Consumer Attitudes Research Articles

Survival of the greenest: how evolutionary motives affect sustainability campaign message persuasiveness

Purpose The growing concern around sustainability highlights the need to change individual consumption behaviour. Using evolutionary theory, the purpose of this paper is to present a framework that demonstrates the process by which a consumer’s ultimate motives (thoughts, emotions, and perceptions that come from the evolutionary motives) impact sustainability campaign message persuasiveness (SCMP). Design/methodology/approach The framework was tested using partial least squares analysis with data from an online survey of 237 consumers. Findings Ultimate motives influence the SCMP through a mediating relationship, via a consumer’s sustainable consumption attitude and behaviour. The perceived sense of urgency around sustainability issues and the consumer’s connection to nature were also identified as key moderators that impact relationships between ultimate motives and consumers’ sustainability attitudes and behaviours. Research limitations/implications Future research could explore the impact of other factors, such as values, social norms, culture and governmental regulations, on individuals’ reactions to sustainability marketing. Practical implications The findings indicate the importance for managers to grasp the multifaceted nature of ultimate motives. By heightening particular ultimate motives, marketers can steer individuals towards sustainable attitudes and behaviours, consequently increasing the probability of favourable reactions to sustainable consumption messages. Originality/value This study addressed the two main limitations of research into SCMP by providing a theoretical grounding and focusing on the drivers of consumer behaviour, instead of campaign messaging aspects (e.g. framing). The empirical analysis, including identifying interactions between ultimate motives, supports the use of evolutionary theory to explain SCMP.

The effectiveness of misinformation corrective strategies and implications for consumers' food preferences and policy attitudes

AbstractThis study investigates the effect of food biotechnology misinformation on consumer demand and attitudes toward bioengineered food and tests the effectiveness of pre‐bunking and debunking mitigation strategies. Using choice experiment data from a sample of 1270 U.S. consumers, we find that exposure to misinformation has a significant effect on consumers' food preferences and policy attitudes. We also find that while pre‐bunking is an effective mitigating strategy, debunking by itself is not sufficient. Our findings suggest that preemptively warning consumers about misinformation and the tactics used to spread it is more effective than merely correcting the misinformation afterward.

Made with Artificial Intelligence: The Effect of Artificial Intelligence Disclosures in Instagram Advertisements on Consumer Attitudes

Artificial intelligence (AI) has the potential to disrupt the advertising industry as marketers and brands can leverage its power to create highly engaging personalized content. However, the usage of AI is prone to bias and misinformation and can be used to manipulate. Therefore, various lawmakers such as the European Union aim to enforce AI disclosure messages to protect consumers. But the implications of such disclosures have not yet been studied. This paper draws on existing theories in persuasion knowledge, disclosure theory, inferences of manipulative intent, and AI aversion to develop a model to understand consumer attitudes toward AI disclosures in Instagram advertisements. A three-condition between-subjects online experiment ( Nfinal = 161) was conducted to test the model. The data were analyzed using a moderated mediation model. AI disclosures lead to a direct decrease in advertising attitude. In addition, AI disclosures lead to a decrease in brand attitude only when consumers have high AI aversion. There were no effects of AI disclosures on source credibility. These effects were mediated by inferences of manipulative intent. However, participants who viewed the AI disclosure had lower inferences of manipulative intent and then participants who did not view the AI disclosure. Furthermore, no differences were found between AI disclosures pertaining to the use of AI in the creation of the image or the text. Implications are discussed from both theoretical and managerial viewpoints and highlight why the use of AI on social media for advertising purposes should be limited as it will become more transparent in the future.

Analyzing Consumer Motivations and Behaviors Towards Upcycled Food from an Environmental Sustainability Perspective

Green energy consumption is a pressing global environmental issue that necessitates the optimization of food system circularity to effectively utilize natural resources. The rise of food technology has introduced upcycled food as a promising solution for reducing food waste and promoting sustainability. Despite its potential, research on consumer attitudes toward upcycled food remains scarce. This study investigates the role of upcycled food in shaping Taiwanese consumers’ behaviors in response to environmental challenges, utilizing the value–attitude–behavior (VAB) model with a focus on variables such as “product novelty”, “green perceived value”, and “ethical consumption”. Using convenience sampling, 297 valid responses were collected, achieving a response rate of 91.1%. Findings indicate that health values significantly enhance positive attitudes toward upcycled food, which in turn positively influences behavioral intentions. However, neither green perceived value nor product novelty significantly affected these intentions. These insights highlight the importance of prioritizing health values, consumer attitudes, and ethical consumption in marketing strategies for upcycled food to engage potential consumers and promote environmental sustainability. This study addresses a critical gap in the existing literature and suggests a strategic direction for the food industry.

“I” Value the Future, but “We” Value the Past: The Impact of Self‐Construal on Nostalgia Versus Forestalgia Narrative Ads

ABSTRACTMarketers often use narrative ads as a powerful tool to shape consumer attitudes. These ads deliver key messages through storytelling, but what makes a story effective in the eyes of the consumer remains largely unexplored. Using a Facebook field study and a series of four experimental studies, we examined the interaction between the narrative's temporal type (nostalgia vs. forestalgia) and the characters' self‐construal (interdependent vs. independent) on consumer attitudes. Drawing on regulatory focus theory and regulatory fit theory, we found that consumers prefer forestalgia (vs. nostalgia) narrative ads when paired with an independent (vs. interdependent) character. In addition, this effect was mediated by narrative transportation, which enhanced consumers' attitudes toward the ad. These findings advance our understanding of effective narrative advertising and offer practical insights for marketers by highlighting the importance of aligning the narrative temporal type with the character's self‐construal to create more impactful ads.

Unpalatable solutions: Consumer resistance towards Insect‐Based foods is moderated by uncertainty avoidance

AbstractTraditional livestock meat poses sustainability challenges, while insect proteins offer a low‐impact alternative. Cultural barriers, such as uncertainty avoidance, hinder widespread acceptance of insect‐based foods, despite a growing market. Research on consumer attitudes and purchase intentions towards insect‐based foods yields mixed results, prompting a meta‐analysis to explore cultural influences and contextual factors. This meta‐analysis investigates consumers’ willingness to try insect‐based food products. Analysis of 24 publications (97 studies, with 13,609 observations; participant Mage = 34.6), supports the notion that consumers around the world are not readily willing to adopt insect‐based food products. Moderating this effect, at the country level, high uncertainty avoidance negatively affects consumers’ intentions to try insect‐based products. Two follow‐up studies replicate the findings of the meta‐analysis, incorporating an individual‐level assessment of the moderating effect of uncertainty avoidance, and testing the mediating effect of food neophobia on consumers’ (un)willingness to adopt insect‐based food products. A third study provides evidence as how to buffer the negative reactions of consumers towards insect‐based foods: after sensory evaluation of a cricket‐flour nacho in a laboratory setting, participants were more willing to try it and generally evaluated the product and the experience more favorably, compared to their previously stated expectations. Theoretical contributions and practical implications for marketing strategy and communication, to overcome the negative perceptions related to insect‐based food, along with limitations and future research directions, are discussed.

A magyarországi kisüzemi sörgyártás és -fogyasztás területi vizsgálata = Spatial Analysis of Small-scale Beer Production and Consumption in Hungary

The Hungarian beer production transformed significantly after the change of regime. According to the international trends, production has changed and new types of beer have emerged, which have influenced the attitudes of Hungarian consumers towards beer. However, the number of geographic studies on beer production and consumption in Hungary is not sufficient to provide a comprehensive understanding of the phenomenon, so the aim of our study is to describe the sector through the operations of six selected small-scale breweries and large-scale breweries, comparing the two types of production. An important element is to explore the difficulties caused by the Covid-19 epidemic, its impact on the beer industry and the consumption habits of consumers.

Consumer Perceptions and Attitudes Towards Sustainability: The Role of Influencers in Shaping Eco-conscious Behavior

This study investigates the impact of social media influencers on consumer perceptions and attitudes toward sustainability. As environmental awareness increases, brands are increasingly leveraging influencer marketing to promote sustainable practices. Employing a mixed-methods approach, the research utilizes descriptive statistics, reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), regression analysis, chi-square tests, and correlation analysis to evaluate how different dimensions of influencer marketing influence consumer behavior regarding sustainability. The exploratory factor analysis identified five key dimensions: Influencer Credibility, Engagement Level, Message Clarity, Perceived Authenticity, and Personal Connection, each significantly contributing to shaping consumer attitudes toward sustainable behaviors. The findings reveal that influencer credibility and engagement are critical drivers, while clarity of messaging and perceived authenticity enhance the effectiveness of sustainability communications. Additionally, fostering personal connections between influencers and their audiences is crucial for motivating sustainable behaviors. This research provides valuable insights for brands aiming to utilize influencer marketing strategies effectively to promote sustainability. As consumer expectations evolve, the findings highlight the necessity for authentic and relatable communications in influencer marketing. Future research should explore the dynamic role of influencers in shaping sustainability perceptions and behaviors in an increasingly eco-conscious consumer landscape.

Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam

This study investigates the impact of ethical marketing practices and health consciousness on consumer attitudes and purchase intention for cosmetic products in Vietnam. A self-administered survey was conducted in August 2023 to collect data for our study. We received 250 valid responses after four months. SPSS software version 20 was employed for data analysis. Results showed that among three factors that affect consumer attitude, health consciousness played the most critical role, followed by product fairness and price fairness. Moreover, the attitude was confirmed in our study to affect the purchase intention of Vietnamese cosmetics consumers significantly. Our findings implied that cosmetic companies should tailor ethical marketing strategies to meet the preferences of Vietnamese consumers and boost their purchase intention.

Food service safety and hygiene factors: a longitudinal study on the Brazilian consumer perception

The objective of this study was to investigate the perceptions and attitudes of consumers toward food service safety and hygiene when purchasing ready-to-eat food. Data were collected at three time points: before (T0) and during the COVID-19 pandemic (T1 and T2). Among the 333 participants, 45.9% reported fear of contracting COVID-19 when purchasing off-site meals, and 78.4% for on-site meals in T1, compared to 21.0 and 52.0% in T2, respectively (p < 0.001). Hygiene and cleanliness of the establishment became less important for participants when selecting food services throughout the pandemic (T0: 42.6%; T1: 41.1%; T2: 0.0%; p < 0.01). Security protocols during off-site and on-site purchases were considered important by more participants in T1 (47.7 and 27.6%, respectively) than in T0 (28.8 and 9.0%, respectively), with a decrease in T2 (0 and 16.5%, respectively; p < 0.01). Regarding food delivery services, concerns about hygiene decreased in T1 (44%) compared to T0 (63.7%) but increased again in T2 (76%; p < 0.01). Precautions with the food packaging was less prevalent at least during one point in the pandemic compared to T0 (p < 0.01), while heating food before consumption was more common at the onset of the pandemic (T1) but declined by T2 (p < 0.01). Furthermore, the use of cash decreased while contactless payment methods increased during the pandemic. In conclusion, different phases of the COVID-19 pandemic significantly influenced consumer behavior and attitudes toward purchasing ready-to-eat food.

Assessment of the Relationship between Green Brand Positioning, Consumer Attitudes, and Intent to Purchase Sustainable Products.

This study examines how Green Brand Positioning, Brand Attitude, and Brand Knowledge impact Green Purchase Intention. The independent variables include positioning, attitude, and green brand knowledge, while green purchase intention is the dependent variable, with green brand knowledge acting as a moderator. The research focuses on The Body Shop beauty brand and includes 236 participants. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 21. The results show that green brand positioning positively and significantly influences green purchase intention, as do green brand attitude and knowledge. However, there is no significant difference in the effect of green brand positioning on purchase intention when considering different levels of green brand knowledge.

Economical, Innovative, or Ecological? What Are the Green Energy Users?

Green energy sources play a vital role in mitigating environmental impacts and reducing dependence on energy imports. Growing concerns over climate change, coupled with public policies promoting the expansion of green energy, have notably shaped consumer attitudes and behaviours. This study aims to address the knowledge gap by examining the impact of a sustainable lifestyle, consumer innovativeness, and economic attitudes on the intention to adopt green energy sources. The research was conducted on 580 Polish consumers using an online survey. The results of structural equation modelling revealed that pro-environmental self-identity (PESI) and consumer innovativeness (CI) have a positive impact on consumer behaviour toward green energy sources. Pro-environmental self-identity (PESI) is the strongest determinant of consumer behaviour toward green energy sources. Our research on Polish consumer behaviour could serve as a frame of reference for other countries, particularly in Central and Eastern Europe. From a theoretical standpoint, this research enhances the understanding of pro-environmental self-identity (PESI) and its link to consumer innovativeness while also offering insights into consumer behaviour related to green energy sources, based on the experiences from the Polish market. The conclusions derived from this study may provide valuable guidance for managers and policymakers in formulating strategies to promote the adoption of green energy sources across Europe effectively.

Research on the Matching Effect of Social Media Advertising Appeal and Narrative Person: Evidence from China

The burgeoning landscape of social media advertising also faces a myriad of challenges. This study aims to explore the interactive effect of advertising appeal (abstract vs. concrete) and narrative person (first-person vs. third-person) on consumer attitudes towards social media advertising. Based on the construal level theory, this study uses secondary data and two experiments to investigate the interactive effect between advertising appeal and narrative person in social media advertising and the moderated mediating role of information processing fluency. The result reveals that a harmonious match between advertising appeal and narrative person enhances consumer fluency in processing advertising information, thereby improving consumer attitudes towards advertising. Specifically, for advertisements with concrete appeal, first-person narratives are more conducive to enhancing consumer attitudes towards advertising. Conversely, for advertisements with abstract appeal, third-person narratives are more advantageous. This study provides theoretical insights into social media advertising narration, with practical implications for marketers to advance social media advertising design.

The Influence of Social Media Influencers on Consumers' Purchase Intentions for Electric Cars Mediated by Brand Image, Consumer Attitude, and Moderated by Green Attitude

The Influence of Social Media Influencers on Consumers' Purchase Intentions for Electric Cars Mediated by Brand Image, Consumer Attitude, and Moderated by Green Attitude

Research on the Consumption Behavior of Gen Z within the Context of the Internet Celebrity Economy

This paper delves into the consumer behaviour characteristics of the Generation Z group and its influencing factors in the context of the Internet celebrity economy. Through literature review and questionnaire survey, the study found that the Internet celebrity economy, with its low-cost and diversified features, has attracted a large number of fans through content creation and social interaction, forming a new economic model. As the aborigines of digital technology, Generation Z’s consumption behaviour has been significantly influenced by the Internet celebrity economy, showing digital consumption trends, personalised and differentiated needs, increased environmental awareness and social responsibility, as well as the trend of linked consumption and experiential consumption. The paper further analyses eight major factors influencing the consumption behaviour of Generation Z, including the price of Internet celebrity-recommended goods, credibility, interaction rate, display method, social influence, content recognition, conformity to trendy consumption needs, and social platform promotion. The results of the study show that the quality of goods and preferential policies recommended by Internet celebrities are the key factors influencing the consumption behaviour of Generation Z. At the same time, the attitudes of other consumers and the intervention of third-party factors also have a significant impact on Generation Z’s consumption behaviour. Based on the results of the study, this paper proposes countermeasures and recommendations for Internet celebrities, consumers, and relevant live-streaming platforms, as well as an outlook on the depth and breadth of future research.

Consumer Perception of Personal Care Products and Cosmetics on Health and Environmental Effects

ABSTRACTPersonal care products and cosmetics have become an essential part of present society. Since the composition of these products directly correlates with public health and the environment, understanding consumer behaviors and attitudes is a significant aspect in controlling their negative impacts. The present study surveyed 300 consumers in Sri Lanka to attain insights into the selection, usage, disposal, and participants' attitudes and knowledge of these products. The majority of the respondents were female (58%) and 71% were between the ages of 18 and 65. Most of them (48%) selected products by their evaluations and 34% were highly concerned about the ingredients. Removal of applied products was mainly done by washing (97%) and in many households, generated wastewater ended up in wastewater gullies (69%). The remaining plastic packages were discarded into municipal garbage trucks (42%) or burned (31%). Alarmingly, 29% of the participants have experienced some kind of adverse reaction by using these products during their lifetime. Therefore, proper monitoring, waste management, and regulation of these products could be beneficial to control many related health and environmental consequences.

Excessive consumption behavior of young people under the wave of digital payment: an analysis from the perspective of behavioral economics

With the popularization of digital payment, the excessive consumption of young people is increasingly serious, which harms personal finance and social and economic stability. This paper employs behavioral economics theory to analyze the internal mechanism of excessive consumption among young people within the background of digital payment. It considers individual-level reference dependence, payment isolation, hyperbolic discounting psychology, and external framing effects and decoy effects. Moreover, suggestions are given based on these analyses to help young people form rational consumption attitudes through educational initiatives, guidance from family and social networks, the dissemination of information, policy encouragement, regulatory enhancement, and legal safeguards. This initiative aims to promote the well-being of the consumer market and the economic growth of the nation by fostering a healthy consumer environment and the development of healthy and sustainable consumer habits among young people.

Consumers’ attitudes towards healthy eating: a qualitative comparison between older and younger Chinese consumers

PurposeUnhealthy diets are associated with an increased risk of non-communicable diseases and present a significant public health challenge. When developing effective interventions and policies, consideration must be given to the unique social culture in which food choice is embedded. Health vulnerabilities to poor nutrition exist throughout life but may be influenced by socio-cultural factors such as age. This study aimed to assess the attitudes of older or younger Chinese consumers towards healthy eating and explore the factors influencing their food choices.Design/methodology/approachSemi-structured interviews were conducted in Wuhan, China, with 20 consumers aged 18–25 (Group A) and 20 consumers aged 65 and over (Group B).FindingsThematic analysis revealed that the two groups had positive attitudes towards healthy eating, although Group A participants were more knowledgeable. Time pressure, food prices and social networks differentially influence healthy eating practices across age groups.Originality/valueGiven China’s economic and cultural context, healthy eating interventions should consider the individual characteristics and food preferences of the different age groups. This approach can optimize targeted healthy eating interventions, and media communications related to healthy eating.

MAPPING THE FEMVERTISING LANDSCAPE: A SYSTEMATIC LITERATURE REVIEW

In this systematic literature review, the aim is to explore the place of the concept of femvertising in academic literature. Accordingly, articles published in journals indexed in the Web of Science database that use the keyword "femvertising" have been analyzed. The results revealed that research on femvertising has been conducted since 2016, with most studies focusing on the business category. More than half of the articles have employed qualitative research methods. The review of contemporary literature reveals a growing body of research centered around the concept of femvertising, with a particular emphasis on the interplay between social media, women empowerment, and consumer attitudes. A notable gap in the existing literature is the paucity of studies investigating the intersection of femvertising and corporate social responsibility. After the VOSviewer analysis, the most frequently cited sources are revealed as the Journal of Advertising, International Journal of Advertising, Female Media Studies, and Sex Roles. The presence of Female Media Studies and Sex Roles emphasizes the interdisciplinary aspect of femvertising research, thus suggesting that a comprehensive understanding of the topic requires perspectives from both marketing and gender studies. This underscores femvertising's relevance in both fields. Also, the analyzed articles mainly used qualitative methods, with content analysis, interviews, discourse analysis, and textual analysis being the most common. Quantitative methods like experiments and structural equation modeling were also used, though studies combining both approaches were rare. There is a notable deficiency in research employing big data analytics.

The Effect of Motivators and Barriers on Attitudes and Willingness to Consume Dairy Functional Foods in Hungary

As the global trend for healthy eating grows, firms are emphasising dairy functional foods (DFFs). This study looks into the relationship between consumer attitudes and readiness to consume DFFs, taking into account how a healthy lifestyle might both motivate and deter people from using them. Hungary was chosen because consumer behaviour towards functional foods is under-researched in comparison to Western Europe. Data were generated using a survey questionnaire from 313 respondents. The results of Partial Least Squares (PLS) analysis revealed that consumer attitudes had a considerable influence on the desire to consume DFFs. Furthermore, the motivators and barriers had a direct influence on willingness through the consumer attitudes that serve as mediators. These findings show the need for targeting consumer attitudes and lifestyle characteristics in order to increase the market acceptance of DFFs.