Actual Purchase Behavior Research Articles

Organic food purchase decisions from a context-based behavioral reasoning approach

While the burgeoning development of organic foods has received great interest from academicians, the green gap has been posing challenges to the understanding of the inconsistency between consumers' actions and their positive intentions towards organic foods. The latest marketing literature has pointed to the potential of the cognitive and reasoning process taking into account context-specificity as the answer to the problem. Applying the novel Behavioral Reasoning Theory, this study sets out to bridge this gap by providing insights into the context-based reasoning process of Vietnamese consumers. PLS-SEM method was employed to test the proposed hypotheses between values, reasons, attitudes, behavioral intention, and actual purchase behavior among 300 consumers from two big cities (i.e., Hanoi and Ho Chi Minh) in Vietnam. The mediation analysis was conducted for reasons and attitudes. The model was also extended using trust and knowledge factors. Overall, the results suggested the strong cognitive routes originated from values onto reasons and attitudes, whereas attitudes and reasons (for and against) positively influenced purchase intentions. Additionally, the mediational effects of both reasons and attitudes were not established. Trust was found strengthening reasons for and attitudes while mitigating reasons against. Consumers’ knowledge rendered impacts on intentions but not attitudes. Useful implications for academicians, marketers, and policymakers were also discussed.

Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation

This research investigated consumers’ purchase intention and preferences for face masks during the COVID-19 global pandemic. The Theory of Planned Behavior (TPB) was used as the theoretical framework. Empirical data (with 215 valid responses) were collected nationwide from the United States via Qualtrics Panel services. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group comparison (chi-square difference) were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Results indicated that consumers’ purchase intention towards face masks was predicted by consumers’ attitude towards functional attributes, subjective norm, and perceived behavior control. But, in contrast with previous research, purchase intention was not predicted by attitudes towards aesthetic attributes and attitude towards social attributes. Purchase intention positively influenced consumers’ actual purchase behavior towards face masks. Workplace association moderated the path from social attitudes to purchase intention. Based on these results, theoretical and practical implications are discussed.

Purchasing Behavior: Mediating Roles of Brand Personality and Religiosity in the Purchase of Halal Cosmetics

The purpose of this paper is to add to the body of knowledge about brand personality and consumer behaviour to purchase Halal cosmetic products. This study examines the effect of brand personality on the actual purchase of Halal cosmetics products, as well as the moderating effect of religiosity on this relationship. In this study, the population includes Muslim women in Indonesia who have purchased halal cosmetic. The population are represented by 6 big islands in Indonesia and involves 500 respondents. This study was conducted by sending the target population an email invitation to complete an online survey and using social networking using snowball sampling. The data analysis method used is the SEM-PLS approach which is based on the SmartPLS version of 3.2.7. The study found that brand personality has a significant influence on consumers’ actual purchase behaviour. Another finding from this study is that religiosity does not have a moderating effect on the relationship between brand personality and actual purchases. Future research can continue the research of brand personality to other similar industries in other countries and not just the halal cosmetics industry in Indonesia.

Impact of trust and knowledge in the food chain on motivation-behavior gap in green consumption

The motivations and barriers of the actual green purchase behavior are as real as the product itself, which makes it a systematic process to examine the inconsistency between consumers' motivations and their actual behavior (motivation-behavior gap). The study aimed to clarify the direct and indirect effects of motivations on the purchase behavior of green food. The proposed conceptual model was adopted from the Motivation-Opportunity-Ability (MOA) framework and was extended by adding the serial mediation of consumer perceived knowledge and trust as major constructs. Data were collected from 1788 consumers in China. Results provided support for the model and showed that perceived knowledge about the food supply chain could be both barrier and a positive factor of consumers’ purchase behavior, which mainly depends on the trade-off between certification and planting knowledge. Differences in trust exist and consumers hold authorities and certification bodies more accountable than farmers and retailers. For the direct effects, food safety concern is positively associated with behavior, whereas environmental concern is not. Policymakers shall use the results to narrow the motivation-behavior gap, especially for emerging economies.

Menu labeling influence on purchase behaviors: Applying the theory of planned behavior and health consciousness

Mixed findings have been reported in the literature on the effectiveness of menu labeling in assisting consumers to make informed purchase decisions when eating out. Therefore, this study examined factors that influenced consumers’ intentions to use menu labeling and whether these intentions influenced caloric purchases relative to actual caloric needs. While other researchers have assessed impacts of menu labeling on total calories purchased, our study assessed the impact relative to caloric needs, therein recognizing that each consumer has different caloric needs. An extended theory of planned behavior (TPB) incorporating health consciousness served as the theoretical underpinning. The TPB addresses reasons why an individual takes action on a certain behavior; in the case of this research, that behavior was purchasing food. Food purchases were further operationalized using the calorie content of foods and comparing that number of calories to caloric needs. Two-step structural equation modeling was used to analyze 316 surveys from restaurant consumers. Results indicated that attitudes, subjective norms, and health consciousness positively influenced intentions to use menu labeling. Intentions to use menu labeling also significantly influenced actual purchase behaviors (measured as the difference between caloric purchases and caloric needs). Overall, the current research findings provide novel insights for researchers to further explore the role of menu labeling on purchase behavior by using the TPB model with integration of health consciousness.

Determinants of Muslim consumers’ halal cosmetics repurchase intention: an emerging market’s perspective

PurposeDue to a staggering growth rate in the recent past, halal products have attained a significant attention of marketers across countries. However, marketing practitioners seek to have detailed understanding of what drives consumers of different demographics towards this product category so as to better market and position themselves in the competitive landscape. Correspondingly, this study aims to provide insights into the Muslim women consumers’ halal cosmetics purchase behaviour and examines the variables (and their interplay) when purchasing such products.Design/methodology/approachThe data for the study were collected through a self-administered questionnaire from 371 Muslim respondents from India. The data were analysed through structural equation modelling using AMOS 22.0 SEM software.FindingsThe findings of this study reveal that religious knowledge, religious commitment and halal certification(s) affect consumers’ actual purchase behaviour of halal cosmetics, which subsequently drives their repurchase intention. The findings further reveal a non-significant effect of religious orientation with both the actual purchase behaviour and repurchase intention towards halal cosmetics. Additionally, actual purchase behaviour of halal cosmetics is found to positively affect customers’ repurchase intentions.Originality/valueDespite the recent growth of overall beauty industry, this particular segment of halal cosmetics has a huge potential given the phenomenal preference that Muslim consumers have shown in such niche. Therefore, this paper contributes towards examining the key factors influencing consumers purchase behaviour towards halal cosmetics in India that can be capitalized on.

Effect of decisional factors on mutual funds actual purchase behaviour among Indian investors

Indian investors have always shown interest towards savings and investment. Indian economy has shown a shift of preference of investment avenues from traditional avenues like gold and other precious metals to mutual funds. Financial sector is helping Indian economy and mutual fund has emerged as one of the fastest growing sectors. Mutual funds make saving and investment simple, accessible, and affordable. Thus, it has become imperative to study mutual funds from a different angle, which is to focus on investor's perception, expectations, subjective norms and buying behaviour. This research paper is focused on the number of factors that highlights investors' actual purchase behaviour towards mutual funds. This study has included seasoned mutual fund investors as respondents from across India using survey method for collecting data. SPSS Amos 20 was used to analyse data using structural equation modelling (SEM). Results have shown that investor's subjective norms and perceived purchase risk affects purchase decision involvement. It was also found that the role of information search and information processing of mutual funds has a major impact on actual purchase behaviour of an investor.

Organic food consumption in emerging markets after COVID-19: value-attitude-behaviour model

This study aims to analyse the factors responsible to change the attitudes, intentions, and actual purchasing behaviour of customers toward organic food products in Indian and Nepalese consumers. In the current situation of COVID-19, we are more conscious about our food consumption. Organic food has become very famous at this time because of its use of natural and non-harmful factors of production. This study focuses on changing food habits and consumption patterns of consumers toward more healthy organic food. The sample size of this study is 600. Smart PLS and Mann-Whitney test are used to analyse the data. Safety, awareness and attributes have a positive impact on trust formation towards green organic food. Results of the study shows that perceived health, hedonic and social value positively influence consumers' attitudes, which leads to positive intention, which finally leads to green purchase behaviour of consumers.

ОЦІНКА ТА АНАЛІЗ ПОКАЗНИКІВ СПОЖИВЧОЇ ЛОЯЛЬНОСТІ У МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ КОМПАНІЇ

The article is devoted to the systematization, evaluation and analysis of consumer loyalty indicators. It is taken into account that the nature of consumer loyalty is formed by the behavioral and emotional features of consumer behavior and the concept of loyalty includes five main components: customers are completely satisfied with the quality of the brand, consumers want to keep in touch with the company, consumers intend to buy the brand regularly and make cross-purchases, consumers are ready to convey their positive purchase experience and recommend the brand to others, consumers are not intended to buy good/services of competing companies. Indicators of consumer loyalty to the brand are systematized and the following groups are proposed: indicators of actual purchasing behavior, cognitive indicators, perceptual indicators, indicators of behavioral loyalty and indicators of consumer attitude to the loyalty program. The group of actual purchasing behavior indicators includes the following indicators: Customer retention rate, Rate of loyal customers, Repeat purchase rate, Share of wallet, Churn rate, Cross-sales and up-sales metrics. The group of cognitive indicators includes indicators that characterize the level of consumer awareness of the brand, his intentions regarding future interaction with the company, as well as rejection of alternative products of competitors. It is highlighted that perceptual indicators are determined by measuring the consumer satisfaction index, which is derived from three manifest variables: the level of overall satisfaction, the degree of expectancy disconfirmation and brand performance (comparison to an ideal), as well as measuring consumer attitudes towards the brand. Indicators of behavioral loyalty reveal the consumer's behavioral relationship with the company, reflect heightened levels of brand involvement that in turn result in an increased information search about company marketing activities, its new products, discounts, event marketing etc. So an indicator of consumer communication activity through word of mouth and social networks, an indicator of consumer involvement in the company's marketing activities and an indicator of consumer communication with the company are outlined. It is noted that the results of the study are useful for companies to improve the effectiveness of marketing audit and implement a comprehensive assessment of the level of consumer satisfaction as well as increase the overall efficiency of its marketing activities.

Effect of decisional factors on mutual funds actual purchase behaviour among Indian investors

Effect of decisional factors on mutual funds actual purchase behaviour among Indian investors

Understanding the actual buying behaviour of organic food users in India: a PLS-SEM approach

Understanding the actual buying behaviour of organic food users in India: a PLS-SEM approach

Antecedent Factors of Green Purchasing Behavior: Learning Experiences, Social Cognitive Factors, and Green Marketing.

This study extends the theory of planned behavior (TPB) framework by introducing three further variables (i.e., learning experience, contextual factors, and green marketing) to explain how behavioral intention and actual behavior are induced by situational factors as well as green advertising from the company. Then, this study has four objectives. First, this study will assess the direct effect of personal factors (i.e., demographic factors) and contextual factors on learning experience and the direct effect of personal factors (i.e., demographic factors) on subjective norms. Second, this study will assess the direct effect of learning experience on social cognitive factors for a specific green product. Third, this study will assess the direct effect of social cognitive factors on intention purchasing behavior. Finally, this study will assess the role of green marketing as a moderating variable for the relationship between intention and purchasing behavior. Data used in this study were primary data, which were collected through closed questionnaires with a five-point Likert scale. This study succeeded in obtaining 602 valid data from the results of filling out questionnaires by participants. This study uses the partial least square (PLS) method with SmartPLS 3.0 for data processing. The result of data processing indicated that outcome expectation, self-efficacy, and subjective norms had significant positive effects on purchase intention for green personal care products. This study also found that the learning experience influenced both outcome expectation and self-efficacy. Although weak, the learning experience was influenced by demographic factors and contextual factors. The demographic factors that affect learning experience were gender and level of education. The contextual factor has a more substantial influence on learning experience in developing consumption-related attitudes to green personal care products than the demographic factor. Finally, this study also found the direct effect of intention on actual purchase behavior and the positive role of green marketing as the moderating variable.

Instagram Influencers: The Role of Opinion Leadership in Consumers’ Purchase Behavior

Instagram has gained momentum in influencer marketing for cosmetic products. This study aims to examine the antecedents of social media opinion leadership and its effects on consumers’ actual purchase behavior. The results based on a sample of 223 followers reveal that originality, quality, and quantity are essential elements leading a user to be perceived as an opinion leader. Besides, opinion leadership impacts consumers’ purchase intention, actual purchase behavior, and purchase loyalty. These findings deepen our understanding of the effects of opinion leadership on consumers’ purchase decisions. Moreover, the findings have beneficial implications for developing effective social media marketing communication strategies.

Not just intentions: predicting actual purchase behavior in sport sponsorship context

PurposeThe scope of this study was to underline the specific aspects of positive consumer attitude and behavior related to sports sponsorship. In more detail, the purpose of this study was to establish a comprehensive sponsorship framework integrating Beliefs about sponsorship, Sponsor's Image, Fans' Attachment with the team, Team's Performance, Fans' Sport Involvement, Sponsors' Sincerity, Awareness of Sponsors, Attitude toward Sponsors, Purchase intentions and Actual Purchases.Design/methodology/approachQuantitative method was utilized and a sum of 2,752 questionnaires were effectively assembled and analyzed by means of SPSS and AMOS. The results of a structural equation model provide an exceptional conceptual framework that underlines the significance of comprehending the role of important factors in sponsorship efficiency.FindingsThis paper provides the context for a discussion. It shows that various antecedents have a significant effect on real – instead of just intentions – purchase behavior regarding sponsors' products and services.Research limitations/implicationsVarious implications for future researches as well as strategies to boost the advantages for both sport clubs and sponsoring firms can be drawn from the suggested model.Originality/valueUp to present, only a handful of empirical studies have looked at the effect of sponsorship on the consumer. The majority of sponsorship studies measure the impact of the sponsorship effort on the recall and recognition of sponsors, with empirical results being inconclusive, with some studies showing high levels of recall and recognition while others show only marginal impact on recall and recognition. The present research provides a comprehensive framework, which can guide future studies by isolating the effect of sponsorship on actual purchase behavior, instead of just estimating individuals' purchase intentions.

Determining Factors that Influence Indonesian Consumers’ Sustainable Purchase Behavior

Previous research has found a poor correlation between consumers' positive attitudes on sustainable purchasing and their actual purchasing behavior; this term can be referred to as an attitude-behavior gap. This study aims to identify factors that influence consumers' sustainable purchase behaviors and generate recommendations for a marketing approach. A survey has been done on 150 respondents, consisting of Millennials and Generation Z in Jabodetabek, Yogyakarta, and Bandung, with the utilization of Social Cognitive Theory (SCT). The study uses SEM-PLS Confirmatory Factor Analysis (CFA) to examine the results. The hypothesis test shows that Supportive Behavior for Environmental Organizations and Perceived knowledge about sustainability issues are the two most significant factors influencing consumers' sustainable behavior; besides that, Perceived Marketplace Influence is the only variable proven not positively to influence consumer sustainable behavior. These findings can be utilized to generate marketing approach recommendations for SMEs in Indonesia that apply sustainability value by paying more attention and make it more relatable to the variables that have proven to influence consumers' sustainable purchase behavior significantly.

Stairway to organic heaven: The impact of social and temporal distance in print ads

Multiple studies employ consumers’ intentions rather than actual purchases when assessing organic food consumption. These studies typically suggest a green bias in organic market share. Employing reactance and construal level theory, this research investigates the impact of one’s social distance to the character depicted in ads (animal vs. human) and the temporal distance (present vs. future) toward organic animal husbandry on consumers’ purchase responses directly; indirectly, as related to the portrayed character; and generally to organic foods. Three 2 (temporal distance: low, high) × 2 (social distance: low, high) between-subjects experiments demonstrate that low social distance depicting humans rather than animals induces psychological reactance, which impedes purchase intentions of organic groceries, whereas ads featuring high social and temporal distance (depicting animals in an ideal future husbandry state) increase consumers’ purchase intentions and actual purchase behavior, even for products with no direct connection to the depicted character in the ads.

Do Health, Environmental and Ethical Concerns Affect Purchasing Behavior? A Meta-Analysis and Narrative Review

Much attention has been given to how we can make consumption more responsible—better for the planet and society. However, research on the associations between consumer purchasing behavior and their psychological concern for health, the environment and ethics lacks consensus on the significance and directionality of these concerns. This study aims to examine how (relatively) important these concerns are in determining consumer purchasing behavior. Systematic searches were conducted in PubMed, EconLit, Web of Science and Scopus databases from 2000 to 2020. Results were summarized through narrative synthesis of the evidence and meta-analysis. The meta-analysis revealed a significant positive correlation between health, environmental and ethical concerns and purchasing behavior, indicating that changes in health, environmental and ethical concerns will result in a consistent shift in purchase behavior towards choices consistent with the concern. This association is susceptible to moderating factors including types of products (food, non-food and non-specific products) and country’s level of economic development. In addition, the health, environmental and ethical concerns appear to have a weaker impact on the actual purchase behavior than on purchase intention, suggesting that interventions should focus on translating these “purchasing intentions” into actual purchasing behaviors. Narrative review of the studies that were not subject to meta-analysis showed good agreement, with almost all relationships reported having the same direction as those indicated by the meta-analysis. Overall, this study suggests that there is substantial potential for marketing strategies aimed at encouraging pro-health, pro-environment and ethical purchasing behaviors.

Influence Mechanism of Energy Efficiency Label on Consumers' Purchasing Behavior of Energy-Saving Household Appliances.

Mandatory energy efficiency label is an effective way to change consumers’ consumption habits and guide them to buy energy-saving appliances. However, few studies concerned about the impact of energy efficiency label on consumers’ purchasing behavior. Based on the theory of planned behavior (TPB), social cognitive theory and signaling theory, this paper constructs a theoretical model of the effect of the energy label on consumers’ purchasing behavior of energy-saving household appliances. The survey data of 396 household appliance consumers in Mianyang City, China, are collected by the interception method, and the theoretical model is tested by structural equation modeling (SEM). Empirical results of this study indicate that consumers’ cognition and perceived value of energy efficiency label significantly affect label trust. Perceived value has a significant impact on consumers’ purchasing behavior of energy-saving appliances, while label cognition and label trust indirectly influence consumers’ purchasing behavior through the intermediary variable of purchase intention. External environmental factors such as publicity and education as well as subjective norms affect consumers’ actual purchasing behavior through the intermediary effect of purchase intention. This study provides important insights into the policy intervention measures to promote consumers’ purchasing behavior of energy-saving appliances.

Social presence or physical presence? Determinants of purchasing behaviour in tourism live-streamed shopping

Travel live streaming has become an important tool for tourism marketers to attract and engage potential travellers, especially after the outbreak of Covid-19. Drawing on the presence theory, this study empirically explored the factors influencing consumers' purchasing behaviour in live-streamed shopping for tourism products. Data were collected manually from live-streamed events and analysed using multiple linear regressions. The results show that the physical presence factor effectively alleviates unsalable situations (i.e., circumstances where the product is not sold), while social presence by itself is not an adequate stimulus to greatly improved sales outcomes. Some basic features of live-streamed shopping such as the professionalism level of the platforms and the live-streaming anchors also play a role. The novel feature of this study is the understanding of the relationships between presence and customers' actual purchasing behaviour in tourism live-streamed shopping (TLSS).

Consumer ethnocentrism and purchasing behavior: moderating effect of demographics

PurposeThis study aims to investigate consumer ethnocentrism and determine its impact on actual purchasing behavior in relation to six product categories. It also examines the role of demographic variables as moderators in the relationship between ethnocentric tendencies and purchasing behavior.Design/methodology/approachA total of 467 completed questionnaires were obtained through convenience and snowball sampling. Data were analyzed using SPSS-24 and AMOS-23 software: SPSS to conduct the exploratory factor analysis and AMOS for the confirmatory factor analysis. Regression analysis was performed to determine the effect of ethnocentrism on purchasing behaviors; the SPSS process was used to test the moderating effects.FindingsThe consumer ethnocentric tendencies scale was collected in two dimensions: hard ethnocentrism, which influences actual purchasing behavior in five product categories; and soft ethnocentrism, which influences actual purchasing behavior in only two product categories. The results show that the effect of consumer ethnocentrism on purchasing behavior differs across product categories. Further, gender, marital status and personal income moderate this relationship.Originality/valueFew studies investigate purchasing behavior across several product categories and the literature on consumer ethnocentrism does not address the impact of demographic variables as moderators in consumer behavior. This study contributes to the existing literature in four ways. First, it was conducted in Azerbaijan, a country with specific characteristics. Second, it examines the impact of ethnocentric tendencies on actual purchasing behavior. Third, it examines purchasing behavior in relation to six different product categories. Fourth, the moderating effect of demographic variables was tested.