Influence Consumer Willingness Research Articles

Factors influencing consumer willingness to pay for rabbit meat in the Daveyton and Etwatwa areas of Gauteng province, South Africa

The purpose of the study was to determine the price point at which customers in the study locations are willing to pay for rabbit meat. The data was gathered by administering a semi-structured questionnaire through face-to-face interviews with a randomly selected sample of 382 respondents. The acquired data was analyzed using the Statistical Package for Social Science (SPSS), specifically version 28.0. The researchers utilized the contingent valuation approach to ascertain the consumers' willingness to pay (WTP). The results showed that 83% of the respondents were prepared to pay for rabbit meat if their local meat outlet introduced it. About 43.7% of the respondents rejected the initial bid of R45/kg but accepted the discounted bids; 21% of the respondents accepted both the initial and discounted bids; 16.5% of the respondents only accepted the initial bid; and 18.6% of the respondents rejected both the initial and discounted bids. Furthermore, the results revealed that as monthly income increases, so does the respondents’ willingness to pay for rabbit meat. Although respondents showed interest in the purchasing and consumption of rabbit meat, they were not willing to buy the meat at a price of more than R40/kg. This indicates that when the seller introduces the meat to the local meat market in the study areas, they should be price-conscious.

An Investigation of Circular Fashion: Antecedents of Consumer Willingness to Rent Clothes Online

Circular fashion has gained attention among practitioners and academics. We further contribute to this debate by investigating leasing in the context of rented online clothing in greater depth. First, we conduct a qualitative study and identify several themes important to individuals when renting clothing online. The findings are as follows: social representation, green value, familiarity and innovativeness. Several categories emerged from the interviews with the respondents in relation to social representation: use of technology, feeling good when renting clothing online and renting clothing online as a necessity. Familiarity factors relate to circular fashion’s role in reducing perceived risks associated with a relatively new service in the market. Green value perceptions have emerged among respondents that reflect a growing environmental consciousness. Second, based on the initial qualitative findings, we introduce an ad-hoc theoretical model and put forward propositions. Our theoretical model emphasises the role of four antecedents (i.e., social representation, green value, familiarity and innovativeness) when influencing consumer willingness to rent clothing online and a shift towards circular consumption. We develop theoretical propositions and provide recommendations to marketing managers and public policy makers regarding how to encourage a change towards circular consumption behaviour among individuals.

Consumers' willingness to buy meat and seafood products close to the expiry date: an exploratory study from Denmark.

Meat- and seafood products close to their expiry date (MSPCED) are one of the significant contributors to the growing food waste. Therefore, this study aims to investigate consumers' attitudes and willingness to buy MSPCED. An online questionnaire was used to collect data from 400 Danish consumers. Three consumer segments were identified based on their willingness to buy MSPCED: 39.8% of the participants showed a high willingness to buy MSPCED close to their expiry date ("All High"), 34.5% were selective with a high willingness to buy meat close to their expiry date but not seafood ("High meat, low seafood"), while 25.7% showed a low willingness to buy MSPCED ("All Low"). Consumers' willingness to buy MSPCED is influenced by the perceived quality of the products, food safety, social acceptability, and price. Consumers were willing to pay a higher price for minced beef close to the expiry date when compared to cod fillets, pork cuts, and chicken breasts. However, consumers were willing to buy cod fillets with the lowest discount percentage when compared to pork cuts, minced beef, and chicken breast. The findings suggest that price reduction and discount percentage can have varying effects in influencing willingness to pay for MSPCED. This study provides valuable insights, for food waste practitioners in the retail sector, to develop effective strategies for reducing food waste by influencing consumer willingness to buy and pay for perishable products like meat and seafood.

Taking Flight or Taking a Pass? Exploring Factors Influencing Consumer Willingness to Pay for eVTOL Travel

Taking Flight or Taking a Pass? Exploring Factors Influencing Consumer Willingness to Pay for eVTOL Travel

Consumer willingness to purchase hydrogen fuel cell vehicles：A meta-analysis of the literature

Hydrogen fuel cell vehicles (HFCVs), as an important strategic path for global sustainable development and energy transition, have now become an important support for the global energy and transportation sectors. The United Kingdom, Japan, the United States, China, and other countries are vigorously developing HFCVs and increasing the construction of hydrogen stations. Before HFCVs enter the stage of rapid commercialization and development, it is necessary to investigate the factors that influence consumer HFCV adoption. In this paper, meta-analysis used 24 pieces of literature to include in a systematic evaluation of the existing research on the factors that influence consumer willingness to purchase HFCVs, setting influencing factors as the dependent variable, to clarify the specific roles of different influencing factors and to address the problem of mixed and contradictory findings in the literature. The results of the study show that: (1) The influence of gender and age on consumer willingness to purchase HFCVs cannot be judged. (2) Education, individual income, household income, family car number, driving range, knowledge, fuel availability, hydrogen refueling station density, environmental impact, policy incentives and attitudes all have a positive effect on HFCV adoption. (3) Household size, purchase price, fuel cost, maintenance cost and refueling time have a negative effect on HFCV adoption. (4) The purchase price, knowledge, fueling time, hydrogen refueling station density, and policy incentives significantly influence HFCV adoption. This paper provides new research methods and perspectives for the HFCV field and presents theoretical references for future governmental promotion of HFCV.

The impact of marketing mix on the adoption of clothes rental and swapping in collaborative consumption

PurposeThe purpose of this study is to examine the impact of the shift towards a circular economy and marketing strategies on the collaborative purchasing behaviour of consumers in India. The study uses the theory of planned behaviour (TPB) and the marketing mix to understand the factors affecting a consumer’s intention to participate in collaborative consumption (CC).Design/methodology/approachA Web-based survey was conducted, and 349 valid responses were analysed using AMOS (Analysis of Moment Structures) structural equation modelling. The study emphasised the impact of price, promotion and perceived behaviour control on CC and provided direction and advice for companies that rent and swap apparel.FindingsAccording to the study, promotion and perceived behaviour control are the two key characteristics that significantly impact a consumer’s willingness to participate in CC in India. The study also found that perceived behaviour control plays a significant direct role in behavioural usage. These findings emphasise the impact of price, promotion and perceived behaviour control on CC and offer direction and advice for companies that rent and swap apparel.Research limitations/implicationsThis article can be used to evaluate the business in different countries and can be developed further. It does, however, have some restrictions. Because most respondents are from northern and central India, in addition, some respondents are from the southwestern and southern regions, especially in the Mumbai and Chennai locales. Hence, the geographical sample was not diverse in terms of demographics. Furthermore, the gender identity of the respondents might essentially affect how the authors interpret customer buying behaviour, but the study missed this. Researchers could enhance this by using various sampling techniques and ensuring that other demographic characteristics are considered in the future. Furthermore, the survey could not distinguish between online and in-person transactions.Practical implicationsThe study provides practical advice for companies that rent and swap apparel, emphasising the impact of price, promotion and perceived behaviour control on consumer willingness to participate in CC. The findings suggest that companies can improve consumer participation by focusing on promotion and perceived behaviour control. In addition, the significance of perceived behaviour control on behavioural usage highlights the importance of empowering consumers to control their decisions to participate in CC.Originality/valueTo the best of the authors’ knowledge, this study is one of the first to examine the factors influencing consumer willingness to participate in CC in the context of the shift towards a circular economy in India. By examining the impact of the TPB and the marketing mix on consumer intention, the study provides valuable insights for companies that rent and swap apparel. The findings highlight the importance of promotion and perceived behaviour control in shaping consumer behaviour and provide practical direction for companies to promote and market their products effectively. The study adds to the existing knowledge on the circular economy and the role of CC in reducing waste and promoting sustainability.

Community Attitudes Toward Local Foods and Producers: The Role of Warmth Versus Competence Across Demographics for Social Media Engagement.

Connecting local food producers with consumers is useful for ensuring individuals have access to healthy, fresh, foods. Small farmers, however, lack the resources to effectively connecting with consumers through traditional forms of marketing. Marketing to consumers through social media is a low-cost method that local food producers can use to promote their products. Creating engaging content on social media can be challenging, thus there is a need for guidance on how to effectively engage with local consumers through social media. Studies in advertising have shown dimensions of warmth and competence can be useful frames for engaging consumers across a variety of consumer goods. In this study we ran a nationally representative survey (n = 966) with an experimental component to determine if videos were an effective method of connecting with consumers, and if so, how this varies across demographics. We further investigated whether aspects of warmth of competence influence consumer willingness to purchase locally produced foods. We find warmth does have a small effect on consumer perceptions of local foods and videos help reduce the lack of familiarity of a farm, a barrier to purchasing local foods. Consumers across demographics demonstrate high levels of interest in purchasing local foods yet access to continues to be a barrier to purchasing. Additionally, we find consumers are willing to purchase locally produced foods at a higher price if available in more convenient locations, such as grocery stores, provided they were clearly labeled and from a farm that is familiar.

Examining the Factors that Influence Consumer Willingness to Pay of Bubble Tea among Generation Z in Bandung, Indonesia

Bubble tea is a popular drink among Generation Z in Indonesia. However, the quality of bubble tea varies depending on intrinsic and extrinsic factors to make it more appealing. On the basis of consumers' final economic activity, it is crucial to examine what factors influence consumer purchase decision behavior. Due to the bubble tea shop, owners will effectively meet customer expectations for bubble tea beverages. This study examines factors that may influence the consumer purchase decision (willingness to pay) of bubble tea and analyzes the price limit disparities. The research uses a quantitative approach by distributing questionnaires to 300 Generation Z domiciled at Bandung, Indonesia. This study examines several aspects, including price, taste, product design, brand influence, and location accessibility. Also, it analyzes whether the consumers' purchase decision factor and the price limit of the respondents are different when it is divided based on demographic factors. The data were analyzed using multiple linear regression (MLR). This study found that taste, price, product design, brand image, and location accessibility individually and simultaneously affect the willingness to pay among Generation Z in Bandung City. Also, this study found differences in decision factors and price limits on bubble tea based on demographic factors. In conclusion, the current study has successfully examined the factors influencing consumer purchase decisions (willingness to pay) and analyzed the price limit disparities of bubble tea in Bandung, Indonesia.

Factor Influencing Consumer Willingness to Pay for Green Foods Consumption

Green food is produced using environmentally friendly technology and will not harm the environment. The main objective of this research is to determine the factors that influence the willingness to pay for the consumption of green foods among Universiti Putra Malaysia (UPM) students. A total of 250 respondents were involved in this study through simple random sampling. Questionnaires were used as research instruments and distributed online using Google Forms. Data were analysed using Statistical Package for Social Science (SPSS) for Windows version 25.0. Multiple Linear Regression analysis was used to study the factors influencing consumers ’willingness to pay for green foods consumption. The results of Multiple Linear Regression analysis found that the green foods attributes and green advertising significantly influenced the willingness of consumers to pay for green foods (adjusted R2 = 0.876, F = 0.000, p ?0.001). In conclusion, green advertising (Beta = 0.548) was the strongest significant correlation followed by green foods attributes (Beta = 0.297). The implication of this study is that it allows companies to be more focused on these factors that further influence consumers ’willingness to pay for green foods.

Measuring consumer' willingness to pay for food safety certification labels of packaged rice

<abstract> <p>Food safety is vital for public health, influencing a country's economic development and international reputation. In recent years, Taiwan has encountered several food quality problems, with consequent public questioning and mistrust of food safety. If consumers are unaware of the quality of a product, their perception and demands can be influenced by the credibility of the food safety certification labels. This study uses the contingent valuation method (CVM) to analyze the factors influencing consumer willingness to pay (WTP) for food safety certification labels of packaged rice. Questionnaires are randomly adopted and assigned to 434 participants. The results indicate that product factors should be presented clearly on their packaging and advertisements. Consumers focus on certification labels for food safety perception. Gender, education level, place of purchase, certification cognition, and health cognition are all found to affect willingness to pay. These significant results indicate that women were more willing to pay than men; people were willing to pay a higher amount for purchases of packaged rice at supermarkets or hypermarkets; health cognition was estimated to be negative and significant, showing that health cognition negatively affected WTP, perhaps because participants did not sufficiently trust the foundation's assurance that the rice was safe. In the valuation of WTP for food safety certification, each person was willing to pay on average NT31.07 annually to reduce the risk of food safety problems.</p> </abstract>

The relationship between the motivators and barriers of health behaviour and consumer attitudes towards functional food

Due to the shift in consumer behaviour, the proportion of well informed, conscious consumers has been growing steadily, and functional foods with their capacity to protect health have been gaining more and more ground. To achieve market success in the field of functional foods, producers should be able to communicate information effectively concerning health issues and their newly developed product should indeed meet consumer expectations. The aim of our study was to identify and define the components of the dimensions of consumer attitudes in Hungary together with the barriers and motivators of health behaviour. Our research also examined how these factors influence consumer willingness to consume functional foods. Our surveys were carried out in focus groups of health-conscious (n=8) and not health-conscious (n=8) consumers. Our findings confirmed the adequacy of the international dual model, regarding the attitudes of Hungarian consumers towards functional food. Moreover, we also explored the most popular health food categories and sources of information on nutrition.

A model of cultural intelligence and global identity

PurposeThis paper aims to propose an original model of cultural intelligence (CQ), global identity and consumer willingness to buy foreign products. Previous research has discussed the relationships between CQ and global identity but only in the context of multi-cultural management teams. The research presented here proposes a model that is applicable to consumer marketing.Design/methodology/approachOnline surveys are used to collect data from the USA with a snowball sampling technique and from the UK with panel data. A structural equation model (SEM) is estimated in analysis of moment structures 25 and Hayes bootstrap mediation tests are used to test the hypotheses.FindingsThe SEM results show that global identity influences motivational CQ, motivational CQ influences cognitive, metacognitive and behavioral CQ and cognitive and behavioral CQ influence consumer willingness to buy foreign products. Results from Hayes Bootstrap mediation tests show that motivational CQ mediates the relationships between global identity and the other three CQ dimensions.Practical implicationsThe findings imply that firms can gauge and enhance consumer CQ levels by investigating or influencing levels of global identity; managers can influence or gauge consumer metacognitive, cognitive and behavioral CQ through motivational CQ; and managers can target consumers with high cognitive and behavioral CQ levels when marketing foreign products.Originality/valueThis paper not only provides a deeper understanding of the relationships between global identity and cultural intelligence but also incorporates CQ in a consumer context. Previous research has only discussed CQ in the context of managers.

Understanding the factors influencing consumer willingness to accept the use of insects to feed poultry, cattle, pigs and fish in Brazil.

The aim of this study is to investigate the factors influencing consumer willingness to accept the use of insects to feed poultry, cattle, pigs, and fish. To reach this objective, we conducted an online survey with Brazilian consumers. 600 questionnaires were collected. We analyzed data using descriptive statistics and logistic regression models. In general, the use of insects to feed poultry, pigs and cattle was not widely accepted. A more widely acceptance was found for the use of insects to feed fish. The results of logistic regressions models show that positive attitudes are associated with a higher probability of accepting the use of insects to feed poultry, pigs, cattle, and fish. Perceived benefits were associated with a higher likelihood of accepting the use of insects to feed fish. However, perceived benefits were also associated with a lower likelihood of accepting the use of insects to feed poultry. Perceived challenges were associated with a higher likelihood of accepting the use of insects to feed poultry. However, perceived challenges were associated with a lower likelihood of accepting the use of insects to feed pigs.

The role of consumer willingness to pay for halal certification in Pakistan

PurposeThis paper aims to investigate the factors that motivate consumers to pay for halal logistics certification and consequently demand for its certification in Pakistan.Design/methodology/approachThe study used a sample of 302 respondents from the city of Karachi, Pakistan and used partial least square structural equation model. The study used consumers’ perception, concern and personal societal perspective to determine their willingness to pay and the demand of halal certification.FindingsResults revealed that all of the aforementioned variables are significant and positive except perspective usefulness which has insignificant and negative relationship with consumer willingness.Originality/valuePakistan is an Islamic state and people living there are very cautious about the food items they eat and the procedures they follow. Therefore, this study contributes to evaluate such factors that influence consumer willingness to pay for halal logistics in Pakistan. Furthermore, this study suggests policymakers and 3rd party logistics service providers to educate their potential consumers about halal logistics and halal certification.

How Environmental Beliefs Affect Consumer Willingness to Pay for the Greenness Premium of Low-Carbon Agricultural Products in China: Theoretical Model and Survey-based Evidence

The increase in the supply of low-carbon agricultural products is crucial to reduce carbon emissions, but the production of such products incurs additional input costs and thus the crux of the low-carbon agricultural products market development lies in how such cost can be shared in a reasonable manner. The increase of consumer willingness to pay and the premium level that consumers would pay for green products hold the key to address this challenge. For that reason, this paper first constructs a behavioral game model to explore how environmental beliefs would affect consumer willingness to pay for the greenness premium. Then, the paper proceeds with empirical analyses on factors influencing consumer willingness to pay for the greenness premium by using micro-survey data of Chinese consumers when facing the choices of low-carbon rice in the cities of central China. The empirical research suggests that, although the average greenness premium that Chinese consumers are willing to pay for low-carbon agricultural products is low, the greenness premium will be stronger when consumers have higher environmental beliefs. We also find the impacts of environmental beliefs on the willingness to pay as well as the greenness premium levels that consumers are willing to pay for low-carbon agricultural products increase with education attainment and family income, but do not change with age. Findings in this study carry several important policy implications. To encourage green consumption that facilitates green production, the government should devote attempts to promote consumers’ environmental beliefs and also apply differentiated public policy that targeting at different types of consumers.

Which Factors Predict Consumer Willingness to Ride in Driverless Vehicles?

Driverless vehicles are already in development and predicted to enter the market in a matter of years. Previous research centered on driverless vehicles has aimed to gauge whether or not consumers are willing to ride in different types of driverless vehicles. However, the current research investigated different variables that may influence consumer willingness to ride in a driverless vehicle. Variables investigated included demographic variables, emotions, and other information collected by researchers based on a theoretical framework. Participants responded to a willingness to ride scale, as well as different questionnaires and demographic surveys. Out of thirteen possible predictor variables, three were significant: happiness, fear, and value. In a regression model, these three variables accounted for 77% of the variance in the data. These findings contribute to the knowledge of consumer perceptions, as well as inform the current market. Implications for future research, as well as limitations, are also discussed.

Australian Consumers' Awareness and Acceptance of Insects as Food.

Insects have long been consumed as part of the diets of many Asian, African, and South American cultures. However, despite international agencies such as the Food and Agriculture Organization of the United Nations advocating the nutritional, environmental, and economic benefits of entomophagy, attitudinal barriers persist in Western societies. In Australia, the indigenous ‘bush tucker’ diet comprising witchetty grubs, honey ants, and Bogong moths is quite well known; however, in most Australian locales, the consumption of insects tends to occur only as a novelty. Therefore, this study aimed to investigate the awareness and acceptance of insects as food. An online survey of 820 consumers found that 68% of participants had heard of entomophagy, but only 21% had previously eaten insects; witchetty grubs, ants, grasshoppers, and crickets were the most commonly tasted insects. Taste, appearance, safety, and quality were identified as the factors that were most likely to influence consumer willingness to try eating insects, but consumer attitudes towards entomophagy were underpinned by both food neophobia (i.e., reluctance to eat new or novel foods) and prior consumption of insects. Neophobic consumers were far less accepting of entomophagy than neophilic consumers, while consumers who had previously eaten insects were most accepting of insects as food. Incorporating insects into familiar products (e.g., biscuits) or cooked meals also improved their appeal. Collectively, these findings can be used by the food industry to devise production and/or marketing strategies that overcome barriers to insect consumption in Australia.

Preferences and Willingness to Pay for Local and Imported Citrus

Indonesia horticultural product has experienced major implication from global free trade. Quantity of imported fruits was increased rapidly during the last ten years under implication of free trade. In spite implies market positively by boosting consumption and market growth, imports also implies increasing competition between imported and local fruit. Increase of imports has significantly affect production by decreasing number of certain scale of farm whose growth local product. It is important measuring whether the market and costumer response due the competition between locally grown and imported fruits. The study intended to (1) examined the difference of demands between local citrus and imported one. (2) measured demographic factors that influence costumer choice to buy local or imported citrus, and (3) examined product attributes that influence consumer willingness to pay (WTP) for local and imported citrus. The study was conducted in Malang district, East Java, Indonesia. Respondents were determined by purposive quota sampling method. WTP data was collected refer to modified “Vickrey Auction” principles. Binary Logit Regression and Ordinary Least Square analysis have been employed respectively to measure demographic factor that influenced costumer decision and examine the product attributes related to costumer WTP. The study has revealed that there were a different demand curve pattern and different own price elasticity between locally grown and imported citrus. Higher Income, higher number of dependant and younger costumer has driven higher probability on consuming imported citrus. This research also shown that color, safety, healthy and packaging significantly affect costumer willingness to pay for imported citrus, while taste and safety was significant for local citrus. The findings indicated that in certain market, consumer would pay higher price to afford imported citrus, which placed locally grown citrus in the high competition. Higher incomes will increase imported citrus consumption. Meanwhile, color and packaging are factors that must be considered by citrus local grower to win the competition. Keywords: import; demand; locally grown; competition; willingness to pay; citrus.

Factors Influencing Consumer Willingness to Pay for Low‐Carbon Products: A Simulation Study in China

AbstractConsumer choice behavior is crucial to supporting cleaner production and plays an essential role in low‐carbon development and environmental policy‐making. Therefore, combining system dynamics with an agent‐based model (SD–AB), the present study explores influencing factors on both providers' and consumers' sides. Using empirical data from selected firms and a questionnaire survey of residents in China, the simulation results revealed that consumers' low‐carbon awareness and income have little effect on their willingness to pay for low‐carbon products. In contrast, some factors have an obvious effect on consumers' willingness to pay for low‐carbon products, including the delivery speed of low‐carbon products, consumers' patience and degree of satisfaction. Thus, companies that provide low‐carbon products should be more focused on customer expectations and should ensure timely and efficient delivery to consumers. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

Factors Influencing Consumer Willingness to Consume Genetically Modified Soybean Oil and Rice in China

Factors Influencing Consumer Willingness to Consume Genetically Modified Soybean Oil and Rice in China