Search Results (1,101)

Plant-based beverages are a viable alternative for elderly consumers because of their practicality and sustainable appeal. The use of Brazil nuts for these beverages is relevant because of the added value given to the country’s agrobiodiversity and the nuts’ nutritional quality, including their high selenium content. This study aimed for the understanding and acceptance by elderly people of a vegetable beverage made from Brazil nuts and fruit. The investigation was divided into two parts: (1) development and sensory analysis of Brazil nut beverages, and (2) consumers’ perception, choice, and influencing factors for these beverages. In the first stage, four beverages were formulated with different fruit pulps. A total of 100 elderly individuals (>60 years; 69% female) evaluated the sensory acceptance and purchase intention of the beverages. In the second stage, an online questionnaire was applied to 220 elderly individuals (>60 years-old; 52.7% female), which consisted of a choice test of nut beverage packages, a food neophobia scale, and questions about vegetable beverage consumption. The study showed that the selenium claim was one of the most relevant factors in the choice, demonstrating that using Brazil nuts can boost beverage purchases. Further tests are still needed to improve the attributes, such as sweet taste and appearance. Despite this, the blend of Brazil nuts with fruits positively influenced the choice and acceptance of these products by elderly individuals. Full article

E-commerce platforms offering regional fresh produce often face a trade-off between logistics costs and product quality. Due to limited use of cold chain logistics, consumers frequently receive damaged goods, resulting in negative post-purchase experiences. This study examines how logistics service encounters, as reflected in consumer reviews, influence subsequent purchase behaviour, and how the alignment between review images and text moderates this relationship. We analyse sales and review data from 694 fruit products on Tmall between February and April 2024. Latent Dirichlet Allocation (LDA) is applied to extract logistics-related review content. At the same time, image–text similarity is assessed using the Chinese-CLIP model. Regression analysis reveals that positive logistics service encounters significantly enhance purchase intention. However, high image–text similarity weakens this positive effect, suggesting that overly repetitive content may reduce informational value for prospective buyers. These findings advance understanding of consumer behaviour in online fresh produce markets by highlighting the interactive effects of logistics experiences and user-generated content. The results offer practical implications for improving logistics services, enhancing content diversity in review systems, and increasing consumer trust in e-commerce environments. Full article

With the maturity of haptic technology and complex systems, tactile interaction has gradually become realized through specific hardware and software configurations in the e-commerce and business industries. As an innovative form depending on haptic systems, tactile interactive advertising could help both advertisers and consumers enhance the haptic experience of products through technology-mediated virtual environments and provide tactile information for purchase decision making that relies on restoring the real sense of touch. On the basis of the value-based adoption model (VAM) and the need for touch (NFT) from a preference for haptic information in a system, we conduct quantitative research and construct a partial least squares structural equation model, which aims to study the influencing factors that characterize the user preference of tactile interactive advertisements empowered by haptic systems among Chinese consumers. A total of 509 valid questionnaires were collected through online and offline channels. The study revealed that the perceived enjoyment (PE) and telepresence (TEL) of tactile interactive advertisements as benefit factors positively influence the perceived value (PV) and that the perceived fee (PF) as a sacrifice factor negatively influences PV, which further impacts the attitude and intention to use (IU). In addition, the study verified that a higher NFT positively affected PE, PU, and PF and IU for the perception of tactile interactive advertising. Through this study, we aim to provide insights from a consumer perspective to enhance the advertising effect and user experience through tactile interaction in further e-commerce, which transforms how we interact with digital systems and virtual environments. Full article

This study investigates the factors influencing green purchase behavior in emerging economies, focusing on Indonesian consumers’ preferences for organic food products. While sustainability awareness is growing globally, limited research has examined how environmental knowledge and trust interact with marketing efforts to shape green purchasing decisions in developing market contexts like Indonesia. The research model incorporates five constructs: environmental knowledge (awareness of ecological issues), green trust (confidence in environmental claims), green marketing mix (eco-oriented strategies for product, price, place, and promotion), green purchase intention (likelihood of buying eco-friendly products), and green purchase behavior (actual sustainable buying decisions). Data from 211 valid respondents were analyzed using structural equation modeling. The results indicate that environmental knowledge directly influences green trust and the green marketing mix but not green purchase intention or behavior. Instead, it affects behavior indirectly through trust and intention. Contrary to expectations, green trust does not influence the green marketing mix, suggesting it may operate independently of marketing strategies. Similarly, the green marketing mix does not significantly influence green purchase intention or behavior, suggesting that marketing strategies alone may be insufficient in driving sustainable consumer choices. These findings highlight the important role of environmental knowledge in fostering consumer trust and indirectly guiding green purchasing behavior in emerging markets. By promoting sustainable consumption through knowledge and trust, this study offers insights into consumer behavior as a pathway to advancing planetary health. This study advances the Theory of Planned Behavior by integrating green trust and the green marketing mix to explain how trust and economic factors shape green purchasing behavior. Practical implications suggest that businesses should adopt targeted green marketing strategies, such as educational campaigns, eco-labeling, or certifications, to enhance environmental awareness, build consumer trust, and encourage sustainable purchasing decisions. This study contributes to the literature by examining how environmental knowledge indirectly influences green purchase behavior through the mediation of trust and intention within the context of an emerging market. Full article

This study investigates how perceptual and emotional factors—perceived naturalness, aesthetic pleasure, environmental concern, and disgust—shape consumer acceptance of a human-hair-derived bio-fabricated textile product (a unisex cardholder). In a scenario-based online survey, participants viewed an AI-generated image accompanied by a short vignette. A purposive sample of young adults in Istanbul with prior experience purchasing sustainable textile products was recruited and screened. All constructs were measured with standard Likert-type scales and translated into Turkish using a two-way back-translation procedure. Data were analyzed with PLS-SEM. Model fit was acceptable, and the model accounted for a substantial share of the variance in adoption intention. Aesthetic pleasure showed a clear positive influence on adoption intention, whereas perceived naturalness did not display a direct effect. Environmental concern modestly strengthened the link between naturalness and adoption. Disgust emerged as the dominant moderator, fully conditioning the naturalness pathway and reducing—but not eliminating—the effect of aesthetic pleasure. Together, these findings indicate that perceived naturalness, aesthetic pleasure, environmental concern, and disgust jointly shape adoption intention and that practical emphasis should be placed on reducing feelings of disgust while enhancing aesthetic appeal. Full article

As global awareness of environmental and social challenges continues to rise, companies are increasingly re-evaluating how they connect with consumers. This study investigates the role of digital marketing in promoting more sustainable consumer behaviours. Based on a systematic review of peer-reviewed literature retrieved from the Scopus database, and conducted following the PRISMA framework, this research analysed 84 academic publications. The findings highlight that strategies such as personalised messaging, social media engagement, influencer collaborations, and eco-conscious branding are significantly influencing purchasing decisions. Approaches rooted in transparency, emotional storytelling, and ethical data practices appear to enhance consumer trust and strengthen brand relationships. Although the field is technically well developed, it remains underexplored in areas such as digital accessibility and ethical governance. Overall, this study suggests that, when aligned with sustainable values, digital marketing becomes more than a promotional tool—it emerges as a key driver of responsible consumption and the cultivation of long-term, value-based connections between consumers and brands. Full article

Firms increasingly offer non-complementary product bundles, yet marketing these ‘unlikely pairs’ effectively remains a significant challenge. This study investigates a solution by examining the psychological impact of promotional framing. Using a 2 × 2 between-subject online experiment (N = 342), we test how a ‘free gift’ versus a ‘price discount’ frame moderates the effect of bundle complementarity on purchase intention. Our findings reveal that while non-complementary bundles typically reduce consumers’ smart shopper feelings and purchase intentions, this negative effect is pronounced under a price discount frame but attenuated under a free gift frame. Specifically, the free gift framing prevented the decline in smart shopper feelings observed in the discount condition, resulting in non-complementary bundles being evaluated as favorably as complementary ones. These findings indicate that the challenge of marketing non-complementary bundles can be mitigated by using a free gift frame, which leverages a powerful psychological heuristic to sustain consumers’ feelings of savvy consumption and enhance the appeal of otherwise incongruent offers. Full article

Despite extensive research on green consumption, consumer purchase intentions for bamboo products under China’s “replacing plastic with bamboo” policy remain underexplored, given growing plastic pollution concerns. Research remains focused on established green products (e.g., green agriculture, energy-efficient appliances, new energy vehicles), overlooking consumer behavior and cognition toward emerging bamboo alternatives. This study employs eye-tracking technology to examine purchase intentions and visual attention allocation mechanisms for bamboo versus plastic products, analyzing the role of green consumption values (GCVs). Using a 2 (material: bamboo/plastic) × 2 (GCVs: high/low) mixed design, we recorded fixation duration, fixation count, and heatmaps from 70 participants. Behavioral results revealed significantly higher purchase intention for bamboo products, particularly among high-GCV consumers. Eye-tracking data showed greater visual attention (fixation duration/count) to bamboo products, with high-GCV participants exhibiting significantly stronger attentional bias toward bamboo. Findings demonstrate that bamboo’s eco-friendly attributes enhance both purchase intention and visual attention allocation, validating material salience in green decision-making. High GCVs strengthen automatic attentional bias toward sustainable materials, reinforcing purchase inclinations. This research provides empirical support for VBN theory at the cognitive level and offers policy-relevant insights for promoting “Bamboo Instead of Plastic” initiatives. Full article

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

Functional beverages are increasingly sought as components of a healthy diet, and goat milk offers a nutritious base with unique sensory attributes. This study aimed to develop a novel fermented goat milk beverage enriched with spent coffee grounds (SCG) extract, utilizing SCG’s high natural antioxidant content to improve nutritional and functional properties. SCG was extracted via aqueous solid–liquid extraction and lyophilized; its extract was incorporated into goat milk–fructose blends at 0%, 1%, and 2% (w/v). Analyses included physicochemical characterization (pH, acidity, fat, and protein), total phenolic content, and antioxidant capacity via DPPH assay, alongside consumer sensory evaluation for acceptance and purchase intent. Results demonstrated that higher SCG extract levels significantly increased pH, phenolic concentrations, and radical scavenging activity while reducing titratable acidity. The 2% SCG formulation achieved the highest overall, taste, and aftertaste acceptance and purchase intention. These findings suggest that SCG-enriched goat dairy beverages are feasible functional foods with enhanced antioxidant properties and consumer appeal, promoting valorization of coffee by-products. 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

Green food serves as a bridge connecting healthy lifestyles with environmental values, particularly in the context of sustainable consumption transitions. However, existing research lacks a systematic understanding of how consumers negotiate cognitive evaluations and emotional responses when forming green food purchase intentions. This study addresses that gap by exploring the cognitive–affective negotiation process underlying consumers’ green food choices. Based on 26 semi-structured interviews with Chinese consumers across diverse socio-economic backgrounds, the grounded theory methodology was employed to inductively construct a conceptual model. The coding process achieved theoretical saturation, while sentiment analysis was integrated to trace the emotional valence of key behavioral drivers. Findings reveal that external factors—including price sensitivity, label ambiguity, access limitations, social influence, and health beliefs—shape behavioral intentions indirectly through three core affective mediators: green trust, perceived value, and lifestyle congruence. These internal constructs translate contextual stimuli into evaluative and motivational responses, highlighting the dynamic interplay between rational judgments and symbolic–emotional interpretations. Sentiment analysis confirmed that emotional trust and psychological reassurance are pivotal in facilitating consumption intention, while price concerns and skepticism act as affective inhibitors. The proposed model extends the Theory of Planned Behavior by embedding affective mediation pathways and structural constraint dynamics, offering a more context-sensitive framework for understanding sustainable consumption behaviors. Given China’s certification-centered trust environment, these findings underscore the cultural specificity of institutional trust mechanisms, with implications for adapting the model in different market contexts. Practically, this study offers actionable insights for policymakers and marketers to enhance eco-label transparency, reduce structural barriers, and design emotionally resonant brand narratives that align with consumers’ identity aspirations. Full article

The quantification of emotional value and accurate prediction of purchase intention has emerged as a critical interdisciplinary challenge in the evolving emotional economy. Focusing on Generation Z (born 1995–2009), this study proposes a hybrid algorithmic framework integrating text-based sentiment computation, feature selection, and random forest modeling to forecast purchase intention for therapeutic toys and interpret its underlying drivers. First, 856 customer reviews were scraped from Jellycat’s official website and subjected to polarity classification using a fine-tuned RoBERTa-wwm-ext model (F1 = 0.92), with generated sentiment scores and high-frequency keywords mapped as interpretable features. Next, Boruta–SHAP feature selection was applied to 35 structured variables from 336 survey records, retaining 17 significant predictors. The core module employed a RF (random forest) model to estimate continuous “purchase intention” scores, achieving R² = 0.83 and MSE = 0.14 under 10-fold cross-validation. To enhance interpretability, RF model was also utilized to evaluate feature importance, quantifying each feature’s contribution to the model outputs, revealing Social Ostracism (β = 0.307) and Task Overload (β = 0.207) as dominant predictors. Finally, k-means clustering with gap statistics segmented consumers based on emotional relevance, value rationality, and interest level, with model performance compared across clusters. Experimental results demonstrate that our integrated predictive model achieves a balance between forecasting accuracy and decision interpretability in emotional value computation, offering actionable insights for targeted product development and precision marketing in the therapeutic goods sector. Full article

Based on SWOT and TOWS analyses and combined with expert interviews, this study proposes a series of marketing strategies to enhance consumers’ willingness to purchase used electric vehicles (UEVs). In terms of the strengths and opportunities (SO) strategy, it is recommended that enterprises strengthen marketing and brand building, customize services and special features, use price advantages and environmental awareness to attract specific groups, provide convenient charging services, give full play to technical support advantages, and expand channels through cooperation with the government and manufacturers. The strategies for the strengths and threats (ST) scenario include establishing a government relations department, improving product quality and brand image, enhancing information transparency and quality assurance, and building a partner network and customer relationships. In terms of weaknesses and opportunities (WO), it is proposed to transform corporate weaknesses into opportunities by investing in evaluation technology and expanding charging facilities, strengthening market promotion and consumer education, and providing personalized car purchase advice and high-quality after-sales services. In the face of weaknesses and threats (WT), the emphasis is on reducing risks and improving competitiveness by improving quality management, internal management, and providing long-term after-sales and warranty services. The main innovation of this study lies in integrating SWOT-TOWS strategic frameworks with qualitative expert insights to develop actionable and scenario-specific marketing strategies for the UEV market—an area previously underexplored in existing literature. The comprehensive strategy proposed in this study provides a practical path for UEV companies to enhance consumer trust and purchase willingness and promote the industry’s sustainable development. Full article

The growing demand for health-promoting and eco-friendly foods has driven interest in biofunctional dairy products. Goat milk yogurt, though nutritionally beneficial, faces sensory challenges, while antioxidant-rich spent coffee grounds (SCGs), a coffee by-product, offer sustainable enhancement potential. This study assessed the consumer acceptance of goat milk yogurt enriched with 2% and 3% SCG extract. A total of 137 untrained consumers evaluated six sensory attributes—appearance, aroma, taste, texture, coffee–yogurt balance, and aftertaste—on a five-point hedonic scale. Due to non-normal data, Wilcoxon rank-sum tests and Spearman correlations were applied. No significant differences emerged between formulations (p > 0.05). Taste, aftertaste, and aroma were strongly correlated (r > 0.65). All attributes significantly predicted purchase intent (p < 0.01), with taste as the strongest driver (OR = 2.24). Consumers aged 26–35, usually presenting health or environmental concerns, showed greater acceptance. The addition of SCG extract did not compromise sensory quality, supporting its viability as a sustainable functional ingredient. These findings present high acceptance of a newly developed eco-friendly and nutritionally beneficial product, responding to consumers’ current qualitative demands related to the food they consume. Full article