Grounded in the Stimulus-Organism-Response (SOR) model, the current study examines the direct and indirect impact of green advertisement as an external stimulus and pro-environmental self-identity and perceived environmental responsibility as internal stimuli on consumers' pro-environmental behaviors via an underlying mechanism of their engagement in sustainable consumption for green electronics. A quantitative research approach with a snowball sampling technique was applied to collect data from 477 consumers buying and using green electronics. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). Results showed the positive association of environmental advertisement, pro-environmental self-identity, and perceived environmental responsibility with consumers' pro-environmental behaviors. Moreover, results also revealed that consumers' engagement in sustainable consumption acts as an internal derive (organism) that transmits the effect of various internal and external stimuli to consumers' responses in the form of green buying and curtailment behaviors. In addition to examining the mediatory role of a unique construct of consumers' engagement in sustainable consumption, the current study also extended the existing theory and literature by examining the impact of external as well as internal stimuli on consumers' pro-environmental behaviors. Furthermore, several theoretical and practical implications are discussed in detail.
Grounded on the stimulus-organism-response (SOR) model, this study investigated the direct and indirect impact of perception of eco-brands (PEB) and perceived consumers' effectiveness (PCE) on consumers' sustainable buying behaviour via consumers' engagement in sustainable consumption. Also, the moderating role of social norms in augmenting consumers' engagement in sustainable consumption has been assessed. Surveying 438 consumers of green electronics in Pakistan, results revealed a positive direct and indirect impact of PEB and PCE on consumers' sustainable buying behaviour. Moreover, results showed a positive interactive effect of social norms with PEB and PCE to enhance consumers' engagement in sustainable consumption. The results of this research are further anticipated to bridge unexplored gaps in the literature on consumers' engagement in sustainable consumption and pro-environmental behaviour. The current study will also establish grounds for marketing scholars to explore future research areas in the consumer behaviour domain.
Purpose This study aims to understand how fake news can cause an impact on consumer behavioral intentions in today’s era when fake news is prevalent and common. Brands have not only faced reputational losses but also got a dip in their share prices and sales, which affected their financial standing. Hence, it is significant for brands to understand the impact of fake news on behavioral intentions and to strategize to manage the impact. Design/methodology/approach This study uses several branding and marketing concepts such as brand experience, brand trust, brand credibility, consumer behavioral intentions along with variables suggested by Elaboration Likelihood Model and Heuristic Systematic Model such as personal relevance/involvement. For fake news, news truthfulness, news credibility and source credibility are used. Findings The results of this study shows that positive brand experience, brand trust, brand credibility help in creating positive behavioral intentions for brands. This study shows that brands focusing on providing positive brand experience have a stronger brand trust and credibility and are affected less by fake news than those brands which do not emphasize on these factors. Practical implications This paper can assist brand managers in understanding the impact fake news can have on behavioral intentions of consumers. The managers can strategize such that the fake news affects their brands the least. Originality/value The authors in this paper attempt to fill in the gap in literature, which is to study how the fake news impacts the brands considering the credibility, trust and experience they establish with their customers. The existing literature discusses the generation and dissemination of fake news on social media and its impact on political scenarios and personalities. Also, studies explain the impact of fake news on the financial position of brands, but marketing facets are not tested empirically.
The purpose of this paper is to enhance the knowledge of High Performance Work Systems (HPWS)-Performance relationship by presenting a review of existing literature and suggesting a comprehensive framework for schools in education industry. Design/methodology/approach: A review of existing literature is presented followed by its critical assessment. A conceptual framework is then provided in order to determine the HPWS-Performance relationship in schools in education industry. Findings: Existing HPWS-Performance literature has mostly focused on manufacturing sector ignoring the service sector especially the education industry, the authors suggest that this relationship be determined in this neglected sector while considering the "industry-specific" mediating and contingent factors which may have an effect on this relationship. The authors provide an integrated framework to measure the effect of HPWS on performance. Research limitations/implications: The provided framework is yet to be tested empirically but can be used as a model for future research.
The demand for counterfeit goods has exponentially grown and counterfeit goods trade has consequently emerged as a global problem. The present study investigates the determinants that encourage consumers to acquire counterfeit luxury goods. This research further analyzes purchase intention as mediator and gender role as a moderator between the contextual factors and consumer behavior. A quantitative approach was applied through a questionnaire to gather data from 380 Pakistani respondents. The measurement and structural model assessed through Smart PLS. The results confirmed that purchase intention acts as a mediator between hedonic motives, materialism and consumer behavior. However, purchase intention has no mediating effect on economic benefits. Similarly, gender role as moderator was insignificant.
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