EXPLAINING CONSUMER USE OF RENEWABLE ENERGY: DETERMINANTS, AND GENDER AND AGE MODERATOR EFFECTS

Helena Martins Gonçalves,AdrianaViegas 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

There is scarce research in the domain of sustainable marketing and renewable energy, despite the importance of this area. The consumers should adopt and increase the use of renewable energy (RE) because renewable energy sources contribute to reduce the dangerous gas emissions and resource depletion. Therefore, the understanding of what drives the consumer demand for RE is essential. Sustainable marketing has an important role in creating and promoting sustainable patterns and levels of consumption of the end users. In this study, considering the theory of reasoned action (TRA), the knowledge about renewable energy (RE_KNOW), the attitude toward RE (RE_ATT), the willingness to pay more for RE (RE_WPM) and the predisposition to ecological consumer behaviour (ECCB) were analysed as determinants of the intention to use RE (RE_INT). Moreover, the effects of RE_KNOW on RE_ATT and on ECCB and the effects of RE_ATT on ECCB and on RE_WPM were also assessed. Based on an online survey, the reliability, and convergent and discriminant validity of the constructs were assessed presenting good values. Structural equation modeling (SEM) was used to test the proposed relations. The results confirm all the determinants of RE_INT except the RE_WPM. The ECCB is the stronger determinant of the RE_INT, followed by the RE_ATT. The beliefs - attitude - intention link was found which supports the TRA. The effect of RE_KNOW is stronger on ECCB than on RE_ATT, and the effect of RE_ATT is stronger on ECCB than on RE_WPM. Furthermore, the moderator effects of sex and age were evaluated through multi-group analysis. For women and men, the proposed relations do not have significant differences. However, for the younger group, RE_ATT is the only significant determinant of RE_INT whereas, for the older one, ECCB and RE_WPM are the significant ones. For younger individuals, RE_KNOW has a direct, positive effect on RE_ATT which in turn has a direct, positive and strong effect on RE_INT, in accordance with the theory of reasoned action; RE_ATT has a direct, positive and stronger effect on ECCB than RE KNOW has. For older individuals, the relation RE_KNOW- RE_ATT - RE_INT is not significant. This research offers insights that help the electricity companies to develop sustainable marketing strategies in order to increase the use of RE. The results of this study indicate that the theory of reasoned action broadly support the attitude-behavior link for consumer RE use. However, for specific groups, the older one, this is not the case. To capture younger consumers it is important that companies develop marketing strategies to increase RE_KNOW and consequently to strengthen RE_ATT to obtain strong RE_INT and RE use. However, to conquer older consumers the effort should be putted more on the reinforcement of ECCB and on the RE_WPM. Therefore, the marketers need to develop different strategies for different target groups to promote the electricity products. Campaigns about renewable energies, their advantages and impact on the environment should be targeted to younger consumers in order to increase the knowledge and attitude toward RE However, to attain more willingness to pay a price premium for green electricity by the older consumers, the companies should document and communicate well the environmental benefits of their green offers. Moreover, for this older group, the promotion of other consumer sustainable behaviors will be desirable since they will have a positive impact on the intention to use RE.

WHAT MOTIVATES EWOM IN HOTEL INDUSTRY? CAUSALEXPLANATIONS FROM FSQCA

Helena Martins Gonçalves,Graça Miranda Silva,Telma Gomes Martins 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Web 2.0 has changed the way users create, share and use online information (O'Connor, 2008). The testimony of anonymous and exempt consumers that emits reviews and ratings through online reviews is a form of Electronic Word of Mouth (eWOM). Positive online reviews can contribute to a significant increase in hotel reservations (Ye, Law, & Gu, 2009). Online reviews are amidst the most important factors that influence hotel reservations (Dickinger & Mazanec, 2008) However, only a small percentage of travelers contribute actively with new reviews and evaluations (Bronner & Hoog, 2011). Thus, it is very important to know what motivates consumers to make online hotel reviews, to get more online comments and, consequently, more hotel reservations. Cantallops and Salvi (2014) say that there is little research on eWOM and hotels. The objective of this study is to identify the different causal combinations (configurations) of motivations (personal, social benefit, social concern, and consumer empowerment (Bronner & Hoog, 2011)), and socio-demographic characteristics (gender and age) that lead to hotel online reviews. The study uses the fuzzy-set Qualitative Comparative Analysis (fsQCA) because it allows to identify the necessary and sufficient configurations to achieve the outcome (Fiss, 2011). This is an innovative approach in this domain, to the best of our knowledge, because the study focuses on the causal recipes of motivations and not on the net effects of independent motivations as past research do. The study obtained a convenience sample of 192 valid responses, from an online survey.The measures show adequate reliability. The results show that the social concern is a necessary condition and the consumer empowerment is an “almost always necessary” condition. The analysis of sufficient conditions show that three different combinations (explain 43.6% of the cases) of conditions exist that lead to eWOM: 1) being a female older than 35 years old combined with high social concern and high consumer empowerment; 2) being a female older than 35 years old combined with high social concern and high personal motivations; and, 3) being a male combined with the presence of high social concern, high personal motivations, and high consumer empowerment which represents the most significant representation of consumers that make online reviews. Managers should consider these recipes in communication and website design strategies. For example, for men, it is important to have jointly a simple communication channel so that they can easily share positive or negative experiences to help others (social concern); a travel website where they get some fun (personal motivation); and, to believe that their opinions are taken into account by the hotels, namely to improve service (consumer empowerment). In this way,hotels and travel services providers promoting these aspects will tend to have more and better online reviews, which will have a positive influence on hotel reservations. Future studies should consider different motivations for online reviews and eWOM.

Black Anal Canal: Acute Necrosis

Sandra Barbeiro,Catarina Martins,Cláudia Gonçalves,Paulo Alves,Inês Gil,Manuela Canhoto,Filipe Silva,Isabel Cotrim,Cristina Amado,Liliana Eliseu,Helena Vasconcelos 대한대장항문학회 2016 Annals of Coloproctolgy Vol.32 No.4

Acute ischemia of the rectum or anal canal resulting in necrosis is extremely uncommon because both the rectum and the anal canal have excellent blood supplies. We present a case with spontaneous necrosis of the anal canal without rectal involvement. Surgical debridement was accomplished, and the recovery was uneventful. The patient was elderly, with probable atherosclerotic arterial disease, and presented with hypotension. Due to the lack of other precipitating factors, the hypoperfusion hypothesis seems to be the most suitable in this case. To the best of our knowledge, no similar cases have been reported in the literature on this subject.

EXPLAINING CONSUMER USE OF RENEWABLE ENERGY: DETERMINANTS, AND GENDER AND AGE MODERATOR EFFECTS

Helena Martins Gon?alves,AdrianaViegas 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

There is scarce research in the domain of sustainable marketing and renewable energy, despite the importance of this area. The consumers should adopt and increase the use of renewable energy (RE) because renewable energy sources contribute to reduce the dangerous gas emissions and resource depletion. Therefore, the understanding of what drives the consumer demand for RE is essential. Sustainable marketing has an important role in creating and promoting sustainable patterns and levels of consumption of the end users. In this study, considering the theory of reasoned action (TRA), the knowledge about renewable energy (RE_KNOW), the attitude toward RE (RE_ATT), the willingness to pay more for RE (RE_WPM) and the predisposition to ecological consumer behaviour (ECCB) were analysed as determinants of the intention to use RE (RE_INT). Moreover, the effects of RE_KNOW on RE_ATT and on ECCB and the effects of RE_ATT on ECCB and on RE_WPM were also assessed. Based on an online survey, the reliability, and convergent and discriminant validity of the constructs were assessed presenting good values. Structural equation modeling (SEM) was used to test the proposed relations. The results confirm all the determinants of RE_INT except the RE_WPM. The ECCB is the stronger determinant of the RE_INT, followed by the RE_ATT. The beliefs – attitude – intention link was found which supports the TRA. The effect of RE_KNOW is stronger on ECCB than on RE_ATT, and the effect of RE_ATT is stronger on ECCB than on RE_WPM. Furthermore, the moderator effects of sex and age were evaluated through multi-group analysis. For women and men, the proposed relations do not have significant differences. However, for the younger group, RE_ATT is the only significant determinant of RE_INT whereas, for the older one, ECCB and RE_WPM are the significant ones. For younger individuals, RE_KNOW has a direct, positive effect on RE_ATT which in turn has a direct, positive and strong effect on RE_INT, in accordance with the theory of reasoned action; RE_ATT has a direct, positive and stronger effect on ECCB than RE KNOW has. For older individuals, the relation RE_KNOW– RE_ATT – RE_INT is not significant. This research offers insights that help the electricity companies to develop sustainable marketing strategies in order to increase the use of RE. The results of this study indicate that the theory of reasoned action broadly support the attitude-behavior link for consumer RE use. However, for specific groups, the older one, this is not the case. To capture younger consumers it is important that companies develop marketing strategies to increase RE_KNOW and consequently to strengthen RE_ATT to obtain strong RE_INT and RE use. However, to conquer older consumers the effort should be putted more on the reinforcement of ECCB and on the RE_WPM. Therefore, the marketers need to develop different strategies for different target groups to promote the electricity products. Campaigns about renewable energies, their advantages and impact on the environment should be targeted to younger consumers in order to increase the knowledge and attitude toward RE However, to attain more willingness to pay a price premium for green electricity by the older consumers, the companies should document and communicate well the environmental benefits of their green offers. Moreover, for this older group, the promotion of other consumer sustainable behaviors will be desirable since they will have a positive impact on the intention to use RE.

MAPPING CURRENT CONSUMER DECISION JOURNEYS USING REAL-TIME LONGITUDINAL ONLINE AND OFFLINE TOUCHPOINT DATA

Susana Santos,Helena Martins Gon?alves 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

UNDERSTANDING ONLINE SHOPPING WELL-BEING AND WOM: THE ROLE OF MOTIVATIONS AND EMOTIONS

Sandra Miranda,Susana Santos,Helena Martins Gon?alves 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Online shopping has grown exponentially in the last decade, benefiting both consumers and companies. Among several advantages, online shopping lets consumers compare values and prices from different stores on multiple mobile devices in real time. In addition, for young people, it is a way of expressing their identity and independence.