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The purpose of this study is to develop and test a theoretical model of Fairtrade buying behavior that supports Sustainable Development Goals (SDGs) by addressing the nexus between just-world beliefs, along with the normative influences, self-identity and altruistic values.

A conceptual framework on the influence of just-world beliefs for Fairtrade purchase intentions is proposed to analyze the role of just-world beliefs on the effects of normative influences and altruistic values for the intention to purchase Fairtrade products that support SDGs. These conceptualizations are empirically tested on a representative sample of 217 consumers.

Just-world beliefs play a central role in the purchase intention by having a direct effect on purchase intention and an indirect effect mediated by personal norms and self-identity. They partially mediate the effects of altruistic values and social norms on the purchase intention of Fairtrade products that support SDGs.

The research provides a better understanding of the influences of these contextual variables on ethical consumption and contributes to both the theory and practice of how businesses can achieve SDGs. The psychological rationale of just-world beliefs provides a new approach to marketing strategy and communication aimed at increasing purchase intention of Fairtrade products that support the fundamental goals of the UN sustainable development.

This study aims to investigate the determinants of consumer behavior for buying halal endorsed products in an emerging Muslim market, Pakistan. The study is based on the conceptual framework of the theory of planned behavior (TPB).

It was hypothesized that halal endorsement affects consumer behavior and significantly influences the consumers’ purchase intention. In addition to the main dimensions of TPB model, the study incorporates two other variables to articulate the TPB model specifically for the situation under hand. A sample of 497 respondents was chosen using convenience random sampling and categorized on the basis of age group, academic qualification, income, profession, etc. A cross-sectional study was done using self-administered questionnaires to conduct surveys and results were analyzed using techniques such as Pearson correlation, confirmatory factor analysis and structural equation modeling.

The results show that religious commitment, motivation to comply, self-identity and perceived behavioral control have a positive and significant effect on the intention to purchase halal endorsed products. The empirical evidence indicates that the individuals who consider themselves as distinct Muslims, i.e. perceive that they have a well-defined self-identity, a higher level of behavioral control, religious commitment and a strong motivation to comply with the Shariah teachings about halal buying, end up buying halal-endorsed products.

This paper has certain limitations such as using the convenience sampling and focusing mostly on young and Muslim buyers. Future studies may overcome such shortcomings by specifically targeting more mature and elderly buyers and buyers with diverse ethnicity and religions who may have greater level of control on making purchase decision regarding religiously endorsed products.

This pioneering study was one of its first types being conducted in Pakistan. It highlighted important aspects for marketers about an emerging Muslim market that certain segments of consumers who show a distinct self-identity, have a greater urge to comply with Shariah teachings and maintain a greater control over decision-making end up buying halal goods.

This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers. The effects of product design, product quality, social and self-identity have been studied in relation to product, and brand satisfaction is believed to have led to acceptance of premium pricing. Various factors have been studied and analysed to provide a better understanding of Hijab fashion consumer behaviour.

Data were collected by using online structured surveys distributed within the area of Shah Alam City in Malaysia. Convenience sampling was used in defining the 223 target respondents, and the collected data was analysed using Smart-PLS Software.

The results highlighted that product design has the largest influence on the willingness of hijabistas in paying premium prices, followed by products that reflect their social-identity while communicating their religious obligations and commitments. Communicating one’s self-identity was also found not to have a significant impact which relates to the importance of the religious and social commitments on hijabista purchasing choices rather than their own self-conceptual image.

This paper provides insights on the factors that affect hijabista satisfaction towards Hijab fashion products and brands. Conclusions provided are very relevant to the practices of the fashion industry, and in particular, for designers to understand the needs of this large and significant segment of the fashion market.

Hijab fashion is a growing segment in the fashion industry, and it has been gaining recent global attention. Designers need to be more aware of the requirements of this segment of the fashion market. This research focusses on Hijab consumer satisfaction and how this reflects their willingness to pay premium prices for chosen products and brands. Factors such as product design and quality, along with social and self-identity, were studied in connection with hijabista willingness to accept premium pricing. Such connections and terms have not been covered in previous literature.

The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society. This trend has become a fashion dilemma and the purpose of this paper is to leverage on this matter by investigating the factors influencing the Gen-Y consumers’ attitude and purchase intention towards fashion apparel.

A sample of 250 respondents is used to assess the measurement and structural models, by applying a partial least squares-structural equation modelling (PLS-SEM) approach.

The results indicate that brand and self-identity are the factors that most shape Gen-Y consumers’ attitudes towards fashion apparel. Furthermore, brand, style, price, and social identity are the most influential factors of Gen-Y consumers’ purchase intention for fashion apparels. The findings also show that style, price, country of origin, and social identity are not relevant to Gen-Y consumers’ attitudes towards fashion apparel, and that country of origin and self-identity do not have any relationship with the Gen-Y consumers’ purchase intention.

This study is among the few attempts to investigate the Gen-Y consumers’ buying behaviour of fashion apparel based on the theory of planned behaviour, optimal distinctiveness theory, and social identity theory. PLS-multi-group analysis reveals that age, gender, and income are moderating variables of several proposed structural relationships.

The purpose of this paper is to first integrate incorporated commitment, self-identity, and moral responsibility with the theory of planned behaviour (TPB) to predict the green food and beverage (GFB) behaviours in protecting food environment. Moreover, this study also identified the key influential factors of green behaviours and analysed the mediation effects of commitment in this extended TPB model.

The structural equation modelling based on 793 college students was used to verified the goodness-of-fit and direct effects of the extended TPB model of GFBs, and bootstrap method was also used to examine the indirect effects.

The results of this study revealed commitment, perceived behavioural control (PBC), and perceived knowledge of GFBs were the most influential factors of GFBs. Furthermore, this study also verify that PBC influences civic behaviour pertaining to GFBs, and commitment mediated the effects of subjective social norms between PBC and GFBs.

This study provided value for GFBs that prompting people to exhibit civic behaviour pertaining and commitment to GFBs as well as ensuring environmentally sustainable development of GFBs.

The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes.

A mall intercept technique was used for data collection in four cities in India. The hypothesized relationships were examined through structural equation modeling.

Cosmopolitanism, global self-identity and online communities influenced green knowledge. Green knowledge influenced Indian consumers’ perception of green apparel. The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel.

The research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel. The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights.

Green apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption. Online communities can be used to inform, educate and promote green apparel.

The study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior.

The research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel. It examined the importance of offline and online social conformance in evaluating green apparel.

Whilst many studies consider labelling as means of aggregated communication of environmental product features, the presentation of detailed product information seems a promising alternative. However, the mechanisms through which detailed product information takes effect on consumers requires better understanding. The purpose of this paper is to empirically develop a framework that focuses on consumers’ perceived usefulness of, and trust in, detailed product information, whilst also considering the role of environmental self-identity. This understanding will help businesses to further stimulate eco-friendly consumption.

Structural equation modelling and conditional process analysis are utilised to test hypotheses based on a sample of 279 respondents to a German online survey.

Results show that the perceived usefulness of product information (PUPI) has a positive effect on purchase intention, and this effect is intensified by an individual’s environmental self-identity. Furthermore, for consumers with high environmental self-identity, the effect of PUPI on purchase intention is mediated in turn by trust in detailed product information and resistance to negative information.

This study contributes to the debate on the role of product information in ethical consumption by showing how detailed product information gives rise to favourable behavioural outcomes. When detailed information is perceived as being useful, it can affect purchase intention through greater trust and an increased resistance to negative information. Further, detailed product information appears beneficial for both, the mass market and specific segments with high environmental self-identity. Hence, this study empirically establishes the effects of detailed product information on consumer decision making, thus informing sustainability-related marketing theory and practice.

This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.

Hierarchical k-means cluster analysis was used to identify consumer segments based on consumers' self-identity and environmental values. In addition, the study used subjective knowledge, intentions and consumption to profile different consumer segments. The data were collected in 2022 through a consumer survey with a representative sample from the United Kingdom (n = 1,110).

Cluster analysis segmented consumers into three groups: progressive (39%), conservative (33%) and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in the progressive segment identify themselves as food innovative and healthy; they also highly value the environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume seaweed food products.

The results suggest that public policy officers and marketers promote seaweed food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s good taste and nutritional/health qualities.

This study identifies and examines the profiles and characteristics of seaweed consumers based on their values and self-identity. Through this research, the authors have discovered how environmental values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors have identified a specific consumer group in the UK that is more likely to consume seaweed food products.

The main aim of this study is to integrate the theory of planned behavior (TPB) to examine consumers' intention to advocate for sustainable brands, whilst incorporating the moderating role of pro-environmental self-identity. Consumer sustainability orientation is also added as an antecedent for attitudes to determine the degree to which consumers' personal convictions and attitudes toward sustainability impact their attitude toward sustainable brands. The importance of using the TPB to study online brand advocacy lies in the accumulated evidence that shows that this theory is useful in explaining most kinds of social behaviors.

Quantitative research with the use of web-surveys is employed to test the research hypotheses with a total sample size of 536 respondents. Millennials have been chosen for the current paper to be studied.

Results of the study showed that attitudes, subjective norms, and perceived behavioral control (PBC) were positively related to consumers' advocacy intentions. The findings of this study demonstrated that the TPB is applicable to measuring consumers' advocacy intentions. In addition, the results indicated that two dimensions of sustainability orientation, economic and social orientation, are significant predictors of attitudes. The study also found that pro-environmental self-identity does not moderate the relationship between the TPB core components and online brand advocacy.

This study is considered the first to employ the TPB as a theoretical foundation to test the antecedents of online brand advocacy (OBA) in relation to sustainable brands with the inclusion of consumer sustainability orientation as a predictor of attitudes with respect to the three dimensions of sustainability and the moderating effect of pro-environmental self-identity.

The purpose of this paper is to investigate if customer delight is possible when the service encounter result may not be successful. Such a scenario is increasingly likely with the experiential, sticky and unpredictable nature of many competitively based experiential encounters where one side wins and the other loses.

Across four studies using both field and panel data, this research provides a framework to evaluate how firms can still create customer delight even if the result of the encounter is unpredictable or possibly negative. Further, the authors combine qualitative data, structural equation modeling and experimental design to test the models across four competitively based experiential contexts.

Findings indicate that firms can create delight through a variety of antecedent variables, including employee expertise, servicescape, social congruence and atmosphere. Neither importance of winning nor expectations for a win significantly alter the relationships of these antecedents in creating delight. Further, evidence from this research indicates that both feelings of nostalgia and geographic self-identity enhance delight’s effect on behavioral intentions, while geographic self-identity also enhances delight’s effect on customers’ evangelizing to others.

This research extends the field’s understanding of the customer delight construct, sticky vs smooth encounters, as well as providing guidance to both practitioners and academics on new possibilities in the delight realm.

This research provides insights for practitioners on how to maximize customer emotions aside from surprisingly disconfirming customer expectations, as well as leaning into different tactics to influence the customer that are not outcome based.

To the best of the authors’ knowledge, this is the first research to evaluate customer delight in competitively based experiential encounters where the encounter result is unpredictable and possibly negative.