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Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry.

A survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data.

The study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality. Post hoc analysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality.

This study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.

La centralidad de la marca es una relación religiosa entre marca y cliente que se refiere al grado en que una marca está en el centro o corazón de la vida de un consumidor. Aunque su papel en la industria de la moda rápida es destacado, sus impulsores y efectos no se han estudiado exhaustivamente. El presente estudio investiga las relaciones entre tres impulsores psicológicos (la conciencia de la moda, la orientación a las compras crónicas y la autoestima), un impulsor conductual (la frecuencia media de las compras), la centralidad de la marca y la calidad de las relaciones en el sector de la moda rápida.

Se realizó una encuesta a 250 consumidores de moda rápida y se utilizó (PLS-SEM) para analizar los datos.

El estudio muestra que la conciencia de la moda y la orientación a las compras crónicas están positivamente relacionadas con la centralidad de marca, mientras que la autoestima está negativamente relacionada con la centralidad de marca. Los resultados también muestran que la frecuencia de compra modera la relación entre la conciencia de la moda y la centralidad de marca, y entre la orientación de compra crónica y la centralidad de marca. El análisis post-hoc indica que la centralidad de la marca media totalmente la relación entre la orientación a las compras crónicas y la calidad de las relaciones.

Este estudio es uno de los primeros en investigar los impulsores psicológicos y conductuales de la centralidad de marca.

品牌中心性是一种类似于宗教的品牌-客户关系, 指的是一个品牌在消费者生活中处于中心或核心的程度。虽然它在快速时尚行业中的作用很突出, 但它的驱动和影响还没有得到全面的研究。本研究调查了三个心理驱动因素（即时尚意识、长期购物取向和自尊心）、一个行为驱动因素（即平均购物频率）、品牌中心性和快时尚行业的关系质量之间的关系。

对250名快时尚消费者进行了调查, 并使用部分最小二乘法-结构方程模型（PLS-SEM）来分析数据。

研究表明, 时尚意识和长期购物取向与品牌中心性呈正相关, 而自尊心与品牌中心性呈负相关。研究结果还显示, 购物频率分别调节了时尚意识以及长期购物导向对品牌中心性的影响。事后分析表明, 品牌中心性在长期购物取向和关系质量之间具有完全中介作用。

本研究是最早研究品牌中心性的心理和行为驱动因素的研究之一。

The purpose is to explore consumer acceptance of the doggy bag as an intervention to promote sustainable food consumption. In particular, it explores consumer attitudes towards taking home the leftover food from eating out at restaurants as a way of sustainable consumption.

A consumer survey to explore consumer attitudes, followed by an investigation of the media communications that promote the doggy bag as a tool to reduce food wastage.

Strategic communication was employed in an inclusive approach to increase the impact of the doggy bag on consumer behaviour. Consumers show a positive inclination towards using the doggy bag to take home the leftovers of their restaurant meals and reduce food wastage. Cultural biases can cause hurdles in the acceptance of the tool.

To the best of the author's knowledge, this is the first study to approach the behavioural analysis of leftover food takeout interventions studied from the consumer perspective. Furthermore, it is based on a novel approach of experimental methods at ready-to-eat food outlets for communicating with consumers.

The purchase of green products is not the finale of green consumer behaviour but the environmental concern is crucial in post-purchase behaviour. Studies on pro-environmental purchase behaviour are abundant and but studies on environmental concern in use, evaluation and disposal are scarce. This paper aims to examine the pro-environmental factors influencing post-purchase behaviour and their impact on green consumer behaviour.

Data for this study was collected from the respondents with the help of a structured questionnaire. Data is analysed using factor analysis to examine the important factors influencing post-purchase variables and green consumer behaviour and the multiple regression to understand the contribution of post-purchase variables to green consumer behaviour.

Eco-conscious, risk and comfort in user behaviour, satisfaction and eco-appraisal in evaluation behaviour and eco-conscience, disposal challenges and eco-responsible in disposal behaviour are the vital factors. Eco-conscious and comfort in use, satisfaction in evaluation and eco-conscience, disposal challenges and eco-responsible behaviour in disposal are positively related to green consumer behaviour and risk in use and eco-appraisals in the evaluation are insignificant.

Considering the very limited studies on green post-purchase behaviour, this study provides insights into the pro-environmental post-purchase behaviour and its contribution to green consumer behaviour.

Fashion clothing has always been an interesting area for scholarly research on consumer behavior. This paper seeks to gain a better understanding of the youth involvement with fashion clothing in the Egyptian context. Accordingly, the paper considers the Egyptian consumers’ attitude toward fashion involvement by investigating how fashion consciousness and materialism serve as main antecedents of fashion clothing involvement, while also determining the impact of fashion clothing involvement on fashion clothing purchase involvement. This paper aims to test an extended and adapted theoretical model of fashion clothing involvement in Egypt.

Using non-probabilistic convenience sample, a survey method was used, and 270 valid questionnaires were collected.

The hypothesized antecedents were found to influence fashion clothing involvement among young Egyptian consumers, which in turn significantly affect its purchasing. Moreover, materialism was also found to partially meditate the relationship between fashion consciousness and fashion involvement. On the other hand, the hypothesized gender role as a moderator between all variables of the study was not supported.

Using a wider population is one avenue future research seeking to replicate this study can pursue. Specifically, because the sample consisted of university students, generalizing the results to non-students can be restricted. Likewise, findings are mainly related to fashion clothing; hence, extending the model to include other product categories can provide more support for the results.

As the results confirmed that there is a partial significant positive impact of fashion consciousness on fashion clothing involvement via materialism, the paper provides practical implications for fashion marketers to achieve successful communication with fashion-conscious and materialistic young Egyptian consumers. The aim is to develop strategies that are consistent with consumers’ values and communicate appeals to their aspirational lifestyle.

This paper contributes to the limited number of the published manuscripts on the fashion clothing marketing sector in Egypt. There is a void in literature related the investigation of fashion clothing involvement in the developing countries. Accordingly, this paper fills this gap by examining the fashion clothing consumption behavior of young Egyptian students in Cairo University. To the best of the author’s knowledge, it is among the first to investigate the antecedents and motives related to fashion clothing involvement and its purchases among young consumers in the Egyptian context. The paper develops a comprehensive model of fashion clothing involvement to highlight the relationships between fashion involvement and Fashion consciousness, materialism, and fashion clothing purchase-involvement. The paper also contributes to the research by exploring materialism as a mediator between fashion consciousness and fashion involvement constructs, in addition to exploring the gender role as a moderator between all constructs of the study. The study makes theoretical contribution to the body of knowledge around young Egyptian consumers’ fashion clothing involvement and purchase behavior toward luxury fashion clothes, which may be extended to other similar Arab non-Western developing countries. Moreover, it offers managerial insights for establishing effective communications with this potentially lucrative market segment.

This study aims to increase the understanding of the drivers of mobile shopping, by analyzing when and how two personality traits – value consciousness and shopping enjoyment – impact mobile shopping intention through usefulness and ease-of-use perceptions.

To test the conditioned indirect effects, path analysis is used.

The results indicate that both consumers’ value consciousness and shopping enjoyment have a positive indirect effect on mobile shopping intention. However, shopping enjoyment is related only through usefulness, whereas value consciousness is related via both usefulness and ease of use. The results also suggest the need to consider boundary conditions when examining the impact of personality traits.

Mobile retailers need to conduct market segmentation based on users’ personalities when trying to increase their customer base.

Despite the relevance of personality traits on individual behavior, studies on the effects that different aspects of personality have on the participation of individuals in mobile commerce are very scarce and show inconsistent results regarding their impact. Thus, this study tries to contribute to the mobile commerce research by analyzing the interplay between two customer characteristics and two mediating variables: ease-of-use and usefulness perceptions.

Esta investigación busca aumentar la comprensión de los antecedentes de las compras móviles, analizando cuándo y cómo dos rasgos de personalidad – conciencia de valor y disfrute por la compra – afectan a la intención de compra móvil a través de las percepciones de utilidad y facilidad de uso.

Para comprobar los efectos indirectos condicionados propuestos se emplea un análisis path.

Los resultados indican que tanto la conciencia de valor como el disfrute por la compra de los consumidores tienen un efecto indirecto positivo en la intención de compra móvil. Sin embargo, el disfrute por la compra se relaciona sólo a través de la utilidad, mientras que la conciencia de valor se relaciona tanto a través de la utilidad como de la facilidad de uso. Los resultados también sugieren la necesidad de considerar factores moderadores al examinar el impacto de los rasgos de personalidad.

Los minoristas a través del móvil que quieran aumentar su base de clientes necesitan segmentar el mercado en base a la personalidad de los usuarios.

A pesar de la relevancia que tienen los rasgos de personalidad en el comportamiento de los individuos, los estudios sobre los efectos de distintos aspectos de la personalidad sobre la participación de los individuos en el comercio móvil son muy escasos y muestran resultados inconsistentes. Así, este estudio intenta contribuir a la investigación sobre comercio móvil analizando la relación entre dos características del consumidor y dos variables mediadoras: las percepciones de facilidad de uso y utilidad.

The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness and attitude towards PLBs are examined. Finally, the relationship between attitude towards, and willingness to buy PLB is explored.

Self-administered questionnaire was distributed to shoppers at Carrefour operating in Cairo, Egypt. The data obtained from 265 respondents were examined using structural equation modelling (analysis of moment structures) version 22, which empirically test the hypothesised relations established in the research conceptual model.

With the exception of perceived risk, the results suggest that all consumers’ perceptual and attitudinal factors affect directly or indirectly consumers’ willingness to buy PLB.

This study is limited to international hypermarket/supermarket operating in Egypt. So the findings should be exercised with cautious while attempting to generalise the research results.

Retail managers should focus on the enhancement of both store image and familiarity with PLBs to leverage consumers’ perceptions with respect to PLBs quality and risk to achieve differentiation and to increase sales.

This is one of the few studies that investigate the role of familiarity with PLBs in a developing context. In doing so, it proposes that familiarity with PLBs directly affects consumers’ perceived quality and perceived risk, while it indirectly influences consumers’ willingness to buy PLBs.

El propósito de este trabajo es el de analizar los factores que afectan a la predisposición de los consumidores a comprar marcas de distribución. Es por ello que se examina la estructura de relaciones existentes entre la imagen de la tienda, la familiaridad con las marcas de distribución, las percepciones de calidad y riesgo así como la conciencia de precio y su posterior efecto en actitudes hacia las marcas de distribución y la predisposición de compra.

Se distribuyeron cuestionarios auto-administrados entre compradores de la cadena Carrefour en El Cairo, Egipto. Los datos proporcionados por 265 individuos fueron analizados con ecuaciones estructurales (AMOS) para contrastar empíricamente las relaciones planteadas en el modelo conceptual propuesto.

Los resultados obtenidos sugieren que todos los factores actitudinales y perceptuales de los consumidores afectan directa o indirectamente a la disposición de los consumidores a adquirir marcas de distribución, excepto la percepción del riesgo.

Este estudio se limita a las cadenas de supermercados e hipermercados que operan en Egipto, por lo que los resultados obtenidos tienen una limitada generalización fuera de este contexto.

Los directivos de los detallistas deben centrar sus esfuerzos en ensalzar la imagen de la tienda y la familiaridad con las marcas de distribución con el propósito de influir en las percepciones de calidad y riesgo que los consumidores tienen sobre ellas con el fin último de lograr una diferenciación y un incremento de las ventas.

Este estudio es uno de los pocos que investiga el papel que ejerce la familiaridad con las marcas de distribución en países en vías de desarrollo. Propone que la familiaridad afecta directamente a la percepción de calidad y riesgo de los consumidores e influye indirectamente en la disposición de los consumidores a comprar las marcas de distribución.

This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this study, exploring the essential behavioral outcomes influenced in marketing, seeks to deepen the existing insight in this area.

To obtain the required data, the authors surveyed a group of people with previous experience in the purchase of eco-friendly apparel. The research hypotheses were tested using the structural equation modeling technique.

According to the results, social influence had the most significant impact on PIEF. Also, environmental concerns and altruism had a significant effect on PIEF. The results further indicated that eco-fashion purchase intention, in turn, influenced consumer willingness to engage in eWOM and pay a price premium.

The results of the present study guide marketing practitioners for the segmentation of target consumers, as the information on consumers’ natural needs and desires in a socio-cultural context is of significant use to fashion managers to understand their customers deeply. This information also helps them discover better ways of designing their marketing campaigns.

This paper contributes to research by advancing an understanding of how consumers make eco-fashion consumption decisions in purchasing apparel and provides businesses with managerial insights into devising marketing strategies to promote eco-fashion consumption, which facilitates fashion companies’ development of a sustainable fashion supply chain.

Este estudio examina el efecto de los factores influencia social, preocupación medioambiental y altruismo en la intención de compra de moda ecológica (PIEF) por parte de los consumidores. Además, este estudio, que explora los importantes resultados conductuales influenciados en el área del marketing, pretende profundizar en los conocimientos existentes en esta área.

Se encuesto a un grupo de personas con experiencia previa en la compra de ropa ecológica. Las hipótesis de la investigación se contrastaron con SEM.

La influencia social fue la que más influyó en el PIEF. Asimismo, la preocupación por el medio ambiente y el altruismo tuvieron un efecto significativo en el PIEF. Los resultados indicaron además que la intención de compra de moda ecológica, a su vez, influía en la disposición del consumidor a participar en el eWOM y a pagar un sobreprecio.

Los resultados del presente estudio orientan a los profesionales del marketing en la segmentación de los consumidores objetivo, ya que la información sobre las necesidades y deseos naturales de los consumidores en un contexto sociocultural es de gran utilidad para que los gestores de la moda conozcan en profundidad a sus clientes. Esta información también les ayuda a descubrir mejores formas de diseñar sus campañas de marketing.

El artículo contribuye a la investigación al avanzar en la comprensión de cómo los consumidores toman decisiones de consumo de moda ecológica en la compra de prendas de vestir y proporciona a las empresas ideas de gestión para diseñar estrategias de marketing que promuevan el consumo de moda ecológica, lo que facilita a las empresas de moda el desarrollo de una cadena de suministro de moda sostenible.

环境关注和利他主义等因素对消费者购买环保时装意向（PIEF）的影响。此外, 这项研究探讨了在营销领域有影响的重要行为结果, 试图深化这一领域的现有见解。

我们调查了一组有购买生态友好服装经验的人使用结构方程模型（SEM）方法对研究假设进行了检验。

社会影响对PIEF的影响最大。此外, 对环境的关注和利他主义对PIEF也有重大影响。结果进一步表明, 环保时装的购买意向反向影响了消费者参与eWOM和支付价格溢价的意愿。

且结果只限于环保时装消费。

本研究的结果为营销从业者提供了关于细分目标消费群体的指导。消费者在特定社会文化背景下的自然需求和欲望等信息对于时尚经理人深入了解他们的顾客来说有重要作用, 而这些信息也有助于他们探索更好地设计营销活动的方法。

为企业提供了设计促进环保时装消费的营销策略的管理建议。这促进了时尚公司发展可持续时尚供应链, 为该领域研究做出了贡献。

Urban metropolitan consumers react to the different qualitative categorizations of the product thus creating homogeneous market segments. The aim of this paper is to identify specific market segments which allow for the definition of homogeneous olive oil consumer targets.

This study was based on the stated preferences of consumers and emphasizes the role that different quality scales of olive oil have in the eye of the consumer. The data, collected through a questionnaire, were analysed by means of inferential and multivariate statistics techniques, that is, the study specifically entailed a factorial and cluster analysis.

This paper explores olive oil market segments broken down by the different quality levels of existing products, thus trying to identify main consumer preferences. Our outcomes suggest the existence of three main quality classes of olive oil consumer: basic, popular and premium.

Even though we gathered data and information from a broad sample, the study does not fully reflect the average Italian population since we based our study on a convenience sample of northern Italian consumers. A more extended sample is needed to test our hypothesis in other regional areas.

The outcomes derived from this study provide useful insights both for marketers and olive oil producers by allowing more efficient strategic decisions in terms of product segmentation.

This study, aimed at matching olive oil market segments and consumer preferences, shows the existence of three well-defined quality classes of olive oil consumer: basic, popular and premium. In addition, this study ascertains for the first time how the attitude towards local products is positively influenced by family origin as a result of an inter-generational attitude.

This study aims to examine the most influential drivers, both product-specific and consumer-specific, affecting Asian consumers' willingness to pay (WTP) for organic olive oil.

To individuate the most influential drivers of WTP for organic products and to assess their effect, in terms of configurational paths and consumer profiles, this study sequentially employs explorative factor analysis approach and a fuzzy-set qualitative comparative analysis method. The survey is carried out in different areas of Asia (e.g. Pakistan, Vietnam and China).

The results suggest that Asian consumers' WTP for organic products is described by consumer-specific drivers (gender, occupation and household size) as well as product-specific drivers (product authenticity and sustainability, consumer ethnocentrism and food fraud risk perception).

The findings of the study permit the identification of different drivers that move consumers' WTP for organic olive oil. The study contributes to setting the ground for companies to propose and implement efficacious marketing strategies for organic olive oil in importing countries, such as Asia.

This study aims to critically review the research on food eco-labels to identify research gaps and recommend future research directions in business and management.

A hybrid integrated review combines bibliometric analysis with an in-depth framework-based study of theory–context–characteristics–methodology (TCCM) and reviews quality research published over 21 years between 2002 and 2022.

We identify key research themes and the knowledge structure of food eco-label research. Future researchers should explore food eco-label dynamics and phenomena in areas related to consumer behaviour, information, consumer knowledge, environmental concerns, trust, packaging and willingness-to-pay as antecedent factors.

This review contributes to the business and management literature by quantifying existing research and consolidating its evolution. The articles were sourced from the established Web of Science (WoS) database. Other databases should be included in future reviews. We also focus on research published in business and management. Further studies could include research beyond such specialised domains.

Consumers need more information on the objectives and meaning of food eco-labels. The dissemination of knowledge on eco-labels, as well as effective communication and information on eco-labels, are relevant to future research issues.

The knowledge derived from this research holds significant potential in shaping policies and devising tools aimed at reducing the carbon footprint linked to food production and consumption. Considering the substantial impact of these activities on our planet’s carbon footprint, addressing food security and sustainability emerges as a crucial concern for humanity. Recognising the importance of eco-label communication and information becomes particularly pertinent for future generations, who stand to bear the most substantial impact of climate change and sustainable development. These generations are also more inclined toward embracing and implementing sustainable practices.

There are no comprehensive, integrated reviews exploring the methods, variables and constructs used in studies on food eco-labels based on all articles published in WoS journals in the business and management domains. This is the first comprehensive literature review using a hybrid approach (bibliometric review with TCCM framework) in the field of food eco-label research.

本研究擬以批判性的態度,審閱過去有關食物生態標籤的研究,以能確認研究缺口,並於商業和管理的範疇裡,建議今後的研究方向。

這是一個混合綜合審閱研究。研究結合了文獻計量分析方法和理論 -背景 - 特徵 - 方法論 (TCCM) 框架; 研究人員審閱於2002年與2022年間二十一年裡出版的高水平學術研究。

我們確認了關於食物生態標籤的研究裡主要的研究主題和知識結構。研究人員和學者今後應致力關於消費行為、資訊、顧客知識、環境關注、信任、包裝和支付意願等議題的研究範疇,以能在這些範疇內,把食物生態標籤的變革動力和現象,作為是先前因素進行探索。

本研究確定了現存有關的研究的數量,並幫助鞏固了這類研究的發展,就此,對商業和管理文獻作出了貢獻。審閱的學術論文均來自被認可的 Web of Science 資料庫。今後的研究應涵蓋其它資料庫; 而且,我們的焦點是放在關於商業和管裡的文獻上; 研究人員和學者今後或許也應致力於其它研究範疇。

消費者需要更多關於食物生態標籤目標和意義的資訊; 因此,今後的研究須關注生態標籤知識的傳播,以及生態標籤的有效溝通和資訊。

根據於 Web of Science 出版、以及在商業和管理領域內的學術論文,似乎沒有全面的或綜合的審閱,去探索有關食物生態標籤研究內採用的研究方法、變數和構築。本研究為在食物生態標籤研究領域裡,首個使用混合方式 (結合文獻計量分析方法和理論 -背景 - 特徵 - 方法論 (TCCM) 框架)的全面文獻審閱。