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Article
Publication date: 21 February 2018

Lynn Sudbury-Riley and Florian Kohlbacher

The purpose of this paper is to examine a form of anti-consumption termed moral avoidance.

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Abstract

Purpose

The purpose of this paper is to examine a form of anti-consumption termed moral avoidance.

Design/methodology/approach

The study builds and tests a model of moral avoidance, using a sample (n=457) of adults aged 50-94 years.

Findings

Two distinct forms of this type of anti-consumption emerged, one based on exploitation of eco-systems and one on exploitation of humans. Ecology concerns and perceived consumer effectiveness are significant antecedents to both forms, while ethical ideology also impacts anti-consumption for social reasons. Greater numbers practice this form of anti-consumption for social reasons than for ecology reasons.

Practical implications

The study uncovers new underlying reasons why people practice moral avoidance and in so doing guides managers in their targeting and decision making.

Originality/value

The study is the first to demonstrate that this form of anti-consumption has two different perspectives: planet and people. Moreover, older adults are important ethical consumers, but no previous study has explored them from an anti-consumption perspective.

Details

Management Decision, vol. 56 no. 3
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 11 May 2015

Lynn Sudbury-Riley, Florian Kohlbacher and Agnes Hofmeister

The purpose of this paper is to investigate self-perceived age among Baby Boomers in the UK, Germany, Japan, and Hungary, and identifies two horizontal segments based on the way…

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Abstract

Purpose

The purpose of this paper is to investigate self-perceived age among Baby Boomers in the UK, Germany, Japan, and Hungary, and identifies two horizontal segments based on the way consumers view their age.

Design/methodology/approach

Questionnaires were used to sample 880 Baby Boomers. Structural equation modeling is used to investigate multinational measurement invariance of the cognitive age scale.

Findings

Two distinct segments are identified, providing support for a young-at-heart consumer culture in all nations in the study. Results also find cognitive age to exhibit partial measurement invariance, which is expected given the disparate nations under study.

Research limitations/implications

This research contributes to cross-cultural global age research which is still in an early pioneering stage. The study builds on a small number of previous studies that validate cognitive age, extends current knowledge of the measurement properties of cognitive age, and identifies two distinct international segments of Baby Boomers. Further research needs to delve into the antecedents of self-perceived age, particularly in the ways in which different life experiences and cultures may impact age identities.

Practical implications

The study has implications for marketing managers wishing to target the increasingly important young-at-heart Baby Boomer.

Originality/value

The study uses four non-American countries, uses samples matched for chronological age, and does not use convenience samples, which make it unique in the cognitive age literature. The study has value for marketing managers, global age researchers, and consumer culture researchers.

Details

International Marketing Review, vol. 32 no. 3/4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 26 August 2014

Lynn Sudbury-Riley

– The purpose of this paper is to investigate the experiences of older consumers with a range of product packaging.

1971

Abstract

Purpose

The purpose of this paper is to investigate the experiences of older consumers with a range of product packaging.

Design/methodology/approach

The study uses qualitative diary research (QDR). Ten seniors recorded all their experiences with packaging over a two-week period. Using a frame narrative that views ageing as multidimensional, diary entries uncover rich data that goes beyond physical age-related issues.

Findings

In addition to physical problems with packaging, older adults experience psychological frustration and feelings of alienation. Social implications of dependence on others are also discovered, despite many being purchasers of up-market luxury products.

Research limitations/implications

The study is exploratory and due to its qualitative methodology findings cannot be generalised to the wider population. Nevertheless it provides a starting point for future research into packaging and senior consumers.

Practical implications

The study has implications for all managers who participate in planning and designing brand packaging and calls for them to work more closely with ergonomics and design professionals in order to better plan for the needs of a large and growing sector of the population.

Social implications

Findings suggest that the basic need to feed oneself is hampered by some packaging, which of course is detrimental to the quality of life of older adults.

Originality/value

Few studies consider packaging and older consumers and this is particularly true in the marketing literature. This is the first study to use QDR in this context, and as such has several advantages over recall studies. The study also makes a contribution to knowledge pertaining to vulnerable consumers.

Details

Marketing Intelligence & Planning, vol. 32 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 31 May 2019

Muhammad Asif Khan, Rohail Ashraf and Aneela Malik

The purpose of this paper is to examine the effects of identity-based consumer perceptions on the brand avoidance of foreign brands across multiple markets.

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Abstract

Purpose

The purpose of this paper is to examine the effects of identity-based consumer perceptions on the brand avoidance of foreign brands across multiple markets.

Design/methodology/approach

Focussing on general product category brands, the study was conducted across two countries, i.e. New Zealand (Study 1) and Pakistan (Study 2), using online surveys. Study 1 explores the perceptions of university students, whereas Study 2 evaluates the perceptions of a more heterogeneous population across the country. Partial least squares–structural equation modelling was used to analyse the model.

Findings

First, the results confirm that individual-level identity-based drivers (undesired self-congruence and negative social influence) consistently predict brand avoidance for foreign brands across both markets, whereas country-level drivers (consumer ethnocentrism and animosity) have inconsistent effects across the markets. Second, the study demonstrates that avoidance attitude fully mediates the relationship between antecedences and intentions to avoid foreign brands.

Practical implications

The finding that undesired self-congruence is the strongest predictor of brand avoidance across the markets reinforces the importance of brand image congruence with the target audience. Considering the negative effect of social influence, especially on social media (i.e. Facebook and Twitter), this finding cautions managers to constantly monitor the prevailing negative word of mouth (online or offline) about the brand to mitigate its potential effect.

Originality/value

Drawing on social identity theory, this study explores the identity-based pre-purchase determinants of brand avoidance at the country level and at the individual level. These determinants have never been explored yet in the context of brand avoidance.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 29 April 2022

Khoa The Do, Huy Gip, Priyanko Guchait, Chen-Ya Wang and Eliane Sam Baaklini

While robots have increasingly threatened frontline employees’ (FLEs) future employment by taking over more mechanical and analytical intelligence tasks, they are still unable to…

1749

Abstract

Purpose

While robots have increasingly threatened frontline employees’ (FLEs) future employment by taking over more mechanical and analytical intelligence tasks, they are still unable to “experience” and “feel” to occupy empathetic intelligence tasks that can be handled better by FLEs. This study, therefore, aims to empirically develop and validate a scale measuring the new so-called empathetic creativity as being creative in practicing and performing empathetically intelligent skills during service encounters.

Design/methodology/approach

This study adopts a multistage design to develop the scale. Phase 1 combines a literature review with text mining from 3,737 service robots-related YouTube comments to generate 16 items capturing this new construct. Phase 2 assesses both face and content validity of those items, while Phase 3 recruits Prolific FLEs sample to evaluate construct validity. Phase 4 checks this construct’s nomological validity using PLS-SEM and Phase 5 experiments dedicated effort (vs natural talent) as an effective approach to foster FLEs’ perceived empathetic creativity.

Findings

The final scale is comprised of 13 refined items that capture three dimensions (social, interactive and emotional) of empathetic creativity. This research provides timely implications to help FLEs in high-contact services stay competitive.

Originality/value

This study introduces the new construct of empathetic creativity, which goes beyond the traditional definition of creativity in services and highlights the importance of empathetic intelligence for FLEs in future employment. This study also develops a multi-item scale to measure this construct, which can be applied to future service management research.

Details

Journal of Service Management, vol. 34 no. 3
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 26 December 2024

Surat Teerakapibal and Bodo B. Schlegelmilch

Although consumers are aware of the importance of sustainable consumption, there is a persistent gap between positive attitudes and actual behavior. This disconnect is…

209

Abstract

Purpose

Although consumers are aware of the importance of sustainable consumption, there is a persistent gap between positive attitudes and actual behavior. This disconnect is particularly pronounced in the fashion industry, where consumers often suppress their positive attitudes towards sustainability in the face of tempting fast fashion offers. This paper analyzes how consumers attempt to reconcile this attitude-behavior gap through using rationalization or neutralization techniques.

Design/methodology/approach

We surveyed more than 1,300 fashion consumers in the USA, Europe and Asia. Based on their last fashion purchase, respondents indicated various purchase details as well as their agreement/disagreement to 32 neutralization statements. Additional scales capture pertinent attitude and awareness measures. To scrutinize the role of neutralization statements, we use a series of logistic regression and multinomial regression analyses.

Findings

Country of residence, age and education level are the key determinants when employing neutralization techniques. Logistic regression results also reveal an inverse relationship between age and the propensity of buying sustainable fashion. Ethics, awareness and attitudes all play a role in purchasing sustainable products, but to different degrees in different countries.

Originality/value

Research on how consumers attempt to bridge the gap between attitude-behavior inconsistencies is scarce and primarily qualitative. Our study identifies how fast fashion consumers attempt to reconcile their divergent attitudes and behavior. Uncovering these rationalization or neutralization techniques improves the understanding of the attitude-behavior gap and enables marketers and policymakers to design more effective strategies to promote sustainable consumption.

Details

International Marketing Review, vol. 42 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 9 June 2021

Sik Sumaedi, Sumardjo Sumardjo, Amiruddin Saleh and Agus Fanar Syukri

This research aims to develop and test a model of digital health communication media (DHCM) use for healthy food information – DHCM usage – during the Covid-19 pandemic. More…

648

Abstract

Purpose

This research aims to develop and test a model of digital health communication media (DHCM) use for healthy food information – DHCM usage – during the Covid-19 pandemic. More specifically, this research investigated the simultaneous effects of perceived threat of Covid-19, e-health literacy, attitude toward DHCM usage, knowledge toward DHCM usage, facilitating conditions and information quality on the DHCM usage.

Design/methodology/approach

The empirical data were collected through a survey. The respondents of the survey are 192 DHCM users who lived in Tangerang Regency. Structural equation modelling (SEM) analysis was performed.

Findings

The DHCM usage during the Covid-19 pandemic is significantly affected by the attitude towards the DHCM usage and the facilitating conditions. However, the DHCM usage during the Covid-19 pandemic is not significantly affected by the perceived threat of Covid-19, e-health literacy, information quality and knowledge of the DHCM usage.

Research limitations/implications

This research was conducted only in Tangerang Regency and employed a purposive sampling technique. Future research should be conducted in other contexts to examine the stability of the research findings.

Practical implications

In order to improve DHCM usage for healthy food information, it is important for building a positive attitude towards DHCM usage and ensuring the availability of the facilitating conditions.

Originality/value

This paper is the first that develops and tests a model of DHCM usage for healthy food information during the Covid-19 pandemic.

Details

Health Education, vol. 121 no. 5
Type: Research Article
ISSN: 0965-4283

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