The thrill of a smart purchase: Does country matter?

Abstract

The purpose of this article is to investigate the relationship of Schwartz's theory of basic individual values to smart shoppers' predisposition to purchase store brands, considering the mediating role of the smart shopper self‐concept and the moderating role of the country of origin. After an initial qualitative analysis, survey data were collected from a sample of 868 shoppers in four western countries (Spain, France, Germany and the United States). Then, a series of statistical estimations was developed through structural equation modelling. The results of these sequential models showed metric equivalence, providing a basis for generating valid comparisons among the four countries. The final findings corroborate the idea that the individual's value structure has a direct and positive effect on the smart shopper self‐concept and that this effect in turn influences the shopper's attitude towards store brands. The results also show that although the dimensions of the buyers' value structures are cross‐country invariant, the set of values that best define smart shoppers differs significantly by country. Mixed results are found when the relationship between the smart shopper self‐concept and the attitude towards store brands is analysed for each individual country. These outcomes offer international retail managers guidance on how to best stimulate smart shoppers' positive responses towards store brands.

Patterns of buyer behavior and brand metrics in a “high loyalty” category: Liquor

“…The results relating low-price to high volume per occasion are consistent with the notion of the "smart shopper" phenomenon (Atkins et al, 2016), whereby buyers derive psychological benefits as well as economic benefits from making smart purchase decisions (G omez-Suárez et al, 2020;Quinones et al, 2022). Here, the buyer not only decides to take advantage of a brand's low price by purchasing it, but also takes additional advantage by purchasing more of the brand at the time.…”

COVID-19 Effects on Environmentally Responsible Behavior: A Social Impact Perspective from Latin American Countries

“…For this reason, it is recommended in future research to expand the sample to other Latin American countries, such as Argentina, Brazil, Bolivia, Uruguay, and Venezuela in South America; or Central American countries, such as Panama, Puerto Rico, the Dominican Republic, or Costa Rica [ 124 , 125 ]. As a result, a more extensive and diverse sample is expected to provide an opportunity to develop a cross-cultural study [ 126 , 127 ] or theoretical model based on human values in the context of geographical distances [ 128 ]. However, this limitation makes it difficult to generalize the results obtained in this scenario.…”

Influence of COVID-19 on Environmental Awareness, Sustainable Consumption, and Social Responsibility in Latin American Countries

“…Therefore, it would be interesting to expand the sample to include other countries of the region, such as Argentina, Brazil, or Uruguay from the Atlantic side of the continent; including Panama and Costa Rica as representative countries of Central America; and even including countries outside America with similar cultural structures such as Spain, Portugal, and Italy, following previous studies on cross-country analysis [95,96]. By including more countries in future studies, there is also an opportunity to develop cross-cultural analysis [97,98] and explore theoretical models related to basic human values (such as Schwartz's model [99]) that could influence consumer behavior based on geographical distances [98]. Thus, this limits the generalizability of the results.…”