Green DIY store choice among socially responsible consumer generations
Tóm tắt
The purpose of our empirical investigation, based on the theory of reasoned action and generational theory, is to study the green DIY retail store choice of socially responsible consumer generations (Baby Boomers, Millennials, Gen X-ers and Gen Zs). The authors base their quantitative research on structural equation modelling in an emerging market (Romania) to highlight the socially responsible consumption behavioural factors (education on environmental protection and social responsibility, rational use of resources and financial sacrifice necessary to protect the environment) which drive the customers of international DIY store chains operating in Europe in their choice of retail formats. The results reveal that there is a difference between Romanian and European-based retail chains with respect to the impact of socially responsible consumption behavioural dimensions on the choice of retail format, due to their respective communication of environmental governance strategies and different actions implemented. The research contributes to the development of the literature by establishing a connection between socially responsible consumption behaviour and retail format choice in green DIY retailing. From the management perspective, the paper provides retailers operating in emerging markets with possible directions to adapt their strategies when approaching these markets. The value of the paper lies in the application of socially responsible consumption behaviour scale and generational theory in green DIY retailing to a fast-growing emerging market, with a view to enhancing consumer retail format choice, depending on their attitudes towards social responsibility and propensity towards environmental protection.
Tài liệu tham khảo
Aaker, D., Kumar, V., & Day, G. (2000). Marketing research (7th ed.). New York: John Wiley & Sons, Inc..
Acar, A. (2014). Do intrinsic and extrinsic motivation factors differ for generation X and generation Y? Int J Bus Soc Sci, 5(5), 12–20.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice Hall.
Antil, J. A. (1984). Socially responsible consumers: Profile and implications for public policy. Journal of Macromarketing, 4(2), 18–39.
Antil, J. A., & Bennett, P. D. (1979). Construction and validation of a scale to measure socially responsible consumption behaviour. In K. H. Henion II & T. C. Konnear (Eds.), The conserver society (pp. 51–68). Chicago: American Marketing Association.
Aschemann-Witzel, J., & Zielke, S. (2017). Can’t buy me green? A review of consumer perceptions of and behavior toward the price of organic food. The Journal of Consumer Affairs, 51(1), 211–251.
Ayadi, N., & Lapeyre, A. (2016). Consumer purchase intentions for green products: Mediating role of WTP and moderating effects of framing. J Mark Commun, 22(4), 367–384.
Baumgartner, R., & Rauter, R. (2016). Strategic perspectives of corporate sustainability management to develop a sustainable organization. J Clean Prod, 140, 81–92 (2016).. https://doi.org/10.1016/j.jclepro.2016.04.146.
Bear, S. E. (2017). Organic delights: Examining the challenges of corporate social responsibility. Management Teaching Review, 2(2), 98–106.
Bekele, A., Bosona, T., Nordmark, I., Gebresenbet, G., & Ljungberg, D. (2012). Assessing the sustainability of food retail business: The case of Konsum Varmländ, Sweden. Journal of Service Science and Management, 5, 373–385.
Biswas, A., & Roy, M. (2015). Green products: An exploratory study on the consumer beaviour in emerging economies of the east. J Clean Prod, 87, 463–468.
Boschini, A. (2015). Boomers, Millennials are more similar than you think. Home Accents Today, 44. http://www.homeaccentstoday.com/blogpost/13762-boomers-millennials-are-more-similar-you-think.
Chu, P.-Y., Lin, Y.-L., & Chi, W.-N. (2013). A study of consumers` willingness to pay for environmentally friendly clothing for generation Y: The influences of shopping orientation, fashion orientation and green consumption style. Marketing Review, 10(1), 19–42.
Churchill, G. A. (1991). Marketing Research: Methodological Foundation (5th ed.). Fort Worth: The Dryden Press.
Codrington, G. (2008). Detailed Introduction to Generational Theory. Tomorrow Today, 1–16. http://ngkok.co.za/sinode2016/intro-generations.pdf.
Cordeiro, H. T., & de Albuquerque, L. G. (2017). Career profiles of generation Y and their potential influencers. Brazilian Administration Review, 14(3), 2–21.
Dabija, D. C., Pop, N. A., & Szentesi, S. (2014). A customer-oriented perspective on retail brand equity in the fashion industry. Industria Textilă, 65(1), 37–46.
Dabija, D. C., & Abrudan, I. N. (2015). Retailing in Romania: From statist to nearly capitalist. European Retail Research, 27(2), 55–92.
Dabija, D. C., & Băbuţ, R. (2013). An approach to sustainable development from Tourist’s perspective. Empirical evidence in Romania. Amfiteatru Economic, 15(7), 617–633.
Dabija, D. C., & Pop, C. M. (2013). Green marketing – Factor of competitiveness in retailing. Environ Eng Manag J, 12(2), 393–400.
Dabija, D. C., & Bejan, B. M. (2017). Behavioral antecedents for enhancing green customer loyalty in retail. In R. Pamfilie, V. Dinu, L. Tăchiciu, D. Pleșea, & C. Vasiliu (Eds.), BASIQ international conference: New trends in sustainable business and consumption (Vol. 1, pp. 183–191). Bucharest: Editura ASE.
Dabija, D.C., Băbuţ, R., Dinu, V., Lugojan, M., (2017). Cross-generational analysis of information searching based on social media in Romania. Transformations in Business & Economics, 16(2(41)), 248–270.
Dabija, D. C., Bejan, B. M., & Tipi, N. (2018). Generation X versus Y communication behavior on social media when purchasing food versus touristic services. Ekonomie a Management (E&M) / Economics and Management, 21(1), 191–205.
Dabija, D. C. (2018). Enhancing green loyalty towards apparel retail stores: A cross-generational analysis on an emerging market. Journal of Open Innovation: Technology, Market, and Complexity, 4(1), 1–8.
Dedeman.ro. (2016). Press release. http://https://www.dedeman.ro/spaw2/uploads/files/comunicat-de-presa-raspuns-scrisoare-de-clic-ro.pdf. Accessed 20 Jan 2017.
Dermody, J., Hanmer-Lloyd, S., Koenig-Lewis, N., & Lifen Zhao, A. (2015). Advancing sustainable consumption in the UK and China: The mediating effect of pro-environmental self-identity. J Mark Manag, 31(13–14), 1472–1502.
Desai, S. P., & Lele, V. (2017). Correlating internet, social networks and workplace - a case of generation Z students. Journal of Commerce & Management Thought, 8(4), 802–815.
Elg, U., & Hultman, J. (2011). Retailers` management of corporate social responsability (CSR) in their supplier relationship - does practice follow best practice? Int Rev Retail Distrib Consum Res, 21(5), 445–460.
Forza, C., & Filippini, R. (1998). TQM impact on quality conformance and customer satisfaction: A causal model. Int J Prod Econ, 55(1), 1–20.
French, S., & Showers, L. (2008). Consumer lifestyles of health and sustainability. Research Review, 15(1), 31–34.
Galbreth, M. R., & Ghosh, B. (2012). Competition and sustainability: The impact of consumer awareness. Decis Sci, 44(1), 127–159.
Green, K. W., Toms, L. C., & Clark, J. (2015). Impact of market orientation on environmental sustainability strategy. Management Research Review, 38(2), 217–238.
Gurtoo, A., Sarup, V., & Williams, C. C. (2010). Explaining the do-it-yourself (DIY) retail market in a developing country: Preliminary lessons from India. Int Rev Retail Distrib Consum Res, 20(3), 335–351.
Hill Hyun-Hwa Lee, J. (2012). Young generation Y consumers` perceptions of sustainability in the apparel industry. Journal of Fashion Marketing and Management: An International Journal, 16(4), 477–491.
Homburg, C., & Krohmer, H. (2006). Marketingmanagement, Strategie – Instrumente – Umsetzung – Unternehmensführung, Ediţia a doua. Wiesbaden: Gabler.
Honeywell, J., & Pease, B. (2014). Leveraging generational differences for sustainability success. In Environmental Design & Construction (pp. 22–24).
Hubbard, G. (2009). Measuring organizational performance: Beyond the triple bottom line. Bus Strateg Environ, 19(8), 177–191.
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behavior and future research directions. International Strategic Management Review, 3(1–2), 128–143.
Ju, T. L., Lin, B., Lin, C., & Kuo, H. J. (2006). TQM critical factors and KM value chain activities. Total Qual Manag, 17(3), 373–393.
Katz, S. (2017). Generation X: A critical sociological perspective. GENERATIONS - Journal of the American Society on Aging, 41(3), 12–19.
Lakshmi, V. R., & Kennedy, H. (2017). The role of business sustainability in human resource management: A study on Indian manufacturing company. The South East Asian Journal of Management, 11(1), 70–85.
Laroche, M., & Bergeron, J. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. J Consum Mark, 18(6), 503–520.
Li, Y., Lu, Y., Zhang, X., Liu, L., Wang, M., & Jiang, X. (2016). Propensity of green consumption behaviours in representative cities in China. J Clean Prod, 133, 1328–1336.
Lim, W. M. (2017). Inside the sustainable consumption theoretical toolbox: Critical concepts for sustainability, consumption, and marketing. Journal of Business Research, 78, 69–80.
Lin, J., Lobo, A., & Leckie, C. (2017). The role of benefits and transparency in shaping consumers` green perceived value, self-brand connection and brand loyalty. J Retail Consum Serv, 35, 133–141.
Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Pshychology Bulletin, 18(1), 3–9.
Marsh, H. W. (1998). Pairwise deletion for missing data in structural equation models: Nonpositive definite matrices, parameter estimates, goodness of fit, and Adjusted Sample Sizes. Structural Equation Modeling: A Multidisciplinary Journal, 5(1), 22–36.
Meriac, J. P., Woehr, D. J., & Banister, C. (2010). Generational differences in work ethic: An examination of measurement across three cohorts. J Bus Psychol, 25(2), 315–324.
Mulder, K. F. (2017). Strategic competences for concrete action towards sustainability: An oxymoron? Engineering education for a sustainable future. Renew Sust Energ Rev, 68, 1106–1111.
Nadlifatin, R., Lin, S.-C., Rachmaniati, Y., Persada, S., & Razif, M. (2016). A pro-environmental reasoned action model for measuring citizens` intentions regarding Ecolabel product usage. Sustainability, 8(11), 1165.
Nasir, V. A., & Karakaya, F. (2014). Underlying motivations of organic food purchase intentions. Agribusiness, 30(3), 290–308.
Nuttavuthisit, K., & Thøgersen, J. (2015). The importance of consumer Trust for the Emerge of a market for green products: The case of organic food. J Bus Ethics, 140(2), 323–337.
Obucina, V. (2017). Romania shows fast economic growth after 10 years in the EU. https://financialobserver.eu/cse-and-cis/romania/romania-shows-fast-economic-growth-after-10-years-in-eu/. Accessed 20 Jan 2017.
Praktiker.ro. (2015). Reciclează ce nu mai funcționează! https://www.praktiker.ro/media/pdfs/csr/c5a07-Pliant-Informare-Utilizatori-EEE_RoRec_tipar_C.PDF. Accessed 20 Jan 2017.
Pryshlakivsky, J., & Searcy, C. (2015). A heuristic model for establishing trade-offs in corporate sustainability performance measurement systems. J Bus Ethics, 144(2), 323–342.
Resurse Terra (2017). Earth's 2017 resource 'budget' spent by August 2: report. https://phys.org/news/2017-08-earth-resource-spent-august.html. Accessed 20 Jan 2017.
Rettie, R., Burchell, K., & Riley, D. (2012). Normalising green behaviours: A new approach to sustainability marketing. J Mark Manag, 28(3–4), 420–444.
Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Corporate socially responsible initiatives and their effects on consumption of green products. J Bus Ethics, 135, 253–264.
Schmidt, A., Ferraro, T., & Phillips, D. (2012). Film festival - sustainability: A new consumer movement. Adv Consum Res, 38, 718–720.
Schuler, D., Rasche, A., Etzion, D., & Newton, L. (2017). Corporate sustainability management and environmental ethics. Bus Ethics Q, 27(2), 213–237.
Shobeiri, S., Rajaobelina, L., Durif, F., & Boivin, C. (2016). Experiential motivations of socially responsible consumption. Int J Mark Res, 58(1), 119–139.
Silva Braga, J. S., da Silva, D., Gabriel, M. L., & de Oliveira Braga, W. R. (2015). The effects of environmental concern on purchase of green products in retail. Procedia - Social and Behavioral Sciences, 170, 99–108.
Singh, S., & Sharma, A. (2016). An empirical investigation on demographics and socially responsible consumption behavior in Delhi. Pranjana: The Journal of Management Awareness, 19(1), 44–50.
Smith, K. (2010). An examination of marketing techniques that influence Millennials` perceptions of whether a product is environmentally friendly. J Strateg Mark, 18(6), 457–470.
Swoboda, B., Berg, B., & Dabija, D. C. (2014). International transfer and perception of retail formats: A comparison study in Germany and Romania. Int Mark Rev, 31(2), 155–180.
Swoboda, B., Morbe, L., & Dabija, D. C. (2017). International transfer and perception of retail formats – An inter- and intra-format comparison study in Germany, France and Romania. Marketing ZFP – Journal of Research and Management, 39(4), 24–36.
Taken Smith, K. (2014). Millennials` interpretations of green terminology. Academy of Marketing Studies Journal, 18(1), 55–68.
Tariq, M. Z. (2014). Impact of green advertisement and green brand awareness on green satisfaction with mediating effect of buying behavior. Journal of Managerial Sciences, 8(2), 274–289.
Tuten, T. (2013). Promoting sustainability by marketing green products to non-adopters. Gestion 2000, 30(2), 93–102.
Ulusoy, E. (2016). Experiential responsible consumption. J Bus Res, 69(1), 284–297.
Williams, K., & Page, R. (2011). Marketing to the generations. Journal of Behavioral Studies in Business, 3, 1–17.
Zahari, A. R., & Esa, E. (2016). Motivation to adopt renewable energy among generation Y. Procedia Economics and Finance, 35, 444–453.