222 research outputs found
Retail Brand Equity: un'analisi customer-based
No full textBrand equity is considered as a crucial factor in the academic literature as well as in the professional practice. This paper aims at contributing to research on brand equity in retailing (RBE), examining the nature of the construct and of some of its antecedents, together with its mediating role in developing customer loyalty to the retailer. In this sense, the paper develops the scientific knowledge on RBE, investigating it at the retailer as a brand level rather than at the store level as previous literature did so far. To this aim, an integrative model is proposed. A survey is carried out on a sample of retail customers. Structural equation modeling (SEM) is employed to test the postulated model.
Results confirm that retail brand awareness and retail perceived value are important retail brand equity dimensions, while trust and consumer self-esteem do not play any direct role, but trust directly impact customer loyalty to the retailer. Additionally, this study confirms the role of retail brand equity as a mediator on customer loyalty to the retailer. Theoretical and managerial implications are derived
EU quality label vs organic food products: A multigroup structural equation modeling to assess consumers’ intention to buy in light of sustainable motives.
No full textConsumers are increasingly paying attention to their food choices in light of sustainability. Regional and locally produced food, as well as organic products, are experiencing an increasing success amongst consumers as perceived as authentic high-quality food products, able to contribute to sustainable methods of production and consumption. Applying the Theory of Reasoned Action, this work compares consumers’ intention to buy EU quality label and organic food products. A multi-group structural equation modeling was used to estimate differences between perceived product quality, sustainable motives (i.e. willingness to pay a premium price for sustainable products and products with recyclable packaging), and health concern while controlling for product knowledge. A total of 155 organic shoppers and 215 EU quality label shoppers were surveyed for this purpose.
Results revealed different motives at the roots of the two products buying choices. On one hand, shoppers are willing to pay a premium price for sustainable EU quality label foods. On the other hand, recyclable packaging is mandatory to shape the intention to buy organic foods. The study proposes theoretical and managerial implications and draws further research studies on consumers’ food choices
Non-vegan consumers buying vegan food: the moderating role of conformity
No full textPurpose: Non-vegan consumers are increasingly shifting their food habits and lifestyles towards vegan food. Thus, in addition to traditional, though poorly studied, ethical motives (i.e. animal, environmental, spiritual, health concerns), other factors may influence the purchase of vegan food. Within this context, the paper investigates the moderating role of conformity in enticing consumers to buy vegan food products, together with the main traditional consumers' concerns influencing their attitude towards vegan food. The study also considers the role of the willingness to pay a premium price as a direct driver of the intention to buy vegan. Design/methodology/approach: An online survey was performed in Italy on a number of major Facebook thematic pages. A dataset based on 250 Italian non-vegans was used to implement a structural equation model. Findings: Findings show that spiritual and animal concerns are direct drivers of non-vegan buyers' attitude towards vegan food. Attitude, then, strongly influences the intention to buy vegan foods. Though less impactful, non-vegans' willingness to pay a premium price is a motive positively influencing their intention to buy vegan food. The positive and significant moderating effect exerted by conformity on the attitude-intention path confirms the amplifying role played by trends and lifestyles on consumers' food buying choices. Originality/value: This study contributes to the food and consumer behaviour literature in being the first exploring the moderating role played by conformity in inducing non-vegan consumers to buy vegan food. Environmental, animal, spiritual and health concerns are investigated from the non-vegan perspective
Shopping online using the mobile channel: drivers of buying behaviour for Chinese consumers
No full textThe emergence of online channels is opening up to new research topics in the retailing literature. Particularly in China, the multifunctional mobile retailing apps, allowing to buy online and socialize the shopping activity with relatives, friends and followers, are supporting the spread of online shopping. A structural equation model combining both traditional antecedents of online shopping - such as ease of use, time convenience, perceived risk - with emerging drivers like perceived price differentiation and shopping socialization is tested to measure the intention to buy using a smartphone by Chinese people. Empirical findings offer new insights for both scholars and practitioners
Exploring the spread of Food and Wine Tourism: A preliminary analysis
No full textFood and wine are acquiring an increasingly important role in the development of the Italian tourist offer. On the other hand, tourists spend a significant share of their travel budget to interact and experience the destination’s food and wine, consume culinary products on-site and purchase food and wine products to take home. On the other hand, food and wine support local cultural knowledge and identity and provide an authentic and emotional travel experience. The phenomenon of food and wine tourism (F&WT) is today at its peak. This study analyses the strengths and weaknesses of the phenomenon and tries, through interaction with F&WT operators, to understand its future evolution. The results of a preliminary semi-structured survey carried out among F&WT operators are discussed to derive insights for scholars and practitioners
Perché consumare cibo vegano? Una scelta etica e spirituale, non salutistica
No full textToday, the consume of vegan food has become a must. Extant literature has since long studied this phenomenon from different perspectives, evidencing the main role of ethical and spiritual motives, while social and health reasons kept scholars’ attention only recently. However, drivers of vegan consumption were often investigating in a disjointed
way and mixing vegetarians with vegans. Given this acknowledgment, in order to get a comprehensive and focused understanding of the phenomenon and, in this way, contributing to the studies on consumer behavior, this work explores the impact and intensity of the determinants of the intention to buy vegan food through the mediating role of consumer attitude towards this food option.
The study was performed via a survey accomplished through administering a structured questionnaire to a sample of vegan people caught on social networks dedicated to veganism and then applying structural equation modeling (Sem) to the data collected. Findings confirm the crucial role of all the drivers investigated in developing a positive behavioral intention to buy vegan food through the mediating role of attitude towards vegan food products, while attention to health does not proved to exert any significant effect. Scientific and managerial implications are developed.Today, the consume of vegan food has become a must. Extant literature has since long studied this phenomenon from different perspectives, evidencing the main role of ethical and spiritual motives, while social and health reasons kept scholars’ attention only recently. However, drivers of vegan consumption were often investigating in a disjointed way and mixing vegetarians with vegans. Given this acknowledgment, in order to get a comprehensive and focused understanding of the phenomenon and, in this way, contributing to the studies on consumer behavior, this work explores the impact and intensity of the determinants of the intention to buy vegan food through the mediating role of consumer attitude towards this food option. The study was performed via a survey accomplished through administering a structured questionnaire to a sample of vegan people caught on social networks dedicated to veganism and then applying structural equation modeling (Sem) to the data collected. Findings confirm the crucial role of all the drivers investigated in developing a positive behavioral intention to buy vegan food through the mediating role of attitude towards vegan food products, while attention to health does not proved to exert any significant effect. Scientific and managerial implications are developed
Enhancing consumers' pro-environmental purchase intentions: the moderating role of environmental concern
No full textPurpose: Environmental concern is getting increasing importance in consumer shopping decisions. Nevertheless, to date, sustainable packaged foods are not always the first option when consumers go shopping. This paper analyses how environmental concern moderates the role played by external factors – preference towards sustainable retailers and trust in sustainable producers – in determining consumer purchase intentions for sustainable packaged foods. Consumer involvement in eco-friendly labels, increasingly present in food packages, is investigated as indirectly impacting pro-environmental purchase intentions. Design/methodology/approach: An online survey administered to a sample of Italian food shoppers is used for the empirical analysis. A total of 278 structured questionnaires were modelled using a structural equation modelling approach. Findings: Findings show that producers and retailers' policies in favour of sustainability are key in determining consumers' sustainable purchase intentions. Further, coherent uses of labels and logos in light of sustainability can support consumer purchase decisions. Relevant is the influence played by the environmental concern in both supporting pro-environmental purchase intentions and in amplifying the trust in sustainable producers-purchase intentions path. Originality/value: This study contributes to the literature on sustainability showing how producers and retailers may together influence consumers' pro-environmental purchase intentions. Findings extend the retail literature on the impact of producers and retailers' policies on consumers' sustainable purchases. Further, environmental concern is investigated in its moderating role on the impact of external factors on consumers' pro-environmental purchase intentions
Package-free products: How to improve pro-environmental buying behaviors among consumers
No full textThe packaging of consumer goods is considered a main cause of household waste. Worldwide institutions are pressing companies to realize solutions that minimize packaging and comply with sustainable development goals (SDGs). Similarly, emerging EU Directives are prompting countries and operators to cut off the packaging of fastmoving consumer goods. The offer of package-free products – alternatively named bulk products – represents an
effective solution. Applying a mixed method approach to data collected during and after the pandemic, this paper explores consumers' propensity for bulk products, identifying potential benefits and barriers consumers face when buying package-free products. We find that consumers are keen to buy bulk products not to conform to society but as they perceive it as a personal contribution to environmental protection. However, greater familiarity with package-free products is necessary for adopting this emerging pro-environmental behavior. Thus, we encourage i) manufacturers to develop and propose new package-free lines, ii) retailers to provide package-free assortment options to attract new consumer targets, iii) institutions and policymakers to promote sustainable behavior among citizens favoring familiarity with this shopping option
Is the collaborative consumption the new buying? Social and economic aspects influencing collaborative consumption
No full textCollaborative consumption is becoming a phenomenon of great interest for both
scholars, marketers and public institutions. The spread of peer-to-peer sharing
platforms allows consumers to acquire products and services in alternative ways. This
aspect is redesigning a number of sectors, such as the transport and accommodation
marketplaces with the spread of new business models that provide consumers with
both economic (financial) and social (socialization, sustainable consumption) benefits.
Albeit in presence of an extensive emerging literature on the collaborative
consumption phenomenon, the effect of social and economic benefits on the usage of
collaborative products and services is lacking. Thus, using a Structural Equation
Model, tested on 385 Italian collaborative users, this study aims at identifying
antecedents of sharing intention (sustainable consumption and consumers’
innovativeness) and of the intention to use Blablacar (social and economic benefits).
Furthermore, the direct relationship between the two intentions is examined.
Implications are discussed
Collaborative Consumption: what drives consumers’ Intention to Share?
No full textObjectives. The paper sheds light on the new phenomenon of collaborative consumption, highlighting aspects that influence consumers’ intention to share goods they own in surplus with other consumers.
Methodology. A survey was conducted on a Qualtrics panel in October 2016. A total of 357 completed and valid questionnaires were finally gathered. A Partial Least Squares Consistent Structural Equation Model (PLSc-SEM) was used to estimate parameters and structural paths.
Findings. Results show that environmental sustainability (SUS) and innovativeness (INN) have a positive effect on consumers’ sharing intention (SI). Moreover, results evidence a moderating effect of gender.
Research limits. Further research exploring the growing phenomenon of collaborative consumption is required. Moreover, although the sample is homogeneous in terms of gender and age of respondents and composed by actual users of the investigated service (Blablacar), it is not possible to generalize results.
Practical implications. Results provide important insights for the travel and tourism sector (pretty much influenced by the collaborative consumption phenomenon), as well as for providers of collaborative consumption services that, above all in recent years due to advances in technologies, are connecting consumers that share their surplus with those that intend to buy it.
Originality of the study. The field of the study is new and although recently many researchers are investigating the phenomenon of sharing between consumers, more studies are needed to understand aspects that are supporting the spread of Consumer to Consumer (C2C) services
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