Sustainable consumption: towards action and impact. : International scientific conference November 6th-8th 2011, Hamburg - European Green Capital 2011, Germany: abstract volume

This volume contains the abstracts of all oral and poster presentations of the international scientific conference „Sustainable Consumption – Towards Action and Impact“ held in Hamburg (Germany) on November 6th-8th 2011. This unique conference aims to promote a comprehensive academic discourse on issues concerning sustainable consumption and brings together scholars from a wide range of academic disciplines. In modern societies, private consumption is a multifaceted and ambivalent phenomenon: it is a ubiquitous social practice and an economic driving force, yet at the same time, its consequences are in conflict with important social and environmental sustainability goals. Finding paths towards “sustainable consumption” has therefore become a major political issue. In order to properly understand the challenge of “sustainable consumption”, identify unsustainable patterns of consumption and bring forward the necessary innovations, a collaborative effort of researchers from different disciplines is needed

Impacts of WeChat on Millennials’ Perceptions and Consumption Behaviors in the Hotel Industry

Social media, known as interactive Web 2.0 Internet-based applications, has deeply changed and reformed interpersonal communication and business operation with the wide spread of Internet and the development of technology. In the past few years, since mobile apps are becoming more and more popular, the access of social media is not limited to tablet computers only, but is also available for almost all kinds of smart phone devices, such as iPhone, Android, Symbian and so on. The function of social media is not confined to real- time message transmission or information sharing any more. It has expanded to a widely range of features, such as online purchase and payment, e-commerce business, and service for different types of social events. Social media plays an increasingly important role in daily personal life as well as in business activities. People are not merely considered as social media users, but also the component of social media itself. As a result, it is very crucial for people to realize the importance and impacts of social media, especially for those business operators. WeChat (Weixin in Chinses, literally “micro message”) is a cross-platform instant text and voice messaging communication service for multiple mobile devices, developed by Tecent in China, first released in the January of 2011. It is claimed to provide “the new way to connect” and create “a way of life”. It is free to download, install and register, and support all kinds of smart phone platforms with multiple language versions, such as Chinese, English, Japanese, French, and Spanish. WeChat provides its users different ways to communicate and interact with friends innovatively through instant text messaging, hold-to-talk voice messaging, group messaging, lively video sharing, location sharing, money transferring, and contact information sharing. Among all the WeChat users, Millennials is the majority. With the growing-up of Millennials, they are becoming more and more powerful and important to the society and will be the next target segmentation for most of the industries in the very near future. Especially for the hotel industry, the industry that urges to attract Millennials patrons for further substantial development, how to attract Millennials is becoming a critical issue for those hotel operators

Channels, consumers and communication: online and offline communication in service consumption

This paper reports on a study that investigated consumer use of e-services in a multichannel context. To develop a deeper understanding of what makes consumers decide to use the online channel, and contrary to most HCI studies on the use of e-services that focus on the use of the online channel in relative isolation, this study examined consumer channel-choice beyond the instances of internet use. The consumption behaviour of its participants was investigated across channels in an in-depth qualitative study. The analysis of the elicited rich data focused specifically on the investigation of voluntary consumer movements between online and offline channels during the course of a consumption process. The results indicate that participants often use multiple channels in parallel and frequently switch between channels. Literature from marketing and consumer research was used as the perspective to explore the rationale for the complex and dynamic reported consumer behaviour

Modelling the User: How design for sustainable behaviour can reveal different stakeholder perspectives on human nature

Copyright @ 2010 TU DelftInfluencing more environmentally friendly and sustainable behaviour is a current focus of many projects, ranging from government social marketing campaigns, education and tax structures to designers’ work on interactive products, services and environments. There is a wide variety of techniques and methods used—we have identified over 100 design patterns in our Design with Intent toolkit—each intended to work via a particular set of cognitive and environmental principles. These approaches make different assumptions about ‘what people are like’: how users will respond to behavioural interventions, and why, and in the process reveal some of the assumptions that designers and other stakeholders, such as clients commissioning a project, make about human nature. In this paper, we discuss three simple models of user behaviour—the Pinball, the Shortcut and the Thoughtful—which emerge from user experience designers’ statements about users while focused on designing for behaviour change. We characterise these models using systems terminology and examine the application of each model to design for sustainable behaviour via a series of examples

Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services

The launch of several movie streaming services has raised new questions about how online consumers deal with both legal and illegal options to obtain their desired products. This paper investigates the factors influencing consumers’ intentions to subscribe to online movie streaming services. These services have challenged the dramatic growth in their illegal counterpart in recent years. Taking the theory of planned behavior as a starting point, we extended existing models in the literature by incorporating factors that are specific to consumer behavior in this particular field. A quantitative survey was conducted for the Italian market, and structural equation modeling was used for data analysis. Attitudes, involvement with products, moral judgement and frequency of past behavior were found to be the most important factors in explaining the intention to pay for movie streaming services. The paper provides insights for policy makers and industry managers on the marketing communication strategies needed to minimize the risk of digital piracy

A typology categorization of millennials in their technology behavior

Hay un interés creciente por los millennials; y sin embargo, hasta la fecha hay escasas segmentaciones de los millennials en cuanto a su comportamiento en relación a la tecnología. En este contexto, este estudio trata las siguientes cuestiones:”¿Son los millennials monolíticos o hay diferentes segmentos en esta generación en cuanto a su comportamiento tecnológico?”. Y si este fuera el caso: “¿Existen diferencias importantes en cuanto a la forma en que los millennials usan la tecnología?”. Nuestro objetivo consiste en examinar los potenciales perfiles de los millennials en relación a su comportamiento y uso de la tecnología. Los datos obtenidos de una muestra de 707 millennials se analizaron mediante un análisis de componentes principales y análisis clúster. A continuación, los segmentos se caracterizaron mediante un análisis MANOVA. Nuestros resultados revelan la existencia de cinco segmentos o tipologías de millennials en cuanto a su comportamiento tecnológico: los “devotos de la tecnología”, los “espectadores”, los “prudentes”, los “adversos” y los “productivos”. Este estudio contribuye de forma detallada al conocimiento sobre cómo las diferentes categorías de millennials usan la tecnología.There is an increasing interest for millennials; however, to date millennials’ segmentations regarding their technology behavior are scarce. In this context, this study addresses the following questions: “Are millennials monolithic, or are there segments within this generation group regarding the technology behavior?”. And if so: “Are there important variances in the way that millennial segments use technology?”. Our purpose is to examine the potential profiles of millennials regarding their technology use and behavior. Data from a sample of 707 millennials was gathered and analyzed through principal component analysis and cluster analysis. Then, millennials’ segments were profiled using a MANOVA analysis. Our findings revealed five different segments or typologies of millennials regarding their technology behavior: technology devotees, technology spectators, circumspects, technology adverse users and productivity enhancers. This study contributes with a detailed perspective of how different millennial segments use technology

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

Take me on a ride: The role of environmentalist identity for carpooling

Sharing does not need to involve corporate providers but can also happen on a peer-to‐ peer (P2P) basis. P2P sharing platforms who match private providers and users are thus dealing with two different customer segments. An example of this is carpooling, the sharing of a car journey. Recent years have seen considerable research on why people use sharing services. In contrast, there is little knowledge of why people may offer a good for sharing purposes. Drawing on identity theory, this paper suggests that users and providers of carpooling need to be addressed differently. A pilot study and two studies, including both actual car owners and nonowners confirm that the extent to which one identifies as an environmentalist predicts car owners' willingness to offer carpooling, but does not affect nonowners' willingness to use carpooling services. These findings remain robust when controlling for various potential confounds. Furthermore, Study 2 suggests that an environmentalist identity plays an important role for car owners' actual decision to offer a ride via an online platform. These results suggest that marketers of P2P platforms need to pursue different strategies when addressing potential users and providers on the same platform