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Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: closed (30 November 2023) | Viewed by 86603

Special Issue Editors

Dr. Belem Barbosa

E-Mail Website
Guest Editor
School of Economics and Business, University of Porto, Porto, Portugal
Interests: digital marketing; sustainability marketing; consumer behaviour
Dr. Pankaj Deshwal

E-Mail Website
Guest Editor
Department of Management Studies, Netaji Subhas University of Delhi, New Delhi, India
Interests: sustainability; customer experience; customer engagement; online and offline retailing; consumer behaviour; CRM
Dr. Sikandar Ali Qalati

E-Mail Website
Guest Editor
School of Finance and Economics, Jiangsu University, Zhenjiang 212013, China
Interests: social media usage; SMEs performance; technology adoption; firm performance
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

We would like to invite you to contribute to the forthcoming Special Issue on “Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings”.

Sustainable development goals provide relevant guidelines to businesses and the society as a whole. On the one hand, we have witnessed gradual changes in management strategies and consumer behavior towards more sustainable practices. However, it is still urgent to further embrace sustainability from both the consumer and business perspectives. This Special Issue aims to contribute to the state of the art on consumer behavior and business strategies related to sustainable practices, in offline, online and omnichannel settings, by exploring particular aspects of consumer behavior (e.g., purchasing preferences, purchasing behavior, interpersonal influence, attitudes, and perceptions) and of business strategies (e.g., communication strategies, the adoption of a circular economy, and the implementation of sustainability practices). Diverse methodological approaches (e.g., qualitative, experimental, and systematic reviews) may enable us to identify solutions to sustainability challenges and provide relevant guidance to managers, policy makers, and citizens.

The topics of interest include, but are not limited to, the following:

  • Communication of sustainability practices in online and offline settings;
  • Corporate social responsibility strategies and their impacts on consumers;
  • Determinants of sustainable consumer behavior;
  • Facilitators of and barriers to sustainable business practice adoption;
  • Interpersonal influence on sustainable consumer behavior (e.g., customer socialization, digital influencers, family members, and role models);
  • Positive (e.g., profitability and brand equity) and negative (e.g., consumer skepticism and greenwashing perceptions) of sustainability marketing communication;
  • Psychological benefits of sustainable consumption;
  • Sustainability marketing success factors;
  • The impacts of digitalization on collaborative consumption;
  • The role of artificial intelligence (AI) and technology developments on sustainability consumption and business;

Trends in sustainable consumption.

Dr. Belem Barbosa
Dr. Pankaj Deshwal
Dr. Sikandar Ali Qalati
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • sustainable development goals
  • environmental concerns
  • corporate social responsibility
  • purchasing behavior
  • consumer choices
  • social media marketing
  • e-commerce
  • digital marketing
  • business strategy
  • marketing strategy
  • integrated marketing communication
  • consumer behavior

Published Papers (18 papers)

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Editorial

Jump to: Research

9 pages, 535 KiB  
Editorial
Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings
by Sikandar Ali Qalati, Belem Barbosa and Pankaj Deshwal
Sustainability 2024, 16(7), 2829; https://doi.org/10.3390/su16072829 - 28 Mar 2024
Viewed by 1000
Abstract
The changing dynamics of consumer behavior in today’s digitally driven market presents opportunities and challenges for sustainable marketing development [...] Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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Research

Jump to: Editorial

14 pages, 948 KiB  
Article
From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume
by Neringa Vilkaite-Vaitone
Sustainability 2024, 16(4), 1393; https://doi.org/10.3390/su16041393 - 07 Feb 2024
Viewed by 3249
Abstract
Social media has become an integral part of our daily lives. Influencers have emerged as significant players in promoting sustainable consumption in recent years. With their reach and influence, they have the ability to sway consumer decisions and earn rewards from marketers. However, [...] Read more.
Social media has become an integral part of our daily lives. Influencers have emerged as significant players in promoting sustainable consumption in recent years. With their reach and influence, they have the ability to sway consumer decisions and earn rewards from marketers. However, an influencer’s perceived importance and credibility among their followers is essential to their ability to persuade others. In this study, we utilized network theory and the theory of mind to scrutinize the impact of an influencer’s importance and credibility on sustainable consumption. We collected data from 427 consumers and conducted structural equation modeling (SEM) to test our hypotheses. Our findings indicate that an influencer’s importance has a positive impact on their credibility, which subsequently has a favorable impact on cognitive, affective, and conative sustainable consumption. These results confirm the importance and credibility of influencers in promoting sustainable consumption and provide insights into how social marketers and influencers can optimize their sustainable marketing strategies. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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15 pages, 446 KiB  
Article
Understanding the Impact of Online Communication Strategies on Consumer Purchase Intention for Green Cosmetics
by Sara Teixeira, Zaila Oliveira, Sandrina Teixeira and Sara Teixeira
Sustainability 2023, 15(20), 14784; https://doi.org/10.3390/su152014784 - 12 Oct 2023
Viewed by 2381
Abstract
Increased environmental awareness has increased the demand for green products, mainly cosmetics. This fact challenges companies to adapt to changes and consider environmental problems in their communication strategies to offer products that meet current trends in the consumer market. This implies the need [...] Read more.
Increased environmental awareness has increased the demand for green products, mainly cosmetics. This fact challenges companies to adapt to changes and consider environmental problems in their communication strategies to offer products that meet current trends in the consumer market. This implies the need to understand the antecedents of purchase intention better. This research was guided by the theory of planned behaviour (TPB) with the aim of understanding the impact of online communication strategies on consumer purchase intention of green cosmetics. Intention to purchase green cosmetics was measured, as were two of the main TPB constructs, specifically attitude and subjective norms. In addition, other variables were added to the study, such as electronic word of mouth (e-WOM), influencer marketing, and brand content. Data collected through an online survey (N = 151) were analysed using statistical techniques based on variance through partial least squares (PLS) using the SmartPLS3 v.3.3.9 software. The results show that the online communication strategies that impact the purchase intention of green cosmetics are e-WOM and brand content. In practice, the results obtained provide valuable information for professionals and academics, benefiting the perception of the factors that motivate the intention to purchase green cosmetics, contributing to the implementation of better online communication strategies. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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18 pages, 2406 KiB  
Article
Enhancing the Effectiveness of Cause-Related Marketing: Visual Style, Self-Construal, and Consumer Responses
by Huijian Fu, Jiayu Meng, Yiman Chen, Wei Cai, Jinhui Lai and Haiying Ma
Sustainability 2023, 15(18), 13379; https://doi.org/10.3390/su151813379 - 06 Sep 2023
Cited by 2 | Viewed by 1173
Abstract
The visual presentation of cause-related marketing (CRM) messages is gaining increasing attention from researchers and practitioners. This study delves into the impact of the visual style of CRM messages on consumer responses and the moderating role of self-construal. The results demonstrate that visual [...] Read more.
The visual presentation of cause-related marketing (CRM) messages is gaining increasing attention from researchers and practitioners. This study delves into the impact of the visual style of CRM messages on consumer responses and the moderating role of self-construal. The results demonstrate that visual style has a significant effect on consumer responses, as cause-focused messages engender a higher brand attitude and purchase intention than product-focused messages (Studies 1 and 2). Meanwhile, the effects of visual style on both consumers’ brand attitude and purchase intention are mediated by the perceived self-serving motives. Importantly, self-construal moderates the relationship between visual style and consumer responses (Study 2). Cause-focused messages lead to enhanced brand attitudes and purchase intentions than product-focused messages by reducing the perceived self-serving motives for consumers with an interdependent self-construal, although not for consumers with an independent self-construal. Grounded in these findings, the theoretical contributions and practical implications are discussed. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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21 pages, 1063 KiB  
Article
Power of eWOM and Its Antecedents in Driving Customers’ Intention to Revisit: An Empirical Investigation on Five-Star Eco-Friendly Hotels in Saudi Arabia
by Maha Hassan Ahmed Salah, Ahmed Hassan Abdou, Thowayeb H. Hassan, Maha Abdul-Moniem Mohammed El-Amin, Adam Basheer Adam Kegour, Hanem Mostafa Mohamed Alboray, Amal Salah Darder Mohamed, Howayda Said Ahmed Mohamed Ali and Elham Farouq Ali Mohammed
Sustainability 2023, 15(12), 9270; https://doi.org/10.3390/su15129270 - 08 Jun 2023
Cited by 2 | Viewed by 1854
Abstract
In recent years, electronic word-of-mouth (eWOM) has greatly impacted the hotel industry, as social media and online review platforms have given customers many opportunities to share their personal experiences with other individuals. Hence, this study aimed to empirically investigate several relationships within the [...] Read more.
In recent years, electronic word-of-mouth (eWOM) has greatly impacted the hotel industry, as social media and online review platforms have given customers many opportunities to share their personal experiences with other individuals. Hence, this study aimed to empirically investigate several relationships within the setting of five-star eco-friendly hotels in Saudi Arabia. These included: (1) the direct impact of perceived quality (PQ), positive emotional experience (PEE), and customer satisfaction (CS) on promoting positive eWOM; (2) the potential intermediary role of CS in the connections between PQ, PEE, and eWOM; (3) the direct influence of eWOM on intention to revisit (ITR); and (4) the potential intermediary role of eWOM in the PQ–ITR, CS–ITR, and PEE–ITR relationships. To achieve these objectives, an online questionnaire was developed and directed to a sample of Saudi individuals who have stayed in five-star eco-friendly hotels, particularly in Riyadh City. Based on their previous interactions with these hotels on the TripAdvisor website during the last six months and their willingness to participate in the field study, a convenience sampling technique was utilized to select participants for data collection. The study mainly focused on Saudi individuals to investigate their behaviors and attitudes toward eco-friendly hotels, which have been considered a growing trend in the country in recent years. Participants were emailed individually, and a total of 423 acceptable forms were gathered and subjected to analysis using the PLS-SEM method. The research’s findings revealed that PQ had the strongest predictive power for promoting positive eWOM, leading to a greater increase in ITR than PEE and CS. Moreover, the study identified the significant mediating influence of CS in exploring how PEE and PQ contribute to customers’ intention to spread positive eWOM. Additionally, the results showed the substantial role of eWOM in mediating the relationships between PQ, PEE, CS, and ITR. Based on these findings, the study suggests practical implications for hotel operators and marketers looking to promote positive eWOM and increase revisit intentions. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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13 pages, 478 KiB  
Article
Consumer Intention to Buy Electric Cars: Integrating Uncertainty in the Theory of Planned Behavior
by Roberta Riverso, Carmela Altamura and Francesco La Barbera
Sustainability 2023, 15(11), 8548; https://doi.org/10.3390/su15118548 - 24 May 2023
Cited by 2 | Viewed by 1766
Abstract
The EU’s political agenda has included among its priorities the issue of sustainable mobility, with the aim of curbing CO2 emissions and reducing air pollution. This objective implies the introduction into the EU car market of low-polluting cars, such as cars powered [...] Read more.
The EU’s political agenda has included among its priorities the issue of sustainable mobility, with the aim of curbing CO2 emissions and reducing air pollution. This objective implies the introduction into the EU car market of low-polluting cars, such as cars powered by an electric battery (BEV). The current research was guided by the theory of planned behavior (TPB). The intention to buy a BEV has been measured, as well as the major TPB constructs, namely attitudes, subjective norm, and perceived behavioral control. In addition, we were interested to understand the influence of individuals’ uncertainty on the intention to buy a BEV. Data collected through an online survey (N = 335) were analyzed by means of a multiple mediation model, involving the three TPB constructs as parallel mediators. Results show that (1) attitude (β = 0.67), subjective norm (β = 0.23), and perceived behavioral control (β = 0.22) significantly predict the intention to buy BEVs; (2) uncertainty has a significant negative indirect effect (b = −0.03) on intention via perceived behavioral control. Results are discussed in relation to previous research and possible practical implications. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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11 pages, 553 KiB  
Article
An Integrative Framework to Explore Corporate Ability and Corporate Social Responsibility Association’s Influence on Consumer Responses in the Banking Sector
by Mobin Fatma and Imran Khan
Sustainability 2023, 15(10), 7988; https://doi.org/10.3390/su15107988 - 13 May 2023
Cited by 2 | Viewed by 1306
Abstract
In response to the rising attention being given to corporate social responsibility (CSR) activities in the marketplace, this study aims to explain how corporate ability in terms of CSR initiatives influences consumer attitudinal (trust) and behavioral (purchase intention and word of mouth (WOM)) [...] Read more.
In response to the rising attention being given to corporate social responsibility (CSR) activities in the marketplace, this study aims to explain how corporate ability in terms of CSR initiatives influences consumer attitudinal (trust) and behavioral (purchase intention and word of mouth (WOM)) outcomes in the context of the Indian retail banking industry. The data for the study were taken from banking customers through a survey administered in the bank branch during working hours. Non-probabilistic convenience sampling is used to target the respondents. The 357 completed questionnaires taken from the respondents were analyzed using confirmatory factor analysis and structural equation modeling. The findings show the strong influence of CSR on consumer trust, which leads to positive word of mouth and purchase intentions. The findings provide an important insight into consumer behavior, how they form their attitude and make judgments towards the company, and also allow the companies to design better strategies for consumers that prove to be profitable in the long run. This study has implications for banks, as the practical significance of the study is that managers can learn to understand the relevance of CSR in marketing, and the proposed model of this study will help in assessing the effectiveness of CSR initiatives in relation to consumer responses. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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18 pages, 747 KiB  
Article
What Drives Recommendation Intention and Loyalty of Online for Offline (O4O) Consumers?
by Hyeon Jo
Sustainability 2023, 15(6), 4775; https://doi.org/10.3390/su15064775 - 08 Mar 2023
Cited by 4 | Viewed by 1695
Abstract
Recently, a number of companies have started to implement commerce platforms that maximize the profits of offline stores by using online information. This kind of commerce is called online for offline (O4O). This research proposes a research framework to clarify the precursors of [...] Read more.
Recently, a number of companies have started to implement commerce platforms that maximize the profits of offline stores by using online information. This kind of commerce is called online for offline (O4O). This research proposes a research framework to clarify the precursors of recommendation and loyalty in the context of O4O-commerce platforms. Data was gathered from consumers who had experienced O4O. This study conducted partial least squares structural equation modeling to test hypothesized paths. The findings revealed the fact that relative advantages are affected by channel accessibility, perceived multichannel quality, and customization. The analysis results validated the fact that relative advantages do not affect recommendation intention and loyalty. Price fairness impacts both recommendation intention and loyalty. Reputation is significantly related to loyalty. This study is of academic significance in that it approaches O4O as distinct from traditional O2O, by introducing contextual variables. In addition, this paper derives managerial implications for omnichannel companies that operate mainly in offline stores. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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15 pages, 988 KiB  
Article
Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis
by Lie Ao, Rohit Bansal, Nishita Pruthi and Muhammad Bilawal Khaskheli
Sustainability 2023, 15(3), 2744; https://doi.org/10.3390/su15032744 - 02 Feb 2023
Cited by 18 | Viewed by 46525
Abstract
This research aims at providing a meta-analysis of empirical findings of the literature on the characteristics of social media influencers on customer engagement and purchase intention. For this purpose, researchers derived eight social media influencers’ characteristics, i.e., homophily, expertise, trustworthiness, credibility, congruence with [...] Read more.
This research aims at providing a meta-analysis of empirical findings of the literature on the characteristics of social media influencers on customer engagement and purchase intention. For this purpose, researchers derived eight social media influencers’ characteristics, i.e., homophily, expertise, trustworthiness, credibility, congruence with the product, entertainment value, informative value, and attractiveness. The current study synthesizes 176 effect sizes derived from 62 individual studies, and 22,554 individuals act as an aggregate sample. Results revealed that these characteristics have a moderate to high correlation with customer engagement and purchase intention. The entertainment value of social media influencers has the strongest association with customer engagement among all the attributes studied in this analysis. It also concluded that the credibility of influencers impacts purchase intention more than any other attribute. This work provides a novel approach to reducing the heterogeneity in influencer marketing research by empirically specifying the directions of relationships and the extent of the effect of these relationships. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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15 pages, 422 KiB  
Article
Mechanisms of How Private Equity Drives Industrial Upgrade: An Empirical Study Based on China’s Panel Data
by Lin Zhu, Fan Dong and Liangwen Hu
Sustainability 2023, 15(3), 2570; https://doi.org/10.3390/su15032570 - 31 Jan 2023
Viewed by 1028
Abstract
In recent years, the investment of private equity funds in China has increased and has become an important tool to promote industrial structure upgrades. Therefore, it is of theoretical and practical significance to study how and why industrial upgrades are driven by private [...] Read more.
In recent years, the investment of private equity funds in China has increased and has become an important tool to promote industrial structure upgrades. Therefore, it is of theoretical and practical significance to study how and why industrial upgrades are driven by private equity funds. First, we use the understanding of heterogeneity to study the differences between the use of private equity funds and other financial instruments to stimulate industrial upgrades, and we represent industrial growth from two perspectives: economic aggregate growth and economic efficiency improvement. Next, we use shift-share analysis to disaggregate industrial upgrades into static and dynamic transfer effects, showing that other financial instruments only promote production factor mobility but not production efficiency, while private equity funds significantly contribute to both mobility and efficiency. Finally, the mediating effect model is used to study how private equity funds drive industrial upgrades: mainly from efficiency improvement based on technological progress and innovation output, and to a lesser extent from the promotion of factor mobility. The findings have practical value and implications for the optimization of financial reforms and the sustainability of regional economies. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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20 pages, 729 KiB  
Article
A Moderated–Mediated Model for Eco-Conscious Consumer Behavior
by Lei Chen, Sheema Matloob, Yang Sunlei, Sikandar Ali Qalati, Ali Raza and Mónica Lorena Sánchez Limón
Sustainability 2023, 15(2), 897; https://doi.org/10.3390/su15020897 - 04 Jan 2023
Cited by 7 | Viewed by 4126
Abstract
Using the Attitude–Behavior–Context theory, this research aims to investigate the impact of green marketing (GM) and green customer value (GCV) on eco-conscious consumer behavior (ECB) toward the consumption of green products. This study involved a survey technique that comprised 700 consumers through a [...] Read more.
Using the Attitude–Behavior–Context theory, this research aims to investigate the impact of green marketing (GM) and green customer value (GCV) on eco-conscious consumer behavior (ECB) toward the consumption of green products. This study involved a survey technique that comprised 700 consumers through a self-administered questionnaire disseminated through enumerators in two metropolitan cities of Pakistan (namely, Lahore and Karachi), of which 349 were usable for the data analysis process. The hypothesized relationships were validated using partial least squares structural equation modeling through SmartPLS 4.0. The empirical findings showed a positive impact of GM and GCV on brand awareness (BA), environmental concern (EC), and ECB. The findings also revealed the partial mediating effect of BA and EC on the relationship between GM, GCV, and ECB. In addition, this study observed the moderating impact of felt obligation (FO) on the relationship between BA and ECB. The findings show that ECB is essential for a sustainable environment. This study’s results may guide managers and marketers in developing suitable GM strategies. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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19 pages, 1470 KiB  
Article
Understanding Consumer Panic Buying Behaviors during the Strict Lockdown on Omicron Variant: A Risk Perception View
by Yaodong Yang, Huaqing Ren and Han Zhang
Sustainability 2022, 14(24), 17019; https://doi.org/10.3390/su142417019 - 19 Dec 2022
Cited by 2 | Viewed by 1339
Abstract
Panic buying has been globally observed, leading to substantial stock-outs and supply chain disruptions, thus inducing additional panic buying. Regarding panic buying behavior as an intuitive over-protective measure during the strict lockdown and seal-off management in China, this study presented a synthetic conceptual [...] Read more.
Panic buying has been globally observed, leading to substantial stock-outs and supply chain disruptions, thus inducing additional panic buying. Regarding panic buying behavior as an intuitive over-protective measure during the strict lockdown and seal-off management in China, this study presented a synthetic conceptual model by integrating the protective action decision model (PADM). We examined inductively the relationships among media exposure, cognitive-affective risk perception, stakeholder perception, protective perception, and panic buying behavior using a survey of 517 participants who experienced panic buying during the Omicron epidemic in China. Results suggest that traditional media exposure could attenuate people’s affective risk perception, whereas social media exposure increases the degree of cognitive and affective aspects of risk perception. Furthermore, we detect that cognitive and affective risk perceptions positively affect people’s panic-buying behaviors. The effects of stakeholder and protective perceptions on panic buying were also examined. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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16 pages, 913 KiB  
Article
Licensing Effect in Sustainable Charitable Behaviors
by Zhe Zhang and Siyu Peng
Sustainability 2022, 14(24), 16431; https://doi.org/10.3390/su142416431 - 08 Dec 2022
Viewed by 1236
Abstract
The theory of licensing effect suggests that consumers tend to perform self-interested or self-indulgent actions after undertaking altruistic behaviors. How do past altruistic experiences affect the willingness of consumers to perform charitable behaviors in the future? Results from an exploratory approach comprising three [...] Read more.
The theory of licensing effect suggests that consumers tend to perform self-interested or self-indulgent actions after undertaking altruistic behaviors. How do past altruistic experiences affect the willingness of consumers to perform charitable behaviors in the future? Results from an exploratory approach comprising three laboratory studies and one field experiment demonstrate the existence of licensing effect in charitable conditions. We find that consumers are more unwilling to undertake charitable activities when they recall past similar experiences. The donation resources (time/money) do not influence the licensing effect. Two other variables moderate the size of the licensing effect: the way in which the initial charitable behavior is recalled (abstract vs. concrete) and the attribution for initial charitable behavior (collective vs. individual). We find that consumers are more reluctant to carry out charitable behavior when: (1) they recall the concrete details rather than the abstract goal of past activity; (2) consumers are praised for individual efforts rather than collective contribution in past activity. These findings offer new theoretical insights into the licensing effect in consumers’ charitable behaviors and set out practical implications for the sustainability of charitable programs. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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17 pages, 2171 KiB  
Article
Cross-Border E-Commerce Brand Internationalization: An Online Review Evaluation Based on Kano Model
by Mingyue Fan, Zhuoran Tang, Sikandar Ali Qalati, Kayhan Tajeddini, Qian Mao and Ali Bux
Sustainability 2022, 14(20), 13127; https://doi.org/10.3390/su142013127 - 13 Oct 2022
Cited by 6 | Viewed by 3149
Abstract
The objective of this study was to build an international evaluation index system of cross-border e-commerce brands. It improves the sustainable development ability of the brand and then drives the sustainable development of the enterprise’s brand internationalization. As the top priority in the [...] Read more.
The objective of this study was to build an international evaluation index system of cross-border e-commerce brands. It improves the sustainable development ability of the brand and then drives the sustainable development of the enterprise’s brand internationalization. As the top priority in the innovative development process of cross-border e-commerce enterprises, it is a key means to achieve longer-term and more stable development of cross-border enterprises and to maintain a place in the fiercely competitive market. Therefore, the internationalization of cross-border e-commerce brands is a topic that needs to be explored in depth to provide a comprehensive understanding to businesses from the consumers’ perspectives. This study constructs an international evaluation index system for cross-border e-commerce brands. The keywords in the online reviews are captured through the Latent Dirichlet Allocation (LDA) and matched to the indexes, and the indicators are classified into Kano categories through Long Short-Term Memory (LSTM) training to explore the promotion strategies of different Kano categories in the process of brand internationalization. Based on the empirical analysis of online reviews of the Kano model, it was determined that in the process of internationalization of cross-border e-commerce brands, managers should focus on service indicators related to expected factors, give priority to meeting service indicators related to essential factors, strive to meet service indicators related to charm factors, and make appropriate choices to observe service indicators related to indifference factors in real-time. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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13 pages, 420 KiB  
Article
Managerial Practices and (Post) Pandemic Consumption of Private Labels: Online and Offline Retail Perspective in a Portuguese Context
by Juliana Pires Pinto, Cláudia Miranda Veloso, Bruno Barbosa Sousa, Marco Valeri, Cicero Eduardo Walter and Eunice Lopes
Sustainability 2022, 14(17), 10813; https://doi.org/10.3390/su141710813 - 30 Aug 2022
Cited by 7 | Viewed by 1710
Abstract
Currently, given the different dynamics of competition, food retailers are increasingly betting on private labels as a strategy of differentiation and retention of competitive advantages. To this extent, this study aims to assess the antecedents of the purchase intention of food retailers’ private [...] Read more.
Currently, given the different dynamics of competition, food retailers are increasingly betting on private labels as a strategy of differentiation and retention of competitive advantages. To this extent, this study aims to assess the antecedents of the purchase intention of food retailers’ private labels, as well as to understand the managerial practices and (post) pandemic consumption retail perspective in a Portuguese context. The results obtained, through a quantitative analysis by means of multiple linear regressions, on a random sample of customers (n = 300) indicate that customer satisfaction and attitude towards his/her own brand are quite favourable, as demonstrated by the existence of a high loyalty to his/her own brand. Additionally, they reveal that the purchase experience, the private-label image, the perceived risk, and the COVID-19 pandemic are prior attitudes towards the private label and its mediation in the purchase intention and recommendation of its products. Finally, loyalty to the private label, store satisfaction and, through these, also the shopping experience were confirmed as determinants of loyalty. These results provide insights to food retailers on aspects to be improved and considered in the design of commercial strategies that promote the intention to purchase private-label products and that win and retain customers and achieve competitive advantages and profitability. Regarding the COVID-19 pandemic, the study reveals that some consumers changed their purchasing patterns, choosing to buy more private-label products at this stage. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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17 pages, 750 KiB  
Article
Entrepreneurial Competency, Financial Literacy, and Sustainable Performance—Examining the Mediating Role of Entrepreneurial Resilience among Saudi Entrepreneurs
by Abdullah Hamoud Ali Seraj, Syed Ali Fazal and Ali Saleh Alshebami
Sustainability 2022, 14(17), 10689; https://doi.org/10.3390/su141710689 - 27 Aug 2022
Cited by 20 | Viewed by 4703
Abstract
This paper investigated the influence of entrepreneurial competency and financial literacy on sustainable small enterprise performance. We simultaneously investigated the mediating role of entrepreneurial resilience on the association between competence and financial literacy with sustainable business performance. We used a quantitative method for [...] Read more.
This paper investigated the influence of entrepreneurial competency and financial literacy on sustainable small enterprise performance. We simultaneously investigated the mediating role of entrepreneurial resilience on the association between competence and financial literacy with sustainable business performance. We used a quantitative method for collecting data from 220 small business entrepreneurs in Saudi Arabia using an online questionnaire. The collected data were analysed with the help of PLS-SEM. The results reveal that financial literacy significantly positively affects entrepreneurial competency and resilience. Entrepreneurial competency has a significant positive effect on Saudi SMEs’ entrepreneurial resilience and sustainable performance. Finally, entrepreneurial resilience was simultaneously found to have a considerable impact on sustainable performance while mediating the effect of financial literacy and competency on sustainable performance across Saudi SMEs. In line with Saudi Vision 2030, with its profound focus on entrepreneurship and developing a financially independent entrepreneurial community, this research contributes to creating economic opportunities for local entrepreneurs managing small enterprises. Apart from extending the body of knowledge, this research can support policymakers in formulating relevant strategies to encourage SMEs that have been worst hit by the COVID-19 pandemic to perform sustainably. Several other implications for financial institutions and entrepreneurs have also been drawn. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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15 pages, 1479 KiB  
Article
The Influence of Human Values, Environmental Awareness, and Attitudes on the Intention to Purchase Cannabis-Based Skincare Cosmetics
by Najla Gonzaga Ribeiro, Edar Silva Añaña and Belem Barbosa
Sustainability 2022, 14(16), 10399; https://doi.org/10.3390/su141610399 - 21 Aug 2022
Cited by 4 | Viewed by 2723
Abstract
This article analyzes consumer intentions to purchase cannabis-based skincare cosmetics by considering the role of human values, environmental awareness, and attitudes toward cannabis-based skincare cosmetics and their industrial use. The literature enabled the definition of a set of nine hypotheses, which were tested [...] Read more.
This article analyzes consumer intentions to purchase cannabis-based skincare cosmetics by considering the role of human values, environmental awareness, and attitudes toward cannabis-based skincare cosmetics and their industrial use. The literature enabled the definition of a set of nine hypotheses, which were tested by a quantitative study with 230 participants from Portugal. Data were collected online in 2021 using snowball sampling. Structural equation modeling and mean difference tests were used for the hypothesis testing. The results suggest that personal values regarding openness to change and conservation indirectly influence the acceptance of cannabis-derived cosmetic products by reinforcing attitudes toward cannabis-based skincare cosmetics, and that environmental awareness influences the intention to purchase cannabis-based skincare cosmetics. This article provides relevant insights for both practitioners and researchers, as it demonstrates that both attitudes toward cannabis-based skincare cosmetics and the attitude toward the use of cannabis by the cosmetic industry predict purchase intentions of cannabis-based skin care cosmetics and therefore, should be considered for the development of the strategy for communicating with consumers. The article also makes some suggestions about the profiles of consumers most willing to buy this type of product, highlighting the role of environmental awareness and human values as strong determinants that influence the purchase intention of cannabis-based skincare cosmetics. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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15 pages, 626 KiB  
Article
Psychological Features and Entrepreneurial Intention among Saudi Small Entrepreneurs during Adverse Times
by Ali Saleh Alshebami
Sustainability 2022, 14(13), 7604; https://doi.org/10.3390/su14137604 - 22 Jun 2022
Cited by 20 | Viewed by 2303
Abstract
This study’s objective is to examine the influence of entrepreneurial self-efficacy and internal locus of control on the entrepreneurial intention of small Saudi entrepreneurs during adverse times, with entrepreneurial resilience as a moderator. The study, which targeted a sample of 207 small entrepreneurs [...] Read more.
This study’s objective is to examine the influence of entrepreneurial self-efficacy and internal locus of control on the entrepreneurial intention of small Saudi entrepreneurs during adverse times, with entrepreneurial resilience as a moderator. The study, which targeted a sample of 207 small entrepreneurs working in various sectors in Saudi Arabia, gathered data through an online questionnaire sent to respondents and analysed the results using PLS-SEM. The study revealed intriguing findings, such as the existence of a positive significant relationship between entrepreneurial self-efficacy, internal locus of control and entrepreneurial intention amongst small Saudi entrepreneurs. It also demonstrated that in times of adversity, such as during the COVID-19 pandemic and other environmental challenges, entrepreneurial resilience can act as a moderator between entrepreneurial intention and entrepreneurial self-efficacy. Entrepreneurial resilience, in particular, has the potential to strengthen the relationship between entrepreneurial self-efficacy and entrepreneurial intention. Accordingly, the government, along with other sectors and stakeholders in Saudi Arabia, should continue to support the psychological characteristics of small Saudi entrepreneurs, notably their internal locus of control, entrepreneurial self-efficacy, and entrepreneurial resilience to ensure greater sustainability and the continuity of their small businesses. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings)
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