Search Results (116)

Purpose—This research paper examines the critical factors in customer satisfaction while purchasing fruits and vegetables at farmers’ markets. Design/methodology/approach—This study was conducted using a prepared questionnaire to collect data on a random sample of 235 customers of farmers’ markets in the state of Maharashtra, India. The research was carried out in the year 2023. Seven hypotheses were tested concerning the relationships between the variables of interest. The variables of convenience, variety, quality, price, health and hygiene, and service conditions were used as independent constructs and were proxied by reflective indicators. Customer satisfaction and customer loyalty were treated as an exogenous variable and an endogenous variable, respectively. Structural equation modeling was used to investigate the model relationships and confirm the theoretical model. Findings—The findings validate all the reflective indicators used in the study. The latent variables of convenience, variety, quality, price, health and hygiene, and service conditions positively and significantly affect customer satisfaction, and customer satisfaction positively and significantly affects customer loyalty toward farmers’ markets. The structural equation explains approximately 55% of the variation in customer satisfaction related to convenience, variety, price, quality, health and hygiene, and service conditions. Significance—The study results provide insights into the factors that influence consumer behavior and attitudes toward farmers’ markets. By identifying these predictors, this study can help farmers’ markets and other stakeholders develop effective marketing strategies to attract and retain customers, ultimately promoting sustainable food production and consumption. Additionally, the results can inform policymakers on how to support and promote farmers’ markets as healthy and sustainable food sources. Practical implication—By implementing the practical suggestions derived from the implications of this research, farmers’ markets can optimize customer satisfaction, boost customer loyalty, and reinforce their position as valuable contributors to local communities’ well-being and sustainability. Originality/value—The acceptance of farmers’ markets in India as an alternative shopping destination for fruits and vegetables is gradually increasing. This exploratory study conducted on farmers’ markets examined several factors, including price, in assessing customer satisfaction and farmers’ markets’ effectiveness at positioning themselves as shopping destinations for consumers in India. Full article

South Africa’s bioeconomy strategy identifies bio-innovation as a key driver of economic growth and social development, with plant breeding playing a central role in improving food security through the development of high-yielding, resilient, and high-quality crops. However, consumer perceptions of recent advances, particularly new breeding techniques (NBTs), remain underexplored. This study examines South African consumer attitudes towards plant breeding innovations, using a mixed-methods approach. The initial focus group interviews informed the development of a structured quantitative survey examining familiarity, perceptions, and acceptance of plant breeding technologies. Consumer awareness of plant breeding principles was found to be limited, with 67–68% of respondents unfamiliar with both conventional and modern plant breeding procedures. Despite this information gap, consumers expressed conditional support for modern breeding techniques, especially when associated with actual benefits like increased nutritional value, environmental sustainability, and crop resilience. When favourable effects were outlined, support for general investment in modern breeding practices climbed from 45% to 74%. Consumer purchase decisions emphasised price, product quality, and convenience over manufacturing techniques, with sustainability ranked last among the assessed factors. Trust in the sources of food safety information varied greatly, with medical experts and scientists being ranked highly, while government sources were viewed more sceptically. The results further suggest that targeted education could improve customer confidence, as there is a significant positive association (R² = 0.938) between familiarity and acceptance. These findings emphasise the significance of open communication strategies and focused consumer education in increasing the adoption of plant breeding breakthroughs. The study offers useful insights for policymakers, researchers, and industry stakeholders working on engagement strategies to facilitate the ethical growth and application of agricultural biotechnology in support of food security and quality in South Africa. This study contributes to a better understanding of South African consumers’ perceptions of plant breeding innovations and food safety. The research findings offer valuable insights for policymakers, researchers, and industry stakeholders in developing effective engagement and communication strategies that address consumer concerns and promote the adoption of products derived from diverse plant breeding technologies. Full article

California’s SB 1014 (Clean Miles Standard) mandates ridehailing fleet electrification to reduce emissions from vehicle miles traveled, posing financial and infrastructure challenges for drivers. This study employs a mixed-methods approach, including expert interviews (n = 10), group discussions (n = 8), and a survey of full- and part-time drivers (n = 436), to examine electric vehicle (EV) adoption attitudes and policy preferences. Access to home charging and prior EV experience emerged as the most statistically significant predictors of EV acquisition. Socio-demographic variables, particularly income and age, could also influence the EV choice and sensitivity to policy design. Full-time drivers, though confident in the EV range, were concerned about income loss from the charging downtime and access to urban fast chargers. They showed a greater interest in EVs than part-time drivers and favored an income-based instant rebate at the point of sale. In contrast, part-time drivers showed greater hesitancy and were more responsive to vehicle purchase discounts (price reductions or instant rebates at the point of sale available to all customers) and charging credits (monetary incentive or prepaid allowance to offset the cost of EV charging equipment). Policymakers might target low-income full-time drivers with greater price reductions and offer charging credits (USD 500 to USD 1500) to part-time drivers needing operational and infrastructure support. 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 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

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 consumption of ultra-processed foods (UPFs) has become a central topic in discussions surrounding public health, nutrition, and consumer behaviour. This study aimed to investigate the key factors shaping customer perceptions and attitudes towards UPFs and explore their impact on purchase decisions. A total of 290 completed questionnaires from an online survey were analysed to identify the drivers influencing consumer actions and habits. Users’ opinions were systematised based on their attitudes towards UPFs, considering factors such as health consciousness, knowledge, subjective norms, and environmental concerns. Participants were then categorised using both traditional and advanced data analysis methods. Structural equation modelling (SEM), machine learning (ML), and multi-criteria decision-making (MCDM) techniques were applied to identify hidden dependencies between variables from the perspective of UPF consumers. The developed models reveal the underlying relationships that influence acceptance or rejection mechanisms for UPFs. The results provide specific recommendations for stakeholders across the food production and marketing value chain. Public health authorities can use these insights the findings to design targeted interventions that promote healthier food choices. Manufacturers and marketers can leverage the findings to optimise product offerings and communication strategies with a focus on less harmful options, aligning more closely with consumer expectations and health considerations. Consumers benefit from enhanced product transparency and tailored information that reflects their preferences and concerns, fostering informed and balanced decision-making. As attitudes toward UPFs evolve alongside changing nutrition and consumption patterns, stakeholders should regularly assess consumer feedback to mitigate the impact of these harmful foods on public health. Full article

With the escalating environmental issues, the imperatives to mitigate greenhouse gas emissions and advance energy products through innovation, energy production, and consumption frequently result in environmental externalities. Conventional markets frequently struggle to address these external factors, resulting in market failures. Consumers are more aware of the environmental repercussions, regulatory mandates, and potential economic benefits of new energy vehicles (NEVs). Consequently, there has been a substantial surge in the demand for NEVs as alternatives to conventional vehicles. This study analyses the method by which innovative technology moves from the stage of purchase intention dissemination toward market adoption and explores strategies to expedite this process. Moreover, it examines how the intentions of customers to purchase ecologically friendly energy goods and their receptiveness to such products affect the expansion of the market. Further analysis indicates that the factors influencing consumers’ attitudes towards NEVs include the adoption of ecological innovation, awareness of environmental product knowledge, and perceived value of innovative, environmentally friendly energy products. The purpose of this study is to expand upon the existing literature on consumer demand, examining the influential factors that extend the Theory of Planned Behaviour (TPB) to enhance consumer intention through internal mechanisms. It explicitly focuses on these aspects, as well as perceived risk (PR) and perceived value (PV), to identify gaps in the literature and contribute to intentions to purchase NEVs in China. This study presents a thorough research framework for efficiently examining customer demand for comparable eco-friendly energy products. It investigates the potential influence of attitudes, subjective norms, perceived behavioural control, and environmental perceptions, specifically those concerning environmental knowledge and concerns. Moreover, personal factors such as attitude, normative beliefs, and perceived control beliefs were found to impact consumer attitudes towards NEVs. The key factor influencing purchasing intention was the attitude towards NEVs. Simultaneously, subjective norms did not have a direct effect on purchase intentions. However, social influence played a significant role in the decision-making process, with perceived behavioural control and subjective norms exerting considerable influence. Full article

Nowadays, human customer service is increasingly being replaced by artificial intelligence (AI) customer service agents. Service recovery plays a crucial role in shaping consumer experiences and business profitability. The realism of AI agents can significantly impact users’ attitudes and behaviors. However, it remains unclear how different types of realism in AI customer service agents affect customers during service recovery. Drawing on social response theory and expectation–confirmation theory, this study explores the impact of AI agents’ realism on consumer satisfaction and repeat purchase behavior during service recovery, as well as the underlying mechanisms of this effect. We collected data from 784 participants in three studies. Study 1 results show that form realism and behavioral realism of AI customer service agents affect customer satisfaction in successful service recovery situations. Study 2 indicates that the interaction effect of form realism and behavioral realism only influence satisfaction customer satisfaction and repeat purchase intention in terms of failed service recovery. Study 3 further explores the mechanism of action in failed service recovery, finding that perceived warmth and competence mediate the relationship between realism and satisfaction. We systematically examine the influence of the realism of AI customer service agents on consumer satisfaction across distinct success and failure service recovery scenarios, effectively addressing a critical research void. Additionally, our findings offer valuable insights to business managers, empowering them with actionable strategies for enhancing consumer satisfaction across varied consumption contexts and effectively mitigating the repercussions of consumption failures. Full article

This research aims to assess consumer attitudes towards purchasing pre-loved luxury fashion items and explore how these attitudes influence their intention to buy such products. Luxury goods consumption is evolving into a multifaceted proposition where customers actively take on new responsibilities. In addition to being purchasers and users, they occasionally turn into luxury brand product dealers. Luxury fashion, which includes more expensive materials, apparel, and frequently new and limited-edition items, is unquestionably stylish. Luxury brands could draw clients and the attention of many audiences, becoming quite prominent, even though luxury fashion only makes up a small portion of the economy compared to other significant businesses. Using a convenience sampling technique, data were collected from 282 individuals in Cairo. The analysis was conducted through SPSS software v2023. Our findings show that consumers’ concerns about the environment have a big influence on their perceived value (PI) of used luxury fashion items, both directly and indirectly through the mediation of their desire for sustainability. Nonetheless, attitude strength has a moderating effect on this association. It is interesting to note that the relationship between environmental concern and sustainability is weakened under the influence of attitude strength. Furthermore, our findings indicate that modest levels of attitude strength make it easy to change how customers’ environmental concerns affect their previously owned luxury fashion items. High-end stores can also fight off counterfeit marketplaces by providing authentication services to consumers of pre-loved luxury clothing. This study emphasizes the role of consumer attitude as a mediator in shaping purchase intentions for pre-loved luxury fashion. However, its focus on one region and cross-sectional data collection presents limitations. Future studies should explore other markets and use longitudinal data for a deeper understanding. This research contributes to the existing literature by offering insights for consumers, marketers, and sellers promoting pre-loved luxury fashion. Full article

The purpose of this paper is to analyze the profitability of wind energy and demand response (DR) resources participating in the energy and frequency regulation markets. Since wind power producers (WPPs) must reduce their output to provide up-regulation and DR aggregators (DRAs) have to purchase additional power to facilitate down-regulation, this may result in revenue loss. If WPPs coordinate with DRAs, these two costs could be reduced. Thus, it would be profitable for WPPs and DRAs to form a coalition to participate in the regulation market. To better utilize the frequency response characteristics of wind and DR resources, this paper proposes a cooperation scheme to optimize the bidding strategy of the coalition. Furthermore, cooperative game theory methods, including Nucleolus- and Shapley-value-based models, are employed to fairly allocate additional benefits among WPPs and DRAs. The uncertainties associated with wind power and the behavior of DR customers are modeled through stochastic programming. In the optimization process, the decision-maker’s attitude toward risks is considered using conditional value at risk (CVaR). Case studies demonstrate that the proposed bidding strategy can improve the performance of the coalition and lead to higher benefits for both WPPs and DRAs. Specifically, the expected revenue of the coordinated strategies increased by 12.1% compared to that of uncoordinated strategies. Full article

Modern agriculture faces many challenges. At the same time, it is necessary to provide healthy and sustainable food for humanity in growing conditions that are facing numerous problems, including climate change. Different strategies can be applied to deal with climate change, such as using different crop technologies. In this context, the application of wild–edible plants as a source of biodiversity, vitamins, and minerals for the human diet is interesting. Consumers’ behaviour toward wild–edible plants is a relatively new topic in marketing research, so this paper investigated the impact of certain psychological factors on consumers’ willingness to purchase wild–edible plants and food products. The study was performed on a sample of consumers of produce from farmers’ markets in Istria County, Croatia, and the data were collected via a questionnaire. The univariate and multivariate analyses provided evidence that consumers’ purchase intentions are determined mainly by their positive attitudes regarding trying new and unfamiliar foods. Furthermore, customers’ intentions to purchase food products containing wild–edible plants were determined by their attitudes regarding wild–edible plants and their subjective knowledge. Full article

In China, the integration of livestreaming into restaurant marketing has transitioned from mere entertainment to a vital business tool. This study examines the influence of social sharing value (SSV) on customer attitudes and behavioral intentions within the context of restaurant livestreams, applying the stimulus-organism-behavior-consequences (SOBC) model. Analyzing data from 1139 livestream viewers using partial least squares-path modeling (PLS-PM), the results reveal that SSV significantly enhances viewers’ trust, satisfaction, word of mouth (WOM), and behavioral intentions. Trust was shown to elevate satisfaction, which, in turn, positively impacts WOM and purchase intentions. Among the SSV’s components, brand intimacy emerged as highly influential. Notably, behavioral intention was found to significantly influence WOM activities, underscoring the critical role of proactive customer behaviors in promoting the brand. This study extends social exchange theory by quantifying relationship quality and adapting it to digital consumer interactions in the restaurant industry. The findings highlight the importance of cultivating SSV to bolster customer trust and satisfaction, thereby enhancing loyalty and advocacy. Effective engagement through livestreaming can amplify brand intimacy, establishing it as an indispensable strategy for maintaining competitiveness in the restaurant sector. Full article

Social media marketing has become a crucial component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and sales growth. The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and, on that basis, to explore their effects on purchase intentions regarding advertised products or services. A total of 376 filled-in questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour that affect consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural equation modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The obtained results provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is an individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure the continuous improvement of this e-marketing channel. Full article