Consumer Beliefs Research Articles

Bridging consumer behavior and green marketing in Czech retail chains: Applying insights from Davari & Strutton research

Presented article takes a study done by researchers Davari & Strutton in the US in 2014 and replicated the same approach and methodology in evaluating how green marketing mix elements (product, price, promotion, place) influence brand associations, grand loyalty, perceived brand quality, and brand trust, in the context of retail chain stores in Czechia. The reason for this is the fact that the issue of reconciling pro-environmental beliefs of consumers with their real behavior is still topical. Businesses need to be careful with their green claims and focus on authentic green marketing in order to attract and retain the trust of environmentally conscious consumers in the long term. The research employs quantitative data analysis, drawing data from the survey, which was run online for five weeks and collected 4700 responses. The respondents are people who live in Czechia and have shopped in one of five stores at least during the last month. The reason for focusing on the Czechia is primarily the fact that green marketing is basically only on the rise here, while greenwashing still remains a significant problem. Six hypothesis were formulated, and linear regression analysis was used to test them. Key findings of the research revealed that green products and promotions positively influence brand associations and perceived brand quality, while green promotions significantly enhance brand loyalty and trust. Additionally, there was observed influence of consumers´ environmental concerns and consideration of future consequences significantly moderating the relationship between green marketing and brand equity. The findings provide insight for businesses to integrate green marketing strategies to increase brand trust, loyalty, and perceived quality while environmentally conscious consumers.

Understanding Consumer Beliefs and Choices Related to Food Safety: A Qualitative Study in Urban Ethiopia.

Provide an in-depth examination of consumers' food safety beliefs and practices to draw implications for interventions to improve nutrition and food safety in Ethiopia. Adapted Focused Ethnographic Study approach using in-person semi-structured interviews and free-listing exercises, in two iterative phases. A traditional food market in Hawassa, a mid-sized city. Forty-six market shoppers, selected randomly in line with quotas for age and gender. Consumers did not clearly differentiate between quality and safety, seeing them through connected concepts such as 'freshness'. While most respondents had some understanding of the causes of unsafe food, they did not generally worry about becoming ill themselves and felt food safety risks were easily mitigated through in-home behaviors. Thus, food safety practices were not a main motivator of market or vendor choice. There was no evidence that food safety concerns led consumers to prefer packaged, processed food or to avoid consuming fresh foods.Discussion: The study offers novel depth and detail on a topic of strong policy relevance. While building on an encouraging base of understanding of food safety, there remains considerable scope for increasing knowledge, particularly with regards to the need to procure safe food as opposed to expecting household-level practices to mitigate all safety risks. Motivating customers to give food safety factors more consideration when making food purchasing decisions, such as by leveraging emotion-based communication from trusted messengers to elevate the issue's salience in their minds, may contribute to improvements in food safety in low-income countries such as Ethiopia.

Enabling sustainable consumer choices with CarbonShunya: India’s first solution to measure and mitigate carbon impact of consumer transactions in real-time**The views expressed in this paper are solely those of the authors and do not necessarily represent the views or policies of the organization(s) to which the authors are affiliated. This work is an independent effort to support collective action to

Abstract Among the myriad challenges facing humanity, air pollution and climate change emerge as the most formidable existential threats to our future. Ironically, both these are direct fallouts of human activities such as indiscriminate consumption of consumer products/services and burning of fossil fuels. Purchase of consumer goods in 2024 is projected to be in excess of $22.6 trillion worldwide. How these consumers buy, use or dispose consumer goods will profoundly impact all life on the planet. Therefore, it is an imperative to embed sustainability in every Rupee of consumer spending. Hence a robust digital solution, CarbonShunya, has been developed with the purpose to empower a billion consumers to make sustainable purchase and lifestyle choices. CarbonShunya is India’s 1st solution that can measure and mitigate the Greenhouse Gas (GHG) footprint of consumer transactions in real-time. It provides consumers with actionable insights at the point-of-purchase and post-purchase to shape a shift in consumer beliefs, attitudes and behavior. This paper presents the methodology, assumptions and processes which have been adopted to develop the CarbonShunya life-cycle assessment framework and solution in Indian context. It also presents a case study, using the CarbonShunya framework, to measure and mitigate GHG impacts of monthly consumer expenditure on several categories of products/services across various states of India, based on a primary survey of over 174 000 households. The results from the case-study provide actionable insights and conclusions for policymakers and practitioners. CarbonShunya has cross-cutting applications across sectors so as to enable consuming economies to embrace conserving behaviors.

Role of policyholders’ beliefs in life insurance lapses: a model building approach

Purpose This study aims to understand the lapse behavior of life insurance policyholders. Despite being accessible for nearly two centuries, only a small fraction of individuals purchase such policies and many of those who do let them lapse. The belief hypothesis model (BHM) is introduced to elucidate the correlation between policyholders' beliefs and their decisions regarding life insurance lapses. Design/methodology/approach BHM establishes a comprehensive linkage between core beliefs, external data and the lapse behavior exhibited by policyholders. To derive policyholders’ core beliefs about life insurance lapses, the authors conducted a semistructured, in-depth interview with 42 policyholders and 11 insurance advisors, using a grounded theory approach with zero-order, first-order and second-order coding. Findings The study's findings reveal that policy lapsation is influenced by various factors such as policyholders' beliefs about life insurance, process-related attitudes, trust in insurers and advisors and personal financial viewpoints. Policyholders who consider life insurance unnecessary or misunderstand its purpose are likelier to lapse their policies. Cumbersome documentation processes and technical issues also contribute to policy lapsation, emphasizing the significance of simplified procedures. Trust in insurers and advisors, personal financial literacy and payment preferences influence policy lapsation. Practical implications The findings of this research can be practically applied by companies to improve customer retention and by regulatory bodies to encourage policyholders to honor their insurance commitments. Originality/value Distinguishing itself from conventional hypotheses-driven and factor-centric models, BHM integrates consumer beliefs, thus enriching comprehension and decision-making insights.

Understanding Consumer Belief of Locavorism on Food Consumption at Farmers’ Markets: Implications for Extension Professionals

Understanding Consumer Belief of Locavorism on Food Consumption at Farmers’ Markets: Implications for Extension Professionals

Effects of Travel Agencies' Environment, Social, and Governance Marketing Activities on Consumer Behavioral Intentions

ABSTRACTEnvironment, social, and governance (ESG) marketing activities are becoming increasingly crucial for business growth. This study surveys 322 participants in the US to determine the effects of consumer beliefs and attitudes toward travel agencies' ESG activities on consumer behavioral intentions. The moderating effects of tourism innovativeness and tourists' enjoyment are explored. The results reveal that environmental beliefs have a positive influence on attitudes toward ESG. Conversely, social and governance beliefs exhibit a positive impact solely on attitudes toward ESG advertisements, within the context of attitudes toward ESG in general. A positive attitude toward ESG advertising and branding activities influences the intention to repurchase. This study confirms that a positive attitude toward ESG branding activities has a positive effect on word of mouth. Tourist innovativeness plays a moderating role in the relationship between attitudes toward ESG advertising and word of mouth (WOM).

Pengaruh Citra Merek dan Kualitas Produk terhadap Minat Beli Baju Thrifthing Dimediasi Kepercayaan dan Sikap Konsumen dalam Perspektif Bisnis Islam

The development of trade has provided very free space for movement in every transaction so that goods and services are easily owned and consumed by consumers, one of which is thrifting clothing which is one of the most basic needs for humans which is very important to use to cover and protect the body in every his activities. The aim of this research is to analyze the influence of brand image on consumer trust, the influence of product quality on consumer trust, the mediating role of consumer trust on the relationship between brand image and product quality, the mediating role of consumer attitudes on the relationship between brand image and product quality, the influence of brand image on buying interest, and the influence of product quality on purchasing interest. The influence of brand image and product quality on interest in buying thrift clothes in the growing fashion industry. This research also examines the mediating role of consumer beliefs and attitudes in the Islamic business perspective. By using regression and mediation analysis methods, the results of this research can provide valuable insight for business people, especially in understanding the preferences and behavior of Muslim consumers who are increasingly consuming fashion products. The research results conclude that the relationship between brand image has a positive and significant effect on consumer trust. , The relationship between product quality has a positive and significant effect on consumer trust, The mediating role of consumer trust strengthens the relationship between brand image and product quality, The mediating role of consumer attitude strengthens the relationship between brand image and product quality, The relationship between brand image has a positive and significant effect on purchase intention, and The relationship between product quality has a positive and significant effect on purchasing interest.

Vulnerability of Gen-Z to E-Commerce Deception on Consumer's Belief Categories in Online Product Recommendations Systems

Purpose: Despite the convenience of the Online Product Recommendation (OPR) system, concerns persist regarding deception practices in online shopping, especially among consumers from the Generation Z demographic cohort, for which less attention has been given in the previous literature. Methodology/Approach: The impact of independent variables, namely Perceived Usefulness, Perceived Enjoyment, and Perceived Risk, on Susceptibility to e-commerce fraud among Gen Z consumers has been studied. By conducting a mall intercept survey in four major metropolitan cities in India with a usable sample of 488 responses, the study empirically tested the data using SmartPLS 4.0. Findings: The study concludes that Perceived Usefulness and Enjoyment positively influence continuous usage intention, while Perceived Deception and Perceived Risk are negatively connected with continuous usage intention. It depicts that the Gen Z consumer's belief categories formed during their early years as digital natives sharpen their alertness to deception practices. Research Limitation/Implication: The study may not be generalised to represent Gen Z consumers as it collected data only from those who visited malls in the metropolitan cities of India. Originality/Value of paper: This paper exclusively investigates the interrelation of belief categories to continuous usage intention. Further, the intersection of perceived Deception is proved in light of the E-commerce practices.

Is Sustainability a Liability? Green Marketing and Consumer Beliefs About Eco-Friendly Products

Prior research has suggested that consumers believe sustainable products tend to underperform compared with those made using traditional methods, a phenomenon referred to as the “sustainability liability.” Despite early conceptual justification and evidence supporting this argument, recent research has not attempted to validate this effect and assess its practical relevance. By employing a variety of scenarios adapted from prior studies, the authors quantify the magnitude of the sustainability-liability effect and show that it is relatively small and unlikely to be meaningful. This research also estimates the boundary conditions to identify scenarios in which a significant sustainability-liability effect might occur. Using archival data, the authors demonstrate that the association between sustainability and inferior product performance has decreased over time, explaining the discrepancy between their findings and prior research. These findings have important public policy implications, providing decision makers with empirical evidence that designing and promoting eco-friendly products can benefit society without detracting from the perceived performance of the company's offerings.

An analysis of consumer’s trusting beliefs towards the use of e-commerce platforms

This study evaluates the consumers’ views on various security measures in e-commerce platforms and determines their impact on the trusting beliefs of consumers, which may further lead to an intention to use e-commerce platforms. The study also investigates the moderating effects of gender, age, and the frequency of e-commerce platform use on the proposed model. A total of 780 respondents were used for the study. We used structural equation modeling (SEM) to analyze the proposed trust-based model. The findings indicate a strong positive impact of information integrity and information confidentiality on the consumers’ trusting beliefs. In addition, the study indicates the strong mediating effect of trusting beliefs with the association between information integrity, information confidentiality, and behavioral intention to use e-commerce platforms. A moderating effect of frequency of use on the relationship between perceived information confidentiality and preventing unauthorized secondary data usage on trusting beliefs was found to be significant. This research underwent an in-depth examination of different security aspects that e-commerce firms should consider in order to develop the trusting beliefs of consumers in e-commerce environments.

Green Marketing and its Impact on Consumer Buying Behavior in Kathmandu Valley

Purpose: Promoting goods and services that are socially and environmentally responsible is the primary goal of green marketing. Consumers are increasingly looking for environmentally friendly and sustainable products as they become more conscious of the effects of their shopping decisions on the planet. Hence, utilising a survey in the Kathmandu Valley, this study concentrates on green marketing and its impact on consumer buying behaviour regarding green products. Method(s): The explanatory research design was adopted as the central research paradigm to discover reality. Non-probability sampling technique to select sample population. It used a convenient sampling technique: 403 respondents were interviewed with a structural questionnaire, where data was collected using the KOBO Toolbox. The data was evaluated by using both descriptive and inferential statistics. Structural Equation Modeling was used to analyse the relationships from 403 responses to see the impact of consumer buying behaviour using SmartPLS software. Finding(s): The study's findings show that Eco-labeling, Green Packaging and Branding, Green Products, Premium and Pricing and Environmental Concerns and Beliefs have shown a direct positive significant influence on Consumer Beliefs towards the environment. Lack of education and awareness are two critical challenges of green marketing. The managerial challenges and solutions are that promotion and awareness are crucial in advancing green marketing. Companies should successfully promote their eco-friendly products to consumers and educate them on the advantages of green products. Conclusion: This study shows that the youth of Kathmandu Valley are highly aware of this. Hence, there is a considerable possibility of Green Marketing that is still untapped, according to the research. Originality: This research is original and is not published in other publications. JEL Classification: M30, F64, D91, C12, Q50

Ultrasound‐assisted extraction of yerba mate leaves for the development of active additives in sports nutrition products

AbstractThis study aimed to develop yerba mate extracts (YME, Ilex paraguariensis) as active ingredients for a UVC‐light‐preserved (892 mJ/cm2; 50°C) sports drink (SD) and the sports gel derived from it (SG). Aqueous ultrasound‐assisted extractions (US; 20 KHz, 750 W) of yerba mate leaves were performed at varying temperatures (T: 20, 40, and 50 °C) and acoustic energy densities (AED: 0, .11, and .23 W/mL). Total polyphenol (TPC) extraction kinetics were characterized using the Spiro and Jago, Linares, and Peleg models. The Spiro and Jago model accurately described the extraction kinetic curves. An empirical correlation was found between its rate constant and the variables T and AED, reaching its maximum value at 50°C–.23 W/mL, with no further TPC extraction beyond 4 minutes (4.20 g GAE/L). For comparison purposes, the conditions 20°C/.23 W/mL/7 min (3.33 g GAE/L) and 100°C/0 W/mL/5 min (control) were also structurally and physiochemically compared. During the extraction, intraparticle diffusion was one of the major mechanisms limiting the extraction rate. With AED and T, the intraparticle coefficient increased significantly. The US‐assisted process generated extracts with greater wettability, hygroscopicity, more natural color, and similar content of relevant xanthin alkaloids and polyphenols, compared to the control. SEM micrographs revealed that the US‐assisted extract's porosity increased with AED and T. The UV‐C processing of SD was successfully validated through microbial challenge assays. YME (20°C/.23 W/mL/7 min) addition turned SD and SG greener and raised their flavonoid content (SD: 5.2‐fold and SG: 19.6‐fold) and TPC (SD: 5.5‐fold and SG: 5.3‐fold). The DPPH and ABTS total antioxidant activity for SD and SG increased by 3.1–3.4‐fold and 16.8–57.9‐fold, respectively. SD‐YM and SG‐YM were well‐accepted and described in a consumer field test. The developed YMEs can be a natural source of xanthine alkaloids and polyphenols, thereby replacing the synthetic additives typically employed in sports nutrition products.Practical applicationsThe growing consumer belief in natural extracts' ability to promote health and wellness is driving the global market for botanical extracts. Yerba mate (Ilex paraguariensis St Hill) is a healthier alternative to coffee and tea, with higher antioxidant capacity and proven health benefits. The proposed extraction method eliminates the need for high temperature and prolonged treatments, preserving the nutritional value of yerba mate leaves. Furthermore, it eliminates waste generation, perfectly aligning with sustainable practices. The optimized US‐assisted extraction resulted in high‐quality physicochemical extracts with significant functional activity. Amateur athletes are increasingly looking for products to enhance their performance that are both natural and effective. In this context, the developed extracts can serve as natural additives for sports nutrition products, which typically include synthetic caffeine and other compounds aimed at enhancing alertness, arousal, and energy.

Determinants of intention buying local foods: a conceptual framework

Consuming food from the area has grown in popularity. Local foods have positive effects on the environment, economy, society, and health. In particular, we investigate how consumer beliefs about locavorism is predicted by antecedent factors (i.e., values of collectivistic and individualistic). We also investigate how locavorism is predicted by consumer travel behavior and city branding. We also look at how these sets of beliefs affect consumer attitudes toward and intentions to buy local foods in Special Region of Yogyakarta. By addressing the antecedents of locavorism and placing the constructs of locavorism within an integrated network of antecedents and effects, this study closes a research gap in the field of local food research. We use 9-point scales for questionnaire, which is a novelty in this study, where previous studies used 7 scales. The 9-point scales are used to rate as closely as possible the respondent's response to what is described. This study's conclusions have ramifications for regional food marketers.

To Hinder or to Facilitate: Retailers’ Strategy of Consumer Information Sharing

Consumer information sharing is considered an effective strategy to attract consumers, yet certain high-end retailers, such as Bergdorf Goodman and Farfetch, tend to hinder consumers from sharing information through online reviews. We study a retailer’s strategy for consumer information sharing in a supply chain. We find that a retailer’s information sharing strategy can prevent manufacturers from extracting excessive profit when consumers are heterogeneous in their valuations of the selling product. Specifically, a retailer can achieve a higher profit margin by targeting all consumer segments. By strategically choosing the information sharing strategy to influence consumer beliefs, the retailer can induce the manufacturer to conform to the retailer’s preferred targeting segment through a low wholesale price. Thus, a high-end retailer, whose consumers have a high ex-ante quality belief, favors hindering information sharing among consumers because it enables the retailer to target all consumer segments. Interestingly, deterring consumers from learning about the product quality may generate more consumer surplus. Our main results are robust under extensions such as consumer search behavior, consumer waiting, and multiple product selling. When selling multiple products, a retailer with a large quality variation is better off hindering consumers from sharing information. Our work shows that strategically choosing a consumer information sharing strategy enables retailers to enhance profit margins in their interactions with upstream manufacturers.

Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand

Brand identity helps customers to identify, as well as distinguish alternative competitive brands. If there is a consistent marketing strategy and consistent messaging, brand identity remains consistent, which helps in improving sales management and generating better revenue for the brand. In this digital era, there are various digital marketing tools and capabilities to improve brand identity, which help in establishing close association with customers to influence their purchasing decisions. However, we have limited understanding of the antecedents of brand identity in the digital era, and how the moderating role of consumer belief in brands could influence their purchasing decision making process. In this context, this study aims to determine the antecedents of brand identity in the digital era, and to examine if there is any moderating impact of consumer belief in brand (CBB) on consumer purchase decision (CPD). Based on the resource-based view and social identity theory, a theoretical model has been developed. Following the survey responses of representatives from 302 organizations/brands, the covariance-based structural equation modelling validates our model. Our analysis affirms that e-WOM, digital infrastructure, skilled manpower, and digital marketing capability positively impact on developing brand identity, which influences sales strategy differently in different situation to influence CPD, where CBB plays a moderating role. The study results have been derived by analyzing the inputs of the respondents based out of India which invited external validity issue and it has been considered as one of the limitations of this study.

The strategies of using Chinese language in cosmetic advertising through the Taobao online marketplace

This study aimed to 1) analyze the information structure of texts concerning facial beauty in Chinese cosmetics advertisements, and 2) examine linguistic strategies employed within the advertisements. Language strategies in 150 Chinese cosmetic product advertisements from Taobao were analyzed, employing critical discourse analysis concepts as proposed by Norman Fairclough and Teun Adrianus van Dijk. By exploring the advertising language, the study offered valuable insights into the persuasive techniques used in the cosmetics industry. It categorized the strategies into semantic and discourse-pragmatic. Semantic strategies involved descriptive verbs, intensifiers, negation, and word formation through pinyin transliteration. Discourse-pragmatic strategies included presuppositions, figures of speech, claims, and rhetorical questions. These strategies mirrored beauty values in Chinese society, implying beauty was achievable through the products advertised. The study highlighted the significant impact of language strategies in forming beauty ideals, influencing consumer beliefs, and motivating the pursuit of beauty standards. This analysis of cosmetic advertising in China showcased the influential role of language in shaping societal views and consumer behavior.

Ethical banking behavior among millennials and Gen-Z in Malaysia

PurposeThis study aims to determine the factors that influence ethical banking behavior among millennials and Gen-Z in Malaysia.Design/methodology/approachA stratified sample of 525 millennials and Gen-Z of Malaysian banking customers was used. Extended ethical decision-making (EDM) model was tested using partial least square-structural equation model for the analysis.FindingsThe findings indicated that the engagement of millennials and Gen-Z in ethical banking is influenced by factors such as intention, judgment and awareness, which shaped both generations’ ethical banking behavior.Practical implicationsThis study could be a central reference point and assist banking institutions in understanding the preferences of millennials and Gen-Z.Originality/valueThis study extends the previous EDM model that focused solely on consumer's belief systems. Three aspects differentiate this paper and contribute to its originality, namely, the uniqueness of millennials and Gen-Z behavior, incorporating new variables along with the EDM models and study in Malaysian context.

Price Partitioning of Socio-Moral Surcharges

Abstract Many companies are levying mandatory surcharges on products to raise funds for socio-moral causes (e.g., carbon-offset, living-wage, fair-trade, and sustainability surcharges). Should these surcharges be presented separately from the product price (i.e., partitioned pricing) or combined with the product price (i.e., all-inclusive pricing)? This research argues that partitioned pricing for socio-moral surcharges can backfire. When socio-moral surcharges are partitioned, consumers feel that the company is avoiding its own responsibility toward the cause, reducing intrinsic corporate social responsibility attributions and consequently leading to adverse consumer reactions. This theorization is specific to surcharges attached to socio-moral causes; the effects reverse for non-socio-moral surcharges. Further, we document three ways via which firms can alter consumer beliefs and attenuate negative reactions. These include approaches that signal that the firm is not seeking reputational benefits, that the firm is not avoiding responsibility, and by shifting consumers’ focus from the costs they have to bear to the benefits they accrue. Hence, this research presents implications for managers and policymakers seeking to incorporate socio-moral surcharges into product prices while mitigating consumer backlash.

What Links Retail to Modernity? The Future of Retail - Romanian Case Study A combined Analysis of Consumer Perceptions and AI Insights

This study examines the link between retail and modernity and bring as case study the Romanian perception of the future of the store. The research combines insights from secondary data consumer perception study with the potential applications of AI research. We explore convergences and divergences between AI-generated perspectives and actual consumer beliefs and expectations, focusing on technology integration, sustainability, and experiential retail. While both AI and the the consumer perception study highlight the importance of technology, the research reveals specific consumer concerns like affordability and cultural nuances that AI might not fully capture. The combined analysis offers valuable insights into Romanian consumer preferences and identifies potential future trends in the retail landscape. By acknowledging limitations like the scope of AI analysis and data source restrictions, we emphasize the need for further research integrating AI with diverse research methods for a comprehensive understanding of the future of retail in Romania.

Study of the influence of consumer trust factors and the marketing mix on consumer value and consumer loyalty

Object: The aim of the study is to determine the importance of consumer trust in value creation and to study how consumer trust influences their purchase decision and consumer loyalty.
 Methods: As it is shown in the scientific literature, several methods are used when writing a research paper, which are classified as field and desk, quantitative and qualitative. Typically, one or both of these may be used in a study. Depending on the purpose of our work in our study, at the first stage, we analyzed second-order information based on desk research. It was used to review scientific articles relevant to the topic of a previously published study. At the second stage of the study, we conducted an opinion poll using the method of quantitative research. The survey was conducted on the basis of a conceptual model and measuring scales of previous studies. To test the questionnaire developed for the survey, a pilot survey was organized for 40 respondents.
 To get answers to questions about who was conducted in research, how many of them should be, and how to se lect them, we conducted a selection using sources of scientific literature.
 Findings: The value of the study is specific, the significance of the work lies in the fact that our study considers the chain of consumer value creation in the production and sale of food products and involves the measurement of con sumer value in this chain based on factors that form consumer beliefs. In this regard, it complements the studies carried out so far on the problem of creating customer value.
 Conclusions: The results of the study can be considered when forming a chain of consumer value creation in the marketing activities of sausage manufacturers.