Submitted by Morgana Silva (morgana_linhares@yahoo.com.br) on 2016-06-16T18:37:28Z No. of bitstreams: 1 arquivototal.pdf: 1884167 bytes, checksum: 8e6972146857982a8b50c631a0be1452 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-06-17T16:04:42Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 1884167 bytes, checksum: 8e6972146857982a8b50c631a0be1452 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-06-20T11:05:32Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 1884167 bytes, checksum: 8e6972146857982a8b50c631a0be1452 (MD5) / Made available in DSpace on 2016-06-20T11:56:53Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1884167 bytes, checksum: 8e6972146857982a8b50c631a0be1452 (MD5) Previous issue date: 2016-02-26 / The responsible consumption and healthy consumption aims to balance the relationship between all stakeholders involved in an exchange ratio. In this research will be discussed aspects of sustainability, responsibility and the benefits associated with promoting the consumption of organic food. The main purpose is to analyze the factors that influence attitudes, purchase intent and willingness to pay of consumers for organic foods. The methodological procedures involved the construction of a structured questionnaire with items validated in previous studies of scales and adapted to the context of the research; the data were subjected to an exploratory analysis and, as a result, the structural equation modeling to test the theoretical model of the research was conducted, as well as other modeling techniques to test additional hypotheses of the research, such as beta regression, the quantile regression and simple linear regression. The results indicated that concern about health and food safety are two variables that significantly contribute to the formation of attitudes favorable to buying organic foods and that this in turn influences the purchase intention of the people. Positive attitudes in general, also influence the willingness to pay more for healthy food. / O consumo responsável e o consumo saudável almejam o equilíbrio da relação entre todos os stakeholders envolvidos em uma relação de troca. Nesta pesquisa serão discutidos aspectos de sustentabilidade, responsabilidade, bem como os benefícios associados à promoção do consumo de alimentos orgânicos. O propósito principal é analisar os fatores que influenciam as atitudes, a intenção de compra e a disposição a pagar do consumidor por alimentos orgânicos. Os procedimentos metodológicos envolveram a construção de um questionário estruturado, com itens validados em escalas de estudos anteriores e adaptados ao contexto da pesquisa; os dados foram submetidos a uma análise exploratória e, na sequência, foi realizada a modelagem de equações estruturais para testar o modelo teórico da pesquisa, bem como outras técnicas de modelagem para testar as hipóteses adicionais da pesquisa, como a regressão beta, a regressão quantílica e a regressão linear simples. Os resultados indicaram que a preocupação com saúde e com a segurança alimentar são duas variáveis que contribuem significativamente para a formação de atitudes favoráveis à compra de alimentos orgânicos e que esta, por sua vez, influencia na intenção de compra das pessoas. Atitudes positivas, em geral, também influenciam na disposição a pagar mais por alimentos saudáveis.

Submitted by Jaqueline Silva (jtas29@gmail.com) on 2016-08-29T18:58:59Z No. of bitstreams: 2 Tese - Estevão Julio Walburga Keglevich de Buzin - 2016.pdf: 1197881 bytes, checksum: 0ecd045bb41059611fb7ceab76732d9c (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Jaqueline Silva (jtas29@gmail.com) on 2016-08-29T18:59:16Z (GMT) No. of bitstreams: 2 Tese - Estevão Julio Walburga Keglevich de Buzin - 2016.pdf: 1197881 bytes, checksum: 0ecd045bb41059611fb7ceab76732d9c (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2016-08-29T18:59:16Z (GMT). No. of bitstreams: 2 Tese - Estevão Julio Walburga Keglevich de Buzin - 2016.pdf: 1197881 bytes, checksum: 0ecd045bb41059611fb7ceab76732d9c (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2016-07-15 / To characterize the market of organic products in Goiânia-GO used methodologies through the provision to pay. This technique was used in this study in order to identify the willingness to pay for organic food. They were surveyed two distinct groups in the city of Goiania-GO: Consumers conventional fairs and consumer fairs organic food. It was also carried out to identify the profile of these consumers and the group of organic producers who market in organic fairs of Goiania. For consumers of conventional fairs, we found the average age of the sample population of 29.7 years. 50% of respondents have incomplete and complete higher education. As to gender, 62.1% are female. The average monthly income is between 1,201 and 3,600 reais. These consumers, 85.6% said they would like their family to consume only organic products. For consumers of organic food was found that 59.4% of people have completed higher education and graduate and 65.6% with income above R $ 4,801.00. It used the chi square test proved that for the provision of track to pay up to 20% more and the provision of track to pay over 30% more there is no difference between the behavior of consumers of organic food and food conventional. The two consumer groups said they do not find organic products with ease. The producer group, 58.33% have completed higher education and graduate. 41.67%, which does not have specific technical assistance for organic farming. With the application of chi-squared test was obtained (χ2 = 5.89; p <0.02) stating that there is demand for organic products by the food consumers of conventional trade. The results show that the production chain of organic foods is incomplete, due to that there is a group of consumers that is not served in difficult function to find this kind of food in retail outlets. / Para caracterizar o mercado de produtos orgânicos em Goiânia-GO foi usada a avaliação da disposição a pagar. Esta técnica foi utilizada neste estudo com o objetivo de identificar a disposição a pagar por alimentos orgânicos. Foram pesquisados dois grupos distintos da cidade de Goiânia- GO: Os consumidores de feiras livres convencionais e os consumidores de feiras livres de alimentos orgânicos. Também foi realizada a identificação do perfil destes consumidores e do grupo de produtores de orgânicos que comercializam nas feiras orgânicas de Goiânia. Para os consumidores de feiras livres convencionais, encontrou-se a média de idade na população da amostra de 29,7 anos. 50% do total de entrevistados possuem curso superior incompleto e completo. Quanto ao gênero, 62,1% são do gênero feminino. Destes consumidores, 85,6% afirmaram que gostariam que sua família consumisse apenas produtos orgânicos. Para os consumidores de alimentos orgânicos foi encontrado que 59,4% das pessoas possuem ensino superior completo e pós-graduação e 65,6% com renda acima de R$ 4.801,00. Foi utilizado o teste Qui Quadrado que comprovou que para a faixa de disposição a pagar de até 20% a mais e para a faixa de disposição a pagar acima de 30% a mais não existe diferença entre o comportamento dos consumidores de alimentos orgânicos e de alimentos convencionais. Os dois grupos de consumidores afirmaram que não encontram produtos orgânicos com facilidade. Com a aplicação do teste qui quadrado, foi obtido (χ2 = 5,89 ; p < 0,02) afirmando que existe demanda para produtos orgânicos por parte dos consumidores de alimentos de feiras convencionais. Os resultados apontam que a cadeia produtiva de alimentos orgânicos está incompleta, em função de que existe um grupo de consumidores que não é atendido em função de dificuldades de encontrar este tipo de alimento em locais de venda.

Master of Agribusiness / Department of Agricultural Economics / Vincent R. Amanor-Boadu / The Kansas Wheat Commission and the Kansas Association of Wheat Growers offer a number of services to Kansas wheat producers. Kansas wheat producers will be willing to pay more if they perceive they are getting more value from the Kansas wheat organizations. However, Kansas wheat producers are unaware of what the Kansas wheat organizations are doing on their behalf. It is believed that if Kansas wheat producers were more aware of what their organizations were doing on their behalf, they would be willing to contribute more. The overall objective is to improve Kansas wheat producer knowledge of Kansas Wheat activities. A survey of Kansas wheat producers provided data about willingness to pay, importance of services, channel preferences and producer demographics. Funds provided by the Kansas wheat assessment are used for a number of projects and programs. Current programs can be categorized into four areas: research; education, communications, and meetings supporting Kansas wheat growers; domestic market development; and international market development. When asked to rank those four areas from highest to lowest priority, respondents overwhelmingly chose research as the highest priority investment of the Kansas wheat assessment. The survey results indicated that Kansas wheat producers were willing to pay an amount above the current level of 10 mills per bushel for the Kansas wheat assessment. The mean response was 12.42 mills. Members of the Kansas Association of Wheat Growers were willing to pay more for the assessment (15.13 mills per bushel) than non-members. In general, radio is the preferred channel of Kansas wheat producers; however, the two most listed publications and radio stations they rely on for information about wheat were High Plains Journal (33%) and Kansas Farmer (30%), both industry publications. Other producer demographics such as location in the state, type of producer, and acreage also affect producers' willingness to pay.

What are the key antecedents, factors and moderators that influence environmentally friendly and socially responsible consumer behaviour? Individual consumers buy products and services not only for their intrinsic satisfactory functionalities. They make their consumption choices also because of specific extrinsic products/service abilities to affirm their lifestyle choice, i.e. enhance their self-concepts and satisfy their psychological needs. Given that despite the recent increase of interest in sustainable consumer behaviour, little is known on sustainable consumer aspirations, this study aims at filling the research gap in this area of academic research. This study investigates ad hoc literature in Lifestyle Strategic Marketing, Branding, Social Psychology and Self-Concept Theory applicable in Green and Fair Trade Operational Marketing . Mixed research methods are used in three distinct studies: (a) laboratory experiment, (b) SurveyMonkeyTM online questionnaire analyzed quantitatively, and (c) SPSS and SEM software data management and analysis. They are conducted in France and based on the common research models, i.e. the Theory of reasoned action (TRA) founded by Fishbein & Ajzen (1975) and the Theory of planned behaviour (TPB) coined by Ajzen (1991). Specific attitudes towards environmentally friendly and fair-trade products and services are derived from Value sets, Awareness of Consequences beliefs and Environmental Concern evaluations; therefore in the third partial study we adapt the research model proposed by Hansla et al. (2008). In all of them is employed a convenience sampling method that allows to gather between 109 and 350 respondents. Results allow for identification of salient factors influencing consumer purchasing intention and willingness to adopt and pay for both environmentally friendly and socially responsible products and/or services.

This thesis contributes to the currently still sprawling literature on the force of sustainable investing together with the “Big Five” personality structure (Openness to Experience, Conscientiousness, Extraversion, Agreeableness and Neuroticism). By investigating which personality trait, based on the Big Five personality taxonomy, that was willing to exchange revenue for a higher ESG rating in a hypothetical investment fund, we were able to determine when private investors were willing to pay more for a more sustainable investment. We use new data from our own questionnaire where the respondents are adult individuals residing in Sweden who has invested in the stock market. The data was analyzed with an econometric approach and for the regression ordinary least square and tobit was used. The results revealed that two personality traits (conscientiousness and agreeableness) tended to be less interested in sustainable investments, as they were not willing to pay for a fund with a higher ESG rating, unlike Openness to Experience, where the willingness to pay was high. The other two traits also showed a positive relationship and thus willingness to trade revenue for sustainability. This thesis contributes to the knowledge on how the personality of the private investors can motivate investment decisions and the preference of companies they invest in.

Background: Brand coolness is a research area that has been established in prior research. Brand coolness has been defined as a subjective, dynamic, socially constructed, and positive trait brands have. Cool brands can be recognized by the attributes extraordinary, aesthetically appealing, energetic, high status, original, authentic, rebellious, subcultural, iconic, and popular. The formation of cool brands and its consequences has been encouraged to be further investigated in prior research. This study incorporates consequences following brand coolness into the value-attitude-behavior model to see the degree of association with increased willingness-to-pay. Purpose: The purpose of this study is to increase the understanding of brand coolness and its impact on the willingness-to-pay through consumers’ values, attitudes and behavior. Methodology: This study uses a quantitative research approach, conducting an online questionnaire with 202 respondents. The data from the questionnaire is then analysed through descriptive statistics, correlation- and bivariate regression analyses.   Findings: The main findings of this study is that all of the five measured brand coolness concepts within values, attitudes and behavior have a significant association with increased willingness-to-pay. The study strengthens prior findings in the research area of brand coolness and adds new knowledge regarding the possible order of prioritization when aiming to increase willingness-to-pay. Managerial implications: The results of the study enables to present an order of prioritization for companies to use when aiming to increase the willingness-to-pay through developed brand coolness. In order to maximize the increase of willingness to make a financial sacrifice for the brand the focus should mainly be on increasing brand love and brand attitude, followed by word-of-mouth, status and self-brand connection.

Utilisées dans un contexte de laboratoire ou d'enquête, les méthodes déclaratives sont très largement utilisées pour estimer les préférences des consommateurs. Les méthodes incitatives de l’économie expérimentale permettent de pallier les biais hypothétiques qui peuvent affecter les méthodes purement déclaratives. Ce travail présente une série d’études basées sur des comparaisons méthodologiques permettant de tester la validité inter-méthodes et d’amorcer la question de la validité externe des mesures. Associés aux travaux déjà présentés dans la littérature, ce travail à permis de mettre en évidence les atouts et les limites des mesures non-hypothétiques (mécanisme BDM et expérience de choix réel) d’une part l’une par rapport à l’autre, et d’autre part par rapport aux mesures hédoniques. Deux résultats majeurs ont été obtenus. Premièrement, le mécanisme BDM permet de révéler les préférences pour un produit même si sa valeur unitaire est faible. Deuxièmement, les deux approches de révélation des consentements à payer donnent des résultats cohérents au niveau agrégé, mais différents au niveau individuel, sans que l'on puisse imputer ces différences aux méthodes ou à l'instabilité des comportements des sujets. Enfin, ce travail argumente et illustre l'intérêt des mesures en situation de terrain qui permettraient d’augmenter la valeur prédictive des mesures de consentement à payer. / Used in a laboratory or survey setting, the declarative methods are very widely used to estimate the consumers preferences. The experimental economic incentive methods allows to make up for hypothetical bias which can affect purely declarative methods. This work sets out several experiments based on methodological comparisons allowing to test the inter-methods validity and to begin external measure validity question. In line with literature previous works, this work allows to highlight assets and limits of the non-hypothetical measures (BDM mechanism and real choice experiment), first one relative to another, second relative to hedonic measures. Two major results were obtained. First, the BDM mechanism allows to reveal the preferences of a product even if its unit value is low. Secondly, both methods used to reveal willingness to pay give coherent results regarding aggregate level, but different regarding individual level, without being able to impute these differences to methods or to instability of the participants behaviour. Finally, this work argues and illustrates assets of field situation measures which would allow to increase predictive values of the willingness to pay measures.

As a result of the convergence of online and offline retailers, and due to the notoriously low margins in the retail environment, innovation and technology have become more and more competitive differentiators. The purpose of this cumulative dissertation is to explore consumers’ behavioral reactions towards those technological innovations in brick and mortar retailing. As it is not feasible to consider every available technology in its own right, the focus of this dissertation is limited to the following three recent technologies: mobile payment, electronic shelf labels, and electric vehicle charging stations. By conducting experiments (Paper 1 and Paper 3) and leveraging real transaction data from a retailer (Paper 2), the author was able to formulate and investigate various research hypotheses, including a positive influence of new technology on the willingness to pay (Paper 1), mere revenue effect (Paper 2), and shopping intentions (Paper 3).:1 Introduction 2 Theoretical foundations 3 Purpose and focus of the dissertation 4 Article summary 4.1 Overview of dissertation articles 4.2 Summary of first article 4.3 Summary of second article 4.4 Summary of third article 5 General contributions and implications of this dissertation 6 Limitations and future research 7 Outlook References Appendix I: The effect of credit card versus mobile payment on convenience and consumers’ willingness to pay Appendix II: Behavioral consequences from converging channel capabilities: the effect of mere electronic shelf label presence on store revenue Appendix III: Recharge while you shop: the impact of free electric vehicle charging on shopping intention and shopping duration

Die vorliegende Ausgabe beschäftigt sich mit dem Thema „Beschleunigung und Entschleunigung – Eine empirische Untersuchung der Zahlungsbereitschaft für Entschleunigung“. Die allgemeine Beschleunigung der Lebensbereiche des Menschen zieht zunehmend negative ökonomische, soziale und ökologische Konsequenzen nach sich. Um diesem Trend entgegen zu wirken, wird die Strategie der Entschleunigung immer mehr zum Gegenstand wissenschaftlicher Betrachtungen. Wird die Notwendigkeit eines entschleunigten Lebenswandels jedoch von der Bevölkerung wahrgenommen und sind Menschen bereit, für eine entschleu-nigte Form des Lebens finanzielle Einbußen hinzunehmen? Vorangegangene Experimente haben zur Beantwortung dieser Frage Grundlagenarbeit geleistet und sind zu dem Ergebnis gekommen, dass zumindest in Teilen der Bevölkerung eine Zahlungsbereitschaft für Entschleunigung vorhanden ist. Zur Bestätigung dieser Hypothese wurden zwei weitere Experimente sowohl in den USA als auch in Deutschland durchgeführt. Die generelle Zahlungsbereitschaft für Entschleunigung konnte bestätigt werden. In ihrer Höhe ist sie jedoch eher als gering einzustufen.

Although data collection through discrete choice experimentsconducted using surveys are commonly used in research, aimingto improve data quality is still serviceable and necessary. Three distinct experiments were conducted with the objectives of improving data quality by better tailoring experiments to market conditionsas well as decreasing complexity and fatigue. First, consumer willingness-to-pay(WTP) for yogurt attributes was estimatedusing a survey targeted to be nationally representative of the US.A novel approach was used to allow for self-selection into the choice experiment for commonly purchased types of yogurt.On average, respondentswere willing-to-paya positive amount for requiring pasture access and not permitting dehorning/disbudding for both traditional and Greek yogurt. Respondents had positive WTPfor Greek yogurt labeled free of high fructose corn syrup, and were willing-to-pay morefor low-fat yogurt when compared to nonfat for both yogurt types.<div><br></div><div> Second, anew WTP data collection method, employing component discrete choice experiments in place of traditional larger experimental designs,was proposedand compared to the traditional method to elicit yogurt consumer’s WTP for attributes in yogurt. The new WTP data collection method was designed with the objective of decreasing complexity by having respondents participate in fewer choice scenarios. Incidences of attribute non-attendance (ANA), a potential simplifying heuristic that results from complexity, occurred less frequently for all attributes in the new WTP data collection method with one exception. Exhibiting ANA for any attribute was negatively correlated with the time respondents took to complete the choice experiment.<br></div><div><br></div><div>Finally, through the use of a newbest-worst scaling(BWS)data collection method,consumer preferences for fluid dairy milk attributes were elicited and results as well as measures of data quality were compared to the traditional method of BWS. Nine attributes of fluid milk were included in this study: container material, rbST-free, price, container size, fat content, humane handling of cattle, brand, required pasture access for cattle, and cattle fed an organic diet. The top (price) and bottom (container material) attributes in terms of relative ranking did not change between the new BWS data collection method and the traditional BWS method. The new BWS data collection method resulted in fewer incidences of ANA for all attributes except one. There was not a statistical difference in the number of transitivity (an axiom of consumer theory) violators,between the new and traditional BWS methods.<br></div>