Search Results (559)

Despite growing global interest in sustainable consumer behavior, limited research has explored how consumption values influence green purchase intention in the context of emerging markets. This study addresses this gap by examining the role of key consumption values—namely functional, social, and emotional values—in shaping consumers’ intention to purchase green products, with a particular focus on Egypt as an emerging economy. Conducted in the Egyptian context, this quantitative study surveyed 420 randomly selected respondents from Cairo using a structured questionnaire, with data analyzed through the PLS-SEM program. The findings reveal that environmental knowledge significantly influences consumption values (functional, social, and emotional), indicating its pivotal role in shaping consumer intentions toward buying green products. Green trust was also found to play an important mediating role that strengthens the relationship between perceived consumption values and green purchasing intention. The findings highlight that enhancing environmental knowledge, fostering green trust through accurate labeling and education, and introducing financial incentives can jointly narrow the gap between pro-environmental attitudes and actual green purchase behaviors, offering actionable insights for both businesses and policymakers. Full article

With the rapid advancement and widespread adoption of artificial intelligence (AI), AI-powered personalized product recommendation (AI-PPR) has become a core tool for enhancing user experience and driving monetization on short-form video platforms, fundamentally reshaping consumer behavior. While prior research has largely focused on impulse buying intention (I-BI)—purchases triggered by emotional and sensory stimuli—there remains a lack of systematic exploration of spontaneous buying intention (S-BI), which emphasizes rational and cognitively driven decisions formed in unplanned contexts. Addressing this gap, this study integrates the Technology Acceptance Model (TAM) with a perceived evaluation perspective to propose and validate a dual-mediation framework: “AI-PPR → Perceived Usefulness/Perceived Trust → S-BI”. Using a large-scale survey of Generation Z users in mainland China (N = 754), data were analyzed via SPSS 26.0, including reliability and validity tests, regression analysis, and Bootstrap-based mediation analysis. The results indicate that AI-PPR not only has a significant positive direct effect on S-BI but also exerts strong indirect effects through perceived usefulness and perceived trust. Specifically, perceived usefulness accounts for 35.17% and perceived trust for 31.18% of the mediation, jointly constituting 66.35% of the total effect. The findings contribute theoretically by extending the boundary of purchase intention research, differentiating rational S-BI from emotion-driven impulse buying, and enriching the application of TAM in consumption contexts. Practically, the study highlights the importance for short-form video platforms and brand managers to enhance recommendation transparency, interpretability, and trust-building while pursuing algorithmic precision, thereby fostering rational spontaneous buying and achieving a balance between short-term conversions and long-term user value. Full article

This paper provides a systematic review of supply chain management strategies in the context of supply disruption risk and consumer panic buying. A comprehensive literature search was conducted across major databases, including Web of Science, ScienceDirect, and Google Scholar, using Boolean operators to combine keywords such as “supply disruption”, “panic buying”, and “supply chain management”. After manual screening based on titles and abstracts, 134 relevant studies were identified for the final analysis. The review examines how supply disruptions triggered by natural disasters, epidemics, or other unforeseen events lead to consumer panic buying, resulting in substantial fluctuations in demand. The study explores the underlying drivers of consumer panic-buying behavior, including information asymmetry, the perception of resource scarcity, social influence, and individual psychological factors like fear and anxiety caused by unknown risks. It further analyzes the multifaceted impact of panic buying on supply chain performance and social welfare, encompassing higher costs, inventory mismatches, price fluctuations, exacerbation of the bullwhip effect, reduced supply chain efficiency, and loss of consumer welfare. The paper reviews a spectrum of supply chain management strategies to mitigate these adverse effects, such as flexible inventory management, supply chain elasticity enhancement, dynamic production capacity adjustment, diversified supplier networks, and collaborative interventions by governments and retailers. The findings underscore the intricate interplay between supply chain dynamics and consumer panic-buying behavior, providing valuable insights for the development of resilient supply chains. Full article

Traditional food markets are a key node of resilient food systems worldwide. However, improper food handling and limitations in market structures may result in foodborne disease. This study assessed the decision-making of consumers and vendors in traditional markets to identify opportunities to reduce foodborne contamination and exposure. A cross-sectional survey of 150 consumers and 150 vendors was conducted in Sidama, Ethiopia, in July–August 2022 to investigate practices, behavior drivers, and enabling environment factors relevant to food safety. Descriptive statistics were used to summarize demographics and behavior variables, and the Poverty Probability Index for socioeconomic status. Women consumers were the primary deciders for what food to buy. Of those surveyed, 26% of vendors and 19% of consumers lived below $3.20 USD/day. Consumers choose to purchase food based on price, food quality, vendor personality, and food safety (assessed using visual and sensory cues). Vendors were unconcerned about foodborne disease (73%) and attributed business success to food quality, their personality, and offering discounts. Salience and demand for food quality, as well as trusted relationships, could be leveraged as business incentives for vendors to adopt food safety practices and to increase consumers’ preference for safer food and ability to identify it. Full article

Customer loyalty is crucial for (while fueled by) business sustainability. Loyal customers advocate for a company’s offer and sustainable practices, while their steady support generates stable revenue stream, lower acquisition costs, and predictable cash flows that enable long-term business viability. Such a stable revenue stream is especially critical in periods of intense competition or macroeconomic disruption (e.g., COVID-19 pandemic) which profoundly influenced consumer behavior. In this context, the purpose of the current paper is to test the BG/NBD prediction model for its potential validation as a practical tool in estimating the buying behavior of customers of a self-service car washing company before and within the COVID-19 pandemic period. To achieving this, transaction data of the company’s customers was retrieved from the company’s internal information system and used as input for BG/NBD model. The model proved its effectiveness in estimating the total number of repeated transactions for the year 2020 based on the 2019 data at total customer base and at loyal customer level. Loyal customers were considered from the behavioral loyalty perspective only and defined as customers which used the company’s services at least once in both years. In the estimation of the repeated transactions frequencies, the model’s prediction accuracy increases with higher frequencies of loyal customers. Full article

Sustainability and the reduction of food waste are inseparable themes. In Portugal, 17% of annual food production is wasted, much of it at household level. The main aim of this study was to explore associations of food choices with sociodemographic factors and health and food waste concerns, and explore the acceptance of potential reward systems that may encourage more sustainable dietary behaviors among consumers. Data was collected from Portuguese adults through an online questionnaire during the month of November 2023, obtaining 366 responses. The results showed that the main criterion when buying food was price (reported by 82% participants). As sustainable food buying practices, 55.5% of the participants reported buying fresh food and 33% reported buying locally, which were significantly positively associated with the age and income of the participants. Regarding food consumption, 87% of the participants reported having health concerns and 63% food waste concerns. Age and income were significantly negatively associated with food waste concerns, while health concerns were positively associated with income. Most respondents reported little or no weekly meal plans to reduce food waste. Within the possible rewards for more sustainable food choices, 52% of the participants chose the monetary reward, which was significantly and inversely associated with age and income. Other chosen options were discounts or offers on local or organic food products, and sustainable personal and home hygiene products, suggesting an interest on the part of consumers in changing their consumption habits toward more sustainable habits in areas beyond food. This study provides insights into how sociodemographic and economic factors interact with food choice criteria and sustainability-related concerns in Portuguese adults, highlighting context-specific drivers of sustainable behavior. The findings may be used to design consumer-targeted interventions, such as tailored reward systems, to promote healthier and more sustainable food purchasing and consumption practices. This could be a starting point to create a society oriented toward more sustainable consumption choices, both in terms of food and the environment. Full article

Materialism is recognized as an important determinant of consumer behavior. However, studies exploring how materialism influences impulsive buying through the Diderot effect in digital contexts remain scarce. This study analyzes data from 416 adult consumers in Türkiye using Structural Equation Modeling (SEM). Four hypotheses were tested: (i) materialism increases the Diderot effect, (ii) the Diderot effect strengthens impulsive buying, (iii) materialism directly influences impulsive buying, and (iv) materialism indirectly affects impulsive buying through the Diderot effect. The findings support all four hypotheses. Materialism significantly increases both the Diderot effect and impulsive buying in online environments. The Diderot effect partially mediates this relationship and acts as an independent predictor of impulsive tendencies. The study also points out that digital stimuli such as recommendation systems, fast payment options, and social proof may reinforce this mechanism, highlighting the importance of understanding consumer behavior in digital settings. Overall, the results underline that materialistic desires, when combined with the completion motive of the Diderot effect, strongly shape impulsive tendencies. Beyond advancing theory, the study emphasizes that marketing strategies should go beyond promoting higher consumption and instead foster conscious and sustainable shopping practices. This approach not only supports consumer well-being, but also contributes to building ethical and sustainable markets. Full article

E-commerce is quickly increasing purchasing behavior across the globe, but little is known about how psychological paradigms underscore online buying intentions for locally essential items as nomadic local foods. The primary goal of this research is to examine the effects of some important psychological constructs and motivational values on predicting consumers’ intention to purchase nomadic and local foods via online e-commerce platforms, such as Ashayershop. This study followed the Theory of Planned Behavior (TPB) and looked at direct and mediated effects of attitudes, perceived behavioral control, and subjective norms on intention to purchase. Structural Equation Modeling (SEM) was conducted, based on data collected from a representative sample of consumers who were familiar with online shopping for local foods. The results highlight that attitude towards online shopping for local foods was the strongest direct predictor of intention to purchase (β = 0.383, T = 9.487, p < 0.001). Perceived behavioral control (β = 0.220, T = 5.316, p < 0.001), hedonic value (β = 0.213, T = 4.907, p < 0.001), utilitarian value (β = 0.187, T = 3.719, p < 0.001), and subjective norms (β = 0.149, T = 3.493, p < 0.001), received a significant positive effect on intention. In addition, hedonic and utilitarian values bountifully mediated the relation between psychological antecedents (attitudes, perceived behavioral control, and subjective norms) and purchase intention. For instance, attitude indirect effect via hedonic value was β = 0.080 (T = 3.783, p < 0.01), and indirect effect via utilitarian value was β = 0.040 (T = 3.058, p < 0.01), indicating the importance of these values as mediators. This research makes a contribution to the literature by showing that motivational values serve as not only an outcome but also as cognitive–affective mediators in the behavioral process thus expanding the TPB in the context of digital food markets. In general, these results provide valuable insights to e-commerce platforms and policymakers who desire to promote consumer engagement with products stemming from culture and tradition on line by developing new integrated strategies that address the cognitive, emotional, and social components. Full article

Impulsive purchasing behavior among university students has gained increased attention in the context of digital consumption settings; however, much of the existing research is product-specific and quantitative, leaving the subjective nuances of this phenomenon underexplored. This study investigates how college students perceive and explain their impulsive purchase behavior across various product categories and platforms, using qualitative data from focus groups (n = 72). By revealing the prevalence of key patterns—interest-aligned, emotional relief, hedonistic lifestyle, social influence, inquisitive reviewer, presentation appeal, and controlled purchase—this research uncovers the underlying identity-affirming practices, internal emotional negotiations, and external sociotechnical cues that shape such behavior. Ultimately, it reframes impulsive buying as a socially embedded, identity-driven act rather than an act of irrationality. These findings advance our understanding of consumer psychology by emphasizing the lived experiences and self-construction processes of young consumers navigating media-saturated, algorithmically curated purchasing environments. Full article

Existing research on live-streaming e-commerce consumption behavior is mostly limited by a single disciplinary framework, unable to systematically parse the mechanism of macro-policies and cultural values on intergenerational consumer psychology. This study takes ASEAN cross-border live-streaming e-commerce as a scenario, integrates theories of economics, political science, and sociology, and constructs an innovative three-layer analysis model of “macroeconomic system–meso-market–micro-behavior” based on multi-source data from 2020 to 2024. It empirically explores the formation mechanism of intergenerational differences in impulse buying. The results show that the behavior differences of different groups are significantly driven by income gradient, cross-border policies (tariff adjustment and consumer protection regulations), and collectivism/individualism cultural orientations. The innovative contribution of this study is reflected in three aspects: Firstly, it breaks through the limitation of a single discipline, and for the first time, it incorporates structural variables such as policy synergy effect and family structure change into the theoretical framework of impulse buying, quantifying and revealing the differentiated impact of institutional heterogeneity in ASEAN markets on intergenerational behavior. Secondly, it reconstructs the transmission path of “cultural values–family structure–intergenerational behavior” and finds that the inhibitory effect of collectivism on impulse buying tends to weaken with age. Thirdly, it proposes a “policy instrument–generational response” matching model and verifies the heterogeneous impact of the same policy (such as tariff reduction) on different generations. This study fills the gaps in related research and can provide empirical support for ASEAN enterprises to formulate stratified marketing strategies and for policymakers to optimize cross-border e-commerce regulation. which is of great significance to promote the sustainable development of the regional live-broadcast e-commerce ecology. Full article

Mobile commerce has transformed the retail landscape, yet the determinants of impulse buying behavior in this environment remain understudied, particularly in emerging markets. This research investigates the factors influencing impulse buying in mobile commerce in Chile using the Stimulus–Organism–Response framework. A quantitative cross-sectional study collected data from 451 mobile shoppers via an online survey. Structural equation modeling with PLS-SEM revealed that eight of the thirteen hypothesized relationships were significant. Mobile application factors (visual appeal and portability) positively influenced hedonic and utilitarian values. Among personal factors, economic well-being, family influence, and credit card use directly impacted impulse buying, while time availability did not. Hedonic value strongly influenced impulse buying behavior, but utilitarian value showed no significant effect. Contrary to expectations, the COVID-19 pandemic negatively impacted impulse buying. These findings extend theoretical understanding of mobile impulse buying determinants and provide practical insights for mobile commerce developers and marketers to enhance their platforms and strategies. Full article

Evidence from practice and academic literature indicates that, compared with traditional e-commerce, consumers in social commerce are more prone to impulsive purchasing. This heightened tendency can be attributed to the robust interaction among users in social commerce. Peer intrinsic and extrinsic motivations represent two distinct mechanisms that stimulate impulsive purchasing under the influence of others. Given the diversity in types and strengths of social capital and their varying impacts on peer motivation, this study endeavors to broaden the understanding of impulsive buying in social commerce. It examines how peer intrinsic and extrinsic motivations influence purchasing behavior and explores how these motivations interact with three dimensions of social capital. Within a specific type of social capital context, the objective of this study is to uncover which type of peer motivation predominantly drives impulsive purchasing. To empirically test the research model, an online survey was conducted targeting social commerce users in China. The findings offer empirical support for retailers in implementing appropriate social media initiatives and managing consumer relationships in social commerce. By integrating peer motivation and group-level social capital into the social commerce framework, this research offers novel insights into retailers’ social media strategies and contributes to existing literature. Full article

This study analyzes the determinants of impulsive buying behavior in low-cost retail stores in Metropolitan Lima, with particular emphasis on psychological, economic, social, and personal factors. The research draws on survey data collected from 380 consumers aged 18 to 39 belonging to socioeconomic levels B and C who had made recent purchases in discount stores. Data were gathered through a structured and validated instrument and examined using ordinal logistic regression and multinomial discrete choice models. The dependent variable, impulsive buying, was measured through three dimensions—remembered, suggested, and pure—while explanatory variables were classified into low, medium, and high categories. The empirical results demonstrate that psychological and economic dimensions exert a strong and positive influence on impulsive consumption, whereas social factors show no significant effect. Personal factors, though less consistent, also reveal a positive role. Diagnostic tests, including robustness checks, confirm the stability of the estimations. Beyond its marketing relevance, the findings contribute to the sustainability debate by highlighting how understanding impulsive behavior can guide the design of retail strategies that foster responsible consumption, reduce the risks of over-spending in vulnerable households, and support inclusive and resilient consumption practices. Thus, the study links the analysis of changing consumption patterns with broader sustainability goals in emerging urban contexts. Full article

Augmented reality (AR) technologies—such as Instagram filters—bridge the digital and physical worlds by allowing users to virtually try on clothing, thereby reducing the risk of virus transmission. In the T-shirt retail industry, AR enables product personalization, decreases the need for physical production, minimizes textile waste, and lowers carbon emissions. It also benefits individuals with limited mobility or those who prefer shopping online. This study tested several hypotheses on 105 active Instagram filter users using filters from the ’Apprecio’ account on mobile devices. Data analyzed using the partial least squares method revealed that interactivity significantly influences both purchase intention and continued use of digital platforms. While hedonic and vivid features enhance the user experience, they have a limited impact on driving purchases or long-term engagement. Customers’ engagement and buying intent are more strongly shaped by practical and interactive elements. The study recommends that companies invest in developing interactive AR features to boost customer satisfaction and foster trust. Future research should involve larger participant samples and investigate specific interactive elements—such as virtual try-on tools—to better understand their impact on consumer behavior. This study highlights the critical role of interactivity in AR for delivering meaningful and engaging shopping experiences. Full article

Background: Tobacco use remains a major public health concern among young adults and is often complicated by co-occurring addictive behaviors. Objective: This study analyzed motivation for change, assessed with the decisional balance framework, in relation to multiple addictions among young smokers seeking treatment. Methods: Ninety-eight participants from the University of Granada enrolled in either an app-based cognitive–behavioral therapy (CBT) program (n = 35) or a traditional face-to-face CBT program (n = 63). Recruitment relied on self-identification and voluntary participation. Standardized instruments were applied to measure nicotine dependence (FTND), behavioral and substance-related addictions (MULTICAGE CAD-4), cannabis dependence (SDS), and motivation for change (DBQ). Logistic and stepwise regression analyses were conducted to identify predictors of treatment choice and motivational outcomes. Results: Younger participants and students were more likely to choose the app-based program. Compulsive buying was linked to perceiving more disadvantages of smoking, whereas sex addiction, cannabis dependence, and other substance addictions were associated with perceiving fewer disadvantages. Conclusions: Treatment preferences and motivational profiles differ according to age, academic status, and co-occurring addictions. These findings highlight the need to tailor smoking cessation strategies to individual profiles and support the role of mobile health tools in engaging digitally oriented populations. Full article