Search Results (1,682)

As transportation-related environmental pressures intensify, understanding the psychological mechanisms underlying battery electric vehicle (BEV) adoption has become increasingly important. Drawing on the Value–Attitude–Behavior (VAB) framework, this study investigates how perceived green value, hedonic value, and utilitarian value shape Chinese consumers’ attitudes and purchase intentions toward BEVs, while examining the moderating roles of technophilia, range anxiety, and battery cost. A cross-sectional online survey was conducted in China, yielding 596 valid responses. Partial Least Squares Structural Equation Modeling (PLS-SEM) and Necessary Condition Analysis (NCA) were employed for data analysis. The results show that perceived hedonic value exerts the strongest positive effect on Attitude Toward Using BEVs (β = 0.591, p < 0.001), followed by perceived utilitarian value (β = 0.135, p < 0.001) and perceived green value (β = 0.074, p = 0.026). Attitude Toward Using significantly predicts BEV purchase intention (β = 0.151, p = 0.002). Technophilia significantly moderates the relationship between attitude and purchase intention (β = −0.096, p = 0.002), whereas the moderating effects of range anxiety and battery cost are not significant. The structural model explains 40.9% of the variance in attitude and 24.2% of the variance in purchase intention. NCA results further reveal that hedonic value constitutes the most critical necessary condition for forming favorable attitudes toward BEVs (d = 0.079, p < 0.001). This study contributes to the sustainable mobility literature by extending the VAB framework through the integration of multidimensional perceived value and necessary condition logic within the Chinese BEV context. The findings highlight that experiential and technological enjoyment, rather than environmental concern alone, has become a central driver of BEV adoption in emerging electric mobility markets. Full article

Cross-border e-commerce (CBEC) has emerged as a critical mode of international trade; however, product uncertainty and transaction risk remain persistent barriers to purchase decisions. While digital platforms have developed various solutions, the role of offline experiential knowledge in shaping online purchase behavior remains underexplored. This study examines how tourism-derived information influences purchase intention in CBEC. Drawing on transaction cost theory and uncertainty reduction theory, we propose that tourism-derived information enhances product familiarity and perceived diagnosticity, which subsequently reduce product uncertainty and increase cross-border purchase intention, and further examine the moderating role of transaction uncertainty. A four-week survey in March 2026 collected data from 325 Chinese consumers who had visited Korea and encountered Korean cosmetics and beauty products; data were analyzed using PLS-SEM. Results show that tourism-derived information significantly enhances product familiarity and perceived diagnosticity while directly reducing product uncertainty; reduced product uncertainty, in turn, positively influences purchase intention. Transaction uncertainty strengthens the negative effect of product uncertainty on purchase intention. By reconceptualizing tourism experience as an experience-based informational resource in CBEC and providing a multidimensional perspective on consumer uncertainty, this study contributes to consumer behavior research in digital commerce and offers practical insights for CBEC platform operators and cross-border retailers. Full article

In the published publication (Nguyen, 2026), there was an error regarding the affiliation; the author requested to only display his primary affiliation and remove the second affiliation (School of Marketing and International Business, Victoria University of Wellington, Wellington 6140, New Zealand) in the published article [...] Full article

Live streaming commerce is increasingly relying on high-intensity persuasive tactics, yet such tactics may activate consumers’ persuasion knowledge and trigger defensive processing. This research examines whether AI streamers mitigate this defense more effectively than human streamers. Drawing on the Persuasion Knowledge Model, two experiments reveal that, under conditions of high persuasive intensity, consumers perceive lower persuasive intent from AI streamers than from human streamers, which, in turn, reduces consumer suspicion and increases purchase intention. Moreover, this serial mediating effect is stronger for independent accounts than for brand official accounts. These findings provide evidence for a PKM-based mechanism of AI-mediated persuasion and suggest that platforms should consider using AI streamers in high-pressure promotional contexts. Full article

The growing use of artificial intelligence (AI) in social media marketing has accelerated the emergence of AI-generated virtual influencers. While these influencers offer brands advantages such as scalability and message control, they also raise concerns regarding manipulation and ethical persuasion. Grounded in the Persuasion Knowledge Model (PKM), this study examines how different AI disclosure conditions influence perceived manipulation, perceived ethics, and purchase intention in AI influencer marketing. A three-condition between-subjects experimental design was employed to compare a human influencer, a disclosed AI influencer, and an undisclosed AI influencer using identical Instagram stimuli. Data were collected from 762 Generation Z female consumers in Türkiye. Structural equation modeling (SEM) was used to test the proposed relationships. The findings revealed that both disclosed and undisclosed AI influencer conditions significantly increased perceived manipulation. Perceived manipulation negatively affected perceived ethics, whereas perceived ethics positively influenced purchase intention. In addition, AI literacy positively affected perceived manipulation and perceived ethics while negatively affecting purchase intention. The findings further demonstrated that disclosure conditions indirectly influenced purchase intention through sequential cognitive and ethical evaluation processes. The study contributes to the AI influencer and digital persuasion literature by demonstrating that disclosure cues shape consumer responses through interconnected psychological mechanisms. Full article

This paper addresses the critical challenge of accelerating the adoption of sustainable innovations by examining the interdependence between managerial credibility and consumer pragmatism. The aim of the study was to investigate how perceived trust in management influences purchase intention, specifically analysing both the mediating role of financial perceptions and the moderating effect of digital literacy. The study had a quantitative approach, with data being collected from 408 Romanian respondents. The statistical analysis was performed using JASP software (version 0.96.0.0), applying both multiple and simple linear regression as well as a mediation analysis (SEM). The results indicate that both perceived trust in management and the perception of innovation as an investment directly stimulate purchase intention such that that credible management can convince consumers of the financial benefits. However, even though digital literacy plays a fundamental role in consumers’ lives, it does not affect the relationship between managers’ credibility and the willingness to buy sustainable products. The paper concludes that for sustainable innovations to be financially successful, organisations must move beyond the green labelling and focus on building genuine strategic credibility. Therefore, these findings offer valuable insights for both managers and policymakers in their efforts to support the transition to a more sustainable market. Full article

With the rapid expansion of the pet economy, owner–pet matching outfits have grown increasingly popular among pet owners. Grounded in the extended theory of planned behavior, this study investigates the key determinants of pet owners’ purchase intentions and actual purchase behaviors toward owner–pet matching outfits, and explores the moderating effect of aesthetic risk on the intention–behavior transition. Questionnaire survey data from 222 pet owners were collected for empirical analysis, and regression analysis was adopted to verify the proposed research hypotheses. The empirical results reveal that subjective norms exert a direct promotional effect on consumer purchase behavior and indirectly boost such behavior through the partial mediating role of purchase intention. By contrast, behavioral attitude is positively associated with purchase intention and further stimulates purchase behavior via a full mediating pathway of purchase intention. Perceived behavioral control displays a significant positive direct impact on purchase behavior yet yields no significant effect on purchase intention. Furthermore, purchase intention serves as a robust positive predictor of purchase behavior, whereas aesthetic risk significantly weakens the association between purchase intention and purchase behavior. Brands are suggested to foster consumers’ favorable behavioral attitudes by optimizing product design, enriching practical functions, and minimizing potential risks to pets in owner–pet matching outfits. Meanwhile, enterprises should actively shape supportive subjective norms to popularize the owner–pet matching outfit wearing lifestyle. Additionally, brands need to enhance consumption accessibility through diversified sales channels, reasonable pricing strategies and abundant product style options. This study pioneers the application of the extended theory of planned behavior to the emerging field of owner–pet matching outfits, empirically verifying the positive effects of behavioral attitude, subjective norms, and perceived behavioral control on consumers’ purchase intention and purchase behavior. Full article

Despite increasing policy and industry focus on repairability, consumer repair behavior remains limited. This study examines this contradiction by analyzing user perceptions of repairable products through a survey-based approach (N = 68), focusing on behavioral, economic, and functional drivers of repair decisions. The results reveal a pronounced repairability paradox: while over two-thirds of respondents are willing to pay more for repairable products and strongly support extended product lifecycles, actual repair decisions are constrained by cost, time, and perceived difficulty. Durability concerns significantly reduce acceptance of recycled materials, highlighting the importance of performance trust in sustainable consumption. Additionally, while informational awareness strengthens long-term repair intentions, it does not significantly influence immediate purchasing behavior. This challenges the current focus on Design for Repair as a standalone strategy and underscores the need to integrate repairability with durability, cost-efficiency, and ease of use. By linking empirical data with behavioral and economic theory, this study provides actionable insights for designers, manufacturers, and policymakers seeking to promote more effective and realistic circular economy solutions. Full article

This study aimed to develop low-fat acerola ice creams enriched with partially hydrolyzed guar gum (PHGG) at concentrations of 6% and 12% and supplemented with Lacticaseibacillus rhamnosus GG. Three formulations were prepared by partially or totally replacing fat with PHGG. After preparation, the ice creams were stored at −18 °C and evaluated over 180 days. Physicochemical analyses showed no differences in pH, acidity, moisture, or ash content among the samples. However, soluble solids and fat content varied depending on the PHGG level. The melting rate remained stable, while overrun increased proportionally with PHGG incorporation. Rheologically, PHGG addition significantly enhanced consistency. Microbiological analyses confirmed that all samples complied with safety standards. The ice creams exhibited symbiotic potential, maintaining L. rhamnosus GG viability > 8 log CFU/g for up to 180 days. In simulated gastrointestinal resistance tests, probiotic survival increased with PHGG concentration. After one day, counts during the enteric phase were 3.87, 6.20, and 6.08 log CFU/g for 0%, 6%, and 12% PHGG, respectively. After 180 days, the counts were 1.98, 4.41, and 3.25 log CFU/g, with corresponding survival rates of 47%, 84%, and 78% after one day, and 36%, 53%, and 42% after 180 days. Sensory analysis with 121 untrained panelists revealed no significant differences in aroma and taste. However, samples with higher fat content were better accepted in terms of appearance, texture, and purchase intent. Overall, partial fat replacement with PHGG proved effective in reducing fat while maintaining quality and enhancing probiotic stability, supporting its potential for functional low-fat foods. Full article

Live streaming commerce delivers conversion rates up to ten times higher than conventional online stores, yet research on the psychological mechanisms behind that lift has tested platform features in isolation, through single-mediator pathways. This study examines how three live streaming characteristics (streamer credibility, perceived interactivity, and product demonstration quality) shape consumer purchase intention through consumer trust and perceived value, operating both independently and sequentially. The stimulus–organism–response (S-O-R) framework provides the organising structure, with source credibility and value-based theories anchoring specific paths. A structural equation model was tested on survey data from 478 UK live streaming consumers. All three characteristics predicted consumer trust; only perceived interactivity and product demonstration quality predicted perceived value directly. Streamer credibility reached perceived value entirely through consumer trust. Credibility’s parallel path through value alone was not supported, but its serial path through trust and then value was. Eleven of twelve hypotheses were supported, and bootstrap analysis with 5000 resamples confirmed serial mediation through trust then value for all three antecedents. The asymmetric pattern positions trust as the gateway through which competence-based credibility reaches purchase decisions, with implications for platform-design choices that sequence trust signals before value-oriented promotional cues. Full article

Green prepared dishes are an emerging food-consumption format that links convenience, food safety, and sustainable consumption. In this study, “green” denotes a sustainability-oriented product profile involving food-safety assurance, resource-conscious packaging or sourcing, and waste-reduction potential, rather than formal organic certification. However, existing studies have mainly relied on linear behavioral models and have paid limited attention to nonlinear and asymmetric consumer decision mechanisms. This study integrates the stimulus–organism–response framework with explainable machine learning to predict consumers’ sustainable purchase intention toward green prepared dishes. Based on 805 valid questionnaires collected in Jilin Province, China, predictors were organized into three dimensions: environmental and health cognition, socioeconomic and infrastructural conditions, and sustainable behavioral propensity. The sample represents a regional online consumer profile in Jilin Province rather than a national probability sample. Six classifiers were trained using SMOTE–Tomek resampling and Optuna-based hyperparameter optimization. XGBoost achieved the best predictive performance, with an F1-score of 0.894, an AUC of 0.934, and an MCC of 0.702. Unlike conventional black-box machine learning, the SHAP-based interpretation translated ensemble predictions into transparent feature-level and case-level explanations. Accordingly, the model interpretations are framed as predictive associations rather than causal mechanisms. The study reveals an asymmetric decision pattern in which core behavioral willingness functions as a non-compensatory barrier, while channel convenience, delivery efficiency, and after-sales support facilitate purchase intention among consumers who already show high behavioral readiness. The findings suggest that green prepared-dish strategies should prioritize trust-based advocacy and word-of-mouth, reliable channel design, low-risk trial experiences, and collaborative food-safety governance rather than relying only on short-term traffic acquisition. Full article

Despite rapid growth in the AI endorser market, the psychological mechanisms governing their effectiveness remain theoretically fragmented. This study proposes the AHICC (AI–Human Interface in Consumer Cognition) model—integrating the Stereotype Content Model, Uncanny Valley hypothesis, anthropomorphism theory, Source Credibility Model, and Parasocial Interaction theory—to explain consumer responses to AI endorsers. A fully crossed 3 (endorser type: AI vs. hybrid vs. human) × 3 (anthropomorphism level: low vs. moderate vs. high) × 2 (technological transparency: low vs. high) between-subjects factorial experiment (n = 252) was conducted. Twenty-one sub-hypotheses were tested using MANOVA, polynomial regression, SEM, and bootstrap mediation analysis. All 21 sub-hypotheses were supported. AI endorsers outperformed human counterparts on brand attitude and purchase intention. Polynomial regression confirmed an inverted U-shaped Uncanny Valley effect with an optimal anthropomorphism level of 4.7 (7-point scale). High technological transparency attenuated the Uncanny Valley effect by approximately 60%. Dual-pathway mediation through cognitive and affective routes was confirmed, and TRI and product complexity emerged as significant boundary conditions. The AHICC model offers the first comprehensive framework for the AI endorser context, providing theoretically grounded guidance on anthropomorphism calibration, transparency strategy, and product-category-specific endorser selection. Full article

The fashion industry generates a major environmental impact, requiring integrated sustainable approaches. This study integrates six thematic axes—sustainability, modular design, natural materials, eco-friendly dyeing, multidimensional comfort and consumer perception, and radial composition—into an integrative framework for sustainable design. The mixed-methods methodology comprises four stages: (I) a quantitative stage (questionnaire, n = 150); (II) an experimental stage (testing of comfort characteristics of linen fabrics according to ISO standards, and indigo dyeing through three techniques: uniform, tie-dye, and shibori); (III) a digital design stage in CLO3D and physical fabrication of the prototype; (IV) a prototype testing and validation stage (panel, n = 20). The prototype provides functional adaptability through 8 design configurations, versatility through reversibility, and aesthetic diversity through the radial composition, yielding 16 distinct wearing modes within a single product. Panel evaluation confirms high prototype acceptance (M = 4.81–4.95), and physical interaction with the prototype significantly increases purchase intention compared with conceptual evaluation (M_pre = 3.54; M_post = 4.60; d = 2.04; p < 0.001). The contribution validates a framework that integrates six dimensions of sustainable fashion into a coherent clothing design model, demonstrating design’s role as a practical instrument in the sustainability transition, with applied implications for designers and researchers. Full article

Background: In May 2023, Ghana implemented a 20% ad valorem tax on bottled water and sweet beverages (SBs), replacing a 17.5% tax; sachet water remained untaxed. The effect on low-income consumers’ purchasing decisions and consumption patterns remains poorly understood. Objective: We aimed to explore factors influencing water and SB purchasing behaviours among low-income households in four peri-urban Accra communities. Methods: This study employed a convergent parallel mixed-methods design. Four focus group discussions (n = 36) and a cross-sectional survey (n = 43) were conducted among purposively sampled household primary shoppers in early 2025 across Oyarifa, Teiman, Kweiman, and Danfa. Data were analysed thematically and descriptively. Results: Of 43 participants, 67% were female and 65% had junior high school education. Water insecurity was common (60%), and sachet water was the main drinking source (77%). SB purchasing was driven by taste and convenience, while sachet water choices were linked to perceived safety, price, and availability. Tax awareness was moderate (56%); many perceived bottled water taxation as unfair and reported intentions to switch to cheaper local alternatives. Conclusions: Limited tax awareness and perceived inequities suggest the need for policy refinements to better align fiscal measures with public health objectives. Full article

Internet memes increasingly move from social media into physical product packaging, yet little is known about how consumers respond when online cultural symbols become package design cues. Drawing on the Stimulus–Organism–Response framework, this study examines how meme-based packaging shapes purchase intention and sharing intention through perceived value, brand warmth, and cultural resonance. A between-subjects survey experiment was conducted with 305 Chinese adult consumers, who evaluated either a meme-based packaging stimulus or a no-explicit-meme conventional packaging control stimulus. Partial least squares structural equation modeling showed that purchase intention and sharing intention followed different dominant mechanisms. Perceived value was the strongest predictor of purchase intention, whereas cultural resonance was the strongest predictor of sharing intention. Visual attractiveness most strongly enhanced perceived value, while playfulness and expression–product fit contributed more clearly to brand warmth and cultural resonance. Mediation results further showed that brand warmth and cultural resonance consistently transmitted the effects of meme-packaging cues, whereas the value route was more selective. These findings show how online cultural symbols can continue to shape consumer evaluation and social transmission after entering physical product interfaces. Full article