Favorable Purchase Intentions Research Articles

How does viewing food products in 2D or 3D affect consumer evaluations?

This study examines the influence of changes in visual information (2D vs. 3D) and product characteristics (healthy vs. unhealthy) on consumer purchase intention, expected satiety, and expected volume with regard to food products. The participants were asked to answer a questionnaire for each food sample displayed in 2D or 3D. The results reveal that the 3D food model has significantly higher scores for expected volume and satiety than does the 2D model, along with a significant interaction between visual information and product characteristics. For healthy foods, the expected volume, expected satiety, and purchase intention were significantly higher in the 2D than in the 3D model. For unhealthy foods, scores for the three variables were significantly higher in the 3D than in the 2D food model. This indicates an inverse relationship based on the healthiness of the food product. The study posits that changing the visual information from 2D to 3D strengthened the image of healthy and unhealthy foods as having low and high volumes, respectively, resulting in a more favorable purchase intention. The results of this study advance our understanding of the applicability of different image types when promoting food products, thereby enabling and guiding well-informed decisions of online retailers and other stakeholders in the design of food products for advertisements and other purposes in the food service industry.

What Triggers You to Buy Green Products? Explaining Through an Extended TPB Model

This study aimed to identify the significant factors that affect a consumer’s decision to purchase green products by employing an extended theory of planned behavior model that includes attitude towards brand, subjective norms, perceived behavioral control, digital communication, and environmental concern. Using a quantitative approach with a sample size of 441 urban residents of Bangladesh, the study utilized Structural Equation Modeling technique for data analysis. The findings revealed that purchase intention of green products is dependent on attitude towards brand, perceived behavioral control, environmental concern, and digital communication. Notably, digital communication was found to have both active and passive influences on attitude towards brand and subjective norms, while environmental concern had a passive influence on attitude towards brand and perceived behavioral control. The study concludes that digital communication is the strongest predictor of purchase intention, whereas subject norm was found statistically insignificant in generating purchase intention of green products. This study contributes to the literature by providing evidence of the usefulness of digital communication in establishing a favorable purchase intention of green products and proposes a novel approach for understanding consumer green purchases.

I (Don’t) want to consume counterfeit medicines: exploratory study on the antecedents of consumer attitudes toward counterfeit medicines

BackgroundSubstandard and falsified medicine (SFM) sales (an estimated > $200 billion) has become one of the worlds’ fastest growing criminal enterprises. It presents an enormous public health and safety challenge. While the developed world is not precluded from this challenge, studies focus on low-income countries. They emphasize supply chain processes, technological, and legal mechanisms, paying less attention to consumer judgment and decision-making aspects.MethodsWith attention to the demand side of the counterfeit medicines challenge, this survey of U.S. consumers (n = 427) sheds light on some of the social, psychological, and normative factors that underlie consumers’ attitudes, risk perceptions, and purchase intentions.ResultsConsumers who (a) self-report that they know about the problem, (b) are older, (c) view counterfeit medicine consumption as ethical, and (d) think their significant others would approve of them using such products are more inclined to perceive lower risks and have favorable purchase intentions. Risk averseness is also inversely related to the predicted outcomes.Perceived benefit of SFMs is a factor but has no effect when risk perception and aversion, attitudes, and subjective norms are factored into the model that predicts purchase intentions.ConclusionThe results of this study indicate that consumer knowledge (albeit in an unexpected direction), people’s expectations about what will impress their significant others, their ethical judgments about selling and consuming counterfeits, and their risk-aversion are associated with their decision-making about counterfeit medicines. The study offers insights into a demand-side approach to addressing SFM consumption in the U.S. Implications for public health, consumer safety, and brand advocacy education are discussed.

Behavioral reasoning perspectives on organic food purchase

Consumers' rising interest in organic food has drawn the attention of the academic community. The literature on the topic is growing, but it mostly focuses either on the acceptance of or resistance toward organic food. However, marketing scholars argue that the development of more in-depth insights into consumers’ reasoning processes, and especially the roles of values and context-specific reasons are needed. The present study bridges this gap by utilizing the novel behavioral reasoning theory (BRT) framework. Cross-sectional data from 307 consumers and non-consumers from India were collected to investigate associations among attitudes, reasoning, value, and purchase intentions. This research studies the moderating role of food safety concerns and buying involvement. Additionally, the mediating role of reasons and attitudes is examined. The results suggest that value was positively associated with reasons (for and against), whereas attitude and reasons (for) resulted in favorable purchase intentions. Reasons (for and against) fully mediate the association between value and attitude. Furthermore, attitude partially mediates the association of reasons and purchase intentions. The moderation effect was not found for food safety concerns, but a limited effect among studied associations was observed for buying involvement. The findings raise significant implications for marketers and policymakers.

The Upside of Down: Presenting a Price in a Low or High Location Influences How Consumers Evaluate It

Can changing the vertical location of a price (e.g., presenting it above or below a product image in an advertisement or retail display) influence consumer response? Drawing from conceptual metaphor theory, we propose that a price’s vertical location can activate metaphors that relate vertical locations to magnitudinal concepts. These “down=less” and “up=more” metaphors can subsequently influence evaluations of a target price as being monetarily low or high in magnitude. Consistent with this premise, several lab and field investigations demonstrate that prices provided in low (vs. high) locations lead to lower price perceptions, more favorable purchase intentions, and higher in-store sales. Two final studies directly implicate the role of “down=less” and “up=more” metaphors by demonstrating that such price location effects a) arise only among individuals who associate down with less and up with more and b) are attenuated when inconsistent spatial-magnitude associations (i.e., those relating down with more and up with less) are primed. The theoretical and managerial implications of these findings are discussed as are future research directions.

“Green cannibalism” or an “organic inside job”? Empirical insights into the rivalry of ethical grocery types

AbstractDespite having favorable purchase intentions toward organic groceries, the respective purchase behavior falls often short. This so‐called intention–behavior gap is investigated by exploring the impact of competing ethical products fulfilling green consumption motives (“green fit”) as well or lacking credibility of organic groceries on organic purchase behavior. The first two studies (n 1 = 225; n 2 = 321) assessing actual and reported purchase behavior are testing the impact of perceived substitutability of local and fair trade alternatives compared with organic groceries. A third study ( n 3 = 145) examines the impact of food miles and packaging on perceived product quality and credibility as possible reasons for a lacking “green fit” of organic groceries in terms of an experimental design. Local (fair trade) and organic groceries are perceived as substitute (complementary) alternatives. Additionally, local (organic) “green fit” impedes (enhances) the transformation from organic intentions into a respective purchase behavior. Wrapped organic produces with high food miles are linked to lower quality and credibility perceptions, reducing organic sales rates in favor of local groceries.

Mutton mortadella supplemented with yacón meal

ABSTRACT: This study evaluated the effect of different yacón meal concentrations (Smallanthus sonchifolia) on the physicochemical, microbiological, and sensory characteristics of four mortadella formulations (F1, F2, F3, and control) prepared with mutton, pork fat, and additives. All formulations met the physicochemical and microbiological standards defined in regulations for mortadella production in Brazil. Control and F1 were the formulations with better acceptance scores, compared with F2 and F3. The judges stated favorable purchase intention for the control, F1 and F2 formulations. Results showed that mutton mortadella supplemented with yacón meal is a promising alternative in the manufacture of healthier meat products.

When deal depth doesn't matter: How handedness consistency influences consumer response to horizontal versus vertical price comparisons

The current research introduces a new moderator to the price comparison literature by considering how the processing of regular and sale price information may be grounded in the degree to which consumers are consistent-handed (CHs) or inconsistent-handed (ICHs) in performing manual tasks. Because vertically presenting regular and sale price information facilitates calculation of savings, vertical price comparisons should be processed more fluently than horizontal comparisons. However, this fluency difference should asymmetrically affect ICHs and CHs. Prior research has indicated that ICHs are more cognitively flexible than CHs. Here, ICHs expressed more favorable purchase intentions with greater deal depth for both vertical and horizontal price comparisons, possibly because their greater cognitive flexibility enabled them to process price comparisons effectively regardless of presentation layout. Conversely, possibly due to lower cognitive flexibility, CHs exhibited purchase intentions that were sensitive to differences in deal depth when presented with more fluent vertical price comparisons, but not less fluent horizontal comparisons. These findings are replicated across two experiments relying on different participant populations.

Tourists' attitudes towards textiles and apparel-related cultural products: A cross-cultural marketing study

This study examined American, Korean, and Chinese female consumers' evaluations of and purchase intentions towards Korean textiles and apparel-related cultural products. This study also investigated how a consumer's evaluations of Korean textiles and apparel-related cultural products are related to novelty-seeking tendency, world-mindedness, and familiarity with Northeast Asian culture on the part of female tourists. Novelty-seeking appeared to be useful only when predicting how one will respond to cultural products from other countries and cultures, but not from one's own. Regardless of the sample, respondents' evaluations of the color and design of the product stood out as the most important indicator, across all four products, of how much they would like a given product, and further, would also like to purchase the product. Northeast Asian design contributed to favorable purchase intention even for those who are from Northeast Asia, indicating that fashion cultural products are not targeted only at those from other cultures.

The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products

Sponsorship has become an increasingly popular form of marketing communications, yet little is known about what might influence consumers' intentions to purchase a sponsor's products. The focus here is on how the social alliances existing between fans and a preferred sports team influence purchase intentions. Data from a convenience sample of 678 adults attending a college football game suggest that favorable purchase intentions are more likely to occur (1) as identification with the team increases and (2) when such intentions are perceived as a group norm. Moreover, an ordinal interaction indicates that team identification has a greater effect on intentions at lower levels of group norms than at higher levels. Implications for practice are discussed.