Consumer Attitudes Research Articles

Post hoc explanations improve consumer responses to algorithmic decisions

Algorithms are capable of assisting with, or making, critical decisions in many areas of consumers’ lives. Algorithms have consistently outperformed human decision-makers in multiple domains, and the list of cases where algorithms can make superior decisions will only grow as the technology evolves. Nevertheless, many people distrust algorithmic decisions. One concern is their lack of transparency. For instance, it is often unclear how a machine learning algorithm produces a given prediction. To address the problem, organizations have started providing post-hoc explanations of the logic behind their algorithmic decisions. However, it remains unclear to what extent explanations can improve consumer attitudes and intentions. Five experiments demonstrate that algorithmic explanations can improve perceptions of transparency, attitudes, and behavioral intentions – or they can backfire, depending on the explanation method used. The most effective explanations highlight concrete and feasible steps consumers can take to positively influence their future decision outcomes.

Street food in the digital era: unraveling the influence of food vloggers credibility and information quality on consumer intentions

PurposeThe purpose of this study is to investigate the influence of credibility and information quality (IQ) of online food vloggers on consumer attitude and purchase intention towards street food consumption. It also examines the relationship between consumer attitude and purchase intention influenced by online food vlogger reviews in North India.Design/methodology/approachIn order to evaluate the framework, primary data were gathered from 389 street food consumers located in Jammu, Chandigarh and Delhi – cities situated in northern India. The collected data were then subjected to analysis using the partial least squares-structural equation modeling (PLS-SEM) techniques.FindingsThe results indicate that the perceived value of street food, influenced by the credibility of food vloggers and the quality of information provided, has a positive impact on consumer attitude and purchase intention towards street food consumption. A positive impact of consumer attitude on the purchase and consumption of street food was also observed.Originality/valueThis research offers a thorough investigation into the elements that influence consumers' opinions regarding vloggers endorsements. The findings reveal that consumer's attitudes towards vloggers recommendations are mainly influenced by the quality of information provided, followed by credibility and the intention to make a purchase. Furthermore, this research is of significance to practitioners and academics interested in comprehending consumer behavior in the realms of tourism and food-related endeavors.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-02-2024-0158

Consumer perspectives on interventions to combat fraudulent product returns in omnichannel fashion retail

PurposeThe expansion of online shopping aligned with challenging economic conditions has contributed to increasing fraudulent retail product returns. Retailers employ numerous interventions typically determined by embedded perspectives within the company (supply side) rather than consumer-based assessments of their effectiveness (demand side). This study aims to understand how customers evaluate counter-fraud measures on opportunistic returns fraud in the UK. Based on the fraud triangle and the theory of planned behaviour, we develop an empirically informed framework to assist retail practice.Design/methodology/approachWe collected 485 valid survey responses about consumer attitudes regarding which interventions are effective against different types of returns fraud. First, a principal component section evaluates the policies' effectiveness to identify any policy grouping that could help prioritise specific sets of policies. Second, cluster analysis follows a two-stage approach, where cluster size is determined, and then survey respondents are partitioned into subgroups based on how similar their beliefs are regarding the effectiveness of anti-fraud policies.FindingsWe identify policies relating to perceived effectiveness of interventions and create customer profiles to assist retailers in conceptualising potential opportunistic fraudsters. Our product returns fraud framework adopts a consumer perspective to capture the perceived behavioural control of potential fraudsters. Results suggest effectiveness of different types of interventions vary between different types of consumers, which leads to the development of propositions to combat the fraud.Originality/valueThis study is unique in assessing the perceived effectiveness of a range of interventions based on data collection and advanced analytics to combat fraudulent product returns in omnichannel retail.

Effects of bimanual vs unimanual motor actions on consumer behavior intention and attitude

Effects of bimanual vs unimanual motor actions on consumer behavior intention and attitude

Unlocking emotional engagement: How Tiktok live streaming transforms customer-brand relationships in the digital era

<p>The lack of understanding about how live streaming on social media platforms like TikTok can build emotional engagement between customers and brands and the factors influencing such engagement in the era of the fourth industrial revolution led to this research. Using the Uses and Gratification (U&G) Theory to explain the motivations behind media use in fulfilling social and psychological needs, along with the Theory of Reasoned Action (TRA), which emphasizes attitudes as the primary determinants of behavior, the objective of this study is to analyze the influence of gratification, media attributes, and perceived interactivity on attitudes towards live streaming and brand attitudes, as well as the impact of these attitudes on consumer engagement. This explanatory research employs a quantitative approach, with a sample of 250 consumers of the Kattoen brand on TikTok selected through purposive sampling. The data are analyzed using descriptive and inferential statistics through Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The research instrument is an online questionnaire that has been validated and reliably tested. The results show that gratification does not have a significant effect on attitudes toward live streaming, while media attributes and perceived interactivity have a significant effect on both intervening variables, namely attitudes toward live streaming and attitudes toward the brand. These findings indicate that media elements and interactivity play an important role in shaping positive consumer attitudes toward live streaming and the brand, ultimately increasing consumer engagement in TikTok live streaming.</p>

The Influence Of Consumer Ethnocentrism, Attitudes And Consumer Intentions On Actual Purchasing Behavior On Instant Noodle Products

Consumer ethnocentrism is very important because it affects consumer purchasing decisions. This study aims to reveal how demographic factors such as age, gender, education, and income affect consumers' views on domestically made instant noodles and foreign-made instant noodles which affect attitudes, intentions, and purchasing behavior. This study uses a purposive sampling method involving 200 consumers who consume domestically made instant noodle products and foreign-made instant noodle products in the JABODETABEK area. The results of primary data analysis were carried out using the Structural Equation Modeling (SEM) method. The sample criteria are consumers who consume domestically made instant noodle products and instant noodle products made abroad at least 2 times. The results showed that consumer demographics affect consumer ethnocentrism, consumer ethnocentrism affects consumer attitudes, consumer attitudes affect consumer intentions, consumer ethnocentrism has no effect on consumer intentions, consumer intentions affect actual purchasing behavior. This study contributes that age, income and ethnocentrism significantly influence consumer attitudes and intentions towards local products and it is recommended that the sample be expanded and additional factors that may influence the relationship between ethnocentrism, consumer attitudes and purchase intentions be taken into account. Further research could also examine the long-term impact of ethnocentrism on actual purchase behavior as well as other factors that could potentially influence consumer decisions in greater depth. Keywords: Consumer demographics, Consumer ethnocentrism, Attitudes, Consumer intentions and Actual purchase behavior

Consumer Satisfaction with the Quality and Availability of Gluten-Free Products

The aim of this study is to investigate consumer attitudes toward the quality and availability of gluten-free products. For this purpose, quantitative research was conducted using a questionnaire completed by 107 respondents who consumed gluten-free products. The results of the research showed that most consumers prepared their own meals, paid attention to ingredients, and strictly adhered to a gluten-free diet. About 10% of the respondents declared that they occasionally did not follow a gluten-free diet. Respondents were generally not satisfied with the price and availability of gluten-free products on the market. An additional aggravating circumstance for them when eating out was that restaurants generally do not have a sufficient selection of gluten-free dishes in their daily offer. Although most of them stated that they buy basic, well-known gluten-free products, they want to try new products with different, new flavors. This demand offers food manufacturers the opportunity to capitalize on the rapidly growing gluten-free market by developing creative and sustainable products that not only meet dietary requirements but also exceed consumer expectations. By focusing on innovation and variety, companies can participate in a profitable market while contributing to the growth of a more sustainable economy. The results of this study pointed to consumer preferences that could be used to influence the improvement and development of new gluten-free products, which are on the rise and will have a better nutritional quality and thus had a positive impact on health.

Examining consumers’ willingness to pay premium price for organic food

This study examines the factors influencing organic food consumption and willingness to pay premium prices in the context of an emerging economy. The extended attitudinal behavior-scenario model, rooted in Signaling theory, served as the foundation for the proposed model. A convenience sample of 470 young Chinese consumers was collected through online and offline surveys. Partial least squares structural equation modeling was used to test the hypothesized relationships. The results reveal that consumers’ environmental concern, environmental values, value perception, price sensitivity, and green promotion significantly affect their attitudes toward organic food. In addition, consumers’ health consciousness, value perception, price sensitivity, and green promotion demonstrate significant positive effects on their intention to consume organic food. Moreover, consumer attitude toward organic food substantially influences their intention to consume it. Similarly, consumer attitude, intention, and green psychological benefits significantly affect their willingness to pay premium prices for organic food. In addition, the indirect effects of consumer attitude toward organic food and intention to consume in the relationship between the factors and willingness to pay premium prices provide interesting findings. This study offers valuable guidance for policymakers in developing appropriate strategies to expand the organic food market and provides a solid foundation for future research on organic food consumption. This study suggests that policymakers should concentrate on enhancing awareness and knowledge of organic food, promoting organic food production, and prioritizing campaigns that emphasize the exceptional health advantages of organic food to encourage greater consumption.

From Farm to Fork: Addressing Food Waste in Households

With the rising environmental awareness, the issue of food waste is drawing considerable attention from civil society, scholars, industry practitioners and policymakers alike. Addressing food waste is crucial, as it incurs a variety of social, health, economic and environmental costs, including greenhouse gas emissions, soil degradation and the depletion of natural resources. The objective of this study is to analyze processes in food waste management to gain insight into factors influencing consumer behaviour, attitudes, and practices regarding consumption and food waste and loss prevention in the supply chain. This requires the analysis of decision making methods and waste reduction strategies and approaches, particularly for households. The goal is to emphasize the importance of raising consumer awareness and sense of individual responsibility, especially given the recent surge in collective community intentions to live more sustainably. However, translating these intentions into tangible actions is uncertain and filled with socio-economic complexities. Reports indicate that, households are responsible for approximately half of all food waste generated. Therefore, it's important to review the literature on barriers and triggers related to behaviour patterns and variations in food related lifestyle dimensions, to determine the factors that might influence food handling and food waste knowledge. Targeting households presents a promising starting point for future interventions, highlighting actions that may influence the current food consumption model to reduce the amount of food wasted. The methodological approach was structured into three steps. First, a literature review was conducted to gather insights and identify factors and interconnections between consumer behaviour and food waste. Second, related drivers and triggers were analysed. Lastly, the findings were summarized to highlight gaps and opportunities for improving attitudes towards food waste prevention.

Consumer perspective on the recycling process. Social media analysis of RetuRO

Purpose This study aims to analyze the attitude of consumers toward the recycling process, especially toward the manner of its promotion through social media platforms. Design/methodology/approach Using social media analysis, the authors analyzed the posts on the RetuRO page on Facebook. The results showed us that the first posts started in January, the recycling program and the guarantee return systems implementation have been active in the stores since November 30. Thus, the posts from each month were analyzed, observing that at the beginning of the program, the posting frequency was higher (8–10 posts/month), whereas in 2024, the frequency registered a slight decrease. Findings This paper reflects two facets of consumer attitudes: if at the beginning of the recycling program, the feeling expressed was one of delight and satisfaction because customers had the opportunity to get rid of plastic or glass packaging, respectively aluminum cans, thus contributing to protecting the environment, with the development of the program, their opinions changed. The problems generated by the difficulty of recycling, and the technically deficient aspects of the devices led to a paradigm shift and the manifestation of a negative component of consumer attitudes. Originality/value To the best of the authors’ knowledge, this study is the first carried out in Romania that analyses the influence of the RetuRO platform in the recycling process carried out in our country using social media analysis.

Green purchase behaviour of Arab millennials towards eco-friendly products: the moderating role of eco-labelling

Purpose This study aims to examine millennial consumers’ intentions towards purchasing eco-friendly products in the emerging Arab nation of Oman, focusing on the moderating role of eco-labelling (EL). Design/methodology/approach Environmental knowledge (EK) and environmental concern (EC) are integrated into the theory of planned behaviour (TPB) framework as independent variables, along with EL as a moderating variable. The data was collected through a self-administered survey and consisted of 705 random responses that was tabulated and analysed through the structural equation modelling technique. Findings ECs, subjective norms (SNs) and perceived behavioural control (PBC) significantly influence consumer attitudes towards green eco-friendly products. Consumers’ EK and attitudes positively influence the purchase intention (PI) to make green purchases. SNs and PBC substantially influence consumer attitudes towards adopting green products. However, the findings reveal a non-significant moderating influence of EL on the relationship between EC and PI for millennial Omani consumers. Research limitations/implications The findings are limited to only one Arab country, Oman, which limits the scope of the study. This study contributes to the TPB by using additional dimensions to examine the green purchasing behaviour of millennials. Practical implications Marketers can use these insights to develop strategies that emphasise the environmental benefits of products, leverage social influences and empower consumers to make environmentally conscious choices. Incorporating EL and green packaging can enhance the visibility and attractiveness of green products. Social implications Promoting environmental education, awareness campaigns and policy interventions that highlight the importance of eco-friendly product choices can foster more sustainable consumption patterns among Arab consumers. Originality/value To the best of the authors’ knowledge, this is the first study to examine the green PIs of millennials in an Arab context, specifically focusing on the moderating role of EL.

The Secondary Home Furnishing Consumer: An Investigation into Psychological Motivations and Purchase Intention

Due to an increased interest in the circular economy, there has been a gradual shift to purchase used items including home furnishings by consumers. The secondhand home furnishing industry is gaining traction in the market and therefore, it is imperative to understand what is driving consumers to shop for these used pieces and adding them to their personal spaces. The purpose of this study was to explore psychological motivations for secondhand home furnishing consumption, including environmental sustainability, functionality, aesthetic style, and economics, and their impact on purchase intention. Guided by the theory of reasoned action, an online survey was administered to home furnishing consumers and data were analyzed quantitatively. Findings supported that the psychological motivations of environmental sustainability, functionality, and aesthetic style positively influenced consumer attitudes with purchase intentions of secondary home furnishing items. The results of this study expand the applicability of the TRA model specifically to secondhand home furnishing consumers. Practically, this study gives insights into secondary home furnishing consumers and their interest in environmental sustainability, functionality, and aesthetically appealing pieces.

THE EFFECT OF ATTITUDE TOWARDS SOCIAL MEDIA ADVERTISEMENTS ON BRAND VALUE AND CONSUMER BEHAVIOR

As consumers begin to spend more time on social networks, social media platforms have become commercial marketing tools. Advertisements for any goods, services or brands, especially on social media platforms, have become effective. Social media advertisements have begun to be very effective on consumers' brand value perception and preferences, and this affects the consumer's thoughts in terms of awareness, loyalty and quality in the context of brand value. As a result, unplanned purchasing behavior has come to the fore. The aim of this study is to investigate the effect of consumers' attitudes towards social media advertisements on brand value and consumer behavior. The data obtained within the scope of the research was obtained by online survey method between 10 March and 30 April 2024. During the data analysis process, SPSS 25.0 and AMOS 26.0 package programs were used within the scope of the research. The results obtained reveal that the attitude of consumers towards social media advertisements has a positive and statistically significant effect on brand value and consumer behavior. In this context, it is seen that social media advertisements play a decisive role in the changes in consumers' perception and this effect indicates a positive relationship between brand value and consumer behavior.

Factors Ascendant Consumer’s Impression Towards Purchase Decision on Social Media

The Internet has expanded marketing communication channels beyond traditional print, electronic, and transportation media to include social media in cyberspace. Social media platforms like Facebook, YouTube, Google, and Twitter have recently become increasingly popular. Last three decades. Social media is a popular mode of communication for people from every stage of life, offering a variety of formats including images, videos, jokes, and peer comments. Social media platforms influence how buyers perceive a merchant's goods or services. Social networking is increasingly used to facilitate business transactions between vendors and customers. In today's digital age, people are transitioning from traditional to online purchase. Consumer attitudes are shifting. Researchers have questions about how social media influences customers' internet shopping decisions. Can buyers discern between branded and non-branded products? How long will consumers associate with the present brand? Is there any criteria set by consumers while acquiring products? The researcher used this investigation to identify answers to the questions listed above. To researcher obtained various statistical tools through SPSS to understand the consumer’s impression towards purchase decision on social media.

Price Sensitivity and the Influence of Green Knowledge on Consumer Attitude and Purchase Intention in the Context of Sustainable Goods

Background and Objective - Legislators and organizations trying to encourage sustainable consumption as a result of evolving consumer tastes and economical limitations need to recognize how these issues interact. This study aimed to assess the relationship among price sensitivity (PS), green knowledge (GRK), female consumers attitude (CA), and purchase intention (PI) for sustainable goods. Methodology - Using a questionnaire of 250 female consumers, this study examines hypotheses related to the factors using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) methodology. Results - The connection among GRK and CA for sustainable goods is moderated by PS, with greater GRK increasing PI. Nevertheless, PS affects the desire of customers to pay charges. Conclusion - In an atmosphere of competition, this study emphasizes the influence of price strategies and awareness among female consumers while highlighting the significance of PS and GRK in encouraging sustainable consumption patterns.

Metaverse technologies in hospitality: using the theory of consumption values to reveal consumer attitudes and trust factors

Metaverse technologies in hospitality: using the theory of consumption values to reveal consumer attitudes and trust factors

Proteins of the future: a bibliometric study of alternative food acceptance

The present study aimed to evaluate the state of research linking alternative proteins with consumer attitude and behavior, through a bibliometric analysis of 265 documents indexed in Scopus. The methodology involved the identification of descriptive indicators such as temporal evolution of publications, journals, authors and most cited documents. A qualitative content analysis was also carried out to determine research designs, data sources and predominant analysis techniques. The results show an exponential growth of publications since 2018, with majority contributions from Europe and North America. In terms of methodological aspects, quantitative and empirical survey-based studies predominate. The literature linkage evidenced three streams: overcoming cultural barriers towards edible insects, factors predicting general acceptance of alternative proteins, and acceptance drivers specifically for plant-based meat substitutes. Future research opportunities include the need for more comparative studies across countries and population segments, experimentation with communication and packaging strategies, forms of gradual insertion into the diet, and analysis of microbial and fungal protein sources.

Analyzing the impact of country-of-origin, geographical indication and wine world on low-involvement generation Z potential consumers’ attitudes toward wine ads

PurposeThis study aims to compare the influence of origin types (country-of-origin – COO versus geographic indication – GI) and wine worlds (new versus old wine country – represented by Brazil and Italia, respectively) on the attitude of low-involvement Generation Z potential consumers from Brazil toward wine ads.Design/methodology/approachThe authors conducted a two (COO vs GI) by two (New vs Old World) within-subject experimental design with 98 Brazilians from Generation Z. Latin square was used to systematically counterbalances the sequence in which participants were exposed to ads.FindingsThe results reveal that potential consumers’ attitudes are more positive when a COO is used in wine advertisements than when a GI is used. Besides, the consumers’ conative response is more positive when an Old World country (Italy) is used in wine ads than when New World country (Brazil) is used.Research limitations/implicationsThis study expands existing literature by showing that, in wine ads, COO information elicits more positive responses than GI. It also suggests a preference among potential consumers for Old over New World wines in purchase, recommendation and consumption decisions.Practical implicationsThe wine advertisements for the market segment investigated should highlight the COO instead of geographical indication (GI). Besides, the authors point out the importance of promoting the concept of GI among low-involvement Generation Z potential consumers.Originality/valueTo the best of the authors’ knowledge, this is the first study to assess potential consumers’ attitudes toward wine ads, comparing COO and GI and determining which geographical cue elicits more positive consumer attitudes: origin types (COO vs GI) or wine worlds (Old vs New).

The Emergence of the Deconstructed Consumer: Exploring Shopping and Buying Behavior During the COVID-19 Pandemic

The coronavirus (COVID-19) that swept across the US has dramatically impacted consumer behavior. The abruptness of pandemic for individuals brought forth an opportunity for understanding the influence of COVID-19 on consumer responses. While there is a growing understanding that household spending has changed in response to COVID-19, there is a lack of a deeper understanding behind changes in consumer behavior, including consumer sentiment and motivations to alter consumption during this critical time. Therefore, this study explores the nature of buying behavior during the pandemic using an in-depth qualitative approach. Through semi-structured in-depth interviews, four major themes emerged from the data that comprise what authors term the “deconstructed” consumer. The deconstructed consumer was based on the following thematic areas: (i) “Do-it-Yourself” culture or DIY, (ii) passionate pursuits, (iii) community, and (iv) self-reflection and discovery. By exploring changes in consumption attitudes and behaviors as the crisis unfolds, we can develop an understanding of the consumer and suggest potential retailer strategy shifts that can be deployed to maneuver during uncertain times of crisis.

Personality matters in consumer preferences for cultured meat in China

This study extends our current knowledge of consumer preferences for cultured meat. We explored if personality traits have a role in affecting Chinese urban consumer choice behavior for cultured meat. We performed a choice experiment (CE) and used cultured chicken breast as a case study. The results indicate that personality traits (i.e., agreeableness, neuroticism, and conscientiousness) influence consumer preference for cultured meat. Our findings provide valuable insights into the psychology of consumer preferences and attitudes that can help to effectively communicate the nature of cultured meat to the public. They also have relevant implications for cultured-meat producers, and policy makers.