Search Results (216)

Young adults are often treated as a single digital consumer segment, although adjacent age cohorts may differ in e-commerce use and attitudes toward circular consumption. This study compares respondents aged 18–24 and 25–34, and examines whether age cohort or sustainability orientation is more closely associated with e-commerce behaviors and circular product acceptance. The analysis uses a respondent-level dataset harmonized ex post from five separate convenience-sample questionnaire surveys (n = 482 young adults). Respondents were not linked across sources; each hypothesis was tested on the subsample with the relevant variables observed, and the sustainability and circular-acceptance tests draw on n = 179 respondents from two of the five sources. Analyses used Mann–Whitney U tests, Spearman correlations, Benjamini–Hochberg false discovery rate correction, robust ordinary least squares models, and selected ordinal logistic models. Respondents aged 25–34 reported more frequent online shopping, whereas respondents aged 18–24 showed more positive personalization attitudes only before controls were introduced. No meaningful age differences were found in sustainability orientation, ecological purchase willingness, or willingness to buy refurbished products, while sustainability orientation was consistently associated with both circular-acceptance outcomes. The Age-Differentiated Circular Acceptance in Retail E-commerce framework is proposed as a conceptual synthesis: age relates to selected digital routines, while sustainability orientation is a cross-cohort correlate of circular product acceptance. The findings suggest that retailers should prioritize sustainability orientation, product-condition transparency, and risk-reducing information over broad age-based segmentation. 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

Given the increasing relevance of sustainability certification in food supply chains and, at the same time, rising confusion among consumers about the multitude of labels on food products, concerns about the value of sustainability certification occur frequently. This paper aims to investigate consumers’ evaluation and purchase intentions, and willingness-to-pay (WtP) for blockchain-enabled sustainability certification in coffee. Utilizing a questionnaire guided by an extended model of Ajzen’s theory of planned behavior (TPB), an online survey was conducted with n = 400 German consumers. Data were analyzed using structural equation modeling and cluster analysis. The results revealed perceived behavioral control (PBC) and subjective norms (SN) as the most influential factors on WtP, whereas intention to buy is shaped by PBC and environmental concerns. Notably, trust in blockchain technology did not emerge as a significant direct predictor, suggesting it operates as a background condition rather than a behavioral driver. Three distinct clusters were identified with concise preference, intention, and WtP profiles, highlighting heterogeneous consumer motivations. The study contributes to the literature in three ways: it provides the first consumer-behavioral evidence from the German market; it demonstrates that blockchain-specific trust constructs do not constitute independent behavioral drivers, suggesting that adoption follows generic TPB mechanisms; and it empirically differentiates intention and WtP as distinct psychological outcomes driven by different construct sets. Full article

Literature suggests that umami, Maillard reaction, and flavor complexity could contribute to sensorial acceptability of plant-based alternatives, but that was yet to be tested. Two field studies with 612 paying customers evaluating a complete meal were conducted in an operating restaurant in Sweden. In the first study, a gray pea burger (Control) was compared to burgers with added monosodium glutamate (MSG) (Umami), grilled (Maillard), or both grilled and added MSG (Complex). In the second study, a simplified gray pea burger (Control 2) was compared to a grilled burger with MSG and aromatics (Complex 2). Check-all-that-apply (CATA) tests show that participants perceived sensory differences between the samples, but their effects in hedonic ratings were inconclusive; only the Maillard sample was significantly more liked than Control and Complex burgers in Study 1. Although limited to their variables and context, these two experiments indicate that umami, Maillard reaction, and complexity, per se, are not key factors to improve liking and willingness to buy (WTB) of plant-based dishes. These results suggest that rather than trying to emulate sensory characteristics considered associated with meat, future research could prioritize addressing cultural barriers to vegetarian food. Full article

Genome-editing (GE) techniques are gaining relevance in the agri-food system for their potential to enhance crop resilience and sustainability, raising questions about consumer acceptance and responsible innovation. Understanding public willingness to buy (WTB) GE foods is therefore essential. While trust in science is often cited as a key driver, its effects are not straightforward. This study examines mechanisms linking trust in science to WTB GE foods, testing the mediating role of attitudes and the moderating role of perceived literacy. A cross-sectional online survey was conducted with a representative sample of Italian adults. Using structural equation modelling, we tested three models: a mediation model, a model including a direct path between trust and WTB, and a moderated model incorporating perceived literacy. Trust predicted more favourable attitudes toward GE, and attitudes were strongly associated with WTB. However, when controlling for attitudes, the direct effect of trust on WTB was negative. Perceived literacy significantly moderated this relationship: higher perceived literacy strengthened the negative trust–WTB association. Overall, generalized trust in science is not sufficient for public acceptance of GE crops and foods. Communication strategies should move beyond trust-building and foster informed, critically engaged consumers. Full article

Plant-based meat alternatives (PBMAs) are gaining increasing attention due to their potential role as substitutes for traditional meat products, driven by sustainability and health concerns related to animal production and consumption. Therefore, investigating and understanding consumer acceptance of less common PBMAs remains crucial. In this context, this research explored sensory expectations and actual experiences of a plant-based hotdog compared to a pork hotdog in a US sample. Using a within-subject design, participants (n = 88) evaluated both products before and after tasting, assessing overall liking, willingness to buy (WTB), and key sensory attributes. Furthermore, Check-All-That-Apply (CATA) batteries were used to explore product descriptors and situational appropriateness for consumption, while open-ended questions were employed to examine what consumers liked and disliked the most about the products in more detail. Results revealed no significant differences in expected liking between the two products before tasting. However, after tasting, the pork hotdog received significantly higher scores for both overall liking and WTB compared to the plant-based hotdog. Despite the plant-based product being associated with situations related to health and sustainability, it did not lead to the same appealing hedonic experience as the animal-based product. In addition, both penalty-lift analysis and text mining of the open-ended responses confirmed that consumers seek meaty characteristics in both animal- and plant-based hotdogs (e.g., “I don’t like how light the meat is” or “would like a more meat flavor”). This research provides valuable implications for policymakers and the food industry in terms of aligning strategies with consumers’ preferences and needs, supporting efforts to reduce red meat consumption and promote healthier, more sustainable dietary choices. Full article

Short food supply chains are an increasingly important topic within the academic community, as is research into the factors influencing consumers’ intention to buy at farmers’ markets. This study examines the influence of consumers’ product perception and product knowledge on purchase intention at farmers’ markets. Data were collected at farmers’ markets in Croatia. A total of 255 valid responses were analysed using exploratory factor analysis and hierarchical regression. Demographically, respondents were predominantly women aged 46–55 with higher education and middle-income levels (family annual income of EUR 20,000 to 40,000). Results indicate that both product perception and product knowledge significantly affect purchase intention at farmers’ markets. Consumers generally view farmers’ market products as superior in quality and value, and they place high trust in farmers’ expertise. The findings suggest that attributes such as freshness, safety, and authenticity, combined with product knowledge-sharing by farmers, strengthen consumer trust and increase their willingness to pay and to recommend these products to family and relatives. Full article

COVID-19 lockdown announcements triggered global waves of panic buying, leading to widespread panic buying of essential goods and supply chain disruptions. Although the acute phase of the pandemic has passed, panic buying continues to emerge during natural disasters, extreme weather events, and other crisis-related disruptions, highlighting the ongoing need for evidence-based strategies to address its psychological drivers. Social cognition constructs, including willingness, intentions, attitudes, subjective norms, and risk perceptions, have been identified as modifiable psychological predictors of panic buying. However, few studies have experimentally tested theory-driven interventions aimed at modifying these mechanisms. This study evaluated the effectiveness of a brief, online intervention based on integrated social cognition models in reducing panic-buying-related cognitions during a hypothetical lockdown scenario. A pre-registered randomized controlled trial was conducted with Australian grocery shoppers (N = 140), who were randomly allocated to an intervention or control condition. Participants completed self-report measures assessing their willingness, intentions, attitudes, subjective norms, and risk perceptions at both pre- and post-intervention times. The hypotheses were partially supported. Compared with the control condition, the intervention group reported greater reductions across targeted psychological constructs. For hygiene products, significant decreases were observed across all five constructs, and for non-perishable foods, willingness, intention, and attitudes significantly decreased. For cleaning products, reductions were evident for attitudes, subjective norms, and intentions. These findings suggest that theory-informed, scalable interventions can effectively modify the social cognition processes underlying panic buying. This study extends existing research and demonstrates the potential for brief, theory-based communication strategies to reduce panic-buying-related cognitions. Future research should evaluate these interventions in real-world settings and explore mechanisms to target automatic cognitive processes. Full article

Immersive methods and biometric tools provide a rigorous, context-rich way to study how people perceive and choose food. Immersive methods use extended reality, including virtual, augmented, mixed, and augmented virtual environments, to recreate settings such as homes, shops, and restaurants. They increase participants’ sense of presence and the ecological validity (realism of conditions) of experiments, while still tightly controlling sensory and social cues like lighting, sound, and surroundings. Biometric tools record objective signals linked to attention, emotion, and cognitive load via sensors such as eye-tracking, galvanic skin response (GSR), heart rate (and variability), facial electromyography, electroencephalography, and functional near-infrared spectroscopy. Researchers align stimuli presentation, gaze, and physiology on a common temporal reference and link these data to outcomes like liking, choice, or willingness-to-buy. This approach reveals implicit responses that self-reports may miss, clarifies how changes in context shift perception, and improves predictive power. It enables faster, lower-risk product and packaging development, better-informed labeling and retail design, and more targeted nutrition and health communication. Good practices emphasize careful system calibration, adequate statistical power, participant comfort and safety, robust data protection, and transparent analysis. In food science and consumer behavior, combining immersive environments with biometrics yields valid, reproducible evidence about what captures attention, creates value, and drives food choice. Full article

There is no clear consensus regarding which Front-of-Pack (FoP) label is more effective in promoting healthier food choices. This study explored consumers’ healthiness perception (HP) and willingness to buy (WTB) foods labelled with two different FoP labels: Nutri-Score (NS) and NutrInform Battery (NIB). The role of individual characteristics, such as sociodemographic variables, purchasing behaviors, orthorexia nervosa tendency, and cognitive abilities, in predicting consumers’ responses was also examined. Through an online survey, Italian consumers (n = 436; 71% female; average age: 38.9 ± 14.7) evaluated the HP and WTB of yoghurt and fruit jam, with three different nutritional qualities (high, medium, low) and labelled with both NS and NIB. The results showed significant differences between NS and NIB, with effects varying across product categories and nutritional profiles. Age, frequency of nutrition label reading, and role in buying decisions emerged as significant predictors of consumers’ responses, particularly for products with high nutritional quality. Conversely, orthorexia nervosa tendencies and cognitive abilities did not significantly predict differences in HP and WTB between FoP labels. These findings expand the understanding of the complexity involved in selecting an appropriate FoP labelling system and offer valuable insights to effectively guide healthier food choices while accommodating diverse consumers’ profiles. Full article

Housing price indices (HPIs) are employed to assess the impact of the business cycle, monetary policy, housing policies, and local market dynamics. However, comparative empirical analysis of different HPI methodologies has not been conducted to measure why or when they may diverge and whether these differences are meaningful. Two leading US HPI choices, the repeat-sale transactional (S&P Case–Shiller) and characteristic-based hedonic (Zillow) indices, although highly correlated, generate different distributions and time-series properties primarily at the city level. The spread between these two HPI choices measures the difference between housing market transaction intensity and a willingness-to-pay characteristic valuation. We find that transactional indices are more volatile, with HPI spreads associated with both macro and local drivers. The transactional index will rise more rapidly in a market with increased buying (positive macro and local market conditions) and fall further in a market with increased selling (negative macro and local market conditions) relative to a hedonic index. A buyer- or seller-biased spread between a transactional and hedonic housing price index (HPI) may impact policy judgments during housing market extremes. Full article

This study investigates the economic viability of a new composting station dedicated to the recycling of date palm by-products. A field experiential analysis was performed in the Figuig Oasis (Morocco), providing the first evidence on the agronomic quality of the compost. The compost produced from date palm by-product was compared to cattle manure and unamended soil and can be considered as a good-quality amendment, demonstrating its ability to enhance soil fertility. Second, a socio-economic survey was conducted to explore farmers’ perceptions and adoption of sustainable agricultural practices. A total of 201 farmers out of 450 farmers registered in Figuig’s municipal administration were surveyed. In terms of fertilisation, farmers preferred locally produced organic fertiliser when available in order to improve soil organic matter content and reduce dependence on chemical inputs. The selling price for the compost was set at 0.14 EUR/kg to reflect the current market price for compost and the willingness of about 38% of the farmers surveyed to buy it. Third, a detailed cost/benefit analysis was performed, with a breakdown of the station’s operational and investment expenses. This illustrates the minimum scale needed to generate a viable business model. Financial projections show that increasing production capacity from 350 tonnes/year to 3500 tonnes/year reduces unit production costs while increasing profits. As illustrated by the application of the Ecocanvas framework, the socio-economic analysis reveals the potential to generate positive environmental, economic, and social impacts, as the circular approach could be replicable and scalable in similar oases agro ecosystems. Full article

Soils are critical natural resources, yet their abiotic contributions to ecosystem services remain largely unexplored in valuation studies. This pilot study represents, to the best of our knowledge, the first attempt to assess the perceived value of geosystem services (GSs) from a consumer perspective. Using a discrete choice experiment with 200 respondents, we evaluated preferences for Rotella apples and Moscatello wine through mixed multinomial logit and latent class models. Results show that attributes related to soil use and soil control were consistently significant drivers of consumer utility (e.g., odds ratios of 9.38 and 5.78 for Moscatello wine and 8.46 and 5.56 for Rotella apples, respectively; p < 0.01). These attributes align more closely with the concept of a “geological fingerprint” than with existing geographical labeling schemes such as the Protected Designation of Origin. Price effects were statistically insignificant, indicating virtually no influence on choices. Both estimated models revealed preference heterogeneity and a substantial number of no-buy responses. This suggests both limited consumer familiarity with GS concepts and a limitation of our attribute descriptions, which likely failed to convey information needed for effective purchasing decisions. This study is exploratory and limited by its convenience sample, imperfect price specification, and inability to estimate willingness-to-pay measures. Nevertheless, it provides empirical support for introducing geological footprint labeling and highlights the need for improved consumer information, policy tools, and public campaigns to promote recognition and sustainable management of geodiversity in agriculture. Full article

This study examines how Japanese consumers’ awareness of multiple eco-labels, specifically Organic JAS and RSPO, affects their willingness to pay more for eco-labeled cosmetic products. Drawing on the Theory of Planned Behavior (TPB) and Signaling Theory, this study models the interaction between awareness of these two eco-labels and their influence on organic cosmetic buying intentions. Using statistical analysis of survey data from 505 Japanese consumers, the findings reveal that heightened awareness of the Organic JAS label significantly increases the willingness to pay more for eco-labeled cosmetics. However, when awareness of the RSPO label is also present, the positive effect of Organic JAS awareness diminishes, indicating that multiple eco-label signals may interfere with each other. These results underscore the complexity of consumer perceptions regarding eco-labels and suggest that the effectiveness of eco-labels as green marketing tools depends not only on raising awareness but also on understanding how different labels interact to influence consumers’ willingness to pay in the Japanese cosmetics market. Full article

Consumer perceptions of upcycled foods, as well as the determinants of food choices, are still not well understood. The aim of this study was to evaluate the impact of psychological and personal traits on purchase intention (PI) towards upcycled foods of Italian consumers. Additionally, willingness to try (WTT), willingness to buy (WTB), and willingness to pay (WTP) for yogurt, bread, and biscuits made with by-products, namely, hazelnut skin and grape pomace powder, were collected. A web-based survey involving 505 consumers was conducted, and partial least squares structural equation modeling (PLS-SEM) was used to evaluate the model. It resulted that food neophobia and attitude towards upcycled foods had a significant impact on PI. In turn, attitude was affected by food neophobia as well as by objective knowledge about food by-products. Unexpectedly, frugality and environmental concern did not affect PI. WTP was product-specific; when WTP was compared to a reference price, it was higher for the yogurt prototype, followed by the bread and biscuits prototypes. Food neophobia affected WTT, WTB, and WTP. This study contributes to providing new insights into the determinants of consumers’ purchase intention for upcycled foods, which are an emerging category of products. Full article