e-Consumer Behaviour

Purpose – The primary purpose of this article is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e-consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being underexplored. Design/methodology/approach – The paper is discursive, based on analysis and synthesis of econsumer literature. Findings – Despite a broad spectrum of disciplines that investigate e-consumer behaviour and despite this special issue in the area of marketing, there are still areas open for research into econsumer behaviour in marketing, for example the role of image, trust and e-interactivity. The paper develops a model to explain e-consumer behaviour. Research limitations/implications – As a conceptual paper, this study is limited to literature and prior empirical research. It offers the benefit of new research directions for e-retailers in understanding and satisfying e-consumers. The paper provides researchers with a proposed integrated model of e-consumer behaviour. Originality/value – The value of the paper lies in linking a significant body of literature within a unifying theoretical framework and the identification of under-researched areas of e-consumer behaviour in a marketing context

How does consumer behaviour change? Examples from energy conservation

A global consumer society is rapidly overshooting ecological limits, there is a dire need to find new ways to change consumer behaviour. Yet history knows few succesful examples of reducing consumption. However, since the 1970s, there is a long legacy of work on energy conservation, which we use to identify three key factors that influence consumer behaviour: consumer awareness, contextual factors and community. Drawing on evidence from a European research project called CHANGING BEHAVIOUR, we discuss where previous efforts to change energy behaviour have succeeded in making a difference. We highlight ways in which sociotechnical systems shaping consumption can be changed and emerging ways in which consumers can join forces to achieve greater power and reach. This analysis has implications for attempts to build a more sustainable consumer society, including, but not limited to, the need to reduce primary energy consumption and greenhouse gas emissions

An Examination of the Volitional Stages in Consumer Decisions to Avoid Sweatshop Clothing

While much research in ethical consumption has focused on contexts such as food, this research explores ethical consumer decision-making in the context of intention to avoid sweatshop clothing where consumer concern has increased but response from the market remains limited. This research seeks to deepen the theory of planned behaviour with respect to the volitional stages underlying behaviour. The findings of the research support a modified theory of planned behaviour model and also reveal volitional stages from intention to trying and plan which reveal the stages of consumer decision-making to avoid sweatshop clothing. Implications for consumer decision-making are discussed

Consumer behaviour and lifestyle patterns of Hungarian students in view of environmental awareness

The aim of this paper is to describe the consumer behaviour and everyday lifestyle patterns of Hungarian university and college students. The results are gained from an international survey, carried out by the Department of Environmental Economics and Technology at the Corvinus University of Budapest, supported by the Norwegian Financial Mechanism. As background literature, characteristics of the consumer society and the development of sustainable consumption as a concept are interpreted in the paper. The empirical analysis aims to describe the most important clusters of students, based on the factors of their consumer behaviour, environmental activism and pro-environmental everyday habits. Our results identify two extreme clusters which most significantly differ from each other: the environmental activists and the indifferent group. However, a third cluster has the most modest consumer behaviour, namely the group which considers product features, energy consumption and the behaviour of producers. They spend the least on consumer goods. The three other clusters show quite mixed lifestyle patterns

eWOM: The Effects of Online Consumer Reviews On Purchasing Decision

Internet has become the primary source of information for a large number of consumers and it has dramatically changed the consumer behaviour. The arrival and expansion of the internet has extended consumers’ options for gathering product information by including other consumers’ comments, posted on the internet, and has provided consumers opportunities to offer their own consumption-related advice by engaging in electronic word-of-mouth (e-WOM). The aim of this study is to assess the impact of, one type of e-WOM, the online consumer review, on purchasing decision. This empirical study also focuses on the relationship between reviews and purchasing behaviour. The results show that consumer reviews have a causal impact on consumer purchasing behaviour and they have an effect on choosing the products by consumer. Finally, the results and their implications are discussed

Consumer Information in the food service industry vs. food retailing

In order to define consumer expectations over a traceability and information system for the entire food supply chain, the information behaviour of consumers in the food service industry has been subject to an analysis for the first time. In comparison to consumers in retailing, significant differences appear in information seeking behaviour as well as in the information desired.meat traceability, consumer behaviour, food service industry, Consumer/Household Economics,

eWOM: the effects of online consumer reviews on purchasing decision of electronic goods

Internet has become the primary source of information for a large number of consumers and it has dramatically changed the consumer behaviour. One of the main changes in modern consumer behaviour has been the transition from a passive to an active and informed consumer. Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers. Online consumer reviews are used by prospective buyers of related products who are interested in obtaining more information from people who have purchased and used a product of interest. Word-of-mouth (WOM) is one of the most important information sources when a consumer is making a purchase decision. The arrival and expansion of the Internet has extended consumers' options for gathering product information by including other consumers' comments, posted on the Internet, and has provided consumers opportunities to offer their own consumption-related advice by engaging in electronic word-of-mouth (eWOM). eWOM can be defined as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers. The aim of this study is to assess the impact of, one type of electronic word-of-mouth (eWOM), the online consumer review, on purchasing decision of electronic products. This empirical study also focuses on the relationship between reviews and purchasing behaviour. An instrument was prepared to measure the proposed constructs, with questionnaire items taken from prior studies but adapted to fit the context of e-commerce. The survey was applied to academicians in Turkey through internet. The data was analyzed using the SPSS package. The results show that consumer reviews have a causal impact on consumer purchasing behaviour and they have an effect on choosing the products by consumer. Finally, the results and their implications are discussed

Gianluigi Zenti, President, Academia Barilla SpA - The Changing Consumer: Demanding but Predictable

It is crucial to understand and predict consumers' behaviour to meet future consumer demands. This report contributes to the discussion by giving an insight into consumers' behaviour from the perspective of Gianluigi Zenti, executive director of Academia Barilla. It is discussed how consumers' choice has changed in particular with regard to Italian food in the US and how Barilla has responded to that challenge.Consumer demand, consumer behaviour, Academia Barilla, Italian food, Consumer/Household Economics,

Influence of store attributes on shopping intentions in factory outlet malls

This paper examines the effect of eight types of consumer decision-making styles and shopping behaviour on future shopping intentions at factory outlet malls. Results indicate that six out of eight decision-making styles are positively related of future shopping intentions. Conclusions drawn from the current study's findings and their implications for consumer decision-making and shopping behaviour are discussed