Examining Consumer Purchase Behaviors and Attitudes toward Condom and Pharmacy Vending Machines in Italy: A Qualitative Study

Andrea L. DeMaria, Jaziel Ramos‐Ortiz, Amy A. Faria and Gabrielle M. Wise

Journal of Consumer Affairs, 2020, vol. 54, issue 1, 286-310

Abstract: Unplanned births in Italy have significantly declined over the past 30 years, distinguishing Italy from other Western countries. Italy's success may be attributed to condom vending machines (CVMs), which contribute to minimizing embarrassment in contraceptive purchases. This study examined consumer perceptions toward CVMs and their impact on condom purchasing attitudes and behaviors among Italian women. Semi‐structured interviews were conducted among participants living in Florence, Italy, a popular region for these machines. Grounded theory and a constant comparative method were used for qualitative theme development. Data suggest participants feel positively toward machines, considering them a convenient purchase outlet. Participants noted barriers and facilitators to machine use, offering improvement opportunities for consumer behavior researchers, marketers, and machine retailers (i.e., alternate CVM placement, diversified product offerings, product quality guarantees), potentially contributing to their efficacy as viable condom purchasing alternatives. Findings expand consumer behavior and embarrassment literature and offer insight for future CVM implementation.

Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://doi.org/10.1111/joca.12269

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:jconsa:v:54:y:2020:i:1:p:286-310

Ordering information: This journal article can be ordered from
http://www.blackwell ... bs.asp?ref=0022-0078

Access Statistics for this article

Journal of Consumer Affairs is currently edited by Sharon Tennyson

More articles in Journal of Consumer Affairs from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().