Consumption Behavior Of Consumers Research Articles

The Influence of Short Video on Consumer Consumption Behavior under the Perspective of Impulsive Consumption

Nowadays, the rapid development of mobile media technology causes short videos to become one of the most useful media. Short videos not only provide interesting daily life sharing but also contain lots of product merchandising. This type of merchandising always makes people appear the impulse consumption behavior. Therefore, we started researching the effect short videos have on consumers' consumption behavior under the impulsive consumption perspective. Based on this article, we give a detailed concept explanation of impulsive consumption, merchandising, and the SOR model we used in the following research. Besides, we also define the short videos. Then, we analyze the reasons short videos stimulate people's impulse consumption behavior using the SOR method, the factors that affect consumers consumption behavior, and the situational factors that affect consumers behavior. We compare the difference between offline stores promoting strategies and online promoting strategies in short videos, and analyze the cause of those factors using the SOR model. As a consequence, we find out that those factors we listed can explain the influence short videos bring to consumer consumption behavior.

A S tudy o n Non-Muslim Consumer s' P urchase Intention of H alal Food in Korea

Purpose: The demand for halal foods among non-Muslim customers is increasing in non-Muslim countries. This study investigates South Korean non-Muslim customers' halal food purchase intentions using an extended model of goal-directed behavior (EMGB). Design/methodology/approach: The study model combines halal awareness with the existing model of goal-directed behavior (MGB) variables and examines the moderating effect of word of mouth (WOM). Findings: The results indicated that attitudes, positive anticipated emotions, perceived behavioral control, and halal awareness influenced non-Muslim consumers' desire to purchase halal foods. Desire and halal awareness also predicted purchase intentions. Moreover, word of mouth (WOM) had a significant moderating effect on the desire to purchase intentions of halal foods. Research limitations/implications: The results of this study can be utilized in managing the halal food business by providing information on non-Muslim consumer characteristics. Originality/value: This study aims to provide implications for the globalization of halal food by identifying specific variables that affect the halal food consumption behavior of non-Muslim consumers.

Exploring tea and herbal infusions consumption patterns and behaviours: The case of Portuguese consumers

Consumption of tea and herbal infusions (THIs) have a long history in traditional medicine and cultural practices. The health-promoting benefits attributed to THIs are considered influential factors in consumer choices. However, there is limited data on consumer choices and attitudes that might interfere with the positive effects associated with THIs consumption.The aim of this study was to investigate the consumption pattern and behavior of THIs consumers in Portugal, assessing the influence of socio-demographic factors on the selection of THIs products and consumer practices related to these beverages.An online survey was conducted, and from the collected data, 720 responses met the aim of the study and were further analyzed. Most of the respondents were female, 74.4%, belonging to the 40–60 age group (40.6%) and were medium consumers of THIs (47.2%). Green tea was the most consumed type among participants, and its consumption was associated not only with age but also with the pattern of THIs consumption. Despite that, participants preferred herbal infusions, with citronella, chamomile, and lemon verbena being the most consumed types. For certain types of herbal infusions, consumption was associated with age, while other types were preferred by moderate or heavy consumers. Most participants purchased THIs in supermarkets, registered trademark and brand stores, in the form of THIs bag. Light consumers use only bag, while medium/heavy consumers indicated the use of other forms. Almost half of the respondents admitted to not reading the information on product labels before consumption and using THIs after the expiry date, while only one-third of them declared paying attention to the label instructions.This study revealed the impact of socio-demographic factors as age on the consumption patterns and preferences of THIs of consumers. Of concern is the neglect of label usage among Portuguese consumers. This emphasizes the urgency of implementing interventions to guide proper label use and promote good consumption practices to ensure the quality of THIs products.

Pull and push factors of Koreans' sustainable consumption behaviours from plant-based meat products

PurposeThis study examines the pull and push aspects of Koreans' sustainable consumption behaviors and their impact on their well-being since Koreans have recently shifted their consumption values toward healthier food, such as plant-based meat products. MethodologyTo analyze the interrelationships, the study uses two different models: the Theory of Planned Behaviour (TPB) and the Pull-Push Model (PPM). PLS-SEM was used to analyze the primary data collected from 159 vegans and vegetarians in Korea who responded to an online survey. FindingsThe findings indicate that pull factors have considerable beneficial impacts on the consumption behavior of consumers about plant-based meat products, whereas push factors do not have significant negative effects, except meat attachment. A consumer's personal life and the product itself significantly influence the consumer's level of well-being. By analyzing both pull and push factors, this study significantly contributes to the expanding research on consumers' environmentally responsible consumption practices. The study's findings could assist government officials and politicians in developing regulations that encourage people to consume more food that is produced sustainably. Promoting a company's wares can be accomplished by utilizing crucial aspects of businesses. ImplicationsThis study attempts to fill a gap in the literature by focusing on the push and pull factors of plant-based meat products on consumers' sustainable consumption behaviors, explored through the lens of Planned Behaviour (TPB) and the Pull-Push Model (PPM).

Psychological Attribution and Policy Intervention Pathway Analysis of Low Carbon Consumption Behavior of Consumers

Currently, research in the field of shared consumption mainly focuses on analyzing the factors influencing consumer behavior. Although some studies involve individual psychological factors, most of these studies focus on some variables and lack completeness, and few scholars attempt to explain the gap between willingness and behavior. In previous studies on government regulation and governance of the sharing economy, scholars often overlooked the connection between policy intervention factors and individual behavior attribution, resulting in a lack of effectiveness and persistence in the policy intervention path and strategic effects of sharing consumption behavior. This article explores the psychological attribution of low-carbon consumer behavior and analyzes the path of policy intervention. Through literature review and empirical research, this article finds that consumer low-carbon consumption behavior is influenced by various psychological factors, such as environmental awareness, social responsibility, moral concepts, etc. Meanwhile, policy intervention plays an important role in promoting low-carbon consumer behavior. This article proposes specific paths for policy intervention, including raising public environmental awareness, guiding enterprises to assume social responsibility, and strengthening policy supervision.

Toward a decision-making system based on artificial intelligence for precision marketing: A case study of Morocco

The insurance sector plays a crucial role in fostering sustainable economic development within a country. As the customer base grows, insurance companies must prioritize transitioning to data-driven strategies to cut costs and make more informed marketing choices in today’s digital era. This study proposes a new decision-making framework for precision marketing, based on a real case study from a Moroccan insurance company that aims to solve a practical problem. The proposed decision-making system consists of four components, with each component involving important steps. Firstly, data preparation was performed, consisting of four critical stages: data acquisition, data cleaning and filtering, feature selection, and oversampling. Secondly, top 20% and top 50% consumers are taken as examples to present their customer persona in detail. Based on the processed data, we analysed consumer consumption behaviors using four ML algorithms and made a performance comparison of the four algorithms. Additionally, we conducted feature selection methods to identify the most relevant features and evaluate the system’s performance. The aim of the proposed precision decision-making system is to assist managers in discerning the distinctive characteristics of potential customers and proposing tailored precision marketing strategies. This approach is expected to substantially reduce advertising expenses and enhance overall marketing efficiency. A case study using real-world data from a Moroccan insurance company was conducted to demonstrate the practical implementation of the proposed framework. The results of the study indicate that the proposed system yielded favourable outcomes.

The influence of anchor burnout mood on consumers’ consumption psychology and behavior

This study investigated the effects of anchor burnout on consumer consumption psychology and behavior. Through the questionnaire survey, we found that anchor burnout had a significant impact on consumers’ purchase intention, purchase amount, satisfaction and loyalty. The experimental results show that the more serious the anchor burnout mood, the lower the purchase intention and purchase quantity of consumers and the lower the satisfaction and loyalty. These findings contribute to understanding the impact of anchor emotions on consumer behavior and provide useful reference for relevant businesses and researchers. The results of this study have certain guiding significance for understanding the influence of anchor emotions on consumer behavior and formulating corresponding marketing strategies.

Impact of self‐esteem and self‐gifting on masstige purchase intentions

AbstractConsumers prefer brands that provide them with symbolic meaning, and they use them to enhance their self‐esteem and develop their status and personal images. Self‐esteem is an important psychological factor that contributes to an individual's purchase intentions and consumption behavior, but its role in shaping the consumption of masstige brands has not been thoroughly researched. Hence, this research aims: (1) to identify the masstige brands in the smartphone industry of Pakistan using the masstige mean index, and (2) to explore the role of self‐esteem in consumer consumption behavior grounded in terms of masstige, self‐gifting behavior, and brand personality. Moreover, this study uses self‐gifting behavior as the mediator and brand personality as the moderator in the relationship between self‐esteem and masstige purchase intention. The data from study 1 (n = 560) and study 2 (n = 329) were collected using a self‐administered questionnaire and analyzed using structural equation modeling. The results indicate that masstige brand consumption is influenced by self‐esteem; this relationship is mediated by self‐gifting behavior, and brand personality moderates the association. Theoretically, this study contributes to the masstige theory by exploring the role of self‐esteem in masstige consumption in an emerging economy. Practically, this study provides a comprehensive guideline for brand managers to devise effective marketing strategies to build their brands as masstige brands.

Survey of Cognition and Consumption Behavior of Consumers of Different Ages on Health Candy

Survey of Cognition and Consumption Behavior of Consumers of Different Ages on Health Candy

Chinese urban consumers' experience and consumption behavior with edible non-wood forest products

Consumers globally have a long history engaging with edible non-wood forest products in both rural and urban settings, and involving diverse consumption practices. While edible non-wood forest products offer critical provisioning and cultural ecosystem services, current literature primarily emphasizes the conventional economic significance in rural areas, neglecting urban consumption patterns. This thesis aims to investigate the forms and drivers behind urban consumers’ experience and consumption behavior with edible non-wood forest products in the regional Chinese market. It explores urban consumer behavior around three key aspects: consumer purchasing, foraging, and pro-environmental consumption behavior of wild/cultivated non-wood forest products. Building upon the theoretical background of ecosystem services and the Motivation–Opportunity–Ability model, supported by the Theory of Planned Behavior model, this thesis lays out a conceptual framework of the driving factors of the consumption behavior. A mixed methods approach was employed methodologically, including the logistic regression analysis, a qualitative thematic analysis, and the structural equation model. The findings reported in three articles I-III reveal diverse patterns in urban consumer consumption behavior concerning edible non-wood forest products, emphasizing the urban-rural nexus around these products. Motivation, opportunities, and abilities emerge as key drivers of consumption behavior. Pragmatism and sustainability dominate self-consumption purchases for tea, while Chinese mianzi and renqing motives prevail in gift-giving (I). A greater diversity of motivation exists in berry-picking, particularly among younger urban families (II). Social norms and culture are influential in shaping consumer attitudes (I, II, III). High-quality product availabilities, convenience, services, and social media marketing channels offered by producers and distributors constitute vital consumption opportunities (II, III). Additional actors such as local networks will be supportive (II). Personal knowledge and consumer habits also shape consumption behavior (III). These findings provide managerial implications for farmers, marketers, and policy makers, encouraging further research in this area.

Role of theory of consumption values in consumer consumption behavior: a review and Agenda

ABSTRACT The theory of consumption values (TCV) as marketing theory provides insights related to consumer consumption behavior through consumption values. This study reviews the last 30 years’ literature (120 articles) from 1991 to 2022 through content analysis and bibliometrics citation analysis. Additionally, the seven research streams are identified in the literature: (1) TCV and consumer behavior toward digital consumer products and services, (2) TCV and consumer behavior toward brands, (3) TCV and consumer behavior toward information technology, (4) TCV and consumer behavior towards green products and sustainable development, (5) TCV and consumer behavior towards tourism and hospitality industry, (6) TCV and consumer behavior towards durable and non-durable goods, and (7) TCV and consumer behavior toward educational industry. This review presents the taxonomy of TCV in marketing research, influential aspects of literature, and future research agenda.

Fashion consumption behaviors of sustainability consumers: Fast fashion or slow fashion?

Sustainability is a critical issue shaping our future, and consumer behavior is a major force in this area. Conscious choices of consumers have a critical impact on businesses achieving their sustainability goals. In order to protect the quality of life of future generations and protect our planet, it is of great importance that the interaction between consumers and businesses is shaped on the basis of sustainability. Sustainability is influential in different sectors and fields such as health, transportation, fashion and clothing, tourism and travel. Especially the clothing and fashion industry has a great potential in terms of sustainability. The fashion industry is a huge industry serving people around the world to foster creativity, trends and personal expression. Since the fashion sector has a great role in the destruction of nature, researchers and marketers have drawn attention to the importance of slow fashion and sustainability in order to raise awareness of the producer and the consumer. Therefore, sustainability is becoming an increasingly important issue in the fashion industry. Within the scope of this study, the effect of consumers' knowledge of sustainability on their attitudes and perceptions towards advertising messages and their fast/slow fashion preferences are examined. (Extended English summary is at the end of this document) Özet Sürdürülebilirlik, geleceğimizi şekillendiren kritik bir konudur ve tüketici davranışları bu alanda büyük bir güç oluşturur. Tüketicilerin bilinçli tercihleri, işletmelerin sürdürülebilirlik hedeflerine ulaşmasında kritik bir etkiye sahiptir. Gelecek nesillerin yaşam kalitesini ve gezegenimizi korumak için, tüketiciler ve işletmeler arasındaki etkileşimin sürdürülebilirlik temelinde şekillenmesi büyük önem taşımaktadır. Sürdürülebilirlik sağlık, ulaşım, moda ve giyim, turizm ve seyahat gibi farklı sektörlerde ve alanlarda etkilidir. Özellikle giyim ve moda sektörü, sürdürülebilirlik açısından büyük bir potansiyele sahiptir. Moda endüstrisi, yaratıcılığı, trendleri ve kişisel ifadeyi teşvik etmek için dünyanın dört bir yanındaki insanlara hizmet veren devasa bir sektördür. Doğanın tahrip edilmesinde moda sektörünün rolü büyük olduğundan dolayı üreticinin ve tüketicinin bilinçlenmesi için araştırmacılar ve pazarlamacılar yavaş moda ve sürdürülebilirliğin önemine dikkat çekmişlerdir. Bu nedenle, sürdürülebilirlik moda sektöründe giderek daha önemli bir konu haline gelmektedir. Bu çalışma kapsamında tüketicilerin sürdürülebilirlik konusunda bilinç düzeylerinin reklam mesajlarına yönelik tutum ve algıları ile hızlı/yavaş moda tercihleri üzerindeki etkisi incelenmektedir.

Evaluation of the impact of moral dissonance-based low-carbon interventions on consumer behavior

With the ever-changing scientific and technological progress and improving human living standards, people's consumption levels are also steadily increasing. However, the consumption behavior of consumers has brought a significant impact on the earth's environment. For this reason, some governments or organizations are constantly calling for environmentally friendly consumption behaviors, trying to change people's consumption habits through a series of intervention measures. However, researchers can hardly track each consumer's behavioral changes and inner thoughts in real-time, so it is challenging to quantify the effect of intervention measures. This study considers three factors: consumer behavior, morality and self-esteem, and intervention measures to estimate the carbon emissions caused by consumption behavior. Firstly, the carbon emissions are estimated through the existing behavior of consumers. Secondly, the morality and self-esteem of the respondents are evaluated through the process of moral dissonance and the self-esteem scale. And then we investigate the change of consumers' carbon emissions under the intervention measures. Finally, the adjusted final result is given by combining morality and self-esteem. Through a series of surveys on 354 respondents, this study estimated that their average annual carbon emissions without intervention were 5.3 tons, and their average yearly carbon emissions after intervention were 4.365 tons. After considering the intervention of moral disorder and self-esteem, the average annual carbon emission is 4.691 tons. From the results, this study explains why some measures are not as effective as expected and, at the same time, provides a new research method for quantifying the effect of intervention measures.

Review of Consumer Behavior Research Based on Influencing Factors

With the rapid development of global social economy, people's consumption behavior has become more common, consumer behavior research is to study the various consumer psychology and consumption behavior of different consumers. It is the basis for companies to make marketing decisions and strategies; Consumer behavior research provides a basis for the formulation of macro policies and the protection of consumer rights and interests; Consumer behavior research helps consumers make more informed purchasing decisions. By analyzing the existing literature to summarize the factors influencing consumer decision-making behavior, the study found that the most intuitive and time-consuming methods for studying consumer behavior using survey method and observation method are also the most widely used at present. In recent years, neuroscience has gradually entered people's vision, and researchers have applied neuroscience to consumer behavior research and prediction of consumer behavior, and achieved certain results. However, the existing research is not perfect. The study of consumer behavior lacks targeted guidance theories and methods, and lacks consideration of the limitations of samples and sampling time. There is still a lot of room for improvement, and this paper makes suggestions and prospects accordingly.

Determinants of a shift in consumer values towards minimalistic clothing consumption during global crises

The COVID-19 pandemic, as a global crisis, has affected the clothing consumption behaviour of consumers and it might create long-lasting changes in the fashion industry. Such behavioural shifts during global crises should be considered for sustainability-related marketing concepts and the way marketers promote sustainable clothing consumption during and after the crisis. This study explores the determinants of a shift in consumer values towards minimalistic clothing consumption during the COVID-19 pandemic in the under-researched country context of Iran. First, a literature review was conducted on topics including sustainable fashion consumption and the COVID-19 pandemic, the status of sustainable fashion consumption in Iran, as well as the influence of demographic characteristics on sustainable consumption behaviour. Second, a quantitative survey was administered to a sample of Iranian consumers (N = 382). The results reveal a value shift towards more minimalism and sufficiency in clothing consumption during the COVID-19 pandemic in the country context of Iran. Moreover, the findings highlight that age and gender significantly influenced the extent of this shift in values, while surprisingly no significant value shift was found because of employment or income changes. This article makes a unique contribution by exploring the value shifts towards minimalistic clothing consumption during global crises. Furthermore, the results of the study shed some light on consumption behaviour in an under-researched middle eastern area.

The effectiveness of social norms in promoting green consumption

PurposeGiven the seriousness of environmental issues, academic research has proposed social norms as an effective policy tool to encourage a wide range of pro-environmental behaviors, including green consumption. However, tangible evidence of the effectiveness of the social norm approach for green consumption behaviors is unreconciled, raising controversy about such a strategy. Considering that social norm interventions are only effective when targeted at the right consumers, this study aims to focus on exploring the role of individual difference factors, namely, social power value-, social face value- and independence orientations, in clarifying the effects of social norms on green consumption behaviors.Design/methodology/approachThe study uses hierarchical ordinary least squares regression to test the hypotheses with survey data from 269 consumers in Southeast Asia.FindingsThe study reveals that perceived social norms positively predict green consumption behaviors, providing additional evidence for the effectiveness of the social norms. It also finds that the perceived social norms have a stronger impact on the green consumption behaviors of consumers who value social power and social face. However, the effect becomes weaker for consumers with a strong tendency toward independence.Originality/valueThis study highlights the importance of individual difference factors in explaining the effectiveness of social norms. The current findings also offer insightful implications for designing more effective social influence approaches for constructing green consumption culture.

The Effect of Consumption Expression Behavior through Social Media on Sustainable Consumption: Mediating Effects of Social Connectedness

The purpose of this study was to examine the effect of consumer consumption behavior on sustainable consumption through social media and to verify the mediating effects of social connectedness on sustainable consumption. A survey comprising 222 men and women in their 20s and 30s was conducted in which their consumption expression behavior, sustainable consumption and social connectedness were measured. The results were analyzed using SPSS Process Macro Model 4 and it was found that consumers who shared a considerable amount of personal information on their lifestyle on social media as a means of self-expression exhibited a higher level of sustainable consumption. It also became apparent that the degree of consumption expression behavior had a positive effect on social connectedness and that social connectedness had a positive impact on sustainable consumption by mediating the degree of consumption-focused self-expression on social media. Based on these results, it was confirmed that social media can serve as a mechanism to lead consumers’ consumption behavior beyond providing a basis for forming a human network. Implications for the impact of social media on consumption behavior were presented, and proposals for exploring the environment in which sustainable consumption can be activated were suggested, together with ways in which new media can be utilized. The findings from this study indicate that sharing consumption behavior and having a broad range of connections on social media can create an environment in which sustainable consumption is promoted.

Capacity optimization of hybrid energy storage system for microgrid based on electric vehicles’ orderly charging/discharging strategy

The high penetration rate of electric vehicles (EVs) will aggravate the uncertainty of both supply and demand sides of the power system, which will seriously affect the security of the power system. A microgrid (MG) system based on a hybrid energy storage system (HESS) with the real-time price (RTP) demand response and distribution network is proposed to deal with uncertainties. Through the guidance of RTP, the electricity consumption behavior of consumers and car owners is more adaptable to the output uncertainty of renewable energy source (RES) to ensure that the system has sufficient elastic capacity within the schedule cycle. The bi-level programming optimization model of HESS capacity is established, maximizing the MG's reliability and minimizing the comprehensive operating cost (COC). In addition, an EV's orderly charging/discharging strategy is formed, which effectively reduces operating costs and peak-to-valley load differences. The results show that EVs can effectively mitigate the peak-to-valley load difference by 20.5% under 100% participation in orderly charging/discharging. Under RTP-based demand response, MG can reduce the COC by 25.5%. In addition, the number of EVs participating in vehicle-to-grid also has different effects on scheduling. Based on the experimental data from Guizhou, results show that 200 electric private vehicles (EPVs) and ten electric buses (EBs) are the optimal number of vehicles to be solved; namely, the optimal capacity of the HESS is achieved.

Factors affecting green consumption behaviour: Empirical evidence from consumers in Tra Vinh province

The article aims to determine the factors affecting the green consumption behaviour of consumers in Tra Vinh province based on the basic research theoretical framework (Theory of planned behaviour by Ajzen - TPB). Data was collected through direct interview with 300 consumers in Tra Vinh province. The results show that the intention to buy green products has a positive impact on consumers’ buying behavior toward green products. Two factors including attitude towards green purchasing and perceived behavioural control positively impact green purchasing behaviour, and these effects act as full mediators through green product purchase intention. The article proposes some recommendations to promote the green consumption behaviour of people in Tra Vinh province in particular and Vietnam in general.

As a Chinese saying goes, ‘To get rich, first pave the way’: The opening of high-speed rail and automobile consumption in China

The impact of high-speed rail (HSR) opening on residents' automobile consumption behavior is an economic issue that deserves attention. Based on monthly data on the opening of high-speed rail and the registration of automobiles in China's prefecture-level cities from 2008 to 2015, this paper uses the quasinatural experiment of high-speed rail opening, and the time-varying difference-differences (DID) method is used to analyze the impact and mechanism of the opening of China's high-speed rail on the automobile consumption behavior of consumers in prefecture-level cities. These research results show that the opening of high-speed rails significantly promotes consumers' purchase of automobiles. Specifically, it has a significant impact on the vehicle's brand (prefer joint venture brands) and color (prefer hue automobiles) as well as the payment method (prefer full payment). Furthermore, the expected increase in residents' income due to the opening of high-speed rail stimulates the sense of financial well-being (mediating mechanism), which in turn has an impact on the abovementioned automobile consumption behavior. These novel findings have a positive impact and significance on the national high-speed rail strategy, consumers' well-being, and the production and marketing strategies of automobile companies.