An Investigation of Self-Image Congruence Differences between Materialistic and Non-Materialistic Consumers

Başar, Enes Emre; Türk, Bahar; Ünal, Sevtap

doi:10.21773/boun.29.2.3

Cited by 3 publications

(2 citation statements)

References 61 publications

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“…In line with these results, some studies claim that through the food choice it is possible to express the self-concept [29,30] and to take care of personal health [31,32], becoming a possible key that drives and motivates consumers towards certain purchases rather than others. In support of this argument, previous studies also revealed that emotional and personal investment, beyond the motivation, is a fundamental aspect in orienting consumers' purchases [33][34][35].…”

Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 76%

Organic Food Consumption in Italy: The Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and Frequency of Organic Food Consumption

et al. 2020

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Nowadays, the problems that afflict our planet (climate change, loss of biodiversity, etc.) are leading to the implementation of a more sustainable type of consumption. Increasing the consumption of organic products is a way to face and try to solve these problems. In order to reach this aim, it is important to understand how consumers’ subjective relevance of these products impacts on their consumption. The recent literature, in fact, highlighted how food consumption is salient for the individual to express their identity and life orientations, even more in the case of organic food consumption. Nonetheless, little is known about how subjective relevance of food affects organic food consumption. The present research aims to measure the role of subjective relevance in organic food consumption. Data were collected with a self-report questionnaire that was filled out by a sample of 964 Italians, representative of the population. We used structural equation modelling (SEM) and the bootstrap technique to test the hypothesis. The results show that subjective food relevance is a mediator between the motivations of organic food consumption and the frequency of consumption of it. This research points out the necessity to study consumers in a wider way, using communication that emphasizes the role that these products have in satisfying the psychological needs of consumers.

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Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 76%

Organic Food Consumption in Italy: The Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and Frequency of Organic Food Consumption

et al. 2020

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“…Seperti yang diketahui secara luas, banyak konsumen menggunakan produk sebagai sarana untuk menunjukkan status mereka di masyarakat atau untuk mendapatkan status tertentu secara umum. Dengan cara ini, orang mendapat manfaat dari produk dan merek dengan mentransfer nilai-nilai mereka kepada diri mereka sendiri dan dengan memproyeksikan pesan tertentu kepada orang lain di sekitar mereka (Emre Başar & Ünal, 2016).…”

Section: Self-image Congruenceunclassified

Pandangan Alternatif Pembelian Produk Hijau Millennial Di Jakarta: Peran Ulasan Produk Online Dan Kesesuaian Citra Diri

Sembiring,

Kurniawati,

Setiady

2023

JMBI UNSRAT

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Abstract. The purpose of this paper is to offer a different perspective on millennials' green consumption habits. To analyse this research, several determining factors must be considered. Among others are self-image congruence, attitude, subjective norms, perceived behavior control, moral norms, online green product review and green product purchase intention. Hypothesis testing was carried out using the structural equation model (SEM) method with the help of AMOS software. Purposive random sampling was used to select 214 respondents for this study. The sample used in this study were customers who had purchased green fashion. Variables that influence in this research are self-image on green product review, attitude on green product review, subjective norms on green product review, subjective norms on moral norms, self-image on green product purchase, attitude on green product purchase, subjective norms on green product purchase, perceived behavior control on green product purchase, green product review on green product purchase and moral norms on green product purchase. Abstrak. Tujuan dari makalah ini adalah untuk menawarkan perspektif yang berbeda tentang kebiasaan konsumsi hijau generasi milenial. Untuk menganalisis penelitian ini, beberapa faktor penentu harus dipertimbangkan. Antara lain keselarasan citra diri, sikap, norma subjektif, kontrol perilaku yang dirasakan, norma moral, review produk hijau online dan niat beli produk hijau. Pengujian hipotesis dilakukan dengan menggunakan metode structural equation model (SEM) dengan bantuan software AMOS. Purposive random sampling digunakan untuk memilih 214 responden generasi milenial untuk penelitian ini. Sampel yang digunakan dalam penelitian ini adalah pelanggan yang pernah membeli green fashion. Variabel-variabel yang berpengaruh dalam penelitian ini adalah citra diri pada ulasan produk ramah lingkungan, sikap pada ulasan produk ramah lingkungan, norma subjektif pada ulasan produk ramah lingkungan, norma subjektif pada norma moral, citra diri pada pembelian produk ramah lingkungan, sikap pada pembelian produk ramah lingkungan, norma subjektif pada pembelian produk hijau, kontrol perilaku yang dirasakan pada pembelian produk hijau, ulasan produk hijau pada pembelian produk hijau dan norma moral pada pembelian produk hijau.

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Spor Gi̇yi̇m Endüstri̇si̇nde Materyali̇zm, Marka Sadakati̇ Ve Marka-Benli̇k Uyumu Arasindaki̇ İli̇şki̇ni̇n Beli̇rlenmesi̇ne Yöneli̇k Bi̇r Araştirma

Akkaya

Başer

Zerenler

2021

Fırat Üniversitesi Sosyal Bilimler Dergisi

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Bu çalışmanın amacı materyalizm, marka sadakati ve marka-benlik uyumu arasındaki ilişkinin incelenmesidir. Bu bağlamda materyalizmin marka sadakati ve marka-benlik uyumu üzerindeki etkileri ile marka sadakatinin marka-benlik uyumu üzerindeki etkileri araştırmada incelenecektir. Araştırmanın verileri yapılandırılmış anket formu vasıtasıyla toplamda 313 kişiden yüz yüze toplanmıştır. Anketler yüksek tüketim eğilimlerinden dolayı üniversite öğrencilerine uygulanmıştır. Elde edilen bu verilerin SPSS 20 paket programları ile analizleri gerçekleştirilmiş ve raporlanmıştır. Araştırmanın sonuçlarına göre materyalizm ile marka sadakati arasında, materyalizm ile marka-benlik uyumu arasında ve marka sadakati ile markabenlik uyumu arasında anlamlı bir ilişki olduğu gözlenmiştir. Araştırmanın iki temel sınırlılığı bulunmaktadır. İlk olarak araştırma Konya'da gerçekleştirilmiştir. İkinci olarak spor giyim endüstrisi bağlamında gerçekleştirilmiştir. Farklı çalışmalarda farklı değişkenler ile araştırılan materyalizm ve marka sadakatinin marka-benlik uyumu değişkeni ile incelenmesi teorik bağlamda literatüre katkı sağlayacaktır.

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An Investigation of Self-Image Congruence Differences between Materialistic and Non-Materialistic Consumers

Cited by 3 publications

References 61 publications

Organic Food Consumption in Italy: The Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and Frequency of Organic Food Consumption

Organic Food Consumption in Italy: The Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and Frequency of Organic Food Consumption

Pandangan Alternatif Pembelian Produk Hijau Millennial Di Jakarta: Peran Ulasan Produk Online Dan Kesesuaian Citra Diri

Spor Gi̇yi̇m Endüstri̇si̇nde Materyali̇zm, Marka Sadakati̇ Ve Marka-Benli̇k Uyumu Arasindaki̇ İli̇şki̇ni̇n Beli̇rlenmesi̇ne Yöneli̇k Bi̇r Araştirma

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