scholarly journals Golden Apples or Green Apples? The Effect of Entrepreneurial Creativity on Green Entrepreneurship: A Dual Pathway Model

2020 ◽  
Vol 12 (15) ◽  
pp. 6285
Author(s):  
Hui Jiang ◽  
Suli Wang ◽  
Lu Wang ◽  
Gang Li
Keyword(s):  
Cognitive Dissonance ◽  
Eastern China ◽  
Entrepreneurial Intention ◽  
Parallel Mechanisms ◽  
Self Identity ◽  
Dual Pathway ◽  
Green Entrepreneurship ◽  
Golden Apples ◽  
Dissonance Theory ◽  
Practical Implications

Entrepreneurs with high creativity (i.e., golden apples) are easy to find, but entrepreneurs with green entrepreneurial intention (i.e., green apples) are rare. To explain this phenomenon, we first introduce cognitive dissonance theory to demonstrate how entrepreneurial creativity influences green entrepreneurship through two parallel mechanisms—green recognition and green disengagement. Moreover, we propose the use of green self-identity as a moderator to predict when the relationships between entrepreneurial creativity and these two mechanisms are intensified or attenuated. Through an empirical study, we surveyed 362 entrepreneurs from a local entrepreneurship association in eastern China. The results show that entrepreneurial creativity is positively associated with both green recognition and green disengagement. While green recognition strengthens green entrepreneurial intention, green disengagement weakens green entrepreneurial intention. More importantly, creative entrepreneurs with high green self-identity are more likely to engage in green recognition and, thus, promote green entrepreneurial intention. By contrast, creative entrepreneurs with low green self-identity are more willing to engage in green disengagement and, thus, inhibit green entrepreneurial intention. Finally, we discuss the theoretical and practical implications of these findings for entrepreneurial creativity and green entrepreneurship.

The effects of perceived deceptiveness and pressure on consumer donation: a mixed-methods study

2018 ◽  
Vol 16 (1) ◽  
pp. 91-108
Author(s):  
Guang Zhou ◽  
Ke Xue ◽  
Mingyang Yu ◽  
Nianhua Zhou
Keyword(s):  
Mixed Methods ◽  
Cognitive Dissonance ◽  
Sufficient Evidence ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Underlying Mechanisms ◽  
Perceived Pressure ◽  
Dissonance Theory ◽  
Practical Implications

Purpose This paper aims to use a negative perspective to investigate the effects of perceived deceptiveness and pressure on consumer donation and their underlying mechanisms in the context of asking for donations. Design/methodology/approach Study 1 used a qualitative approach to clarify the categories and dimensions of the research variables and explore their relationships. Study 2 empirically tested the hypotheses by combining a fictitious context and a real context related to asking for donations. Findings In the qualitative study, the data provided sufficient evidence to support the relationships in the theoretical model. The results of the empirical study showed that perceived deceptiveness negatively influences consumer donation, while perceived pressure positively affects donation amount. Notably, the discomfort of potential donors plays an important role in mediating these relationships. Practical implications This paper suggests a way for charities to raise more money, i.e. by cooperating with companies with good reputations, limited scandals and transparent supervisory mechanisms. Meanwhile, solicitors should pay attention to the adverse effects of discomfort to avoid generating resentment among consumers. Originality/value First, to the best of the authors’ knowledge, this is the first study to use a negative perspective to examine the effects of perceived deceptiveness and pressure on consumer donation. Second, the use of cognitive dissonance theory to highlight the role of discomfort represents a novel contribution to the literature. Third, using a mixed-methods approach to achieve a robust conclusion provides valuable insights and extends the existing literature.

Exploration of dissonance segments among fashion apparel consumers: Evidence from a developing nation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohit Jamwal ◽  
Sita Mishra
Keyword(s):  
Cognitive Dissonance ◽  
Design Methodology ◽  
Demographic Characteristics ◽  
Retail Market ◽  
Cognitive Dissonance Theory ◽  
Developing Nation ◽  
Content Type ◽  
Fashion Apparel ◽  
Dissonance Theory ◽  
Practical Implications

PurposeThe purpose of this paper is to examine the existence and profile consumer segments based on dissonance in Indian apparel fashion retail market.Design/methodology/approachThis study is based on cognitive dissonance theory (CDT) and analyses data using cluster and discriminant analysis on a sample (n = 354) from India.FindingsThe findings revealed three dissonance segments among consumers based on the intensity of dissonance experienced. This study also validated the clusters and profiled each segment. In doing so, the three clusters exhibited unique differences with respect to purchase and socio-demographic characteristics. Moreover, high dissonance segments were found to inversely impact customer’s satisfaction, loyalty and overall perceived value and positively impact tendency to switch.Practical implicationsUnderstanding the existence of cognitive dissonance (CD) patterns among consumers is critical for fashion apparel retailers. This paper offers unique insights into the specialties of each dissonance segment that assists the marketers to frame appropriate strategies to target them.Originality/valueThis paper advances knowledge on consumer behavior by highlighting the significance of CD.

Theoretical Foundation for the Body Project

2012 ◽  
pp. 15-26
Author(s):  
Eric Stice ◽  
Paul Rohde ◽  
Heather Shaw
Keyword(s):  
Body Dissatisfaction ◽  
Cognitive Dissonance ◽  
The Body ◽  
Thin Ideal ◽  
Cognitive Dissonance Theory ◽  
Pathway Model ◽  
Eating Disordered ◽  
Body Project ◽  
Dual Pathway ◽  
Dissonance Theory

The Body Project is grounded in both the Dual Pathway model of eating pathology and Cognitive Dissonance theory. The Dual Pathway model posits that women's internalization of the thin-ideal of beauty and the sociocultural pressures to be thin lead to body dissatisfaction. Body dissatisfaction is thought to lead to eating disordered behaviors through dietary restriction and negative affect. Cognitive Dissonance theory states that when behaviors are inconsistent with cognitions, psychological discomfort results which leads people to change their thoughts or behaviors to restore consistency. In the Body Project participants discuss the costs of pursuing the unrealistic thin-ideal, which prompts a reduction in this attitudinal risk factor for eating disorders.

Judging Reduced Price Effects on Product Trial, Repeated Purchase, and Attitudes

1977 ◽  
Vol 44 (1) ◽  
pp. 71-75
Author(s):  
Earl W. Wims
Keyword(s):  
Cognitive Dissonance ◽  
New Products ◽  
Cognitive Dissonance Theory ◽  
Product Trial ◽  
Long Run ◽  
Price Effects ◽  
Dissonance Theory ◽  
Objective Being

Price incentives have traditionally been utilized to influence consumers to purchase new produces with the long-run objective being repeated purchase. An analysis of triers of new products suggests that this strategy is questionable and further study should be undertaken. Cognitive dissonance theory may account for the behavior resulting from a change in attitude induced by various levels of incentive.

Hijabista willingness to accept premium pricing: an analytical study of the effect of social and self-identity on hijab fashion brands satisfaction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alshaimaa Bahgat Alanadoly ◽  
Suha Fouad Salem
Keyword(s):  
Willingness To Pay ◽  
Product Design ◽  
Consumer Satisfaction ◽  
Willingness To Accept ◽  
Fashion Industry ◽  
Content Type ◽  
Self Identity ◽  
Fashion Products ◽  
Practical Implications ◽  
Brand Satisfaction

Purpose This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers. The effects of product design, product quality, social and self-identity have been studied in relation to product, and brand satisfaction is believed to have led to acceptance of premium pricing. Various factors have been studied and analysed to provide a better understanding of Hijab fashion consumer behaviour. Design/methodology/approach Data were collected by using online structured surveys distributed within the area of Shah Alam City in Malaysia. Convenience sampling was used in defining the 223 target respondents, and the collected data was analysed using Smart-PLS Software. Findings The results highlighted that product design has the largest influence on the willingness of hijabistas in paying premium prices, followed by products that reflect their social-identity while communicating their religious obligations and commitments. Communicating one’s self-identity was also found not to have a significant impact which relates to the importance of the religious and social commitments on hijabista purchasing choices rather than their own self-conceptual image. Practical implications This paper provides insights on the factors that affect hijabista satisfaction towards Hijab fashion products and brands. Conclusions provided are very relevant to the practices of the fashion industry, and in particular, for designers to understand the needs of this large and significant segment of the fashion market. Originality/value Hijab fashion is a growing segment in the fashion industry, and it has been gaining recent global attention. Designers need to be more aware of the requirements of this segment of the fashion market. This research focusses on Hijab consumer satisfaction and how this reflects their willingness to pay premium prices for chosen products and brands. Factors such as product design and quality, along with social and self-identity, were studied in connection with hijabista willingness to accept premium pricing. Such connections and terms have not been covered in previous literature.

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