Consumer Traits Research Articles

Integrated Transcriptome and Metabolome Analyses Provide Insights into the Coloring Mechanism of Dark-red and Yellow Fruits in Chinese Cherry [Cerasus pseudocerasus (Lindl.) G. Don

Chinese cherry [Cerasus pseudocerasus (Lindl.) G. Don] is an important fruit tree from China that has excellent ornamental, economic, and nutritional values with various colors. The dark-red or red coloration of fruit, an attractive trait for consumers, is determined by anthocyanin pigmentation. In this study, the coloring patterns during fruit development in dark-red and yellow Chinese cherry fruits were firstly illustrated by integrated transcriptome and widely-targeted metabolome analyses. Anthocyanin accumulation in dark-red fruits was significantly higher compared with yellow fruits from the color conversion period, being positively correlated to the color ratio. Based on transcriptome analysis, eight structural genes (CpCHS, CpCHI, CpF3H, CpF3'H, CpDFR, CpANS, CpUFGT, and CpGST) were significantly upregulated in dark-red fruits from the color conversion period, especially CpANS, CpUFGT, and CpGST. On contrary, the expression level of CpLAR were considerably higher in yellow fruits than in dark-red fruits, especially at the early stage. Eight regulatory genes (CpMYB4, CpMYB10, CpMYB20, CpMYB306, bHLH1, CpNAC10, CpERF106, and CpbZIP4) were also identified as determinants of fruit color in Chinese cherry. Liquid chromatography-tandem mass spectrometry identified 33 and 3 differential expressed metabolites related to anthocyanins and procyanidins between mature dark-red and yellow fruits. Cyanidin-3-O-rutinoside was the predominant anthocyanin compound in both fruits, while it was 6.23-fold higher in dark-red than in yellow fruits. More accumulated flavanol and procyanidin contents resulted in less anthocyanin content in flavonoid pathway in yellow fruits due to the higher expression level of CpLAR. These findings can help understand the coloring mechanism of dark-red and yellow fruits in Chinese cherry, and provide genetic basis for breeding new cultivars.

Trophically integrated ecometric models as tools for demonstrating spatial and temporal functional changes in mammal communities

We are in a modern biodiversity crisis that will restructure community compositions and ecological functions globally. Large mammals, important contributors to ecosystem function, have been affected directly by purposeful extermination and indirectly by climate and land-use changes, yet functional turnover is rarely assessed on a global scale using metrics based on functional traits. Using ecometrics, the study of functional trait distributions and functional turnover, we examine the relationship between vegetation cover and locomotor traits for artiodactyl and carnivoran communities. We show that the ability to detect a functional relationship is strengthened when locomotor traits of both primary consumers (artiodactyls, n= 157 species) and secondary consumers (carnivorans, n= 138 species) are combined into one trophically integrated ecometric model. Overall, locomotor traits of 81% of communities accurately estimate vegetation cover, establishing the advantage of trophically integrated ecometric models over single-group models (58 to 65% correct). We develop an innovative approach within the ecometrics framework, using ecometric anomalies to evaluate mismatches in model estimates and observed values and provide more nuance for understanding relationships between functional traits and vegetation cover. We apply our integrated model to five paleontological sites to illustrate mismatches in the past and today and to demonstrate the utility of the model for paleovegetation interpretations. Observed changes in community traits and their associated vegetations across space and over time demonstrate the strong, rapid effect of environmental filtering on community traits. Ultimately, our trophically integrated ecometric model captures the cascading interactions between taxa, traits, and changing environments.

Does Brand Love Make Every Consumer Behave On Social Media ? The Role of Personality Traits and Brand Love On Customer Engagement Behavior

The customer engagement behavior is an important concept for the company along with the increasing use of social media by consumers. Previous studies examined customer engagement behavior on social media by the role of technology factors or features on the brand page. Nevertheless, the role of individual consumer traits and the consumer-brand relationships on customer engagement in brands on social media are still limited. This paper aims to explore customer engagement behaviours to brands in social media. This explores the extent to which personality traits are related to consumer-brand relationship and customer engagement behaviours in social media. The findings are presented from a survey of Instagram users who engage with fashion brand pages. The data collecting was done by online survey from 209 respondents, age between 18 and 34 years. The results support four of the seven hypotheses with significant relationship between the constructs analysed. Customers with openness and extraversion tend to love brands. Openness performs engagement behavior to brands in Instagram but extraversion does not. On the other hand, individuals who have neuroticism tend not to love brands and not perform engagement behavior. Eventually, brand love is a strong customer motivation to perform customer engagement. This study contributes to existing literature by examining consumer behavior on social media in the presence of emotional motivation. This paper extends literature by studying combined effect of emotional motivation resulting from the presence of personality traits in individual customer behavior

Traits of Online Bloggers, Perceived Value and Consumers' Purchase Intentions: A Study of Beauty Bloggers on RED APP

Based on the SOR model, a hypothetical model on the traits of beauty bloggers in RED APP, perceived value and Consumers' purchase intentions were proposed. The 241 valid questionnaires collected were subjected to sample statistical analysis, reliability analysis and regression analysis using SPSS 26.0, and the mediation effects in the model were explored using Bootstrap analysis. The study showed that the five traits of popularity, credibility, professionalism, interactivity and attractiveness of beauty bloggers on RED APP had a significant positive effect on consumers' intentions to purchase cosmetics, and perceived value also had a significant positive effect on consumers' intentions to purchase cosmetics. Perceived value partially mediates between the four traits of popularity, trustworthiness, professionalism and attractiveness and consumers' intentions to purchase cosmetics, and fully mediates between interactivity and consumers' intentions to purchase cosmetics.

Determinants influencing the food digestibility perception: A study based on consumer-stated preferences for sweet peppers

<abstract> <p>In recent years, there has been a growing focus on healthy eating. Concerns about general healthiness, food safety, evolving culinary preferences and the shift towards healthier lifestyles are shaping consumers' intentions when it comes to food purchases, impacting the demand for food items that are perceived as healthier than other options. This study aims to enhance our understanding of the significance that consumers place on perceptions of food digestibility, with a specific focus on sweet peppers as a case study. To explore signals linked to consumers' perceptions of digestibility, a questionnaire was administered to 582 Italian consumers. Employing an econometric estimation as the methodological approach, we aim to elucidate the relationship between various factors and the perception of digestibility. The results suggest that intrinsic and extrinsic characteristics of sweet peppers, culinary preparations and sociodemographic traits of consumers may influence perceived digestibility. In conclusion, the study finds that Italian consumers pay significant attention to the digestibility of sweet peppers, and these insights can serve as a valuable tool for the gastronomy sector. This paper introduces novel aspects to the literature, as–to the best of the authors' knowledge–no previous study has explored consumers' perceptions of food digestibility.</p> </abstract>

Genetic dissection of the roles of β-hydroxylases in carotenoid metabolism, photosynthesis, and plant growth in tetraploid wheat (Triticum turgidum L.)

Key messageFunctional redundancy and subfunctionalization of β-hydroxylases in tetraploid wheat tissues open up opportunities for manipulation of carotenoid metabolism for trait improvement.The genetic diversity provided by subgenome homoeologs in allopolyploid wheat can be leveraged for developing improved wheat varieties with modified chemical traits, including profiles of carotenoids, which play critical roles in photosynthesis, photoprotection, and growth regulation. Carotenoid profiles are greatly influenced by hydroxylation catalyzed by β-hydroxylases (HYDs). To genetically dissect the contribution of HYDs to carotenoid metabolism and wheat growth and yield, we isolated loss-of-function mutants of the two homoeologs of HYD1 (HYD-A1 and HYD-B1) and HYD2 (HYD-A2 and HYD-B2) from the sequenced ethyl methanesulfonate mutant population of the tetraploid wheat cultivar Kronos, and generated various mutant combinations. Although functional redundancy between HYD1 and HYD2 paralogs was observed in leaves, HYD1 homoeologs contributed more than HYD2 homoeologs to carotenoid β-ring hydroxylation in this tissue. By contrast, the HYD2 homoeologs functioned toward production of lutein, the major carotenoid in mature grains, whereas HYD1 homoeologs had a limited role. These results collectively suggested subfunctionalization of HYD genes and homoeologs in different tissues of tetraploid wheat. Despite reduced photoprotective responses observed in the triple hyd-A1 hyd-B1 hyd-A2 and the quadruple hyd-A1 hyd-B1 hyd-A2 hyd-B2 combinatorial mutants, comprehensive plant phenotyping analysis revealed that all mutants analyzed were comparable to the control for growth, yield, and fertility, except for a slight delay in anthesis and senescence as well as accelerated germination in the quadruple mutant. Overall, this research takes steps toward untangling the functions of HYDs in wheat and has implications for improving performance and consumer traits of this economically important global crop.

Personal identity in the space of virtual culture: on the example of geek and glam subcultures

Purpose. The article presents exploring the cultural and anthropological traits of consumers and producers of cultural services and products in the digital epoch. There have been singled out two types of cultural subjectivity according to the aim of a person’s activity in the virtual net: either production of things, services, and technologies or the consumption and creative use of all mentioned innovations. So these sociocultural formations are called "geek" and "chic" subcultures. Theoretical basis. The historical genealogy of the definitions was analyzed, so as the changes in social esteem of the contribution of geeky persons to modern art and design practices. Social and cultural identities of those who belong to the modern youth-subcultural communities have been formed according to the topology and temporality of digital trends. To explain the worldview characteristics of the members of those subcultures the concept of "the New Middle Ages" was used to discover the values and pursuits of those who represent geek and chic subcultures. The study is based on the theoretical works of such classical authors as A. Toffler, and Z. Bauman, as well as current investigators of youth cultures. They are Calum Finister, Thomas V. Pollet, Nick Neave, Jessica McCain, Billy Wong. The chic subculture is oriented toward the imitation of visual images, consumer habits, and the way of life of successful (or seemed to be such) people. Glamorous followers need to receive approvals and likes from like-minded people. The geek subculture is more inner-sense-oriented. It unites intellectuals and activists who have common creative intentions. Originality. There have been analyzed the main attributes and features of such modern subcultures were conditionally named chic and geek. They were analyzed in the context of the concept of the New Middle Ages. Conclusions. The virtual user’s life world seems to be diverse only quantitatively, but qualitatively it is as narrow, mythopoetic, and esoterically uncritical as the world of the Medieval person, who used to live the whole life in the same place, mai in one’s village. But thanks to the merger of the IT industry with effective social management, the geek culture becomes a powerful super-subculture that defends values of social good, industrial productivity, and cultural creativity. Chic subculture creates new trends in fashion and art discourse. It develops modern lifestyles, its visual images with which our era will be associated in the future.

The impact of post-harvest storage on sweet corn aroma

Fresh market sweet corn ( Zea mays L .) is a high sugar, high moisture vegetable that, due to its fast metabolic rate, is susceptible to rapid post-harvest decay at ambient temperatures. Immediate cooling and storage at low but not freezing temperatures are well established industry practices for maintaining post-harvest sugar content. Less is known about how post-harvest storage temperature impacts other important sweet corn consumer traits, such as aroma. In this study we measure the production and stability of the cooked sweet corn aroma compounds dimethyl sulfide, dimethyl disulfide, dimethyl trisulfide, 3-methyl furan, 3-methyl butanal and 2-methyl butanal. We reveal that these aroma compounds are also susceptible to post-harvest decay if sweet corn is stored at ambient rather than cool temperatures. Furthermore, the quantities and post-harvest decay rates of aroma volatiles vary among different sweet corn lines, indicating that sweet corn genetics can impact maintenance of post-harvest flavor. Some aroma compunds found in cooked sweet corn. • Low temperature post-harvest storage maintains sugar content of sweet corn. • Post-harvest storage also impacts the stability of cooked sweet corn aroma. • Sweet corn varieties can have different aroma profiles and post-harvest stability. • Genetic factors exist to improve the flavor related shelf life of sweet corn.

Multifunctionality of soil food webs

Soil food webs regulate functioning, ensure stability and support biodiversity both below and above ground. Structure of feeding interactions in soil food webs is shaped by complex size and spatial organization of soil life, and diverse adaptations of soil-dwelling consumers. Strengths of the feeding interactions between consumers and their resources can be quantitatively expressed in ‘energy fluxes’, reflecting trophic functions such as herbivory, microbivory, or predation. Multiple energy fluxes support multiple trophic-related functions and thus support multiple functions at the ecosystem level. I will show how we can use traits of soil consumers to reconstruct network topology of soil food webs and quantify energy fluxes along their resource, size, and spatial dimensions (Potapov 2022). I will then introduce “trophic multifunctionality” i.e. simultaneous support of multiple trophic functions by the food web (analogous to ecosystem multifunctionality) as an approach to calculate a number of quantitative food-web indicators and compare them across systems. With further validation, trait and energy flux approaches would allow to embrace functioning of soil communities from microorganisms to large animals and in perspective use this knowledge to actively manage soil functioning.

De Novo Assembly of a Sarcocarp Transcriptome Set Identifies AaMYB1 as a Regulator of Anthocyanin Biosynthesis in Actinidia arguta var. purpurea.

The kiwifruit (Actinidia arguta var. purpurea) produces oval shaped fruits containing a slightly green or mauve outer exocarp and a purple-flesh endocarp with rows of tiny black seeds. The flesh color of the fruit results from a range of anthocyanin compounds, and is an important trait for kiwifruit consumers. To elucidate the molecular mechanisms involved in anthocyanin biosynthesis of the sarcocarp during A. arguta fruit development, de novo assembly and transcriptomic profile analyses were performed. Based on significant Gene Ontology (GO) biological terms, differentially expressed genes were identified in flavonoid biosynthetic and metabolic processes, pigment biosynthesis, carbohydrate metabolic processes, and amino acid metabolic processes. The genes closely related to anthocyanin biosynthesis, such as phenylalanine ammonia-lyase (PAL), chalcone synthase (CHS), and anthocyanidin synthase (ANS), displayed significant up-regulation during fruit development according to the transcriptomic data, which was further confirmed by qRT-PCR. Meanwhile, a series of transcription factor genes were identified among the DEGs. Through a correlation analysis. AaMYB1 was found to be significantly correlated with key genes of anthocyanin biosynthesis, especially with CHS. Through a transient expression assay, AaMYB1 induced anthocyanin accumulation in tobacco leaves. These data provide an important basis for exploring the related mechanisms of sarcocarp anthocyanin biosynthesis in A. arguta. This study will provide a strong foundation for functional studies on A. arguta and will facilitate improved breeding of A. arguta fruit.

Let's talk about straw: the effect of information provision on consumers' attitudes towards pig husbandry systems

PurposeThe type of flooring in stalls is an important factor that shapes consumers' overall perception of animal husbandry. Although slatted and straw floors have benefits and drawbacks, consumers strongly prefer slatted over straw floors in pig husbandry. The present study investigates whether information provision can depolarise consumers' implicit and explicit attitudes towards both floor types to enable a more realistic evaluation of pig husbandry systems. Furthermore, this study examines the effectiveness of information depending on different frames and consumers' personality traits.Design/methodology/approachAn experimental laboratory study with 185 German consumers was conducted to investigate the effect of information on implicit and explicit attitudes towards different flooring types. Participants received information on straw and slatted floors in a cognitive or affective frame or about a control topic. Furthermore, it was analysed whether certain consumer groups respond differently to the cognitive or affective frame.FindingsThe results demonstrated that information provision is a successful tool for depolarising consumers' implicit and explicit attitudes regarding straw and slatted floors. Although consumers continued to prefer straw floors after receiving information, the magnitude of this preference considerably decreased. Mediation analysis illustrated that implicit and explicit attitudes are highly interconnected. The study found no evidence that the personality traits of consumers moderated the effectiveness of the cognitive or affective frame.Originality/valueThe study proposes that information provision can be a potential avenue for increasing the societal acceptance of conventional methods in pig husbandry and provides recommendations for communicating conditions related to animal husbandry. Furthermore, through the inclusion of an implicit measure, this study overcomes biases of other studies in an agricultural context which usually rely only on explicit measures.

Identification of metabolites associated with boiled potato sensory attributes in freshly harvested and stored potatoes

Modern potato breeding programmes have to balance agronomic and consumer preferences, as they seek to develop high yielding and nutritious potatoes that are tolerant to abiotic/biotic stresses. The recent focus on consumer preference has generated sensory data to assess potato flavour intensity, umami, sweetness, sourness, bitterness and mealiness in a panel of 60 cultivated and four wild potato accessions. The potato tubers were assessed immediately after harvest and after a five-week cold storage period. The cultivated accessions included diploid landraces of S. tuberosum L. Andigenum groups Phureja and Stenotonum, diploid hybrids of these, and advanced tetraploid breeding lines. The wild accessions represented tuber-bearing Solanum species, implicated in potato domestication. Sensory data highlighted 20 advanced breeding lines that were relatively weak in potato flavour, sweetness and umami before storage, but increased to the intensities of the landrace and hybrids bred from them after storage. The data observed 39 metabolites which were significantly different between storage times (on average ≥3-fold higher) and associated with sweetness, umami, bitterness and sourness tastes. A comparison to potatoes with high potato flavour emphasised that lower levels of specific metabolites associated with sweetness (e.g. glucose, fructose, glycine and serine), sourness (oxalic, ascorbic and citric acid) and umami (aspartic acid) were related to a higher rating for potato flavour. This corroborates the hypothesis, that perception of sensory traits is based on a complex metabolic composition in potato tubers. These data also indicate that metabolomic analysis can play an important role in augmenting future breeding programmes considering consumer traits.

Stability criteria for the consumption and exchange of essential resources.

Models of consumer effects on a shared resource environment have helped clarify how the interplay of consumer traits and resource supply impact stable coexistence. Recent models generalize this picture to include the exchange of resources alongside resource competition. These models exemplify the fact that although consumers shape the resource environment, the outcome of consumer interactions is context-dependent: such models can have either stable or unstable equilibria, depending on the resource supply. However, these recent models focus on a simplified version of microbial metabolism where the depletion of resources always leads to consumer growth. Here, we model an arbitrarily large system of consumers governed by Liebig's law, where species require and deplete multiple resources, but each consumer's growth rate is only limited by a single one of these resources. Resources that are taken up but not incorporated into new biomass are leaked back into the environment, possibly transformed by intracellular reactions, thereby tying the mismatch between depletion and growth to cross-feeding. For this set of dynamics, we show that feasible equilibria can be either stable or unstable, again depending on the resource environment. We identify special consumption and production networks which protect the community from instability when resources are scarce. Using simulations, we demonstrate that the qualitative stability patterns derived analytically apply to a broader class of network structures and resource inflow profiles, including cases where multiple species coexist on only one externally supplied resource. Our stability criteria bear some resemblance to classic stability results for pairwise interactions, but also demonstrate how environmental context can shape coexistence patterns when resource limitation and exchange are modeled directly.

Changes in carbon allocation and subplastidal amyloplast structures of specialised Ipomoea batatas (sweet potato) storage root phenotypes

Vitamin A deficiency (VAD) in Low and Medium Income countries remains a major health concern. Ipomoea batatas, orange sweet potato (OSP), is one of the biofortification solutions being implemented by the World Health Organisation (WHO) to combat VAD. However, high provitamin A (β-carotene) content has been associated with a reduction in dry matter, reducing calorific value and having adverse effects on consumer traits. Both starch and carotenoid formation are located in amyloplasts and could potentially compete for the same precursors. Hence, five different sweet potato storage root phenotypes were characterized through spatial metabolomics and proteomics at the sub-plastidal level. The metabolite data suggested an indirect correlation of starch and carotenoids through the TCA cycle and pentose phosphate pathway. Furthermore, a change in lipid composition was observed to accommodate the storage of carotenoids in the hydrophilic environment of the amyloplast. The data suggests an alteration of cellular ultra-structures and perturbation of metabolism in high β-carotene producing sweet potato roots. This corroborates with previous gene expression analysis through biochemical analysis of sweet potato root tissue.

Multicultural advertising: Impact of consumers’ need to belong and brand use on self-brand connection and communal-brand connection

ABSTRACT The purpose of this study is to explore the effect of need to belong and brand use as an identity signal in multiethnic advertising compared to other advertising approaches. The results indicate that consumers’ need to belong has a positive direct relationship with self-brand connection and communal-brand connection for ads featuring ethnically mismatched models but not for ads featuring ethnically matched or multiethnic models. Additionally, brand use as an identity signal had a weak relationship with self-brand connection (with 90% significance) for the mismatched condition but not for the matched or multiethnic condition, and no significant relationship was found with communal-brand connection in any of the three conditions. Moreover, for all three conditions, self-brand connection (but not communal-brand connection) had a significant relationship with purchase intention. Marketing practitioners may benefit from this research by understanding how consumer traits influence consumer-brand relationships in reaction to three different advertising approaches (i.e., matched, mismatched, and multiethnic approach).

Bias behind closed doors: Chinese consumers' perception of foreign wines

AbstractAlthough considerable research has explored consumer ethnocentrism and conspicuous consumption effects independently, a meaningful quantitative analysis of the interaction of such effects on consumer perception is yet to be undertaken. This study aims to provide insight into these effects by examining the impacts of consumer ethnocentrism and consumption setting on foreign Country‐of‐Origin (COO) effects in a Chinese consumer wine market context. A total of 324 wine consumers in mainland China participated in a 3 (COO: France vs. Australia vs. China) × 2 (Consumption Setting: Public vs. Private) × continuous (Chinese consumer ethnocentrism) between‐subject, factorial design experiment. The study finds that Chinese consumers favor French red wine when compared with its Australian and Chinese counterparts but shows that Australian wines still benefit through smaller, indirect COO effects. Additionally, French COO effects are mediated by the utilitarian and hedonic meanings of red wine and moderated by consumer trait ethnocentrism and the consumption setting. This paper contributes to the understanding of culturally informed self‐regulation of consumer behaviors and how Chinese consumer ethnocentrism interacts with consumption settings to alter a consumer's perception of foreign goods. The findings of this paper also provide practical insight into Chinese wine consumers' perceptions and decision‐making processes for wine exporters.

Food Waste and Household Logistics: A Critical Analysis between Malaysia and Bangladesh

The wasting of food has become a significant issue among developed and developing countries. With increasing population, scarcity of resources, and global warming, the wasting of edible food is non-humanitarian, especially when most people are still malnourished. The current study was aimed at understanding the complex consumer behaviour that contributes to food waste behaviour by identifying the acceptance of reverse logistics by consumers via a technological platform to reduce food waste in Bangladesh and Malaysia. In this research, descriptive and causal research designs were applied to statistically describe and investigate the behavioural patterns of the target sample, and then, to make a comparison between two cultures: Malaysian and Bangladeshi. Social cognitive theory was applied to perform a critical analysis of household sectors in Malaysia and Bangladesh. A quantitative analysis was conducted on a sample of 245 respondents. The findings revealed that attitude and awareness play a significant role in shaping the behaviour of consumers, but the acknowledgement of preventive measures varies. This study considered the consumer traits, behaviour, attitudes, awareness, culture, and regional effects in Bangladesh and Malaysia. The paper proposed a prevention method through innovation and reverse logistics to help high-income people share consumable food with the underprivileged to reduce food waste in Malaysia and Bangladesh.

Food supply chain waste reduction for a circular economy in the COVID-19 pandemic: a longitudinal study of New Zealand consumers

PurposeFood waste (FW) reduction, of which household wastage comprises a large fraction, has an important role in promoting the circular economy (CE). This study investigates how certain consumer traits impact household FW, particularly in the face of external shocks.Design/methodology/approachThe authors conducted a qualitative and longitudinal study, spanning three periods in New Zealand. A preliminary model is constructed from the outcomes of a survey with 178 participants. Then, the authors carried out 29 semi-structured interviews to refine the preliminary model and adapt it to the analysis of household waste behavior.FindingsDifferent segments of consumers have distinct response patterns in successive lockdowns, and these patterns impact household FW reduction and food supply chain (FSC) management. The key findings include (1) for government, quick responses to quash unhelpful rumors help to reduce public concerns around FSC interruption; (2) for retailers, the pandemic has hastened the growth of online shopping; being able to expand the distribution channel in a short time is a critical issue; and (3) for consumers, the experience of lockdown has different impacts on different groups of consumers. This variation of experience may either enhance or exacerbate FW in households.Originality/valueThis paper complements the existing literature on the FSC and contributes to household FW and CE literature by providing a framework that integrates external impacts, consumer segmentation to reflect on waste management, and the possible applications of the proposed framework.

A Model of Sustainable Consumer Behaviour, Personal Development, and Attitudes Toward Marketing

Using a sample of relatively young consumers, this study explores the impact of sustainable consumer behaviour on the sustainable attribute, such as charity. The concept of consumer stability has particular influence, as it positively relates to all three areas of consumer charity: charitable involvement, consumer volunteerism, and social activism. The findings confirm the various hypotheses. For example, consumer traits, such as interpersonal trust and stability, are significant predictors of consumer volunteerism and social activities. The findings also indicate that the second set of sustainable consumer behaviour attributes influences consumer personal development and helps to predict positive consumer attitudes toward marketing activities, such as salespeople and advertising.

Impact of Online Buying on Post-Consumer Behaviours: Evidence from Pakistan

Purpose: This study was driven by the need to better understand how consumer behaviour impacts online shopping. To examine the effects of consumer behaviors on online buying, this study has used specific consumer traits and customer loyalty. This search also helps businesses to identify needs, wants, and demands and remain loyal to their consumers.
 Design/Methodology/Approach: Survey, using an instrument was used to collect data. In addition to the general sample check, the study also carried out a pilot check to evaluate the validity of the instrument used in the study.
 Findings: The consequences of this study show that there is a significant effect of consumer characteristics on online shopping. The discoveries are of advantage to both scholastics and experts and this examination is one of the first to show how to oversee computerized client connections on online networking brand groups.
 Originality/Value: The results of this study would contribute as a guideline of online consumer Behaviour for businesses who want to do online business in Pakistan (Rawalpindi-Islamabad). These discoveries add to an exhaustive comprehension of purchaser conduct. Help organizations manage comparable circumstances and give counsel to the public authority to viably uphold organizations later.