Uncertainty and risk: purchase intentions of new and expectant adopting parents

Purpose – The consumer culture for expectant parents has changed considerably over the past few decades. Culturally, society places a great deal of emphasis and attention on traditional families and often neglects to recognize non‐traditional families. Although previous consumer literature examines purchase intentions in preparation for parenthood through the traditional biological lens, there have yet to be studies that observe this phenomenon in the context of adoption. This study aims to provide an understanding of the consumer uncertainty and risk that affect purchase intention in this family dynamic. Design/methodology/approach – This study focuses on the psychological dimensions of risk to examine consumer uncertainty as it relates to purchase decisions during the expectant stage of adoption. A literature review was conducted in order to provide a foundation for the study. After finding gaps in the current literature, a mixed approach qualitative study was conducted. Through extensive interviews and focus groups, data were gathered directly from families that meet the scenario requirement and then the findings were analyzed in the phenomenological custom of theme clustering. Findings – The research showed that adoptive parents as consumers largely associate the uncertainty and risk involved with making purchases for a new child with their lack of reference groups. There is a clear pattern of discontent, on the part of adoptive parents, with the lack of interest in their life changing situation (adoption) paid by family, friends, and marketers. Themes that emerged through the research showed that adoptive families desire to be reflected more in the media and further, to be acknowledged as expectant parents in order to bolster confidence in their purchase decisions. Originality/value – This research provides marketers with a unique perspective as it relates to adoptive parents as consumers. Through the findings of this study, companies can learn some of the key themes to address if they would like to target this segment of affluent parents. By understanding the uncertainty and risk these consumers feel regarding purchase intentions, these fears can be alleviated by companies hoping to engage this audience.