Customer personal values of hygiene product consumption: a means-end analytic approach

Abstract

Purpose Deodorant, as a hygienic product, becomes a daily necessity product and has significant benefits to its users. Yet, the real motivation for consuming deodorant is not fully understood, and therefore, this study aims to join the extant literature in this context by investigating the effect of personal values. Design/methodology/approach A qualitative study using the laddering approach (means-end analytic) was used and 50 college students participated in this study. Findings The hierarchical value maps show that achievement, power, security and benevolent personal values are responsible for millennials deodorant consumption behavior. Fragrance, price and antiperspirant are the most important attributes that appeal to such consumption. Practical implications The findings also suggested that three different situational factors generated these different personal values. It includes a pre-career environment, puberty and maintaining self-stability. The strongest attributes that appeal to millennials are fragrance, price, antiperspirant, brand, long-lasting quality and packaging. Originality/value This study offers the means-end approach to the framework of millennials deodorant consumption behavior and which can be implemented to investigate millennials consumption decision-making processes.

A meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumption

“…These findings of the meta-analysis respond to recent calls to investigate the mediating mechanism between consumers’ personal values and their behavioral responses (e.g. Herjanto and Amin, 2022; Tarka et al , 2022), thereby contributing to green consumption literature immensely.…”

“…guiding principles in purchase decisions) and their behavioral intentions or behavior are not straightforward (e.g. Herjanto and Amin, 2022). There should be some underlying mediation mechanism that explains how personal values lead to behavioral responses (e.g.…”

“…There should be some underlying mediation mechanism that explains how personal values lead to behavioral responses (e.g. Herjanto and Amin, 2022). Our meta-analysis explores a few of these underlying mechanisms by proposing and testing the mediating role of six VBN- and TPB-based psychological constructs (adverse consequences, ascribed responsibilities, personal norms, subjective norms, attitude and perceived behavioral control) between personal values and green purchase intention.…”

Should I donate secondhand clothes? Cognitive, affective, and conative model during the COVID-19 pandemic

“…Based on this argument, Bieger (2019) conceptualizes and describes a conative dimension as a degree of individuals’ concern toward a specific issue to that they are exposed. Herjanto and Amin (2022) suggest that various factors determine an individual’s concern, with one of the essential factors being personal values. Personal values are crucial guiding principles that help individuals fulfill their desires (Kim et al , 2020).…”

Assessing Young Adult Consumers’ Responses to Green Personal Care Products: Insights from Extended Theory of Planned Behavior

“…Green products are typically more expensive than traditional ones due to higher costs for superior raw materials and labelling verification. Based on the previous research, price is one of the significant influences of purchase behaviour (Herjanto & Amin, 2022;Rezai et al, 2011;Liobikiene et al, 2017;Dangelico et al, 2021;Mahmoud, 2018). Pricing in connection to behaviour in two aspects, customer willingness to pay and price perceptions (Oliver et al, 2011).…”