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Born to Consume? Some Aspects of Consumer Socialization
99-104Views:353Are we born as consumers or we become that during our lifetime? However most of human behavior in developed societies regarded as consumer behavior, we do not born with that knowledge but we rather acquire it step by step during our life. Studying consumer socialization makes it possible to understand the most the process of becoming a consumer, the context how consumers live in the society, what are the facts that have an effect on this process.
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The Impact of Green Marketing Strategies on Employees Green Performance: An HRM Perspective
83-92Views:425The rising concerns of the influence of human actions on the environment has resulted in a growing focus in the field of management science, particularly Human Resource Management (HRM). The right direction of going green must be directly linked with Environmental, Economic, and social performance Also, the field of Green Marketing has recently gained significant interest from researchers and practitioners in the realm of consumer behavior. Marketing and HR are fundamental departments in any organization, and their collaboration is essential for the success and resilience of a business, especially if the focus on sustainable development. This research aim to identify the impact of GM on employees’ green performance (GP). Also, to enhance research efforts, and improve the search process for other researchers seeking relevant paper and future research. The research problem has been formulated with the question: Can green marketing impact employees’ green performance by adapting, implementing, and promoting environmentally conscious behavior and corporate sustainability. This article provides a systematic Literature Review of existing research as a methodology. This research found that business can use GM strategies to impact the employees GP. Therefore, promoting and encouraging environmentally conscious practices in the workplace and incorporating a “sustainable culture” will help employees feel healthier, more motivated to finish their work, easily communicating their ideas about best green practices, and more satisfied with the company.
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Investigation of consumer behavior in social media in the handball
55-65Views:409Social media exploded onto the scene roughly two decades ago, revolutionising the way we think about marketing communication and the way we think about information delivery. It has opened doors that were unprecedented. It can also be profitable for sports companies if they can deliver effective marketing communications to their existing and potential customers. To be effective in this environment, it is important to analyse consumer behaviour to identify the real needs of users and to meet those needs. We used an online questionnaire to assess the consumer needs of our respondents and the social media market from a marketing perspective. We conducted a handball specific research, excluding individuals who do not follow handball at any level from the study sample. We also looked at age differences, and device usage. Given our results, it can be stated that thorough market research is important for effective marketing communication by a handball club on different social media platforms.
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Examination of sustainable consumer attitudes
14-24Views:640The topic of sustainability is known worldwide, as it tries to find a solution to a global problem. Its goal is to create and use alternatives when using inputs and outputs that cause less pollution, reducing the use of renewable and non-renewable resources provided by the Earth. The goal of sustainable development is to transform governmental, production, manufacturing, consumption, and other processes in such a way as to give the Earth a chance for long-term survival. The exponentially growing population and the ever-increasing consumption and overconsumption began to pollute our world at an even greater rate. It is enough to think about increased air smog pollution, desertification, polluted waters, or global climate change to realize how big a problem we are facing. Our primary research was based on a questionnaire survey, which tried to reveal the difference between the Hungarian and Spanish respondents about sustainable, but primarily environmentally conscious behavior. In this study, we focus only on the results of the Hungarian respondents (N=357) and present the individual consumer groups in terms of environmentally conscious behavior. Descriptive statistical analysis, principal component and cluster analysis were used for the study. From our research, it became clear that people filling in use several methods to reduce their individual pollutant emissions. In addition, it is considered the most important thing to start environmentally conscious education from an early age. Our results of the principal component analysis did not coincide with previous research results on the topic, but they showed similar patterns. In the present research, the dimensions were Eco-fit career awareness, Trend following, Selfless patriotic values, and Favorable company perception. Based on the cluster analysis, it can be said that there are not many people in the group most committed to sustainability goals, the Sustainable Conscious segment, however, unlike in recent years, there is a group strongly in favor of sustainability and domestic values, who appeared in larger numbers in our sample.
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INVESTIGATION OF ETHNOCENTRIC BEHAVIOR USING THE CETSCALE MODEL
Views:225Nowadays, the protection of the local economy and society is strongly supported not only at the level of nations, but also at the global level. Our study was based on the CETSCALE model of Shimp and Sharma (1987), based on Sumner's (1906) concept of ethnocentrism. The consumer questionnaire survey was conducted in the fall of 2021 as part of an omnibus research on a representative sample (N=1000). The sample reflects the composition of the basic population in terms of gender, age, settlement type and regions. In the course of the research, in addition to descriptive statistical methods, factor and cluster analysis were performed in order to reveal the consumer segments formed along the lines of domestic ethnocentric values. Since in 2014 we already analyzed this set of statements in the framework of a representative large-scale study, we also had the opportunity to compare it with the results of seven years earlier. According to our expectations, the 2020 epidemic increased the commitment to Hungarian products. However, our preliminary assumption was not confirmed, during the analyzes it was revealed that there was no significant change compared to the previous state. Along the lines of the CETSCALE statements, it was possible to identify two factors and with their help to separate three segments, which were named Nationalist, Patriotic and Cosmopolitan based on their alignment with the value groups. It is in the fundamental interest of the actors of the domestic economy that the patriotic behavior is strengthened in the future, for which a strategy must be developed.
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The relationship between fast fashion and sustainability
70-79Views:500This study examines the relationship between the fast fashion industry and sustainability from a critical perspective, highlighting the environmental and social impacts of industry, as well as changes in consumer behavior. It analyzes the growing demand for sustainability and presents potential solutions and business strategies aimed at making the fast fashion industry more sustainable. The goal is to explore the current practices of the fast fashion industry and the connections between sustainability efforts, as well as to describe future trends and industry changes.
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The interrelationship between the factors influencing retail selection behavior and FMCG market network
77-82Views:419From the consumer behaviour perspective the role of retail selection have a salient importance. Hence in the case of FMCG markets network development as a key area of store chains’ distribution systems is a substantial tool in competition for customers. In our paper we investigate the main network development influencing factors in the case of main store chains is Hungary. We also detail the relationship between the size and the change of store chains and the consumer store choice, possibilities, and the freedom-level of decision making
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Is loyalty measurable? The importance and effective assessment of customer satisfaction
45-57Views:106Customer satisfaction is one of the key factors of corporate competitiveness and long-term business success in the 21st century. The rapid advancement of digitalization and the increasing expectations of consumers further emphasize the need to measure and improve satisfaction. The aim of this research is to examine which factors influence customer satisfaction in the case of a specific company, and how discrepancies between service quality and customer expectations can be identified. The study focuses on the gap between perceived service quality and customer perception, for which the GAP model and the SERVQUAL scale provided the theoretical and methodological framework. The research is based on both secondary and primary data collection; the primary research was conducted using a questionnaire, measuring customer perceptions across five key dimensions: reliability, responsiveness, assurance, empathy, and tangible elements. The results indicate that the company has a fundamentally strong customer satisfaction base, particularly in terms of employee expertise and the quality of communication. However, areas for improvement were identified regarding the accuracy of information provision and customer communication, which are also relevant from the perspective of service gaps. The study highlights that properly applied measurement models not only enable the assessment of satisfaction levels but also serve as effective tools for the targeted improvement of service quality.
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THE MOTIVATIONS OF PASSIVE SPORT CONSUMPTION FROM GENDER PERSPECTIVE
30-35Views:535The studies concerning with the increasing demand for sport events, in other words with passive sport consumption are becoming more popular nowadays, as we experience increasing demand in the market for sport events. In our research we are focusing on passive sport consumption. We use Survey method (N=518) with which we studied the motivational background of sport event visits from gender perspective.