Suchergebnisse

Purpose– The purpose of this study is to examine whether consumers demonstrate a multi-dimensional understanding of sustainability in their decision-making and addresses the situational influence of confidence and compromise on sustainable product choices.Design/methodology/approach– Using three choice-based conjoint experiments the authors examined the importance of sustainability, compromise and confidence to consumers across two contexts. Two-step cluster analyses were used to segment consumers based on the importance scores.Findings– Data indicates that the environmental dimension of sustainability is the most influential followed by economic and social. The responses suggest three distinct segments identified as self-focused, trend motivated and reality driven that demonstrate significantly different characteristics in their approach to sustainable products.Research limitations/implications– Current research tends to focus on the environmental dimension, while paying little heed to the economic and social dimensions. This research indicates that consumers consider all three dimensions when making sustainable product choices and highlights that differences may emerge with respect to product utility.Practical implications– Firms must be aware that consumers differ in the importance they place on sustainability. The reality-driven segment is the most attractive segment, as they are highly engaged and are willing to invest time in understanding the complexities of sustainability. The trend-motivated segments are more fickle with superficial knowledge, and the self-focused segments are self-serving in their orientations and use price as a key decision variable.Originality/value– The paper addresses an important oversight in the sustainability literature. It provides both a theoretical contribution to advance marketing research and a practical contribution that may be of interest to those trying to market sustainable products.

Amidst the economic, political, and social turmoil caused by the COVID-19 pandemic, contrasting responses to government mandated and recommended mitigation strategies have posed many challenges for governments as they seek to persuade individuals to adhere to prevention guidelines. Much research has subsequently examined the tendency of individuals to either follow (or not) such guidelines, and yet a 'grey area' also exists wherein many rules are subject to individual interpretation. In a large study of Canadians (N =1032, Mage =34.39, 52% female; collected April 6, 2020), we examine how social dominance orientation (SDO) as an individual difference predicts individual propensity to 'bend the rules' (i.e., engaging in behaviors that push the boundaries of adherence), finding that SDO is significantly and positively associated with greater intentions toward rule- bending behaviors. We further find that highlighting a self-oriented or in-group identity enhances the rela-tionship between SDO and rule-bending, whereas making salient a superordinate-level identity (e.g., Canada) attenuates this effect. Implications for theory and practice are discussed.

Abstract
This research examines the effectiveness of public recognition in encouraging charitable giving, demonstrating that public recognition can sometimes decrease donations. While previous work has largely shown that making donations visible to others can motivate donors, the present research shows that the effectiveness of public recognition depends on whether potential donors are under an independent (i.e., separate from others) or interdependent (i.e., connected with others) self-construal. Across seven experimental studies, an independent self-construal decreases donation intentions and amounts when the donor will receive public recognition compared to when the donation will remain private. This effect is driven by the activation of an agentic motive, wherein independents are motivated to make decisions that are guided by their own goals and self-interests, rather than being influenced by the opinions and expectations of others. This research contributes to the understanding of the nuanced roles of both public recognition and self-construal in predicting donation behavior.