Model Of Consumer Behavior Research Articles

Branding and modification of consumer behavior during the cardinal transformation of economy

By applying the thesis about branding as a modificer of consumer behavior under the impact of cardinal changes of the world economy this paper extends our understanding of branding dualism that could lead to sustainable consumption as well as to unsustainable one. The purpose of this paper is to provide knowledge about impacts of two megatrends of the modern world economy on consumer behavior while the world/domestic product market is transforming into the simulacra market, and to contribute to the current discourse about marketing ideology (in other terms — consumerism), irrational consumption, and overconsumption that are stemmed from the profit-oriented marketing wherein the branding plays a role of the powerful booster of unsustainable consumption. Finally, an appeal to academia has been made to search for effective ways to apply branding tools for achieving the goal of sustainable consumption and production. Thematic content analysis explores multiple (mainly international) sources focused on topics of sustainable development, digital transformation, semiotics and emerging simulacrum market, dualism of branding, marketing ideology and consumerism related to modifying the model of consumer behavior. These sources were analyzed through a sustainable development goals lens. Th e research has identified two directions of the branding impact on consumer behavior due to the phenomenon of branding dualism — towards the sustainable consumption or vice versa depending on accepting or rejecting the sustainability branding strategy, respectively. By applying semantic concepts, the simulacra market paradigm diff erent from the real market paradigm is used to assess contemporary changes in consumer behavior. This unconventional investigation into the branding dualism, including the impact of the above-mentioned trends on it, extends the understanding of the marketing up to the sphere of consumer society ideology and highlights the importance of sustainability branding for achieving the goal of sustainable consumption. By integrating semantics concepts into the marketing discipline, this paper explores the dual role of branding in modifying the model of consumption under the impact of world economy megatrends and provides suggestions for business and academia about how best to overcome perceived barriers to sustainable consumption. These insights have relevance to dissimilarities between social consequences of branding in the frame of micromarketing and macromarketing or macrosocial marketing and could help alter consumption practices to make them more sustainable.

Impact of digitalization on consumer behaviour and marketing activity in financial markets

The article reveals the impact of digitalization of the economy on the behaviour of consumers of financial services: increasing the relevance of financial needs, increasing the consumer independence, changing the model of consumer behaviour. The directions for improving the marketing activities of banks were identified: a shift in focus from image advertising to product advertising, and increased attention on quality characteristics of financial products.

Howard Sheth Model of Consumer Behaviour on Buying a Smartphone

Most theories of consumer purchasing decision assume that the consumer’s purchasing decision process includes several steps. However, it may be different from product to service, but all customers go through a similar process. This research will help marketers understand the various steps in the entire decision-making process of consumers who ultimately decide to buy the product of their choice. Here, the product chosen is a smartphone for a better understanding of the process. Marketers can improve their marketing strategies by understanding the most common issues in different consumer decision models developed by early researchers and academics in marketing management. In this research, I tried to determine the main clues for making purchasing decisions, and also explained various purchasing decision models, such as consumer psychology (how consumers think, feel, reason, and choose between different choices ) and Howard Sheth Model is the most valuable, how consumers are affected by their environment, shopping behaviour, consumers' knowledge or information processing ability, etc., we have been focusing on how marketers can improve effective methods to persuade consumers.

Study of Consumer Perception about Organic Food Labels

One of the fundamental human rights include the right to healthy, affordable and sustainable food. Following the increase in environmental concerns, people especially in urban areas are looking for healthier, sustainable lifestyle alternatives. While the increase in demand for organic food might seem like an up-market fad, for most consumers of organic foods, the market place offers dilemma. There is an almost lack of information about what do organic labels signify, how to interpret these and which organic food actually deliver safety. This paper is a pilot study to understand consumer perception about organic food labels. The study is carried out on sample respondents belonging to different regions of Maharashtra State, India. Results obtained from this study will be used for a bigger study in this regard. It seems to be in line with the consumer behaviour model presented by Kotler and Keller (2012). Consumers’ psychological characteristics influences the way they perceive organic labels. The study focuses only on the fact that, how perception about labels of organic food products, as a standalone factor, influences buying decision of consumers, irrespective of changes in other factors. We consider how personal, cultural and social factors influence integration of label’s meaning for consumers.

Aesthetic dissonance. On behavior, values, and experience through new media

Aesthetics is thought of as not only a theory of art or beauty, but also includes sensibility, experience, judgement, and relationships. This paper is a study of Bernard Stiegler’s notion of Aesthetic War (stasis) and symbolic misery. Symbolic violence is ensued through a loss of individuation and participation in the creation of symbols. As a struggle between market values against spirit values human life and consciousness within neoliberal hyperindustrial society has become calculable, which prevents people from creating affective and meaningful attachments to symbols in relation to our retentional apparatuses, technology and memory. Such tension can be thought of as a dissonance between overlapping domains of social life, private and public. New Media is a reflection of aesthetic dissonance, an experience such as being bored and entertained at the same time, between antagonistic experiences, values, and behavior. Moreover, new media is at once a medium of customizing aesthetic experience individually as well as the threat and practice of prioritizing calculability and modeling of consumer behavior in favor of capitalistic effectiveness, which results in the simultaneous categorization of an individual as a data point, putting those who do not fit an algorithm’s premises at a disadvantage.

Towards a new model for green consumer behaviour: A self‐determination theory perspective

AbstractPrior research has broadly captured consumers' green behaviour by linking it to either intrinsic or extrinsic motives. Nonetheless, the detailed effects of middle‐ground motives (i.e., external, introjected, and identified) on the formation of green consumer behaviour remain largely untapped in marketing literature. Using two theoretical lenses—organismic integration theory of self‐determination theory and gender schema theory—this study investigates the effects of motivational regulations on consumers' green behaviour using data from Pakistani millennial consumers. To this end, two separate but related studies were conducted. Study 1 involved participants (n = 208) from Sindh province, whereas Study 2 recruited subjects from three other provinces of Pakistan: Punjab, Khyber Pakhtunkhwa, and Balochistan (n = 312). Exploratory factor analysis, confirmatory factor analysis, structural equation modelling, and multigroup modelling techniques were used as methods. Study 1 shows that when intrinsic motivation and three types of extrinsic motivations (i.e., external, introjected, and identified) were examined, identified motivation had the strongest effect on green consumer behaviour. The findings of Study 2 indicated that, compared with males, females responded much more strongly to motivation associated with intrinsic regulation. Likewise, male consumers tended to respond much more strongly to identified and external motivations with regard to their green behaviour. To conclude this study, the implications of these findings are discussed in great detail.

Digital branding, или Цифровизация бренд-маркетинга

The problem of brand marketing digitalization emerged as a tool for managing the consistent de-velopment from a simple customer awareness to the formation of his loyalty is revealed in the paper. The loyalty ensures the stability of the company to the actions of competitors aimed at its displacement from the market and luring buyers. The natural pro-cess of the digital environment development and its role in the deployment of the implementation of modern technologies in brand marketing are pre-sented in the study. Modeling was used as the main research method, namely, consideration of the total-ity of facts about the development of the digital environment and the formation of statements re-garding the periodization of the digitalization of brand marketing in the form of a logical model of knowledge representation. It is concluded that as a result of the global evolution of the traditional in-dustry into digitized, the effectiveness of competitor tools increases; there is an increase in the transfer of information to various digital platforms; models of consumer behavior, means of attracting con-sumer attention and protecting the brand are chang-ing. The main result of the study is the formation of a logical scheme of periodization of the digitaliza-tion of brand marketing.

Development and validation of the Inventory of Emotional and Reasoned Purchases Decision-Making Styles (PDMI)

Consumer decision-making is part of the purchase process. Therefore, as a relevant element for the evaluation of the purchase process, it is essential to have valid, reliable and culturally relevant measurements. For that reason, in this study the development and validation of the Purchases Decision-Making Inventory (PDMI) are presented. The general sample consisted of 518 Mexican participants, which were randomly divided into two groups, 300 for exploratory analysis, and 218 for confirmatory analysis. The results show that PDMI evaluated from its general components of emotional and reasoned decisions in purchases, present high internal consistency. The confirmatory factor analysis shows a good fit to dimensions extracted from the exploratory analyses. In terms of convergent, divergent, and discriminant validity, relations according to the nomological network were found, and the factors showed independency. Finally, from the confirmed structures of the inventory, spending per week was modelled, finding that emotional decisions turned out to be a positive significant predictor. PDMI is an evaluation tool with cultural relevance and appropriate psychometric indexes that can be used to integrate into consumer behavior models. Keywords: consumer behavior, psychometrics, economic psychology, expenditure, Mexicans

Diffusion of residential RT solar – is lack of funds the real issue?

PurposeRooftop (RT) solar in India has grown to 4.4 GW by the end of March 2019 – but it is still under-performing vs national solar mission target of 40 GW. This paper aims to understand the drivers of the purchase intent (PI) for RT solar will enable policymakers to improve the penetration of this new and promising green technology.Design/methodology/approachThis paper builds a structural equation modeling model for triggers of the PI of a residential RT solar photo-voltaic (SPV) buyer. The empirical study conducted in Delhi/national capital region of Delhi and Bangalore validates the role of the Unified Theory of Acceptance & Use of Technology (2) constructs in the PI of the residential sector RT solar buyer in India. It also explores a few myths – prior green habits have no relationship with the PI and self-efficacy has been dropped in the final path analysis to improve model fit.FindingsThis research explores the myth that financial self-efficacy – or prospect’s perception of his capability to fund (through own or credit finance) – will mean that the prospect is likely to be more conducive to an SPV purchase in the city contexts studied. It is more relevant for policymakers to work on factors such as social influence/ beliefs, effort expectancy and price-value beliefs. Other relevant triggers are performance expectancy, hedonic motivation and environmental beliefs.Originality/valueThis is the first Indian research leveraging multi-city survey of actual households build an empirically verified consumer behavior model for RT SPV in the residential sector leveraging the unified theory of acceptance and use of technology 2 constructs.

Generativity, sustainable development and green consumer behaviour

Abstract Conserving the planet for the next generation has come to be an essential component of sustainable development, with “future generations” being the term most frequently included when citing definitions of sustainable development. However, beyond words, does a concern for a future beyond the current generation have any bearing on actions taken in the present? This paper examines the concept of generativity (concern for the future) as a component of sustainable development and specifically, in relation to green consumption. A sub-set of data gathered through a survey which sought to explore constructs for a model for green consumer behaviour has been used to reflect particularly, on the relationship between generativity and green behaviour. Further, the data has been deployed to explore comparisons on the basis of gender and age but also differences between respondents in the UK and Portugal. The results show a positive correlation between generativity and green consumption values, as well as between generativity and buying behaviour, and generativity and prosocial attitude. The data does not support gender difference in terms of levels of concern, or differences between the two countries but age, is shown to be an influencing factor. The paper concludes that the concept of generativity merits further exploration.

The impact of positive valence and negative valence on social commerce purchase intention

PurposeNew research emphasizes the importance of social communications in e-commerce purchase decision-making processes but there are many technical and social challenges such as multi-faceted trust concerns. How consumers view and value referent’s online testimonials, ratings, rants and raves, and product usage experiences remain an important factor that needs to be better understood. Social commerce as a relatively new stream in e-commerce yet is growing fast and gaining the attention of scholars and practitioners, especially due to recent revenue developments. Consistent with e-commerce websites that do not enable consumer feedback, trust is a challenging matter for consumers to consider when they visit social commerce websites. Researching trust models and influences is increasingly important especially with the proliferation of online word of mouth (WOM) strongly effecting many consumers at many different phases of social commerce purchase decision making and transacting. The paper aims to discuss this issue.Design/methodology/approachThis study examines the effects and importance of institution-based trust and WOM within a model of consumer behaviour on social commerce websites. This research examines how trust and consumer feedback may affect consumers’ purchase intentions. This study collects data from the little-understood market of urban Iran and develops a research model to examine consumers’ purchase intentions on social commerce websites. A robust data set from urban Iran (n=512) is analyzed using partial least squares regression to analyze the proposed model.FindingsThe results of the analysis show that institution-based trust influences social media communication, leading to elevated purchase intention on social commerce websites. This research adds to the prior literature that espouses on the importance of consumers developing strong beliefs of vendor trust in social commerce platforms.Originality/valueExplaining how consumer purchase decision making is effected by using institution-based trust and electronic WOM in a little understood Middle Eastern context an important contribution of this research. Suggestions on practical and theoretical developments of this research in the sharing commerce research stream conclude this paper.

Maritime Tourism: Modelling consumer behaviour and its managerial implications

Maritime Tourism: Modelling consumer behaviour and its managerial implications

Transformation of the consumer behavior model in the digital economy

Transformation of the consumer behavior model in the digital economy

Modeling of Islamic consumer behavior and background music regarding ambiguity in the Islamic texts

Purpose This study aims to develop a model to analyze the effect of background music on Islamic consumer purchase behavior regarding to ambiguity in the Islamic texts. Design/methodology/approach In this experimental design, the population included chain store consumers in Tehran, among whom more than 17,000 consumers were selected during 42 days. ANOVA was used to analyze the collected data. Findings Based on the results, playing music in a store could significantly influence the total sales and average purchase value, while no positive role was observed on the number of purchases. Furthermore, dual impression form Islam viewpoints regarding music was observed in the present study as it failed to affect the number of sales in spite of influencing the amount of sales. Individuals affected by music buy more expensive goods, which may indicate that those who buy more luxury goods are less inclined to Islamic views or are inclined to those views which regards playing music as legitimate. Research limitations/implications Store managers and marketers in Islamic nation are recommended to play pop music in their store to improve total sales. Managers in islamic nation should play some music when they offer more luxury and less ordinary goods. Although the present study attempted to control potential intervening variables to increase validity, controlling intervening variables is a serious limitation for conducting a field study. Uncontrollable intervening variables established by other media are considered as another limitation in this study. Originality/value For the first time, this study sheds some light on how the types of background music influences on the Islamic consumers. The study shows the ambiguity in the islamic texts and the differences in the judgments of religious regarding playing music to muslim consumer.

Behavior’s Green Consumer Model Development (Green Consumer Study in North Sulawesi, Indonesia)

The purpose of this study is to analyze and explain the relationships and effects of green marketing, theory of planned behavior on green consumerism and environmental sustainability through green consumer behavior. The research design uses a quantitative approach through survey methods. The population in this study are consumers who buy and are willing to conduct interviews about green products in modern markets and souvenirs in a number of districts / cities in North Sulawesi province. The research sample analyzed was 381 respondents. Sampling using a purposive sampling technique with data analysis techniques using structural equation models with the help of AMOS, SPSS, and Ms Exel programs. A number of variables in this study are green marketing, theory of planned behavior, green consumer behavior, green consumerism and environmental sustainability.The research findings produce: 1) Equation 1 formed Y1 = 0.408 X1 + 0.195 X2, meaning that green marketing and the theory of planned behavior have a positive relationship and have a significant effect on green consumer behavior; 2) Persuasion 2 is formed Y2 = 0.137 X1 + 0.130 X2 + 0.489 Y1, meaning green marketing and theory of planned behavior have a positive relationship and have a significant effect on green consumerism through green consumer behavior; 3) Perservation 3 is formed Y3 = 0.122 X1 + 0.021 X2 + 0.570 Y1, meaning that green marketing and theory of planned behavior have a positive relationship and have a significant effect on environmental sustainability through green consumer behavior. With the findings of this study, it can be concluded that the green consumer behavior model is a model that can be considered in developing green product development strategies. Keywords : Green Marketing, Theory of Planned Behaviour, Green consumer behavior, Green consumerism, Environmental sustainability DOI : 10.7176/EJBM/11-27-15 Publication date :September 30 th 2019

Examining traditional restaurant diners’ intention: An application of the VBN theory

Prior research has demonstrated the significance of traditional food in the marketplace. However, there is a lack of studies that elucidate the consumer behavior of traditional restaurant patrons, particularly local residents. By utilizing the value-belief-norm (VBN) theory, the current study develops a consumer behavior model to enhance our understanding of the effect of consumers’ attitudes toward traditional restaurants. To this end, the study examines the structural relationships among traditional values, beliefs, social norms, personal norms, and purchase intention. The results show that individuals’ value of cherishing traditional culture has a significant effect on their purchase intention through beliefs and norms. In addition, we find that age and gender serve as partial moderators. The results of this study provide traditional restaurateurs with insights for developing effective marketing strategies to attract and retain local customers.

Situational factors in alcoholic beverage consumption

PurposeSituational factors influence food and drink consumption, being how, when and where, not fully researched. In this context, the purpose of this paper is to address the influence of “where” in alcoholic beverage consumption. That is, the authors examine the influence of the place of consumption, comparing consumer behaviour at home and at hostelry outlets.Design/methodology/approachFor this purpose, beer was selected as the alcoholic beverage category. Then, a conceptual model of consumer behaviour was proposed and empirically tested through multi-group structural equation modelling (SEM) on a sample of 525 beer consumers (home consumers=209 and hostelry consumers=316.FindingsThe findings show that the place of consumption influences alcoholic beverage consumer behaviour. While home consumers demand value for money, hostelry consumers seek for product perceived quality.Practical implicationsThis research suggests the applicability of situational factors to the beverages market, providing a starting point for situational segmentation.Originality/valueThe authors’ major contribution is the empirical examination into how alcoholic beverage consumption behaviour is situational dependent.

Should We Clash or Should I Go? The Impact of Low Wage and Poor Working Conditions on the Exit‐Voice Trade‐Off

AbstractWe use two linked employer–employee datasets to adapt Hirschman's model of consumer behaviour into the labour market and to argue that dissatisfaction with pay should favour exit while dissatisfaction with working conditions should favour voice. A deterioration of our working conditions index increases the probability of participation in collective action when an increase in log hourly wage decreases the probability of quitting. A rationale for this trade‐off is based on information: first, information on the price of alternative options is more accessible than information on their quality; second, voice produces more information than exit and favours opportunities for specific improvements.

Prospect Theory-Based Active Consumer Behavior Under Variable Electricity Pricing

Active consumers who engage in energy consumption, production and provide ancillary services in a dynamic and interactive manner will be an integral part of the future grid. This paper models and analyzes interaction between active consumers and aggregators with a specific focus on consumer actions in response to real-time electricity pricing and their impacts on grid voltage. First, this paper introduces a unique prospect theory-based consumer behavior model that captures wide range of consumers each with their individual preferences. Second, the interaction between consumers and aggregators is modeled as a Stackelberg game. However, unlike existing game theoretic efforts that assume rational behavior of consumers, the prospect theory-based models systematically incorporate realistic consumer behavior including irrationality. Another unique aspect of the formulation is the inclusion of the physical grid constraints (in terms of voltage violations) within the analysis. In contrast to prior approaches that limit themselves to economic aspects, the proposed techno-economic perspective provides an understanding of the impact of large scale penetration of active consumers on the physical grid. The proposed model is analyzed using simulations on the IEEE 69 bus test system and the impact of irrationality on both consumer/aggregator payoffs and voltage violations is quantified.

Testing the effects of reciprocal norm and network traits on ethical consumption behavior

PurposeThe purpose of this paper is to pursue the following two objectives. First, this study examines how social capital indicators (reciprocal norm and social network) cause ethical consumption behavior by conceptualizing it as value co-creation specific to socially responsible firms. Second, it aims to verify whether corporate trust, which is another core indicator of social capital, mediates between social capital indicators and ethical consumption behavior.Design/methodology/approachFor study subjects, the author selected general public located in the city of Seoul. A total of 307 respondents were used for statistical analysis after discarding unusable questionnaires. For the purpose of judgment sampling, the author selected those respondents who had prior purchase experience of the products or services provided by socially responsible firms.FindingsThis study tested core elements of social capital (reciprocal norm, social network and corporate trust) as predictors of ethical consumption behavior. In particular, the study newly conceptualized and validated ethical consumption behavior as one encompassing the civic engagement behavior whose premise is well encapsulated by value co-creation principle. The results demonstrate that the social network and reciprocal norm significantly influence ethical consumption behavior directly as well as indirectly through corporate trust.Research limitations/implicationsThe significance of this study may be that it adds to current literature on ethical consumption behavior by validating an empirical model of ethical consumption behavior from the perspective of consumer engagement paradigm. No previous studies of ethical consumption behavior empirically tested this model previously, only offering conceptual similarity between ethical consumption and consumer engagement. The study’s result may provide some insights as to the utility of value co-creation strategy for socially responsible firms as a useful way to promote ethical consumption behavior.Practical implicationsThis study’s result may provide some useful insights as to how socially responsible firms can improve their performance by understanding what makes their customers voluntarily engage in favor of the firms to create shared values. In particular, the finding on the corporate trust mediating between bonding network and ethical consumption behavior sheds useful insights for the firms on how they should garner customer trust to trigger ethical consumption behavior. In this sense, socially responsible firms need to focus their resources on publicity or endorsements by highly respected celebrities designed to stress the firms’ trustworthiness and create favorable corporate image.Social implicationsThe finding that reciprocal norm has a significant impact on ethical consumption behavior also provides strategic implications on how to enhance the effectiveness of corporate messages. That is, the socially responsible firms should implement some corporate strategies designed to raise authentic corporate image of the firms by hiring the socially disadvantaged and returning some portion of profit back to society. By doing this, the socially responsible firms can expect to instill some sense of reciprocity into their current as well as potential customers.Originality/valueDespite this conceived linkage, no previous research has empirically approached ethical consumption from the perspective of civic engagement to examine whether ethical consumers voluntarily engage in firm-specific engagement behavior that fulfills their civic responsibility. Therefore, the present research embarks on a new approach to conceptualize ethical consumption as a construct that embodies civic engagement that is conceptually encapsulated by the principle of value co-creation.