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All Journal IMAGE TIJAB (The International Journal of Applied Business) International Journal of Applied Business Research Journal of Marketing Innovation ASEAN Marketing Journal
Bansah, Pearl Fafa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Responsible Consumption Behavior, Crucial Goals for Sustainable Development: A Systematic Review and Future Research Prospects Gunawan, Arie Indra; Gaffar, Vanessa; Bansah, Pearl Fafa; Monoarfa, Hilda
Jurnal Internasional Penelitian Bisnis Terapan Vol 6 No 01 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/ijabr.v6i01.387

Abstract

Responsible consumption has been recognized as one of the efforts to achieve the SDGs, but it still requires much refinement, and at the moment, there is little time left until 2030 to achieve the SDGs. The academic literature is carried out through the PRISMA method, analyzing the study descriptively and thematically, and performing analysis synthesis to report the study results. The findings of this study are that the concept of responsible consumer behavior in a sustainable context has evolved in a more specific direction, no longer being a general statement of direct support for the SDGs. However, its implementation focuses on consumers' consumption consciousness to make their choices wiser, influenced by various internal and external factors. Based on the study we have drawn up a framework for developing research topics on sustainable behavior so that further research can quickly implement research themes across various industrial sectors and from multiple perspectives.
On the Rise of Social Media Influencer Marketing: A Systematic Literature Review and Future Research Agenda Bansah, Pearl Fafa; Gaffar, Vanessa; Disman, Disman; Yuliawati, Ayu Krishna
Image : Jurnal Riset Manajemen Vol 12, No 1 (2024): Image : Jurnal Riset Manajemen
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.2024.004

Abstract

The study aimed to explore the definitions and principles of social media influencers (SMIs) and investigate their role as a marketing strategy. A systematic literature review was conducted using databases such as EBSCOhost, ScienceDirect, and Emerald, resulting in 89 peer-reviewed articles from 2007 to 2023. The findings revealed various definitions of SMIs, highlighting their role as marketing communication tools to influence consumer purchase intention. SMIs were described as individuals with a large fan base, attracting a significant following and becoming advisors to their followers. The study also identified a growing trend of businesses using influencers in their communication strategies. Additionally, the elements of influencer brand-fit, engagement, attractiveness, expertise, and perceived credibility were found to impact consumer purchase intention. Overall, the research provides valuable insights into the field of influencer marketing and its effects.
Unraveling Green Consumer Behaviour: A Systematic Literature Review Bansah, Pearl Fafa; Gaffar, Vanessa; Disman, Disman; Yeliawati, Ayu Krishna
TIJAB (The International Journal of Applied Business) Vol. 8 No. 2 (2024): NOVEMBER 2024
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/tijab.v8.I2.2024.49605

Abstract

Background: Environmental concerns are increasingly influencing consumer decision-making, and green consumer behaviour has garnered attention in marketing and sustainability. Businesses, governments and researchers must understand green consumer behaviour in order to understand sustainable consumption motives, attitudes, and decisions. Objective: The objectives of this review are to analyse and synthesise how researchers characterise and define green consumer behaviour, examine and evaluate the various research methods used to investigate it, and identify and discuss emerging trends and patterns in green consumer behaviour research. Methods: This review followed the PRISMA standards for systematic literature reviews. A thorough screening procedure was used to select 64 papers from 1633. The EBSCOhost Business Source Ultimate, Science Direct, and Emerald were used. Only English-language research papers published between 2005 and 2023 were included. Articles were found using the "green behaviour,” “consumer behaviour,” “sustainability," and "environmentalism keywords”. Results: Green consumer behaviour was interpreted differently using theories such as the theory of planned behaviour, value-belief-norm theory, social cognitive theory, and environmental identity theory. Modern research in this field examines social media, individual values and motivations, environmental knowledge and awareness, and interventions and marketing strategies for eco-friendly consumption Conclusion: This research illuminates significant findings and current trends in the green consumer behaviour debate. It emphasises the need for precise definitions, rigorous research methods, and further studies on green consumer behaviour dynamics. Businesses, governments, and marketers that promote sustainable consumption can learn from the results. Keywords: Definitions; Green consumer behavior; Research methods; Research trends; Systematic literature review
Exploring The Reasons Of Indonesian Young Adult Consumers Toward Sustainably Packaged Food & Beverages Product Gunawan, Arie Indra; Amalia, Fatya Alty; Ramadhan, Muhamad; Bansah, Pearl Fafa
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.106

Abstract

Sustainable packaging in the F&B industry is now widely used and developed by companies to address climate change issues or reduce costs and increase consumer product value. However, targeted consumers do not always buy products in sustainable packaging for various unknown reasons. The originality of this study is the creativity of young adults as participants, as most researchers do not have a deeper understanding of why consumers are most likely and least likely to purchase sustainably packaged products. It is a consumer survey. In addition, this study contributes to a comprehensive understanding of young adult consumers, purchasing intent, and awareness of sustainable packaging of F&B products. The purpose of this qualitative study was to thoroughly investigate why consumers are most likely and least likely to purchase sustainable packaged F&B products. Twenty-two young adult consumers aged 18-24 were asked the open-ended questions to gain a more in-depth understanding of the topic under the study. Most participants associate sustainable packaged F&B products with price, quality, and appearance as reasons for deciding whether to buy the product. However, some participants also mentioned digital marketing efforts: social media marketing, influencer use, and trend tracking, as reasons for being involved in the product. This study suggests that companies are leveraging digital and traditional strategies to create a complete green marketing mix that reaches a broader range of customers.
Effect of Influencer Marketing Strategy On Consumer behaviour In Fast Moving Consumer Goods firms In Ghana Bansah, Pearl Fafa; Gaffar, Vanessa; Disman, Disman; Yuliawati, Ayu Krishna
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Manuscript type: Research paper Research Aims: This study examines the influence of influencer marketing strategies on consumer purchasing behaviour among fast-moving consumer goods (FMCG) companies in Ghana. Design/methodology/approach: This study employs an explanatory (causal) research design. A 31-item questionnaire split into four categories was used to collect quantitative data. An online questionnaire was sent to FMCG consumers in Ghana's Greater Accra and Ashanti Regions, aged 18–48 years and older. Multiple regression analysis was performed to establish relationships between the study variables. Research Findings: The findings showed that YouTube is the most popular social media platform among Ghanaian users, according to the findings of the study. Several factors, such as attractiveness, credibility, expertise, reach, and engagement, affect the influence of Ghanaian influencers on consumer purchasing behaviour in FMCG firms. It has been demonstrated that these factors have a positive and statistically significant effect on the purchasing behaviour of customers Theoretical Contribution/Originality: This study enhances the theoretical understanding of influencer marketing's efficacy and provides valuable insights for practitioners and marketers seeking to leverage influencer marketing to improve their brand's performance in the competitive FMCG market. Practitioner/Policy Implications: This study emphasises the need for strategic and authentic influencer marketing for Ghana's FMCG firms. To increase customer engagement, organisations must carefully identify influencers, emphasise trust and authenticity, improve product-related content, and encourage interactive involvement. Research limitation/implications: The concentration of FMCG firms in Ghana limits the generalisability of the study's findings to other industries or countries
Co-Authors Amalia, Fatya Alty Arie Indra Gunawan Disman, Disman Krishna Yuliawati, Ayu Monoarfa, Hilda Ramadhan, Muhamad Vanessa Gaffar Yeliawati, Ayu Krishna