Above and beyond compliance: Investigating how non-market privacy activities impact consumer trust, privacy concerns and behavior intentions

Given the escalating global concern regarding food waste, food packaging emerges as a critical area for intervention. Existing research, however, predominantly concentrates on consumer attitudes, offering limited insight into the role of food packaging in mitigating food waste. To address this gap, this study employs the BRT model, incorporating the variable of behavioral rationality into traditional theory and integrating values as a preceding variable. It integrates consumer values, behavioral rationality, attitudes, and behavioral intentions to explore the influence mechanism of food packaging on consumer behavior, explaining behavioral intentions through supporting/rejecting reasons. The study investigates how visual attributes, functionality, environmental sustainability, and social attributes within supporting reasons positively influence consumers' attitudes and behavioral intentions to reject food waste. Conversely, it investigates how information overload, functional deficiencies, inappropriate sizing, and high cognitive load within rejection reasons negatively impact these attitudes and intentions. By dissecting the positive and negative impacts of food packaging attributes on consumer attitudes and behavioral intentions across supporting and rejecting reasons, this research aims to identify key design factors for food packaging. This will fill existing research gaps, provide a theoretical foundation for food packaging design, and encourage consumers to adopt positive behaviors that reduce food waste. The findings indicate that: (1) consumer values significantly influence different behavioral attitudes; (2) supporting reasons related to food packaging positively impact the rejection of food waste behavior, while rejecting reasons have the opposite effect; (3) both positive and negative reasons significantly influence consumer attitudes and behavioral intentions, highlighting the need to optimize design elements in food packaging to positively influence consumer behavior; (4) packaging design factors have a more significant impact on intentions to conserve food than consumer attitudes themselves. This study extends the Behavioral Reasoning Theory (BRT) to understand food packaging's influence on consumer behavior, addressing contextual factors within BRT. Furthermore, it provides a scientific basis for food companies to optimize packaging design, which has practical implications for mitigating global food waste.

With the ever-increasing availability of health information technology (HIT) enabling health consumers to measure, store, and manage their health data (e.g., self-tracking devices), more people are logging and managing their own health data for the purpose of promoting general well-being. To develop and implement effective and efficient strategies for improving personal monitoring devices, a rigorous theoretical framework to explain the health consumer's attitude, intention, and behavior needs to be established. The aim of this study is to verify the HIT acceptance model (HITAM) in the context of the health consumer's attitude, behavioral intention, and behavior of utilizing self-trackers. Furthermore, the study aims to gain better understanding of self-tracking behavior in the context of logging daily activity level, sleep patterns, and dietary habits. Forty-four female college students were selected as voluntary study participants. They used self-trackers for activity, sleep, and diet monitoring for 90 or more consecutive days. The logged data were analyzed and fitted to the HITAM to verify whether the model was suitable for capturing the various behavioral and intention-related characteristics observed. The overall fitness indices for the HITAM using the field data yielded an acceptable fitness to the model, with all path coefficients being statistically significant. The model accounts for 66.8% of the variance in perceived usefulness, 43.9% of the variance in perceived ease of use, 83.1% of the variance in attitude, and 48.4% of the variance in behavioral intention. The compliance ranking of self-tracking behavior, in order of decreasing compliance, was activity, sleep, and diet. This ranking was consistent with that of ease of use of the personal monitoring device used in the study. The HITAM was verified for its ability to describe the health consumer's attitude, behavioral intention, and behavior. The analysis indicated that the ease of use of a particular HIT device stands as the most significant barrier in the way of increasing the efficacy of self-tracking.

The ready-to-eat (RTE) food market is growing worldwide. Nevertheless, a limited study was found where researchers compare consumer behavioral intention toward RTE foods between countries. This study compares consumers in Malaysia and Indonesia regarding their food preferences and behavioral intentions toward RTE foods. Using a quantitative cross-sectional approach, the researchers developed an online survey and distributed the survey link to consumers aged 18 years and above from both countries via social media platforms. The dataset comprised 321 responses from Malaysia and 262 from Indonesia. Based on the analyses, findings reported some similarities and differences in consumer preferences and behavior intention between both countries. The highest percentages of Malaysian respondents were recorded for plant-based, genetically modified, gluten-free, and allergen-free foods. Interestingly, the highest percentage of Indonesian respondents reported for insect-based food than the Malaysians. More Malaysian consumers preferred ethnic foods from different cultures than Indonesians. About the same highest percentages of consumers from both countries preferred cell-cultured meat, 3D printed foods, and vegan foods. For Malaysian samples, attitude and subjective norms significantly influenced their behavior intention toward RTE foods. For Indonesian samples, subjective norms and behavioral control significantly influence consumer behavior intention toward RTE foods. Findings are relevant for food producers and marketers to explore the young consumer market and to identify new products to fulfill the market demand. This study broadens and deepens the current understanding of both countries' RTE food trends and consumer behavioral patterns. Food producers should promote RTE food products by highlighting their benefits through marketing channels.

Background ASEAN countries such as Singapore, Thailand, Philippines and Malaysia have adopted and deployed 5G technology. Despite the technological advances, Brunei Darussalam have yet to launch 5G network for public usage. However, there has been no study done in investigating consumers’ behavioral intentions towards the adoption of new network services in Brunei Darussalam. Aims The aim of this study is to explore the consumers’ behavioral intentions towards 5G networks for digital activities in Brunei Darussalam using Technology Acceptance Model. Methodology This study employs a quantitative method conducted using closed-ended survey questionnaires distributed through online platforms. Data from 116 smart phone users were then obtained and analyzed employing PLS-SEM to determine the factors influencing the behavioral intentions of customers to use 5G networks. Results The outcome of the study determines that factors such as subjective norms, speed, ubiquity, and attitude have significant relationship in influencing the consumers’ intentions to use 5G network. Attitude towards 5G networks were also found to have moderation effects on these factors. In contrast, privacy risks have no significant relationship in this study. Conclusion The outcome of this study will contribute further understanding about the consumers attitude and behavioral intentions to use and adapt the new mobile network, which can help the telecommunication industry in effectively planning, disseminating, and regulating new mobile network for higher acceptance of consumers in the transitioning and deployment stages. Recommendations Deeper exploration of consumers’ intentions through qualitative methods should also be conducted to gain further understanding of the underlying motivations. Thus, it is recommended that future studies should consider incorporating qualitative methods to obtain a more comprehensive understanding of consumers’ behavior.

This research investigates the impact of service convenience dimensions (access, transaction, decision, benefit, and post-benefit convenience) on consumers’ behavioral intention and the mediating effect of consumer satisfaction in e-retailing in India. A survey was conducted, and responses collected from 351 participants who had e-retailing experience. Using multiple regression, the study reveals that decision, transaction, benefit, and post-benefit convenience influence consumers’ behavioral intention. The results of mediated regression process suggest that consumer satisfaction partially mediates the association between decision and post-benefit convenience and behavioral intention. However, the association between transaction and behavioral intention is fully mediated by consumer satisfaction. The study does not find any mediation effect of consumer satisfaction for access and benefit convenience dimensions. Results provide important insights to e-retailers about the impact of convenience dimensions on consumer satisfaction and behavioral intention. E-retailers need to improve their level of customer-perceived service quality to ensure service convenience to their consumers.

In recent years, the development of China’s e-commerce live broadcasting industry has been developing rapidly. With the outbreak of COVID-19, Internet users have opened the shopping mode of live broadcast by e-commerce. As a more accurate and rapid way of content dissemination, e-commerce live broadcasting has built a new mode of communication between brands and consumers, narrowed the distance between consumers and goods during online shopping, and greatly improved the sales conversion rate. At this time, the research on the generation mechanism of consumer behavioral intention in e-commerce live broadcasting platform is very key. This paper introduces three dimensions: aesthetic appeal, functional layout and financial security, and constructs a research model of online service scenario on consumer behavioral intention in the context of e-commerce live broadcast. The empirical results show that the three dimensions of aesthetic appeal, functional layout and financial security have a positive impact on consumers’ behavior intention, and have a significant positive impact on consumers’ trust. Consumer trust has a significant positive impact on consumers’ behavior intention. This study takes the multi-dimensional e-commerce live broadcast e-servicescape as the starting point, provides more reliable basis for the study of consumer behavior will, and expands the application scope of e-servicescape. The research results have certain enlightenment to help the e-commerce live broadcasting platform accurately grasp the needs of users in the process of use and realize the conversion from platform use to purchase..KeywordsE-servicescapeConsumer trustConsumer behavior

Objective: To investigate the effect of nutritional information disclosure on consumers' nutritional perception, attitude, and behavioral intention to purchase the food item.Methods: Questionnaires were distributed measuring nutritional perception, attitude, and behavioral intention with different nutritional information about the food (no information, calories only, and six nutritional content information items: food weight(g), calories(kcal), protein(g), sugar(g), sodium(g), and saturated fat(g)). Food items shown to the respondents were hamburgers and bibimbap.Results: Descriptive analysis, analysis of variance, and multiple regression were used in order to examine the effects of nutritional information levels and different food items on consumers' behavioral intentions. Nutritional perception, food attitude, and food choice intention were all affected by levels of nutritional information and different food items. Also, food attitude was a predictor of food choice behavioral intention and was affected by different food items as well.However, results of the study found that objective and subjective knowledge of individuals are not related to their nutritional perception, attitude, and behavioral intention.Conclusions: Results of this study would help restaurant managers to prepare for consumers' demand on disclosure of nutritional information and adjust their menu ingredients for consumers' healthy food inquiries in order to respond to consumers' interests in nutritional information and ensure consumers satisfaction with the perceived nutritional value of food.

PurposeThis study extends the theory of planned behavior (TPB) through the inclusion of motivating variables for suboptimal produce preference (i.e. environmental concern, food waste awareness, and familiarity), and demotivating variables (i.e. health consciousness and risk perception) to investigate behavioral intentions toward suboptimal produce.Design/methodology/approachA quantitative research methodology using the online survey technique is employed to collect cross-cultural data from respondents from China (n = 430) and Egypt (n = 441). Structural equation modeling (SEM) via SmartPLS v.3.2.9 is used to analyze data.FindingsThe proposed extended TPB model could enhance predicting consumers' behavioral intentions toward suboptimal produce except for “environmental concern” since it has been found that environmental concern has a nonsignificant effect on consumers' attitudes and behavioral intentions toward suboptimal produce in both countries. The results also reveal that the proposed extended TPB constructs could predict 79.9% of intentions to purchase suboptimal produce and 65.3% of the variance in intentions to recommend such produce for others.Originality/valueThis study is one of the few attempts that investigates the suboptimal food consumption based on a theoretical lens by extending the TPB model. Previous studies on suboptimal food do not pay attention to the demotivating variables such as health consciousness and risk perception, and thus, this thesis represents the first effort that sheds light on such variables. Moreover, prior investigation on such issues in Egypt and China as a cross-cultural research has not existed.

The application of artificial intelligence in the retail industry has exposed many innovation opportunities and significantly impacts consumer behavior. Based on the social presence, retailer innovativeness, and self‐determination theories, this study constructs an integrated and original framework for elucidating the influence mechanism of the social characteristics of anthropomorphic intelligent services (chatbots) on consumer behavioral intentions. An empirical study of Chinese consumers (n = 442) reveals the following: first, the social presence of chatbots exerts a direct and positive impact on retailer experience innovativeness and intimacy; second, retailer experiential innovativeness, intimacy, and sense of empowerment mediate the influence of the social presence of chatbots on consumers' behavioral intentions; third, the cute communication styles in the low‐level social presence are very conducive for promoting the relationships between social presence and experiential innovativeness. By improving the level of social presence, formal communication styles can play a key role in promoting relationships. Theoretically, this study contributes to the social presence theory by extending it to the interaction with retailer experiential innovativeness and exploring the chain‐like mediating role of experiential innovativeness, as well as the self‐determined satisfaction between the social presence and consumer behavior intentions. Furthermore, this study also examines how different chatbot communication styles moderate the influence of social presence on consumers' behavioral intentions, thereby revealing the differential effects and boundary conditions of chatbot social presence on consumer behaviors. These findings will offer retailers insights into consumers' psychological activities to practically design chatbots and conduct smart retail innovation activities.

Amid growing environmental concerns, understanding the psychological determinants of green consumer behaviour (GCB) has become critical to promoting sustainable consumption. Drawing upon the Theory of Planned Behaviour (TPB), this study investigates the mediating roles of Perceived Behavioural Control (PBC) and Social Norms (SN) in the relationship between Attitude toward Green Consumer Behaviour and Behavioural Intention. A cross-sectional survey was administered to 42 adult consumers in Chennai using a structured questionnaire comprising validated Likert-scale items. Structural Equation Modeling (SEM) was employed to test the hypothesized relationships, and mediation analysis was conducted using bias-corrected bootstrapping (2000 samples). The model exhibited an acceptable fit to the data: χ²/df = 1.548; CFI = .923; TLI = .884; RMSEA = .116 (90% CI [.039, .178]). Results indicated that attitude had a significant direct effect on Behavioural intention, and also significantly influenced both PBC and SN. Moreover, both PBC and SN had significant direct effects on Behavioural intention and served as partial mediators in the attitude–intention pathway. The total effect of attitude on Behavioural intention was strong (β = .62), with indirect effects via PBC (β = .16) and SN (β = .12) further enhancing predictive power. These findings validate the TPB framework and underscore the importance of enhancing individuals’ sense of control and leveraging normative influences to bridge the attitude–intention gap in green consumer Behaviour. Implications for theory, practice, and policy are discussed, and recommendations are offered for future research in consumer sustainability contexts.

In recent years, mobile payments have revolutionized the way transactions are conducted in China through innovative methods. The main purpose of this study is to investigate the effects of consumers' perceived usefulness, perceived ease of use, perceived trust, perceived compatibility and consumers' attitude on consumers' behavioural intention towards Alipay, by using an extended version of the technology acceptance model (TAM). The method used in this study was quantitative, and the data was collected from 384 users in China. In sample selection, the non-probability sampling method is adopted. The analysis was conducted using Structural Equation Modelling and Smart PLS tools. The results show that consumers' usage attitude significantly affects their behavioural intention. Perceived usefulness, perceived trust and perceived compatibility all significantly affect consumers' usage attitudes and behavioural intentions. Perceived ease of use may influence attitudes toward usage but does not significantly impact usage intention.

Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. To address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers' attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers' attitudes towards the brand and the event was examined. An online survey (n = 307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (1) the effects of firm-created social media (SM) brand-related content on brand attitude, (2) the influence of user-generated SM brand-related content on both brand and event attitudes, (3) the impact of brand attitude on event attitude, (4) the influence of event attitude on the consumers' intentions to participate; and (5) identifies different arrays revealing how consumers' attitudes towards the brand and the event mediate the relationship between SM communications on consumers' behavioral intentions, while distinguishing the type of SM brand-related content source.

Purpose This study aims to examine the antecedents of consumers’ behavioral intention (CBI) toward buying organic milk in a developing economy, i.e. India, based on the theory of planned behavior (TPB) as a theoretical research framework. Also, the United Nations Sustainable Development Goals (SDGs) 2030 focused on ensuring good health and well-being by accomplishing SDG-3. Design/methodology/approach Applying the purposive sampling technique, the data was collected from the consumers who visited retail shops and supermarket stores that sell organic products located in Delhi and Gurugram, India. Variance-based structural equation modeling (VB-SEM) has been used to assess the study’s hypotheses. Findings The study’s findings revealed that health benefits were found to be the most influential determinant of forming consumers’ attitude toward buying organic milk, followed by organic labeling, functional value quality (FVQ) and trust. Remarkably, findings revealed that consumers’ attitude is the foremost important factor for predicting their behavioral intention toward buying organic milk compared to subjective norms (SNM) and perceived behavioral control (PBC). Also, results show that attitude partially mediates the relationship between FVQ and CBI, as well as health benefits and CBI, while fully mediates the relationship between organic labeling and CBI, as well as trust and CBI toward buying organic milk. Originality/value To the best of the authors’ knowledge, this is the first study ever that examines consumers’ attitude and behavioral intentions toward buying organic milk by applying the inclusive theoretical framework of independent constructs, i.e. FVQ, organic labeling, health benefits and trust with TPB. Also, this study provides important managerial implications to producers and marketers of organic milk to devise consumer-driven, effective strategies to increase organic milk sales and business performance by enhancing consumers’ positive attitude and behavioral intention.

PurposeThis study aims to identify the impact of affective components on behavioral intentions applying electronic word of mouth (eWOM) and is based on the “cognitive–affective–conative” model. EWOM allows researchers to get new insights about consumers’ behavior and explores new patterns of consumers’ decision-making processes.Design/methodology/approachThis study is based on the theory of planned behavior (Ajzen, 1991), doubled with “cognitive–affective–conative” model (Oliver, 2014). This study applies structural topic modeling to examine the impact of satisfaction dimensions from all the Tripadvisor reviews on consumer behavioral intentions. The research sample covers all restaurants located in St. Petersburg (n = 10,424) and all consumers’ reviews (n = 286,642).FindingsIn this study, the dimensions of the affective component were identified. The results demonstrate that dimensions of the affective component (food quality, service quality, atmosphere and cost fairness) affect behavioral intention (willingness to share positive emotions). In total, 20 topics, forming these dimensions, have been indicated. Consumers tend to pay more attention toward food quality and restaurant staffs’ work when they are willing to share positive emotions and tend to point out auxiliary service when they have less willingness to share positive emotions. Random restaurant visits tend to increase the willingness to share positive emotions.Originality/valueResearch originality lies in a new methodological approach which is based on text mining techniques. To the best of the authors’ knowledge, this study is the first attempt to examine consumer behavior through the lens of the “cognitive–affective–conative” model based on eWOM and covers all businesses in the specific economic sphere. This has allowed the researchers to reveal new dimensions of consumer behavior and brought more insights into the consumers’ decision-making process.

Purpose: This study aimed to identify consumer behavioral decisions based on the selection attributes of functional cosmetics. The structural relationship between consumers' attitudes, subjective norms, and perceived behavioral control was empirically examined for this purpose.Method: As a theoretical model, behavioral studies on the selection attributes of functional cosmetics were proposed based on Ajzen's theory of planned behavior, and the collected data were analyzed using SPSS 22. After determining the selection attributes of functional cosmetics, a correlation analysis was performed to understand the correlation between consumer behavioral intentions leading to purchase.Result: It was verified that the higher the attitude, subjective norm, and perceived behavioral control, which are sub-elements of the theory of planned behavior (TPB), the higher the consumer behavioral intention of functional cosmetics. At this time, it was discovered that the higher the perceived behavioral control among the TPB, the higher the behavioral intention. Furthermore, as the behavioral intention increased, so did the preference for wrinkle improvement, whitening improvement and UV protection among the functional cosmetic selection attributes. In this case, wrinkle improvement was discovered to have the greatest influence on consumer behavioral intention in the structural relationship of functional cosmetic selection attributes.Conclusion: Recently, as the scope of functional cosmetics has expanded and consumer interest has increased, the needs and expectations of consumers for the use of functional cosmetics have diversified, as have the functional selection properties. Therefore, it is critical to carefully consider the characteristics of consumers to establish a marketing strategy for functional cosmetics. While most previous studies related to functional cosmetics focused solely on the purchasing behavior of consumers, this study is significant in that it identified the process of behavioral intention that determines consumer behavior leading to the purchase of functional cosmetics in greater detail.