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- The Role of Consumer-cause Identification and Attitude in the Intention to Purchase Cause-related ProductsPublication . Duarte, Paulo; Silva, Susana Costa ePurpose – The purpose of this paper is to extend prior research on the influence of consumer-cause identification on the intention to purchase products from the companies supporting the cause and re-evaluates the role of attitude toward the cause as a mediator of the relationship between identification and intention to purchase. Design/methodology/approach – Using a questionnaire, a sample of 156 Portuguese consumers evaluated their personal identification and attitude to one of four causes. Partial least squares path modeling was used to evaluate the proposed conceptual model. Findings – The results reveal that more than identification, a positive attitude is vital to be able to predict the intention to purchase. Together, consumer-cause identification and attitude explain 35.1 percent of the variance in purchase intention. The findings show also that attitude acts as a mediator in the relationship between the identification with the cause and intention to purchase. Several differences regarding gender and age are also revealed. Originality/value – While the majority of studies were single cause evaluations, the current results are based on the assessment of multiple causes. Consequently, the findings are more comprehensive and robust, providing important insights to researchers. The conclusions confirm within a wider context the role of attitude as a mediator of the identification and intention to purchase and can further assist companies in designing better targeted cause-related marketing campaigns.
- The role of marketing in the promotion of breastfeedingPublication . Paço, Arminda; Rodrigues, Ricardo; Duarte, Paulo; Pinheiro, Paulo; Oliveira, José António Martinez Souto de; Soares, MartaIn recent years, researchers and health-care professionals have shown a growing interest in the health benefits associated with breastfeeding and the dangers associated with bottle feeding. At the same time, there has been a growing number of medical and academic studies showing that breastfeeding is beneficial and necessary. However, despite its being a socially important theme, little research has been undertaken in the marketing of breastfeeding. The purpose of this article is to review the use of social marketing as a tool for enhancing health promotion programmes, specifically those seeking to encourage the adoption of breastfeeding and to increase its prevalence. The implementation of the first phase of such a programme is described in the article. Based on a sample of women, this study illustrates mothers' knowledge of breastfeeding, showing that social marketing programmes are needed to improve their level of access to information and increase the prevalence of breastfeeding.
- The value of textual haptic information in online clothing shoppingPublication . Rodrigues, Tomé; Silva, Susana Costa e; Duarte, PauloPurpose – The purpose of this paper is to evaluate the potential of textual haptic information to minimize the effects of need for touch (NFT) in global online environments by testing the effect of hands on description on consumer perception and intention to purchase. Design/methodology/approach – The study was developed in three stages. A total of 140 valid responses were obtained in stage three. Multiple linear regression models and paired-samples t-test were applied to test the hypotheses. Findings – The results show that textual haptic information has a positive impact on consumers ’ perception and on the intention to purchasing. Practical implications – To improve online sales firms should minimize the drawback of the inability of touching the product by providing textual haptic information. Originality/value – The findings are especially valuable since the number of studies assessing NFT in online apparel commerce is currently very limited. Thus, this study adds new empirical evidences to existent body of knowledge and could assist the development of global marketing strategies for increasing online fashion sales.
- Craft beer–a systematic literature review and research agendaPublication . Nave, Edgar; Duarte, Paulo; Rodrigues, Ricardo Gouveia; Paço, Arminda; Alves, Helena; Oliveira, TiagoIn recent years, the craft beer (CB) industry has gained impetus and has experienced significant growth in scientific publications. This study aims to present a systematic review of the literature on CB in areas related to economic and business sciences. Based on the data from Scopus, Web of Science and a set of articles not indexed to these databases until June 2021, a total of 132 articles were included for analysis, using bibliometric and content analysis techniques. The study allowed us to identify that CB has four main clusters/themes of research, namely, CB industry and market, marketing and branding, consumer behavior and sustainability. Detailed information on the clusters is provided. In addition, the results showed that publications addressing CB have grown significantly from 2015 onwards and are dispersed across many journals, with none assuming a clear leadership. Quantitative approaches account for more than half of publications. This study is a useful guide for academics intending to develop studies with CB. It provides a framework to structure future research by identifying existing literature clusters and proposes several research propositions. The findings from this study are useful for CB companies to get an overview of the main issues affecting the CB industry and market to be able to adapt their strategies and stay aligned with market tendencies in the four main clusters identified. This is the first systematic review of CB. Therefore, it provides a significant contribution to frame and strengthening the literature on CB and serves as a reference for future research. Based on the content analysis and cluster identification, the findings portray the status of current research. Accordingly, a set of research opportunities are offered.
- Online consumer behaviour of mass-customised apparel productsPublication . Ribeiro, Liliana Simões; Duarte, Paulo; Miguel, RuiPurpose The purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products. Design/methodology/approach For the current study, the meta-theoretical model of motivation and personality (3M) and its hierarchy of traits proposed by Mowen (2000) were adapted to use in the context of online purchase of mass-customised apparel products. Appropriate and significant constructs and relationships were identified in the four levels of the hierarchy of needs, specifically: one trait in the first level (surface traits), five specific traits in the second level (situational traits), three broader traits in the third level (compound traits), and finally, eight traits in the fourth level (elemental traits). Findings This research allowed the identification of pertinent personality traits in the context of online purchase of mass-customised apparel products and the comprehension of the relationships among these constructs using a hierarchical framework. Originality/value The originality and value of the current approach is the use of a hierarchical structure of traits to understand the relationship among personality traits in the mass-customisation field, which, to the best of the authors’ knowledge, no study has proposed. Theoretical and methodological contributions to the field derive from the current proposal.