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The fashion industry is one of the biggest polluting industries globally. It negatively affects the environment throughout all stages of the product life cycle because it requires large amounts of water for production, long supply chains and utilizes unsustainable materials. At the demand side, consumers’ awareness regarding sustainability has grown and they increasingly question the consumption of fast fashion. This study aimed at investigating whether and how stressful events, such as the current health crisis, influence sustainable fashion consumption intention. In particular, it analyzed the impact of pro-environmental attitudes and susceptibility to social influence on consumers’ intentions to engage in sustainable fashion consumption. To account for the impact of the recent stressful event, i.e., the COVID-19 pandemic, and following attachment theory, it was tested whether and how the perceived stress due to crisis determines consumers’ pro-environmental attitudes and susceptibility to social influence. A quantitative survey, with 576 young respondents, during the COVID-19 pandemic in January 2021, was used to test the hypotheses. The findings showed that perceived stress due to crisis impacts their susceptibility to peer’s influence, providing evidence for attachment theory. In addition, one stress factor, i.e., perceived self-efficacy with regard to COVID-19, increased pro-environmental attitudes and, in turn, sustainable fashion consumption intention. From a managerial perspective, the research helps to understand how individuals’ consumption behaviors may change during a crisis and how to serve best their needs.

PurposeDemand for fake physical and digital products is a global phenomenon with substantive detrimental effects on companies and consumers. This raises various questions and issues, such as whether there are generalizable explanations of purchase intentions.Design/methodology/approachThis research is based on consumer samples from three different countries. This paper develops and tests a model based on the theory of planned behavior (TPB) to explain both the demand for counterfeits and digital piracy. Respondents were questioned about physical products (e.g. clothing, accessories) from well-known brands and digital products (e.g. software, music).FindingsSocially oriented motives such as embarrassment potential, ethical concerns and social norms explain the intention to purchase fake physical and digital products, while personally oriented motives (e.g. self-identity) have indirect effects but not a direct impact on purchase intention.Research limitations/implicationsAs our results show, we find evidence for a general model – contributing and supporting our first and primary research goal of providing a theoretically robust model that bridges the gap between two streams of literature.Practical implicationsThe fact that drivers of buying counterfeit physical and digital goods are similar across countries provides justification for companies and international organizations to bundle their efforts and thus leverage them more strongly on a global scale.Originality/valueWe provide a basis for consolidating future research on demand for counterfeits and pirated goods because underlying factors driving demand are similar across the three countries studied herein.

Sharing economy organizations depend on customer cooperation. According to the existing theory, namely, the extended slippery slope framework, coercive and legitimate power are two means of achieving cooperation and trust. Based on this theory, we examine the role of coercive and legitimate power in the sharing economy in four studies. Study 1 has examined the extent of existing sharing organizations’ coercive and legitimate power (B2C, P2P, and communities) by employing website analysis. In Study 2, consumers have discussed which forms of power (coercive or legitimate) were perceived by sharing organizations in focus groups. Study 3 has investigated the impact of coercive and legitimate power on consumer cooperation in a laboratory experiment using a give-or-take-some (GOTS) game. Study 4 has examined the impact of coercive and legitimate power on cooperation using an experimental online questionnaire. We find that providers of sharing economy services highlight coercive measures on their websites, whereas consumers in the focus group discussions highlight the importance of legitimate power, as is evident in the experiments. Thus, while sharing organizations could increase their use of legitimate power, they should apply coercive power carefully.

As part of diminishing climate change, food consumption needs to be addressed to reduce greenhouse gases. In order to change food consumption habits to carbon-friendly eating patterns, consumers may be targeted by information campaigns and legal regulation. The current paper studies consumers’ diets and food purchase behavior. In particular, it aims to understand consumers’ motivational and emotional aspects that influence their behavior. Study 1, an interview study, aims to understand the development of and motivations for climate-friendly nutrition. Identifying eco-friendly motives also revealed that emotions seem to play an important role in nutrition and the purchase of climate-friendly products. Study 2 aims at identifying consumers’ positive and negative emotions when it comes to consuming carbon-friendly food. Again, qualitative interviews revealed a variety of positive and negative emotions. Study 3 quantitatively tested the theory of planned behavior, including positive and negative emotions and predicted carbon-friendly food purchases. The results show that attitudes, perceived behavioral control and positive emotions predict carbon-friendly food purchases. Derived from these findings, recommendations for information campaigns and legislation to foster carbon-friendly food purchases are presented.

Purpose In today’s globalized world, countries are becoming increasingly multiethnic. This raises questions about the different dimensions of consumers’ territorial identities, and how these dimensions are differentiated, interrelated and interlinked. The paper aims to discuss these issues. Design/methodology/approach Using qualitative interviews, this paper investigates how (40) respondents from two different ethnic minorities in a country that is not necessarily considered multiethnic perceive these dimensions of territorial identity (ethnic, regional and national) as a constituent element of their own person and of their behavior. Findings The authors highlight that these three dimensions of territorial identity co-exist as independent entities; they are distinct but interrelated and interconnected. Furthermore, idiosyncrasies in the ethnic sub-samples are investigated and described. These are related to the connection to the country of residence (being born there vs having immigrated there). Finally, avenues for future research, such as expanding the concept of territorial identities and its connection to consumer behavior, are suggested. Originality/value The authors extend the bipolarity commonly used in territorial identities (global vs local or ethnic vs national) to three conceptually independent dimensions. The authors explore the relationships between these dimensions of territorial identity and show that they may not conflict but, instead, co-exist.

With regard to ecological sustainability, an aspect of corporate social responsibility (CSR), a shift in business practices towards a stakeholder orientation was observed. However, little research was done on the activities carried out with regard to these stakeholders and the drivers of these activities. Drawing from a resource-based view and stakeholder theory, the current research thus aimed to uncover activities undertaken by companies to reduce greenhouse gas emissions, and examine the ways they communicate these activities to stakeholders in an effort to establish relations with them. By means of 16 semi-structured interviews in 14 companies and using a flexible pattern-matching approach, the results identified contextual, conditional, and intervening conditions that define the basis for a carbon footprint and its quantification, and at the same time influence the actions taken by companies. The findings offer a contribution to ecological sustainability literature and practice by identifying five areas of carbon footprint actions including heating, building, travel, transportation, and green services and products; and by showing that companies direct different actions in these areas towards different stakeholders to build relations with them.

The aim of this paper is to shed light on consumers’ concurrent ownership of original and counterfeit versions of a brand, a phenomenon that is lively in the global market place but has thus far failed to attract adequate research attention. Using findings from eight focus group discussions, this paper investigates the relationships consumers have with brands and counterfeits when they own both at the same time, based on different object-, self-, and other-centered engagements. Subsequently, three distinct consumer segments were identified that vary in their relationship trajectories over time. Along three established phases, a decline in purchasing of counterfeits can be observed; between Phases 1 and 2, this is due largely to negative emotional aspects, while making the transition to Phase 3 is always induced by a conflict with the social self. In all three segments the gap between the perceived and ideal social self widens, yet, once again, there are differences in the coping strategies.

Individuals around the globe engage in sustainable consumption in their everyday life, e.g., when it comes to individual transportation. Although tourism behavior contributes to global carbon emissions to a considerable extent, consumers’ awareness of sustainability in the tourism industry is still underresearched. Placing eco-labels next to tourist offers on websites might direct consumer’s perception towards more sustainable offers. By employing eye-tracking techniques and surveys, this research aimed at linking information about sustainable tourist offers, perception of eco-labels and subsequent perception and preferences of tourism services. In Study 1, eight existing hotel offers with sustainability certification (four different labels) were selected and their websites presented to 48 participants (four websites each), whose eye movements were tracked. After looking at each website, they rated the overall appearance of the website. Based on the results, in the second study, participants’ (n = 642) awareness of labels, their values and attitudes regarding sustainable behavior were found to influence their preference for certified tour operators. In addition, individuals’ ideas of their perfect holidays were captured to allow a better understanding of their motivation. This research proposes implementing appropriate sustainable labeling in the tourism industry to increase awareness about sustainability among travelers and subsequently increase sustainable travel behavior.

Social systems play a pivotal role in shaping customers? views, the adoption process and subsequent product diffusion for novel products. Perceptions of Austrian consumers regarding payment systems were assessed in a cross-sectional analysis applying social representations theory. Social representations help to unravel the sources of individuals? attitudinal or perceptual similarities and differences, which often stem from inter-group differences. In short, they are useful for the investigation of ?deeper structure? aspects of consumer behaviour, as has been shown in previous studies (e.g, Penz and St�ttinger, 2008; Roland-L�vy, Boumelki, and Guillet, 2010; Stewart and Lacassagne, 2005). This may be seen as a further step forward for marketing research, which operates largely on social phenomena. This study addresses the shortage of non-cognitive based research in marketing by offering a methodological approach that uses triangulation based on associative answers from social groups. A four-step analytic design revealed that consumer groups transpose the abstract concept of payment systems into tangible objects and processes in a similar way, however, their social background impacted which value was attached to established as well as new means of payment. Cash is still seen as the prototypical form of payment; newer forms, such as credit-cards or ATM cards appear already in the periphery of representations, urgently needing well-concerted marketing efforts to become recognized as substitutes for cash. From a managerial view, the research employs social phenomena as a basis for segmenting natural rather than nominal groups in order to better serve consumers? needs in an increasingly connected social reality.

The demand for fake products is a constant headache to brand manufacturers and policy makers across the globe. Past research has explored cognitive and social drivers of buying fakes. To add to the discussion, we explore emotional aspects and motivations surrounding the ownership and purchase of fake products in contrast to originals. Findings from eight focus groups in a small EU country point to the fact that emotional aspects are important drivers of purchasing decisions for both product categories. Results indicate different patterns of positive, negative or mixed emotions for originals versus fakes.

Qualitative international research is increasingly popular in marketing, management and business practice. Cultural dimensions, most importantly language, play a central role in this research context. The importance of language in the context of questionnaire design and international data gathering has long been stressed in various sources (Pike 1966; Brislin 1970; Piekkari & Welch 2004). However, the practice of qualitative data collection and analysis has not been addressed sufficiently, although new and innovative software-based tools are available to help these efforts. This paper deals with methodological and practical issues in analysing qualitative interviews with corporate elites. We illustrate conceptual challenges in setting up qualitative projects that build on interviewing corporate elites and address practical implementation issues in terms of multilingual coding, node creation and theory building by means of computerassisted qualitative data analysis software (CAQDAS). To this end a specific empirical example will be used.

PurposeMixed emotions (i.e. consumer ambivalence) play a central role in approach‐avoidance conflicts in retailing. In order to assess how consumer ambivalence impacts shopping behaviour, this paper seeks to conceptualize and investigate the multi‐dimensional antecedents of approach‐avoidance conflicts, experienced by shoppers in changing retail environments, and the importance of approach‐avoidance conflicts for consumers' decision to stay and complete their purchase in that particular shopping channel.Design/methodology/approachUsing a cross‐country study, which compared online and offline consumers, the paper tested the influence of the situation, product, and reference group on shoppers' intentions; and identified how consumers' mixed emotions influenced approach‐avoidance conflicts in different retail settings.FindingsWhereas some distinctions could be drawn between online and offline contexts when examining the impact of market‐related, product‐related and social factors on consumers' decision to shop (H1, H2, H3 and H4), no clear distinction could be drawn between online and offline channels in terms of mediating effects of mixed emotions (H5, H6 and H7). Mixed emotions (ambivalence) did mediate the impact of certain product‐related, market‐related and personal factors on consumers' intention to purchase.Practical implicationsRetailers need to reduce the impact of consumers' emotional responses to the retail setting where mixed emotions are likely to lead to consumers leaving the stores. For online shops, those retailers are successful who are able to induce behavioural reactions that make consumers return and explore the web site and not use it for search only.Originality/valueResponding to calls for further research on mixed emotions and their consequences, the paper captures the complex impact of consumers' mixed emotions on approach‐avoidance conflicts, and thereby extends earlier work on consumer ambivalence.

The articles in this Special Issue on the sharing economy’s role in fostering sustainability comprise eight contributions to answer how trust and regulation shape relations of providers and consumers. We identify indispensable aspects of the sharing economy to show its potential in fostering sustainability. This is in some contrast to existing definitions and applications of sharing economy business models, which do not place sustainability in their focus. The studies employ a variety of methods, covering quantitative and qualitative research to investigate building of communities on the consumer side, as well as trust-building and implementation of regulations in the interaction between providers and consumers in Asia and Europe. Some areas in the sharing economy foster sustainability, some foster social cohesion and in the end build social capital, but others focus at first sight on convenience and lifestyle.

Over the last decade, markets for investments have changed in Europe. Consumers have become more aware of ethical standards and violations of social values and norms. While in some countries, such as the United States, this change took place decades ago, the market for ethical investment in Europe is still at an early stage. The present study investigates the underlying motives for ethical assets of consumers in early-stage markets. Using seven interviews with financial experts and five focus groups with ethical and conventional investors, we examine how investors view ethical investment, how ethical investors are described in terms of socio-demographics and personality characteristics, and which attitudinal factors are related to ethical investment behaviour. Interviews and focus groups are recorded and qualitatively analysed according to grounded theory. Ethical investment is found to be characterised through negative and positive ethical criteria. Our findings demonstrate how essential it is for ethical investors to lead a certain lifestyle driven by particular ecological and social values. Attitude theory serves to explain ethical investment behaviour. Conclusions for the marketing of ethical investment funds and for future research are drawn.

Women have proven to be more risk-averse than men in investment decisions in many studies. In Western cultures, risk taking is perceived as a masculine characteristic. We therefore hypothesize that the more people associate themselves with masculine attributes, the more financial risks they tend to take, regardless of biological sex. Study 1 showed that differences between men and women in financial risk taking decreased when identification with masculine attributes remained constant. Femininity, on the other hand, was not related to financial risk taking. In the second study, gender priming on masculinity and femininity affected risk taking of the male sample.

The demand for counterfeits has become a major headache for brand name manufacturers across the globe. This paper investigates two key demand drivers: (1) corporate image, in the form of evaluative and descriptive judgments of the original manufacturer and the counterfeiter, and (2) product attributes, split into physical, beneficial, and symbolic aspects, and their impact on consumers' intentions to buy fakes, based on the tripartite model of attitudes and by applying Peabody's concept of unconfounding evaluative and descriptive judgments (Peabody, 1984; Peabody & Goldberg, 1989; Saucier, 1994; Saucier, Ostendorf, & Peabody, 2001). In total, 1846 consumers were surveyed in six different countries: the United States, Austria, Mexico, Sweden, Slovakia, and the Ukraine. According to the results, corporate image and product characteristics show a strong impact on the consumers' intention to buy fakes. The relative importance of the concepts' sub-dimensions, however, differs substantially across the countries selected. With respect to the corporate image, respondents use mainly emotional responses to describe the image of original manufacturers and counterfeiters, and they clearly distinguish them based on image. Product-level comparisons revealed that looks, functionality, image, and physical appearance differed between originals and fakes across countries, whereas quality and durability of originals and fakes are perceived very similarly. The paper closes with managerial implications and avenues for future research. © 2008 Wiley Periodicals, Inc.

Consumer decisions to purchase fakes instead of originals has developed into a major concern for brand manufacturers worldwide. This research looks at the customers' understanding of the key concepts “original brand” and “counterfeit brand.” Using the theory of social representations helped to gain rich insight into the consumers' perception of counterfeit brands in the light of their counterpart original brands, to determine the main differences and similarities, and to identify core aspects and relative evaluations of these two concepts. Taken collectively, the results indicate that, based on single associations, respondents' mental maps of the two concepts do not overlap. It seems that they have a clear picture of what they get with the purchase of original brands versus counterfeits. Although similar attributes to evaluate “original brand” and “counterfeit brand” were used (quality and price), they contribute differently to the nature of the concepts. The benefits of both categories are strongly related to consumers' norms prevalent in their social environment. Copyright © 2008 John Wiley & Sons, Ltd.

PurposeThe purpose of this paper is to discuss the Internet's paradoxical nature from the perspective of consumers.Design/methodology/approachFirst, it is discussed that negotiations between companies and consumers about their respective shares of power lead to different models of consumer power. Second, the paradoxical effects of technology on social relations and an individual's sense of identity and responsibility are discussed. These changes have altered not only consumer behaviour but also the relationship between producers and customers, in the sense that power shifts to consumers. The case of the international music industry is used as an example. This case embodies many of the studied aspects of the paradox concept and proves useful in the development of implications for companies and their strategies.FindingsThe paper finds that while negotiations between companies and consumers about their share of power lead to different models of consumer power, the effects of technology on social relations and individuals' sense of identity and responsibility lead to changes in consumption behaviour.Practical implicationsThe paper identifies how business practices have changed in response to the changes in intellectual property matters and the power constellations between companies and consumers. The theoretical models presented in this paper represent different positions that companies and consumers can take and are helpful in explaining the current power struggles, such as file sharing activities, which on a more individual level also correspond to paradoxical effects of the Internet (social relations, deindividuation effects).Originality/valueThis paper takes a fresh look at the Internet's paradoxical nature from a consumer point of view. It is argued that some of the Internet's paradoxical effects stem from socio‐political and socio‐cultural changes, for example, a power shift from companies to consumers, and normative and anti‐normative behaviours.

PurposeThis paper aims at contributing to the conceptual and methodological advancement of international marketing research.Design/methodology/approachThe theory of social representations is utilized to study what the representatives of a certain culture think of objects and products; which values they associate with these, which norms they follow, and in general how they view the world.FindingsTriangulation was employed to facilitate researchers' access to the social representations approach. Six focus group discussions were conducted combined with a free association instrument answered by a sample of 250 respondents. The empirical study began from a social constructionist perspective. Findings showed that several conceptual and functional aspects of a technological innovation (m‐commerce services) are idiosyncratic to particular groups, reflecting the group's societal affiliation and position.Research implications/limitationsA translation problem prevails when dealing with specific words from cross‐cultural research and the similarity of concepts must be considered when translating free associations in the course of international research. Other methodologies were only conceptually presented but not empirically used. Visual approaches such as pictorial instruments or ethnographical tools should be applied in future research.Originality/valueThe results provide a solid basis for international marketing research and suggestions for expanding the current study into international marketing research are provided.

The emergence of the Internet and the World Wide Web has been argued to fundamentally reshape economic conditions and business practices of firms. It is seen as a promoter of rapid internationalisation of companies, particularly small and medium enterprises. In the aftermath of the burst of the electronic-bubble business practitioners and academics look with scrutiny on successful web-strategies, relevant dimensions of online-success and try to identify viable website practices which enable long-term rewards. The literature offers a rather patchy pattern for successful web-strategies and consumer perspectives on what is expected from websites is hardly available. Within this paper, we introduce the dimension “web-empowerment”. This is a multidimensional construct comprising of consumer views on various dimensions of relevant and successful websites. The web-empowerment scale is based on a large sample from Austria, and developed according to scale development procedures. The relevance of this construct and practical issues in the context of a cross-country sample of SME’s is empirically examined. The paper concludes by offering implications for SME practitioners and for research.

PurposeTo provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research.Design/methodology/approachConceptually, the nature of qualitative research, globalisation and its implications for the research landscape, text‐data as a source for international research and equivalence issues in international qualitative research are discussed. The methodology section applies these concepts and analysis challenges to a real‐world example using N*Vivo software.FindingsA 14‐step analytic design is developed, introducing procedures of data analysis and interpretation which help to formalise qualitative research of textual data.Research limitations/implicationsThe use of software programs (e.g. N*Vivo) helps to substantiate the analysis and interpretation process of textual data.Practical implicationsStep‐by‐step guidance on performing qualitative analysis of textual data and documenting findings.Originality/valueThe paper is valuable for researchers and practitioners looking for guidance in analysing and interpreting textual data from interviews. Specific support is given for N*Vivo software and its application.

The electronic purse (chip-card) is promoted as an option offering consumers an easy means of payment. It also offers advantages to traders and banks by reducing transaction costs. However, successful launching of the electronic purse depends mainly on consumers' acceptance, which in the past was very low in Austria. We study consumers' acceptance of the electronic purse, cash and established non-cash payment systems by analysing social representations of payment facilities. Semantic contents of associations raised in response to the stimulus words “means of payment in general”, “cash”, “cheque”, “ATM-card”, “credit-card” and “electronic purse” have been analysed. Overall, 264 people were studied applying two techniques: the “associative network” and the “conceptual network”. It is shown that means of payment are categorised on two dimensions: cash and non-cash. Non-cash payment facilities are characterised by high abstraction levels, and loss of subjective control over expenditures. The electronic purse is perceived as highly dissimilar to other means of payments.

This paper uses the social distance concept and employs a revised version of Bogardus' [Bogardus, E. S. (1933b). Social problems and social processes: Selected papers from the proceedings of the American sociological society. Chicago, IL: University of Chicago Press] social-distance scale, to explore cognitive structures of Austrian residents towards Japanese and German tourists. The removal of conflicts between residents and international tourists is vital to improve the economic outcomes of the exchange of individuals from various cultural backgrounds. This can help the tourism sector, which is significant factor in the service industry. Data from a quota-sample of 449 respondents, commenting on everyday life interactions with German and Japanese tourists is used. Similarity analysis methodology is applied to [`]link' statements and interpret differences in views towards tourist encounters. Austrian residents view tourist groups similar in terms of brief interactions (e.g. when visiting museums or walking in gardens). However, long-term relationships (e.g. kindergarten and schools vs. personal invitation to homes) manifest themselves differently. The cognitive structures of interaction we identify can be seen as conflict-coping strategies. For residents, social distance serves as a means to avoid malfunctioning relationships. In that respect, Austrians are more reluctant to engage in personal interactions with Japanese tourists than with German tourists. The paper concludes with managerial recommendations for international business and tourism managers that are designed to improve social and economic performance of interaction. DOI: 10.1016/j.ibusrev.2009.06.002