Search Results (434)

As China’s housing market shifts from quantity expansion to quality improvement, consumer expectations for both functionality and aesthetics in residential products are rising. Drawing on the Stimulus–Organism–Response (S-O-R) framework, this study develops a perceptual mechanism model to examine how display design identity and facility service satisfaction influence millennials’ willingness to purchase improved housing, mediated by an elevated sense of style and moderated by upward social comparison. Based on structural equation modeling with 491 valid responses, the findings reveal that facility service satisfaction has a significant direct effect on purchase intention, while display design identity affects behavior indirectly through an elevated sense of style. Moreover, the elevated sense of style serves as a critical mediator in multiple pathways, and its effect is significantly moderated by upward social comparison. This study contributes to the housing consumption literature by clarifying how functional and symbolic factors jointly shape purchase intentions, especially under the influence of social comparison dynamics. It also highlights the role of artistic display design as a symbolic stimulus that enhances style perception and self-identity among younger consumers, offering practical insights for improved housing design and marketing strategies. Full article

One of the key challenges in the provision of sustainable energy is understanding how younger generations perceive and respond to the relatively higher cost of green energy. This paper examines the attitudes of Generation Z towards paying premium for using products and services made with green power technologies. We surveyed 173 first- and second-year full-time bachelor students from Krakow University of Economics in Poland, combining contingent valuation in daily life scenarios (coffee purchase, apartment rental, travel carbon offset, environmental donation) with measures of connectedness to nature and self-reported tipping behavior. The results show that between 69% and 82% of respondents are willing to pay a premium for green energy. The size of the premium depends on the product that is bought. We find that while respondents are willing to pay a 10.5% premium for coffee prepared in a restaurant that uses only green energy, they are willing to pay just a 3.1% premium for green electricity at home. We also find that respondents are willing to pay three times more for planting a tree than to offset the carbon footprint of a train trip. A stronger emotional and cognitive bond with nature (on a CNS scale) translates into a greater willingness to financially support environmental initiatives. 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

(1) Background: Traditional logistics training faces challenges like high costs, limited scalability, and safety risks. Virtual Reality Movie Training (VRMT) enhances operational accuracy, safety, and accessibility through immersive simulation. However, adoption faces barriers including high equipment costs, immature technology, and coordination challenges among logistics enterprises, design companies, and government entities. This study explores strategic interactions to optimize VRMT adoption. (2) Methods: A tripartite evolutionary game model was used to analyze strategic interactions between logistics enterprises, design companies, and government. (3) Results: System stability occurs when logistics enterprises adopt VRMT, design companies deliver high-quality solutions, and government provides active support. Simulations reveal stronger adoption coefficients through increased employee acceptance and enhanced training quality. Government incentives and brand premiums significantly influence quality design provision, though excessive subsidies may reduce governmental willingness to support initiatives. (4) Conclusions: Cost minimization and accessibility improvement require batch hardware purchasing, optimized training cycles, and shared platforms at logistics enterprises. Design companies should optimize content development for cost-effectiveness while maintaining quality standards to leverage brand benefits. Governments should establish VRMT quality certification, invest in public VR platforms for SMEs, and convert accident savings into fiscal supplements. This tripartite collaboration enables efficient, safe, and sustainable logistics training transformation. Full article

Agricultural production systems and certificates of origin determine consumers’ preferences for agri-food products, attributes which have mainly been investigated separately. In this study, we examined the joint effect of these two quality criteria and how they influence agri-food choices. To this end, a choice experiment exercise was applied for extra virgin olive oil agri-food in a protected geographical area of south-eastern Spain where non-conventional production systems (organic and integrated pest management) and product origin labels (protected designation of origin and sustainable local brand) associated with the territory are being used. The results demonstrated that consumers’ choices to purchase extra virgin olive oil were primarily influenced by the type of production system, with a clear preference evident for organic systems. Furthermore, consumer preferences for sustainable local over generic national certificates of origin were also confirmed. In concrete terms, the willingness to pay for organic extra virgin olive oil is more than double that of the conventional one, while the surcharge for local origin may rise up to 75%. This work contributes to the understanding of how information related to the type of production system and its interaction between different origin certification labels applies in agri-food products, offering broader implications for producers and policy makers. 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 concern over environmental sustainability has intensified the focus on consumers’ perceptions of eco-friendly food packaging, especially among younger generations. This study aims to investigate the attitudes, preferences, and barriers faced by Greek university students regarding sustainable food packaging, a demographic considered pivotal for driving future consumption trends. An online questionnaire assessing perceptions, preferences, and behaviours related to sustainable packaging was administered to students, with responses measured on a five-point Likert scale. Three hundred and sixty-four students took part in this survey, with the majority (60%) of them being female. Principal component analysis was employed to identify underlying factors influencing perceptions, and k-means cluster analysis revealed two consumer segments: “Innovatives”, including one hundred and ninety-eight participants (54%), who demonstrate strong environmental awareness and willingness to adopt sustainable behaviours, and “Sceptics”, including one hundred sixty-six participants (46%), who show moderate engagement and remain cautious in their choices. Convenience, affordability, and clear product communication emerged as significant factors shaping student preferences. The findings suggest that targeted educational campaigns and transparent information are essential to converting positive attitudes into consistent purchasing behaviours. This research provides valuable insights for policymakers and marketers looking to design effective sustainability strategies tailored to the student population. 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

The demand for sustainable animal production is increasing. Microalgae such as Chlorella and Spirulina show promise as sustainable and functional ingredients in animal (poultry) feed. However, little is known about consumer perceptions regarding the use of algae in broiler diets and potential effects of algae on chicken meat. Residents of Flanders (Belgium) were surveyed to evaluate consumer knowledge, attitudes and willingness to buy chicken meat produced with algae-supplemented feed. Demographic data were collected, and both descriptive and inferential statistics were applied to assess influencing factors (n = 275 respondents who purchase chicken meat). While most respondents (69.6%) had tasted macroalgae (seaweed), only 11.4% and 24.6% indicated having tasted Chlorella and Spirulina before, respectively. Health, taste and safety were the most important drivers for consuming algae. Meat quality was the most important factor when purchasing chicken meat, while organic production was least valued. Regarding algae-fed chicken, 72.5% expressed willingness to purchase meat labeled as such, and 83.7% would buy algae-fed chicken regardless of its color. Sustainability beliefs significantly influenced willingness to accept a yellower meat color (β = 0.42 to 0.66, p < 0.001). Educational level and age also played a role, with higher-educated consumers showing greater acceptance. The influence of age was also related to the price of the meat, with consumers over 30 expressing a greater willingness to pay more than young people (under 30). Despite limited general knowledge about microalgae, the consumers surveyed are open to the idea of algae-fed chicken meat, particularly when it is framed as more sustainable. Clear ingredient labeling and consumer education may further support market acceptance. Full article

This study investigates the influence of monthly income level (low, medium, and high) on consumer behavior regarding a newly launched cream cheese product enriched with berry by-products. A panel of 345 participants was surveyed, and data were analyzed using the Kruskal–Wallis and Mann–Whitney tests. Most consumers were environmentally aware, recognizing the impact of personal food waste and expressing support for food products incorporating by-products. Respondents also favored the use of renewable energy and reducing greenhouse gas emissions in the food industry. Higher income levels were associated with greater health awareness and increased acceptance of cream cheese with berry by-products, with the high-income group showing a greater willingness to pay a premium. Health benefits and the product’s natural character were the main advantages identified. Individuals with lower incomes were more open to trying unfamiliar foods when ingredient details were not provided, while higher-income respondents expressed greater hesitation and distrust toward new products. Willingness to try novel items decreased with income level. Statistically significant differences (p < 0.05) were found between income groups for label reading, support for mountain dairies, and the influence of product origin, health benefits, nutrient diversity, pricing concerns, and consumer confidence in purchasing cream cheese with berry by-products. These findings are important for understanding how income affects consumer perceptions and willingness to consume innovative, sustainable food products like berry-enriched cream cheese, highlighting key areas for targeted marketing and product development. Full article

Background/Objectives: The global food system faces mounting pressures from population growth, dietary transitions, and resource and environmental constraints. Hybrid foods, which combine nutritional, environmental, and economic advantages, are increasingly regarded as a promising solution. This study examined consumer acceptance and willingness to pay (WTP) for a novel hybrid food product—beef rice. Methods: Based on online survey data collected from 1536 Chinese consumers, this study measured food neophobia and investigated its influence on WTP for beef rice. In addition, it explored the moderating effects of four distinct types of information interventions. Results: More than 80% of respondents expressed a willingness to purchase beef rice. Food neophobia exerted a significant negative effect on WTP (β = –1.538, p < 0.001). Among the information treatments, environmental information significantly mitigated the negative impact of food neophobia on WTP (β = 0.573, p < 0.01), while health-related and combined framings did not show significant effects. Conclusions: Chinese consumers generally hold a positive attitude toward hybrid foods such as beef rice. However, food neophobia significantly reduces their WTP. Environmental information shows a significant moderating effect and may serve as an effective strategy to enhance consumer acceptance of novel hybrid food products. Full article

Background/Objectives: Ancient grains are increasingly recognized for their nutritional value, environmental sustainability, and connection to traditional agriculture. This study examines Italian consumers’ awareness, purchasing habits, and willingness to pay (WTP) for ancient grain pasta, focusing on the influence of product origin, price, and flour type on preferences. Methods: An online survey was conducted with 3020 Italian household grocery shoppers. Descriptive statistics assessed awareness and purchasing behavior, while conjoint analysis (CA) evaluated the relative importance of key product attributes (origin, price, and flour type) in pasta choices. The sample was segmented based on consumer knowledge of ancient grains. Results: A significant portion of respondents reported familiarity with ancient grains, perceiving them as “less refined” and “more digestible”; pasta emerged as the most purchased product. CA results indicated product origin as the most influential factor, followed by price, with flour type having comparatively lower influence. Notably, consumers more familiar with ancient grains showed a slight preference for ancient flour types and were less sensitive to price. Conclusions: While origin and price are primary drivers for pasta choices, knowledgeable consumers show greater valuation for flour type and accept higher prices. These findings provide strategic insights for stakeholders seeking to promote traditional, sustainable agri-food products through targeted marketing and transparent value communication. Full article

This study investigates how consumers respond to firm communications emphasizing Environmental, Social and Governance (ESG) dimensions. Through experimental design, how consumers distinguish among ESG components and how each affects behavioral finance outcomes, including purchase intentions, willingness to buy and brand trust is assessed. Results confirm that consumers perceive the ESG dimensions as distinct from a non-ESG control message. However, the Social and Governance dimensions are perceived as closely related. Importantly, all three dimensions—Environmental, Social, and Governance—significantly improved behavioral outcomes, supporting the persuasive power of ESG messaging. Mediation analyses reveal that perceived ethicality drives these effects across all dimensions, while perceived authenticity plays a stronger mediating role for social messaging. These findings contribute to finance literature by illuminating the consumer-level mechanisms through which ESG communication influences firm value and offer strategic insights for both practitioners and investors seeking to leverage ESG as a market signal. Full article

While accelerating globalization and technological transformation, traditional food products occupy a vulnerable yet strategically important position, straddling the line between cultural preservation and the need to remain economically viable. This study assesses both the sustainability and economic potential of traditional food items specific to Bihor County, Romania, with particular attention to their integration into contemporary value chains. A mixed-methods design was employed, combining structured surveys with 137 local consumers and semi-structured interviews with 20 regional producers. This research focused on consumer awareness, purchasing behavior, and producers’ readiness to engage with digital tools, within the broader framework of human-centered development and the Industry 5.0 paradigm. Findings reveal a modest but consistent link between familiarity and the willingness to pay a premium, although the frequency of consumption appeared to be unaffected. Sustainability emerged as a widely held value, commonly associated with seasonality, natural ingredients, and artisanal methods. On the supply side, producers showed a cautious openness to digital adoption, often tempered by a strong desire to preserve traditional practices. Based on these insights, this study outlines a territorially grounded framework for enhancing the resilience of traditional foods. Policy recommendations include support for user-friendly digital platforms, improved rural infrastructure, and initiatives that reinforce the regional gastronomic identity. Full article

In the context of growing interest in sustainable plant-based alternatives and sustainable eating, this study focused on the impact of visual elements of packaging design—specifically the presence of mascots—on consumer sustainable decision-making when choosing plant-based food products. The quantitative research, conducted through an online questionnaire, consists of four parts: the evaluation of the visual attractiveness of authentic brands of plant-based products; the identification of key factors influencing consumers’ choices when purchasing plant-based foods; the selection between graphic packaging designs featuring different types of mascots; and the assessment of the perceived importance of mascots in dietary habits. The collected data allows an analysis of how much mascots influence consumer sustainable preferences and willingness to try plant-based products. The findings suggest that mascots may be an effective tool in shaping positive perceptions of plant-based food and strengthening brand trust within sustainable concepts. The results offer practical implications for marketing strategies of producers of plant-based alternatives and highlight the potential of visual communication to promote sustainable consumption. This study contributes to understanding how packaging design affects consumer sustainable behavior in the plant-based food sector, with a focus on mascots as a previously underexplored visual element. Full article