Advertising, incentives, and the upsell: how advertising differentially moderates customer- vs. retailer-directed price incentives' impact on consumers' preferences for premium products

Analysis of the Dilemma of Promoting Circular Logistics Packaging in China: A Stochastic Evolutionary Game-Based Approach

The environmental pollution caused by logistics packaging in China has attracted increasing attention in recent years, and circular packaging is considered an effective means to solve the aforementioned problem. Therefore, this study considers the uncertainty of the external environment; constructs a stochastic game model of circular logistics-packaging promotion, which consists of environmental regulators, logistics enterprises, and consumers; collects data related to logistics packaging in China to describe the current circular-packaging promotion dilemma; and conducts a parameter-sensitivity analysis. The results show that (1) after a short period of fluctuation, the environmental regulator will lock in the "strong regulation" strategy, whereas logistics enterprises and consumers will quickly lock in the "no promotion" and "negative use" strategies. (2) The change in the initial probability will affect the rate of strategy evolution of the gaming system. (3) The "strong regulatory" strategy of environmental regulators and the increase in the number of circular-packaging cycles can help establish a logistics-recycling-packaging system. (4) The increase in recycling incentives can cause consumers to shift toward "active use" strategies, but this has accelerated the rate at which logistics companies lock into "no promotion" strategies. (5) The increase in the intensity of random interference will raise the fluctuation of the evolution of the game subject. For logistics enterprises, moderate random interference helps them evolve toward the "promotion" strategy.

Pull the Emotional Trigger or the Rational String? A Multi-Group Analysis of Organic Food Consumption

The organic food industry in China has been developing fast with the increasing consumer demand for healthier, safer, and more nutritious foods since the epidemic outbreak. It is of great significance to understand the psychological preference of consumers for organic food and adjust the marketing strategy accordingly. In this study, we adopted the multi-group structural equation model (SEM) to analyze 571 questionnaire data and explored the effects of consumers’ perception on the sensory appeal of organic food, perception on promotional stimulation, positive emotion, and perceived social value on the purchase intention of organic food. Based on the Stimulus–Organism–Response (S-O-R) model, this study divides the route affecting organic consumption behavior into the rational route and emotional route. It was proved that the emotional route (positive emotion) has a greater impact on the purchase intention of organic food than the rational route (perceived social value). In addition, there are different purchase intentions among different product types. Specifically, compared with organic tea, positive emotion has a greater effect on the purchase intention for organic rice. This study provides an important reference for the organic food-marketing strategy of enterprises.