Consumers currently place increasing importance on the values that companies represent. Modern values such as transparency, benevolence to society, sustainability and fairness are becoming more relevant, as noted by many major consulting firms among which are Nielsen (2013), the World Federation of Advertisers (2013) and the Boston Consultancy Group (2013). Modern values are grounded in social, political and economic developments and represent the new values of this era. As a consequence, a company’s value to consumers no longer has to lie solely in its products and services. This new, broader scope of value may include the entire business process and organizational culture, ranging from the management’s integrity to values being found in the company’s contributions to society. Although the role of values in human behaviour has been extensively discussed in the psychology literature since the beginning of the 1900s (e.g. Feather 1995; Hofstede 1980; Olson and Maio 2003; Rokeach 1973; Schwartz 2012), limited attention has been dedicated to values in marketing literature. This was the conclusion of a systematic literature review that we conducted on this subject (Voorn et al. 2016). As a follow-up, we organized an online survey (n = 1109) to empirically investigate the role of values in the brand selection process. In this paper, we report on the relationship between values and brand purchase intentions through the concept of value congruence and in relation to several product categories representing services, durables and consumables. Overall, the results confirm the relevance of value congruence as a predictor of brand purchase, in particular in services and durables. Our study shows that companies can benefit from incorporating values into their marketing strategies, especially those values that are congruent with (higher-order) personal goals, rather than more (instrumental) category-specific values. This offers new marketing perspectives, especially for brands. Brands are – by definition – more than just one product or service, which means they can serve as an umbrella for the incorporation and propagation of new values. However, an important question remains for the brand manager: the extent to which values have an advantage over brand personality traits and functional attributes, since investing in values is not only about communication – it means that an organization needs to embody them in the very fibre of its being; otherwise it may be perceived as ‘green washing’, which can undermine brand trust.
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Retailers play an important role in persuading consumers to purchase sustainable fashion (SF), but little is known about how, and why, SF retailers persuade consumers. This research aims to understand their choices for marketing and communication tactics. We interviewed 25 SF retailers about the drivers that they presume motivate consumers’ purchases, and about the drivers they actually target in their marketing practices. Our findings show that retailers do not base their marketing tactics on what they presume drives SF purchases: most retailers presumed that personal benefits and advantages motivate SF purchases, however, they targeted cognition-related drivers in marketing communications. Retailers’ current marketing communication endeavors show a disproportionate focus on persuading consumers to choose SF as a category, instead of persuading consumers to purchase their specific products. Based on this study, we recommend researchers and marketeers to support SF retailers with knowledge of effective marketing and communication tactics to address SF purchase behavior change, and the industry and public authorities to provide an effective SF information campaign for consumers.
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Policy makers are looking for effective ways to promote the adoption of electric vehicles (EVs). Among the options is the roll-out and management of charging infrastructure to meet the EV drivers’ refuelling needs. However, policies in this area do not only have a long-term effect on the adoption of EVs among prospective owners, they also have short-term impacts on the usage of public charging infrastructure among current EV owners and vice-versa. Presently, studies focusing on both effects simultaneously are lacking, missing out on possible cross-pollination between these areas. This study uniquely combines stated and revealed preference data to estimate the effect of particular policy measures aimed at EV adoption, on the one hand, and charging behaviour, on the other. Using a large dataset (1.7 million charging sessions) related to charging behaviour using public charging infrastructure in the Netherlands we quantify the effects of (i) daytime-parking (to manage parking pressure) and (ii) free parking (to promote purchase of EVs) policies on charging behaviour. To estimate the effects of these particular policies on EV purchase intentions, a stated choice experiment was conducted among potential EV-buyers. Results show that cross-pollinations between EV charging and adaptation policies exist and should be taken into account when designing policies for EV adoption.
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Given the increasing importance of sustainability as a part of one’s daily routine and life in countries in the European Union, there is a need to establish a basic understanding of the attitudes, behaviours and culture among older people. This, in turn, should lead to better policies which help alleviate the effects of the current cost-of-living and energy crises and make our societies more sustainable and resilient. Despite the growing awareness of sustainability amongst the general public, a conceptual model of a sustainable lifestyle among older people is missing. The existing reports from the WHOprovide some guidance on how to move along, as they touch upon items that are related to sustainability such as walkability, proximity to transportation stops and emergency preparedness, and highlight the need to improve the fit between people’s needs and the environments in which they live. Any effort to come up with such a conceptual model would have to acknowledge that energy conservation and sustainable behaviours among our older population, as was shown by Bennetts et al., are not an integral part of all older people’s lifestyles and day-to-day choices. Also, following Dikken et al.,many seemingly sustainable choices may be made purely out of financial necessity. New models and policies would have to acknowledge that in times of declining purchase power, the majority of older people living on the edge make sacrifices in terms of energy use in the broadest sense of the word due to financial constraints and not out of concern for the environment.
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While consumers have become increasingly aware of the need for sustainability in fashion, many do not translate their intention to purchase sustainable fashion into actual behavior. Insights can be gained from those who have successfully transitioned from intention to behavior (i.e., experienced sustainable fashion consumers). Despite a substantial body of literature exploring predictors of sustainable fashion purchasing, a comprehensive view on how predictors of sustainable fashion purchasing vary between consumers with and without sustainable fashion experience is lacking. This paper reports a systematic literature review, analyzing 100 empirical articles on predictors of sustainable fashion purchasing among consumer samples with and without purchasing experience, identified from the Web of Science and Scopus databases.
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Abstract Background: Many countries in Europe have implemented managed competition and patient choice during the last decade. With the introduction of managed competition, health insurers also became an important stakeholder. They purchase services on behalf of their customers and are allowed to contract healthcare providers selectively. It has, therefore, become increasingly important to take one's insurance into account when choosing a provider. There is little evidence that patients make active choices in the way that policymakers assume they do. This research aims to investigate, firstly, the role of patients in choosing a healthcare provider at the point of referral, then the role of the GP and, finally, the influence of the health insurer/insurance policies within this process. Methods: We videotaped a series of everyday consultations between Dutch GPs and their patients during 2015 and 2016. In 117 of these consultations, with 28 GPs, the patient was referred to another healthcare provider. These consultations were coded by three observers using an observation protocol which assessed the role of the patient, GP, and the influence of the health insurer during the referral. Results: Patients were divided into three groups: patients with little or no input, patients with some input, and those with a lot of input. Just over half of the patients (56%) seemed to have some, or a lot of, input into the choice of a healthcare provider at the point of referral by their GP. In addition, in almost half of the consultations (47%), GPs inquired about their patients' preferences regarding a healthcare provider. Topics regarding the health insurance or insurance policy of a patient were rarely (14%) discussed at the point of referral. Conclusions: Just over half of the patients appear to have some, or a lot of, input into their choice of a healthcare provider at the point of referral by their GP. However, the remainder of the patients had little or no input. If more patient choice continues to be an important aim for policy makers, patients should be encouraged to actively choose the healthcare provider who best fits their needs and preferences.
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This paper describes a study into consumers' reasons for buying socially responsible (SR) products, such as Fair Trade products and organic meat. As opposed to other studies, we use a qualitative approach based on 25 in-depth interviews and include several different products in the research. This leads to several new results, such as: (1) buying SR products is perceived as an imperfect moral duty; (2) low quality of SR products is a dissatisfier, but high quality not a satisfier; (3) the attitude towards SR products is related to the reputation of charitable funds; (4) the demand for SR products is negatively related to the frequency of purchasing SR products; (5) reflection on SR products raises the demand for SR products; (6) consumers that have witnessed the social problems that SR products aim to alleviate purchase more SR products. Finally, we find that the demand for different SR products is correlated: if a consumer buys one SR product, it is more likely that (s)he purchases other SR products as well.
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De productie en consumptie van voedselproducten is op dit moment verantwoordelijk voor een groot deel van de milieubelasting en uitstoot van broeikasgassen. Het wordt daarom steeds belangrijker om manieren te vinden om de milieueffecten van voedsel te verminderen, bijvoorbeeld door gedragsveranderingen bij consumenten. Het doel van het huidige onderzoek is om inzicht te krijgen in de huidige (wetenschappelijke) kennis over gedragsdeterminanten en digitale gedragsveranderingsinterventies die een duurzaam voedingspatroon stimuleren met als doel tot aanbevelingen te komen voor het stimuleren van een duurzaam en gezond voedingspatroon van inwoners van Noord-Nederland. Het onderzoek is uitgevoerd door het lectoraat Transformational Media van NHL Stenden Hogeschool en maakt deel uit van het door SNN-gesubsidieerde project ‘Van Veggie Lab naar Veggie Farm Fab’.
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The aim of this study was to understand the motives for using the Internet, and its associations with users' attitudes, social values, and relational involvement. Also, this study attempted to crossculturally compare the difference in the pattern of motives and the associations among three countries ' the US, the Netherlands, and S. Korea. The design of methods was based on examination and revision of uses and gratification approach toward Internet users. Findings from factor analysis revealed that information seeking and Self-Improvement were the dominant and common reasons for using the Internet across three countries. The differences in the composition of motives in each country were also reported. Strong correlations across countries were found between all the motives and satisfaction of the Internet. Expectation and positive evaluation of the Internet were also important attitudes associated with Internet use motives. Postmaterialist value showed strong association with motives of information seeking and Self-Improvement. Community involvement was significantly associated with Internet use motives in Korean users.
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Few studies on residential mobility of ageing adults to rural areas have investigated which of them buy a home in a rural risk area. This paper examines which socio-demographic characteristics, housing attributes and earthquake circumstances influence the actual choice of mid-to-later life adults to purchase a house in a rural risk area. The study focuses on housing transactions in the Dutch Groningen rural earthquake region, compared to transactions in the Groningen rural non-earthquake area from 2012 to 2019 (N = 6,082). Buying a house in the Groningen risk area might be challenging, as the earthquakes have had a significant impact on the regional housing market, the building structure of the houses and the wellbeing of the residents. Earlier research nonetheless suggests that, despite the risks, homebuyers still purchase houses in the Groningen earthquake area. The developed model predicts which mid-to-later life homebuyers of 50 years and older will purchase a dwelling in the Groningen earthquake region. Logistic regression analyses show that characteristics of the mid-to-later life homebuyer and earthquake circumstances are decisive aspects in respect of this choice. Being a single mid-to-later life homebuyer, with a previous residence in the Groningen earthquake region or being born in this region, enlarges the probability of purchasing a home in the earthquake region. Another significant predictor of a home purchase in the earthquake region appears to be a higher earthquake intensity of the homebuyer’s previous residence. These conclusions indicate the existence of a local housing market in rural risk areas.
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