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The purpose of this chapter is to explore the mediating effect of consumer attitude towards purchasing organic food and moderating effect of consumer innovativeness on the intention to purchase organic food. A consumer survey was conducted with a specific focus on buyers of organic food products in Bosnia and Herzegovina. Data were collected during December 2016 via an online survey, eventually obtaining 173 valid questionnaires for analysis. The indirect effect of organic food knowledge, subjective norm, personal norm, organic food availability, attitude towards organic food and organic food scepticism on intention to purchase organic food was tested using the PROCESS Macro in SPSS. The results revealed that organic food knowledge, subjective norm, personal norm, attitude towards organic food have indirect effects on consumer intention to purchase organic food. Moreover, findings suggest that attitude towards organic food purchase mediates the link between these four factors and consumer’s intention to purchase organic food. In addition, it was proven that consumer innovativeness positively moderates the attitude-purchase intention link in the context of organic food consumption. This chapter enhances the external validity of previous empirical findings beyond the Western European context. Further, it provides some important guidelines to the retailers to develop and implement marketing strategies for organic food products.

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.

In the current scenario, consumers are looking for the well-known brands having quality which satisfies their needs. Most people value the environment and belief to protect it. They are aware about the environmental problems, but it is not necessary that their purchasing should lie on this basis. There may be a difference between their attitude towards eco-friendly cosmetic products and the purchasing, which lies on some important factors such as product features, price, promotion and convenience to purchase. This paper aims to discuss the relationship between different age, education and income groups of female consumers with the attitude of female consumers towards green cosmetic products. This paper also highlights the purchasing of female consumers towards eco-friendly cosmetic products and the relationship of it with their attitude.

The sample of 100 female consumers from Delhi region has been taken. Statistics have been used with the help of SPSS. Cluster analysis has used in this paper to group the female respondents according to their attitude towards the green cosmetic products, and factor analysis is used to combine the correlated variables (describing the attitude of female consumers towards green cosmetic products) into factors. Tests such as multivariate test, chi-square test and correlation have applied to find out the objectives.

It has found that the female consumers having different age and education levels do not have different attitude towards green cosmetic products, but the income level has an impact on it. The women of different income groups are having different attitude towards the pricing and recommendation of green cosmetic products. Second, there is an impact of green cosmetic products on purchasing of female consumers. Third, there is a negative relationship between the attitude and purchasing of female consumers towards green cosmetic products.

In this study, the respondents are taken from Delhi region in India. Future research could consider a larger or different region for different responses. Further, the variables age, education and income level have been considered for this study. For the wider aspect, other demographic and cultural variables such as occupation, gender, marital status and various cultural and sub-cultural variables based on religions can highlight the other way of green marketing effect. Only two dimensions of attitude and purchasing of female consumers were represented. For the further research scope, other dimensions such as consumers’ intentions and perception, availability and price of green cosmetic products could be considered.

The relation between the attitude and purchasing of female consumers are described, which can be helpful for managers for the better understanding of female consumers related with the green cosmetic products and to re-frame the marketing strategies. The low and negative correlation between these two variables can change the existing strategies of managers and can direct the marketers to find out factors which influence this relationship and make effective strategies for positioning green cosmetic products.

This research paper is based on the research conducted through secondary and primary database. The content presented in this research paper is original.

This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple mediation model.

Data were collected from 250 Lithuanians using a standardized questionnaire. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling.

The findings revealed utilitarian environmental benefits and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial as serial mediators between green psychological benefits and green apparel purchase behavior.

These findings provide valuable insights for policymakers in Lithuania and highlight the importance of emphasizing the psychological benefits to encourage the purchase of green apparel. Moreover, policymakers and marketers should design apparel products that appeal to Gen Z, promoting green apparel adoption. By leveraging the stimulus–organism–response (S-O-R) theory, this research contributes to understanding pro-environmental behavior. It bridges the gap between attitudes, intentions and actual behavior in sustainable fashion research.

The purpose of this study is to examine the contribution of environmental knowledge and environmental sensitivity on the green purchasing intention of Bangladeshi consumers by using an extended theory of planned behavior.

Quantitative research method was used to collect 369 data by using a convenient sampling method. Data was analyzed using partial least square while a structural equation model was applied to measure causal relations among the variables.

The findings of this study demonstrate that subjective norms, attitude toward green products and perceived behavioral control have a positive and significant relationship with green purchasing intention. Moreover, environmental knowledge has also a positive and significant relationship with environmental sensitivity. There is a positive and significant association between environmental sensitivity and attitude toward green products, while the relationship between environmental knowledge and attitude toward green products was found insignificant. Quality of green products does not moderate the relationship between attitude toward green products and green purchasing intention. The results further indicate that environmental sensitivity mediates the relationship between environmental knowledge and attitude toward green products. Attitude toward green products also mediates the relationship between environmental sensitivity and green purchasing intention. At the same time, environmental sensitivity and attitude toward green products jointly mediate the relationship between environmental knowledge and green purchasing intention. However, attitude toward green products does not mediate the relationship between environmental knowledge and green purchasing intention.

This study may be used to guide managers who are planning to launch green products in the Bangladeshi market for choosing their target markets and a great insight for the government to produce environmentally friendly consumption policy for citizens and environmental conservation.

Although the relationships between subjective norms, personal norms, consumer social responsibility and consumer attitude have been studied, the direct or indirect relationships that potentially exist between these factors influencing consumer purchase intention remain unclear. Because attracting consumers to purchase fair trade (FT) products is fundamental to the success of the FT movement, the study introduced a theoretical framework that emphasizes the mediating role of personal norms and consumer attitude towards FT product purchases in the effects of subjective norms and consumer social responsibility on consumer purchase intention towards FT products.

Data were collected from 398 university students; structural equation modelling was applied to analyse the data. Mediation analysis was also performed to determine potential direct or indirect relationships between factors.

The results revealed that subjective norms and responsibility to support FT products affect personal norms and attitude towards purchasing such products, which in turn influenced consumer purchase intention toward purchasing these products. Personal norms partially mediate the influence of subjective norms and consumer social responsibility on attitudes towards purchasing FT products. By contrast, the consumer attitude fully mediates the effects of subjective norms, consumer social responsibility and personal norms on purchase intentions towards FT products.

Because consumer purchasing is critical to the success of the FT movement and to achieving the UN's SDGs, this study helps FT marketers to better understand the effects of subjective norms and consumer social responsibility on consumer behavioural intentions and to develop effective marketing and promotion strategies for increasing consumer purchase intention.

This study proposes a model of online purchase intentions. Four exogenous constructs – namely, personal awareness of security, personal innovativeness, perceived ease of purchasing, and perceived usefulness – have not only direct influences on attitudes and online purchase intentions, but also have indirect influences on online purchase intentions through the mediation of attitudes.

Data were collected via questionnaires from customers of the leading internet service provider (ISP) in Taiwan. Structural equation modeling (SEM) was used to examine the model.

The influences of personal innovativeness and perceived usefulness on attitudes and online purchase intentions are similar for males and females. The influences of personal awareness of security on both attitudes and online purchase intentions are strong for males, while no such effects exist for females. The influences of perceived ease of purchasing on both attitudes and online purchase intentions are stronger for females than for males.

There are several limitations. For example, there may exist common method variance, and the generalisability of the findings might be limited. Besides, this study is using only one product category, and customers' online purchase intentions may be only partially reflected due to the investigation of self‐reports.

By learning gender differences, e‐tailers and advertisers can better target right consumers and consequently foster more positive attitudes and online purchase intentions.

This study presents a thorough understanding on a model of online purchase intentions, and how gender moderates several paths of the model.

The aim of this research is, first, to explore consumer beliefs, attitudes and purchase intentions with regard to genetically modified (GM) food and second, based on this exploration, to develop a hypothetical model which can explain and predict consumer attitudes and purchase intentions with regard to GM food. For this twofold purpose, qualitative research and a review of relevant, mainly European, literature are combined. The qualitative research comprises focus group discussions with consumers and in‐depth interviews with representatives of interested parties. The developed model suggests differences between premium branded and generic GM food products regarding the formation of attitudes and purchase intentions.

The purpose of this paper is to extend prior research on the influence of consumer-cause identification on the intention to purchase products from the companies supporting the cause and re-evaluates the role of attitude toward the cause as a mediator of the relationship between identification and intention to purchase.

Using a questionnaire, a sample of 156 Portuguese consumers evaluated their personal identification and attitude to one of four causes. Partial least squares path modeling was used to evaluate the proposed conceptual model.

The results reveal that more than identification, a positive attitude is vital to be able to predict the intention to purchase. Together, consumer-cause identification and attitude explain 35.1 percent of the variance in purchase intention. The findings show also that attitude acts as a mediator in the relationship between the identification with the cause and intention to purchase. Several differences regarding gender and age are also revealed.

While the majority of studies were single cause evaluations, the current results are based on the assessment of multiple causes. Consequently, the findings are more comprehensive and robust, providing important insights to researchers. The conclusions confirm within a wider context the role of attitude as a mediator of the identification and intention to purchase and can further assist companies in designing better targeted cause-related marketing campaigns.

The purpose of this study is to understand consumers’ use of online retail channels. This study examines how tracking capabilities, delivery speed, trust, logistics carriers’ reputation, people important to the consumer and online reviews influence Millennials’ online purchasing attitudes and intentions.

A survey was administered to 321 Millennials. Subsequently, it was used to test both direct and indirect hypotheses using structural equation modeling techniques.

The study determined that tracking capabilities, trust, people important to the consumer and online reviews directly influence online purchase attitude and by extension intention formation. The results also revealed that logistics carrier reputation moderates the trust to online purchase attitude linkage.

This work improves the explanatory power of the theory of reasoned action by linking logistics factors to online shopping behavior. Further, it provides insight into the moderating influence of logistics carriers’ reputation.

For retailers, the results provide information on how to better develop ecommerce service offerings. By providing information about logistics services and capabilities during the ecommerce transaction, retailers can improve the chance that consumers will complete online purchases.

This research fills a gap in the literature regarding how to influence millennial consumers. Moreover, findings strengthen the understanding of online-purchasing attitudes and intentions formation, important to retailers developing new online shopping platforms and technologies.