The influence of online social interaction propensity on purchase intention: The moderating role of neuroticism

This study examines the connection between schadenfreude, personality traits (narcissism and jealousy), and e-consumers' purchase intentions toward counterfeit products in a GCC nation, specifically Saudi Arabia. It aims to understand how these personality traits and schadenfreude affect the likelihood of purchasing counterfeit sustainable products online. A quantitative cross-sectional design was used, with data collected from 309 e-consumers via an online survey. Stratified random sampling ensured diverse representation among participants. Structural equation modeling (SEM) was applied to analyze the data using SPSS 25 and AMOS 24 software for thorough statistical examination. The results indicate that personality traits, such as narcissism and jealousy, significantly predict schadenfreude among e-consumers. Furthermore, schadenfreude has a direct influence on their intentions to buy counterfeit sustainable products. The study also reveals that these negative personality traits heighten the impact of schadenfreude on purchase intentions, demonstrating a complex interaction between personality and emotional factors in consumer behavior. This research is one of the first to explore the relationship between personality traits, schadenfreude, and purchase intentions in e-commerce within a GCC nation. Its findings offer valuable insights for marketers and policymakers on how dark personality traits can shape sustainable consumption behaviors, helping them better promote sustainable products in the region.

Purpose The study examines the factors contributing to young consumers’ preloved clothing purchase intention and behavior. Design/methodology/approach Data was collected from 301 respondents using quantitative methodology. PLS Structural Equation Modelling (SEM) was performed to test hypotheses. The study extends the Theory of Reasoned Action by incorporating the Value-Belief-Norm theory to explore environmental consciousness in sustainable behaviors. It integrates public self-consciousness in the relationship of purchase intention with purchase behavior and employs Multi-Group Analysis to compare existing-consumers' purchase intentions with those of new-consumers. Findings Consumers prioritizing environmental consciousness, frugality and subjective norms have higher preloved purchase intentions. Purchase intention mediates the relationship between environmental consciousness, subjective norms and purchase behavior. Consumers with high public self-consciousness tend to follow through with their purchase intentions. Moreover, price-conscious existing-consumers of preloved clothing have higher re-purchase intentions. Research limitations/implications Marketers and policymakers aiming to promote sustainable fashion could leverage environmental consciousness, price consciousness and societal pressures in awareness campaigns. Moreover, the study underscores the significance of public self-consciousness and prior preloved purchases in determining future consumption. Originality/value The study advances the understanding of the unexplored behaviors of young preloved clothing consumers in Pakistan, the second largest importer of preloved clothes and an under-researched market for such consumption. By integrating public self-consciousness and prior preloved purchases in the TRA framework, the study contributes to limited research exploring the role of individual traits and preferences in influencing sustainable fashion consumption.

Green cosmetics are becoming increasingly popular as consumers' awareness of the environment grows. This study explores the relationship among Indonesian consumers' attitudes toward green cosmetics, environmental consciousness, behavioral control, subjective norms, product knowledge, purchase intention, and purchasing behavior. Data were collected from 310 respondents through an online questionnaire from various groups of men and women, then analyzed using Descriptive Statistical Analysis and SEM (Structural Equation Modeling). The research findings indicate that attitudes towards green cosmetics significantly influence purchase intention, and environmental consciousness also plays a crucial role in driving purchase intention. Perceptions of behavioral control and subjective norms also significantly affect purchase intention. Product knowledge has a significant impact on attitudes towards green cosmetics. Purchase intention significantly influences actual purchasing behavior. Exciting differences are observed between men and women. Environmental consciousness significantly impacts women's purchase intention, while behavioral control and subjective norms are more dominant in influencing men's purchase intention. The implications of this research are essential for producers and marketers of green cosmetics, offering insights for developing effective marketing strategies. This study highlights the importance of different approaches when targeting male and female consumers, considering the factors influencing their purchase intentions and behavior. These findings contribute to a deeper understanding of consumer behavior related to green cosmetics, encouraging environmentally friendly consumption patterns.

Purpose - The circular economy (CE) has become a topic of dialogue among academia, companies, and public bodies. Consumers are key actors in the circular economy loop, yet consumer behavior remains at the periphery of research in this area. This study aims to propose and empirically test the barriers and drivers that influence consumers’ purchase behavior in the context of refurbished smartphones through the mediating roles of switching intention and purchase intention. Design/methodology/approach - The study first reviewed previous research and developed hypotheses related to the research objectives. Structural equation modeling (SEM) was conducted to test the hypotheses, employing survey data gathered from 762 consumers in Vietnam. Findings - Our findings suggest that purchase behavior is directly influenced by switching intention and purchase intention of consumers, as well as prices, attitudes, subjective norms, and convenience had a significant positive effect on switching intention and purchase intention. In addition, consumer innovativeness had a significant positive effect on switching intention, and perceived risk had a significant negative effect on switching intention. Moreover, switching intention and purchase intention are found to mediate the relationship between push, pull, and mooring factors and purchase behavior. Practical implications - This research informs refurbishers and marketing managers about proper product development and marketing strategies and ultimately increases consumers’ purchase behavior. Originality/value - This research extends the existing literature by accentuating the role of the push, pull, and mooring factors in promoting the adoption of refurbished products. Keywords Circular economy, purchase behavior, purchase intention, switching intention.

Background The rising demand for energy in India due to tropical weather conditions, rising income levels and rapid urbanization has caused an increase in buying and use of air conditioners. Air conditioners are energy guzzlers. Strangely, although there is a high consideration for use of energy efficient air conditioners and high concern for the environment, yet the adoption of these appliances is considerably less, leading to an energy efficiency gap. Focus of the Article The present study aims to fulfill the energy efficiency gap by comparing the influence of psychological factors (expanded Theory of planned behavior (TPB) model) with technical factors (Diffusion of innovation (DOI) model) on the intention to purchase energy efficient air conditioners. The study also compares serial mediating effects of expanded TPB constructs and DOI constructs to transform environmental concern into purchase behavior towards energy efficient air conditioners. Research Questions The study attempts to answer the research questions, how do psychological factors influence purchase intention towards energy efficient air conditioners, how do technical factors influence purchase intention towards energy efficient air conditioners, and what extent, psychological and technical factors, carry the influence of environmental concern on purchase behavior towards energy efficient air conditioners? The hypotheses stipulate that the psychological factors and the technical factors have a significant influence on intention. The study also compares the sequential mediation of psychological and technical factors that carry the effect of environmental concern on purchase behavior towards energy efficient air conditioners. Methods A quantitative descriptive study was carried out by distributing a self-administered questionnaire within three regions: Delhi & NCR, Punjab and Tri-city. The data collected from 424 respondents have been analysed using AMOS 23.0. Path analysis has been used to test the direct relationship of psychological and technical factors on purchase intention towards energy efficient air conditioners. Further, serial mediating effects were analysed using bias-corrected bootstrapping analysis in AMOS 23.0. Results Both psychological factors and technical factors (except trialability) significantly influence purchase intention towards energy efficient air conditioners. However, the psychological factors have been found relatively more influential than technical factors. Further, psychological factors sequentially mediate the effect of environmental concern on purchase behavior, whereas technical factors do not mediate. Importance to Social Marketing Field Social marketing practitioners can promote the adoption of energy efficient air conditioners by designing interventions based on extended TPB model to transform environmental concern into purchase behavior. The study will contribute towards bridging the energy efficiency gap, considering the infirm impact of current commercial marketing campaigns focusing solely on technical aspects. Recommendations for Research/Practice The present study manifests that integrated marketing communication based on both the types of TPB and DOI constructs will put synergetic impact on purchase intention. Limitations The context of the study is limited in terms of one product, regions and households covered. Future studies can be carried out with larger samples, multiple products, and wider regions to generalise the study’s findings in situations involving pro-environmental purchase behavior.

Non-fungible tokens (NFTs) are scarce digital assets, whose limited supply significantly affects consumers’ product perception and purchase behavior. Few studies have examined consumers’ cognitive evaluations and purchase intention towards NFTs in the context of Chinese luxury fashion brands. This paper aims to close this gap by investigating the impact of consumers’ cognitive perceptions (i.e., perceived scarcity, perceived uniqueness, and perceived value) and personality trait (i.e., need for uniqueness) on their purchase intention towards luxury fashion NFTs. The mediating effect of perceived value between perceived uniqueness and purchase intention was also tested. A total of 251 valid questionnaires were collected via purposive sampling and analyzed using partial least squares structural equation modeling. Drawing on the commodity theory, significant relationships were found between scarcity, need for uniqueness, the resulting cognitive factors (perceived uniqueness and perceived value) and purchase intention. Chinese consumers perceive the NFTs of luxury brands to be scarce and need uniqueness, which enhances their perception of uniqueness and consequently, their perception of value. Perceived value then positively affects purchase intention, which supports the mediating role of perceived value. This study validates the importance of scarcity for NFTs from luxury fashion brands in China, providing valuable references for luxury brand marketers and academicians.

PurposeThe purpose of this paper is to investigate millennials’ purchase behaviours towards green housing in India. This paper also examines the mediating effect of purchase intention between determinants of buying green housing and purchase behaviour in the real estate industry.Design/methodology/approachA cross-sectional research design was applied to collect data from 393 rural and 388 urban millennials. This study used “partial least squares structural equation modelling” to verify the framed hypotheses.FindingsThe outcomes indicate that attitude, environmental concern and green trust substantially influence the purchase intention and purchase behaviour towards green housing in rural and urban studies. However, perceived risk has an insignificant effect on purchase intention and purchase behaviour towards green housing in both studies. Likewise, innovativeness insignificantly impacts the purchase intention in study rural while substantially impacting the purchase behaviour in both studies. Additionally, a favourable relationship between purchase intention and purchase behaviour towards green housing in both rural and urban contexts.Practical implicationsThis study provides fruitful evidence for practitioners, marketers and academicians about the drivers of purchase behaviour toward green housing. The results of this study also enable regulatory bodies to design appropriate strategies and tactics to foster the sustainable growth of nations.Originality/valueThis paper is a preliminary attempt to explore the decision to buy green housing in India. Furthermore, the authors targeted a specific age group, especially millennials, to gain a valuable understanding of how different factors affect green housing decisions in different areas, that is, rural and urban areas.

Transforming ecological value into economic value is an important challenge regarding China’s protected natural areas. The key strategy is to develop a regional public brand and increase the premium of eco-products. A brand–quality–price model was proposed to analyze the factors influencing consumers’ purchase intention and behavior toward eco-agricultural products from China’s protected natural areas. The data came from a questionnaire survey sample of 300 consumers in Zhejiang Province. The results show that there is a gap between purchase intention and actual behavior: (1) For purchase intention, brand awareness, brand trust, perceived quality, and perceived price had significant positive influences. (2) For purchase behavior, brand awareness, and purchase intention had direct impacts. However, brand trust did not directly affect behavior. (3) Age, monthly income, and marital status had significant effects on purchase intention and behavior. However, purchase intention and behavior were not affected by gender, and the educational level had significant effects on purchase intention but had no significant effects on purchase behavior. (4) Consumers were willing to pay 17.13% more than the price of the ordinary products. This study provides important references for brand development and valuable experience for establishing ecological product value realization mechanisms in other protected natural areas.

Consumers have become more open to the use of natural cosmetics. The production of natural cosmetics has grown in recent years because of demand from consumers who are concerned about skin health, product quality, and beauty. The presence of harmful chemicals in cosmetics has made consumers realize the importance of being “natural”. This paper focused on identifying the factors that influence Indian consumers’ purchase intentions and purchase behavior towards natural cosmetics. The theory of planned behavior (TPB) was used to study the purchase intentions and purchase behavior of male and female consumers of natural cosmetics. In India, there has, in recent years, been a growing demand among males for cosmetics and specifically natural cosmetics. We studied the differences between male and female consumers’ purchase intentions and purchase behaviors by using the structural equation modeling of SmartPLS 3.0. A study of 335 women and men in India revealed that Attitude towards Environment and Natural Cosmetics had a positive influence on Purchase Intention and, subsequently, Purchase Behavior. There was also a positive influence of Perceived Behavioral Control on Purchase Intention. Product Knowledge had an indirect impact on Purchase Intention through Attitude towards Environment and Natural Cosmetics, as well as an indirect impact on Purchase Behavior through Purchase Intention. Subjective Norms was the only factor that did not have a significant positive impact on Purchase Intention and Purchase Behavior. However, the influences of the variables on Purchase Intention and Purchase Behavior did not differ between male and female consumers, thereby offering evidence of the similarity between men and women in their natural cosmetics purchase behavior.

The impact of imitation on Chinese social commerce buyers’ purchase behavior: The moderating role of uncertainty

The growing dominance of social media as a marketing platform underscores the importance of understanding how influencer credibility affects consumer behavior. Social media influencers, through effective personal branding and content creation, form strong connections with their followers, significantly impacting their audience’s perceptions, attitudes, and purchasing decisions. This study explores the effects of social media influencers’ source credibility, comprising trustworthiness, expertise, and attractiveness, on consumers’ purchase intentions and behaviors regarding beauty products in Vietnam. A quantitative approach was utilized, with data collected from 269 Vietnamese consumers through a structured questionnaire and analyzed using partial least squares structural equation modeling. The results showed that all three components of source credibility, including trustworthiness, expertise, and attractiveness, significantly and positively influenced consumers’ purchase intentions for beauty products. Among these factors, expertise had the strongest effect on purchase intention (β = 0.289, p < 0.001), followed by trustworthiness (β = 0.216, p = 0.001), and attractiveness had the weakest influence on purchase intention (β = 0.195, p < 0.001). Moreover, purchase intention was found to have a significant positive impact on purchase behavior (β = 0.545, p = 0.004). These findings provide valuable insights for marketing managers and companies seeking to optimize their influencer partnerships by selecting influencers whose credibility aligns with their brand values and leveraging their expertise to build consumer trust, drive engagement, and influence purchase decisions. AcknowledgementThe researchers express sincere gratitude to all the participants who participate in this research study.

The increasing popularity of green cosmetic products among consumers who prioritize skin health, quality, and beauty has driven the production of these products. Growing awareness of harmful toxins in traditional cosmetics is leading consumers to prefer natural alternatives. This study aimed to identify the factors influencing Indian consumers' buying behaviour and purchase intentions toward green cosmetics, focusing on both male and female consumers. To achieve this, a thorough evaluation of the literature from Scopus-indexed journals was conducted, employing the theory of planned behavior as the theoretical framework. The study used Smart PLS 3.0's structural equation modeling to analyze data and performed a multi-group analysis to explore variations in purchasing intentions and actions between male and female consumers. The research indicated an increasing demand for green cosmetics among males in North India. Findings revealed that subjective norms significantly influenced both purchase behaviour and purchase intention. Additionally, perceived behavioural control and subjective norms positively impacted purchase intention, which in turn indirectly affected purchase behaviour. Interestingly, environmental concerns did not influence consumers' actual purchasing intentions or behaviour. The analysis also demonstrated no significant differences between male and female consumers regarding the impact of various factors on their purchase intentions and behaviours. These findings provide valuable insights for policymakers and marketing managers aiming to promote green cosmetic product purchase behaviour. Recognizing that subjective norms and perceived behavioural control are crucial drivers of purchase intention and behaviour can help in devising effective marketing strategies. Despite the absence of significant gender differences in the factors influencing purchase behaviour, the increasing interest in green cosmetics, especially among males, highlights a broader market potential for these products. This research underscores the importance of focusing on social and behavioural influences to encourage the adoption of green cosmetics.

Background The increasing popularity of green cosmetic products among consumers who prioritize skin health, quality, and beauty has driven the production of these products. Growing awareness of harmful toxins in traditional cosmetics is leading consumers to prefer natural alternatives. This study aimed to identify the factors influencing Indian consumers' buying behaviour and purchase intentions toward green cosmetics, focusing on both male and female consumers. Methods To achieve this, a thorough evaluation of the literature from Scopus-indexed journals was conducted, employing the theory of planned behavior as the theoretical framework. The study used Smart PLS 3.0’s structural equation modeling to analyze data and performed a multi-group analysis to explore variations in purchasing intentions and actions between male and female consumers. Results The research indicated an increasing demand for green cosmetics among males in North India. Findings revealed that subjective norms significantly influenced both purchase behaviour and purchase intention. Additionally, perceived behavioural control and subjective norms positively impacted purchase intention, which in turn indirectly affected purchase behaviour. Interestingly, environmental concerns did not influence consumers' actual purchasing intentions or behaviour. The analysis also demonstrated no significant differences between male and female consumers regarding the impact of various factors on their purchase intentions and behaviours. Conclusion These findings provide valuable insights for policymakers and marketing managers aiming to promote green cosmetic product purchase behaviour. Recognizing that subjective norms and perceived behavioural control are crucial drivers of purchase intention and behaviour can help in devising effective marketing strategies. Despite the absence of significant gender differences in the factors influencing purchase behaviour, the increasing interest in green cosmetics, especially among males, highlights a broader market potential for these products. This research underscores the importance of focusing on social and behavioural influences to encourage the adoption of green cosmetics

This study examines the green purchase awareness of Philippine youth consumers and its influence on green purchase intention and, ultimately, their green purchase behaviour. The study used the theory of planned behaviour as a conceptual framework. The research used an online five-point Likert scale questionnaire and gathered data from accounting and business students in the Philippines; data were collected from 923 usable respondents and then validated and analysed using structural equation modelling (SEM). The findings suggest that respondents’ awareness of environmental degradation’s consequences influences green purchase intention and positively mediates green purchase behaviour. The attitudes, norms, and respondents’ perceived behavioural control represent the environmental awareness beliefs; they positively and significantly contributed to green purchase intention, which contributed to green purchase behaviour. The study is original in that it examines the applicability of the theory of planned behaviour in the context of the Philippines, which has legislative backing for environmental awareness among the citizens. It also investigates the extent to which subjective norms can influence personal behavioural control and mediate towards green purchase intention. The findings contribute to the Philippine setting; however, it is extensible with further research on emerging nations that share societal cultures. The data obtained sufficiently explain the phenomenon using the theory of planned behaviour; combining it with Hofstede’s model of societal culture can increase explanatory power for societal-based studies on purchase intention and behaviour. In a high-power distance and collective societal-cultural setting, findings support the argument that environmental awareness contributes to green purchase intention and buyer behaviour. The proactive stance of making the population aware of the environmental effects is noticeable. However, they provide a low-level explanation of their intention to purchase green products and a medium-level explanation of translating purchase intention to purchase behaviour. Hence, we recommend the government review their approach to making people environmentally aware, which measurably translates into green purchasing intention and purchasing behaviour.

Sponsorship is increasingly important in a firm's communication mix. Research to date has focused on the impact of sponsorship on brand awareness and its subsequent consequences for image congruency and consumer attitudes towards sponsors' brands. A lesser studied area is the effect of sponsorship on consumers' purchase intentions and behaviours. We argue that existing models of sponsorship driven purchase behaviour fail to account for affective commitment, which mediates relationship between affiliation with the team and social identification with the team. We propose a modified framework describing the effect of sponsorship on purchase intentions in the context of low and high performing sports teams. The framework is tested using structural equations modelling; employing PLS estimation and data collected via online survey of AFL chat room participants. Results confirm the role of affective commitment in sport sponsorship purchase intentions and indicate that team success has a significant influence on fans' purchase behaviours.