Empirical study of protective products in an emerging market. Issue 1 (21st September 2021)

• Record Type: Journal Article
• Authors: Li, Xinrong; Guo, Tao; Guo, Dongmei
• Is Part Of: Journal of internet and digital economics. Volume 1:Issue 1(2021)
• Page Start: 36
• Page End: 46
• Publication Date: 2021-09-21
• Subjects: Protective products -- Environmental products consumption -- Niche market -- Marketing mix -- Segmenting -- Targeting -- Positioning; Economics -- Computer network resources; Internet -- Economic aspects; Digital communications; Electronic commerce; Periodicals; 330.02854678
• DOI: 10.1108/JIDE-07-2021-0002
• Languages: English
• ISSNs: 2752-6356

Abstract

Abstract : Purpose: This paper aims to study the motivations for purchasing protective products. Design/methodology/approach: Empirical microeconomic research. Findings: The results show that comparing with ordinary families, families vulnerable to environmental conditions, including prepregnant, pregnant and postpartum families, are not intended to consume more protective products. Among the above three types of families, postpartum families consume the most, followed by pregnant families, and prepregnancy families consume the least. The results also showed that a higher level of economic development, more prevalent Internet access and higher levels of education also increase the consumption of protective products. Originality/value: New dataset and new empirical results.