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Search Results (1,085)

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Keywords = consumers’ purchase intentions

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18 pages, 655 KiB  
Article
Examining Consumer Impulsive Purchase Intention in Virtual AI Streaming: A S-O-R Perspective
by Tao Zhou and Songtao Li
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 204; https://doi.org/10.3390/jtaer20030204 (registering DOI) - 6 Aug 2025
Abstract
Virtual AI-driven streamers have been gradually used in live commerce, and they may affect consumer impulsive purchase intention. Drawing on the stimulus–organism–response (S-O-R) model, this research examined consumer impulsive purchase intention in virtual AI streaming. Based on survey data from 411 predominantly young [...] Read more.
Virtual AI-driven streamers have been gradually used in live commerce, and they may affect consumer impulsive purchase intention. Drawing on the stimulus–organism–response (S-O-R) model, this research examined consumer impulsive purchase intention in virtual AI streaming. Based on survey data from 411 predominantly young and educated virtual AI streaming users recruited through snowball sampling, we found that perceived responsiveness, perceived likeability, perceived expertise, and perceived anthropomorphism of virtual AI streamers are associated with trust and flow experience, both of which predict consumers’ impulsive purchase intentions. The fsQCA identified two paths that lead to impulsive purchase intention. The results imply that live streaming platforms need to engender consumers’ trust and flow experience in order to increase their impulsive purchase intention. Full article
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16 pages, 469 KiB  
Article
An Adaptation of the Quality–Loyalty Model to Study Green Consumer Loyalty
by Thi Hoang Ha Tran and Tuan Le-Anh
Sustainability 2025, 17(15), 7144; https://doi.org/10.3390/su17157144 (registering DOI) - 6 Aug 2025
Abstract
This research proposes an adaptation of the quality–loyalty model in which affective commitment is integrated as a key factor in the proposed framework. The study presented a comprehensive framework encompassing 11 hypotheses formulated from an extensive literature review. Empirical data collected from 679 [...] Read more.
This research proposes an adaptation of the quality–loyalty model in which affective commitment is integrated as a key factor in the proposed framework. The study presented a comprehensive framework encompassing 11 hypotheses formulated from an extensive literature review. Empirical data collected from 679 environmentally conscious consumers predominantly residing in Vietnam’s three principal urban centers were employed to evaluate these hypotheses. The assessment was executed utilizing the partial least squares structural equation modeling technique. The results of this research authenticate the appropriateness of the integrated model in studying green consumption, verify the critical role of affective commitment in the newly introduced model, and identify the high impact of affective commitment on green loyalty intention and green purchase behavior. This research also shows that other factors of the quality–loyalty model have significant influences on affective commitment and green loyalty intention. Moreover, this study signifies the crucial role of green perceived quality in fostering affective commitment and green loyalty intention. Green perceived quality was identified as a key factor influencing green loyalty intention and played a crucial role in encouraging customers to purchase environmentally friendly products. Full article
(This article belongs to the Section Psychology of Sustainability and Sustainable Development)
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31 pages, 877 KiB  
Article
Longitudinal Study of Perceived Brand Globalness: The Dynamic Effects of Ethnocentrism and Purchase Intentions from 2021 to 2024
by Mehmet Yaman Öztek, Munise Hayrun Sağlam and Elif Türk
Sustainability 2025, 17(15), 7132; https://doi.org/10.3390/su17157132 - 6 Aug 2025
Abstract
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 [...] Read more.
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
(This article belongs to the Special Issue Sustainable Brand Management and Consumer Perceptions (2nd Edition))
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14 pages, 849 KiB  
Article
Autonomous Last-Mile Logistics in Emerging Markets: A Study on Consumer Acceptance
by Emerson Philipe Sinesio, Marcele Elisa Fontana, Júlio César Ferro de Guimarães and Pedro Carmona Marques
Logistics 2025, 9(3), 106; https://doi.org/10.3390/logistics9030106 - 6 Aug 2025
Abstract
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 [...] Read more.
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
(This article belongs to the Section Last Mile, E-Commerce and Sales Logistics)
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34 pages, 1960 KiB  
Article
Parallel Export and Differentiated Production in the Supply Chain of New Energy Vehicles
by Lingzhi Shao, Ziqing Zhu, Haiqun Li and Xiaoxue Ding
Systems 2025, 13(8), 662; https://doi.org/10.3390/systems13080662 - 5 Aug 2025
Abstract
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 [...] Read more.
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 article belongs to the Section Supply Chain Management)
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21 pages, 1952 KiB  
Article
Research on Consumer Purchase Intention for New Energy Vehicles Based on Text Mining and Bivariate Logit Model: Empirical Evidence from Urumqi, China
by Zhenxiang Hao, Jianping Hu, Jin Ran, Qiong Lu, Yuhang Zheng and Xuetao Zhang
World Electr. Veh. J. 2025, 16(8), 440; https://doi.org/10.3390/wevj16080440 - 5 Aug 2025
Abstract
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 [...] Read more.
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
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19 pages, 1155 KiB  
Article
Role of Egoistic and Altruistic Values on Green Real Estate Purchase Intention Among Young Consumers: A Pro-Environmental, Self-Identity-Mediated Model
by Princy Roslin, Benny Godwin J. Davidson, Jossy P. George and Peter V. Muttungal
Real Estate 2025, 2(3), 13; https://doi.org/10.3390/realestate2030013 - 5 Aug 2025
Abstract
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 [...] Read more.
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
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22 pages, 858 KiB  
Article
Dual-Pathway Effects of Product and Technological Attributes on Consumer Engagement in Augmented Reality Advertising
by Peng He and Jing Zhang
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 196; https://doi.org/10.3390/jtaer20030196 - 4 Aug 2025
Viewed by 81
Abstract
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 [...] Read more.
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
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21 pages, 5517 KiB  
Article
Artificial Intelligence Disclosure in Cause-Related Marketing: A Persuasion Knowledge Perspective
by Xiaodong Qiu, Ya Wang, Yuruo Zeng and Rong Cong
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 193; https://doi.org/10.3390/jtaer20030193 - 2 Aug 2025
Viewed by 313
Abstract
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 [...] Read more.
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
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16 pages, 386 KiB  
Article
Agri-Food By-Products as Ingredients: Exploring Purchase Intentions Among a Sample of Italian Consumers
by Maria Di Cairano, Nicola Condelli, Angela Lomonaco and Fernanda Galgano
Foods 2025, 14(15), 2664; https://doi.org/10.3390/foods14152664 - 29 Jul 2025
Viewed by 217
Abstract
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. [...] Read more.
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
(This article belongs to the Section Sensory and Consumer Sciences)
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16 pages, 543 KiB  
Article
Understanding the Impact of Social, Hedonic, and Promotional Cues on Purchase Intention in Short Video Platforms: A Dual-Path Model for Digital Sustainability
by Aonan Cao, Yannan Li and Ahreum Hong
Sustainability 2025, 17(15), 6894; https://doi.org/10.3390/su17156894 - 29 Jul 2025
Viewed by 399
Abstract
In the context of eco-friendly e-commerce, understanding the psychological and experiential mechanisms that drive consumers’ online purchasing behavior is essential for promoting sustainable platform development. This study aims to fill a critical gap in the literature by examining how social interaction, entertainment, and [...] Read more.
In the context of eco-friendly e-commerce, understanding the psychological and experiential mechanisms that drive consumers’ online purchasing behavior is essential for promoting sustainable platform development. This study aims to fill a critical gap in the literature by examining how social interaction, entertainment, and sales promotion influence consumers’ purchase intentions through the mediating roles of perceived value and immersive flow experience. Grounded in the Stimulus–Organism–Response (S-O-R) theoretical framework, we developed a structural model and conducted an empirical analysis using survey data collected from 438 online shoppers. Data analysis was conducted using SPSS and AMOS through SEM. The results show that social interaction and sales promotion significantly enhance both perceived value and flow experience, which in turn positively influence consumers’ purchase intentions. However, entertainment exhibits a negative and significant effect on perceived value and does not significantly affect flow experience, indicating that hedonic content may not always translate into perceived usefulness or deep engagement. Moreover, the influence of social interaction on flow experience was also found to be negative and significant, suggesting that not all forms of interaction necessarily lead to immersive experiences. These findings highlight the complex psychological dynamics in digital consumption. This study contributes original insights by integrating psychological engagement mechanisms with the goal of digital sustainability, offering practical implications for online retailers aiming to enhance user engagement and platform longevity through experience-driven strategies. Full article
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22 pages, 963 KiB  
Article
The Impact of E-Commerce Live Streaming on Purchase Intention for Sustainable Green Agricultural Products: A Study in the Context of Agricultural Tourism Integration
by Wenkui Jin and Wenying Zhang
Sustainability 2025, 17(15), 6850; https://doi.org/10.3390/su17156850 - 28 Jul 2025
Viewed by 347
Abstract
Growing awareness of sustainable development and green consumer concerns is driving the market expansion for green agriculture products. E-commerce live streaming gives rural enterprises a new channel through scenario-building and interaction, while agro-tourism integration combines resources to generate a variety of promotion scenarios. [...] Read more.
Growing awareness of sustainable development and green consumer concerns is driving the market expansion for green agriculture products. E-commerce live streaming gives rural enterprises a new channel through scenario-building and interaction, while agro-tourism integration combines resources to generate a variety of promotion scenarios. This study examines the effects of external stimuli, including social networks, resource endowment, infrastructure, and the characteristics of e-commerce streamers, on the perception, trust, perceived value, and purchase intention of green consumption. It is based on the SOR (Stimulus–Organism–Response) theoretical model and focuses on e-commerce live streaming in the agriculture-tourism integration scenario. According to a structural equation modeling (SEM) analysis of 350 consumer questionnaires, these external stimuli primarily influence purchase intention through perceived value, trust, and green consumption cognition, with resource endowment having the most significant impact. The effects of infrastructure on perceived value and streamer attractiveness on green consumption cognition are not statistically significant. This research not only broadens the use of the SOR model in the emerging field of agritourism integration but also offers rural businesses theoretical backing and useful guidance to maximize e-commerce live marketing and enhance agritourism integration. Full article
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13 pages, 1054 KiB  
Article
Applying Visual Storytelling in Food Marketing: The Effect of Graphic Storytelling on Narrative Transportation and Purchase Intention
by Lingnuo Wang, Xin Fang, Ying Xiao, Yangyue Li, Yulin Sun, Lei Zheng and Charles Spence
Foods 2025, 14(15), 2572; https://doi.org/10.3390/foods14152572 - 23 Jul 2025
Viewed by 415
Abstract
In today’s market, consumers appear to be less interested in promotional strategies, particularly those that rely on text-based advertisements. Graphic storytelling can be seen as providing a more engaging visual approach to attract audiences and is increasingly being used by marketers and food [...] Read more.
In today’s market, consumers appear to be less interested in promotional strategies, particularly those that rely on text-based advertisements. Graphic storytelling can be seen as providing a more engaging visual approach to attract audiences and is increasingly being used by marketers and food packaging designers. However, the questions of whether and how graphic storytelling influences consumers’ purchase intentions remain underexplored. Based on the Transportation–Imagery Model, two experimental studies were conducted to examine the effect of graphic storytelling on narrative transportation and food purchase intention, and to explore its underlying mechanism from the perspective of cognitive fluency. The results demonstrated the positive effect of graphic storytelling on narrative transportation (Studies 1 and 2), as well as a significant impact on food purchase intention (Study 2). Furthermore, cognitive fluency was identified as a critical factor impacting narrative transportation, facilitated by graphic storytelling (Studies 1 and 2). This study extends the Transportation–Imagery Model by positioning cognitive fluency as an important antecedent of narrative transportation. Practically, the suggestion would be for restaurants and food firms to optimize their advertising by displaying cooking processes, particularly for part-prepared foods. Full article
(This article belongs to the Section Sensory and Consumer Sciences)
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21 pages, 1406 KiB  
Article
Is There a Potential Market for A2 Milk? Consumer Perception of Dairy Production and Consumption
by Carmen L. Manuelian, Xavier Such, Bibiana Juan and María J. Milán
Foods 2025, 14(15), 2567; https://doi.org/10.3390/foods14152567 - 22 Jul 2025
Viewed by 255
Abstract
This online survey aimed to gather consumer opinions on dairy products and production and to identify the potential market for A2 milk (milk containing exclusively β-casein A2, which reduces gastrointestinal discomfort after consumption). The questionnaire included seven sections covering the consumption of dairy [...] Read more.
This online survey aimed to gather consumer opinions on dairy products and production and to identify the potential market for A2 milk (milk containing exclusively β-casein A2, which reduces gastrointestinal discomfort after consumption). The questionnaire included seven sections covering the consumption of dairy products, sociodemographic aspects, awareness and purchase intention of A2 milk, questions about milk as a source of nutrients and health benefits, the environmental impact of milk production, and alternatives to cow milk. Responses from 672 Spanish consumers categorized into clusters (according to their milk consumption and their discomfort after drinking it), gender, age, educational level, and milk taste preference were analyzed using a linear multiple regression model. Dairy consumers not experiencing discomfort after drinking milk (62.6%) and those who preferred the taste of milk over plant-based alternatives (64.0%) demonstrated better knowledge of milk nutrients and its health benefits. Participants’ age, gender, and education level also influenced their perceptions, with older participants, women, and those with university education generally showing better results. In conclusion, clusters impact consumers’ milk perceptions as a nutritional source and its health benefits. The positive perception of milk’s nutritional benefits among dairy consumers experiencing discomfort after drinking milk (17.3%) positions them as a strong target market for A2 milk. Full article
(This article belongs to the Section Dairy)
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29 pages, 687 KiB  
Article
Digital Persuasion in the Classroom: Middle School Students’ Perceptions of Neuromarketing and Screen-Based Advertising
by Stefanos Balaskas, Christos Zotos, Lamprini Lourida and Kyriakos Komis
Digital 2025, 5(3), 28; https://doi.org/10.3390/digital5030028 - 22 Jul 2025
Viewed by 250
Abstract
As digital marketing becomes more targeted and interactive, it is more critical to understand how young audiences perceive and react to compelling content. This research examines the extent to which consumer responses are affected by neuromarketing knowledge, interest, and screen-based advert exposure for [...] Read more.
As digital marketing becomes more targeted and interactive, it is more critical to understand how young audiences perceive and react to compelling content. This research examines the extent to which consumer responses are affected by neuromarketing knowledge, interest, and screen-based advert exposure for middle school kids. Based on responses from 244 Greek adolescents aged 12–15 years, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to investigate direct and mediated influences on purchase intentions with advertisement skepticism and persuasion knowledge as mediating factors. Results indicate that exposure and recognition have a significant influence on intentions both by means of cognitive as well as attitudinal processes, while interest only increases skepticism but not interaction. Multi-group analysis yielded significant differences according to age and experience, referring to the development path of advertising literacy. The results provide strong cues to educators, policymakers, and marketers who want to develop media-critical competencies among adolescents in an ever-shaping digital age. Full article
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