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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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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Today, consumers expect companies to be socially responsible. However, the literature is undecided about the effects of communicating one's corporate social responsibility activities to consumers. This raises the question of how sustainability-driven companies can best advertise their products to stimulate ethical consumption: using self-benefit frames, where the main beneficiary is the consumer, or using other-benefit frames, where the main beneficiary is a third party. Using three experiments, this study examines the effect of other-benefit (vs. self-benefit) advertising frames on consumers' impulse purchases from sustainability-driven companies. Increasing impulse purchases can help such companies to strengthen their competitive positions. Additionally, it is studied to what extent two types of justification (moral versus deservingness) explain the proposed effect of advertising frames. The results show that only other-benefit frames affect impulse buying behavior, both directly, as mediated by moral justification. This study's insights may help sustainability-driven companies to decide on their advertising strategies by providing evidence that other-benefit-framed advertisements are more effective in enhancing impulse purchases than self-benefit-framed advertisements.
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The goal of this research was to investigate the perceived risk of purchasing condoms and the risk-reducing effects of location-based advertisements. For the research, a quantitative approach was used. A questionnaire was distributed to 238 participants, using the Internet and physical distribution. This study found that 66% of the sample perceived social risk during the purchase of condoms. Of this percentage, 39% stated that embarrassment has stopped them from purchasing the product. Location-based advertisements were perceived negative, however also perceived informative by almost half of the sample. This study implies that advertisements have a positive effect on the perceived risk since the majority of the sample stated that their perceived purchase embarrassment was reduced after seeing the sensual (65%) and fearful (59%) advertisement.
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In de nieuwe definitie voor gezondheid wordt gezondheid niet meer als een statische conditie beschouwd, maar als het dynamische vermogen van mensen om zich met veerkracht aan veranderende omstandigheden aan te passen. Hierin past het zelf regie voeren en zelfmanagement. Met behulp van gezondheidstools zijn lichaamsfuncties, zoals bloeddruk, hartslag, bloedglucosespiegel, zuurstofsaturatie, cognitieve prestaties en welbevinden, te meten. Ook zijn er apps op mobiele telefoons die helpen de voedselinname te monitoren of de nutriënten in het lichaam meten. Gepersonaliseerde voeding en leefstijladviezen sluiten hierbij aan. Voor bedrijven biedt dit de mogelijkheid om op het individu afgestemde producten en diensten te ontwikkelen. Diëtisten (en andere professionals) kunnen met behulp van innovaties op het gebied van zelfmonitoring persoonlijke gegevens verzamelen om de behandeling op de individuele cliënt af te stemmen. Gepersonaliseerde interventies zijn mogelijk effectiever en kunnen de compliance verhogen.
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In dit hoofdstuk staat de plaats van klinische expertise binnen Evidence-based practice centraal. Allereerst wordt een korte schets gegeven van de ontwikkeling van EBP. Vervolgens wordt ingezoomd op de bijdrage van klinische expertise aan EBP. In het bijzonder wordt stilgestaan bij instrumenten om klinische expertise te expliciteren en te toetsen.
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Citizens regularly search the Web to make informed decisions on daily life questions, like online purchases, but how they reason with the results is unknown. This reasoning involves engaging with data in ways that require statistical literacy, which is crucial for navigating contemporary data. However, many adults struggle to critically evaluate and interpret such data and make data-informed decisions. Existing literature provides limited insight into how citizens engage with web-sourced information. We investigated: How do adults reason statistically with web-search results to answer daily life questions? In this case study, we observed and interviewed three vocationally educated adults searching for products or mortgages. Unlike data producers, consumers handle pre-existing, often ambiguous data with unclear populations and no single dataset. Participants encountered unstructured (web links) and structured data (prices). We analysed their reasoning and the process of preparing data, which is part of data-ing. Key data-ing actions included judging relevance and trustworthiness of the data and using proxy variables when relevant data were missing (e.g., price for product quality). Participants’ statistical reasoning was mainly informal. For example, they reasoned about association but did not calculate a measure of it, nor assess underlying distributions. This study theoretically contributes to understanding data-ing and why contemporary data may necessitate updating the investigative cycle. As current education focuses mainly on producers’ tasks, we advocate including consumers’ tasks by using authentic contexts (e.g., music, environment, deferred payment) to promote data exploration, informal statistical reasoning, and critical web-search skills—including selecting and filtering information, identifying bias, and evaluating sources.
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PurposePhysical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect.Design/methodology/approachAn interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects.FindingsHighly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated.Originality/valueThis is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.
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Private Labels have transformed from value purchases into powerful brands. This paper develops a framework based on the four strategic dimensions of brand breadth, positioning, segmentation, and relationship with the store brand that retailers can uniquely draw upon to organise their brand portfolios. It examines the case of German retailer Rewe that successfully organises its private label portfolio along these dimensions. This paper argues that maintaining multi-tiered and multi-segmented private label portfolios can be important tools for retailers enabling them to cover broader markets, fulfil current consumer needs, build brand equity, and strengthen customer loyalty.
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