Marketing Strategies and Market Prospects for Environmentally-Friendly Consumer Products1

Recent evidence suggests that the extent of consumer adoption of ‘green’ products is much less than would be indicated by the enthusiastic opinion poll evidence concerning public attitudes towards environmentally-friendly consumption. This paper reports on an empirical analysis of firms' marketing strategies and their influence on consumer demand for green products. In twenty 2–3 hour interviews with senior managers, four representative groups of markets were analysed household detergents, paper (recycled), petrol (unleaded) and automobile technology (focusing on catalytic converters). According to managers, firms' marketing strategies influenced consumer demand by making green technologies available in the fwst instance. However, barriers to supplying green products that show panty with, or better performance than, conventional technologies constrain pricing and communication efforts Managers stressed that, in the absence of clarity of green products' environmental benefits, product performance and other attributes, not green benefits, remain the main determinants of product preference and choice. Promotions focused much more on consumers than distribution channels, yet channel acceptance and support of green innovations are paramount in facilitating sales. Firms see the costs of generating and promoting desirable green technologies as barriers to diffusion in the immediate future. Legislation and/or economic incentives may help, but manufacturers are not optimistic that future green consumption rates will accelerate. The results also highlight several propositions concerning the discrepancy between consumer environmental concerns and purchasing actions which warrant further testing: there is mis-specification of green products in relation to consumers'needs; there are barriers to perceptions of green products' environmental impact and consumers' free ride due to individual self-interest.     

Coordinating a Supply Chain When Facing Strategic Consumers

This article examines the impact of strategic consumers on the efficiency and coordination of a supply chain. We consider a supply chain consisting of a manufacturer and a newsvendor retailer selling a seasonal product to strategic consumers, who may choose to wait for clearance sales to maximize their intertemporal utility. Under a prenegotiated supply contract, the retailer chooses retail price and ordering quantity simultaneously. After that, the strategic consumers, who may be heterogeneous in their patience levels, make purchasing decisions. We find that strategic consumer behavior can hurt the supply chain efficiency due to severe double marginalization, and that a simple buyback contract can coordinate the supply chain. Nevertheless, we show that the supply chain does become more difficult to coordinate when strategic consumers are present: the set of buyback contractual terms that coordinate the chain shrinks as consumers are more willing to wait, and the chain profit cannot be arbitrarily allocated between the firms. Contrary to popular intuition, this result implies that the retailer may enjoy some benefit from consumers' strategic waiting. In addition, we find that the retailer's gain is the highest when impatient and patient consumers are comparably mixed in the population.      

In-Store Experimental Approach to Pricing and Consumer Behavior

This study assessed how, and to what extent, it is possible to use behavioral experimentation and relative sales analysis to study the effects of price on consumers' brand choices in the store environment. An in-store experiment was performed in four stores to investigate the effects of different prices of a target brand on consumers' relative buying behavior using an alternating treatment design with baseline. The intervention consisted of periodically reducing the target brand's price by 17–26%. Price reductions generally had none or minor effects. However, data for one store showed lower relative sales for the price reduction condition. These are surprising results and they underline the need to examine all of the marketing mix factors, not only price.     

Online buying behavior: a transaction cost economics perspective

Using a transaction cost economics perspective, this paper presents a model for understanding consumers' on-line buying behavior. An empirical study was conducted in Singapore to test the model. The results indicate that consumers' willingness to buy online is negatively associated with their perceived transaction cost, and perceived transaction cost is associated with uncertainty, dependability of online stores and buying frequency. When consumers perceive more dependability of online stores and less uncertainty in online shopping and have more online experiences, they are more likely to buy online. Implications of the results are discussed.     

Browse‐and‐Switch: Retail‐Online Competition under Value Uncertainty

Although online shopping is becoming popular, consumers who are unsure about whether to buy a product may find it advantageous to visit a brick‐and‐mortar retail store to first examine the product before purchasing it. But, after browsing at the store, consumers have the option of switching to an e‐tailer to purchase the item at a cheaper price rather than buying at the store. Recent business press refers to this browse‐and‐switch behavior as “showrooming,” and attributes to it the declining profits of brick‐and‐mortar retailers. To study the effect of the browse‐and‐switch option on retail and online pricing strategies and profits, we analyze a stylized economic model that incorporates uncertainty in consumers' valuation of the product, captures the heterogeneity among consumers in their inclination to purchase online, and permits product returns. We consider various equilibrium scenarios for different combinations of consumer shopping behaviors, characterize the parameter ranges for each scenario, and demonstrate that browse‐and‐switch behavior can indeed occur under equilibrium. Our analysis further shows that the option for consumers to browse‐and‐switch intensifies competition, reducing the profits for both firms.     

消费者预算约束对推荐奖励策略的影响研究

在社会化商务研究中,大多数研究考虑消费者的购买意愿对企业决策的影响,很少有文献探讨消费者的资金不足时对企业开展在线营销活动效果的影响.本文讨论了当消费者消费预算有约束情况下,在线企业采用推荐奖励策略对营销效果的影响.首先建立了销售企业、已有顾客、已有顾客的朋友(潜在顾客)三者之间的博弈模型,其中假设朋友的预算是私有信息,企业和已有顾客不知道该信息.通过对博弈模型的求解,发现当朋友存在预算约束时,企业采用高价格、高奖励的推荐奖励策略并不总是有效;当潜在顾客(朋友)对产品的购买意愿处于中间状态时,只有其预算偏高时,企业采取推荐奖励策略才能获得更高的利润.此外,在基本推荐奖励策略的基础上,拓展企业提供融资策略以及考虑朋友对推荐奖励反感程度的情况.研究发现,融资成本较高时,融资和奖励之间存在相互替代效果,但融资成本较低时,与融资效果与消费者的购买意愿程度相关;当潜在消费者对推荐策略存在反感时,企业仍存在一定的赢利空间.研究结果对在线企业开展推荐奖励策略的实践具有参考价值.     

The Internal Validity of the Trade-Off Method of Conjoint Analysis

The discovery of consumers' preferences for multiattribute products/services has recently become possible with the development of conjoint measurement techniques. Conjoint analysis uses an individual's preference ranking or rating of some deliberately manipulated constructs of a concept to determine his/her numerically valued preferences for levels of those attributes that comprise the concept. Generally speaking, there are two methods of data collection for conjoint analysis: the full profile and the trade-off methods. This paper calls into question the internal validity of the preferences obtained via the trade-off method. An empirical analysis, which is based on the subjects' preferences for selecting a hospital, clearly shows that the estimates derived from the trade-off method may not reflect consumers' true preferences.     

A Generalized Framework for Quantity Discount Pricing Schedules

The use of price to influence a buyer's purchasing behavior and thus improve supply chain coordination has received considerable attention. The vendor and buyer are independent economic entities, each maximizing its own profit. We consider the case of a buyer with fixed annual demand, independent of cost. The vendor's objective is to set a price schedule that encourages the buyer to raise its order quantity, increasing the vendor's profits. We present a unified treatment of the problem, categorize different variations, and provide a common solution procedure for all cases.     

Optimal Pricing of Two Successive‐Generation Products with Trade‐in Options under Uncertainty

To entice consumers to purchase both current and next generation products, many manufacturers and retailers offer trade‐in programs that allow buyers of the first generation product to trade‐in the product and purchase the new generation product at a lower price. By considering the interactions between “forward‐looking” consumers and a firm when a trade‐in program is offered, we analyze a two‐period dynamic game to determine the optimal prices of two successive‐generation products in equilibrium, and examine the conditions under which trade‐in programs are beneficial to the firm. Our model incorporates market heterogeneity (valuation of the first generation product varies among the consumer population), product uncertainty (the incremental value of the new product is uncertain before its introduction), and consumers' forward‐looking behavior (consumers take future product valuation and prices into consideration when making purchasing decisions). With the trade‐in option, we show that consumers are willing to pay a price that is higher than their valuations of the current product. Furthermore, trade‐in programs are more beneficial to the firm when: (i) the durability of the current product is high; (ii) the market heterogeneity is low; or (iii) the uncertainty level (or the expected incremental value) of the new product is high. Finally, when the incremental value of the new product is more uncertain, consumers are more willing to purchase the current product because of the “option” value of the trade‐in programs and thus trade‐in programs can be more beneficial to the firm in this case.     

Interorganizational Determinants of Environmental Purchasing: Initial Evidence from the Consumer Products Industries*

Environmental purchasing consists of the purchasing function's involvement in activities that include reduction, recycling, reuse, and substitution of materials. Despite the potentially important role that the purchasing function can play in a firm's environmental activities, little research has been performed to date that examines the factors that impact environmental purchasing. The authors develop and empirically test a theoretical model that examines how interorganizational factors both drive and constrain purchasing's involvement in environmental activities. The empirical findings suggest that environmental purchasing activities will be facilitated through increased coordination with suppliers as well as downstream members of the supply chain, including retailers. The results also suggest the need for increased coordination within the firm, particularly between the purchasing function on the inbound side and marketing and distribution functions on the outbound side.     

The Ethics of Tax Evasion

A wide and growing consensus views taxation as fundamentally coercive in nature. Regardless of the magnitude of the tax or the agents perpetrating it, this fundamental coercive element remains. Tax evasion must consequently be treated as an effort to convert this coercive behavior into voluntary transactions. By altering the conditions of payment and receipt of goods and services, taxation veils both consumers' and producers' preferences. Critics of tax evasion have left unanswered the question as to how society will efficiently allocate its scarce resources under coercively falsified preference signals. Accepting that preferences are best signaled voluntarily and via market participants directly, we argue that tax evasion must result in increased economic efficiency, as well as allow for a reinstatement of an individual's right to contract freely.     

A supplier's pricing model under a customer's economic purchasing policy

This paper develops a pricing model from the perspective of a supplier who produces and supplies a product to order from a single customer on a lot-for-lot basis. Assuming that the customer's ordering behavior is optimal, i.e. the customer follows his economic purchasing policy, the objective of the supplier is to determine the product's selling price, so that a specified gross profit goal is achieved. The algebraic interactions between the price of the product, the customer's EOQ and the supplier's profit level are taken into consideration during the model construction process. The concepts developed are illustrated through a numerical example, which attempts to demonstrate the usefulness of the model in setting an appropriate price for a product under the conditions described.     

PRODUCT AND SERVICE QUALITY: THE ANTECEDENTS OF CUSTOMER LOYALTY IN THE AUTOMOTIVE INDUSTRY

Prior literature has examined product quality and service quality separately as antecedents of customer loyalty. In the context of the automotive industry, we present a framework that examines the simultaneous impact of product and service quality on consumers' purchase intentions. The framework is operationalized as several hypotheses that posit relationships between service quality, service satisfaction, product quality, and customer loyalty. The hypotheses are tested using three sources of data: (i) archival data on product quality and customer purchases, (ii) consumersíresponses to a survey instrument, and (iii) Consumer Reports. Results indicate general support for main hypotheses proposed.     

Managing Socially-Responsible Buying:: How to Integrate Non-economic Criteria into the Purchasing Process

Companies are increasingly scrutinized by various audiences and are made accountable not only for their internal practices, but also for their suppliers’ behavior. Many purchasing managers and executives are not accustomed to seeing the purchasing function receive so much attention from different parties. As a result, a number of them do not know how to embrace the trend toward socially responsible buying (SRB). The present paper offers a helping hand by (1) shedding some light on the nature of SRB and (2) explaining how companies can incorporate social responsibility criteria into their purchasing decisions.     

Followers' Personality and the Perception of Transformational Leadership: Further Evidence for the Similarity Hypothesis

Managers and supervisors are thought to affect their followers' attitudes and behaviour. Within leadership research, behaviour of leaders and managers is usually considered as the independent variable whilst followers' reactions are considered the dependent variable. In this study, we reverse this order and investigate the degree to which the evaluation of leadership is a result of followers' perceptions and attributions. In order to corroborate and extend previous experimental research, a field study was conducted to analyse the influence of followers' personality and perceived leader personality on followers' perception of leadership within an organizational setting. The results provide further evidence that followers' personality influences the perception of transformational leadership and commitment to the supervisor. Moreover, the perception of leaders' personality was related to the perception of leadership and commitment to the supervisor. The finding that the perception of supervisors' personality mediates both the relationship between followers' personality and the perception of leadership and commitment provides support for the similarity hypothesis. Results are discussed in the light of feedback and leader development.     

Price Incentives and Coordination in a Two‐Product Decentralized Supply Chain

We investigate pricing incentives for competing retailers who distribute two variants of a manufacturer's product in a decentralized supply chain. Under a two‐dimensional Hotelling model, we derive decentralized retailers' prices for the products, and distortions in pricing when compared to centrally optimal prices. We show that price distortions decrease as consumers' travel cost between retailers increases, due to less intense competition. However, price distortions do not change monotonically in consumers' switching cost between products within stores. To fix decentralized retailers' price distortions, we construct a two‐part pricing contract that coordinates the supply chain. We show that the coordinating contract is Pareto‐improving and analyze increase in the supply chain profit under coordination.     

Estimating Willingness‐to‐pay with Choice‐based Conjoint Analysis – Can Consumer Characteristics Explain Variations in Accuracy?

Knowing consumers' willingness to pay (WTP) is crucial for making effective pricing decisions. We assess the accuracy of choice‐based conjoint analysis (CBCA), a method strongly supported by behavioural theory, in the context of WTP measurement at the individual level. Furthermore, we analyse whether variations in the accuracy of WTP estimates derived by CBCA can be explained by consumers' involvement, brand awareness and the strength of consumer preferences. The results show that CBCA does not provide accurate WTP estimates and, on average, grossly overestimates the true WTP of consumers. No empirical evidence can be found that consideration of the above‐mentioned consumer characteristics results in more accurate WTP values.     

Managing behavioral intentions in diverse cultural environments: an investigation of service quality,service value,and satisfaction for American and Ecuadorian fast-food customers

This study reports a cross-cultural assessment of the effects of service quality, service value, and satisfaction on consumers' behavioral intentions. The study endeavors to extend recent advances in services marketing theory to the international level of analysis. A composite model of a service encounter is developed based on the literature cited and compared across 425 North American and Latin American fast-food customers. A number of significant findings are reported, including the empirical verification of the position that service value and satisfaction drive consumers' behavioral intentions in North America, whereas Latin Americans are found to emphasize satisfaction in their service assessments. These results indicate that American consumers tend to place more emphasis on the tradeoff between what they receive in the service encounter and what they have to give up to receive the benefit. Conversely, Latin American consumers place heightened importance on the more emotive satisfaction judgment. The immediate implication for practitioners in both regions is that North Americans should respond favorably to offerings that emphasize the quality of the meal relative to the expenditure required. Latin Americans, on the other hand, should respond to more emotional appeals that accentuate the pleasure derived from the encounter.     

Evacuation from Natural Disasters: A Systematic Review of the Literature

Research on evacuation from natural disasters has been published across the peer‐reviewed literature among several disparate disciplinary outlets and has suggested a wide variety of predictors of evacuation behavior. We conducted a systematic review to summarize and evaluate the current literature on demographic, storm‐related, and psychosocial correlates of natural disaster evacuation behavior. Eighty‐three eligible papers utilizing 83 independent samples were identified. Risk perception was a consistent positive predictor of evacuation, as were several demographic indicators, prior evacuation behavior, and having an evacuation plan. The influence of prior experiences, self‐efficacy, personality, and links between expected and actual behavior were examined less frequently. Prospective, longitudinal designs are relatively uncommon. Although difficult to conduct in postdisaster settings, more prospective, methodologically rigorous studies would bolster inferences. Results synthesize the current body of literature on evacuation behavior and can help inform the design of more effective predisaster evacuation warnings and procedures.     

Efficient Heuristics for MRP Lot Sizing with Variable Production/Purchasing Costs*

Two heuristics based on branch and bound (B&B) are developed to solve closed-loop material requirements planning (MRP) lot-sizing problems that have general product structures and variable costs. A “look ahead method'’(LAM) heuristic allows for variable production/purchasing costs and uses a single-level B&B procedure to rapidly improve lower bound values; thus, LAM efficiently uses computer-storage capacity and allows solution of larger problems. The “total average modification'’(TAM) heuristic uses B&B, applied level by level, and modified setup and carrying costs to solve the variable production/purchasing costs MRP lot-sizing problem. LAM and TAM are tested on problems and compared to heuristics in the literature. TAM may be used to solve large MRP lot-sizing problems encountered in practice.