Consumer Decision Research Articles

Taste or health: The impact of packaging cues on consumer decision-making in healthy foods

According to the theory of dietary regulation, consumers frequently encounter conflicts between healthiness and tastiness when selecting healthy foods. This study explores how packaging cue that highlight “tasty” versus “healthy” affect consumers’ intentions to purchase healthy food. After an Implicit Association Test (IAT) confirmed a perceived lack of tastiness in health foods in the Preliminary study, Study 1 analyzed pricing and packaging details of the top 200 most-popular items in each of the ten healthy food categories on a major online shopping platform. Results showed that products with taste-focused cues commanded higher prices, indicating stronger consumer acceptance of healthy foods marketed as delicious. To address the causality limitations of observational studies, Study 2 used an experimental design to directly measure the impact of these cues on purchase intentions and perceptions of energy, healthiness, and tastiness. Findings revealed that taste-focused cues significantly boosted purchase intentions compared to health-focused cues, although they also diminished the perceived healthiness of the products. Moreover, in the control group exposed to unhealthy food options, health-emphasized packaging also increased purchase intentions, indicating that consumers seek a balance between healthiness and tastiness, rather than prioritizing health alone. Study 3 further explored the impact of cognitive load over these cue influences, revealing a heightened inclination among consumers to purchase healthy products with taste-focused cue under high cognitive load state. These insights have direct implications for food packaging design, suggesting that emphasizing a balance of taste and health benefits can effectively enhance consumer engagement. The study, which conducted in China, also opens avenues for future research to explore similar effects, maybe in different cultural contexts, different consumer groups, and under varied cognitive conditions.

Consumer Decision in Determining the Purchase of Products Based on The Offer Price

Consumer Decision in Determining the Purchase of Products Based on The Offer Price

Marketing: A Key Factor in Consumer Decision Making

This paper presents a comprehensive examination of the intricate process of consumer decision-making, elucidating the intricate interplay between conscious and unconscious elements. The findings demonstrate that marketing stimuli exert a considerable influence on the formation of associations and emotions, which frequently operate subconsciously to shape consumer choices. Marketing plays an essential role at various levels, from the creation of needs to the provision of objective information and the personalisation of offers. By understanding these mechanisms, companies can develop more effective marketing strategies to reach their target audience, positively influence purchasing decisions and create lasting bonds with their customers.

ANALISIS PENGARUH HARGA, PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PENGGUNAAN JASA OJEK ONLINE “GOJEK” PADA MAHASISWA STIE JAYAKARTA TAHUN 2024

This article was conducted with the aim of evaluating the impact of prices, services and promotions offered by the Indonesian Gojek company on the decision to use Gojek online motorcycle taxi services among STIE Jayakarta 2024 students. A numbers-based approach was used in the descriptive method. The required sample of 63 individuals was obtained using the Slovin method. This study revealed that although individual price is not a significant factor in consumer decisions, usage decisions are strongly influenced by service and promotions. The level of certainty of the coefficient of determination is 52%. This proves that price, service and promotion variables influence 52% of usage decisions, while the remaining 48% can be analyzed by factors not investigated by this article.

Factors Influencing Consumer Decisions in Consuming Environmentally Friendly Plastic Packaging in the Jabodetabek Region

Plastic waste has become a significant environmental and health concern worldwide, including in Indonesia. To address this issue, the adoption of environmentally friendly packaging materials, such as biodegradable plastics, is considered a viable solution. This study aims to understand the potential switch in consumer behavior towards the use of environmentally friendly plastic packaging in Indonesia with two models of conceptual framework. Model 1 explores the relationship between Green Attitude, Perceived Environmental Responsibility, Subjective Norm, Green Product Experience, Environmental Friendliness of Companies, Perceived Behavior Control and Green Purchase Intention. Model 2 investigates the relationship between GPI and Green Purchase Decision. Primary data was obtained by conducting a convenience survey with a sample size of 285 respondents using convenience sampling methods. This research is measured through scale variables, and is being analysed with Cronbach Alpha, factor analysis, and other tools to identify the most influential factors to the least one which will be input into the regression model. The findings are that there are four factors that impacting consumers' Green Purchase Intention in Jakarta, which are Green Attitude, Perceived Environmental Responsibility, Environmental Friendliness of Companies and Perceived Behavior Control.

Quantitative Assessment of Market Conditions and Marketing Strategies in the Financial Products Sector: A Case Study of XX Insurance Company, Beijing

The financial products sector in China has undergone significant transformation, driven by economic reforms, technological advancements, and evolving consumer preferences. This study provides a quantitative assessment of market conditions and marketing strategies within this sector, with a specific focus on XX Insurance Company, Beijing. Utilizing a cross-sectional survey of 200 respondents in Beijing, the research examines key factors influencing market dynamics, evaluates the effectiveness of XX Insurance Company’s marketing strategies, and identifies the main drivers of consumer behavior. The findings reveal a generally favorable market environment, with economic growth, regulatory changes, and competitive dynamics as primary influencers. Notably, product features, competitive pricing, strong brand reputation, and excellent customer service emerged as significant factors affecting consumer decisions. The study highlights the importance of digital presence, customer service, and innovative product offerings in enhancing marketing effectiveness. Based on the insights gained, several recommendations are proposed to optimize the company’s marketing strategies and improve its market positioning. This research contributes valuable knowledge to both the academic community and industry practitioners, offering practical guidance for navigating the competitive landscape of China's insurance market.

Ethical Consumption: A Review and Research Agenda

ABSTRACTEthical consumption is a domain of consumer research that focuses on individuals' ethical concerns when making consumption decisions. Owing to its enormous potential as a research domain, ethical consumption has gained increasing importance, especially in view of the impact of consumption choices on the environment and society as a whole. This study consolidates the existing body of information on ethical consumption through a systematic literature review (SLR) employing the SPAR‐4‐SLR methodology in conjunction with the ADO‐TCM framework. An extensive search was conducted using the Scopus and Web of Science databases, carefully selecting 125 publications related to ethical consumption from 2002 to 2023. Next, a comprehensive descriptive analysis was conducted to identify the most substantial gaps in the literature and propose concrete directions for future research. Scholars across academic fields can utilize these findings and guidelines to inform their research, while practitioners can implement ethical consumption behavioral philosophies in their sustainable business practices.

Pengaruh Promosi dan Harga terhadap Keputusan Konsumen Jasa Sewa Forklift pada PT Mahira Multi Sarana di Kabupaten Sidoarjo

His research aims to investigate the influence of promotions and prices on consumer decisions in choosing forklift rental services at PT. Mahira Multi Sarana, Sidoarjo Regency. The research method used is a survey using a questionnaire as a data collection tool. The sample for this study consisted of consumers who had used the company's forklift rental services. The data analysis technique used is multiple linear regression to test the relationship between promotion and price variables on consumer decisions. The research results show that promotions and prices have a significant effect on consumers' decisions to use forklift rental services. The implication of this research is the importance of companies in designing effective promotional strategies and setting competitive prices to influence consumer decisions in choosing forklift rental services.

Consumer Segmentation and Decision: Explainable Machine Learning Insights

ABSTRACT The e-commerce market is experiencing a period of rapid growth, with online shopping becoming a prevalent consumer behavior. However, the challenge of identifying and segmenting high-value customer groups, and subsequently enhancing the conversion rate of purchases made on the shop’s platform, has remained a significant obstacle for merchants engaged in e-commerce. This study presents a novel approach that combines consumer involvement theory, quality signaling theory and consumer heterogeneity theory to develop a multi-algorithmic, interpretable machine learning model based on shapely additive explanations (SHAP). The results revealed the existence of four distinct consumer groups: the comprehensively involved, interactive, reading-oriented, and low-involvement groups. Comprehensively involved and interactive consumers have the highest purchase conversion rate and should be given priority attention. This study addresses the limitations of single theoretical perspective and “black box” problem of machine learning models for decision-making behavior, and can bring management insights for merchants to improve shop operation.

Socio-Demographic Factors, Behaviors, Motivations, and Attitudes in Food Waste Management of Romanian Households.

(1) Background: Food waste (FW) in Romania is 70 Kg/capita/year, while 70% of food waste comes from public catering, retail services, and households (over 50%-47 million tons). The present study investigates the socio-demographic factors, behaviors, motivations, and attitudes related to food waste management in Romanian households. (2) Methods: A cross-sectional observational study was conducted using an online questionnaire via the Google Forms platform from 15 April 2023 to 15 May 2023. The questionnaire was designed to assess various aspects, such as some socio-demographic information (age, sex, occupation, area of residence, study level, household members number, children <18 years of age); the personal involvement and frequency of food purchases and homemade food cooking; the main sources that generate food waste; the motivation and frequency with which food waste occurs; the level of awareness regarding the impact of food waste; the respondents' intentions regarding sustainable behaviors and practices for food management; the level of information and familiarity of the respondents with the notions of validity and how these may influence their food consumption decisions. (3) Results: The results show that FW incidence is occasionally (42%), very rarely (43.33%), frequently (15%), and no food waste was reported by 2.66% of respondents. The 35-44 age category records the highest FW frequency, followed by 18-24. The most wasted are homemade food (29.67%), bread and bakery products (27.00%), and fruits and vegetables (14.33%). High involvement in purchasing and buying food following a previously established list reduces FW frequency. The same is valid for high daily involvement in food and homemade cooking. High interest in the FW problem and its perception as a waste of money leads to diminishing it, while guilty feelings increase the FW level (37.50% to 73.33%). (4) Conclusions: The present study shows that household food waste management is a multifactorial process that involves numerous socio-demographic, behavioral, and emotional aspects. Extensive data analysis supports our results, revealing deep self-reported information details and confirming its complex approach.

Research on Pricing Strategy of new Energy Vehicle Market

With the increasingly severe global climate change and environmental problems, new energy vehicles, as an important choice for green travel, have received widespread attention. However, the pricing strategy of the new energy vehicle market has been one of the important challenges facing automakers. Especially in China, as the world's largest automobile market, the pricing strategy of new energy vehicles not only affects the profits of enterprises, but also directly relates to the purchasing decisions of consumers. Taking BYD Auto as an example, as a leader in China's new energy vehicle industry, its pricing strategy has important reference significance for the entire industry. Through literature review, interview and investigation, and content analysis, this paper analyzes and studies the current situation of BYD automobile in terms of pricing strategy, and combines the current situation of China's new energy automobile industry to find out existing problems and propose corresponding optimization measures to improve the performance of new energy automobile enterprises. After in-depth research and analysis, this study draws the following conclusions: BYD Auto's existing pricing strategy has taken into account consumer psychology and market competition environment to a certain extent, but there are still some problems. Therefore, BYD Auto should flexibly adjust its pricing strategy according to changes in the market environment and consumer demand, strengthen communication and interaction with consumers, and improve brand awareness and loyalty. This study provides useful reference and enlightenment for BYD Auto and other new energy vehicle manufacturers, and helps enterprises to formulate more scientific and reasonable pricing strategies to achieve sustainable development.

Analyzing the Influence of Marketing Strategies on Consumer Behavior in the Fast Fashion Industry: The Case of Zara in Cyprus

Purpose: This article aims to examine the impact of marketing strategies on consumer behavior within the fast fashion industry, specifically focusing on Zara's operations in Cyprus. By exploring the relationship between marketing strategies and consumer responses, the research seeks to contribute to the understanding of effective strategies in this dynamic market. Theoretical Reference: The article draws on established consumer behavior theories to provide a theoretical framework for analyzing the influence of marketing strategies on consumer decision-making. Method: A quantitative research approach was employed, utilizing a survey methodology to collect data from Cypriot consumers. The survey focused on assessing consumer perceptions and behaviors in response to Zara's advertising campaigns, special offers, and social media promotions. Results and Conclusion: The findings reveal that Zara's marketing strategies significantly impact consumer behavior in the Cypriot market. Specifically, special offers and social media promotions substantially influence purchase intentions and brand loyalty. However, the study also identifies limitations in the generalizability of the results due to its focus on a single brand and market. Implications of Research: The article offers valuable insights for fashion retailers seeking to optimize their marketing efforts. By understanding the effectiveness of different marketing strategies, businesses can tailor their campaigns to resonate with target audiences and build stronger customer relationships. The findings also highlight the importance of considering cultural and market-specific factors in developing marketing strategies. Originality/Value: This article contributes to the existing body of knowledge by providing empirical evidence on the impact of marketing strategies on consumer behavior within the Cypriot fast fashion context. By focusing on Zara, a major industry player, this study offers a detailed examination of the specific strategies employed.

The impact of language consistency on the perceived quality of consumer reviews: A study based on information adoption model and automated annotation of language large models

As online reviews play an increasingly important role in consumer decisions, understanding these influencing factors significantly improves review quality and user satisfaction. Based on the information adoption model, this study explores the impact of Language Style Matching (LSM) and Topic Matching on the perceived quality of user reviews. By analyzing 26,852 reviews on the Airbnb platform in California from January to May 2024, the LIWC tool was used to calculate the language style matching score of each review, and the LDA model was used to perform topic analysis to obtain the corresponding topic score. In addition, each review is scored through the GPT-3.5 model from four dimensions: specificity, clarity, emotional color, and usefulness. The research results show that language style matching and topic matching significantly affect the perceived quality of reviews, in which perceived credibility and perceived usefulness mediate in this process. Future research can use multiple language models to score reviews and calculate the scores, reducing the bias caused by a single model.

Assessment of Nutritional Quality of Plant-based Meat Alternatives Sold in the Philippines

Plant-based meat alternatives (PBMAs) have been included in Filipino’s diet since their availability in the Philippines, making it important to evaluate their nutritional profile to assist consumers in purchase and consumption decisions. This study identified various PBMAs in Metro Manila, Bulacan, and Pampanga. Information based on the labels of PBMAs and animal- based meats (ABM) was collected and evaluated. PBMAs (n = 37) included chicken products (n = 4), ground meat (n = 5), patties and sausages (n = 19), jerkies (n = 4), and others [i.e. tocino (Philippine sweet bacon), luncheon meat, and belly rolls]. PBMAs generally have lower energy, total and saturated fat, and higher price/g protein, dietary fiber, sodium, and calcium content compared to ABM. Proteins, carbohydrates, and other micronutrients (i.e. iron, potassium, and vitamin B complex) vary depending on the meat category and ingredient used. Current findings highlight the need to redesign existing PBMAs considering nutritional and economic factors to be at par with ABMs.

Assessment of 'Golden Delicious' Apples Using an Electronic Nose and Machine Learning to Determine Ripening Stages.

Consumers often face a lack of information regarding the quality of apples available in supermarkets. General appearance factors, such as color, mechanical damage, or microbial attack, influence consumer decisions on whether to purchase or reject the apples. Recently, devices known as electronic noses provide an easy-to-use and non-destructive assessment of ripening stages based on Volatile Organic Compounds (VOCs) emitted by the fruit. In this study, the 'Golden Delicious' apples, stored and monitored at the ambient temperature, were analyzed in the years 2022 and 2023 to collect data from four Metal Oxide Semiconductor (MOS) sensors (MQ3, MQ135, MQ136, and MQ138). Three ripening stages (less ripe, ripe, and overripe) were identified using Principal Component Analysis (PCA) and the K-means clustering approach from various datasets based on sensor measurements in four experiments. After applying the K-Nearest Neighbors (KNN) model, the results showed successful classification of apples for specific datasets, achieving an accuracy higher than 75%. For the dataset with measurements from all experiments, an impressive accuracy of 100% was achieved on specific test sets and on the evaluation set from new, completely independent experiments. Additionally, correlation and PCA analysis showed that choosing two or three sensors can provide equally successful results. Overall, the e-nose results highlight the importance of analyzing data from several experiments performed over a longer period after the harvest of apples. There are similarities and differences in investigated VOC parameters (ethylene, esters, alcohols, and aldehydes) for less or more mature apples analyzed during autumn or spring, which can improve the determination of the ripening stage with higher predicting success for apples investigated in the spring.

Understanding Consumer Decisions to Continue Using e-Wallets in Jabodetabek

The development of internet technology makes human activities easier and faster. One form of technological innovation in the financial sector is an electronic wallet (e-wallet) online payment system. At the beginning of its launch, some e-wallets provided consumers with massive promotions (spend money). However, currently, massive promotions are no longer offered by some e-wallets. This study aims to examine consumer intentions to continue using e-wallets even though the company currently no longer provides promotions as before. Adopting the Post Acceptance Model (PAM) to determine consumer sustainability factors when using information systems. This is achieved by examining the variables that affect satisfaction and the impact of satisfaction on the value of continued use of information systems on e-wallet applications. A total of 307 samples were collected by purposive sampling of e-wallet users who live or work in Jabodetabek. The data analysis method uses structural equation modeling. The results showed that satisfaction could influence the desire to continue using the e-wallet application felt after use, the perceived benefits received (perceived usefulness), and the enjoyment or pleasure felt in using the e-wallet application.

The Influence of Hook Copywriting and Social Media Content Toward Brand Awareness, Brand Image, and Purchase Decisions in MSMEs in Sleman District

The use of digital marketing creates marketing competition among MSME players. MSME players need to apply effective marketing techniques to win competition between business actors. MSME players who master copywriting techniques and attractive social media content will make the public aware of the existence of a product or brand, resulting in purchasing decisions. The research method used by researchers is a mix method, namely an approach to analyzing problems quantitatively and qualitatively. The results of this research show that copywriting hooks have no effect on brand awareness, but copywriting hooks have a significant positive effect on brand image and purchasing decisions. Instagram social media content has a significant positive effect on brand awareness, brand image and purchasing decisions. This shows that hook copywriting and social media content on the Instagram platform have an important role in marketing activities with the aim of improving consumer decision making regarding the products being marketed.

Unveiling the complexity of social commerce continuance intention: a fuzzy set qualitative comparative analysis

PurposeComprehending the determinants influencing the sustained engagement in social commerce assumes paramount importance for its success, particularly within the context of developing countries. This study employs complexity theory to examine the antecedents of the intention toward social commerce continuance.Design/methodology/approachA structured online survey was designed to collect data regarding four behavioural factors: satisfaction, trust, online social support, and continuance intention. The net effect of each construct was evaluated using a symmetrical modelling technique, and to identify the asymmetric effect, the fuzzy-set qualitative comparative analysis was conducted.FindingsThe findings of the structural equation modelling confirmed the importance of satisfaction and online social support for continuance intention. The asymmetric analysis revealed three recipes leading to social commerce continuance intention and three combinations for its absence, contributing to understanding the complexity of online consumer decision-making.Research limitations/implicationsTheoretically, this research highlights the interplay between online social support, trust, satisfaction, and s-commerce continuance intention. Gaining insights into the main factors influencing social media participants' behaviour assists business organizations and policymakers to foster the growth, and the sustainability of the s-commerce.Originality/valueCombining two distinct methodologies, the findings of this paper allow for a comprehensive exploration of the multifaceted dynamics that underlie consumer behaviour and provide actionable insights for businesses seeking to refine their strategies within the dynamic realm of social commerce. Further, the study offers a valuable roadmap for marketers and policymakers to enhance consumer relationships and augment the efficacy of social commerce initiatives.

Comparing the Effectiveness of Human and AI-Generated Endorsers in Advertising Campaigns

This review explores the contrasting roles of machine-driven and human endorsers in advertising campaigns, assessing their ability to engage consumer visual attention. With its ability to tailor content and predict consumer responses, the machine-driven approach has brought new dimensions to advertising, though its influence may differ across various demographic groups. Conversely, human endorsers substantially impact consumer decisions because they can form emotional bonds, enhance authenticity, and build trust. The review encourages a perspective that sees machine-driven and human endorsers not as rivals but as complementary forces, with further studies needed to investigate how to combine these elements best.

Canadians' experiences of alternative protein foods and their intentions to alter current dietary patterns

Despite established evidence about the environmental and health benefits of alternative protein foods (APF), considerable knowledge gaps and misconceptions remain toward APF. Drawing on a national survey (1800+ responses), the study explores Canadians' experiences of APF and intentions to alter current dietary patterns focusing on four APF – plant-based alternative proteins (PBAP) – plant-based (PB) milk, PB meat, lab-grown (LG) meat, and other alternative proteins (OAP) – and two animal-based foods (ANBF)– milk and meat. Data were collected based on a proportional stratified sampling method from all regions of Canada and analyzed using econometric models. While PB milk was the most consumed APF, followed by PB meat, LG meat was the least tried among participants. Perceived complexity of APF discouraged individuals from cutting back on ANBF, while increasing the consumption of APF. Perceived relative advantage was positively related to the adoption of APF. Perceived compatibility strongly influenced individuals’ adoption of PB meat and OAP. Likewise, perceived trialability significantly influenced the adoption of PB milk and PB meat. Despite the perception that APF may have high health related risks associated with processing, additives, calorie and sugar content, this did not prevent individuals from consuming PB milk and OAP. However, perceived risks did affect intentions to alter dietary patterns in the next 12 months. Additionally, meat attachment and sustainability orientation significantly predicted current consumption decisions of APF and intentions to alter dietary patterns. Although sustainability orientation motivates dietary changes, it did not always lead to extreme shifts. Finally, several demographic variables (age, gender, and education), dietary preferences (being omnivore), and residential area and region had influence on current consumption decisions and future intentions. In conclusion, by controlling several factors and through a comparative analysis of various protein sources, the study offers insights into the interplay of innovation-adoption characteristics, perceived risks, meat attachment and sustainability orientation in understanding dietary choices and provides some implications for industry stakeholders and policies promoting APF.