Search Results (8)

This study examines the evolving consumer-brand dynamics within Saudi Arabia, particularly focusing on the integration of sustainability into consumer preferences and brand loyalty. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) and non-parametric statistical methods, this research is anchored in Consumer Culture Theory (CCT) and Self-Congruence Theory, exploring how brand personality and consumer self-congruence influence sustainable consumption behaviors and the adoption of circular economy practices among Saudi consumers. The findings reveal a significant correlation between brand loyalty and sustainable purchase decisions, underscoring the pivotal role of brand identity in fostering eco-conscious consumer choices. Additionally, the research highlights a nuanced landscape of brand loyalty, where attributes, such as social responsibility, though currently less influential, present opportunities for brands to align more closely with consumer values and national sustainability goals. The study also identifies demographic factors, such as age and income level, as significant influencers of sustainable purchasing decisions. This study provides insights into the generational shift towards environmental awareness and the implications for businesses and policymaking within the context of Saudi Arabia’s Vision 2030. Full article

Balanced identity theory (BIT) has played an important role in research examining women’s underrepresentation in science, technology, engineering, and mathematics (STEM). Yet, BIT’s main balanced-congruity principle has not been tested specifically for gender-science cognitions. Additionally, BIT’s predictions have been tested primarily from a variable-centered approach. The current study therefore examined whether (1) gender-science cognitions form a balanced identity configuration; (2) different identity profiles can be distinguished; (3) identity profiles differ in background characteristics, study motivation, and self-esteem. Dutch emerging adults (18–25 years old) enrolled in education (N = 318, 51% female) completed a gender-science Implicit Association Test (gender-science stereotypes) and questionnaires assessing felt similarity to males and females (gender identity), interest in science and liberal arts occupations (occupational self-concept), self-esteem, and study motivation and engagement. Hierarchical regression analyses revealed multiplicative interactions between gender-science stereotypes, gender identity, and occupational self-concept, providing evidence for a balanced identity configuration. Furthermore, latent profile analyses revealed three balanced identity profiles and two unbalanced profiles. Unbalanced identity profiles were characterized by non-Dutch ethnicity, lower educational level, and living independently without parents. The identity profiles did not differ in self-esteem and study motivation. Future research should examine the longer term consequences of unbalanced identity for academic and career pursuits. Full article

With the current rapid economic development, restaurant practitioners need to pay attention to the issue of how fine-dining restaurants can achieve sustainable operations in the presence of fierce competition. Fine-dining restaurants have gradually become a reflection of consumers’ self-image; therefore, this study combines the VAB framework, self-congruity theory, and generational theory to investigate the relationships among perceived quality, customers’ self-image congruity, and their willingness to pay a price premium (WTP-PP). Current research uses generation as a moderator to explore the intergenerational differences between Gen X and Gen Y. We adopted Smart-PLS to conduct SEM and MGA. The results of this study showed that the quality of the atmosphere and food induced actual, ideal, and ideal social self-image congruity, while the quality of the service could not only induce the above three aspects of self-consistency but also induce social self-image congruity and have a significant positive impact on WTP-PP. Meanwhile, WTP-PP was also significantly affected by actual self-image congruity and ideal self-image congruity. Furthermore, Gen Yers cared more about the atmosphere quality than Gen X. Contrarily, Gen Xers valued food quality more than Gen Y. Full article

Tourists’ pro-environmental behaviors are critical to the conservation of cultural landscape heritage and for the sustainability of heritage tourism. Applying the theories of planned behavior (TPB) and self-congruity, this research explained the formation of tourists’ pro-environmental behavioral intentions (TPEBI). A total of 342 effective responses were gathered at a heritage destination, while another set of data was collected from a historic cultural destination for cross-validation (n = 345). The findings indicated that: (1) there are direct and positive associations between TPEBI and attitudes toward the behavior, subjective norms, perceived behavioral control, self-congruity, and functional congruity; (2) functional congruity mediates the association between self-congruity and TPEBI; (3) the “congruity-TPB” framework has greater predictive capacity in comparison to the single model; (4) a cross-validation approach found consistent results by using a historic cultural district as another case. Taking both rational and value-expressive factors into consideration, the current study expands the applicability of the self-congruity theory in TPEBI research. Findings produce some new insights into sustainable destination management. Full article

The aim of this study was (a) to investigate the relationship between destination personality (DP), destination image (DI), self-congruity (SC), and behavioral intention (BI) in the context of golf tourism and (b) to examine the mediating roles of DI and SC in the relationship between DP and BI. We collected valid data about 519 golf tourists who visited Hainan, China in 2021. The results show that DP positively affected DI, DP positively affected BI, DP positively affected SC, SC positively affected BI, and DI positively affected BI. In addition, DI positively mediated the relationship between DP and BI, and SC positively mediated the relationship between DP and BI. The findings enrich the tourism literature, contribute to the exploration of golf tourism theory, and provide recommendations for golf tourism researchers and marketers. Full article

Brand image has been a crucial clue to making subjective judgment for consumers to determine the brand, which is critical to making a purchase decision. The influence mechanism from apparel brand images on consumers’ purchase intention was explored for theoretical and positive analysis based on the self-congruity theory. This research first constructed a hypothetical model of apparel brand images influencing consumers’ purchase intention with self-congruity and perceived quality as mediators, in which a questionnaire was designed and conducted to test the theoretical model. The research shows that apparel brand image and perceived quality can significantly influence consumers’ purchase intention. The consumer purchase intention is directly related to clothing brand image provided self-consistency and perceived quality play an intermediary with the regulatory effect of self-motivation and brand familiarity. A positive attitude toward apparel brand image will stimulate consumers to build cognitive clues and associations between the consumers and the brand and strengthen cognitive consistency with the apparel brand’s spirit. The research results are beneficial to textile fashion and clothing enterprises to improve brand building and marketing. Full article

Background: The Relationship Questionnaire (RQ) is a commonly used self-reporting questionnaire used to measure adult attachment styles. The RQ has two parts. RQ1, a single item where individuals have to indicate their preferred relationship style, and RQ2, where individuals can rate their relationship style in more detail using four different scales. Agreement is expected between the highest levels selected and the style chosen in RQ1. An advantage of the RQ is its brevity, whereas a disadvantage is that it constitutes a single item. A validation of RQ has not been clearly demonstrated, even though it has convergent validity in relation to other measurements in this area. Methods: 168 patients completed the RQ, the short version of the Experience in Close Relationships (Revised) questionnaire (ECR-R), and scales of depression and interpersonal problems. Regression analysis was conducted to examine the congruity in regard to attachment theory. Results: ratings from 15.5% of the patients showed disagreement between RQ1 and RQ2. Each type of attachment measured by the RQ was predicted by the ECR-R scores, as hypothesized. In the predictive analysis of depression and interpersonal problems, both RQ dimensions and ECR-R scores were coherent. Conclusions: RQ is a valid self-reported measurement that can be applied clinically on the condition that the rater identifies an agreement between RQ1 and RQ2. Full article

Connectedness with nature refers to an individual’s beliefs about their relationship with the natural environment. The current paper integrates connectedness with nature into a broader framework of balanced identity theory as a form of self-concept, and presents new data showing that individuals tend toward balanced-congruity and hold cognitive configurations that balance self-concept, environmental attitudes, and self-esteem. In essence, when an individual scores highly on one of these constructs, it is likely that they will score highly on the other two constructs. Two hundred and seventy-six undergraduate students completed explicit and implicit measures of connectedness with nature, attitudes toward nature, and self-esteem. The balanced-congruity principle was supported with implicit measures (e.g., Implicit Association Test), but not explicitly with self-report measures. Results suggest that attitudes toward nature, connectedness with nature, and self-esteem form a balanced triadic structure of implicit environmental identity. The findings extend our understanding of connectedness with nature, by integrating it into a broader framework that links connectedness, attitudes, and self-esteem as a triadic form of environmental identity. This finding has important implications for practitioners interested in fostering environmental identities and promoting sustainability. Full article