Consumer behaviour and trends in millet consumption: a systematic literature review

Purpose – It is well known that chemyon, referred to by Westerners as face, naturally penetrates the daily life of Asians and influences their cognition, emotion, and behavior. Studies related to chemyon have been conducted in marketing and consumer behavior fields (e.g., luxury products or brands, service failure and recovery, brand preferences, consumer decision making, wedding ceremony, gift giving). A bulk of studies demonstrate that chemyon influences consumption behavior in Asian consumers. Although chemyon significantly influences consumption behavior of Asian consumers, it is also a cultural phenomenon that is not completely explained within the Western viewpoint. Whereas a number of researchers have approached cross-cultural studies of Asian and Western consumers, a limited number of studies have examined it from the perspective of chemyom. The purpose of this study is to compare the phenomenon that chemyon (face) not only affects the consumption behavior of Asia and the West universally (pan-culturally), but also distinctively (culture-specifically). That is, the purpose of this study is to describe that chemyon (face) is not only a culture-specific phenomenon but also a universal phenomenon in the consumption behavior of Asian and Western consumers, even though the extent that chemyon (face) impacts consumption behavior is differentiated. This study aims to understand commonalities and differences between Asian and Western consumption behavior in terms of chemyon (face), and to suggest how to enhance marketing effectiveness in a global market based on understanding the consumption behavior of Asia and the West. Research design, data, and methodology – Using systematic literature review and meta-analysis, this study investigates consumption behavior of Asian and Western consumers from the perspective of chemyon (face). Systematic literature review was used to compare face (chemyon) consumption of Western consumers with that of Asian consumers. To verify systematic literature review, meta-analysis was also accomplished. Results – First, the influence of face (chemyon) on consumption behavior is observed in Western consumers as well as Asian consumers. Second, Asian consumers are more influenced by face (chemyon) than Western consumers. Conclusions – Overall, chemyon (face) can affect the consumption behavior of Asians as well as the consumption behavior of Westerners.

With the market competition being increasingly intensive, it is necessary for company to carry out one-to-one marketing to consumers. Therefore, the ability to predict consumer's consumption behavior basing on data mining has become a key source of competitive advantage for company. In this paper, we propose a novel algorithm, which bases on ant colony optimization (ACO) to cluster consumer's consumption data sets with different favor for predicting consumer's behavior. The algorithm is applied to grouping consumer data into classes or clusters for revealing consumer's consumption behavior. The novel algorithm adopts simulated annealing concept for ants to decreasingly visit cities to get local optimal solutions. Finally, the algorithm is validated by the example of clustering consumer's credit card data. The result indicates the algorithm is successful in clustering data for analyzing consumer's behavior. The research presented in this paper makes contribution to predicting consumer's consumption behavior.

Current marketing philosophy is value‐oriented, whereas marketing theory explaining value from the consumer perspective is limited. The theory of consumption value (TCV) is a marketing theory that provides insight into the motivation for consumers' consumption behaviour through consumption values. Although it offers theoretical explanations about consumer behaviour on a large scale, there is no single article in the literature providing comprehensive and integrated knowledge of TCV and a future research agenda based on a systematic literature review. The main aims of this paper are to present integrated knowledge and provide propositions for future research. This review research covers peer‐reviewed journal articles that used this theory and were published between 1991 and 2020. The major findings in the review demonstrate that this theory has remained up to date in the consumer behaviour literature, has been dynamic and has been comprehensively used to explain choice behaviour. Thus, further understanding has been provided for consumer behaviour related to drivers of consumption, although some issues require further examination. Directions for future research are developed in more detail to encourage and advance the understanding of value through TCV.

PurposeThis conceptual paper aims to study the Corona Virus Disease-19 (COVID-19) pandemic’s impact on branded functional beverages consumption in India. There is a sincere effort to critically review the role of some vital determinants of consumer behaviour and to develop an integrated model for branded functional beverages consumption behaviour.Design/methodology/approachA systematic and extensive literature review was performed by searching electronic databases relating to consumer acceptance and purchase behaviour of functional beverages in India from 2000 to 2021. This study also reviewed very recent literature on the potential impact of the COVID-19 pandemic on global consumer traits, buying behaviour, marketing trends and psychographic behaviour.FindingsThe extensive review of the literature yielded results that shed light on some crucial factors propelling branded functional beverages’ consumption behaviour in India, especially in the COVID-19 scenario.Research limitations/implicationsThe study is based purely on a conceptual understanding of branded functional beverages’ consumption behaviour among Indian consumers. The conceptual framework proposed here results from the review of past literature. Therefore, the scientific world is invigorated to test further the implications presented in this study empirically.Practical implicationsThe conceptual framework proposed here concerning consumer behaviour in functional beverages would guide the food marketers to segment and position their functional food offerings, mainly beverage variants, in the post-pandemic scenario. Moreover, the study findings enable policymakers to craft food policies to uphold the noble cause of moulding a healthy generation.Originality/valueThe COVID-19 pandemic has virtually shattered our food system and modified our associations with food in many different ways. The perception of health risks associated with COVID-19 might have influenced people’s food purchase and consumption behaviours. It is proposed that health-conscious people would prefer more health-promoting foods and beverages to strengthen their immunity. Several reports disclose that food consumers in India demand functional foods and beverages more extensively than before to include in their daily food basket. A detailed literature review revealed an evident shortage of research studies regarding consumer behaviour in functional beverages in India. No prior research works could be identified as to why consumers prefer functional beverages to benefit their overall health and immunity and what guides them to purchase or not to purchase such products, especially in the post-pandemic scenario. Therefore, this research work would be a primer that would guide future studies investigating consumers’ attitudes and purchasing behaviour of branded functional beverages.

Collaborative consumption (CC) is becoming a key concept in marketing. Despite the topic’s relevance, the academic literature on consumer behavior in collaborative consumption remains very fragmented. This present research aims to provide a systematic review of consumer behavior in collaborative consumption research in the existing literature. An extensive literature review was systematically conducted on collaborative consumption spread over the time period between 2010 to 2021 published journals which were identified from online academic and research databases of Web of science and EBSCO. A total of 97 conceptual and empirical articles were analyzed based on criteria such as year of publication, theoretical underpinning, methodological approaches, etc. The paper highlights the critical emergent themes and sub-themes, extensively used methodologies and analysis approaches, and dominant theoretical underpinnings. By providing the distribution schema of collaborative consumption articles based on the mentioned criteria and the future research areas, the present study will help future researchers understand the current status of collaborative consumption research in the marketing and consumer behavior discipline and take this research area forward. Our theme-based segregation of collaborative consumption gives a deeper insight to the managers of sharing services concerning the key motivations and constraints of collaborative consumption. This systematic literature review provides a holistic view of consumer behavior in collaborative consumption. It highlights three major research themes (customer-centric studies, sustainability-centric studies, and consumer trust studies) and their related and relevant sub-themes to date addressed in the research studies.

Artificial intelligence [AI] is transforming sustainability marketing by influencing consumer behaviour. This is because of the in terms of engagement with environmentally friendly brands due to increasing raising environmental consciousness and technological development. This paper will examine, through sustainable marketing practices, the impact that AI-enabled sustainability is having in changing the perceptions of consumers and creating a better relationship with sustainable companies. This paper examines sustainable marketing practices and the impact of AI-enabled sustainability on changing consumer perceptions, thereby creating a loyal relationship with brands that focus on sustainability. By employing a Systematic Literature Review [SLR] of 28 articles from the Scopus database, The study using a Systematic Literature Review [SLR] of 29 articles searched in scopus database, the article identifies The study employed the Antecedents-Decisions-Outcomes [ADO] framework, and to identify reveals the key themes, trends, and gaps in AI applications to sustainable marketing and consumer behaviour. The AI sphere is progressing towards the green marketing environment and consumer behaviour. The results demonstrate that consumer trust and loyalty to green brands are built through advanced AI technologies, including machine learning, natural language processing, and personalization. Environmental awareness is a factor that guides consumers to purchase sustainable products and healthy lifestyles, especially among younger generation customers, and the concept of. Green branding and sustainable packaging strengthen the brand’s credibility. The ADO framework emphasises how antecedents (eg, Technological and consumer factors) guide strategic decisions resulting in increased sales of green products, consumer retention of long-term consumers, and improved brand image. The thematic mapping done in this paper reveals motor themes key themes like green marketing, and AI, as well as emerging areas like consumer behaviour and social media, for future research. To make strategic decisions, such as increasing sales of green products, consumer retention of long-term consumers, and better brand image can be achieved. Motor themes [e.g., green marketing, AI] and new areas [e.g., consumption behavior, social media] that should be investigated in the future are revealed with the help of thematic mapping. This paper highlights the AI transformative role and innovative power of AI in aligning marketing strategies with sustainability. It guides researchers and practitioners who want to navigate this evolving landscape.

This research aims to determine the influence of ease of use of e-payment, lifestyle and financial literacy on consumer behaviour. This research uses a quantitative approach with a survey method. The population in this study is the millennial generation who live in Malang Raya. The number of samples taken was 275 respondents. The data analysis technique uses the SEM-PLS analysis technique. This research shows that ease of use of e-payment has a positive and significant effect on consumer behaviour. Lifestyle has a positive and significant impact on consumer behaviour. Financial literacy has a positive and significant effect on consumer behaviour. The findings in this research imply that e-wallet provider companies hope to continuously improve and maintain service quality and literacy related to e-wallet operations, especially for the millennial generation, who can efficiently operate e-wallets to support their consumptive lifestyle behaviour

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The effects of visual sustainability labels on consumer perception and behavior: A systematic review of the empirical literature

Introduction: FOMO, Fear of Missing Out, a psychological phenomenon, has become increasingly significant in both social media and consumer behavior. FOMO occurs when individuals sense that others are experiencing rewarding situations from which they are excluded, causing them to stay constantly connected to social platforms. With the emergence of social media, this tendency has been sharply exacerbated by increases in envy and feelings of inferiority. This phenomenon plays a pivotal role in affecting consumer behavior; by making people frightened of missing exclusive deals or offers of limited duration, it encourages impulse purchases and brand engagement. This paper investigates how FOMO affects consumer decisions and analyses what businesses can do to make good use of FOMO in marketing without harming their customers. Objectives: This study is designed to do the following: (1)What factors contribute to the emergence of FOMO (Fear of Missing Out) in consumer behavior; (2) What are the consequences of FOMO on consumer behaviors, including impulsive buying, brand engagement, and social media fatigue; (3) What factors influence the relationship between FOMO and consumer behavior. In addition, the study will discuss how social media and schemes with a sense of urgency can enhance FOMO's impact on consumer decisions. Methods: A systematic literature review (SLR) is carried out on a portion of Scopus research. The papers cover articles published between 2014 and 2025. The studies selected should cover psychological, social, and technological factors driving FOMO in consumer behavior. Both qualitative and quantitative studies were scrutinized to discuss the antecedents, outcomes, and moderators of FOMO. This approach serves to give an all-around understanding of how FOMO can be catered for in marketing strategies while at the same time minimizing the damage it causes. Discussion: FOMO can encourage consumer involvement and brand loyalty, but it, at the same time, runs the risk of impulse buying and digital weariness. It depends on psychological traits, social factors, and cultural contexts how great an impact FOMO has. This requires marketers to balance their urgency-driven practices with ethics: How can they achieve both happy consumers and still keep FOMO at bay? Conclusions: This review systematically examines the effects of Fear of Missing Out (FOMO) on consumer behavior. We present an overview of the literature bearing on any antecedents, consequences, and moderation of FOMO; over and above that, we also provide a rundown arrangement for this content. FOMO motivates consumer engrossment and transient buys but also results in bad outcomes like impulsive spending. Building on the negative side effects of its appeal to adult peer groups (networkers), FOMO ( Fear of Missing Out ) appears rather inhuman discolored. The study highlights the importance of adopting a balanced approach in marketing activities, which will benefit both consumer health and authenticity. Future research should try to understand FOMO's cultural differences and draw on multi-disciplinary theories to deepen understanding. Marketers can draw on FOMO's potential while protecting the well-being of individuals through collective and balanced development, and they can use marketing that is both moral and truthful.

In this article, we explore the significance of financial literacy in shaping the consumer behavior of Generation Z. Growing up in a world of technology and the internet, this generation faces unique challenges when managing their finances. Despite having access to vast information, they often struggle with impulsive and unplanned consumer behavior, leading to excessive spending. We aim to investigate the impact of financial literacy on the consumer behavior of Generation Z, with a particular focus on college students. To achieve this, we conducted a systematic literature review using secondary data from articles published on Google Scholar between 2020-2023. Our findings revealed three relevant articles that demonstrate a significant positive relationship between financial literacy and prudent consumptive behavior among Generation Z students. While lifestyle and income also play a role in financial management, financial literacy remains a critical predictor of wasteful behavior. We conclude that educational institutions and policymakers should prioritize financial literacy initiatives to equip Generation Z with the necessary skills to manage their finances effectively. Finally, our research highlights the need for comprehensive follow-up studies to compare literacy levels and consumer behavior across different tertiary institutions, providing valuable insight into developing trends and overall financial management among Generation Z.

Global warming has increasingly highlighted the urgent need for action against climate change, particularly as its adverse effects on public health become more evident. This urgency has spurred a demand for sustainable practices in various sectors, including hospitality. Within this context, hospitality management is investigating the intricate relationship between sustainability practices and consumer behavior, particularly in luxury hotels. Researchers are exploring how sustainability influences customer purchase intentions, but existing systematic literature reviews (SLRs) often fall short of providing a comprehensive analysis of the dominant perspectives between hospitality management and related fields. Many SLRs inadequately synthesize the theories and methodologies employed in studying consumer behavior toward green hotels, offering insights primarily into specific aspects like eco-certifications and consumer willingness to pay without integrating these findings into a cohesive theoretical framework. Furthermore, existing reviews often overlook the contributions of different disciplines, such as marketing, economics, and environmental science to consumer perceptions of sustainable practices. This paper aims to fill these gaps by identifying published research on luxury green hotels, examining the methodologies and theories utilized, and suggesting future research opportunities. A systematic review following Kitchenham & Charters (2007) guidelines was conducted on literature published from 2018 to 2024, focusing on this emerging field. Results indicate inadequate application of Stimulus-Organism-Response (SOR) theory in existing research. This paper highlights the contributions of various scholars and concludes with discussions on potential avenues for further research in sustainability and consumer behavior within the luxury hospitality sector.

Sustainable branding has become a critical approach to rural markets, whose consumer behavior is defined by the peculiar socio-economic situation, the traditions of a culture, and environmental issues. Although the subject is receiving increased interest, little research exists that has established the correlation between bibliometric trends and empirical research on the reactions of rural consumers to sustainability efforts. Conceptual models or isolated case studies have been investigated in most studies; little has been done in establishing the relationship between thematic research clusters and actual rural market practices. The gap present in this study is that many studies have been conducted to determine the impact of information and knowledge systems on organizational performance and management in the past seven years (2015-2025), yet these studies were not anchored on a systematic literature review (SLR). To meet this gap, the current article merges both bibliometric analysis and systematic literature review (SLR) of 182 publications conducted in the last seven years (2015-2025) and uses R-Biblioshiny and VOSviewer to detect thematic clusters, patterns, and research Results indicate that the average annual publication increase is 6.39 percent, with China, India, and Indonesia as the leading nations and indicate 5 key themes, namely: green marketing adoption, sustainable branding in developing regions, corporate sustainability and trust, consumer behavior, and CSR in regional contexts. Empirical data have shown that rural consumers focus more on affordability, quality of products, health and safety, environmental commitments related to culture, but have difficulty accessing them, lack sustainability literacy, and do not trust brand claims. The theoretical contribution of the study is that it correlates bibliometric clusters with consumer behavior in rural areas and provides practical advice on how to create transparent, inclusive, and culturally responsive sustainability strategies.

This study aims to determine the effect of self-control and sales promotion partially or simultaneously on consumptive behavior in TikTok Shop social commerce consumers. The research method used in this research is a quantitative method explanatory design with an accidental sampling method. The sample in this study amounted to 351 people. Data collection was carried out using a Likert scale consisting of a consumptive behavior scale, a self-control scale, and a sales promotion scale. Multiple linear regression analysis techniques were used to test the proposed hypothesis. The results showed that: (1) self-control has a significant negative effect on consumptive behavior in TikTok Shop social commerce consumers (p = 0.000; t = -5.221; r partial = -0.270). (2) sales promotion has a significant positive effect on consumptive behavior in TikTok Shop social commerce consumers (p = 0.000; t = 17.351; r partial = 0.681). (3) Self-control and sales promotion simultaneously affect consumptive behavior in TikTok Shop social commerce consumers (p = 0.000; F = 160.111). (4) The results of stepwise regression analysis show that the effect of sales promotion variables on consumptive behavior is 43.8% and self-control variables on consumptive behavior is 4.1%. Keywords: Self-Control, Sales Promotion, Consumptive Behavior, TikTok Shop

This study aims to explore the relationship between family communication and adolescent consumptive behavior through a systematic literature review. The phenomenon of consumptive behavior among adolescents is increasingly evident, driven by digital technology and globalization, which influence lifestyle and social values. Adolescence is a critical stage where identity formation, social acceptance needs, and mass media exposure significantly shape consumption patterns. Consumptive behavior among adolescents is characterized by impulsive buying, brand dependence, overspending, and a lifestyle centered on self-image. Family communication plays a vital role in shaping adolescents' consumption values and behaviors. Effective communication, marked by openness, emotional warmth, reflective discussion, and value consistency, can mitigate excessive consumptive behavior. Conversely, instructional or coercive communication often leads to adolescent resistance and compensatory consumptive behaviors. Contextual factors such as family socio-economic status, parental education, cultural values, emotional relationships, and social media exposure also influence the effectiveness of family communication. This study concludes that high-quality family communication can foster adolescents' critical and responsible consumption literacy. Practical implications highlight the need for education targeting parents, schools, and policymakers to enhance family communication skills in supporting healthy adolescent consumption behavior