Rapid population growth together with improving living standards is causing bigger and more rapid consumption of resources in industrial, household and personal consumption areas. Unsustainable consumption patterns are negatively affecting our surroundings. In order to promote sustainable consumption it is important to engage consumers in active and mutual dialogue. This study introduces the construct of consumer engagement into the context of sustainable consumption and aims at revealing the factors influencing consumer engagement in sustainable consumption. Two groups of factors, internal and external, each comprising three determinants (environmental attitude, perceived responsibility and perceived behavioral efficiency; and conditions for sustainable consumption, social environment and promotion of sustainable consumption) were identified as having direct positive impact on consumer engagement in sustainable consumption, which in turn had a positive impact on green product buying. The results revealed an important mediating role of the consumer engagement construct, suggesting that application of the engagement construct in the context of sustainable consumption would allow a deepening understanding of actual consumer behavior related with different contexts of sustainable consumption.

The main purpose of the paper is to reveal theoretically the relations between customer engagement, customer perceived value and satisfaction and to test them empirically in the case of mobile applications. Based on literature analysis, relations between customer engagement, perceived value and satisfaction have been revealed. The quantitative research (survey) has been chosen in order to meet the purpose of the research and to test those relations empirically. The results of empirical research confirm the existence of relationships between all three constructs, however it was determined that cognitive dimension of customer engagement does not have impact on perceived value, and satisfaction has impact on customer engagement in the case of mobile apps, but findings can’t prove that reverse impact exist

Gamification recently attracted attention from practitioners and researchers aiming to gain understanding about gamification applicability. According to forecasts of various market research agencies, application of gamification in activities of companies increases and gamification market growth will continue in the future. As gamification is usually focused on customers, it is naturally related to consumer behaviour. However, there is a lack of studies approaching gamification from consumer behaviour perspective. Because gamification is strongly driven by information technologies, the paper seeks to propose an integrated framework for gamification impact on online consumer behaviour. In order to achieve it, the paper explores origins of gamification concept, compares it to similar concepts, proposes gamification definition and provides an overview of pyramid of key gamification elements: game components, game mechanics, game dynamics. Further paper analyses different models of online consumer behaviour emphasing on the application of the stimulus-organism-reaction (SOR) model. SOR model is used for characterising online stimulus (company controlled elements) and their impact on online consumer behaviour. In order to develop the framework, interdependencies of approaches of the pyramid of key gamification elements and SOR model are analysed by identifying factors related to virtual environment, process, and social dimensions.DOI: http://dx.doi.org/10.5755/j01.ee.27.1.13198

Consumer Engagement in Value Co-Creation: what Kind of Value it creates for Company?

Companies which offer innovative solutions to aid the achievement of sustainable consumption behavior of individuals in home environment gain a competitive advantage. The study aims to uncover the relationship between the engagement in sustainable consumption and sustainable consumption behavior of individuals at home and in the workplace environments enabling companies to provide innovative solutions to advance sustainability management. This research holds that sustainable consumption behavior is a process and the focus of this study is use behavior. An online survey was employed to collect data from 407 respondents in the United Kingdom. Consumers working in both private and public sectors were surveyed. Data analysis suggests that one dimension of engagement in sustainable consumption, namely, Enthusiasm and Attention, mostly influences sustainable consumption behavior at home and in the workplace. Further, females feature higher sustainable consumption behavior at home and in the workplace most of the time in comparison to males. Also, there are age differences apropos sustainable consumption behavior at home and in the workplace. Social Learning Theory and Collaborative Consumption Theory are used to raise hypotheses and explain findings. The findings lead to practical implications for companies regarding engagement and sustainable consumption behavior in both environments in terms of incentives, green product and service innovation that may be offered to individuals to enhance sustainability.

Though there are number of studies about consumer brand engagement, there is still a lack of research, analysing how to engage consumers in value creation in pursuance of higher brand equity. This article deals with identification of company-related and consumer-related factors that influence consumer brand engagement; it defines important constructs of consumer engagement behaviour and objects of consumer brand engagement. Finally, a conceptual model of consumer engagement into brand equity creation, which indicates what kind of consumers and how they should be engaged into value creation, seeking for higher brand equity, is provided, which opens some new research and knowledge horizon