Consumer Behavior Perspective Research Articles

Rebranding a traditional industry: how fountain pens enter luxury market

PurposeThis paper aims to explore how traditional industries revert the trend of decline in sales through rebranding by analyzing the extended case study of the fountain pen industry.Design/methodology/approachThis study analyzes the marketing in case study of the fountain pen industry through two coordinates – symbolizing status and branding nostalgia. The division of analyses in these categories is supplanted by data, such as linear regression to analyze changes in product characteristics.FindingsThis study finds that the rebranding of the fountain pen in multiple fitting images – status symbol, object of nostalgia and something scarce and unique – is successful in capturing consumer demand, shaping consumer perceptions and help the mature industry locate as well as enter a niche market.Originality/valueTo the best of the authors’ knowledge, this paper is the first one to explore the business development of traditional industry as a case study of fountain pens from the perspective of marketing and consumer behavior.

The value created by the removal of cut lines: Evaluating the impact of finishing of industrial designs on purchase intention

AbstractColor, material, and finish (CMF) are essential to the competitiveness of industrial products. However, in the existing research on CMF from the consumer behavior perspective, there is an insufficient focus on finish, compared with that on color and material. Research on finish is limited to technical methods, and there is a lack of discussion about its impact on consumer purchasing behavior. This study examines the effect of cars' exterior design finish on purchase intention in Japan. The research question is, “does changing the quality of the finish by removing cut lines have a positive effect on purchase intention?” Two sets of images were used: normal images of car exteriors and images of car exteriors improved by removing cut lines. An online survey was conducted to explore the impact of a car's finish on consumers' purchase intentions in the Japanese market. The randomized controlled trial results showed that finish had a significant positive effect on purchase intention. This study analyzes the interaction of finish with consumer characteristics. A multiple regression model with interactions revealed that, among consumers who emphasize design, a higher finish quality prompted a greater positive influence on purchase intention. In design research, styling tends to attract significant attention. However, practitioners should not neglect efforts to improve finishing when manufacturing products. Companies that consider it impossible to convey to consumers the quality of products with delicate finishing need to change their mindset. These suggestions apply not only to the automotive industry but also to other durable consumer goods industries.

Covid-19 and its Perceived Health Belief Impact on Prepared Food Delivery Services from a Consumer Behavior Perspective

Covid-19 and its Perceived Health Belief Impact on Prepared Food Delivery Services from a Consumer Behavior Perspective

Analysis of Financially Aware Consumer Segments from the Perspective of Conscious Consumer Behaviour

Analysis of Financially Aware Consumer Segments from the Perspective of Conscious Consumer Behaviour

The value of tourism public opinion management in social governance: A study on the impact of electronic word-of-mouth perception on people's livelihood well-being.

In the process of tourism market upgrading and tourism iteration, tourism companies will face a more complex public opinion environment. Designing a socialized public opinion management method for tourism with social governance to improve people's livelihood and well-being has become the primary concern of the tourism industry. Therefore, the existing literature has extensively focused on the role and influence of public opinion word of mouth from the perspective of tourist or consumer behavior. However, moderating role of individual tourist characteristics and environmental elements has not yet been deeply explored. Therefore, integrating with the background of the social media, this study examines how electronic word-of-mouth (eWOM) is related to the well-being of people's livelihood, and explores the interaction between individual characteristics and eWOM perception in Study 1. Furthermore, in Study 2, we provided novel boundary conditions, namely environmental elements (i.e., physical, social and historical environment). We used mixed methods (i.e., quantitative and experimental designs) to reveal that tourists' perceptions of eWOM have a significant positive effect on tourists' well-being experience. The results show that tourists' eWOM perception has a significant positive impact on their well-being experience. In addition, individual characteristics and environmental elements showed significant moderating effects between eWOM and well-being of people's livelihood. This study discusses the theoretical and practical implications, exploring the value of tourism public opinion management in social governance centered on tourists' eWOM perception, which helps tourism companies to effectively prevent and resolve risks affecting social harmony and stability in the field of cultural tourism and create a safe and stable cultural tourism market environment.

Analysis of Factors Influencing the Choice between Ownership and Sharing: Qualitative and Quantitative Survey Results on Car Sharing Service Users Conducted in Japan

The purpose of this study is to propose new conditions with which to classify consumers who choose new modes of consumption other than ownership that influence the growth of the sharing economy in Japan. Our findings highlight the characteristics of consumers who choose the new consumption mode from a consumer behavior perspective, which is different from previous studies that have focused on ownership to date. By analyzing the results of a qualitative survey of car sharing services (CSS) users through group interviews, hypotheses were formulated regarding the dimensions that classify the characteristics of consumers who choose to use CSS, and these hypotheses were verified by analyzing the results of a quantitative survey. CSS is considered a substitute for the private car and is expected to contribute to the effective use of resources, but it is used as a complement to the private car and to realize a commitment to the car. The method proposed in this study to categorize and understand the factors that influence consumers’ decisions to choose new modes of consumption other than ownership may have implications for marketing strategies, allowing them to respond to the growth of the sharing economy in other countries as well. This will support sustainability and the various experiences of consumption.

GLOBAL PERSPECTIVE OF CONSUMER BEHAVIOUR DURING COVID-19

The coronavirus (COVID-19) pandemic has triggered the most significant global repercussions. This global crisis has drastically transformed consumers' market needs, attitudes,s and purchase intentions. The new market dynamics have taught consumers to set new priorities regarding their shopping habits and consumer behavior. This study examines the global perspective of changing consumer behavior during COVID-19 and reveals the sustainability of which behavioral changes are permanent. This study is based on descriptive research as it describes the changes in consumer behavior during the COVID-19 pandemic. The research design has been conducted using by secondary data method to analyze the changing behavioral perceptions. The results of the study revealed four aspects of behavioral changes. These are changes in shopping behavior, changes in spending behavior, changes in consumer behavior, and changes in brand loyalty. The study's findings also divulged that some consumer behavioral transformations could be endured after the pandemic. This study has important implications for professionals and academicians in adopting marketing decisions by integrating the fluctuating demands of consumers through communicating suitable marketing strategies to survive the transference of consumer behavior instigated by the pandemic.

Sensory Perception Nudge: Insect-Based Food Consumer Behavior

The negative impact that animal protein sources have on the environment is a critical world problem. Finding new acceptable alternatives is crucial. Nevertheless, numerous factors influence the decision to try an unknown food. By adopting a consumer behavior perspective as well as approaching the possibility of overcoming neophobia, this research examined the influence of sensory perception on consumer behavior with regard to the experimentation with new foods, focusing on entomophagy. A theoretical model was developed, and path analysis and factor influence were based on the structural equation model (PLS-SEM), designed in SmartPLS, to test the model relationships. Despite the low level of awareness concerning the benefits of entomophagy, this study considered that many aspects influence experimentation with new food, specifically our sensorial system. Sensory perception is founded on the senses, such as the tactile, olfactory, visual, and gustatory senses, which can influence perception. In line with these assumptions, this research identified the three most important and decisive factors that can influence individuals’ sensory perceptions: preparation, visual and related aspects, and the presentation of the shape of food have an influence on sensory perception regarding entomophagy consumer behavior. People like to know the method of preparation as well as the ingredients and the color of the food. These findings are crucial to food business practitioners, policymakers, and marketers, who can adopt some food process strategies following sensory perception, that will contribute to changing the habits of consumers.

Covid-19’s Impact on Financial Planning in Short-Term and Long-Term Perspectives

This research investigates psychological factors including underconfidence bias, analytical/intuitive decision-making approach, self/significant other orientation, and time orientation that influence people's financial planning in short and long-term perspectives under the Covid-19 pandemic situation. The data were collected from the online survey by using a convenience sampling technique. A total of 331 valid responses were scaled on 7 Likert-type questions. Multiple regression analyses were performed in analyzing the hypotheses. This study provides empirical insight into the relationship between psychological factors and financial planning in the short and long-term perspectives. The results indicate both financial planning in short and long-term perspectives is positively associated with analytical decision-making style, time orientation, self, and other orientation. Underconfidence bias is negatively associated only with long-term financial planning but, in contrast, is not supported by evidence to a short-term perspective. Finally, intuitive-decision making is not correlated with financial planning in short-term perspective. This study helps individuals to design better personal financial planning and financial institution to develop more relevant financial services for targeted clients. This study uses consumer behavior's perspective and figures out the gap in consumer behavior literature, especially investigating the underconfidence bias effect on Indonesian's financial planning.

The Influence of Demographic Factors and Customer Traits on Intention to Use Self-Service Checkout at Tesco Tebrau

This research paper emphasizes the relationship between certain variables that influence the consumer's intention to use Self-Service Technologies (SST) in the retail sector. With the rapid growth of technology, various technological.
 innovations are being introduced to make it easier for people to satisfy their needs and wants. One of the technologies that are very popular among customers is self-service checkout. However, previous studies on investigating the SST mainly focus on the technology adoption perspective and only a few studies have attempted to report from the consumer behavior perspective. As such, this paper aims to investigate the relationship between the customer’s traits (technology anxiety, need for interaction, technology innovativeness, and demographics) towards the consumer intention to use SST. Two hundred answers were collected randomly among the Tesco customer in Malaysia. The data were then analyzed using SmartPls version 3 to validate the developed hypothesis which forms the foundation for the research model. The finding revealed that only technology anxiety, technology innovativeness, and demographics affect the consumer intention to use SST. The findings are important to the retailer to continue improving the current system in addressing 1. potential user(demographic), system complexity and safety (technology anxiety), and system features-interactive system (technology innovativeness) to give a different experience to the user as compared to traditional practice.

Symbiosis between innovation and tradition applied in the northwestern Mexico food market: an exploratory analysis

PurposeThe main objective of this paper is to analyse the relationship between innovation and traditional concepts to explain the phenomenon of traditional food with innovation from a market and consumer behaviour perspective in the Mexican context.Design/methodology/approachThe research is carried out in two phases: (1) analysis of the offer in distribution and (2) consumer research. First, a mixed observation technique in the offer of traditional foods with innovation was carried out. The data were recollected from 24 companies' websites and was complemented with information from main distribution chains of the city of Hermosillo (Mexico). Second, a survey was carried out with 310 Mexican consumers. The data obtained were analysed using bi-variable and multivariable techniques.FindingsThe findings from the websites showed that there are 19 traditional products with innovation that are marketed through this medium, while 39 traditional products with innovation are offered in distribution chains. Of all foods, 61% showed innovations in ingredients and materials. Also, the consumer evaluations identified three segments: the consumers orientated towards innovations, convenience and health (42.2%), those orientated towards sensory innovations (39%), and those more inclined towards innovations in marketing and availability (18.7%).Research limitations/implicationsThe research considers a partial perspective of the agri-food chain and not an integral vision, it is limited to a specific area and to certain traditional foods.Practical implicationsThe symbiosis between innovation and tradition is identified from the perspective of supply and demand. The trend that exists in the market regarding the types of innovations and the gaps that exist regarding environmental elements are recognized.Social implicationsThe data obtained in the research generate information for business decision-making and entrepreneurship; in addition indicates new dietary and consumption patterns. It also provides knowledge about innovation and tradition, and highlights the relevance of traditional food.Originality/valueThis study tries to fill a gap in the literature by focusing on the market and consumer behaviour perspective for traditional food with innovation.

Panic Buying In The Era of Covid-19 Pandemic: Consumer Behavior Perspective of Monzer Khaf

Covid-19 has a diverse impact on various sectors of human life and causes several phenomena, one of which is the phenomenon of panic buying. Concern over the closure of a number of public facilities resulted in the price of masks, hand sanitizers, tissues, soap and other basic necessities, experiencing scarcity due to excessive demand. That resulted in an increase in prices on several items on the market. Of course, consumer behavior is very contrary to Islam, because it can damage the economic order in society. The purpose of this study is to review panic buying in the pvidemic era 19th in the perspective of consumer behavior according to Monzer Khaf. The analytical method used in this research is the study of literature. The data used in the study are secondary data that are reviewed from existing studies and some other literature. In the first part of this study reviewing panic buying, the second part will review the impact of panic buying, the third research will review the consumption theory of Monzer Khaf and the last analysis of the relationship of the phenomenon of panic buying with the consumption theory of Mozer Khaf.

The impact of media selection on advertising effectiveness an empirical study from the consumer behavior perspective

Advertising has been around for more than a century. The development of technology has brought many media for advertising. This gives advertisers more options to choose the best medium for advertising. However, this also brings problems to advertisers, namely to choose the best media for advertising. This study was conducted to determine the impact of media selection on advertising effectiveness, an empirical study from the perspective of consumer behavior. The type of research in this research is descriptive research: single – cross sectional design, quantitative research. This research was conducted in Greater Jakarta with 155 respondents. Data were analyzed using SPSS and PLS. This research study shows that media selectin has a positive significant impact on advertising effectiveness. It shows that media selection is an important part of reaching advertising effectiveness.

Modeling consumer behavior – Psychological paradigm

Abstract Modeling consumer behavior can be explained in the context of specific paradigms: sociological, psychological, cultural, neurocognitive, anthropological, and economic. With the discoveries in the field of neuroscience, the perspective of over-explaining consumer behavior is heading more toward cognitive neuroscience. The research in neurophysiology has succeeded in explaining the interpsychic processes and in the creation of multiple theories which are trying to determine the cause of human organism reaction to different external stimuli. The current scientifical challenges can be found especially around neuropsychology which is attempting to explain how the human brain works and which are the sections that influence the behavior. The research from neurobiology mentions the fact that at the core of buying purchases is a neurophysiological layer.

Application of the Constraint Negotiation Theory to the Plant-Based Meat Alternatives Food Service Business: An Exploration of Perceived Value and Negotiation–Constraint–Visit Intention Relationships

Plant-based meat alternatives (PBMAs) are attracting attention worldwide for positive reasons, such as animal welfare, environmental protection, and health promotion. Despite this trend and the importance of PBMAs, few quantitative studies have analyzed them from a consumer behavior perspective, which is necessary to understand the factors that influence the consumption of PBMAs. Therefore, this study focused on the value of PBMAs for consumers. Data from the final sample of 315 Korean consumers aged 18 years or older were analyzed using structural equation model analysis and multigroup analysis on the AMOS program. We applied the constraint reduction model, derived from the constraint negotiation theory, and identified the causal relationship between the value of PBMAs, constraint factors (intrapersonal and structural), negotiation factors (time, information, and cost), and restaurant visit intention. As speculated, all the hypotheses were supported. The value of PBMAs had a positive effect on visit intention and negotiation. Negotiations had a positive effect on visit intention and lowered constraints. However, constraints negatively affected visit intention. Additionally, a multigroup analysis between vegetarians and non-vegetarians was performed. Moderating effects were confirmed in the relationship between the value of PBMAs and negotiations, and between negotiations and constraints. This study thus contributes to the scant quantitative research in the field of consumer behavior toward PBMAs and is the first to apply the constraint negotiation theory to PBMA consumption research in the field of food service and hospitality industries.

Causes of Consumer Materialistic and Green Value Conflict: A Systematic Literature Review

In societies where considerable sectors of the population are materialistic consumers, there is a noticeable phenomenon of the conflict between the consumers’ materialistic and green values. The unsustainable consumption behavior of consumers is still a major issue in consumer behavior and environmental science. The topic of value conflict has caused great interest among psychology researchers. However, the research investigating the causes of the consumers’ materialistic and green value conflict is sparse. Therefore, the aim of this semi-systematic literature study (n = 25) is to identify the causes of the materialistic and green value conflict from the perspective of consumer behavior. Content analysis reveals seven possible causes which may influence the green and materialistic value conflict: dissonant information, environmental beliefs, environmental concern, impulsive buying, consumer confusion, anti-consumption, and decision evaluation. The analysis shows a probable relation between environmental beliefs and environmental concern, as well as a relationship between environmental beliefs and anti-consumption. The current research yields insights into the phenomenon of consumers’ materialistic and green value conflict, with attention being paid to the under-researched causes of the conflict. In the light of materialistic inclinations and sustainable consumption, new forms of sustainability campaigns, such as showing the benefits of anti-consumption and simpler lifestyles for materialistic consumers, are presented for marketers and policymakers.

Consumer behavior in sustainable fashion: A systematic literature review and future research agenda

AbstractDuring the last decade, sustainable fashion has attracted increasing attention from policymakers, firms, and consumers. This interest is also reflected in consumer behavior research in this area. Notwithstanding this, there are few systematic literature reviews from a consumer behavior perspective. The purpose of this paper is to systematically review and critically assess the studies on consumer behavior in sustainable fashion to identify the research gap in this context and inform a future research agenda. A total of 167 journal articles were identified, and a final sample of 88 articles were synthesized. A descriptive analysis was performed to examine the research methods, research trends, and theoretical underpinnings. Separately, a synthetic analysis was performed using the Stimulus‐Organism‐Response (S‐O‐R) framework. Findings reveal a significant increase in the volume of publications since 2009. Qualitative, experimental, cross‐cultural, and longitudinal studies are significantly less represented in the literature. No evidence of research using big data techniques were identified. Much of the research published is not adequately grounded in theory. The findings also suggest that the consumer attitude‐behavior gap requires further exploration. This review fills a need to summarize the current state of consumer behavior in sustainable fashion literature and provides valuable insights into the existing marketing corpus on the topic. Moreover, the review identifies a number of outstanding research gaps that can inform future research.

Active ageing of elderly consumers: insights and opportunities for future business strategies.

Recent studies have focused on the emerging scenario of ‘active ageing’ as a series of positive actions aimed at fostering elderly adaptability by supporting emotionally close relationships and removing age-related structural barriers. Active ageing may be stimulated not only by leveraging technological and scientific innovations but also by implementing new business strategies that reflect a better comprehension of elderly new roles and behaviours. To aid in that effort, through a literature review of marketing and management contributions across a five-decade period (1970–2020), this paper investigates elderly consumers’ new roles and related implications for business strategies, from a consumer behaviour perspective. Results present a structured classification of the most prominent streams of research by highlighting five promising changes (5Cs): changes in elderly consumers’ roles in markets and societies; changes in self-care resulting in fashion purchases and cosmetic surgery; changes in elderly consumers’ expenditures on specifically designed products and services; changes in the perception of risks resulting in preferences for either extremely prudent or hazardous behaviours; and changes in general elderly characteristics due to the so-called ‘ageless society’. We highlight the heterogeneity of elderly consumers’ new values and lifestyles, and the importance of incorporating their needs into innovative business strategies, by describing for each section the main findings of extant research and practical implications.

Survival mode strategy for traditional market in Indonesia based on consumer behaviour perspective

Survival mode strategy for traditional market in Indonesia based on consumer behaviour perspective

Empirical Research on Yacht Sports in Shenzhen Based on Consumer BehaviorPerspective

Empirical Research on Yacht Sports in Shenzhen Based on Consumer BehaviorPerspective