Search Results (237)

This longitudinal study examines how perceived brand globalness (PBG) influenced sustainable purchase intentions (SPI) between 2021 and 2024, incorporating factors such as perceived brand quality (PBQ), perceived brand prestige (PBP), brand–cause fit (BCF), and the moderating effect of consumer ethnocentrism (CE). Using survey responses from 415 participants, the study employed partial least squares structural equation modeling (PLS-SEM) via SmartPLS4. The findings reveal that CE emerged as significant in 2024, while PBP’s impact on SPI weakened—suggesting a growing consumer association of prestige with sustainability. Heightened post-pandemic ethical awareness further underscores the importance of brand values. Contrary to earlier research indicating low CE in developing markets, the 2024 results demonstrate an unexpected rise in CE, highlighting its evolving significance. Overall, the study emphasizes the necessity for global brands to adopt sustainable, locally attuned strategies to succeed in developing countries. Full article

With growing environmental consciousness and projections that green markets will represent 10% of global market value by 2030, a significant gap persists between consumers’ stated environmental concerns and their actual purchasing behaviour for green products. This study investigates how green brand positioning influences consumer purchase intention for green technology products, examining the mediating roles of self-image congruence and functional congruence, and the moderating effects of product involvement level and product optionality. A quantitative survey was conducted with 354 US participants who possess at least a bachelor’s degree and have experience with technology products, using validated scales through structural equation modelling and mediation analysis. The findings demonstrate a significant positive relationship between green brand positioning and purchase intention. Self-image congruence partially mediated this relationship, while functional congruence also served as a significant mediator. The product involvement level positively moderated the mediation effect of self-image congruence, whereas product optionality negatively moderated the mediation effect of functional congruence. Green brand positioning effectively enhances purchase intention when consumers perceive alignment with their environmental self-image and when products maintain a functional equivalence to non-green alternatives. Companies should focus on building environmental self-congruence while ensuring product quality to maximise green marketing effectiveness and bridge the intention–behaviour gap. Full article

This investigation examines the psychological mechanisms governing human–virtual influencer relationships and their consequential impact on environmentally-conscious consumer behavior within digital marketing ecosystems. Employing theoretical frameworks from computer-mediated communication and social psychology, this study scrutinizes how algorithmically generated social media personalities cultivate para-social relationships that drive sustainable consumption patterns. The research operationalizes five core virtual influencer characteristics—expertise, similarity, attractiveness, familiarity, and para-social interaction—as predictive variables influencing relationship commitment and subsequent eco-conscious brand engagement. Consumer innovativeness functions as a moderating variable within this theoretical model. The data collection encompassed 677 respondents demonstrating active engagement with sustainability-focused virtual influencer content, analyzed through structural equation modeling (EQS 6.4) and the PLS-SEM methodology (SmartPLS 4.0). The empirical analysis reveals significant positive correlations between virtual influencer characteristics and relationship commitment, with similarity and attractiveness demonstrating the strongest predictive validity. Relationship commitment emerged as a significant mediator influencing sustainable brand attitudes, which subsequently affected purchase intentions for environmentally responsible products. Consumer innovativeness demonstrated positive moderating effects across all virtual influencer characteristics, with particularly robust effects observed for attractiveness and para-social interaction within sustainable brand contexts. This research advances the human–AI interaction literature by elucidating the psychological mechanisms through which virtual influencers facilitate consumer relationship formation and drive behavioral outcomes toward sustainable consumption practices. The findings provide empirically validated strategic frameworks for marketers developing virtual influencer campaigns that promote environmental stewardship, emphasizing the cultivation of perceived similarity and attractiveness while incorporating audience innovativeness as a critical segmentation variable in sustainable marketing initiatives. Full article

This study investigates the influences of the packaging design of not from concentrate (NFC) orange juice on consumer sensory preferences and purchase intention. We conducted a laboratory experiment with eighty-one individuals, combining physiological measurements (eye-tracking to assess attention levels) and sensory evaluation (tasting and rating their overall satisfaction with the taste). Participants evaluated different bottles featuring three design elements (transparency, color, label) but with the same juice inside. In line with the literature on the design of packaging, we show that the position of the transparency, color, and text label consistently alters consumer attention levels and sensory preferences for NFC orange juice. We believe that such findings may guide brand managers and product designers to create more appealing beverage packaging to optimize potential market success. Full article

Influencer marketing is estimated to reach USD 32.55 billion by the year 2025. The extant research on virtual vs. human influencers’ effectiveness has reported mixed results. Currently, research has yet to explore how consumption motivation and influencer gender (virtual vs. human) may differentially impact consumer behavior. Likewise, whether antecedent factors such as prior attitudes toward the brand may affect the perceived authenticity and attractiveness of influencers has rarely been investigated. To fill this research gap, the current study examined virtual vs. human influencers’ effectiveness utilizing a 2 (influencer type) × 2 (product type) × 2 (influencer gender) between-subject online experiment. Specifically, Airbnb (a recreational product) and NJM (an insurance product) were respectively designated as a hedonic and utilitarian brand. The findings (N = 468) demonstrated that while prior brand attitudes toward a hedonic product had no effect on perceived influencer authenticity, the opposite was true for a utilitarian product. No significant difference was shown in perceived authenticity and attractiveness between a male and female (virtual or human) influencer. Structural equation modeling suggested that perceived social similarity between a participant and an influencer positively impacted the perceived attractiveness and authenticity of influencers and purchase intention. Hedonic instead of utilitarian motivation was found to be a positive predictor of purchase intention. Full article

In an increasingly digitalized marketplace, understanding Generation Z’s (Gen Z) online consumer behavior has become a critical priority, particularly in relation to newly launched technological products. Although online consumer behavior has been widely studied, a gap remains in understanding how the location of the e-shop (domestic vs. international) moderates this behavior. Addressing this gap, the present study adopts a quantitative, cross-sectional design with data from 302 Gen Z participants, using a hybrid sampling method that combines convenience and systematic techniques. A structured questionnaire, grounded in 19 well-established behavioral theories, was employed to examine the influence of six key factors, behavioral and attitudinal traits, social and peer influences, marketing impact, online experience, brand perceptions, and Gen Z characteristics, across various stages of the consumer journey. Moderation analysis revealed that e-shop location significantly affects the strength of relationships between these factors and both purchase intention and post-purchase behavior. Notably, Gen Z’s values and marketing responsiveness were found to be more predictive in the context of international e-shops. These findings highlight the importance of marketing strategies that are both locally relevant and globally informed. For businesses, this research offers actionable insights into how digital engagement and brand messaging can be tailored to meet the unique expectations of Gen Z consumers across diverse e-commerce contexts, thereby enhancing consumer satisfaction, loyalty, and brand advocacy. Full article

Metaverse is reshaping how brands approach marketing, providing alternative and innovative methods for marketers to redefine their brands and reinvent the customer experience. Different sectors are still exploring the possibilities of the metaverse and are now adopting a test-and-learning mindset. This study explores consumer acceptance of metaverse marketing for branding and pre-purchase activities, comparing its effectiveness with social media platforms. Using a survey of 197 participants (45% experiencing a metaverse space on Spatial.io, 55% using Instagram), we investigated factors influencing intention to use and purchase intention through a closed-ended questionnaire. The results show that perceived usefulness is the primary driver of use intention in the metaverse (β = 0.573, p < 0.001), while habit significantly influences platform preference, particularly for social media (β = 0.767, p < 0.001). These findings provide marketers with actionable insights to leverage interactive virtual environments, enhancing branding and pre-purchase experiences by prioritizing usability and familiarity. Full article

This study investigates how consumers respond to firm communications emphasizing Environmental, Social and Governance (ESG) dimensions. Through experimental design, how consumers distinguish among ESG components and how each affects behavioral finance outcomes, including purchase intentions, willingness to buy and brand trust is assessed. Results confirm that consumers perceive the ESG dimensions as distinct from a non-ESG control message. However, the Social and Governance dimensions are perceived as closely related. Importantly, all three dimensions—Environmental, Social, and Governance—significantly improved behavioral outcomes, supporting the persuasive power of ESG messaging. Mediation analyses reveal that perceived ethicality drives these effects across all dimensions, while perceived authenticity plays a stronger mediating role for social messaging. These findings contribute to finance literature by illuminating the consumer-level mechanisms through which ESG communication influences firm value and offer strategic insights for both practitioners and investors seeking to leverage ESG as a market signal. Full article

Background/Objectives: Beef is a significant dietary component, and the concept of food quality is inherently complex and multidimensional. This study addresses this complexity within the context of beef products by examining four key attributes: price fairness, freshness, portion size, and packaging. It further investigates the structural relationships among food quality, consumer trust, and revisit intention, with particular attention to the moderating role of price fairness in the link between trust and revisit intention. Methods: Data were collected through an online survey administered via the Clickworker platform, targeting 415 U.S. consumers selected for their cultural relevance and substantial beef consumption. Structural equation modeling using maximum likelihood estimation was employed to test the hypotheses, and Hayes’ process model 15 was applied to assess the moderating effects. Results: The results show that consumer trust is positively influenced by all four quality attributes, and that freshness, portion size, packaging, and trust are positively associated with revisit and repurchase intentions. Moreover, price fairness demonstrated a significant moderating effect, framed within the heuristic decision-making perspective. Conclusions: This study contributes to the literature by shedding light on the determinants of consumer trust and repeat purchasing behavior in beef consumption. It underscores the heuristic role of price fairness and the interplay between perceived quality attributes and trust, offering practical insights for businesses seeking to enhance consumer perception and foster brand loyalty. However, this work is limited to the selection of the sample. Full article

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influence purchase intention. Perceived value is a key predictor of consumer behavior, while consumer engagement enhances perceived value and marketing effectiveness. Additionally, the moderating roles of source credibility and generational cohort remain underexplored. This study examines these relationships through a survey of 331 Chinese Generation Y and Z consumers, analyzed using structural equation modeling (SEM). The results show that informativeness, entertainment, and incentives positively influence purchase intention, while novelty has a negative effect. Consumer engagement drives purchase intention and enhances perceived value. Source credibility and generational cohort moderate these effects. When source credibility is low, novelty reduces purchase intention, while incentives increase it. High source credibility makes consumer engagement more influential. Informativeness enhances purchase intention among Generation Y, whereas Generation Z is more influenced by consumer engagement. This study extends research on advertising value and consumer engagement, offering insights for brands optimizing virtual influencer marketing strategies across different consumer segments. Full article

Cosmetics companies are increasingly integrating augmented reality and artificial intelligence technologies into products and services referred to as beauty tech; consumer perceptions of these solutions, however, remain understudied. Data generated via an online survey are implemented in a stimulus–organism–response framework, deduced from the beauty tech literature. Thereupon, the study identifies how interactivity, informativeness, personalization, and service quality of digital and physical beauty tech solutions for home use affect utilitarian and hedonistic values and the perceived risk factors among consumers. Via customer satisfaction, the effect of the value perception on the purchase intention and loyalty is considered. Results hint at strong effects of characteristics of the services and applications on the utilitarian and the hedonistic dimension of customer experience, which in turn strongly influence customer satisfaction. Perceived risk factors play only a marginal role. Only regarding the tested physical product does higher service quality add to the customer experience. Customer satisfaction in turn results in positive brand perception across different stages of the customer journey and leads to a higher purchase intention, positive brand advocacy, and a higher re-purchase intention. Consequently, well-designed solutions can generate higher customer satisfaction and loyalty on multiple stages along the customer journey. Full article

Premium fashion brands are increasingly adopting Generative Artificial Intelligence (GenAI) to reduce costs and enhance creativity. However, consumers have mixed perceptions of clothing with AI-generated patterns (CAGPs) launched by premium fashion brands, especially in online shopping contexts where consumers cannot examine physical products firsthand. This study integrates the Theory of Planned Behavior (TPB) with Customer Perceived Value (CPV) to investigate Chinese Millennials’ attitudes and purchase intentions toward online purchases of CAGPs launched by premium fashion brands. Using a purposive sampling approach, the study collected 471 valid responses from Chinese Millennials. Structural equation modeling (SEM) was then employed to test the proposed model and hypotheses. The results reveal that perceived brand design effort and perceived price value are primary drivers of purchase intention for CAGPs from premium fashion brands, while perceived aesthetic value significantly shapes consumer attitudes. The subjective norm and attitude positively influence purchase intention. This study sheds light on the roles of aesthetic, emotional, monetary and social factors in driving purchase intention, offering practical suggestions for premium brands’ product design and marketing strategies. Full article

Digital food-ordering apps make it simple to buy indulgent drinks yet hard to judge their health risks. We conducted five online experiments (N = 1048) to compare two messages for sugary beverages: self-promotion that stresses taste and self-disclosure that plainly warns “high sugar/high calories”. Brands that chose self-disclosure were seen as more socially responsible and transparent, which in turn raised trust and lifted purchase intent. These gains were strongest for users who care deeply about the category or the brand and remained robust even among highly health-conscious shoppers. The results show that, for “vice” foods, honest warnings can outperform glossy claims. Our study extends signaling and attribution theories to digital food markets and offers managers a straightforward playbook for complying with new labeling rules while still driving sales. Full article

Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be encouraged to adopt responsible and sustainable buying behaviors when these are promoted attractively, enjoyably, and emotionally satisfyingly through social media. This research investigates how social media communication influences hedonic and impulsive purchasing behavior in the Romanian clothing market. In the context where social media is one of the main sources of information and influence for consumers, the research analyzes several determining factors of the purchase decision. Price reductions and the use of credit cards are highlighted as elements that facilitate spontaneous and hedonic targeted purchases, while the attractiveness of clothing items and the need felt play an important role in terms of the desire to buy. In addition, sources of information (such as reviews) have a major impact on consumers’ perceptions and their purchase intentions. Additionally, the study investigates factors such as overall shopping experience and its influence on consumer loyalty. It is approached from two perspectives: attitudinal loyalty, reflected in the preference for brands promoted on social media, and behavioral loyalty, expressed through repeat purchases. The results show that social media acts as an accelerator for hedonic and impulsive buying behaviors, prompting consumers to react quickly to stimuli such as discount campaigns or personalized recommendations. The conclusions highlight the importance of adopting digital marketing strategies that capitalize on the consumers emotional need while also strengthening brand loyalty. These perspectives can guide companies in the clothing industry to adapt their promotion methods to the specifics of the Romanian market and the consumer behavior. Full article

This research aims to investigate, using the C-A-B theory, the buying decision-making processes of Gen Z consumers in the United States when exposed to fast fashion brand advertising messages including greenwashing elements. Responses of 345 valid participants from the Amazon Mturk platform were analyzed through Mplus 8.11 and SPSS 29. Two-step, structural equation modeling was implemented to test the hypothesis. Additionally, 5000 bootstrapping iterations were used to examine the indirect effects. Study findings indicated that Gen Z consumers responded positively and negatively to fast fashion brands’ product promotional messages. Despite feeling skeptical and betrayed over the greenwashing assertion, they intend to purchase the goods. A contributing factor to this unforeseen purchasing intention may be their indifference towards environmental concerns. Moreover, when greenwashing assertions are infused with product advantages through strategic ingenuity and aligned with the specific demands of certain generations, the perception of positive emotional reaction supersedes the negative, hence facilitating the purchase of the green product. Furthermore, there is evidence of optimism biases, a cognitive bias where they exaggerate their capacity to identify instances of greenwashing, prioritize more on their certain needs, and underestimate the associated environmental risk for others. This clarifies the paradoxical buying patterns of Gen Z consumers. Although Gen Z is the youngest demographic, their tastes for fast fashion apparel may alter as they develop and their lifestyles adapt, influenced by both positive and negative emotional reactions to fast fashion brands. Consequently, the fast fashion business must retain this customer by utilizing sustainability messaging instead of misleading greenwashing assertions in the future. Full article