Maria Dharmesti, Theresia Rasika Seta Dharmesti, Sarah Kuhne and Park Thaichon
The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of…
Abstract
Purpose
The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of young consumers’ online purchase behaviour.
Design/methodology/approach
Data were collected through online surveys targeting young online shoppers in Australia and the USA. A multi-group structural equation modelling was used to test the proposed structural model and hypotheses.
Findings
The model shows a good fit with the data. Young consumers in Australia and the USA have positive attitude towards online shopping that significantly affects their online purchase intentions. Social motive negatively impacts online purchase intentions in the Australian sample. Escapism and value motives positively affect Australian and American young shoppers’ online purchase intentions. Young consumers in Australia and the USA are very familiar with the online shopping process. The familiarity strongly triggers their information search behaviour that leads to online purchase intentions.
Practical implications
The results of this paper assist the marketers and policy makers to target and appeal to this young segment, based on their unique motivations, values and characteristics.
Originality/value
Using the generational cohort theory, this paper contributes to the extant literature by providing insights on the Australian and American young generation’s unique values and characteristics that influence their online purchase behaviours. This research also contributes insights for the marketers and policy makers to improve their marketing efforts and services and appeal to this young segment, based on their unique values and characteristics.
Details
Keywords
Purpose – This paper examines the effects that voluntary environmental reporting has on specific environmental practices in micro businesses. In particular, praxis discontinuities…
Abstract
Purpose – This paper examines the effects that voluntary environmental reporting has on specific environmental practices in micro businesses. In particular, praxis discontinuities between disclosure and behaviour are contrasted between disclosing and non-disclosing micro businesses, ceteris paribus, in a rural region of North West England.
Approach – Six businesses were interviewed and findings were interpreted using a lens derived from the concept of moral proximity (the belief that small businesses are embedded in local communities and therefore are more morally accountable for their actions).
Findings – Findings suggest that environmental reporting is primarily driven by coercive/regulatory forces, whereas environmental practice is driven more by economic/strategic forces. The degree of discontinuity between disclosure and behaviour can be correlated to moral proximity, and this is found to vary significantly by industry sector.
Implications – The study concludes that an increased level of environmental reporting is no guarantee of improved environmental practice due to the dislocation between the drivers of the two elements of praxis.
Value – The study provides empirical evidence of the impact of different external interventions that can help inform future policy development on small business environmental responsibility.