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Although the relationships between subjective norms, personal norms, consumer social responsibility and consumer attitude have been studied, the direct or indirect relationships that potentially exist between these factors influencing consumer purchase intention remain unclear. Because attracting consumers to purchase fair trade (FT) products is fundamental to the success of the FT movement, the study introduced a theoretical framework that emphasizes the mediating role of personal norms and consumer attitude towards FT product purchases in the effects of subjective norms and consumer social responsibility on consumer purchase intention towards FT products.

Data were collected from 398 university students; structural equation modelling was applied to analyse the data. Mediation analysis was also performed to determine potential direct or indirect relationships between factors.

The results revealed that subjective norms and responsibility to support FT products affect personal norms and attitude towards purchasing such products, which in turn influenced consumer purchase intention toward purchasing these products. Personal norms partially mediate the influence of subjective norms and consumer social responsibility on attitudes towards purchasing FT products. By contrast, the consumer attitude fully mediates the effects of subjective norms, consumer social responsibility and personal norms on purchase intentions towards FT products.

Because consumer purchasing is critical to the success of the FT movement and to achieving the UN's SDGs, this study helps FT marketers to better understand the effects of subjective norms and consumer social responsibility on consumer behavioural intentions and to develop effective marketing and promotion strategies for increasing consumer purchase intention.

The purpose of the paper is to investigate the role individual fantastical thinking (FT) plays in increasing the returns of value co-production by using technology-based services (TBSs).

This research combines 3 laboratory experimental studies with a survey, collecting data from 373 participants in total. An ad hoc customization Web-based tool – TBS - was created for the purpose of the studies.

FT increases the outcomes of value co-production via a chain reaction, as follows: FT increases the perceived ease of value-production; perceived ease of value coproduction increases enjoyment; enjoyment increases a broad range of key outcome variables of value co-production, namely, attitude and purchase intention toward the co-designed products; the number of interactions and time of interaction in the value co-production process, which measure its efficiency; expert perceived quality and novelty of the co-designed products; ordinary perceived quality and novelty, satisfaction and willingness to pay for the co-designed products.

The procedure to activate FT requires relatively long training for participants, which might reduce the applicability of the procedure in other settings.

This study suggests a way to prevent failures in value co-production at the design stage mediated by TBSs. The proposed framework supports a decrease in task complexity for the consumer, thus reducing the stress experienced by participants. As a side effect, this study presents a useful framework to better highlight the benefits and costs associated with value co-production, thus making the return on investment measurement easier to perform.

The relevance of the findings to existing marketing literature lies in the advancement of knowledge related to value co-production processes by introducing the role of FT, a cognitive process designed specifically for consumer research and marketing.

Develops an original 12‐step management of technology protocol and applies it to 51 applications which range from Du Pont’s failure in Nylon to the Single Online Trade Exchange for Auto Parts procurement by GM, Ford, Daimler‐Chrysler and Renault‐Nissan. Provides many case studies with regards to the adoption of technology and describes seven chief technology officer characteristics. Discusses common errors when companies invest in technology and considers the probabilities of success. Provides 175 questions and answers to reinforce the concepts introduced. States that this substantial journal is aimed primarily at the present and potential chief technology officer to assist their survival and success in national and international markets.

This study explores the influence of the following factors on consumer adoption of blockchain food traceability (BFT): innovation-adoption characteristics, segmentation, expertise in food traceability, expertise in blockchain technology, food categorical preferences and perceived important features of BFT.

The data was collected via an online questionnaire with 1,401 participants in New Zealand. Exploratory factor analysis, structural equation modelling and segmentation analysis were undertaken.

Consumer adoption of blockchain food traceability was significantly influenced by two innovation-adoption characteristics – perceived incentives and perceived complexity, as well as their expertise in food traceability. Two consumer segments were identified: Conservatives (48%) and Pioneers (52%). Significant differences were found between these two segments in terms of gender, age, education, occupation, residential area and ethnicity. Consumers are more willing to use BFT for purchasing fresh, imported, staple and normal foods than for processed, domestic and upscale foods. Their perceived important specific features of BFT are product origin, food safety information, quality control, food safety information, hygienic condition and scarcity management.

This study contributes knowledge to address the current knowledge gap regarding consumer adoption of blockchain food traceability by using a large sample set. It is also the first study to recognise consumer segments for BFT; to provide information about consumers' important socio-demographic characteristics, food categorical preferences and perceived important features towards BFT; and to explore the influences of consumers' innovation-adoption characteristics, expertise in food traceability and expertise in blockchain technology on their adoption of blockchain food traceability.

The purpose of this study was to examine whether consumers' intentions to purchase apparel products from an alternative trading organisation (ATO; an example of socially responsible consumer behaviour) could be explained by their societally‐centred values and attitudes, as well as attitudes more specifically related to purchasing. Data were collected with a nationwide mail survey of US consumers (n =344) randomly drawn from the stratified mailing list of one North American ATO. Theory‐based relationships, suggesting a hierarchical system of effects among values and atti‐tudes, were tested and supported with path analysis. Comparison of two different path models revealed that attitude towards the behaviour of purchasing apparel from the ATO was a better predictor of purchase behaviour than was attitude towards the apparel itself; however, the two concepts were determined to each contribute valuable information for understanding purchasing behaviour.

This paper aims to identify the antecedents and postcedents of customer satisfaction, including utilitarian, social and emotional factors, in a fair trade (FT) coffee consumption context.

This paper is based on a broad range of 177 consumers of FT coffee in Spain, the data analysis used structural equation modeling (SEM) with SPSS/AMOS 26.0 software.

This paper supports that both customer social value and quality affect perceived value (PV). PV in turn has effects on customer satisfaction and the latter influences loyalty. Conversely, both customer emotional value and customer expectations were not confirmed as antecedents of PV.

The consumer satisfaction analysis conducted differs substantially from those of conventionally traded coffee, as social and emotional factors were considered along with utilitarian factors.

Practitioners, retailers and relevant institutions should design strategies to manage efficiently channel efforts to improve the consumer satisfaction and its loyalty.

This paper contributes to a substantial improvement in the understanding of consumer satisfaction and its consequences, in FT coffee consumption contexts. A new integrated theoretical model on customer satisfaction has been provided, which includes social and emotional perception factors, along with cognitive perception (quality and expectations) factors.

研究旨在確認在公平貿易咖啡消費的課題上，顧客滿意的誘因及其後因，這包括實用的因素，社會的因素和情感的因素。

研究之數據廣泛來自在西班牙177名公平貿易咖啡消費者; 分析則以結構方程模型，並以SPSS Amos 26軟件來進行。

研究結果證實，顧客社會價值和質量是會影響認知價值的;認知價值繼而影響顧客滿意度，而顧客滿意度又進而影響他們的忠誠。相反的，顧客情緒價值或他們的期望、均未能證實是認知價值的先決條件。

本研究所進行的消費者滿意度分析，與其它以傳統方法銷售的咖啡之相關研究有很大的分別，這是因為本研究除了考慮實用的因素外，還納入了社會因素和情感因素。

從業人員、零售商和有關的機構應制訂適切的策略，以能有效地管理各個管道，來提升消費者的滿意度和忠誠。

本研究的貢獻在於它幫助我們在公平貿易咖啡消費的課題上，對消費者滿意及其效果有更深入的認識。研究亦提供了一個探討顧客滿意度的嶄新、綜合的理論模型，而這個理論模型，除了涵蓋知覺認知 (質量和期望) 的因素外，還納入了社會的和情感的知覺因素。

The purpose of this paper is to investigate the role of socio-economic context in affecting the relationship between personal values and the purchase of fair trade (FT) products.

The study was based on data and information collected by means of a web-administered survey and was performed in two steps. First, an explanatory factor analysis on the Schwartz value system and a confirmatory factor analysis on socio-economic context variables were carried out. Second, the per capita GDP at provincial level and the predicted factor scores were used in an ordered probit model to explain the expenditure level of FT products.

The results provide evidence that the value system has an effect on the consumption of FT products, but the economic context, in particular the average wealth at province level, is also relevant and plays a role by either affecting FT product purchasing levels directly or interacting with personal values.

Because of the electronic submission and the specific channel used in the survey, the sample cannot be considered as representative of Italian consumers, and thus the analysis has a merely descriptive (non-inferential) function.

While several studies investigated how personal values affect consumers’ behaviour directly or indirectly, very few studies analysed the way socio-economic context interacts with the value structure and the way both aspects influence ethical consumption. The present study analyses this last aspect and provides evidence of the role economic context plays in affecting the relationship between personal values and FT products consumption.

This study seeks to investigate the interrelationships among sector reputation, purchasing stock intention, sector engagement and attitude toward the sector. Moreover, it aims to explore the moderating role of sector knowledge in the indirect relationship between sector reputation and purchasing stock intention, mediated by sector engagement and/or attitude toward the sector.

Drawing upon the theory of planned behavior, the research framework is empirically tested. A survey involving 300 potential and actual investors was conducted, representing individuals investing in tourism brands within the Egyptian stock market. The validity and reliability of the constructs were assessed using AMOS, while Hayes’s PROCESS macro was employed to examine the mediation and moderated mediation effects.

The findings reveal that sector reputation significantly influences sector engagement, attitude toward the sector and purchasing stock intention. Furthermore, the attitude toward the sector serves as an explanatory factor for investors’ propensity to purchase stocks of tourism brands. The study confirms the serial mediation effect of sector engagement and attitude toward the sector, respectively, in the relationship between sector reputation and purchasing stock intention. Additionally, it confirms the moderated mediation role of sector knowledge in the relationship between sector reputation and purchasing stock intention, mediated by attitude toward the sector.

The research outcomes suggest that executives in the tourism industry should identify key determinants to enhance purchasing stock intention by fostering greater sector engagement and fostering positive attitudes toward the tourism sector.

This study contributes to the existing literature by shedding light on the importance of maintaining a positive brand reputation and emphasizing the influential role of investors’ knowledge, engagement and attitude in shaping investment decisions in the stock market. These insights contribute to the understanding of investor behavior and have practical implications for organizations in managing their brand reputation and fostering positive customer–brand interactions in the stock market context, thus the current study was conducted.

Online grocery shopping possesses characteristics that can make it more difficult than regular online shopping. There are numerous buying decisions to make each shopping session, there are large ranges of product types to choose from and there is varied arithmetical complexity. The purpose of this paper is to examine how such characteristics influence the attitude of consumers toward online grocery shopping websites.

The authors hypothesized that the product type (search or experience product), the task arithmetic complexity, and the attention and cognitive load associated with browsing through product pictures have an effect on the attitude of online shoppers toward these websites. To test the hypotheses, 31 subjects participated in a within-subject laboratory experiment.

The results suggest that visual attention to product pictures has a positive effect on the attitude of online shoppers toward a website when they are shopping for experience goods, but that it has a negative effect on their attitude toward a website when the task arithmetic complexity is greater. They also suggest that the cognitive load associated with browsing through product pictures has a negative effect on the attitude of online shoppers toward a website when they are shopping for experience goods, and that greater cognitive load variation has a positive effect on their attitude toward a website when arithmetic task complexity is greater.

When designing online grocery websites, providing clear single unit quantities with pictures corresponding to the sales unit could help establish a clear baseline on which consumers can work out their quantity requirements. For decisions involving experience goods, product pictures may act as an important complementary information source and may even be more diagnostic than text description.

Results reinforce the relevance of enriching the study of self-reported measures of the user experience on e-commerce sites with automatic measures.

The purpose of this study is to answer the following questions: What factors influence attitude toward green brands among Pakistani millennials? Does attitude toward green brands affect purchase intention? Does gender moderate the effect?

Data was collected through an online questionnaire distributed through multiple academic and professional networks. The questionnaire was answered by 242 Pakistani millennials. SmartPLS was used to conduct partial least square-structural equation modeling analysis. The analysis was conducted using a two-stage protocol typically followed in SEM analysis. First, an outer model assessment was done to measure construct reliability and validity. This was followed by hypotheses testing in the inner model assessment. Moderating effects were tested using the multigroup analysis feature of SmartPLS.

The antecedent factors tested in this study are green brand skepticism, environmental consciousness and attitude toward green campaigns. Results show that these factors do influence a person’s attitude toward a green brand, which, in turn, influences his/her purchase intention regarding that brand. Marketers of green brands can use the factors outlined in this study to improve consumer attitudes toward their company and products. This study showed that women are more positively affected by green campaigns. Green campaigns in Pakistan may be more successful if directed at female millennials.

This study conveys helpful implications for marketing managers, as specific antecedents are found to be significant predictors of purchase intention for green brands. Companies should not let the fear of consumer skepticism stop them from advocating their green products and initiatives. Green marketing campaigns can inspire millennials to encourage their social groups to be environmentally conscious. By actively helping the environment, these consumers may feel a sense of pride for their cohort and their country. As a result, Pakistan might undergo a transition to buying green brands, adopting green lifestyles and demanding green products from non-green brands.

Most of the research on green marketing and branding for millennials pertains to developed countries. However, as roughly 90% of the global millennial population live in developing countries, it is important to conduct research in developing countries. This paper specifically focuses on Pakistan, a developing country in South Asia. A propensity toward environmental issues among millennials makes this study an important one, both for the Pakistani market and for generalizations in populated developing countries having a similar profile.