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This study investigates barriers to consumers’ organic food purchasing. It identifies the factors and the extent to which they influence their purchase behaviours and future purchase intentions (i.e. continuance purchase intentions).

It combines qualitative and quantitative methods across two phases. Longitudinal research was carried out in two phases. It involved a thematic analysis and a covariance-based structural equation modelling approach. During Phase-1 and Phase-2, responses were collected from 376 and 351 respondents, respectively.

Phase 1 found the value barrier was significantly affecting the consumers’ purchase intention, while Phase 2 identified the impacts from both image and value barriers on purchase intentions. Notably, purchase intention affected continuance intention in both phases, while ethnocentrism showed no influence.

Using the innovation resistance theory, this study sheds light on the factors that prevent purchase intention. It offers valuable insights for policymakers and for the marketers of organic foods. This contribution implies that value and usage barriers were affecting the consumers’ purchase intentions in the short as well as in the long term. In sum, it suggests that consumers were not purchasing organic food as they felt it was either overpriced, not available in the market or because they were sceptical about its organic labelling.

Although virtual anchors have emerged as potent marketing tools, their acceptance by consumers is controversial. Specifically, the relative efficacy of selecting an all-human-like or animal-human-like virtual anchor is not well-defined. However, anthropomorphic visual cues are vital in enhancing live streaming. This study aims to analyze the disparate effects of an animal-human-like or all-human-like virtual anchor on purchase intention as well as evaluate the possible underlying influential mechanisms and boundary conditions.

In this research, three different studies were carried out to elucidate the impact of virtual anchors on purchase intention. Study 1 evaluated the core impact of an animal-human-like and all-human-like virtual anchor on purchase intention, as well as the mediating role of perceived warmth and competence. Studies 2 and 3 were then performed to investigate the moderating impacts of product type and certainty of consumer needs, respectively. Furthermore, research data for these studies was collected using the Credamo tool and analyzed via SPSS, using PROCESS for moderation and mediation analyses.

The research findings indicate that virtual anchors can trigger purchase intention, with perceived warmth and competence acting as mediating factors. Based on the utilitarian products and high certainty of consumer needs, the influence of perceived competence on purchase intention is augmented. Therefore, an all-human-like virtual anchor increases purchase intention. In contrast, the impact of perceived warmth on purchase intention is supplemented for hedonic products and low certainty of consumer needs. Thus, an animal-human-like virtual anchor increases purchase intention.

This research study evaluated consumer reactions to all-human-like and animal-human-like virtual anchors for different product types and the certainty of consumer needs to optimize the comprehension of a virtual anchor. Furthermore, the assessment of the mediating roles of perceived warmth and competence provided valuable insights into the influential mechanisms by which virtual anchors affect purchase intention. Moreover, this study provided managerial implications to guide retailers and brands on the strategic adoption of virtual anchors to enhance purchase intention based on the product type and the certainty of consumer needs.

This paper examines the moderating effects of online reviews on the relationship between country image, product image, and purchase intention of products from two developed countries in Vietnam.

This current research used a cross-sectional design. Data was collected via questionnaires, and 305 responses were left after refining. The collected data were analyzed using exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group analysis methods.

Affective country images do not directly affect purchase intention when online review quality and positivity are high. Cognitive country images still directly affect purchase intention when online review positiveness is low. However, online review quantity does not moderate the effects of country images on product images and purchase intention.

Cognitive country image consistently affects purchase intention through the central route independent of online reviews. In contrast, the affective country image will likely affect purchase intention through the peripheral route when online reviews are insufficient for customers.

Firms can mitigate the adverse effects of country image, especially cognitive country image, in foreign markets by improving online review quality and positiveness.

Our study extended existing literature by providing a better understanding of the nature of country image and the roles of country image dimensions in shaping product image and purchase intention in the context of the increasing popularity of online reviews.

Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies.

Data were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square structural equation modeling was used to assess the theoretical model, and a multi-group analysis to explore the differences between countries.

Social media marketing has a positive impact on brand awareness, brand engagement, and purchase intention, while country moderates the relationship between brand engagement and purchase intention. We reveal differences among countries regarding SMM's impact on brand engagement and purchase intention.

The study promotes SM's impact on brand communications, providing consumer insights that help companies design effective SMM strategies, using similarities and differences in emerging economies. The different levels of CBE and their different influences on purchase intention require a focus on the motivations for brand engagement in social media and the type of content preferred by consumers in each country. The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.

The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.

This comparative research examines the factors influencing individuals' purchase intention toward green housing. By examining these factors, this study provides fruitful insights into the purchase intentions and behaviors for greenhouses among individuals of different age groups in India.

Data were gathered from Generation (Gen) X (313) and Generation (Gen) Y (297) using self-administered questionnaires. The “partial least squares structural equation modeling” was used to test the hypotheses.

The outcome shows that attitude and green trust substantially impact the green purchase intention of Gen X and Y. More specifically, environmental knowledge insignificantly influences the green purchase intention of Gen X while significantly influencing Gen Y. However, perceived risk insignificantly affects the purchase intention of both Gen X and Y. Consequently, green purchase intention substantially impacts the green purchase behavior in both studies.

This research focuses primarily on India; future research may be conducted in different geographical contexts. This study could also be extended to all age groups individuals.

The findings of this article facilitate policymakers, real estate developers and professional bodies in formulating strategies for sustainable nations in the future.

The current article is the initial empirical attempt to examine the home-buying decisions of individuals in India. Moreover, the role of Generation X and Generation Y in green housing purchase decisions will provide fruitful insights into how different age groups impact the decision-making process of green housing.

This study aims to examine consumer purchase behavior towards E-pharmacy from a consumption value perspective. For this purpose, the influence of consumption values on consumer purchase intention is evaluated. Further, the role of consumer involvement in online purchase setup in the context of E-pharmacy is observed using moderation analysis.

The study used a cross-sectional survey design, wherein the respondents in the Delhi-National Capital Region of India were approached using a purposive sampling method. Responses received through the structured questionnaire were subjected to analysis using Smart PLS Version 4.0.9.6.

Results indicate a significant influence of functional (partial), emotional, social and conditional values on consumers’ purchase intention. Moreover, the moderation effect of consumer online involvement is seen in functional value (partial) and emotional value–purchase intention relationships.

This study reinforces the use of the consumption value perspective to explain consumer purchase behavior toward information system (IS)-based platforms such as E-pharmacy. Some of the results, in this context, that did not establish significant relationships between a given form of consumption values and purchase intention, open up the possibilities of retesting the said relationships in the future. The researchers would realize the benefit of such examinations, as the E-pharmacy sector further evolves and matures in the future. Further, the successful establishment of a significant moderating role of consumer online involvement in certain consumption value-purchase intention relationships such as safety, perceived convenience and comfort value paves the way for future researchers to explore consumer online involvement for a similar role in IS research.

This study provides cues for E-pharmacy marketers to focus on enhancing product safety, usage comfort, users’ social image and awareness toward health consciousness that will help build purchase intention and assist in overcoming the challenges in the long run. It further suggests that marketers should have a strong re-look at forming price value perceptions and they must enhance the interactive features of the company’s mobile apps/websites with the help of the emerging artificial intelligence tools to re-orient the epistemic value and perceived convenience value toward E-pharmacy services. Furthermore, this study recommends following digital marketing practices to increase consumer online involvement, which would help strengthen perceived convenience formation that would otherwise be difficult to attain for E-pharmacy consumers.

This study provides novel insight into consumer purchase intention evaluation through the consumption value perspective in an emerging E-pharmacy market. The consumption value frame of reference helps to understand consumers’ buying rationale that affects their buying behavior beyond the initial adoption. Further, the moderation analysis of consumer online involvement provides an additional dimension to understanding consumer buying behavior concerning E-pharmacy.

Despite the digital penetration in the larger consumer market, the adoption of e-pharmacy services is reported to be very low in emerging economies like India. In this context, the purpose of the current study is to examine the influence of consumers’ risk perception on their intention to purchase medicines/pharmaceuticals through online pharmacies. Furthermore, the study seeks to understand to what extent the perceived usefulness of online pharmacy mediates the relationship between different dimensions of perceived risk and purchase intention.

The study was conducted among a sample of 800 consumers in India who are familiar with online e-commerce. To ensure the homogeneity of the sample and hence the generalizations of results, inclusion criteria were set as not to include respondents who have made a prior purchase through e-pharmacy services. Self-reporting questionnaires were administered among the respondents, who were selected through a purposive and convenience sampling method. Measurement modeling and path analysis were done using IBM SPSS 23.0 and AMOS 24.0 to test the hypotheses and draw inferences.

Results revealed that consumers’ risk perceptions, such as financial, product, source and privacy risks, had a significant direct and indirect effect on their intention to purchase medicines through online pharmacies. India is the major universal provider of generic medicines. The insights gained from this study can help policymakers, corporates, consumers, distributors, retailers and marketing managers to frame effective strategies for improved usage of online platforms for procuring medications.

This study is pioneering in conceptualizing and testing a theoretical model linking consumers’ risk perceptions, perceived usefulness and intention to purchase through online pharmacies, particularly in the context of an emerging economy like India. Implications regarding facilitating and nurturing a conducive platform for online purchasing medicines and its outcomes are elaborated, thus striving to fill a gap in the existing literature. By examining the proposed framework through the lens of the technology acceptance model and theory of risk perception, this study seeks to add to the emergent literature on online pharmacies, especially in emerging economies with huge market potential.

The primary objective of this study is to examine how trust and religiosity, in relation to halal products, impact Turkish consumers' intention to purchase such goods. Furthermore, the study aims to identify whether attitudes towards halal products play a mediating role in these effects.

Data were collected from 847 people living in Turkey using an online survey. The authors empirically tested the proposed conceptual model via structural equation modeling.

The study’s results show that trust in halal products has a positive impact on both the intention to buy halal products and the attitude towards them. Moreover, one’s attitude towards halal products affects the intention to purchase them. Additionally, one’s religiosity-belief level influences the intention to purchase halal products, while religiosity-practice level influences the attitude towards halal products. Furthermore, through indirect effect analyses, it was found that trust in halal products and religious practices has an indirect impact on intention through attitude.

These outcomes significantly contribute to understanding the complex interactions between trust in halal products, levels of religiosity, and attitudes in shaping consumers' purchase intentions and approaches towards halal products. These implications offer valuable insights into how consumers' religious beliefs, trust perceptions, and attitudes influence their purchase of halal-certified products. Validating these conclusions on a larger scale and exploring them in different contexts would be beneficial.

The practice dimension of religiosity pertains to performing actions prescribed by the religion, embodying the practical applications of religious teachings. According to the research findings, the belief dimension of religiosity significantly and positively affects the intention to purchase halal products. This finding aligns with several prior studies.

Sharing information on websites, social media platforms, or product packaging can be effective. If businesses genuinely adhere to halal standards and address the genuine needs of consumers who value halal products, they can enhance consumers' interest in such products.

This research was conducted in Turkey, where most people follow the Muslim faith. The main objective of the study was to examine the trust levels of consumers who have strong religious beliefs and are sensitive to consuming halal products. The study looked at trust on three levels: trust in the halal product, trust in the company that produces halal products, and trust in institutions that provide halal certification. The study also looked at the religiosity levels of the consumers using a two-dimensional approach, which included their beliefs and practices.

This research aimed to raise awareness about the need for safety measures and features of online food delivery applications (OFDAs) to build electronic trust (e-trust) with augmented purchase intention among customers. Moreover, this study explores the attributes of electronic commerce (e-commerce) and how e-trust influences the purchasing intention of consumers while ordering food through OFDAs including fear of contagious diseases. Determinants of e-commerce in the digital era profoundly impact the performance of enterprises.

Data from 493 food consumers collected from Federal Capital Territory (FCT) Pakistan, who were regular users of OFDAs. To scrutinize the dataset, confirmatory factor analysis (CFA) was conducted to assess the construct validity in this research study. Structural equation modeling (SEM), which is facilitated by Smart-PLS, was employed to examine the direct, moderation and mediation effects of the proposed model.

Results revealed the positive and significant impact of the e-trust on the purchase intention. Additionally, e-trust acted as a mediating factor in the connection between electronic security (e-security), electronic privacy (e-privacy), usability, electronic payment (e-payment), electronic innovativeness (e-innovativeness) and the buyer's purchase intention. Furthermore, the fear of contagious viruses negatively moderated the e-trust and purchase intention that weakened buying behavior.

This research is primarily centered on enhancing the comprehension regarding safety orientation within the context of an evolving restaurant industry. The findings of this study hold substantial contributions for academics, web developers, application designers, OFDAs, restaurants and other businesses since they indicate the attractiveness of OFDAs in generating feelings of pleasure and boosting users' intentions to keep using the application.

This study explores green consumer behaviour among Generation Y (Gen Y) and Generation Z (Gen Z) in India, applying the Theory of Planned Behaviour (TPB) to assess how digital literacy and eco-friendly behaviour, alongside knowledge, attitude, subjective norms, and perceived behavioural control, shape purchase intentions in line with Sustainable Development Goal 12 (SDG 12).

The research involved a survey of 680 randomly selected respondents from educational institutions across three northern Indian cities. Data collection was conducted using a structured questionnaire with items measured on a 5-point Likert scale. Statistical methods, including confirmatory factor analysis, were used to validate the measurement model, while descriptive statistics, reliability analysis, and regression analysis were employed to analyse the data.

The study uncovers differences between Gen Y and Gen Z regarding the factors influencing green product purchase intentions. Gen Y’s purchase intentions are shaped by attitude, digital literacy, eco-friendly behaviour, and perceived behavioural control, whereas Gen Z’s intentions are also affected by environmental knowledge and subjective norms.

This research provides significant insights into the factors determining green consumer behaviour among Gen Y and Gen Z in India, enriching the knowledge of sustainable consumption practices. It highlights the importance of digital literacy and eco-friendly behaviour in promoting green purchase intentions, and the differing roles of environmental knowledge and subjective norms across generational cohorts.

Understanding the drivers behind green product purchase intentions for Gen Y and Gen Z enables stakeholders to craft specific marketing strategies, educational programs, and policy initiatives that promote sustainable behaviours and mitigate environmental impacts.

The study’s findings have significant social implications, promoting sustainable lifestyles and behaviours among younger generations. By influencing peer groups and communities, and guiding the development of effective public campaigns and CSR initiatives, the study contributes to fostering a more informed and engaged citizenry that advocates for environmental sustainability.

The uniqueness of this study comes from its focus on the Indian youth demographic, the application of the TPB framework with additional variables, and its contribution to SDG 12, enhancing our comprehension of green consumer behaviour and supporting sustainability advancements in India and globally.