Bridging the theory of interpersonal behaviour and norm activation: an integrated model of consumer purchase intention towards upcycled food products

Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach

Purchase intentions for cultural heritage products in E-commerce live streaming: An ABC attitude theory analysis

The purpose of this paper is to investigate the factors affecting young consumers’ purchase intention of green products in Sri Lanka, due to the lack of studies that deliberate green issues in the Sri Lankan context though environmental disputes increasingly affect every side of human life. Moreover, based on the prior researches, this study focuses on three variables that influence on young consumers’ purchase intention of green products such as environmental attitude, environmental knowledge and social influence. Three hypotheses were developed based on the constructed conceptual framework derived from the marketing and consumer behavior literature. The data were collected over a survey technique by conveniently administering structured questionnaires from 150 young consumers in Sri Lanka. First, the analysis was carried out the factor analysis to explore the significance of influencing factors of young consumers’ purchase intention, and multiple regression analysis was performed to explore the factors that influence on young consumers’ purchase intention of green products. The results of the regression analysis indicated that all three variables (i.e., environmental attitude, environmental knowledge and social influence) have a significant and positive impact on young consumers’ purchase intention of green products in Sri Lanka. Moreover, it suggested that the environmental attitude variable was the most significant while social influence was the less significant variables towards young consumers’ purchase intention. The findings of this study provide new insights to marketers to formulate appropriate strategies for promoting green purchase behavior among young consumers in Sri Lanka. Moreover, the study unveiled that marketers need to understand the path that moves the environmental factors to green purchase intention to successfully enhance and redefine the new target markets. The most significant precursor which affects the green purchase intention of Sri Lankan young consumers is environmental attitude followed by environmental knowledge and social influence. But, this study evaluates the construct of purchase intention as an expressed intention for green products based on cross-sectional approach rather than actual purchase for such products. Hence, future scholars should adopt a longitudinal approach in their studies by focusing on changes in consumers purchase intention.
 Keywords: Environmental attitude, environmental knowledge, green marketing, green purchase intention, social influence

Under the rapid development of e-commerce, offline brick-and-mortar stores have been severely impacted. However, the importance of the visual, sensory and even psychological experience in the apparel industry makes offline stores still irreplaceable. The impact on consumers' visual experience cannot be ignored and is a significant influencing factor in determining consumers' psychological change and purchase intention. Especially for fast fashion brands which pursue low costs, visual marketing strategies is a cost-effective marketing tool to enhance the visual experience. In this paper, by adapting SOR theory and using fuzzy set qualitative comparative analysis (fsQCA) research method, 15 fast fashion apparel brands and 374 valid questionnaires are adapted in China to explore not only the influence of individual dimensions in visual marketing on consumers' purchase intention, but also the action of multi-dimensional combinations. The research finds that: (1) there are two driving paths for high consumers' purchase intention. The first path is a combination of high clarity of arrangement and low display density; the second path is a combination of low light intensity, high clarity of arrangement, high tonal harmony and high window appeal. (2) There are also two paths that drive non-high consumers' purchase intentions, and they are asymmetrically related to the paths that drive high consumers' purchase intentions. The findings of this study help to provide direction and suggestions for offline visual marketing strategies of fast fashion apparel brands to increase consumers' psychological perception and purchase intention through a range of visual presentation techniques.

Purpose This study aims to investigate the effects of using technical and non-technical language in advertisements, as well as varying levels of brand loyalty, on consumers' attitudes and purchase intentions. Design/methodology/approach This study categorizes advertising language into technical and non-technical language, dividing brand loyalty into high and low to set up a 2 × 2 research model measuring consumer purchase intentions. The research model was established to verify the impact on consumer attitudes and purchase intentions based on high and low brand loyalty. Thus, this study specifically investigates this through a two-way ANOVA. It analyzes how the use of technical versus non-technical language in advertisements, along with varying levels of brand loyalty, affects consumers' purchase intentions. Findings The results show that non-technical language has a more positive impact on consumers' purchase intentions. The higher the brand loyalty, the more positively it affects consumers' purchase intentions. ANOVA further reveals a statistically significant interaction effect between non-technical language and brand loyalty on consumers' purchase intentions. This indicates that products with high brand loyalty and non-technical language positively influence consumers' purchase intentions. Additionally, the moderation effect of gender shows that brand loyalty has a more positive impact on purchase intentions among females. Research limitations/implications The study focused on consumers mainly from Generation Z and Generation Y, with a relatively small sample from Generation X. Generation X also has significant digital experience, so increasing the sample size for this group would be beneficial. Additionally, analyzing the moderating effects of gender on the relationship between consumer attitudes toward advertising language and purchase intentions may be worthwhile. Practical implications Apple and Xiaomi were chosen as the experimental subjects from a brand loyalty perspective. Although Apple and Xiaomi are well-known brands among Chinese consumers, Apple has high brand loyalty, whereas Xiaomi’s is relatively lower. However, in actual purchasing decisions, consumers consider various factors, such as product image and usability. Future research should consider analyzing these factors. Moreover, the study is limited to Chinese consumers. Future research should expand to include consumers from other countries. This would allow for more objective results. Originality/value These results indicate that, generally, consumers’ purchase intentions are more directly influenced by non-technical than by technical language in advertising. This is because non-technical language is generally easier for consumers to understand. Additionally, the interaction of non-technical language with products that have high brand loyalty also further influences consumer purchase intentions.

How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender

In order to explore the influence mechanism of consumers’ purchase intention of new energy vehicles, based on planned behavior theory, technology acceptance model and innovation diffusion theory, a research framework including consumers’ innovation, perceived product innovation, social impact and individual cognitive response is constructed from the perspective of consumers, and data are collected through questionnaires, The empirical research is carried out by using Mplus and SPSS software. The results show that consumer innovation has a direct positive impact on consumer purchase intention, and perceived product innovation plays an intermediary role between consumer innovation and purchase intention; Consumer innovation is positively regulated by social influence in the process of influencing perceived product innovation; And individual cognitive response plays a positive regulatory role between perceived product innovation and purchase intention. Finally, it provides suggestions for new energy vehicle enterprises to promote consumers’ purchase intention.

Normative Influences on Farmers' Intentions to Practice Conservation Without Compensation.

Perceived value-perceived risk framework is the mainstream framework in consumer behavior and marketing research. Based on this framework, this paper expounds consumer's perceived value and perceived risk of new domestic skin care products, and analyzes its dimensional composition. On this basis, this paper introduces the moderating variable of conscientiousness, and applies regression analysis to test the influence of perceived value and perceived risk on purchase intention, and the moderating effect of conscientiousness between consumers' perception and purchase intention. The findings are as follows: 1. Perceived value includes quality value, social value and cost value; Perceived risk includes financial risk, physical risk and time risk; 2. Perceived value has a significant positive impact on consumers' purchase intention, which is the key path to affect consumers' purchase intention, and its main driving factor is social value; 3. Perceived risk has a significant negative impact on consumers' purchase intention, and its main driving factors are time risk and financial risk; 4. Personality traits-conscientiousness has a significant positive moderating effect on perceived value and purchase intention, while conscientiousness has a significant negative moderating effect on perceived risk and purchase intention.

PERSONAL NORM AND PRO-ENVIRONMENTAL CONSUMER BEHAVIOR: AN APPLICATION OF NORM ACTIVATION THEORY

AI or human: How endorser shapes online purchase intention?

Based on norm activation theory, a research framework was built to explore the food waste reduction behavior when consumers eat out. The framework included behavior intentions and four psychological factors: awareness of consequence (persons understanding that actions have consequences), ascription of responsibility (duty to respond), self-efficacy (belief in own skills and capacity), personal norm (individuals’ values to act by socially accepted rules and reduce food waste as a code of conduct and moral obligation). A total of 514 samples from different regions of China were collected through an online survey platform, and the research framework was tested by applying structural equation modeling (SEM). This study found that ascription of responsibility and self-efficacy can effectively activate personal norm to reduce food waste. Personal norm and self-efficacy had a significant positive effect on behavior intentions to reduce food waste. Specifically, self-efficacy had the greatest effect on personal norm, followed by ascription of responsibility, and on behavior intentions to reduce food waste, followed by personal norm. Interestingly, while ascription of responsibility and self-efficacy had an impact on personal norm, awareness of consequence did not significantly influence personal norm to reduce food waste, suggesting that emotional factors are more likely to trigger personal norms that motivate consumers to take action to reduce food waste than cognitive factors. Based on the findings, several suggestions are provided for more effective interventions by restaurants to promote food waste reduction behavior, such as information intervention strategies, displaying information related to food consumption, and reducing the size of plates for some meals.

PurposeThis study examines how production and environmental information transparency affect online consumer trust and their purchase intention for green agricultural products.Design/methodology/approachUsing signaling theory, the study combines structural equation modeling (SEM) and necessary conditions analysis (NCA) to examine sufficiency and necessity. SEM analyzes the links between information transparency, online consumer trust and purchase intention, while NCA identifies the necessary conditions for building trust and purchase intentions among online consumers.FindingsFirst, production information transparency improves general trust (GT), while environmental information transparency boosts both GT and swift trust (ST). Second, both GT and ST promote online consumers’ purchase intentions (OCPI). Third, production information transparency is necessary for GT, while environmental information transparency supports both GT and ST. Additionally, GT and ST are necessary conditions for OCPI. These findings indicate that production and environmental information transparency help enhance consumer trust, thereby increasing their purchase intentions.Practical implicationsThe findings offer guidance for businesses in designing trust-building strategies and provide recommendations for policymakers on incentivizing transparency practices among green agricultural product producers.Originality/valueThis study extends signaling theory to the online consumption of green agricultural products. By combining SEM and NCA, it is the first to reveal the necessity and sufficiency conditions among production and environmental information transparency, trust and purchase intention.

Against the backdrop of rapid development in digital and network technologies, privacy issues in e-commerce live streaming have gradually drawn consumers' attention. How to effectively use consumers' personal information to promote the high-quality development of e-commerce live streaming is a key issue of concern in academia. Based on sample data, this study summarizes the current status of consumers' privacy sensitivity when watching e-commerce live streaming, explores the impact of privacy sensitivity on consumers' purchase intention, and finds that privacy concerns negatively affect consumers' purchase intention, while privacy protection and privacy fatigue positively affect consumers' purchase intention. Perceived trust and perceived risk play a mediating role in the relationship between consumers' privacy sensitivity and purchase intention. Based on these findings, it is recommended that e-commerce live streaming platforms actively formulate and improve privacy protection policies to further protect consumers' privacy information, while establishing joint credit evaluation standards to enhance consumer trust. Merchants should comply with privacy policies and strengthen brand building. Government departments should enhance the diversity and effectiveness of privacy protection education and use innovative technologies to create a good social environment for consumers' purchasing behavior on e-commerce live streaming platforms.

IntroductionThe global trend toward consuming green food is on the rise. College students, as the future consumer base, have sparked significant interest in their inclination toward consuming environmentally-friendly foods. This paper integrates the Theory of Planned Behavior with the Norm Activation Theory to investigate the factors influencing college students' propensity to choose green foods, establishing a comprehensive model.MethodsThis study utilized online and paper questionnaires for data collection, distributing them among college students and receiving 350 valid responses. In the data analysis phase, SPSS was employed for statistical data analysis, including descriptive statistics and regression analysis, while AMOS was used for structural equation modeling.Results and discussionThe data analysis results indicate that subjective norms, behavioral attitudes, and individual norms have a significant positive influence on college students' inclination to purchase green food. Purchase intention is indirectly influenced by personal norms and behavioral attitudes through perceptions of consequences. Responsibility attribution indirectly impacts purchase intention of green food through personal norms. Personal norms are indirectly influenced by responsibility attribution through perceptions of consequences.