Aglomeração, distanciamento social e uso de máscara: efeitos na percepção de risco e comportamento de afastamento no varejo

This article verified how the use of a mask moderates the effect of crowding on the perception of health risk and influences distancing behavior. Based on the Social Impact Theory, two experiments were conducted. The first (N = 179) found that respondents exposed to the condition of wearing a mask had a lower perception of risk and lower withdrawal behavior compared to the group exposed to the situation without wearing a mask. The second experiment (N = 94) showed that a retail environment without social distancing presents negative responses in consumer behavior. However, mask-wearing did not have a sufficient effect to moderate the impacts of social distancing on consumer behavior. The research suggests that a non-crowded retail environment, in which there is respect for social distancing measures and the use of a mask, corresponds to the focus on which managers in this sector need to focus their efforts, aiming to make the retail environment safe from the perspective of their target audience, avoiding withdrawal behaviors. The study brings new evidence that substantiates the role of crowding in retail while helping to better understand the direction of the crowding effect in the context of the COVID-19 Pandemic. The inclusion of social distancing and mask-wearing as factors capable of explaining consumer responses also proved to be a relevant contribution.Este artigo verificou como o uso da máscara modera o efeito da aglomeração na percepção de risco à saúde e influencia no comportamento de afastamento. Baseado na Teoria do Impacto Social, dois experimentos foram conduzidos. O primeiro (N = 179) verificou que os respondentes expostos à condição de uso de máscara obtiveram menor percepção de risco e menor comportamento de afastamento em comparação com o grupo exposto a situação sem uso de máscara. O segundo experimento (N = 94) evidenciou que um ambiente varejista sem distanciamento social apresenta respostas negativas no comportamento dos consumidores. Entretanto, o uso de máscara não apresentou efeito suficiente para moderar os impactos do distanciamento social no comportamento do consumidor. A pesquisa sugere que ambiente varejista não aglomerado, no qual há respeito às medidas de distanciamento social e uso de máscara, corresponde ao foco em que os gestores deste setor precisam centrar seus esforços objetivando tornar o ambiente varejista seguro na perspectiva do seu público-alvo, evitando comportamentos de afastamento. O estudo traz novas evidências que consubstanciam o papel do crowding no varejo, ao passo em que ajuda a compreender melhor a direção do efeito da aglomeração no contexto da Pandemia COVID-19. A inclusão do distanciamento social e do uso de máscara enquanto fatores capazes de explicar respostas do consumidor também se mostrou uma contribuição pertinente

Benefícios do tratamento de resíduos sólidos urbanos através de canais reversos de reciclagem e de destinação final segura em Campina Grande – PB / Benefits of urban solid waste treatment through reverse channels of recycling and safe final disposal in Campina Grande - PB

Este estudo teve por objetivo analisar os principais benefícios decorrentes de iniciativas públicas e/ou privadas desenvolvidas para o tratamento de resíduos sólidos urbanos, na cidade de Campina Grande – PB. Para tanto, foram realizadas entrevistas e coleta de dados secundários junto a Secretaria de Serviços Urbanos e Meio ambiente – SESUMA, responsável pela gestão do sistema coleta de lixo domiciliar do Município; além de pesquisa de campo junto a empresa EcoSolo, responsável pela gestão do aterro sanitário municipal; e, entrevista junto ao gestor da empresa de reciclagem Depet, instalada em Campina Grande/PB. Os resultados coletados indicam a trajetória que os resíduos sólidos urbanos domiciliares da Cidade percorrem para serem corretamente tratados, gerando benefícios ambientais, econômicos e sociais, decorrentes da coleta domiciliar regular e do envio desse material para depósito seguro no aterro sanitário municipal. Verificou-se ainda que a falta de triagem dos resíduos coletados não permite a diminuição dos volumes enviados ao aterro e minimizam o potencial de reciclagem de RSU gerados nos domicílios da cidade. Existem iniciativas de empresas privadas que buscam revalorização de resíduos recicláveis, a exemplo do processo de reciclagem realizado na Depet, que gera benefícios econômicos e sociais que podem ser também gerados com o tratamento dos RSU

O papel da região de origem na imagem de marca e suas implicações no valor percebido e nas intenções de compra do produto

The region origin’s role on brand imagem formation has been investigated, and its relationship with perceived value and purchase intention. Through a survey application with 269 respondents and multivariate analysis of variance (MANOVA), the results support the assumption that region origin plays an important role on consumer behavior, notably on brand image formation, as well as on perceived value and purchase intentions. The findings also suggest that information about product origin takes place as an antecedent of consumer buying behavior.Investigou-se o papel da região do produto na formação da imagem de marca, e sua relação com o valor percebido e intenção de compra. Por meio da aplicação de um survey com 269 observações e análise multivariada de variância (MANOVA), os resultados consubstanciam o argumento de que a região de origem exerce papel relevante no comportamento do consumidor, notadamente na formação da imagem de marca, bem como no valor percebido e nas intenções de compra do produto. Os achados também sugerem que a informação acerca da procedência do produto assume papel de antecedente do comportamento de compra do consumidorEl papel de la región del producto en la formación de la imagen de marca fue investigado, así como su relación con el valor percibido e intención de compra. Por medio de la aplicación de un survey con 269 observaciones y análisis multivariado de varianza (MANOVA), los resultados consubstancian el argumento de que la región de origen desempeña un papel relevante en el comportamiento del consumidor, especialmente en la formación de la imagen de marca, así como en el valor percibido y en las intenciones de compra del producto. Los hallazgos también sugieren que la información sobre la procedencia del producto asume papel de antecedente del comportamiento de compra del consumidor

Qualidade dos serviços de assistência técnica eletrônica: papel da mediação da imagem da marca e satisfação na intenção de recompra

Purpose – This study analyzed the relationship between the perceived quality of electronic equipment technical assistance services with the intention of repurchasing, with the serial mediation model of satisfaction and brand image. Design/methodology/approach – A quantitative research of a described character was carried out and the survey method was adopted with technical assistance clients (n = 158). The conceptual model was evaluated using regression with bootstrapping. And, for the analysis of the mediation effects, with two mediating variables, an adaptation of the macro PROCESS (Hayes, 2017) was made for the software R. Therefore, four hypotheses were assessed by a cross-section research method using mediation analysis. Findings – The results indicate that general customer satisfaction mediates the relationship between the quality of the service perceived and the intentions to repurchase. In this sense, it can be concluded that the relationships between the perceived quality in services and the intentions of repurchase only occur through mediation for satisfaction or through the hierarchical causal relationship between satisfaction and image. The empirical test of the proposed model through a serial mediation approach expands the possibilities on understanding consumer brand affiliation processes. Moreover, it highlights the importance of assistance service companies as brand partners. Originality/value – The main contribution of this research is that satisfaction and brand image are positively associated with the intention to repurchase as reflections of the perceived quality by the technical assistance services of electronic products. Thus, the work shows that customers perceive the quality of the service, and this, in turn, provides positive consequences for both the service provider and the manufacturer (repurchase intentions) and for the customer (satisfaction).   Design/methodology/approach – The survey was adopted with an instrument adapted from Yang (2010) and Christino et al. (2019) validated by experts. Made available online, the instrument collected 309 responses for analysis using the structural equation modeling technique.   Findings – The results validated the positive relationships for Facilitating Conditions, Hedonic Motivation, Perceived Value, Habit and Performance Expectation - the highest’s coefficients. The influence of Expectation on Effort and Social Influence has not been validated.   Research limitations/implications – The results cannot be generalized to all Brazilian individuals, in addition to considering recognized determinants of international literature. For this reason, suggestions are made for continuing and deepening the research.   Practical implications – The results contribute by indicating the main perceptions that lead to the intention and use of discount coupons, which are the performance expectation and the habit. Thus, managers can develop their sales strategies considering such factors while society can establish strategies to more sustainable purchases.   Originality/value – The research discusses the determinants of UTAUT2 in the Brazilian context to explain the intention and behavior of using online discount coupons, which are grouped together are unprecedented in Brazilian literature.Objetivo – Este estudo analisou a relação entre a qualidade percebida dos serviços de assistência técnica de equipamentos eletrônicos com à intenção de recompra, com o modelo de mediação serial da satisfação e da imagem da marca. Desenho / metodologia / abordagem – Foi realizada uma pesquisa quantitativa de caráter descrito e adotado o método survey com clientes de assistência técnica (n = 158). O modelo conceitual foi avaliado por meio de regressão com bootstrapping. E, para a análise dos efeitos de mediação, com duas variáveis ​​mediadoras, foi feita uma adaptação do macro PROCESS (Hayes, 2017) para o software R. Portanto, quatro hipóteses foram avaliadas por um método de pesquisa cross-section usando análise de mediação. Resultados – Os resultados indicam que a satisfação geral do cliente medeia a relação entre a qualidade do serviço percebida e as intenções de recompra. Nesse sentido, pode-se concluir que as relações entre a qualidade percebida nos serviços e as intenções de recompra só ocorrem por meio da mediação pela satisfação ou pela relação causal hierárquica entre satisfação e imagem. O teste empírico do modelo proposto por meio de uma abordagem de mediação serial amplia as possibilidades de compreensão dos processos de afiliação de marca do consumidor. Além disso, destaca a importância das empresas de serviços de assistência como parceiras da marca. Originalidade/valor – A principal contribuição desta pesquisa é que a satisfação e a imagem da marca estão positivamente associadas à intenção de recompra como reflexos da qualidade percebida pelos serviços de assistência técnica de produtos eletrônicos. Assim, o trabalho mostra que os clientes percebem a qualidade do serviço, e isso, por sua vez, traz consequências positivas tanto para o prestador do serviço quanto para o fabricante (intenção de recompra) e para o cliente (satisfação)

Social cynicism, greenwashing, and trust in green clothing brands

This research develops a theoretical model of the effect of social cynicism as a personality trait on trust in green clothing brands. We conducted an online survey of a representative Australian sample to test the hypothesized relationships. Our findings confirmed that social cynicism affected green brand trust negatively and that this effect can be explained by an increase in perceived greenwashing. Conspicuous consumption moderates this indirect influence. This mediated influence decreased when conspicuous consumption was more salient. Findings provide important practical insights for brand managers intending to avoid a decrease in brand trust regarding garments marketed with sustainability claims.This work was supported by funding received from La Trobe University, Australia, the Spanish Government, and European Regional Development Fund [Grant PID2021-123686OB-I00 funded by MCIN/AEI/10.13039/501100011033 and, by ERDF A way of making Europe], the Basque Government [grant IT1731-22] and FESIDE Foundation [grant 03-21]

Sustainable clothing: Why conspicuous consumption and greenwashing matter

Este estudio analiza el grado en que los motivos de consumo conspicuos, la preocupación por el medio ambiente, la eficacia percibida del consumidor, la confianza en las marcas de ropa sostenible y el lavado verde percibido desencadenan la compra de ropa sostenible. El marco teórico se probó con una muestra en línea representativa de la población australiana ( N = 600). Los resultados mostraron que todos los antecedentes propuestos tienen una relación positiva con la compra de ropa sostenible, con excepción del greenwashing percibido, que disminuye la intención de compra. Además, la efectividad percibida del consumidor moderó positivamente el efecto de los motivos de consumo conspicuos en la compra. Los motivos de consumo conspicuo tenían un efecto más fuerte en la compra cuando la efectividad percibida era alta, y esta influencia se reducía para la efectividad percibida más baja. La interacción entre el consumo conspicuo y la eficacia percibida tuvo el efecto más fuerte en el modelo. Nuestros hallazgos resaltan la relevancia del consumo ostentoso como motivo para cambiar a ropa sostenible y el papel igualmente importante de la efectividad percibida del consumidor, que es una condición límite para este efecto. Los hallazgos también confirman la influencia positiva significativa de la preocupación ambiental y la confianza en la marca de ropa sostenible, mientras que el lavado verde percibido es una barrera para la adopción de ropa sostenible. Se discuten las implicaciones teóricas y prácticas de los hallazgos.This study analyzes the degree to which conspicuous consumption motives, environmental concern, perceived consumer effectiveness, trust in sustainable clothing brands, and perceived greenwashing trigger the purchase of sustainable clothing. The theoretical framework was tested with a representative online sample of the Australian population (N = 600). Results showed that all proposed antecedents have a positive relationship with the purchase of sustainable clothing, with the exception of perceived greenwashing, which decreases purchase intention. In addition, perceived consumer effectiveness positively moderated the effect of conspicuous consumption motives on purchasing. Conspicuous consumption motives had a stronger effect on purchase when perceived effectiveness was high, and this influence was reduced for lower perceived effectiveness. The interaction between conspicuous consumption and perceived efficacy had the strongest effect in the model. Our findings highlight the relevance of conspicuous consumption as a motive for switching to sustainable clothing and the likewise important role of perceived consumer effectiveness, which is a boundary condition for this effect. Findings also confirm the significant positive influence of environmental concern and trust in the sustainable clothing brand, while perceived greenwashing is a barrier to the adoption of sustainable clothing. Theoretical and practical implications of the findings are discussed

Sustainable clothing: Why conspicuous consumption and greenwashing matter

This study analyzes the degree to which conspicuous consumption motives, environmental concern, perceived consumer effectiveness, trust in sustainable clothing brands, and perceived greenwashing trigger the purchase of sustainable clothing. The theoretical framework was tested with a representative online sample of the Australian population (N?=?600). Results showed that all proposed antecedents have a positive relationship with the purchase of sustainable clothing, with the exception of perceived greenwashing, which decreases purchase intention. In addition, perceived consumer effectiveness positively moderated the effect of conspicuous consumption motives on purchasing. Conspicuous consumption motives had a stronger effect on purchase when perceived effectiveness was high, and this influence was reduced for lower perceived effectiveness. The interaction between conspicuous consumption and perceived efficacy had the strongest effect in the model. Our findings highlight the relevance of conspicuous consumption as a motive for switching to sustainable clothing and the likewise important role of perceived consumer effectiveness, which is a boundary condition for this effect. Findings also confirm the significant positive influence of environmental concern and trust in the sustainable clothing brand, while perceived greenwashing is a barrier to the adoption of sustainable clothing. Theoretical and practical implications of the findings are discussed