Pooja Tripathi and Sujata Kapoor
Consumers by and large today look for economic growth and benefits without compromising on socio-environmental well-being. Having said that, it is imperative to note that…
Abstract
Consumers by and large today look for economic growth and benefits without compromising on socio-environmental well-being. Having said that, it is imperative to note that consumers' consciousness may not essentially lead to sustainable purchases. This chapter aims to examine the role of both sustainable purchase intention and post-purchase dissonance in the relationship between consumers' sustainability consciousness and consumers' evangelism. With the increased role of social media pervading our lives, trusted sources' recommendations play a significant role in co-creating products. Thus, research on consumers' evangelism (especially sustainability-conscious consumers) would help marketers develop successful strategies. This study expands to the extant literature on sustainability-conscious consumers vis-a-vis consumer evangelism. We collected responses from 227 respondents to examine hypotheses, by means of structural equation modelling (SEM). The study indicates sustainable purchase intention does mediate the relationship between sustainability-conscious consumers and consumer evangelism. On the other hand, we also note that post-purchase dissonance is not a significant moderating construct between sustainability-conscious consumers and consumer evangelism.
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Ana Pinto de Moura, Luís M. Cunha, M. Castro‐Cunha and Rui Costa Lima
The purpose of this paper is to explore women's perceptions about the benefits and risks of fish consumption, while exploring differences on their views about wild and farmed…
Abstract
Purpose
The purpose of this paper is to explore women's perceptions about the benefits and risks of fish consumption, while exploring differences on their views about wild and farmed fish, considering light fish consumers.
Design/methodology/approach
The methodology adopted is exploratory, using focus group technique, segregating women by education level (higher education versus lower education). A focus group guide was designed, taking into account the following dimensions: attitudes towards fish consumption and perceptions towards farmed fish relative to wild fish, also considering risk perceptions related to farmed versus wild fish.
Findings
This study has shown that fish consumers enjoy the taste of fish and they are strongly convinced that eating fish is healthy. The main reason for their low fish consumption is related to perceive lacking of convenience. Women with higher education levels expressed additional knowledge considering different aquaculture systems and women with lower education levels were convinced that both wild and farmed fish offer benefits and present disadvantages.
Originality/value
The paper shows that attitudes of light fish users are partially similar to heavy fish users considering farmed fish production, with the search for convenience being driven by either perceived lack of time or perceived lack of cookery skills to prepare fish‐based meals.
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The study aims to investigate the differences among urban and rural consumers in terms of their energy and water sustainable consumption behaviour levels and drivers and also…
Abstract
Purpose
The study aims to investigate the differences among urban and rural consumers in terms of their energy and water sustainable consumption behaviour levels and drivers and also empirically blueprint conceptual frameworks highlighting urban and rural consumer drivers to consume sustainably.
Design/methodology/approach
This research follows an exploratory design using a qualitative approach; 14 in-depth interviews followed by one focus group were conducted with urban consumers; on the other hand, 18 in-depth interviews followed by one focus group were conducted with rural consumers.
Findings
The findings show that no differences exist among urban and rural consumers in terms of both their sustainable consumption levels and their drivers to consume sustainably; such findings were encapsulated in the form of one conceptual framework pertinent to both urban and rural consumers; it has the following relevant factors: consumers’ attitudes toward conservation, subjective norms, perceived behavioural control, self-preference, public media influence, perceived economic value and perceived moral obligation to be relevant antecedents of conservation behaviour, which – in turn – drives sustainable purchase behaviours with the moderating effect of socio-demographic variables.
Originality/value
This paper contributes to extant literature as it provides evidence for the drivers of sustainable consumption behaviours of urban versus rural consumers in emerging countries; it also tentatively answers the question of whether the socio-demographic variables infer a difference in consumers’ sustainable consumption; finally, it studies sustainable consumption from a novel perspective with a focus on the relationship between its two pillars.
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Meredith Lawley, Jane F. Craig, David Dean and Dawn Birch
The purpose of this paper is to explore consumer knowledge of seafood sustainability and how that knowledge influences the purchase of seafood products.
Abstract
Purpose
The purpose of this paper is to explore consumer knowledge of seafood sustainability and how that knowledge influences the purchase of seafood products.
Design/methodology/approach
Using an online survey (n=1,319), the authors investigated Australian consumer knowledge of seafood sustainability and the drivers of purchase choice. Objective knowledge categories were developed through the qualitative analysis of unprompted, open-ended responses and compared with other surveyed measures of objective knowledge. The relationship between these knowledge categories and the importance of sustainability in the purchase decision was tested.
Findings
A significant group of consumers either had no knowledge of seafood sustainability (17.8 per cent) or gave an incorrect response (15.5 per cent), while 25.1 per cent demonstrated simple and 41.6 per cent complex knowledge. Further, the knowledge was positively related to importance of sustainability when making purchase decisions. Sustainability moved from the lowest ranked attribute for the no knowledge group to the highest ranked attribute for the complex knowledge group.
Research limitations/implications
The results show that the consumer knowledge about sustainable seafood cannot be assumed and that the level of sustainability knowledge influences the importance of sustainability in the purchase decision.
Practical implications
The results suggest that information-based strategies based on a universally shared definition of sustainability in the seafood industry designed to drive sustainable consumer behaviour for seafood must take the account of consumer knowledge.
Originality/value
This paper identifies and provides a classification framework for levels of consumer knowledge about sustainable seafood and demonstrates a positive relationship between knowledge and the importance of sustainability in consumer decisions with regard to purchasing seafood.
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Ricardo Lima, Victoria Barboza de Castro Cunha and Thiago Cavalcante Nascimento
This research aims to describe the factors influencing the tax morale of entrepreneurs in the Brazilian telecommunications industry.
Abstract
Purpose
This research aims to describe the factors influencing the tax morale of entrepreneurs in the Brazilian telecommunications industry.
Design/methodology/approach
The authors surveyed a sample of 167 entrepreneurs from the sector using structured online self-assessment questionnaires analyzed quantitatively through the partial least squares structural equation modeling technique.
Findings
The results indicate that risk of detection, severity of punishments and tax justice represent determining factors for the tax morale of entrepreneurs, though their age also contributes to explaining tax behavior, proving to be a significant control variable. These findings presuppose a predominance of institutional pressures from the regulatory and normative pillars on this group, in contrast to evidence from previous studies dealing with tax morale among ordinary citizens.
Originality/value
The theoretical implications are fourfold. The authors address a gap in the study of tax morale at the organizational level, integrate the entrepreneurship literature in specific sectors with tax policies through neo-institutional theory, support changes in the tax legislation of an emerging economy with widespread biases of corruption and add more diversity to the perceived legitimacy of its current tax system. Practical recommendations include the creation of public policies particularly targeted at younger entrepreneurs predominant in this sector to build a regulatory framework that incorporates both tax justice and severity of punishments to foster trust between taxpayers and tax authorities; using the institutional legitimacy mechanism to elicit a more isonomic performance of the tax authorities; and reevaluating the risk of detection strategies.