Consumer Attitudes Research Articles

Analysis of heterogeneity in consumer attitudes based on the Intuitive Eating Scale-2

Intuitive eating, as a special form of conscious eating based on internal instincts, has been the subject of several studies so far, and there is ongoing scientific interest in the topic. At the same time, few studies have been conducted on a Hungarian sample. The aim of this study is to verify the structural validity of the Intuitive Eating Scale 2, based on a Hungarian sample of 990 participants, representative in terms of gender, age, and settlement. Another goal is to explore whether clusters that characterize the Hungarian population can be developed with IES2. To examine the objectives, confirmatory factor analysis (CFA) and latent profile analysis (LPA) were conducted. According to our results, with respect to Hungary, each of four subscales can be applied with adequate reliability. Well-separated clusters emerged, including the following eating habits: 'Inner Cue Ignorers', 'Emotional Eaters', 'Intuitive Eaters' and 'Disinterested Eaters'.

Navigating the green beauty boom: Unveiling the influence of social media on consumer behavior in the organic cosmetics industry

It has been evident in the recent years that the natural and organic segment particularly in the beauty industry is steadily growing with people’s awareness of the health effects of using natural products. Today, social networks are the main driving force affecting consumer attitude and their behavior concerning this sector. This paper will seek to evaluate the utility of social media and the purchase pattern in the organic cosmetics sector. The ‘literature review outlines several that have led to what is commonly referred to as the ‘green beauty boom’ The theoretical framework entails theories from the marketing channel that regards consumer behavior within the social media and eWOM contexts. The research designed consisted of a written self- administered survey and face- to face interviews with fifteen consumers of organic beauty products within the age range of 18-35 years whereby data was gathered and analyzed qualitatively by the use of thematic analysis. Stylized facts also establish how the content on social media platforms and reviews influence distinct stages in the consumer decision process of organic cosmetics. Of all the mentioned evaluative resources, those commonly used by consumers include resources accessed from social media sites. Moreover, as to the communities of people, who are interested in organic lifestyles or natural products influencing the degree of positive attitudes in the usage of natural ingredients and environmental sources. Consequently, the author discusses the subsequent marketing implications for the brands based on the paper and provides ideas for the subsequent brand development, the opportunities, and the possible ethical issues that should be considered by brands in the context of this area. From this study further research can be made to contribute to the mass pool of data that helps in understanding new media that constitutes consumer culture today.

Organic Food Products - A study on Consumers Perspective in Udgir Town of Maharashtra

In the recent decade we have observed a trend of emerging concern among human beings on the planet earth towards ecology and environment. The increasing concern among humans about environment has led to the increasing demand and requirement for Eco-friendly Organic Food products in the Indian market. As awareness of environmental issues and health concerns rises, consumers increasingly seek sustainable food options that align with their values. This study examines key factors influencing consumer choices, including perceived health benefits, environmental impact, and the importance of ethical sourcing. Through survey, insights are gathered on consumer knowledge of organic certifications, pricing concerns, and the role of marketing in shaping perceptions Considering the environmental concerns this articles states that today the consumers are optimistic and have a positive attitude towards Organic Food products and consumers do prefer to buy such products even if they have to pay a premium for the same which is usually influenced by certain variables that include their perceptions about the benefits that Eco-friendly Organic Food organic food products provide, along with the societal norms and personal values moreover including their understanding towards environmental concerns. The study is concluded with certain suggestions that emphasizes on various methods to increase the consumer awareness towards Eco-friendly Organic Food products and based on sustainability encourage the Eco-friendly Food consumption pattern. The findings reveal a growing trend towards prioritizing eco-friendly products, suggesting a shift in market dynamics that could influence future agricultural practices and food production. Understanding these consumer attitudes is essential for producers and retailers aiming to meet the demand for sustainable food options and to promote a healthier planet.

폐도자기 업사이클 디자인의 가치요소가 소비자 태도 및 구매행동에 미치는 영향 - VAB 모델을 기반으로

In the modern society, it is evolving from the stage of eco-friendly manufacturing and ethical consumption to the stage of upcycle in terms of eco-friendly manufacturing and ethical consumption beyond the stage of reducing and recycling waste such as waste ceramics to raw materials. Based on the VAB model, this study analyzed how a total of six value factors of abandoned ceramic upcycle design affect consumer attitudes and purchasing behaviors. According to the results of the study, it was confirmed that the value factors (historical, eco-friendliness, scarcity, sustainability, artistry, and variability) of the waste ceramic upcycle design all have a significant effect on consumer attitude. It was confirmed that the eco-friendliness, scarcity, artistry, and variability of the waste ceramic upcycle design had a significant effect on purchasing behavior, and the historical and sustainability did not have a significant effect on purchasing behavior. Based on the value factors of the waste ceramic upcycle design, it was confirmed that consumer attitude had a significant effect on purchasing behavior. In addition, it was confirmed that artistry has the greatest influence on consumer attitude and purchasing behavior. Therefore, in order to increase the sales volume of the waste ceramic upcycle design, the artistry of the waste ceramic upcycle products should be more emphasized, and the historical, eco-friendliness, scarcity, sustainability, and variability should be continuously developed to attract consumers' attention, and the history and sustainability of the product should be more clearly expressed. This study is meant to provide useful data for future research on waste ceramic upcycle design.

Does Consumer Attitude Mediate the Linkages of Environmental Irresponsibility and Consumer Retaliation Within the Pakistan?

This study examines the role of consumer attitudes as a mediator in the context of Nestlé's Pure Life brand under allegations of illegal mining and environmental irresponsibility. It duly remarks upon a significant lacuna in research regarding Pakistani context-specific retaliation from consumers. The data of the study were gathered from 234 consumers in Lahore. The study employs descriptive, correlation, and regression analyses using SPSS 23.0 to assess the relationship between corporate environmental practices and consumer responses. Findings of this study reveal that while consumers exhibit a negative attitude toward Nestlé's environmental practices, this sentiment does not directly translate into retaliatory actions against the brand. The absence of a direct correlation between corporate irresponsibility and consumer retaliation raises critical questions about the effectiveness of consumer attitudes in influencing corporate accountability. This research underscores the need for further exploration of the dynamics between consumer perceptions and corporate behaviour, particularly in developing markets facing environmental challenges.

Impact of NHI copayment adjustments on healthcare seeking behavior: the mediating role of health facility identification

ObjectiveThis study investigates the impact of healthcare consumers’ involvement, price perception, and attitude toward National Health Insurance (NHI) copayment adjustments on their healthcare-seeking behavior, focusing on the mediating role of health facility identification.MethodsA questionnaire survey was conducted among outpatient customers in Taiwan from October 2023 to March 2024, resulting in 746 valid responses. The survey included demographic variables, involvement, price perception, attitude, health facility identification, and healthcare-seeking behavior. Data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis with SPSS 20.0.ResultsThe study found that involvement, price perception, and attitude significantly influence healthcare-seeking behavior. Health facility identification was identified as a significant mediator in the relationship between copayment perception and healthcare-seeking behavior. The regression analysis also highlighted the impact of demographic factors such as age, education level, marital status, and annual income on healthcare-seeking behavior. The path model illustrated the complex interplay between perceptual factors and their influence on healthcare-seeking behavior.ConclusionThis study emphasizes the importance of consumer involvement, price perception, and attitude in shaping healthcare utilization patterns. Health facility identification plays a crucial mediating role, suggesting that stronger patient-provider relationships can mitigate potential negative impacts of copayment adjustments. Policymakers and healthcare providers should enhance patient engagement, foster strong patient-facility identification, and provide targeted support for vulnerable groups to ensure equitable access to healthcare services despite copayment changes.

From Consumer's Attitude towards Online Purchase Decision: Influence of Friends and Reference Groups

The rapid advancement of e-commerce has piqued researchers' interest in identifying the determining factors of online purchase decisions. They have found abundant information about the influence of consumer attitudes but still have divergent results, indicating a gap in studies with mediating variables. The study aims to examine the mediating effect of the opinions of friends and reference groups on the relationships between consumer attitudes and online purchase decisions. The study surveyed 654 respondents and analyzed the data using partial least squares structural equations (PLS-SEM). The results show that consumers' attitudes significantly positively influence their online purchase decisions, which are mediated by the opinions of friends and influence groups. The opinions or recommendations of friends or other reference groups with similar purchasing experiences influence consumers. The research establishes a connection between constructs that influence online purchase decisions, with the main theoretical contribution being the analysis of the effect of friends' opinions and reference groups on generating a better consumer predisposition to make decisions in the virtual environment. The empirical contribution offers information that marketing managers should consider based on the results achieved, proposing strategies focused on reference groups that facilitate consumer decision-making.

Investigating Consumer Attitudes and Market Trading of Edible Marine Invasive Alien Species in the Greek Seafood Market

Marine invasive alien species (IAS) are spreading in the Mediterranean Sea, altering species composition and reshaping marine ecosystems. The study explores consumer attitudes towards the consumption of marine invasive alien species (IAS), particularly lionfish and Atlantic blue crab, in the Greek seafood market. These species are considered a threat to marine biodiversity but are also being considered for commercial seafood to mitigate their ecological impact. Through surveys of consumers and seafood retailers, the research finds that while Greek consumers show a positive attitude towards consuming these species, they often lack awareness of their ecological impact. Retailers see potential in promoting these invasive species, with freshness, hygiene, and poison concerns being the most important factors for consumers when purchasing seafood. In general, there is a need for better public education regarding the ecological and health impacts of IAS consumption. Factors that could increase consumption include recommendations from seafood retailers, promotion by TV cooking shows, and quality certifications. The study suggests that aligning consumer education with conservation goals could help control the spread of IAS while supporting local fisheries.

Edible innovations: Testing the WOW impact of 3D printed chocolate packaging

3D food printing is an emerging processing technology with a profound impact on both the food industry and consumer experiences. It currently makes it possible to process a wide range of food materials into custom-designed and safe-to-consume 3D printed foods. One notable application lies in the creation of customized, fully edible packaging using ingredients that are safe for human consumption. The study presented in this paper examined consumer attitudes and emotions to 3D printed edible packaging in gastronomic experiences, comparing a milk chocolate snack served in a fully 3D printed edible chocolate packaging to one served in a traditional ceramic packaging. The results show that compared to the ceramic packaging, the edible packaging elicits higher levels of surprise, fascination, and desire, thereby increasing the overall positive consumer experience by more than 10 %. Part of this work aims to familiarize consumers with this innovative type of 3D food, demonstrating its relevance and potential to the food industry. The findings contribute to understanding consumer attitudes towards 3D printed foods and suggest a new potential field of research establishing a path to strengthen its common application in gastronomy.

The Impact of Online Behavioral Advertising on Consumer Attitude and Impulse Buying: The Moderating Role of Privacy Concerns

The Impact of Online Behavioral Advertising on Consumer Attitude and Impulse Buying: The Moderating Role of Privacy Concerns

Pushing the Boundaries of Food Product Innovation Acceptance: A Case of Radical Ready-to-Eat Food Product Innovation in Malaysia

This study examines the impact of food neophobia and food innovation on Malaysian consumer attitudes, subjective norms, perceived behaviour control, and consumer behaviour intention towards ready-to-eat (RTE) foods. Additionally, this study investigates the mediating effects of food innovation, attitude, subjective norms, and perceived behaviour control on the relationship between food neophobia and consumer behaviour intention. A quantitative cross-sectional study was used whereby an online survey was developed and disseminated via social media platforms to all Malaysian consumers aged 18 years and above from October 2023 to January 2024. A total of 321 valid responses were used for hypothesis testing using SPSS and MPlus software. This study found eleven out of nineteen proposed hypotheses were statistically significant. Food neophobia directly influences food innovation, attitude, subjective norms, and perceived behaviour control. More importantly, this study found the significant influence of attitude, subjective norms, and food innovation as mediators in influencing the association between food neophobia and consumer behaviour intention. Findings from this study contribute to the RTE food behavioural studies by incorporating the theory of planned behaviour and stimulus-organism-response models. This study also introduces attitude, subjective norms, and food innovation as mediators in influencing the association between food neophobia and consumer behaviour intention. Results from the integrated model provide a more comprehensive understanding of the impact of food neophobia and food innovation on consumer attitude, subjective norms, perceived behaviour control, and behaviour intention. Findings underline the importance of RTE food producers exploring young consumers as the new markets for their products.

The Role of Social Media in Promoting Sustainable Brands: Influencing Consumer Perceptions and Behavior Towards Sustainable Products

Sustainability has become a primary concern for consumers and businesses, and the need for brands to communicate their environmental initiatives effectively has significantly increased. Social media platforms have become powerful tools for shaping consumer perceptions and behaviors toward sustainable products. This study investigates how social media influences consumer trust, engagement, and purchase intentions related to sustainable brands. The study uses a mixed-method approach that includes qualitative meta-analysis, case studies, and a quantitative online survey. The study examines how transparency, influencer marketing, and consumer engagement on social media impact consumer attitudes and behaviors. Results indicate significant correlations between social media transparency and purchase intentions. According to the study results, influencer credibility is crucial in driving engagement with sustainable products. Case studies of brands such as Patagonia, IKEA, Unilever, and Tesla demonstrate how real-world companies use social media to promote sustainability, which further confirms the relevance of the study's findings.

Can Multi-Sensory Affordance Mitigate the Shortcomings of Metaverse offerings?

ABSTRACT This study explores consumer attitudes and purchase intentions for Metaverse offerings, focusing on gaming avatars and platforms, through affordance theory. Analyzing data from 478 consumers with structural equation modeling and artificial neural networks, the research shows that presence based on anthropomorphism and interactivity enhances positive attitudes and purchase intentions. However, unmet psychological ownership needs and perceptions of artificial scarcity diminish these effects. Multi-sensory affordance compensates for these negative impacts, improving attitudes and purchase intentions. Offering a novel conceptualization of avatar affordances, this study addresses literature gaps and provides practical insights for developers to enhance user engagement and monetize Metaverse goods.

Health vs. Price Sensitivity: Analyzing Willingness to Pay a Premium for Organic Food among Low- and Middle-Income Consumers in Indonesia

Organic foods are known to be safer, healthier, and environmentally beneficial. However, the organic food market in developing countries like Indonesia remains small compared to developed nations. This study analyzes the role of health beliefs (HB) in shaping consumer attitudes (CA) and willingness to pay a premium (WTPP) for organic food, with price sensitivity (PS) as a moderating variable within the context of low and middle-income consumers in Indonesia. This analysis is conducted using the integration of the Health Belief Model (HBM) and Customer Value Theory (CVT). A quantitative approach was employed, distributing questionnaires across various regions of Indonesia. 270 responses were examined using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that HB significantly influences CA toward organic food. CA also substantially affects the WTPP. However, HB does not directly impact the WTPP, except through CA as a mediator. PS moderates the effect, strengthening the relationship between CA and WTPP. This study provides essential insights for producers and policymakers to develop more effective marketing strategies by considering health awareness, HB, and consumers’ economic limitations.

Influence of Country of Origin on Brand Evangelism (E-WOM): The Mediating Role of Consumer Engagement in an Emerging Market

This study investigates the impact of country of origin (COO) on consumer attitudes and brand evangelism in Ghana’s telecommunications industry. The research uses a multi-study approach, examining three telecom brands (A, B, and C) in Ghana. The data was collected online and offline, with a month delay to reduce method bias. The study found that the COO significantly influences consumers’ affective and cognitive engagements with telecom brands A and B, but does not directly impact behavioral engagement of any of the brands. The study emphasizes the importance of emotional and cognitive connections in driving brand evangelism as behavioral engagement alone may not translate into evangelism. The findings suggest that telecom brands can leverage their COO to enhance consumer engagement and foster brand evangelism by emphasizing positive associations with their origin. This research fills a gap in the literature by exploring the COO effect on telecom brands’ consumer engagement and brand evangelism. However, limitations include the focus on Ghanaian consumers and the use of PLS-SEM analysis, suggesting opportunities for further research in different cultural contexts and alternative methodologies.

Influence of robot anthropomorphism on consumer attitudes toward restaurants and service providers

We conducted this study to investigate the influence of robot anthropomorphism on consumers’ attitudes toward restaurants and service providers, focusing on the moderating effects of robot social roles and consumer autonomy. The results of Study 1 revealed that anthropomorphic robots fostered more positive attitudes toward restaurants and service robots than non-anthropomorphic robots when consumers viewed restaurant advertisements. The results of Study 2 revealed that consumers also exhibited more positive attitudes toward anthropomorphic robots compared to non-anthropomorphic robots when picturing restaurant dining experiences. Furthermore, when non-anthropomorphic robots were assigned partner roles and consumers were given the option to choose their servers, attitudes toward these robots improved. Collectively, these findings suggest that anthropomorphism in robots can lead to more positive attitudes, and the acceptance of non-anthropomorphic robots can be enhanced through greater consumer autonomy and the assignment of partner roles. These results provide insight into AI service marketing strategies.

The effect of taste perception of locally processed foods on consumer attitudes

In recent years, with the increase in awareness of healthy product consumption, it has been observed that consumers have developed a purchasing intention for local food products. Food businesses are trying to turn their origin, provenance or regionally registered products into an advantage and use it as a means of persuading consumers who are conscious of this. In this context, an experimental design was preferred in the study, and three different chocolate varieties with fillings developed using local products from Mersin province were tasted by 162 participants. Data from the participants were obtained using a questionnaire technique with a scale designed to measure their sensory analysis after the experiment, and then the analysis results obtained using statistical software were interpreted. The differences between local products were examined in the analyses, and independent two-variable t-tests and paired sample t-tests were used to determine the purchasing and recommending intentions of gender. According to the results of the research, the registered origin name (local product) had a positive effect on the purchasing and recommending intentions of the chocolates, and significant differences were found between the chocolates in sensory criteria.

The Influence of Short Video Marketing on Consumer Brand Attitudes under New Media Environment

With the development of the Internet, it has become a convenient shopping platform for consumers. In the ear of new media and big data, the short video market has gradually become the mainstream trend of society. The research theme of this paper aims to explore the influence of short video marketing on consumer brand attitude in the context of new media. Specifically, it will analyze how factors such as content creativity and brand loyalty influence consumers perceptions and attitudes toward brands through short video marketing. In this paper, the influence of short video on brand perception and consumer brand attitude is studied. The author investigates how high quality content, user engagement and brand loyalty increase consumer brand attitude. Besides, this study aims to optimize short video marketing strategies, enhance brand influence, and analyze the impact of brand loyalty on consumers purchasing power. Overall, this study contributes to theoretical research by enriching readers understanding of new media marketing strategies while providing practical insights for consumers.

Mapping the Intellectual Structure of Metaphor Research in Visual Communication: A Bibliometric Analysis

Metaphor is a powerful rhetorical device used primarily in the field of visual communication, particularly in branding, advertising, book design, and packaging. Although metaphor is used so frequently, there is limited existing literature examining the area. Consequently, this study aims to address this gap by performing a bibliometric analysis to map the existing literature and identify key topics for future research. Using VOSviewer and CiteSpace software, we selected 217 related articles from the Web of Science for the period from 2000 to March 2023. The performance analysis shows a growing interest and a steadily increasing literature development before peaking in 2023. Metaphor research focuses primarily on the fields of communication, linguistics, and business. It is worth noting that the United States holds a dominant position in terms of publication quantity and academic influence. By scientific mapping with keywords coincidence, seven research themes were characterized, including conceptual metaphor, visual metaphor, and multimodal metaphor. In addition, themes such as visual rhetoric, consumer perception, and advertising play a central role in metaphor research, emphasizing metaphor as a strategy in visual communication that influences consumer attitudes and emotions. This study provides valuable insights for potential future research efforts endeavours to seeking to explore this area in more depth.

Increasing the Confidence of Local Brand Through Package Design and Information Label

Packaging design issues are rapidly gaining the attention of researchers as evidence indicates that most consumers are making choice decisions based on product package design. Furthermore, product information on packaging, such as ingredients and nutrition information, also increases consumers’ attention since consumers are concerned about healthy products. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging and information labels on brand awareness and purchase intention. Six hundred fifty people completed a self-administered online questionnaire based on the literature. The empirical results show that attitudes toward visual packaging and information labels directly impact brand awareness and indirectly (through brand awareness) influence purchase intention. Surprisingly, the comparison between global and local brands shows no differentiation between global and local brands. It means the local brands can compete with the global brands. Additionally, this research indicated no differentiation between high and low business reputations. It implies that consumers in Indonesia have positive perceptions and the same favorability for any brand. This study provides managers with insights emphasizing the visual packaging design factors and informative labels to form consumers’ brand awareness and influence purchase intention.