Pub Date : 2022-04-19DOI: 10.1080/10495142.2022.2066598
Cleiton Rodrigues de Vasconcelos, Raíssa Corrêa de Carvalho, Fagner José Coutinho de Melo, Denise Dumke de Medeiros
ABSTRACT There is growing interest in evaluating the quality of services provided. This has allowed government program and policy makers to identify bottlenecks and highlight requirements that lead to the optimization of public resources. Furthermore, the supply of public health services tends to be precarious in developing countries due to increased demand and diminished resources. Thus, this paper proposes an integrated approach to the Kano Model and the Balanced Scorecard perspectives for improving public hospital services. The investigation was carried out in a Brazilian public hospital. The hospital is known as a regional reference center in several medical specialties and one of the pioneers in total quality programs in public hospitals in the country. This study is original because it developed a new approach that integrates the BSC and the Kano Model for the context of health services. The association between these methodologies is useful for strategic planning and a better understanding by managers of the aspects that most impact patient satisfaction in the public hospital. This approach allows hospital public managers to assess the program’s internal efforts to combat neglected diseases and improve patient adherence indicators for treatment. The assessments can also be used as monitoring tools and parameters so that decision makers can make improvements in public health actions.
{"title":"Improving Quality in Public Health Service: An Integrated Approach to the Kano Model and the Balanced Scorecard","authors":"Cleiton Rodrigues de Vasconcelos, Raíssa Corrêa de Carvalho, Fagner José Coutinho de Melo, Denise Dumke de Medeiros","doi":"10.1080/10495142.2022.2066598","DOIUrl":"https://doi.org/10.1080/10495142.2022.2066598","url":null,"abstract":"ABSTRACT There is growing interest in evaluating the quality of services provided. This has allowed government program and policy makers to identify bottlenecks and highlight requirements that lead to the optimization of public resources. Furthermore, the supply of public health services tends to be precarious in developing countries due to increased demand and diminished resources. Thus, this paper proposes an integrated approach to the Kano Model and the Balanced Scorecard perspectives for improving public hospital services. The investigation was carried out in a Brazilian public hospital. The hospital is known as a regional reference center in several medical specialties and one of the pioneers in total quality programs in public hospitals in the country. This study is original because it developed a new approach that integrates the BSC and the Kano Model for the context of health services. The association between these methodologies is useful for strategic planning and a better understanding by managers of the aspects that most impact patient satisfaction in the public hospital. This approach allows hospital public managers to assess the program’s internal efforts to combat neglected diseases and improve patient adherence indicators for treatment. The assessments can also be used as monitoring tools and parameters so that decision makers can make improvements in public health actions.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"35 1","pages":"215 - 241"},"PeriodicalIF":1.4,"publicationDate":"2022-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42281501","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-18DOI: 10.1080/10495142.2022.2066600
R. Patel, Sujo Thomas, Viral Bhatt
ABSTRACT Cause-related marketing (CRM) is generally referred to the practice of organizations associating their products with purchase-triggered donations to establish differentiation and to create a meaningful impact. This research study investigates cause-related marketing (CRM) participating intentions of generation Z consumers. Through two experimental studies, this study contributes to the existing literature by shedding light on the impact of donation message-framing, donation size, and product type on CRM participation intentions, thus guiding marketers to design effective CRM campaigns. The findings established that generation Z, who buy androgynous luxury product (hedonic) and eco-friendly product (utilitarian), prefer exact donation message-framing while engaging in CRM initiatives. The present study further revealed that vague donation message-framing and smaller donation size would not appeal generation Z while buying CRM-linked androgynous luxury product as well as eco-friendly product. This research offers insightful observations for marketers to design CRM campaigns effectively by carefully crafting structural elements of the campaign to boost the overall CRM success.
{"title":"Testing the Influence of Donation Message-framing, Donation Size, and Product Type (Androgynous Luxury: Hedonic Vs. Eco-friendly: Utilitarian) on CRM Participation Intention","authors":"R. Patel, Sujo Thomas, Viral Bhatt","doi":"10.1080/10495142.2022.2066600","DOIUrl":"https://doi.org/10.1080/10495142.2022.2066600","url":null,"abstract":"ABSTRACT Cause-related marketing (CRM) is generally referred to the practice of organizations associating their products with purchase-triggered donations to establish differentiation and to create a meaningful impact. This research study investigates cause-related marketing (CRM) participating intentions of generation Z consumers. Through two experimental studies, this study contributes to the existing literature by shedding light on the impact of donation message-framing, donation size, and product type on CRM participation intentions, thus guiding marketers to design effective CRM campaigns. The findings established that generation Z, who buy androgynous luxury product (hedonic) and eco-friendly product (utilitarian), prefer exact donation message-framing while engaging in CRM initiatives. The present study further revealed that vague donation message-framing and smaller donation size would not appeal generation Z while buying CRM-linked androgynous luxury product as well as eco-friendly product. This research offers insightful observations for marketers to design CRM campaigns effectively by carefully crafting structural elements of the campaign to boost the overall CRM success.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"35 1","pages":"391 - 413"},"PeriodicalIF":1.4,"publicationDate":"2022-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46073683","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-17DOI: 10.1080/10495142.2022.2032531
Guillaume Plaisance
ABSTRACT French “associations” continue to grow in importance in society and the economy, while their financing is increasingly turning to private funds. New requirements in terms of governance are also being imposed on them. In order to support grassroots volunteer organizations in their evaluation, this research proposes to understand the role of the relationship with stakeholders in shaping the impact of an organization. This approach has been mostly theoretical until now and this study is one of the first of its kind to make an empirical contribution. Stakeholder theory and theoretical frameworks led to a questionnaire study and analysis using a structural equation model. The impact perceived by the stakeholders (in this case, the students) is explained both by the relationship quality with the organization and by the degree of their contribution to its success. This research proposes a reciprocal definition of relationship quality, and is about individual stakeholders little studied as members. This article remains exploratory given some of the difficulties with the measurement model and future researches should look into enhancing the measurement of the constructs.
{"title":"Improving Relationship Quality with Stakeholders to Increase Nonprofit Organizations’ Impact: The Mediating Role of Students’ Contributions","authors":"Guillaume Plaisance","doi":"10.1080/10495142.2022.2032531","DOIUrl":"https://doi.org/10.1080/10495142.2022.2032531","url":null,"abstract":"ABSTRACT French “associations” continue to grow in importance in society and the economy, while their financing is increasingly turning to private funds. New requirements in terms of governance are also being imposed on them. In order to support grassroots volunteer organizations in their evaluation, this research proposes to understand the role of the relationship with stakeholders in shaping the impact of an organization. This approach has been mostly theoretical until now and this study is one of the first of its kind to make an empirical contribution. Stakeholder theory and theoretical frameworks led to a questionnaire study and analysis using a structural equation model. The impact perceived by the stakeholders (in this case, the students) is explained both by the relationship quality with the organization and by the degree of their contribution to its success. This research proposes a reciprocal definition of relationship quality, and is about individual stakeholders little studied as members. This article remains exploratory given some of the difficulties with the measurement model and future researches should look into enhancing the measurement of the constructs.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.4,"publicationDate":"2022-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42441762","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-10-15DOI: 10.1080/10495142.2021.1982112
Young‐joo Lee, Jongmin Shon
ABSTRACT Building online communities has become an important part of nonprofits’ stakeholder management, but there remains uncertainty as to whether nonprofits’ online communities have practical implications for organizational outcomes. This study examines the relationship between the size of a nonprofit’s online communities on Facebook and Twitter and the support for the organization in terms of individual donations and volunteer contributions. The analysis of the Cultural Data Profile (CDP), which contains information of nonprofit arts, culture, and humanities organizations in the U.S., reveals that the number of Facebook fans is positively associated with the amount of individual donations and full-time equivalent (FTE) volunteers. The number of Twitter followers is positively associated with individual donations, but not with FTE volunteers. Overall, the findings suggest that there is a close connection between nonprofit organizations’ online community building and charitable support and this link varies among different social media platforms.
{"title":"Nonprofits’ Online Social Capital and Charitable Support","authors":"Young‐joo Lee, Jongmin Shon","doi":"10.1080/10495142.2021.1982112","DOIUrl":"https://doi.org/10.1080/10495142.2021.1982112","url":null,"abstract":"ABSTRACT Building online communities has become an important part of nonprofits’ stakeholder management, but there remains uncertainty as to whether nonprofits’ online communities have practical implications for organizational outcomes. This study examines the relationship between the size of a nonprofit’s online communities on Facebook and Twitter and the support for the organization in terms of individual donations and volunteer contributions. The analysis of the Cultural Data Profile (CDP), which contains information of nonprofit arts, culture, and humanities organizations in the U.S., reveals that the number of Facebook fans is positively associated with the amount of individual donations and full-time equivalent (FTE) volunteers. The number of Twitter followers is positively associated with individual donations, but not with FTE volunteers. Overall, the findings suggest that there is a close connection between nonprofit organizations’ online community building and charitable support and this link varies among different social media platforms.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"35 1","pages":"290 - 307"},"PeriodicalIF":1.4,"publicationDate":"2021-10-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49562980","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Students dropping out of school in Mexico is a social problem at the national level as the number of children and young students who decide to abandon their academic preparation is increasing. The ...
在墨西哥，学生辍学是一个全国性的社会问题，因为决定放弃学业的儿童和青年学生人数正在增加。…
{"title":"Key Factors that Influence School Dropouts Amongst Adolescents in Marginalized Urban Areas of Mexico","authors":"Marilu Fernandez-Haddad, Raquel Carolina Lara Gonzalez","doi":"10.1080/10495142.2021.1982111","DOIUrl":"https://doi.org/10.1080/10495142.2021.1982111","url":null,"abstract":"Students dropping out of school in Mexico is a social problem at the national level as the number of children and young students who decide to abandon their academic preparation is increasing. The ...","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"13 1","pages":""},"PeriodicalIF":1.4,"publicationDate":"2021-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138540433","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-05DOI: 10.1080/10495142.2021.1953669
C. Camarero, M. Garrido, Eva Vicente
ABSTRACT Faced with the cutbacks in public funding and the changes taking place in the governance and funding models in the cultural sector, museums must rise to the challenge of devising and implementing strategies to obtain resources from a range of sources and thus reduce public sector dependence. Based on a sample of museums from various countries which use private funding, the present work examines different signals that can impact on private fundraising from donors and sponsors: social signals (reputation and social performance) and financial signals (accountability and fundable projects). The results reveal that whereas donors are concerned with all kinds of social and financial signals, sponsors are mainly attracted by reputation and fundable projects. The study also draws a distinction between small and large museums. While the former should offer private funders flexibility in funding, the latter need to evidence social achievements as well as financial features to attract funders.
{"title":"Social and Financial Signalling to Increase Fundraising Revenue in Museums","authors":"C. Camarero, M. Garrido, Eva Vicente","doi":"10.1080/10495142.2021.1953669","DOIUrl":"https://doi.org/10.1080/10495142.2021.1953669","url":null,"abstract":"ABSTRACT Faced with the cutbacks in public funding and the changes taking place in the governance and funding models in the cultural sector, museums must rise to the challenge of devising and implementing strategies to obtain resources from a range of sources and thus reduce public sector dependence. Based on a sample of museums from various countries which use private funding, the present work examines different signals that can impact on private fundraising from donors and sponsors: social signals (reputation and social performance) and financial signals (accountability and fundable projects). The results reveal that whereas donors are concerned with all kinds of social and financial signals, sponsors are mainly attracted by reputation and fundable projects. The study also draws a distinction between small and large museums. While the former should offer private funders flexibility in funding, the latter need to evidence social achievements as well as financial features to attract funders.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"35 1","pages":"144 - 164"},"PeriodicalIF":1.4,"publicationDate":"2021-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42048006","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-29DOI: 10.1080/10495142.2021.1970078
Paige Alfonzo
ABSTRACT Current research reveals the importance social media use has on the marketing and branding efforts of nonprofit organizations. Particularly in higher education, scholarship shows the benefits of using social media to attract prospective students, facilitate alumni donations, and communicate with and support current students. However, within this context, limited attention has been paid to the actionable insights of the branding and outreach processes of social media professionals managing these accounts for higher educational institutions (HEIs). Therefore, this study attempts to uncover how specialists managing HEI social media accounts with high levels of engagement generate and leverage social media content using grounded theory methodology. The purpose of this inductive approach was to present the specific strategies and tactics associated with the management of top-performing HEI social media accounts in order to contribute to the construction of a set of best practices and meaningful actions that can be practically incorporated by marketing professionals in higher education as well as the nonprofit sector more broadly. Additionally, findings from this research are intended to build upon the extant literature that purports the value of HEIs using social media to support their communities but does not dig into the nuance of how social media management is executed.
{"title":"Getting Granular— Uncovering Actionable Insights for Effective Social Media Management in the Higher Education Sector","authors":"Paige Alfonzo","doi":"10.1080/10495142.2021.1970078","DOIUrl":"https://doi.org/10.1080/10495142.2021.1970078","url":null,"abstract":"ABSTRACT Current research reveals the importance social media use has on the marketing and branding efforts of nonprofit organizations. Particularly in higher education, scholarship shows the benefits of using social media to attract prospective students, facilitate alumni donations, and communicate with and support current students. However, within this context, limited attention has been paid to the actionable insights of the branding and outreach processes of social media professionals managing these accounts for higher educational institutions (HEIs). Therefore, this study attempts to uncover how specialists managing HEI social media accounts with high levels of engagement generate and leverage social media content using grounded theory methodology. The purpose of this inductive approach was to present the specific strategies and tactics associated with the management of top-performing HEI social media accounts in order to contribute to the construction of a set of best practices and meaningful actions that can be practically incorporated by marketing professionals in higher education as well as the nonprofit sector more broadly. Additionally, findings from this research are intended to build upon the extant literature that purports the value of HEIs using social media to support their communities but does not dig into the nuance of how social media management is executed.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":" ","pages":""},"PeriodicalIF":1.4,"publicationDate":"2021-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49594895","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-29DOI: 10.1080/10495142.2021.1970077
Sujo Thomas
ABSTRACT Cause-related marketing (CRM) has evolved as an effective marketing strategy and numerous organizations across the world have adopted CRM as astrategic marketing tool. There are preliminary academic research findings which suggest that consumers are receptive to CRM and it leads to strengthening of corporate credibility perceptions. There is a strong belief among consumers that companies should make positive contribution to the society by undertaking social responsibilities. Despite of plethora of research in developed countries, there is lack of research relating to Indian consumers’ intention to participate in CRM activities, which makes it essential to understand the phenomenon. This study intends to investigate the determinants of CRM participation intention by examining the role of consumer knowledge, cause scope and donation proximity. The findings provide a novel approach to the body of CRM research in emerging markets and provides valuable insights to the marketers. This research presents CRM campaign managers’ with strategies to effectively manage the determinants that influence CRM participation intention.
{"title":"Determinants of Cause-related Marketing Participation Intention: The Role of Consumer Knowledge, Cause Scope and Donation Proximity","authors":"Sujo Thomas","doi":"10.1080/10495142.2021.1970077","DOIUrl":"https://doi.org/10.1080/10495142.2021.1970077","url":null,"abstract":"ABSTRACT Cause-related marketing (CRM) has evolved as an effective marketing strategy and numerous organizations across the world have adopted CRM as astrategic marketing tool. There are preliminary academic research findings which suggest that consumers are receptive to CRM and it leads to strengthening of corporate credibility perceptions. There is a strong belief among consumers that companies should make positive contribution to the society by undertaking social responsibilities. Despite of plethora of research in developed countries, there is lack of research relating to Indian consumers’ intention to participate in CRM activities, which makes it essential to understand the phenomenon. This study intends to investigate the determinants of CRM participation intention by examining the role of consumer knowledge, cause scope and donation proximity. The findings provide a novel approach to the body of CRM research in emerging markets and provides valuable insights to the marketers. This research presents CRM campaign managers’ with strategies to effectively manage the determinants that influence CRM participation intention.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"35 1","pages":"194 - 214"},"PeriodicalIF":1.4,"publicationDate":"2021-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47875028","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-21DOI: 10.1080/10495142.2021.1961652
P. Yeoh
ABSTRACT While a rich stream of studies has emerged to understand customer identification at the brand level, this topic has not been addressed from an event marketing perspective. Secondly, although the concept of self-brand connections has received increased attention in the marketing literature, there is a paucity of studies examining this behavioral outcome in the context of event marketing. This study is the first of its kind to provide insights into how value drives participation in a branded marketing event organized by a nonprofit institution. Using the example of the branded marketing event, “Walk the Talk Community against Violence,” organized by the Soroptimist organization, this study explores participants’ motives to engage in marketing events and the subsequent impact of the engagement on participants’ self-brand connections. Analysis of data obtained through a semi-qualitative laddering approach (n = 40 participants) revealed 3 dominant perceptual patterns: external value (“social engagement identity”); internal value (“moral identity”), and interpersonal value (“social citizenship”). Though limited in scope by its exploratory character, the study contributes toward a deeper understanding of participation and outcomes in a cause marketing event. Implications for theory and practice and further research are also discussed.
{"title":"Determinants of Participation and Outcomes in A Cause Marketing Event: A Laddering Approach","authors":"P. Yeoh","doi":"10.1080/10495142.2021.1961652","DOIUrl":"https://doi.org/10.1080/10495142.2021.1961652","url":null,"abstract":"ABSTRACT While a rich stream of studies has emerged to understand customer identification at the brand level, this topic has not been addressed from an event marketing perspective. Secondly, although the concept of self-brand connections has received increased attention in the marketing literature, there is a paucity of studies examining this behavioral outcome in the context of event marketing. This study is the first of its kind to provide insights into how value drives participation in a branded marketing event organized by a nonprofit institution. Using the example of the branded marketing event, “Walk the Talk Community against Violence,” organized by the Soroptimist organization, this study explores participants’ motives to engage in marketing events and the subsequent impact of the engagement on participants’ self-brand connections. Analysis of data obtained through a semi-qualitative laddering approach (n = 40 participants) revealed 3 dominant perceptual patterns: external value (“social engagement identity”); internal value (“moral identity”), and interpersonal value (“social citizenship”). Though limited in scope by its exploratory character, the study contributes toward a deeper understanding of participation and outcomes in a cause marketing event. Implications for theory and practice and further research are also discussed.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.4,"publicationDate":"2021-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46742740","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-21DOI: 10.1080/10495142.2021.1941497
ShabbirHusain R.V., S. Varshney, P. Venugopal, M. Thakur
ABSTRACT This paper focuses on two prime objectives: a) establishing environmental benefits as an additional component of consumer value for a green offering and b) exploring consumer preferences between bundled and unbundled green offerings considering the perceived trade-off between functional and environmental benefits. Two studies were undertaken for this purpose. An online survey of 191 respondents established environmental benefits as an independent and significant factor for consumer value from a green offering along with a functional, emotional and social benefits. A second study, an online scenario-based analysis with 208 respondents, revealed that consumers are likelier to prefer a bundled offering when a guarantee is provided on its functional performance. It was also seen that environmental guarantee in the absence of functional guarantee may not sway consumer preferences from bundled to unbundled offerings. Both the studies also established the moderating role played by the respondent’s environmental consciousness. The study results have direct implications for managers in terms of product development and the marketing of environment-friendly offerings.
{"title":"Understanding consumer preference between bundled and unbundled green offering","authors":"ShabbirHusain R.V., S. Varshney, P. Venugopal, M. Thakur","doi":"10.1080/10495142.2021.1941497","DOIUrl":"https://doi.org/10.1080/10495142.2021.1941497","url":null,"abstract":"ABSTRACT This paper focuses on two prime objectives: a) establishing environmental benefits as an additional component of consumer value for a green offering and b) exploring consumer preferences between bundled and unbundled green offerings considering the perceived trade-off between functional and environmental benefits. Two studies were undertaken for this purpose. An online survey of 191 respondents established environmental benefits as an independent and significant factor for consumer value from a green offering along with a functional, emotional and social benefits. A second study, an online scenario-based analysis with 208 respondents, revealed that consumers are likelier to prefer a bundled offering when a guarantee is provided on its functional performance. It was also seen that environmental guarantee in the absence of functional guarantee may not sway consumer preferences from bundled to unbundled offerings. Both the studies also established the moderating role played by the respondent’s environmental consciousness. The study results have direct implications for managers in terms of product development and the marketing of environment-friendly offerings.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"527 - 552"},"PeriodicalIF":1.4,"publicationDate":"2021-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45641816","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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