Search Results (325)

Product placement has become an integral part of contemporary marketing communication, aiming to influence consumer attitudes and purchasing behaviour through subtle brand exposure in audiovisual media. Despite its growing prevalence, the effectiveness of product placement in shaping purchase intentions remains influenced by various demographic and behavioural factors. This study examines how demographic and economic factors jointly shape consumer responses to product placement and identifies the key determinants of consumers’ likelihood of purchasing products featured in audiovisual media. Data for the study were collected through a questionnaire survey and analysed using a combination of non-parametric subgroup tests, contingency-based association analysis, and machine-learning classification methods to assess both marginal group differences and multivariate interaction patterns. In addition to inferential testing, predictive models were developed using CART and alternative modelling techniques to verify the robustness of the identified predictors across analytical frameworks. The results reveal statistically significant generational and economic heterogeneity in awareness of product placement and purchase probability, highlighting the dominant role of age in shaping purchasing behaviour. The findings contribute to a deeper understanding of behavioural segmentation in audiovisual marketing and provide insights for optimising marketing communication strategies within audiovisual content. Full article

Background/Objectives: Understanding the purchasing behaviour of sweetened beverages is important, as beverages have been highlighted as a key target for reducing sugar intake. This research aimed to provide a comprehensive understanding of trends in per capita volume sales of non-alcoholic water-based beverages (WBB) in Australia and their contribution to dietary sugars between 1997 and 2024. Methods: Volume sales data for the years 2018 to 2024 (Circana Connect) were integrated with three previously published datasets spanning 1997 to 2018, with adjustments to reflect the total market where applicable. Per capita volume sales were determined using national population data (Australian Bureau of Statistics) for each corresponding year. Linear regression analysis was performed to assess trends in per capita volume sales over time. Sugar contributions of each beverage category were modelled based on representative sugar content data. Results: Total WBB sales showed consistent growth over the 28-year period (1.68 L/person/year, 36.2%). Within this, sales of sugar-sweetened beverages (SSB) declined (−1.08 L/person/year), with a concurrent increase in non-sugar-sweetened and unsweetened beverage purchases (2.74 L/person/year). This transition became more pronounced from 2015 and coincided with a decreased contribution of WBB to dietary sugars (−0.13 kg/person/year, p < 0.001). There was variation in sales and sugar contribution trends by beverage category. Functional beverages (e.g., coconut water, protein water) showed increases in sales and sugar contribution. Conclusions: The last 28 years have seen a trend in beverage purchases away from sugar-sweetened to non-sugar-sweetened and unsweetened varieties. This comprehensive analysis of consumer beverage choices makes a valuable contribution to policy and health-focused food industry initiatives. Full article

This study presents DeepVisionAnalytics, an integrated framework that combines eye tracking, OpenCV-based computer vision (CV), and machine learning (ML) to support objective analysis of consumer behaviour in visually driven tasks. Unlike conventional self-reported surveys, which are prone to cognitive bias, recall errors, and social desirability effects, the proposed approach relies on direct behavioural measurements of visual attention. The system captures gaze distribution and fixation dynamics during interaction with products or interfaces. It uses AOI-level eye tracking metrics as the sole behavioural signal to infer candidate choice under constrained experimental conditions. In parallel, OpenCV and ML perform facial analysis to estimate demographic attributes (age, gender, and ethnicity). These attributes are collected independently and linked post hoc to gaze-derived outcomes. Demographics are not used as predictive features for choice inference. Instead, they are used as contextual metadata to support stratified, segment-level interpretation. Empirical results show that gaze-based inference closely reproduces observed choice distributions in short-horizon, visually driven tasks. Demographic estimates enable meaningful post hoc segmentation without affecting the decision mechanism. Together, these results show that multimodal integration can move beyond descriptive heatmaps. The platform produces reproducible decision-support artefacts, including AOI rankings, heatmaps, and segment-level summaries, grounded in objective behavioural data. By separating the decision signal (gaze) from contextual descriptors (demographics), this work contributes a reusable end-to-end platform for marketing and UX research. It supports choice inference under constrained conditions and segment-level interpretation without demographic priors in the decision mechanism. Full article

In an era where environmental consciousness increasingly shapes consumer behaviour, the tourism industry faces the dual challenge of promoting destinations while ensuring ecological sustainability. This study explores how web analytics and big data can be leveraged to enhance the visibility and attractiveness of eco-friendly destinations. Building upon digital marketing and sustainability frameworks, the authors develop a data-driven methodology that integrates website performance metrics, search behaviour patterns, and social media engagement indicators. After data collection, statistical and content analyses were implemented, followed by a Fuzzy Cognitive Map (FCM) to visualise the interrelationships between online user behaviour, environmental awareness, and destination appeal. Full article

This paper examines the forecasting and modelling of consumer demand for organic agricultural products in the context of sustainable development and digital marketing. The study is based on an online survey of 423 consumers in Ukraine and Slovakia and applies factor analysis, regression modelling, and scenario forecasting. The results indicate that demand formation is driven by a combination of economic, social, and behavioural factors, with income level, price sensitivity, trust in certification, and awareness of organic benefits playing a central role. The findings further confirm that digital marketing tools significantly influence purchasing decisions by enhancing information transparency and strengthening consumer trust. From a theoretical perspective, the study contributes to the literature by integrating economic determinants of demand with digital marketing and sustainability-related factors within a unified analytical framework. From a managerial perspective, the results provide practical guidance for organic producers and marketers regarding the communication of environmental value and the effective use of digital channels to stimulate demand and build long-term consumer loyalty. The novelty of the study lies in the combined application of demand modelling and digital marketing analysis within a comparative cross-country context, offering an integrated approach to forecasting organic product demand and supporting the development of sustainable marketing strategies. Full article

Potato (Solanum tuberosum) is an important crop globally, being a starchy, energy-dense food source rich in several micronutrients and bioactive compounds. Achieving food security for everyone is highly challenging in the context of growing populations and climate change. As a highly adaptable crop, potatoes can significantly contribute to food security for vulnerable populations and have outstanding commercial relevance. Specific pre- and post-harvest parameters influence potato quality. It is vital to understand how these factors interact to shape potato quality, minimizing post-harvest losses, ensuring consumer safety, and enhancing marketability. This review highlights how pre-harvest (cultivation approaches, agronomic conditions, biotic and abiotic stresses) and post-harvest factors impact tuber’s microbial stability, physiological behaviour, nutritional, functional attributes and frying quality. Quality parameters, such as moisture content, dry matter, starch, sugar, protein, antioxidants, and color, are typically measured using both traditional and modern assessment methods. However, advanced non-destructive techniques, such as imaging and spectroscopy, enable rapid, high-throughput quality inspection from the field to storage. This review integrates recent advancements and specific findings to identify factors that contribute to substantial quality degradation or enhancement, as well as current challenges. It also examines how pre- and post-harvest factors collectively impact potato quality. It proposes future directions for quality maintenance and enhancement across the field and storage, highlighting research gaps in the pre- and post-harvest linkage. Full article

The rapid rise of the pre-loved luxury fashion market in China reflects a unique shift in consumer behaviour, shaped by growing concerns for sustainability, affordability, and personal expression. While global scholarship on circular fashion has expanded, studies remain predominantly focused on Western consumers, leaving Chinese market dynamics underexplored. This study addresses this gap by examining the motivations and channel engagement of Chinese consumers purchasing pre-loved luxury fashion, including pre-owned, vintage, and collectors’ items. A sequential mixed-methods design was employed, integrating quantitative data from a survey of 438 Chinese consumers with qualitative insights from 21 semi-structured interviews. Structural equation modelling revealed that economic, individual, and social motivations significantly influenced perceived value, which in turn enhanced engagement with resale channels. Functional motivations, though present, played a less prominent role. Furthermore, engagement with online and offline channels, including social media platforms, livestream commerce, and luxury consignment boutiques, was found to mediate the relationship between perceived value and purchase intention. The study contributes to theory by adapting established luxury value frameworks to the pre-loved context and by introducing channel engagement as a mediating construct in the consumption of second-hand luxury fashion. The main theoretical frameworks that underpin the study, such as the Brand Luxury Index and the Four Value Dimensions, are used to provide a clearer understanding of its conceptual foundation. In particular, some key quantitative indicators, such as β-values or R², would make the summary more specific and informative. Practically, the findings provide actionable insights for platform operators and luxury brands seeking to build consumer trust and enhance experiential value in China’s rapidly evolving resale market. By situating the research within a culturally specific and digitally advanced retail environment, the study broadens understanding of circular luxury fashion consumption in non-Western contexts. Full article

Background/Objectives: Antimicrobial resistance (AMR) is a growing global health challenge, driven in part by how antibiotics are accessed, distributed, and used within complex value chains. In peri-urban India, these supply chains involve a range of formal and informal actors and practices, making them a critical yet underexamined focus for antimicrobial stewardship efforts. While much research has focused on the manufacturing and regulatory end, less is known about how antibiotics reach consumers in rural and peri-urban settings. This study aimed to map the human antibiotic value chain in West Bengal, India, and to analyse how formal and informal governance structures influence antibiotic use and stewardship. Methods: This qualitative study was conducted in two Gram Panchayats in South 24 Parganas district, West Bengal, India. Semi-structured interviews were carried out with 31 key informants, including informal providers, medical representatives, wholesalers, pharmacists, and regulators. Interviews explored the structure of the antibiotic value chain, actor relationships, and regulatory mechanisms. Data were analysed thematically using a value chain governance framework and NVivo 12 for coding. Results: The antibiotic value chain in rural West Bengal is highly fragmented and governed by overlapping formal and informal rules. Multiple actors—many holding dual or unofficial roles—operate across four to five tiers of distribution. Informal providers play a central role in both prescription and dispensing, often without legal licences but with strong community trust. Informal norms, credit systems, and market incentives shape prescribing behaviour, while formal regulatory enforcement is inconsistent or absent. Conclusions: Efforts to promote antibiotic stewardship must move beyond binary formal–informal distinctions and target governance structures across the entire value chain. Greater attention should be paid to actors higher up the chain, including wholesalers and pharmaceutical marketing networks, to improve stewardship and access simultaneously. This study highlights how fragmented governance structures, overlapping actor roles, and uneven regulation within antibiotic value chains create critical gaps that must be addressed to design effective antimicrobial stewardship strategies. Full article

In response to the increasing global emphasis on sustainability, electric vehicles (EVs) have emerged as promising alternative vehicles. Grounded in the Value–Attitude–Behaviour (VAB) model and the Theory of Planned Behaviour (TPB), this study investigates Malaysian consumers’ intention to choose EVs as their preferred mode of transportation. Specifically, the study explores the relationships between price, maintenance cost, infrastructure readiness, consumer attitudes, and purchase intention. Moreover, it examines the mediating role of consumer attitude in the relationships between price, maintenance cost, and infrastructure readiness with the intention to purchase EVs. A total of 252 respondents from Malaysia participated in the study, with data collected using a proportionate stratified sampling technique. Out of the seven hypotheses tested, six were supported. The findings reveal that maintenance cost, infrastructure readiness, and attitude have significant positive relationships with consumers’ intention to purchase EVs. The results further indicate that consumer attitude mediates the relationship between price, maintenance cost, and infrastructure readiness with the intention to purchase EVs. Theoretically, this study contributes to the existing body of knowledge by developing a framework that integrates value-based antecedents with attitudinal and behavioural outcomes. Practically, the findings provide valuable insights for marketers and policymakers to formulate effective strategies and policies that can accelerate EV adoption. Full article

Background and aim: This study examines the impact of the digital world on the purchasing behaviour of Generation Z, with a specific focus on the Slovak context. While existing literature often analyses global or non-Slovak populations, this work provides a contextually grounded analysis of how digital exposure, online marketing communications and social networks shape the purchasing preferences of Slovak Generation Z consumers. Novelty and contributions: First comprehensive analysis in Slovakia linking digital environment exposure, social media marketing communications, and Generation Z purchase preferences within a clearly defined national context. We integrate context-specific variables (local digital infrastructure, cultural norms, and marketing practices) to identify regionally relevant determinants of online consumer behaviour. We formulate and test hypotheses about the interactions between digital experiences and online marketing channels to produce actionable insights for Slovak marketers and e-commerce platforms. Research problem and uniqueness: Problem: How do specific elements of the digital environment influence the purchasing decisions of Generation Z in Slovakia, and which online channels and content types are most effective for this demographic in the local context? Uniqueness: No prior Slovak study has systematically mapped the interrelations between digital exposure, marketing communication on social networks, and purchasing preferences of Generation Z in a local setting. This work contributes to understanding culturally and economically specific factors shaping digital purchasing behaviour in Slovakia. Methods: Quantitative study based on a questionnaire survey with a representative Slovak sample. Hypotheses are tested using appropriate statistical analyses to explore relationships between digital exposure, social network marketing communications, and Generation Z purchasing preferences. Expected results and practical implications: Identification of the most influential digital channels and content types for Slovak Generation Z consumers. Practical recommendations for local brands and e-commerce platforms to optimise digital campaigns targeting Slovak youth; insights into cultural nuances in consumer behaviour within Slovakia. Full article

Growing concerns about sustainability highlight the need to understand not only rational but also neurocognitive mechanisms that shape consumer decisions. This study examines how discrete emotions—such as empathy, moral satisfaction, and responsibility—interact with reflective cognitive control to influence green purchase intention, with neural loyalty functioning as a mediating mechanism. Grounded in dual-process theory, the proposed model is empirically tested through PLS-SEM using data from 276 consumers in Romania, Poland, and the Czech Republic, actively engaged with ecological products. The results demonstrate that both emotional and cognitive dimensions significantly predict purchase intention, while neural loyalty partially mediates these relationships, transforming temporary reactions into stable behavioral patterns. These findings suggest that bridging the intention–behaviour gap in sustainable consumption requires the integration of affective engagement, rational evaluation, and loyalty consolidation. The study contributes to sustainable marketing literature by positioning neurocognitive drivers as key antecedents of pro-environmental behaviour and by offering practical insights for designing interventions that effectively convert green intentions into consistent actions. All structural relationships were statistically significant (p < 0.05), confirming the robustness of the proposed model. Full article

Beer consumption patterns are evolving, with gluten-free beers (GFBs) and low- and no-alcohol beers (NABLABs) exhibiting continuous growth, underpinned by health-conscious consumers, younger generations’ preference for moderate drinking, and a rising awareness of gluten intolerance. This study investigates whether online search behaviour reflects these market changes and anticipates future consumption trends. A combined methodological framework was applied, integrating time-series analysis of Google Trends data—based on a decomposition model with a five-year forecast—with descriptive and semantic insights from Search Engine Optimisation (SEO) techniques using the specialised SEOZoom platform. The statistical decomposition enabled the identification of long-term trends, cyclical variations, and seasonal patterns in user interest. Italy was selected as a case study, representing a market where these niche segments have grown considerably despite a traditionally limited craft beer culture. The results reveal a steady rise in online interest in both GFB and NABLAB; GFB searches are primarily linked to health and dietary concerns, whilst NABLAB queries encompass a broader set of topics, including physiology, legislation, and consumption contexts. The forecasts confirm the persistence of this positive trend over the next five years. The approach demonstrates the potential of integrating digital and statistical tools to monitor emerging consumption dynamics and guide strategic decisions in the beverage sector. Full article

Studies examining emoji applications in digital marketing and advertising are characterized by considerable heterogeneity in their theoretical orientation, methodologies, and contextual factors. A domain-based systematic literature review with the Theory-Context-Characteristics-Methodology (T-C-C-M) framework following PRISMA guidelines was conducted to answer how emojis are researched in marketing, and a bibliometric review was constructed to shed light on important aspects. We found a field growing in volume yet immature, with a diversity of theories and methodologies used to explore the multiple roles of emojis. An analysis of explicit and implicit theories identified that almost a quarter of studies are atheoretical, and the mostly used theories are the Emotions as Social Information Theory (EASI) and the emotional contagion theory. Emojis are mainly researched in social media and in the travel and food industry. The most common methodological categories are experimental designs, with emojis used as independent variables in simple designs. Despite the focus on short-term outcomes (engagement, purchase intention), little attention was given to advertising and to field experiments, constraining ecological validity. Our study reveals the need for a robust theoretical framework that can explain the multiple functions of emojis, and EASI emerged as the leading theory to be tested more extensively. Full article

This study aimed to analyse young consumers’ behaviour in Poland toward the consumption of plant-based beverages as milk alternatives. The sensory analysis included oat, buckwheat, cashew, almond, soy, pea, rice, coconut, hazelnut, and macadamia nut beverages and their mixtures. Quantitative analysis of sensory desirability and sensory profiling were employed to evaluate plant-based beverages. The study was conducted among young people (aged 18–35) who declared a vegan or omnivorous diet. It was found that the most frequently consumed beverages included oat and soy beverages, both among vegan and traditional (omnivorous) young groups. A significantly lower frequency of plant-based beverage consumption was confirmed in the group of people with an omnivorous diet. The taste characteristics in plant-based beverages are a key factor in driving sensory desirability among young consumers. Analysis of the influence of respondents’ declared diet and gender revealed no significant differences in the desirability of the taste of the plant-based beverages. The consumers rated the coconut, pea, macadamia, oat, and rice–coconut beverages as the most desirable in terms of taste. The lowest taste desirability was confirmed for the soy drink despite its high reported consumption. The importance of this study focused on the local market development in vegan food, as well as its potential due to further consumer expectations. Full article

This study investigates whether and how corporate commitment to environmental, social and governance (ESG) performance can mitigate involutionary competition in China’s consumer electronics manufacturing industry. By constructing a quantifiable index of involutionary competition intensity and matching it with corporation-level ESG scores, we document a statistically significant negative association between ESG performance and the degree of involutionary competition. Mechanism analysis reveals that ESG mitigates involutionary competition through two primary channels: (1) differentiation strategies that reduce price-based competition and product homogeneity, and (2) market-order regulation that curbs opportunistic behaviour and raises R&D efficiency. A modest price increase is shown to be revenue-enhancing; moreover, random-forest simulations indicate that counter-involutionary competition efforts amplify the market-share gains from cooperative R&D expenditures, accelerating post-adjustment revenue growth. This transition generates simultaneous increases in corporate profits and corporation value, breaking the previous price ceiling and establishing a sustainable development loop. The findings provide actionable insights for shifting the industry from low-level rivalry to sustainable value creation. Full article