Current Issue : April-June Volume : 2024 Issue Number : 2 Articles : 5 Articles
Although cooperation (simultaneous cooperation and competition) can have a positive effect on company performance, it is unclear how implementation of these business-to-business marketing strategies can take place during large-scale emergencies. Therefore, this article examines how organizations use cooperative competition to cope with the Covid-19 pandemic by benefiting from the resource-based theory and relational perspective. Prime examples include online stores, pharmaceutical organizations collaborating to produce vaccines, tech giants collaborating for greater profits, and charities forming alliances to create a common goal. This paper enhances the existing literature by highlighting the heterogeneity of cooperation strategies that firms can face in a global crisis. Industry players must balance the risks and benefits of collaborative activities. They also have to decide whether to continue working with their competitors after the end of the pandemic or to continue their activities based on individual business models. The paper concludes with some directions for future research....
Ecologically conscious consumers play a pivotal role in sustaining environmental development for the future, contributing to the preservation of the planet's and society's well-being. Therefore, this research aimed to assess Portuguese consumers' orientation towards environmental issues and how these concerns influence their food purchasing decisions. Consequently, a cross-sectional and quantitative study was conducted based on an online questionnaire applied to a sample of 696 Portuguese consumers aged between 18 and 74 years old. Subsequently, the data was analyzed using the version 28.0 of the IBM SPSS software. Data analysis involved the use of descriptive statistics to characterize the sample, Cronbach's Alpha to analyze the internal consistency of the responses, and Spearman's test to study the correlation between variables. Finally, a multivariate analysis was conducted to estimate three linear regression models. The majority of the respondents (57.6%) lived in the North of Portugal, specifically in Porto (26.1%), Bragança (18.4%), and Braga (13.1%) districts; had completed secondary education or equivalent (51.3%); have a household income between 705 and 2115 euros (62.2%); and live in households with 3 (27.7%) or 4 people (29.6%). The values of Cronbach's Alpha were satisfactory for all dimensions, indicating good consistency of the responses. All correlations found were statistically significant at the 1% significance level and positive. The results suggest that interest in ecological knowledge, knowledge of environmental issues, and age are important factors influencing ecological purchasing habits, conscious purchasing planning, and sustainable behavior. These findings are valuable in guiding public policies that promote sustainability through more effective strategies....
Because of the COVID-19 epidemic when lockdowns have become common on all continents and the general growth of the internet, the pace of change in digital marketplaces has quickened. This greatly increased the significance of online shopping. For grocery and food retail businesses, higher ecommerce sales are the new normal. According to Eurostat, 95% of all purchases will be made online by 2040. A qualitative study on the behaviour of online shoppers was conducted against the backdrop of the current state of e-commerce and its potential for the future. The primary objective was to identify the triggers and barriers within the main accounts of Romanian online grocery shoppers and the resulting behavioural changes during pandemics. A qualitative study was conducted in August–October 2021 using a questionnaire among internet users in general and online grocery shoppers in particular. The study used a sample of online grocery shoppers customised for the exploratory study, which was representative of the urban population of Romania aged between 25 and 50 years and was also segmented by gender. Secondary objectives were also identified that were more closely related to motivations. These included understanding the importance of grocery shopping and the differences between offline and online grocery shopping, as well as the patterns of online grocery shopping and the main factors influencing purchasing decisions. The three most common online consumer profiles were the independent shopper, the relaxed/relaxed shopper and the conscious and cautious shopper....
Due to the attributes of spiritual and symbolic consumer goods of cultural consumption, irrational factors such as the cultural environment, conceptual class, popular trend, and psychological state in which consumers live also have a strong influence on residents’ cultural consumption decisions. In view of this, the framework of behavioral economics is applied to explore the mechanism of pressure sense and self-restraint on consumption rate and the mechanism of psychological account on the adjustment of cultural consumption at the micro level under the premise of the existence of limited rationality of consumers. In this way, it provides an important basis for proposing strategies to promote the happiness of national life and improve national quality....
Based on the influence of nationalism on Chinese consumers’ brand loyalty, specifically in regard to multinational retail enterprises in China. The study utilized qualitative research strategies, and data was collected using questionnaires. The study found that nationalism has a direct impact on Chinese consumers’ brand preferences and loyalty. Chinese consumers are more likely to select domestic brands over foreign ones when making purchasing decisions, and this preference is largely driven by a sense of national pride and loyalty. In order to achieve sustainable development in China, multinational companies must desalinate their nationality attributes and build themselves into international companies. The findings of this study are as follows: 1) Consumers with higher education background are less vulnerable to economic nationalism; 2) Middle-aged consumers are more vulnerable to the impact of cost-effectiveness than economic nationalism; 3) Male consumer loyalty is more vulnerable to nationalism than female consumer loyalty in China; 4) Without the influence of the Black Swan incident, consumer satisfaction plays a mediating role in the process of nationalism affecting consumer loyalty....
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