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Article
Publication date: 29 November 2023

Tracie Tung and Franck Vigneron

The purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of…

563

Abstract

Purpose

The purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image).

Design/methodology/approach

Three multiple-group comparisons of structural equation modeling were used to analyze the data collected from a questionnaire. An experimental design was applied (high vs. low perceived brand greenness). A total of 440 usable responses were collected from an online consumer panel. With a higher percentage of participants older than 60 years, two groups were used, younger (under 55) and older (over 55), within each brand condition to conduct age comparisons.

Findings

Consumers' previous brand experience is important. The most promising indicators are brand image and green trust for GBE. A difference was observed between the group comparisons. For the less perceived green brand, existing brand image played a more important role in the process, and there is a need to enhance its green trust. For the higher perceived green brand, more factors should be included to explain their GBE, especially for consumers under 55.

Originality

This study identified two moderators, perceived brand greenness and age, in the formation of GBE, which has not been widely explored in the literature. The findings provide significant insights for generational cohorts, focusing for the first time on the joint catalyst effect of greenness and age regarding the influence of GBE on consumers' commitment to green brands. Additionally, the fact that a higher percentage of participants are Baby Boomers enables this study to add to the existing body of literature and bring unique perspectives to understand their and their younger counterparts' attitude toward green consumption.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 28 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 25 October 2024

Saif Sharif, Rakia Ishra, Jeffrey Soar and Anne-Marie Sassenberg

The purpose of this paper is to examine the influence of acculturation on immigrant consumer behaviours in their host country. Mainly, the role of acculturation and luxury brand…

115

Abstract

Purpose

The purpose of this paper is to examine the influence of acculturation on immigrant consumer behaviours in their host country. Mainly, the role of acculturation and luxury brand purchasing intentions were investigated.

Design/methodology/approach

The research conducted an online survey of 400 Indian sub-continent born immigrants in Australia.

Findings

The findings confirm that the behaviour acculturation dimension of immigrants is significantly negatively related to their luxury brand purchase intention. Although immigrants' overall acculturation is significantly related to the luxury brand purchase intention, their language and identity acculturation have no significant effect, supporting the multidimensional framework’s influence on immigrant consumer behaviour. Immigrants with higher family income, younger age and less academic education show more luxury brand purchase intention; however, no moderating demography was found between the relationship of acculturation and purchase intention. In spite of the limitation of sampling, this study demonstrates that immigrants' level of acculturation influences their luxury brand purchase intention in the host country.

Originality/value

This study aims to help marketers formulate a unified segmentation strategy of purchasing luxury brands based on immigrants' acculturation and sociodemographic stance. This paper highlights the specific needs of ethnic consumers. Incorporating immigrant consumers into the marketplace will help create a homogenised society and more integration of immigrants into the larger society in the host country. Findings shed light on the role of culture change as a crucial element that affects immigrants' luxury brand purchase behaviour considering their integration level into the host country.

Details

Journal of Contemporary Marketing Science, vol. 7 no. 3
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 8 January 2025

Yeayoung Noh and Na Young Ahn

As Millennials consist of most of the world’s population, there is a growing body of research understanding their consumption patterns in sport. We examined the relationship among…

57

Abstract

Purpose

As Millennials consist of most of the world’s population, there is a growing body of research understanding their consumption patterns in sport. We examined the relationship among Millennials’ various perceived values, their desire for conspicuous consumption, and their intention to purchase athleisure products.

Design/methodology/approach

We used a web-based survey through Amazon Mechanical Turk (n = 348) to test our research hypotheses and model.

Findings

Our findings revealed that perceived price, quality, and emotional value were positively associated with both the desire for conspicuous consumption and purchase intention towards athleisure products among Millennials. Perceived emotional and social value of athleisure-related products was positively associated with their purchasing intention via the desire for conspicuous consumption.

Originality/value

This is the first study examining the association among perceived value, conspicuous consumption tendencies, and purchase intention among Millennials. Our study suggests that Millennials have unique desires and preferences in what they wear in both sporting and casual settings, which in turn, contributes to their self-presentation strategies. These findings have implications for both sport scholars and professionals.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 30 May 2022

Susana C. Silva, Paulo Duarte, Fabio S. Sandes and Catarina Andreia Almeida

This work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that…

1690

Abstract

Purpose

This work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that blend the characteristics of different motivators: treasure hunting, bargain hunting and individuality seeking.

Design/methodology/approach

This is an exploratory dyadic qualitative research conducted using semi-structured in-depth interviews involving luxury brand store managers and loyal clients for pre-loved luxury products in Monaco.

Findings

Throughout the analysis, the authors found three types of behavior that incorporate different parts of motivators that have been considered as specific motivators for pre-loved luxury consumption: bargain hunting, an intersection of recreational and economic motivations, treasure hunting, a blend of nostalgic and recreational motivations, and individuality, a mix of need for uniqueness and fashion involvement motivation.

Practical implications

Identifying three types of behavior for the pre-loved luxury consumer helps practitioners craft marketing strategies for their brands and products in the pre-loved luxury market.

Social implications

The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.

Originality/value

To the best of the authors' knowledge, this is the first work to discuss these three types of behavior in the pre-loved luxury market. The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 11
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 3 January 2017

Benoit Lecat, Joelle Brouard and Claude Chapuis

The purpose of this paper is to analyze the specificities of wine forgery today and to show the perspectives offered to the different stakeholders in the wine industry.

1472

Abstract

Purpose

The purpose of this paper is to analyze the specificities of wine forgery today and to show the perspectives offered to the different stakeholders in the wine industry.

Design/methodology/approach

Owing to the technical aspects of this paper, a literature review based on academic papers (history) and articles coming from the professional press, internet websites and public organizations was made.

Findings

It was found that frauds have always existed. Forgers are constantly in search of new ways of counterfeiting wines. Producers have had to adapt to the various forms of counterfeiting, mainly by resorting to modern technology. As the traceability of great wines is becoming crucial, a new type of relationships between producers anxious to offer genuine estate wines and consumers anxious to drink the bottles they ordered has developed. This new constraint became a marketing opportunity for producers.

Research limitations/implications

It was difficult to obtain official data (interviews or surveys) because of the sensitiveness of the topic.

Practical implications

This paper, which offers an inventory of the methods used by forgers to deceive customers, makes both producers and consumers aware of the extent of the problem. The counterfeiting phenomenon is dangerous for producers’ image and the technological changes are a tool allowing producers to protect their wine and reinforce their relationships with consumers.

Originality/value

This paper gives an overview of forgers’ ploys in France. It opens a discussion about perspectives for the different stakeholders while most of the research tends to focus on technical solutions and the analysis of specific affairs which received media coverage.

Details

British Food Journal, vol. 119 no. 1
Type: Research Article
ISSN: 0007-070X

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