This paper investigates the effectiveness of a new traceability label on consumer willingness to buy the labelled product and whether the effect is mediated by moral affective evaluations of the product. A between-subjects factorial design was used to test the effect of a new traceability label on willingness to buy a chocolate bar, while controlling for different product features and whether this effect was mediated through the consumer’s moral affective evaluations of the product. A broad sample (...) of 1,064 ordinary Danish consumers was recruited for the study from the panel of an online sample provider, age range 18–80. We found that the traceability label has a significant impact on consumer willingness to buy a chocolate bar. This impact is mediated by moral affective evaluations of the chocolate bar. Based on the dual process models of persuasion, we conclude that consumers mainly process the traceability label in a heuristic way, through a peripheral route, making a fast and frugal, affect-based judgment, rather than one based on elaborate reasoning. Being one of the first empirical studies on the impact of a traceability label on consumer willingness to buy a product, it provides valuable insights for businesses on the effects of a traceability label on consumer behaviour. In addition, it provides new insights on the process through which an ethical label influences consumer evaluations and purchase behaviour. This study is, to the best of our knowledge, the first to show that an ethical label influences consumer decision-making through activating a holistic moral affective evaluation of the offering, rather than through strengthening the consumer’s knowledge base for a more qualified reasoning process. (shrink)

Chinese e-commerce platforms have long helped to sell agricultural products through farmer-assisting marketing activities, effectively alleviating the problem of stagnant agricultural products in some areas, and have become a valuable cause-related marketing strategy. The ethical attributes of farmer-assisting agricultural products have unique value compared with other agricultural products. However, the existing research rarely pays attention to the influence of the ethical attributes of farmer-assisting agricultural products on consumers’ willingness to buy farmer-assisting agricultural products online. Based on collective efficacy theory (...) and risk perception theory, this study systematically explores the influence mechanism of ethical attributes on consumers’ willingness to buy farmer-assisting agricultural products online through three situational experiments. The results show that compared with functional ethical attributes, symbolic ethical attributes have a more positive impact on consumers’ willingness to buy farmer-assisting agricultural products online. In addition, it further reveals two mediating pathways of ethical effects and boundaries. This study helps to understand the ethical attributes of farmer-assisting agricultural products, and provides some practical suggestions for e-commerce enterprises implementing farmer-assisting marketing communication activities or marketers developing and promoting farmer-assisting agricultural products. (shrink)

Despite the growing social interest in green products, companies often find it difficult to find effective strategies to induce consumers to purchase green products or engage in other environmentally friendly behaviors. To address this situation, we examined the favorable or unfavorable effects of positive and negative message frames on consumers’ willingness to consume green products in different psychological distance contexts. Through two Studies, we found that the positive information framework played a more pronounced role in context when consumers were (...) in closer spatial distances. More importantly, we found that the emotional factors of fear and hope were intrinsic causes of this phenomenon. Correspondingly, the negative information framework played a better facilitating role in context with farther spatial distance, while shame and pride were the emotions responsible for this effect. Finally, we discuss the theoretical and managerial implications of our work, as well as its limitations and future research directions. (shrink)

As the development trend of the future housing field, green housing is an effective way to reduce pollution, save energy, and promote industrial upgrading. At the same time, the green house is of great significance to change the development mode of the construction industry and promote the sustainable development of the social economy. This study proposes a comprehensive research model to examine the influencing mechanism of residents’ intention to purchase green buildings. The proposed model is empirically tested using data collected (...) from 1,338 urban residents in China. Based on logit, probit, and ivprobit models, factors such as personal characteristics, housing price, and the number of real estate ownership are selected to conduct empirical analysis and mechanism analysis on willingness that affects consumers’ purchase of green houses. The results show that housing assets significantly affect the willingness of householders to pay for green houses. The more houses they own, the higher their willingness to pay for a green house will be. Similarly, if the housing prices are higher, householders are more willing to buy a green house. The amount of housing assets will affect the willingness of householders to pay for green housing through the way of individual happiness. In terms of the characteristics of the householder, if the householder is more educated, unmarried, his willingness to buy a green house will be stronger, and owning housing assets may affect the individual happiness due to the housing wealth effect brought by rising housing prices. People with more housing assets are more likely to have the happiness brought by higher wealth, which may affect the purchase intention of householders. (shrink)

With the rapid economic growth and increased national income year by year, individuals and families have an increasingly greater demand for financial products. Banks’ sales of financial products have become a new economic profit growth point for major banks. Based on consumers’ psychological perception, the influencing factors of consumers’ behavior in purchasing bank financial products are studied. The influencing factor model path of consumer purchase behavior is constructed to find out the factors affecting consumers’ purchase of bank financial products (...) and formulate appropriate promotion strategies according to the influencing factors. Through the research methods of literature analysis, small-scale in-depth interview, questionnaire surveys, and statistical analysis, this exploration selects four variables: independent variable, mediator, control variable, and dependent variable. They are influencing factors of purchasing bank financial products, consumers’ willingness to buy bank financial products, consumers’ personal characteristics and consumers’ behavior of purchasing bank financial products. Meanwhile, based on 196 valid questionnaires, regression analysis is carried out through a regression model. The results show that the three influencing factors of consumers’ purchase of bank financial products–perceived convenience, risk value of bank financial products, and satisfaction with the purchase communication process significantly impact consumers’ purchase of bank financial products. They can put forward specific promotion suggestions for banks. This exploration aims to study the optimization of bank financial product promotion strategy from the perspective of consumer psychological perception to provide a reference for subsequent related research. (shrink)

This study analyzed consumers' willingness to pay for non-pirated computer software and examined how attitudes toward intellectual property rights and perceived risk affect WTPs. Two commonly used software products, Microsoft Windows and Microsoft Office, were used in the study as objects to reveal consumer assessed values. A consumer survey was administered in Taiwan and the total valid samples were 799. Respondents in this study included students from senior high schools, colleges, and graduate schools, and general consumers who (...) were no longer full-time students. The estimated average WTP for Windows was USD 58.55 and for Office was USD 53.49, much lower than the respective suggested retail prices in the market. Social norms had strong positive influences on willingness-to-pay for software products. The prosecution risk did not significantly increase WTPs for software products due to the reason that individuals who used pirated software were not at a high risk of being prosecuted. Performance risk was positively correlated to WTPs for software products. The respondents segmented into the low-WTP cluster were more likely to use pirated software than those in the high-WTP segment. Source reliability, legitimacy, technical support, and customer service were emphasized in decisions of respondents in the high-WTP segment and could be used in marketing strategies. (shrink)

This study analyzed consumers' willingness to pay for non-pirated computer software and examined how attitudes toward intellectual property rights and perceived risk affect WTPs. Two commonly used software products, Microsoft Windows and Microsoft Office, were used in the study as objects to reveal consumer assessed values. A consumer survey was administered in Taiwan and the total valid samples were 799. Respondents in this study included students from senior high schools, colleges, and graduate schools, and general consumers who (...) were no longer full-time students. The estimated average WTP for Windows was USD 58.55 and for Office was USD 53.49, much lower than the respective suggested retail prices in the market. Social norms had strong positive influences on willingness-to-pay for software products. The prosecution risk did not significantly increase WTPs for software products due to the reason that individuals who used pirated software were not at a high risk of being prosecuted. Performance risk was positively correlated to WTPs for software products. The respondents segmented into the low-WTP cluster were more likely to use pirated software than those in the high-WTP segment. Source reliability, legitimacy, technical support, and customer service were emphasized in decisions of respondents in the high-WTP segment and could be used in marketing strategies. (shrink)

Remanufacturing has become an important way to realize sustainable development strategy. For remanufacturing closed-loop supply chain under different circumstances, many factors are considered, such as consumers’ different preferences for the purchase and payment of remanufactured products and the quality of recycled products. In this study, three models are presented for supply chain system, including a manufacturer lead and a retailer recycle. While nongovernment participation and non-supply-chain coordination are considered in model I, model II has government participation but non-supply-chain coordination, and (...) model III has both government participation and supply chain coordination. The equilibrium decisions are derived for each model using the game-theoretic approach. The study found that consumers’ preferences affect the pricing decisions of remanufactured products. When consumers’ willingness to buy and pay for remanufactured products is close to that of new products, the total profit of the supply chain will significantly increase; the quality of recycled products will also influence the pricing decisions of new/remanufactured products, which in turn will affect the market demand for products. Government participation is conducive to encouraging manufacturer, retailer, and consumers to actively participate in the recycling and remanufacturing activities of used products. Supply chain coordination contracts can further enhance the role of the consumer market and promote the implementation of government policies. Under certain conditions, revenue sharing contract coordination can significantly increase the total profit of the supply chain system. The research conclusions have certain reference value for the coordination among the nodes of the remanufacturing supply chain and the formulation of policies with government participation. (shrink)

Offering organic food is a new trend in the hospitality industry seeking sustainable competitiveness. Premiums and information barriers impede continued growth in organic consumption. This study aims to explore the role of comparative advertising in organic food communication. Three empirical studies were used to verify the effect of CA vs. non-comparative advertising on consumers’ willingness to pay a premium for organic food, examining how benefit appeals and consumers’ organic skepticism affects CA. The results indicate that matching CA and health (...) appeals increase consumers’ WTPP, while environmental appeals have no significant differences between the CA and NCA groups. Information persuasiveness mediates the interaction between CA and benefit appeal on WTPP. CA increases WTPP among consumers with high organic skepticism, while the interaction between CA and health appeal is only effective for low skepticism consumers. The findings unravel and explain the mechanics of how CA works in organic products, which can help restaurants, retailers and tourist destinations advertise organic food to increase consumers’ WTPP. (shrink)

Studying the psychology behind the purchase of eco-friendly products and second-hand items can offer valuable insights to promote sustainable consumer behavior. This paper examines factors influencing Italian consumers’ willingness to pay regarding bio-based clothing and second-hand items. Drawing from data collected from 402 Italian participants, we examine how motivations and socio-demographic factors are associated with willingness to pay in the context of sustainable fashion. Our findings reveal that motivations related to environmental concerns are positively associated with consumers’ (...) willingness to pay higher premiums for bio-based clothing. Higher income and education levels are also associated with the willingness to pay higher premiums. Meanwhile, motivation related to vintage appeal is associated with lower desired discounts for second-hand items, particularly among older consumers. Gender differences also influence discount preferences, with men seeking larger discounts on second-hand clothing compared to women. By providing insights into Italian consumers’ sustainable fashion choices, this study offers implications for businesses, policymakers, and researchers aiming to promote eco-conscious consumption and sustainability in the fashion industry. (shrink)

Remanufactured Product, as one of the low-carbon products, is turned out to be more valuable and an increasing number of countries attach much importance to it. However, the low willingness of Chinese consumers to pay for the remanufactured products makes things go harder in the Chinese market. Our research, based on the form of questionnaire, attempts to explore the factors that affect the willingness of consumers to pay for the remanufactured products though Hierarchical regression analysis. The results show (...) that population variables (age, education, occupation and income), individual subjective variables (environmental awareness, old-product preference and reliance on Made in China) and product perception variables (perceived quality risk of MP4, face issue and environmental effect of product) have marked influences on the willingness to pay for the remanufactured products. (shrink)

With the rise of live streaming commerce, the relationship between consumers and content creators on the short-video platforms has become closer, forming a peculiar culture and language in each consumer community, which promotes the short-video platforms to become a natural breeding ground for forming consumer communities. While such communities give birth to its own language and culture from the interaction between content creators and consumers, this kind of co-creation can not only enhance the consumers’ trust to improve commodity (...) premium space, but also strengthen the ties within the community and spread the information outside the communities, and consequently, expand community scale. Based on the view of the value co-creation from the language and culture among content creators and consumers in the communities, this study starts from the point of product type, employs consumers’ Willingness to pay premium as a proxy variable of brand advocacy in the co-creation of cultural and language values in consumer communities, and conducts three single-factor experiments between two groups. By analyzing the experimental results, this study identified the influence under the potential relationship mechanism, social comparison, and found another variable that can moderate the relationship, consumer trust, portrays the relationship between the product types of the live streaming commerce and the consumers’ WoPP, and explores the mediating effect of social comparison and the moderate effect of consumer trust effect. This paper also analyzes and discusses the WoPP caused by the co-creation of cultural and language values co-created by creators and consumer communities. (shrink)

The European market has faced a series of recurrent food scares, e.g. mad cow disease, chicken flu, dioxin poisoning in chickens, salmons and recently also in pigs (Italian newspaper Corriere della Sera , 07/12/2008). These food scares have had, in the short term, major socio-economic consequences, eroding consumer confidence and decreasing the willingness to buy potentially risky food products. The research reported in this paper considered the role of commitment to a food product in the context of food (...) scares, and in particular the effect of commitment on the purchasing intentions of consumers, on their attitude towards the product, and on their trust in the food supply chain. After the initial commitment had been obtained, a threat scenario evoking a risk associated with a specific food was presented, and a wider, related request was then made. Finally, a questionnaire tested the effects of commitment on the participants’ attitude towards the product. The results showed that previous commitment can increase consumers’ behavioural intention to purchase and their attitude towards the food product, even in the presence of a potential hazard. (shrink)

Advocates for re-localizing food systems often encourage consumers to support local farmers and strengthen local food economies. Yet, local food systems hinge not only on consumers’ willingness to buy local food but also on whether farmers have the social support networks to address diverse challenges during food production and distribution. This study characterizes the challenges and support systems of farmers selling to local markets in Québec, Canada, across multiple growing seasons using a mixed-methods research design. We sent an online (...) questionnaire to 1046 farmers and conducted follow-up interviews with 15 of the 133 respondents. Our findings show that farmers relied on an average of four support actor groups, particularly employees, customers, and other farmers. Actors played distinct roles in terms of the importance, frequency, and formality of interactions, providing immediate and long-term support through formal and informal relationships across multiple spatial scales (farm, local community, and regional/international). Our thematic analysis showed that support actors helped farmers in four key domains: (1) Knowledge sharing and emotional support; (2) Labour and workforce; (3) Material and financial aid; and (4) Consumer education and business promotion. Farmer associations provided resources to tackle various challenges, acting as bridges across multiple support actor groups. Yet, our results suggest that political desires to encourage local food systems are in some cases poorly matched with resources to address specific types of challenges farmers face. Specifically, overlooking the role of diverse social support actors in helping farmers build food production and distribution capacity could undermine efforts to foster localization. (shrink)

Recent research on consumer social responsibility highlights the need to examine psychological drivers of environmentally‐friendly consumption choices in a global context. This article investigates consumers’ willingness to pay (WTP) more for environmentally‐friendly products across 28 European Union (EU) countries, using a sample of 21,514 consumers. A multigroup structural equation modeling analysis reveals significantly different patterns and relationships, in how (a) subjective knowledge about the product's environmental impact, (b) environmental product attitudes, and (c) the perceived importance of the products’ (...) environmental impact influence consumers’ WTP more for environmentally‐friendly products across countries. The hypothesized model predicts WTP for 20 out of 28 countries and the findings show that a “one‐size‐fits‐all” approach is inadequate in capturing the heterogeneity of EU consumers. Hosfstede's cultural dimensions of uncertainty tolerance and individualism explain differences in WTP for environmentally‐friendly products across EU countries. Business, marketing communications, and policy making implications are discussed. (shrink)

Recent research on consumer social responsibility highlights the need to examine psychological drivers of environmentally-friendly consumption choices in a global context. This article investigates consumers’ willingness to pay more for environmentally-friendly products across 28 European Union countries, using a sample of 21,514 consumers. A multigroup structural equation modeling analysis reveals significantly different patterns and relationships, in how subjective knowledge about the product's environmental impact, environmental product attitudes, and the perceived importance of the products’ environmental impact influence consumers’ WTP (...) more for environmentally-friendly products across countries. The hypothesized model predicts WTP for 20 out of 28 countries and the findings show that a “one-size-fits-all” approach is inadequate in capturing the heterogeneity of EU consumers. Hosfstede's cultural dimensions of uncertainty tolerance and individualism explain differences in WTP for environmentally-friendly products across EU countries. Business, marketing communications, and policy making implications are discussed. (shrink)

Prepaid service is not only a financial tool, but also a common promotion mode in tourism and hospitality. Due to the limited resources of the enterprise, the enterprise needs to reasonably allocate the promotion resources to maximize the effectiveness of the promotion. As two common promotion purchase restrictions, limited-time promotion and limited-quantity promotion how to interact with prepaid services in the form of discounts or freebies to enhance consumers’ willingness to share is the focus of this study. This study (...) carried out three experiments based on framing effect theory, stimulus-organism-response theory, and social capital theory, which has found that the prepaid service mode moderates the relationship between promotion purchase restrictions and consumers’ willingness to share. When the prepaid service mode is a discount type, the limited-quantity promotion can generate higher sharing willingness than the limited-time promotion, and the perceived scarcity plays a mediating role. When the prepaid service mode is a freebie type, the limited-time promotion can generate higher sharing willingness than the limited-quantity promotion, and the perceived certainty of opportunity plays a mediating role. (shrink)

Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products through (...) three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium. (shrink)

This study explored how perceived control affects consumers' willingness to purchase self-improvement products under self-deficit situations. For this purpose, three experiments were conducted to examine the following sources of control: the controllability of self-deficits ; the locus of control ; and situational perceived control. According to the results, higher perceived control can reduce consumers' defensive reaction tendencies, thus increasing their willingness to purchase products that claim to improve their current deficits. Moreover, the aforementioned effect only occurs in within-domain (...) improvement products, rather than without-domain improvement products. (shrink)

In recent years, the concepts of charity and development aid have changed significantly. Present concepts combine direct money transfer with co-production, knowledge sharing and the development of products and services designed for the need of developing and transition economies. The concept of micro-financing is a financial service which has proven to allow for entrepreneurs in the respective countries to start up their businesses. A relatively new financial product for these countries is micro-insurance. This article deals with the question whether consumers (...) in the Netherlands are willing to donate micro-insurances and which factors influence this willingness to contribute to the non-profit micro-insurance approach of an insurance company. The data were collected with questionnaires among a sample of the Dutch population. The data have been processed in a one-way between-groups ANOVA, a paired sample t test and an ordinal regression analysis. The results show that approximately half of the Dutch consumers are willing to pay an additional amount on their insurance premium for the donation of micro-insurances. The amount of the insurance premium did, however, not affect the willingness to donate. If consumers could choose the beneficiary less people are willing to donate, yet those people are willing to donate more money. In conclusion, there is readiness among consumers to contribute to micro-insurance via an insurance company that assists in setting up micro-insurance projects. This indicates a possible role for companies to act as an intermediary between philanthropic acts and consumers. (shrink)

As the market share of Fair Trade food products in countries of the North grows, understanding consumer preferences with regard to this recent label is becoming increasingly important. This article reports on a test of the consistency of consumers' stated preferences, for which a survey was conducted at the place and time of actual purchase decisions. The aim of the survey was to further improve the understanding of consumers' stated motivations for buying 'Fair Trade' and 'organic Fair Trade' bananas (...) in Switzerland. Hypothetical questions with double dichotomous choices were used to compare two types of bananas - conventional and labelled - and to assess the average stated willingness-to-pay (WTP) for Fair Trade-labelled bananas. The results show that Fair Trade is largely accepted in Switzerland and that the premium for purchasing such products is influenced by age, the number of young children and the perception of the Fair Trade label. I then used a comparative test of field observations and stated preferences for bananas to measure inconsistency in choices. This comparison reveals that less than one-fifth of the answers are in principle inconsistent. These results point to the importance of confidence in the Fair Trade labels if consumers' purchases are to increase. (shrink)

This paper explores the relationship between attitudes to corporate social responsibility (CSR) and the cultural dimensions of business activity identified by Hofstede & Hofstede using a sample of nearly 90,000 stakeholders drawn from 28 countries. We develop five general propositions relating attitudes to CSR to aspects of culture. We show that the propensity of consumers to punish firms for bad behaviour varies in ways that appear to relate closely to the cultural characteristics identified by Hofstede. Furthermore, this variation appears to (...) be understandable in terms of the standard interpretation of the Hofstede dimensions, suggesting that cultural variation in the attitudes of consumers may play an important role in helping us to understand variations in CSR across countries. This in turn has implications for how managers of multinational companies should implement CSR strategies in different cultural contexts. (shrink)

This paper explores the relationship between attitudes to corporate social responsibility (CSR) and the cultural dimensions of business activity identified by Hofstede & Hofstede using a sample of nearly 90,000 stakeholders drawn from 28 countries. We develop five general propositions relating attitudes to CSR to aspects of culture. We show that the propensity of consumers to punish firms for bad behaviour varies in ways that appear to relate closely to the cultural characteristics identified by Hofstede. Furthermore, this variation appears to (...) be understandable in terms of the standard interpretation of the Hofstede dimensions, suggesting that cultural variation in the attitudes of consumers may play an important role in helping us to understand variations in CSR across countries. This in turn has implications for how managers of multinational companies should implement CSR strategies in different cultural contexts. (shrink)

People have become increasingly conscious of the moral implications of their meat product consumption. The view that farm animals deserve moral considerations has generated widespread public attention to those animals’ welfare. Meat products from ethically raised animals are distinguished from non-welfare products using animal welfare-friendly (AWF) labels, such as the Better Life Trademark in the Netherlands. AWF meat products have become popular in the Netherlands, as evidenced by a substantial growth in product sales. To address the question concerning the factors (...) influencing people’s intention to purchase AWF meat products and the extent to which those factors relate to one another, an online survey was implemented with 233 consumers from the Netherlands. Structural equation modeling results confirm the complexity of the mechanism behind people’s willingness to buy AWF meat products. Two factors strongly predict purchase intention—attitude and moral obligation. Furthermore, the effects of predictors such as knowledge of and trust in AWF labels on purchase intention are not direct but go through attitude and moral obligation. (shrink)

The motive of this study is to identify the factors influencing the willingness to pay (WTP) a premium price for socially responsible food products (SRFPs) in India. This study is based on primary survey of 398 respondents. Descriptive statistics and factor analysis have been used for data analysis. Further, logistic regression was used to examine the factors affecting the WTP a premium price for SRFPs. Results demonstrate that respondents of higher age are more likely to pay premium prices for (...) SRFPs. Male consumers are two times more likely to have higher WTP for SRFPs. WTP a premium price is significantly influenced by the consumers' reference group, pro‐environmental intention, and concern for the animals. Gender, age, consumers' reference group, pro‐environmental intention, and concern for the animals determine WTP premium prices for SRFPs. There are relatively very limited researches on this topic in emerging economies including India, where the adoption of socially responsible products is in early stage. The practical implications of this study are to help in increasing the sales of the SRFPs and producers to develop appropriate policy design. (shrink)

The study analyzes the influential factors of consumers’ willingness to purchase gray-market smartphones by considering the model of novelty seeking, status consumption, integrity, and perceived risk. Attitude toward counterfeit is used as mediation in the model. The causalities in the model of problematic willingness of consumer to purchase gray-market smartphones are hypothesized. A total sample of 350 respondents with 238 effective samples is collected by interviewing with questionnaires at the service counters of telecommunications operators. Structure equation modeling (...) (SEM) is adopted in the analysis. Consumers’ attitude toward counterfeit goods is found to be positively related to the willingness of consumers to purchase gray-market smartphones, but perceived risk is negatively related to consumers’ willingness to purchase. As for personality constructs, integrity and status consumption are found to be negatively related to consumers’ attitude toward counterfeit goods, but novelty seeking is positively related to the attitude. Further, managerial implications for branded smartphone manufacturers and telecommunications regulators are provided by the research. (shrink)

Consumers often feel embarrassed when buying products like condoms, hemorrhoid cream, and beriberi cream in crowded pharmacies. There is an interesting phenomenon in life: Some beriberi creams use the images of a “real foot”, while others use the images of a “cartoon foot.” Imagine if a young woman needed to go to a retail store for beriberi cream that would embarrass her, she would choose a “real foot image” or a “cartoon foot image” beriberi cream? It has been shown that (...) the embarrassment of these products has a strong negative impact on consumer buying behavior. Previous researches have explored how changing packaging elements of embarrassing products can effectively reduce consumer embarrassment. However, few have examined the impact of different image types of embarrassing product packaging with embarrassment. Therefore, this research explores the effect of image types on consumers’ willingness to purchase embarrassing products and reveals the mechanisms of the underlying effects. The results show that natural images can lead to lower purchase intention of embarrassing products when the advertisement uses first-person pronouns due to the mediating role played by negative body imagery. However, there is no significant difference in purchase intention between different image types in the third-person pronouns. Finally, this paper discusses its contributions and limitations. (shrink)

This article criticises the notion that critical/political/ethical consumerism can solve issues related to sustainability and food production. It does this by analysing the complexity of the concept of sustainability as related to food choices. The current trend of pursuing a sustainable food production through critical purchase decisions rather than through regulation is shown to be problematic, as shopping for a more sustainable food system might be much harder than initially believed due to the conflicting values and inherent trade-offs entailed in (...) the different notions of sustainability. Thus, critical consumerism may give way to false expectations as the complexity of choices transpires. One obvious way out is to let decisions regarding food choices be made earlier in the food production chain as well as through new modes of governance engaging members of civil society in their capacity as citizens rather than consumers. This entails complementing society’s reliance on critical consumerism with a citizen-oriented and political process in support of making more sustainable food choices. (shrink)

For centuries, heirloom rice varieties have been grown on the terraces of the Cordillera Mountains of Luzon, Philippines, terroirs known for their significant historical, cultural, and aesthetic values. However, heritage heirloom rice farming is gradually being abandoned, mainly because of its lower productivity and the struggle of the sector to create a sustainable niche market for heirloom rice by branding its cultural, social, and nutritional values. We propose several demand-side intervention strategies for the valorization of heirloom rice. To support the (...) development of a segmented marketing strategy for heritage farming, we provide evidence on urban consumers’ willingness to purchase heirloom rice. We interviewed 500 urban consumers from Metro Manila in July–August 2015, who placed a purchasing bid on a kilogram of heirloom rice. Consumers’ bids averaged PHP 72.61 kg−1, which is less than half its current market price. This explains why heirloom rice struggles to gain market share in urban markets in the Philippines. Given this bid price, we estimate a potential market size of PHP 20.3 billion that could be created for heirloom rice and tapped into by heritage farmers. Findings further indicate that women, business owners, and consumers who buy packaged rice and eat pigmented rice are willing to pay more for heirloom rice. Finally, our evidence suggests that proper information framing will be necessary to create demand and support the valorization of heirloom rice to preserve cultural heritage and in situ biodiversity of rice landraces in the Philippines. (shrink)

Robust technology infrastructure is needed to enable learning health care systems to improve quality, access, and cost. Such infrastructure relies on the trust and confidence of individuals to share their health data for healthcare and research. Few studies have addressed consumers’ views on electronic data sharing and fewer still have explored the dual purposes of healthcare and research together. The objective of the study is to explore factors that affect consumers’ willingness to share electronic health information for healthcare and (...) research. This study involved a random-digit dial telephone survey of 800 adult Californians conducted in English and Spanish. Logistic regression was performed using backward selection to test for significant associations of each explanatory variable with the outcome variable. The odds of consent for electronic data sharing for healthcare decreased as Likert scale ratings for EHR impact on privacy worsened, odds ratio = 0.74, 95% CI [0.60, 0.90]; security, OR = 0.80, 95% CI [0.66, 0.98]; and quality, OR = 0.59, 95% CI [0.46–0.75]. The odds of consent for sharing for research was greater for those who think EHR will improve research quality, OR = 11.26, 95% CI [4.13, 30.73]; those who value research benefit over privacy OR = 2.72, 95% CI [1.55, 4.78]; and those who value control over research benefit OR = 0.49, 95% CI [0.26, 0.94]. Consumers’ choices about electronically sharing health information are affected by their attitudes toward EHRs as well as beliefs about research benefit and individual control. Design of person-centered interventions utilizing electronically collected health information, and policies regarding data sharing should address these values of importance to people. Understanding of these perspectives is critical for leveraging health data to support learning health care systems. (shrink)

In recent years, there has been an increase in environmental awareness in the United States, leading to steady growth in environmentally conscious consumerism. Looking specifically at green home marketing, understanding the consumer behavior of the next generation of homebuyers, Generation Z (GenZ), is important for environmental and business reasons. This study surveyed 116 university students to explore the influence of specific barriers and types of motivation (intrinsic, instrumental, and non-normative) on their perceptions of green homes. Our findings suggest certain (...) barriers have more influence on GenZ consumers than others, with the perceived lack of choice in selecting Green Home Features (GHFs) as the top barrier, followed by a lack of information about GHFs, and then the perceived effort to analyze GHFs. Furthermore, for GenZ consumers, intrinsic and non-normative motivations seem to significantly affect their willingness to buy green homes, whereas instrumental motivation does not. Our findings expand on previous studies on green consumer behavior to provide a new benchmark for understanding GenZ’s consumer behavior, specifically towards green homes. Our results can be used by marketers and policymakers to study future home trends, attract more potential buyers to green homes, and help create a sustainable environment for future generations. (shrink)

With the prevalence of traceability technology in the turbulent Internet age, traceable food has become an important tool in addressing food safety issues. Under the combined effect of frequent food safety problems and sustainable development of traceability industry, the research on traceable food consumer behavior has become more extensive. However, it is still not fully understood how the multiple information brought by traceability affects consumers’ purchase decision. This study proposes the effects of traceability knowledge, traceable information quality and traceable (...) certification credibility on traceable food purchase intention via the mediation of perceived risk and perceived value, and integrates the moderating effect of peer influence in the context of Internet age into a research framework. The analytical results indicate that traceability knowledge, traceable information quality, and traceability certification credibility indirectly affect consumers’ traceable food purchase intention through perceived risk and perceived value, while traceability knowledge, perceived risk, and perceived value directly affect “traceable food purchase intention.” Furthermore, peer influence was found to be a significant moderator in the relationship between perceived risk and “traceable food purchase intention.” Finally, based on the research results, traceability companies are suggested to focus on cultivating the traceable consumption habits. Meanwhile, although traceable food quality is the top priority, companies should also attach importance to the communication and interaction with consumer. (shrink)

This article reports the findings of a field study conducted on the purchasing intentions of ethical consumers in India. We explored how the involvement of ethical consumers with social networking sites (SNSs such as Facebook, Twitter, Instagram, Snapchat, LinkedIn, and others) affects their intentions to buy ethical products. Applying an extended theoretical lens of theory of planned behavior and social capital, we present an analysis of a rich qualitative data. We identify and describe 7 dimensions, representing the 19 factors and (...) manifesting the informational, relational, and valuation usage of SNSs that explain their impact on the purchase intention of ethical consumers in India. We conclude by highlighting the decision-making role played by the ethical knowledge and price sensitivity of ethical consumers, reflecting the peculiarities and dynamics of ethical consumption in India. (shrink)

Could there be a moral duty for consumers to buy fair trade products? Even more dramatically, could there be a moral duty for governments to support fair trade products? This essay argues that the answer to both questions may well be affirmative – where I am thinking of consumers and governments of (relatively) affluent countries such as Western countries. In relation to the first question, the existence of a moral duty to buy fair trade products goes against the idea that, (...) in their consumer behavior, individuals are morally free to choose as they please or prefer. In relation to the second question, the existence of a moral duty for governments to support fair trade products goes against the idea that governments should not interfere with markets, among other things because these markets are thought of as devices that give voice to consumer preferences. In this essay, I will try to show why despite such doubts, there may still be a moral duty for consumers to buy and for governments to support fair trade products. By fair trade products I shall mean products that take account of some minimal standard of protection for producers, and possibly also for the environment. (shrink)

Rooted in theory of planned behavior (TPB) supplemented with self-determination theory (SDT), this study explores determinants of willingness to receive and provide resources in Europe's non-remunerated and remunerated collaborative consumption (CC). The exploration was conducted within a single research model by assessing the role of (a) TPB constructs reflecting attitude towards participation in CC, perceived social pressure to engage, and perceived level of difficulty that engagement requires and (b) SDT constructs of environmental, social, and economic motives for participation. The (...) data were collected through an online questionnaire, and the structural relationships were analyzed using structural equation modeling. Willingness to consume in non-remunerated and remunerated CC was positively directly influenced by social pressure to engage in CC and participation being perceived as pleasant, negatively by the level of difficulty that engagement requires, as well as positively indirectly influenced by environmental concern and sociability. Additionally, environmental concern had positive direct effect on willingness to consume only in the remunerated context. Willingness to provide in non-remunerated CC was positively directly influenced by perceiving participation as pleasant and indirectly by environmental concern and sociability. Resource provision in remunerated CC was not explained by any of the determinants. (shrink)

This study examines the impact of attitude toward piracy on intention to buy pirated CDs using Chinese samples. Attitude toward piracy is measured by a multi-item scale that has been shown to have a consistent factor structure with four distinct components, namely, social cost of piracy, anti-big business attitude, social benefit of dissemination, and ethical belief. Our findings reveal that social benefit of dissemination and anti-big business attitude have a positive relationship with intention to buy pirated CDs while social cost (...) of piracy and ethical belief have a negative relationship. Among these components, ethical belief tends to most strongly predict intention to buy pirated CDs. Demographic variables such as gender and age also help explain the respondents' intention to buy pirated CDs. In addition, those respondents with experience of buying pirated CDs would tend to be more likely to buy pirated CDs than those without such experience. The results are discussed with a view to helping copyright businesses to effectively suppress piracy, and directions for future research are suggested. (shrink)

On the basis of an interdisciplinary approach linking taxation, marketing, and corporate social responsibility, the present research investigates the effects of media reports on aggressive and responsible corporate tax strategies (CTSs) on corporate success with consumers. By means of two laboratory experiments (N = 150, 360), we analyze the effects of the CTSs on corporate reputation, consumer purchase intention, and the consumer’s willingness to pay. Our results suggest that aggressive CTSs diminish corporate success with consumers, whereas responsible (...) CTSs enhance it. Nevertheless, consumers are not willing to pay a price premium for products sold by responsible tax-planning companies, but rather punish aggressive tax-planning companies through a slightly lower willingness to pay. Finally, consumers’ tax morale and their attitude toward tax avoidance are important moderating variables. Given the growing level of media interest in taxation, our findings are crucial for assessing consumer-related non-tax costs and the benefits of different CTSs. (shrink)

This paper argues that advertisements have been wrongly conceived as appealing to the irrational. Advertisements contain a structure of argumentation, but often far more complex than would initially appear. Advertisements give reasons for consumers to choose products, voters to elect a candidate, or citizens to alter their behavior. The way they do so is to best explained in terms of their argumentative structure.

While most studies dealing with waste reduction at the consumer level focus on recycling, this paper rather concentrates on precycling strategies and purchasing behaviors in order to understand how to promote waste reduction at the source. More specifically, the purpose of this work is to grasp consumers’ perceptions of overpackaging and understand the mechanisms underlying their choice of overpackaged versus non-overpackaged food products. Based on the different themes that emerged from a qualitative study, a quantitative research was conducted among (...) French interviewees in order to identify relevant groups of consumers. Five profiles emerged from the cluster analysis: the supporters, the self-sacrificing, the detractors, the indifferent, and the self-centered. Finally, an experiment was conducted that highlights the influence of range positioning and salience of non-overpackaging on consumer choice. Implications for public policy makers and companies are discussed. (shrink)

The primary purpose of this study is to link the effects of consumer personality traits on green buying intention via the mediating variable of consumer ethical beliefs so as to extend the context of green buying intentions with consumer ethics literatures. Based on a survey of 545 Taiwanese respondents, consumer personality traits were found to significantly affect consumer ethical beliefs. The results also indicate that some dimensions of consumer ethical beliefs significantly predict consumer (...) intention to buy green products. Generally speaking, this study enhances our knowledge of consumers’ ethical decision-making in the context of green consumption behaviors. Theoretical and managerial implications, limitations, and future research are also provided. (shrink)

The question of the moral relevance of the individual demand is fundamental to many purchase decisions of daily consumer life. Can a single purchase make a difference for the better or worse? Each individual consumer could argue that companies are unlikely to adjust their production due to one single item more or less being sold. He might therefore decide not to change his consumption behavior but instead to rely on the effort of others, a pattern commonly referred to (...) as collective action problem. In this article, we study collective action problems with regard to everyday purchase situations. We base our discussion on Shelly Kagan’s famous article “Do I make a difference?” and critically discuss a central assumption of his model: the symmetric relationship between supply and demand. We find that Kagan’s solution to collective action problems is not true a priori but has to be evaluated in certain empirical surroundings. We therefore discuss the approach in the context of the European meat market and demonstrate that Kagan’s argument does not provide a universal solution to cases of meat purchasing. We conclude with an outlook regarding the role of consumer ethics. (shrink)

Previous research on consumers’ willingness to choose a green hotel has yielded mixed results, with some studies indicating a positive relationship with the hotel’s CSR initiatives, while others suggesting that there is no booking advantage for hotels going green. The present research seeks to understand the social nature of green hotel booking decisions and proposes a conceptual framework elucidating three primary factors that underlie consumers’ propensity to choose a green hotel. The study findings indicate that, importantly, a consumer’s (...) social relationship situation with other consumers, self-affirmation, and the option popularity jointly influence consumers’ willingness to choose a green hotel. The authors adopt a 2 × 2 × 2 factorial experimental design to test the proposed hypotheses. Theoretical and managerial implications are discussed. (shrink)

Sustainable luxury is a strategic issue for managers and for society, yet it remains poorly understood. This research seeks to clarify how corporate social responsibility actions directly and indirectly affect consumers’ willingness to pay a premium price for luxury brand products, as well as how a long-term orientation might moderate these relationships. A scenario study presents fictional CSR actions of two brands, representing different luxury products, to 1,049 respondents from two countries. The results of a structural equation modeling approach (...) show that the luxury brands’ CSR actions negatively affect customer WTPP overall and for each brand. The luxury brands’ functional and symbolic value dimensions positively mediate the effects of CSR actions on WTPP, whereas social value does not. The effects of CSR actions and brand symbolic value on WTTP do not differ between countries. The effect of functional value on WTPP differs across countries, such that it is stronger for high-LTO than low-LTO cultures. Inversely, the effect of social on customer WTPP is stronger for low-LTO than high-LTO cultures. These findings have theoretical and practical implications for luxury brand managers. (shrink)

This research investigates the impact of corporate tax strategies on consumers’ corporate social responsibility perceptions, willingness to pay, and attitude toward the firm in two laboratory experiments in the United States and Germany. Using the Becker–DeGroot–Marschak incentive-compatible mechanism, which avoids a social desirability bias found in prior research, our results indicate only a minor indirect effect of corporate tax strategies on WTP by way of the mediator CSR perceptions. However, we find a strong effect on attitude toward the firm (...) again mostly mediated by CSR perceptions. In contrast to German consumers, U.S. consumers’ CSR perceptions of tax avoidance are independent of whether a strategy is likely accepted by the tax authorities. Overall, we conclude that CSR perceptions are highly relevant when it comes to consumer responses to tax avoidance. (shrink)

Against the backdrop of frequent food safety problems, the importance of establishing food traceability systems has become increasingly important and urgent to address the contradiction between consumer information on safe food choices and the proliferation of problematic foods. The purpose of this study is to empirically study the influencing factors of Chinese consumers on the food traceability system in the food safety field. In this study, multiple models—push factor, pull factor, mooring factor, and switching intention—were integrated into the push-pulling-mooring (...) theory to form a conceptual PPM comprehensive model framework to study the switching intentions of two-dimensional code traceability technology for dairy products of Chinese consumers. By collecting the questionnaire survey, 305 valid questionnaires were collected from the consumers of middle- and high-end dairy products in China, and the influencing factors of thrust, pull, and mooring force were identified. The results showed that 10 of the 11 hypotheses were positive, but the impact of perceived risk on user satisfaction was negative. The important value of this study is to conduct a comprehensive empirical analysis of the key factors influencing consumer choice of traceable safe food through an integrated multi-model framework to help identify ways to establish and improve consumer willingness to use QR code traceable system products, to increase consumer confidence in the use of traceable and safe food choices. (shrink)

Successful transitions to a sustainable bioeconomy require novel technologies, processes, and practices as well as a general agreement about the overarching normative direction of innovation. Both requirements necessarily involve collective action by those individuals who purchase, use, and co-produce novelties: the consumers. Based on theoretical considerations borrowed from evolutionary innovation economics and consumer social responsibility, we explore to what extent consumers’ scope of action is addressed in the scientific bioeconomy literature. We do so by systematically reviewing bioeconomy-related publications according (...) to the extent to which consumers are regarded as passive vs. active, and different domains of consumer responsibility. We find all aspects of active consumption considered to varying degrees but observe little interconnection between domains. In sum, our paper contributes to the bioeconomy literature by developing a novel coding scheme that allows us to pinpoint different aspects of consumer activity, which have been considered in a rather isolated and undifferentiated manner. Combined with our theoretical considerations, the results of our review reveal a central research gap which should be taken up in future empirical and conceptual bioeconomy research. The system-spanning nature of a sustainable bioeconomy demands an equally holistic exploration of the consumers’ prospective and shared responsibility for contributing to its coming of age, ranging from the procurement of information on bio-based products and services to their disposal. (shrink)

Consumers are increasingly facing product evaluation and choice situations that include information about product sustainability, i.e., information about a product’s relative environmental and social impact. In many cases, consumers have to make decisions that involve a trade-off between product sustainability and other valued product attributes. Similarly, product and marketing managers need to make decisions that reflect how consumers will respond to different trade-off scenarios. In the current research, we study consumer responses across two different possible trade-off scenarios: one in (...) which consumers face a trade-off between product sustainability and hedonic value, and another in which they must trade-off between product sustainability and utilitarian value. Our results suggest that, overall, consumers are more likely to trade-off hedonic value for sustainability than to trade-off utilitarian value for sustainability. In Studies 1A and 1B, we presented participants with a product choice task and also measured their anticipatory emotions as they contemplated their options. The results suggest that given a trade-off, consumers are more likely to choose a sustainable product when they have to trade-off hedonic value than when they have to trade-off utilitarian value. Further, these studies provide some insight into the emotions underlying this effect. In Study 2, we use a different consumer response measure, relative purchase likelihood, and investigate the effect of trade-off type across categories that vary in the degree to which hedonic and utilitarian attributes are perceived to be important. Our results suggest that the effect of trade-off type still holds, yet is moderated by product type such that consumers’ greater willingness to trade-off hedonic value for sustainability is attenuated as the relative importance of hedonic attributes increases. In addition to building on our theoretical understanding of decision making given trade-offs with moral attributes, this research is also intended to support managers as they define and choose among various strategic, product development, and marketing promotion options. (shrink)

Sustainable products are engineered to reduce environmental, ecological, and human costs of consumption. Not all consumers value sustainable products, however, and this poses negative societal implications. Using self-expansion theory as a guide, we explore how an individual’s general sense of belonging—or the perception that one is accepted and valued by others in the broader social world—alters their responses to sustainable products. Five experimental studies and a field study demonstrate that individuals lower in belonging respond less favorably to sustainable products in (...) terms of evaluations and willingness to pay than individuals higher in belonging. Process evidence shows that the extent to which individuals low in belonging perceive that collective, sustainable choices will impact them personally drives this result and that belonging does not impact responses to conventional (i.e., non-sustainable) products. However, perceiving a shared human experience—or that individuals share some important, basic similarities with all people—attenuates the negative effect of low belonging on responses to sustainable products for consumers both low and high in belonging. This research has significant implications for businesses and society given the growing sense of disconnect in modern society. (shrink)