ABSTRACT
PurposeThe individual's set of values determines how they make decisions and navigate various personal and professional issues. This study aims to investigate the substitutability of self-improvement values for self-transcendence values in fostering responsible consumption behaviors in society, using Schwartz's Basic Human Values as the theoretical foundation.Design/methodology/approachFocus group discussions are used to investigate the research problem. Representative samples of 100 centennials or Generation Z college students (50 undergraduate and 50 postgraduate students) and 45 millennials or Generation Y working employees were chosen for focus group talks to ensure the findings' correctness. Using thematic analysis, the information gathered was coded and analyzed manually.FindingsThe paper looks into whether people's self-transcendence values play a role in getting them to act responsibly when they buy things. This study gives us much new information about how people's values change and how people buy things in today's world.Research limitations/implicationsThis study explains how changing values make people want to be more responsible with their money and adds to the literature on sustainable consumption and consumer behavior. Using the lens of Schwartz's Basic Human Values, this study extends the theoretical domain of responsible consumption.Originality/valueThe concept of sustainable consumption is essential for the next generation's well-being. The sustainable development goal (SDG) 12 of responsible consumption is the focus of this study. This is a novel study to examine and understand factors that can facilitate consumers to consume responsibly to attain the SDGs. This is also one of the first studies on responsible consumption, using focus group discussions as the research methodology.
ABSTRACT
In order for a company to create a high desire to pay for its products/services, it must first learn about its customers' expectations (latent or explicit). Understanding customers' needs assists the company in providing better services and products, which in turn aids in the development of value for both the company and the consumer. As the COVID-19 pandemic continues to spread throughout the world, consumer health issues are becoming increasingly expensive when dealing with businesses. The epidemic of COVID-19 altered the mindset of customers toward health and safety regulations. The goal is to limit the amount of physical touch while increasing the amount of contactless contacts in order to lessen the danger of infection, and businesses have already begun to recognize this. It is common for people to utilize their voice assistants, such as Amazon's Alexa, Apple's Siri, and Microsoft's Cortana, for emergency response purposes. This allows them to stay connected with friends and family while also connecting them with important resources and aid for COVID-19 diagnosis.