Search Results (102)

This study examines how digital nomads act as unintentional brand ambassadors shaping destination image via lifestyle content. Although nomads influence place perceptions through blogs, vlogs, and social media, tourism institutions rarely acknowledge their role. We theorize this diffuse effect as ambient influence—the cumulative, non-promotional impact of lifestyle posts—and test whether nomads operate as unintentional brand intermediaries affecting destination image and travel intention. A multi-method design includes a survey of 487 international travelers modeling links among exposure, perceived authenticity, destination image, and travel intention; an experiment with 210 participants comparing nomad versus influencer videos; and interviews with 14 DMO professionals examining institutional responses. Results indicate that nomad content improves destination image and travel intention via perceived authenticity and relational trust. Relative to influencers, nomads are viewed as more credible and less commercially motivated. However, qualitative evidence shows that DMOs often overlook this influence due to ambiguity, control-oriented branding, and reliance on performance metrics ill-suited to informal media. The study formalizes ambient influence to capture the cumulative, non-promotional impact of nomad content and identifies a strategic blind spot in institutional engagement. It contributes by reconceptualizing influence beyond formal marketing and offers guidance for tourism management, including broader recognition frameworks and updated evaluation of user-generated content. Full article

As video games increasingly replicate real-world locations, they have become powerful tools influencing players’ perceptions and behaviors toward travel destinations. Based on the principles of Transfer Trust Theory (TTT), this research investigates how the trust established in a destination within a virtual game context, referred to as perceived destination trust, translates into real-world travel willingness. Using data from a survey of 262 Tunisian gamers who played games set in real-world environments, we employed a structural equation modeling approach incorporating SPSS and SmartPLS analyses. The results indicate that immersion and enjoyment of the game significantly strengthen emotional attachment and the image of the destination, thereby reinforcing perceived trust. This trust positively predicts the willingness to visit real-world destinations. Furthermore, moderation analysis reveals that this effect is more pronounced among individuals classified as Explorers and Achievers, highlighting the influence of motivational typologies on the translation of virtual behaviors into real-world actions. These results extend the scope of TTT to video game-induced tourism (VGIT), empirically validating the psychological mechanisms that link virtual trust to real-world travel behaviors. From a practical standpoint, tourism organizations and game developers are advised to collaborate on creating immersive and authentic environments that enhance destination credibility while aligning with brand objectives. Full article

Domestic demand for honey in Kenya consistently exceeds national production, resulting in periodic reliance on imports. Kenyan honey is typically branded and marketed according to its geographical origin, whereas information regarding botanical origin is rarely communicated. This study was undertaken in two phases: a systematic review of the literature on honey varieties in Kenya—with an emphasis on legislation, production, and processing—and an online survey assessing front-of-pack (FoP) labeling descriptions. Legislatively, Kenyan honey varieties are categorized based on (i) the bee species producing the honey (honeybee or stingless bee), (ii) the intended use (direct human consumption or industrial application), and (iii) the presence of added flavoring agents. The results from the FoP labeling survey indicated that all domestic honey samples (n = 24) failed to comply with labeling requirements, instead emphasizing descriptors such as “natural” and “pure.” Only 40% of imported honey brands (n = 10) declared the botanical origin and processing method. Mellisopalynological studies showed that honey produced in the Acacia woodlands of Baringo, West Pokot, and Kitui can legitimately be marketed as Acacia honey. In contrast, honey from the Eastern Mau forest can be characterized as monofloral Eucalyptus, Croton, Albizia, or Cordia spp. honeys, with numerous bifloral and multifloral combinations. Sisal and mangrove honeys were also identifiable in landscapes dominated by these plant species. The lack of legislative classification for Kenyan monofloral honeys appears to contribute to widespread non-compliance in industry labeling practices. Although Kenyan honey remains competitive, inadequate product differentiation and weak labeling hinder access to niche domestic and international markets. To strengthen competitiveness, Kenyan honey legislation should incorporate provisions for characterizing monofloral honey types, processing standards, and mellisopalynological authentication. Such measures will enhance producer awareness, promote adoption of good processing practices, strengthen compliance with trade regulations, and support the development of a robust national honey value chain. Full article

Accurately determining citrus origin is essential for establishing and maintaining regional brands with distinctive qualities while safeguarding the rights and interests of both farmers and consumers. In this study, 2693 navel orange samples were collected from 13 major producing regions in China to establish a comprehensive near-infrared spectroscopy (NIRS) dataset. To address the challenge of citrus origin authentication, this study proposes a novel six-layer one-dimensional convolutional neural network (1D-CNN). The classification accuracy of this model reaches 96.16%. Compared with the support vector machine (SVM), partial least squares discriminant analysis (PLS-DA), and three-layer 1D-CNNs with kernel sizes of 3 and 16, the accuracy of the proposed six-layer model is improved by 9.65%, 3.21%, 3.84%, and 1.98%, respectively. Furthermore, the dataset is augmented using a Wasserstein Generative Adversarial Network (WGAN) and Noise Addition. The results indicate that data augmentation can effectively improve the accuracy of various algorithm models. Among them, the 1D-CNN proposed in this study achieves the best performance on the Noise Addition-augmented dataset, with its accuracy, precision, recall, and F1-score reaching 98.39%, 0.9843, 0.9839, and 0.9840, respectively. Compared with the other four comparative models, the accuracy of this model is increased by 1.48%, 1.36%, 1.48%, and 2.85%, respectively. Finally, a visual analysis of the 1D-CNN’s feature-extraction process was conducted. The results demonstrate that the 1D-CNN can effectively extract discriminative NIR spectral features to accurately distinguish citrus from different origins and that data augmentation markedly improves model performance by increasing data diversity. This work provides a robust tool for citrus origin tracing and offers a new perspective for the origin authentication of other agricultural products. Full article

Greenwashing refers to the fabrication of environmental claims or the exploitation of unreliable data to support an unjustified green image. This study examines how greenwashing undermines sustainable marketing communication and consumer management by eroding trust-based brand–consumer relationships. Grounded in an integrated framework that combines the Theory of Planned Behavior, Expectation Confirmation Theory, and Consumer–Brand Relationship Theory, the research develops a cohesive model linking brand expectations, belief disconfirmation, consumer confusion, brand trust, and loyalty. Survey data from 375 Lebanese consumers were analyzed using structural equation modeling, confirming that subjective norms, perceived behavioral control, and behavioral beliefs significantly shape expectations toward green brands. When greenwashing is perceived, these expectations result in belief disconfirmation, which in turn heightens confusion, reduces trust, and weakens brand loyalty. The findings highlight that while greenwashing may offer short-term reputational benefits, it functions as a critical barrier to sustainable consumption by discouraging authentic engagement with environmentally responsible products. Theoretically, the study advances sustainable marketing literature by identifying expectation disconfirmation and confusion as psychological mechanisms that obstruct progress toward SDG 12 (Responsible Consumption and Production). The study’s innovation lies in integrating three behavioral and relational theories into a unified framework that captures both cognitive (disconfirmation, confusion) and relational (trust, loyalty) mechanisms. This theoretical integration offers a transferable analytical model that can be replicated across markets, generating broader insights into how deceptive sustainability communication affects consumer–brand dynamics. It also contextualizes these mechanisms within a developing-market setting, where weak regulation and fragile institutional trust amplify the risks of greenwashing. Practically, the study emphasizes the need for transparent sustainability communication as both an ethical responsibility and a consumer management strategy essential for fostering loyalty. For policymakers, the results underscore the importance of stronger regulatory oversight, eco-labeling standards, and consumer protection frameworks to mitigate deceptive sustainability claims. Full article

The rapid rise of fashion resale platforms has created new pathways for sustainable consumption, yet little research has compared how different governance models, company-controlled versus seller-controlled, shape consumer trust and purchasing behavior. This study addresses that gap by applying the Stimulus–Organism–Response (SOR) framework to examine how information precision, authenticity, and risk aversion influence consumer trust and purchase intention within circular fashion markets. Drawing on an experimental design with 524 U.S. consumers randomly assigned to each platform type, multi-group structural equation modeling reveals that the three stimuli significantly enhance trust, which in turn drives purchase intention. Risk aversion exerted stronger effects in company-controlled contexts, whereas trust translated more directly into purchase intention on seller-controlled platforms. Theoretically, the research extends SOR applications to sustainability by identifying trust as the psychological bridge linking platform design to circular consumption. Practically, it offers actionable guidance for brands and peer-to-peer platforms on authentication, information transparency, and risk-reduction strategies that strengthen consumer confidence and promote environmentally responsible resale participation. The findings advance understanding of how governance structures can accelerate sustainable fashion retailing and contribute to the circular economy. Full article

The proliferation of counterfeit products poses a substantial threat to numerous industries. Blockchain technology (BCT) offers an effective solution for product traceability, providing a means to combat counterfeiting. However, BCT can verify the authenticity of the information but cannot confirm the veracity of the product itself, a problem known as counterfeiting at the source. To our knowledge, this issue has yet to be studied. The security level of BCT traceability is used to indicate its ability to combat counterfeiting. We establish game-theoretical models to investigate BCT adoption strategies for a typically authentic firm and a premium firm to fight counterfeiting in a vertically differentiated competition. This study demonstrates that BCT reduces deceptive counterfeiters’ incentive to pool with the branded firm and mitigates the negative impact of asymmetric information on the prices, market share, and profits of authentic products in a monopoly. In instances where the proportion of counterfeits is substantial, premium products will lose market share, a phenomenon often referred to as “bad money driving out good money.” In a vertically differentiated competition, if the quality of the premium product is below a certain threshold, it is recommended that the premium firm be the first to adopt BCT, while the typically authentic firm should not follow (Scenario NB). That is, Scenario NB is a win-win situation for both firms in the competition. The premium firm that has adopted BCT can offer a “free ride” to the typically authentic firm. Full article

Corporate Social Responsibility (CSR) has evolved from philanthropy to a strategic capability, but its role in recovering economies remains underexplored. This study examines how CSR strategies affect consumer perceptions in the Greek retail sector, where firms face fragile trust and constrained resources. Using survey data from 322 consumers, the research tested three drivers of CSR effectiveness: strategic integration into core business and community engagement, emphasis on sustainability-oriented initiatives, and localization to cultural and stakeholder expectations. Data were analyzed through exploratory factor analysis to validate the constructs, followed by hierarchical multiple regression to assess their influence on perceived CSR performance. Results showed that CSR embedded transparently into strategy had strong effects on consumers’ overall evaluations of CSR effectiveness, sustainability-oriented actions emerged as the most powerful predictor of perceived CSR performance, and localized initiatives enhanced trust and authenticity by signaling responsiveness to community needs. Perceived CSR performance was conceptualized as an integrative construct, capturing outcomes such as brand equity, consumer engagement, and loyalty in a unified evaluative measure. These findings suggest that CSR is a credible driver of consumer value even during economic recovery and that its effectiveness depends on authenticity, environmental relevance, and cultural fit. The study offers theoretical contributions by contextualizing CSR in fragile markets and provides practical guidance for retailers seeking resilience through responsible, strategically aligned practices. Full article

As a novel approach, polyfloral honey originating from the three regions of the Caribbean Island of the Dominican Republic (D.R.) was analyzed. Using the HPLC-DAD technique, 10 specific flavonoids (FLV) together with 9 phenolic acids (PHA) were identified and compared with Spanish polyflorals (commercial brands, artisanal beekeepers, and experimental apiaries). On average, the total content of FLV and PHA was much higher in Spanish (14.2 and 20.1 mg/kg) than in D.R. (10.8 and 4.5 mg/kg) honeys. Unlike in Dominican honeys, chrysin (in FLV) and vanillic acid (in PHA) had the greatest impact on Spanish honey, with the latter alone accounting for more than 50% of the quantified PHAs. Unsupervised Principal Component Analysis (PCA) showed that the information provided by both FLV and PHA allowed us to differentiate honeys according to their geographical origin, particularly at the country level. Furthermore, a stepwise discriminant-analysis identified the PHA ferulic acid followed by the FLVs apigenin-7-glucoside, chrysin, and naringenin as the most influential compounds for distinguishing among groups of honeys. The resulting model correctly classified 80.3% of the original and 71.2% of the cross-validated cases, indicating acceptable efficiency and robustness. These findings highlight the potential of the analyzed compounds for the geographical authentication of honey, providing the beekeeping sector with valuable tools for ensuring honey provenance. Full article

Using platform self-operation, customer reviews, and compensation commitments as traditional benchmarks, this study foregrounds blockchain traceability as a technology-enabled authenticity signal in cross-border cosmetic e-commerce (CBEC). Using an 8-scenario orthogonal experiment, we test a model in which perceived risk mediates the effects of authenticity signals on purchase intention. We probe blockchain boundary conditions by examining their interactions with traditional signals. Our results show that blockchain is the only signal with a significant direct effect on purchase intention and that it also exerts an indirect effect by reducing perceived risk. While customer reviews show no consistent effect, self-operation and compensation influence purchase intention indirectly via risk reduction. Moderation tests indicate that blockchain is most effective in low-trust settings—i.e., when self-operation, reviews, or compensation safeguards are absent or weak—while this marginal impact declines when such safeguards are strong. These findings refine signaling theory by distinguishing a technology-backed signal from institutional and social signals and by positioning perceived risk as the central mechanism in CBEC cosmetics. Managerially speaking, blockchain should serve as the anchor signal in high-risk contexts and as a reinforcing signal where traditional assurances already exist. Future work should extend to field/transactional data and additional signals (e.g., brand reputation, third-party certifications). Full article

In the context of China’s increasingly competitive agricultural product branding, authenticity has become a pivotal mechanism for shaping consumer trust and willingness to pay. This study takes Perceived Brand Authenticity (PBA) as its focal construct and builds a chained mediation framework incorporating experiential quality (EQ) and consumer trust. Employing a dual-evidence strategy that combines structural discovery and causal validation, the study integrates Jaccard similarity clustering and PLS-SEM to examine both behavioral patterns and psychological mechanisms. Drawing on 636 valid survey responses from across China, the results reveal clear segmentation in channel choice, certification concern, and premium acceptance by gender, age, income, and education. Younger and highly educated consumers rely more on e-commerce and digital traceability, while middle-aged, older, and higher-income groups emphasize geographical indications and organic certification. The empirical analysis confirms that PBA has a significant positive effect on EQ and consumer trust, and that the chained mediation pathway “PBA → EQ → Trust → Purchase Intention” robustly captures the transmission mechanism of authenticity. The findings demonstrate that verifiable and consistent authenticity signals not only shape cross-group consumption structures but also strengthen trust and repurchase intentions through enhanced experiential quality. The core contribution of this study lies in advancing an evidence-based framework for sustainable agricultural branding. Theoretically, it reconceptualizes authenticity as a measurable governance mechanism rather than a rhetorical construct. Methodologically, it introduces a dual-evidence approach integrating Jaccard clustering and PLS-SEM to bridge structural and causal analyses. Practically, it proposes two governance tools—“evidence density” and “experiential variance”—which translate authenticity into actionable levers for precision marketing, trust management, and policy regulation. Together, these insights offer a replicable model for authenticity governance and consumer trust building in sustainable agri-food systems. Full article

Short-form video platforms have shifted advertising from standalone, time-bounded spots to feed-embedded, swipeable stimuli, creating a high-velocity processing context that can penalize casting complexity. We ask whether a “one face, many roles” casting strategy (a single actor playing multiple characters) outperforms multi-actor executions, and why. A two-phase pretest (N = 3500) calibrated a realistic ceiling for “multi-actor” casts, then four experiments (total N = 4513) tested mechanisms, boundary conditions, and alternatives. Study 1 (online and offline replications) shows that single-actor ads lower cognitive load and boost account evaluations and purchase intention. Study 2, a field experiment, demonstrates that Need for Closure amplifies these gains via reduced cognitive load. Study 3 documents brand-type congruence: one actor performs better for entertaining/exciting brands, whereas multi-actor suits professional/competence-oriented brands. Study 4 rules out cost-frugality and sympathy using a budget cue and a sequential alternative path (perceived cost constraint → sympathy). Across studies, a chain mediation holds: single-actor casting reduces cognitive load, which elevates brand authenticity and increases purchase intention; a simple mediation links cognitive load to account evaluations. Effects are robust across settings and participant gender. We theorize short-form advertising as a context-embedded persuasion episode that connects information-processing efficiency to authenticity inferences, and we derive practical guidance for talent selection and script design in short-form campaigns. Full article

This study investigated how perceived authenticity influences consumers’ revisit intention to time-honored restaurants and explored the moderating role of place attachment in this relationship. Data were collected from 319 consumers with prior experience at time-honored restaurants using SK Telecom’s T Membership online survey platform. The results revealed that food authenticity, brand value, and nostalgia significantly influenced revisit intention, whereas historical and cultural values and environmental authenticity did not. Food authenticity exerted the strongest influence as an emotional driver. Moderation analysis revealed that environmental authenticity was more influential for consumers with low place attachment, while nostalgia was stronger among those with high attachment. These results demonstrate that authenticity dimensions exert distinct effects depending on emotional bonds with a place. This study contributes to the literature by clarifying the role of authenticity in shaping behavioral intentions. Furthermore, by repeatedly visiting time-honored restaurants and perceiving their authenticity, consumers experience positive emotions and enhance their life satisfaction, which are closely connected to their psychological and subjective wellbeing. Therefore, time-honored restaurants play an important role as sustainable cultural venues that foster life satisfaction and wellbeing. Full article

This study examines the impact of food authenticity and social media exposure on revisit intention, mediated by the roles of memorable culinary tourism experience and destination image. This research uses a quantitative approach with an explanatory research type. The survey was conducted on 400 domestic tourists who had experienced local culinary tourism in Magelang Regency through the distribution of questionnaires. Data analysis used Structural Equation Modeling (SEM) with the LISREL 8.8 software. The research results indicate that food authenticity and social media exposure have a positive and significant impact on revisit intention, mediated by the Memorable Culinary Tourism Experiences and Destination Image. These findings expand the Consumer Behavior Theory by integrating cultural and digital elements, strengthen the Stimulus–Organism–Response (SOR) Theory, and support the development of Brand Equity Theory in culinary tourism destinations. Full article

This article examines the role of digital communication, social media, and peer influence in Generation Z’s transition from fast fashion to more sustainable consumption practices. Building on sustainability and social influence theories, this study applies a mixed-methods design that combines qualitative content analysis of social media discourse with a quantitative online survey (n = 202). The survey instrument, validated by a panel of experts, measured four dimensions—digital communication, peer influence, sustainable attitudes, and sustainable behaviors—using Likert-type scales with adequate reliability (Cronbach’s α ≥ 0.70). The statistical analyses included descriptive statistics, Pearson correlations, and mean comparison tests (t-test, ANOVA). The results show that digital platforms not only raise awareness but also normalize sustainable choices through peer validation and community engagement. Strong correlations confirm that peer influence mediates the relationship between exposure to sustainability content and the adoption of responsible behaviors, while perceptions of brand sustainability show weaker associations with purchase intention. This study highlights a persistent attitude–behavior gap and identifies opportunities for more effective digital engagement. The findings contribute to the literature on sustainable fashion consumption by clarifying the communicative mechanisms shaping Gen Z’s decisions. Practical implications are offered for brands, policymakers, and educators seeking to foster authentic and inclusive sustainability strategies, particularly in addressing gender differences in sustainable adoption. Full article