Search Results (501)

Growing consumer awareness of environmental and health issues has increased demand for sustainable products, yet a persistent gap remains between positive attitudes and actual purchasing behavior. This study addresses inconsistent findings in prior literature regarding the effects of psychological drivers on willingness to pay a premium for green products. Drawing on the Theory of Planned Behavior and value-based perspectives, this study examines how environmental concern, health consciousness, and consumer innovativeness influence purchase intention and willingness to pay a premium (WTP) for green cosmetics. Data were collected from 872 respondents in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with multi-group analysis (MGA) to capture demographic heterogeneity. The results show that all three drivers significantly influence purchase intention, which in turn affects WTP and acts as a partial mediator. Demographic differences further moderate several relationships, highlighting heterogeneity in green consumer behavior. This study contributes by integrating psychological drivers, behavioral mechanisms, and demographic heterogeneity into a unified framework to explain willingness to pay for green cosmetics. The findings offer practical insights for developing targeted strategies to promote sustainable consumption in emerging markets. Full article

This sequential mixed-methods study examines when sustainability becomes a meaningful criterion in everyday consumption versus a widely endorsed discourse enacted selectively in Spain. Informed by research on the attitude–behavior gap in sustainable consumption, including work using TPB- and norm-based perspectives, the study explores how feasibility constraints and credibility concerns shape the translation of sustainability commitment into practice in a non-student adult sample. It addresses a recurring pattern in sustainable consumption research: strong normative endorsement often coexists with partial behavioral uptake, particularly when feasibility constraints (cost, convenience, perceived impact) and credibility concerns (skepticism/greenwashing perceptions) intervene. A focus group (n = 9) explored how participants define sustainability, justify conditional enactment, and interpret sustainability communication; these insights informed and refined an online survey (N = 317) capturing awareness, conceptual knowledge, concern, self-perceived behavior, practice adoption, willingness to change, and perceptions of sustainability as marketing/politics. Self-reported awareness was high (83.91%) and mean concern was 7.40/10, whereas mean self-assessed sustainable behavior was lower (6.20/10), indicating a commitment–practice gap. Most respondents reported at least one sustainable practice (98.42%) and expressed willingness to change habits (96.21%), yet intentions appeared stronger than current uptake for higher-effort changes. Associations between attitudinal endorsement and enactment were modest to moderate: concern was positively related to self-assessed sustainable behavior (Spearman’s ρ = 0.445) and to reported practice adoption (practice count; ρ ≈ 0.34), while self-assessed behavior was moderately related to practice adoption (ρ ≈ 0.48). Qualitative findings emphasized feasibility trade-offs and credibility discounting of sustainability claims. By combining interpretive evidence with survey patterns, the study shows that sustainability is widely endorsed in this sample but enacted unevenly, with feasibility and credibility helping to explain why commitment does not consistently translate into practice in the Spanish context. Full article

Background/Objectives: This exploratory, cross-sectional study examined the relationships between personal factors and the nutrition intentions of participants in Healthy Choices for Your Recovering Body (HCYRB), a nutrition education program for limited-resource adults in substance use recovery (SUR). Methods: The study used a single-sample survey design where HCYRB participants (n = 2163) completed a post-participation survey. Linear regression models were tested to assess the effects of personal factors such as nutrition knowledge, cooking skills, self-efficacy beliefs and current nutrition and physical activity practices on participants’ nutrition intentions. Variables were measured with a self-reported survey that participants completed after participation in HCRYB. Results: The final model (R² = 0.39) showed statistically significant effects of self-efficacy beliefs, specifically, food resource management confidence and confidence to choose nutritious foods; current levels of water, soda, and energy drink consumption; physical activity level; and gender on nutrition intentions. Conclusions: Overall, the findings suggest that nutrition-related self-efficacy and current practices influence nutrition intentions of HCYRB participants. Future programs may focus on building participants’ nutrition-related confidence during SUR to enhance intentions and eventual behavior change. Such strategies may include programming activities that promote and affirm participants’ current positive nutrition-related behaviors (e.g., adequate consumption of water and involvement in physical activity). As participants master these healthy practices throughout the nutrition education experience, they will be more likely to gain confidence and motivation toward continuing the behavior throughout their recovery journey. Full article

Trajectory planning in dynamic multi-vehicle interaction environments faces three critical challenges, including the difficulty of quantifying spatial risk distributions, the complexity of characterizing behavioral uncertainty arising from the multimodal maneuvers of surrounding vehicles, and the challenge of simultaneously optimizing multiple competing objectives such as safety, efficiency, comfort, and energy consumption. To address these challenges, this paper proposes an Improved Driving Risk Field-based Multi-objective Trajectory Optimization (IDRF-MTO) method. First, a joint spatiotemporal social attention mechanism achieves unified modeling of spatial interactions, temporal dependencies, and spatiotemporal coupling, combined with a lateral–longitudinal intent strategy for multimodal trajectory prediction. Second, an improved dynamic risk field model is constructed comprising three components: a vehicle risk field that incorporates spatial orientation and motion direction factors for anisotropic risk representation, along with a collision tendency factor that converts objective risk into effective risk; a predicted trajectory risk field that achieves anticipatory quantification of future risk from surrounding vehicles through confidence-weighted fusion; and a driving environment risk field that encapsulates road geometry, static obstacles, and environmental conditions. Finally, a multi-objective cost function embedding risk field gradients is formulated, and multi-objective coordinated optimization is realized through a three-dimensional spatiotemporal situation graph with adaptive safety sampling. Simulation results demonstrate that the proposed method enhances safety while simultaneously improving comfort and efficiency and reducing energy consumption, exhibiting excellent planning performance in complex dynamic environments. Full article

African swine fever (ASF) remains a major challenge for global animal disease prevention and control. Public sentiment during ASF, along with farmer and consumer behavior, are underexplored factors in ASF control. This study examines how public sentiment influences farmers’ risk perceptions and consumers’ behavioral responses, including consumption substitution intention and pork price expectations, and assesses the implications of these behaviors for disease control effectiveness. Using provincial panel data from China (June 2021–November 2022), sentiment analysis of 1.19 million Weibo posts, and a micro-level survey of 920 farmers, we combine panel regression, spatial econometric analysis, and micro-level behavioral evidence. Results show that public sentiment significantly elevates farmers’ risk perception, which may influence reporting decisions, marketing timing, and biosecurity investment, thereby increasing the complexity of surveillance and disease control. Sentiment intensifies substitution intentions and shapes pork price expectations, leading to reduced demand for formally marketed pork and potential shifts to lower-traceability or less-inspected channels. Spatial analysis indicates that the half-decay distance for amplifying ASF risk via sentiment is about 1300 km, providing parameters for cross-jurisdictional coordination. These findings support integrating socio-behavioral indicators into veterinary early warning systems and designing targeted disease risk communication under a broader One Health framework. Full article

Background: The consumption of meat and high-fat foods is constantly discussed, with attention to their health and environmental consequences, as well as the barriers to changing current behaviors. Objective: The study aimed to examine how pro-environmental behavior, perceived food insecurity, and financial constraints correlate with intentions to limit meat and fat consumption among older adults. Methods: A cross-sectional study was conducted in 2025 among 475 individuals aged 60 to 92 years. The questionnaire includes scales that enable the calculation of four scores: Meat Reduction, Low Fat, Perceived Food Insecurity, and Lack of Financial Support. Additionally, questions about involvement in pro-ecological behaviors and sociodemographic characteristics were included. Logistic regression analysis was used to examine associations between perceived food insecurity, lack of financial support, and pro-environmental behaviors (independent variables) and intentions to reduce meat (Model 1) and fat (Model 2) (dependent variables). Results: Intentions to limit meat correlated positively with buying food produced in an environmentally friendly way (adjusted OR = 2.05; 95% CI: 1.56, 2.69), not wasting food (adjusted OR = 1.26; 95% CI: 1.05, 1.51), and buying local food (adjusted OR = 1.48; 95% CI: 1.21, 1.82). Intentions to limit fat correlated positively with buying food produced in an environmentally friendly way (adjusted OR = 1.66; 95% CI: 1.27, 2.18) and not wasting food (adjusted OR = 1.45; 95% CI: 1.20, 1.76). No relationships were found between the lack of financial support and intentions to limit meat (p = 0.069) and fat (p = 0.600). The perceived food insecurity decreased the likelihood of intentions to restrict fat (adjusted OR = 0.45; 95% CI: 0.24, 0.83), but not meat (p = 0.387). Conclusions: To better understand why experienced financial constraints did not influence the intention to reduce consumption of meat and high-fat products, further research is needed that focuses on motivation to change and the ability to change behavior among older people. Nevertheless, the results suggest that enhancing pro-environmental behaviors beyond those directly related to meat and fat consumption may facilitate reductions in meat and fat consumption through pro-environmental behavioral spillover. Full article

This study examines how Saudi consumers evaluate the commodification of cultural symbols in fashion amid intensified heritage branding and symbolic market expansion. It addresses a gap in the literature on internal cultural commodification, where tensions surrounding authenticity, legitimacy, and commercialization emerge within the same cultural community rather than across clearly separate cultural groups. Drawing on a culturally grounded application of the Theory of Planned Behavior and related literature on consumer ethnocentrism and moral evaluation, the study investigates how perceived authenticity, perceived cultural appropriation, ethical sense, and consumer ethnocentrism shape attitudes toward cultural commodification and purchase intention in the Saudi fashion context. Data were collected through an Arabic-language questionnaire-based survey of Saudi consumers (N = 552) using a non-probability purposive sampling approach. The measurement model employed reflective scales adapted from prior literature and was assessed for reliability and validity. To strengthen methodological rigor, the analysis also considered common method bias diagnostics. The proposed relationships were tested using partial least squares structural equation modeling (PLS-SEM) with bootstrapping. The findings indicate that perceived authenticity is positively associated with attitudes toward cultural commodification and relates to purchase intention primarily through attitudes. Perceived cultural appropriation is negatively associated with both attitudes and purchase intention, suggesting both a direct deterrent effect and an indirect pathway via attitudes. Consumer ethnocentrism shows a negative association with purchase intention and a weaker negative association with attitudes, while its moderating role appears statistically significant but limited in magnitude. Ethical sense displays a more complex pattern, combining negative indirect effects through evaluative pathways with a positive direct association with intention, consistent with qualified rather than purely restrictive participation in symbolic consumption. The study contributes to the literature by clarifying how consumer responses to heritage-based fashion commercialization are shaped by representational, ethical, and normative evaluations in a non-Western setting. Practically, it suggests that fashion brands operating in Saudi heritage markets should manage authenticity claims, symbolic legitimacy, and appropriation risk with greater cultural and ethical sensitivity. Full article

Electronic word of mouth (eWOM) and traditional word of mouth (WOM-T) are key information channels in consumer decisions, but there are still gaps in integrative models that analyze both channels simultaneously in emerging contexts. This exploratory, theory-informed study proposes a conceptual model that articulates five antecedents—satisfaction, trust, emotional bond, openness to novelty, and perceived social influence—two mediators—consumer engagement and recommendation intention—and two outcome behaviors—eWOM and traditional WOM—to examine how these variables are associated with the generation of recommendations among young/internet-connected consumers of SME services in the Lambayeque Region, Peru. Using PLS-SEM with 380 participants, 25 structural hypotheses were evaluated, including direct effects and simple and sequential mediations. In this non-probability sample, the hypothesized associations were statistically supported: antecedents were positively associated with engagement, which was positively associated with recommendation intention, which in turn predicted both online and offline WOM behaviors. Emotional bond and trust showed particularly strong effects. The model explained between 49% and 64% of the variance in endogenous variables. The findings contribute to understanding word-of-mouth dynamics in emerging markets for the studied segment of digitally connected consumers, with implications for relational marketing strategies and SDGs 8 and 12. Importantly, the contribution to SDG 12 is conditional: word-of-mouth can also amplify unsustainable consumption when recommendations are not linked to responsible practices; this caveat should be considered when interpreting the sustainability implications of these findings. Full article

Consumer decisions play an important role in shaping sustainable consumption outcomes. This study focuses on green purchase intention among young adult consumers in Turkey and examines how cognitive factors, social factors, and consumer individual characteristics are related to intention formation, with green loyalty considered as a moderating element. The data was obtained from 200 young adults via online surveys and though social networks commonly used in Turkey, and analyzed using partial least squares structural equation modeling (PLS-SEM). The analysis shows that green purchase intention varies in relation to these factor groups, and that green loyalty influences the way several relationships operate within the model. The study contributes to ongoing discussions in consumer behavior and sustainable marketing by providing context-specific evidence relevant to organizations aiming to encourage eco-friendly product choices and more responsible consumption among younger consumers. This study is grounded in consumer behavior theory and uses selected elements of the theory of planned behavior and the attitude–behavior–context framework to organize the analytical framework. The findings offer insights that are relevant for both academic research and marketing practice within a sustainable consumption context. Full article

In an era of rapid digital transformation, brand activism has emerged as a prominent strategy through which organizations seek to signal social and environmental commitment while engaging increasingly sceptical and digitally empowered consumers. Within this context, perceived authenticity has become a critical evaluative mechanism shaping how digital brand activism is interpreted and whether it contributes to sustainable consumption and trust-based market outcomes. This study examines how perceived authenticity in digital brand activism is associated with consumer trust, attitudes toward socially engaged brands, and behavioral intentions that support sustainable consumption. Grounded in attribution theory and the authentic brand activism framework, the study adopts a quantitative, cross-sectional design based on an online survey of 240 consumers. The findings indicate that perceived authenticity is strongly associated with higher levels of consumer trust and more favorable attitudes toward digitally activist brands, reinforcing authenticity as a key trust-building mechanism in digital environments. Trust and attitudes are, in turn, positively associated with behavioral intentions such as purchasing, recommending, and willingness to pay a premium for sustainable products. However, behavioral intentions are weaker than trust and attitudinal evaluations, providing evidence of a persistent attitude–behavior gap that limits the translation of positive digital evaluations into concrete sustainable consumption outcomes. Exploratory results further suggest that the association between perceived authenticity of brand and behavioral intentions operates primarily through trust and attitudes rather than through a strong direct relationship. By clarifying these indirect pathways, the study advances attribution-based explanations of digital brand activism and contributes to research on smart innovation and digital sustainability by highlighting the role of authenticity in trust-based market outcomes. It also underscores the importance of authentic, data-informed digital strategies for fostering consumer trust, aligning brand activism with ESG principles, and supporting sustainable growth in digitally empowered markets. Full article

This study addressed a critical gap in understanding the drivers of movie consumption during digital transformation and streaming platform proliferation. It examined the direct effects of three core dimensions—social value, functional value, and emotional value—on movie consumption behavioral intention, alongside the mediating mechanism of satisfaction. Data were collected via questionnaire surveys administered to cinema audiences in Eastern China and through Wenjuanxing online platform, yielding 1089 valid responses. Statistical analysis was conducted using SPSS 26.0, and Structural Equation Modeling (SEM) was performed employing AMOS 26.0. Findings indicate significant positive direct effects of social value and emotional value on movie consumption behavioral intention. Furthermore, these value dimensions indirectly enhance movie consumption behavioral intention through the mediating influence of satisfaction. In contrast, functional value demonstrates no significant direct effect on either movie consumption behavioral intention or satisfaction. Satisfaction serves as a significant mediator in the relationships between both social value and emotional value, and movie consumption behavioral intention. This study elaborated the distinct pathways through which varied perceived value dimensions operate and empirically validates the mediating role of satisfaction within movie consumption decision-making. For the movie industry, these insights suggest prioritizing social engagement and emotional resonance to optimize offerings, establishing dynamic satisfaction monitoring, and designing member incentives targeting these values to foster sustained behavioral activation. This provides empirically grounded guidance for refining marketing strategies and experiential enhancements. Full article

Background: Most individuals develop smoking habits in adolescence, highlighting the need for a smoking prevention program targeted at this age group. The use of “Implementation Intentions” (If-Then plans) about how to refuse a cigarette combined with anti-smoking messages has been shown to be effective in the UK. However, there is a scarcity of data regarding school-based smoking prevention interventions among adolescents available to countries with high tobacco consumption rates, like Greece. Objectives: To describe the cultural adaptation procedure and the evaluation protocol for the school-based “Implementation Intentions” program aimed at reducing tobacco use susceptibility among Greek adolescents aged 13–16 in school settings. Methods: The present study is part of the EU-funded FRESHAIR4Life Program. We will use a mixed-methods approach with a pre- and post-intervention design in six conveniently selected secondary schools in Heraklion, Crete, Greece, to measure the intervention’s Reach, Effectiveness, Adoption, Implementation, and Maintenance using the RE-AIM framework. The study plans to involve three Master Trainers (MTs), 20–25 school teachers (to be trained by the MTs), and approximately 480 students. Participating schools will receive the “Implementation Intentions” intervention, which is based on a goal-setting technique where individuals commit to perform a particular behavior when a specific context arises. The study will consist of five sequential phases: Phase I involves training three Master Trainers (MTs) using the International Primary Care Respiratory Group (IPCRG’s) Teach-the-Teacher (TtT) curriculum, specifically focused on the implementation of our intervention. In Phase II, workshops will be held to co-create and culturally adapt the intervention. Phase III will involve teachers trained by MTs on delivering the intervention. In Phase IV, teachers will deliver the intervention among students in their schools. Data will be collected pre- and post-intervention through surveys, session logs, fidelity observations, feedback forms, and follow-up interviews or focus groups (Phase V). Quantitative data will be analyzed descriptively and by using paired t-tests and multiple linear regression analyses, while qualitative data will undergo thematic analysis. Discussion: The study protocol’s potential benefits extend beyond educating Greek adolescents on the risks associated with smoking. Active participation will empower and motivate young people to make informed, healthy choices. We expect the results could help create more effective, context-specific interventions, support policy changes aimed at decreasing the prevalence of adolescent smoking in Crete, Greece, and potentially be used by other countries as well. Full article

Social media influencers (SMIs) are becoming increasingly powerful in shaping customers’ perceptions and behaviors regarding the products they purchase and the brands within digital marketing environments. This research proposes to assess the extent to which social media platforms, particularly Instagram and TikTok, affect SMIs’ capacity to persuade their followers concerning brand credibility and purchase intention. Using an online survey of 701 active users of both platforms in Palestine, the data were analyzed using structural equation modeling (SEM) through SmartPLS 4.0 for the simultaneous evaluation of both the measurement models and the structural models. The research findings indicate that follower involvement, interactivity, and emotional attachment positively influence the persuasive outcomes through the creation of parasocial relationships (PSRs) between followers and SMIs, and that these influences are different for each platform. Results show that Instagram had a larger overall influence compared to TikTok, whereas there were no differences between platforms regarding how PSRs shape follower perceptions of brand credibility and emotional attachment to SMIs; both of these perceptions are strongly linked to PSRs. Therefore, these findings underscore the importance of platform-specific engagement mechanisms in shaping PSRs and offer theoretical and practical implications for influencer marketing strategies. The findings further suggest that platform affordances may condition not only overall engagement levels but also the relative strength of persuasion mechanisms underlying PSRs and their behavioral consequences. By situating the analysis within a non-Western digital market, this study provides context-specific insights and highlights avenues for future research in comparable digital consumption environments. Full article

Against the backdrop of increasing global emphasis on sustainable development and ecological conservation, green seafood has emerged as a key component of sustainable marine food consumption. However, the discrepancy between consumers’ intention to consume and their consumption behavior remains a critical issue requiring in-depth investigation. Herein, based on survey data collected from 415 consumers in China in 2025, this study employs structural equation modeling (SEM) to analyze the determinants and mechanisms influencing green seafood consumption intention and behavior. The findings indicate that heightened concerns regarding dietary health, food safety, and nutrition significantly enhance consumer intention, driven primarily by ecological awareness and the pursuit of a higher quality of life. Individual and household characteristics, along with consumers’ cognitive status of green seafood, exert significant positive effects on consumption intention, with cognitive status demonstrating the strongest influence. Nevertheless, a notable gap exists between consumption intention and actual behavior. Among respondents with consumption intention, only 48.7% had ever purchased green seafood, and the consumption frequency remained generally low. SEM path coefficients further reveal that marketing factors play a dominant role in actualizing consumption behavior. Compared to marketing factors, consumption intention shows a relatively weaker effect in facilitating consumption behavior. This finding further confirms the intention–behavior gap in green seafood consumption. The intention–behavior gap in green seafood consumption is jointly driven by asymmetric information on product quality, an underdeveloped certification system, a relatively undiversified supply structure, and elevated prices. Accordingly, this study proposes an integrated strategy that includes establishing a unified certification and traceability system, optimizing supply structures and pricing mechanisms, and strengthening science communication and targeted marketing. These measures aim to bridge the intention–behavior gap and promote the transition toward sustainable consumption patterns. Full article

This study investigates how innovative social media marketing activities influence consumer inspiration, food pleasure, and behavioral intentions in the context of hedonic food consumption and digital marketing innovation. Data collected from 425 consumers who had tried Dubai chocolate products in Türkiye were analyzed using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS 4 software. The results indicate that personalization, trendiness, and advertisement dimensions significantly enhance consumer inspiration, whereas entertainment and interaction dimensions show no significant effects. Consumer inspiration positively influences repurchase intention, recommendation intention, willingness to pay more, and food pleasure. Furthermore, food pleasure exerts a significant positive effect on recommendations and willingness to pay more but not on repurchase intention. Mediation analysis revealed that food pleasure partially mediates the relationships between consumer inspiration, recommendation intention, and willingness to pay more, whereas no mediating effect was found for repurchase intention. These findings contribute to innovation and knowledge literature by demonstrating how digital marketing activities foster emotional engagement, enhance consumer experiences, and promote sustainable behavioral intentions in the hedonic food sector. Full article