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1 – 10 of 12Laura Salciuviene, Aistė Dovalienė, Žaneta Gravelines, Mantas Vilkas, Caroline Oates and Jūratė Banytė
The study aims to identify the effects of consumer moral identity and consumer engagement with sustainable consumption on sustainable consumer behaviour at home and in the…
Abstract
Purpose
The study aims to identify the effects of consumer moral identity and consumer engagement with sustainable consumption on sustainable consumer behaviour at home and in the workplace.
Design/methodology/approach
Survey data were collected in two European countries, i.e. Lithuania and the United Kingdom (total sample 586) and analysed using PLS-SEM to test hypotheses pertaining to the key variables, including moral identity, engagement with sustainable consumption, sustainable consumption behaviour at home and sustainable consumption behaviour in the workplace.
Findings
Revealed that moral identity was a predictor of sustainable consumption behaviour at home but had no direct effect on sustainable consumption behaviour at the workplace. Similarly, engagement with sustainable consumption has been demonstrated to have a direct positive impact on sustainable consumption behaviour at home, but no significant effect on sustainable behaviour at work was confirmed. A strong moral identity fosters higher consumer engagement with sustainable consumption. The findings revealed the positive impact of sustainable behaviour at home on equivalent behaviour at work, reminding of the importance of the so-called “spill-over” effect.
Originality/value
An element of novelty in this study lies in the differentiation of behavioural practices at home and in the workplace, demonstrating that a spill-over effect can occur with a “home-work” path. By highlighting the importance of consumer moral identity and consumer engagement in predicting sustainable consumption behaviour in both domestic and professional settings, our study contributes to the advancement of knowledge in the fields of sustainable marketing and consumer behaviour.
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Laura Salciuviene, Jūratė Banytė, Mantas Vilkas, Aistė Dovalienė and Žaneta Gravelines
This study aims to identify the effects of moral identity on consumer engagement in sustainable consumption, and discover any moderating gender effects. The authors deploy regret…
Abstract
Purpose
This study aims to identify the effects of moral identity on consumer engagement in sustainable consumption, and discover any moderating gender effects. The authors deploy regret and identity theories to propose hypotheses and explain research findings.
Design/methodology/approach
Data collection was via online survey, and analysed using partial least squares structural equation modelling to test hypotheses.
Findings
Symbolization and internalization dimensions of moral identity are positively associated with five dimensions of engagement. Moreover, the relationship between moral identity and specific dimensions of engagement in sustainable consumption is stronger among males than females.
Originality/value
This study suggests a novel mechanism in a hitherto under-researched area in the sustainability and moral identity literature, viz. consumer engagement in sustainable consumption when moral identity is present. This research also adds to current knowledge regarding gender effects in the link between the symbolization and internalization dimensions of moral identity and engagement in sustainable consumption.
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Laura Salciuviene, Pervez N. Ghauri, Audra I. Mockaitis and Claudio De Mattos
The concept of brand image has received considerable attention in marketing (Batra & Homer, 2004; Dhar & Wertenbroch, 2000; Roth, 1992; Thompson, Rindfleisch, & Arsel, 2006; van…
Abstract
The concept of brand image has received considerable attention in marketing (Batra & Homer, 2004; Dhar & Wertenbroch, 2000; Roth, 1992; Thompson, Rindfleisch, & Arsel, 2006; van Reijmersdal, Neijens, & Smith, 2007; van Rekom, Jacobs, & Verlegh, 2006), yet there is still little agreement on its definition and operationalisation in the literature. As Dobni and Zinkhan (1990) observed, despite the frequent use by scholars of the term “brand image,” its definitions in the literature tend to focus on different elements. It is possible to group definitions of brand image into different categories. For example, brand image has been defined as (a) an attitude extending its meaning beyond the physical product (e.g., Reynolds & Gutman, 1984) and (b) perception, relating brand image to psychological aspects of a product's tangible attributes (e.g., Keller, 1998). One generally accepted view is that brand image can be defined as perceptions regarding a brand as reflected by the cluster of associations that consumers connect to the brand name in memory (Herzog, 1963). This is consistent with an associative network memory model. Thus, “brand associations are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for consumers” (Keller, 2003, p. 66).
Laura Salciuviene, James Reardon and Vilte Auruskeviciene
The purpose of this study is to examine the antecedents of channel performance in a multi‐level marketing (MLM) channel.
Abstract
Purpose
The purpose of this study is to examine the antecedents of channel performance in a multi‐level marketing (MLM) channel.
Design/methodology/approach
Personal interviews with 105 distributors from network marketing companies operating in Lithuania, provided data for this study. Hypotheses were tested using structural equation model (LISREL).
Findings
The findings suggest that trust, locus of control and shared values are moderated by channel commitment of the downstream channel members.
Research limitations/implications
This study is limited to one country under investigation, therefore further research needs to be extended to other economies. Researchers might also identify additional variables affecting channel performance as well as undertake a longitudinal approach of the focal areas of commitment and channel performance.
Practical implications
This study is of managerial interest, as the framework suggested in this study may be applied by MLM firms to monitor their networks and evaluate multi‐level channel performance.
Originality/value
MLM channels offer a unique alternative and underutilized distribution channel for many companies, yet limited theoretical research has been accomplished in this arena. MLM channels are very interpersonal by their very nature and thus we extend the relationship marketing paradigm to MLM. In addition, transitional economies tend to have less developed marketing channels, and therefore are prime targets for MLM. Thus, this research specifically examines MLM in a transitioning economy.
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Andrés Barrios, Maria G. Piacentini and Laura Salciuviene
Purpose – By analysing the experience of homelessness, this chapter aims to understand how individuals experience involuntary life changes in uncertain contexts and analyses the…
Abstract
Purpose – By analysing the experience of homelessness, this chapter aims to understand how individuals experience involuntary life changes in uncertain contexts and analyses the role of consumption, in terms of possessions and practices, along the process.
Methodology/approach – This study adopts a phenomenological approach, focusing on the homelessness experience. It involves an 18 month quasi-ethnography study in a charity that supports the homeless individuals, where interviews about their retrospective biographical accounts were performed. The data was analysed using existential phenomenological procedures.
Findings – Informants’ pathways to homelessness reveal a four-stage process of forced self-transformation (initial self, forced negotiation, transition, transformed self) which takes place across two stressful situational contexts: the triggering events for transformation (i.e. that led informants to lose their home) and the persisting state of uncertainty (i.e. further survival living in the streets).
Social implications – In the current postmodern times there is greater uncertainty surrounding individuals’ life changes. The consequences of the current economic crisis have threatened individuals to lose their homes. By having a better understanding of the way individuals experience this type of loss, the study brings new information about how to support them.
Originality/value of chapter – This study highlights contexts where Van Gennep's transformational routine may not be suitable in the current postmodern times, and provides an alternative transformational routine that takes into account the uncertainty that accompanies involuntary transformations.
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Rudolf R. Sinkovics and Pervez N. Ghauri
The first chapter by Pieter Pauwels, Paul G. Patterson, Ko de Ruyter, and Martin Wetzels is entitled “The Propensity to Continue Internationalization: A Study of Australian…
Abstract
The first chapter by Pieter Pauwels, Paul G. Patterson, Ko de Ruyter, and Martin Wetzels is entitled “The Propensity to Continue Internationalization: A Study of Australian Service Firms”. The authors build on the process theory of internationalization and the theory of planned behavior and investigate a firm's propensity to continue internationalization. They develop a theoretical model and test this using structural equation modeling using a sample of international service providers using partial least square (PLS). Their model confirms the pivotal role of attitudes towards internationalization, relevant behavioral norms, and behavioral control factors as contributors to the propensity to continue internationalization.