Bharti Ramtiyal, Shubham Johari, Lokesh Vijayvargy, S. Prakash
{"title":"The impact of marketing mix on the adoption of clothes rental and swapping in collaborative consumption","authors":"Bharti Ramtiyal, Shubham Johari, Lokesh Vijayvargy, S. Prakash","doi":"10.1108/jgoss-04-2023-0027","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThe purpose of this study is to examine the impact of the shift towards a circular economy and marketing strategies on the collaborative purchasing behaviour of consumers in India. The study uses the theory of planned behaviour (TPB) and the marketing mix to understand the factors affecting a consumer’s intention to participate in collaborative consumption (CC).\n\n\nDesign/methodology/approach\nA Web-based survey was conducted, and 349 valid responses were analysed using AMOS (Analysis of Moment Structures) structural equation modelling. The study emphasised the impact of price, promotion and perceived behaviour control on CC and provided direction and advice for companies that rent and swap apparel.\n\n\nFindings\nAccording to the study, promotion and perceived behaviour control are the two key characteristics that significantly impact a consumer’s willingness to participate in CC in India. The study also found that perceived behaviour control plays a significant direct role in behavioural usage. These findings emphasise the impact of price, promotion and perceived behaviour control on CC and offer direction and advice for companies that rent and swap apparel.\n\n\nResearch limitations/implications\nThis article can be used to evaluate the business in different countries and can be developed further. It does, however, have some restrictions. Because most respondents are from northern and central India, in addition, some respondents are from the southwestern and southern regions, especially in the Mumbai and Chennai locales. Hence, the geographical sample was not diverse in terms of demographics. Furthermore, the gender identity of the respondents might essentially affect how the authors interpret customer buying behaviour, but the study missed this. Researchers could enhance this by using various sampling techniques and ensuring that other demographic characteristics are considered in the future. Furthermore, the survey could not distinguish between online and in-person transactions.\n\n\nPractical implications\nThe study provides practical advice for companies that rent and swap apparel, emphasising the impact of price, promotion and perceived behaviour control on consumer willingness to participate in CC. The findings suggest that companies can improve consumer participation by focusing on promotion and perceived behaviour control. In addition, the significance of perceived behaviour control on behavioural usage highlights the importance of empowering consumers to control their decisions to participate in CC.\n\n\nOriginality/value\nTo the best of the authors’ knowledge, this study is one of the first to examine the factors influencing consumer willingness to participate in CC in the context of the shift towards a circular economy in India. By examining the impact of the TPB and the marketing mix on consumer intention, the study provides valuable insights for companies that rent and swap apparel. The findings highlight the importance of promotion and perceived behaviour control in shaping consumer behaviour and provide practical direction for companies to promote and market their products effectively. The study adds to the existing knowledge on the circular economy and the role of CC in reducing waste and promoting sustainability.\n","PeriodicalId":43346,"journal":{"name":"Journal of Global Operations and Strategic Sourcing","volume":null,"pages":null},"PeriodicalIF":3.8000,"publicationDate":"2023-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Operations and Strategic Sourcing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jgoss-04-2023-0027","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 2
Abstract
Purpose
The purpose of this study is to examine the impact of the shift towards a circular economy and marketing strategies on the collaborative purchasing behaviour of consumers in India. The study uses the theory of planned behaviour (TPB) and the marketing mix to understand the factors affecting a consumer’s intention to participate in collaborative consumption (CC).
Design/methodology/approach
A Web-based survey was conducted, and 349 valid responses were analysed using AMOS (Analysis of Moment Structures) structural equation modelling. The study emphasised the impact of price, promotion and perceived behaviour control on CC and provided direction and advice for companies that rent and swap apparel.
Findings
According to the study, promotion and perceived behaviour control are the two key characteristics that significantly impact a consumer’s willingness to participate in CC in India. The study also found that perceived behaviour control plays a significant direct role in behavioural usage. These findings emphasise the impact of price, promotion and perceived behaviour control on CC and offer direction and advice for companies that rent and swap apparel.
Research limitations/implications
This article can be used to evaluate the business in different countries and can be developed further. It does, however, have some restrictions. Because most respondents are from northern and central India, in addition, some respondents are from the southwestern and southern regions, especially in the Mumbai and Chennai locales. Hence, the geographical sample was not diverse in terms of demographics. Furthermore, the gender identity of the respondents might essentially affect how the authors interpret customer buying behaviour, but the study missed this. Researchers could enhance this by using various sampling techniques and ensuring that other demographic characteristics are considered in the future. Furthermore, the survey could not distinguish between online and in-person transactions.
Practical implications
The study provides practical advice for companies that rent and swap apparel, emphasising the impact of price, promotion and perceived behaviour control on consumer willingness to participate in CC. The findings suggest that companies can improve consumer participation by focusing on promotion and perceived behaviour control. In addition, the significance of perceived behaviour control on behavioural usage highlights the importance of empowering consumers to control their decisions to participate in CC.
Originality/value
To the best of the authors’ knowledge, this study is one of the first to examine the factors influencing consumer willingness to participate in CC in the context of the shift towards a circular economy in India. By examining the impact of the TPB and the marketing mix on consumer intention, the study provides valuable insights for companies that rent and swap apparel. The findings highlight the importance of promotion and perceived behaviour control in shaping consumer behaviour and provide practical direction for companies to promote and market their products effectively. The study adds to the existing knowledge on the circular economy and the role of CC in reducing waste and promoting sustainability.
本研究的目的是研究向循环经济和营销策略的转变对印度消费者协作购买行为的影响。本研究使用计划行为理论(TPB)和营销组合来了解影响消费者参与协作消费(CC)意愿的因素。设计/方法/方法进行了一项基于网络的调查,并使用AMOS (Analysis of Moment Structures)结构方程模型分析了349份有效回复。该研究强调了价格、促销和感知行为控制对CC的影响,并为服装租赁和交换公司提供了方向和建议。根据这项研究,促销和感知行为控制是影响印度消费者参与CC意愿的两个关键特征。研究还发现,感知行为控制在行为使用中起着重要的直接作用。这些发现强调了价格、促销和感知行为控制对CC的影响,并为服装租赁和交换的公司提供了方向和建议。研究的局限性/启示本文可以用于评估不同国家的业务,并可以进一步发展。然而,它确实有一些限制。由于大多数受访者来自印度北部和中部,此外,一些受访者来自西南部和南部地区,特别是孟买和金奈地区。因此,地理样本在人口统计学方面没有多样性。此外,受访者的性别认同可能会从本质上影响作者如何解释客户的购买行为,但研究忽略了这一点。研究人员可以通过使用各种抽样技术并确保在未来考虑其他人口统计学特征来增强这一点。此外,该调查无法区分网上交易和面对面交易。本研究强调了价格、促销和感知行为控制对消费者参与CC意愿的影响,为服装租赁和交换的公司提供了实用的建议。研究结果表明,公司可以通过关注促销和感知行为控制来提高消费者的参与度。此外,感知行为控制对行为使用的重要性突出了赋予消费者控制其参与CC决策的重要性。原创性/价值据作者所知,本研究是在印度向循环经济转变的背景下,首次研究影响消费者参与CC意愿的因素之一。通过考察TPB和营销组合对消费者意向的影响,该研究为服装租赁和交换公司提供了有价值的见解。研究结果强调了促销和感知行为控制在塑造消费者行为方面的重要性,并为公司有效地推广和营销其产品提供了实际指导。这项研究增加了对循环经济的现有知识,以及CC在减少浪费和促进可持续发展方面的作用。
期刊介绍:
The Journal of Global Operations and Strategic Sourcing aims to foster and lead the international debate on global operations and strategic sourcing. It provides a central, authoritative and independent forum for the critical evaluation and dissemination of research and development, applications, processes and current practices relating to sourcing strategically for products, services, competences and resources on a global scale and to designing, implementing and managing the resulting global operations. Journal of Global Operations and Strategic Sourcing places a strong emphasis on applied research with relevant implications for both knowledge and practice. Also, the journal aims to facilitate the exchange of ideas and opinions on research projects and issues. As such, on top of a standard section publishing scientific articles, there will be two additional sections: "The Industry ViewPoint": in this section, industrial practitioners from around the world will be invited (max 2 contributions per issue) to present their point of view on a relevant subject area. This is intended to give the journal not just an academic focus, but a practical focus as well. In this way, we intend to reflect a trend that has characterised the past few decades, where interests and initiatives in research, academia and industry have been more and more converging to the point of collaborative relationships being a common practice. "Research Updates - Executive Summaries". In this section, researchers around the world will be given the opportunity to present their research projects in the area of global sourcing and outsourcing by means of an executive summary of their project. This will increase awareness of the on-going research projects in the area and it will attract interest from industry.