From waste to sustainability: Exploring consumer purchase intentions of milk enriched with upcycled peanut skins

Assessing the effects of ESG awareness on purchase intention of eco-labeled forest products: Mediating role of consumer attitudes and moderating influence of green product knowledge

Smart choices, green voices: The role of AI and social influence in eco-friendly online shopping.

Consumer attitudes towards vertical farming in Scotland and England

Cultivating demand: A systematic literature review on agroecology's role in consumer behavior

Rebranding often becomes a strategic imperative, not merely an option, especially when a brand faces massive internal crises and market challenges. This qualitative study examines the rebranding strategy employed by Babe Bambang Pranoto, founder of PT Kutus-Kutus Herbal, in transforming the brand from "Kutus Kutus" to "Sanga Sanga". Through an in-depth analysis of autobiographical narratives, social media content, and public interviews, this research reveals how a defensive-progressive rebranding approach was implemented. The findings indicate that this strategy was constructed and communicated in social media as a means of restoring consumer trust, particularly through authentic storytelling and the strategic use of digital platforms, rather than through empirically measured consumer responses. The brand's repositioning into the premium segment, underpinned by locally resonant cultural symbolism articulated as a branding narrative, and integrate cultural symbolism in support of premium market repositioning. This study provides a valuable conceptual and analytical insights for understanding crisis-driven rebranding, especially for heritage brands navigating legitimacy, authenticity, and identity reconstruction in the digital era. These conclusions are derived from interpretive narrative and communication analysis rather than direct measurement of consumer attitudes or market performance.

Background and Aim. The growing integration of wearable smart technologies in sports has transformed the way individuals monitor and enhance their physical activity and performance. Devices such as smartwatches and fitness trackers enable users to track physiological and performance-related data, which may influence motivation and training behaviours. Despite their increasing popularity, understanding the factors influencing consumer adoption and acceptance of these technologies in sports remains important. Therefore, the objective of this study was to investigate consumer attitudes towards wearable smart technologies in sports and to examine how perceived training effectiveness, device design satisfaction, and enhanced sports experience influence users’ intention to adopt and continue using these technologies. Methods. A quantitative cross-sectional survey was conducted among 601 participants using a structured questionnaire assessing perceptions of usability, functionality, and motivational impact of wearable smart devices in sports. Data were analysed using IBM SPSS Statistics. Descriptive statistics were used to summarise demographic characteristics, while Pearson correlation analysis was performed to examine relationships among variables. Results. Among the participants, 49.4% were female, 24.6% were male, and 26.0% preferred not to disclose their gender. Correlation analysis revealed several statistically significant but weak relationships between device characteristics and user perceptions. A positive correlation was observed between perceived training effectiveness and satisfaction with device design (r = 0.107, p < 0.01). Additionally, enhanced sports experience was positively associated with the intention to continue using wearable technologies (r = 0.097, p < 0.05). Conclusions. The findings indicate that consumers generally have positive perceptions of wearable smart technologies in sports, with usability, design, and perceived performance benefits influencing their acceptance and continued use. Keywords: Wearable technology; smart wearable devices; technology adoption; consumer acceptance; sports technology

Purpose This study investigates the impact of artificial intelligence (AI) voice assistants (VAs)' conversational styles on consumer attitudes. This study addresses the following research questions: 1. How do AI conversation styles (abstract vs concrete) influence consumer attitudes in hedonic and utilitarian service contexts? 2. What role does regulatory focus (promotion vs prevention) play in moderating the relationship between AI conversation styles and consumer attitudes? 3. How can AI developers optimize conversation styles to enhance user satisfaction and engagement based on service context and regulatory focus?. Design/methodology/approach Four experiments were conducted to explore the effect of AI VAs' conversational styles on consumer attitudes. Findings The results indicate a significant interaction between conversational styles, usage context and regulatory focus. In hedonic contexts, an abstract conversational style enhances consumers' positive attitudes, whereas in utilitarian contexts, a concrete conversational style has a more pronounced effect. Additionally, consumers with a promotion focus tend to evaluate abstract conversational styles more favorably, while those with a prevention focus exhibit a preference for concrete conversational styles. These findings offer valuable insights for designing AI VAs, suggesting that optimizing conversational style based on usage context and consumers' psychological states can enhance user satisfaction. Originality/value This research offers a comprehensive understanding of when and how AI conversation styles should be tailored to optimize consumer satisfaction and engagement. From a theoretical perspective, this study contributes to the literature by integrating service context and regulatory focus into the discourse on AI conversation styles. It provides a nuanced framework for designing AI VAs that resonate with users’ emotional and functional needs across different contexts. Managerially, the findings offer actionable insights for AI developers and marketers to enhance user experience by customizing conversation styles according to specific usage scenarios and user psychological orientations.

Purpose This study aims to examine the key drivers and barriers influencing consumer purchase intentions towards sustainable apparel in the Indian context. It focuses on understanding the behavioural gap between sustainability awareness and actual purchasing behaviour in an emerging market setting. Design/methodology/approach A quantitative approach was adopted by using data from 603 consumers across six Indian metropolitan cities. Constructs, including environmental concern, attitudes, social norms, perceived behavioural control, fashion orientation, health benefits and environmental knowledge, were analysed through exploratory and confirmatory factor analyses, followed by structural equation modelling. Findings The results indicate that environmental concern, positive consumer attitudes and social norms significantly influence purchase intentions towards sustainable apparel. Perceived behavioural control and perceived health benefits also exhibit indirect effects. Conversely, limited environmental knowledge and perceived lack of fashion appeal present notable barriers. Fashion orientation was not found to significantly impact purchase intention. Originality/value This study offers an applied, context-specific behavioural explanation of sustainable apparel consumption by using empirical data from urban Indian consumers. By explicitly examining the intention–behaviour relationship within an emerging market context, the findings provide actionable insights for brands, policymakers and sustainability advocates seeking to reduce the attitude–behaviour gap and promote sustainable fashion adoption.

The rapid proliferation of Artificial Intelligence (AI) has fundamentally restructured the relationship between brands and consumers. This research provides a comprehensive systematic literature review of the multifaceted influences of AI on consumer behavior, aggregating data from a high-quality sample of English-language articles retrieved from the Web of Science. The study evaluates the interdependence of AI technologies with consumer attitudes, preferences, and complex decision-making processes. Key areas of investigation include the positive reinforcement of consumer attitudes through AI, the potential pitfalls of algorithmic recommendations, and the evolving landscape of privacy risks associated with AI-driven recommendation agents. Furthermore, the study explores niche applications such as GAN-generated fashion products, AI’s role in ethnic sectors, and the service automation frameworks of Industry 4.0. The findings demonstrate that while AI significantly enhances personalization and predictive accuracy, it simultaneously introduces challenges regarding "information cocoons" and data transparency. By synthesizing academic and industrial insights, this paper provides a robust foundation for marketers and researchers to understand how AI-powered applications, from the Internet of Things (IoT) to generative models, are redefining the service profit chain and consumer satisfaction in the modern digital economy.

ABSTRACT Cause-related marketing (CrM) involves partnerships between companies and charities to support social causes. Although CrM can provide important benefits to charities, identifying appropriate partners remains challenging. Prior research indicates that company – cause fit enhances CrM effectiveness. Unfortunately, fit has been conceptualized inconsistently within the literature. In this research, we develop an integrative model of fit in CrM that organizes commonly examined fit forms along two orthogonal dimensions: commonality and valence. Using an online laboratory experiment (N = 513), we show that fit can be conceptualized in four broad categories – negative, neutral, low-positive, and high-positive. Within these four fit categories, we situate specific fit subtypes identified in the literature. Results demonstrate that these fit subtypes differentially influence consumer attitudes toward the partnership and purchase intentions for associated products and services. Theoretical and practical implications for CrM research and partnership selection are discussed.

Purpose This article introduces the dark gap as a relational configuration characterising socially irresponsible consumption. It describes situations in which awareness of negative impacts is associated with a more negative attitude and lower levels of consumption, while sustained behaviour is positively associated with attitude. We use fast fashion consumption as an illustrative case within the broader retail and distribution context and examine generational differences in this configuration. Design/methodology/approach A survey of 373 French women was conducted, comparing generations born before (baby boomers and Generation X) and after (Generations Y and Z) the rise of fast fashion. Constructs measured include awareness of fast fashion's impact, attitude towards fast fashion, and self-reported fast fashion consumption frequency. Findings Fast fashion natives demonstrate higher awareness of negative impacts and hold a more critical attitude than older consumers; however, they report higher levels of consumption. Moreover, higher levels of fast fashion consumption are positively associated with a more favourable attitude, indicating a behaviour–attitude dynamic that may help explain the persistence of socially irresponsible consumption. The findings provide empirical support for the dark gap configuration. Originality/value The dark gap offers a conceptual lens for understanding persistent socially irresponsible behaviours by extending sustainable consumption research beyond linear attitude–behaviour models, highlighting the role of behaviour in shaping attitudes. This study also provides actionable insights for retail and distribution managers as it highlights the limits of awareness-based strategies and the importance of generational differentiation.

To address climate change, reducing food loss along the production and supply chain is a global priority. Addressing this challenge requires a shift in agrifood systems toward greater sustainability, in which new technologies and novel foods appear as promising strategies. Among emerging novel foods, 3D-printed foods are an interesting new food technology for food loss reduction, resource optimization, and by-product valorization. However, to reach market success, it needs consumer acceptance, a topic far unexplored, particularly in the Italian context. To fill the literature gap, this article investigates Italian consumers’ intention toward 3D-printed savory snacks using an extended Theory of Planned Behavior, based upon the relevant literature. Survey data were collected, and partial least squares structural equation modeling was performed to test research hypotheses. Results show that attitude and subjective norms are the strongest predictors of purchase intention. In addition, perceived usefulness is shown to be a powerful construct, positively impacting attitude and subjective norms, while self-identity as a green consumer reinforces perceptions of the benefits of 3D-printed foods. Sensory appeal impacts consumer attitude. These insights have practical policy and micro-level applications, suggesting tailored strategies, educational campaigns, and supportive policies and marketing campaigns for fostering acceptance of 3D printing in the agrifood sector.

The blue crab ( Callinectes sapidus ) is among the 100 most harmful invasive species worldwide and was introduced to the Mediterranean in the mid-20th century via shipping, causing major ecological and aquaculture harmful consequences. Similar to Ariadne’s thread resolution to the labyrinth through an encyclopedic operation of logic towards all viable routes, the key to resolving the problem of blue crab’s invasion is to support the main predation potential, i.e., human consumption. This review examines the ecological, biochemical, and molecular basis of this successful invasion and proposes circular valorization of blue crab by-products as a strategy to convert the invasion into a market opportunity. Under climate change, adaptive traits of C. sapidus indicate stable establishment and further spread, suggesting that its exploitation could lead to ecological balance. However, because of consumer attitudes and European Union (EU) regulations, blue crab fisheries remain underdeveloped despite its high nutritional value, while some catches are even exported back to their native range. Apart from the high meat quality, blue crab’s shell, an element usually considered as waste, constitutes a source of high valued by-products such as chitin and chitosan, which represent bio-active compounds for the food industry. Shell-derived carotenoids and CaCO 3 can stand as a supplement in poultry feeds and in fish feed coloration where it is needed, as it does in salmon. Since processing methods generate waste that may exceed 80% of the total biomass, turning this waste into high-value products may result in transforming this invasive species into a high valued fisheries source.

This research paper examines the association between women entrepreneurship and consumer perception of socially responsible marketing (SRM). It explores how the presence of women entrepreneurs and their involvement in SRM activities influence consumers' perceptions, attitudes, and purchase intentions. This research illuminates the possible advantages and disadvantages faced by women entrepreneurs in adopting SRM as a strategic marketing tool. While gender plays a role in shaping consumer attitudes, its overall impact on brand perception is relatively modest, suggesting that effective SRM initiatives can transcend gender in driving consumer perception. Persistent challenges such as financial constraints and competition with established brands remain significant barriers for women-led enterprises. Despite limitations related to sample size and geographic concentration in Northern India, the research provides practical insights into how women entrepreneurs can leverage SRM to enhance credibility, foster consumer loyalty, and achieve sustainable market differentiation. The findings provide insights for both women entrepreneurs and marketers in improving their knowledge of consumer attitudes and positioning women-owned businesses strategically within the framework of socially responsible marketing.

This paper investigates green marketing factors that influence Indonesian consumers' switching intentions toward eco-friendly detergents and contributes to the broader discourse on sustainable consumption within the framework of the Sustainable Development Goals (SDGs), particularly SDG 12 on responsible consumption and production. Although previous studies have explored general green product adoption, limited research has examined the integrated role of green marketing stimuli together with psychological determinants in explaining the shift from conventional to environmentally friendly detergents. This gap highlights the need for a comprehensive model that captures both marketing-driven and belief-driven mechanisms of sustainable consumer behavior. The research gap of this study lies in its incorporation of multiple green marketing dimensions, including eco-labelling, green packaging, pricing, and green product knowledge, combined with environmental concern and two mediating variables, namely consumer belief and attitude toward eco-friendly detergents. This integrated framework allows for an examination of how cognitive and affective processes interact to shape consumers' switching intentions toward green detergents. By linking green marketing strategies with consumer psychological responses, the study offers insights into how sustainable product preferences can be strengthened through targeted marketing interventions. A quantitative survey approach was employed, involving 439 respondents from diverse regions across the Indonesian archipelago. The wide geographical distribution of participants enhances the representativeness of the data and provides a broader view of Indonesian consumers' sustainability-oriented behavior. Structural analysis was conducted to test the relationships among green marketing variables, mediating constructs, and switching intention. The findings demonstrate that eco-labelling, green packaging, green product knowledge, pricing perceptions, and environmental concerns significantly influence consumer beliefs related to environmental responsibility. These strengthened environmental beliefs subsequently shape positive attitudes toward eco-friendly detergents. In turn, attitude is found to play a crucial role in increasing consumers' intention to switch to green detergents. The results emphasize that beliefs and attitudes function as important psychological pathways through which green marketing strategies exert their influence.This study offers several theoretical and practical implications. Theoretically, it provides a more holistic model that integrates green marketing variables and psychological mediators, offering a stronger explanation for sustainable product switching. Practically, the findings underline the importance for companies to design credible eco-labels, improve environmentally responsible packaging, communicate product benefits clearly, and consider pricing strategies that align with consumer expectations. Encouraging stronger environmental concerns also appears to reinforce the belief–attitude–intention chain that motivates more sustainable household consumption. These contributions support the advancement of sustainable development efforts in Indonesia by strengthening consumer engagement with environmentally friendly products.

The intense competition in the food industry in Central Java requires business actors to understand the marketing factors that influence consumer behavior. The lack of understanding regarding the impact of each element of the marketing mix (4P) on consumer attitudes and purchase intentions forms the background of this study. This research aims to analyze the influence of the 4P marketing mix elements—product, price, place, and promotion—on consumer attitudes and purchase intentions toward food products in Central Java. Using a quantitative approach with the PLS-SEM method, data were collected from 500 respondents aged 15–60 through an online survey distributed via social media. The analysis results indicate that only two relationships were statistically significant. These findings suggest that in the context of the food industry in Central Java, product quality and the development of consumer attitudes are the primary factors influencing purchase intention. This study contributes to a deeper understanding of local consumer behavior and serves as a strategic reference for business actors in formulating more effective marketing strategies. Keywords: β coefficient, consumer attitude, Central Java market, marketing mix (4P), online survey.

ABSTRACT The rapid evolution of social media has significantly influenced the evolution of marketing strategies in all industries. Instagram has gained prominence in this context. This study aims to investigate the influence of Instagram marketing on the purchasing behavior of young adults regarding cosmetic products in Amravati city. For this purpose, a descriptive research methodology was adopted, and primary data were collected from 100 Instagram users who are in the age group of 18-30 and are purchasing cosmetic products. The study aims to evaluate the influence of influencer content, sponsored content, Instagram reels, and user engagement on brand awareness, consumer attitude, and purchasing behavior. According to the study, influencer content and Instagram reels have a significant influence on purchasing behavior, whereas discounts, genuine reviews, and professional images significantly influence consumer attitude. After seeing the Instagram promotions, the majority of respondents bought the products. This implies that a considerable amount of engagement is converted into actual purchasing behavior. This study highlights how important it is to include influencer marketing, content personalization, and consumer engagement through interactive content in the entire cosmetic marketing mix in small urban areas. This study offers actionable insights for cosmetic brands on how to use Instagram marketing to increase consumer engagement and purchase behavior. It also has academic and practical implications regarding the overall scope of understanding the role of social media in influencing consumer behavior in tier-2 cities in India. Keywords: Influencer marketing, Instagram marketing, cosmetics, brand awareness, purchase intention, social media advertising, young consumers, reels and short-form content, and consumer attitude.

Purpose Social media and influencer marketing not only promote tourism and incite tourists to destinations but also help promote and shape consumers' perception, attitudes, and behavior towards sustainable consumption. This study investigates the relationships between social media tourism influencers (SMTIs) induced gastronomic tourists, sustainability perception, memorable local food consumption experiences, and travel inspiration, and their effects on sustainable consumption behavior. Design/methodology/approach This study employed a structural equation model to analyze data from 936 foreign tourists who visited Phuket, Thailand's UNESCO Creative City of Gastronomy. Findings This study found that SMTIs positively impacted tourists' sustainability perception, memorable local food consumption experience, and travel inspiration. Furthermore, tourists' memorable local food consumption experiences, travel inspiration and sustainability perception positively influenced sustainable consumption behavior. Interestingly, sustainability perception, memorable local food consumption experiences, and travel inspiration indirectly mediated the relationships between SMTIs-induced gastronomic tourists and sustainable consumption behavior. Practical implications The revelation of this study on the relationships between SMTIs and those factors impacting tourists' sustainable consumption behavior is extremely beneficial to tourism destination management organizations, relevant stakeholders, and policymakers in determining the guidelines of influencer marketing applications to facilitate tourists' sustainable consumption behaviors through gastronomic tourism and in achieving UNSDGs 8 and 12. Originality/value This study theoretically intensifies the knowledge of how gastronomic tourists' memorable local food consumption experiences, travel inspiration and sustainability perception can directly and indirectly assimilate sustainable consumption behavior induced by SMTIs.

Purpose: This study investigated the relationship between sustainable fashion awareness, attitude and behaviour of apparel consumers in Lagos State. Methodology/Design: This study adopted a mixed-method research design that involves the systematic integration of quantitative and qualitative data. Convenience sampling was employed to select 206 apparel consumers for the survey and 12 consumers for the qualitative aspect. A questionnaire and an interview guide were used to collect data. The quantitative data were analysed using frequency counts, percentages, mean, Chi-square and Pearson Product-Moment Correlation (PPMC). Thematic content analysis was used to analyse the qualitative data. Findings: Results revealed that only about one-third (36.9%) of the consumers have heard of “sustainable/green fashion” before. Most of the apparel consumers have a moderate (x̄ = 2.21) level of awareness about sustainable fashion, and their attitude towards sustainable fashion is poor/unfavourable (x̄ = 1.78). However, consumers’ sustainable fashion behaviour (SFB) was found to be moderately positive (x̄= 2.65). Chi-square results showed a significant (p<0.05) association between the consumers' occupational status (χ2=18.00, df=5) and their SFB. Correlation results showed a negative and significant (p<0.05) relationship between consumers' age (r = -0.15) and their SFB. Also, a significant (p<0.00) relationship was seen between consumers' sustainable fashion awareness (r = 0.42) and SFB. Practical and Social Implications: This study provided insight into the current state of sustainability consciousness of an important player in the fashion industry (consumers), aiming to promote a culture of sustainable apparel consumption, especially now that consumers are following the fashion trends and are a lot more interested in identifying themselves with their dressing. Originality: Studies about sustainable fashion have been gaining attention for over a decade now, and it has been carried out in different parts of the world. However, there are few published data or studies about the awareness, attitude and behaviour of apparel consumers in Lagos, Nigeria, in the context of sustainable fashion. Hence, this study has been able to make available useful data that was not easily accessible in the field of sustainable fashion.