Daiane Lampugnani Marafon, Kenny Basso, Lélis Balestrin Espartel, Márcia Dutra de Barcellos and Eduardo Rech
The purpose of this paper is to analyze the moderating role of self-confidence and risk acceptance on the relationship between perceived risk and intention to use internet banking.
Abstract
Purpose
The purpose of this paper is to analyze the moderating role of self-confidence and risk acceptance on the relationship between perceived risk and intention to use internet banking.
Design/methodology/approach
A survey was conducted with 180 Brazilian banking customers. The Johnson-Neyman test was used to verify the moderation and significant regions along self-confidence and risk acceptance levels.
Findings
Self-confidence and risk acceptance moderate the relationship between risk perception and intention to use internet banking. For individuals with high self-confidence, the effect of perceived risk on intention to use internet banking is lower than it is for individuals with low self-confidence. In the same way, for individuals with high risk acceptance, the effect of perceived risk on intention to use internet banking is lower than it is for individuals with low risk acceptance.
Research limitations/implications
This research contributes to the understanding of the conditions (two personal factors) under which risk perception does not influence intention to use a technological tool.
Practical implications
This paper provides insights for marketing managers to encourage customers to develop greater risk acceptance and self-confidence to minimize the negative effects of perceived risk of the adoption of internet banking.
Originality/value
Although risk perception can contribute to customers’ avoidance of internet banking, this is the first paper to verify how acceptance of risk and self-confidence can moderate the effects of perceived risk on intention to use internet banking.
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Paola Graciano, Aline Cafruni Gularte, Fernando Henrique Lermen and Marcia Dutra de Barcellos
The purpose of this paper is to identify the personal values of consumers of ethical cosmetics in Brazil, using the resulting personality types to segment consumers for the…
Abstract
Purpose
The purpose of this paper is to identify the personal values of consumers of ethical cosmetics in Brazil, using the resulting personality types to segment consumers for the development of strategies by Brazilian retailers and international players.
Design/methodology/approach
This study administered the psychometric Values and Lifestyles Scale (VALS) via an online survey with 302 consumers of ethical cosmetics. First, exploratory factorial analysis was employed to identify the behavior of VALS' factors within the sample. Second, cluster analysis was performed using hierarchical clustering technique in order to link demographic variables and VALS' types to form specific consumer profiles.
Findings
The study found eight VALS types in the sample respondents but with a different configuration than the original factors. They were named, respectively, “Avant-garde”, “Oriented to fashion”, “Artisans”, “Committed to morality and religion”, “Leader of a group”, “Theoretical”, “Ingenious” and “Conservative”. Results indicated a demographically homogeneous sample with personality profiles mostly placed among VALS' original factors “Experiencer”, “Thinker” and “Innovator”.
Research limitations/implications
Results may vary within other cultural contexts and different means of investigation suggesting future research opportunities.
Practical implications
Ethical demands concerning health and environmental preservation are no longer neglectable. The study of consumers' personal values can contribute to formulate suitable retail strategies for expected demands of consumers in the ethical cosmetics segment.
Originality/value
These findings are expected to provide resources for decision-makers, academics, practitioners and marketers concerning several points of sensitivity in their relationship with ethical consumers.
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Celso Augusto de Matos, Marlon Dalmoro and Márcia Dutra de Barcellos
Based on the value-attitude-behaviour (VAB) framework, the current research aimed to investigate the influence of organic food consumption, as a type of pro-environmental…
Abstract
Purpose
Based on the value-attitude-behaviour (VAB) framework, the current research aimed to investigate the influence of organic food consumption, as a type of pro-environmental behaviour (PEB), on consumer subjective wellbeing, by considering (1) attitudes, environmental and health values as antecedents; (2) self-expression process (self-enhancement) and cognitive process (ways of shopping) as two competing mediation routes and (3) locavorism as a moderator.
Design/methodology/approach
The proposed model was tested using data from a survey of 576 organic food consumers and the partial least squares (PLS) structural equation modelling.
Findings
Our main findings confirmed a positive influence of the antecedents on consumption behaviour and suggested a stronger mediation effect of ways of shopping in the consumption behaviour–wellbeing link, giving support to the cognitive route. In addition, locavorism was a significant moderator for the cognitive route.
Practical implications
Promoting organic food can be based on cognitive persuasion by emphasizing objective benefits, such as nutritional facts, over emotional appeals. Moreover, marketing strategies can also increase organic food consumption by highlighting local sourcing, which resonates with locavore consumers.
Originality/value
Through a moderated-mediation approach, we demonstrate that the cognitive mediation route is contingent on the consumer locavorism, with an attenuation effect suggesting a critical role of locavorism and presenting novel insights for the link between pro-environmental behaviours and consumer subjective wellbeing.
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Natália Rohenkohl do Canto, Marilia Bonzanini Bossle, Luciana Marques Vieira and Marcia Dutra De Barcellos
This paper investigates how chain members collaborate to ensure the sustainability of supply chains through the social capital perspective.
Abstract
Purpose
This paper investigates how chain members collaborate to ensure the sustainability of supply chains through the social capital perspective.
Design/methodology/approach
Following a case study design, three social capital mechanisms – reach, richness and receptivity – were used as a lens with two eco-innovative food companies and their respective supply chains in Southern Brazil. Data consisted of interviews and other sources of evidence obtained from multiple stakeholders.
Findings
Results highlight the importance of a managerial orientation for sustainability and that sustainable chains presuppose a network that is closely linked and with great affinity. Not only does the management of operations improve the green performance of companies for environmental benchmarking but it also expands to include the supply chain. Social capital mechanisms can encourage partners to develop strategic initiatives for sustainability, especially if managers share key drivers for adopting eco-innovations and overall chain sustainability.
Originality/value
The paper contributes to research on collaboration within sustainable supply chain management. Empirical data were gathered from different stakeholders in two food chains in a developing country. Through the lens of social capital mechanisms, the paper shows how different types of companies collaborate in their supply chain for sustainability.
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Lidya Samuel, Marcia Dutra de Barcellos, Mulugeta D. Watabaji and Hans De Steur
Biofortification is a promising strategy for addressing malnutrition and food insecurity by enriching staple crops with nutrients. However, farmers’ adoption is crucial for their…
Abstract
Purpose
Biofortification is a promising strategy for addressing malnutrition and food insecurity by enriching staple crops with nutrients. However, farmers’ adoption is crucial for their success. This study aims to shed light on Ethiopian farmers' intentions to adopt biofortified orange-fleshed sweet potatoes (OFSP) using the motivation, opportunity and ability (MOA) framework.
Design/methodology/approach
This study used data from a cross-sectional survey of 370 sweet potato farmers in Ethiopia. Binary logistic regression analysis was employed to examine the factors influencing farmers' intention to adopt OFSP.
Findings
Ability-, motivation- and opportunity-related factors significantly influenced adoption intention. Specifically, knowledge of OFSP benefits, production skills, crop characteristics and access to institutional services positively influences adoption. However, farming experience has a negative effect.
Practical implications
These findings emphasize the importance of educating farmers about OFSP’s high vitamin A content and favourable agronomic features. Additionally, understanding farmers' experiences and enhancing their production skills are crucial for increasing adoption rates. Targeted educational programs and support services can address these gaps and deficiencies.
Originality/value
This study is the first to analyse Ethiopian farmers' adoption of OFSP using an MOA framework. It offers a novel approach to understanding the complex interplay of psychological factors that influence adoption intentions. Furthermore, this study provides valuable insights into the Ethiopian context, filling a gap in the literature. These findings contribute to the development of targeted strategies for promoting biofortified crops in Ethiopia and other similar global contexts.
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Natália Rohenkohl do Canto, Klaus G. Grunert and Marcia Dutra de Barcellos
Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the…
Abstract
Purpose
Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the motivational determinants of such behaviours. This study aims to present and critically evaluate the theoretical and empirical basis of goal-framing theory, which asserts that pro-environmental behaviours might stem from conflicting goals. This study compares the theory to other approaches used to explain pro-environmental behaviour, reviews the empirical evidence for it and comes up with suggestions for future research.
Design/methodology/approach
This study compares the theory with other popular theories to explain pro-environmental behaviour and behaviour change and systematically review 25 empirical research studies that adopt the goal-framing theory.
Findings
Most studies rely on survey data, focus on Europe and gather self-reported behaviours or hypothetical responses. Furthermore, many studies of goal frames neglect key situational factors. Thus, the directions for further research outlined herein emphasise the need for more experimental studies of real behaviours, with consideration of situational factors, using methods that can explicate unconscious processes too. Overall, goal-framing theory provides a promising approach for analysing pro-environmental behaviours, in that it explicitly deals with goal conflicts, takes situational factors into account and encompasses conscious and unconscious processes. The authors conclude that the theory can form a useful basis for the design of social marketing behavioural interventions to promote pro-environmental behaviours.
Originality/value
To the best of the authors’ knowledge, as the first systematic review of empirical applications of goal-framing theory, this study provides refinement and validation. By also offering propositions and a research agenda, the authors hope to inspire researchers in social marketing to address the remaining gaps and refine the theory even further.
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Isadora do Carmo Stangherlin and Marcia Dutra de Barcellos
The purpose of this paper is to analyse main drivers and barriers to food waste reduction in the consumption phase and analyse pathways to anti-wastage behaviours.
Abstract
Purpose
The purpose of this paper is to analyse main drivers and barriers to food waste reduction in the consumption phase and analyse pathways to anti-wastage behaviours.
Design/methodology/approach
A systematic literature review was performed in order to understand the main variables affecting the behaviour and to identify pathways to move to an anti-waste behaviour. In the end, 84 articles were selected for the final analysis.
Findings
Drivers and barriers to reduce food waste were categorised in societal factors, personal factors and behavioural factors. Variables can increase the amount of waste (+) or reduce it (−). From them, efforts to move to an anti-wastage behaviour are classified in macro-environmental change, retailers’ engagement, raise awareness of the issue and creating anti-wastage social norms.
Research limitations/implications
The systematic review did not capture all variables that can influence consumer food waste and it is necessary different approaches to study the issue.
Practical implications
From the drivers for food waste reduction it is possible to design efforts to help consumers change their pattern of behaviour.
Social implications
Reducing food waste has effects in changing economic inequality, relative poverty and environmental damages.
Originality/value
The great majority of studies that analyse consumer food waste focus on behaviours that increase food waste. This special paper identifies how to stimulate and proactively work with behaviours that help to food waste reduction.
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Alexia Hoppe, Marcia Dutra De Barcellos, Marcelo Gattermann Perin, Lina Fogt Jacobsen and Liisa Lähteenmäki
Consumers can be an interesting source of knowledge if companies manage to attract them to an interactive process of new product development (NPD). The purpose of this paper is to…
Abstract
Purpose
Consumers can be an interesting source of knowledge if companies manage to attract them to an interactive process of new product development (NPD). The purpose of this paper is to investigate factors influencing consumers’ willingness to participate in NPD activities.
Design/methodology/approach
A survey with 1,038 respondents was held in Denmark. Food products for weight management were used as an example to further explore these issues and test the research hypotheses. Data were analysed by means of hierarchical regression analysis.
Findings
Results indicated that consumer innovativeness is a key factor to stimulate participation. An increase in either cognitive or emotional dimensions also encourages consumer interaction with the company. Weight perception and willingness to participate is moderated by age group. These findings can help managers to identify key segments when developing new food products for weight management.
Originality/value
This study has proposed and tested a model based on relevant literature and validated scales using a model generation approach to discuss motivations and factors that influence willingness to participate in NPD projects in the food sector.
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Marilia Bonzanini Bossle, Marcia Dutra De Barcellos and Luciana Marques Vieira
The purpose of this paper is to analyse how internal and external factors can influence on the adoption of eco-innovation by food companies. Although innovation and sustainability…
Abstract
Purpose
The purpose of this paper is to analyse how internal and external factors can influence on the adoption of eco-innovation by food companies. Although innovation and sustainability are relevant concepts, they are not being considered together in the literature. Hereof, eco-innovation encloses both approaches.
Design/methodology/approach
A survey with 581 Brazilian companies was conducted. The structure of influential internal and external factors was analysed by an exploratory factor analysis, and the relations between groups of variables identified in the study were verified through regression analysis. Environmental capability, environmental managerial concern and human resources were internal factors investigated in this study, and regulatory and normative pressures, cooperation and government support were the external factors.
Findings
Human resources was the most important internal factor, followed by environmental managerial concern and environmental capability. Collaboration was the most important external factor, followed by normative pressures and environmental regulations, while government support was seen as deficient. Companies stated that these factors were important to adopt environmental practices and increase performance.
Practical implications
Understanding why food companies adopt eco-innovation will help policy makers to develop specific actions to promote eco-innovations. For managers, it can be a relevant tool to identify which factors to invest, if the company is eco-strategizing. Hiring committed staff, top management green consciousness and collaboration with key stakeholders can boost sustainability.
Originality/value
This study brings an innovative approach with robust theoretical support in a comprehensive conceptual model, gathering and investigating all relevant internal and external factors in the literature. Those factors are used in an integrated way in the final model for the empirical investigation, while the literature generally emphasizes only external factors.
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John Thøgersen, Marcia Dutra de Barcellos, Marcelo Gattermann Perin and Yanfeng Zhou
The purpose of this paper is to investigate if consumer buying motives regarding organic food in emerging economies China and Brazil are culture bound or determined by key…
Abstract
Purpose
The purpose of this paper is to investigate if consumer buying motives regarding organic food in emerging economies China and Brazil are culture bound or determined by key characteristics of the product.
Design/methodology/approach
A survey was collected in Guangzhou, China, and Porto Alegre, Brazil. Data were analyzed by means of structural equation modeling, checking for measurement invariance between samples.
Findings
The reasons why Brazilian and Chinese consumers buy organic food are strikingly similar to what is found in Europe and North America. Consumers’ attitude toward buying organic food is strongly linked to beliefs about its healthiness, taste and environmental friendliness. Also, consumer attitudes toward buying organic food are positively related to what Schwartz’s “Universalism” values in all studied cultures.
Research limitations/implications
Correlational (survey) data do not allow conclusions about causality and conclusions are limited by the covered countries and products.
Practical implications
Key consumer value propositions with respect to organic food seem cross-culturally valid and universally accepted by a segment of customers that share these values. Hence, organic food can be marketed globally based on a universal set of key value propositions. The same could be true for other global products sharing similar types of certifiable value propositions.
Social implications
New insights of value for the cross-cultural marketing of “green” and ethical consumer products.
Originality/value
Fills a gap in research regarding the extent to which consumer purchase motives are culture bound or determined by the characteristics of the product.