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There is limited research examining the relationship between social media and green food purchasing behaviour. In the current study, we examine the factors that affect consumers’ green food purchasing behaviour in Türkiye.

Data collected from the participants by survey method were analysed using Smart PLS 4.0 with IBM SPSS 26 and PLS to run SEM.

Our findings have revealed that from all the structural elements in the theory of planned behaviour (TPB), only attitude and perceived behavioural control contribute to consumers’ green food purchasing behaviour, while subjective norms do not contribute to consumers’ green food purchasing behaviour. Additionally, it was found that social media usage (SMU) and digital marketing interactions (DMI) have a positive and significant effect on green food purchasing behaviour. More information, experiences, opinions and recommendations on green foods in social media channels can encourage consumers to buy more green food.

This study first evaluates the applicability of the TPB model in explaining green food purchasing behaviour. This study is extended with two new factors included in the original framework of the TPB model, namely, SMU and DMI.

This paper aims to examine the impact of the COVID-19 pandemic on the private label food products, specifically assessing the stability and changes in factors influencing purchasing decisions, and comparing pre-pandemic and post-pandemic datasets.

The study employs the Extra Tree Classifier method, a robust quantitative approach, to analyse data collected from questionnaires distributed among two distinct consumer samples. This methodological choice is explicitly adopted to provide a clear classification of factors influencing consumer preferences for private label products, surpassing conventional qualitative methods.

Despite the profound disruptions caused by the COVID-19 pandemic, this research underscores the persistent hierarchy of factors shaping consumer choices in the private label food market, showing an overall stability in consumer behaviour. At the same time, the analysis of individual variables highlights the positive increase in those related to product quality, health, taste, and communication.

The use of online surveys for data collection may introduce a self-selection bias, and the non-probabilistic sampling method could limit the generalizability of the results.

Practical implications suggest that managers in the private label industry should prioritize enhancing quality control, ensuring effective communication, and dynamically adapting strategies to meet evolving consumer preferences, with a particular emphasis on quality and health attributes.

This study contributes to the existing body of literature by providing insights into the profound transformations induced by the COVID-19 pandemic on consumer behaviour, specifically in relation to their preferences for private label food products.

This study aims to examine consumers' purchasing and consumption behavior regarding big data embedded in packaged food post-Covid-19. The second purpose is to determine whether consumer purchasing behavior varies depending on the variety and volume of big data on food packages.

Semi-structured interviews were conducted to investigate consumer sentiment regarding big embedded data in packaged foods during purchasing. Based on samples from packaged foods sold in international chain stores, interview data collected from 24 participants were subjected to systematic analytical procedures.

The results revealed that before Covid-19, consumers had positive thoughts about the expiration date, brand, and product contents but did not care much about other data. At the same time, post-Covid-19, there were changes in their attitudes and behaviors on this issue. Post-Covid-19, it has been observed that consumers have positive attitudes and behaviors toward human health and food safety issues regarding unprocessed big data in packaged foods.

This study provides a different perspective on consumer purchasing behavior through big data on packaged foods post-Covid-19. Embedded information in packaged foods provides important data regarding consumer purchasing behavior. As a powerful source of consumer sentiment, this data also provides a reference for consumer purchasing decisions.

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.

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.

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.

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.

Organic food consumption has received great attention due to the increase in consumer environmental and health concerns. This study intends to analyse how customers' green purchasing intentions for organic food are affected by internal factors of attitude and health consciousness and external factors of social norms and environmental concern, as well as how green trust operates as a moderator between green purchase intention and actual purchase.

A quantitative research methodology was employed in this study. The data (n = 323) were gathered via a self-administered questionnaire. The respondents, who were current purchasers of organic food, were chosen through a purposive sampling technique. Data were analysed using exploratory factor analysis and structural equation modelling with the aid of IBM SPSS 25.0 and AMOS 25.

The results reveal that customers' green purchase intention for organic products is positively influenced by internal factors (attitude and health consciousness) and external factors (social norms and environmental concern). This study also shows the moderating effect of green trust on intention and action, demonstrating the necessity of building green trust among customers to diminish green purchasing inconsistency.

The study's results have ramifications for producers of organic goods, merchants and market oversight organizations. Establishing a viable strategy while considering customers' concerns about health and the environment is necessary. The formulated strategy must target specific customer niches, therefore strengthening customers' trust in and understanding of organic food items, which will in turn diminish green purchasing inconsistency in the organic industry.

This study contributes to the existing literature by extending the Theory of Planned Behaviour model to organic food consumption and by visualizing how various factors (internal, external and green trust) affect a consumer's inclination to make organic food purchases. The authors added to the empirical evidence that green trust plays a crucial role in stimulating green buying intentions into behaviour and ultimately diminishing green purchasing inconsistency.

This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.

A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.

The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.

A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.

The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.

This paper aims to model Muslim consumers' purchase behaviour that predicts the impacts of behavioural factors of spirituality, emotional value, image, trust and satisfaction on Halal-labelled food products. The model was used among Muslim consumers in Indonesia and France.

A survey was conducted among Indonesian and French Muslim consumers who had bought Halal-labelled food products. The model was examined using Partial Least Squares Structural Equation Modeling (PLS-SEM) with multi-group analysis (PLS-MGA) to test specific differences between sample groups.

All proposed hypotheses were accepted, except for the trust in purchasing behaviour. It was not significantly different in the two sample groups. The linkage from image to purchasing behaviour was not significantly related to the French sample group, and emotional value did not influence Halal-labelled food product purchase behaviour in the Indonesian sample group. The MGA results found a significant difference in spirituality, emotional value image and trust among Indonesian and French Muslim consumers.

The guarantee of Halal food through a Halal label can fulfil the spirituality of Muslim consumers in carrying out Allah’s (SWT) command to consume Halal food, creating a product image, trust, satisfaction and emotional value that encourages positive buying behaviour. The finding shows that Muslim spirituality has extended the Islamic marketing literature to predict Muslim consumer behaviour. The company can emphasise in advertisements that the Halal-certified logo reflects the quality of products.

To the best of the authors’ knowledge, this research is among the early study empirically confirming that spirituality and emotional value are critical domains to predict purchase behaviour between two different groups of Indonesian and French Muslim consumers.

The theory of planned behaviour (TPB) and its extensions are often used to explain intentions to perform sustainable behaviours. Emotions can provide the impetus for action and should be considered in high-involvement situations, such as sustainable food purchase decisions. Therefore, the aim of this research work was to investigate whether the addition of different types of emotions (self-related, social and pro-active) to the TPB main constructs – attitude (ATT), subjective norm (SN) and perceived behavioural control (PBC) – improves the explanation of intention to make two sustainable food purchase choices: purchase Fairtrade (FT) products and purchase through solidarity purchasing groups (SPGs).

The present investigation was conducted by two studies using online questionnaires and focussing on purchasing FT food products (Study 1) and purchasing food through SPGs (Study 2). Stepwise regression models were run to explain the intention to purchase FT products (Study 1; N = 240) and the intention to purchase through SPGs (Study 2; N = 209).

Results show that emotions increase the predictive validity of the TPB model. The study also highlights the importance to distinguish between different types of emotions. Amongst those considered in both studies, only pro-active emotions play a significant role in predicting food purchasing intention. Results encourage further investigation of the role of emotions in TPB-based models for predicting sustainable food purchase choices.

The measurement of the three classical antecedents of the TPB model (ATT, SNs and PBC) performed by single items can be considered the main limitation of this work. In future research, instruments made up of more items measuring these three theoretical dimensions should be used. In addition, it would be important to conduct an analysis of the beliefs that determine ATTs, norms and perceived control.

Different from previous studies that considered emotions in extension of the TPB model to explain sustainable behaviours, the present work separately analysed the role of three different kinds of emotions (self-related, social and pro-active) in explaining sustainable food behaviours.

The main purpose of this research is to examine the basic motives in making a decision to buy an organic food. The preferences in the type of food – conventional, organic and GMO between people from different countries in former Yugoslavia region, as well as the main motives for buying an organic food, are also determined. Differences in the main motives for buying organic food depending on the gender and age of the respondents are also examined.

The sample consisted of 571 respondents from 6 countries of former Yugoslavia, which makes this paper unique and original. Questionnaire, which was specially constructed for the needs of the main purpose of this research, is to examine the basic motives in making a decision to buy an organic food. The preferences in the type of food – conventional, organic and GMO between people from different countries in former Yugoslavia region, as well as the main motives for buying an organic food, are also determinated. Differences in the main motives for buying organic food depending on the gender and age of the respondents are also examined. The sample consisted of 571 respondents from 6 countries of former Yugoslavia, which makes this paper unique and original. Questionnaire, which was specially constructed for the needs of the research, was applied (Cronbach α = 0.77). The research was conducted online, via the Google Forms questionnaire. Data were processed by the SPSS program. Mann–Whitney U test and Kruskal–Wallis test were used to determine the significance of the obtained differences in scores between groups of subjects. The results show that the conventional food is still the most common type of nutrition in people from these areas. The main reason for buying organic food is health, while there are no differences in scores between respondents of different gender, age and country they live in. Mandatory of this paper refers to show relevant information of main motives in purchasing organic food from people, which itself has broader social (raising awareness of the importance and significance an organic nutrition), as well as practical implications, which may be important for organic food producers and traders. The results of the research have a satisfactory level of reliability (Cronbach α = 0.77). The research was conducted online, via the Google Forms questionnaire. Data were processed by the SPSS program. Mann–Whitney U test and Kruskal–Wallis test were used to determine the significance of the obtained differences in scores between groups of subjects.

The results show that the conventional food is still the most common type of nutrition in people from these areas. The main reason for buying organic food is health, while there are no differences in scores between respondents of different gender, age and country they live in.

An unequal number of male and female respondents, as well as respondents from different countries.

Mandatory of this paper refers to show relevant information of main motives in purchasing organic food from people, which may be important for organic food producers and traders.

Social implications refers to raise an awareness of the importance and significance an organic nutrition for people health.

The sample consisted of 571 respondents from 6 countries of former Yugoslavia, which makes this paper unique and original.

Amidst pressing environmental concerns, the service industry has increased its focus on sustainable production and consumption patterns. This study aims to explore whether Generation Z’s perceived value of plant-based food influences feelings of guilt as a result of consuming meat instead of plant-based food and/or pride from consuming plant-based foods, which might then lead to decisions to purchase alternative plant-based products at restaurants.

A survey was conducted measuring a range of variables and their relationships. The hypothesized model was tested using covariance-based structural equation modeling.

Results showed that perceived social value significantly influenced guilt and pride with perceived emotional value only influencing pride. Both guilt and pride significantly influenced the decision to switch eating patterns from conventional meat to plant-based protein at restaurants. And, finally, environmental concern significantly moderated the effect of emotional value on guilt.

To achieve sustainable goals, food producers should promote plant-based menu items by increasing the awareness of social approval through marketing communications.

This study bridges a gap in the literature by investigating how consumers’ perceived value affects their anticipated emotional feelings of guilt and pride leading to the switch from meat-based to plant-based diets at restaurants.