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This study examines consumer online purchase behaviour in the Nigerian fashion industry.

A cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on online purchase behaviour in the fashion industry.

Consumer values are categorised into terminal (happiness, love and satisfaction) and instrumental (time-saving, price-saving discount, service convenience and merchandise assortment) values. The findings show that both values have significant influence on online consumer purchase behaviour, while fashion consciousness moderates the relationship between consumer values and online purchase behaviour.

Online fashion retailers should focus on increasing the terminal and instrumental values of their products and making available goods that meet the needs of different generational cohorts in society.

Studies have examined various factors, for example, consumer values that are determinants of consumer online purchase in the fashion industry; however, there has been limited focus on the nature of fashion and online purchasing in emerging markets, particularly those in Sub-Saharan Africa.

With rapidly changing marketing landscape, nowadays, the formulation of various marketing strategies is increasingly focused on how consumers tend to make decisions. To meet the highly demanding consumer expectations, market segmentation can be used as an important marketing strategy. Due to gender marketing concept familiarity in the contemporary world, gender difference is one of the reference features in the process of market segmentation for marketers. This research is aimed to examine various determining factors that foster consumer purchase decision-making and the differences between consumers of different genders while making shopping and purchase decisions with special reference to an emerging economy, i.e. Pakistan.

Based on a cross-sectional sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory (CSI) to scrutinize the decision-making of both genders in Pakistan. For data analysis, the exploratory and confirmatory factor analysis in addition to the structural equation modeling has been used.

The study emphasized that, with the exception of quality awareness, brand consciousness, fashion consciousness, option overload and price consciousness greatly affect buying decisions. In addition, when it comes to consumer purchase decision-making, significant gender variations were discovered for both fashion consciousness and price consciousness.

Drawing upon the distinctive cultural characteristics of Pakistan and its people, in-depth research was conducted on purchasing behaviors of Pakistani consumers and the decision-making characteristics of customers of different genders were summarized. The outcomes are expected to make a significant contribution to the field of gender marketing by organizations.

The study explores and builds theories in Customer Perceived Values (CPVs) that drive counterfeit buying intention, using a Grounded Theory Approach (GTA) in an emerging market, India.

Counterfeit studies have either resorted to a survey approach or modelling approach in investigating various aspects and dimensions. This study, among a few, attempted a GTA in building theory on CPVs. Based on the observations and recorded responses that emerged through several Focus Group Discussions (FGDs); conducted in two metropolitan cities (India), newer insights into this illicit phenomenon of “Counterfeiting” were derived.

Adding to the counterfeit literature, the study presents a comprehensive view of the CPVs. Findings reveal economic, socio-normative, pleasure-based, euphemistic, acquisition-centrality, self-regulating, situational and sustainable consumption values that influence counterfeit attitudes and in turn impact counterfeit buying intentions. Although Economic Values (ECV) have been the primary motivation for counterfeit purchase, complex and newer values that emerged through this research study bears significance.

As a single point of reference, this study will provide impetus to scholars and academicians in expanding the counterfeit research domain. While aiding policymakers and marketers in further understanding this illicit practice, it will also guide brand managers in strategizing their offerings and reaching out to the masses with strong brand aesthetic values.

Based on a systematic literature review using the 4 Ws framework, this study is one of the few attempts that has adopted a GTA to explore and develop theories on CPVs in counterfeit research.

Grounded in strategic fit theory, this study aims to identify external and internal factors that influence retailers’ strategic choices regarding their own product brands. Furthermore, it seeks to explore the variations between different own product brand strategies in achieving both external and internal strategic fit.

The systematic review method, incorporating a thematic analysis, was adopted, and 318 articles were included for review.

The factors that influence retailers’ strategic choices regarding their own product brands encompass a range of external macro and industrial environmental factors, along with various internal resource and capability factors. Moreover, the effects of these factors vary across different own product brand strategies.

To our knowledge, this is the first systematic review of research on retailers’ own product brands from a strategic management perspective, offering systematic and structured guidance for retailers.

The purpose of this paper is to examine the purchase behavior of consumers towards green products by adapting and extending the theory of planned behavior with the inclusion of three pertinent environmental factors posited to reflect environmental consciousness in the form of environmental concern, environmental knowledge and environmental values.

The data was collected from 410 consumers at shopping malls with retail stores selling green and non-green products in a developing country using cluster sampling and analyzed using covariance-based structural equation modeling.

The findings of this study indicate that environmental factors reflecting environmental consciousness positively influence consumers’ attitude towards purchasing green products, wherein consumers’ environmental values have a stronger influence than their environmental concern and environmental knowledge. The findings also reveal that subjective norm, attitude and perceived behavioral control toward purchasing green products positively shape green purchase intention. The same positive effect is also witnessed between green purchase intention and behavior. However, perceived behavioral control towards purchasing green products had no significant influence on green purchase behavior.

This study suggests that green marketers should promote environmental consciousness among consumers to influence and shape their planned behavior towards green purchases. This could be done by prioritizing efforts and investments in inculcating environmental values, followed by enhancing environmental knowledge and finally inducing environmental concern among consumers. Green marketers can also leverage subjective norm and perceptions of behavioral control toward purchasing green products to reinforce green purchase intention, which, in turn, strengthens green purchase behavior. This green marketing strategy should also be useful to address the intention–behavior gap as seen through the null effect of perceived behavioral control on purchase behavior toward green products when this strategy is present.

This study contributes to theoretical generalizability by reaffirming the continued relevance of the theory of planned behavior in settings concerning the environment (e.g. green purchases), and theoretical extension by augmenting environmental concern, environmental knowledge and environmental values with the theory of planned behavior, resulting in an environmentally conscious theory of planned behavior. The latter is significant and noteworthy, as this study broadens the conceptualization and operationalization of environmental consciousness from a unidimensional to a multidimensional construct.

The fashion industry has been accused of being the second largest environmental polluter in the world. Millions of tons of post-consumer waste are dumped in landfills and garbage disposal sites each year. However, environmental concerns are emerging as a mainstream issue among modern-day consumers. This critical problem has prompted fashion retailers and brands to embrace sustainable practices to address consumers’ environmental concerns by reducing pollution. Given this background, this research aims to understand consumer’s perceptions of value towards second-hand fashion consumption in the context of Sri Lanka.

This exploratory study uses a qualitative approach to understand consumers’ perceptions of value towards second-hand fashion consumption.

This research uses the theoretical model of the means-end chain model and shows five consumer’s values of second-hand consumers: price-consciousness, consciousness on emotional bonds, comfortability consciousness, quality and brand consciousness and social and environmental consciousness. Furthermore, the authors show non-second-hand fashion consumers’ values as social status consciousness, hygienic consciousness, comfortability consciousness, quality and brand consciousness and self-expressive consciousness.

This research sheds some light on the emerging knowledge of second-hand consumption. This research further points out certain practical implications by drawing attention to a few opportunities and challenges associated with the second-hand fashion business within the Sri Lankan fashion retail sector, in particular when launching new fashion brands catering to second-hand fashion consumers.

This research investigates the factors influencing consumers' intention to purchase e-deals from group buying websites, focussing on e-deal proneness, price consciousness and anticipatory regret.

Three studies (n = 539) were conducted using data collected from an online consumer panel and tested via structural equation modelling and PROCESS macro in SPSS.

The findings suggest that subjective norms, perceived behavioural control and attitudes positively influence consumers' e-deal purchase intention. Additionally, price consciousness amplifies the relationship between consumers' e-deal proneness and purchase intention, and price-conscious respondents are more likely to have the intention to buy e-deals when faced with some form of anticipatory regret.

Based on the research findings, practitioners are advised to prioritise social norms and entertainment value when promoting the attractiveness of e-deals, using strategies such as social media and influencer marketing. Brands should also emphasise the value of e-deals by showcasing comparative price savings and discounts to motivate consumers to buy.

This paper addresses an interesting and practical issue related to the effects of group buying websites, focussing on e-deal proneness, price consciousness and anticipatory regret.

This paper examines the understanding of various factors that influence consumer purchase intentions of renting products as a result of growth in the sharing economy. In addition, the study examines the notion of consumer minimalism, the mediating role of environmental consciousness and the moderating role of consumer scepticism to explain consumer rental consumption intention.

The research used a survey questionnaire to collect data from Indian consumers (N = 259). Data analysis involved using structural equation modelling with AMOS v25 and PROCESS macro. Structural equation modelling was employed to test the models involving mediation, moderation and moderated mediation.

The findings link consumer minimalism and the intention to rent products. This research contributed to the existing body of knowledge by incorporating the concepts of consumer minimalism and consumer scepticism into consumers' decisions regarding renting products. Furthermore, the results demonstrated that environmental consciousness enhances consumers' inclination to rent products, shedding light on the factors influencing this preference.

This research extends the existing literature on consumer purchase intentions for rented products by investigating how consumer minimalism, mediated by environmental consciousness and moderated by consumer scepticism, influences these intentions. The results offer valuable insights for both theoretical understanding and practical applications, guiding marketing developers and brands that cater to minimalist consumers interested in renting products. Additionally, it suggests future research avenues in this domain.

Switching to green energy is a crucial step in achieving carbon neutrality. This study aims to explore what motivates people to use green energy and how much more people are willing to pay for green energy.

Grounded on the value–attitude–intention hierarchy, this study proposes that environmental consciousness as a human value influences attitudes including attitude toward environmental issues and attitude toward ecosocial benefits while attitudes, information and knowledge about green energy and quality and price of green energy influence people’s intention to use green energy. Data were collected from 342 Chinese adults.

Results showed that environmental consciousness significantly and positively influenced attitudes while attitude toward environmental issues had the greatest effect on people’s intention to use green energy, followed by quality and price of green energy. About 44% respondents were willing to pay 2.5% to <5% more money for green energy.

This study extended the use of value–attitude–intention hierarchy to investigate what motivates people to use green energy. Specifically, this study demonstrated that quality and price, and knowledge and information also significantly shaped people’s intention to use green energy significantly.

Despite significant advances in previous work, there are still gaps in the research on customers' acceptance of virtual fitting rooms (VFRs). This research aims to highlight the effects of the characteristics of VFRs on the intention to use.

Fashionable clothing shoppers in Harmony Shopping Plaza and Ginza Shopping Plaza in Jinan, China, were chosen as the main sample. A total of 304 valid questionnaires were collected using a questionnaire QR code, which was scanned to access the questionnaire. Structural equation modeling was used to test the relevant hypotheses.

The results showed that customers' usage intention (UI) was positively associated with perceived efficiency, design and perceived security. Furthermore, the mediating effects of perceived ease of use and perceived usefulness were significant between design, vividness and UI.

In contrast to existing research, which focuses primarily on the posterior effects of psychological perception and behavior, this paper focuses on the antecedents of customer psychological perceptions. This study also examines the moderating effect of fashion consciousness, which also provides reference value for future research. The findings of this paper provide practical guidance for the promotion of VFRs.