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This study aims to determine the impact of health-related views on mobile payment adoption in Sri Lanka from a broader viewpoint. The scale used to quantify each construct was based on earlier research, with modest alterations to fit the pandemic situation. First, an online survey was administered to undergraduates using convenience sampling to acquire appropriate replies. Eliminating incomplete and unusable questionnaires, 266 responses were gathered with an 88.7% response rate. Finally, after removing incomplete and ineffective questionnaires, 243 responses were selected for the analysis. Health consciousness, perceived ease of use, and usefulness have a significant positive relationship between attitude and behavioural intention to mobile payments. Moreover, the attitude has a significant positive relationship with mobile payment usage. As the health consciousness increases the usefulness and intention to use mobile payments, bank managers can focus on this new customer segment. Accordingly, they can use their promotional campaigns to highlight the importance of shifting towards m-payments during the pandemic times. This is the first study that investigates the role of health-related perceptions on the mobile payment adoption in Sri Lanka to the best of the authors’ knowledge.

This study replicates and extends the unified theory of acceptance and use of technology (UTAUT2) to explain the drivers of future use intention of fitness apps among users. It extends existing theory by investigating continuance usage and adding health consciousness as a driver; an extension, which has implications for future studies on emerging technologies in the health care sector and beyond.

Building on the UTAUT2, the author built a path model of future app-use intention. A survey involving 591 respondents from the United Kingdom was conducted, and the data was analyzed using partial least squares structural equation modeling.

The results of this study confirm that five drivers explain future use intention, namely habit, perceived playfulness, health consciousness, perceived performance and price value. These findings have implications for sports marketing theory and practice, as well as for policymakers, in that health consciousness is important for fitness app adoption, which in turn has repercussions for entire health care systems.

This study makes two main contributions. It extends technology acceptance theory by using a sample of users to explain future use intention of fitness apps and adds the construct health consciousness as a nontechnological element of the continuance usage of fitness apps to the model. The result is a path model that confirms the importance of personal health consciousness and potential generalizability to future health industry technologies with further implications for sports marketing management theory and practice.

Over the past few years, the internet has expanded rapidly, and it has been considered a systematic way that consumers use to retrieve health-related information. However, the existing literature does not provide an articulated view of online health information-seeking behaviour through an in-depth understanding of users’ searching-related behaviour. The objectives of this study are to identify the factors affecting consumers’ health-related internet use and recognise the relationships between those specified and health-related internet use. Finally, the recommendations are made based on the findings.

An amalgamated model of technology acceptance model and health belief model was used to hypothesise health-related internet use behaviour, which is then tested using a cross-sectional survey of 287 Sri Lankan managerial-level employees. The covariance-based structural equation modelling with AMOS was used to check the study hypotheses.

Findings of this study depict five factors contributing to consumers’ health-related internet use as follows: perceived health risk towards chronic diseases consisting of perceived susceptibility and perceived severity; health consciousness; perceived usefulness of the internet; perceived ease of internet use; and attitude towards health-related internet use. As theorised, the internet’s perceived usefulness was positively and significantly related to consumers’ use of health-related internet and attitude towards health-related internet use. But as hypothesised, perceived ease of internet use did not directly affect consumers’ use of health-related internet. Further, findings reveal that health-related internet use is estimated by perceived health risk than health consciousness.

Findings reveal that Sri Lankan managerial-level employees have a reactive health behaviour driven by the perceived health risk and the desire to seek online health information.

This paper aims to contribute to the understanding of what influences consumers’ choice of mandatory prescribed drugs, by looking with more detail to the substitution of branded drugs by generics. Specifically, this research looks at three factors that can influence this decision, namely, participative decision-making, perceived risk and price consciousness, within the recent changes introduced in the Portuguese pharmaceutical market by new legislation.

A cross-sectional study was conducted, using a self-administered questionnaire, to survey a sample of consumers/patients that visited a doctor and were prescribed some kind of drug. Data were treated using factor analysis for dimensionality reduction purposes and regression analysis to test the main hypothesis.

The results show that participative decision-making has no impact on purchase decision of generics, while perceived risk and price consciousness show a predictive power regarding purchase intention of generic drugs.

Although the results are only applicable to the Portuguese context, it draws important conclusions regarding consumers’ behaviour when choosing between branded and generic drugs.

Knowing what influences consumers’ choices of generic drugs contributes to tune marketing strategies and actions. For public institutions, this paper offers insights on how to adapt public policies.

This paper is valuable because it is the first to look at the Portuguese pharmaceutical market from a consumer behaviour perspective since new legislation was set up.

The purpose of this study is to investigate the structural relationships between brand consciousness, perceived quality, social influences, traits of vanity, the need for uniqueness (i.e. antecedents), Generation Y purchase intentions and behaviour (consequences) towards luxury fashion goods.

An integrative theoretical model is proposed based on social comparison theory, social impact theory, the perceived quality model and theory of uniqueness to predict the antecedents and consequences of Generation Y luxury fashion goods purchase decisions. Using cross-sectional data, a total of 384 sets of valid questionnaires were collected to perform the statistical analysis for the measurement and structural model using the partial least squares path modelling, a variance-based structural equation modelling technique.

Overall, the structural results imply that the proposed model explains 73.1 and 64 per cent of variances to predict the Generation Y luxury fashion goods purchase decisions. As the several indices for evaluation of goodness of model fit, standardised Root Mean Square Residual, geodesic discrepancy, and unweighted least squares discrepancy show a satisfactory result. The results of two-tailed hypotheses reveal that brand consciousness, perceived quality, social influences, traits of vanity and the need for uniqueness influence Generation Y purchase intention. Moreover, perceived quality and social influences impact purchase behaviour but brand consciousness, traits of vanity and the need for uniqueness do not seem to be significant in explaining the variance in Generation Y purchase behaviour. Furthermore, Generation Y purchase intention is statistically related to purchase behaviour.

There is a lack of empirical evidence and understanding on the influences of consumer purchase intention and behaviour towards luxury fashion goods among the Generation Y. Generation Y is likely to purchase and consume luxury fashion products, and it is important to have a deeper understanding of this market segment.

Despite proven strategic significance and wide acceptance of private label products (PB), our understanding of PB in international markets is limited. The purposes of this study are to propose a model that integrates four consumer characteristic variables (price consciousness, value consciousness, perceived price variation, and consumer innovativeness) toward PB attitude and purchase intention, and to test the model in two product categories, grocery and home appliances, in a South Korean discount store context.

A total of 168 usable data (87 for food and 81 for home appliances were collected using mall intercept method from female shoppers at one Korean discount store in Seoul, Korea.

The findings revealed that, depending on the product category, contribution of the factors varies. Among four consumer characteristics, only three in each category exhibited direct and indirect association with PB purchase intention. Perceived quality variability in a food category and price consciousness in a home appliance category did not show any relationship with PB purchase intention nor with PB attitude. In both product categories, only two variables, value consciousness and consumer innovativeness, predicted PB attitude. Overall, consumer innovativeness was the strongest factor predicting Korean shoppers’ PB attitude.

Important theoretical contributions of this study are finding the relative importance of the variables on PB attitude and purchase intention, and differing roles of consumer variables by product characteristics. Further significance of this study lies in understanding the differing impact of consumer perceptual variables in predicting PB attitude and purchase intention simultaneously. Managerial implications of these results were discussed.

The COVID-19 outbreak has been rapidly spreading around the world for more than a year. However, few studies have explored the connection between the perceived severity of COVID-19 and purchase intention of the health-related products, for example, organic food. Based on the stimulus–organism–response (S-O-R) framework, this study examines the influencing mechanism of perceived severity of COVID-19 on purchase intention of organic food.

To evaluate the proposed model, an online survey was utilized to collect 1,104 valid questionnaires from China.

The findings suggest that (1) the perceived severity of COVID-19 has a significant positive impact on purchasing intention; (2) health consciousness acts as a mediating role between perceived severity of COVID-19 and purchasing intention and (3) perceived inconvenience negatively moderates the connection between perceived severity and purchase intention.

The findings of this paper provide new insights into the positive effects of COVID-19 and pave the way for governments and enterprises to promote the purchase behaviour of organic food.

This paper aims to examine and discuss the factors affecting consumers' purchase intentions for ice cream in India.

This study is based on a primary survey of 340 respondents from India, collected through a well-structured questionnaire. The data has been analysed using partial least square-based structural equation modelling (PLS-SEM). The theory of planned behaviour (TBP) has been used to identify the determinants of the purchase intention of ice cream.

The measurement model shows that the constructs of the model have adequate convergent and discriminant validity. The findings of the structural model show the positive and significant impact of subjective norms, perceived behavioural control, and trustworthiness on attitudes and purchase intentions for ice cream. In addition, estimates also revealed that attitude has significant implications on purchase intention.

The study provides insight into the factors that influence ice cream purchase intentions in India. Corporate strategy makers and advertising managers who work for ice cream brands can look at the study to figure out how to market their products to get more customers.

The novelty and value of this study lie in choosing an unexplored product (ice cream) whose demand is continuously increasing. Perhaps this is the first study in an emerging economy like India to consider an extended version of the TPB by including health consciousness and trustworthiness to establish the relationship between ice cream purchase intention and health consciousness.

This study aims to compare the purchase intention of counterfeit outdoor products between Taiwan and Hong Kong consumers.

A total of 584 respondents from Hong Kong (n = 247, 42%) and Taiwan (n = 337, 58%) were recruited for the study. Data analysis was performed by using structural equation modelling techniques.

The results showed that consumers' perceived risk had a negative influence on attitude and intention to purchase counterfeit outdoor products. Moreover, attitude towards buying counterfeit outdoor products, perceived behavioural control and subjective norm had positive impacts on purchase intention. Brand consciousness, however, had a negative influence on purchase intention. The multi-group analysis identified significant differences between Hong Kong and Taiwanese respondents.

This study provides a better understanding of how these factors affect purchase intention of counterfeit outdoor products across different cultures.

The study attempts to investigate the role of social media in spreading awareness regarding ayurvedic immunity boosters (AIB) and changes in diet. Further, the study examines the factors affecting the willingness to pay for ayurvedic immunity boosters (WPIB) during the pandemic and new normal situation with the moderating effect of the “fear of COVID-19 infection.”

The data were collected from millennials in two phases, i.e. the first phase (1 July–August 2021) with 300 respondents and a second phase with (June–August 2022) 257 respondents. An online questionnaire was shared with millennials using the snowball sampling technique. Descriptive statistics with SPSS and SmartPLS 4.0 software were applied to analyze the data.

The results found a variation in AIB content sharing on social media during 2021 and 2022. Results found that respondents reported significant changes in their lifestyle and diet, like consuming honey, khada, tulsi tea, etc. In 2021, health consciousness and trust significantly affected WPIB, whereas in 2022, only health consciousness was substantially affected. Fear of COVID-19 infection moderates the relationship between health consciousness, perceived fear and willingness to pay for ayurvedic products, whereas the effect on consumer preference and trust remains insignificant.

Results could help ayurvedic product manufacturing companies understand the consumers' mindset and the factors that stimulate consumers to buy these immunity boosters. Ayurvedic advertisers should design unambiguous messages that focus on health consciousness and have trustable components to encourage consumers to adopt a healthy lifestyle.

This is one of its kinds of studies that presents the contrasts of how the COVID-19 crisis has significantly changed individuals' dietary intake and affected lifestyle patterns.