The COVID-19 pandemic has had a profound psychological and behavioral impact on people around the world. Consumer purchase behaviors have thus changed greatly, and consumer services companies need to adjust their business models to adapt to this change. From the perspective of consumer psychology, this paper explores the impact of consumer purchase behavior changes over the course of the pandemic on the business model design of consumer services companies using a representative survey of 1,742 individuals. Our results show that (...) changes in consumer purchase behavior have a significant impact on the design of consumer services firms’ business models. Specifically, changes in consumers’ purchase object, motive, and timeframe are more likely to spark a novelty-centered business model design, whereas changes in purchase method tend to inspire an efficiency-centered one. Our findings provide a theoretical reference for consumer services companies in designing business models when faced with unexpected crises. (shrink)

This study extends the theory of planned behavior framework by introducing three further variables to explain how behavioral intention and actual behavior are induced by situational factors as well as green advertising from the company. Then, this study has four objectives. First, this study will assess the direct effect of personal factors and contextual factors on learning experience and the direct effect of personal factors on subjective norms. Second, this study will assess the direct effect of learning experience (...) on social cognitive factors for a specific green product. Third, this study will assess the direct effect of social cognitive factors on intention purchasing behavior. Finally, this study will assess the role of green marketing as a moderating variable for the relationship between intention and purchasing behavior. Data used in this study were primary data, which were collected through closed questionnaires with a five-point Likert scale. This study succeeded in obtaining 602 valid data from the results of filling out questionnaires by participants. This study uses the partial least square method with SmartPLS 3.0 for data processing. The result of data processing indicated that outcome expectation, self-efficacy, and subjective norms had significant positive effects on purchase intention for green personal care products. This study also found that the learning experience influenced both outcome expectation and self-efficacy. Although weak, the learning experience was influenced by demographic factors and contextual factors. The demographic factors that affect learning experience were gender and level of education. The contextual factor has a more substantial influence on learning experience in developing consumption-related attitudes to green personal care products than the demographic factor. Finally, this study also found the direct effect of intention on actual purchase behavior and the positive role of green marketing as the moderating variable. (shrink)

The article reports the findings of an empirical study among consumers, regarding the impact of physical, social, and psychological proximity on their engagement to the fair trade idea and purchasing behavior. Based on a random sample of 211 British and 112 Indian consumers and using structural equation modeling, it was found that high levels of physical, social, and psychological proximity leads to high consumer fair trade engagement. Moreover, consumer fair trade engagement was confirmed to have a positive impact (...) on fair trade purchasing behavior. Furthermore, consumer empathic concern was found to positively moderate the association between proximity and consumer fair trade engagement, while the opposite was true with regard to consumer hypocrisy. Finally, consumer nationality was found to have a control effect on physical, social, and psychological proximity, with the latter felt stronger among Indian, as opposed to British consumers. (shrink)

This paper explores how consumers perceive retailer ethics. Based on a review of the marketing and consumer research literature, we conceptualize consumer perceptions of the ethics of retailers as a multidimensional construct and propose that its effects on consumer purchase behavior and word-of-mouth communication are more salient when consumers have strong rather than weak ethical beliefs. The model was validated using a random sample of 399 respondents in a collectivist society. The results of structural equation modeling confirmed that CPER (...) is a second-order construct comprising product fairness, price fairness, non-deception, fair trade, and green products. CPER positively predicted consumer purchase behavior and word-of-mouth communication. Moreover, ethical beliefs moderated the positive relationship between CPER and the word-of-mouth communication of consumers with strong ethical beliefs but did not moderate the relationship between CPER and purchase behavior. The implications of the findings are discussed. (shrink)

The coronavirus disease 2019 pandemic and its effects on an individual’s life have altered the consumer behavior. In the context of purchase and consumption, a shift from conventional to green purchase has been noticed. Although the factors underlying this shift were relatively unexplored, the study aimed to identify the factors that influenced a significant role in the green purchases during the outbreak and the relationship of these factors with green purchase behavior. Subsequently, this study investigates and interprets the (...) role of fear of COVID-19, psychological distress, and mortality salience in predicting consumer’s GPB. This research adopted a quantitative methodology using data collected from 432 respondents in various cities across Pakistan. Smart-PLS 3 was used to evaluate the measurement model, structural model, and multi-group analysis. Despite having the negative psychological and physical impact of the pandemic, a significant proportion of customers have switched to healthier and sustainable products. This research revealed that the FCV, PD, and MS plays a substantial role in adopting GPB. All the direct relationships were positive and significant. In addition, MS and PD partially mediate the effect of FCV on GPB. Furthermore, the MGA revealed that the infected respondents were interested in purchasing green products than uninfected respondents due to their FCV; conversely, the PD and MS were higher in uninfected individuals than infected ones. However, there is a vast literature on GPB, but little has investigated the cumulative impact of FCV, PD, and MS on GPB. (shrink)

Virtue signaling serves to express moral and ethical values publicly, showcasing commitment to social and sustainable ideals. This research, conducted with non-WEIRD samples to mitigate the prevalent WEIRD bias (i.e., the tendency to solely rely on samples from Western, educated, industrialized, rich, and democratic societies), examines whether the scarcely studied virtue-signaling construct mediates the influence of consumers’ attachment anxiety (vs. avoidance) on their green purchase behavior and prosocial responses. Drawing on attachment theory and the emerging virtue-signaling literature, the current (...) work reports the results from three studies (_N_ total = 898) in which consumers’ attachment patterns were not only measured, as in most prior related research, but also manipulated. Study 1 confirmed the unique ability of measured attachment anxiety, but not attachment avoidance, to predict consumers’ green purchase behavior and prosocial tendencies, with virtue signaling mediating these links. Study 2 manipulated participants’ attachment patterns, finding further support for the mediating role of virtue signaling between attachment anxiety (vs. avoidance) and these dependent variables. Study 3 provided a more nuanced account for our virtue-signaling conceptualization by documenting that self-oriented, but not other-oriented, virtue signaling mediated the link between attachment anxiety and both our key outcomes in public contexts. From a managerial viewpoint, these findings indicate that anxiously attached consumers constitute a potentially lucrative segment for companies seeking to expand their market share of sustainable and ethically produced products. (shrink)

Why do consumers who profess to be concerned about the environment choose not to buy greener products more regularly or even at all? This study explores how consumers’ perceptions towards green products, consumers and consumption practices contribute to our understanding of the discrepancy between green attitudes and behaviour. This study identified several barriers to ethical consumption behaviour within a green consumption context. Three key themes emerged from the study, ‘it is too hard to be green’, ‘green stigma’ and ‘green reservations’. (...) There is currently a perception, based on a number of factors, that it is too hard to be green, which creates a barrier to purchasing green products. Furthermore, some consumers were reluctant or resistant to participate in green consumption practices due to their unfavourable perceptions of green consumers and green messages. This article suggests that green perceptions may influence consumers’ intention to purchase green products. Accordingly, it discusses the implications, and suggests avenues for future research. (shrink)

While the consumption of smart products is continuously increasing, it is essential to explore the trigger mechanism of consumer behavior in respect of smart product purchase. In this scenario, we aim to investigate the impact of consumers’ positive personality on the purchase behavior. We constructed a structural equation model based on the partial least square method and tested our hypotheses on the basis of data analysis. The data were collected by conducting a survey of 326 Chinese consumers. We (...) found two affecting paths from consumers’ positive personality to smart product purchase. First, consumer knowledge promoted by positive personality raises purchase intention and, in turn, stimulates purchase behavior. Second, consumers’ positive personality improves perceived income, which determines actual purchase behavior. This study deepens our understanding of the trigger mechanism of smart product purchase behavior and enriches the consumer behavior theory. (shrink)

The spread of the COVID-19 virus shows that it is time to re-emphasize the ethical attitude of “awe of others, awe of nature, and awe of life.” It once again reveals the importance of green development. In this study, we introduce awe into the context of COVID-19 and construct an “emotion-motivation-behavior” framework, aiming to explore the relationship between the epidemic and green purchasing behavior from a psychological perspective. Study 1 demonstrates the effect of awe on green (...) class='Hi'>purchasing and examines the mediating role of the motivation perspective, to reveal the potential different path. Specifically, prosocial motivation mediates the effect of positive awe evoked by COVID-19 on green purchasing; risk avoidance motivation mediates the effect of negative awe evoked by COVID-19 on green purchasing. Study 2 examined the moderating effect of self-construal. These findings have important management implications for enterprises to correctly use emotional guidance strategies and promote green marketing practices during the COVID-19. (shrink)

On the basis of an interdisciplinary approach linking taxation, marketing, and corporate social responsibility, the present research investigates the effects of media reports on aggressive and responsible corporate tax strategies (CTSs) on corporate success with consumers. By means of two laboratory experiments (N = 150, 360), we analyze the effects of the CTSs on corporate reputation, consumer purchase intention, and the consumer’s willingness to pay. Our results suggest that aggressive CTSs diminish corporate success with consumers, whereas responsible CTSs enhance it. (...) Nevertheless, consumers are not willing to pay a price premium for products sold by responsible tax-planning companies, but rather punish aggressive tax-planning companies through a slightly lower willingness to pay. Finally, consumers’ tax morale and their attitude toward tax avoidance are important moderating variables. Given the growing level of media interest in taxation, our findings are crucial for assessing consumer-related non-tax costs and the benefits of different CTSs. (shrink)

As the market share of Fair Trade food products in countries of the North grows, understanding consumer preferences with regard to this recent label is becoming increasingly important. This article reports on a test of the consistency of consumers' stated preferences, for which a survey was conducted at the place and time of actual purchase decisions. The aim of the survey was to further improve the understanding of consumers' stated motivations for buying 'Fair Trade' and 'organic Fair Trade' bananas in (...) Switzerland. Hypothetical questions with double dichotomous choices were used to compare two types of bananas - conventional and labelled - and to assess the average stated willingness-to-pay (WTP) for Fair Trade-labelled bananas. The results show that Fair Trade is largely accepted in Switzerland and that the premium for purchasing such products is influenced by age, the number of young children and the perception of the Fair Trade label. I then used a comparative test of field observations and stated preferences for bananas to measure inconsistency in choices. This comparison reveals that less than one-fifth of the answers are in principle inconsistent. These results point to the importance of confidence in the Fair Trade labels if consumers' purchases are to increase. (shrink)

Abstract:The randomized response technique (RRT) is used to study the deceptive behavior of purchasing agents. We test the proposition that purchasing agents’ perceptions of organizational expectations influence their behavior. Results indicate that perceived pressure to perform and ethical ambiguity on the part of the firm are correlated with purchasing agents’ unethical behavior, in the form of acknowledged deception of suppliers.

This research study investigates Victorian consumers’ understanding, awareness and perceptions of organic food products. Analysis of the quantitative data revealed that there are three major segments of consumers, i.e., pro-organics, reluctant consumers and organic sceptics. The buying and usage pattern of these segments has been identified as also their demographic profile. The findings of this study are strategically important for small and medium size organic food producers. They would be better able to practise and implement differentiation strategies for the three (...) identified segments of customers, thus allowing their marketing teams to emphasise the beneficial attributes of organic food products. (shrink)

The value–attitude–behavior and the theory of planned behavior appear to provide limited explanation for consumer green purchase behavior. This study aims to examine the relationship between pro-environmental value, consumption value, and TPB toward green car purchasing intention among the young Chinese generation. A total of 541 student responses were collected, and the results showed that altruistic value positively influenced subjective norm and perceived behavioral control, but negatively influenced green purchase attitude. Biospheric value positively influenced GPA and (...) PBC. Function value and emotional value positively influenced GPA, respectively, and emotional value fully mediated the relationship between function value and GPA. Furthermore, GPA, SN, PBC positively influenced intention toward green car purchasing behavior, respectively, and SN mediated the relationship between GPA and intention. This study shows how pro-environmental value and consumption value can influence components of TPB in green car purchase intention. (shrink)

Abstract:The randomized response technique (RRT) is used to study the deceptive behavior of purchasing agents. We test the proposition that purchasing agents’ perceptions of organizational expectations influence their behavior. Results indicate that perceived pressure to perform and ethical ambiguity on the part of the firm are correlated with purchasing agents’ unethical behavior, in the form of acknowledged deception of suppliers.

Many organisations, both public and private, have established framework agreements with selected suppliers to benefit from purchasing synergies. Compliance to such contracts throughout the organisation is crucial to achieve the expected benefits. Yet, in most organisations, the purchasing of goods and services is carried out not just by the purchasing department, but by many individuals dispersed throughout the organisation. Such a situation of scattered responsibilities can easily set the scene for different types of non-compliant behaviours in terms (...) of an organisation’s purchasing policies. Very little research has been conducted on non-compliant purchasing behaviour, also known as “maverick buying”. In this article, we use a systematic literature review to identify different forms of maverick buying, ranging from unintentional maverick buying to straightforward sabotage. We validate these different forms of maverick buying and enrich our understanding of underlying reasons through a series of in-depth interviews with purchasing professionals. We bring forms and reasons together in a conceptual framework and propose avenues for future research. (shrink)

Online shopping for customized garments has become the fastest-growing field of the Chinese eBusiness market. Most consumers not only limit themselves to buying standardized garments but also want to buy garments customized to their preferences. This phenomenon has pushed the fashion textile and apparel industry to change its supply chain operations to meet the customization demand. Besides, the fashion textile and apparel industry also want to study how different channel factors will affect consumers' perceived value and further influence consumers' (...) class='Hi'>purchasing decisions. We initiated this study and empirically tested more than 200 experienced consumers. This study collaborated with a fashion textile and apparel company that aims to implement customized product lines soon. Based on the perceived value theory and risk management theory, we investigated whether product involvement and channel identification on supply chain design will affects potential customized product consumers' purchasing decisions. The findings reveal that channel recognition affects consumer decisions by having a positive impact on their perceived value. The perceived risk and shopping channel involvement of consumers have a negative impact on their perceived values and channel selections. In addition, product involvement has a moderating effect on the relationship between channel's perceived risk, perceived values, and channel selections as well. (shrink)

Many organisations, both public and private, have established framework agreements with selected suppliers to benefit from purchasing synergies. Compliance to such contracts throughout the organisation is crucial to achieve the expected benefits. Yet, in most organisations, the purchasing of goods and services is carried out not just by the purchasing department, but by many individuals dispersed throughout the organisation. Such a situation of scattered responsibilities can easily set the scene for different types of non-compliant behaviours in terms (...) of an organisation's purchasing policies. Very little research has been conducted on non-compliant purchasing behaviour, also known as "maverick buying". In this article, we use a systematic literature review to identify different forms of maverick buying, ranging from unintentional maverick buying to straightforward sabotage. We validate these different forms of maverick buying and enrich our understanding of underlying reasons through a series of in-depth interviews with purchasing professionals. We bring forms and reasons together in a conceptual framework and propose avenues for future research. (shrink)

The present study aims to determine the key antecedents that affect consumers' electric vehicle (EV) purchasing behavior. In this context, the study expanded the existing framework of TPB (attitude, subjective norms, perceived behavioral control) by incorporating four new variables (product attributes, cognitive status, monetary incentive policies, and nonmonetary incentive policies). At this point, the study is of great importance in terms of understanding consumers' perspectives on EV purchasing behavior and to help policymakers, businesses, and marketers support (...) sustainable production and consumption by creating effective strategies. In addition, this study conducted in Türkiye, which shares similar consumption behaviors with Middle Eastern, Asian, and European societies, provides valuable insights for a rapid transition to the adoption of EVs. In the study, data were collected from 390 respondents with the survey method and the collected data were analyzed using Smart PLS 4.0 and SPSS 26 statistical software. The findings showed that only attitude together with cognitive status, product attributes, and monetary incentives policy contribute to EV purchasing behavior. In light of these findings, it can be argued that there is a need to increase efforts to develop more positive consumer attitudes toward EVs, to enhance their cognitive status, and to promote product attributes to encourage the widespread adoption of EVs. At the same time, monetary incentives policies are an important element in the adoption of EVs and therefore policymakers need to make great efforts. (shrink)

Organic agriculture promotes the transformation toward sustainability because of positive effects for the environment. The organic label on food products enables consumers to make more sustainable purchasing decisions. Although the global market for organic food has grown rapidly in recent years, only a part of the organic product range benefits from this positive trend. To develop the organic market further, it is important to understand the food-related values and attitudes that drive the purchase of organic food. Previous research on (...) this topic has suffered from two main weaknesses. Firstly, most studies have been based on surveys and rely on stated behavior instead of actual purchase behavior. Secondly, the focus of most extant studies is predominantly on organic food in general or on food products with a relatively high organic market share, such as milk and eggs. To address this knowledge gap, the present study analyzes the value-attitude-behavior relationship by means of structural equation modeling using household purchase panel data from GfK. The paper provides evidence for the existence of an attitude-behavior gap in the organic market, with this gap found to be much stronger in the case of meat, frozen food, cheese, and sweets than for organic purchases in total. Analysis in different product categories reveals that while purchase behavior is driven by the same food-related values, their relative importance differs. (shrink)

Despite their ethical intentions, ethically minded consumers rarely purchase ethical products (Auger and Devinney: 2007, Journal of Business Ethics76, 361–383). This intentions–behaviour gap is important to researchers and industry, yet poorly understood (Belk et al.: 2005, Consumption, Markets and Culture8(3), 275–289). In order to push the understanding of ethical consumption forward, we draw on what is known about the intention–behaviour gap from the social psychology and consumer behaviour literatures and apply these insights to ethical consumerism. We bring together three separate (...) insights – implementation intentions (Gollwitzer: 1999, American Psychologist54(7), 493–503), actual behavioural control (ABC) (Ajzen and Madden: 1986, Journal of Experimental Social Psychology22, 453–474; Sheeran et al.: 2003, Journal of Social Psychology, 42, 393–410) and situational context (SC) (Belk: 1975, Journal of Consumer Research2, 157–164) – to construct an integrated, holistic conceptual model of the intention–behaviour gap of ethically minded consumers. This holistic conceptual model addresses significant limitations within the ethical consumerism literature, and moves the understanding of ethical consumer behaviour forward. Further, the operationalisation of this model offers insight and strategic direction for marketing managers attempting to bridge the intention–behaviour gap of the ethically minded consumer. (shrink)

New energy vehicle is an innovative means of transportation, and its development has been widely concerned all over the world. However, few studies investigate the purchase intention of new energy vehicles from the perspective of combining altruism and cultural factors. Based on the extended norm activation model, this study explores the influencing factors of NEVs’ purchasing intention and the moderating effects of “mianzi” and green peer influence. According to 302 valid questionnaires, the results indicated that the extended NAM model (...) is useful in predicting consumer purchasing behavior with an improved explanatory power in purchase intentions of NEVs from 15 to 26%. The awareness of consequences, the ascription of responsibility, and green self-identity have a positive impact on the personal norm. Personal norm and green self-identity are positively associated with purchase intention. “Mianzi” and green peer influence positively moderate the relationship between green self-identity and intention to purchase. The findings give new insights into the impact of cultural factors on purchasing NEVs and profound suggestions for policymakers and enterprises to promote the development of NEVs. (shrink)

The purpose of this study is to investigate the incidence of service failure in rendering service process during COVID-19. It further explores the outcomes of service recovery offered to customers in case of service failure. Like other businesses, webstores have also faced the challenges in their efforts to satisfy their customers during COVID-19. Service failure has increased due to unexpected circumstances produced by this pandemic. It has become necessary for the webstores to retain their dissatisfied customers by reconsidering their service (...) strategies. Relevant data for the purpose of this study were collected through questionnaires from 383 respondents by using online channels. The online channels were exclusively employed for maintaining the safety of respondents during COVID-19. Respondents for this study were online shoppers who encountered service failure during COVID-19. The results indicated that the incidence of service failure has increased due to an increase in online shopping during COVID-19. Some customers tend to repurchase from the same webstore. On the other hand, some customers do not want to purchase again from the same seller and decided to switch to the alternative webstore. Based on the findings, new strategy for online shopping service providers was introduced. This strategy will be helpful for the online service providers to increase their profitability by retaining their dissatisfied customers. Service providers can minimize the number of customers switching to other webstores by reducing the events of service failure. Customer’s assistive intent can also be helpful for service providers to increase the efficiency of service recovery. Conducting a proper follow-up after providing service recovery can also reduce the switching of customer. It will be helpful for service providers to understand the customers’ expectations before recovery process and their feeling after getting service recovery. (shrink)

Research indicates that consumers are particularly concerned about the safety of meat. More highly processed meat is perceived as more unsafe than fresh or natural meats, i.e., consumers trust processed meat less. This paper studies the relationship between perceived trust and day-to-day purchase behavior for meat, giving special attention to the degree of meat processing. Controlling for trust in food chain actors and demographic and socio-economic variables, actual meat purchases of Canadian households are linked to answers from a commissioned (...) food attitudes survey completed by the same households. Expenditures for processed and total meat (but not for fresh meat) are significantly different by three levels of trust in the food industry. Consumer with the lowest trust levels consume less (especially of processed meat) compared to those with higher trust levels. However, in a multivariate setting, trust shows no effect on fresh or processed meat purchases with or without demographic and socio-economic control variables, suggesting that the impact of trust on meat purchases is only small. However, the low trusting consumer segment could potentially be a target for marketing strategies focused on reputation and quality to increase sales in this particular group. (shrink)

Emergence of purchasing as a strategic function has not only broadened the scope of purchasing, it has also changed the responsibilities of the purchasing managers by empowering them to spend large sums of money in procuring goods and services. However, this has also presented them with an array of ethical dilemmas involving questionable purchasing practices. This study proposes a framework to examine ethicality of decision making when faced with such dilemmas and presents the results of a (...) survey conducted to assess the ethical inclinations of purchasers operating in Singapore. The results give credence to the notion that ethicality of behavior is culture-specific and reconfirms the existence of ethical relativism. (shrink)

Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what motivates consumers to purchase ethical products. While researchers largely attribute the growth of ethical consumerism to an increase in ethical consumer concerns and motivations, widened distribution of ethical products, such as fairtrade, questions these assumptions. A model that integrates both individual and societal values into the theory of planned behaviour is presented and empirically tested to challenge the assumption that ethical consumption is driven by ethical considerations alone. Using (...) data sourced from fairtrade shoppers across the UK, structural equation modelling suggests that fairtrade purchase intention is driven by both societal and self-interest values. This dual value pathway helps address conceptual limitations inherent in the underlying assumptions of existing ethical purchasing behaviour models and helps advance understanding of consumers’ motivation to purchase ethical products. (shrink)

Using a sample of multinational firms in Germany, we develop and empirically examine a model to test the effects of ethical climate and its antecedents on purchasing social responsibility (PSR). Our results show different effects of benevolence dimensions of ethical climate on PSR: employee-focused climate has no effect, but community-focused climate is a significant driver of PSR. The results also show that top management ethical norms and code of conduct implementation impact PSR directly as well as indirectly through ethical (...) climate. (shrink)

Supplier diversity programs were created in the United States nearly 50 years ago to encourage private sector companies to provide business opportunities to underutilized minority business enterprises. In order to assess the experiences that minority business enterprise CEOs have with large purchasing organizations and their perceptions of justice and commitment of large purchasing organizations to the buyer–supplier relationship (BSR), this study utilizes survey data collected from 206 minority business enterprise CEOs who supply large purchasing organizations that espouse (...) a strong commitment to supplier diversity. The theoretical framework of organizational justice is utilized to establish testable hypotheses. The results from hierarchical linear regression show minority business enterprise CEOs’ perception of large purchasing organizations’ commitment to the BSR is positively related to the distributive and informational dimensions of organizational justice. Surprisingly, the procedural dimension was found to have a significantly negative relationship. This research also found a significant, negative relationship between minority firm CEOs’ perception of distributive and informational justice and their perceptions of unethical behavior by large purchasing organizations. (shrink)

Green housing is a new type of building that advocates energy saving and environmental protection. How to stimulate buyers to buy green housing under the background of high cost is the key problem to guide green consumption. First of all, based on the existing literature, the comment of homebuyers was divided into comment quantity, comment quality, comment titer and evaluator credibility. The psychological distance mediation variable was introduced, and three dimensions of time distance, social distance, and space distance were selected (...) to construct the influence model of homebuyer comment on green housing purchase intention. Meanwhile, the concept model was built, and questionnaires were adopted for empirical analysis. On this basis, considering the long-term purchase behavior of buyers, the influence model of homebuyers' second comment on green housing purchase intention with the Hotelling model was established. The results show that comment quality, comment titer, and the credit rating of the evaluator have a positive effect on green housing purchase intention while comment quantity has no significant effect. Psychological distance plays a mediation role between comment quality, comment titer, the credit rating of the evaluator, and green housing purchase intention while having a mediation effect between comment quantity and green housing purchase intention. In the long-term purchase behavior of green housing, psychological distance plays a greater role than price. At last, some suggestions were proposed. (shrink)

The live streaming e-commerce market continues to grow with the rapid increase in contactless communication due to COVID-19. Live streaming e-commerce goes beyond the confines of traditional e-commerce of simply selling goods or services. It supplies information and allows synchronous information exchange between the online viewer and the Internet celebrity, who influences the consumers information behavior and ultimately contributes to the long-term profit generation of the company. From online commerce to new retail and live streaming, China has been at (...) the forefront of innovation in online commerce worldwide. Therefore, this study focuses on investigating the influences of live streaming e-commerce quality, such as service quality, information quality, and system quality, on consumer purchase intention in China by applying the extended model of technology acceptance. Furthermore, this study analyzes the paths through which the live streaming e-commerce quality affects the consumer purchase intention, based on paths of perceived usefulness, perceived ease of use, perceived trust, and perceived value. To analyze this study, the data were collected from 231 customers who had used live streaming e-commerce apps in China and empirical analysis was applied. The results were summarized as follows: SQ is positively related to PU and PT. Similarly, IQ is positively related to PEU and PT. In addition, SEQ is also positively related to PU and PEU. Moreover, SQ affected the PV through PU and PT significantly and ultimately influenced consumer PI. Also, the path in which SEQ affects PU, which in turn affects PV, and ultimately PI, was found. This study found out the paths of how the live streaming E-commerce quality affects the consumer purchasing intention and contributes to the research field of e-commerce and consumer behaviors. Additionally, the results of this study give useful marketing suggestions for relevant financial institutions and enterprises. (shrink)

The social dimension of purchase seems particularly important when it comes to food, since it can contribute to foster “consumers’ embeddedness” in the local food system. The discussion on this topic is growing after the emergence of alternative food networks , which are thought to have potentials to re-connect the different actors of local food systems, and/or to strengthen the existing social ties among them. This study focuses on the evaluation of the degree of sociality in different food shopping environments. (...) The research is focused on the structure and the features of the interactions, with the aim to provide an assessment of the degree of sociality of AFNs compared to other food chain networks. More specifically, a farmers’ market, a greengrocer and a supermarket have been compared. The three shopping environments show remarkable differences: in the supermarket perfunctory interactions are most often observed, unless shoppers already know each other, whereas the farmers’ market environment is likely to foster quite intense relations among strangers; the greengrocer, on the contrary, shows a completely different pattern of relations, typically involving customers who already know each other. Results support the common argument that farmers’ markets may enhance sociality among people, although some interesting relations patterns are observed in the other food stores as well. Issues for further research in the field emerge, which might be useful to improve the understanding of the social dimension of food shopping as well as to more deeply analyse the elements of attractiveness of AFNs. (shrink)

The role of digitization and globalization have changed consumers’ online buying behaviors, specifically in the times of the COVID-19 pandemic crisis. This seriously influences the online retail industry in developing countries that are already struggling to move toward digital trading through e-business. Pakistan being a developing country is no exception, and it is, therefore, pertinent to examine factors that contribute to digital trading. Employing theories of reasoned action and the technology acceptance model, this study aims to investigate how personal innovativeness (...) and perceived usefulness impact consumers’ online purchase intentions through a serial mediational model. The data were collected through an online survey from 410 respondents. Structural Equation Modeling was used to test the proposed model. This study showed significant results for the direct effect of personal innovativeness and perceived usefulness on online purchase intentions as well as the indirect serial effect via internet browsing and attitude toward online purchasing. The study results have some important practical implications for selling firms, especially in the times of COVID-19. The study suggests that online retailers should be more responsive to the aforementioned factors to facilitate consumers to spend more time browsing, which influences consumers’ interest and intention to make online purchases. As the social distancing and lockdown approaches were implemented in Pakistan and other parts of the world, the trend toward online purchases has increased. Due to this shift in the overall purchasing behavior of consumers and the potential for strong growth in e-commerce, organizations need to consider the post-COVID situation to expand their business in an online platform for addressing the future pandemic crisis. (shrink)

Celebrity influence plays a significant role in fostering the consumers’ impulse buying tendency and purchase intention. In the modern advertising era, the celebrity endorsement characteristics have driven the firms’ promotion campaigns, stimulating consumer purchasing behavior through celebrity branding. The study signifies the relationship between celebrity’s traits of trustworthiness, attractiveness, credibility, and expertise influence consumers’ impulse behavior. The data was collected from the 371 customers of the fast fashion industry by using the convenient-sampling technique. SMART-PLS was used for (...) data analysis by applying structural equation modeling. The study results show that celebrity trustworthiness, the attractiveness of a celebrity endorser, the credibility of a celebrity endorser, and celebrity expertise positively impact purchase intention and impulse buying tendency. Purchase intention plays a mediating role between independent and dependent variables. (shrink)

This study aims to analyze what drives and prevents the purchasing of eco-friendly products across different consumer groups and develops a conceptual model embracing the positive altruistic, positive ego-centric, and negative ego-centric antecedents of eco-friendly product purchase intention and behavior. We empirically validate the conceptual model for green and non-green consumers. Data are analyzed using structural equation modeling and multi-group analysis of the two groups. The results confirm the relevance of the determining factors in the model and show (...) significant differences in eco-friendly product purchasing patterns between green and non-green consumers. Altruistic motives are more important for green than for non-green consumers. Negative ego-centric motives affect the purchase intentions of non-green consumers more than the intentions of green consumers, whereas the impact of negative motives on behavior is stronger for green than for non-green consumers. The first contribution of this paper is the development and testing of a parsimonious model of eco-friendly products purchasing that embraces both positive and negative antecedents, which have been theoretically suggested in the past but have rarely been empirically tested together. The second contribution of this study is that it develops insight into the specific antecedents of eco-friendly products purchasing for green and non-green consumers to assess potential similarities and differences in eco-friendly products purchasing process, the hypothesized antecedents, their impact on eco-friendly products purchase intention and behavior, and the intention–behavior relation. (shrink)

The current study investigates the influence of variety among online providers and customers' access to knowledge on consumer networks, consumer engagement, and sustainable purchasing. Emphasis is on the underlying relationships among these constructs in the digital economy, which has evolved into a complex structure of multifarious nodes and linkages unfolding in the online environment. The underlying theoretical approaches are knowledge-attitude-behavior (KAB) and customer sovereignty. Against this backdrop, a questionnaire-based survey was given to 200 Millennials (i.e., generation Y) and (...) gen Z Italians—approached as empowered stakeholders requiring accurate information and sustainable solutions from online providers—in January 2023. The data was processed via the structural equation modeling technique PLS-SEM, based on SmartPLS 4. The findings indicated that sustainable purchasing is influenced to some extent by access to knowledge, consumer engagement, and consumer networks. The study endeavors to fill a research gap, as the relationships between variety among online providers and sustainable purchasing, as well as consumer engagement from the empowerment perspective are underexplored. The study provides new evidence of the relationships between consumer networks, consumers' access to knowledge, sustainable purchasing, and consumer engagement in the framework of online retail by inquiring respondents. (shrink)

What drives organisations to engage in socially responsible purchasing initiatives? To investigate this important question, this article uses a case-study approach to examine the context within which supplier diversity programmes have emerged in both the U.S. and U.K. The analysis identifies legislative and policy developments, economic imperatives, stakeholder pressures and ethical influences as forces shaping organisational responses. It reveals important contextual differences between U.K. and U.S. experience and offers an empirical and theoretical explanation of corporate behaviour.

Drawing on the theory of planned behavior, we investigate the legitimacy of platform governance and whether consumers with greater ranges of risk propensity are more likely to purchase innovative products. This study develops a moderated mediation model involving risk propensity, cognitive legitimacy, purchase intention and perceived benefit. To examine our hypotheses, we conducted a survey of 315 consumers from Shanghai, China. The results reveal that risk propensity is positively related to consumers’ purchase intentions, in which cognitive legitimacy plays a (...) mediating role. Furthermore, the interaction suggests that perceived benefit moderates the relationship between risk propensity and cognitive legitimacy. (shrink)

Research shows that commitment-based interventions are among the most effective strategies to encourage pro-environmental behaviors, but methods to elicit commitments from a large number of individuals are often costly and unrealistic. Predictions requests—a commitment-type strategy—are an effective mass-communication strategy and have the potential to influence pro-environmental behavior among large audiences. This research is the first to demonstrate that prediction requests in a consumer behavior context influence preference for environmentally friendly products. In addition, this research examines the role of (...) individual and contextual factors in influencing the efficacy of prediction requests. Study 1 shows that exposure to an advertisement with a prediction request leads to increased preferences for environmentally sustainable household cleaning products, compared to a control advertisement, and that this effect is greater when the prediction request is paired with an audience cue . Study 2 indicates that the effect of prediction requests on preference for sustainable products is greater for individuals with interdependent self-construal. Substantive implications and directions for future research are discussed. (shrink)

Social media advertisement is a growing phenomenon designed to reach and engage customers. However, despite their continued adoption, less remains known regarding the effectiveness of social media ads to co-create brand value. In response to this gap, this study aims to deepen the theoretical understanding of consumer value co-creation through social media advertising value. The data were collected using purposive sampling from 286 experienced social-media users, and the model was tested using partial least square -based structural equation modeling. The results (...) indicate that entertainment, aesthetic appeal, interactivity, and trendiness significantly affect the adverting value of social media ads. In turn, ad value affects consumers’ intention for value co-creation. Consequently, our findings suggest the importance of social media advertising value where marketers may enhance consumer-brand engagement by incorporating interesting content, which may encourage the customer’s interaction with the social media ads and strengthen value co-creation behavior. The results further contribute to nascent marketing literature by demonstrating that value co-creation acts as an antecedent to generating positive electronic word-of-mouth on social media platforms to drive consumers’ online brand purchase intention. (shrink)

A gradual increase in population and urbanization has increased the demand for global resources, which ultimately burdens the depletion of resources and challenges environmental sustainability worldwide. In recent decades, nature sustainability has been the biggest challenge encountered by humankind. In addition, the changing lifestyle and consumption patterns have enormously played a key role. However, the consumption pattern from the employee’s perspective suffers from the lack of research. Therefore, grounded on the theory of planned behavior, this research explores the antecedents (...) and consequences of employees’ buying intentions in the world’s emerging market. Data were collected using a web-based link shared via WeChat and Q.Q.; resultants into 451 valid responses and partial least square structural equation modeling using SmartPLS 4 have been administered for the analysis. Besides the insignificant effect of descriptive norms on buying intention and environmental concerns on purchasing behavior, other factors significantly impact purchase intention and actual buying behavior. This research witnesses a significant mediating role of buying intention. This research suggests that practitioners develop strategies for public advertisement and launch a general message and campaigns both in urban and rural areas to prevent environmental sustainability and increases awareness related to organic consumption. (shrink)

Companies are increasingly engaging in corporate activism, defined as taking a public stance on controversial sociopolitical issues. Whereas prior research focuses on consumers’ brand perceptions, attitudes, and purchase behavior, we identify a novel consumer response to activism, unethical consumer behavior. Unethical behavior, such as lying or cheating a company, is prevalent and costly. Across five studies, we show that the effect of corporate activism on unethical behavior is moderated by consumers’ political ideology and mediated by desire (...) for punishment. When the company’s activism stand is [incongruent/congruent] with the consumer’s political ideology, consumers experience [increased/decreased] desire to punish the company, thereby [increasing/decreasing] unethical behavior toward the company. More importantly, we identify two moderators of this process. The effect is attenuated when the company’s current stance is inconsistent with its political reputation and when the immorality of the unethical behavior is high. (shrink)

Ethical leadership has so far mainly been featured in the organizational behavior domain and, as such, treated as an intra-organizational phenomenon. The present study seeks to highlight the relevance of ethical leadership for extra-organizational phenomena by combining the organizational behavior perspective on ethical leadership with a classical marketing approach. In particular, we demonstrate that customers may use perceived ethical leadership cues as additional reference points when forming purchasing intentions. In two experimental studies, we find that ethical leadership (...) positively affects purchasing intentions because of customers’ concerns for moral self-congruence. We show this by means of both mediation and moderation analyses. Interestingly, the effect of perceived ethical leadership on purchasing intentions holds over and above the ethical advertising claims that are commonly used in marketing. We conclude by discussing the possible ramifications of ethical leadership beyond its effects on immediate employees. (shrink)

This study aims to analyze what drives and prevents the purchasing of eco-friendly products across different consumer groups and develops a conceptual model embracing the positive altruistic, positive ego-centric, and negative ego-centric antecedents of eco-friendly product purchase intention and behavior. We empirically validate the conceptual model for green and non-green consumers. Data are analyzed using structural equation modeling and multi-group analysis of the two groups. The results confirm the relevance of the determining factors in the model and show (...) significant differences in eco-friendly product purchasing patterns between green and non-green consumers. Altruistic motives are more important for green than for non-green consumers. Negative ego-centric motives affect the purchase intentions of non-green consumers more than the intentions of green consumers, whereas the impact of negative motives on behavior is stronger for green than for non-green consumers. The first contribution of this paper is the development and testing of a parsimonious model of eco-friendly products purchasing that embraces both positive and negative antecedents, which have been theoretically suggested in the past but have rarely been empirically tested together. The second contribution of this study is that it develops insight into the specific antecedents of eco-friendly products purchasing for green and non-green consumers to assess potential similarities and differences in eco-friendly products purchasing process, the hypothesized antecedents, their impact on eco-friendly products purchase intention and behavior, and the intention–behavior relation. (shrink)

With the prevalence of traceability technology in the turbulent Internet age, traceable food has become an important tool in addressing food safety issues. Under the combined effect of frequent food safety problems and sustainable development of traceability industry, the research on traceable food consumer behavior has become more extensive. However, it is still not fully understood how the multiple information brought by traceability affects consumers’ purchase decision. This study proposes the effects of traceability knowledge, traceable information quality and traceable (...) certification credibility on traceable food purchase intention via the mediation of perceived risk and perceived value, and integrates the moderating effect of peer influence in the context of Internet age into a research framework. The analytical results indicate that traceability knowledge, traceable information quality, and traceability certification credibility indirectly affect consumers’ traceable food purchase intention through perceived risk and perceived value, while traceability knowledge, perceived risk, and perceived value directly affect “traceable food purchase intention.” Furthermore, peer influence was found to be a significant moderator in the relationship between perceived risk and “traceable food purchase intention.” Finally, based on the research results, traceability companies are suggested to focus on cultivating the traceable consumption habits. Meanwhile, although traceable food quality is the top priority, companies should also attach importance to the communication and interaction with consumer. (shrink)

Air pollution in China has been drawing considerable attention in recent years. The emergence of new energy vehicles provides hope to reduce air pollutant emission. However, consumers' recognition and acceptance of NEVs remain at the early stage. This research aims to explore how consumers' environmental concern influences their NEV purchase intention. Specifically, this research conducted an online survey and an experiment to address the following issues: how consumers' psychological distance toward air pollution influences their purchase intention for NEVs, and does (...) their risk perception of the consequences of air pollution mediate this influence; whether consumers' perceived price level of NEVs plays a moderating role in the relationship between risk perception and purchase intention; and whether the construal level of stimulus can be manipulated to influence consumers' PD toward air pollution to increase their purchase intention for NEVs. The results of study 1, based on a total of 293 valid samples, show that consumers' PD toward air pollution significantly affects their purchase intention for NEVs, and risk perception of the consequences of air pollution plays a considerable mediating role. Meanwhile, consumers' perceived price level of NEVs has a significant negative moderating effect on the relationship between risk perception and purchase intention. The results of study 2, based on an online experiment, show that the construal level of stimulus can influence consumers' PD toward air pollution, which in turn affects their purchase intention for NEVs. The findings of this research have implications for businesses' promotional strategies and governments' policies. For instance, low-construal-level promotional materials can be developed to arouse consumers' environmental concern, thereby facilitating their eco-friendly consumption behavior. Governmental financial assistance and other policies can also increase consumers' willingness to purchase NEVs. (shrink)