Search Results (1,901)

The growing concern over environmental sustainability has intensified the focus on consumers’ perceptions of eco-friendly food packaging, especially among younger generations. This study aims to investigate the attitudes, preferences, and barriers faced by Greek university students regarding sustainable food packaging, a demographic considered pivotal for driving future consumption trends. An online questionnaire assessing perceptions, preferences, and behaviours related to sustainable packaging was administered to students, with responses measured on a five-point Likert scale. Three hundred and sixty-four students took part in this survey, with the majority (60%) of them being female. Principal component analysis was employed to identify underlying factors influencing perceptions, and k-means cluster analysis revealed two consumer segments: “Innovatives”, including one hundred and ninety-eight participants (54%), who demonstrate strong environmental awareness and willingness to adopt sustainable behaviours, and “Sceptics”, including one hundred sixty-six participants (46%), who show moderate engagement and remain cautious in their choices. Convenience, affordability, and clear product communication emerged as significant factors shaping student preferences. The findings suggest that targeted educational campaigns and transparent information are essential to converting positive attitudes into consistent purchasing behaviours. This research provides valuable insights for policymakers and marketers looking to design effective sustainability strategies tailored to the student population. Full article

As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This study integrates the Uses and Gratifications framework with a contemporary motivation-based perspective to examine how users’ media consumption motivations and advertising attitudes predict intentions to adopt ad-supported OTT plans. Data were collected via a nationally representative online survey in South Korea (N = 813). The sample included both premium subscribers (n = 708) and non-subscribers (n = 105). The findings reveal distinct segmentation in decision-making patterns. Among premium subscribers, switching intentions were predominantly driven by intrinsic motivations—particularly identity alignment with content—and by the perceived informational value of advertisements. These individuals are more likely to consider ad-supported plans when ad content is personally relevant and cognitively enriching. Conversely, non-subscribers exhibited greater sensitivity to extrinsic cues such as the entertainment value of ads and the presence of tangible incentives (e.g., discounts), suggesting a hedonic-reward orientation. By advancing a dual-pathway explanatory model, this study contributes to the theoretical discourse on digital subscription behavior and offers actionable insights for OTT service providers. The results underscore the necessity of segment-specific advertising strategies: premium subscribers may be engaged through informative and identity-consistent advertising, while non-subscribers respond more favorably to enjoyable and benefit-laden ad experiences. These insights inform platform monetization efforts amid the evolving dynamics of consumer attention and subscription fatigue. Full article

As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM), this study develops and validates a dual-dimension content–dual-route processing model to investigate how different features of AR advertising influence consumer engagement. Specifically, it examines how product-related attributes (attractiveness, informativeness) and technology-related attributes (interactivity, augmentation) shape attitudes toward the ad and purchase intentions through cognitive (information credibility) and affective (enjoyment) pathways. Using data from an online survey (N = 299), the study applies partial least squares structural equation modeling (PLS-SEM) to test the proposed model. The results show that informativeness and augmentation significantly enhance information credibility, while attractiveness primarily influences emotional responses. Interactivity and augmentation positively influence cognitive and affective responses. Mediation analysis confirms the simultaneous activation of central and peripheral processing routes, with flow experience emerging as a significant moderator in selected pathways. By introducing a structured framework for AR advertising content, this study extends the applicability of the ELM in immersive media contexts. It underscores the combined impact of rational evaluation and emotional engagement in shaping consumer behavior and offers practical insights for designing effective AR advertising strategies. Full article

Having in view the current global disruptive social and economic landscape, sustainability becomes more important than ever. As producers become more concerned about adopting more sustainable practices, customer awareness towards sustainable behavior must be the focus of all stakeholders. Within this context, the SHIFT framework (proposed in 2019) highlights the manner in which consumers’ traits and attitudes influence their propensity towards sustainable consumption. It consists of five factors considered to be relevant to consumer behavior: Social influence, Habit formation, Individual self, Feelings and cognition, and Tangibility. Different from previous studies, this research focuses on applying the SHIFT framework to the automotive industry, taking into consideration the contribution of digital technologies to fostering sustainable consumer behavior throughout the entire product lifecycle. Using a qualitative research approach, the most relevant digital technologies in the automotive industry were identified and mapped in relation to the three phases of consumption (choice, usage, and disposal). The research aimed to develop and test an original conceptual framework, starting from the SHIFT. The results of the study highlight the fact that the digital technologies, in their diversity, are integrated in different ways into each of the three phases, facilitating the adoption of sustainable consumption. To achieve sustainability, the two key stakeholders, consumers and producers, should share a common ground on capitalizing the opportunities offered by digital technologies. Full article

Integrating artificial intelligence (AI) and cause-related marketing has reshaped corporate social responsibility practices while triggering a conflict between technological instrumental rationality and moral value transmission. Building on the Persuasion Knowledge Model (PKM) and AI aversion literature, this research employs two experiments to reveal that AI disclosure exerts a unique inhibitory effect on consumers’ purchase intentions in cause-related marketing contexts compared to non-cause-related marketing scenarios. Further analysis uncovers a chain mediation pathway through consumer skepticism and advertisement attitudes, explaining the psychological mechanism underlying AI disclosure’s impact on purchase intentions. The study also identifies the moderating role of AI aversion within this chain model. The findings provide a new theoretical perspective for integrating AI disclosure, consumer psychological responses, and marketing effectiveness while exposing the “value-instrumentality” conflict inherent in AI applications for cause-related marketing. This research advances the evolution of the PKM in the digital era and offers practical insights for cause-related marketing enterprises to balance AI technology application with optimized disclosure strategies. Full article

The introduction of mobile banking is essential in today’s financial sector, where technological innovation plays a critical role. To remain competitive in the current market, businesses must analyze client attitudes and perspectives, as these influence long-term demand and overall profitability. While previous studies have explored general adoption behaviors, limited research has examined how individual factors such as social influence, lifestyle compatibility, financial technology self-efficacy, and perceived usage cost affect mobile banking adoption among specific generational cohorts. This study addresses that gap by offering insights into these variables, contributing to the growing literature on mobile banking adoption, and presenting actionable recommendations for financial institutions targeting younger market segments. Using a structured questionnaire survey, data were collected from both users and non-users of mobile banking among the Gen Z population in the United States. The regression model significantly predicts mobile banking adoption, with an intercept of $-0.548$ ($p < 0.001$). Among the independent variables, perceived cost of usage has the strongest positive effect on adoption ($B=0.857$, $\beta =0.722$, $p < 0.001$), suggesting that adoption increases when mobile banking is perceived as more affordable. Social influence also has a significant positive impact ($B=0.642$, $\beta =0.643$, $p < 0.001$), indicating that peer influence is a central driver of adoption decisions. However, self-efficacy shows a significant negative relationship ($B=-0.343$, $\beta =-0.339$, $p < 0.001$), and lifestyle compatibility was found to be statistically insignificant ($p=0.615$). These findings suggest that reducing perceived costs, through lower fees, data bundling, or clearer communication about affordability, can directly enhance adoption among Gen Z consumers. Furthermore, leveraging peer influence via referral rewards, Partnerships with influencers, and in-app social features can increase user adoption. Since digital self-efficacy presents a barrier for some, banks should prioritize simplifying user interfaces and offering guided assistance, such as tutorials or chat-based support. Future research may employ longitudinal designs or analyze real-life transaction data for a more objective understanding of behavior. Additional variables like trust, perceived risk, and regulatory policies, not included in this study, should be integrated into future models to offer a more comprehensive analysis. Full article

With consumers increasing in environmental awareness, manufacturers have integrated green R&D into their strategies, aiming to grasp the green market. However, manufacturers may be too bullish on the market potential of green products and maintain an optimistic attitude toward green R&D. Despite having an optimistic attitude, manufacturers often have no demand information advantage over downstream retailers due to their position in the supply chain, away from the market. It is worth exploring what impact optimistic green R&D in a sustainable supply chain with demand information asymmetry will have. Previous studies have not managed to reveal this. In this study, a stylized model is introduced to explore this question. The main findings are as follows: (1) optimistic green R&D increases the feasibility of the retailer sharing demand information, which facilitates information communication in the sustainable supply chain; (2) in most cases, optimistic green R&D does not bring higher profits for the manufacturer, yet is likely to allow the retailer to earn more, thereby resulting in a loss–win outcome; and (3) depending on the green R&D efficiency of the manufacturer and the consumer’s environmental awareness, optimistic green R&D may not generate higher environmental benefits. Full article

Background/Objectives: Excessive sugar intake through sugar-sweetened beverages (SSBs) has raised global concerns due to its association with various health risks. This study evaluates the effectiveness of nudges—in the form of order placement, variety expansion, and a combination of both—in promoting non-SSB purchases at self-service kiosks, a key environment for SSB consumption. Methods: This study was conducted using a real-world kiosk at food and beverage outlets in South Korea from 28 May to 12 July, 2024. A total of 183 consumers aged 19 to 29 participated in this study. A single kiosk device was used with four screen layouts, each reflecting a different nudge strategy. Participants were unaware of these manipulations when making their purchases. After their purchases, participants completed a survey. All data were analyzed using IBM SPSS Statistics for Windows, Version 29.0. Results: Females reported significantly higher positive attitudes, preferences, and perceived necessity regarding nudges compared to males. In particular, both the single (variety) and combination (order and variety) nudges received positive responses from females (p < 0.001). The combination nudge significantly increased non-SSB purchases compared to the control (p < 0.05) and single (order) nudge groups (p < 0.01), which suggests that combination nudge is effective in promoting healthier beverage choices. Females were also more likely to purchase non-SSBs than males (p < 0.05). Conclusions: The findings suggest that the combination nudge strategy effectively promotes healthier beverage choices in real kiosk settings. Notably, females demonstrate significantly higher positive attitudes, preferences, and perceived necessity regarding nudges compared to males, and are also more likely to purchase non-SSBs. These findings offer valuable insights for real-world applications aimed at encouraging healthier consumption behaviors. Full article

The market for specialised kiwifruit varieties, such as those with red pulp, remains a niche sector with considerable growth potential in several European countries, including Spain, Italy, Germany, and France. This study applies to the Rasch model to gain a comprehensive understanding of consumer behaviour, specifically pertaining to preferences, attitudes, and propensity towards purchasing both conventional and novel kiwifruit variants. A questionnaire was developed and administered to gather specific information on consumer behaviour. The collected data were analysed using a Rating Scale Rasch Model to construct a valid measure of attitude toward kiwifruit, which was subsequently used in regression models to explain purchase propensity. The findings indicate that marketing strategies should focus on enhancing attitudes towards kiwifruit by leveraging specific product attributes and addressing demographic nuances to effectively promote the consumption of yellow, red, and organic varieties. Full article

Consumer perceptions of upcycled foods, as well as the determinants of food choices, are still not well understood. The aim of this study was to evaluate the impact of psychological and personal traits on purchase intention (PI) towards upcycled foods of Italian consumers. Additionally, willingness to try (WTT), willingness to buy (WTB), and willingness to pay (WTP) for yogurt, bread, and biscuits made with by-products, namely, hazelnut skin and grape pomace powder, were collected. A web-based survey involving 505 consumers was conducted, and partial least squares structural equation modeling (PLS-SEM) was used to evaluate the model. It resulted that food neophobia and attitude towards upcycled foods had a significant impact on PI. In turn, attitude was affected by food neophobia as well as by objective knowledge about food by-products. Unexpectedly, frugality and environmental concern did not affect PI. WTP was product-specific; when WTP was compared to a reference price, it was higher for the yogurt prototype, followed by the bread and biscuits prototypes. Food neophobia affected WTT, WTB, and WTP. This study contributes to providing new insights into the determinants of consumers’ purchase intention for upcycled foods, which are an emerging category of products. Full article

Cyanobacteria (also called blue-green algae)-based dietary supplements are commonplace, but cyanobacteria-enhanced foods, such as spirulina crackers, are just appearing on New Zealand supermarket shelves. While much research has been devoted to consumer attitudes towards macro-algae-based products, little research has been devoted to micro-algae-based or cyanobacteria-enhanced consumer products. The current study, following the Capability–Opportunity–Motivation to Behaviour theory, examines likely consumer drivers of favouring or disfavouring spirulina crackers. These drivers include food neophilia, food neophobia, perception of sustainability and health-related product attributes, involvement with algae and an exploratory driver, snacking behaviour. Fully supported drivers (related to increased favour and decreased disfavour) included food neophilia and perception of sustainability and health-related product attributes. Algae involvement was only related to increased favour, and food neophobia was not supported. Surprisingly, snacking behaviour was related to increased disfavour of spirulina crackers. Both theoretical and managerial implications are offered. Full article

The demand for sustainable animal production is increasing. Microalgae such as Chlorella and Spirulina show promise as sustainable and functional ingredients in animal (poultry) feed. However, little is known about consumer perceptions regarding the use of algae in broiler diets and potential effects of algae on chicken meat. Residents of Flanders (Belgium) were surveyed to evaluate consumer knowledge, attitudes and willingness to buy chicken meat produced with algae-supplemented feed. Demographic data were collected, and both descriptive and inferential statistics were applied to assess influencing factors (n = 275 respondents who purchase chicken meat). While most respondents (69.6%) had tasted macroalgae (seaweed), only 11.4% and 24.6% indicated having tasted Chlorella and Spirulina before, respectively. Health, taste and safety were the most important drivers for consuming algae. Meat quality was the most important factor when purchasing chicken meat, while organic production was least valued. Regarding algae-fed chicken, 72.5% expressed willingness to purchase meat labeled as such, and 83.7% would buy algae-fed chicken regardless of its color. Sustainability beliefs significantly influenced willingness to accept a yellower meat color (β = 0.42 to 0.66, p < 0.001). Educational level and age also played a role, with higher-educated consumers showing greater acceptance. The influence of age was also related to the price of the meat, with consumers over 30 expressing a greater willingness to pay more than young people (under 30). Despite limited general knowledge about microalgae, the consumers surveyed are open to the idea of algae-fed chicken meat, particularly when it is framed as more sustainable. Clear ingredient labeling and consumer education may further support market acceptance. Full article

Background: Skipping breakfast, a prevalent issue among children and adolescents, has been reported to be associated with academic performance and long-term health. However, less attention has been given to the types of breakfast foods consumed. Therefore, our study aims to investigate the association between breakfast variety and dietary knowledge, attitude, and practice (KAP) among preadolescents. Methods: The study included 1449 students in grades 4–6 from Zhongshan city, Guangdong province. Data were collected through face-to-face field investigation using a validated questionnaire. The questionnaire encompassed sociodemographic characteristics, as well as dietary KAP. Results: Among all participants, 1315 reported consuming breakfast daily. Dietary diversity varied significantly: 8.8% consumed only 1 type of food, 52.9% consumed 2–4 types, and 38.3% consumed ≥5 types. Students who consumed a greater variety of breakfast foods exhibited more favorable dietary and lifestyle patterns. Specifically, those who consumed ≥5 types of food showed statistically significant associations with healthier practices, including reduced intake of sugary beverages and night snacks, stronger adherence to dietary guidelines, more positive attitudes toward improving eating habits, longer sleep durations, increased participation in meal preparation, greater dish variety in meals, and higher engagement in daily physical activity. Conclusions: Breakfast variety was associated with KAP, particularly when breakfast types ≥ 5, providing more sufficient and favorable evidence for breakfast consumption. Full article

Food addiction (FA) is an emerging psychiatric condition that presents behavioral and neurobiological similarities with other addictions, and its early identification is essential to prevent the development of more severe disorders. The aim of the present study was to determine the ability of anthropometric measures, eating habits, symptoms related to eating disorders (ED), and lifestyle features to predict the symptoms of food addiction. Methodology: A cross-sectional study was conducted in a sample of 702 university students (77.3% women; age: 22 ± 6 years). The Food Frequency Questionnaire (FFQ), the Yale Food Addiction Scale 2.0 (YFAS 2.0), the Eating Attitudes Test (EAT-26), anthropometric measurements, and a set of self-report questions on substance use, physical activity level, and other questions were administered. A total of 6.4% of participants presented symptoms compatible with food addiction, and 8.1% were at risk for ED. Additionally, 26.5% reported daily smoking, 70.6% consumed alcohol, 2.9% used illicit drugs, and 29.4% took medication; 35.3% did not engage in physical activity. Individuals with food addiction had higher BMI (p = 0.010), waist circumference (p = 0.001), and body fat (p < 0.001) values, and a higher risk of eating disorders (p = 0.010) compared to those without this condition. In the multivariate logistic model, non-dairy beverage consumption (such as coffee or alcohol), vitamin D deficiency, and waist circumference predicted food addiction symptoms (R²_Nagelkerke = 0.349). Indeed, the machine learning approaches confirmed the influence of these variables. Conclusions: The prediction models allowed an accurate prediction of FA in the university students; moreover, the individualized approach improved the identification of people with FA, involving complex dimensions of eating behavior, body composition, and potential nutritional deficits not previously studied. Full article

In vitro meat presents a promising alternative to conventional meat production by addressing environmental and animal welfare concerns. However, broader market adoption depends on increasing consumer acceptance. Labels on product packaging have been shown to be effective in influencing consumer behavior in previous studies. This paper examines the impact of different front-of-package labels on German consumers’ choices regarding in vitro chicken meat, with the goal of identifying effective labeling strategies. To investigate this, an online choice experiment was conducted with 200 participants from Germany. In addition to the label, products varied in terms of price, origin, and calorie content. The data were analyzed using latent class analysis, which identified four distinct consumer segments characterized by their preferences, attitudes, and personal characteristics. The results were used to simulate market scenarios, evaluating the effectiveness of different labeling strategies for in vitro chicken meat. These insights provide a foundation for targeted marketing approaches that promote consumer acceptance and inform the introduction of in vitro meat products in Germany. Full article