Consumer Characteristics Research Articles

Differences in willingness to pay for various types of carbon-labeled products: A dynamic perspective

Carbon labeling (CL) is a carbon reduction policy with development potential that has not yet been widely promoted worldwide. This study explores the trend of consumers' willingness to pay (WTP) for different types of carbon-labeled products from a dynamic perspective, to provide a reference for future pilot projects. The research team collected 3788 valid questionnaires from China's first-tier cities spanning a five-year period and used interval regression to analyze the impact and change of consumer traits on WTP for the four types of carbon-labeled products in 2019 and 2024. The bootstrap method was further used to examine the impact mechanisms to explore ways to improve the current situation. This study found that (1) WTP for food, textiles, electronics, and other household products with CL generally decreased from 2019 to 2024. Textiles and electronics experienced a smaller decline, while food and other household products witnessed larger decreases. (2) The effect of consumer characteristics on WTP changes from 2019 to 2024. Consumers' frequency of low-carbon behaviors no longer significantly affects WTP across all product categories, while attitudes toward CL only affect textiles and electronics. (3) Consumers' perceived environmental value is the mechanism by which personal traits affect WTP. Finally, based on the findings, this study suggests that the selection of textiles and electronics as a pilot product is more likely to be accepted by consumers and that emphasis should be placed on the promotion of the environmental values of CL.

PENGEMBANGAN USAHA PADA UMKM YU MIN BATIK & BUTIK DESA SIDOREJO KECAMATAN COMAL KABUPATEN PEMALANG

<table width="576" border="1" cellspacing="0" cellpadding="0"><tbody><tr><td width="402"><p>The Micro, Small and Medium Enterprises that are the object are the UMKM Yu Min Batik & Boutique owned by Mrs. Siti Aminah which is located in Sidorejo Village, Comal District, Pemalang Regency. This MSME operates in the field of clothing and modified batik cloth in Pemalang. The aim of implementing this activity is to develop business, good financial management and production performance. The business assistance provided includes marketing aspects. The efforts made by the accompanying team aim to promote Yu Min Batik & Boutique products through MSME activities such as bazaars and catalog content on online social media. This is due to increasingly sophisticated technological developments and seeing many entrepreneurs, especially MSMEs, promoting their businesses through online social media. The aim is to introduce and attract the interest of potential customers by understanding the individual characteristics of consumers so that the products sold will match their wishes.</p><p>The assistance method used is carrying out several programs such as making banners, making simple bookkeeping, Google maps, participating in MSME bazaar activities, making direction boards, making organizational structures, business profiles, and creating social media (Instagram). After analyzing and applying the program to Yu Min Batik products, it produced a positive impact on MSME owners. Such as introducing products through promotions on social media and placing banners, organizational structures, understanding simple bookkeeping, business profiles, and installing direction boards to fulfill product requirements to support promotions so that people have more confidence in the products they want to buy.<strong></strong></p></td></tr></tbody></table>

Unveiling game meat: an analysis of marketing mix and consumer preferences for a forest ecosystem product

This study explores the dynamics of the game meat market, with a particular focus on venison and wild boar meat, to assess the impact of a nuanced marketing mix and strategy grounded in a comprehensive customer analysis. By conducting three pivotal research studies—namely, the Omnibus Survey (2022) and Consumer Market Analysis Polls (2021 and 2023)—and analysing their data, this research comprehensively analyses buyers’ preferences, motivations, and purchasing patterns. This paper is guided by three research questions aimed at examining the relationship between the game meat consumption and engagement in forest ecosystem services, including forest visitation, the sociodemographic characteristics of consumers and the criteria for market segmentation. The analysis focuses on identifying factors influencing the game meat consumption and examines how these factors may influence consumer behavior over time. It also explores the implications for the development of marketing strategies, based on Michael E. Porter’s approach, which is discussed in detail. Additionally, the research evaluates the role of game meat within the context of forest ecosystem services, its contribution to forest reforestation initiatives, and its relevance in the formulation of forest policy. This examination highlights the dual nature of game meat as both a market commodity and a critical element in ecosystem management and policy frameworks, seeking to harmonize the economic and ecological objectives.

Quality Evaluation and Optimization of Idle Goods Swap Platform Based on Grounded Theory and Importance–Performance Analysis

Given economic downturns and environmental concerns, promoting innovative consumption patterns is urgently needed. Swap is a promising collaborative consumption pattern that redistributes ownership of goods without using money. In the past, no research has focused on swap platform quality due to a lack of empirical resources. Therefore, this study aims to construct theoretical methods for evaluating and optimizing the quality of swap platforms. Analyzing consumer characteristics and motivations, the study creates a user profile that guides swap platforms’ market positioning. Then a quality evaluation model for swap platforms is constructed to identify areas for improvement. Data were collected from core users of a start-up swap platform in Shanghai, including 20 in-depth interviews and 180 survey questionnaires. The findings reveal that the main consumers in Shanghai’s swap market are highly educated women aged 20 to 40, with upper-middle incomes. They are motivated by functional, charitable, economic, and hedonic factors. Using grounded theory and the IPA method, this study developed a quality evaluation model for swap platforms, consisting of 18 indicators that clearly distinguish areas of weakness and strengths. This study provides valuable insights into the methodological research of quality evaluation for swap platforms and offers practical suggestions for their optimization.

Key influences on residential photovoltaic solar panel adoption in the United States

ABSTRACT The prevalence of low-density residential development to host solar PV, the ubiquity of solar irradiation, and incentivizing policies have created substantial opportunities for homeowners in the United States. Federal, state, and municipal governments implement regulatory policies and financial incentives to promote photovoltaic solar systems in residential buildings with limited resources. Thus, understanding the main factors and their spatial variations is vital for expanding the accessibility of renewable energy benefits to specific socio-economic groups and submarkets. Our research includes linear regression, principal component regression, and spatial error models to provide empirical evidence for the relationship between the adoption rates and socio-economic, geographical, and technical factors while identifying characteristics of adopter groups. The results suggest that the relative advantage factors – electricity prices and solar irradiation – play the most significant role across all regions and market segmentations. Statewide policy indicators are the second most significant factor, followed by socio-economic variables on employment status, remote working, car ownership, and property value. Our results indicate that homeowners do not only differ in their circumstances but also in their motivations. This highlights a need for policy-makers and the solar industry to place greater emphasis on distinct characteristics of consumers motivated by ideology and consumers motivated by economic benefits.

Understanding the drivers of consumers’ acceptance and use of service robots in the hotel industry

Purpose This study aims to discover factors and configurations that influence customers’ acceptance behaviors to investigate the current hospitality industry using service robots. Design/methodology/approach A mix of symmetrical and asymmetrical modeling methods was used for the data analysis. The symmetrical modeling was used to find the net effects, whereas asymmetrical modeling was adopted to find the combined configurations for hotel guests’ robot service acceptance behaviors. Findings The results revealed the significant effect of innovativeness, willingness to be a lighthouse customer, personal norms and concern about service robot performance on acceptance behaviors. In addition, the complex solution models using characteristics of tech-forward consumers, norms and attitude and uncertainty and concern were found. Practical implications The study shows directions to hotel marketers, to help them make customers adopt service robots. Originality/value The study explored customer service robot acceptance behaviors based on comprehensive theoretical backgrounds, including the technology acceptance model, theory of planned behavior, norm activation model and service robot acceptance model.

Technology innovation to improve SMEs sustainability

Purpose This study aims to analyze the determinants of small and medium enterprise (SME) sustainability through online marketing technology innovation. Design/methodology/approach The study was conducted through a survey in Siak Regency and Dumai City, Riau Province, Indonesia. The study population is small entrepreneurs doing online marketing. The determination of this survey area is by considering: the use of online marketing technology in this area is relatively more developed than other regions; Siak Regency and Dumai City are very prospective to be used as small business development areas based on online marketing; and the sample was determined by purposive random sampling with the criteria of small entrepreneurs who have tried to do online marketing for at least six months. Based on these criteria, there are 301 small entrepreneurs who conduct online marketing as a sample. Findings The sustainability of SMEs is directly and indirectly influenced by government support, human resource quality, innovation costs, economic conditions and business partners through online marketing technology innovations. Online marketing strategy through targeting, segmentation and positioning marketing strategies. Implementation of online marketing technology innovation models: increased government support; improvement of human resources; provision of innovation cost allocation; government policies in maintaining economic stability; and increase in business partners. Research limitations/implications Limited access to data can limit the interpretation of correlations between the variables studied. This limitation is because the available data is limited to certain periods and certain geographical regions. In addition, research time constraints limit the ability to conduct more in-depth interviews and obtain additional data relevant to the topic being studied. Practical implications Practical implications: 1) Targeting marketing strategy is a staged strategy to select a target market. The target market for SME products is intermediary consumers (agents) and end consumers; 2) Segmenting marketing strategy is a stage strategy to determine market segments. The market segment of SME products is based on consumer characteristics, namely, the local market and markets outside the region. SME product market segments based on consumer response characteristics, namely, market segments based on product benefits and consumer loyalty; 3) Positioning marketing strategy is a strategy for the development stage of each product detail placement and the development of a 4P mix strategy, namely, product, price, place and promotion. Social implications The implementation of this research policy is: increased government support in facilitating online marketing; increased human resources in online marketing; provision of cost allocation of innovation in online marketing; government policy in maintaining economic stability; and increased business partners in online marketing. Model implementation requires mentoring and training through cooperation with business partners. Originality/value The sustainability of SMEs requires online marketing technology innovation. These findings can help provide an alternative solution to the weak resources of SMEs. With the discovery of the determining factor for the sustainability of SMEs, it can accelerate the SME digitalization program.

Impact of fiber addition on quality and consumer perception of whole-grain cakes produced with extruded pearl millet (Pennisetum glaucum) flour

This study aimed to characterize whole-grain cakes produced with extruded pearl millet flour and various fiber sources regarding their composition, physicochemical, and sensory properties, and the impact of fiber addition. Five formulations were developed: control (without fiber addition) and those with added wheat bran, oat bran, rice bran, or psyllium. Proximate composition, water activity, volume, color, and texture were evaluated. Sensory analysis included acceptance, purchase intention, and check-all-that-apply tests. Addition of fibers significantly reduced (p < 0.05) cake moisture content but did not alter specific volume or external color (p > 0.05). All formulations were considered fiber sources and achieved acceptance scores ranging from "I liked it slightly" (6) to "I liked it a lot" (8). Purchase intention ranged from "I would probably buy" (4) to "I would certainly buy" (5). Descriptive terms such as soft, moist, and sweet positively influenced overall impression, while crumbly and sandy had a negative impact. Psyllium formulation emerged as the most promising in terms of acceptance and positive association with desired consumer characteristics. This study highlights the potential applicability of extruded pearl millet flour in the bakery industry, as the developed cakes were well-received by consumers and meet current demands for whole grain foods and fiber sources.

Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions

Video blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main purpose of this study is to explore the mechanism by which the characteristics of video bloggers influence the formation of emotional cognition and then influences consumers’ purchase intention. Based on the SOR model, 518 questionnaires were administered to Chinese video blogging users. The AMOS 24.0 and SPSSAU 24.0 web tools were used to analyze the study data. Empirical results indicate that consumers’ perceived homogeneity, expertise, degree of emotional attachment to video bloggers, and perceived source confidence have a direct or indirect positive influence on purchase intentions. Evident advertising intention weakens the relationship between emotional attachment and purchase intention. This result is strategically important for a brand’s advertising efforts and market share and provides new research insights and frameworks for studying consumers’ advertised product purchase behaviors in the context of video blogging channels for social media.

Corporate Social Responsibility and Organization Behavior: Research Assessment

This review analyzes how the organization uses CSR initiatives to impact consumer buying behavior. The research papers that focused on the key domains related to the relationship between CSR, firm market value, and different attributes of organizational behavior concerning corporate social responsibility were selected for review. The investigation was performed by analyzing 50 empirical articles found in primary journals. Taxonomy is developed based on the analysis. The current study demonstrated the role of organization strategies in assessing CSR structure. Managers should monitor various important factors in modulating the impact of consumer characteristics and purchase intentions

Improving the functional and technological properties of minced pork using a proteolytic enzyme

The use of pork obtained from intensively growing hybrid animals as the main raw material in meat processing, in particular sausage production, is accompanied by undesirable variability of consumer characteristics of sausage products and a decrease in the economic indicators of enterprise performance. The main technological disadvantages of processed pork are reduced water-binding capacity and significant loss of meat fluid, which in practice is usually compensated by the increased use of food additives and non-meat ingredients. The aim of the study was to assess the possibility of targeted improvement of the technological properties of minced pork using a proteolytic enzyme of animal origin. Model samples of minced meat were developed and cured for 24 hours at a temperature of 4 °C. The following control samples were used: minced meat with the addition of 2% edible salt and minced meat with the addition of 2% edible salt and 0.2% sodium bicarbonate. Moreover, 0.0001% chymotrypsin was added to the test samples containing similar curing ingredients. During electrophoretic study, in samples with the enzyme, an increase in low-molecular fractions (20 kDa, 15 kDa and lower) was observed, which indicated the manifestation of proteolytic activity of chymotrypsin in model systems. Enzymatic treatment led to an increase in pH and water-binding capacity. Cooking loss was reduced by 3 to 6 times, compared to Control 1. After cooking, histological studies of model systems showed that the test samples subjected to enzymatic treatment were characterized by a denser arrangement of structural elements, less pronounced cellular components of muscle tissue and the presence of glutin formed as a result of protein breakdown, filling the microcapillaries. Thus, the use of an enzyme preparation provides an opportunity for targeted improvement of the technological properties of pork obtained from intensively growing hybrid animals.

Разработка технологии хлебобулочных изделий с использованием цельносмолотой полбяной муки

Spelt flour is rich in protein and adds nutritional value to bakery products, thus rendering them qualities of functional foods. The article introduces a new technology for preparing functional puff pastry with whole-grain spelt flour. The research featured yeast and yeast-free puff pastries made of whole-grain spelt flour. The samples obtained were analyzed with standard methods of sensory and physicochemical research and covered such variables as moisture content, acidity, quantity and quality of gluten, and falling number. The optimal share of whole-grain spelt flour amounted to 30% of total flour. The quality indicators met State Standard GOST 9511-80. The experiments made it possible to obtain the optimal formulations and technologies for yeast and yeastfree whole-grain spelt puff pastries with added nutritional value. The chemical composition and energy value per 100 g of finished product were determined by calculation. In the yeast puff pastry, adding 30% whole-grain spelt flour raised the protein content by 32.3%, carbohydrates by 31.7%, dietary fiber by 63.0%, and minerals by 43.2%. The fat increased only slightly, i.e., by 1.6%. In the yeast-free puff pastry, adding 30% whole-grain spelt flour raised the protein content by 13.5%, carbohydrates by 23.3%, dietary fiber by 3.6%, and minerals by 21.6%. The fat increase was also insignificant (2.5%). Whole-grain spelt flour proved able to expand the range of fortified puff pastries. The new yeast-free functional puff pastry demonstrated better consumer characteristics than the experimental sample with yeast.

An eye-tracking study: do consumers’ gender, ethnicity, and fashion interest affect their visual attention to fashion models in advertisements?

ABSTRACT This study examined how consumer characteristics affect their actual visual attention to models in fashion advertisements. A total of 120 college students in the US participated in this study. Eye-tracking technology and a follow-up survey were employed to analyze participants’ visual attention and responses. The research questions were addressed through heatmap results and ANOVA results. The findings compared the responses of participants from various groups and indicated that men’s attention is more focused, while women’s attention is more extensive. In addition, participants of different ethnicities exhibited various viewing patterns, with a tendency to focus on models representing their skin tone. The results offer valuable insights for fashion retailers seeking to develop effective advertising strategies tailored to their target market, thereby enhancing the effectiveness of their fashion advertisements. Furthermore, this study contributes to the existing body of literature on eye-tracking in fashion research and provides suggestions for future research.

소비자의 제품안전 불신과 안전정보 불신 영향 요인 구조분석

In this study, in a situation where consumer distrust in product safety and product safety information is growing, first, factors affecting consumer competency and consumer distrust in product safety and safety information were investigated using regression analysis. Second, three purchasing behavior characteristics of consumers related to new technology products (following others, leading purchasing, unplanned purchasing) are used as independent variables, two consumer capabilities (purchasing competency, information competency) are used as parameters, and product safety A structural model was set up with consumer distrust of product safety information and consumer distrust as dependent variables, and the relationship between these variables was investigated through covariate structural analysis. The main results of this study can be summarized in five points. First, when simply comparing the average score out of 5, the level of consumer distrust in product safety information was found to be higher than the level of consumer distrust in product safety. Second, looking at the results of the regression analysis in detail, it was found that the purchasing ability of consumers was higher the younger they were, the more employed, college graduates, high-income earners, and the more active their safety-seeking behavior was. Consumers' safety information competency was found to be higher the older they were and the more active their safety-seeking behavior was. Third, as a result of regression analysis, consumer distrust in product safety was found to be high among women, married people, and college graduates. Meanwhile, consumer distrust in product safety information was found to be higher among women, married people, employed people, college graduates, and those with more active safety-seeking behavior. Ultimately, this tells them that efforts are needed to reduce their distrust of product safety and product safety information. Fourth, as a result of covariate structure analysis, it was found that following others and unplanned purchases had a negative effect on consumers' purchasing capabilities, but did not affect information capabilities. Meanwhile, while forward purchasing propensity did not affect consumers' purchasing capabilities, it was found to have a positive effect on safety information capabilities.

Multiple-perspective consumer segmentation using improved weighted Fuzzy k-prototypes clustering and swarm intelligence algorithm for fresh apricot market

Leveraging clustering technology for consumer segmentation is crucial for discerning the nuanced differences among fresh apricot consumer groups and subsequently executing precise marketing strategies. To achieve a more comprehensive and lucid consumer segmentation and identify typical characteristics of apricot consumers in different clusters, this research constructs a novel multiple-perspective segmentation indicator system for fresh apricot consumers. Given the diverse degrees of importance and types of consumer segmentation variables, and the inherent sensitivity of the original Fuzzy k-prototypes (FKP) algorithm to clustering centers, we proposed the weighted Fuzzy k-prototypes (WFKP) algorithms for mixed data (MD) optimized by the particle swarm optimization (PSO) algorithm (MDPSO-WFKP) and mixed data sparrow search algorithm (SSA) (MDSSA-WFKP), both incorporating information entropy weighting for mixed attributes. We test the proposed algorithms on four University of California Irvine machine learning repository (UCI) datasets and the consumer segmentation dataset, and the performance of all selected evaluation indexes shows significant improvement. These findings unequivocally validate the efficacy of the proposed methodologies. Since the MDSSA-WFKP algorithm has the best comprehensive effect on the evaluation indexes, we use it to conduct in-depth apricot consumer segmentation research and find that the apricot consumers can be subdivided into three groups with differentiation: ‘Buddhist-like youths’, ‘Upscale attribute enthusiasts’, and ‘Quality-oriented consumers’. Finally, this paper gives the corresponding marketing suggestions based on the characteristics of the segmented groups.

The Current Role of Retro Marketing

In uncertain times, people like to think back to the good old days. Different industries are taking advantage of this nostalgia and using old-style packaging or old logos for marketing purposes. Consumers are addressed on an emotional level and this marketing model is successful with target groups with certain character traits. This article is intended to take a deep insight into character traits that are appealing to retro marketing. The work on retro marketing aims to investigate and analyse how and why retro marketing strategies affect consumers, and what are the main motivations behind buying retro products. The work also seeks to understand which age groups are most responsive to retro marketing campaigns, what role nostalgia plays in attracting consumers, and how retro brands and products are used to create an authentic image and emotional connection with customers. Therefore, research was conducted to determine the lifestyle of consumers of retro products and to understand the key factors that influence their purchasing decisions. The research aimed to identify specific patterns of behaviour, values and preferences of consumers who prefer retro products, as well as to investigate to what extent their lifestyle contributes to their preference for these products. The research also analysed how consumers perceive retro products - whether they perceive them as symbols of quality, authenticity or perhaps innovation in a contemporary context. The results of the research will provide insight into the demographic characteristics of consumers, their motives for shopping, and the role that retro products play in their everyday life and identity. Based on these insights, developing more precise marketing strategies adapted to target groups is possible.

Application of selenium for enrichment of wheat flour to obtain a quality final product in accordance with consumer characteristics

Enrichment of flour with microelements and vitamins increases its nutritional value and can solve the urgent problem of improving the health of the population of Kazakhstan through the daily consumption of food products obtained from such flour, for example, bread, bakery, pasta and confectionery products, which are almost always on the tables of Kazakh consumers . Natural sources of many vital micronutrients, unfortunately, are not always available to some categories of our people, so consuming processed products from fortified flour will help compensate for the deficiency of some microelements, for example, iron, iodine and zinc. However, the need to enrich flour with other microelements, no less important for the human body and which are present in products not often consumed by Kazakhstanis, has become the goal of our research, namely an element such as selenium, the main function of which in the body is to maintain the immune system and the formation of thyroid hormones. The article presents the results of research on the development of technology for enriching wheat flour with selenium with the study of the baking properties of fortified flour. The research methodology was based on experimental methods, including the preparation of samples for research, instrumental methods for determining the physicochemical parameters of raw materials, intermediate products and finished products, as well as expert methods for determining the organoleptic properties of the final product. It has been established that the highest and first grades of flour are almost completely absent of any mineral substances, which confirms the conclusion that existing grain processing technologies transfer the mineral elements originally present in the grain into plant waste, which means it needs to be enriched. It has been established that selenium must be used in a form that ensures its safety for the human body - L-Selenomethionine. It has been established that to ensure the body’s daily requirement of selenium, the selenium-flour ratio is 0.15 mcg per 100 g. To control the selenium content in products, it has been established that the most suitable method is Raman spectroscopy using a Romanov microscope - a spectrometer, which allows determine selenium in spectra from 465 to 2900, which confirms the sensitivity of the method to microconcentrations of the element under study. It has been established that the consumer characteristics of finished products obtained using traditional technology from flour enriched with selenium are consistent both in organoleptic and physico-chemical indicators.

Use of the salicornia plant as a substitute for salt in the recipe for manufacturing meat chips

In Kazakhstan, the meat processing industry is represented mainly by traditional assortments, such as steaks, meat tenderloins, and sausages. However, meat industry enterprises understand the need to expand the range of meat products towards new products that appear on world food markets. One of them is food products for instant preparation and consumption, the so-called snacks, which appeared in connection with the need of part of the population to reduce the time for preparing food, and for the younger generation, products that are modern in their consumer characteristics. In turn, research in the development of new food products must solve pressing issues related to increasing their biological and nutritional value based on the use of natural raw materials and the minimal use of various additives and substances that subsequently have a negative impact on health. For example, a product such as meat chips has appeared on foreign markets, which are thin, round-shaped plates with a crispy texture and crust, and a salty taste. The presence of animal protein in it makes it a source of amino acids necessary for the body, on the one hand, but on the other hand, the use of table salt in the recipe in the amount necessary to impart a salty taste is not entirely beneficial for people suffering from high blood pressure, having kidney problems, etc. The goal of our research is to reduce the amount of table salt in meat chips using Salicornia plant raw materials containing natural sodium chloride, as well as various biological substances and mineral elements. As a research methodology, experimental methods were used, including selection and preparation of the Salicornia plant, selection of the ratio of table salt and Salicornia in the recipe for the production of meat chips, expert methods for determining the taste, smell, color of the finished product. It has been established that the species Salicornia E. grows in large quantities on the territory of Kazakhstan, in which the content of 32.89% Na and 33.51% Cl, as well as elements such as Mg -1.8%, K -1.94%, is confirmed by X-ray spectral method. Ca -0.74%, silicon -1.32%. To preserve the biologically active substances of the Salicornia plant during its preparation, drying is carried out at a temperature not exceeding 500C, and in the recipe for the manufacture of semi-finished minced meat, use only in powder form. It has been established that to preserve the salty taste without a pronounced herbal taste, as well as the color inherent in meat products, the ratio of table salt and powdered Salicornia should be 1:1.

Insights on purchase intention of mutton shashlik - A survey of Chinese consumers based on fsQCA

Various factors influence the purchases of meat products by consumers, and their final purchasing behavior has a temporal and logical relationship with their willingness to buy. Such willingness is an effective indicator of purchasing behavior. In this study, sensory appeal, brand loyalty, price, consumer reviews, consumer preferences, and the personal characteristics of consumers (e.g., gender, age, and income) were selected as the antecedent variables. Data from 5,981 consumers were collected through an online questionnaire. The path configurations that caused consumers to have high and low purchase intentions for mutton shashliks were analyzed using fuzzy set qualitative comparative analysis (fsQCA). The major causes that lead consumers to the two choices of purchasing or not purchasing were identified. The findings show that there is a causal asymmetric relationship between customers' desire to purchase meat items and the factors influencing them. As a multifaceted outcome variable, consumer preference traits and cost are the primary determinants of the high purchase intention to buy mutton shashlik, with income and sensory appeal having a lesser effect. Furthermore, factors such as brand loyalty, consumer reviews, gender, and age worked in conjunction with the main factors that influenced or hindered consumers' purchase intentions.

FAKTOR-FAKTOR YANG MEMPENGARUHI PERMINTAAN CABAI RAWIT (Capsicum Frutescens)

This research aims to determine the characteristics of consumers of Small chili and determine the factors that influence demand forrawit chili .This research method includes 45 samples taken using random sampling techniques (randomly). The data used in this research comes from primary and secondary data. Data collection was carried out by direct interviews with respondents using questionnaires. Data were analyzed using multiple linear regression analysis as results and processed using the SPSS 27 program. The research results show that most of the frequency of consumers buying small chili at the Kasih Naikoten market is for closer reasons, with a purchase volume of 1 kilogram to 5 kilograms for consumption and also for trading (stalls). Simultaneous test (F test) shows that all variables together, including price of small chili (X1), consumer income (X2), taste (X3), number of family members (X4), education (X5) and age (X6), have an influence on interest in small chili in Naikoten I Subdistrict. The results of this test are supported by an R2 value of 0.833 or 83,3%, which shows that most of the variation in interest in small chili can be explained by all the variables mentioned. Meanwhile, 17,7% was possibly influenced by additional variables not discussed in this study. The partial test (t test) shows that the variables price of small chili(X1), taste (X3) and number of family members (X4) have a significant effect on demand for small chili in Naikoten I Subdistrict. However, the variables consumer income (X2), education (X5 ) and age (X6) do not have a significant effect on demand for small chili in Naikoten I Village.