Effects of institutions on the eco-brand orientation of millennial consumers: a social cognitive perspective

Purpose Given the lucrative millennial or generation Y market across the globe, this study aims to draw on social cognitive and institutional theories to tease out the crucial roles of regulatory and social pressures in shaping the eco-brand orientation of millennial consumers. The study focuses on millennials from a developing country – a context that is less explored in the literature on the social and institutional perspectives of green consumer behaviour. Design/methodology/approach Using data from a survey of 354 millennial consumers in the Philippines, the authors tested the hypotheses on the effects of two types of institutional pressures (social and regulatory) on the key constructs espoused by social cognitive theory. The authors followed the partial least square approach to path analysis to determine the significant empirical relationships and linkages of the constructs contained in the proposed model. Findings The results highlight the significant influence of the social-institutional environment on the internal drivers of millennials' orientation towards green or environmentally sustainable brands. Research limitations/implications Although the sample size has generalisability-related constraints, the findings extend the current understanding of green millennial consumer behaviour from a social cognitive perspective by highlighting the role of institutions – a concept that is less explored in the marketing and consumer behaviour literature. Practical implications It provides valuable business and policy insights and directions for future research on how business enterprises such as producers, manufacturers, retailers and marketers can influence millennial consumers’ orientation towards green brands. Originality/value This study uses data from a survey of millennial consumers in the Philippines. The study extends the ambit of social cognitive theory by drawing on institutional theory to highlight the role of institutional social pressures on sustainable consumer behaviour.

EXPRESS: How to Go Glocal: Omni-Brand Orientation Framework

The authors develop an omni-brand orientation framework: a bi-dimensional conceptualization that allows global (local) brand elements to coexist alongside local (global) elements in creating a gloCal brand. Based on an interpretive analysis of interviews with 50 top executives, the authors offer new insights into building and succeeding as a gloCal brand. The study finds global brands trying to become gloCal by building and nurturing local authenticity. The building blocks of local authenticity are brand image local connection, local iconness, local insights, and originality. Local brands, in turn, try to become gloCal by achieving global acceptance, a perception identified closely with global brands. The building blocks of global acceptance are perceived brand globalness, innovation, product performance quality, and global brand power. Based on follow-up interviews with nineteen executives, the study dives deeper into the drivers of success and conceptualizes a GloCal Success Cycle, which identifies components and strategies that enable brands to win both globally and locally.

Happiness Management: A Culture to Explore From Brand Orientation as a Sign of Responsible and Sustainable Production

The overarching call to action represented by the sustainable development goals (SDGs) calls for new sustainable production and management models. Likewise, in periods of crisis, such as the current COVID-19 pandemic, companies are forced to develop competitive and sustainable development strategies to increase their brand value and achieve a good market position. Therefore, this work’s main objective is to design a structural equation modelling (SEM) to analyse the main critical dimensions of brand orientation to influence happiness in responsible and sustainable entities. For this purpose, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of 216 managers of small- and medium-sized enterprises in Andalusia (Spain) in the construction, industry and services sectors. The model results reveal significant dimensions of brand orientation and positively direct influence on happiness management. One of the significant managerial implications of this work is that the model allows for more responsible and sustainable management of entities by considering brand orientation about happiness.

Pengaruh Orientasi Pasar, Konsumen, Merek, dan Inovasi Layanan terhadap Kinerja Umkm di Yogyakarta

This study seeks to assess the relationship between Micro, Small and Medium Enterprises (MSME) firm performance and market orientation, customer orientation, brand orientation and service innovation in development for all businesses. In past, very few studies have focused on the effect of marketing-related variables on MSMEs. This study aspires to put some insight into this. Data were collected from creative industry MSME business firm entrepreneurs located in Yogyakarta, A total of 91 MSME entrepreneurs were surveyed in the study through adopting tested survey questionnaires from the past literature. Correlation and regression analysis were used to test the hypotheses. Result indicates that market orientation, customer orientation, brand orientation and service innovation have a positive direct influence on MSME performance

Exploring Green Marketing Orientations toward Sustainability the Hospitality Industry in the COVID-19 Pandemic

The effects of green marketing orientations for increasing the competitive advantage and improving the sustainability of the hospitality industry during the COVID-19 pandemic are receiving more attention. As the hospitality industry attempts to assimilate green marketing and move in the path of sustainable development, administrators need to expand their efforts for improving natural environmental orientation (NEO), market orientation, resource orientation, and brand orientation by applying their green marketing orientations to hospitality’s strategies during the COVID-19 pandemic. Only few studies have examined the improvement of green marketing orientations. The objective of the research is to address this issue, applying the methods of fuzzy mixture MCDM (multiple criteria decision-making), with fuzzy decision-making trials and an evaluation laboratory (DEMATEL), and fuzzy DEMATEL-based ANP (fuzzy DANP) to inspect the feedback and interdependent issues among numerous elements/dimensions of green marketing orientations. In an uncertain environment, an empirical case study of the hospitality industry is shown to demonstrate the recommended combined approaches and, finally, to state the best enhancement approaches for administrators. This result shows that the natural environmental orientation is the most important factor.