Over- consumption and the Role of the Marketer
UNDERGRADUATE STUDENT RESEARCH
Anchiella Angelle (Undergraduate Student) Laura Boman (Faculty Mentor)
Consumers value ethical brands and are willing to pay more and repurchase from companies that hold similar values. Specifically, overconsumption initiatives from companies have been shown to benefit brand image and can lead to increased sales due to increased brand loyalty, especially from younger generations, Gen Z and Millennials, due to their preference for CSR and ESG claims. In the study, these initiatives are shown through firm signaling, communicating company values and ethics to reduce information asymmetry. To evaluate the effects, the research was administered to 111 participants to measure repurchase intentions given an impulse purchase from 3 company types: ethical, neutral, and unethical. From the series of questions and conditions conducted, it was shown that participants have a higher intention to repurchase a product from an ethical company, regardless of whether the product succeeded or failed, as compared to neutral and unethical companies. Ethical companies drive higher repurchase intention, even after failed products. Purchase intent is similar for neutral and unethical companies after a failed impulse buy. Impulse purchases have higher repurchase intention when purchased from ethical companies. Communicating CSR and ESG reduces information asymmetry and increases firm value. Product performance, alongside ethics, has an effect on customer loyalty.
At the Coles College of Business, undergraduate students learn the importance of academic inquiry as a crucial step towards understanding the forces and practices affecting the business community. Through classwork, faculty mentorship, presentation opportunities, and more, undergraduate students regularly have the chance to conduct rigorous, scholarly business research. This section features an example of work done by our undergraduate researchers.
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