Consumer Attitudes Research Articles

Does consumer scepticism impact purchase intention toward palm oil as a food product?

Abstract In recent years, the production of vegetable oil crops has expanded more quickly than other food or industrial crops. With a negative impact on the environment and the viability of producing communities, palm oil primarily grown in tropical regions has emerged as the most traded and produced oil globally. Palm oil is increasingly used in many products despite being linked to several troubling ecological, social, and health-related issues. Customers are given a wrong impression of the industry by popular opinion. To examine the reasons behind this disparity in the instance of palm oil, the current study uses an online survey to investigate the influence of consumer attitude and scepticism toward Indonesian consumers’ purchase intention (N = 200). The result showed that consumers’ intention to purchase palm oil as a food product has been influenced by increasing consumer attitude and decreasing consumer scepticism. An increase in consumer intentions to buy palm oil as a food product is driven by this alignment, which gets stronger. The findings of this study provide important new information for developing production and marketing strategies that will improve consumers’ behavioural intention to use vegetable oils.

Factors that influence consumers’ inclination to acquire counterfeit luxury goods

This study investigates the influence of perceived value and perceived risk on consumer intentions to purchase counterfeit luxury goods, drawing upon an integrated theoretical framework encompassing perceived value theory, risk perception theory, and consumer behavior models. Through a quantitative research design involving a structured survey and Structural Equation Modeling (SEM), the study examines the relationships among perceived value dimensions (functional, emotional, social, economic), perceived risk factors (financial, social, performance), consumer attitudes, and purchase intentions. The findings reveal that perceived value positively influences purchase intentions, with consumer attitudes acting as a critical mediating mechanism. Conversely, perceived risk negatively impacts purchase intentions, with this relationship also mediated by consumer attitudes. Furthermore, Bayesian Network analysis uncovers the indirect pathways through which perceived risk shapes purchase intentions via its influence on consumer attitudes. By integrating these theoretical frameworks and employing advanced analytical techniques, this study contributes to a comprehensive understanding of the complex decision-making processes underlying counterfeit luxury goods consumption. The findings provide valuable insights for policymakers, luxury brand managers, and consumer protection agencies in devising targeted strategies to address consumer perceptions of value and risk, ultimately mitigating the proliferation of counterfeit luxury goods.

The impact of willingness to pay, environmental awareness, consumer behavior, consumer attitudes toward purchase decisions on sustainable packaging in Indonesia

Background: Packaging is considered a vital component of the marketing mix. Sustainable Packaging is packaging that is very important to use in Indonesia because of the large amount of environmental damage due to plastic waste and the large amount of plastic waste that we usually find in waterways which causes flooding everywhere. Environmental Awareness is one of the reasons for increasing public awareness to reduce the use of plastic waste and to start switching to sustainable packaging. In Indonesia, they have started to use sustainable packaging, but public awareness is still lacking and sometimes they still like to use plastic. The purpose of this research is to examine the impact of willingness to pay, environmental awareness, consumer behavior, and consumer attitudes toward purchasing decisions on sustainable packaging in Indonesia. Methods: A quantitative method was used as the research design method by conducting online questionnaires. The questionnaires were distributed online for those who have an intention to sustainable packaging in Indonesia. The total respondents in this research are 153. The data analysis design that is used in this research is Partial Least Square-based Structural Equation Modeling (PLS-SEM) using Smart-PLS software 4 starting from the measurement of the outer model, inner model, and hypothesis testing. Findings: This study has 4 hypotheses and the results show that willingness to pay, environmental awareness, consumer behavior, and consumer attitudes directly impact purchase decisions. Conclusion: Willingness to pay and consumer behavior significantly impact purchase decisions regarding sustainable packaging, whereas environmental awareness does not. Novelty/Originality of this Study: This comprehensive examination investigates how willingness to pay, environmental awareness, consumer behavior, and consumer attitudes specifically influence purchase decisions on sustainable packaging within the unique socio-economic and cultural context of Indonesia. By using Partial Least Squares-based Structural Equation Modeling (PLS-SEM), the study provides nuanced insights into the direct impacts of these variables, an area that is relatively unexplored in Indonesian market dynamics.

Corporate, Social Responsibility (CSR) in Nigeria: Investigating Discrepancy between Practices and Blind Spots

Corporate social responsibility (CSR) has been recognized as a significant contributor to the economy of developing countries. The study uncovers the potential causes of CSR discrepancies in Nigeria, a nation with divergent business prospects, evaluates their implications, and provides effective way-outs. CSR has achieved substantial interest worldwide as enterprises attempt to weigh profit-making services with social and environmental obligations. Yet, there is extensive interest in disagreements between organizations’ CSR obligations and their actual implementation. By synthesizing documented literature, the study reveals factors responsible for the discrepancy of CSR in Nigeria, such as ineffective stakeholder involvement, consumer attitude, inadequate resources, poor frameworks, and lack of consistent reporting. Furthermore, the implications imposed by CSR are examined, including missed chances for social impact, reputational damage, consumer perception, and workers' morale and commitment. Since CSR discrepancies are crucial to both enterprises and legislators, the study underscores addressing stakeholder engagement, clear frameworks for CSR implementation, transparency in reporting, and adequate resource allocation that can bring about sustainable development. The insights provided by this study can inform CSR policy development and effective corporate practices in Nigeria.

Internet Celebrity Marketing: A Consumer Trust Shaping Approach Based on KOL OpinionsTaking Holiland as an Example

With the rapid development of the internet, it brings up the influencers economic, and also already immerse into peoples daily life. As a sponsor of influencers economic, get through their own influence, act on their followers. This paper takes sweet desert brand: Holiland as the research object, aim to discuss about how to shape the image of KOL, and using the KOL identity. This study analyzes how the brand combines internet use, to make an impact on consumers attitude and willingness to buy, in addition to increase the sales volume of products and brand awareness, to achieve brand transformation and upgrading, become the top of baking industry in China. This study adopted methods of literature review to analysis the characteristic of market and the strategy of spreading in systematically. Besides, it also provides relevant advices in marketing strategy. This research provides the basis of how to use the identity of KOL, lead the brand to take the road of sustainable development.

The Influence of Exposure and Attitude on YouTube’s Product Placement Advertising on Thai and Japanese Consumer Behavioral Responses

Technology has impacted people's lifestyles with the internet's expansion, and YouTube has emerged as a popular platform for product placement ads, especially in Japan and Thailand. However, concerns exist about their impact on audiences. Thus, training advertising professionals to handle such issues is crucial. This study aims to investigate the current state of product placement on YouTube in Thailand and Japan, a topic that has not been explored previously. This study analyzes product placement on YouTube in Thailand and Japan, and how cultural differences impact consumer behavior, norms, and attitudes. It also identifies factors that influence Thai and Japanese consumers' response to product placement on YouTube. This study utilized a quantitative approach to analyze data from 400 participants, comprising 200 Thai and 200 Japanese individuals who have experience in watching YouTube videos. The results of the multiple regression analysis indicate that "Consumer Ethnocentrism" has the greatest impact on the Thai sample group, while "Exposure" has the greatest impact on the Japanese sample group. Meanwhile, "Purchase Intention" has the most significant impact on the combined Thai and Japanese samples. This research provides insights for marketers, particularly concerning product placement on YouTube.

Service Quality and Personal Attitudes as Predictors of Overall Satisfaction with Public Buses: A Case Study in Kathmandu, Nepal

This study analyzes the effects of certain variables on bus service quality (SQ) and how SQ and personal attitudes affect satisfaction with public buses. A total of 552 responses were collected using a questionnaire that captured socioeconomic and trip characteristics, satisfaction ratings for SQ attributes, and the personal attitudes of consumers. Factor analysis was used to uncover unobserved latent features and to generate two measurement models: for SQ and for personal attitudes of bus users. Three latent variables (“information, safety and security”, “comfort”, and “accessibility/availability”) were observed that signify SQ. Simultaneously, two latent variables (perceived value, and behavioral intention and involvement) were obtained representing the attitude of customers. A structural equation modeling method was employed to compute interconnections among these variables. Information and safety and security had a major influence on SQ followed by comfort and accessibility/availability. Similarly, perceived value had a greater impact on personal attitudes than that on behavioral intention and involvement. Findings also show that evaluating overall SQ is better explained when consumers rate the service quality of buses after knowing about the various attributes. Findings revealed that the overall satisfaction of customers with bus services was influenced more by SQ-related attributes than by personal attitudes. The study also provided insights into public bus service quality improvements that must be emphasized and enhanced to increase ridership. This understanding of connections among SQ, personal attitudes, and overall satisfaction can assist transit officials in developing effective strategies and investment plans to meet the needs of passengers and boost customer satisfaction with public buses.

Exploring the Sustainability of Upcycled Foods: An Analysis of Consumer Behavior in Taiwan.

Given the urgent climate change and food security challenges, upcycled food products are crucial for sustainable food production and waste management. This study investigates Taiwanese consumer behavior towards upcycled foods using the value-attitude-behavior (VAB) theory, focusing on "product knowledge", "green perceived quality", and "price sensitivity". Of the 335 distributed surveys, 320 valid responses (95.5% effectiveness) were analyzed. The results indicated that eco-conscious values strongly influenced consumer attitudes and anticipated guilt (β = 0.647, p < 0.001; β = 0.691, p < 0.001), shaping behavioral intentions (β = 0.290, p < 0.001). Attitudes significantly correlated with intentions, validating the VAB framework. However, anticipated guilt showed a minimal impact (β = 0.029, p = 0.629), revealing complex consumer emotions. Green perceived quality and product knowledge were the key decision-making factors (β = 0.193, p < 0.001; β = 0.146, p < 0.001). Surprisingly, price sensitivity positively influences intentions (β = 0.764, p < 0.001), suggesting the consumer prioritization of quality and environmental values over price. These insights inform strategies for businesses to enhance consumer engagement and sustainability alignment, advancing progress towards Sustainable Development Goals (SDGs).

Livestreamed tourism shopping: consumers’ attitudes and behaviors

Purpose This study aims to investigate how source attractiveness (including platform credibility, product appeal and streamer attractiveness) and information quality impact viewers’ cognition and flow state. Additionally, it examines how these factors influence the development of consumer attitudes and behaviors toward livestreamed tourism shopping, as well as the moderating roles of perceived risk and personal characteristics. Design/methodology/approach A sequential mixed-methods research design was used. In addition to a literature review, 15 interviews were conducted to identify measurement items for the subsequent questionnaire survey. Sample 1 (n = 209) was used to refine these measurement items, whereas Sample 2 (n = 227) was used to evaluate the measurement model and test the proposed hypotheses. Findings Findings reveal that source attractiveness (streamer attractiveness, tourism product attractiveness and platform credibility) and information quality significantly influence customers’ behavior formation, with cognition and flow state acting as mediators. Findings further confirm the moderating effect of perceived risk in a livestreamed shopping environment. Practical implications The findings provide new insights into how consumers select livestreamed shopping platforms. As viewers assess the credibility and trustworthiness of each component to form their perception of the overall platform’s credibility, companies should market their products through credible platforms, studios and stores with extensive reach. It is also critical to collaborate with streamers who are sincere, trustworthy, knowledgeable and professional. Since perceived risk lowers consumer behavioral intentions, live streamers, platforms and merchants should offer convincing and credible arguments to alleviate viewers’ perceived risks. Originality/value This study advances the literature on livestreamed shopping by broadening the conceptualization of source attractiveness to include three dimensions: streamer attractiveness, product attractiveness and platform attractiveness. Furthermore, it differentiates itself from existing studies by integrating and adopting multidimensional measurements of cognition (perceived usefulness and ease of use) and flow state (control, enjoyment, curiosity and concentration).

Review of Consumer Purchasing Patterns for Milk Products in Coimbatore District, Tamil Nadu, India

Milk and milk products play a vital role in fast moving consumer goods (FMCG). Milk products have very low shelf life and are prone to deterges, if proper care is not taken while pasteurizing, processing, packaging and handling. Hence, consumers desire local brand milk products than national brands or others, due to its more availability, less preservatives and longer shelf time. It is a well-known fact that most of the consumers still prefer traditional ways for the consumption of milk and milk products. So, the awareness about packed milk products is lower in these days as these products are mostly restricted with urban consumers. Whereas, many consumers feel packed milk products are not safe to consume. So, the main focus of this review was to analyze the buying behavior of consumers towards Aroma milk products. The review was to done to determine the perception and attitude of consumers towards buying Aroma milk products which helped to understand the value of the product in consumer’s point of view.

GREEN PRODUCT PLACEMENT IN TV SERIES: AN EVALUATION ON CONSUMER ATTITUDE AND PURCHASE INTENTION

Purpose: The main purpose of this study is to measure the effect of green product placement strategy on consumer attitude and consumer purchase intention. In addition, the study examined whether attitudes towards green product placement and intention to purchase green products vary according to demographic variables. Material and Method: This study was conducted in Istanbul, Turkey and the main population of the research consists of consumers who are 18 years old and over and watch television series. The sample size was determined to be 402 participants since it would not be possible to reach all participants in the universe in generalizing the analysis result. The data obtained was analyzed with PLS and SPSS programs. In order to test hypotheses; frequency analysis, validity analysis, reliability analysis and confirmatory factor analysis were performed. Findings: As a result of the research, it was concluded that the reality and response to advertising dimensions had a statistically positive effect on the intention to purchase green products. In addition, it was concluded that the consumer attitude variable towards green product placement and the intention to purchase green products differ according to gender. Result: In order to develop a positive attitude towards green products and increase the purchasing tendency towards such products, it would be appropriate for practitioners to focus on realism in product placement strategies, avoid creating a perception of commercial advertising, and increase environmental awareness. Generalization of the subject study would be possible in future studies if comparisons of green product placements in different communication channels are taken in consideration

Evaluation of Circular Srategies and their Effectiveness in Fashion SMEs in Ghana

Circular economy strategies may appear practical for business but are complex in application. Country-specific situations, taking into consideration the cultural dimensions, aid the practicality of such strategies. As part of a longitudinal research, this study sought to identify and evaluate circular strategies that could be integrated into selected fashion SMEs in Ghana. An in-depth qualitative case study was adopted to engage nineteen owner-designers of SMEs through interviews and observations. The owner-designers must have formal businesses, have been running their retail stores during the last decade and operate within the two major cities in Ghana where population growth supports economic activities. Life extension strategies were adopted for the study. The indications were that the majority of owner-designers of fashion SMEs, although practicing some circular strategies unknowingly, were not motivated to formally integrate the practice into their businesses. Cost, time, labour and consumer attitudes and behaviour were factors considered to undermine the effectiveness of adopting and implementing circular strategies in these firms. Creation of awareness of circular strategies and models for their implementation are needed to enable practitioners to imbibe circular economy principles in fashion SMEs in Ghana.

Theory of Planned Behavior on Green Marketing Influence to Green Purchase Decision

This study investigates the correlation between green marketing and consumer buying behaviour, with a specific focus on Garnier Men consumers in Semarang. A total of 162 participants, who were well-acquainted with Garnier Men products and had knowledge of green marketing, were chosen using purposive sampling. The study utilises Structural Equation Modelling (SEM) with AMOS 24.0 software to analyse the data. The key findings suggest that green marketing has a considerable impact on consumer attitudes and subjective norms, but it does not have a direct effect on green purchase decisions. Attitudes, subjective standards, and perceived behavioural control were identified as key factors influencing green purchase behaviour. The report emphasises the necessity for organisations to prioritise these variables instead of exclusively depending on green marketing methods. Furthermore, the study emphasises the significance of providing concise and easily understandable information regarding the environmental effects of products. The research, however perceptive, is constrained to a particular demographic and product line, indicating that future research should encompass a wider array of age groups, professional backgrounds, and product categories in order to improve its generalizability.

Green marketing in Central Europe: Consumer perceptions and purchase intentions between 2010 to 2023

This study investigates the evolution of green marketing in Central Europe, emphasizing consumer perceptions and purchase intentions from 2010 to 2023. It explores the impact of economic and social transformations in countries like Poland, Czech Republic, Hungary, Slovakia, and Austria, focusing on the growing prominence of sustainability in consumer behavior. By employing a mixed-method approach, the research examines how green marketing strategies, such as eco-labeling and corporate social responsibility initiatives, influence consumer attitudes and purchasing decisions. The study also identifies key drivers shaping environmentally conscious behavior, including trust, transparency, and perceived social and environmental benefits. The findings underscore the critical role of policies, economic incentives, and cultural dynamics in fostering sustainable consumption. This research provides actionable insights for businesses and policymakers aiming to align with the region’s sustainability goals while addressing broader environmental challenges. Through a blend of quantitative data and qualitative interviews, it contributes to the theoretical and practical understanding of green marketing’s trajectory, offering a roadmap for effectively engaging with eco-conscious consumers in Central Europe.

Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor

This study investigates the intricate relationship between awareness advertising and buying intention among Iraqi grocery shoppers, exploring the mediating role of consumer attitude. Employing a quantitative approach, the authors surveyed 300 shoppers. Using a random sampling technique. To ensure rigor and validity, the authors rigorously analyzed the relationships using partial least squares structural equation modelling (PLS-SEM) based on 288 valid responses. The findings reveal that awareness advertising significantly impacts buying intention, mediated by consumer attitude. These insights offer valuable management implications for product marketers. Sufficient brand awareness attracts consumer attention, shapes positive attitudes, and ultimately drives purchase decisions. This study further validates the theoretical model of consumer response by empirically establishing consumer attitude as a central intermediary between awareness advertising and buying intention within the Iraqi market context.

Consumer's perceptions and motivations on the consumption of fortified foods and 3D food printing

Consumer attitudes and acceptance of emerging technologies in the food sector, as well as their application, are determining factors for their successful implementation. In this study, a survey was conducted in order to better know and understand the perception, motivation and consumption associated with fortified foods and 3DPF (3-Dimensional Printing Food). Key points such as food neophobia and factors involved in the opinion forming process towards 3DPF were included in the questionnaire (namely, perceived benefits, willingness to consume, food engagement, preference for familiar foods and affinity with digital tools). The results showed that the gender influences the knowledge in 3D printing as a technology and that 51.6 % of consumers are willing to try 3DPF. Consumers who want healthy food adapted to their needs are also more receptive to foods produced on 3D printers. 54.1 % of consumers indicate that if 3DPF were nutritionally richer than an equal and/or existing product on the market, they would be willing to buy it. Respondents also mentioned fruit and vegetable by-products and fish with no commercial value as the most suitable raw materials for 3D printing. Thus, it can be concluded that there is a clear motivation to try 3DPF, providing an opportunity for their inclusion in the future food chain.

Consumer willingness to buy products with geographical origin (PGO) and protected designation of origin (PDI): A review

This scientific review explores the factors influencing consumer willingness to purchase products with geographical origin (PGO) and protected designation of origin (PDI) over the past twenty-five years. It examines consumer behavior, perceived value, marketing strategies, and the impacts of ethical and environmental considerations and more specifically how the consumers are willing to consume products from protected designation of origin compared with the other products that exist in markets. The review integrates findings from recent peer-reviewed studies, surveys, and reports, offering a comprehensive analysis of consumer attitudes toward PGO/PDI products. In conclusion, the consumers are willing to buy the PGO and PDI products if there is a better price and marketing presentation.

Consumer Boycott: The Effect of Religiosity and Consumer Attitudes

One way for customers to express their distaste or dissatisfaction with a business or nation due to unethical actions is through a boycott. Despite the significant increase in consumer boycotts, marketing has paid little attention to consumer boycott involvement. The value-attitude-behavior model serves two purposes: firstly, it evaluates the effect of religiosity on consumer attitudes that lead to boycott involvement, examining this relationship from both a traditional viewpoint and the perspective of Fiqh Muamalat. Secondly, it aims to investigate the role of consumer attitudes as a mediator between religiosity and boycott involvement. The sample consists of 330 Malaysian consumers. Data were acquired via an online survey and analysed using partial least squares structural equation modeling in SmartPLS version 3.2.9. According to the findings, both religiosity and consumer attitudes have a positive effect on boycott involvement, with consumer attitudes mediating the relationship between religiosity and boycott involvement. This study has contributed greatly to the theory and practice of boycotts from both conventional aspects and from an Islamic perspective. As a result, from a theoretical standpoint, this study contributes to the existing literature on boycott involvement and enhances understanding regarding how religiosity affects boycott involvement. As a result, religiosity has a positive impact on boycott involvement, aligning with Muamalat principles. Consumer attitudes act as mediators, emphasizing ethical and religious concerns over economic action. Furthermore, legislators and business owners should be attentive to consumers' religious beliefs to avoid unfairly boycotting user involvement.

Mediating Effect of Consumer Attitude Variables on the Influence of Store Atmosphere, Brand Awareness, and Product Variety on Purchase Intentions

Purpose –This research aims to determine and explain the influence of store atmosphere, brand awareness, product variety on purchase intentions with consumer attitudes as a mediating variable. Methodology/approach –This research is a quantitative research with Lawson shop consumers as the population. The sampling technique was purposive sampling with 150 consumers of the Lawson South Meruya branch as samples. Research hypothesis testing was carried out using a Structural Equation Model (SEM) approach based on Partial Least Square (PLS) using SmartPLS 3.2.9 software Findings – ItThe research results show that independently, the variables of store atmosphere, brand awareness, and product variety have a positive influence on consumers' purchasing intentions at the South Meruya branch of the Lawson store. The consumer attitude variable also has a positive and significant influence on purchasing intentions. The three independent variables mediated by consumer attitudes also have a positive and significant influence on purchase intentions.

Interactive vs transactional: how social media ads engage consumers with disparate regulatory orientation and lay rationalism

PurposeThe growing number of firms leveraging social media ads highlight the urgent need for firms to understand social media ads and their effects on consumer perceptions and attitudes. This research examines whether and how different types of social media ads exert influences on ad engagement and how consumers’ psychological characteristics including regulatory orientation and lay rationalism moderate the influence of social media ads on ad engagement.Design/methodology/approachThis research conducts three quasi experiments featuring two types of social media ads – interactive and transactional – to collect empirical evidence. Results are analyzed using ANOVA and Process in SPSS.FindingsThis research reveals that interactive ads lead to higher perceived enjoyment and perceived responsiveness, which further lead to higher ad engagement. Promotion focus moderates the effect of social media ads (interactive vs transactional ads) on perceived enjoyment and perceived responsiveness, and lay rationalism moderates the effect on perceived responsiveness, while prevention focus has no such effect.Originality/valueFirst, this research establishes the connection between ad types and ad engagement in social media, which offers a new perspective to understand ad engagement. Second, it explores the underlying mechanisms of processing different types of social media ads. Third, it justifies the moderating effects of consumers’ regulatory orientation and lay rationalism on the effects of ad types on ad engagement, providing the first evidence on the moderating role of consumers’ lay rationalism in ad processing. This research helps firm marketers to fine-tune their social media ads according to consumer characteristics.