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As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging. The craft beer industry has made the most notable advancements with a variety of alternatives to the traditional secondary packaging (e.g. plastic rings) used to link beer cans. Yet, despite the impact packaging has on consumer purchase behavior and the environment, secondary packaging has received far less attention in the literature. This study aims to understand consumer perceptions of craft beer secondary packaging on consumers’ willingness to buy via the underlying mechanisms of perceived packaging innovation and sustainability.

A single-factor between-subjects experiment with four conditions (secondary packaging format: Pak-Tech holder, Keel Clip holder, Glue-Pack holder, Biodegradable holder) was conducted with 354 participants to test the hypothesized serial mediation model.

The results demonstrate that none of the secondary packaging styles had a direct effect on willingness to buy, meaning that the package style alone does not influence a consumer’s purchase decisions. Critically, the results also revealed indirect effects; specifically, the Keel Clip and Glue-Pack six-pack can holders were perceived as more innovative than the Pak-Tech holder, which in turn positively influenced perceptions of packaging sustainability and subsequent willingness to buy.

The authors’ results extend the research on sustainable secondary packaging and aids craft breweries along with other beverage producers in making informed decisions as the push for sustainable packaging becomes more prominent.

Several studies have examined the relationship between service quality and willingness to pay in many industries. However, this relationship has not been explored through the lens of customer perceived value and their willingness to pay for improving and sustaining water service. This study aims to examine the impact of technical and functional service quality dimensions on customer perceived value and assess the influence of customer perceived value and socio-economic factors on customers' willingness to pay for improving and sustaining the water service.

Technical service quality includes core water service such as water delivery and maintenance, while functional service quality refers to the appearance of facilities, employees’ dress, and communication. SERVQUAL questionnaire responses were collected from 333 Palestinian household customers. Cronbach’s alpha was conducted to measure internal consistency and convergent validity. Path analysis was utilized to evaluate a causal diagram by examining the relationships among the constructs.

The results showed that technical and functional service quality and relative price explain 52% of the customer perceived value variation. Additionally, the results revealed that customer perceived value, technical service quality, and relative price significantly impact the customer’s willingness to pay for improving and sustaining service. In contrast, the functional service quality and socio-economic factors have insignificant effects. These predictors explain 60% of the customer’s willingness to pay for improving and sustaining service.

The study suggests that water providers should prioritize improving and sustaining technical service quality to increase customer willingness to pay. Furthermore, they should be aware that other factors, such as employee appearance and politeness, are less influential in driving customers’ willingness to pay.

The study presents a water service improvement model that utilizes data from a developing country to assess the influence of perceived customer value, along with its dimensions, on the willingness to pay for improving and sustaining water service quality.

The return behavior of customers has a great impact on the e-retail industry and has resulted in the emergence of return-freight insurance (RI). Additionally, customer loss aversion arising from returns affects e-retailers' decisions and manufacturers' profits. Therefore, the main purpose of the authors' study is to determine how e-retailers and manufacturers choose their RI strategy and pricing according to customers' loss aversion.

The authors propose three scenarios: no RI, customer purchase RI and free e-retail RI (FRI). Meanwhile, the authors also model a Stackelberg game between e-retailers and manufacturers for analysis. Then, according to customer return behavior and loss aversion, the authors study the optimal pricing decision and RI premium allocation scheme for e-retailers and manufacturers under different scenarios.

It was found that the loss sensitivity reduces customers' willingness to buy RI, which is not conducive to the development of e-retailers and manufacturers. Additionally, with higher loss sensitivity, e-retailers and manufacturers offer FRI to gain higher profits, which supports the implementation of the FRI strategy.

The authors introduce customers' loss aversion into RI to analyze the optimal pricing decisions and profits of e-retailers and manufacturers, enriching the application of loss aversion theory. In addition, this study analyzes the two-way cost-sharing mechanism between manufacturers and e-retailers to provide FRI, which provides a theoretical basis for RI premium sharing.

Considering the relevance of understanding what influences environmentally sustainable consumer choices, the present study aims to examine and synthesize the key determinants factors from literature and outline a new conceptual framework for explaining green purchasing behaviors (GPBs).

A bibliometric analysis was conducted on 161 articles extracted from Web of Science and Scopus databases, which were systematically evaluated and reviewed, and represent the current GPB knowledge base. Content analysis, science mapping and bibliometric analysis techniques were applied to uncover the major theories and constructs from the state-of-the-art.

The evolving debate between altruistic and self-interest consumer motivations reveals challenges for rational-based theories, as most empirical applications are not focused on buying behaviors, but instead either on pro-environmental (non-buying) activities or on buying intentions. From the subset of leading contributions and emerging topics, nine thematic clusters are unveiled in this investigation, which were combined to create the new PSICHE framework with the purpose of predicting GPB: (P)roduct-related factors, (S)ocial influences, (I)ndividual factors, (C)oncerns about the environment, (H)abits and (E)motions.

By uncovering the multiple intervening factors in GPB decision processes, this study will assist practitioners and academics to move forward on how to foster more sustainable consumer behaviors.

The present study provides readers a summary of an unprecedentedly broad collection of papers, from which the key themes are categorized, the domain's intellectual structure is captured and an actionable framework for enhancing the understanding GPB is proposed. Four new thrust areas and a set of future research questions are included.

This study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs and norms among Ghanaian consumers.

A sample of 324 Ghanaian consumers (responses rate of 64%) was used to estimate the model. The data was analyzed using maximum likelihood robust approach of Lavaan package for structural equation modeling in R.

The findings show that there is no significant relationship between values and the new ecological worldview, which also does not affect awareness of environmental consequences. However, awareness of consequences, likely based on personal experiences, significantly impacts perceived ability to reduce threats to the environment. Ghanaian consumers are mainly influenced by personal experiences with local environmental consequences that affect their perceived ability to reduce threats to their environment and their willingness to engage in proenvironmental behavior. The study supports the argument that proenvironmental behavior is the result of complex decision-making that might be influenced by a country’s economic situation, infrastructure, culture and institutions.

This study focuses on a single country in Africa. More studies are needed among other base of the pyramid countries, and in comparison to developed countries’ consumers.

The study adds to the limited knowledge regarding sustainable consumption in the neglected context of the bottom of the pyramid market.

This study aims to show the factors that influence the intention of Generation Z Muslims to buy halal food products through ShopeeFood.

This study used quantitative methods. The analytical technique used is partial least square-structural equation modeling with 230 respondents as a sample of Generation Z Muslims in West Java, Indonesia. This research was conducted in June 2022 by distributing questionnaires via Google Forms and social media.

The results showed that perceived ease of use, perceived usefulness, attitudes, subjective norms, perceived behavioral control, religiosity and intention to buy halal food through ShopeeFood in Generation Z Muslims in West Java were in the high category. However, subjective norms and perceived behavioral control are the only ones that positively and significantly affect purchase intention.

ShopeeFood is expected to be able to identify and take advantage of the high level of intention of Generation Z Muslims to buy halal food through ShopeeFood. ShopeeFood can socialize and increase consumer attention that ShopeeFood is different from other online food delivery services. ShopeeFood can require merchants to display transparency in the composition of food products.

To the best of the authors’ knowledge, this study is perhaps the first study in the context of Generation Z Muslims in West Java, Indonesia, that deals with the perceived ease of use, perceived usefulness, attitudes, subjective norms, perceived behavioral control and religiosity on the intention to buy halal food through ShopeeFood. The study’s findings are essential in Islamic marketing and technological acceptance (ShopeeFood Apps).

This study aims to investigate the interplay between environmental concerns, consumer attitudes and their influence on sustainable practices within the craft beer industry, exploring how consumers’ perception of environmental attributes impact their purchase intentions regarding craft beer.

The study used a quantitative approach, using a self-administered survey instrument comprised 28 Likert-scale items. Data was gathered from a convenience sample of 319 craft beer consumers. Confirmatory factor analysis was conducted to assess the measurement model’s validity and reliability. Subsequently, partial least squares structural equation modeling was used to test the hypothesized relationships.

This study’s findings challenge established notions within the field, demonstrating that water conservation, carbon footprint reduction, organic farming and local sourcing practices hold significant influence on consumers’ purchase intentions regarding sustainable craft beer. These findings depart from previous research that suggested a less pronounced impact of specific sustainability practices on consumer behavior.

This study contributes to the literature by revealing consumer insights into the environmental implications of craft beer choices, empowering them to make informed purchasing decisions aligned with their sustainability values. However, acknowledging potential limitations, sample size and demographic composition (young adults in Brazil) potentially impact the generalizability of the findings.

This study addresses the understanding of consumer attitudes and priorities regarding environmental sustainability within the craft beer industry. By focusing on the tangibility of specific sustainable attributes the research shows how these practices influence consumer perceptions and purchasing intentions.

This study aims to investigate the extent and pattern of the influence of one of the most important decision-making tools in the context of social commerce. This study demonstrates how much customer testimonials (including verified purchases and ordinary users) can influence the sales rank of experience and search goods.

The data were collected by text mining and performing a content analysis on the XML documents of Web pages and processing them. For search goods, 22,311 opinions were recorded regarding 95 mobile phones. Additionally, for experience goods, 67,817 opinions were recorded regarding 162 books in the Amazon online store. The data were analyzed by functional regression method in longitudinal data analysis.

In terms of importance, the opinions and recommendations of verified purchases had a 60% greater impact on the sales rank of experience goods than the opinions and recommendations of ordinary users. In search goods, the opinions of ordinary users had a greater impact than the opinions of verified purchases. The historical effect of the opinions of ordinary users at the end of the review period on sales rank was evident, while the historical effect of the verified purchase viewpoints during the review period had a nonlinear curve. The results showed that it was necessary to increase the volume of comments to increase their reliability in experience goods.

Measuring the effect of customer testimonials helps the managers of retail websites design algorithms and online suggestion systems, thereby improving the sales of their products by providing information desired by customers.

Individuals can be a source of information and influence the buying decision process of others by sharing their experiences. This issue helps reduce the purchase risk and explains the importance of interaction and sharing the customer’s experience.

Analyzing the impact of customer testimonials by separating verified purchases and ordinary users is one of the advantages of this study. The quantitative estimation of the impact of recommendations and the provision of a model of their historical effect is one of the approaches not addressed in similar studies.

Organic food consumption has received great attention due to the increase in consumer environmental and health concerns. This study intends to analyse how customers' green purchasing intentions for organic food are affected by internal factors of attitude and health consciousness and external factors of social norms and environmental concern, as well as how green trust operates as a moderator between green purchase intention and actual purchase.

A quantitative research methodology was employed in this study. The data (n = 323) were gathered via a self-administered questionnaire. The respondents, who were current purchasers of organic food, were chosen through a purposive sampling technique. Data were analysed using exploratory factor analysis and structural equation modelling with the aid of IBM SPSS 25.0 and AMOS 25.

The results reveal that customers' green purchase intention for organic products is positively influenced by internal factors (attitude and health consciousness) and external factors (social norms and environmental concern). This study also shows the moderating effect of green trust on intention and action, demonstrating the necessity of building green trust among customers to diminish green purchasing inconsistency.

The study's results have ramifications for producers of organic goods, merchants and market oversight organizations. Establishing a viable strategy while considering customers' concerns about health and the environment is necessary. The formulated strategy must target specific customer niches, therefore strengthening customers' trust in and understanding of organic food items, which will in turn diminish green purchasing inconsistency in the organic industry.

This study contributes to the existing literature by extending the Theory of Planned Behaviour model to organic food consumption and by visualizing how various factors (internal, external and green trust) affect a consumer's inclination to make organic food purchases. The authors added to the empirical evidence that green trust plays a crucial role in stimulating green buying intentions into behaviour and ultimately diminishing green purchasing inconsistency.

This study investigates how food safety trust works as a critical moderator in the Chinese online fresh agricultural market based on an extended technology acceptance model.

The authors propose a research model that integrates attributes from the technology acceptance model, perceived product quality, logistics service quality, risk, and food safety trust. Structural equation modeling was applied to estimate the causal relationships using data from 851 Chinese customers.

The results indicated that perceived usefulness, product quality, and logistics service quality significantly enhance Chinese customers' intention to shop online for fresh agricultural products. Further, the positive effects increase when customer trust in food safety changes from low to high. In contrast, perceived risk reduces Chinese customers' willingness to engage in online shopping, but the negative influence is weaker for customers with high trust in food safety than for those with low trust. However, perceived ease of use plays an insignificant role in predicting online purchase intention and the impact does not vary depending on food safety trust.

This study suggests managers should consider the important moderating role of food safety trust to make effective strategies for fresh agricultural e-commerce development in China.