Areiza-Padilla Jose Andres, Manzi Puertas Mario Andres
Department of Business Administration, Pontificia Universidad Javeriana, Bogotá, Colombia.
Department of Marketing, University of Valencia, Valencia, Spain.
Front Psychol. 2021 Aug 19;12:662950. doi: 10.3389/fpsyg.2021.662950. eCollection 2021.
Conspicuous consumption symbolizes ostentatious and material consumption through the purchase of products and services with a higher economic value and that allows their consumers to excel socially. However, conspicuous consumption often does not represent social and environmental values, because their products are often not characterized by being made through sustainable processes. United Nations, through its sustainable development agenda, invited companies to be aware of the social and environmental problems of the world and to be able to generate strategies that can be sustainable over time and allow the growth of both the company and society in general. This study analyses the case of Starbucks as a global and sustainable brand, which also generates conspicuous consumption in emerging markets. In this way, we explain how this brand generates a social status in emerging markets, which allow their consumers to excel socially. On the other hand, we explain how Starbucks contributes positively to sustainability in these types of markets, generating greater well-being for both the environment and society in general. In this way, this brand manages to transmit messages with symbolic values of social status, as well as social and environmental awareness. This research allows us to see how Starbucks is able to generate conspicuous consumption in Colombia, which is the third largest exporter of coffee in the world but is also capable of generating sustainable processes that help Colombian coffee growers and the environment. This research used a quantitative methodology based on a structured questionnaire made for conspicuous consumers of the Starbucks brand in Colombia, whose data were processed through the statistical program PLS 3.2.7. This research details the sustainable processes carried out by this brand in this developing country and the reasons why its consumption in this emerging market is considered conspicuous. For this research, family allocentrism, ethnocentrism, and patriotism are considered antecedents of conspicuous consumption, and brand image and brand loyalty are considered their results.
炫耀性消费通过购买具有较高经济价值的产品和服务来象征炫耀性和物质性消费，这使消费者在社会中脱颖而出。然而，炫耀性消费往往并不代表社会和环境价值，因为其产品通常并非以可持续的生产过程为特征。联合国通过其可持续发展议程，邀请企业关注世界的社会和环境问题，并制定长期可持续的战略，以促进企业和整个社会的发展。本研究分析了星巴克作为一个全球可持续品牌的案例，它在新兴市场也引发了炫耀性消费。通过这种方式，我们解释了该品牌如何在新兴市场创造社会地位，使消费者在社会中脱颖而出。另一方面，我们解释了星巴克如何在这类市场中对可持续发展做出积极贡献，为环境和整个社会带来更大福祉。通过这种方式，该品牌成功传递了具有社会地位象征意义以及社会和环境意识的信息。这项研究让我们看到星巴克如何在哥伦比亚引发炫耀性消费，哥伦比亚是世界第三大咖啡出口国，但星巴克也能够开展有助于哥伦比亚咖啡种植者和环境的可持续发展进程。本研究采用了定量研究方法，基于为哥伦比亚星巴克品牌的炫耀性消费者设计的结构化问卷进行调查，其数据通过统计软件PLS 3.2.7进行处理。本研究详细阐述了该品牌在这个发展中国家所开展的可持续发展进程，以及其在这个新兴市场的消费被视为炫耀性消费的原因。对于本研究而言，家庭中心主义、民族中心主义和爱国主义被视为炫耀性消费的前因，而品牌形象和品牌忠诚度则被视为其结果。
