Search Results (159)

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

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 explores the integration of artificial intelligence (AI) in digital marketing through social and mobile networks and its role in fostering sustainable consumer behavior. AI enhances personalization, sentiment analysis, and campaign automation, reshaping marketing dynamics and enabling brands to engage interactively with users. A quantitative study conducted on 501 social media users evaluates how perceived benefits, risks, trust, transparency, satisfaction, and social norms influence the acceptance of AI-driven marketing tools. Using structural equation modeling (SEM), the findings show that social norms and perceived transparency significantly enhance trust in AI, while perceived benefits and satisfaction drive user acceptance; conversely, perceived risks and negative emotions undermine trust. From a sustainability perspective, AI supports the efficient targeting and personalization of eco-conscious content, aligning marketing with environmentally responsible practices. This study contributes to ethical AI and sustainable digital strategies by offering empirical evidence and practical insights for responsible AI integration in marketing. Full article

This investigation examines the psychological mechanisms governing human–virtual influencer relationships and their consequential impact on environmentally-conscious consumer behavior within digital marketing ecosystems. Employing theoretical frameworks from computer-mediated communication and social psychology, this study scrutinizes how algorithmically generated social media personalities cultivate para-social relationships that drive sustainable consumption patterns. The research operationalizes five core virtual influencer characteristics—expertise, similarity, attractiveness, familiarity, and para-social interaction—as predictive variables influencing relationship commitment and subsequent eco-conscious brand engagement. Consumer innovativeness functions as a moderating variable within this theoretical model. The data collection encompassed 677 respondents demonstrating active engagement with sustainability-focused virtual influencer content, analyzed through structural equation modeling (EQS 6.4) and the PLS-SEM methodology (SmartPLS 4.0). The empirical analysis reveals significant positive correlations between virtual influencer characteristics and relationship commitment, with similarity and attractiveness demonstrating the strongest predictive validity. Relationship commitment emerged as a significant mediator influencing sustainable brand attitudes, which subsequently affected purchase intentions for environmentally responsible products. Consumer innovativeness demonstrated positive moderating effects across all virtual influencer characteristics, with particularly robust effects observed for attractiveness and para-social interaction within sustainable brand contexts. This research advances the human–AI interaction literature by elucidating the psychological mechanisms through which virtual influencers facilitate consumer relationship formation and drive behavioral outcomes toward sustainable consumption practices. The findings provide empirically validated strategic frameworks for marketers developing virtual influencer campaigns that promote environmental stewardship, emphasizing the cultivation of perceived similarity and attractiveness while incorporating audience innovativeness as a critical segmentation variable in sustainable marketing initiatives. Full article

Eco-friendly packaging for functional foods aims to reduce environmental impact while maintaining product integrity and ensuring consumer safety. Both the food industry and consumers must transition toward packaging solutions that are sustainable, biodegradable, and non-toxic. Among the key benefits of using environmentally friendly materials for functional food packaging are their sustainability, growing consumer preference, and regulatory compliance. Functional foods are products that offer health benefits beyond basic nutrition, such as enhancing immunity, improving digestion, or promoting overall well-being. This review emphasizes that the packaging of functional foods using an eco-friendly design approach is aligned with the Sustainable Development Goals and the consumers’ preferences. It included the definition and regulatory framework of functional foods, the bioactivity and health effects of bioactive compounds/microorganisms, packaging requirements and solutions for functional foods, as well as conventional and innovative analytical techniques for bioactive compound analysis. Eco-friendly packaging for functional foods is environmentally vital for waste reduction, socially crucial for meeting conscious demand, and economically sound for driving sustainable innovation and green markets. Full article

Enzymes and biosurfactants, often referred to as “green chemicals,” play pivotal roles in enhancing the washing performance of bio-based detergents—a growing trend driven by environmentally conscious consumers. However, the widespread adoption of such bio-based detergents faces challenges, including high costs, limited efficiency, and the need for ongoing innovations. Bacillus species have long been universally acknowledged and exploited for industrial applications, and Bacillus spp. are largely differentiated from other microorganisms for their enzymatic applications, particularly in detergent production. Recent developments in bio-surfactant production by Bacillus sp. support the adoption of green detergents, and these bacterial biosurfactants are a promising source for detergent manufacturing. This article provides an overview of the current understanding of promising Bacillus species and their potential to advance and accelerate the production of bio-based detergents. Full article

The consumption of organic foods is on the rise, as health-conscious consumers increasingly perceive them as superior both in nutritional value and for overall well-being. However, data on the nutritional and sensory properties of organic chestnuts remain scarce. This research aimed to evaluate and compare the nutritional and sensory characteristics of organic and conventional chestnuts. Results indicate that organic chestnuts exhibit a distinct sensory profile and achieve significantly higher overall scores in sensory analysis compared to conventional chestnuts. Specifically, organic chestnuts displayed stronger aromas of chestnut (9 vs. 8), hazelnut (5.87 vs. 5), almond (5 vs. 4), butter (3.96 vs. 3), and floral notes (5.95 vs. 4.96). Notably, organic chestnuts were strongly characterized by a caramel aroma, which was completely absent in conventional chestnuts (1.95 vs. 0), and probably due to the exclusive presence of decanal and 1-pentanol observed among the volatile compounds. Furthermore, organic chestnuts demonstrated a higher nutritional value, particularly in terms of antioxidant content. The total phenolic content (TPC) was significantly greater in organic chestnuts (6.54 mg GAE/g) compared to conventional samples (5.18 mg GAE/g). The relationships between attributes and consumers’ perceived liking revealed a strong association between liking and the attributes of caramel, floral, hazelnut, almond, and chestnut. These attributes are specific to organic chestnuts. As a result, both consumers and the trained panel prefer organic chestnut samples over conventional ones. Promoting the consumption of organic chestnuts by enhancing knowledge and awareness of their characteristics can encourage their use, contributing to key health and environmental sustainability goals. Full article

This study examines consumers’ ethical and responsible food purchasing decisions in Istanbul Province, Türkiye. These decisions are crucial for sustainable food consumption and policies. The data for this study were collected through a survey of 616 individuals who are influential in food consumption decisions within their households in Istanbul. Factor analysis was conducted to identify the factors influencing food purchasing decisions among consumers. After conducting factor analysis on food purchasing decisions, eight subgroups were identified: environmentalism, economy, conservatism, diligence, innovativeness, informativeness, caring, and transformativeness. After the factor analyses, the differences and similarities in the factors considered in food purchasing decisions were analyzed. According to the results of the analyses, the demographic characteristics and socio-economic status (SES) group were found to be different. In this study, logit analysis was also employed to identify the profiles of conscious consumers in their food purchasing decisions. It was determined that 51.00% of consumers were conscious of their food purchasing decisions, and women were more conscious of these decisions than men, with women having higher age and educational status than men. Consumers’ food purchasing decisions were analyzed, and recommendations are presented for decision-makers regarding sustainable food policy, with the aim of providing information and raising awareness. Full article

This study investigates the influence of digital skills, personal innovativeness, and attitudes toward smart home adoption on digital consumer behavior in Poland, as well as the relationship between digital activity and environmental awareness. In the context of growing interest in sustainable development and digital responsibility, the research aims to identify the psychosocial and technological determinants of conscious online behaviors. The study employs a structured survey (n = 1246) using validated scales, which were analyzed through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The findings reveal that personal innovativeness is the strongest predictor of digital consumer behavior, followed by digital skills and, to a lesser extent, smart home adoption. Moreover, digitally active consumers demonstrate significantly higher levels of environmental awareness, suggesting that digital engagement fosters pro-environmental attitudes. Gender differences were observed in the strength of these relationships, with digital skills and innovativeness having a greater impact on women’s behavior, while smart home technology attitudes were more relevant among men. These results contribute to the understanding of digital consumer responsibility and its environmental implications, highlighting the importance of digital competence development and technological openness in promoting sustainable consumption patterns. Full article

This paper provides a conceptual analysis of pollution control in the hospitality industry, focusing on pollution generated by hotel operations. Hotels produce significant waste, emissions, and wastewater, impacting environmental and public health. We propose a framework distinguishing between flow and stock pollutants to highlight how both immediate emissions and long-term pollutant accumulation inform pollution management strategies. Using a conceptual framework, with an optimal dynamic model for pollution control, we illustrate the trade-offs hotels face in optimizing pollution control. Practical methods, from regulatory compliance to voluntary sustainability initiatives and economic incentives, are explored to support effective pollution mitigation. While achieving zero emissions is often impractical, an optimal pollution level allows hotels to balance environmental responsibility with economic feasibility, contributing to sustainable tourism and aligning with the values of eco-conscious consumers. Full article

The present study investigates consumer preferences for eco-friendly practices implemented by outdoor sport brands, identifying which practices are perceived as most significant among the overall consumer group and within consumer segments differentiated by ecological consciousness. This study targeted consumers who had purchased outdoor sport brand products within the past one to two years. The results indicated that overall consumers regarded ‘Materials usage’, particularly ‘100% organic materials’, as the most critical eco-friendly attribute. The second most significant attribute identified was the ‘Type of campaign’, specifically ‘Consumer behavioral engagement campaigns’. ‘Carbon footprint reduction’, notably ‘Reducing 50% by 2030’, ranked third, while ‘Implementation of donations’ was considered the least important. Segment-specific analysis revealed that high-ecological-conscious consumers prioritized carbon footprint reduction more than other groups. Furthermore, the optimal combination of eco-friendly practices identified for overall and low-ecological-consciousness consumers consisted of using 100% organic materials, implementing consumer behavioral engagement campaigns, reducing carbon footprint by 50%, and actively participating in environmental conservation donations. Highly ecological-conscious consumers preferred a slightly adjusted combination, emphasizing 100% organic materials, followed by reducing carbon footprint by 50%, implementing consumer behavioral engagement campaigns, and actively participating in environmental conservation donations. These findings suggest that outdoor sport brands can strengthen their competitive advantage and sustainability by aligning eco-friendly practices with consumer preferences segmented by ecological consciousness. Full article

Generation Z is emerging as a powerful force in shaping global consumer behavior, particularly in the market of digital and technological products. This study examines how specific branding dimensions, such as online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and brand knowledge, influence Gen Z’s purchase intention, emphasizing sustainable consumption. Sustainable consumption, in this context, refers to the preference for tech products that minimize the environmental impact through eco-friendly design, energy efficiency, and responsible sourcing. Using a quantitative approach, this cross-sectional research explores the effects of online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and knowledge on purchasing newly launched technological products that align with sustainability. Data were collected from a Gen Z sample using a combination of convenience and systematic sampling, and multiple regression analysis identified the most significant predictors of purchase intention. The results indicate that online brand experience, brand image, brand trust, and brand loyalty play the most crucial roles, having a greater effects on Gen Z’s purchase intention, while brand awareness and knowledge also contribute. However, brand engagement and behavioral intention have weaker effects. These findings suggest that brands targeting Gen Z should prioritize building a strong, trustworthy, and engaging online presence while highlighting their sustainability efforts, and when Gen Z consumers have favorable digital interactions with a brand, perceive its image positively, trust it, and feel loyal to it, they are more likely to consider purchasing its sustainable offerings. This study enhances the understanding of Gen Z’s consumer behavior and offers insights for businesses seeking to foster sustainable consumption by highlighting the importance of developing marketing strategies that strengthen online brand experience, cultivate trust and loyalty, and clearly communicate sustainability values, such as through engaging digital content, transparent messaging, and eco-conscious branding, to effectively foster sustainable consumption among this environmentally conscious and digitally driven generation. Full article

The growing popularity of a diverse range of plant-based beverages is entrenched in promoting health functionality and addressing ethical and environmental concerns. These beverages offer similar physico-chemical attributes to animal milk and are prepared using plant-based ingredients, such as soy, oats, almonds, rice, chickpeas, sesame seeds, and coconut. These beverages have many nutritional benefits but are deficient in certain nutrients such as essential amino acids, minerals, vitamin B12, vitamin D, and omega-3 fatty acids. Fortifying these beverages with deficient nutrients could effectively provide comprehensive and nutritionally balanced product options. This approach could be useful in improving the nutritional profile of plant-based beverages to meet the expectations of health-conscious consumers. However, fortifying these products poses challenges related to taste, stability, and ingredient sourcing. Omega-3 fatty acids are crucial for human health and provide numerous health benefits, such as improved heart and vascular health, reduced inflammation, and the prevention of various health conditions. As plant-based diets gain popularity, the demand for nutritionally balanced products is growing, making omega-3 fortification a strategic approach for businesses to tap into an expanding market of health-conscious consumers. However, it is important to consider individual needs about health and ensure regulatory oversight to ensure the safety and effectiveness of fortified plant-based products. This article provides an overview of emerging plant-based beverages, their comparative nutritional profiles, the need to improve the nutritional value using omega-3 fatty acids as an example, and challenges in omega-3 fatty acid fortification. Full article

With growing awareness of health and sustainability benefits, organic food has surged in popularity, highlighting the critical need for effective communication strategies in product promotion. While extant research extensively examines the effects of textual content in organic food advertising, little attention has been paid to the persuasive power of typeface design on consumers’ responses. Grounded in cue utilization theory and message consistency framework, this study investigates how handwritten typefaces and narrative perspectives influence consumer responses in organic food advertising. Two experiments were conducted. Study 1 (N = 139) shows their positive effects on consumer attitudes and purchase intentions than machine-typed fonts; Study 2 (N = 206) extends these findings by revealing a significant interaction between typeface and narrative perspective, where first-person narratives amplify the positive effects of handwritten fonts. Moreover, a moderated mediation model shows that the influence of handwritten typefaces on consumer responses is sequentially mediated by perceived congruence and perceived sincerity, with the indirect effects being stronger for first-person narratives than third-person ones. The findings advance marketing theory by demonstrating how visual–semantic alignment enhances communication efficacy, especially in organic product contexts. Practically, this study proposes the strategic implementation of handwritten typography combined with the use of first-person narratives for organic food promotion. These insights hold significant implications for fostering organic consumption patterns, potentially driving environmentally conscious agriculture practices and supporting environmental sustainability efforts. Full article

This study investigates how a consistent brand identity across multiple channels influences customer experiences and relationship development in South Korean retailers’ omnichannel strategies. To address the fundamental challenge of balancing brand consistency with channel-specific customization, we developed a comprehensive omnichannel identity framework through rigorous measurement development and factor analysis. This framework comprises three empirically validated dimensions: trendiness, reliability, and usability. Data collected from 994 customers of two leading South Korean retailers were analyzed using structural equation modeling, revealing that these omnichannel identity dimensions exert differential influences on cognitive and affective brand experiences, which subsequently mediate the development of customer–brand relationships. Notably, the results demonstrated significant variance in the impact of identity components between retailers—trendiness and reliability emerged as primary drivers of brand experiences for Retailer A, while usability constituted the dominant factor for Retailer B. This study contributes to sustainable retail theory by empirically validating the multidimensional conceptualization of omnichannel identity and its selective influence on customer perceptions within an environmental responsibility context. The findings provide strategic guidance for retailers seeking to develop distinctive brand identities across channels in the highly digitalized South Korean consumer market, ultimately enhancing brand equity and sustainability performance through stronger customer–brand relationships that promote environmentally conscious consumption behaviors. Full article