Channeling Chirmi

The theory of consumption values (TCV) as marketing theory provides insights related to consumer consumption behavior through consumption values. This study reviews the last 30 years’ literature (120 articles) from 1991 to 2022 through content analysis and bibliometrics citation analysis. Additionally, the seven research streams are identified in the literature: (1) TCV and consumer behavior toward digital consumer products and services, (2) TCV and consumer behavior toward brands, (3) TCV and consumer behavior toward information technology, (4) TCV and consumer behavior towards green products and sustainable development, (5) TCV and consumer behavior towards tourism and hospitality industry, (6) TCV and consumer behavior towards durable and non-durable goods, and (7) TCV and consumer behavior toward educational industry. This review presents the taxonomy of TCV in marketing research, influential aspects of literature, and future research agenda.

Food delivery applications (FDAs) represent a category of mobile applications that are used by consumers to order food online. The popularity of these FDAs has been growing exponentially recently, yet not much research has been carried out the topic. This study investigates consumers’ acceptance of FDAs using the theory of consumption values as its theoretical basis. The model explores the association between consumption values (functional, social, emotional, conditional, and epistemic), visibility, and usage intention of FDAs. Data were collected from 440 Indian consumers and the model was tested using structural equation modeling. Except for emotional value, the results indicated a significant association between functional, social, conditional, and epistemic values and usage intention. Furthermore, visibility mediated the relationship between consumption values and usage intention. This study’s theoretical and practical contributions are relevant to researchers and practitioners working in areas related to FDAs.

Consumption Value Theory constructs that color is one of the packaging elements that affects the assessment of food products. This theory argues over the causal effect of functional vs. emotional value in product labeling. The main limitation of using colors in product labeling is that it helps with brand identification but fails to provide functional value when its consumers are seen to be driven by emotional value in choosing the product. Previous studies on Consumption Value Theory focus mostly on luxury products but not much is discussed on small medium enterprise (SME) products. Therefore, this study will provide information on the functional and emotional value of color in food product labeling in the SME industry. This study uses a mix-mode approach to investigate the Consumption Value Theory to explain the role of color and design and employ the theory of consumption value to help explain the role of color in the product labeling of food packaging.

With the rise of green consumption, green products gradually have become a part of people's life. Study on green consumption behavior has become a focus for enterprises and scholars. To verify the assumptions of this paper, questionnaires were carried out among young consumers who have purchased green products. The present research studies the influence factors of green purchase behavior based on theory of consumption value and examines whether there are significant differences in consumption values and green purchase behavior between male consumers and female consumers. The results show that conditional value and epistemic value have a positive effect on green purchase behavior, but functional value, social value and emotional value have no effect on green purchase behavior. Compared with male consumers, female consumers have higher conditional value and epistemic value on green products. In marketing practice, this study would be helpful for government and enterprises to take effective measures to promote green purchase behavior.

While extensive research has been conducted on local food and consumer behavior, there is little research investigating college students’ intention regarding purchasing local food. The purpose of this study is to examine the factors that motivate college students to purchase local food. The theory of consumption values, which uses five primary values to explain buying behavior, is applied in this study. In addition, this study also identified a significant moderator, place attachment, on the relationship between consumption values and consumers’ behavioral outcomes. The survey was distributed to college students enrolled in a university in the southeastern United States. The results present that emotional, functional, and epistemic values are significantly related to the intention to consume local food whereas social and conditional values are not. Moreover, place attachment significantly moderated the relationship between social value and intention to consume local food. Significant theoretical and managerial implications are discussed.

By coordinating their activities, companies aim to provide available products for their clients in the right place and time. Logistics activities have always been essential for companies, and therefore the logistics of the business and the management of the supply chain is a synthesis of many concepts, principles and methods from some of the most traditional fields of marketing, manufacture, accountability and transport, and also of the disciplines of mathematics and economy. This paper deals with the main aspects of logistics, business and management of the supply chain, and with the main aspects of the strategies and competitive incomes of the company. These aspects include transportation, inventory, processing, purchase, storage, treatment, packing, the standards of customer service and production. We have also described the role of the marketing of logistics as a system of planning which guarantees that the order will be executed in time, in the fastest way possible and with a low cost. The effective management of distribution channels affects the firms to realize an efficient process of distribution, in distributing the final products from the producer to the last consumer and in this way it helps these firms to grow their market and sales, and built strong relations with their clients. This paper includes empirical data that were collected by questionnaires and interviews, and subsidiary data as well, based on the review of the existing literature regarding logistics and the management of distribution channels. The collection of primary data was realized by the compilation of a questionnaire, which helped in developing contacts. The research was realized with owners, directors, managers and other holders of Kosovan companies. The sample is intentional (not probable).

Given the growing demand for halal cosmetics, understanding the drivers of purchasing behavior among Muslim consumers is essential. This study applies the Theory of Consumption Values (TCV) to examine the purchase intensity of halal cosmetics. The research was conducted among 194 Muslim consumers in the Jakarta Metropolitan Area, Indonesia, a significant market for halal goods. Using a quantitative methodology, survey data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that emotional value exerted the strongest influence on purchase intensity, followed in significance by functional, social, and conditional values. In contrast, epistemic value did not demonstrate a significant impact. These findings provide actionable insights for the halal cosmetics industry, highlighting the importance of developing products and marketing strategies that enhance emotional appeal, showcase functional benefits, leverage social influence, and optimize conditional triggers. Abstrak Intensitas Pembelian Kosmetik Halal di Kalangan Konsumen Muslim: Pendekatan Theory of Consumption Values. Meningkatnya permintaan kosmetik halal di kalangan konsumen Muslim membuat penting untuk memahami faktor-faktor pendorong perilaku pembelian mereka. Studi ini menerapkan Teori Consumption Values (TCV) untuk menguji intensitas pembelian kosmetik halal. Penelitian dilakukan terhadap 194 konsumen Muslim di Wilayah Metropolitan Jakarta, Indonesia, yang merupakan salah satu pasar signifikan untuk produk halal. Menggunakan metodologi kuantitatif, data survei dianalisis dengan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa nilai emosional memberikan pengaruh terkuat terhadap intensitas pembelian, diikuti secara signifikan oleh nilai fungsional, sosial, dan kondisional. Sebaliknya, nilai epistemik tidak menunjukkan dampak yang signifikan. Temuan ini memberikan wawasan yang dapat ditindaklanjuti bagi industri kosmetik halal, menekankan pentingnya pengembangan produk dan strategi pemasaran yang meningkatkan daya tarik emosional, menonjolkan manfaat fungsional, memanfaatkan pengaruh sosial, dan mengoptimalkan pemicu kondisional.

In this project, we examine the effects of three individual-level factors - consumption values, privacy concerns, and subjective norms - on consumers' intention to adopt location-based services (LBS) on their mobile phones. A research model was created based on the Theory of Consumption Values, and tested by survey data from potential adopters. Structural equation modeling was conducted using SmartPLS. We found that consumption values positively whereas privacy concerns negatively influenced intention to adopt LBS; subjective norms were found not to impact intention. In addition, consumer intention to spread positive word-of-mouth about LBS was studied as another outcome measure. Both consumption values and subjective norms positively affected the measure, whereas privacy concerns did not. Managerial implications and theoretical contributions of the project are discussed.

Firms can acquire sustainable competitive advantages by managing brand relationships and consumption values. However, previous studies do not compare consumption value with consumer satisfaction and brand commitment. Consumption value theory postulates that functional, emotional, social, and epistemic values enhance brand relationships. However, the most effective element of consumption values on consumer satisfaction or brand commitment is different. Specifically regarding running shoes, this article empirically compares functional, emotional, social, and epistemic values with consumer satisfaction and brand commitment. Using a mediated–moderation regression model, this article collected 844 Japanese samples from a marathon in Kobe, Japan, and tested how multiple consumption values affected consumer satisfaction and brand commitment, moderated by age. The results show that consumption values except epistemic value have positive effects on consumer satisfaction and brand commitment. In particular, this article uncovers the moderating effect of age in social values and consumer satisfaction. Specifically, social values affect consumer satisfaction when consumers are under 39 years old. This paper also found that functional value and social value have the strongest effect on consumer satisfaction and brand commitment, respectively, compared with other values. Contravening consumption value theory, our data suggests that epistemic value impedes brand commitment. Keywords: Consumption Values Theory, Consumer Satisfaction, Brand Commitment, Running Shoes JEL Classifications: M10, M21, M31 DOI: https://doi.org/10.32479/irmm.8713

Expansion of cellular network that provide faster data access makes rivalry between cellular operator switch from voice and sms to data service. This study has an objective to explore the influence of brand position to consumer choice behavior with consumption values as moderating variable based on Theory of Consumption Values in the context of XL data service. Brand positioning as a marketing stimuli has an important role as value creation that create a value to fill the consumer wants and needs. Hypothesis testing was performed with Structural Equation Model-Partial Least Square (SEM-PLS) on data collected from 163 mobile data users. This study proves that consumption values as mediator to connect the relationship between brand positioning and consumer choice behavior.Keywords: Brand Positioning, Consumption Values, Consumer Choice Behavior, Telecommunication, SEM-PLS

The field of fashion is rapidly evolving, as it has surprisingly arisen as one of the most inclined to adopt digitalization and virtual realities to transform its business model, motivated by the apparent plethora of options and advantages that these technologies have to offer. The metaverse is one of these digital emerging trends. The aim of the present study is to investigate the context-specific consumption values associated with the use of the metaverse in fashion practices. Based on a theoretical framework rooted in the “theory of consumption values”, a qualitative study was employed. Semi-structured interviews with 13 metaverse users and professionals were conducted to derive context-specific consumption values. Our findings enrich and extend the theory of consumption values literature by redefining the five consumption values according to the metaverse usage. The five values have been identified as: utilitarianism, social identity, personification, hedonism, and personal beliefs. Technology provides and fashion brand managers can capitalize on these findings to develop new digital experiences and enhance the metaverse users’ engagement.

• This study helps us understand how the consumption values that lead to using a second-hand peer-to-peer platform affect green consumption practices and sustainable resale behavior. • Economic and practical values negatively affect green consumption values and subsequently weaken the consumers’ preparedness to engage in sustainable resale behavior. • Recreational, generative, societal benefit, and protestor values positively influence green consumption values and increase the consumers’ willingness to engage in pro-environmental behavior. • Gender moderates the relationship between green consumption values and the consumption values of using a peer-to-peer platform. Past research has extensively studied the antecedents and consequences of consumers’ green consumption values, as well as the psychological mechanisms that underlie an ethical consumer. Yet a frustrating paradox remains, indicated by the consumers’ intention–behavior gap for their sustainable behavior. To address this gap, the present study focuses on the consumption values that lead to using a sharing economy platform. Our study draws on the theory of consumption values and altruistic–egoistic values, as well as spillover effect psychology, to examine associations between context-specific values, green consumption values, and sustainable resale behavior. By collaborating with a Nordic second-hand peer-to-peer platform brand, our findings—obtained from large-scale field data ( n = 3256)—challenge the conventional wisdom by demonstrating that economic and practical values for using the second-hand peer-to-peer platform negatively affect green consumption values and subsequently weaken the consumers’ preparedness to engage in sustainable resale behavior. In contrast, recreational, generative, societal benefit, and protestor values positively influence green consumption values and increase the consumers’ willingness to engage in pro-environmental behavior. Further, such relationships are moderated by gender: stronger effects were identified among female consumers. These findings have important implications for theory and practice.

Purpose This study derives core consumption value factors based on the characteristics of Generation Z, and understands the relationship between the derived factors and purchase intentions in the used trading platform. Design/Methodology/Approach The study classified the characteristics of Generation Z and used factors consistent with the characteristics of Generation Z as independent variables in the theory of consumption value. Platform trust and seller trust, which can act as trust factors in used transactions, were set as parameters, and dependent variables were set as purchase intentions. A survey was conducted on Generation Z with experience in purchasing in used transactions. Findings Generation Z values the price, durability, and practicality of products in second-hand transactions, and enjoys the pleasure of exploring products. Product reuse is seen as positive in terms of ethical consumption. In a second-hand transaction, trust in the transaction on the platform and accurate seller information delivery and prompt responses lead to product purchase. Research Implications This study is meaningful in that it presents the characteristics of Generation Z with values consistent with the consumption value theory, and in verifying the mediating effect of platform and seller trust.

Museums play a vital role in tourism, and as venues for shopping, are conventionally associated with souvenirs. Cultural and creative products from museums have gained popularity in China in recent years, but visitors’ purchase of these products remains underexamined in the literature. The present study, inspired by the theory of consumption values, aims to explore how visitors perceive cultural and creative products from museums. It employed a qualitative approach to collect data by conducting 39 semi-structured interviews and utilized thematic analysis to analyze the interview data. The study argues that, for visitors, cultural and creative products from museums are beyond souvenirs, which is primarily manifested in three aspects: product features, modes of purchase, and connectedness to daily life. Further, visitors perceive six consumption values by purchasing these products, which include cultural value, creative value, aesthetic value, functional value, emotional value, and social value. The theoretical and practical implications of this study are also discussed.

This study integrated a theory of consumption values and place attachment theory to hypothesize the relationships among visitors’ consumption values such as hedonic and utilitarian values and their impact on place attachment, attitude, pro-environmental behavior, and support for tourism. The results demonstrate that hedonic and utilitarian values play an important role in predicting place attachment and attitude. Place attachment is found to be significant in measuring attendees’ attitude toward pro-environmental behavior and support for tourism. This study supports the theory of consumption values such that festival managers should consider hedonic and utilitarian values of the attendees’ attitude.