Price sensitivity versus ethical consumption: a study of Millennial utilitarian consumer behavior

López-Fernández, Andrée Marie

doi:10.1057/s41270-020-00074-8

Cited by 23 publications

(15 citation statements)

References 78 publications

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“…Consumers may respond superficially towards the antidote, but the damage done is psychologically rooted. They reiterated the need for time and effort from brands to prove their sincerity, hence a slow-burn marketing journey (Kreye et al, 2021;Lopez-Fernandez, 2020).…”

Section: Research Gapsmentioning

confidence: 99%

The Role of Environmental Concern in Post-Purchase Satisfaction among Green Car Owners in Malaysia

Khaw¹,

Tat²,

Sade³

2023

IJARBSS

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Sustainable development refers to development that meets the needs of the present without compromising the ability of future generations to meet their own needs. It takes into consideration the economic, social and environmental aspects of development. Investing in renewable energy sources is the main element in sustainable development. It reduces the dependence on fossil fuels and decreases greenhouse gas emissions, thus reducing climate change's impact. Hence, promoting sustainable development through educating the public is essential. With 90 per cent of its vehicles being fossil-fueled, Malaysia needs to catch up in its aspiration to adopt green transportation. This study looks into the mediating effect of environmental concern on the relationship between social influence and prices of the green car on the post-purchase satisfaction of green car owners in Malaysia. Education and awareness campaigns play a significant role in promoting sustainable development. The domain of study is marketing, with post-purchase satisfaction as the central idea. It is a quantitative study based on the deductive research approach. This study chose the Theory of Planned Behaviour as its underpinning theory. The sampling technique adopted would be stratified random sampling via a self-constructed questionnaire. It will collect data from 384 respondents using a questionnaire and analyse it statistically using the SPSS and SmartPLS statistical tools.

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Section: Research Gapsmentioning

confidence: 99%

The Role of Environmental Concern in Post-Purchase Satisfaction among Green Car Owners in Malaysia

Khaw¹,

Tat²,

Sade³

2023

IJARBSS

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“…Consumer behavior is influenced by various factors, including but not limited to pricing, product qualities or traits, and CSR engagement [1]. The prevailing paradigm behind corporate social responsibility, or CSR, is currently centred on "shared value."…”

Section: Introductionmentioning

confidence: 99%

How to target millennials as beer consumers through social responsibility? The case of Plzenský Prazdroj

Szarková

Kozáková²,

Savov³

2022

Potr. S. J. F. Sci.

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The paper evaluates the consumer attitude of millennials as beer consumers through social responsibility. Various CSR activities are applied by beer producer companies that target different age groups, gender, etc., through different communication channels. The main subject of the paper is the beer producer company, Plzenský Prazdroj (PP), which has an ambitious strategy related to the environment, waste management, underage alcohol drinking, and other aspects. Even though the company has a promising vision relating to CSR, the effect on consumer awareness can be different than expected. Therefore, a general hypothesis was set on whether there is or is not a difference between millennials in their attitudes towards CSR activities of PP. The characteristics of the research sample are displayed on the set of general factors, such as gender, age, monthly income, and more; beer factors like beer preferences, place of drinking, disposal of plastics, etc.; and attitudes of the monitored millennials towards the selected CSR activities of PP, such as recyclable packaging, Promile app, support of communities and more. The results of the paper assist in understanding the consumer attitude of this age group, and their perception of the CSR activities of PP, and can contribute to a successful marketing strategy creation of Plzenský Prazdroj oriented toward targeted cohort. Concerning the results, we created suggestions and recommendations for PP such as diversification of product portfolio and/or even business activities, diversification of non-alcoholic beer products, strengthening the CSR activities relating to the environment and waste management, and creating CSR activities that enable the engagement of millennials via their smartphones. The outcomes can also benefit other brewing companies in terms of CSR activities and marketing strategy creation.

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“…Millennials accord enormous importance to status in comparison to other generations across various countries (Mueller et al, 2011). Millennial consumers tend to convey their fashion consciousness and status through their high propensity to spend money on fashion brands (Jain, 2019b; Lopez-Fernandez, 2020) coupled with a desire to purchase premium fashion brands with a belief that a higher purchase price signals better quality (Rieke et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

“…Researchers have tried to decode the millennials mindset and understand their price perception for fashion, but there is not much consensus on the millennial generation's behaviour (Lopez-Fernandez, 2020). Studies on consumer price perception have been carried out in the context of Western cultures and developed countries (Sarkar & Khare, 2017).…”

Section: Introductionmentioning

confidence: 99%

Factors Influencing Price Perception for Fashion: Study of Millennials in India

Wani

2021

Vision

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Indians are culturally conditioned to be price sensitive, but do the Indian millennials hold similar price perception for fashion. This paper provides new insights into the price perception of Indian millennials for fashion and is the first to examine the influence of fashion involvement and personality traits viz., self-confidence and public self-consciousness with fashion innovativeness as a mediator and zodiac signs as a moderator on price perception with specific focus on price-quality schema of Indian millennials. A conclusive, descriptive and single cross-sectional research design was used to collect data from Indian millennials using a self-completion questionnaire. The model fit and hypothesized relationships between the variables were assessed using AMOS, a covariance-based structural equation modeling technique. The results indicate a statistically significant relationship between personality traits and price perception of Indian millennials for fashion. The mediating effect of fashion innovativeness was not found. The moderating effect of zodiac signs was observed. This study contributes to the understanding of the price perception of Indian millennials and brings to light a new dimension of the moderating role of zodiac signs. The results provide valuable inputs to the marketers in designing their marketing strategies.

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Price sensitivity versus ethical consumption: a study of Millennial utilitarian consumer behavior

Cited by 23 publications

References 78 publications

The Role of Environmental Concern in Post-Purchase Satisfaction among Green Car Owners in Malaysia

The Role of Environmental Concern in Post-Purchase Satisfaction among Green Car Owners in Malaysia

How to target millennials as beer consumers through social responsibility? The case of Plzenský Prazdroj

Factors Influencing Price Perception for Fashion: Study of Millennials in India

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