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This study aims to help understand individual donors’ preferences over different designs of humanitarian–business partnerships in managing humanitarian operations and to help understand if donors’ preferences align with their actual donation behavior.

Choice-based conjoint analysis was used to understand donation preferences for partnership designs, and a donation experiment was performed using real money to understand the alignment of donors’ preferences with actual donation behavior.

The results show that partnering with the business sector can be a valuable asset for humanitarian organizations in attracting individual donors if these partnerships are managed well in terms of partnership strategy, partnership history and partnership report and disclosure. In particular, the study finds that the donation of services and products from businesses corporations to humanitarian organizations are preferable to individual donors, rather than cash. Furthermore, donors’ preferences are not necessarily aligned with actual donation behavior.

The results highlight the importance of presenting objective data on projects to individual donors. The results also show that donors value the provision of services and products by business corporations to humanitarian operations.

Partnerships between humanitarian organizations and business corporations are important for the success of humanitarian operations. However, little is known about which partnership designs are most preferable to individual donors and have the biggest chance of being supported financially.

This article aims to investigate the role of socioeconomic factors and individual time preferences in the demand for fast-food in Russia. An individual discount rate shows the ability of a person to postpone utility from consumption to future periods.

An individual discount rate is measured through a hypothetical money experiment. The database is the special survey of the Levada analytical center conducted in 2017. Multivariate probit model enables the authors to consider the possible endogeneity of individual discount rate and reveal the relationship between socioeconomic factors and frequent fast-food consumption.

Results show that a higher individual discount rate is related to frequent consumption of fast-food. At the same time, there are factors that provoke both a higher individual discount rate and the refusal of frequent consumption of fast-food. Findings advise the prioritization of measures highlighting the short-term benefits of healthy eating and the short-term costs of avoiding it.

To the authors' knowledge, this article is the first one which presents comprehensive investigation of microeconomic factors of fast-food consumption in Russia including individual time preferences of consumers.

This study explores the viability of incorporating more expensive organic wheat flour into speciality bakery products, which are of superior quality, thus justifying the higher cost. As consumers may be reluctant to purchase organic speciality baked goods due to unfavorable taste associations with organic foods, particularly those consumed as a treat or for pleasure, this study investigates the impact of providing taste assurances and origin information on consumer acceptance and WTP for organic speciality bakery products.

Using data from an online survey of US consumers, random parameter logit models were estimated and willingness-to-pay (WTP) values were calculated.

Study results show that the use of more expensive organic flour is justified for speciality bakery products when favorable taste assurances are provided or for consumers who value organic foods. Freshness indictors were only important in the case of speciality breads, but not for other products. Finally, improving consumer awareness of organic labeling standards does not significantly impact their organic product preferences or taste perceptions.

This analysis aims to identify the product information likely to increase the consumption of organic speciality bakery/pastry products and thus support the incorporation of organic wheat flour into these higher-value products.

While previous choice experiment studies have extensively examined consumer preferences for organic products, few have evaluated the impact of providing taste and freshness indicators, particularly in the context of vice goods. This study examines the impact of providing taste and freshness indicators on consumer acceptance and WTP for various organic speciality bakery/pastry products in stated choice experiments, where consumers to not have the option to taste the product. Specifically, we examine if taste and freshness assurances reduce potential negative organic product taste biases.

The purpose of this paper is to examine the factors that influence Japanese consumer purchase intention toward products bearing animal welfare (AW) certification labels.

A conceptual model was developed with the constructs of informativeness, trust, consumer perception, health consciousness, moral norms and purchase intention and tested using a sample of 513 Japanese consumers. Data were collected using an online panel with the direct effects analyzed using regression while the mediation analysis was performed using Hayes PROCESS macro.

The findings have confirmed that informativeness, consumer perception and trust contribute to consumer purchase intention of products with AW certification labels. Moral norm has a significant indirect effect on the relationship between consumer perception and intention to purchase. However, health consciousness did not demonstrate any indirect effect on the relationship between consumer perception and intention to purchase.

This study contributes significantly to our understanding of Japanese consumers' perception toward AW certification labels, especially considering the limited discussion surrounding this topic in Japan. By highlighting the importance of informativeness, it sheds light on how enhancing consumer knowledge can potentially boost the demand for AW foods. Moreover, it challenges the conventional belief in the impact of health consciousness and consumer behavioral intention, thereby expanding the discourse on the role of health consciousness in consumer choices. Through this exploration, the study not only enhances consistency in discussing consumer behavior but also strengthens the coherence and argumentation of the research findings.

The study investigates how consumers' food purchasing habits changed during the Covid-19 pandemic in Italy. The research aims to understand if traditional aspects, health consciousness and environmental concerns have influenced and changed the purchases of food products post-pandemic.

The authors developed a theoretical model to understand whether health consciousness, traditional aspects and environmental concerns affect consumers' purchasing intention. The study collects secondary data to analyse state of the art and investigate consumer behaviour in the agri-food system after the pandemic. Thereafter, a survey was conducted via a convenience random sampling procedure. The data (n = 622) were analysed using the formulated research framework and tested through the structural equation modelling procedure.

The findings reveal that health consciousness and traditional aspects (culinary traditions, ingredients usage from one's territory of origin, products' origin attention) are among the main reasons for purchasing agri-food goods after the pandemic. Instead, environmental concerns negatively affect consumers' purchase intentions.

The study identifies which aspects influenced consumers' purchasing intentions after the Covid-19 pandemic. It also provides insights for food companies and policymakers on the factors to be improved to optimize the agri-food sector following a sustainable perspective and in order to develop effective business strategies.

This aim of this study is to identify the ways of helping public authorities bring about change to environmentally sustainable household food practices.

The authors identified the practices involved in this concept from the consumer perspective and measured their diffusion among French households. The analyses were conducted following two successive data collection campaigns comprising 571 and 501 respondents in France. The methodology involved two complementary scaling techniques: factor analysis and item response theory.

The results show that consumers understand sustainable food through five food practices: buying and cooking products with sustainable attributes, anti-waste storage, self-production, plant protein consumption and anti-waste cooking.

The findings suggest that while at the individual level people appear to have incorporated anti-waste practices into their daily lives, at the household level, there is still work to be done for improving diets and stimulating the production of home-grown food. It is also worth noting that the emerging vision typically involves sustainable foods that are organic, locally grown, seasonal, based on fair trade and packaging-free.

This study aims to identify how Spanish consumers’ extrinsic preferences for food have evolved by examining the extant literature on food preferences in Spain, focusing on food-related attributes and food-related values.

This study is based on a synthetic review of the extant academic literature on Spanish consumer preferences for food-related attributes and food-related values from the mid-20th to the 21st century. This study uses key economic and social milestones that are most likely to influence food value chain actors to show how consumer preferences have evolved over the study period.

Spanish consumer food attribute preferences expanded as the food sector of the nation continued to grow, and value preferences showed a similar pattern from the mid-20th to the 21st century. The drivers of these preferences were trust, lifestyle, education (campaigns), sociodemographic factors and purchasing power.

Evaluating the extant literature’s contribution to consumer preferences for food-related attributes and values is important because it can aid in understanding the hierarchy and variety of consumers’ food preferences as well as the factors that drive these preferences. To the best of the authors’ knowledge, this study is the first to explore how Spanish consumer preferences evolved between the mid-20th and 21st centuries.

We take Cumulative Prospect Theory (CPT) seriously by rigorously estimating structural models using the full set of CPT parameters. Much of the literature only estimates a subset of CPT parameters, or more simply assumes CPT parameter values from prior studies. Our data are from laboratory experiments with undergraduate students and MBA students facing substantial real incentives and losses. We also estimate structural models from Expected Utility Theory (EUT), Dual Theory (DT), Rank-Dependent Utility (RDU), and Disappointment Aversion (DA) for comparison. Our major finding is that a majority of individuals in our sample locally asset integrate. That is, they see a loss frame for what it is, a frame, and behave as if they evaluate the net payment rather than the gross loss when one is presented to them. This finding is devastating to the direct application of CPT to these data for those subjects. Support for CPT is greater when losses are covered out of an earned endowment rather than house money, but RDU is still the best single characterization of individual and pooled choices. Defenders of the CPT model claim, correctly, that the CPT model exists “because the data says it should.” In other words, the CPT model was borne from a wide range of stylized facts culled from parts of the cognitive psychology literature. If one is to take the CPT model seriously and rigorously then it needs to do a much better job of explaining the data than we see here.

In countries where the electronic levy (e-levy) has been implemented, one question that resonates with the populace is, “how much would you want to pay for e-levy per transaction?” In response, varied perspectives have been shared with no convergence. Against this background, this study seeks to estimate people's willingness to pay (WTP) for electronic transaction levy in Ghana, while analysing the associated determinants.

This study relies on a survey of 2,810 respondents obtained from February 9 to 16, 2022 in Ghana. A multivariate logit model was estimated with its marginal effects. Further, a robustness check was undertaken using the linear probability model to validate the results.

With respect to the sample, the authors find evidence that approximately 46% of the respondents are not willing to pay any amount per transaction for the e-levy. Second, about 21% of the respondents are willing to pay Ghs0.5% as e-levy per transaction. Furthermore, about 10% of the respondents are willing to pay 1% per transaction as e-levy. Those who indicated that they would pay rates above 1% (specifically, 1.50%–1.75%) per transaction are less than 5%. For flat rates, approximately 10% of the respondents were willing to pay Ghs5 per month for all transactions above Ghs100. All others who are interested in other flat rates together are less than 5% of the respondents. The key statistically significant determinants of the probability that an individual would be willing to pay for the e-levy are also provided. This study recommends a comprehensive dialogue between the government and all stakeholders to reach a reasonable conclusion on an acceptable e-levy rate and by extension, implementation strategies.

To the best of the researchers' knowledge, this is the first empirical study that estimates individuals' willingness to pay for e-levy on electronic transactions in a developing country.

In daily marketing practices, when launching and promoting new products, marketers often induce consumers’ awe of nature via exposing consumers to beautiful natural scenes. Does this marketing practice really facilitate consumers’ subsequent new product choice? Existing awe research and new product research have not examined this issue yet. The purpose of this study is to study whether the marketing practice of awe induction faciliates consumers' new product choice.

This paper examines the double-edged sword effect of different types of awe on consumers’ adoption of new products. The authors conducted five experiments using various product categories (soft drinks, juices, cookies and watches), various many sources of sample types (college student samples and adult samples) and various manipulation of awe. The authors also focused on both new products with incongruent visual appearance (Experiment 1a, Experiment 1c, Experiment 2 and Experiment 3) and new products with incongruent conceptual attributes (Experiment 1b) to enhance the rigor of the experiments and the generalizability of the conclusions.

The authors find that when consumers perceive awe of threatening natural phenomena, they decrease their choice of moderately incongruent new products (positive effect), while when consumers perceive awe of beautiful natural phenomena, they increase their choice of moderately incongruent new products (negative effect). Also, this paper finds that the emergence of the positive of the double-edged sword effect is driven by the sequential mediation of the need for accommodation and openness to new experiences, while the emergence of the negative of the double-edged sword effect is driven by the uncertainty reduction motive.

This research has important theoretical implications. First, this paper advances existing awe research by reconciling the inconsistent findings in existing awe research by categorizing awe of nature. Second, this paper advances existing research on new products and moderate incongruity effects by exploring when the moderate incongruity effect exists and when it reverses in the new products field through the classification of awe of nature.

This study has rich implications for marketing management. First, marketers can facilitate consumers’ adoption of moderate incongruent new product via priming consumers’ awe of beautiful nature. Second, this paper suggests that marketers and brand managers should carefully choose the timing of new product launches to avoid inducing consumer awe of threatening nature (e.g. immediately after a severe natural disaster). Finally, the results of Experiment 3 in this paper suggest that when marketers want to launch new products with moderate incongruity, they need to target consumers with high cognitive flexibility.

This paper discusses how different types of awe affect consumers’ attitudes and choice of moderately new products. This research question has its social value in helping marketers, companies, consumers and society know the power of awe of nature on the behaviors and decision-making.

To the best of the author’s knowledge, this paper is among the first ones to examine the double-edged sword effect of different types of awe of nature on consumers’ new product adoption.