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Bagozzi, Richard P.; Yap, Sheau-Fen (Crystal); Herjanto, Halimin; Franklin, Drew
doi: 10.1177/02761467251336991pmid: N/A
Drawing on the model of goal-directed behavior, our study examined how buying second-hand clothing (SHC) influences desire and the conditions influencing this phenomenon. Using an experimental design targeting 398 United States and New Zealand respondents, our study found that attitude and anticipated emotions shape shopping behavior at SHC stores, and desire mediates these factors in terms of behavioral expectations. The effects were more notable for respondents concerned about others’ welfare rather than being materialistic. We provide theoretical insights into the socio-psychological mechanisms explaining how and when shopping at SHC stores shapes consumers’ desire to purchase SHC and their decisions to do so. The contingency approach in testing the moderating effects of the social material self and other-concerning values contributes to establishing boundary conditions for the main effects. Theoretical and practical implications are discussed.
Watkins, Leah; Aitken, Robert; Li, Loic Pengtao
doi: 10.1177/02761467251339399pmid: N/A
This paper contributes to our understanding of the relationship between consumption and wellbeing through the lens of voluntary simplicity (VS). While research suggests that VS and wellbeing are positively related, the dimensions and moderators of this relationship are not fully understood. Results from a representative sample of New Zealand consumers, provide empirical support for the relationship between VS and both hedonic and eudaimonic wellbeing, and for the moderating role of age, income, and gender. These results provide the first validation of the most recent scale development in this area and show that it is the psychological and achievement fulfilment of VS, derived from the social connections and community involvement, that positively impact wellbeing. Given the calls for changes to consumption behaviours and concerns with human wellbeing, the research suggests that lifestyles such as VS offer a way to address both.
Chhabra, Sakhhi; Kaushal, Vaishali
doi: 10.1177/02761467251332514pmid: N/A
Plant-based meat alternatives (PBMA) are gaining traction worldwide as a novel food category, yet it is struggling to establish a strong foothold in a few countries. Food habits are not confined to individuals but to societies, and it is unclear if PBMA products are a non-vegetarian alternative or another vegetarian add-on, especially in Hindu societies like India. With changing dietary behaviour and a more conscious lifestyle, especially after COVID-19, it is important to understand the factors determining the adoption of novel foods like PBMA. Comprehending the acceptance of PBMA among food neophiliacs and neophobic people in emerging markets will give an alternate perspective from dominant Western literature regarding food consumption. We explored various reasons for acceptance and resistance using structured observation and focus group discussions. We use the theory of consumption values to find the barriers and drivers of consuming PBMA among Indian consumers. In this exploratory study, we found that vegetarian consumers are hesitant to try PBMA mainly due to its delusional positioning with the use of the word chicken/meat on the label. For non-vegetarian consumers, the idea that one is eating veg chicken but not actually eating nonveg is itself deceitful. The delusion amongst the groups could be ratified by positioning it as a separate vegetarian category and not terming it as an alternative to meat. The findings from this work will enable more targeted marketing strategies and enhance the food neophobia literature, offering novel insights into sustainable food consumption.
Valor, Carmen; Ronda, Lorena; Abril, Carmen
doi: 10.1177/02761467251349995pmid: N/A
Sustainable consumption should foster ethical deliberation among audiences to effectively address socio-environmental crises. However, studies on current sustainable communication approaches reveal their insufficiency in transforming marketing systems. In response, we conceptualize moral dramas as a novel sustainable communication genre with the potential to facilitate ethical deliberation. Moral dramas are narrative texts that expose environmental and social breaches, evoke strong emotional responses, and offer pathways for redemption and ethical transformation. Focusing on ethical online marketplaces—an emerging sustainable enterprise—we critically examine the conditions under which moral dramas can serve as a normatively appropriate genre for sustainable communication. Finally, we discuss the implications for scholarship on sustainable communication and transformative marketing.
Shultz, Clifford; Barrios, Andres; Blystiv, Ihor; Hemais, Marcus; Jallat, Frederic; Opatska, Sofiya; Repo, Petteri; Sauerbronn, João Felipe R.
doi: 10.1177/02761467251339174pmid: N/A
Marketing—when administered responsibly, inclusively, justly, and systemically over place and time—holds extraordinary promise to unlock humanity's potential for a better world, capable of pulling millions of people from poverty, protecting our environment, and creating and sustaining peace, prosperity and well-being. This Macro Ethos is illuminated in an article shared by Macromarketing scholars with interests in scholarly contributions, which impact in ways that enhance the well-being of people, societies and the fragile biosphere we inhabit, on a large scale. Key foci include happiness and its measures; bridging divides via training for collaboration, critical thinking, and a sustainable future; marketing during wartime, with insights from Ukraine and implications for resilience, adaptation and peaceful prosperity; public marketing, Macromarketing, activism and constructive engagement; and developing more responsible, harmonic, and supportive societies in Brazil and beyond. The authors conclude with some discussion, including opportunities for further collaboration and impactful research.
doi: 10.1177/02761467251337646pmid: N/A
This paper discusses how the author has, over the years, used imaginative literature—novels, short stories, science fiction—in his classes to highlight macromarketing themes. The argument is that imaginative literature can be used as powerful sources to educate in ways that traditional lectures, textbooks, journal articles and case studies cannot. Imaginative literature sticks where the traditional teaching approaches do not. Sources for help in identifying literature that can be used, for those unfamiliar with the literature portraying business, are suggested.
doi: 10.1177/02761467251350092pmid: N/A
Simultaneous large forest fires started throughout Türkiye (Turkey) in the summer of 2021. The wildfires were a major challenge at the Dilek Peninsula-Great Menderes Delta National Park in an international tourism city. Fortunately, the wildfires did not affect the national park. However, stakeholders and officials (e.g., the national park manager, the governor of the city) demonstrated diverse tendencies, perspectives, and behaviours. For instance, local communities and non-governmental organisations worried about the initiative to keep the national park partially open. The main argument of this teaching case study is that decision-making during a crisis requires a multi-dimensional approach that considers both supporting and opposing forces. The case content satisfies a two-part purpose: (1) helping students experience decision-making in a crisis setting that intersects with the macromarketing–public policy interface and (2) providing students with insight into the tensions among tendencies, perspectives, and behaviours during decision-making (according to the tri-component attitude model). To do so, the author collected primary qualitative data, used a version of Bloom's taxonomy as the learning model, tested the case study, and clarified the text. The high clarity score and the precision it brings make the information in the case study drawable in research models. The contribution of the teaching case study is that it strengthens the idea that teaching case studies can give students near-professional or near-academic experiences. For instance, educators can use the case study in macromarketing discussions and consumer behaviour courses. Practitioners such as human decision-makers can exercise the case content to improve decision-making skills. Policymakers can utilise the case content to enhance stakeholder engagement.
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