Consumer Attitudes Research Articles

The Effect of Motivators and Barriers on Attitudes and Willingness to Consume Dairy Functional Foods in Hungary

As the global trend for healthy eating grows, firms are emphasising dairy functional foods (DFFs). This study looks into the relationship between consumer attitudes and readiness to consume DFFs, taking into account how a healthy lifestyle might both motivate and deter people from using them. Hungary was chosen because consumer behaviour towards functional foods is under-researched in comparison to Western Europe. Data were generated using a survey questionnaire from 313 respondents. The results of Partial Least Squares (PLS) analysis revealed that consumer attitudes had a considerable influence on the desire to consume DFFs. Furthermore, the motivators and barriers had a direct influence on willingness through the consumer attitudes that serve as mediators. These findings show the need for targeting consumer attitudes and lifestyle characteristics in order to increase the market acceptance of DFFs.

Analysis Of Factors Influencing Consumer Purchase Intention For Electric Cars: A Case Study In Greater Jakarta

The demand for electric cars has significantly increased in recent years, but it represents only a small fraction of the total new vehicles sold globally. This study aims to analyze the factors influencing consumer purchase intentions towards electric cars in the Greater Jakarta area (Jabodetabek). Using a survey method, data were collected from individuals who are considered capable of purchasing electric cars, either through installment plans or cash payments, and analyzed using partial least squares structural equation modeling (PLS-SEM) to test the research hypotheses. The results indicate that government incentives, ease of access to charging infrastructure, perception of resale value, product diversification, social influence, environmental concern, and consumer attitudes significantly and positively influence purchase intentions towards electric cars. However, the perception of purchase price did not show a significant effect. The findings suggest that strategic initiatives by policymakers and manufacturers, such as continuous government incentives, expansion of charging infrastructure, and effective marketing strategies leveraging social influence and environmental benefits, are crucial for promoting electric car adoption in Jabodetabek. This study provides valuable insights for understanding consumer behavior towards electric cars in emerging markets and offers useful information for enhancing market penetration.

Green hotels visit intention among young adults: integrating the familiarity, novelty, trust, perceived risk, and theory of planned behaviour

Previous hospitality research typically focuses on consumers’ positive attitudes and intentions toward addressing an existing research gap in the literature on consumer attitude and behaviour in green hotel marketing. Those studies have frequently neglected to investigate the effects of negative attitudes and perspectives. This study aims to explore the relationships between seven indicators of perceived risk, familiarity, novelty, trust, attitude, subjective norm, perceived behavioural control, and intention to visit green hotels. A total of 606 questionnaires were collected and analysed using structural equation modelling. Results showed that perceived risk negatively influences trust, subjective norm, and perceived behavioural control. Familiarity positively influences perceived risk but negatively influences attitude. Novelty negatively influences perceived risk and attitude, while trust positively influences attitude and intention. Subjective norm positively influences attitude, perceived behavioural control, and intention, and attitude influences intention. This study provides an alternative negative factor perspective on green hotel visitation using a theoretically driven approach.

Environmental Activism: Analyzing the Attitudes of Eco-Friendly Consumers

This study aims to examine the influence of environmental knowledge and environmental concern on environmental attitude and environmental activism. Environmental degradation, caused by various factors, is a critical issue that necessitates investigation. Knowledge is an essential aspect, while environmental concern represents the willingness to take action. This research employs a quantitative approach to test these variables with a sample size of 259 individuals who are environmentally conscious and engage in eco-friendly activities, both personally and through campaigns. Data were collected using a questionnaire administered to the Indonesian public, who generally require greater literacy on environmental sustainability. The results indicate that environmental knowledge significantly impacts environmental attitude and environmental activism. These findings underscore the importance of education and campaigns in providing understanding and achieving widespread impact. The study also reveals that environmental concern contributes to fostering care and environmental activism. The implications of this research highlight the need to enhance conservation campaigns and education to increase public awareness of environmental issues and encourage the application of this understanding in everyday practices.

The Application of Nanotechnology in Various Food Categories and Packaging

Nanotechnology has the potential to revolutionize the food industry by enhancing safety, quality, and shelf life. However, public acceptance is crucial for successful commercialization. This study provides a comparative analysis of consumer perceptions, attitudes, and willingness to purchase nanotechnology-based products across various food categories (processed foods, beverages, dairy, meat, fresh produce) and packaging applications (active, intelligent, biodegradable). Findings indicate that acceptance varies significantly based on food category and packaging type. Key influencing factors include perceived risks/benefits, knowledge/awareness, trust in regulations, and sociocultural/demographic variables. The study emphasizes the need for effective risk communication, transparent labeling, and public engagement to enhance consumer trust. Insights can guide policymakers, researchers, and industry in developing targeted strategies to address concerns and promote responsible nanotechnology development in the food sector.

Attitudes of consumers towards ethical buying and fair trade in Slovakia

Nowadays, more and more consumers have an increased interest in the field of ethics and social responsibility, which they present in connection with the companies they buy from. The attitude towards ethical shopping becomes particularly important in the context of sustainable development and environmental protection. Slovakia, as a member of the European Union, is not left out of this trend. In the contribution, we focus on the attitude of consumers in Slovakia towards ethical shopping through an applied questionnaire inquiry. Ethical shopping is the way consumers think when choosing products, considering the conditions under which products are produced, distributed, and disposed. When choosing products, consumers consider not only the impact of these products on the environment but also whether adequate working conditions were observed during their production. We obtained data on the attitudes of consumers in Slovakia through a survey, using the questionnaire method. The survey focused on selected areas of ethical shopping, with a special focus on fair trade and its knowledge among consumers in Slovakia. Based on the results of the survey, we suggest ways to educate as well as motivate consumers in Slovakia to realize ethical buying to a greater extent.

Enhancing Financial Advisory Services with GenAI: Consumer Perceptions and Attitudes Through Service-Dominant Logic and Artificial Intelligence Device Use Acceptance Perspectives

Financial institutions are currently undergoing a significant shift from traditional robo-advisors to more advanced generative artificial intelligence (GenAI) technologies. This transformation has motivated us to investigate the factors influencing consumer responses to GenAI-driven financial advice. Despite extensive research on the adoption of robo-advisors, there is a gap in our understanding of the specific contributors to, and differences in, consumer attitudes and reactions to GenAI-based financial guidance. This study aims to address this gap by analyzing the impact of personalized investment suggestions, human-like empathy, and the continuous improvement of GenAI-provided financial advice on its authenticity as perceived by consumers, their utilitarian attitude toward the use of GenAI for financial advice, and their reactions to GenAI-generated financial suggestions. A comprehensive research model was developed based on service-dominant logic (SDL) and Artificial Intelligence Device Use Acceptance (AIDUA) frameworks. The model was subsequently employed in a structural equation modeling (SEM) analysis of survey data from 822 mobile banking users. The findings indicate that personalized investment suggestions, human-like empathy, and the continuous improvement of GenAI’s recommendations positively influence consumers’ perception of its authenticity. Moreover, we discovered a positive correlation between utilitarian attitudes and perceived authenticity, which ultimately influences consumers’ responses to GenAI’s financial advisory solutions. This is manifested as either a willingness to engage or resistance to communication. This study contributes to the research on GenAI-powered financial services and underscores the significance of integrating GenAI financial guidance into the routine operations of financial institutions. Our work builds upon previous research on robo-advisors, offering practical insights for financial institutions seeking to leverage GenAI-driven technologies to enhance their services and customer experiences.

Integrating TRA and SET to Influence Food Waste Reduction in Buffet-Style Restaurants: A Gender-Specific Approach

As one of the major greenhouse gas emission contributors, the food service industry, particularly buffet-style restaurants, is responsible for reducing food waste. This study explores the factors that shape consumer behavior toward food waste reduction in buffet-style restaurants based on the Theory of Reasoned Action (TRA) and Social Exchange theory (SET), as well as analyzing the gender differences in these determinants, offering practical insights for the restaurant industry. This study also uses structural equation modeling and group analysis to examine a total of 547 valid responses gathered through an online survey, including 286 male (52.3%) and 258 female (47.2%) respondents. The findings underscore the attitudes, subjective norms, and establishment policies that emerge as critical drivers of consumer behavior in buffet-style dining settings. Notably, significant gender differences are observed in attitudes and establishment policies. In light of these results, we recommend strategies that include enhancing consumer attitudes and implementing penalty policies within restaurant operations. Restaurants could display visual signs and images related to reducing food waste, provide detailed portion size information, and apply monetary fines for excess waste to reduce consumers’ food waste intentions. These strategies are particularly effective for male consumers, who are more influenced by these factors compared to female consumers. This research contributes valuable guidance for the industry’s efforts to address food waste concerns, emphasizing gender differences and promoting environmentally responsible behavior among consumers.

Effects of brand visual identity on consumer attitude ：A systematic literature review

Brand visual identity is a critical component of brand image and impacts consumers' brand perception and attitude. Although scholars and practitioners have increasingly researched brand visual identity, most focus on brand communication and corporate management perspectives, necessitating a systematic review of consumer attitudes based on brand visual identity elements. This study aims to review the impact of brand visual identity on consumer attitudes and provide directions for future research. We conducted a systematic search using PRISMA guidelines, reviewed relevant articles published in four databases (Web of Sciences, ProQuest, Scopus, and Elsevier) in the past two decades (2004-2024), and obtained 559 articles in May 2024. We conducted a thorough peer-review of both theoretical and empirical journal articles, followed by a scoping review. Thirty-four studies were eligible, analysing consumers' perceptions of various core elements of brand visual identity (BVI) (such as brand logo, colour, name, typography, and font), as well as the impact of brand visual identity on consumer attitudes and the practical implications of brand management. The results show that the consumption of visual identification elements affects consumers' perceived brand quality, brand personality, brand satisfaction, loyalty, favourability, and so on., as well as purchase intentions and social attitudes. In summary, the findings indicate that brand visual identity elements impact consumer perceptions and attitudes. However, despite some progress, further research is necessary to arrive at more definitive and robust conclusions.

Purchase Intention of Halal Toiletries: The Role of Mediating and Moderating Effects

Research aims: This study analyzes consumers’ purchase intentions regarding halal toiletries by examining the independent variables of halal awareness, attitude, subjective norms and behavioral control. Design/Methodology/Approach: Data were collected from 260 consumers throughout questionnaires. The respondents had all purchased and used halal toiletries at least once. Hypothesis testing of the independent variable on the dependent variable was conducted using Partial Least Square (PLS) analysis, with the Smart PLS 3.0 software.Research findings: The findings indicate that halal awareness significantly influences the purchase intention of halal toiletries and has a strong impact on customer attitudes. The results also show that subjective norms influence the purchase intention of halal toiletries. Additionally, behavioral control contributes to shaping the purchase intentions. Theoretical Contribution/Originality: The study demonstrates that well-developed halal awareness significantly influences the intention to purchase halal toiletries and is a key factor in shaping consumer attitudes. The findings also highlight the role of subjective norms in forming purchase intentions, while behavioral control plays a crucial role in supporting these intentions. Practitioners/Policy Implications: The results of this study are expected to support the development of a sustainable halal industry, especially within the toiletry sector. Research Limitations/Implications: This study is limited by the indicators tested and offers opportunities for future research to explore additional variables. Future studies could incorporate a gender perspective to provide insights into differences in purchase intentions between men and women.

Navigating Food Fraud: A Survey of Nigerian Consumer Knowledge and Attitudes.

Food fraud presents a growing threat globally, impacting consumer health; food safety; and brand credibility. The key motivation for food fraud is usually an economic or financial advantage. Economically motivated food fraud (EMA) is the illegal deception, deliberate and intentional substitution or addition of a substance in a food product, which may pose a possible health risk to unsuspecting consumers. This study aims to assess the awareness and attitudes of Nigerian consumers towards food authenticity and the regulatory measures in place to combat food adulteration. The study comprised 2160 respondents who were asked about their knowledge of high-profile food fraud incidents, frequently adulterated products, and their opinions of the effects of food fraud and preventative measures. The findings of this study revealed that more than a third of respondents were unfamiliar with the term "food fraud". However, they were aware of local high-profile cases, such as "plastic rice" and counterfeit dairy products. Most participants relied on point-of-sale information for assessing food authenticity, with street vendors being viewed as potential sources of food adulteration. The study also found that more than half of the respondents were concerned about food fraud regardless of whether it involved local or imported products. A wide variety of food items were identified as prone to adulteration or fraudulent activity. These included alcoholic drinks, dairy products, honey, rice, and tomato paste, amongst others. These findings highlight the need for improved consumer awareness, regulatory effectiveness, and remediation efforts to combat food fraud in Nigeria.

Factors influencing consumers' purchase behavior toward indigenous chicken: insights from a cognitive affect behavior model

PurposeThis study addresses a critical gap in understanding consumer behavior toward indigenous chicken, investigating the interaction between cognitive factors and purchase decisions. The current research offers a valuable contribution to the field of sustainable food marketing by shedding light on these dynamics.Design/methodology/approachThe research employed a quantitative survey method to gather data from consumers of indigenous chicken in Malaysia and analyzed it using structural equation modeling.FindingsHealth and price consciousness, along with effort expectancy, significantly influence consumer attitudes toward indigenous chicken. However, environmental consciousness and availability do not directly impact attitude. Similarly, attitude mediates the relationship between health consciousness, price consciousness, effort expectancy and purchase behavior, while attitude does not mediate the relationship between environmental consciousness, availability and purchase behavior of indigenous chicken.Originality/valueThis study is one of the pioneering works to apply the cognitive affect behavior (CAB) model to examine the factors influencing consumer attitudes and purchase behavior toward indigenous chicken. It investigates how constructs such as health consciousness, environmental consciousness, price consciousness, effort expectancy and availability affect these attitudes and behaviors, offering novel insights into the purchase intentions of younger and educated individuals.

Consumer Attitudes Towards GenAI Advertisements

This research focuses on the attitudes of potential consumers towards generative artificial intelligence (GenAI) advertisements, employing a multi-experimental approach based on engagement to shed light on how e-marketers should leverage novel technological tools in the age of human-AI co-creation to enhance brand favorability. The experimental findings indicate the continued adaptiveness of concepts such as in-group bias, IKEA effect, and social identity theory in the GenAI era, demonstrating that (a) consumers' awareness of AI authorship (b) their level of participation in the co-creative process and (c) their perceived authenticity, significantly influence their attitudes. This study expands the boundaries of theories previously confined to human populations and provides pioneering practical guidance for AI co-creation in the realm of electronic commerce.

Understanding the Intention Behind Muslim Consumers’ Decision to Purchase Green Products

The increasing global emphasis on sustainability has significantly influenced consumer behaviour towards green products. However, the specific factors driving green purchase intention (GPI) remain insufficiently explored in the literature. This study examines the determinants of GPI among Muslim consumers in Banjarmasin, focusing on three critical variables: green product knowledge (GPK), plastic ban policy (PBP), and religiosity. A quantitative research approach was utilized, involving data collection through a structured questionnaire administered to 465 respondents aged 18 and older with prior experience purchasing green products. The study employed PLS-SEM with SmartPLS version 3 for the analysis. The results is insignificantly influence GPK on GPI statistically. In a different way, PBP shows a significant effect on GPI, highlighting the effectiveness of regulatory measures to encourage sustainable behaviour. Additionally, religiosity shows a significant positive influence on GPI, indicating that moral and ethical considerations rooted in religious beliefs are crucial in shaping consumer attitudes towards green purchasing. This research enriches the literature by merging regulatory, cognitive, and cultural viewpoints to deepen understanding of green consumer behaviour. It also provides actionable insights for policymakers and marketers to encourage sustainable consumption practices.

Influencer marketing effectiveness: A meta-analytic review

AbstractInfluencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer marketing effectiveness and conditions that enhance their impact remains challenging. This meta-analysis, which synthesizes 1,531 effect sizes from 251 papers, assesses influencer marketing effectiveness by examining its antecedents, mediators, and moderators. Building on the persuasion knowledge model to develop and test a framework, we identify post, follower, and influencer characteristics as key antecedents impacting both non-transactional (i.e., attitude, behavioral engagement, and purchase intention) and transactional (i.e., purchase behavior and sales) marketing outcomes. For non-transactional outcomes, follower characteristics (social identity) have the strongest effects on consumer attitudes and behavioral engagement, while post characteristics (informational value and hedonic value) exert stronger effects on purchase intention. For transactional outcomes, influencer characteristics (influencer communication) have the strongest effects on purchase behavior. These antecedents also affect marketing outcomes indirectly through persuasion knowledge and source credibility. Moderation results indicate that direct and indirect effects of antecedents depend on social media types (i.e., nature of connection and usage) and product types (i.e., information availability and status-signaling capability). These results consolidate and advance the literature and offer insights into enhancing the effectiveness of influencer marketing.

The Impact of Education on Consumers’ Eco-Friendly Shopping Habits towards Sustainable Purchases: Evidence from Indonesia and Taiwan

The use of disposable products has increased significantly in response to the COVID-19 pandemic. However, this surge has also exacerbated the problem of waste pollution and climate change. Although there has been some progress recently, there is still a great deal of work to be carried out to promote eco-friendly shopping habits to combat environmental pollution. Education plays a crucial role in encouraging consumers to adopt long-term environmentally friendly behaviors as part of their shopping habits. This study aims to investigate the impact of education on non-disposable product knowledge and eco-awareness, which in turn influences consumer attitudes and shapes eco-friendly concepts into their habits. In our study, we also explore the role of self-identity as a moderator in the correlation between pro-environmental attitudes and eco-friendly shopping habits. Furthermore, our research involves gathering data from participants in Taiwan and Indonesia, considering their diverse cultural backgrounds and economic statuses in the Asian region. With a sample size of 332 individuals (152 from Indonesia and 180 from Taiwan), we utilized quantitative methodology and electronic questionnaires to collect data from October to November 2023. By employing CB-structural equation modeling with SmartPLS 4, we have been able to discern the similarities and differences between Taiwanese and Indonesian consumers within the context of our research framework. Consequently, sustainable purchases promote awareness and encourage consumers to adopt more environmentally friendly habits, contributing to a broader cultural shift towards sustainability.

Consumer Motivations for Solar Energy Adoption in Economically Challenged Regions

This study aims to investigate the factors contributing to and affecting consumer behavior toward renewable energy by following the theories of reasoned action and planned behavior. For this reason, a quantitative research method was employed and primary data were collected via a questionnaire, resulting in a random sample of 450 respondents. Structural equation modeling (SEM) revealed that concern for environmental commitment positively affects attitudes toward solar energy (β = 0.272, p < 0.001), positive subjective norms toward environmental commitment positively influence attitudes (β = 0.092, p < 0.001), perceptions of solar energy values significantly shape attitudes (β = 0.533, p < 0.001), social influence also plays a role in shaping attitudes (β = 0.047, p < 0.001), and that regulations (behavioral control) have a negative impact on attitudes (β = −0.204, p < 0.001). A positive attitude toward solar energy strongly predicts purchase intention (β = 0.944, p < 0.001). The overall model highlights the direct influence of attitude on buying intention and underscores the roles of environmental concern and functional utility in shaping consumer attitudes. This study contributes to the existing literature on renewable energy adoption by providing empirical evidence on the factors influencing consumers’ attitudes toward solar energy systems. By identifying key predictors, the study offers valuable insights into how these elements shape consumer attitudes and subsequent purchase intentions. Additionally, the study enhances the understanding of the role of positive attitudes in driving investment in solar energy, thereby contributing to both theoretical frameworks and practical applications in energy policy and marketing strategies.

Studi Sikap Konsumen dalam Berbelanja Online di Jakarta dengan Kepercayaan sebagai Variabel Mediasi

The aim of this research is to determine the influence of relative advantage and EWOM on consumer attitudes towards online shopping in Jakarta with trust as a mediating variable. The technique used in this research is non-probability sampling with a purposive sampling approach. The respondents sampled in this research were 172 consumer respondents who had shopped online and lived in Jakarta. The data analysis method in this research uses the SmartPLS program version 4.1.0.0. The research results show that relative advantage and EWOM have a positive and significant influence on trust and attitudes, trust has a positive and significant influence on attitudes, trust can mediate the positive and significant influence between relative advantage and EWOM on attitudes.

Consumer perceptions and attitudes towards e-payment services offered by fintech companies: Evidence from India

Consumer perceptions and attitudes towards e-payment services offered by fintech companies: Evidence from India

Developing Food Consumer Attitudes towards Ionizing Radiation and Genetic Modification.

This study investigates consumer perceptions and acceptance of ionizing radiation (IoR) as a perishable food stabilisation technology. Consumers' preferences influence the success of emerging food technologies. Therefore, a comprehensive understanding of consumers' behavioural responses and their development over time is essential. This research employs a mixed-methods approach, surveying 313 young adults in New Zealand on their views of both irradiated (IoR) and genetically modified (GM) highly perishable foods. This study explored both participants' attitudes towards these two technologies and also their willingness to consume these foods. The qualitative research revealed a preponderance of "affective" associations over "cognitive" associations with regard to both IoR and GM technologies. The quantitative research indicated that where consumers were given time to reflect, evaluations of GM improved, while those of IoR did not (p < 0.01). There was a gender divide, with females being more positively inclined towards GM and males towards IoR (p < 0.01). Both technologies were significantly disfavoured compared to non-treated products (p < 0.01). There was a significant discrimination when the two technologies were presented as concepts and as products. GM was more favourably received as a concept than as a product (p < 0.01), while IoR was disfavoured in either form. The two food neophobia scales that were tested showed a divergence in performance, with the more affectively based scale showing a higher level of correlation with behaviour. This research reveals that a largely affective (visceral) distrust of both IoR and GM exists within this young food consumer sample. As it is affective in nature, this position will be very resistant to education efforts, particularly if they are "cognitively" based. However, a significant softening of these affective attitudes towards GM products indicates that such efforts may be effective, given time and investment.