Increasing the independence of vulnerable consumers through social support

• Published in: The Journal of services marketing 2020-04, Vol.34 (2), p.223-237
• Main Authors: Beatson, Amanda, Riedel, Aimee, Chamorro-Koc, Marianella, Marston, Greg, Stafford, Lisa
• Format: Article
• Language: English
• Subjects: Behavior; Competitive advantage; Consumers; Consumption; Corporate culture; Disability; Employment; Hiring; Initiatives; Investigations; Literacy; Mail fraud; Marketing; Mobility; People with disabilities; Profitability; Social support; Travel; Workforce
• ISSN: 0887-6045; 2054-1651
• DOI: 10.1108/JSM-09-2019-0327

Purpose The purpose of this paper is to examine the influence of social support on young adults with disabilities (YAWDs) independent mobility behavior with the aim of understanding how better to support this vulnerable consumer segment in their transition into the workforce. Design/methodology/approach A survey was conducted which examined how social support (high and low) influenced YAWD’s path to independent mobility behavior. The data were analyzed using partial least squares-SEM. Findings It was identified that different factors were more effective at influencing independent mobility behavior for high and low socially supported YAWDs. For high social support individuals, anticipated positive emotions and perceived behavioral control were found to drive attitudes to independent mobility with perceived behavioral control significantly stronger for this group than the low socially supported group. For the low socially supported group, all factors were found to drive attitudes which then drove individual behavior. One entire path (risk aversion to anticipated negative emotions to attitude to behavior) was found to be stronger for low supported individuals compared to high. Originality/value This study is unique in that it is the first to identify the theoretical constructs that drive vulnerable consumer’s independence behavior and understand how these factors can be influenced to increase independence. It is also the first to identify that different factors influence independent behavior for vulnerable consumers with high and low social support with anticipated negative emotions important for consumers with low social support and perceived behavioral control important for those with high social support.