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on Marketing |
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Issue of 2025–04–21
two papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Zam, Milad; Ramezanian, Hasan |
| Abstract: | The majority of client purchases are influenced by their evaluation of the product's advantages, disadvantages, and emotional components. Psychology and marketing studies have shown that different stages of the purchasing process require the involvement of customer emotions. The objective of the current study is to pinpoint the elements and variables that might affect consumers' feelings when they purchase high-end cosmetics. A qualitative study employing in-depth semi-structured interviews with 23 users of high-end cosmetics and health products in Telegram groups was initially carried out in order to discover the many components of client emotions. Many client emotional dimensions were uncovered as a result of this inquiry, along with a list of factors that could act as emotional antecedents in the target audience. Based on group consensus, the following step is to identify the variables impacting customer sentiments. The panel at this time consisted of 15 experts and professionals in marketing, psychology, companies importing luxury cosmetics and hygiene items that are active on online networks, and managers of luxury cosmetics and hygiene groups in online spaces. The consensus of experts was reached in three steps, and 36 factors impacting customers' emotions were discovered and assessed based on their applicability or perceived strength in the eyes of the experts. Individual variables, group and product variables, and situational variables were then separated into three groups. |
| Date: | 2023–03–21 |
| URL: | https://d.repec.org/n?u=RePEc:osf:osfxxx:yv5fx_v1 |
| By: | Linckens, Sarah; Horn, Carmen; Perret, Jens K. |
| Abstract: | The sustainability trend of recent years is reflected in society's growing environmental awareness and the increasing promotion of green products and services in the market. The flip side is that most advertisements and green branding originate from companies that still have a negative impact on the environment. Therefore, it is necessary to understand how greenwashing marketing campaigns are perceived despite increasing environmental awareness in society. This study answers how greenwashing is perceived, whether the perception differs depending on the degree of environmental consciousness, and which effects the perception has. In order to answer these questions, a qualitative study via expert interviews with participants belonging to Gen Z has been conducted, making specific reference to the "Conscious Spring" greenwashing campaign by H&M. The qualitative content analysis showed that the majority of participants recognized greenwashing through misleading word choice and contradictory actions that are advertised in the campaign. Nevertheless, there were also interviewees who were misled by the campaign. The campaign had an effect on the participants' attitudes towards the brand, both on their feelings and beliefs about the brand, as well as on their behavioral intentions. The findings are largely used to understand the advertising impact of greenwashing, but they will also be helpful for sustainable clothing companies in creating green campaigns or for NGOs working to combat greenwashing and educate consumers. |
| Keywords: | Clothing industry, Greenwashing, Perception, Generation Z, Advertising impact |
| Date: | 2024 |
| URL: | https://d.repec.org/n?u=RePEc:zbw:ismwps:313087 |