The significance of sustainable consumer value components for behavioural intention: A comparative analysis of multiple linear and quantile regression results

Znaczenie komponentów zrównoważonej wartości konsumenckiej dla intencji behawioralnych – porównanie rezultatów wielorakiej regresji liniowej i kwantylowej

The study investigates the significance of sustainable consumer value components on willingness to buy food products using quantile regression analysis. Six key variables are examined: image value, ethical value, functional value, impact value, cost perception, and purchase intentions. Quantile regression allows for identifying differences in the strength and significance of these variables' effects at various levels of consumer willingness (25th, 50th, and 75th percentiles). Findings reveal that ethical value and impact value are significant across all levels of consumer willingness, with their influence growing in higher quantiles. Meanwhile, the importance of image value and cost perception varies across consumer segments, being more relevant at median and higher quantiles. Functional value consistently impacts consumer intentions, particularly among health-conscious individuals. The results emphasize the need to tailor marketing strategies to different consumer engagement levels, addressing specific motivations for purchasing sustainable food products.

Badanie analizuje znaczenie komponentów zrównoważonej wartości konsumenckiej w kontekście gotowości do zakupu produktów spożywczych, wykorzystując analizę regresji kwantylowej. Przeanalizowano sześć kluczowych zmiennych: wartość wizerunkową, wartość etyczną, wartość funkcjonalną, wartość kontrybucyjną, percepcję kosztów oraz intencje zakupowe. Regresja kwantylowa umożliwia identyfikację różnic w sile i znaczeniu wpływu tych zmiennych na różnych poziomach intencji behawioralnych konsumentów (25., 50. i 75. percentyl). Wyniki wykazały, że wartość etyczna i wartość kontrybucyjna są istotne na wszystkich poziomach intencji behawioralnych, a ich wpływ rośnie w wyższych kwantylach. Natomiast znaczenie wartości wizerunkowej i postrzegania kosztów różni się w segmentach konsumenckich – są istotniejsze na poziomie mediany i wyższych kwantyli. Wartość funkcjonalna ma stały wpływ na intencje konsumenckie, szczególnie wśród osób świadomych zdrowotnie. Wyniki podkreślają konieczność dostosowywania strategii marketingowych do różnych poziomów zaangażowania konsumentów, uwzględniając specyficzne motywacje do zakupu zrównoważonych produktów spożywczych.

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