Shifting consumer behaviour towards more sustainable diets is widely seen as essential for enabling the food system transformation. However, both behavioural change and policy implementation tend to occur gradually. This study investigates whether consumer awareness, beliefs, and self-reported behaviours related to plant-rich diets have changed over time in Denmark—a country that has recently positioned itself as a frontrunner in promoting plant-based food. Using repeated cross-sectional data collected in 2021, 2022, and 2024 ( n = 3592; at 1.5-year intervals), we examine developments in dietary choices, perceptions of plant-based products, and social dynamics around meat reduction. Despite major policy shifts, the findings show limited changes in consumer behaviour and attitudes across the three time points. There was no consistent change in reported plant-based consumption, dietary identity, or attitude shifts. However, certain developments suggest emerging potential for normalization of more plant-based eating: participants reported knowing significantly more people who had reduced their meat intake in 2024 compared to 2021, and unaided brand recall of plant-based products increased. However, at the same time, a notable decrease in environmental concern was observed. Gender and age differences were consistent across all time points, with women and younger respondents showing more favourable attitudes and behaviours towards plant-rich diets. Overall, our findings highlight how stagnant dietary practices are, even in progressive policy contexts such as Denmark, and underscore the importance of sustained, targeted interventions to support long-term dietary transitions. • Study tracks shifts in consumer awareness, beliefs, and behaviours on plant-rich diets. • Repeated cross-sectional data collected in 2021, 2022, and 2024 in Denmark. • No consistent change in plant-based consumption, identity, or attitude observed. • By 2024, more participants knew meat reducers; plant-based brand recall also rose. • Stagnant dietary practices stress the need for sustained, targeted interventions.

Impact of incorporating Chinese cultural elements into product attributes on purchase intentions via multiple mediating roles of cultural identity: Evidence from the Forbidden City.

Improving medication safety through behavioral nudges: An evaluation of unit sales trends following a pharmacy-based intervention.

The circularity of textile waste: A systematic literature review on environmental methodologies and knowledge gaps.

ABSTRACT This study builds and tests a model of AI-generated educational video adoption for children’s safety clothing. The model proposes perceived value and perceived quality as key antecedents, attitude, and self-efficacy as mediating variables, and a sense of safety as a direct predictor of adoption. The model highlights how perceived value and quality are linked to adoption through attitude, self-efficacy, and sense of safety. Using survey data collected from 300 kindergarten and elementary school teachers in the Republic of Korea and analyzed through partial least squares structural equation modeling (PLS-SEM), the findings show that both perceived value and perceived quality positively influence attitude toward AI-generated safety educational video and self-efficacy. In turn, attitude and self-efficacy positively influence the sense of safety which strongly drives the adoption of AI-generated safety educational videos. This study makes contributions to the body of knowledge in the researches on consumer behavior related to the AI generated safety educational video by identifying the unique roles of attitude, self-efficacy, and sense of safety as key variables in explaining the adoption of AI-generated educational video for children’s safety clothing.

This study investigates the relationship between customers' intention to purchase health insurance in Northern India and perceived behavioral control (PBC), which is based on the decomposed theory of planned behavior (DTPB). Three core dimensions of PBC are identified: social influence, perceived ease of access and financial affordability, discovered through the use of exploratory factor analysis (EFA). The study further investigates how gender and marital status moderate these relationships to inform targeted marketing strategies. Convenience sampling was used to gather primary data through an online poll with 400 participants. The three PBC dimensions were extracted and validated using EFA, and their direct impacts on purchase intention were then tested using partial least squares structural equation modeling (PLS-SEM). Moderation effects by marital status and gender were investigated using multi-group analysis (MGA), which produced strong t-statistics and p-values. PLS-SEM reveals perceived ease of access is the best predictor of purchase intention (t=6.070, p<0.001), followed by social influence (t=4.400, p<0.001) and financial affordability (t=5.486, p<0.001). Financial affordability and social influence have a greater impact on women, whereas perceived ease of access had a greater impact on males, according to MGA, which shows significant gender-based moderation. These associations are also moderated by marital status; married people react more strongly to accessibility, whereas single people are more impacted by affordability and social influence. These results offer practical applications for lawmakers and insurance companies undertaking business in developing nations. The study makes recommendations for future longitudinal and cross-cultural research while acknowledging the drawbacks of convenience sampling and a cross-sectional approach. This study examines the dimensional structure of PBC in relation to health insurance purchase intention in a developing-nation situation by integrating PLS-SEM and EFA in a novel way inside the TPB framework. It fills a major vacuum in culturally nuanced consumer Behavior research in emerging nations and provides actionable data for insurers looking to segment their marketing strategies by revealing innovative moderations based on gender and marital status.

BackgroundThe consumers' wants have gradually resulted in the shift toward the sustainable food paradigm, where foods that are environmentally friendly, ethically produced, and good for health are being emphasized. Thus, sustainability has become one of the most important purchasing decision criteria along with nutrition and quality.AimThe paper aims to see the effect on consumer's attitude and behavior towards sustainable food by the factors of health and environmental consciousness, with the focus on the mediation of a healthy lifestyle.MethodsThe PLS-SEM (Partial Least Squares Structural Equation Modeling) method was used for the analysis of the data collected by the questionnaires given to 443 people in Haryana, India.SummaryThe study brought out the conclusion that health and environmental consciousness both significantly and positively influence consumer attitudes towards sustainability in food, along with the healthy lifestyle being a vigorous mediator of the consumer attitudes and, health and environmental consciousness. The model was found to have a very high explanatory power and also a high predictive relevance. The study in its theoretical aspect broadens the value-attitude-behavior framework by connecting awareness to lifestyle practices, while in its practical aspect it gives marketers and policymakers a signal to promote sustainable food through health and environmental consciousness.

Dual front-of-pack (FoP) labelling (i.e., presence of both nutrition and sustainability labels) can guide consumers towards healthier and more sustainable food choices. Despite growing interest, evidence on behavioural outcomes remains limited. This study aimed to review existing literature to understand the effects of dual FoP labelling on consumer behaviour. We searched seven databases for experimental studies published until May 2024 that assessed dual front-of-pack labels as interventions. Eligible studies measured the following outcomes: objective understanding, purchase intention, food choice, and/or willingness to pay (WTP). Risk of bias was assessed using the RoB 2 tool. Seven studies examined five nutrition and five sustainability labels, with three reporting on purchase intention, three on food choice, and one on WTP. None of the studies assessed objective understanding. Risk of bias assessment rated five studies as high quality, one moderate, and one low. Five studies testing congruent dual labelling (positive nutrition & sustainability scores) using interpretive formats (e.g., warning labels, Nutri-Score, Eco-Score) reported favourable effects of dual labelling. Two studies assessing congruent text-based or certification labels showed unfavourable outcomes. Incongruent labelling (positive nutrition & negative sustainability, and vice versa) produced mixed results, suggesting conflicting information may confuse consumers. Understanding how consumers respond to combined nutrition and sustainability information is essential for transitioning to healthy and sustainable food systems. This review shows that dual labelling can influence choices, but its effectiveness depends on label format and message framing, highlighting the need for careful design to avoid unintended effects and support informed decision-making.

Edible insects are increasingly recognized for their high nutritional value and favorable environmental profile, yet their acceptance (defined as the continuum from willingness to try and purchase to repeated consumption) in Western and globalized food systems remains limited by cultural, sensory, regulatory, and economic barriers. This narrative review critically synthesizes recent advances in understanding the multidimensional determinants of consumer acceptance of insect-based foods and evaluates the technological, cultural, and policy-driven strategies proposed to overcome them, drawing on interdisciplinary evidence from food science, consumer behavior, and sustainability research. Evidence indicates that processing approaches such as protein hydrolysis, extrusion, fermentation, and encapsulation can significantly improve sensory quality, functionality, and product integration into familiar food matrices. In parallel, targeted marketing, consumer education, and transparent regulatory frameworks emerge as essential to building trust and reducing neophobia. This narrative synthesis provides a comprehensive conceptual framework for advancing the mainstream adoption of insect-based foods. The analysis highlights research gaps related to sensory optimization, traceability, sustainability assessment, and cross-cultural consumer studies, offering evidence-based directions to support the development of safe, acceptable, and nutritionally valuable insect-derived products within contemporary food systems.

Evaluating the influence of promotional branding on consumer decision-making: A comparative study of product labels.

From greenwashing to green trust: Understanding the consumer behavior in the fashion industry.

This study aims to determine the development of social media that has changed marketing strategies by promoting highly attractive influencers to influence consumer behavior, particularly in the increasingly competitive beauty industry as Gen Z's interest in skincare products grows. The sampling method used was Non-Probability Sampling with Purposive Sampling technique with a sample size of 100 respondents. Data collection was conducted using a questionnaire distributed via Google Form using a Likert scale. The results were analyzed using multiple linear regression analysis, classical assumption tests, hypothesis testing, and data processing using SPSS 30. The results showed that influencer appeal and brand image had a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings confirm that the synergy between attractive influencers and strong brand image can increase consumer purchasing decisions. The practical implications underscore the importance of selecting influencers that are in line with the brand identity and consistently building a positive image on social media.

Ordering plant-based meat dishes helps the hospitality industry progress toward net zero, yet most guests order traditional meat dishes because they are unfamiliar with meat alternatives. We test whether watching a video about the manufacturing process of plant-based meat alters simulated restaurant orders. Grounded in perceived risk theory, exploratory consumer behaviour literature, and hierarchy-of-effects models, we examine three theoretical mechanisms that could explain why the video alters food choices: reduced perceived risk, increased curiosity, or increased attention to the plant-based meat dish. Results from a survey experiment ( n = 484) and an eye-tracking study ( n = 45) show that the video increases simulated ordering of the plant-based meat dish by increasing curiosity, rather than lowering perceived risk or directing attention. Identifying curiosity as the key mechanism represents the main theoretical contribution of this research. The findings also offer restaurants a practical approach to help lower food-related greenhouse gas emissions. • Plant-based meat manufacturing video triples simulated ordering. • Curiosity – not risk reduction – drives simulated choice of plant-based meat dishes. • Eye-tracking shows video does not increase menu attention to plant-based option. • Curiosity-provoking videos offer scalable interventions for sustainable dining.

This study aims to examine the influence of post-COVID-19 perceptions on food desire, perceived convenience of online food ordering, and purchase intentions in Turkiye. This research seeks to provide insights into how consumer behavior has been shaped in the aftermath of COVID-19. This study employed a convenience sampling method, gathering data from 435 individuals who order food online, both through digital platforms and offline locations in Gaziantep, Turkiye’s leading gastronomic city. The research hypotheses were tested using SmartPLS (PLS-SEM), analyzing measurement and structural models. The findings revealed that post-COVID-19 perceptions positively affect food desire and the perceived ease of online food ordering. Both food desire and perceived ease enhanced purchase intentions significantly. These results underscore the psychological and behavioral impacts of COVID-19, particularly in the context of online food delivery services. The study concludes that post-pandemic consumer perceptions continue to shape food-related desires and online purchase behaviors. By providing empirical evidence, this research contributes to the literature by bridging a gap in understanding the relationship between risk perception, cravings, and purchase intentions in Turkiye’s online food sector.

This study analyzed the influence of the AISDALSLove model Attention, Interest, Search, Desire, Action, Like/Dislike, Share, and Love/Hate on brand value and customer relationships among sports shoe consumers in Roxas City during the academic year 2025–2026. Using a quantitative, non-experimental cross-sectional survey design, the study investigated how these dimensions affect brand awareness, perceived quality, brand associations, brand loyalty, brand trust, customer loyalty, and relationship engagement. A total of 385 respondents were selected through purposive sampling using Cochran’s formula for large populations. Data were gathered through a validated researcher-made questionnaire distributed online via survey links and Quick Response codes. Statistical analysis was conducted using the Statistical Package for the Social Sciences (SPSS), supported by heat maps and data visualization techniques. Findings revealed that the AISDALSLove model generally has a strong influence on consumer perceptions and behaviors toward sports shoe brands. Significant relationships were observed in selected dimensions, particularly those involving emotional attachment, sharing behavior, and customer engagement. The study concluded that cognitive and emotional factors play an important role in strengthening brand value, customer loyalty, and long-term customer relationships in the sports shoe industry

ABSTRACT Climate change anxiety is increasingly shaping consumer behavior, yet its role in luxury consumption remains underexplored. This study investigates how climate action perception (climate change anxiety) affects sustainable luxury consumer experiences, focusing on the moderating role of digital environmental concern and the mediating role of consumer‐centric green supply chain management (GSCM). Survey data from 865 respondents were analyzed within the framework of the Theory of Planned Behavior, Stakeholder Theory, and Ecological Modernization Theory. Results show that climate change anxiety significantly influences sustainable luxury experiences. GSCM mediates this relationship, transforming eco‐anxiety into increased consumer trust and satisfaction. Digital environmental concern negatively moderates the relationship between climate change anxiety and GSCM, indicating that higher digital concern weakens the effect of anxiety on demand for supply chain transparency. For luxury managers, this means designing transparent, ethical supply chains while also directly engaging emotionally with climate‐anxious consumers, especially those with high digital environmental concern.

Purpose Fashion brands are increasingly showcasing curvy models, characterized by large breasts, wide hips, big buttocks and small waists, yet the psychological and behavioral impact of these representations on adolescent girls remains under-studied. This exploratory study aims to investigate how exposure to thin vs curvy models in fashion advertising relates to adolescent girls’ body image attitudes and purchase intentions. Design/methodology/approach Thirty-four adolescent girls participated in six focus groups using photo-elicitation. Participants viewed Instagram fashion advertisements with thin or curvy models. Thematic analysis identified patterns in cognition, affect and behavior related to body image and purchasing. Findings Reports of body image attitudes and clothing purchase intentions varied little between groups exposed to thin vs curvy models. In each case, two contrasting clusters of attitudes and intentions were evident. Negative body image attitudes were indicated by upward appearance comparisons, feelings of inadequacy and limited purchase intentions, with the latter attributed to perceived discrepancies between the advertised clothing and participants’ body shapes. Conversely, positive attitudes were indicated by body acceptance and appreciation, assessment of the clothing independently of model size or shape and stronger purchase intentions. Practical implications Fashion marketers should take account of how adolescents’ responses to fashion model diversity vary with their body image orientations and social media literacy. Originality/value This study contributes new insights into how adolescent consumers interpret and respond to model body types in fashion marketing. It reveals that their body image plays a more salient role than model size in shaping consumer behavior.

With the growth and rise of social media platforms, the way organizations interact with consumers and value their brands has changed. In the Fast-Moving Consumer Goods (FMCG) industry, social media engagement has become a key strategic priority, playing a vital role in building consumer-brand connections and improving market results. The present study explores the effects of social media involvement on the performance of brand extension and the possibility of the brand equity as a mediator between involvement with social media and brand extension performance for Uttar Pradesh based FMCG consumers in India. A quantitative research design was used and the primary data were gathered from 487 FMCG consumers, who were asked to fill a structured questionnaire. Partial Least-Square Structural Equation Modeling (PLS-SEM) using SmartPLS 4 was used for testing the proposed hypotheses. The results show that social media engagement has significant effects on brand equity (β = 0.671, p&lt;0.001) and brand extension performance (β = 0.247, p&lt;0.001) respectively. Moreover, brand equity has a positive and strong influence on the brand extension performance (β = 0.548, p &lt; 0.001). Mediation analysis further showed that brand equity partially mediated the relationship between social media engagement to brand extension performance (β = 0.368, p &lt; 0.001). The findings reflect the value of engaging social media in enhancing ‘Brand Value' and in supporting successful brand extension programs. The study adds to the existing body of knowledge in the field of digital marketing and digital brand extension literature by developing and building a framework that combines social media engagement, brand equity and brand extension performance. Findings also offer some practical applications for FMCG managers who wish to use social media to build brand equity and to boost the effectiveness of brand extension strategies. This study found that the keywords Social Media Engagement, Brand Equity, Brand Extension Performance, FMCG Industry, Consumer Behaviour and PLS-SEM can be used to understand the consumer engagement in Social Media platform, brand equity, brand extension performance, the FMCG industry, consumer behaviour and PLS-SEM in Uttar Pradesh.

The evolution of the digital fashion sector has transformed consumption patterns, particularly among Generation Z. Fast fashion has emerged as a well-known business model characterized by affordable trendy products and extremely rapid production cycles. This phenomenon has triggered more impulsive consumer behavior and a heightened “Fear of Missing Out” (FOMO) among young buyers. However, growing awareness of environmental issues, labor exploitation, and manipulative marketing strategies has given rise to a new phenomenon known as “de-influencing.” This study aims to explore how de-influencing has affected Generation Z’s purchasing behavior, shifting them from fast fashion culture toward more critical and conscious consumption patterns. The study employs a qualitative method by integrating literature review and analyzing various academic articles, journals, and online sources related to consumer behavior, social media, fast fashion, and de-influencing. The findings indicate that social media serves as a dominant factor shaping Generation Z consumer behavior, both through influencer impact and digital platform algorithms. Nevertheless, increasing digital literacy and social awareness encourage Generation Z to question overconsumption culture and place greater value on sustainability, brand transparency, and long-term product utility. The phenomenon of de-influencing represents a form of resistance to consumerist culture while also reflecting this broader behavioral shift.

Purpose: This paper presents a systematic literature review of research examining the relationship between personality traits and green consumption behaviour. The objective is to synthesize the fragmented findings within this domain, identify the primary personality frameworks and traits under investigation, analyze the key relationships and contingencies, and propose a robust agenda for future research. Methodology: A systematic review was conducted using major academic databases Web of Science, Scopus, and PubMed. After a structured screening process against predefined inclusion criteria, a final corpus of 139 research papers and articles were selected for in-depth analysis and synthesis. Findings: The review reveals that the Five-Factor Model of personality dominates the field. Openness to Experience and Agreeableness emerge as the most consistent and robust positive predictors of various forms of green consumption. The findings for Conscientiousness are more nuanced, while Extraversion and Neuroticism show weak and inconsistent relationships. The analysis also uncovers significant heterogeneity in the conceptualization and measurement of green consumption, ranging from general attitudes and purchase intentions to specific self-reported and actual behaviours. Furthermore, the review highlights a growing body of literature exploring mediating mechanisms (environmental concern, green self-identity) and moderating factors (demographic, contextual, and cultural variables) that shape these personality-behaviour links. Emerging research on other frameworks, such as the Dark Triad, is also identified. Originality Value: This review provides a comprehensive and systematic synthesis of the literature on personality and green consumption. By identifying key trends, methodological inconsistencies, and critical knowledge gaps, it offers a clear roadmap for future theoretical and empirical advancements. The findings also hold practical value for marketers and policymakers seeking to design more effective, personality-informed strategies to promote sustainable consumer behaviour.