Search Results (4,106)

This study explores the factors that influence Gen Z consumers’ green purchasing behavior, addressing a gap in current research by combining the Theory of Planned Behavior, the Theory of Consumption Values, and Generational Theory, and applying them to the touristic accommodation context. Based on a quantitative survey of Gen Z tourists from Spain, Norway, and Lithuania, the study examined traditional constructs of the Theory of Planned Behavior alongside subjective knowledge, environmental consciousness, perceived value, and green trust. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results indicate a significant role for price-based functional value and emotional value in shaping Gen Z’s attitudes toward sustainable accommodation. Furthermore, subjective knowledge and environmental consciousness strengthen green trust, which in turn contributes to a more positive attitude toward sustainable touristic options. Attitude, subjective norms, and perceived behavioral control significantly predict behavioral intention, while both perceived behavioral control and behavioral intention directly influence actual purchasing behavior. The findings suggest that tourism marketers should focus on enhancing price-related and emotionally meaningful value propositions, while also fostering trust through clear communication of environmental performance. Overall, the study offers a comprehensive understanding of the drivers behind Gen Z’s sustainable accommodation choices and provides practical implications for promoting environmentally responsible tourism. Full article

In the workplace, there are situations that arise where an individual can make courageous decisions in the face of adversity. This research used an evolutionary-based personality approach to examine the dispositional predictors of the tendency to make courageous decisions in the workplace. More specifically, this study examined personality, risk-taking propensity, and resilience as predictor variables for courageous decision-making in the workplace. We presented participants (N = 1343) with Behavioral Courage Scales designed for this study (one was completely self-report and the other was a behavioroid measure), along with the Ten-Item Personality Inventory, which taps the Big Five personality traits (TIPI), Brief Resilience Scale (BRS), and the General Risk Propensity Scale (GRiPS). Correlational analyses demonstrated significant positive relationships between courageous decision-making and extraversion, openness, emotional stability, conscientiousness, agreeableness, and risk-taking propensity. Importantly, when it came to self-reported courage, we found that risk-taking propensity was negatively correlated with dispositional courage, whereas risk-taking propensity was positively related to intentions of courageous action. Overall, these findings suggest that traits such as agreeableness and conscientiousness might predict courageous and altruistic behaviors that benefit coworkers, even when it might cause conflict that brings a net reduction to the benefits of the individual. Full article

Upcycled foods (UFs) are foods that are produced from ingredients that would otherwise be wasted and are considered a sustainable solution to the issue of food waste. However, since consumers’ responses to these foods will ultimately determine their success, there is a need to identify the factors that affect such responses. This systematic review is intended to contribute to fulfilling this need. A literature search was conducted in Scopus on 10 July 2025. Following the PRISMA protocol and setting selected inclusion criteria (scientific papers on consumer evaluation of UFs published since 2010 in English), 54 research articles (83 studies) were analyzed. The findings are discussed through the lens of the Total Food Quality model, where product cues, combined with consumers’ characteristics and perceptions, develop consumers’ ultimate responses, such as general attitude (analyzed in 91.7% of the reviewed studies), purchase intention (77.4%), sensory evaluation (69.2%), and willingness to pay (66.7%). Despite the general positive consumer attitudes toward UFs, translation into actual purchasing behavior is not immediate, and consumer awareness appears to be a major obstacle. However, the analysis of the literature suggests promising strategies to widen the acceptance and consumption of UFs. These entail the use, for example, of informational tools (e.g., claims and certifications), which can be differentiated to target consumers with different levels of knowledge and appreciation of UFs. In addition, targeting specific consumer segments (e.g., environmentalists) can promote a faster acceptance and spread of UFs, while providing information about the nature of UFs will likely help to reduce relevant barriers, such as price sensitivity, risk aversion, and food and technology neophobia. Full article

With the increasing prominence of sustainable consumption and the rising influence of Generation Z in the fashion market, secondhand fashion e-commerce platforms have become essential carriers of green fashion. Although AI-assisted recommendation mechanisms are widely embedded in these platforms, their psychological and behavioral effects on users’ continuous use and social engagement remain insufficiently examined. To address this gap, this study incorporates the Stimulus–Organism–Response (SOR) framework to investigate the psychological reaction pathways and behavioral intentions of Generation Z users within Human-AI Collaboration-enabled green e-commerce environments. Three AI-driven service stimuli—Human-AI Collaborative Recommendation Perception, AI Interaction Transparency, and Perceived Personalization—were conceptualized as stimulus variables; Psychological Immersion, Emotional Triggering, Cognitive Engagement, and Platform Trust were modeled as organism variables; and Continuous Use Intention and Social Sharing Intention served as behavioral response variables. Based on 498 valid samples analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results demonstrate strong empirical support for all proposed hypotheses. Specifically, AI-driven stimuli significantly and positively influence psychological responses, which subsequently strengthen users’ continuous usage and social sharing intentions. This research provides theoretical insights for developing Human-AI Collaboration-enabled service systems that balance efficiency and emotional resonance on green e-commerce platforms, and offers practical implications for promoting sustainable fashion values among younger consumers. Full article

In recent years, the application of augmented reality digital technology in brands has transformed the way consumers interact with brands. This study focuses on the impact of augmented reality (AR) technology on consumption behavior and brand communication related to intangible cultural heritage products, integrating the TAM and UTAUT2 theories to construct a research model. This study employed a time–location sampling method, utilizing SPSS and AMOS software for data analysis based on valid questionnaires completed by 305 AR-experiencing consumers in Changsha City, Hunan Province. Results indicate that the presence and novelty of AR technology significantly and positively influence consumers’ attitudes toward using AR technology, which in turn affects their purchase intent, social media sharing behavior, and brand attitudes. The study confirms that emotional factors and consumer perceptions play a guiding and decisive role in the new consumption reality enabled by AR technology. These research findings have practical significance and value for ICH brand building and AR marketing, demonstrating that AR is an effective means to enhance the visibility and influence of the ICH brand. They inject new vitality into promoting more sustainable ICH protection and popularization, as well as the development of the digital creative industry. Full article

Urban air mobility solutions such as drone taxi services are increasingly viewed as a promising response to congestion, sustainability, and smart-city mobility challenges. However, the large-scale adoption of such services depends on users’ perceptions of service experience, trust, and readiness to engage with emerging technologies. This study investigates the determinants of sustainable adoption of drone taxi services in the United Arab Emirates (UAE) by examining technology readiness and service experience factors, interpreted through conceptual alignment with the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). A structured questionnaire was administered to potential users, capturing perceptions related to optimism, innovation readiness, efficiency, control, privacy, insecurity, discomfort, inefficiency, and perceived operational risk, along with behavioral intention to adopt drone taxi services. Measurement reliability and validity were rigorously assessed using Cronbach’s alpha, composite reliability, average variance extracted (AVE), and the heterotrait–monotrait (HTMT) criterion. The validated latent construct scores were subsequently used to estimate a structural regression model examining the relative influence of each factor on adoption intention. The results indicate that privacy assurance and perceived control exert the strongest influence on behavioral intention, followed by optimism and innovation readiness, while negative readiness factors such as discomfort, insecurity, inefficiency, and perceived chaos demonstrate negligible effects. These findings suggest that in technologically progressive contexts such as the UAE, adoption intentions are primarily shaped by trust-building and empowerment-oriented perceptions rather than deterrence-based concerns. By positioning technology readiness and service experience constructs within established TAM and UTAUT theoretical perspectives, this study contributes a context-sensitive understanding of adoption drivers for emerging urban air mobility services. The findings offer practical insights for policy makers and service providers seeking to design user-centric, trustworthy, and sustainable drone taxi systems. Full article

Reducing dependency on chemical pesticides is a core ambition of the European Green Deal, yet adoption of low-input practices remains uneven. This systematic review synthesizes evidence on the behavioural determinants of European farmers’ knowledge, attitudes, and practices (KAP) regarding sustainable pesticide use and evaluates the role of digital tools in facilitating Integrated Pest Management (IPM). Following PRISMA 2020 guidelines, we analysed 65 peer-reviewed articles published between 2011 and 2025, which were identified through Scopus and Web of Science. The synthesis reveals that while pro-environmental attitudes drive the intention to change, actual behaviour is frequently inhibited by loss aversion, ‘clean field’ social norms, and perceived economic risks. Digital tools—specifically Decision Support Systems (DSSs) and precision technologies—demonstrate technical potential to reduce pesticide loads but are constrained by the same behavioural barriers: a lack of trust in models, perceived complexity, and costs. Consequently, we propose a Psycho-Digital Integration Framework which posits that digital innovation acts as a catalyst only when embedded in systemic enablers—specifically green insurance schemes and independent advisory networks. These mechanisms are critical to redistribute perceived agricultural risk and bridge the gap between technical potential and behavioral adoption. Full article

Households are the major contributor to food waste generation in the European Union according to the recently published data from Eurostat. Promoting food systems sustainability and aspiring to achieve the United Nations SDG 12.3 requires a better insight to the underlying drivers of the household food waste occurrence. The present study presents the combination of a well-established method of acquiring information, the questionnaire surveys, with a state-of-the-art technology for data imputation and interpretation using machine learning (ML). The Food Loss and Waste Prevention Unit (FLWPU) of the municipality of Halandri employed two surveys within the framework of the European funded projects Food Connections and FOODRUS. The first questionnaire was designed for rapid completion, to maximize response rates and minimize respondent burden, ensuring the collection of a consistent core dataset. A total of 154 replies were collected. The second questionnaire, associated with FOODRUS, was more detailed, enabling the participants to provide more in-depth information on their household food waste (HHFW) practices. In total, 43 responses were collected. ML algorithms were applied for data enhancement and data clustering. Specifically, ML and statistical techniques are applied for data imputations. An XGBoost algorithm was trained so as to capture complex relationships between variables. Behavioral intentions and effective strategies for reducing food waste at the community level are identified from the responses of both questionnaires, while a clustering of respondents in five groups emerged by using k-means, thus providing valuable insight into targeted HHFW prevention action plans. Full article

International shopping is a significant motive for outbound travel; however, evidence on the experiential drivers of luxury travel retail among Chinese luxury travelers remains limited. This study investigates the factors shaping overseas shopping experiences and assesses the adequacy of the luxury customer experience (LCX) framework in this episodic, time-constrained, cross-border context. A quantitative survey of Chinese luxury travelers (N = 407) was conducted and analyzed using IBM SPSS Statistics (Version [30.0], Mac) within the LCX framework. The results show that modern artistic visual merchandising positively predicts overall experience evaluation (β = 0.162, p < 0.001), and emotional connection significantly predicts repurchase intention (β = 0.197, p < 0.001). We find that overall experience evaluation and subsequent behavioral responses are shaped by specific drivers, including service-related post-purchase factors, emotional fulfillment and brand trust, visual appeal, and affective/cognitive evaluations. These results point to possible gaps in theory when LCX is used in short-term travel retail contexts. To address these gaps, we propose the transient experience, relationship quality, action outcomes, connection, and engagement (TRACE) conceptual framework for analyzing feedback-driven encounters throughout the travel experience. Overall, this study extends LCX to episodic, time-constrained contexts and introduces TRACE as a conceptual complementary model to guide future theory testing and model validation in luxury travel retail contexts. Full article

This study examines the recent diversification of the Korean golf market into traditional field, popular virtual reality (VR), and park golf, which is rapidly expanding among older adults. Comparing participants’ psychological characteristics and behavioral intentions across golf types is essential for sustainably developing the golf industry. Therefore, differences were investigated in participation satisfaction (physical, mental, and social), switching intention, loyalty, and continuous participation intention among regular participants in all three golf types in urban Korea. Data were analyzed from 327 adults aged 20 years or older (Field: 98, VR: 132, Park: 97) in Korea using on/offline surveys, and a multivariate analysis of variance with post hoc tests was implemented to compare psychological and behavioral differences across the three golf types. The findings showed that, first, physical and mental satisfaction were significantly higher in the park golf group than in the rest of the groups. Second, switching intention was higher in the field golf group than in the VR golf group. Third, loyalty and continuous participation intention were highest in the park golf group. Each golf type thus offers unique experiential value, with park golf particularly effective in fulfilling participants’ physical and psychological needs. Conversely, field golf faces potential risks of participant attrition because of cost and time burdens. The findings provide useful implications for predicting demand and developing differentiated marketing and management strategies tailored to generational needs. Full article

Background: Nirsevimab, a monoclonal antibody for respiratory syncytial virus (RSV), reduces medically attended RSV infections. It was introduced in the 2023–24 RSV season. This study examined the association between caregiver vaccination (seasonal influenza vaccine (SIV), COVID-19, and boosters) and intent to immunize infants against RSV. Methods: Data from 118 caregivers with infants ≤ 8 months were analyzed. Chi-squared tests and logistic regression assessed the relationship between caregiver vaccination and intent to immunize against RSV. Results: In total, 74.6% of caregivers intended to immunize their infants against RSV. Intent was positively associated with caregiver receipt of a seasonal influenza vaccine (p < 0.001), COVID-19 vaccine (p < 0.001), and COVID-19 booster (p < 0.001). Intent was also associated with older child seasonal vaccination. Caregiver receipt of both COVID-19 vaccinations and boosters had a strong relationship with RSV immunization intent (OR 7.91 (1.90–33.0, p = 0.004)). Conclusions: Caregiver vaccination behaviors are linked to RSV immunization intent, helping physicians identify hesitant families and prepare for immunization conversations. Full article

The electronic word of mouth (eWOM) has emerged as a communication tool that significantly influences consumers’ attitudes and purchasing behavior in the online market. Research indicates that the effect of eWOM sources, such as (strong ties, weak ties, and influencers) varies in terms of perceived value components (price, quality, emotional, and social value) and purchase intention, particularly with regard to gender. This study, which is based on the SOR framework; examines the role of eWOM as a stimulus affecting student responses and considers the mediating role of perceived value components and the moderate effect of gender. A sample of 901 students from Westbank universities was analyzed using Smart PLS software. The findings reveal that strong ties and influencer eWOM are positively associated with perceived value components and purchase intention, while weak tie eWOM does not directly correlate with purchase intention. Mediation analyses show that perceived quality and social value act as mediators of purchase intent towards eWOM sources, while emotional value specifically mediates strong relationships and influencers. Notably, price value exerts only a mediating effect on purchase intention when communicated through influencers, highlighting the unique role of the influencer in shaping price perceptions and its broad impact on all components of perceived value. Gender differences were observed in students’ responses to eWOM content; particularly in terms of price, quality, and emotional appeal but not in terms of social factors. The outcomes of this study underscore the significance of considering both the source of the message and the characteristics of the audience when formulating targeted marketing strategies. Full article

The gastronomic identity represents a blend of tradition, local resources, and cultural values that shape the authenticity and distinctiveness of a region’s gastronomy. Mačva, as an area in western Serbia, possesses an exceptionally rich gastronomic heritage whose tourism potential has not been sufficiently valorized. The subject of this research is the examination of the gastronomic identity of Mačva, and the purpose of the study is to determine how domestic tourists perceive the region’s gastronomic identity, which factors shape this identity, and the extent to which socio-demographic and perceptual characteristics influence the likelihood of purchasing traditional food products. The aim of this research is to develop an analytical framework to identify the key factors shaping the gastronomic identity of the Mačva region and to examine their influence on domestic tourists’ perceptions and consumer behavior related to the consumption and purchase of traditional food. The data were processed using exploratory factor analysis and binary logistic regression. The results indicate that respondents recognize the gastronomic culture of Mačva as an important component of the region’s cultural identity. The factor structure confirmed a three-dimensional model of gastronomic identity, comprising cultural–gastronomic heritage, authenticity and the promotion of gastronomy, and the region’s economic and social development. The results suggest that tourists’ intention to purchase traditional products is shaped by selected socio-demographic and perceptual factors, particularly gender and perceptions of gastronomy as a driver of economic and social development. The findings highlight the need for a differentiated approach to the development and positioning of the gastronomic offer, which may serve as a basis for formulating strategies for the development and branding of the Mačva region. Full article

Active music and movement engagement has been widely integrated in human socialization across history and cultures, and is particularly prevalent in early childhood play and learning. For clinical populations, music therapy is known to support social skills and wellbeing for young children. However, there is less evidence for the value of active music engagement for non-clinical populations in terms of supporting social and behavioral wellbeing in the early years. This study reports results from the Rhythm and Movement for Self-Regulation (RAMSR) program delivered by generalist kindergarten teachers in low socioeconomic communities. This randomized control trial involved 213 children across eight preschools in disadvantaged communities in Queensland, Australia. The intervention group received 16 to 20 sessions of RAMSR over eight weeks, while the control group undertook usual preschool programs. Data was collected through teacher report at pre and post intervention, and again six months later once children had transitioned into their first year of school. Robust mixed models accounting for repeated measures and clustering of children within kindergartens (random effects), evidenced significant intervention effects across the three time points for improved prosocial skills (p = 0.04, n_p² = 0.02), and reduced externalizing (p < 0.01, n_p² = 0.03) and internalizing behavior problems (p = 0.04; n_p² = 0.02), with small to moderate effect sizes. These findings highlight the valuable role that intentional active music engagement in universal settings such as preschool can play in terms of social and behavioral wellbeing. The importance of these results lies in the fact that children from lower socioeconomic backgrounds are more likely to experience risks to social and behavioral development, requiring additional supports, yet experience inequities in access to high-quality music and movement programs. Full article

Virtual streamers (VSs) and virtual live streaming rooms (VLSRs) are increasingly being utilized in live-streaming commerce. However, consumer purchase resistance in VLSRs remains a salient issue. Grounded in the expectation disconfirmation theory and the product uncertainty perspective, this study adopts a multi-method approach to explore the mechanisms underlying purchase resistance in VLSRs and identify actionable mitigation strategies. Specifically, Study 1 employs a questionnaire survey to examine how negative VS anthropomorphism disconfirmation (NVAD) influences consumer purchase resistance in VLSRs. Study 2 utilizes an experiment to investigate the effectiveness of service guarantees in reducing consumers’ purchase resistance intentions. The results indicate that NVAD impacts consumers purchase resistance in VLSRs via direct dissatisfaction and the chain mediation of perceived product fit uncertainty and dissatisfaction; for consumers with a higher need for interaction with a service employee, the positive relationship between NVAD and dissatisfaction with VLSRs will be stronger; service guarantees can reduce consumers’ resistance. This study enriches the literature on human–AI interaction in VLSRs, consumer resistance behaviors, the expectation disconfirmation theory, product uncertainty, and service guarantees, providing empirical insights for retailers to mitigate consumers purchase resistance in VLSRs. Full article