Search Results (493)

The consumption of clothes creates paradoxes in which values, motives, and emotions interact to generate consumption experiences. To test some of these interactions, we conducted three correlational studies, studies 1, 2, and 3, one experiment, study 4, and one qualitative study, study 5. Study 1 found negative relationships between sustainability values and materialism and positive relationships between sustainable values and the preference for experiential purchases. Study 2 found positive relationships between two components of the slow-fashion movement, equity and exclusiveness, and guilt, and a negative relationship with functionality, another component of slow fashion. Study 3 found an indirect relationship between sustainable values and guilt through their positive and significant relationship with increased awareness of the environmental impact of the fast-fashion industry, supporting a mediation model. Study 4 found that participants were was more likely, regardless of whether the purchase of clothing was labeled as fast fashion or not, to experience pride than guilt when recalling recent past purchases. Last, in study 5, we found that consumers buy clothes to look good and pay attention to quality and value without significant concerns for environmental issues. The implications for consumer behavior were discussed. Full article

International shopping is a significant motive for outbound travel; however, evidence on the experiential drivers of luxury travel retail among Chinese luxury travelers remains limited. This study investigates the factors shaping overseas shopping experiences and assesses the adequacy of the luxury customer experience (LCX) framework in this episodic, time-constrained, cross-border context. A quantitative survey of Chinese luxury travelers (N = 407) was conducted and analyzed using IBM SPSS Statistics (Version [30.0], Mac) within the LCX framework. The results show that modern artistic visual merchandising positively predicts overall experience evaluation (β = 0.162, p < 0.001), and emotional connection significantly predicts repurchase intention (β = 0.197, p < 0.001). We find that overall experience evaluation and subsequent behavioral responses are shaped by specific drivers, including service-related post-purchase factors, emotional fulfillment and brand trust, visual appeal, and affective/cognitive evaluations. These results point to possible gaps in theory when LCX is used in short-term travel retail contexts. To address these gaps, we propose the transient experience, relationship quality, action outcomes, connection, and engagement (TRACE) conceptual framework for analyzing feedback-driven encounters throughout the travel experience. Overall, this study extends LCX to episodic, time-constrained contexts and introduces TRACE as a conceptual complementary model to guide future theory testing and model validation in luxury travel retail contexts. Full article

Background: Tribulus terrestris (Tt) is a popular herbal supplement marketed to enhance fitness performance, despite inconclusive evidence regarding its efficacy and safety. This study aimed to investigate the prevalence of TT use, awareness, and motivations for its use among recreational athletes in Italy, helping to address the lack of empirical data describing who actually uses Tt, for what purposes, and with what behavioral risks. Methods: A cross-sectional anonymous survey was administered between May and October 2024 across Italian gyms and fitness clubs using Microsoft Forms. A total of 696 individuals initiated the questionnaire; after removal of duplicate, incomplete and ineligible entries, 510 responses were analyzed. Two indicators of Tt consumption were assessed: ever use and current use, with the latter designated as the primary outcome. A multivariable logistic regression evaluated predictors of current Tt use, entering sex, age category (18–24, 25–34, 35–44, ≥45 years), and motivation for supplement consumption. Results: Current Tt use was reported by 7.8% of respondents, while 10.5% declared ever using a Tt-containing product. Motivation was the only independent predictor of Tt consumption (p = 0.012). Individuals reporting performance enhancement as their primary motivation were markedly more likely to currently use Tt, compared with those using supplements for other purposes (adjusted OR ≈ 18.5; p = 0.008). Neither sex (p = 0.918) nor age category (p = 0.519) significantly predicted Tt use. Admission of anabolic steroid use was infrequent but was linked to online purchasing from potentially unregulated sources. Conclusions: Tt consumption in fitness settings is driven predominantly by performance-oriented expectations rather than demographic characteristics. The observed discrepancy between consumer beliefs and scientific evidence suggests a pressing need for educational interventions and regulatory vigilance in sports nutrition. Public health policies should focus on improving label literacy, strengthening consumer protection, and countering misinformation within supplement marketing environments. Full article

Worldwide the adoption of electric vehicles (EVs) is recognized as a key strategy for reducing transport-related greenhouse gas (GHG) emissions, a major contributor to global warming and climate change. The objective of this pilot study is to examine the key variables that might have influenced electric vehicle (EV) purchase decisions among current EV owners and how they are aligned or different for the prospective EV owners in North Carolina (NC). By adopting a web-based survey for data collection, the study specifically aims to identify economic, demographic, environmental, and commuting behaviors, along with existing government policies and incentives that might motivate consumer choices regarding EV adoption. Most existing EV owners who participated in the survey identified themselves as college-educated White men with USD 100 K or higher income, have more than two cars, commute more than 30 min, and live in single-family homes with EV charging. In contrast, among non-EV owners who plan to adopt an EV within the next three years, a significant proportion are non-White, women, and earn USD 50,000 or less annually. While home charging is important to both current EV owners and non-EV owners, EV incentive policies and proximity to public changing stations are found to be more important to non-EV owners’ decision to adopt EVs. A reasonable conclusion from this research is that expanding EV-friendly policies, incentives, and infrastructure will encourage first-time EV ownership in NC while providing deeper insights into the dynamics of sociodemographic among both EV owners and non-EV owners. Full article

Increasing consumption of plant-based alternatives is promoted to reduce the environmental impact of food systems, yet adoption remains limited. The aim of this study was to identify distinct consumer segments and examine differences in their perceptions, consumption habits, and trial intentions concerning plant-based dairy alternatives (PBDAs). Conceptually, it advances PBDAs segmentation by jointly incorporating pro-dairy justifications, avoidance of animal-origin considerations, and self-reported PBDAs familiarity, capturing psychological defence mechanisms alongside knowledge-related influences on adoption. Data were collected in a nationwide cross-sectional CAWI survey of 1220 Polish adults responsible for household food purchasing, stratified and quota-matched by gender, age, region, and settlement size. Factor analysis of the segmenting variables was conducted using principal component analysis with varimax rotation, followed by two-step cluster analysis. Alternative cluster solutions were compared using the Bayesian Information Criterion based on the log-likelihood (BIC-LL). The selected five-cluster solution showed acceptable to good clustering quality, as indicated by silhouette-based measures of cohesion and separation. Given the cross-sectional CAWI design and reliance on self-reported measures, the findings do not allow causal inference and should be interpreted as context-specific to the Polish, dairy-centric food culture. Cluster analysis identified five segments that differed in PBDA-related beliefs, product image evaluations, consumption patterns, and trial intentions. PBDA-oriented segments, comprising a dairy-critical segment and a dual-consumption segment, exhibited higher perceived familiarity and stronger ethical and environmental concerns and showed greater PBDA use and willingness to try new products. The dual-consumption segment reported the highest use and trial readiness. In contrast, resistant segments showed stronger dairy attachment, lower perceived familiarity, and more sceptical evaluations of PBDAs’ healthfulness, naturalness, and sensory appeal, and rarely consumed plant-based alternatives. The findings highlight substantial heterogeneity in how Polish dairy consumers perceive PBDAs, emphasising the importance of segment-specific approaches for communication and product development. Tailored strategies can help address the diverse motivations and barriers of consumers, supporting a dietary shift toward more plant-based options. Full article

The growing interest in no- and low-alcohol (NoLo) wines reflects evolving consumer preferences toward moderation, health, and mindful drinking. This study investigates consumer perception and acceptance of NoLo wines within a traditional wine context (Trentino-Alto Adige, Italy), based on a survey of 344 people. Respondents were primarily between 18 and 34 years old. Descriptive results indicated low familiarity and purchase frequency but positive attitudes, especially among women and health-oriented consumers. Nonparametric tests revealed that gender significantly affected familiarity, social acceptance, and willingness to recommend NoLo wines, with women respondents showing higher engagement and acceptance. Age showed a weaker but still significant effect on familiarity, while consumers who regularly consumed NoLo beverages exhibited greater social acceptance and willingness to recommend. In addition, logit and probit models suggested that preference for mid-to-low alcohol levels and prior experience with alcohol-free drinks positively influenced purchase frequency. In contrast, traditional wine consumption habits and expenditure had no significant effects. These findings suggest that while NoLo wine adoption in a premium wine region such as Trentino-Alto Adige is in an emerging phase, it is underpinned by evolving young consumer motivations toward moderation, well-being, and social inclusivity, offering clear opportunities for targeted market development and product innovation. Full article

Background/Objectives: Craft non-alcoholic and low-alcohol beer (NABLAB) is attracting increasing attention as potential functional beverages due to their content of bioactive compounds such as polyphenols, vitamins, and minerals, and their suitability for health-oriented lifestyles. This study investigated Italian consumers’ perceptions of craft NABLAB and explored possible generational differences in their acceptance. Methods: A descriptive cross-sectional online survey was conducted between March 2024 and March 2025 among adults living in Italy. The questionnaire, composed entirely of closed-ended questions, investigated familiarity with craft NABLAB, attitudes toward their potential health-related properties, and willingness to recommend them. Results: A total of 527 valid responses were analyzed descriptively and grouped by generation (Generation Z, Millennials, Generation X, and Baby Boomers). Results showed that 68.3% of participants would recommend craft NABLAB to others interested in their functional properties, while 55.0% reported higher motivation to purchase when informed about their potential health benefits. Familiarity with these products remained limited (34.7% had tried them, and only 22.2% considered them easy to find). Baby Boomers and Millennials were more receptive, possibly due to greater health awareness and openness to innovation, whereas Generation Z displayed curiosity despite lower consumption experience. Conclusions: Overall, Italian consumers show a growing interest in craft NABLAB, especially when linked to wellness and active lifestyle benefits. Enhancing product availability and communication focused on health and functionality could promote more moderate and conscious drinking habits, contributing to a gradual cultural shift toward reduced alcohol consumption. Full article

This study investigates sustainable consumption patterns across different generations (Centennials, Millennials, Generation X, and Baby Boomers) and genders in Colombia, an emerging country. Using a quantitative approach, a 38-item questionnaire was administered to 736 participants. Multinomial regression analysis revealed statistically significant differences in sustainable consumption patterns based on generation and gender. Generation Z prefers buying and extending the use of second-hand clothing, while Generation Y focuses on reducing excessive consumption. Generations X and Baby Boomers are motivated by preserving resources for future generations and researching sustainable products before purchasing. Women show a greater inclination toward sustainable consumption than men. These findings contribute to understanding generational and gender differences in sustainable consumption behaviors within an emerging market context. Full article

The rapid rise of the pre-loved luxury fashion market in China reflects a unique shift in consumer behaviour, shaped by growing concerns for sustainability, affordability, and personal expression. While global scholarship on circular fashion has expanded, studies remain predominantly focused on Western consumers, leaving Chinese market dynamics underexplored. This study addresses this gap by examining the motivations and channel engagement of Chinese consumers purchasing pre-loved luxury fashion, including pre-owned, vintage, and collectors’ items. A sequential mixed-methods design was employed, integrating quantitative data from a survey of 438 Chinese consumers with qualitative insights from 21 semi-structured interviews. Structural equation modelling revealed that economic, individual, and social motivations significantly influenced perceived value, which in turn enhanced engagement with resale channels. Functional motivations, though present, played a less prominent role. Furthermore, engagement with online and offline channels, including social media platforms, livestream commerce, and luxury consignment boutiques, was found to mediate the relationship between perceived value and purchase intention. The study contributes to theory by adapting established luxury value frameworks to the pre-loved context and by introducing channel engagement as a mediating construct in the consumption of second-hand luxury fashion. The main theoretical frameworks that underpin the study, such as the Brand Luxury Index and the Four Value Dimensions, are used to provide a clearer understanding of its conceptual foundation. In particular, some key quantitative indicators, such as β-values or R², would make the summary more specific and informative. Practically, the findings provide actionable insights for platform operators and luxury brands seeking to build consumer trust and enhance experiential value in China’s rapidly evolving resale market. By situating the research within a culturally specific and digitally advanced retail environment, the study broadens understanding of circular luxury fashion consumption in non-Western contexts. Full article

This study examines how consumers’ perceptions of threat severity and anxiety during public health crises influence their motivation to protect themselves and, subsequently, their intentions to purchase protection insurance products. Drawing on Protection Motivation Theory (PMT), we develop an integrated framework that links cognitive risk assessments and emotional responses to financial protection decisions. Using survey data collected from 437 respondents in Taiwan during the COVID-19 pandemic, the research model is tested through partial least squares structural equation modeling (PLS-SEM). The empirical results indicate that both perceived severity and anxiety significantly enhance protection motivation, with perceived severity exerting a stronger effect. These two antecedents also directly strengthen consumers’ intentions to purchase protection insurance. Furthermore, protection motivation partially mediates the effects of perceived severity and anxiety on purchase intention. These findings extend the application of PMT to the financial and insurance domains by demonstrating how cognitive and affective factors jointly shape demand for protection insurance in high-risk environments. The practical implications of these results for insurers include risk communication strategies, product positioning, and the development of crisis-responsive insurance solutions. Full article

Instant noodles have become a staple convenience food worldwide, with rising consumption particularly among younger, busier populations. This study investigates consumer perceptions, health concerns, consumption habits, and purchasing behaviors related to pre-packaged noodles in Kosovo. A structured questionnaire was administered to 400 participants, exploring attitudes toward health impacts, ingredient awareness, product preferences, and purchasing motivations. Findings revealed mixed perceptions of noodle healthiness, with older and more educated individuals significantly more likely to view them as unhealthy (p < 0.001). Although most respondents expressed concern about ingredients such as fat, calories, and salt, awareness of additives like monosodium glutamate (MSG) remained low (p < 0.001), indicating a gap in consumer knowledge. Consumption patterns varied notably by age, gender, income, and health status. Younger and lower-income groups consumed noodles more frequently (p < 0.001), often driven by time constraints rather than taste or nutritional value. One-third of participants reported a sense of addiction, strongly linked to both frequency and portion size. When purchasing, consumers prioritized label clarity, origin, and natural ingredients over sensory appeal, and advertising exerted only a moderate influence on choices. These results suggest that while practical needs drive consumption, health concerns and demographic factors strongly shape perceptions and behavior. Efforts to reduce unhealthy consumption should focus on clearer labeling, accessible nutrition education, and promoting healthier, convenient alternatives. Full article

This study examines how geopolitical uncertainty (GEOUN) influences domestic touristic purchase intention (TPI) through consumer ethnocentrism (CETH), consumer xenocentrism (CXEN), and touristic motivation (TMOT) in the Dominican Republic, a tourism-dependent developing economy. Integrating insights from uncertainty-identity theory (UIT), the theory of planned behavior (TPB), and consumer culture theory (CCT), we propose that macro-level geopolitical instability triggers identity-driven and motivational responses that shape consumer travel decisions. Using survey data from 374 Dominican consumers, we find that GEOUN significantly increases ethnocentric attitudes and touristic motivation, which in turn boost domestic travel intention. Touristic motivation emerges as the strongest predictor of TPI and serves as a key mediator linking uncertainty and identity-based factors to travel intention. However, xenocentrism does not significantly predict travel intention, revealing a gap between aspirational foreign affinity and actual choices under uncertainty. These findings extend consumer behavior theory by highlighting how identity-protective and motivational mechanisms shape decision-making under threat. Practically, the results suggest that in volatile environments, tourism marketing should emphasize national belonging, emotional security, and cultural pride to position domestic tourism as both an economic stabilizer and a psychological resource. Full article

As global attention on environmental sustainability grows, the fashion industry is shifting towards circular models, with the second-hand clothing market emerging as a key pathway to sustainable development. In China, this market is rapidly evolving, with millennials and Generation Z showing strong interest in environmentally friendly and personalized fashion. This study investigates Chinese consumers’ motivations and barriers to purchasing second-hand clothing and examines the diversity of China’s sustainable fashion ecosystem. Using a mixed-methods approach of semi-structured interviews and surveys, the findings reveal that environmental awareness, economic affordability, and social influence drive purchase intentions, while hygiene concerns, societal perceptions, and trust in platforms act as barriers. The study also compares the roles of online platforms, offline vintage stores, and upcycling fashion brands, highlighting their complementarity across economic, cultural, and social dimensions. Online platforms offer efficiency and convenience, vintage stores build brand loyalty through cultural narratives, and upcycling brands merge creativity with sustainability. It also reflects on the cultural context shaping second-hand fashion adoption in China. The study suggests enhancing trust in platforms, promoting education, and leveraging social media campaigns to support future market development. Full article

Despite Türkiye’s high agricultural potential, consumer interest in organic foods remains limited. Understanding the motivations of Turkish consumers who prefer organic foods is crucial for expanding the domestic organic market. This research aims to explain consumers’ attitudes and purchasing behaviors toward organic agricultural products by utilizing the Theory of Planned Behavior (TPB) and Value-Belief-Norm (VBN) theories and examining the impact of health, environmental, economic, and social motivations on these attitudes and behaviors. Research data were obtained from online surveys conducted with 952 adult consumers across Türkiye. Partial Least Squares Structural Equation Modeling was used in the analysis of the data. Research results show that females purchase more organic agricultural products than males, and consumer aged 36 and over purchase more organic agricultural products than those aged 18–25. In the research, health-related, environmental, economic, and social motivations were found to be statistically significant in terms of consumer attitudes. It has been determined that social motivations are statistically significant in the purchasing behavior of organic agricultural products. The results show that a positive attitude towards organic agricultural products has been formed, but only social motivations can motivate consumers to purchase. The results indicate that the attitude and perceived behavioral control dimensions of the TPB, when considered in conjunction with the value- and norm-based explanations of the VBN, provide a more holistic explanation of organic product consumption. These findings highlight the importance of developing marketing strategies that center on social motivations and value-based communication. Furthermore, Turkish consumers’ economic constraints and product price differences also influence their purchasing decisions. In this context, incentives for low-income groups, such as discount campaigns and promotions, are recommended. Full article

A strategic fulcrum for leading high-quality economic development and shaping the nation’s future. Core competitiveness lies in how governments can effectively stimulate consumer demand for green consumption and motivate enterprises to pursue green technology innovation through the development of precise and efficient innovative regulation models. In this paper, a tripartite evolutionary game model is constructed based on evolutionary game theory, encompassing the government, enterprises, and consumers. We analyze the strategic interactions and evolutionary path among these three entities under conditions of bounded rationality and information asymmetry. The research reveals the following: (1) the government can effectively guide enterprises towards genuine green innovation through enhanced rewards for substantive innovation and increased penalties for strategic innovation; (2) consumer purchasing decisions are significantly shaped by economic benefits, perceived social value, and government subsidies, with their market choices forming a critical external supervisory force; and (3) government regulatory strategies are dynamically adjusted in response to market integrity levels and social welfare, with a tendency to implement innovative regulation when “greenwashing” risk is elevated. In conclusion, simulation analysis is conducted using MATLAB 2018a, and governance recommendations are offered based on three dimensions: precise government regulation, enhanced corporate responsibility, and enhanced consumer capabilities. These recommendations offer both a theoretical basis and a practical path for establishing an integrated green innovation governance system based on incentive constraint empowerment. Full article