Consumer Beliefs Research Articles

Study of the influence of consumer trust factors and the marketing mix on consumer value and consumer loyalty

Object: The aim of the study is to determine the importance of consumer trust in value creation and to study how consumer trust influences their purchase decision and consumer loyalty.
 Methods: As it is shown in the scientific literature, several methods are used when writing a research paper, which are classified as field and desk, quantitative and qualitative. Typically, one or both of these may be used in a study. Depending on the purpose of our work in our study, at the first stage, we analyzed second-order information based on desk research. It was used to review scientific articles relevant to the topic of a previously published study. At the second stage of the study, we conducted an opinion poll using the method of quantitative research. The survey was conducted on the basis of a conceptual model and measuring scales of previous studies. To test the questionnaire developed for the survey, a pilot survey was organized for 40 respondents.
 To get answers to questions about who was conducted in research, how many of them should be, and how to se lect them, we conducted a selection using sources of scientific literature.
 Findings: The value of the study is specific, the significance of the work lies in the fact that our study considers the chain of consumer value creation in the production and sale of food products and involves the measurement of con sumer value in this chain based on factors that form consumer beliefs. In this regard, it complements the studies carried out so far on the problem of creating customer value.
 Conclusions: The results of the study can be considered when forming a chain of consumer value creation in the marketing activities of sausage manufacturers.

Decoding Consumer Sentiments: A Regression analysis on Beliefs and Attitudes towards Advertising in General

Studies investigating overall consumer beliefs and attitudes towards advertising have been conducted from time to time in different parts of the world. Researchers have also investigated if and which beliefs of respondents towards advertising significantly predict consumer attitude towards advertising in general but any such exclusive study is still scant in Indian perspective. This study attempts to bridge the gap by examining the consumers’ overall beliefs and attitudes towards advertising in North India. The respondents were given 32 belief statements from which eight belief factors were extracted using exploratory factor analysis (EFA), which were further validated by performing confirmatory factor analysis (CFA). Using regression analysis, it has been found that seven of the eight extracted factors significantly predicted consumers’ attitudes towards advertising in general. The obtained results reflected that consumers in Northern India have developed negative overall beliefs towards advertising compared to the beliefs explored in earlier studies conducted in other parts of the world. The findings of this study on consumer beliefs and attitudes towards advertising in North India open avenues for future research by highlighting the unique nuances in this region. Further investigations could delve into the specific cultural, socioeconomic, and demographic factors shaping these negative beliefs.

CONSUMER'S VIEW TOWARDS ONLINE SHOPPING

The purpose of this paper is to identify consumer’s perception towards online shopping, their concern regarding online shopping and types of product they purchase. This study is conducted with objectives and interpretation is done on the data collected to give effective solution for the findings. This is a qualitative and quantitative study to discover customer belief on online buying. The important objective of this paper is to recognise consumer perception toward online shopping. The primary data is being collected via questionnaire in shape of Google form. The information has been accrued from 63 respondent dwelling in Delhi NCR. Result of the analysis shows that price, product, quality, on-time delivery, payment option, product information, easy accessible are the main elements that impact the consumer belief to shop online. Keywords- customer belief, mode of payment, online purchasing, perception.

Understanding Markets with Socially Responsible Consumers

Abstract Many consumers care about climate change and other externalities associated with their purchases. We analyze the behavior and market effects of such “socially responsible consumers” in three parts. First, we develop a flexible theoretical framework to study competitive equilibria with rational consequentialist consumers. In violation of price taking, equilibrium feedback non-trivially dampens the impact of a person’s consumption on aggregate consumption, undermining the motive to mitigate. This leads to a new type of market failure, where even consumers who fully “internalize the externality” overconsume externality-generating goods. At the same time, socially responsible consumers change the relative effectiveness of taxes, caps, and other policies in lowering the externality. Second, since consumer beliefs about and preferences over their market impacts play a crucial role in our framework, we investigate them empirically via a tailored survey. Consistent with our model, consumers are often consequentialist, and many believe that they have a dampened impact on aggregate consumption. Inconsistent with our model, however, we also find many respondents who expect to have a one-to-one impact on aggregate consumption. Third, therefore, we analyze how such “naive” consumers modify our theoretical conclusions. They consume less than rational consumers in a single-good economy, but may consume more in a multi-good economy with cross-market spillovers. A mix of naive and rational consumers may yield the worst outcomes.

Southeast Asian consumer acceptance of 3D virtual fitting technologies in cross-border online shopping

The purpose of this study is to investigate Thai, Vietnamese and Indonesian consumers’ responses to cross-border online shopping for Korean fashion products using 3D virtual fitting technology. In order to examine the factors affecting a consumer’s attitude toward virtual fitting technology and the purchase intention of Korean fashion products, technology acceptance model, which represents cross-border site characteristics, and technology readiness, which represents a consumer's belief in technology, were used in combination with technology readiness and acceptance model. An online survey was conducted with male and female consumers in their 20 s and 30 s residing in Vietnam, Indonesia, and Thailand. A structural equation model analysis was performed using smart PLS to verify the research model. Among the dimensions of technological readiness, optimism and innovativeness had a positive effect on consumers' perceptions of the cross-border site, and discomfort had a negative effect. Perceived usefulness, enjoyment, and perceived fit had a significant effect on the attitude toward virtual fitting technology, and the effect of enjoyment was the greatest. This study highlighted the role of each dimension of technology readiness by verifying consumer acceptance of virtual fitting technology in cross-border online transactions. It also emphasized the role of perceived enjoyment in technology acceptance.

Online Game Service Providers Responbilities for Damages Sufficiented to Consumer

<em><span lang="EN-AU">The purpose of this study is to find out and explain how the responsibility of online game service providers is for losses suffered by consumers and legal settlements carried out. Consumer protection is a term used to describe legal protection given to consumers in their efforts to meet their needs from things that can harm the consumers themselves. The problem that will be examined and analyzed in this research is how the responsibility of online game service providers to Law No. 8 of 1999 concerning Consumer Protection. This study uses a normative legal approach method in the form of a statutory and conceptual approach by using primary legal materials, namely laws and secondary legal materials, namely books and journals related to the discussion. The responsibilities of providers of online game services regarding Law No. 8 of 1999 Concerning Consumer Protection include the presence of responsibilities that are responsible for administrative and criminal responsibility, and there is civil responsibility for online game providers which is contained in Article 19 of the Law on Crime Protection. and Consuimein those who have Tangguing are responsible for damages for damages, Tangguing are responsible for compensation for damages for violations and Tangguing are responsible for compensation for losses for consumers. Based on this, the existence of defective goods and/or services is not the only basis for accountability for the provider of online game services. This means that the responsibilities of the provider of online game services cover all the disadvantages that consumers experience. And article 4 of the Consumer Protection Act explains the rights and beliefs of consumers. The results of the research show that the providers of online game services can answer their mistakes by paying compensation or deliberations to reach consensus</span></em>

How Do Consumers Interact with Digital Expert Advice? Experimental Evidence from Health Insurance

Consumers increasingly use digital advice when making purchasing decisions. How do such tools change consumer behavior and what types of consumers are likely to use them? We examine these questions with a randomized controlled trial of digital expert advice in the context of prescription drug insurance. The intervention we study was effective at changing consumer choices. We propose that, conceptually, expert advice can affect consumer choices through two distinct channels: by updating consumer beliefs about product features (learning) and by influencing how much consumers value product features (interpretation). Using our trial data to estimate a model of consumer demand, we find that both channels are quantitatively important. Digital expert advice tools not only provide consumers with information, but also alter how consumers value product features. For example, consumers are willing to pay 14% less for a plan with the most popular brand and 37% less for an extra star rating when they incorporate digital expert advice on plan choice relative to only having information about product features. Further, we document substantial selection into the use of digital advice on two margins. Consumers who are inherently less active shoppers and those who we predict would have responded to advice more were less likely to demand it. Our results raise concerns regarding the ability of digital advice to alter consumer preferences as well as the distributional implications of greater access to digital expert advice. This paper was accepted by Stefan Scholtes, healthcare management. Funding: This work was supported by the National Institute on Aging [Grant K01AG059843] and the Patient-Centered Outcomes Research Institute [Grant CDR-1306-03598]. The project also received financial support from Stanford Innovation Funds. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2020.02453 .

The influence of social media content marketing on consumer engagement: A mediating of the role of consumer cognition

This research investigates how social media content marketing impacts customer engagement and it gives more weight to consumer cognition as an intermediary means. According to the study, digital communication has transformed significantly in our modern era, from simple communicative and content-sharing platforms to social media networks evolved into major marketing platforms. Organizations now fundamentally bring about transformations in their interaction with consumers depending on how they choose to use these public forums. As well, this paper begins to provide a comprehensive review of the social media content marketing literature, with topics such as augmented reality, credibility of content, user-generated content, and customer perceptions. The paper has a survey sample of 350 managers from relevant organizations, selected to provide a broad representative range across fields and industries. This study, under the Technology Acceptance Model, aims to understand better, how consumers accept and employ social media content marketing. Research questions to be addressed in this forthcoming paper include an investigation into how consumer belief serves to mediate the relation between social media content marketing and customer engagement Additionally, it aims to investigate the extent to which consumer cognition intervenes in this link, and whether consumers' beliefs moderate results of an interaction with social media platform contents source (such as reading a blog or watching a video). With this theoretical framework and the related literature, the project aims to provide significant insights and make a more successful marketing practice.

Understanding Italian consumers' perceptions of tomato agricultural innovation: Exploring the nexus between sustainability, health and consumer beliefs

The growing emphasis on sustainability and health concerns has underscored the necessity for low-pesticide and safe foods, leading to increased adoption of organic production process and Integrated Pest Management (IPM). From this concept emerged the “Zero Residue" certification, while the “Nickel-free" claim serves health-related purposes. These attributes are related to consumer beliefs and, along with intrinsic quality cues such as colour, intervene in consumer decision-making process and result from technological and varietal agricultural innovation. They were evaluated alongside price to examine consumer preferences, using tomatoes as a case study. Conjoint Analysis and Ward's clustering method helped segregate Italian consumers into homogenous market segments based on their stated preferences. Organic production was the most significant attribute, followed by price, the “Nickel-free” claim, and colour. Thus, consumer demand increasingly favours environmentally sustainable and health-focused attributes. The “Zero Residue" concept offers an approach to reduce synthetic fertilizers and pesticides, appealing to environmental conscious consumers. Attributes like “Nickel-free" claim have emerged, which is important for consumers seeking innovative health features. Businesses should diversify products and employ clear labelling to inform consumers about eco-friendly practices. They should also offer competitive prices for innovative tomato products, thus implementing price segmentation may be necessary for diverse consumer segments. Policymakers can engage consumers through educational campaigns, enforce product labelling regulations highlighting health and environmental benefits, and support certification programs.

КОНЦЕПЦІЯ БРЕНД-МАРКЕТИНГУ В ДІЯЛЬНОСТІ ПІДПРИЄМСТВА: ЗАКОРДОННИЙ ДОСВІД ТА УКРАЇНСЬКІ РЕАЛІЇ

This article aims to highlight the concept of brand marketing in the activities of enterprises, focusing on a comparative analysis of foreign experience and Ukrainian realities. In the context of the modern consumer market, characterized by fierce competition between brands, the importance of sustainability and competitiveness for businesses is of particular importance. The paper notes that building strong brands is a key element of a successful strategy, after which it is necessary to create the right image that will help build trust, reliability and quality for consumers. The paper analyzes the main goals of brand marketing, as well as the importance of rational and emotional beliefs of consumers in building a successful brand. Special attention is paid to the process of creating a brand and its integration into society through the development of an image and promotion strategy. It is noted that in order to achieve maximum effect and maintain long-term success, it is necessary to implement a number of strategic measures, including the development of a system of communication with the audience, pricing policy and consideration of the emotional characteristics of the brand. In addition, it has been determined that the importance of brand social responsibility in the context of the modern business environment is growing, with European and American companies focusing on environmental friendliness, transparency, and brand citizenship. This situation has also affected the adaptation of Ukrainian brands to global trends, but in the context of the war, Ukrainian consumers are encouraging brands to design goods and services based on national identity, social position, and volunteerism. Thus, the article reveals the key aspects of the brand marketing concept, explores their application in the Ukrainian context and compares them with international experience, which contributes to the understanding and improvement of the brand development strategy in the domestic and foreign markets. The author concludes that the concept of brand marketing is extremely relevant for modern Ukrainian enterprises operating in a competitive environment and seeking to obtain and attract the attention of consumers.

Exploring consumer beliefs about novel fortified foods: A focus group study with UK-based older and younger adult consumers

Consuming ‘nutritionally-enhanced’ food products (including those that are fortified or enriched to deliver nutritional and functional properties) may help to improve overall diet quality and combat risks associated with malnutrition. However, fortification can negatively impact consumer acceptance, particularly where expected sensory properties of ‘delivery’ foods are affected by target ingredients. Here, we explored factors influencing consumer acceptability for six novel food products that had been fortified, including both savoury and sweet meal components (e.g., high protein dumplings, probiotic yoghurt drink). In person focus groups (25 consumers aged between 22 and 76 years old) were conducted with two stages; firstly, participants completed a blind taste test of products without awareness of fortification. Secondly, participants discussed products with awareness of additional ingredients and food properties. Reflexive thematic analysis showed that liking of sensory properties differed between foods, but informing participants about the fortification of products highlighted potential trade-offs between taste, health, price, and familiarity. Though taste and texture were generally prioritised by participants, positive perceptions of health benefits increased consumer willingness to buy, whilst both cost and uncertainty about product use were potential barriers. Trust of information was a key concern for labelling and product claims. These results highlight product features that may be optimised to support the success of fortified foods. Greater transparency when building product brands and improving consumer knowledge of fortification may also be important for longer-term consumer acceptance.

Understanding consumers' interest in social commerce: the role of privacy, trust and security

PurposeConsumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the privacy and security of the platform differently when ordering and payment capabilities are added? As social media systems have evolved into social commerce platforms (SCPs), individuals are often faced with whether to complete a purchase they have been researching or switch to a traditional e-commerce platform to complete the transaction. This research examines consumer trust formation in the SCP channel and how consumer interest and engagement in the channel are maintained and influence consumer decisions to purchase via the SCP.Design/methodology/approachBased on trust and involvement literature, a research model was conceptualized to capture consumer beliefs about SCP privacy and security and whether the SCP can be trusted, using these inputs into subsequent consumer interest, engagement and decisions on whether to use the SCP for purchasing. The research model was empirically tested using the panel data's structural equation modeling (AMOS) (n = 405). The data showed acceptable reliability and convergent validity, while the original research model provides predictive validity and theory-confirming insights.FindingsResults confirm that consumer perceptions of privacy and security play a crucial role as decision criteria, informing their judgments of whether a new social commerce channel can be trusted enough to conduct purchases. Further, consumer trust supports their interest in the SCP, resulting in enduring and enhanced behavioral use and, to a lesser extent, purchase intent. Still, a majority of this sample declined to purchase using the SCP and rather preferred to transact on tried and trusted traditional e-commerce sites.Originality/valueThis study is among the first to examine trust formation in new SCPs, where consumers are deciding to expand their engagement level from social and informational to commercial.

Sustainable Consumption in the Behavior of Young Consumers

The aim of the article is to characterize the attitude of young consumers towards the concept of sustainable consumption in the area of food consumption, which is manifested, among others, in the declared engagement in sustainable behaviors both in the market as well as in households. The research was conducted using the CAWI method on a sample of Polish consumers from the Lubuskie region. The article consists of two parts. The first part explores the problems of sustainable consumption. The second part presents the results of research on consumer attitudes towards the concept of sustainable consumption in the area of food consumption. Particular attention was paid to the awareness of the implications of consumer behavior in the process of satisfying food needs. Behaviors, attitudes and beliefs of consumers related to sustainable consumption were characterized, and an attempt was subsequently made to determine the extent of the gap existing between behaviors and attitudes. The conducted survey research constituted an attempt at highlighting certain consumption problems among young people, to have them share their views on the different issues of sustainable consumption, as well as to emphasize the importance of various factors in shaping sustainable food consumption patterns. The article certainly is not an exhaustive examination of all the problems areas of sustainable consumption, but it should make these more easily identifiable all while stressing the real role and importance of sustainable behaviors among young consumers in the modern economy.
 Keywords: sustainable consumption, sustainable development, young consumer.

Spirituality: An Attitudinal Variable among Other Factors that Drive Purchase Behaviour of the Green Consumer Segment

This paper empirically examines “Spirituality” (an understudied construct) as one of the variables influencing consumers’ decision to buy green products among other factors, such as Environmental Concern (EC), Perceived Environmental Knowledge (PEK), Green Peer Influence (GPI), and Perceived Consumer Effectiveness (PCE). The data was collected through a structured questionnaire, and 418 responses were gathered. The research model is based on the Theory of Planned Behaviour (TPB) by applying structural equation modelling using WarpPLS software. A significant direct relationship between EC, PCE, and Spirituality with Attitude and purchase of green products was observed as hypothesized indicating Spiritual beliefs of consumers impact their green purchase behaviour. The study adds to the literature by providing an additional construct of spirituality to existing models of consumer behaviour as per TPB. The study holds important implications for marketers suggesting that if the products are seen as environmentally friendly and ethical, then they can have a good place in the hearts of the consumers.

How to Regain Green Consumer Trust after Greenwashing: Experimental Evidence from China

Greenwashing leads to consumer skepticism of all green products as well as doubts about company claims regarding sustainability. However, the understanding of how to regain green consumer trust after greenwashing is rather limited. The authors fill this gap by exploring the psychological process of green consumers following intervention strategies designed to reduce greenwashing. We collect and interpret quantitative data from two psychological experiments, the first experiment identified two types of intervention strategies that serve to counter the negative impact of greenwashing and based on our findings from the first studies, we proposed and tested the moderating effect of two factors—implicit beliefs of consumers and companies who implement intervention strategies after greenwashing. The results indicate that distrust regulation (quantifying a product’s green attributes) and trustworthiness demonstration (visualizing environmental behaviors) are effective intervention strategies that can enable consumers to re-evaluate the cost-benefit of green products, and which may serve as critical psychological factors for green consumers and contribute to the degree of trust. Validation and comparative study of the derived results show that distrust regulation, followed by trustworthiness demonstration, has the best effect on increasing green trust after intervention. If the sequence is reversed, the effect of the intervention strategy is worse than if only one strategy had been applied. The implicit beliefs of green consumers play a moderating role between intervention strategies and reconsideration of the cost-benefit of green products. The behavior of genuinely green companies and the incremental beliefs of consumers can promote the intervention effect after greenwashing. Alternatively, the behavior of greenwashing companies can easily counter these effects. These findings contribute to knowledge about which psychological factors can promote or hinder the effectiveness of an intervention.

Intention to purchase halal health supplement online: Lessons learned from the health crisis

Consuming health supplements is essential to strengthen the immune systems and protect against illness, especially during health crises such as the COVID-19 pandemic. Considering the increasing number of Muslim populations worldwide and the necessity of online applications during health crises, this research aims to study the consumer's purchase intention of halal health supplement products online by examining variables influencing consumer's purchase intention. The Theory of Planned Behaviour has been applied as an underlying theory for this study, including religiosity and COVID-19 as an extension to the theory. 214 respondents participated in this study by completing the survey questionnaire via an online platform. Analysis was performed using SmartPLS4. The findings illustrate that perceived benefit is the most important indicator for Indonesian respondents, while attitude, subjective norms, and the COVID-19 pandemic are the factors that contribute to purchase intention among Malaysian respondents. The study enhances current literature, specifically in the context of halal health supplement products. Additionally, investigating the COVID-19 pandemic in the context of halal health supplements with a unique set of variables leads to a new path of study. Examining consumer behavior such as perceived benefit, attitude, subjective norms, and the COVID-19 pandemic that influence online purchase intention will provide consumer insights to marketers involved in halal health supplement products. The perspective on consumer beliefs gives directions for strategy development to businesses.

Exploring consumer beliefs about fortified foods: A focus group study with UK consumers

Exploring consumer beliefs about fortified foods: A focus group study with UK consumers

The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

The influence of consumers' intentions to purchase eco-friendly clothing is examined, with the moderating effect of consumption value. Also examined were reasons for the disparity between consumer purchase intention and buying behavior regarding green apparel. A questionnaire on a five-point Likert scale was utilized to collect data. One hundred ninety-seven responses were found valid out of 384 for analysis. Smart PLS and SPSS were used to analyze the data. By the analysis found a significant impact of hedonic motivation and utilitarian motivation on green purchase intention with moderating impact on consumption value for the purchase behavior of the consumer. Gender and income were also found to have a controlling impact on the Hedonic and utilitarian motivation of consumers. The impact of consumer information availability, convenience to buy, and customized offerings of green textile brands for consumers’ motivation to buy. Also, consumer beliefs related to environmental issues, social and trends significantly impact the motivation of consumers to purchase green apparel. The study of post-purchase behavior based on consumption value has been a new concept that is added in this research paper on an existing study. The research will be useful to manufacturers in understanding how consumers will buy green clothing in a sustainable way that benefits both the environment and consumers.

Addressing Consumer Misconceptions on Antibiotic Use and Resistance in the Context of Sore Throat: Learnings from Social Media Listening

A misunderstanding of the mechanism of action and bacterial targets of antibiotics by consumers may drive inappropriate antibiotic use and antimicrobial resistance (AMR). Tackling AMR requires an in-depth understanding of consumer beliefs and misconceptions. We explored consumer conversations on a number of social media platforms on antibiotic use and AMR in the context of sore throat and how coronavirus disease 2019 (COVID-19) affected online conversations between 1 January 2018 and 25 November 2021 across eight countries. Five distinct consumer groups were identified (antibiotic-preserving peer educators, antibiotic-cautious consumers, medication-resistant antibiotic opponents, believers in the strength of antibiotics, determined pro-antibiotic consumers) with a wide spectrum of beliefs around antibiotics in sore throat. Many opinions were based upon misconceptions, the most prominent of which was that antibiotics are strong medications that can treat all types of sore throat. COVID-19 had a multifaceted effect on the sore throat and AMR conversation. Sore throat triggered anxiety as consumers feared it may be a COVID-19 symptom while engagement in conversations around antibiotics for COVID-19 increased. Finally, consumers sought multiple routes to access antibiotics, such as directly from the pharmacy or by attempting to persuade physicians to prescribe. Knowledge obtained from this study could be used to develop focused approaches to dispel consumer misconceptions and mitigate AMR.

Biased Beliefs in Search Markets

We study the implications of biased consumer beliefs for search market outcomes in the seminal framework due to Diamond (1971). Biased consumers base their search strategy on a belief function that specifies for any (true) distribution of utility offers in the market a possibly incorrect distribution of utility offers. If biased consumers overestimate the best offer in the market, a novel type of equilibrium may emerge in which firms make exceptionally favorable offers in order to meet biased consumers’ unreasonably high expectations, which then become partially self-fulfilling. Consequently, the presence of biased consumers may improve the welfare of all consumers. (JEL D11, D21, D83, D84)