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In this paper, the importance of product attributes of casual wear for Chinese consumers was investigated. Data were gathered from a questionnaire survey conducted in six cities of China. A total of 15 attributes were identified, and it was found that fit, comfort, style, color and workmanship were the most important attributes for Chinese consumers. It was also found that geographic and demographic factors had impacts on the importance of these attributes. These 15 attributes could be grouped into four factors, which may indicate a simplified process in information processing on the attributes by Chinese consumers. Marketing implication of the results was also discussed.

Consumers’ product evaluations are often influenced by information contained in their memories. Prior to product evaluations, consumers are often exposed to data that permits them to judge the covariation relationships among different product attributes. However, these attribute covariance perceptions may lead to biased product evaluations. Using an experimental design, this study examines the accuracy of consumers’ product attribute covariance beliefs as a function of their product experience and the relevancy of product information to which they are exposed prior to evaluating product performances. The results indicate that even limited product information affects consumers’ beliefs about product performances on attributes for which no information is available. In other words, specific product information may serve as a cue or indicator for other product characteristics via attribute covariance inferences. The accuracy of these inferences appears to be, at least partly, the function of the consumers’ product experience. Consumers with high levels of product experience are more effective at encoding and retrieving product attribute performance information. Implications of the findings are discussed and suggestions for future research are provided.

The purpose of this paper is to discuss how brassiere manufacturers develop new designs for bra products, suitable for individual consumers, through consumer codesign.

New product design that relies on conjoint analysis algorithms can depict multidimensional attribute profiles, such that consumers' choice behavior reflects their preferences and overall judgment of the profiles. This statistical technique provides a means to codesign and customize bra products and thereby enhance the overall bra design process.

Bra products codesign suggests goals such as attractive appearance, shoulder strap style, vivid/mild color, elegance/sexy lace, comfort/practicality, fabric, lining, comfort/attractive appearance, neckline design, comfort/excellent function cut, sewn cups, and generous quantities. The most preferred combination of attributes for all respondents is a cotton/cotton blend fabric, seamless bra that offers a detachable shoulder strap, lavender color, a two‐strap style, lace details, and a low‐cut plunge neckline. The paper illustrates consumers' bra awareness attributes, codesign approach, and individual optimum individualized bra designs.

The results provide a useful source of information for product managers, who should consider the use of codesign to design the best products for individual consumers and decrease the risk of design failure, as well as promote consumer loyalty and satisfaction toward the product.

The paper provides a unique method to understand the new product codesign structure and make bra product design decisions that integrate optimum individualized design.

A model for analysis of consumer behaviour towards food is developed. This model is intended to bridge the gap between the objective quality approach pursued in food sciences, the product characteristics approach, and the subjectively perceived quality approach, the product attribute approach as pursued in the consumer behaviour literature. The focus is on the information processing by the consumer. Information on the product quality is supplied to the consumer in the form of cues received while shopping or consuming. A distinction is made between extrinsic and intrinsic cues, and between search‐, experience‐, and credence‐quality attributes. Within the credence attributes, three categories are distinguished: food safety, health, and all other credence quality attributes. It is demonstrated that public policy should use minimum standards for regulating food safety, information and consumer education on health issues and definitional standards to regulate the other credence qualities. In the case of search quality, no public intervention is needed. In the case of experience quality, reputation is a means of reducing the quality erosion inherent for experience quality attributes. In the case of those foods which are not sold prepacked over the counter, these means are restricted. Here the public regulators could consider backing up the private quality policy efforts on labelling by implementing traceability schemes and defining the requirements for specific label claims.

Apparel product attributes on which consumers place importance may change as a country's economy progresses. Built on Kano's theory, this paper seeks to categorize important apparel attributes in USA (developed country) and India (developing country) and compares the results to predict the pattern of change.

The research involved questionnaire surveys from a sample of 670 college students in two countries: the USA (335) and India (335). Data was collected from a Midwestern university in the USA and from colleges affiliated with a university in southern India.

The attributes assigned to Kano's categories of must‐be, performance, and attractive were found to be different by respondents from the USA and India. For example, “fitting” is classified as a must‐be category for US consumers while it belongs to performance category for Indian consumers. “Brand” was an indifferent category in the USA while it was classified as an attractive category for Indian consumers.

The findings provide US apparel companies with more definitive information on effective marketing strategies for the Indian market and similar developing countries. For example, companies seeking to do business in India must understand that important attributes for Indian consumers will change as the country progresses.

Though previous studies on consumer evaluation of apparel product attributes exist, they failed to examine how important attributes for consumers’ purchase decision changes. This study makes a new contribution to the discipline by providing means to anticipate future important attributes.

The purpose of this study is to provide insights into mechanism by which environmentally friendly initiatives positively affect a service firm's revenue stream. First, it explores attributes consumers associate with green services. Second, it affirms the mediating role of warm emotions in connecting green services to satisfaction and customer loyalty. Third, it investigates a set of amplifiers of warm emotions. These are the green tendencies of the consumer and perceived motives for adopting environmentally friendly practices.

This research involved two studies. A critical incident study was used to tap into the consumer's perspective on green services. A total of 262 attributes of green services were categorized into overarching themes. A quantitative study addressed the mediating relationships and amplifiers of warm emotions. Pooled across three services, a total of 846 observations were analyzed.

The findings reveal that a consumer views a service as environmentally friendly if it exhibits green attributes in either the core service, service delivery process, service environment or peripheral service activities. The results of Study II affirm that warm emotions mediate the relationship between perceptions of the environmental friendliness of a service and customer satisfaction as well as customer loyalty. The study findings suggest that positive emotions are further strengthened by the level of greenness of the consumer and by a firm's money saving motives as well as environmental preservation motives the consumer attributes to the adoption of green practices.

This study advances the authors' understanding of what attributes consumers associate with service greenness. This research expands on the service greenness and positive emotions connection by including an initial set of amplifiers of positive emotions to include the greenness of the consumer and motives for adopting green practices.

This article investigates the impact of the COVID-19 pandemic on the consumer preference for the attributes of online food delivery (OFD) services in India. It also shows how the order size influences the consumer's willingness to pay (WTP) for the attributes of OFD services.

This work incorporates a conjoint analysis-based approach to determine the consumer preference for the attributes of OFDs such as price, delivery time, restaurant rating and packing quality during the COVID-19 pandemic. The fractional factorial design is applied for the data collection. The relative importance of the attributes and the part-worth utility of the attributes' levels have been determined. Further, the utility associated with the attributes' levels is used to find the consumer's WTP for different attributes.

The COVID-19 pandemic has changed consumer preference from price to food and packing quality in India. When the order is small, consumers exhibit a higher preference to the delivery time than packing quality. In contrast, consumers show a higher preference to packing quality than delivery time with the increase in order size. The consumer's WTP attains the highest level in case of food quality, followed by convenience and packing quality. The WTP for the attributes rises with the increase in order size.

The insights highlight the need for the online food delivery industry to redesign the business framework in the post-pandemic era. The hygiene and safety measures maintained by the consumers during the pandemic have significantly changed their purchasing behaviour, raising their preference for service quality (food and packing quality) of the OFD services apart from price.

This work determines the consumers' utility for each attribute level of OFDs, along with their relative importance. Moreover, this study contributes to the existing literature by exhibiting the impact of the COVID-19 pandemic on the consumer preference and order size on consumer's WTP for the attributes.

The purpose of the present research is to examine the comparative values that urban Vietnamese consumers place on attributes of rice that is produced using environmentally friendly methods. The authors consider the impacts that this may have on the livelihoods of rural Vietnamese small farmers. Rice is an “impure public good” that includes both “private” and “public” attributes that consumers consider in their purchase decisions. Consumers make tradeoffs between environmentally and socially beneficial practices (public goods) and perceptions of product quality (private goods). The authors used latent class modeling to investigate the values associated with attributes of rice that is produced using sustainable farming practices.

The authors used a discrete choice experimental design in which consumers stated their choices among combinations of rice attributes. The survey provided responses from 360 urban Vietnamese consumers and allowed to estimate the preferences and nonpecuniary values for rice grown using different levels of environmentally beneficial production methods.

The results identify two segments of rice consumers: one group of consumers who are sensitive to price and the other group who are sensitive to environmental issues. The individual characteristics are reflected in the choices of production methods and in the willingness to pay for environmentally beneficial outcomes of those methods.

Given the number of independent variables measured, the sample was relatively small, such that confirmatory statistical methods were inconclusive. However, the authors used multiple analytical tools that provide corroboration of the significant determinants of the utility functions for the two segments.

The results provide directions for production of rice at a national level, as well as practical implications for consumer-oriented communications.

Results suggest that the emerging middle class of Vietnamese consumers are willing to pay more for rice that is produced using methods that are beneficial to the environment. Results also indicate challenges to provide sustainably-produced rice to poorer groups of consumers.

The study provides important context for consumer preferences within emerging economies. This also adds to a growing literature that uses the choice experiment method to estimate consumer valuation of the outcomes of various agricultural practices.

Many companies must choose a marketing strategy to promote new products. This includes publishing digital video advertising with interactive features on the Internet. Guided by the attribute-framing theory, this study investigates the impact of the number of positive attribute framings (NPAF) in advertising messages on consumer responses. This study aims to check whether new products are incrementally new products (INPs) or really new products (RNPs).

Content analysis was conducted to identify the forms and components of attribute framing used in advertisements and consumer responses (i.e. review valence). Furthermore, this study followed an expert scoring procedure to identify product newness (INP vs. RNP). Hierarchical polynomial regression analysis was used to investigate the relationship between the NPAF, customer response and product newness.

This study has three main findings: (1) regardless of whether the new product is INP or RNP, there is an inverted U-shaped relationship between NPAF and consumer responses; (2) the inflection point of NPAF (INP) is greater than the inflection point of NPAF (RNP) and (3) the maximum value of consumer response for INP is greater than that for RNP.

This study sheds light on the effectiveness of attribute framing in new product advertising. Compared to previous research on attribute framing of advertising, this study is based on a realistic scenario in which multiple attributes are framed within a given advertisement copy. Furthermore, secondary data were used to test the impact of NPAF on consumer responses and further explore the effects of product newness.

This study investigated consumers' satisfaction with local rice attributes and willingness to pay (WTP) for improvement by internal migrants and natives in urban Ghana.

Primary data was sourced from 304 urban consumers and ordered probit regression was employed.

Urban consumers had higher satisfaction with imported rice attributes than local rice. Consumers were unsatisfied with aroma, availability/accessibility, cleanliness, packaging, grain appearance, measurement standard, and taste of local rice. Moreover, 90% were willing to pay higher prices for local rice with improved attributes and WTP was higher among natives than migrants. Averagely, urban consumers are willing to pay 51% increase in market price of local rice if attributes were improved. Natives, males, educated, high-income, local rice consumption, shopping from supermarkets, trust in certification bodies, and dissatisfaction with local rice attributes boost WTP for improved local rice attributes.

There is a great market potential for local rice with improved attributes. Thus, there should be an improvement in local rice attributes and sold at moderate price and in supermarkets.

We compared consumers' satisfaction and WTP for improved local rice attributes among internal migrants and natives in urban Ghana.