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While the fashion industry is beginning to comprehend the commercial imperative for sustainability, it is struggling to address the issues of overconsumption and accompanying packaging. Research indicates that framing of marketing messages makes an impact on consumers’ choices, particularly when it comes to supporting sustainable initiatives from brands. This study aims to investigate the impact of message framing, reference to perceived benefits and green consumer values on their choice of packaging reduction initiatives in the context of online retailing and the subsequent impact on brand attitude.

A 2 (frame: gain/loss) × 2 (reference to perceived benefits: personal/societal) × 2 (green consumer value: high/low) mixed method online experiment was conducted.

Results indicated that how the message is referenced in terms of benefits (personal gain/loss or societal gain/loss) and green consumer values act as moderators between message frame and attitude toward the packaging initiatives, which in turn impact brand attitude.

Overall, the findings contribute to message architecture, insight on consumer behavior, and add to the business case for sustainable packaging for fashion/apparel companies.

This study aims to explore the relationship between Generation Z (or Gen Z) consumers’ decision-making styles and electronic word-of-mouth (eWOM) use in the tourism sector. Drawing on the consumer style inventory (CSI) model and the theory of reasoned action (TRA), the research examines how specific decision-making styles influence Gen Z’s propensity to use eWOM recommendations for accommodation choices.

The study uses structural equation modelling to analyse data collected from 296 Gen Z users of Booking.com. The CSI model is adapted to the analysed context and attributes – impulsive, recreational, sustainable, fashion-conscious and perfectionist attitudes – are examined to determine their impact on eWOM use intention and actual eWOM use.

Three of the hypothesised relationships in the model were validated. Specifically, the results suggest that the attitudes of sustainable and perfectionist consumers influence the intention to use eWOM. Furthermore, use intention is positively associated with the actual use of eWOM.

For marketers and tourism businesses, understanding the decision-making styles of Gen Z can inform the development of targeted marketing strategies that emphasise quality and sustainability. Highlighting these aspects in online reviews and eWOM platforms can enhance engagement with Gen Z consumers.

This research advances the understanding of eWOM behaviour by integrating CSI and TRA theories in the context of Gen Z’s tourism decision-making. It provides empirical evidence on the significant role of perfectionist and sustainable attitudes in shaping eWOM intentions, contributing to the literature on consumer behaviour and digital marketing in tourism.

This study aims to test the effect of cause-related marketing (CRM), campaign-related marketing and consumer-related antecedents on consumers’ behavioral responses in a developing-country context.

A descriptive cross-sectional research design was used. An online questionnaire was distributed, and a sample of 738 Egyptians was obtained. Both the SPSS25 and Smart PLS software were used to report the results.

Results revealed that campaign-related antecedents had stronger effects on consumer attitudes than consumer-related antecedents. The most important campaign-related antecedents were brand function fit and hedonic product type. Extrinsic religiosity affected brand attitude and was also the most important predictor of purchase intention. Other predictors of purchase intention were brand attitude, hedonic product type and brand function fit. Furthermore, the effect of brand attitude on purchase intention was positive and significant. Cause involvement and others’ – centered attribution of corporate motives positively moderated the relationship between attitudes and purchase intention. Conversely, skepticism and self-centered attribution of corporate motives negatively moderated brand attitudes and purchase intention relationships. Research implications and suggestions for future research were also presented.

The study contributes to the existing academic literature by providing a better understanding of the effect of consumer and campaign-related variables on consumer attitudes and purchase intentions in a CRM context. It also helps understand the role of the two dimensions of religiosity in forming attitudes and purchase intentions for CRM campaigns. Furthermore, the research examines two possible moderators of the attitude–behavior gap through the lenses of signaling theory, prosocial behavior theory, theory of reasoned action and attribution theory.

This study aims at discovering the antecedent of halal cosmetics’ purchase intention by conducting development on planned behavioral theory through adding the constructs of word of mouth and religiosity. Attitude plays the role as mediation variable which correlates word of mouth and religiosity toward purchase intention and mediation variable between religiosity and halal cosmetics’ purchase intention.

The sample of this study was 196 Muslim women living in Indonesia. This research was conducted using online survey via google form. The collected data were analyzed using partial least square.

Based on the research findings, word of mouth did not directly influence halal cosmetics’ purchase intention. Religiosity variable also did not directly influence halal cosmetics’ purchase intention. Attitude played the role as the mediation between word of mouth and halal cosmetics’ purchase intention. Attitude was also able to become the mediation between religiosity and halal cosmetics’ purchase intention. Behavioral control and attitude directly influenced halal cosmetics’ purchase intention.

This research findings supported business owners to make sure the cosmetics’ safety for the sake of the users. Halal label is a guarantee that the cosmetics’ process has been through the raw materials selection, the standardized product processing and also the hygienic distribution process.

The literature development of halal products, especially cosmetics, is pretty much needed, as cosmetics users tend to increase throughout the world. Business owners can elevate halal cosmetics’ position through users’ recommendation to increase the economic potential value of halal cosmetics.

This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers' green purchase intention among consumers in Harare, Zimbabwe.

Data were collected from 329 consumers in Harare, Zimbabwe's commercial capital who were served from five using a structured questionnaire via an online web-based cross-sectional survey. Hypothesised relationships were tested through structural equation modelling with the aid of Smart PLS software.

Green product awareness, social influence, perceived benefit and attitude towards green appliances were found to have a significant positive effect on green purchase intention.

The study's findings may not be generalised to other contexts as sample data was only collected in Zimbabwe. Complementary cross-sectional research studies can be done in other parts of the world to enable cross-cultural comparisons and methodological validations.

The green appliance and energy saving practices are vastly growing, with many multinational appliance companies introducing green products within their product lines and adopting the concept of sustainability through modifications in production, design and consumption of household appliance products that encompass fewer harmful consequences on the environment in response to their concerns about the scarcity of natural resources, environmental well-being and the potential detriment of future generations.

Notwithstanding the limitations of the current study, the results have the potential to contribute to an improved understanding of influence attitudes towards the use of environmentally friendly household appliance products.

This study aims to apply the theory of consumption value to analyze the utilization of Metaverse technologies within hospitality and tourism while examining the factors that impact consumer intentions to use the Metaverse.

This paper aims to consider an extensive study spanning the period October 2021 to March 2023 was conducted to understand the shifts in an individual's intention to use Metaverse technologies in hospitality.

The findings of this study confirm that individual attitudes to the Metaverse and trust in Metaverse technologies significantly impact their intention to use the Metaverse.

The study aims to provide fresh insights into how individuals perceive Metaverse technologies in the context of choosing hotels and resorts, which enriches the understanding of consumer behaviors around Metaverse technology in hospitality.

This study aims to consider not only tourist intentions to use the Metaverse but also how diverse consumption values impact user attitudes, an area currently underresearched.

The phenomenon of global brands taking a stance on crucial, yet polarizing, socio-political issues, namely global brand activism, is rising. However, how consumer views on this practice are shaped when global branding elements are factored in remains unclear. Drawing from the functional theory of attitude formation, this study investigates the relationships of consumer characteristics (political ideology, consumer ethnocentrism) and brand factors (global brand attitudes and perceived motivation of global brand activists) with attitudes toward global brand activists.

Using a survey of a UK nationally representative sample (n = 439), we test our hypothesized model via structural equation modeling and mediation analysis.

Our findings reveal direct and indirect effects of political ideology on attitudes toward global brand activists (AttGBACTIVs). While consumer ethnocentrism and global brand attitudes do not directly drive AttGBACTIVs, they do influence them indirectly. Perceived motivation of global brand activists emerges as a key mechanism activating these effects and affecting AttGBACTIVs.

First, this study constitutes a novel examination of consumer views of brand activism through a global branding lens. Second, our investigation uniquely combines important determinants of brand activism outcomes with key international marketing factors (namely consumer ethnocentrism and global brand attitudes). Third, the concurrent exploration of individual and brand factors in our mediated model reveals the complex mechanisms through which attitudes toward global brand activists are formed.

The primary objective of this study is to examine how trust and religiosity, in relation to halal products, impact Turkish consumers' intention to purchase such goods. Furthermore, the study aims to identify whether attitudes towards halal products play a mediating role in these effects.

Data were collected from 847 people living in Turkey using an online survey. The authors empirically tested the proposed conceptual model via structural equation modeling.

The study’s results show that trust in halal products has a positive impact on both the intention to buy halal products and the attitude towards them. Moreover, one’s attitude towards halal products affects the intention to purchase them. Additionally, one’s religiosity-belief level influences the intention to purchase halal products, while religiosity-practice level influences the attitude towards halal products. Furthermore, through indirect effect analyses, it was found that trust in halal products and religious practices has an indirect impact on intention through attitude.

These outcomes significantly contribute to understanding the complex interactions between trust in halal products, levels of religiosity, and attitudes in shaping consumers' purchase intentions and approaches towards halal products. These implications offer valuable insights into how consumers' religious beliefs, trust perceptions, and attitudes influence their purchase of halal-certified products. Validating these conclusions on a larger scale and exploring them in different contexts would be beneficial.

The practice dimension of religiosity pertains to performing actions prescribed by the religion, embodying the practical applications of religious teachings. According to the research findings, the belief dimension of religiosity significantly and positively affects the intention to purchase halal products. This finding aligns with several prior studies.

Sharing information on websites, social media platforms, or product packaging can be effective. If businesses genuinely adhere to halal standards and address the genuine needs of consumers who value halal products, they can enhance consumers' interest in such products.

This research was conducted in Turkey, where most people follow the Muslim faith. The main objective of the study was to examine the trust levels of consumers who have strong religious beliefs and are sensitive to consuming halal products. The study looked at trust on three levels: trust in the halal product, trust in the company that produces halal products, and trust in institutions that provide halal certification. The study also looked at the religiosity levels of the consumers using a two-dimensional approach, which included their beliefs and practices.

This study investigates the impact of open branding on consumer brand attitudes, as mediated by brand warmth and brand competence, and moderated by power distance belief.

This study employs two one-factor (brand strategy: open branding vs closed branding) between-subject experimental designs and a 2 × 2, namely (open branding vs closed branding) × (power distance belief: high vs low) between-subject experimental design to test the hypotheses.

The study indicates that open branding can enhance consumer brand attitudes, and that brand warmth and brand competence mediate the impact of open branding on consumer brand attitudes. Furthermore, power distance beliefs (PDB) moderated these relationships. Specifically, the impact of open branding on consumers brand attitudes is stronger for consumers with low PDB than for those with high PDB.

Brand managers should consider adopting an open branding strategy to enhance consumers brand attitudes when encountering consumers’ unauthorized use of brand-related intellectual property. Additionally, when implementing an open-branding strategy, brand managers should use appropriate language to enhance consumers’ perceptions of brand warmth and brand competence.

This study contributes to the interactive marketing literature by empirically examining the impact of open branding on consumer brand attitudes. Furthermore, it investigates the underlying mechanism of how and the boundary conditions when open branding increases consumer brand attitudes, enriching the current knowledge.

This study aims to examine the effect of Muslim consumers’ religiosity on their brand verdict regarding clothing brands, through the mediating role of decision-making style, brand status and brand attitude.

Structural equation modeling was used to analyze the data collected from 200 clothing buyers in Mashhad, one of Iran’s religious cities.

The results indicate that intrapersonal religiosity, compared to interpersonal religiosity, has a more significant effect on Muslim consumers’ decision-making styles, and different decision-making styles of Muslim consumers affect their brand verdict through brand status and brand attitude.

The research sample consists solely of respondents from the Islamic religion. Therefore, the impact of religiosity might differ among individuals from other religions, such as Christianity and Judaism.

This study’s findings are crucial for clothing brands, both national and international, that cater to the Muslim customers’ market. They need to consider the degree of religiosity when segmenting and targeting their market. This study shows that clothing brand marketers can best influence the brand verdict of Muslim consumers by targeting those with a brand-loyal decision-making style, focusing on their religious beliefs.

To achieve success in Iran’s Muslim market, marketers must consider their consumers’ religious beliefs and tailor their marketing plans accordingly. This study aims to investigate the impact of religiosity on consumer behavior toward brands in Iran’s Muslim market.