databases, 63 articles were analyzed to understand the dynamics of sustainable consumption, advertising design, strategy, and communication. The findings reveal a dearth of research on the key groups shaping sustainable consumption in China, particularly among Chinese Generation Z consumers. The study highlights the need for social organizations to integrate sociology and semiotics in sustainable consumption communications targeted at this group. Additionally, it emphasizes the importance of exploring a wider range of Sustainable Consumption Advertising (SCA) strategies to align advertising practices with human interests and social progress across different consumer groups and contexts. This research contributes to the ongoing effort to promote sustainable consumption and encourages future studies to focus on diverse subcultural consumer groups to advance advertising practices aligned with sustainable values and social well-being.

A Comparative Analysis on Discourse Reviews about Differentiated Semiotic Value Consumption Brand Groups in Cosmetics Consumers: Focusing on Text Mining

Purpose: This study began by investigating the similarities and differences among segmented markets within the color cosmetics industry, which are subdivided into low-cost color, high-priced, and imported color cosmetics, positioned as differentiated identities, and what are the similarities and differences between the segmented markets of the color cosmetics brand group.Methods: To perform this study, we used Python version 3.10.6 to crawl discourse from attracting value-driven consumers in the color cosmetics category on Naver Shopping Mall. After that, we completed the pre-processing steps and then conducted Word Cloud analysis, N-gram analysis, Topic Modeling analysis, Similarity analysis, and Sentiment analysis.Results: The text mining analysis showed several interesting findings. Notably, we found a new distribution channel where innovative consumers make purchases through live broadcasts performed within a short period. Furthermore, the analysis indicated that while low-priced and imported color cosmetics submarkets showed different logical results, they utilized similar discourse patterns. Furthermore, each segmented submarket was observed to possess a distinct positioning strategy.Conclusion: The consumer groups that utilized the taste value, the subject of comparative analysis, and used the low-cost, high-value, and imported color cosmetics have different identities. Consequently, the market segmentation and positioning of these brands differ, and consumer preferences vary. This allows us to outline the direction of the domestic color cosmetics industry and provide basic theoretical materials for marketing strategies. According to the research results obtained from each comparative research group, it will be possible to present a wide range of practical implications for management and marketing strategies to strengthen the market competitiveness of color cosmetics brand segments.

친환경부담금 지불의사에 따른 소비자 집단의 지불공정성과 친환경 행동의도

Environmental problems caused by waste due to the increased use of delivery and take-out have become important social issues. Consequently, the Ministry of Environment is preparing an implementation plan for eco-friendly charges to regulate the use of disposable items. This study examines payment fairness and eco-friendly behavior intentions based on willingness to pay for each type of eco-friendly charge implemented in delivery and takeout services. The types of eco-friendly charges were divided into two categories: disposable container usage fees and reusable container deposits. Cluster analysis identified three consumer groups: [group actively paying eco-friendly charges], [group preferring reusable container deposits], and [group passively paying eco-friendly charges]. The results showed that perceived payment fairness influenced eco-friendly behavior intentions in the [group actively paying eco-friendly charges] and the [group preferring reusable container deposits], but not in the [group passively paying eco-friendly charges]. It was found that the more consumers perceive the eco-friendly charge as fair, the more likely they are to engage in eco-friendly behavior. Therefore, it is necessary to guide and educate consumers on how eco-friendly charges are implemented and their environmental impact to encourage active participation.

Customer personality analysis and clustering for targeted marketing

A customer’s personality has been stated to be a key determinant in his or her purchasing behavior. Therefore, in today's highly competitive market, understanding customer behavior and preferences is very important for businesses aiming to stay ahead. This research presents a customer personality analysis and clustering of consumers using machine learning into different consumer groups, this kind of clustering is key for targeted marketing strategies. The machine learning technique used in this work is the k-means machine learning clustering algorithm which divides a set of n observations into k clusters with the aim of designating each observation as a representative of a cluster. The model revealed insightful patterns and correlations between customer characteristics and their purchasing behavior. Through comprehensive data analysis and feature engineering, the model identifies key personality traits such as extroversion, openness, conscientiousness, agreeableness, and neuroticism, based on customer interactions, demographics, and psychographic data. The dataset that was used for this work was obtained from kaggle, it originated from different sources such as customer relationship management (CRM) systems, e-commerce platforms, social media platforms, surveys. The dataset comprises information on "people," "products," and "promotion," aiming to understand customer behavior, preferences, and responses to various marketing efforts. The output of this work provides businesses with actionable insights to tailor marketing campaigns and product offerings to individual customer preferences, thereby enhancing customer satisfaction and maximizing profitability.

Technological Acceptance of E-Commerce by Generation Z in Portugal

E-commerce allows consumers to make online purchases easier, faster and at any time, making it different from traditional commerce. This technology has grown recently and has become popular among younger generations. This is the case of Generation Z, a technological generation that will become the leading group of consumers in the coming years. Despite the positive results regarding this practice, the expected results for the Western world, a world of which Portugal is a part, have yet to be achieved. The main objective of this investigation was to understand the acceptance of e-commerce by Generation Z in Portugal. The nature of this study is quantitative and used the questionnaire for data collection based on the proposed conceptual model built through the literature review. The dimensions obtained were analysed using the SmartPLS 4 and IBM SPSS Statistics 26 tools. The results allowed responding to the proposed objectives to support or reject the defined hypotheses associated with the variables trust, perceived risk, perceived ease of use, attitude, perceived usefulness, intention to use, privacy and security. It was also possible to define the digital consumer profile of Generation Z in Portugal.

이커머스 플랫폼 상품 이미지의 표현 방법이 광고 태도에 미치는 영향

This study investigates the impact of expression methods in product images used on detailed pages in the cosmetics industry on e-commerce platforms, focusing on product type, function type, and appeal type, on advertising attitudes. The study employed a 2(product type: skincare vs. makeup) × 2(function type: still vs. motion) × 2(appeal type: rational vs. emotional) design, selecting representative products from Naver Shopping to create eight experimental stimuli. A survey was conducted with women aged 20 and older in South Korea from May 2 to 6, 2024, and a total of 44 completed questionnaires were analyzed. The results indicated that motion graphics induced higher advertising attitudes compared to still images, and emotional appeals led to higher advertising attitudes than rational appeals. This implies that dynamic elements in product images create a stronger impression on consumers, and emotional appeals enhance advertising effectiveness by evoking emotional responses. However, there was no statistically significant difference in advertising attitudes based on product type, nor were there significant interaction effects between product type, function type, and appeal type. These findings highlight the importance of dynamic images and emotional appeals in digital marketing strategies for the cosmetics industry. Future research should aim to generalize these results across diverse consumer groups and consider variables such as purchasing tendencies, skin characteristics, and age for a more comprehensive analysis. Further research in other industries is also necessary to determine if similar marketing elements yield consistent effects.

Research on Moutai Cross-border Product Marketing Optimization Strategies: Taking Moutai Ice Cream as an Example

Purpose - On May 19, 2022, Moutai and Mengniu reached a strategic cooperation, announced the opening of the country’s first Moutai ice cream flagship store, and launched Moutai ice cream in various flavors including original, vanilla and other flavors, achieving growth against the trend. Moutai has entered the high-end ice cream market by engaging in strategic collaborations with Mengniu. However, in the marketing process, since Moutai ice cream is not a traditional alcoholic product, Moutai needs to explore new marketing methods. Design/Methodology/Approach - This article utilizes the 4P theory as a framework to elucidate the present status of Moutai ice cream products, encompassing pricing, distribution channels, and promotional strategies. Secondly, it highlights the issues and underlying reasons in the marketing of the Moutai ice cream brand. Finally, specific countermeasures and suggestions were proposed regarding brand value, brand culture, cross-border channels, and communication methods. Findings - Summarizes the existing problems such as product cross-border impact on brand value, the launch of new products that fails to continue the image of Moutai, the limitations of radiating target consumer groups, and the lack of interaction between Moutai ice cream and consumers, etc., and puts forward specific issues. Countermeasure suggestions. Research Implications - The research in this article has enhanced the cross-border marketing capabilities of Moutai ice cream, which is significant for improving the sales level and brand influence of Moutai ice cream. It also provides reference and guidance for other companies in the industry regarding their brand’s cross-border strategies.

Sales planning for platinum group metals: Segmentation and optimization

Subject. The article considers sales of platinum group metals on the case of a Russian mining and metallurgical company in the context of tariff barriers in some key markets and increased competition. Objectives. The purpose is to develop a set of methods to ensure the full sale of platinum group metals produced by the company and maximize profits from their sale under the introduction of import duties discriminating against metals of Russian origin and increased competition among suppliers for consumers due to redistribution of commodity flows. Methods. The study employs methods of logical, statistical analysis, and optimization. Results. The paper formulates a methodology for the sale of Russian platinum group metals in the duty-free markets of Europe, China, Japan and the rest of the world, presents a monthly optimization model enabling to calculate the discount rate for the sale of platinum, palladium and rhodium in full. For the Russian mining and metallurgical company, I developed individual recommendations on cooperation tactics and pricing policy for each group of consumers. Conclusions. The demand for platinum and palladium is price elastic. Depending on the degree of market changes, the sales methodology and its tools should provide necessary flexibility, including price, based on the optimality of solving operational and tactical tasks.

MORINGA OLEIFERA, FUNCTIONAL INGREDIENT: NUTRITIONAL PROPERTIES AND HEALTH BENEFITS

Moringa oleifera is a tropical plant that provides various nutritional benefits in nutrition and medicine. It is a popular ingredient in fortified staple foods due to its antioxidant, anti-inflammatory, and anticarcinogenic properties. This study aims to assess the acceptability of the plant among students and its perceived properties. Thus, 44 subjects, divided into two groups (22 in each group) were included in this study. For ten days, each group consumed 5 or 10 grams of moringa per day. Throughout the study, the subjects completed two validated questionnaires: the first one was distributed before the consumption and the second questionnaire after the intended period. The results obtained at the end of the study showed that both groups of consumers noticed beneficial effects on physical well-being and intellectual activity. However, people who consumed 10 g of moringa experienced more noticeable effects due to its powerful effect on concentration, well-being and the elimination of factors that cause fatigue, compared to the consumption of 5 g of moringa, where the majority of respondents stated that they did not feel any effect due to the low dose ingested.

Determinants of Electric Cigarette (Vape) Use by Adolescents In Indonesia

Vaping is a form of changing conventional cigarettes into electronic cigarettes. Since 2014, the distribution of e-cigarettes throughout the world has become a trend and has reached various groups of consumers. In Indonesia, e-cigarette users continue to increase every year. GATS (Global Adult Tobacco Survey) findings in 2021 submitted by the Ministry of Health of the Republic of Indonesia found that there was an increase in the prevalence of e-cigarette users up to 10 times compared to the last survey in 2011, from 0.3% to 3% including in the world is increasing, especially in teenagers. This research aims to determine the determinants of electronic cigarette (vape) use among teenagers in Indonesia. This research uses a systematic literature study through searches using the Google Scholar site. The inclusion criteria are the article has been published in a journal, explains the factors of electronic cigarette/vape use among teenagers and the article can be downloaded while the exclusion criteria is the article only form an abstract. Based on these criteria, 13 articles were obtained. As a result, several factors influence the use of electronic cigarettes (vape) among teenagers in Indonesia. These factors include knowledge, perception of e-cigarettes, support from friends and family, cigarette information/advertisement, ease of access to e-cigarettes, price of e-cigarettes, and lifestyle influencing adolescent behavior in using e-cigarettes (vape). There needs to be a policy from the government to regulate the use of e-cigarettes in Indonesia.

Consumers’ Preferences for Game Meat Safety: Results from a Choice Experiment

Investigating the determinant of consumer preference for game meat safety is crucial in promoting game meat consumption. In this study, we examined the impact on consumer preferences for a safety attribute, taking the individual risk attitude and the risk perception into account. We used data from a survey and a labeled discrete choice experiment involving 476 Italian consumers and analyzed it with a latent class model. The results show that all consumers gain utility from game meat with this safety claim. Furthermore, consistent groups of consumers who dislike game meat are likely to be risk-averse and perceive game meat as hazardous. Therefore, a marketing or public policy strategy aimed at promoting game meat consumption should focus on reinforcing consumers’ trust in more stringent safety standards. For instance, highlighting the safety measures and inspections involved in the production of game meat can help increase consumer confidence in its safety.