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Open Access
Article
Publication date: 19 March 2024

Jiayuan Zhao, Hong Huo, Sheng Wei, Chunjia Han, Mu Yang, Brij B. Gupta and Varsha Arya

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood…

Abstract

Purpose

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

Design/methodology/approach

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

Findings

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

Originality/value

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

Details

British Food Journal, vol. 126 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 13 February 2024

Jia Jin, Yi He, Chenchen Lin and Liuting Diao

Social recommendation has been recognized as a kind of e-commerce with large potential, but how social recommendations influence consumer decisions is still unclear. This paper…

Abstract

Purpose

Social recommendation has been recognized as a kind of e-commerce with large potential, but how social recommendations influence consumer decisions is still unclear. This paper aims to investigate how recommendations from different social ties influence consumers’ purchase intentions through both behavior and brain activity.

Design/methodology/approach

Utilizing behavioral (N = 70) and electroencephalogram (EEG) (N = 49) experiments, this study explored participants’ behavior and brain responses after being recommended by different social ties. The data were analyzed using statistical inference and event-related potential (ERP) analysis.

Findings

Behavioral results show that social tie strength positively impacts purchase intention, which can be fitted by a logarithmic model. Moreover, recommender-to-customer similarity and product affect mediate the effect of tie strength on purchase intention serially. EEG findings show that recommendations from weak tie strength elicit larger N100, N200 and P300 amplitudes than those from strong tie strength. These results imply that weak tie strength may motivate individuals to recruit more mental resources in social recommendation, including unconscious processing of consumer attention and conscious processing of cognitive conflict and negative emotion.

Originality/value

This study considers the effects of continuous social ties on purchase intention and models them mathematically, exploring the intrinsic mechanisms by which strong and weak ties influence purchase intentions through recommender-to-customer similarity and product affect, contributing to the applications of the stimulus-organism-response (SOR) model in the field of social recommendation. Furthermore, our study adopting EEG techniques bridges the gap of relying solely on self-report by providing an avenue to obtain relatively objective findings about the consumers’ early-occurred (unconscious) attentional responses and late-occurred (conscious) cognitive and emotional responses in purchase decisions.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 16 February 2024

Dina Hanifasari, Ilyas Masudin, Fien Zulfikarijah, Aniek Rumijati and Dian Palupi Restuputri

This paper aims to investigate the impact of halal awareness on the relationship between halal supply chain knowledge and purchase intention for halal meat products in the…

Abstract

Purpose

This paper aims to investigate the impact of halal awareness on the relationship between halal supply chain knowledge and purchase intention for halal meat products in the millennial generation.

Design/methodology/approach

The quantitative approach with the respondents of 177 millennial generations in Indonesia is selected to understand the relationships between variables. Structural equation model-partial least square is used to analyze the relationship between variables.

Findings

The findings of this study found that the purchase intention of halal products in the millennial generation is influenced by several factors such as halal supply chain knowledge, halal certification and logo and religious beliefs. However, the results of this study also show that concern for halal products failed to moderate the relationship between these three main variables on the purchase intention of halal products.

Originality/value

This study provides insights into the concern that strengthens the relationship between the main variables on the intention to purchase halal meat products for the millennial generation.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 14 February 2024

Gunjan Malhotra and Navneet Fatehpuria

This paper examines the understanding of various factors that influence consumer purchase intentions of renting products as a result of growth in the sharing economy. In addition…

Abstract

Purpose

This paper examines the understanding of various factors that influence consumer purchase intentions of renting products as a result of growth in the sharing economy. In addition, the study examines the notion of consumer minimalism, the mediating role of environmental consciousness and the moderating role of consumer scepticism to explain consumer rental consumption intention.

Design/methodology/approach

The research used a survey questionnaire to collect data from Indian consumers (N = 259). Data analysis involved using structural equation modelling with AMOS v25 and PROCESS macro. Structural equation modelling was employed to test the models involving mediation, moderation and moderated mediation.

Findings

The findings link consumer minimalism and the intention to rent products. This research contributed to the existing body of knowledge by incorporating the concepts of consumer minimalism and consumer scepticism into consumers' decisions regarding renting products. Furthermore, the results demonstrated that environmental consciousness enhances consumers' inclination to rent products, shedding light on the factors influencing this preference.

Originality/value

This research extends the existing literature on consumer purchase intentions for rented products by investigating how consumer minimalism, mediated by environmental consciousness and moderated by consumer scepticism, influences these intentions. The results offer valuable insights for both theoretical understanding and practical applications, guiding marketing developers and brands that cater to minimalist consumers interested in renting products. Additionally, it suggests future research avenues in this domain.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 7 November 2023

Satyam Mishra, Anubhav Mishra, Ashish Dubey and Yogesh K. Dwivedi

The purpose of this meta-analysis is to encapsulate the outcomes and generate meaningful conclusions by examining the factors that influence consumers' purchase and non-purchase…

Abstract

Purpose

The purpose of this meta-analysis is to encapsulate the outcomes and generate meaningful conclusions by examining the factors that influence consumers' purchase and non-purchase behaviour intention in a virtual reality retailing context.

Design/methodology/approach

This study integrates the outcomes from 52 studies, including 403 relationships involving 19,188 samples. The analysis was conducted using R-metafor and AMOS software.

Findings

The findings indicate that key factors that influence purchase and non-purchase behavioural intentions are virtual reality (VR)characteristics, virtual reality experience and consumer attitudes. VR experience is the strongest predictor for purchase decisions in virtual environment ,while consumer attitude towards VR most strongly influences the non-purchase behaviour of the consumers. Furthermore, the age of the respondents, cultural backgrounds (high vs low power distance) and gender moderate the relationship between consumers' attitudes and purchase and behaviour intentions.

Practical implications

Marketers can positively influence consumer attitudes and behavioural intentions by prioritizing the design of the virtual environment and facilitating unique experiences (by manipulating different sensory stimuli) in virtual retailing.

Originality/value

The current meta-analysis reconciles and reinforces the findings in the extant literature and provides a robust empirical generalization of the critical factors that influence consumers' purchase or behavioural intentions in a virtual retailing context.

Details

Industrial Management & Data Systems, vol. 124 no. 1
Type: Research Article
ISSN: 0263-5577

Keywords

Open Access
Article
Publication date: 18 December 2023

Kavisha Lashindri Dodanwala and Sandun Weerasekera

A surge in demand for ethical products, including cruelty-free products, has been well documented in recent years, with direct ramifications for businesses. This trend towards…

Abstract

Purpose

A surge in demand for ethical products, including cruelty-free products, has been well documented in recent years, with direct ramifications for businesses. This trend towards ethical consumption seemed to be swiftly replicated in Eastern countries, especially in South Asian nations, as a result of westernisation. Based on the theory of planned behaviour and the concept of the attitude-behaviour gap, this study aims to investigate the impact of westernisation on the purchase intention of cruelty-free cosmetic products.

Design/methodology/approach

A positivist research paradigm was utilised in this study. Accordingly, an online self-administered questionnaire was shared among 242 consumers of cosmetic products in Sri Lanka in order to collect responses. The statistical techniques of correlation analysis, the Sobel test and moderator regression analysis have been utilised in this study.

Findings

It was found that there seems to be a positive impact of westernisation and the cruelty-free purchase intention of consumers. Moreover, consumer empowerment appears to mediate this relationship, while the attitude behaviour gap tends to further impact the relationship between consumer empowerment and the purchase intention of cruelty-free products.

Originality/value

This study seems to shed light upon the impact of westernisation on the purchase intention of consumers, especially from an ethical dimension and this study is likely to extend existing studies which have focussed on consumer empowerment, attitude-behaviour gap as well as the theory of planned behaviour, especially in the context of South Asia, where there seems to be a dearth of such investigations. Moreover, this study has attempted to contextualise the construct of “Westernisation” to the South Asian region in line with the tone set by an editorial article Dewasiri et al. (2021).

Details

South Asian Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2719-2377

Keywords

Article
Publication date: 21 December 2023

Yue He, Zan Mo and Huijian Fu

Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by…

Abstract

Purpose

Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by high-status brands may be challenged by horizontal extended products launched by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product type (horizontal extended versus downward extended) on consumers’ purchase intentions, the underlying mechanism and the moderating role of power distance belief.

Design/methodology/approach

Four scenario-based experiments were conducted to probe the research questions.

Findings

Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance belief moderates the impact of product type on consumers’ purchase intentions, as a low power distance belief reduces the negative effect of downward line extension (Studies 2a, 2b and 2c). Perceived fit and self-congruity mediate the interaction effect between product type and power distance belief on consumers’ purchase intentions (Study 2c).

Practical implications

This study provides marketing practitioners with guidance on implementing the strategy of downward line extension.

Originality/value

This study serves as a preliminary effort to compare consumers’ responses between downward and horizontal extended products, which deepens the understanding of downward line extension. It also contributes to the body of knowledge about line extension and power distance belief by demonstrating the moderating role of power distance belief in a line extension context.

Details

Journal of Product & Brand Management, vol. 33 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 22 August 2023

Kritika Devi, Gurmeet Singh, Sanjit K. Roy and Juraj Cúg

The purpose of this study is to understand the effects of self-risk perception and health consciousness on the intention to purchase organic food. The study also explored external…

Abstract

Purpose

The purpose of this study is to understand the effects of self-risk perception and health consciousness on the intention to purchase organic food. The study also explored external factors, such as social networking, culture and their impact on attitude, self-risk perception and purchasing organic food.

Design/methodology/approach

This study uses a quantitative research method to collect data from New Zealand and Fiji (N = 701). The data analysis used the partial least squares path modeling technique (PLS-PM) to test the proposed model.

Findings

The empirical results revealed that self-risk perception positively influenced organic food intention. The results show that the health consciousness level strengthens the relationship between self-risk perception, beliefs, values and purchase intention. The health consciousness level dampens the relationship between social networking and purchase intention.

Research limitations/implications

The findings of this study provide valuable insights into the guidance and promotion of Fijian and New Zealand's organic food industry. This study enables marketers to develop health-related promotional tactics to stimulate organic food sales. It gauges organic food promoters to use social media-oriented consumer networking to spread health awareness swiftly.

Originality/value

This comprehensive study extends the literature by scrutinizing the profundity of self-risk perception and health consciousness in influencing and explaining consumers' purchase intentions. Aside from ample growth in the study of organic food purchase intention, which commonly replicates simple relationships, this study ascertains deeper meaning and new relationships to understand the moderating role of health consciousness levels in organic food studies, expanding the theory of planned behavior.

Details

British Food Journal, vol. 125 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 29 August 2023

Youssef Chetioui, Irfan Butt, Hind Lebdaoui, Mary Grace Neville and Laila El Bouzidi

Following the COVID-19 pandemic, the upward trend of organic food (OF) consumption is no longer restrained to western markets but has also extended to emerging markets in…

Abstract

Purpose

Following the COVID-19 pandemic, the upward trend of organic food (OF) consumption is no longer restrained to western markets but has also extended to emerging markets in different parts of the world. Still, extent post-pandemic literature has devoted little attention to the factors shaping consumers' intent to purchase organic food in developing markets. The current research empirically investigates the antecedents of consumers' attitude and intent to purchase organic food in an emerging market context (i.e. Morocco). This research also explores the differences between OF consumers' manifest attitudes prior to and following the COVID-19 pandemic.

Design/methodology/approach

To achieve the study's objectives, data were collected from 1,060 Moroccan respondents using online self-administered questionnaires in two different eras: prior to the COVID-19 pandemic with a total of 441 valid responses and following the pandemic with 619 valid responses. Confirmatory factor analysis (CFA) was employed to validate the data, and a partial least squares (PLS) estimation was used to test the hypotheses.

Findings

First, attitude towards OF has a significant impact on consumers' purchase intention; at the same time, it is influenced by subjective norms, organic labeling, perceived behavioral control, health consciousness, and environmental concern. This study's findings also suggest subjective norms, organic labeling, perceived behavioral control, health consciousness, environmental concern, age, and income as the key determinants of consumers' intention to purchase OF. Second, the IPMA analysis suggests that while health consciousness, organic labeling and perceived behavioral control are the most important constructs influencing attitude towards OF, consumers' purchase intention is mostly influenced by health consciousness, attitude towards OF and age. Finally, the PLS-Multigroup Analysis conveyed few discrepancies in the results when comparing the two eras (i.e. subjective norms and age had more significant impacts on consumers' purchase intent following the COVID-19 pandemic).

Practical implications

This study provides organic food retailers and practitioners with a deeper understanding of the key aspects shaping consumers' intent to purchase organic products in emerging markets. The comparative analysis will also provide important insights on how to shape consumers' attitudes and purchase intentions in a new-normal marked by the COVID-19 pandemic.

Originality/value

This study's findings contribute to the growing literature on consumers' behavior in the organic food industry, particularly in developing countries where research is still narrow. This study's study is the first of its kind to compare consumers' intention to purchase organic food before and following the COVID-19 pandemic.

Details

British Food Journal, vol. 125 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 12 September 2023

Eugine Tafadzwa Maziriri, Brighton Nyagadza, Tinashe Chuchu and Gideon Mazuruse

This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers' green purchase…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

PSU Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2399-1747

Keywords

1 – 10 of over 4000