Consumer Behavior Research Research Articles

МАРКЕТИНГОВІ ДОСЛІДЖЕННЯ ПОВЕДНІКИ СПОЖИВАЧІВ СНЕКІВ

Тask statement. The purpose of the article is Marketing research of consumer behavior and preferences of snacks on the market of Ukraine. The method of researching the set goals is questionnaire. Based on the obtained data, a model of snack consumer behavior is formed. Research results. Consumer preferences when choosing snacks were studied and it was established that the most popular types of snacks are: sweet snacks, seeds, chips and crackers. According to the results of the survey, consumers consider sweet and salty as the most favorite flavors of snacks. The most significant factors influencing the choice of snack consumers were identified: price, taste and quality. Research has proven that for most consumers of snacks, price is of significant importance. Therefore, snack manufacturers need to constantly develop and implement measures to improve pricing policy. According to respondents, Internet advertising, word-of-mouth radio, and point-of-sale advertising are effective channels of advertising. The main goal of communication activities, according to the respondents, is information. The majority of respondents can purchase a product under the influence of certain communication measures. In the course of the study, it was found that consumers most often buy snacks in large retail organizations, stores near the house, as well as in kiosks and roadside cafes. The possibility of offering natural fruit and vegetable chips to the market was studied and it was established that the majority of respondents will buy new types of fruit and vegetable chips. Conclusion. Based on a thorough analysis of the survey results, a model of the behavior of snack consumers was developed. It should be noted that marketing research of consumer behavior should be carried out on a permanent basis. Only such a detailed study of consumer behavior will allow businesses to retain their consumers and turn them into regular customers, increasing their level of satisfaction, engagement and loyalty.

The Interaction between Message Sensation Value and Food Neophobia in Communication about Insect-Based Foods: An Experiment with Italian Consumers.

Currently, insects are considered as a promising alternative protein source due to their nutritional content and their environmental sustainability. Notwithstanding this, generally consumers show reluctance towards the introduction of edible insects into their diet, mostly influenced by food neophobia. Persuasive communication strategies (e.g., informational vs. emotional appeals) have been a major topic in consumer behavior research. Scholars often refer to the construct of message sensation value (MSV), which is defined as the intensity of audio, visual, and content features of a message that elicit sensory, affective, and arousal responses. In this work, a computer-based experiment (N = 148) was conducted to investigate the effectiveness of messages based on different levels of MSV in promoting the intention to eat insect-based foods, and interactions between MSV and food neophobia. Results indicate that, MSV, food neophobia, and their interaction significantly affect the willingness to consume insect-based food products with or without visible insects, highlighting novel pathways for segmenting consumers, in order to strengthen the communication effects.

ИЗУЧЕНИЕ ОГРАНИЧЕННОЙ РАЦИОНАЛЬНОСТИ ПОТРЕБИТЕЛЯ В ПРАКТИКЕ ПРИНЯТИЯ ПОТРЕБИТЕЛЬСКИХ РЕШЕНИЙ

The article analyzes the theoretical directions of consumer behavior research, generalization and systematization of materials devoted to systemic deviations from rational choice in con-sumer decision-making practice

Consumer Behavior on the Organic Fruit and Vegetable Market: The Evidence from Poland

Consumer opinion and behavior research plays an important role in the development of the market of specifi c products. Currently, research in the fi eld of consumer behavior towards organic food, which is gaining popularity on the Polish market whose production is in line with the concept of sustainable development and the European Green Deal related to it, is of particular importance. The aim of the study was to analyze the opinion and behaviors of consumers as regards organic fruit and vegetables and the promotion of these products as a determinant of them. The data for the analyzes came from empirical research conducted in Lublin at the turn of 2019 and 2020 by means of a proprietary questionnaire. The research was carried out on a sample of 534 respondents aged over 18. The scope of the research covered the opinions and behaviors of consumers towards organic fruit and vegetables as well as the factors determining the commencement of making or increasing the frequency of purchases of these products. An attempt was also made to defi ne the relationship between the opinions and behaviors presented by consumers and their demographic and socio-economic characteristics. The results of the research show that half of the respondents purchased organic fruit and vegetables, of which only 1/4 claimed to do so regularly and quite often (several times a week). The respondents most often purchased these products in specialized stores – with organic food. According to the surveyed consumers, organic fruit and vegetables are rich in nutrients, healthy and safe, and produced using environmentally friendly methods. The most important factors infl uencing the increase in purchases and consumption and thus the development of the market for organic products were the increase in the availability of this product category in the places of everyday shopping and the reduction of their prices as the most important factors. The conducted research showed that for the respondents, promotional campaigns aimed at popularizing organic food, its values and impact on human health are not without signifi cance.

Transformation of Consumer Expectations for Well-Being in Hospitality: A Systems Framework

Systemic shifts in consumer preferences and expectations are not new, and can often be accelerated by major environmental events. Early evidence suggests that the events of 2020 to 2021 may have created that acceleration to fundamentally alter future consumer preferences. In this study, we argue that consumer expectations are on the path to being essentially transformed. If so, such transformations will require a renewed focus on consumer preferences in the context of an ecosystem comprised of the macro-, meso-, and micro-level factors impacting these changes. Changing consumer expectations will also need to be articulated and incorporated more comprehensively to include physical, mental, and social wellbeing. In this study, we argue that consumer behavior research will need to incorporate these fundamental shifts in factors impacting consumer preferences. We present a conceptual framework that incorporates the changing landscape of factors influencing this transformation along with suggestions for future research, and theoretical and practical implications.

CONSUMER BEHAVIOR IN TOURISM: FEATURES OF THE MODEL AND METHODS OF STUDY

The article examines the features of the model and methods of studying consumer behavior in tourism. The relevance of the chosen topic of the article is determined by the dynamics of changes in the consumer behavior of tourists, radical changes in their preferences and decision-making criteria under various external influences, primarily the COVID-19 pandemic and military operations. It is noted that the behavior of consumers of services in the market of the hospitality and tourism industry has its own characteristics related to the immateriality of tourist services, the delayed period and remoteness of the place of consumption, inflated expectations of tourists, reflection and evaluation of the tourist's own experience.
 A five-level model of consumer-tourist behavior has been adapted for the field of tourism and it is concluded that the greater is the gap between the expected and actual properties of the tourist product, the more acute is the consumer's dissatisfaction, which may affect the consumer's further behavior, his/her tourist motives, and re-appeal.
 The methods of research of consumer behavior in tourism are considered, the attention is focused on the survey method and focus groups, which are actively used in tourism practice. The results of the latest research on consumer behavior according to the own methods of global consulting agencies, travel aggregators, expert communities, professional organizations, travel portals, which should be taken into account by the players of the travel market, are described.
 In general, the understanding of the stages, a tourist goes through in the process of buying a tour, gives the travel company the opportunity to fully satisfy his/her needs, establish long-term interaction and increase loyalty. And the understanding of the role of various participants in the process of purchasing and the factors that influence purchasing behavior when buying a tourist product enables the travel company to develop an effective program to support the demand for tourist services.
 It is concluded that in order to increase the level of satisfaction of tourists, it is necessary to address the following factors: safety, emotions, hospitality of residents, ecology, tourist infrastructure, quality of service, logistics, availability and completeness of tourist information, convenience of planning and booking a trip, prices. It is also important to pay attention to the motives of tourists for traveling and to take into account the emergence of a new solvent young generation of consumers who have their own consumer preferences.

Fuzzy‐set qualitative comparative analysis in consumer research: A systematic literature review

AbstractThe traditional symmetrical methods may not be sufficient for effectively examining the asymmetries that are evident in the real‐world complex consumption context in the form of pandemic, and other technological, sociocultural, environmental, and geo‐political factors. As a result, the use of innovative and asymmetrical methods such as fuzzy‐set qualitative comparative analysis (fsQCA), which draws from the complexity theory could help better predict and explain consumer decisions in the age of disruptions. Through a comprehensive method‐based systematic literature review of 129 research articles published in the consumer behavior research literature, this study helps to identify the key trends, leading publication sources and contributors, and the current knowledge structure of consumer research using fsQCA. In doing so, this review also sheds light on the state of diversity within this particular area of research. The findings help identify the key future avenues for utilizing fsQCA within consumer research. This review is a useful resource for practitioners to gain a direct access to key consumer research scholars for identifying the constructs (e.g., antecedents, mediators, moderators, enablers, inhibitors) shaping consumer behaviors to inform strategic decisions.

THE ROLE OF RELIGIOSITY IN THE CONTEXT OF THE ANXIETY TOWARD PANIC BUYING AND COMPULSIVE BUYING IN THE COVID-19 PANDEMIC

This study explores consumer Panic Buying (PB) and Compulsive Buying (CB) due to consumer anxiety during the COVID-19 pandemic. The role of the religious moderator was also tested to influence consumer attitudes and behavior towards PB and CB to carry out responsible consumption. To empirically test consumer shopping behavior to- wards groceries during the COVID-19 pandemic in East Java, Indonesia. Using the conve- nience sampling approach, data were gathered from young and adult customers in East Java, Indonesia. Through an online survey, 334 customer answers were obtained. The hypotheses were tested using SEM-PLS, which could analyze variables’ effect and role in the complex model. The results indicate that anxiety significantly affects panic buying and compulsive buying. Then panic buying has a significant effect on compulsive buying. Further, the results show that anxiety indirectly influences panic buying and compulsive buying. Likewise, religiosity can suppress consumer anxiety when they want to make panic buying and also compulsive buying. This study further contributes as a pilot study on the role of religion in consumer behavior research in a pandemic context, where consumer religiosity can significantly suppress their anxiety in terms of their panic buying and compulsive buying. This study has special implications for retail stores and government agencies for planning retail and social policies that are positive for consumer behavior during a pandemic.

Time Bomb from the West: Video, the Advertising Industry, and Consumer Culture in Late-Socialist Czechoslovakia

Time Bomb from the West: Video, the Advertising Industry, and Consumer Culture in Late-Socialist Czechoslovakia

EFFECT OF SOCIAL MEDIA ON BUYING INTEREST AND CONSUMER BUYING DECISIONS: A Systematic Literature Review

This study describes how the development of consumer behavior research on social media, the types of research and objects on buying interest and buying decisions on social media, and the determining factors that determine this. All of them are summarized through a systematic literature review of 73 journals that are used as references. In collecting journals, the researcher used the PICO approach to formulate research questions and the use of protocols in the process of inclusion and exclusion of research journals. It was found that the quantitative research approach still dominates research with that theme, the object of research on beauty and fashion, websites and e-commerce, food and beverages, and services, which are the most widely discussed themes in reference journals, while the determinant factors that determine consumer buying interest in the media are, among others, attention, interaction, and communication of members of social media, as well as ease of access. These factors also increase consumer buying interest on social media, while in purchasing decisions, informative factors, consumer social media usage behavior, and convenience are factors that influence consumer buying interest and purchasing decisions on media. social.Keywords: Systematic Literature Review, SocialMedia, Online Buying Interest, Online Purchase Decisions, Online Consumer Behavior

Residents’ fresh start mindset and attitudes towards tourism after a natural disaster: the case of the volcano in La Palma

ABSTRACT Although past research on natural disasters has investigated tourists’ perceptions and behaviours, few studies have explored residents’ attitudes, motivations and mindsets in rebuilding a destination after a natural calamity. Building on consumer behaviour research, we examine the role of the fresh start mindset as a psychological mechanism for residents that must overcome the consequences of natural disasters in tourist destinations. We conducted a quantitative study using a survey with a sample of 460 residents of La Palma (Canary Islands, Spain) during the volcanic eruption of 2021. The results show that residents’ fresh start mindset influences post-disaster tourism activities and shapes their perception of the positive and negative impacts of the tourism industry.

Indian Handicrafts: A Sustainable future of Utilitarian Consumer Goods

Utilitarian products are those which are designed to be useful rather than attractive. Handmade products are, thus, one among the wonders of Indian artisans, which are both useful and attractive at the same time. World-renowned Indian handicrafts are imported by several countries, which is highly supporting Indian art and culture. This is a source of livelihood for more than half of the unskilled labours and artisans of the Handicraft Industry. But with high-quality décor, luxurious items being exported to foreign lands, middleman income and trade fairs are sucking up most of the profits. Indian artisans and handicraft workers are therefore left with little income in hand except for the very famous art workers of big businessmen. This is one of the major problems which can be solved by encouraging the supply of handicrafts and domestic consumer demand. Since Indian consumers have been evolving through manufactured products, globalization, industrialization, etc. they are producing harmful effects on the environment and socio-economic conditions. Hence, it is very alarming for the handicraft sector to be able to protect its art and small business during an economic crisis. To address the small businesses and art of poor craftworkers this study intends to focus on the utilitarian aspect of handicrafts as being the sustainable alternative. The research broadly focusses on the socio-economic conditions of rural artisans and the environmental benefits of handicrafts by assessing the demand of domestic consumers and their perspectives. Based on primary data collected through the survey method, the study finds that domestic consumers are aware of the sustainable alternative handicrafts have to offer, while the utilitarian aspect has a vague response when it comes to purchasing handicrafts. However, demand for handicrafts is high because of their utilitarian aspect only. The study applied multiple regression analysis to analyse the results and conclude with suggestions based on qualitative research analysis to support rural handicraft artisans and small businesses. The study initiates a broad scope of research in consumer behaviour towards handicrafts in India as a sustainable alternative to mass production. This is one of the ways of supporting the cultural art forms as well as replenishing sustainability in the three major directions, which are economic, environmental & societal. Based on the empirical findings of this study, it concludes with the suggestions of co-existence with culture and sustainable development in India.

Consumer Behavior Research in the Marketing Field in the Last Five Years: Literature Review

Introduction. In recent years, research about consumer behavior has not lost its relevance in the face of increased competition and global economic change. In the marketing field specialists are also constantly looking for new solutions that scientists are researching in consumer behavior and vice versa. Modern research on consumer behavior in the market has been conducted mainly by scientists in the USA, Germany and the United Kingdom. It should be noted that a large part of the research is based on the study of psychological and social aspects of consumer behavior, but less on the modeling and prediction of consumer behavior. Purpose and methods. The aim of this study is to investigate the effects of marketing on consumer behavior, including special attention to different age groups if they have been studied over the last five years and to answer the question – what is the role of marketing in customer behavior? To address the research question, the author conducted a systematic review of the literature following the rules proposed by David Denyer and David Tranfield. The process of the systematic literature review followed in this study aims to identify the relevant literature related to consumer behavior in relation to marketing and select and synthesize the themes with respect to the research question in a transparent, complete and rigorous manner. Results. Over the last five years, from 2018 to the beginning of 2022, research on consumer behavior in relation to different marketing directions has been studied extensively and in different countries. Marketing provides opportunities not only to learn about consumers, but also to tailor activities to appeal to new and existing products. Research has shown that green marketing seeks to change consumer behavior to make it more sustainable. Conclusions. Researchers' studies on consumer behavior is becoming more relevant. The role of marketing in consumer behavior is important regardless of the industry, country and customer age.

Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour

AbstractThe way consumers behave is fundamental to marketing. Journal of Consumer Behaviour (JCB) is an international journal dedicated to publishing the latest developments of consumer behaviour. To gain an understanding of the evolution and trends in consumer behaviour, this study presents a retrospective review of JCB using bibliometric analysis. Using bibliographic records of JCB from Scopus, this study finds that consumer behaviour research in JCB has grown substantially in terms of collaboration (co‐authorships), global reach (countries), productivity (publications), and impact (citations). The major themes explored by consumer behaviour research in JCB include consumer information processing, consumption communities, consumption value, sustainable consumption, intergenerational consumer behaviour, consumer‐brand relationship, consumer ethics, and conditional relationships in consumer behaviour. The most recent consumer behaviour research in JCB has considered externalities such as the COVID‐19 pandemic and focused on themes such as consumer ethics and sustainable consumption in line with the global movement toward environmental social governance (ESG) and sustainable development goals (SDGs).

The role of hope and attitude in luxury counterfeit purchase intention

Purpose – This study aims to investigate the emotion hope for social status and attitude toward counterfeit goods as predictors of consumers’ intention to purchase counterfeit products.. Design/methodology/approach – We conduct an experiment with 45 undergraduates (51% female) from different universities, which design was a 2 (hope for social status; hopeful vs non-hope) x 2 (attitude towards counterfeit goods; positive vs negative) full factorial, between-subjects. Findings – Results confirmed that people felt hopeful after manipulation; however, future steps of this investigation should consider the use of another instrument of manipulation even more effective. However, respondents also pointed out they felt happiness, which makes us believe that it is important to use an instrument of manipulation even more effectively to guarantee the achievement of the real manipulation, without the interference from extraneous variables. Theoretical/methodological contributions – Although originated in categories such as apparel and luxury accessories, counterfeiting now affects a wide range of industries, representing a major economic threat. This great amount of counterfeit trade worldwide is shocking, and leads us to argue: what are the factors that influence the intention to purchase these products, especially regarding the consumption of luxury counterfeit brands? We believe that emotion may represent an important role in people’s intention to purchase counterfeit goods. Besides, the attitude towards counterfeit goods may also imply variations of intention to purchase, playing a moderator role. The inclusion of emotion in consumer behavior studies presents a significant opportunity to develop theory and practice in this area of study. Originality/value – The explanations of whether emotions may represent antecedents of the purchasing of counterfeits are quite limited, and the understanding of the motivations behind the purchase of such products remains undefined in the marketing literature. Analysis of the study shows that hope and attitude can simultaneously offer opportunities for consumer behavior research.

Measuring Passenger Loyalty to Public Transport Modes

This paper incorporates insights from relevant consumer behavior research in marketing to travel mode choice by adopting the loyalty model, a decision-making model, to better understand and evaluate passenger attitudes toward public transport modes. This paper describes the loyalty model and demonstrates and validates its use in transportation using a case study of a choice between two modes, rail and bus. Based on factor analysis, two factors from the loyalty model were identified: loyalty, which measures the repeat purchase of the service and the passenger’s attitude toward it; and hedonic commitment, which measures the emotional feeling after using a mode. The full loyalty model was validated for both rail and bus passengers. The research shows that, like other consuming products toward which subjective emotional feelings affect the consumer’s behavior, passenger choice is significantly affected by subjective emotional feelings toward the mode. Additionally, the subjective effect can be measured easily using marketing research techniques.

Bibliometric Analysis of Consumer Behaviour Research Conducted During the Covid-19 Pandemic Period

In recent years, the Covid-19 pandemic has brought with it changes in consumer behaviour. The purpose of this article is to examine the evolution and trends of consumer behaviour research during the Covid-19 pandemic period. The publications written on the subject of “covid” from the WoS database with the words “consumer behaviour” or “consumer behavior” in their titles were scanned in the business and management category, limiting the years 2020, 2021 and 2022. A total of 642 accessed publications were subjected to bibliometric analysis using the CiteSpace 6 program. The findings show that the number of studies in this field has increased. According to country collaboration analysis, there is a strong country collaboration network between the USA, China, India, Australia, South Korea and the UK. The most studied topic clusters are green consumer behaviour, consumer engagement behaviour and effective service quality. The three most used keywords are impact, consumer behaviour, and model. The study is important as it reveals the trend of consumer behaviour publications during the Covid-19 pandemic period. It is expected that the findings of the study will guide the consumer behaviour researches.

Analyzing Academic Discourse Evolution on Consumer Behavior and COVID-19 Using Topic Modeling

The covid-19 pandemic brought changes in consumers’ habits derived from initial confinement in the first year and a second year characterized by an attempt to return to activities under the “new normal” label. Several literature reviews that summarize existing research on consumer behavior and the pandemic have recently emerged. Many of them have a regional or country-specific focus. Others emphasize certain factors under study at the beginning of the pandemic. This study, in contrast, separates the most salient topics found in literature in 2020 from those found in 2021 using a global Scopus database showing the evolution of the academic discourse on consumer behavior as the pandemic developed. Interestingly, some differences show consumers’ evolution throughout the pandemic, seen through the eyes of researchers. Topic modeling highlights the main topics under study in both years. Results show the relevance of four major topics that differ from one year to another. Research on online consumption, however, remains equally important in both years. We propose a theoretical model of consumer behavior research that aims to help consumers understand themselves, managers address strategies accordingly, and policymakers regulate the major issues brought by the pandemic.

Scarcity in today´s consumer markets: scoping the research landscape by author keywords

Scarcity refers to not having enough of what one needs. This phenomenon has shaped individuals´ life since ancient times, nowadays ranging from daily-life scarcity cues in shopping scenarios to the planet’s resources scarcity to meet the world´s consumer demand. Because of this ubiquity of scarcity, the topic has been attracting attention from scholars and practitioners in different areas. Studies regarding scarcity were conducted across disciplines, based on different assumptions, and focused on distinct study subjects. A lack of mainstream about this topic hindered the convergence of core ideas among different schools of thought. In this article, we take an integrative socio-economic perspective to join diverse findings on scarcity affecting consumer markets, identify topic-specific research questions still to be answered, and provide suggestions for future and integrative research opportunities. A systematic review based on author keywords from 855 publications analyzing scarcity affecting business-consumer interactions serves as a database. Exploratory factor analyses based on author keywords identify shared patterns within and linkages across discourses stemming from various disciplines and theories. Results differentiate distinct research foci in the consumer behavior, socio-political, and other disciplinary research realms. A mapping of these research themes identifies the scarcity-related interplay among consumers, producers, and other stakeholders. Findings point out research directions for future studies at both the research realm level and the interdisciplinary level.

Hospital healthy cafeteria initiatives: a systematic review of consumer behaviour related studies

Unhealthy food has become a concerning issue in the context of hospital cafeterias. Cafeterias in hospitals have been value-added with healthy menu offerings and safe eating practices to promote healthy eating to customers. Research in food service operation precisely in hospital healthy cafeterias is abundant. However, the scope of the study, study design and study setting varied. This paper aimed to present a systematic review of hospital healthy cafeteria initiatives-based research within the context of consumer behaviour. Published research between the year 2000 through 2020, conducted within the hospital cafeteria was assessed. The main criteria of selection were the existence of a comprehensive description of the instrument, questionnaire, or interviews used to gather the relevant data. Initial 53 articles underwent careful evaluation independently to ensure that they were empirical research carried out within the context of healthy cafeterias at hospitals. As a result, 29 articles were reviewed. The scope of the study includes consumer behaviour, the effect of promotion on sales in healthy cafeterias, management and service personnel, the audit of the compliance of healthy cafeterias and the effects of food category or nutrition labelling intervention. Quantitative research design has been used in most research compared to qualitative and mixed methods and the subject of studies involved hospital staff, visitors and food service managers. The findings of this review implied that healthy cafeteria initiatives have been introduced in the hospital food service. But more consumer behaviour research, continuous food service staff training, strategic promotion and intervention programs for healthy menus, eating habits and lifestyles could be implemented to make hospital healthy cafeterias successful.