Self-interest or ethic: Consumer segmentation for purchasing agricultural products online based on attitude in China
Vol 8, Issue 7, 2024
VIEWS - 1022 (Abstract)
Abstract
This paper aims to segment online consumers based on their attitude toward self-interest and ethical attitudes and explore the impact of these attitudes on the purchasing behavior of agricultural products online in China. The study was conducted using 633 online survey responses from consumers who have purchased agricultural products online in China. First, to validate the relationship between attitude and behavior by structural equation modeling. Next, the number of segments was determined using K-means. Finally, Pearson Chi-square difference tests were performed to analyze demographic and behavioral variables and identify each segment’s characteristics. The results of this study provide a segmentation analysis of the online market for agricultural products in China. The four segments identified are pure ethical consumers, information communicators, brand-quality pursuers, and well-heeled shoppers. Additionally, this study reveals the characteristics of each segment based on demographic and behavioral variables. This study provides a novel approach to segmenting Chinese consumers who purchase agricultural products online based on their attitudes toward self-interest and ethical attitudes, aiming to understand the impact of these attitudes on their purchasing behavior. Moreover, from an ethical consumerism perspective, it explores the effect of ethical information on purchasing agricultural products online, highlighting its significant implications for online marketing strategies.
Keywords
Full Text:
PDFReferences
- Adjei, M. T., Noble, S. M., & Noble, C. H. (2009). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634–653. https://doi.org/10.1007/s11747-009-0178-5
- Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping. Internet Research, 25(5), 707–733. https://doi.org/10.1108/intr-05-2014-0146
- Aljukhadar, M., & Senecal, S. (2011). Segmenting the online consumer market. Marketing Intelligence & Planning, 29(4), 421–435. https://doi.org/10.1108/02634501111138572
- Amrhein, V., Greenland, S., & McShane, B. (2019). Scientists rise up against statistical significance. Nature, 567(7748), 305–307. https://doi.org/10.1038/d41586-019-00857-9
- Batson, C. D., & Thompson, E. R. (2001). Why Don’t Moral People Act Morally? Motivational Considerations. Current Directions in Psychological Science, 10(2), 54–57. https://doi.org/10.1111/1467-8721.00114
- Benjamin, D. J., Berger, J. O., Johannesson, M., et al. (2017). Redefine statistical significance. Nature Human Behavior, 2(1), 6–10. https://doi.org/10.1038/s41562-017-0189-z
- Bhakar, S. S., Bhakar, S., Bhakar, S. (2013). Relationship between country of origin, brand image and customer purchase intentions. Far East Journal of Psychology and Business, 10(2), 25–47.
- Brand, C., Schwanen, T., & Anable, J. (2020). ‘Online Omnivores’ or ‘Willing but struggling’? Identifying online grocery shopping behavior segments using attitude theory. Journal of Retailing and Consumer Services, 57, 102195. https://doi.org/10.1016/j.jretconser.2020.102195
- Chinese Electronic Commerce Research Center. (n.d.). China Online Retail Market Development Report. Available online: https://www.stats.gov.cn/ (Accessed on 18 March 2024).
- Chu, W., Choi, B., & Song, M. R. (2005). The Role of On-line Retailer Brand and Infomediary Reputation in Increasing Consumer Purchase Intention. International Journal of Electronic Commerce, 9(3), 115–127. https://doi.org/10.1080/10864415.2005.11044336
- Dagger, T. S., David, M. E., & Ng, S. (2011). Do relationship benefits and maintenance drive commitment and loyalty? Journal of Services Marketing, 25(4), 273–281. https://doi.org/10.1108/08876041111143104
- Dhaoui, O., Nikolaou, K., Mattas, K., et al. (2020). Consumers’ attitude towards alternative distribution channels of fresh fruits and vegetables in Crete. British Food Journal, 122(9), 2823–2840. https://doi.org/10.1108/bfj-05-2019-0342
- Dinner, I. M., Van Heerde, H. J., & Neslin, S. A. (2013). Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising. Journal of Marketing Research, 50(5), 527–545. https://doi.org/10.1177/002224371305000507
- Fan, Y. (2005). Ethical branding and corporate reputation. Corporate Communications: An International Journal, 10(4), 341–350. https://doi.org/10.1108/13563280510630133
- Finisterra do Paço, A. M., Barata Raposo, M. L., & Filho, W. L. (2009). Identifying the green consumer: A segmentation study. Journal of Targeting, Measurement and Analysis for Marketing, 17(1), 17–25. https://doi.org/10.1057/jt.2008.28
- Freestone, O. M., & McGoldrick, P. J. (2007). Motivations of the Ethical Consumer. Journal of Business Ethics, 79(4), 445–467. https://doi.org/10.1007/s10551-007-9409-1
- Gassler, B., Faesel, C. K., & Moeser, A. (2022). Toward a differentiated understanding of the effect of Nutri‐Score nutrition labeling on healthier food choices. Agribusiness, 39(1), 28–50. https://doi.org/10.1002/agr.21762
- Gino, F., Schweitzer, M. E., Mead, N. L., et al. (2011). Unable to resist temptation: How self-control depletion promotes unethical behavior. Organizational Behavior and Human Decision Processes, 115(2), 191–203. https://doi.org/10.1016/j.obhdp.2011.03.001
- Granzin, K. L., & Painter, J. J. (2001). Motivational Influences on “Buy Domestic” Purchasing: Marketing Management Implications from a Study of Two Nations. Journal of International Marketing, 9(2), 73–96. https://doi.org/10.1509/jimk.9.2.73.19883
- Guido, G., Prete, M. I., Peluso, A. M., et al. (2009). The role of ethics and product personality in the intention to purchase organic food products: A structural equation modeling approach. International Review of Economics, 57(1), 79–102. https://doi.org/10.1007/s12232-009-0086-5
- Gunia, B. C., Wang, L., Huang, L., et al. (2012). Contemplation and Conversation: Subtle Influences on Moral Decision Making. Academy of Management Journal, 55(1), 13–33. https://doi.org/10.5465/amj.2009.0873
- Hair, J. F. (1998): Multivariate Data Analysis: Prentice Hall. Available online: https://books.google.co.jp/books?id=-ZGsQgAACAAJ. (accessed on 18 March 2024).
- Han, D., & Jing, M. (2018). Study on Consumers’ Multiple Levels Cognitive Behavior to Purchase Fresh Agricultural Products Online. IOP Conference Series: Earth and Environmental Science, 186, 012015. https://doi.org/10.1088/1755-1315/186/6/012015
- He, Y., & Lai, K. K. (2012). The effect of corporate social responsibility on brand loyalty: the mediating role of brand image. Total Quality Management & Business Excellence, 25(3–4), 249–263. https://doi.org/10.1080/14783363.2012.661138
- Hemmerling, S., Hamm, U., & Spiller, A. (2015). Consumption behavior regarding organic food from a marketing perspective—A literature review. Organic Agriculture, 5(4), 277–313. https://doi.org/10.1007/s13165-015-0109-3
- Hou, J., & Elliott, K. (2021). Mobile shopping intensity: Consumer demographics and motivations. Journal of Retailing and Consumer Services, 63, 102741. https://doi.org/10.1016/j.jretconser.2021.102741
- Huang, G., Grunert, K. G., Lu, D., et al. (2015). Chinese Urban Consumers Segmentation Based on Modified Food-Related Lifestyle (FRL). Journal of International Consumer Marketing, 27(4), 328–343. https://doi.org/10.1080/08961530.2015.1022922
- Iglesias, O., Markovic, S., Singh, J. J., et al. (2017). Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits. Journal of Business Ethics, 154(2), 441–459. https://doi.org/10.1007/s10551-017-3455-0
- Jerry J. Vaske, Maureen P. Donnelly. (1999). A Value-Attitude-Behavior Model Predicting Wildland Preservation Voting Intentions. Society & Natural Resources, 12(6), 523–537. https://doi.org/10.1080/089419299279425
- Jin, H., Lin, Z., & McLeay, F. (2020). Negative emotions, positive actions: Food safety and consumer intentions to purchase ethical food in China. Food Quality and Preference, 85, 103981. https://doi.org/10.1016/j.foodqual.2020.103981
- Jung, H. J., Kim, H., & Oh, K. W. (2014). Green Leather for Ethical Consumers in China and Korea: Facilitating Ethical Consumption with Value–Belief–Attitude Logic. Journal of Business Ethics, 135(3), 483–502. https://doi.org/10.1007/s10551-014-2475-2
- Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. John Wiley & Sons. https://doi.org/10.1002/9781118257883
- Kühl, S., Schlüterbusch, L., & Spiller, A. (2017). Trust in ag-related marketing claims: A segmentation with German consumers. British Food Journal, 119(9), 1999–2012. https://doi.org/10.1108/bfj-09-2016-0412
- Li, X. (2020): The impact of place-of-origin on price premium for agricultural products: Empirical evidence from Taobao.com. Electronic Commerce Research, 1–24.
- Liu, H. B., McCarthy, B., Chen, T., et al. (2014). The Chinese wine market: a market segmentation study. Asia Pacific Journal of Marketing and Logistics, 26(3), 450–471. https://doi.org/10.1108/apjml-07-2013-0089
- Liu, L., Lee, M. K. O., Liu, R., et al. (2018). Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41, 1–13. https://doi.org/10.1016/j.ijinfomgt.2018.02.006
- Lu, F.-C., & Sinha, J. (2019). Dichotomous Thinking and Ethical Consumerism: Overcoming the Negative Effects of Self-Interest Bias through Third-Person Narrative Persuasion. Journal of Advertising, 48(3), 271–283. https://doi.org/10.1080/00913367.2019.1597788
- Luo, W., Kanzaki, M., & Matsushita, K. (2017). Promoting green buildings: Do Chinese consumers care about green building enhancements? International Journal of Consumer Studies, 41(5), 545–557. https://doi.org/10.1111/ijcs.12364
- Marbach, J., Lages, C., Nunan, D., et al. (2019). Consumer engagement in online brand communities: the moderating role of personal values. European Journal of Marketing, 53(9), 1671–1700. https://doi.org/10.1108/ejm-10-2017-0721
- Markovic, S., Iglesias, O., Singh, J. J., et al. (2015). How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality. Journal of Business Ethics, 148(4), 721–740. https://doi.org/10.1007/s10551-015-2985-6
- Marshall, G. W., Johnston, M. W. (2019). Marketing Management: McGraw-Hill Education. Available online: https://books.google.co.jp/books?id=e-_XswEACAAJ (accessed on 18 March 2024).
- Nasir, V. A., & Karakaya, F. (2014). Consumer segments in organic foods market. Journal of Consumer Marketing, 31(4), 263–277. https://doi.org/10.1108/jcm-01-2014-0845
- Nguyen, T., Huang, E., & Nguyen, D. M. (2023). Food delivery app continuance: A dual model and segmentation approach. International Journal of Retail & Distribution Management, 51(5), 569–589. https://doi.org/10.1108/ijrdm-06-2022-0217
- Nie, C., & Zepeda, L. (2011). Lifestyle segmentation of US food shoppers to examine organic and local food consumption. Appetite, 57(1), 28–37. https://doi.org/10.1016/j.appet.2011.03.012
- Nunnally, J. C. (1978): Psychometric Theory: McGraw-Hill (McGraw-Hill series in psychology). Available online: https://books.google.co.jp/books?id=WE59AAAAMAAJ (accessed on 18 March 2024).
- O’Neill, C., McCarthy, M. B., O’Reilly, S., et al. (2023). Food interests, preferences and behaviors: A profile of the sustainable food consumer. British Food Journal, 125(13), 352–374. https://doi.org/10.1108/bfj-09-2022-0762
- Pandey, D., Kakkar, A., Farhan, M., et al. (2019). Factors influencing organic foods purchase intention of Indian customers. Organic Agriculture, 9(4), 357–364. https://doi.org/10.1007/s13165-018-0240-z
- Quinn, L. (2009). Market segmentation in managerial practice: a qualitative examination. Journal of Marketing Management, 25(3–4), 253–272. https://doi.org/10.1362/026725709x429746
- Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157–165. https://doi.org/10.1016/j.jretconser.2017.06.004
- Rana, J., & Paul, J. (2020). Health motive and the purchase of organic food: A meta‐analytic review. International Journal of Consumer Studies, 44(2), 162–171. https://doi.org/10.1111/ijcs.12556
- Rong-Da Liang, A. (2014): Enthusiastically consuming organic food. In Internet Research 24 (5), pp. 587–607. DOI: 10.1108/IntR-03-2013-0050.
- Roscoe, H., Michael, K. B., Thomas, L. B. (2002): Investigating the role of the physical environment in hedonic service consumption: An exploratory study of sporting events. Journal of Business research, 55(9), 697–707. https://doi.org/10.1016/S0148-2963(00)00211-3
- Scheuffelen, S., Kemper, J., & Brettel, M. (2019). How Do Human Attitudes and Values Predict Online Marketing Responsiveness? Journal of Advertising Research, 59(2), 142–157. https://doi.org/10.2501/jar-2019-021
- Seyfang, G. (2006). Ecological citizenship and sustainable consumption: Examining local organic food networks. Journal of Rural Studies, 22(4), 383–395. https://doi.org/10.1016/j.jrurstud.2006.01.003
- Story, J., & Hess, J. (2010). Ethical brand management: customer relationships and ethical duties. Journal of Product & Brand Management, 19(4), 240–249. https://doi.org/10.1108/10610421011059568
- Tan, T. M., Salo, J., Juntunen, J., et al. (2019). The role of temporal focus and self-congruence on consumer preference and willingness to pay. European Journal of Marketing, 53(1), 37–62. https://doi.org/10.1108/ejm-04-2017-0303
- Tariq, A., Wang, C. F., Tanveer, Y., et al. (2019). Organic food consumerism through social commerce in China. Asia Pacific Journal of Marketing and Logistics, 31(1), 202–222. https://doi.org/10.1108/apjml-04-2018-0150
- van Ittersum, K., Candel Math, J. J. M., Meulenberg, M. T. G. (2003). The influence of the image of a product’s region of origin on product evaluation. Journal of Business research, 56(3), 215–226. https://doi.org/10.1016/S0148-2963(01)00223-5
- Verain, M. C. D., Bartels, J., Dagevos, H., et al. (2012). Segments of sustainable food consumers: a literature review. International Journal of Consumer Studies, 36(2), 123–132. https://doi.org/10.1111/j.1470-6431.2011.01082.x
- Wang, Y., Chowdhury, A. S., Deng, S., et al. (2019). Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market. Sustainability, 11(13), 3596. https://doi.org/10.3390/su11133596
- Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What Signal Are You Sending? How Website Quality Influences Perceptions of Product Quality and Purchase Intentions. MIS Quarterly, 35(2), 373. https://doi.org/10.2307/23044048
- Wu, J., Chen, J., Chen, H., et al. (2019). What to say on social media and how. Journal of Service Theory and Practice, 29(5/6), 691–707. https://doi.org/10.1108/jstp-11-2018-0243
- Yamoah, F. A., Duffy, R., Petrovici, D., et al. (2014). Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets. Journal of Business Ethics, 136(1), 181–197. https://doi.org/10.1007/s10551-014-2509-9
- Zhao, X., Deng, S., & Zhou, Y. (2017). The impact of reference effects on online purchase intention of agricultural products. Internet Research, 27(2), 233–255. https://doi.org/10.1108/intr-03-2016-0082
- Zhu, D. H., Chang, Y. P., & Luo, J. J. (2016). Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model. Telematics and Informatics, 33(1), 8–16. https://doi.org/10.1016/j.tele.2015.06.001
DOI: https://doi.org/10.24294/jipd.v8i7.5425
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Fan Fan
License URL: https://creativecommons.org/licenses/by/4.0/
This site is licensed under a Creative Commons Attribution 4.0 International License.