Search Results (126)

This longitudinal study examines how perceived brand globalness (PBG) influenced sustainable purchase intentions (SPI) between 2021 and 2024, incorporating factors such as perceived brand quality (PBQ), perceived brand prestige (PBP), brand–cause fit (BCF), and the moderating effect of consumer ethnocentrism (CE). Using survey responses from 415 participants, the study employed partial least squares structural equation modeling (PLS-SEM) via SmartPLS4. The findings reveal that CE emerged as significant in 2024, while PBP’s impact on SPI weakened—suggesting a growing consumer association of prestige with sustainability. Heightened post-pandemic ethical awareness further underscores the importance of brand values. Contrary to earlier research indicating low CE in developing markets, the 2024 results demonstrate an unexpected rise in CE, highlighting its evolving significance. Overall, the study emphasizes the necessity for global brands to adopt sustainable, locally attuned strategies to succeed in developing countries. Full article

The recent surge in the popularity of brachycephalic dog breeds has raised concerns about their predisposition to serious health issues linked to breed-specific morphological traits. This study examined the demographic characteristics, motivations, and awareness of owners regarding welfare issues in four brachycephalic breeds (French Bulldogs, Bulldogs, Pugs, Boston Terriers). Methods: A total of 497 owners of brachycephalic dogs examined over six years at an Italian university veterinary hospital were considered; a subset of 75 owners completed a structured questionnaire. Based on responses to a key multiple-choice question about the main reason for breed choice, owners were classified into three groups: trend-driven (aesthetics/fashion), value-oriented (intelligence/behavior), and indeterminate. Results: Gender distribution did not differ significantly compared to the overall population, but brachycephalic owners were significantly younger (p < 0.001). Value-oriented owners were significantly more likely (p < 0.01) to consult a veterinarian before acquisition and showed better understanding of typical respiratory issues, which did not affect their purchasing decision. Trend-driven owners were more influenced by public figures (p < 0.05) and less engaged in preventive care. Conclusion: Our findings highlight the need for pre-acquisition veterinary counseling. Veterinarians can also assist breeders by promoting awareness of the ethical risks of selecting extreme traits in dogs. Full article

This study explores the role of egoistic and altruistic values on green real estate purchase intention among young consumers in Canada aged between 20 and 40 years. In addition, this study examines the mediating effects of pro-environmental self-identity between social consumption motivation and green real estate purchase intention. A quantitative cross-sectional research design with an explanatory nature is employed. A total of 432 participating consumers in Canada, comprising 44% men and 48% women, with a graduate educational background accounting for 46.7%, and the ages between 24 and 35 contributing 75.2%, were part of the study, and the data collection used a survey method with a purposive sampling, followed by a respondent-driven method. Descriptive and inferential statistics were performed on the scales used for the study variables. A structural equational model and path analysis were conducted to derive the results, and the relationships were positive and significant. The study results infer the factors contributing to green real estate purchase intention, including altruistic value, egoistic value, social consumption motivation, and pro-environmental self-identity, with pro-environmental self-identity mediating the relationship. This study emphasizes the relevance of consumer values in real estate purchasing decisions, urging developers and marketers to prioritize ethical ideas, sustainable practices, and building a feeling of belonging and social connectedness. Offering eco-friendly amenities and green construction methods might attract clients, but creating a secure area for social interaction is critical. To the best of the authors’ knowledge, this research is the first to explore the role of egoistic and altruistic values on purchase intention, mainly in the housing and real estate sector, with the target consumers being young consumers in Canada. Full article

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

This study investigates how consumers respond to firm communications emphasizing Environmental, Social and Governance (ESG) dimensions. Through experimental design, how consumers distinguish among ESG components and how each affects behavioral finance outcomes, including purchase intentions, willingness to buy and brand trust is assessed. Results confirm that consumers perceive the ESG dimensions as distinct from a non-ESG control message. However, the Social and Governance dimensions are perceived as closely related. Importantly, all three dimensions—Environmental, Social, and Governance—significantly improved behavioral outcomes, supporting the persuasive power of ESG messaging. Mediation analyses reveal that perceived ethicality drives these effects across all dimensions, while perceived authenticity plays a stronger mediating role for social messaging. These findings contribute to finance literature by illuminating the consumer-level mechanisms through which ESG communication influences firm value and offer strategic insights for both practitioners and investors seeking to leverage ESG as a market signal. Full article

A representative sample of Maltese citizens (N = 384) was surveyed about their perception and attitude towards animal welfare and animal-friendly foods. Knowledge about animal welfare was self-evaluated as moderate (36%) or good (27%), and mass media (television, web and newspapers) were the primary information source (73%). Dairy cows were perceived as having the highest welfare (average rating 3 on a 1-to-5 scale), while conditions for broilers and pigs were perceived as more critical (average rating 2.7). Respondents consider animal welfare important (64%), the availability of welfare-friendly products in Malta limited (49%), and would support a national animal-friendly label (84%). Although 49% were willing to pay more for animal-friendly products, the accepted price increase was limited (increase below 10% for 37% of respondents, 20% were not willing to pay more and 27% were price-sensitive). Chi-squared analysis showed that the respondents’ profession impacted the support towards an animal welfare label (p < 0.01), with business operators being the least interested. Urban respondents were more critical toward farm animal welfare and more supportive of establishing a national welfare label than rural respondents (p < 0.05). The latter were less convinced that their choices can influence the welfare of farm animals (p < 0.01). Women were more willing to pay for welfare improvements than men (p < 0.01). These findings emphasize a significant concern for animal welfare among respondents, coupled with a moderate willingness to pay. The strong support for a national animal welfare label warrants the question as to whether transparent labelling would allow consumers to translate their sensibility into ethical purchasing behaviour. Full article

(1) Background: With the deep integration of e-commerce and video technology, live-streaming marketing has emerged globally and maintained rapid growth. However, most of the current research on live-streaming e-commerce marketing focuses on merchants’ sales strategies and consumers’ purchase intentions, and there is relatively little research related to the risks of live-streaming e-commerce marketing. Nevertheless, with the development of live-streaming e-commerce marketing and its integration with technologies such as artificial intelligence and virtual reality (VR), live-streaming e-commerce marketing still faces challenges such as unclear subject responsibility, difficulty in verifying the authenticity of marketing information, and uneven product quality. It also harbors problems such as the ethical misbehavior of AI anchors and the excessive beautification of products by VR technology. (2) Methods: This study systematically analyzes the scenarios of live-streaming marketing to elucidate the mechanisms of risk formation. Utilizing fault tree analysis (FTA) and risk checklist methods, risks are identified based on the three core elements of live-streaming marketing: “people–products–scenes”. Subsequently, the Delphi method is employed to refine the initial risk indicator system, resulting in the construction of a comprehensive risk indicator system comprising three first-level indicators, six second-level indicators, and 16 third-level indicators. A hesitant fuzzy multi-attribute group decision-making method (HFMGDM) is then applied to calculate the weights of the risk indicators and comprehensively assess the live-streaming marketing risks in live broadcast rooms of three prominent celebrity anchors in China. Furthermore, a detailed analysis is conducted on the risks associated with the six secondary indicators. Based on the risk evaluation results, targeted recommendations are proposed. This study aims to enhance consumers’ awareness of risk prevention when conducting live-streaming transactions and pay attention to related risks, thereby safeguarding consumer rights and fostering the healthy and sustainable development of the live-streaming marketing industry. (3) Conclusions: The results show that the top five risk indicators in terms of weight ranking are: Ethical Risk of the AI Anchor (A4), VR Technology Promotion Risk (F3), Anchor Reputation (A1), Product Quality (D1), and Logistics Distribution Service Quality (D2). The comprehensive live-streaming marketing risk of each live broadcast room is Y > L > D. Based on the analysis results, targeted recommendations are provided for anchors, MCN institutions, merchants, supply chains, and live-streaming platforms to improve consumer satisfaction and promote sustainable development of the live-streaming marketing industry. 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

Brachycephalic dogs remain highly popular despite the well-documented health problems associated with their conformation. The aim of this study was to investigate differences in the bonding between humans and dogs, behavioral characteristics, awareness of clinical breed-related ailments, and purchasing intentions among Italian brachycephalic dog owners (BDOs) and non-brachycephalic dog owners (NBDOs). A questionnaire, including the DORS and C-BARQ scales, was administered to 320 BDOs and 408 NBDOs. Despite the occurrence of breed-related disorders, 81% of BDOs rated their dog’s health status as good to excellent. Most BDOs were aware of the prevalence of these disorders in the broader brachycephalic dog population. Character and appearance were the main motivations for choosing these breeds. Owners’ satisfaction with specific aspects of ownership, such as veterinary costs and behavior, generally met expectations. Mean scores of perceived emotional closeness (PEC) and dog–owner interaction (DOI) were significantly higher among BDOs compared to NBDOs, while the perceived cost (PC) mean score was higher among NBDOs. The C-BARQ scores for trainability, excitability, and separation-related behaviors were significantly higher in BDOs than in NBDOs. Despite the growing awareness of health issues, the popularity of brachycephalic breeds persists. Scientific evidence may support a revision of brachycephalic breed standards, prioritizing animal welfare while preserving desirable aesthetic traits, promoting more ethical breeding. Full article

In the digital age, consumer complaints have become significant indicators of operational vulnerabilities, with social media amplifying their impact. Mishandling such complaints has the potential to escalate minor issues into full-scale organizational crises, damaging brand reputation and eroding consumer trust. This study employs a case study approach to examine the Patiswiss Chocolate crisis, where a single consumer complaint led to widespread backlash, executive resignation, and boycotts. The crisis is analyzed through three key frameworks of analysis: communication, marketing, and ethics, offering a comprehensive understanding of its evolution. The findings reveal that defensive or dismissive responses exacerbate reputational damage, triggering the Streisand effect, where attempts to suppress criticism amplify its spread. Ethical concerns, including misleading corporate claims and governance issues, intensified consumer backlash. From a marketing perspective, brand trust declined as consumer activism influenced purchasing behavior and retailer decisions. This study emphasizes that organizations must adopt strategic, ethical, and consumer-centric approaches to crisis management to maintain long-term brand resilience. Full article

This study is based on the Theory of Planned Behavior (TPB) and focuses on university students in South Korea and China. It explores how the consumption value of sustainable fashion products affects consumers’ purchase intentions. Additionally, it verifies the moderating effect of environmental concern on the relationship between consumption value and purchase intention. An empirical analysis is conducted through a questionnaire survey using SPSS 26.0 and AMOS 26.0. This study integrates the TPB model to examine the impact of consumption value on the purchase intentions of university students in both countries. It also investigates how environmental concern moderates the relationship between the sub-factors of consumption value—functional value, social value, emotional value, precious value, and ethical value—and purchase intention. To achieve the research objectives, a comprehensive review of relevant domestic and international literature is undertaken. This review establishes a theoretical foundation for the constructs of consumption value, subjective norms, attitudes, perceived behavioral control, purchase intention, and environmental concern. Based on this framework, empirical research is conducted to develop and validate the research model and associated hypotheses. The primary objective of this study is to evaluate the market response to sustainable fashion products in China and South Korea. It analyzes the relationship between consumption value and purchase intention regarding these products. Additionally, the research aims to provide insights for fashion enterprises on the appropriate positioning of sustainable fashion products. It also establishes a theoretical foundation to guide the future development of sustainable fashion initiatives. Full article

This study introduces a novel construct, Spendception, which conceptualizes the psychological impact of digital payment systems on consumer behavior, marking a significant contribution to the field of consumer psychology and behavioral economics. Spendception reflects the reduced psychological resistance to spending when using digital payment methods, as compared to cash, due to the diminished visibility of transactions and the perceived ease of payments. This research aims to explore the role of Spendception in increasing consumer purchase behavior, whereas the role of impulse buying has been observed as a mediator. To test the proposed model, an extensive survey was performed by collecting 1162 respondents from all walks of life to get the real picture. We employed exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to validate the measurement of key constructs. To test the hypothetical relations among all the variables, we employed structural equation modeling (SEM). Furthermore, a machine learning technique was used to test the robustness of the model. Results showed that Spendception greatly boosted the consumer purchase behavior, with impulse buying partially mediating the relation. Gender was found to moderate the relationship, with female consumers being more susceptible to impulse buying caused by Spendception. The study showed that digital payment systems made buying feel less noticeable, which led to people spending more without realizing the financial impact. This study introduces Spendception, a novel construct that extends existing consumer behavior theories by explaining how digital payment systems reduce psychological barriers to spending. It bridges the gap between Spendception and the pain of paying, demonstrating that the lack of immediate visibility and physicality in digital payments alters consumers’ perceptions of spending, leading to impulse buying and higher purchase behavior. The findings also offer actionable insights for marketers in designing targeted campaigns that leverage the psychological effects of Spendception. The findings provide actionable insights for marketers to design targeted campaigns and for policymakers to promote financial literacy, ensuring ethical use of digital payment systems. Full article

Genetically modified (GM) foods have existed for decades, and governments internationally have legislated packaging disclosure statement language that typically incorporates the words genetic, modified, and organism. In 2018, the United States implemented the National Bioengineered Food Disclosure Standard (NBFDS) and introduced the term Bioengineered (BE) into GM disclosure language to help clarify consumer uncertainty regarding GM foods. Since then, the US consumer attitudes, perceptions, and knowledge of genetically modified foods remain negative, reflecting a contaminated interaction. Current mandated disclosure labels, utilizing engineering and science-based signifiers, are associated with this negative interaction. This research assesses whether food disclosure labels based on the signifier Design, unassociated with current contaminations, can positively impact the consumer perception of GM foods compared to the negatively contaminated science and engineering signifiers currently used. Two online studies of 1931 participants analyzed GM/BE food disclosure labels comparing four existing and six newly created engineering and science-based signifiers against four new design-based signifiers across fifteen attributes, including Price, Purchase Likelihood, Environmental Impact, Fair Trade, Safety, Nutrition, Healthfulness, Quality, Eating Experience, Comforting, Inviting, Frightening, Understandable, Ethical, and Sustainable. Across both studies, design-related labels consistently outperformed traditional engineering/science-based terms in fostering positive perceptions. However, even the best-performing labels did not fully overcome the entrenched skepticism associated with GM foods, underscoring the need for complementary strategies beyond linguistic changes. Full article

This paper explores consumer profiles and preferences for organic food on the island of Tenerife (Canary Islands, Spain). With a growing demand for organic products driven by health-consciousness and environmental concerns, understanding the factors that influence consumer behavior in this market is crucial. This study analyzes socio-demographic characteristics and market trends to uncover the motivations behind the demand for organic food through a survey of shoppers in stores selling certified organic products. By examining consumer awareness, perceived benefits, willingness to pay premium prices, proximity consumption patterns, and meat consumption, valuable insights are gained. Findings reveal that organic purchase habits and consumer profiles mostly align with the overall Spanish profile. A specific category of consumers who claim to follow a Mediterranean diet are identified as “switchers” who oscillate between organic and conventional produce without ideological and ethical commitment. Consumers clearly differentiate between the kinds of products they prefer to buy with organic or proximity attributes. Organic meat consumption correlates with a higher income and willingness to pay for it. By identifying distinct consumer profiles within the organic food market, this study provides actionable recommendations for businesses and policymakers to tailor their strategies and foster the growth of the organic food sector. Full article

Societies across the globe are growing increasingly environmentally aware, resulting in more and more consumers demanding eco-friendly product alternatives. This phenomenon is also evident in the beauty industry, with many beauty brands striving to add green beauty products to their range and new green beauty product brands continuously emerging in markets. Despite the increased popularity of green beauty products, there is a paucity of published research concerning the antecedents of consumers’ green beauty product brand purchase intentions. As such, the goal of this study was to apply an extended version of the theory of planned behavior to ascertain the factors that predict consumers’ green beauty product brand purchase intentions. Following an explanatory research design, data were gathered from 500 consumers in South Africa. Data analysis comprised structural equation modeling. Confirmatory factor analysis revealed a reliable and valid seven-factor measurement model with good model fit. The path analysis results indicate that collectively perceived environmental knowledge, perceived behavior control, green beauty product ethicality beliefs, green beauty product attitudes, socio-altruistic values, and subjective norms account for 77 percent of the variance in consumers’ purchase intentions toward green beauty product brands. The findings of this study provide a comprehensive view of the antecedents of consumers’ green beauty product brand purchase intentions, which will be of significant value to beauty product marketers in or seeking to enter the green product market. In addition, the psychometric properties and strong predictive power of this model reflect a research instrument that can be used in future research into consumers’ purchase intentions toward green beauty products. Full article