مقاله انگلیسی رایگان در مورد انواع ارزش و بها در رابطه مصرف کننده – وایلی ۲۰۱۸

wiley

 

مشخصات مقاله
ترجمه عنوان مقاله انواع ارزش و بها در رابطه مصرف کننده – برند های سبز و رفتار وفاداری
عنوان انگلیسی مقاله Types of value and cost in consumer–green brands relationship and loyalty behaviour
انتشار مقاله سال ۲۰۱۸
تعداد صفحات مقاله انگلیسی ۱۳ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه وایلی
مقاله بیس این مقاله بیس میباشد
نمایه (index) scopus – master journals – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۱٫۶۵۹ در سال ۲۰۱۷
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی
نوع ارائه مقاله
ژورنال
مجله / کنفرانس مجله رفتار مصرف کننده – Journal of Consumer Behaviour
دانشگاه Athens University of Economics and Business – Greece
شناسه دیجیتال – doi
https://doi.org/10.1002/cb.1690
کد محصول E10488
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فهرست مطالب مقاله:
Abstract
۱ INTRODUCTION
۲ CONCEPTUAL FRAMEWORK AND HYPOTHESES
۳ METHODOLOGY
۴ RESULTS
۵ DISCUSSION
REFERENCES

 

بخشی از متن مقاله:
Abstract

Recent literature has proposed the dynamic construct of customer value (CV) as an alternative approach to studying proenvironmental consumer purchase and loyalty behaviour. This study empirically tests and validates a model pertaining to the factors that motivate and/or hinder the development of the relationship between consumers and green brands. Findings from a survey on green brands in the detergent category indicate that a set of value dimensions and (purchase) costs have a significant influence on perceptions of CV, which, as an overall assessment construct, mediate the relationship between value dimensions and costs and loyalty to the green brand. This research also examines the moderating effect of involvement on the relationships between the 3 antecedents (value dimensions, purchase costs, and switching costs) and perceived CV. Overall, the current study offers a multiattribute understanding of consumers’ relational behaviour, concluding with several value‐enhancing and cost‐minimising implications for green marketing practitioners.

INTRODUCTION

The fact that consumers support green brands (i.e., “brands with an active communication and differentiation from competitors through their environmentally sound attributes”; Hartmann, Ibanez, & Sainz, 2005, p. 10) is currently a market trend that has resulted in considerable growth in the sales of such brands (Flash Eurobarometer 367., 2013). The increasing penetration of green products moves practitioners’ focus from the initial purchase of these products to repeated buying, that is, building strong and sustainable relationships between the consumer and the green brand that can establish long‐term loyalty. However, research on proenvironmental consumer purchase behaviour has primarily investigated the relation between consumer values, various abstraction‐level attitudes (e.g., attitudes towards the environment), and purchase intentions, which has often revealed a gap between consumer attitudes and behaviour (e.g., Grimmer, Kilburn, & Miles, 2016; Lee & Holden, 1999; Seegebarth, Behrens, Klarmann, Hennigs, & Scribner, 2015; Tanner & Kast, 2003), with little emphasis on green branding and loyalty behaviour. Moreover, theorists maintain that even the most environmentally conscious consumers do not choose brands merely on the basis of their environmental aspects; rather, the choice is often the outcome of a multiattribute evaluation process, where consumers engage in trade‐offs among various product attributes perceived either positively or negatively (e.g., Schuitema & De Groot, 2015; Seegebarth et al., 2015). To fill this gap, research on perceived value for environmentally sustainable products becomes even more relevant (De Medeiros, Ribeiro, & Cortimiglia, 2016) to provide insight on the motivators and the barriers that consumers perceive when making environmentally friendly product purchases (Cronin et al., 2011). However, studies use either cost or value perspectives independently to understand their influences on consumers’ behavioural intentions (Wu, Chen, Chen, & Cheng, 2014), so a simultaneous examination of the value and cost effects on consumers’ repurchase intentions and their interplay is necessary. To this end, Papista and Krystallis (2012) have recently suggested a conceptual model that consolidates the rich body of literature on the drivers of customer value (hereafter, CV) and the relationship quality (hereafter, RQ) research stream, which, as a higher‐order construct, offers a deeper understanding of the consumer–brand relationship. In more detail, their model coexamines the value‐ and cost‐related effects, some of which may have been sporadically identified in the proenvironmental consumer‐behaviour literature, on relationship development and purchase loyalty under realistic, multiattribute situations. However, research has not yet empirically tested the specific model. The present study aims to empirically validate the Papista and Krystallis (2012) model in a fast‐moving consumer goods market, operationalise conceptual constructs and adapt its measurement scales. Specifically, the objectives of the paper are to test (a) the effect of value dimensions and costs on the consumer–green brand RQ and loyalty towards the brand, (b) the relative influence of CV and RQ as mediators on consumer loyalty, and (c) the moderating effect of consumer involvement on the relationships between value and cost dimensions and RQ.

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