The Effect of Sensory Marketing Management on Willingness to Pay Online Through the Mediating Role of Consumer Perceptions of an Ethical Brand in Tourism Service Companies in Tehran Province
Subject Areas : Economic
Ebrahim Zarrini
1
,
Peymaneh Asgari
2
1 - Assistant Professor Department of Economics, Payame Noor University, Tehran, Iran.
2 - Assistant Professor, Department of Public Administration, Payam Noor University, Tehran
Keywords: Sensory Stimuli, Sensory Marketing, Online Payment, Ethical Brand, Consumer,
Abstract :
Background: Sensory marketing has emerged as an important approach to influencing consumer decision-making by shaping perceptual and emotional experiences. In the digital economy, understanding the factors affecting willingness to pay online has become particularly important, as ethical considerations and value-based perceptions increasingly influence consumers’ economic behaviour. Objective: This study aims to examine the effect of sensory marketing management on willingness to pay online through the mediating role of consumers’ perceptions of an ethical brand, while considering the moderating effects of altruistic and biospheric orientations. Methods: This applied study focused on customers of companies providing online tourism services in Tehran Province. Data were collected using a questionnaire through simple random sampling. The reliability of the measurement instrument was assessed using Cronbach’s alpha, composite reliability, and factor loadings. Construct validity was evaluated through face and content validity, as well as convergent and discriminant validity. The conceptual model was tested using partial least squares structural equation modelling (PLS-SEM). Results: The results confirmed the reliability and validity of the measurement model and indicated the adequacy of the structural model. The findings revealed that ethical visual, auditory, tactile, and multisensory stimuli had no significant direct effects on willingness to pay online. However, consumers’ perceptions of an ethical brand significantly mediated the relationships between ethical visual and auditory stimuli and willingness to pay online. Furthermore, altruistic and biospheric orientations moderated the relationship between ethical visual stimuli and consumers’ perceptions of an ethical brand, whereas no significant moderating effects were observed for ethical auditory stimuli. Conclusion: The findings suggest that sensory marketing strategies can influence willingness to pay online primarily by strengthening consumers’ perceptions of brand ethicality rather than through direct sensory stimulation. Accordingly, organisations should focus on integrating ethical values into their sensory marketing strategies to enhance consumer trust and reduce perceived risks associated with online transactions. Future research is recommended to investigate additional ethical and sensory dimensions of digital consumer behaviour.
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