Consumer Financial Sacrifice: Proposing a Scale

Abstract

In the Marketing field, although the term sacrifice has usually been associated with the perceived value, studies about the 'financial sacrifice' for the purchase are still incipient. Through a literature review, it was possible to identify gaps both for measurement and for an adequate definition of this construct in the consumer behavior perspective. So, this article aims to develop a scale to measure the financial sacrifice for purchase, showing the concept of financial sacrifice as an act or the willingness to give up something valued, aiming the acquisition of something else of greater value. From this, the Consumer Financial Sacrifice -CFS scale was developed following the steps proposed by Churchill (1979). The results indicated that the proposed scale has good levels of reliability and validity, being single dimensional, formed by three items, contributing to highlight that the financial sacrifice can generate both negative and positive aspects for the consumer.

Consumers’ Perception and Willingness to Pay for Cassava Leaves as a Leafy Vegetable in the Ejisu - Juaben Municipality, Ghana

“…Therefore, assessing consumers' perception and willingness to pay for cassava leaves as a leafy vegetable can provide relevant information and business opportunity for food processors, farmers, and other stakeholders along the cassava value chain. Willingness to pay is defined as the amount of money an individual is willing to sacrifice to obtain a good or service (Freeman, 2011;Gomes et al, 2018). Rational consumers' aim at maximizing utility from each unit of product consumed.…”