In recent decades, collaborative initiatives have become relevant in Latin America, however, the owners of these businesses still face great challenges to mobilize consumers interest. In the research field, many collaborative consumption (CC) researchers have focused on the identification of their predictors; but studies that have explored this phenomenon via motivations perspective are very limited, especially those that focus on the Latin American context. Furthermore, these studies have analyzed on particular consumption activities and consumers with previous experience, restricting the scope of its results. To close this gap, the research has as its purpose the exploration of the motivating factors that best predict the intention to participate in CC activities into one of the three countries with the greatest number of collaborative businesses in the region. The ANOVA and CHAID are applied to a sample of 2080 people. The results reveal that, although enjoyment, sustainability, reputation and economic benefits are significant factors for CC, not all are equally effective in promoting high levels of participation in Latin American context. These findings allow to achieve a better understanding of the collaborative phenomenon, and also they contribute to the development of value proposals and more focused recruitment strategies for potential consumers in the region.
Attitudes toward ecological consumption can trigger environmentally responsible intentions and behaviors. Understanding how ecological messages can influence attitudes is essential to mitigate climate change. This paper analyzes how religious affiliation (or lack of), can influence attitudes toward green advertising and explores the role of religious affiliation in the effectiveness of ecological messages. The findings indicate that religious affiliation has an influence on the degree of effectiveness of each message. So, green communications can be a useful tool to persuade atheists to develop more sustainable attitudes when they are exposed the benefits that can be achieved with green behavior. However, persuasive environmental messages, in general, do not generate major changes of attitude among Catholics. Businesses, NGO s, states, educators and society in general should acknowledge that environmental discourses fostering sustainable behavior. Furthermore, messages depicting the problems of environmental behavior have no repercussion on atheists and little on Catholics.
Several studies indicate that corporate social responsibility (CSR) has a positive impact on consumer response. However, in spite of its effect can greatly vary, not all types of CSR have been equally examined. The current study evaluates, for the first time, the impact of living wage (LW) on consumer response through a comparative analysis with another CSR initiative, fair trade (FT), whose impact has been the subject of wide research. The findings suggest that LW has a greater effect on the perceived value of commercial proposals than FT within the segment of consumers that values CSR (prosocial). Moreover, each initiative generates a high level of processing fluency among this group. However, the main difference with LW is that it also exerts a positive impact on consumers that are averse to CSR (non‐prosocials). The findings are examined taking into consideration the beneficiary proximity. Academic, methodological, business, and social implications are identified.
Over the past decade, the consumption of male personal care products and services has increased considerably on a global scale. In the case of the Peruvian market, this phenomenon is still incipient despite a favorable economic outlook that has boosted the consumption in different categories. This research identifies the impact of non-economic factors that influence on the consumption decision of personal care products and services for the male segment. To do this, the authors have used the Theory of Planned Behavior of Ajzen in a survey applied to 18-60 years old men. The results show that male consumers´ perception of his environment (subjective norm) was limiting the intention of consumption of personal care products, even though the male consumer has a positive attitude toward using of these products. These factors would reflect the existence of deeply rooted taboos in Peruvian culture, based on a traditional view of man. Findings seek to contribute to developing of marketing strategies that reduce the impact of the subjective norm in the consumption decision of this kind of products and services.
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