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The purpose of this study is to provide a nuanced understanding of the marketing placebo effect (MPE) of products with reduced sugar labeling and how it forms certain perceptual underpins (perceived healthiness (PH) and perceived tastiness (PT)), with the potential effect of product category and social class in consideration.

The proposed model is tested using a sample of 822 participants by employing partial least squares structural equation modeling (PLS-SEM). Hypothetical relationships among MPE, PH, PT, purchase intention (PI) and social class are examined for both hedonic and utilitarian products.

The results highlight the positive role of MPE in leveraging consumer PI through the parallel mediation of PH and PT. The positive effect of MPE on PH and PT was more pronounced for the utilitarian product. In addition, social class negatively moderated the relationship between PH and PI only in the case of the utilitarian product.

This paper contributed to the MPE literature in the food industry by challenging the conventional intuition of “Unhealthy = Tasty” and highlighting the potential of perceived food healthiness to positively influence perceived food tastiness under the effect of MPE. An upper social class would attenuate the positive effect of perceived food healthiness on PI.

Promoting sustainable consumption is key to global sustainable development. The current study aims to explore the impact of environmental risk perception, environmental knowledge, social pressure and health consciousness on sustainable behavior intention among millennial consumers.

This study used a survey method and a self-administered questionnaire to obtain data from the millennial generation. Smart partial least square (PLS) 4.0 was used to analyze data. This research used judgmental sampling and collected 596 valid responses.

The present study indicates that sustainable consumption is becoming more prevalent among millennials. The authors observed that a high level of environmental risk perception, environmental knowledge, social pressure and health consciousness are the antecedents of sustainable behavioral intention, ultimately leading to sustainable consumption behavior.

The current study highlights the millennial generation's sustainable consumption behavior. Researchers, policymakers, scientists, managers, industry professionals and brand managers can use the research findings to establish a sustainable framework.

This research finds that promoting ecological consumption and environmental consciousness can help developing countries achieve environmental sustainability and ecological balance. The research findings add to the literature by offering new insights into customers' pricing perception for sustainable products and sustainable product availability toward sustainable consumption behavior in developing countries.

This study examines how health-conscious consumers utilize nutrition facts panel labels when purchasing food products, focusing specifically on the dimension of ethical evaluation. It aims to understand how ethical considerations influence the decision-making process of consumers who prioritize health. By analyzing the impact of ethical evaluation on label usage, the study sheds light on the significance of ethics in consumer behavior in the context of purchasing packaged edible oil.

Empirical data were collected using an online survey and a non-ordered questionnaire. In total, 469 valid responses were obtained. The study used SPSS version 27.0 and SmartPLS version 3 for demographic analysis and structural equation modeling.

The findings suggest that three factors – perceived benefits, perceived threats, and nutrition self-efficacy, positively impact the use of NFP labels. However, perceived barriers negatively influence the use of NFP labels. In additionally, ethical evaluation mediates the usage of NFP labels.

In the health belief model, ethical evaluation functions as a mediator and has a greater influence on NFP label use. This study provides a framework for marketers to promote consumer health consciousness by encouraging them to incorporate NFP labels.

This study is one of the first attempts to demonstrate that ethical evaluation mediate health beliefs and the use of nutrition labels.

Amidst compounding crises and increasing global population’s nutritional needs, food supply chains are called to address the “diet–environment–health” trilemma in a sustainable and resilient manner. However, food system stakeholders are reluctant to act upon established protein sources such as meat to avoid potential public and industry-driven repercussions. To this effect, this study aims to understand the meat supply chain (SC) through systems thinking and propose innovative interventions to break this “cycle of inertia”.

This research uses an interdisciplinary approach to investigate the meat supply network system. Data was gathered through a critical literature synthesis, domain-expert interviews and a focus group engagement to understand the system’s underlying structure and inspire innovative interventions for sustainability.

The analysis revealed that six main sub-systems dictate the “cycle of inertia” in the meat food SC system, namely: (i) cultural, (ii) social, (iii) institutional, (iv) economic, (v) value chain and (vi) environmental. The Internet of Things and innovative strategies help promote sustainability and resilience across all the sub-systems.

The study findings demystify the structure of the meat food SC system and unveil the root causes of the “cycle of inertia” to suggest pertinent, innovative intervention strategies.

This research contributes to the SC management field by capitalising on interdisciplinary scientific evidence to address a food system challenge with significant socioeconomic and environmental implications.

This research aims to elucidate why consumers decide to eat meals that seem to be higher in calories and salt, despite their goal being to consume fewer calories and sodium. Korean participants are to be used for this study. The present research further investigated the impacts of categorization and averaging bias in relation to the health halo phenomenon, specifically focusing on traditional food and textured vegetable protein (soy meat) burgers. Thus, the present research investigated how consumers' intentions contrasted with their consumption goals in food choice circumstances.

We partitioned the survey due to the COVID-19 epidemic. A single, well trained surveyor first surveyed customers at cafés in Seoul and six other Korean cities. We received 102 in-person survey replies. A total of 254 advanced degree or undergraduate students from two universities completed an online questionnaire. There are 356 responses. Two studies were conducted where participants were instructed to evaluate the perceived healthiness, calorie content, and sodium level of different food items. The specifics of each study are elucidated in the main body of the paper.

This study shows that Koreans categorize meals as virtue or vice depending on their perceived healthiness, validating the categorization effect. Furthermore, this research demonstrated that consumers' perceptions of the health benefits of traditional meals and soy meat burgers impact their categorization. Koreans also assessed the average of the vice and virtue and found vice-virtue combination meals healthier than the vice alone. This affects how calories and sodium are perceived. This study also shown that high virtue affects averaging bias more than weak virtue in meals with vice and virtue combo.

This study extended food categorization and averaging bias to non-US consumers and confirmed this contradictory meal choice is universal. Health halo also affects food health perception. The results of this study revealed that Koreans consider traditional food healthier than western junk food. Korean customers incorrectly assume soy meat burgers have fewer calories and sodium than regular burgers. Thus, this study explains Korean consumers' food health misconceptions related to paradoxical consumption.

With the increasing competition and rise in the number of brands in almost every product category, consumers need help to figure out authentic brands. Thus, it becomes imperative for marketers to examine the factors that influence the perceptions of brand authenticity (PBA) and its favorable outcomes for the brand. This paper aims to explore the critical antecedents (i.e. “brand heritage” and “brand nostalgia”) and consequences [i.e. “consumer brand engagement” (CBE) and “perceived brand ownership” (PBO)] of PBA in this study.

In total, 368 responses were collected online through a self-administered survey method and were analyzed using structural equation modeling in AMOS v 25.

The findings reveal that both brand heritage and brand nostalgia can affect PBA. In addition, PBA engenders CBE and PBO among consumers toward the brand.

The study findings help the marketers to find ways to induce authenticity perceptions among consumers about their brands, which can further translate into PBO and CBE.

This study empirically verifies a model to enhance PBA through brand heritage and nostalgia. Further, it explores CBE and PBO as the potential outcomes of PBA.

The purpose of this study is to investigate how the different generations of consumers behave in the field of healthy and quality food consumption, considering their perceptions about healthy attributes and healthy eating style, what are the main trusted sources influencing consumption or the attention towards healthy and quality food, how do they behave towards healthy and quality foods and which benefits and barriers affect their consumption.

Data for this study were obtained from a questionnaire survey carried out over a six-month period in 2021. The questionnaire was administered online. The sampling procedure was based on a convenient non-random sampling method applied to the Italian population aged between 18 and 75 years old. The data collection process resulted in 1,646 completed questionnaires.

The results show that, in line with the theory of generational cohorts, each generation has its own specificities regarding food behaviour. The study reveals a highly sensitive approach towards healthy and quality food consumption from both Z-ers and the Baby Boomers, whilst X-ers are quite aligned with the other generations. Millennials show specific, sometimes contradictory, attitudes and habits.

The present results offer new insights into the analysis of healthy and quality food consumption, highlighting significant differences amongst generations, which can inspire public and private intervention aimed at encouraging the overall attention and consumption of healthy and quality food with related implications in terms of society's well-being and longevity improvements.

To generate the measurement instrument seven steps were implemented. A total of 819 questionnaires were collected in Yunnan Province, China, where it has long tradition of eating insects.

This study aims to explore the influences of the multidimensional benefits of consuming insect-based food on its consequences. Food neophilia and hedonic motivation are used as moderating variables.

Health, nutritional value, taste and cultural domains effectively explained consumers’ attitudes toward insect-based food, food consumption value, satisfaction, subjective well-being, loyalty to the restaurant and community attachment. Food neophilia and hedonic motivation partially moderated the relationships between the proposed constructs.

This study provides a conceptual model for exploring insect-based food consumption experiences and offers a useful guideline for developing and designing marketing strategies for stakeholders in the food and restaurant industry.

This is one of the few studies examining the benefits of consuming insect-based food from the perspective of consumers.

This paper examines the impact of the COVID-19 pandemic on low-carbon consumption of dairy products through informational interventions. The empirical findings seek to enlighten developing countries' efforts in coping with climate change and potential dietary transitions.

A randomized controlled trial was designed to examine the effects of purpose-differentiated information interventions on individual dairy consumption. The experiment recruited and randomly assigned 1,002 college students into four groups to receive (or not) environmental or/and health information interventions.

The empirical analysis finds that health and combined information interventions have a positive impact on dairy consumption, while environmental information interventions' effect on dairy consumption is insignificant. In the context of the pandemic, health information interventions positively affected participants' perceptions and preferences for dairy products by delivering knowledge about their role in boosting immunity. However, environmental information interventions failed to do the same things as their insignificant effects on both perception and preference.

Macro-external shocks, such as public health events, may offset the impact of universal information interventions promoting pro-environmental behaviors. For a smooth dietary transition to achieve long-term environmental sustainability, diverse stakeholders must be included in more individualized interventions to guide daily consumption, especially in developing countries with large populations.

The purpose of this study is to investigate the impact of returnee entrepreneurs’ education and knowledge transfer (KT) on business development (BD) as well as the moderating effect of time living abroad on returnee entrepreneurs.

The quantitative approach was used in this study to grasp and validate the conceptual framework. This research was guided by a positivist survey research technique. A structured questionnaire was used as a data collection tool, and 151 returnee entrepreneurs were involved in the study. SEM with SmartPLS was used as a data analysis tool.

The results of this study show that returnee entrepreneur’s education and KT is positively associated with BD, while the time living abroad was not proved to have a moderation effect on BD.

This study has academic and practical relevance, as it adds new knowledge and a better understanding of the role of returnee entrepreneurs in BD and expands research on returnee entrepreneurs. In terms of practical contributions, this research offers suggestions to governments, policymakers and the business community about the impact of returnee entrepreneurs in the entrepreneurial ecosystems of their home countries.

This study is one of the few studies that have analysed the impact of returnee entrepreneurs’ education and KT on BD by using the survey technique. The results of this empirical research are based on primary data collected via a questionnaire.