Search Results (37)

Direct purchasing offers consumers the advantage of fresher, higher-quality food, often at lower prices, with greater transparency in terms of origin and production methods, which creates trust and enables more environmentally conscious choices. On the other hand, direct selling empowers farmers by cutting out middlemen and improving their income. As a climate-friendly option, direct selling reduces transport emissions, supports environmentally friendly agricultural practises and strengthens the resilience of the food system. This paper examines the factors that influence consumer purchase intentions for direct sales in the context of climate change. The study was conducted with a sample of 313 direct sales consumers at on- and off-farm locations in Croatia (Istria and Primorsko-goranska County). The sample consists mainly of women with higher education and over 45 years of age. The exploratory factor analysis revealed three factors: (1) attitude towards climate change, (2) influence of direct sales on climate change, and (3) intention to buy in direct sales. A hierarchical regression analysis revealed a positive and significant influence of the factors’ attitude towards climate change and the influence of direct selling on climate change on the purchase intention in direct selling. The results suggest that direct selling consumers are aware of climate change and are inclined to choose sustainable behaviours, such as direct selling, to mitigate climate change. Full article

This research examines the cognitive and psychological mechanisms underlying young adults’ reactions to ESG-labeled online advertisements, specifically resistance to persuasion and purchase intention. Based on dual-process theories of persuasion and digital literacy theory, we develop and test a structural equation model (SEM) of perceived greenwashing, online advertising literacy, source credibility, persuasion knowledge, and advertising skepticism as predictors of behavioral intention. Data were gathered from 690 Greek consumers between the ages of 18–35 years through an online survey. All the direct effects hypothesized were statistically significant, while advertising skepticism was the strongest direct predictor of purchase intention. Mediation tests indicated that persuasion knowledge and skepticism partially mediated perceptions of greenwashing, literacy, and credibility effects, in favor of a complementary dual-route process of ESG message evaluation. Multi-group comparisons revealed significant moderation effects across gender, age, education, ESG familiarity, influencer trust, and ad-avoidance behavior. Most strikingly, women evidenced stronger resistance effects via persuasion knowledge, whereas younger users and those with lower familiarity with ESG topics were more susceptible to skepticism and greenwashing. Education supported the processing of source credibility and digital literacy cues, underlining the contribution of informational capital to persuasion resilience. The results provide theoretical contributions to digital persuasion and resistance with practical implications for marketers, educators, and policymakers seeking to develop ethical ESG communication. Future research is invited to broaden cross-cultural understanding, investigate emotional mediators, and incorporate experimental approaches to foster consumer skepticism and trust knowledge in digital sustainability messages. 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

This online survey aimed to gather consumer opinions on dairy products and production and to identify the potential market for A2 milk (milk containing exclusively β-casein A2, which reduces gastrointestinal discomfort after consumption). The questionnaire included seven sections covering the consumption of dairy products, sociodemographic aspects, awareness and purchase intention of A2 milk, questions about milk as a source of nutrients and health benefits, the environmental impact of milk production, and alternatives to cow milk. Responses from 672 Spanish consumers categorized into clusters (according to their milk consumption and their discomfort after drinking it), gender, age, educational level, and milk taste preference were analyzed using a linear multiple regression model. Dairy consumers not experiencing discomfort after drinking milk (62.6%) and those who preferred the taste of milk over plant-based alternatives (64.0%) demonstrated better knowledge of milk nutrients and its health benefits. Participants’ age, gender, and education level also influenced their perceptions, with older participants, women, and those with university education generally showing better results. In conclusion, clusters impact consumers’ milk perceptions as a nutritional source and its health benefits. The positive perception of milk’s nutritional benefits among dairy consumers experiencing discomfort after drinking milk (17.3%) positions them as a strong target market for A2 milk. Full article

Femvertising is increasingly being used by brands to showcase their values and attract consumers, especially in the fashion industry. Previous studies mainly focused on its impact on female consumers, while the perceptions and responses of male consumers are usually ignored. Focusing on the context of men purchasing women’s clothes as gifts, this study aimed to explore the impact of femvertising on male consumers’ gift purchasing intention and reveal the mechanism, with the mediating effects of female empowerment and brand hypocrisy and the moderation effect of gift recipient. A situational experiment was conducted to acquire data, and hypotheses were tested with regression analysis and the bootstrapping method. The results demonstrated that the total effect of femvertising on male consumers’ gift purchasing intention is not significant, but there is a positive mediating effect of female empowerment and a negative mediating effect of brand hypocrisy, and the mediating effect of female empowerment is stronger for a communal relationship (versus an exchange relationship). Full article

Background: guarana and green tea are known as compounds that may improve cognitive performance due to their high content of caffeine and other neurostimulants, such as theobromine in the case of guarana and ECGC (apigalocatechin-3-galate) in that of green tea. Methods: this study investigates the effects of Paullinia cupana (guarana) and Camellia sinensis consumption on students’ intellectual performance. The study group consisted of 33 students, mostly women, from various faculties. During the studied period, they consumed 2 g guarana per day for ten days and 1.5 g green tea per day for ten days. The students completed three cognitive tests before and after administration of the products, measuring reaction speed, memory, and attention. They also completed questionnaires regarding health status, product information, product quality, purchase intention, consumer confidence in the product, and perception of effects and preferences. Results and discussion: the results showed that both guarana and green tea fostered significant improvements in cognitive performance. However, more people felt the effect of guarana than the effect of green tea. The study found a strong correlation between cognitive effects and guarana administration, including improvements in energy and retention of information. For green tea, a calming effect and state of well-being were the most relevant responses. Conclusions: the findings suggest that guarana and green tea may constitute a useful strategy for improving academic performance. However, further research is needed to determine optimal doses, frequency of consumption, and potential long-term effects on cognitive function. Full article

This study explored the impact of psychological distance, media coverage, and guilt on communication behavior and eco-friendly actions and found that environmental interest was a significant predictor of behavior. The findings indicate that perceptions of the severity of the climate crisis and media coverage facilitated information seeking and interpersonal communication, which in turn led to eco-friendly behavior. Additionally, guilt strongly predicted information seeking and eco-friendly product purchase intention. Information seeking and interpersonal communication positively influenced eco-friendly product purchases and energy conservation. Women and younger individuals favored face-to-face communication and public transport, while older individuals focused on energy conservation and eco-friendly purchases. Perceptions of climate crisis severity and media coverage influenced communication and eco-friendly purchases. Guilt strongly predicted information seeking and purchase intention, which emphasizes the effectiveness of emotion-based messages. The findings highlight the need for targeted strategies across demographics and political orientations to promote pro-environmental behavior. Full article

Consumer behavior has changed considerably over time. In recent decades, people have used resources at a rate that exceeds the total consumed throughout history. This paper aims to address the determinants of the smartphone purchase decision, emphasizing gender differences, price influence, and previous online shopping experience. The methodology used combines a bibliometric review of the literature to identify major trends in consumer behavior research and a quantitative research survey that provides insight into consumer behavior in the smartphone purchase process. The survey highlights brand preferences, purchase patterns, product selection criteria, and the influence of socioeconomic factors on the purchase decision, identifying the determinants of online versus physical store purchase decisions among young consumers in the northeastern, east, and southeastern regions of Romania. Thus, our analysis aims to identify the variables influencing consumer preferences and to assess the statistical significance of these differences using quantitative methods and relevant statistical tests. The collected data came from a valid sample of 456 respondents for the general analysis and 271 valid cases for the online shopping analysis. The analysis shows that gender is a significant predictor of online purchase decisions, with men being 2.65 times more likely to purchase a smartphone online than women. The collected data were analyzed using t-tests, Chi-square tests, and logistic regression to assess the influence of variables on online smartphone purchase intention. Full article

The 2024 Report on the Work of the Chinese Government promotes trade in consumer goods and green consumption. Therefore, better understanding is needed of consumer attitudes and behaviors toward environmental protection and sustainable development. The relationships among future orientation, construal level, and green consumption were explored using a delayed-effect design to conduct two surveys at one-month intervals with 160 participants (100 women and 60 men). The results showed that (1) future orientation positively predicted green consumption intention and green consumption behavior, and (2) the construal level significantly moderated the influence of future orientation on green consumption. Specifically, a high construal level and high future orientation predicted the greatest green consumption intention, green consumption behavior, and green consumption decisions, while at a high construal level, future orientation positively predicted green consumption intention and behavior, with a greater tendency to purchase environmentally friendly rather than hedonic products. At a low construal level, future orientation had no significant effect on green consumption intention, behavior, and intention to purchase environmentally friendly products. This study is important for promoting public awareness of the importance of green consumption and encouraging green consumption behaviors to achieve the goals of sustainable development and protect the environment and social well-being. Full article

The unsustainable demand for wildlife and its derivatives poses a threat to global biodiversity, requiring attention and intervention. This study investigates the intent to purchase medicines containing saiga antelope horn among respondents in China. Drawing on an expanded theoretical framework rooted in a planned behavior model, and analyzing 576 valid data points collected through online research, this paper employs a structural equation model to consider influencing factors across six dimensions: attitude, subjective norm, perceived behavioral control, consumption experience, protective cognitive level, and personal characteristics. The findings reveal that 31.25% of respondents harbor a positive purchase intention toward medicines containing saiga antelope horn. Additionally, attitude, subjective norm, perceived behavioral control, and consumption experience exhibit positive associations with the purchase intention, while the protective cognitive level demonstrates a negative impact. A significant gender gap was identified, with women displaying a greater inclination to purchase compared to men. To support the global conservation efforts of the saiga antelope, this paper advocates for strategic interventions. Recommendations include reinforcing public science education, fostering awareness, advancing the research and development of alternative medicines, strengthening internal market controls, and employing targeted marketing strategies to shift consumer preferences. These measures collectively contribute to a holistic approach aimed at reducing the demand for wildlife products and safeguarding the saiga antelope population. Full article

Micronutrients play a critical role in pregnant women, a vulnerable group with higher nutritional requirements. The first strategy to achieve adequate micronutrients intake should always be through a healthy and balanced diet. In the case where the diet is not enough to meet these requirements, food supplements should be prescribed under supervision to complement the diet, and these products must bear reliable information about the declared nutritional contents and health benefits. Based on the data provided by the Coordinated System of Fast Interchange of Information (SCIRI) and to know the current national situation, this work addresses the assessment of the content and the adequacy of health claims related to some micronutrients (vitamin C, vitamin B₉, iron, copper, manganese, zinc, calcium, magnesium) contained in food supplements for pregnant women commercialized in Spain. Analytical results coincided with the declared values and were covered by the ranges of tolerances, and samples met the requirements to use health claims. Although the samples could even include more claims, manufacturers could have selected those which either best addressed pregnant women’s conditions or best aligned with marketing intentions. This study confirms an adequate use of health claims in food supplement samples, which could be interesting for strengthening consumers’ confidence in the benefits shown in the labeling and for encouraging the use of health claims as a useful tool for making better-informed purchasing decisions. Full article

The collection and storage of umbilical cord stem cells (UCSCs) have a crucial role in improving and expanding stem cell-based therapies, which are becoming popular in Saudi Arabia and other Middle East countries. Many patients and families in Saudi Arabia depend on private cord banks in foreign countries to purchase stem cells, which has financial and medical implications. The current study aims at determining the predictors of current registration status and willingness to donate cord blood stem cells among expectant mothers in Saudi Arabia. A cross-sectional study collected data from 714 expectant mothers from all thirteen regions of Saudi Arabia in December 2022. The online survey questionnaire assessed women’s awareness, direct and indirect exposure to stem-cell therapy, sources of knowledge, willingness, reluctance, and current registration status to donate cord blood. Although women demonstrated higher acceptance and lower rejection towards the donation of UCSCs, just one percent (n = 7; 1%) of expectant mothers in this sample are registered with the Saudi Stem Cell Registry. Overall, 48% indicated their willingness to register in the future. Both correlational analysis and multiple regression analysis demonstrated that awareness significantly predicted willingness to donate (p < 0.01), and rejection attitudes were negatively related to willingness to donate (p < 0.001). Although the mean scores on acceptance were high, they were not found to be significantly associated with willingness to donate. Prior direct and indirect exposure to stem cell therapy appeared to be the strongest predictor of pregnant women’s willingness to register (p < 0.001). Findings suggest that acceptance attitudes do not have a symmetrical relationship with intention. Women’s prior exposure to stem cell therapy was the most significant factor; therefore, findings demonstrate that currently women are relying on their firsthand experience to decide about cord blood donation rather than the information obtained from other sources, such as social media and the internet. Though attitudes were not identified as significant predictors in the statistical models, awareness was a relevant factor, and the findings signify increasing awareness in various target populations to enhance the probability of intention to donate cord stem cells. Full article

Street crime is one of the world’s top concerns and a surge in cases has alarmed people, particularly women. Related studies and recent news have provided proof that women are the target for crimes and violence at home, outdoors, and even in the workplace. To guarantee protection, self-defense tools have been developed and sales are on the rise in the market. The current study aimed to determine factors influencing women’s intention to purchase self-defense tools by utilizing the Protection Motivation Theory (PMT) and the Theory of Planned Behavior (TPB). The study applied multiple data analyses, Machine Learning Algorithms (MLAs): Decision Tree (DT), Random Forest Classifier (RFC), and Deep Learning Neural Network (DLNN), to predict purchasing and consumer behavior. A total of 553 Filipino female respondents voluntarily completed a 46-item questionnaire which was distributed online, yielding 22,120 data points. The MLAs output showed that attitude, perceived risk, subjective norm, and perceived behavioral control were the most significant factors influencing women’s intention to purchase self-defense tools. Environment, hazardous surroundings, relatives and peers, and thinking and control, all influenced the women’s intention to buy self-defense tools. The RFC and DLNN analyses proved effective, resulting in 96% and 97.70% accuracy rates, respectively. Finally, the MLA analysis in this research can be expanded and applied to predict and assess factors affecting human behavior in the context of safety. Full article

We aimed to understand how to promote innovative technology in the sustainable fashion market. The case study was the advertisement of a feminine bag with a chain coated using a new technology. We invited 550 women to read an Instagram post. In the control condition, the post only described the new technology. In the informational condition, the post emphasized the resistance and durability of the bag. In the transformational condition, the post emphasized the innovativeness and exclusivity of the bag. In the sustainability condition, the post emphasized the low environmental impact of its production. Results showed that the sustainability advertisement was the most persuasive in terms of consumers’ involvement, systematic processing, and intention to buy the bag. In addition, reference to the functional benefits was an effective strategy to promote purchasing intention when consumers were interested in novelty and high quality, and when engaged in shopping for fun and enjoyment. Full article

Using the Information–Motivation–Behavioral Skills (IMB) model as a theoretical framework, we examine the direct effects of knowledge, attitude, and subjective norms on young women’s intention toward purchasing green cosmetics, and whether self-efficacy mediates these effects. Data were collected from 433 young female consumers and analyzed using the PROCESS macro for SPSS. Green-cosmetics-related knowledge and motivation (attitude and subjective norms) were positively related to green cosmetics purchase intention. Self-efficacy partially mediated the effects of knowledge, attitude, and subjective norms on purchase intention. The IMB model offers a useful framework for understanding the factors affecting young Vietnamese women’s intention toward purchasing green cosmetics. Marketers promoting green cosmetics should aim to increase consumers’ confidence in comprehending their products. Full article