H.A.Dimuthu Maduranga Arachchi and G. D. Samarasinghe
There is a dearth of evidence on how and when perceived corporate social responsibility (PCSR) contributes to brand evangelism in the consumer behavioural literature, especially…
Abstract
Purpose
There is a dearth of evidence on how and when perceived corporate social responsibility (PCSR) contributes to brand evangelism in the consumer behavioural literature, especially during a pandemic situation. In an attempt to examine this phenomenon, this study investigates the effect of fear-of-COVID-19 (Coronavirus disease 2019) and regional identity on PCSR and brand evangelism effect in the South Asian retail context. It theorises linkages mainly from behavioural inhabitation system theory and social identity theory.
Design/methodology/approach
A survey was administered to a representative sample of 2,242 retail consumers representing Sri Lanka, Bangladesh, Pakistan and India.
Findings
The results revealed a positive impact of PCSR on brand evangelism, but interestingly varying levels of strength of the key relationships based on country-wise fear-of-COVID-19 and regional identity during the pandemic.
Practical implications
For the first time, the results of this research shed light on incorporating consumers’ regional identity as well as consumer fear as cultural predictors for better explaining the PCSR and brand evangelism link of nations within a region. This has implications for both theory and practice in the domain of consumer behaviour.
Originality/value
The study reflects its originality by revealing the relevance of country level social identity and negative emotions of nations that can manipulate the business results of corporate ethical responsiveness from a consumer culture theory perspective, especially during and just after a crisis. These results underlie what is active inside consumer black box by explaining as to what external stimuli drive consumer collective and moral mind set in a given culture. This adds to the body of knowledge on ethical consumption behaviour more specific to consumer–brand interaction in market crises.
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Wei Liu, Xiyan Han, Xiuwei Cao and Zhifeng Gao
Due to ginger holds a special and indispensable place in Chinese cuisine, understanding consumers’ preferences for organic ginger is of significance, especially given the growing…
Abstract
Purpose
Due to ginger holds a special and indispensable place in Chinese cuisine, understanding consumers’ preferences for organic ginger is of significance, especially given the growing interest in organic food products and sustainable agriculture. This study thus examines Chinese consumers’ preference for fresh ginger and the sources of their preferences heterogeneity for organic ginger consumption.
Design/methodology/approach
The study is using choice experiment (CE) method and mixed logit (MXL) modeling with 1,312 valid samples. The participants are regular consumers who are 18 years old or above and had bought fresh ginger within the past 12 months.
Findings
The results show that consumers prefer organic product certification labeling ginger to conventional ginger, preferred to purchase ginger at wet markets to at supermarkets or online, and preferred either ginger with regional public brand or private brand to unbranded ginger. Results also indicate that age, education level, income, purchasing experience of organic and branded ginger, and cognition of ginger health benefits are the sources of heterogeneity in consumer preferences for organic ginger.
Originality/value
This study contributes to ginger growers, marketers and policy makers. This study tracks how consumers' preferences change under different attribute combinations, capture the complex preference structure of consumers, and help reveal the motivations behind consumers' preferences for organic ginger. These findings will be crucial for developing marketing strategies, promoting organic products, and meeting consumer needs.
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H.A. Dimuthu Maduranga Arachchi and G. Dinesh Samarasinghe
This study aims to examine the influence of the derived attributes of embedded artificial intelligence-mobile smart speech recognition (AI-MSSR) technology, namely perceived…
Abstract
Purpose
This study aims to examine the influence of the derived attributes of embedded artificial intelligence-mobile smart speech recognition (AI-MSSR) technology, namely perceived usefulness, perceived ease of use (PEOU) and perceived enjoyment (PE) on consumer purchase intention (PI) through the chain relationships of attitudes to AI and consumer smart experience, with the moderating effect of consumer innovativeness and Generation (Gen) X and Gen Y in fashion retail.
Design/methodology/approach
The study employed a quantitative survey strategy, drawing a sample of 836 respondents from Sri Lanka and India representing Gen X and Gen Y. The data analysis was carried out using smart partial least squares structural equation modelling (PLS-SEM).
Findings
The findings show a positive relationship between the perceived attributes of MSSR and consumer PI via attitudes towards AI (AAI) and smart consumer experiences. In addition, consumer innovativeness and Generations X and Y have a moderating impact on the aforementioned relationship. The theoretical and managerial implications of the study are discussed with a note on the research limitations and further research directions.
Practical implications
To multiply the effects of embedded AI-MSSR and consumer PI in fashion retail marketing, managers can develop strategies that strengthen the links between awareness, knowledge of the derived attributes of embedded AI-MSSR and PI by encouraging innovative consumers, especially Gen Y consumers, to engage with embedded AI-MSSR.
Originality/value
This study advances the literature on embedded AI-MSSR and consumer PI in fashion retail marketing by providing an integrated view of the technology acceptance model (TAM), the diffusion of innovation (DOI) theory and the generational cohort perspective in predicting PI.
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Bhawana Rathore, Rohit Gupta, Baidyanath Biswas, Abhishek Srivastava and Shubhi Gupta
Recently, disruptive technologies (DTs) have proposed several innovative applications in managing logistics and promise to transform the entire logistics sector drastically…
Abstract
Purpose
Recently, disruptive technologies (DTs) have proposed several innovative applications in managing logistics and promise to transform the entire logistics sector drastically. Often, this transformation is not successful due to the existence of adoption barriers to DTs. This study aims to identify the significant barriers that impede the successful adoption of DTs in the logistics sector and examine the interrelationships amongst them.
Design/methodology/approach
Initially, 12 critical barriers were identified through an extensive literature review on disruptive logistics management, and the barriers were screened to ten relevant barriers with the help of Fuzzy Delphi Method (FDM). Further, an Interpretive Structural Modelling (ISM) approach was built with the inputs from logistics experts working in the various departments of warehouses, inventory control, transportation, freight management and customer service management. ISM approach was then used to generate and examine the interrelationships amongst the critical barriers. Matrics d’Impacts Croises-Multiplication Applique a Classement (MICMAC) analysed the barriers based on the barriers' driving and dependence power.
Findings
Results from the ISM-based technique reveal that the lack of top management support (B6) was a critical barrier that can influence the adoption of DTs. Other significant barriers, such as legal and regulatory frameworks (B1), infrastructure (B3) and resistance to change (B2), were identified as the driving barriers, and industries need to pay more attention to them for the successful adoption of DTs in logistics. The MICMAC analysis shows that the legal and regulatory framework and lack of top management support have the highest driving powers. In contrast, lack of trust, reliability and privacy/security emerge as barriers with high dependence powers.
Research limitations/implications
The authors' study has several implications in the light of DT substitution. First, this study successfully analyses the seven DTs using Adner and Kapoor's framework (2016a, b) and the Theory of Disruptive Innovation (Christensen, 1997; Christensen et al., 2011) based on the two parameters as follows: emergence challenge of new technology and extension opportunity of old technology. Second, this study categorises these seven DTs into four quadrants from the framework. Third, this study proposes the recommended paths that DTs might want to follow to be adopted quickly.
Practical implications
The authors' study has several managerial implications in light of the adoption of DTs. First, the authors' study identified no autonomous barriers to adopting DTs. Second, other barriers belonging to any lower level of the ISM model can influence the dependent barriers. Third, the linkage barriers are unstable, and any preventive action involving linkage barriers would subsequently affect linkage barriers and other barriers. Fourth, the independent barriers have high influencing powers over other barriers.
Originality/value
The contributions of this study are four-fold. First, the study identifies the different DTs in the logistics sector. Second, the study applies the theory of disruptive innovations and the ecosystems framework to rationalise the choice of these seven DTs. Third, the study identifies and critically assesses the barriers to the successful adoption of these DTs through a strategic evaluation procedure with the help of a framework built with inputs from logistics experts. Fourth, the study recognises DTs adoption barriers in logistics management and provides a foundation for future research to eliminate those barriers.
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Iveta Mietule, Vera Komarova, Jelena Lonska, Lienite Litavniece, Iluta Arbidane and Linda Matisane
This study aims to identify factors influencing attitudes towards remote work, categorise employed Latvians into proponents and opponents of remote work and analyse these groups…
Abstract
Purpose
This study aims to identify factors influencing attitudes towards remote work, categorise employed Latvians into proponents and opponents of remote work and analyse these groups in the work-family-community-self integration.
Design/methodology/approach
This study adopts the job demands-resources theory. Empirical research is based on a survey of employed Latvians (Feb–Mar 2021, n = 1,052, n = 853,200). The focus is on employed Latvians with remote work experience, constituting 534 individuals (50.7% of the sample). The sample aligns with the demographic profile of employed Latvians, with data weighted by age and sex (across 12 age–sex combinations) from the Central Statistical Bureau of Latvia. Research hypotheses include identification of “discriminatory” factors influencing the attitudes towards remote work, distinguishing between proponents and opponents; examination of distinct job demands and resources related to the work-family-community-self integration within the groups of proponents and opponents of remote work.
Findings
Survey results indicate that 11.2% respondents worked remotely before the COVID-19 pandemic, typically without formalisation. Among those with remote work experience, 40% support it, whereas 60% oppose it. Rather than social and demographics or employer support, work-related values play the most significant role in shaping attitudes. Proponents generally acquire more job resources than demands through remote work, fostering the work-family-community-self integration; conversely, opponents experience the opposite trend.
Originality/value
This study provides empirical insights into the attitudes of employed Latvians towards remote work in the work-family-community-self integration, using the job demands-resources model. Notably, it innovatively evaluates the institutionalisation of remote work.
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Ulrika Uotila, Arto Saari, Juha-Matti Kalevi Junnonen and Lari Eskola
Poor indoor air quality in schools is a worldwide challenge that poses health risks to pupils and teachers. A possible response to this problem is to modify ventilation…
Abstract
Purpose
Poor indoor air quality in schools is a worldwide challenge that poses health risks to pupils and teachers. A possible response to this problem is to modify ventilation. Therefore, the purpose of this paper is to pilot a process of generating alternatives for ventilation redesign, in an early project phase, for a school to be refurbished. Here, severe problems in indoor air quality have been found in the school.
Design/methodology/approach
Ventilation redesign is investigated in a case study of a school, in which four alternative ventilation strategies are generated and evaluated. The analysis is mainly based on the data gathered from project meetings, site visits and the documents provided by ventilation and condition assessment consultants.
Findings
Four potential strategies to redesign ventilation in the case school are provided for decision-making in refurbishment in the early project phase. Moreover, the research presents several features to be considered when planning the ventilation strategy of an existing school, including the risk of alterations in air pressure through structures; the target number of pupils in classrooms; implementing and operating costs; and the size of the space that ventilation equipment requires.
Research limitations/implications
As this study focusses on the early project phase, it provides viewpoints to assist decision-making, but the final decision requires still more accurate calculations and simulations.
Originality/value
This study demonstrates the decision-making process of ventilation redesign of a school with indoor air problems and provides a set of features to be considered. Hence, it may be beneficial for building owners and municipal authorities who are engaged in planning a refurbishment of an existing building.