Search Results (257)

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

Due to consumer needs and the prevalence of gluten-related disorders such as celiac disease, the gluten-free food market is expanding rapidly and is expected to surpass USD 2.4 billion by 2036. The objective of this study was to substitute wheat flour with oat, black rice, brown rice, buckwheat, and rice flours in the production of gluten-free scones, to assess consumer acceptability, and to identify factors contributing to consumer acceptability using check-all-that-apply questions. The 10 attributes of appearance, color, texture, grainy flavor, sweetness, familiar flavor, novelty, familiarity, moistness, and consistency exhibited statistically significant differences among the samples (p < 0.001). One hundred consumers evaluated 18 attributes using a nine-point hedonic scale, and all attributes demonstrated statistically significant differences across six samples (p < 0.001). The samples from buckwheat and wheat scored the highest in consumer acceptability. The results indicate a strong positive correlation between overall liking and purchase intention, with sensory attributes such as nutty flavor, cohesiveness, appearance, moistness, color, texture, and inner softness positively influencing consumer acceptability. The attributes affecting negatively were thick throat sensation, unique flavor, and stuffiness. This study is expected to provide data to aid in the development of better-tasting gluten-free products that meet customer and market needs. Full article

Metaverse is reshaping how brands approach marketing, providing alternative and innovative methods for marketers to redefine their brands and reinvent the customer experience. Different sectors are still exploring the possibilities of the metaverse and are now adopting a test-and-learning mindset. This study explores consumer acceptance of metaverse marketing for branding and pre-purchase activities, comparing its effectiveness with social media platforms. Using a survey of 197 participants (45% experiencing a metaverse space on Spatial.io, 55% using Instagram), we investigated factors influencing intention to use and purchase intention through a closed-ended questionnaire. The results show that perceived usefulness is the primary driver of use intention in the metaverse (β = 0.573, p < 0.001), while habit significantly influences platform preference, particularly for social media (β = 0.767, p < 0.001). These findings provide marketers with actionable insights to leverage interactive virtual environments, enhancing branding and pre-purchase experiences by prioritizing usability and familiarity. Full article

Cosmetics companies are increasingly integrating augmented reality and artificial intelligence technologies into products and services referred to as beauty tech; consumer perceptions of these solutions, however, remain understudied. Data generated via an online survey are implemented in a stimulus–organism–response framework, deduced from the beauty tech literature. Thereupon, the study identifies how interactivity, informativeness, personalization, and service quality of digital and physical beauty tech solutions for home use affect utilitarian and hedonistic values and the perceived risk factors among consumers. Via customer satisfaction, the effect of the value perception on the purchase intention and loyalty is considered. Results hint at strong effects of characteristics of the services and applications on the utilitarian and the hedonistic dimension of customer experience, which in turn strongly influence customer satisfaction. Perceived risk factors play only a marginal role. Only regarding the tested physical product does higher service quality add to the customer experience. Customer satisfaction in turn results in positive brand perception across different stages of the customer journey and leads to a higher purchase intention, positive brand advocacy, and a higher re-purchase intention. Consequently, well-designed solutions can generate higher customer satisfaction and loyalty on multiple stages along the customer journey. Full article

Premium fashion brands are increasingly adopting Generative Artificial Intelligence (GenAI) to reduce costs and enhance creativity. However, consumers have mixed perceptions of clothing with AI-generated patterns (CAGPs) launched by premium fashion brands, especially in online shopping contexts where consumers cannot examine physical products firsthand. This study integrates the Theory of Planned Behavior (TPB) with Customer Perceived Value (CPV) to investigate Chinese Millennials’ attitudes and purchase intentions toward online purchases of CAGPs launched by premium fashion brands. Using a purposive sampling approach, the study collected 471 valid responses from Chinese Millennials. Structural equation modeling (SEM) was then employed to test the proposed model and hypotheses. The results reveal that perceived brand design effort and perceived price value are primary drivers of purchase intention for CAGPs from premium fashion brands, while perceived aesthetic value significantly shapes consumer attitudes. The subjective norm and attitude positively influence purchase intention. This study sheds light on the roles of aesthetic, emotional, monetary and social factors in driving purchase intention, offering practical suggestions for premium brands’ product design and marketing strategies. Full article

This research aims to investigate, using the C-A-B theory, the buying decision-making processes of Gen Z consumers in the United States when exposed to fast fashion brand advertising messages including greenwashing elements. Responses of 345 valid participants from the Amazon Mturk platform were analyzed through Mplus 8.11 and SPSS 29. Two-step, structural equation modeling was implemented to test the hypothesis. Additionally, 5000 bootstrapping iterations were used to examine the indirect effects. Study findings indicated that Gen Z consumers responded positively and negatively to fast fashion brands’ product promotional messages. Despite feeling skeptical and betrayed over the greenwashing assertion, they intend to purchase the goods. A contributing factor to this unforeseen purchasing intention may be their indifference towards environmental concerns. Moreover, when greenwashing assertions are infused with product advantages through strategic ingenuity and aligned with the specific demands of certain generations, the perception of positive emotional reaction supersedes the negative, hence facilitating the purchase of the green product. Furthermore, there is evidence of optimism biases, a cognitive bias where they exaggerate their capacity to identify instances of greenwashing, prioritize more on their certain needs, and underestimate the associated environmental risk for others. This clarifies the paradoxical buying patterns of Gen Z consumers. Although Gen Z is the youngest demographic, their tastes for fast fashion apparel may alter as they develop and their lifestyles adapt, influenced by both positive and negative emotional reactions to fast fashion brands. Consequently, the fast fashion business must retain this customer by utilizing sustainability messaging instead of misleading greenwashing assertions in the future. Full article

This paper explores the role of artificial intelligence (AI) in personalizing social media marketing strategies and its impact on customer experience, with a focus on consumers within the MENA region. Using data collected from an online questionnaire completed by 893 individuals, the study confirms that AI significantly enhances social media marketing by offering personalized content, optimizing influencer selection, and enabling real-time consumer interaction. These capabilities not only increase customer awareness but also improve user experience and purchase intentions. Key AI tools such as influencer marketing, content optimization, and customization are effective in capturing consumer attention, although further research is necessary to deepen understanding. By examining AI’s ability to analyze vast datasets and support targeted marketing efforts, the study contributes to both academic and practical discourse, offering insights that businesses can use to refine their AI-driven social media strategies. Ultimately, the research aims to guide marketers through the complexities of AI deployment, ensuring its benefits are fully realized for consumers. Full article

The growing use of Instagram and its influencers in marketing demonstrates their substantial influence on customer behavior intentions. Despite this, further research into the effects of Instagram mega-influencers on purchase intention is needed among Generation Z (born between 1997 and 2012) consumers. The main aim of the study was to assess the influence of attractiveness, expertise, perceived ease of use, and perceived usefulness on intention to purchase due to Instagram mega-influencers among Generation Z in South Africa. This study combined purposive and snowball non-probability sampling methods using a quantitative approach. An online questionnaire was used to assess the effect of Instagram mega-influencers on young consumers’ purchase intention, which resulted in 497 Generation Z respondents. Positive associations were found between attractiveness, expertise, perceived ease of use, and perceived usefulness on intention to purchase. Perceived ease of use was also found to mediate the positive effects of attractiveness and expertise on intention to purchase. This analysis provides businesses with practical information about the use of Instagram mega-influencers in digital marketing to connect with Generation Z consumers and improve profitability. The research contributes to the theoretical development of constructs in the technology acceptance and source credibility models and generation cohort theory. Full article

This study examines how the introduction of green new products (GNPs) by luxury brands contributes to building brand equity (i.e., brand attitude and trust) through green perceived value (GPV) and empirically assesses its impact on consumers’ purchase intentions. Furthermore, it explores the moderating role of digital customer engagement (DCE) in the relationship between GPV and building brand equity. To verify the hypothesis, we performed the partial least squares structural equation model (PLS-SEM) as an analytical technique using 572 datasets from luxury consumers in China. The results revealed that GPV through GNPs significantly influences both brand attitude and brand trust. In addition, brand attitude and brand trust were found to have a significantly positive effect on purchase intention. Moreover, DCE was observed to positively moderate the relationship between GPV and brand trust. To enhance the purchase intentions for luxury brands, it is essential to foster brand attitude and brand trust by developing a multidimensional GPV through GNPs. Furthermore, DCE plays a crucial role in strengthening the brand trust component of GPV. Full article

(1) Live streaming commerce has refined online consumer engagement by fostering a real-time, socially enriched shopping environment. Despite its growing prominence, the role of social scene characteristics in consumer purchase decisions in live streaming remains insufficiently examined. (2) This study uses the Cognition-Affection-Conation (C-A-C) framework to examine how these social characteristics influence purchase intention through the mediating roles of emotional and cognitive trust, with privacy concerns as a moderator factor. The research employs Structural Equation Modeling (SEM) to test the hypothesis using data from 504 valid responses. (3) The results demonstrate that the characteristics of social scenes proposed in this study enhance consumer trust and positively impact purchase intention. Moreover, privacy concerns weaken the effect of interactivity atmosphere and scene immersion on emotion trust, though they do not weaken the effect of social identity on emotion trust. (4) These findings contribute to the theoretical understanding of live commerce by identifying the psychological mechanisms linking the social service scene to purchasing behavior. They also offer practical implications for platforms and merchants seeking to improve consumer engagement and trust in competitive digital marketplaces. This research highlights the importance of integrating social scenes and privacy management into the strategic design of live streaming commerce services. Full article

This study aims to assess the influence of various factors on young customers’ intention to purchase renewable energy products by extending the Theory of Planned Behavior (TPB) model. Based on data collected from 690 respondents, the results of the SEM model analysis revealed that the intention to purchase renewable energy products is influenced by all three primary TPB constructs: attitude toward renewable energy products, perceived behavioral control, and subjective norm. Furthermore, knowledge of sustainable development goals significantly affects perceived behavioral control, attitude toward renewable energy products, and intention to purchase renewable energy products. Additionally, perceived government policies uncertainty emerged as a significant barrier to the intention to purchase renewable energy products. Conversely, trust in retailers has no impact on the purchasing intention. Notably, this study identifies the indirect effect of sustainable development goals (SDGs) knowledge on the intention to purchase renewable energy products through the mediating roles of attitude toward renewable energy products and perceived behavioral control. Based on these findings, this study makes both theoretical and practical contributions, proposing several implications for businesses and policymakers. Full article

The rapid expansion of digital platforms has significantly influenced consumer purchasing behaviors, particularly in the agri-food sector. Therefore, this paper investigates the key factors driving customers’ intention to use green agri-food delivery apps (GAFDAs) by integrating trust and electronic word of mouth (eWOM) into the Theory of Planned Behavior (TPB) framework. Additionally, this study examines gender as a moderating variable, assessing whether its influence alters the relationships between key determinants and behavioral intention. Data were collected from 252 Algerian consumers, and the proposed model was tested using SmartPLS 4 and SPSS 26.0. The results confirm that attitude, subjective norms, perceived behavioral control (PBC), trust, and eWOM positively and significantly influence the intention to use GAFDAs, with PBC emerging as the strongest predictor. Moreover, gender moderates the effect of trust on behavioral intention, with trust significantly influencing men’s adoption decisions but not those of females. In contrast, subjective norms and PBC are stronger predictors for female consumers. These findings highlight the importance of gender-specific marketing strategies to enhance GAFDA adoption. This study contributes to the literature by extending TPB with trust, eWOM, and gender moderation, offering valuable insights for marketers, policymakers, and app developers promoting sustainable food consumption. Full article

The present study investigates the association between perceived authenticity (PAU), GCON, and behavioral intention within heritage restaurants in Hail, Saudi Arabia. By integrating cognitive appraisal theory (CAT) and the Stimulus-Organism-Response (SOR) framework, this research explores how authenticity perceptions influence both cultural and gastronomic experiences and contribute to sustainable consumption behavior. Also, it investigates the moderating role of consumer knowledge (CKNOW) in enhancing GCON and its subsequent impact on the behavioral intention (BINT) to dine at heritage restaurants. Employing a mixed-methods approach, this study first conducted a content analysis on online reviews to identify key attributes that shape authenticity perceptions. Subsequently, Smart PLS software was employed to conduct an analysis of 417 valid customers of heritage restaurants in Hail. The current study aims to investigate the customers of heritage restaurants in Hail, Saudi Arabia. The current findings showed that students formed a significant market share of heritage restaurants in Hail, Saudi Arabia. The findings confirm that perceived authenticity significantly enhances consumers’ cultural and gastronomic experiences, which in turn fosters GCON and strengthens the behavioral intention to visit authentic restaurants. Furthermore, GCON mediates the association between authenticity, cultural experiences, and purchase intention. Consumer knowledge further moderates this relationship, amplifying the positive effect of GCON on behavioral intention. This study contributes to the growing literature on sustainable gastronomy tourism by demonstrating the crucial interplay between authenticity, sustainability, and consumer knowledge in the heritage restaurant sector. It also offers practical recommendations for restaurant managers, policymakers, and tourism marketers to enhance the authentic dining experience while promoting environmentally responsible behavior. By fostering an awareness of cultural and environmental values, heritage restaurants can serve a critical role in advancing sustainable tourism development in Hail and beyond. Full article

Front distribution centers are extensively employed in E-commerce distribution networks to shorten the delivery time, thereby stimulating customers’ purchase intentions and enhancing customer loyalty. When a customer places an order, the designated front distribution center quickly processes it to ensure prompt delivery. If the front distribution center is out of stock, the order will be fulfilled by its corresponding regional distribution center, which will result in a longer delivery time. Once the regional distribution center is also out of stock, a lost sale occurs. This paper improves a distributionally robust allocation model aimed at enhancing the fulfillment rates of front distribution centers while also preserving the overall fulfillment rate within the region. We reformulate this distributionally robust allocation model into an equivalent mixed-integer linear programming model and develop a corresponding approximation algorithm. Through numerical experiments, we comprehensively reveal the impact of moment information in demand forecasting on the distributionally robust fulfillment rate improvement algorithm by discovering how demand forecasting influences the allocation rule and how forecasted variance influences the fulfillment rates at fixed or changing inventory levels. Full article

Background: Toxic chemical adulteration of food is harmful to human health and a major global risk to healthy food consumption. The United Nations declared 2021 as the “International Year of Fruits and Vegetables in an effort to raise public awareness of the nutritional and health benefits of including more fruits and vegetables in a balanced diet”. Although consumers are aware of organic food products, their understanding of the concept is still restricted. Hence, it is paramount to understand their level of awareness and consumption behavior. Methods: Data were captured from 578 samples using a structured questionnaire. Samples were drawn from four districts in Karnataka state of India using a purposive sampling technique. “IBM-SPSS” was used for descriptive analysis, and Smart PLS 4 was adopted to assess the measurement model. Findings: Indian consumers are significantly influenced by health and concern for the environment when buying organic food. Its natural ingredients positively impact customers’ willingness to spend more for organic food. The idea that the natural content of organic food influences millennials’ purchase habits more indirectly than directly is supported by empirical data. Conclusions: With an emphasis on how health concerns influence millennials’ decisions to buy organic fruits and vegetables, this study offers insightful information about customers’ intentions to buy organic food. As the organic food industry develops and fills in current knowledge gaps, the findings are intended to help researchers, food producers, and marketers create focused marketing strategies. Full article