Flexibility, Dissonance and the conscious consumer

This paper considers the ethical purchasing of what are described as conscious consumers. Conscious consumers present a complex mix of behaviors; while seeking ethical alternatives, other social and economic forces impact on their behavior such that positive ethical choices are not always made. We identify two areas of theory relevant to the conceptualization of such consumers, flexibility and dissonance theory. A study of nine participants identified as conscious consumers was undertaken. As anticipated the participants revealed a range of often contradictory behaviors regarding their ethical purchases. The relevance of flexibility and dissonance theory to their behavior is discussed

Responsible waste disposal: An exploratory study of affluent British and Brazilian consumers

This paper explores how British and Brazilian consumers dispose of their unwanted or no longer used goods. Post-consumption environmental impact has become a global issue, and the need for consumers to reduce, reuse and recycle is paramount. A study of seven participants with recycling experience was undertaken. Divergent concerns in relation to waste, and distinct symbolic roles for disposition reflected the economically distinct contexts of the participants. Insights from this study can inform future consumer and policy research, and provide a more holistic view of the consumer behavior cycle

Advertising in an ageing society

Age discrimination is one of the last forms of discrimination yet to be tackled by legislation. Despite the call of the United Nations for older people to be treated fairly, regardless of age, many industries still overtly discriminate against them. The advertising industry is a particular offender, either ignoring older people altogether or presenting them in caricatures or negative stereotypes. The authors suggest that regulation or legislation may be required, to raise awareness of the issues surrounding age discrimination and to persuade advertisers to present images of older people which are more relevant and acceptable in today's society

Defying marketing sovereignty: Voluntary simplicity at new consumption communities

Purpose of this paper: To broaden the scope of or knowledge of collective voluntarily simplified lifestyles in the UK, by exploring whether voluntary simplifiers achieve their goals by adopting a simpler life. Design/methodology/approach: Radical forms of voluntary simplifier groups were explored through participant-observation research. The methodology can be broadly classified as critical ethnography, and a multi-locale approach has been used in designing the field. Findings: Although for some of these consumers voluntary simplicity seems to have reinstated the enjoyment of life, certain goals remain unfulfilled and other unexpected issues arise, such as the challenges of mobility in the attainment of environmental goals. Research limitations/implications (if applicable): This is an ongoing research, however many opportunities for further research have arisen from this study. Quantitative research could be undertaken on the values and attitudes buttressing voluntary simplicity specifically in the UK. The extent to which such communities influence mainstream consumers could be studied both quantitatively and qualitatively. Mainstream consumers’ attitudes to the practices of such communities could prove useful for uncovering real consumer needs. Practical implications: Despite these communities position in the extreme end of the voluntary simplicity spectrum, their role in shaping the practices and attitudes of other consumers is clear. What is original/value of paper: This paper provides new consumer insights that can re-shape policy-making and marketing practice aimed at achieving a sustainable future

Analysing the preferred characteristics of frontline employees dealing with customer complaints: A cross‐national Kano study

Recent research in customer satisfaction suggests that attributes of products and services can be classified into three categories, must-be factors, one-dimensional factors and excitement factors, which all affect customer satisfaction and dissatisfaction. These originate from Kano’s model (1984) that allows researchers to gain a deeper understanding of customer preferences by analysing how they evaluate and perceive product or service attributes. This paper uses the Kano model to gain a deeper understanding of attributes of effective frontline employees dealing with customer complainants in personal interactions. For products such as the TV remote control, Kano (2001; 2006) showed that excitement factors deteriorate to must-be factors over time. This research investigates whether the same phenomenon holds true for attributes of service employees. Data were collected from 197 respondents with complaining experience in the UK and Saudi Arabia, these being two countries at different stages of service sector development and the analysis of the Kano maps reveal significant differences between the two countries

Radical innovation, network competence and the business of body disposal

Purpose The purpose of this paper is to examine the contribution of network competence to radical innovation. Design/methodology/approach Technological change associated with human body disposal acts as the form of radical innovation in which network competence is examined. Interviews, observations at industry conferences and secondary data are used for the case studies featured and in which network competence is investigated. Findings The paper establishes the importance of network competence at the regime and landscape level and the contribution of actors within commercial innovation niches to bringing cremation alternatives to market. Research limitations/implications Some of the results are particular to the challenges of network entry and product introduction facing business start-ups and the context of body disposal is unique. Further research should examine network competence and radical innovation in other business fields. Social implications Firstly, the context of human body disposal highlights the importance of institutional actors and social systems in bringing cremation alternatives to market. Secondly, focusing on human disposal encourages exchange amongst readers on a subject which is fundamental to man’s existence, yet the discussion of which many might normally choose to avoid. Originality/value The paper connects two areas of academic interest, namely, niche management for sustainability and radical innovation in business markets in which networking and network competence are key to the commercialisation of innovation. </jats:sec