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This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand positioning (underdog vs top dog) on the relationship between perceived brand globalness or localness (PBG or PBL) and purchase intention.

The proposed hypotheses were tested in two experimental studies. Data were collected through a set of structured questionnaires and analyzed using PROCESS modelling and analysis of variance.

The results show that CBI mediates the effect of PBG/PBL on purchase intentions. Moreover, the findings of Study 2 reveal that participants show greater purchase intention for PBL than for PBG in response to underdog positioning. However, in top dog positioning, the difference in purchase intention for PBL compared to PBG is attenuated.

This research investigates how CBI influences purchase intentions of consumers in regards to a brand’s perceived globalness or localness, which adds to the growing body of international branding research. This paper also addresses the effects of interaction between brand localness (globalness) and underdog (top dog) brand positioning on purchase intentions. Finally, this study concludes with a discussion of practical actions that international brand managers can take to enhance the effectiveness of their marketing strategies.

This paper aims to explore the role of source credibility while purchasing environment-friendly products using Ajzen’s (1991) theory of planned behavior as underpinning model.

The proposed theoretical model was empirically tested with the data collected from 334 respondents using structural equation modeling.

The results gave empirical support to the addition of source credibility to the original theory of planned. Moreover, consumer attitude was found mediating the effect of corporations’ credibility on purchase intention. Also, attitude and perceived behavioral control were found as the most important predictors of consumer’s intention to purchase environment-friendly products.

This study provides valuable insights for the marketers engaged in sustainable business practices. Amid, ever-increasing carbon emission, promoting the use of environment-friendly products has become the need of the time. Credibility plays a crucial role while promoting and communicating an organization’s sustainable practices among its stakeholders including consumers. Therefore, the marketer should formulate appropriate marketing communication strategy to communicate the consumer about the green practices and environment-friendly products they produce. The results suggest that corporation’s credibility shapes consumer attitude and influences intention to purchase environment-friendly products. Earning trust of the consumer is pivotal to achieve success in the market. Therefore, results may help the marketers to better understand consumer’s response toward their marketing strategies and further convince and persuade them to buy their products.

The findings of this study may be useful for marketers, strategists, policymakers and government while formulating promotional strategies to make consumer aware, educate and persuade them to purchase products which do not cause harm to the environment.

The study is novel in terms of exploring role of source credibility and extending theory of planned behavior in the context of sustainable consumption.

With the crescent globalisation together with economic and food crisis, consumers are increasingly confronted with food products from different origins and appeals to consume “national”. If many food products can be related to a specific region or country, many are sold as commodities with Portuguese origin indication. One factor influencing the purchase behaviour of domestic food products is the consumer ethnocentrism (CE) characteristic. The aim of this paper is to study consumers' purchase behaviour intention towards “produce in Portugal” fruits and vegetables applying a CE extended model of the theory of planned behaviour (TPB).

A questionnaire was presented to random sample of 700 individuals older than 18 and responsible for the household food purchase by computer-assisted telephone interview (CAT) system. Structural equation modelling (SEM) was conducted to examine direct and indirect effects of attitude (ATT), subjective norms (SuBNs), perceived behavioural controls (PBCNTRLs), intention and self-congruity on domestic fresh fruits and vegetables purchases.

Findings suggest that TPB model is applicable in determining the consumers' intention to buy domestic fruits and vegetables in Portugal. CE has been shown to successfully influence purchase intention.

This study provides the food industry and retail with informative basis about which mechanisms underlie the consumers' intention to buy domestic food. Also, this study provides useful insight into how different food categories and label affect the consumers' intentions, which can serve for communication strategies in order to increase purchase of domestic products as fruits and vegetables. New food categories should be studied.

This study gives a new approach on Portuguese consumer ethnocentric tendencies and opens a discussion on consumer purchase intention on Portuguese low value food products. This gives a first insight on Portuguese consumer ethnocentric behaviour.

The purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “perceived scarcity” and “perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions.

The study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods.

The results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive impact on purchase intention of organic food products. Interestingly, LCT had no direct impact on the purchase intention of the product. Trust and attitude were found to be significant mediators impacting purchase intention.

The study contributes to the past theoretical literature on LOHAS consumption by analyzing new constructs like scarcity and PCE in the context of organic food consumption. These findings will be crucial for marketers planning to launch organic products in new markets.

Service providers have a vested interest in enhancing adoption of technologies that improve the customer service experience. Buoyed by this idea, this paper aims to explore Latin American consumers’ mobile payment (MP) adoption, conceptualized as bank-sponsored mobile wallets that facilitate payment at the point-of-purchase. This paper applies a revised unified theory of acceptance and use of technology 2 (UTAUT2) model as theoretical framework for this exploration.

To test the conceptual model of MP adoption in Latin America put forward in this paper, the authors used Colombia as a sample site and conducted two studies among a sample of consumers in this country. Completed questionnaires from 186 participants (Study 1) and 398 participants (Study 2) were used in data analyses, which were conducted using Mplus 8.4 and PROCESS.

In Study 1, performance expectancy, social influence, bank trust, confidence in MP system and consumer innovativeness all impact consumers’ MP use intention; and use intention impacts MP behavior. In Study 2, involving a wider sample, performance expectancy, effort expectancy, facilitating conditions, perceived quality of the MP system, bank trust, consumer innovativeness, consumer optimism and consumer insecurity all affect MP use intention; and use intention significantly impacts MP behavior. Across both studies, follow-up analysis showed that effort expectancy influences performance expectancy for MP and indirectly influences MP use intention through its impact on performance expectancy. Bank trust also indirectly affects MP use intention through its effects on system confidence. In Study 2, age did not affect MP use intention or MP use; however, education affected MP use.

The theoretical underpinning for the conceptual model was the UTAUT2, and the results across the two studies support previous research in which this revised model has been useful in explaining technology adoption. Core elements of the UTAUT2 such as performance expectancy, effort expectancy, facilitating conditions and social influence had different impact on MP adoption in Latin America, depending on the sample. Technology readiness index motivators and inhibitors also aid understanding of MP adoption.

The research provides insights on the variables that members of the MP ecosystem in Latin America (e.g. banks and other service providers, card issuers) need to address in getting Latin American consumers to use MP.

This research extends the exploration of MP to a region of the world that has not been the focus of prior studies on the adoption of this technology and responds to calls by some researchers to increase research in this region. The conceptual models in the two studies also incorporate trust in the banks that are part of the MP ecosystem in Latin America and consumer overall confidence in this MP ecosystem. The results show that both these factors are influential in Latin American consumers’ adoption of MP. System confidence also mediates the relationship between bank trust and MP use intention.

Acceptance and use of mobile shopping as the preferred shopping medium is becoming the new normal today. The proliferation of mobile shopping practices follows unsteady growth patterns in different countries. Despite challenges of price, quality and privacy matters, young consumers still lead the race to engage in mobile shopping activity in developing countries. This research investigates the determinants that either support or hinder the mobile shopping intentions of aspirant young consumers in Pakistan.

The present research applies a consumer-centric approach to the technology adoption framework to unearth the behavioral patterns of these young consumers in Pakistan. Employing the structural equation modeling technique, this research examines the significant effect of structural assurance, perceived risk, trust and various unified theory of acceptance and use of technology (UTAUT) model constructs on behavioral intention to engage in mobile shopping.

This research examines the significant effect of structural assurance, perceived risk, trust and various UTAUT model constructs on behavioral intention to engage in mobile shopping. Results also demonstrate a significant moderating effect of structural assurance and prior shopping experience on the relationship between perceived risk, trust and mobile shopping intentions. Further, the mobile shopping patterns for the male and female segment indicate a significant difference for perceived risk, trust structural assurance and social influence. The research contributes to the growing body of knowledge which advocates the application of consumer-centric customized model approach to explore various factors that either facilitate or impede the adoption of mobile shopping in a developing economy.

The study validates the need to enforce structural assurance mechanism for facilitating mobile shopping in a developing country. It also offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.

The study offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.

This study offers fresh insights about driving elements and impediments of mobile shopping behavioral intentions. Structural assurance and prior shopping experience appear to influence the mobile shopping behavior through direct and indirect effect.

This study extends the theory of planned behavior (TPB) through the inclusion of motivating variables for suboptimal produce preference (i.e. environmental concern, food waste awareness, and familiarity), and demotivating variables (i.e. health consciousness and risk perception) to investigate behavioral intentions toward suboptimal produce.

A quantitative research methodology using the online survey technique is employed to collect cross-cultural data from respondents from China (n = 430) and Egypt (n = 441). Structural equation modeling (SEM) via SmartPLS v.3.2.9 is used to analyze data.

The proposed extended TPB model could enhance predicting consumers' behavioral intentions toward suboptimal produce except for “environmental concern” since it has been found that environmental concern has a nonsignificant effect on consumers' attitudes and behavioral intentions toward suboptimal produce in both countries. The results also reveal that the proposed extended TPB constructs could predict 79.9% of intentions to purchase suboptimal produce and 65.3% of the variance in intentions to recommend such produce for others.

This study is one of the few attempts that investigates the suboptimal food consumption based on a theoretical lens by extending the TPB model. Previous studies on suboptimal food do not pay attention to the demotivating variables such as health consciousness and risk perception, and thus, this thesis represents the first effort that sheds light on such variables. Moreover, prior investigation on such issues in Egypt and China as a cross-cultural research has not existed.

The purpose of this study is to develop a theoretical framework to explore the influence of green packaging on green purchase intention in the context of online-to-offline (O2O) commerce and to discuss the indirect effects of perceived value, perceived risk and green satisfaction.

To cast light on the factors affecting consumers’ intention to purchase in the context of O2O commerce, 295 valid questionnaire responses of O2O consumers in China were collected via an online survey. Data analysis was performed based on structural equation modeling.

The empirical results indicated that green packaging significantly affects consumers’ green purchase intention in the O2O commerce context indirectly through perceived value, perceived risk and green satisfaction. Moreover, green loyalty positively and significantly moderates the effects of perceived value, perceived risk and green satisfaction on green purchase intention.

Research on product packaging has mainly focused on investigating packaging materials, designs, functions and applications but has rarely examined how product packaging affects consumers’ purchase intention in the context of O2O commerce. Moreover, although previous studies have explored the roles of perceived value and perceived risk on purchase intention, they have not investigated the effects of environmental concerns and commerce context. This study attempts to fill these research gaps.

This study aims to investigate how employee and other-consumer safety compliance amid the COVID-19 outbreak influences a focal consumer’s intention to approach a service establishment. The study also examines the three-way interaction effect of employee compliance, other-consumer compliance and perceived threat associated with COVID-19 on approach intentions.

This study uses an experimental approach with a 2 (employee safety compliance: low vs high) × 2 (other-consumer safety compliance: low vs high) × 2 (consumer perceived threat from COVID-19: low vs high) between-subjects design. Students were trained to recruit a convenience sample of 827 consumers in Qatar and data were analyzed using ordinary least squares (OLS) regression.

Employee safety compliance has a positive impact on the consumer’s approach intentions. Employee safety compliance has a bigger impact on approach intentions if other consumers in the service environment are also compliant with safety measures and even a greater effect when the perceived threat from COVID-19 is high. The effect of the interaction between employee and other-consumer safety compliance is significantly different under two levels of perceived threat.

To enhance approach intentions, managers should start by establishing and maintaining safety compliance among employees and then achieving compliance among consumers. Achieving compliance among employees and consumers has a positive impact on approach intentions despite the focal consumer’s perceived risk associated with COVID-19.

This is the first study to investigate how the safety compliance of employees and other consumers jointly affects consumers’ approach intentions during a global pandemic, and it is among very few attempts to manipulate dimensions of the social servicescape.

The number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection with consumers and thereby enhancing consumers' brand preference and purchase intention. This study adopted an integrated perspective to explore the effects of perceived usefulness, perceived ease of use and self-expression on consumers' continued use of running apps.

Convenience sampling was conducted among consumers in Taiwan (n = 251). Structural equation modeling using AMOS 21 was performed to analyze the data.

The study results revealed that (1) users' perceived usefulness, perceived ease of use and self-expression significantly positively affected continuance intention, and (2) continuance intention was significantly positively correlated with word-of-mouth (WOM) and brand intimacy. Furthermore, the study confirmed the moderating effect of consumers' relationship norms on the correlation between continuance intention and WOM and brand intimacy.

Amid the increasing emphasis on self-expression, almost all running apps endeavor to enable users to share their achievements, such as accumulated mileage and routes. However, research has rarely focused on whether these features influence consumers' continued use of running apps and whether these influences in turn affect consumers’ attitudes toward a brand. Therefore, this study explored the effect of self-expression on the continued use of running apps.