Ends Justify Means? Organic Cotton Products’ Purchasing Motivations

Chen, Nai-Hua; Wei, Sherrie

doi:10.1002/agr.21308

Cited by 13 publications

(4 citation statements)

References 25 publications

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“…The abstractness and centrality table (Table 2) shows that the abstractness values among those four attributes (price, long-lasting, antiperspirant and fragrant) were between 0.221 and 0.264. Scholars maintain that a specific product attribute can develop multiple motivations (Chen and Wei, 2012) and the results of this study suggest that this is the case in terms of motivating millennials to purchase deodorant. Millennials tend to consult and fulfill their different but related needs (Lee and Hwang, 2012).…”

Section: Discussionmentioning

confidence: 69%

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

Herjanto

Amin

2021

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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.

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Section: Discussionmentioning

confidence: 69%

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

Herjanto

Amin

2021

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“…Thus, in the analysed literature there are attempts to merge MEC with value instruments Rokeach Value Survey (RVS) (Rokeach, 1973;Glavas, Pike, and Mathews, 2014) and List of Values (LOV) (Kahle, Sharon, and Homer, 1986;Brunsø, Scholderer, and Grunert, 2004;Lu, Tina, and Pai, 2018;Chen and Wei, 2012); lifestyle approaches, such as Food-Related Lifestyle instrument (FRL) and Food-Related Behaviour List (FR-BEH) (Brunsø, Scholderer, and Grunert, 2004); the dual process model, the Elaboration Likelihood Model (ELM) (Petty and Cacioppo, 1986;Bech-Larsen, 2001;Jaeger and MacFie, 2001); the Theory of Planned Behaviour (Ajzen and Fishbein, 1980;Xiao, Guo, and D'Ambra, 2017); and the Zaltman Metaphor Elicitation Technique, ZMET® (Ho, Liao, and Sun, 2012). Qualitative, 'soft' method approaches are also blended with computer-based, 'hard' laddering (see Figure 3).…”

Section: Combined and Mixed Approachesmentioning

confidence: 99%

Means-End Chain theory: a critical review of literature

Borgardt¹

2020

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

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This study provides the first critical and systematic investigation of the literature on Means-End Chain theory after the groundbreaking book "Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy" by Olson and Reynolds (2001). The sample of 157 articles published in the Science Direct, Emerald, and Wiley databases was investigated. The period covers scientific literature published from 2001 to 2018. The paper shows the main theoretical concepts, methodological approaches, research problems, and findings. The results of the literature review demonstrate that the Means-End Chain theory is an evolving area of research and is gaining importance in academia and management. Some important gaps in the knowledge of theoretical and methodological levels were identified, and the most important directions for further studies were proposed.

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“…In this regard, Grunert and Juhl () as well as Chen and Wei () find that human values affect the purchase frequency and favoring of organic foods; but, research on such psychological variables remains sparse, especially when it comes to the demand for organic products. Even though demand is mainly explained through price and income, there is strong evidence that it might be influenced by an individual's psychological profile.…”

Section: Introductionmentioning

confidence: 99%

Effects of Values and Personality on Demand for Organic Produce

Grebitus

Dumortier

2015

Agribusiness

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Personality and human values have shown effects on consumer preferences and willingness to pay. This paper analyzes simultaneously the impact of human values and personality on the demand for organic tomatoes applying open-ended choice experiments. Results show that consumers make a distinction between conventional and organic tomatoes, such that human values have a differential impact with regard to predicting demand for products associated with organic labels. Consumers with strong individualistic domains of hedonism and stimulation are more likely to have a higher demand for organic, the same holds for consumers with the strong collectivist domain conformity, and those values that regard both (security and universalism). Also, consumers distinguish between conventional and organic tomatoes, such that personality has a differential impact with regard to predicting demand for organic products. The more agreeable the consumer, the higher the demand for organic tomatoes. In addition, results indicate that when modeled simultaneously, values are more stable in affecting demand compared to effects resulting from personality. Overall, results indicate that human values and personality are able to explain a portion of the variability of demand. Model 1-Effect of personality on demand.Results show that if the price increased by $1, demand decreased by 1.58 lbs. Regarding consumers' personality agreeable and conscientious, personas have a lower demand for tomatoes while neurotic and extravertive shoppers have a higher demand. Specifically for organic tomatoes being open increases demand and being neurotic and extravertive lowers demand. Model 2-Effect of values on demand.Results show that again a price increase of $1 decreases demand by 1.57 lbs. If tomatoes are organically produced this decreases demand by 1.9 lbs. Valuing tradition, power, achievement and stimulation increases demand for tomatoes, while holding strong values of conformity, security and self-direction decreases demand. Demand Agribusiness DOI 10.1002/agr EFFECTS OF VALUES AND PERSONALITY ON ORGANIC DEMAND 199for organic tomatoes is increased if an individual strongly values universalism, security, and self-direction, but valuing hedonism decreases demand for organic tomatoes. Model 3-Modeling personality and values simultaneously.Results show that demand for tomatoes is stable across all three models with a 1.57 lbs decrease in demand per $1 price increase. The demand for organic tomatoes varies across the models, which can be attributed to the inclusion of a varying number of interaction effects in the models. Modeling personality and values simultaneously shows that the effect of values is very stable in terms of signs and magnitude. Similar to Model 2, in Model 3 findings lead to the conclusion that consumers who value tradition more have a higher demand for tomatoes. To interpret results an increase on the SVI scale from 1 to 9 by one point leads to an increase in demand by 0.4 lbs. This is similar to the increase when consumers value achievement. ...

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Ends Justify Means? Organic Cotton Products’ Purchasing Motivations

Cited by 13 publications

References 25 publications

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

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

Means-End Chain theory: a critical review of literature

Effects of Values and Personality on Demand for Organic Produce

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