Search Results (6,541)

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

The rapid growth of live e-commerce, a sector valued at over USD 100 billion worldwide, demonstrates its transformative impact on the retail industry, especially in markets like China, where platforms such as Taobao Live and TikTok Shop have markedly altered consumer interaction. This transition is further expedited by Netflix-like entertainment marketing methods, which have demonstrated the capacity to enhance consumer retention by as much as 40%. As organizations adjust to this evolving landscape, it is essential to optimize supply chain strategies to align with these dynamic, consumer-centric environments. This paper examines the complexity of decision-making in live e-commerce supply chains, specifically regarding Netflix-inspired marketing strategies. The primary aim of this study is to design a game-theoretic framework that examines the interactions between producers and online celebrity retailers (OCRs) across different power dynamics. As live commerce integrates digital retail with immersive experiences, businesses must optimize pricing, quality, and marketing strategies in real-time. We present engagement-driven marketing as a strategic variable and incorporate consumer regret and switching costs into the demand function. To illustrate practical trade-offs in strategy, we incorporate a multi-criteria decision-making (MCDM) layer with AHP-TOPSIS, assessing profit, consumer surplus, engagement score, and channel efficiency. The experiment results indicate that Netflix-style marketing markedly increases demand and profit in retailer-led frameworks, whereas centralized tactics enhance overall channel performance. TOPSIS analysis prioritizes high-effort, high-engagement methods, whereas the Stackelberg experiment underscores the influence of power dynamics on profit distribution. This study presents an innovative integrative decision-making methodology for enhancing live-streaming commerce tactics in data-driven and consumer-focused markets. Full article

Kiwifruit (Actinidia spp.) is a globally important economic fruit with high nutritional value. Fruit peelability, defined as the mechanical ease of separating the peel from the fruit flesh, is a critical quality trait influencing consumer experience and market competitiveness and has emerged as a critical breeding target in fruit crop improvement programs. The present review systematically synthesized existing studies on kiwifruit peelability, and focused on its evolutionary trajectory, genotypic divergence, quantitative evaluation, possible underlying mechanisms, and artificial manipulation strategies. Kiwifruit peelability research has advanced from early exploratory studies in New Zealand (2010s) to systematic investigations in China (2020s), with milestones including the development of evaluation metrics and the identification of genetic resources. Genotypic variation exists among kiwifruit genera. Several Actinidia eriantha accessions and the novel Actinidia longicarpa cultivar ‘Guifei’ exhibit superior peelability, whereas most commercial Actinidia chinensis and Actinidia deliciosa cultivars exhibit poor peelability. Quantitative evaluation highlights the need for standardized metrics, with “skin-flesh adhesion force” and “peel toughness” proposed as robust, instrument-quantifiable indicators to minimize operational variability. Mechanistically, peelability is speculated to be governed by cell wall polysaccharide metabolism and phytohormone signaling networks. Pectin degradation and differential distribution during fruit development form critical “peeling zones”, whereas ethylene, abscisic acid, and indoleacetic acid may regulate cell wall remodeling and softening, collectively influencing skin-flesh adhesion. Owing to the scarcity of easy-to-peel kiwifruit cultivars, artificial manipulation methods, including manual peeling benchmarking, lye treatment, and thermal peeling, can be employed to further optimize kiwifruit peelability. Currently, shortcomings include incomplete genotype-phenotype characterization, limited availability of easy-peeling germplasms, and a fragmented understanding of the underlying mechanisms. Future research should focus on methodological innovation, germplasm development, and the elucidation of relevant mechanisms. Full article

Background: Rapid urbanization has intensified the challenges of freight transport, particularly in last-mile (LM) delivery, leading to rising costs and environmental externalities. Autonomous vehicles (AVs) have emerged as a promising innovation to address these issues. While much of the existing literature emphasizes business and operational perspectives, this study focuses on the acceptance of AVs from the standpoint of e-consumers—individuals who make purchases via digital platforms—in an emerging market context. Methods: Grounded in an extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), which is specifically suited to consumer-focused technology adoption research, this study incorporates five constructs tailored to AV adoption. Structural Equation Modeling (SEM) was applied to survey data collected from 304 e-consumers in Northeast Brazil. Results: The findings reveal that performance expectancy, hedonic motivation, and environmental awareness exert significant positive effects on acceptance and intention to use AVs for LM delivery. Social influence shows a weaker, yet still positive, impact. Importantly, price sensitivity exhibits a minimal effect, suggesting that while consumers are generally cost-conscious, perceived value may outweigh price concerns in early adoption stages. Conclusions: These results offer valuable insights for policymakers and logistics providers aiming to implement consumer-oriented, cost-effective AV solutions in LM delivery, particularly in emerging economies. The findings emphasize the need for strategies that highlight the practical, emotional, and environmental benefits of AVs to foster market acceptance. Full article

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

Freemium, a popular business model in the digital economy, offers a basic product for free while charging for advanced features or value-added services. This pricing strategy enables platforms to attract a broad user base and then monetize through premium offerings. Customer characteristics and service price are important factors affecting customer choice behavior in such a model. Based on consumption stickiness, we consider a monopoly that provides value-added services by incorporating a multinomial logit model into a two-stage dynamic pricing model. First, we analyze the optimal pricing of value-added services under a normal sales scenario. We then consider optimal pricing during the marketing period under two strategies—level improvement for value-added services and quality reduction for a basic product—and analyze the applicability of each. The results show that increasing the value-added service level has a positive effect on the optimal price of value-added services, whereas reducing the basic product quality has no effect on the optimal price. Furthermore, the numerical simulation shows that when the depth of consumer stickiness is low, the optimal marketing strategy reduces the quality of the basic product, the price of value-added services should be higher than that in the normal sales period but lower than the price under the level-improvement strategy for value-added services; otherwise, improving the level of the value-added services becomes the optimal approach. This study provides a theoretical basis and decision support for product quality design and service pricing that applies to freemium platforms. Full article

The windowpane oyster (Placuna placenta) is common in coastal areas of the Philippines, thriving in brackish waters. Its shells underpin the local craft industries. While its meat is edible, only small amounts are consumed locally, most going to waste. Utilization of this potential nutrient source is hindered by the lack of information concerning its organic and mineral content, the possible presence of heavy metal ions, and the risk of microbial pathogens. We report extensive analysis of the meat from Placuna placenta, harvested during three different seasons to account for potential variations. This comprises proximate analysis, mineral, antioxidant, and microbial analyses. While considerable seasonal variation was observed, the windowpane oyster was found to be a rich source of protein, fats, minerals, and carbohydrates, comparing well with the meats of other shellfish and land animals. Following pre-cooking (~90 °C, 25–30 min), the standard local method for food preparation, no viable E. coli or Salmonella sp. were detected. Mineral content was broadly similar to that reported in fish, although iron, zinc, and copper were more highly represented, nevertheless, heavy metals were below internationally acceptable levels, with the exception of one of three samples, which was slightly above the only current standard, FSANZ. Whether the arsenic was in the safer organic form, which is commonly the case for shellfish, or the more toxic inorganic form remains to be established. This and the variation of arsenic over time will need to be considered when developing food products. Overall, the meat of the windowpane oyster is a valuable food resource and its current (albeit low-level) use should lower any barriers to its acceptance, making it suitable for commercialization. The present data support its development for high-value food products in urban markets. Full article

Virtual influencers (VIs) on e-commerce platforms are becoming increasingly popular, enhancing the consumer experience. This study examines the consumer–brand relationship (CBR) with VIs through the perspective of social presence. Data from 1041 e-commerce platform users (e.g., Douyin, RED, Weibo) were collected and analyzed using Structural Equation Modeling (SEM). The findings reveal that both the visual and mental human-likeness of VIs significantly strengthen CBR, with social presence acting as a mediator. Additionally, the interaction between visual and mental human-likeness positively impacts social presence, which in turn enhances CBR. Moreover, consumers’ need for uniqueness moderates the relationship between social presence and CBR, providing valuable insights for virtual influencer strategies in e-commerce. This research suggests the feasibility of leveraging VI design both visually and mentally to capture new trends in developing effective virtual campaigns with digitization and metaverse technologies. This study extends the stream of research VIs use for interactive marketing, highlighting the role of parasocial relationships in interactive marketing. These findings can provide managers with a better understanding of VI design from both visual and mental aspects. Full article

The restrictions on business and social activity during the COVID-19 pandemic have led to significant changes in consumption patterns worldwide. Such changes are causing structural shifts in the markets of goods and services, thus affecting regional resilience. In this article, we aim to assess the changing structure of the consumption of goods and services in highly urbanized Russian regions under the impact of the COVID-19 pandemic and to analyze its effects on the lifestyle of the population. According to our results, some Russian regions demonstrate a return to previous consumption levels, while others exhibit the emergence of new dynamics. The conclusion is made that COVID restrictions have invoked a paradigm shift in consumer behavior toward investment in self-development, safety, and comfort. This observation should be taken into account when developing strategies for the recovery growth of regional economies. Full article

Aging in wooden barrels is a proven technique that enhances the sensory complexity of alcoholic beverages by promoting the extraction of volatile and phenolic compounds. While oak has been traditionally used, there is a growing interest in exploring alternative wood species that can impart distinct sensory characteristics and promote innovative maturation processes. This review examines the impact of alternative woods on the aging of beverages, such as wine, cachaça, tequila, and beer, focusing on their influence on aroma, flavor, color, and chemical composition. A bibliometric analysis highlights the increasing scientific attention toward wood diversification and emerging aging technologies, including ultrasound and micro-oxygenation, which accelerate maturation while preserving sensory complexity. The role of toasting techniques in modulating the release of phenolic and volatile compounds is also discussed, emphasizing their contribution to unique sensory profiles. Additionally, regulatory aspects and sustainability considerations are explored, suggesting that alternative woods can expand flavor possibilities while supporting environmentally sustainable practices. This review underscores the potential of non-traditional wood species to drive innovation in the aging of alcoholic beverages and provide new sensory experiences that align with evolving consumer preferences and market trends. Full article

Considering the supply chain of new energy vehicles composed of a local manufacturer, an authorized distributor in the domestic market, and a competitive manufacturer in the export market, this paper studies three different cases of parallel export as well as their decisions about prices, sales scale, and the degree of production differentiation. Three game models are constructed and solved under the cases of no parallel exports (CN), authorized distributors’ parallel exports (CR), and third-party parallel exports (CT), respectively, and the equilibrium analysis is carried out, and finally, the influence of relevant parameters is explored through numerical simulation. It is found that (1) the manufacturer’s decisions on production and sales are influenced by the characteristics of consumer preferences in local and export markets, the cost of differentiated production, and the consumer recognition of parallel exports; (2) the manufacturers’ profits will always be damaged by parallel exports; (3) differentiated production can reduce the negative impact of parallel exports under certain conditions, and then improve the profits of manufacturers; (4) manufacturers can increase their profits by improving the purchase intention of consumers in the local market, improve the level of production differentiation in the export market, or reducing the cost of differentiation. Full article

This study combines text mining and binary logit model to analyze the main influencing factors of consumers’ purchase intention for new energy vehicles (NEVs) in Urumqi. Through the analysis of 34,561 consumer reviews and 400 valid questionnaire data, the study found that battery technology, sales price, and policy support have a significant impact on purchase intention. Based on the differences in consumers’ price sensitivity, technology preference, and policy support, this paper segments consumers into six groups. Based on these findings, we propose policy recommendations to optimize subsidy policies, promote battery technology upgrades, and improve charging infrastructure, in order to drive the development of the NEV market. Full article

Geographical Indication labels are an increasingly popular alternative among producers and governments seeking to protect the products and producers of their countries. This trend has grown due to the opening of markets and consumers’ increasing desire to know the origin of the products they purchase. A bibliographic review was conducted, including studies on the feasibility of applying quality labels, the associated challenges, and examples. This review identifies the processes involved in obtaining Designation of Origin and presents a positive perspective on their application. It was concluded that obtaining a differentiated quality label can improve production and quality of life, provided that it is the result of an evaluation of the area’s context and the main actors in production chains. Full article

This study explores the role of egoistic and altruistic values on green real estate purchase intention among young consumers in Canada aged between 20 and 40 years. In addition, this study examines the mediating effects of pro-environmental self-identity between social consumption motivation and green real estate purchase intention. A quantitative cross-sectional research design with an explanatory nature is employed. A total of 432 participating consumers in Canada, comprising 44% men and 48% women, with a graduate educational background accounting for 46.7%, and the ages between 24 and 35 contributing 75.2%, were part of the study, and the data collection used a survey method with a purposive sampling, followed by a respondent-driven method. Descriptive and inferential statistics were performed on the scales used for the study variables. A structural equational model and path analysis were conducted to derive the results, and the relationships were positive and significant. The study results infer the factors contributing to green real estate purchase intention, including altruistic value, egoistic value, social consumption motivation, and pro-environmental self-identity, with pro-environmental self-identity mediating the relationship. This study emphasizes the relevance of consumer values in real estate purchasing decisions, urging developers and marketers to prioritize ethical ideas, sustainable practices, and building a feeling of belonging and social connectedness. Offering eco-friendly amenities and green construction methods might attract clients, but creating a secure area for social interaction is critical. To the best of the authors’ knowledge, this research is the first to explore the role of egoistic and altruistic values on purchase intention, mainly in the housing and real estate sector, with the target consumers being young consumers in Canada. Full article

In recent years, online streaming has encountered the challenge of retaining its user base. This study considers the role of transaction cost economics theory in consumer choices to continue subscribing. Participants respond to their top three streaming services, resulting in 797 responses, accounting for multiple selections by each respondent. Respondents could choose their top three services from a list of Netflix, Disney, Hulu, Amazon Prime Video, HBO Max, and Apple TV+. The study’s conclusions highlight the impact of uncertainty, a negative measure of streaming quality, on online subscription-based video streaming. Additionally, asset specificity, reflecting uniqueness and exclusive content, is found to be positively related to continuing a subscription. This research distinguishes itself by examining individuals who are already subscribers to provide insights and guidance through the lens of Transaction Cost Economics, to help marketing professionals seeking a deeper understanding of consumer behavior in the online streaming landscape. Full article