Sita Mishra, Tapas Ranjan Moharana, Ravi Chatterjee
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引用次数: 0
摘要
目的 本研究旨在探讨消费者的极简主义(CM)、自我意识(如消费者内疚感(CG)和消费者自豪感(CP))与使用租赁服务的倾向之间是如何相互作用的。本研究采用定量方法调查上述关联。研究结果研究结果表明,使用租赁服务的意愿与 CM 直接相关,而自我意识情绪(SCE)在这一关系中扮演着中介的角色。可能还有其他变量在起作用,但研究的重点是 SCEs(CG 和 CP)及其作为中介的作用。必须根据选定的研究方法和样本量来解释研究结果。未来的研究可以调查更多的变量并扩大样本量,以提高普遍性。认识到对环保广告态度的调节作用,有助于开展更有效的宣传活动,促进环保行为。原创性/价值本研究以 SCE 为基础,是解释 CM 如何通过基于获取的消费模式鼓励负责任的环保行为的初步研究之一。
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior
Purpose
This research aims to examine how consumer minimalism (CM), self-conscious feelings (such as consumer guilt (CG) and consumer pride (CP)) and the inclination to use rental services interact. It also looks at how attitudes toward pro-environmental advertisements affect these relationships as a moderator, recognizing the importance of pro-environmental advertising in influencing consumer behavior.
Design/methodology/approach
This study employed a quantitative methodology to investigate the aforementioned associations. Survey questionnaires are used to collect data, which is then analyzed using AMOS 25 and Process Macro to generate meaningful insights.
Findings
The findings indicate that the willingness to use rental services is directly associated with CM, while self-conscious emotions (SCEs) play the role of a mediator in this relationship.
Research limitations/implications
It is essential to recognize the limitations of this study. There may be other variables at play, but the research focuses on SCEs (CG and CP) and their role as mediators. The findings must be interpreted based on the selected research methodology and sample size. Future research could investigate additional variables and enlarge the sample size to increase generalizability.
Practical implications
Targeted marketing can leverage CM, SCEs and willingness to use rental services. Recognizing the moderating effect of attitude toward pro-environmental advertisements can help create more effective campaigns promoting environmental behavior.
Originality/value
Underpinned by SCEs, the current study is one of the initial studies to explain how CM encourages responsible environmental behavior through access-based consumption models.
期刊介绍:
Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.