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The purpose of this study is twofold, first, the study aimed at investigating the impact of celebrities’ credibility on advertising effectiveness by examining the celebrity attributes that are likely to influence consumer attitude towards celebrity-endorsed TV advertising and their purchase behaviour. Second, the study seeks to identify the mediating role of religiosity on consumers’ attitudes towards celebrity-endorsed television advertising and buying behaviour.

The study is based on a survey questionnaire in a sample of 370 Sudanese customers on their attitude towards the celebrity endorsement of television advertising.

The study found that celebrities’ likeability and their attractiveness have the greatest impact on both consumers Attitude and their purchase behaviour. The study also confirms that religiosity partially mediate both the relationships between celebrities’ credibility and the attitude towards the advertisement and purchase behaviour and revealed that religiosity correlates negatively with celebrities’ credibility and attitude towards advertisement.

However, the study has some limitations, as it investigates the effectiveness of celebrities’ endorsement in TV commercials only. Future research could be extended to investigate the effectiveness of using celebrities advertising on other different media such as radio, printed and outdoors media. Further, the study uses a scale based on the Islamic practice dimensions, and using a more comprehensive scale to measure religiosity based on both belief and practices may be a further extension.

These results have important implications for advertising practitioners and business enterprises in Sudan, and other similar communities. They provide guidance in the sense that religiosity should be weighed in and given high importance when using celebrities in advertising campaigns and that the advertisement contents should be compliant with the Islamic law (Shariah).

Understanding how religious beliefs influence the attitude towards the advertising is of great importance to international advertisers to improve advertising effectiveness without offending their Muslim audience. The study enriches the literature on the religiosity and its influence on the consumer behaviour, particularly in the celebrity-endorsed advertisements.

To the best of the authors knowledge, this study is the first study of its kind in Sudan to explore the impact of celebrities’ endorsement on consumers attitude and buying behaviour and provide empirical evidence to verify the existence of a mediating role of religiosity on both the attitude and purchase behaviour in the Sudanese context. It provides an understanding of Sudanese attitudes and purchase decision, as Muslims, and thus provides practitioners with guidelines on how to design celebrity-endorsed TV advertisements to influence consumers’ attitude and buying behaviour.

The purpose of this paper is to differentiate sport spectators’ attitudes, specifically team loyalty and attitude towards spectating behaviour by investigating the reliability and validity of the proposed model, and the influence of the attitudinal factors on intention to re-attend sporting events.

In this quantitative study, data were longitudinally collected from five professional soccer teams of the Japanese professional soccer league official surveys of 2008. The study was analysed in two phases by first examining the reliability and validity of the measurements and then the appropriateness of the model. Finally, a multiple group analysis was conducted to examine the applicability across the aforementioned five teams.

Team loyalty conceptually and empirically differed from attitudes towards spectating behaviour. The proposed model indicated how attitudes have impacts on spectators’ future attendance at professional sports events, but the model significantly changed when parameters of the model were progressively constrained, suggesting that each team's uniqueness may influence spectators’ intention to attend future games.

Sport spectators’ attitudes play a significant role in the decision-making process of deciding to attend an event, and an understanding of how spectators’ attitudes influence their intention to re-attend events could be of value to both scholars and sports team managers. Spectators of each team have their own characteristics and although this makes it difficult to generalise the results, this study contributes to an understanding of spectators’ attitudes.

The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing.

A cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire.

The research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption.

The implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products.

Before promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions.

The study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.

Based on stimulus-organism-response (S-O-R) theory and a serial multiple mediation model, this study aims to examine the relationships between cultural values and energy-saving behaviors as well as the mediation mechanisms of attitudes towards energy-saving and energy-saving intentions underlying these links.

A sample of 1,514 urban residents collected in five big cities in Vietnam and Structural Equation Modeling were employed to test the hypothesized model.

The study yields that energy-saving behaviors can be directly influenced by long-term orientation, but not by collectivism, while both collectivism and long-term orientation work as stimulus which immediately inspire attitude towards energy-savings and energy-saving intentions. Interestingly, attitudes towards energy-saving and energy-saving intentions not only serve as the most crucial predictors of entrepreneurial behaviors but also cooperate a serial mediation role in the impacts of cultural values on energy-saving behaviors.

The findings of this research can be valuable for policymakers to inspire urban residents’ energy conservation behavior for sustainable development goals.

This study contributes to the pro-environment literature by adopting the S-O-R theory to investigate the impacts of cultural values on the energy-saving attitude-intention-behavior relationships, explain the underlying mediation mechanism of energy-saving attitudes and intentions in transferring the influences of cultural values on energy-saving behaviors, and bridge the attitude-intention-behavior gap in the energy-saving research.

The purpose of this study is to test the impact of entrepreneurship education on business, engineering and arts and science students using the theory of planned behaviour. The study adopted a pre-test–post-test (time 1, t₁ and time 2, t₂) to measure the change of attitudes and intentions over a period of six months. The participants who took entrepreneurship as a compulsory or elective course within their curriculum are 450 in total. To measure attitude, the subjective norm and perceived behavioural control, the study adopted a measure proposed by Kolvereid (1996b). For the intention to become self-employed, the study adopted a three-item measure of career intention, proposed by Kolvereid (1996b), which captures the intention of an individual to start a business. The results showed that the post-programme mean values of subjective norm, attitude towards self-employment, perceived behavioural control and intention towards self-employment increased in relation to the pre-programme ones. But the mean difference value in all four variables is higher for business students when compared to the other two student groups. Also, t-tests indicated no significant differences between respondents and “incomplete” non-respondents (students who filled the t₁ questionnaire but failed to respond at t₂).

The study adopted a pre-test–post-test (time 1, t₁ and time 2, t₂) to measure the change of attitudes and intentions over a period of six months – one semester. A convenient sample technique has been used. The participants who took entrepreneurship as a compulsory or elective course within their curriculum are 450 in total – 100 (Bharathidasan University, Trichy) from business, 100 (National Institute of Technology, Trichy) from engineering and 250 (Bharathidasan University, Trichy) from art and science). The total 250 arts and science students were selected from four reputed art and science colleges in India where entrepreneurship course is offered either as compulsory or elective course, and due share of 60 was given to each college where the total number of students in the final year was 1,000 to 1,500 in each college. The 100 engineering students were selected from one reputed engineering college where the total number of final year students was 750. Finally, 100 business students were selected from two reputed business schools where the number of final year students was 600. All the students from arts and science and engineering were soon-to-graduate undergraduates and business students were soon-to-graduate postgraduates. It was clearly explained to the surveyed students that the questionnaires were for research purposes only, participation was voluntary and their views would not affect their grades. Both time 1 (t₁) and time 2 (t₂) questionnaires were reviewed by three academics and five non-participating students to ensure clarity of wording and face validity of the constructs.

The overall response rate was 55.3 per cent. The mean and standard deviation of variables, attitude towards self-employment, subjective norm, perceived behavioural control and intention towards self-employment for the samples of business students, engineering students and arts and science students are presented in . To test the hypothesis, the present study used the following tests: Correlation (Tables III-V) and regression (Table VI) to test the relationship between attitudes and intention at t₁ and t₂. To test the effect of the programme on the change of attitudes and intentions, the current study used one-way ANOVA on the difference scores (for sample of business, engineering and arts and science) with the group membership (programme) as the independent variable. The “difference scores” method is preferable to split-plot repeated measures ANOVA for pre-test–post-test designs, because it gives equivalent results in a simpler and less confusing way (Girden, 1992). No significant violations of the assumptions for t-test, repeated measured ANOVA and regression were identified. Specifically, the common problem of multicollinearity was not evident for all the three majors of students, as the correlations between independent variables were moderate and the tolerance values were all higher than 0.70 for business group, 0.72 for engineering group and 0.73 for arts and science group.

The study aimed to address the attitudes and intentions among business, engineering students and art and science students, but not actual behaviour, and therefore, the study echoes the suggestion that longitudinal studies following the subjects for years after graduation are the only way to prove with accuracy the intention–behaviour link (Kolvereid, 1996b). The study is a comparative study on the effect of entrepreneurship education through the Azjen’s theory of planned behaviour on the scores of variable attitudes towards self-employment, subjective norms, perceived behavioural control and intention towards self-employment and has not made any attempt to find out the causes for such scores.

Using the theory of planned behaviour, the study tested the impact of entrepreneurship education on business, engineering and arts and science students. The study adopted a pre-test–post-test (time 1, t₁ and time 2, t₂) to measure the change of attitudes and intentions over a period of six months. The participants who took entrepreneurship as a compulsory or elective course within their curriculum are in total 450. To measure attitude, the subjective norm and perceived behavioural control, the study adopted a measure proposed by Kolvereid (1996b). For the intention of becoming self-employed, the study adopted a three-item measure of career intention, proposed by Kolvereid (1996b), which captures the intention of an individual to start a business. The results showed that the post-programme mean values of subjective norm, attitude towards self-employment, perceived behavioural control and intention towards self-employment increased in relation to the pre-programme ones. But the mean difference value in all four variables is higher for business students when compared to the other two student groups.

The purpose of this study is to explore the factors affecting locals’ domestic gastronomic behaviour. A conceptual framework is developed that examines domestic restaurant coolness, social return and tourism ethnocentrism as antecedents to attitude towards domestic gastronomic tourism, while positive word-of-mouth and domestic gastronomy behaviour are modelled as consequences.

The study adopts a quantitative methodology to conduct a cross-national examination in Italy and Fiji. A total of 621 responses (Italy = 302 and Fiji = 319) were collected through an online survey and analysed using covariance-based structural equation modelling.

The results of this study show that the positive relationship between domestic restaurant coolness and tourism ethnocentrism on attitude is stronger for Italy. The positive relationship between social return and attitude is only significant for Fiji. Moreover, the positive relationship between attitude towards domestic gastronomic tourism and positive word-of-mouth is stronger for Fiji. Finally, the positive relationship between attitude towards domestic gastronomic tourism and domestic gastronomic tourism behaviour, while significant in both countries, depicted no significant differences in results.

The findings of this study highlight the need for building a cool image based on vibrant, iconic, rebellious and authentic attributes. Marketers need to focus on local restaurants’ effective use of social media platforms to increase the symbolic value of local restaurants. To remain competitive, there is a need for domestic restaurants to manage and understand tourism ethnocentrism to leverage success.

This study contributes to the scarce domestic tourism literature. It contributes to understanding destination coolness in the context of domestic restaurants and increases the generalisability of the destination coolness scale. The study also adds to understanding the symbolic value in domestic gastronomy by examining social returns from peers. It also contributes to the limited research on tourism ethnocentrism by being the first to investigate tourism ethnocentrism in domestic travel and gastronomy experience. Overall, the cross-national nature of the study demonstrates the difference between decision-making behaviour between two distinct countries.

Over the last few decades, there has been a substantial increase in environmentally conscious consumers' willingness to switch their preferences from mainstream products to green products. Hence, it becomes essential for academicians and marketers to understand the notion, attributes and a comprehensive profile of green consumers. Since consumer attitude towards green products is not widely studied in developing countries, the present study aims at exploring the profile of green consumers in India (Punjab State) based on the same in the Indian context.

The study used the survey method, and a sample of 400 respondents was selected from the Punjab State of India. Initially, principal component analysis was employed to reduce the dimensions. Following this, cluster analysis was applied to segment consumer market in distinctive segments. Results of cluster analysis were validated with discriminant analysis and finally, differences amongst the segments of green and non-green consumers were examined to build on the profile of green consumers.

The study segmented the consumer market based on consumer attitude towards green products. Results of the study revealed four distinct segments. “Dynamic Green”, the largest cluster, presents truly green consumers who exhibit a positive attitude towards green products. Finally, the study highlighted the attitudinal profile of green and non-green consumers and differences amongst the segments were explained.

Similar study should be conducted in other developing/developed countries. Furthermore, cross-cultural studies can be undertaken to contrast consumer attitude towards green products. The study may also be extended to probe the connection between consumers' attitude and actual behaviour towards green products.

The study examined the role of consumer attitude towards green products in identifying the distinct segment of green consumers and determining different configurations of consumer characteristics to build on the profile of green consumers.

This paper aims to investigate the impact of perceived risk, ethical judgement, value consciousness, susceptibility to social influence and neutralisation on counterfeit clothes and accessories purchase intention in Egypt.

A single cross-sectional survey was conducted. Questionnaires were used to collect data from 361 counterfeit buyers in Egypt. To test the hypotheses, partial least squares-structural equation model was applied.

The results indicate that neutralisation, perceived risk and susceptibility to social influence significantly impact attitudes towards counterfeiting and purchase intentions, whereas value consciousness impacts counterfeit purchase intention. In addition, attitudes mediate the effects of perceived risk, susceptibility to social influence and neutralisation on purchase intention.

Brand producers/retailers and the government need to adhere to a number of practices to curb counterfeit demand, mainly by tackling the neutralisation’s impacts, demonstrating various risks of counterfeiting and developing a collective attitude against counterfeiting.

This study contributes to the ethical decision-making literature by empirically testing and quantifying the impact of neutralisation on shaping counterfeit buyers’ attitudes and purchase intention.

The purpose of this paper is to explore the attitudes and intentions of individuals towards entrepreneurship with the support of theory of planned behaivour (TPB). This research may contribute to the growing body of knowledge that has begun to explore attitudes and intentions of individuals for self-employment in a developing country.

This is an initial part of a longitudinal study in which survey instrument has been adapted for data collection. A random sampling was applied to the students of public and private higher educational institutions of a developing country. For data analysis, Statistical Package for Social Science 20 versions for Windows were used to test the hypotheses through descriptive, Pearson’s correlations and multiple regression analysis techniques.

Results of the study showed that all variables are reliable and valid. However, internal consistency among the variables has been found. By using Pearson’s correlations, entrepreneurship intention was found to be significantly and positively correlated to attitudes towards entrepreneurship. A high correlation was found between entrepreneurship intentions and attitudes towards behaviour and low correlation was between innovation and attitudes towards behaivour. However, all independent variables were found positively and significantly related to dependent variable except personal control.

This study possess limitations such as only quantitative data were obtained for educational institutions. Second limitation is collecting data from small number of samples. Third limitation is use of few variables with direct relationship approach. This study may support the management and practitioners of human resources management and organisational behaviour in assessing and evaluating employee attitudes and behaviours in the organisation.

Based on real facts, this study provides empirical considerable evidence of individuals’ attitudes and intentions towards the entrepreneurship. Results indicate that that TPB theory factors such as attitudes towards the behaviour, subjective norms and perceived behavioural control and personal and social attitudinal characteristic like achievement, self-esteem, and innovation are important for the development of entrepreneurial attitudes and intentions

This research was carried out to assess the recycling behaviour of university students, as they are the future consumers of the country.

A model based on the Theory of Reasoned Action was developed and tested using the variance‐based structural equation modelling technique of Partial Least Square (PLS).

The findings indicate that the attitude towards recycling is significantly influenced by perceived value, awareness and actual gains perceived by the consumers. Recycling behaviour was significantly influenced by resistance to change and attitude towards recycling.

The paper enables the policy makers target these variables in their future action plans in order to enhance recycling behaviour.