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This research draws on drive reduction theory and mental accounting theory to understand how the prospect of reselling used items can influence consumer feelings of consumption guilt and impact their willingness to purchase new products.

We conducted two studies with between-subjects designs to explore this relationship. In Study 1, we examined the correlation between consumers' perceived guilt and their willingness to buy a new product, considering their awareness of the product’s resale potential. Study 2 delved into the aspect of reselling a similar old product already owned by the consumer.

The findings suggest three key insights. First, consumers' awareness of resale potential significantly affects their guilt perception and purchasing decisions. Second, the resale reference price (RRP) can decrease guilt perception but increase the intention to buy a new product. Lastly, when consumers are aware of the resale value of a previously owned product that is similar to the desired new product, the effect of the RRP on their purchasing intent is mediated by consumer guilt.

This research fills a theoretical gap by empirically exploring the emotional motivations behind consumer resale behavior. It presents a novel perspective on how resale activities can shape feelings of guilt and impact purchasing decisions. This offers important implications for understanding the dynamics of consumer behavior in the second-hand market.

This study examines the relationship between policyholders’ psychographic characteristics and demand decisions for life insurance products in Uganda.

The study is based on a cross-sectional survey. Using a purposive sampling method, 389 questionnaires were administered to life insurance policyholders in the four geographical regions of Uganda. Partial least squares structural equation modeling (PLS-SEM) was employed to analyze the primary data, specifically to test the relationships between the dependent and independent variables.

The findings indicate a positive and significant influence of psychographic characteristics on demand decisions for life insurance products. In addition, the analysis indicates that the two first-order constructs of psychographic characteristics, namely price consciousness and consumer innovativeness, are positive and significant predictors of demand decisions for life insurance products. In contrast, the third first-order construct religious salience, exhibits a negative and nonsignificant effect on demand decisions for life insurance products.

For insurance practitioners, to influence demand decisions, they should emphasize premium-related appeals in their marketing messages (price consciousness) ignore product decisions based on religious beliefs and norms (religious salience). They should also ensure that insurance products are highly trustable and experiential (consumer innovativeness). For insurance policymakers, it offers an in-depth understanding of customer psychographic characteristics, which can be used to identify exploitative information embedded in certain marketing campaigns targeting specific psychographic characteristics, for better regulation.

The study provides a basis for understanding lifestyle and personality characteristics (psychographics), which may influence demand decisions for life insurance products in a developing country like Uganda, where the insurance industry is at an early stage of development.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-06-2023-0440

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.

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

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).

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

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.

The aim of this study is to examine the effect of brand attribution on consumer behaviour. The authorsare interested in finding out if consumers are more likely to purchase a new sports product when it is attributed to a brand. The authors are interested in finding out if the brand positively influences the consumer's appreciation of the product in the case of the launch of a new product.

The authors completed a quantitative survey with 320 people who are familiar with the toning concept, aged between 20 and 45 years old. The questionnaire was conducted face to face in six large cities in France.

Main results show that belief in the effectiveness of the product is positively correlated with purchase intention. However, the attribution of the product to the brand does not guarantee belief in the effectiveness of the product nor does it guarantee purchase intention. Brand credibility has a positive impact on belief in the effectiveness of the product. Furthermore, exposure to advertising allows the product to be attributed to the brand. Yet, it does not have an impact on belief in the product's effectiveness or purchase intention.

Whereas studying consumer behaviour is not new, analysing consumer perceptions of innovative products and how these perceptions relate to the product brand can provide interesting implications both for consumer behaviour research and from a practical perspective for brands. Indeed, this paper shows the importance of exposure to advertising for a product to be attributed to a brand but this is not enough to induce its purchase. It is the credibility of the brand in the product category as well as the belief in the effectiveness of the product that can lead consumers to buy it.

The purpose of this study is to investigate genetically modified food labeling effects on dietary restrained consumers’ perception and purchase intention based upon various labels and food type – whole versus processed.

A 2 (food type: whole vs processed) × 2 (product label: genetically modified organism [GMO] vs nongenetically modified organism [non-GMO]) research design was used in two steps. In the first step, the authors distributed 1,000 surveys, of which 858 surveys were used, and in the second step, the authors distributed 1,000 surveys and were able to use 891 surveys.

Results show that respondents with higher levels of dietary restraint have higher levels of perceived healthfulness. In addition, respondents with higher perceived healthfulness levels have a higher level of purchase intention for whole/GMO products, whole/non-GMO products, processed/GMO products and processed/non-GMO products. Moreover, the results show that individuals have higher purchase intention for whole/non-GMO than the whole/GMO products, whole/GMO than the processed/non-GMO products and processed/non-GMO than the processed/GMO products.

A future longitudinal study with assigned tracking numbers is suggested. Given that four different blocks were randomized, comparing data among individual participants would be interesting, as the ability to compare responses would be feasible among the four separate blocks.

The results of this study may assist the government in policy development, food manufacturers in labeling techniques used and consumers by increasing transparency and information availability.

Consumers have pervasively relied on mobile reviews in digital economy. However, little knowledge exists regarding how customers adopt several mobile reviews to make purchasing decisions. With the assistance of reader-response theory, this study investigates how the consistency of product reviews, in terms of their adherence to both other reviews and the prior experience of the customer, affect perceived quality, confirmation of the customer's expectations, the customer's level of trust in the seller and the consequent purchase intention.

Based on a scenario simulation and an online experiment to collect data, the authors employed AMOS to test the proposed hypotheses using survey data collected from 314 customers in Study 1 and 420 consumers in Study 2.

The results indicate that global consistency positively and significantly contributes to confirmation, perceived quality and trust in sellers while sequential inconsistency positively and significantly influences perceived quality. Meanwhile, purchase intention is positively and significantly promoted by confirmation, perceived quality and trust in sellers, and initial valence has some moderating effects on these relationships.

This study contributes to the understanding of how customers apply product reviews to make purchasing decisions from a new angle. It also elucidates the way in which the perceived consistency of product reviews affects how reviewers are perceived and the consequent effect of these perceptions on a customer's purchase intentions.

This study aims to investigate customers' personal innovativeness (PI) as an influencing factor of omni-channel customer experience throughout pre-purchase, purchase and post–purchase stages of the customer journey, and their subsequent influences on customers' reuse intention.

Data were collected from customers who had experience with omni-channel shopping in South Korea through a questionnaire made with Naver Forms, both online and offline from 15 June to 15 July 2022. Out of the received responses, only valid and consistent questionnaires were considered for statistical analysis. In total, 272 valid samples were utilised for the final analysis. Analyses included reliability, validity, path, structural equation modelling and mediation effects, using SPSS and AMOS software.

The results revealed a significant influence of personal innovativeness on the omni-channel customer experience across all purchase stages. Personal innovativeness was found to influence the customer experience in the pre- and post–purchase stages, thus affecting reuse intention. However, it did not have the same effect in the purchase stage. The omni-channel experience customer experience also played an indirect mediating role in the relationship between personal innovativeness and reuse intention.

First, personal innovativeness in the IT domain may be very prominent in studies examining innovative behaviours related to computing technology. Second, this study provides further understanding of customers' intentions to reuse omni-channel shopping. Third, the path analysis showed that personal innovativeness significantly affects customer experience at all pre-purchase, purchase and post–purchase stages of the customer journey. However, except for the purchase experience, both pre- and post–purchase experiences significantly impact customers' intention to reuse omni-channels and play a mediating role.

First, omni-channel retailers should launch new products, innovative promotional activities and explore new channels or new service modes to stimulate the need recognition of customers with high personal innovativeness. Second, omni-channel retailers should pay attention to the users' reviews of each channel because they play a key role in potential customers' purchase decisions. Third, offering customers a seamless shopping experience is essential as a marketing strategy for omni-channel retailing.

This study elucidates the causal relationship between personal characteristics and behaviour by dividing the omni-channel customer journey. In particular, personal innovativeness is identified as an important predictor of the intention to reuse omni-channels during the pre- and post–purchase stages. This suggests that omni-channel retailers need to strategically manage these stages to boost customers' reuse intention.

This research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption.

This research conducted three studies. Study 1 explored the main effect of appearance aesthetics (appearance: plain vs classical vs expressive) on green products purchase intention through a one-factor between-subjects design. Study 2 verified the mediating role of perceived naturalness through two types of appearance aesthetics (appearance: classical vs expressive) between-subjects design. Study 3 verified the moderating role of product identity-symbolic attributes through a 2 (product identity-symbolic attributes: non-identity-symbolic vs identity-symbolic attributes) × 2 (appearance: classical aesthetics vs expressive aesthetics) between-subjects design.

Consumers will be more likely to purchase a green product that has classical aesthetics appearance (vs expressive aesthetics). Perceived naturalness mediates the effect of aesthetic appearance on consumer green consumption. Product identity symbol attributes moderate this effect. Specifically, for non-identity-symbolic green products, classical aesthetics can effectively enhance consumer purchase intention. For identity-symbolic green products, expressive aesthetics can effectively enhance consumer purchase intention.

Existing research suggests that aesthetic appearance can increase consumers’ evaluation of electronic products, beauty products and food, but the difference between aesthetics has not yet been explored. This research compares two aesthetics, contributing to the literature on aesthetic appearance in green products and offering valuable insights for managers’ green products marketing.

Sustainable consumption is an important topic for different industries, including the fashion industry. Despite a favourable attitude of consumers towards sustainable products in the fashion industry, the actual purchase by the consumers is limited. Thus, the present study examines sustainable consumption using the theory of planned behaviour (TPB). The purpose of this paper is to study the mediating impact of strategies of justification of unethical behaviour on the gap-based relationship between a purchase intention and a purchase decision for a consumer in a sustainable clothing context.

For the study, the primary data from 229 graduate-level fashion students enrolled in universities across India has been analyzed with the help of structural equation modelling.

The study results have proven that attitudes and subjective norms can positively affect purchase intentions when it comes to purchase of the environmentally sustainable products. Further, economic rationality (ER) and government dependency (GD) partially mediate the purchase intention–behaviour gap of the justification strategies for unethical behaviour.

The results would be helpful in implementing sustainable clothing consumption among Indian consumers. The study would be beneficial for industry professionals, export houses and scholars to discover possible reasons which can lead to the widening of the intention–behaviour gap when it comes to the purchase of the sustainable clothing consumption for Indian consumers. Critical implications for marketers from the present research assert that ER and GD are important factors that could increase the purchase intention of young consumers towards sustainable clothing.

The results of the study contribute to the existing literature in a novel way by adding justification strategies for unethical behaviour to the TPB model. This study is innovative as it adds new constructs to the TPB model by including the three justification strategies that people use for unethical consumption behaviour (ER, economic development and GD) to gain insight into why a purchase intention–behaviour gap exists for sustainable clothing.

This study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-O-R) model.

The data were collected from 513 participants through surveys about recent purchases of sustainable luxury products. As part of this study, the authors visited luxury retail outlets in Hyderabad, Mumbai and Chennai, and AMOS version 23 was used to analyze the data.

Consumer trust and attitude (organism) are positively influenced by utilitarian, hedonic, epistemic, social and self-image (SEI) stimuli. Consumer trust and attitude (organism) have a significant impact on sustainable luxury purchase intention (response). In addition, escapism (ESC) moderated the organism–response relationship.

As a result of the findings regarding utilitarian, hedonistic, epistemic, social and SI aspects of luxury brands, practitioners can develop sustainable marketing strategies that will promote luxury brands.

This study contributes to the existing literature by examining the moderating role of entertainment (ENT) and ESC in the S-O-R model in terms of antecedents influencing the purchase intention of sustainable luxury products. Furthermore, this new model contributes by providing a deeper understanding of sustainable luxury shoppers' intentions in India through analyzing purchase intentions for sustainable luxury products.