Influence Consumer Behavior Research Articles

The Content Effectiveness of User-Generated Content to the Purchasing Decision of Consumers

The paper investigated the relationship between User-Generated Content (UGC) effectiveness and its influence on Filipino consumers' purchasing decisions. While the role of UGC in marketing was acknowledged, limited research explored its impact in the Philippines. The findings demonstrated a positive correlation between UGC content effectiveness and purchasing decisions. Content trustworthiness and content information richness were found to significantly influence consumer behavior. These results aligned with previous studies highlighting the importance of the credibility and informative content within UGC. The study offered valuable insights for businesses operating in the Philippines. UGC presented an economical and impactful marketing strategy, fostering brand trust, credibility, and connection with consumers. Recommendations included encouraging customer UGC creation and strategically utilizing various social media platforms. The research also highlighted the need for further exploration of UGC's effectiveness within specific industries and social media landscapes.

Exploring Consumer Understanding and Perceptions of Front-of-Pack Labelling of Foods and Non-Alcoholic Beverages in Kenya

Background: Front-of-package labeling (FOPL) is shown to support healthier consumer choices. Many countries have adopted different FOPL systems. Objective: This study explored perceptions and understanding of three FOPLs and identified features that could enhance their effectiveness in Kenya. Methods: A qualitative study was conducted across four Kenyan counties—Nairobi, Mombasa, Garissa, and Kisumu. Data from 12 focus group discussions with 137 adults of diverse socio-demographic backgrounds were analysed. Participants evaluated three FOPLs: Red and Green (RG) Octagon, Red and Green Octagon with icons and text (RGI), and Black Octagon Warning Label (WL). The FGDs assessed visibility and memorability, comprehension, potential effectiveness, and cultural relevance of each label. NVivo version 14.0 was used for thematic analysis. Results: Kenyan consumers had mixed perceptions of the proposed FOPLs. The black Octagon WL was found to be the most visible and memorable due to its bright colours. Although the RG and RGI symbols were visually engaging, some participants reported confusion with the colour meanings. The WL was also more readily understood due to its text. Overall, WL was preferred for its potential to influence purchasing decisions, while all three FOPLs were considered culturally suitable. Conclusions: The Black Octagon Warning Label was the most visible and comprehensible of the three FOPLs and shows promise in influencing consumer behaviour in Kenya. While RG and RGI symbols are appealing, their colour scheme could reduce their effectiveness. Educating consumers on FOPLs could enhance their impact in reducing unhealthy food purchases.

The Impact of Social Commerce on Consumer Buying Behaviour: Comparative Study of Instagram and Facebook

This study investigates the impact of electronic Word-of-Mouth (eWOM) and influencer marketing on consumer buying behaviour within the realms of social commerce, focusing on Instagram and Facebook. Utilizing a sample of 100 respondents from Mumbai, we employed SPSS for data analysis, particularly ANOVA, to assess the effects of these marketing strategies on purchase intentions and engagement levels. Findings reveal that both eWOM and influencer marketing significantly influence consumer behaviour, with eWOM showing a particularly strong correlation with purchasing decisions. Furthermore, variations in engagement levels across different platforms highlight the necessity for tailored marketing approaches. This research contributes to understanding the dynamics of social commerce and provides valuable insights for marketers aiming to optimize their strategies. Future studies could explore additional platforms and demographic factors to enhance the understanding of consumer interactions in social commerce.

Persuasive Speech Act Strategies of Online Fashion Sellers in Live E-Commerce: A Cyberpragmatics Approach

Through cyberpragmatics outlook, this study explores the persuasive speech act techniques utilized by online fashion vendors during live e-commerce sessions. The study investigates how sellers utilize persuasive strategies in digital communication to influence consumer behavior and increase revenue. A mixed-methods approach is employed so that the research combines qualitative content analysis of live selling sessions with quantitative measures of engagement and conversion rates. Important discoveries show that sellers frequently use a combination of assertive, expressive, directive, commissive, and phatic speech acts, which are adapted to the dynamic and interactive nature of real-time e-commerce platforms. The implications for both sellers and digital marketing strategists underscore the importance of adaptive communication techniques in enhancing consumer engagement and optimizing sales outcomes. Furthermore, the persuasive strategies emphasize the importance of using visual aids, real-time client engagement, and personalized marketing tactics. This research contributes to the understanding of digital persuasion in e-commerce and offers insights into the evolving landscape of online retail communication.

The Impact of Consumer Perceptions of Privacy and Security Risks on Re-purchasing Intention for Online Shopping in Chiang Mai Province, Thailand

Background and Aim: Chiang Mai Province, a growing economic center in northern Thailand, is a preferred mode of consumerism due to its convenience and wide product selection, but faces barriers to adoption due to concerns about these risks. This research investigates the impact of consumer perceptions of privacy and security risks on re-purchasing intention for online shopping in Chiang Mai Province, Thailand. The study aims to understand how these perceptions influence consumer behavior in the digital marketplace. Materials and Methods: A quantitative cross-sectional survey design was employed, with data collected from 385 online shoppers in Chiang Mai Province. The research instrument consisted of a structured online questionnaire assessing perceived privacy and security risks, as well as re-purchasing intentions. Multiple regression analysis was used to test the hypotheses. Results: The findings reveal that both perceived privacy and security risks significantly influence re-purchasing intention. Consumers who perceive higher levels of privacy and security are more likely to engage in repeat online purchases. The model explained a substantial proportion of the variance in re-purchasing intention, highlighting the importance of these factors in shaping online shopping behavior. Conclusion: This research provides valuable insights for e-commerce businesses and policymakers in Chiang Mai Province. By prioritizing and investing in measures that enhance consumer perceptions of privacy and security, businesses can foster trust, encourage repeat purchases, and drive sustainable growth in the online marketplace.

Direito administrativo da alimentação e nudge: alimentação saudável e proporcionalidade

Administrative food law is moving towards a framework that promotes healthy eating, not only in terms of governance, safety and food labelling, but also by introducing behavioural science concepts as interventions to encourage better eating habits. Although nudges arouse the interest of authorities due to their non-coercive nature in influencing consumer behaviour, they bring legal and administrative challenges. This article explores the relationship between administrative food law, nudges and the complexities of their legality. By examining cases of nudges on eating habits, their effectiveness and alignment with administrative regulations, the article seeks to address the question of how to strike a balance between the potential benefits of such interventions in promoting healthier diets and the principle of proportionality. It concludes that nudges for healthy eating should not be purely paternalistic in order to pass the necessity test of the proportionality principle, but are unlikely to be a suitable measure from the point of view of effectiveness.

Consumer Online Buying Behavior on Social Media Platform in Malaysia: A Conceptual Paper

The increased utilisation of social media platforms has been observed to influence consumer behaviour, particularly in online shopping context. This study aims to propose a conceptual framework regarding the factors influencing customer online buying behaviour on TikTok platform among younger generations for a Malaysian fragrance company. The method used for this conceptual paper is based on the literature reviews from journal articles related with the keywords and research area. This study proposed a conceptual framework to further identify and analyse the influence of brand awareness, product variety and psychological factors on online buying behaviour on TikTok. The framework will serve as a guideline for future academic research and practical industry applications by enhancing understanding of online buying behaviour among younger consumers in Malaysia’ fragrance market. The framework will help to inform strategic decisions for businesses and provide border implications for leveraging TikTok as a platform for e-commerce growth in the region

The Influence of Destination Branding and the TikTok Platform on Purchase Decisions at DEWI Pandawa, Ponokawan Village, Krian, Sidoarjo

This research analyzes the impact of destination branding and the use of TikTok on tourists' purchasing decisions at the tourist destination (Dewi Pandawa) Ponokawan, Krian, Sidoarjo. With a quantitative approach, data was collected from 100 respondents aged 15-40 who are active on TikTok. The results show that effective branding strengthens the emotional connection and purchasing decisions of tourists. TikTok plays a role in attracting a wider audience with engaging content, increasing awareness and interest in destinations. Analysis with SPSS ensures there is no multicollinearity and heteroscedasticity, confirming the validity of the regression model. Branding and TikTok have proven to be important factors in influencing consumer behavior in the tourism sector, providing insights to enhance marketing through quality content and consistent branding. This research also identifies the need for quality content and the risk of dependency on a single social media platform.

The Power of Neuromarketing as a Fuel to Drive Purchases in Local Retail (Piura 2024")

Neuromarketing studies the neurological brain responses to various marketing stimuli, such as visual, sound, colour and emotional elements, in order to understand in depth the cognitive and affective processes associated with consumer decision-making. Given its relevance, the objective is to determine how the power of neuromarketing acts as a fuel to drive purchase in a local retail store - Piura 2024. Methodologically, a quantitative approach was used with a non-experimental, descriptive-correlational and transversal design. A total of 384 frequent customers, of legal age and with purchasing power, participated. The findings of this study are an irrefutable testimony to the transformative power of neuromarketing in this local setting (Piura). With a Spearman correlation coefficient of 0.823 (p < 0.01), a strong and statistically significant positive correlation between neuromarketing and purchase decision is revealed, demonstrating that this innovative discipline has the ability to profoundly influence consumer behaviour. These results are a call to action for companies in the sector to adopt neuromarketing strategies that allow them to connect with their customers in a more effective and emotional way, thus unleashing an unprecedented impact on their commercial success. Received: 4 August 2024 / Accepted: 29 October 2024 / Published: 05 November 2024

АНАЛІЗ ЦІНОВИХ СТРАТЕГІЙ ТА СПОЖИВЧА ПОВЕДІНКА В КОНТЕКСТІ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ

Abstract introduction. The article examines the views of scientists regarding the formation of price strategies. The main approaches to pricing are considered, with the help of which companies set optimal prices for their services and goods. Factors affecting the company's choice of pricing strategy and affecting consumer behavior are considered. It is conducted research in relation to behavior of consumers and built model of satisfaction of consumer necessities. The purpose of the article. Consideration of pricing strategies of companies and their impact on consumer behavior. Researching consumer behavior and building a model for satisfying consumer needs in goods or services. Methods. Carrying out research the methods of abstraction, analysis, logical, theoretical and historical generalization and comparison are used. For basis of research a dialectical method is taken. Results. The article examines the main approaches to pricing, with the help of which companies set optimal prices for their services and goods. The factors affecting the company's choice of price strategy are considered, and the factors influencing consumer behavior are highlighted. Conducted research on consumer behavior. The proposed model of meeting the needs of consumers in goods or services, which contains 8 sections: the consumer's awareness of the need for the need for a product or service; collection of information; selection of goods or services; decision-making; purchase (payment) of goods or services; evaluation of the choice made and enrichment of experience; the degree of satisfaction of the need for a product or service and consumption of the results. Conclusiоns. After researching and analyzing the available types of marketing price strategies, business entities choose their own price strategy, taking into account certain existing tools, taking into account: characteristics of the service or product, market segment, market competition, competitor analysis, level of market demand, marketing strategies, etc. .. The use of the correct price strategy and the concept of pricing contributes to the achievement of goals: ensuring the stable financial condition of the business entity, meeting the needs of consumers. The offered model in relation to satisfaction of necessities of consumers in commodities or services gives understanding to the process of making decision by consumers in relation to a purchase that is the basic factor of success of company in a competition environment. Companies, that is able to adapt oneself to the necessities of consumers and, to their requirements, that understand the customers, have more chances to retain and attract clients, promote a competitiveness and score a success at the market. The question of the method of determining prices for certain types of services and the behavioral reaction of consumers requires further research.

Environmental Awareness and Green Trust Mediating Green Marketing’s Impact on Coconut Coir Product Purchases Behavior

Recent years have seen a notable shift in consumer behavior towards sustainability, driven by heightened environmental awareness. This shift has significantly influenced purchasing decisions, particularly regarding green products like coconut coir-based items, valued for their eco-friendliness, biodegradability, and versatility. As consumers become more knowledgeable about environmental issues, they increasingly seek products that align with their values, leading to the rise of green marketing strategies. This research examines the role of environmental awareness and green trust in mediating the impact of green marketing on the purchasing behavior of coconut coir products. Utilizing both primary and secondary data, the study collected responses from 179 participants through a structured survey. Data analysis was performed using Partial Least Square Structural Equation Modeling (PLS-SEM) with SMART PLS 3.0 software. The analysis included two measurement models: the outer model assessed the validity and reliability of latent variables, while the inner model evaluated the relationships between them. Findings reveal that green marketing significantly enhances green buying behavior, environmental awareness, and green trust. Specifically, green marketing positively impacts purchasing behavior through both environmental awareness and green trust. In conclusion, this research demonstrates that green marketing effectively influences consumer behavior towards sustainable products. By fostering environmental awareness and building consumer trust, green marketing not only encourages the purchase of eco-friendly products but also contributes to a larger cultural shift towards sustainability.

The Factors Influencing Consumer Behaviour in the Purchase of Green Products in Windhoek, Khomas Region of Namibia

It is a global concern that environmental sustainability is in danger. Climate conditions in most parts of the world cannot sustain agriculture and livestock, while water and energy shortages remains a huge challenge. While enjoying products and services offered in the market, consumers should protect their environment and maintain a healthy life style by purchasing green products which are environmental friendly. Prospective green consumer’s expression of interest in green products is not converted into actual purchase. The objective of this study is to examine the factors that influence consumer behavior in the purchase of green products. The study adopted mixed methods and a sample of 120 respondents was considered. SPSS was used for analysis. Qualitative data was analyzed using thematic analysis. Statistical significant association was found between the purchases of green products with the eight main predictors which are; Environmental attitudes, perceived effectiveness of environmental problems, perceived environmental responsibility, green products labelling, green product features, green product certification, environmental benefits of green products, governments concern about the environment. The study found a negative association between purchase of green products and consumers knowledge about environmental benefits. By gathering this information, marketers would be able to understand the factors which influence consumers in the purchase of green products. They would also be able to formulate various strategies to effectively attract more green consumers to purchase green products as part solution for environmental protection. The legislators, national policy makers and environmental activists could utilize this information to promote a positive green consumerism.

The impact of nutrition claims on purchase behavior for food products

Faced by increasing emphasis on health, manufacturers try to persuade consumers by using nutrition claims on their packaging. Although experimental research suggests that such claims influence consumer behavior in different ways, it remains unknown whether and to what extent they have an effect in actual grocery situations with large amounts of information to process. In this study, the authors investigate the effect of presence (stressing the presence of a healthy ingredient) and absence nutrition claims (stressing the absence of an unhealthy ingredient) on consumer purchase behavior using UK household scanner purchase data from 17 product categories during the years 2009–2012. They find that presence nutrition claims increase choice while absence nutrition claims decrease choice. Both types of nutrition claims do not influence the quantity purchased. Importantly, a nutrition claim’s effectiveness depends on SKU and category characteristics. Presence nutrition claims are more effective in healthy categories, and absence nutrition claims for SKUs with fewer promotions. At the same time, both nutrition claims are less effective for higher priced SKUs and more effective for brands with higher advertising spending. Absence nutrition claims are more effective when fewer SKUs in the category have the same type of nutrition claim, but presence nutrition claims benefit when more SKUs have the same type of nutrition claim.

The Impact of Social Media Influence and Online Shopping Habits on Consumer Behavior and Social Identity in the Digital Economy in Indonesia

This study examines the impact of social media influence and online shopping habits on consumer behavior and social identity in the context of Indonesia’s digital economy. Using a quantitative approach, data were collected from 280 respondents through a Likert-scale questionnaire, and Structural Equation Modeling with Partial Least Squares (SEM-PLS) was employed to analyze the relationships. The results reveal that both social media influence and online shopping habits significantly affect consumer behavior and social identity. Additionally, consumer behavior and social identity were found to contribute strongly to the growth of the digital economy. The findings highlight the pivotal role of digital platforms in shaping consumer actions and identities, driving Indonesia’s digital economy. The study provides practical insights for businesses to leverage social media and e-commerce in influencing consumer behavior and for policymakers to foster a supportive digital infrastructure.

Pengaruh Store Atmosphere Dan Kualitas Produk Terhadap Kepuasan Konsumen Persebaya Store Di Surabaya

The purpose of this study is to identify: (1) Toko quality and its impact on customers' satisfaction at Persebaya Store; (2) Product quality and its impact on customers' satisfaction; and (3) The relationship between product quality and store quality and customer satisfaction. Utilising a sample of 100 respondents who are Persebaya Store customers in Surabaya, the analysis technique is a berganda line regression. According to the study's findings, there are three variables that influence consumer behaviour: (1) toko size contributes positively and significantly to the change in behaviour; (2) product quality also contributes positively and significantly to the change in behaviour; and (3) both toko size and product quality contribute positively and significantly to the change in behaviour.

Socio-Environmental Management: Green Marketing and its Contributions to Sustainable Consumption

Objective: The objective of this research was to investigate the contributions of green marketing to sustainable consumption, analyzing how this approach can influence consumer behavior and promote more responsible business practices. Methodology: The research was carried out through a bibliographic review, involving the critical analysis of already published studies on green marketing and sustainable consumption. Academic databases such as SciELO, Google Academic and Scopus were used to collect relevant articles, books and theses. The analysis of the collected data was conducted through the content analysis technique, which allowed to identify significant themes and patterns. Results and Data Analysis: The results show that green marketing plays a crucial role in consumer education, promoting awareness about sustainable choices. Furthermore, the research showed that this approach stimulates innovation in products and processes, creating competitive differentials for companies. However, the phenomenon of greenwashing represents a challenge, emphasizing the importance of authenticity in green marketing practices. Companies that implement genuine sustainable marketing strategies tend to strengthen consumer loyalty and create a positive impact on the consumer culture. Concluding Considerations: The research concludes that green marketing is an essential tool to foster sustainable consumption, promoting cultural change and encouraging responsible business practices. Collaboration between businesses, consumers and governments is key to building a more sustainable future, reinforcing that sustainability must be integrated into operations and business models.

Unveiling game meat: an analysis of marketing mix and consumer preferences for a forest ecosystem product

This study explores the dynamics of the game meat market, with a particular focus on venison and wild boar meat, to assess the impact of a nuanced marketing mix and strategy grounded in a comprehensive customer analysis. By conducting three pivotal research studies—namely, the Omnibus Survey (2022) and Consumer Market Analysis Polls (2021 and 2023)—and analysing their data, this research comprehensively analyses buyers’ preferences, motivations, and purchasing patterns. This paper is guided by three research questions aimed at examining the relationship between the game meat consumption and engagement in forest ecosystem services, including forest visitation, the sociodemographic characteristics of consumers and the criteria for market segmentation. The analysis focuses on identifying factors influencing the game meat consumption and examines how these factors may influence consumer behavior over time. It also explores the implications for the development of marketing strategies, based on Michael E. Porter’s approach, which is discussed in detail. Additionally, the research evaluates the role of game meat within the context of forest ecosystem services, its contribution to forest reforestation initiatives, and its relevance in the formulation of forest policy. This examination highlights the dual nature of game meat as both a market commodity and a critical element in ecosystem management and policy frameworks, seeking to harmonize the economic and ecological objectives.

Consumer Perceptions and Attitudes Towards Sustainability: The Role of Influencers in Shaping Eco-conscious Behavior

This study investigates the impact of social media influencers on consumer perceptions and attitudes toward sustainability. As environmental awareness increases, brands are increasingly leveraging influencer marketing to promote sustainable practices. Employing a mixed-methods approach, the research utilizes descriptive statistics, reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), regression analysis, chi-square tests, and correlation analysis to evaluate how different dimensions of influencer marketing influence consumer behavior regarding sustainability. The exploratory factor analysis identified five key dimensions: Influencer Credibility, Engagement Level, Message Clarity, Perceived Authenticity, and Personal Connection, each significantly contributing to shaping consumer attitudes toward sustainable behaviors. The findings reveal that influencer credibility and engagement are critical drivers, while clarity of messaging and perceived authenticity enhance the effectiveness of sustainability communications. Additionally, fostering personal connections between influencers and their audiences is crucial for motivating sustainable behaviors. This research provides valuable insights for brands aiming to utilize influencer marketing strategies effectively to promote sustainability. As consumer expectations evolve, the findings highlight the necessity for authentic and relatable communications in influencer marketing. Future research should explore the dynamic role of influencers in shaping sustainability perceptions and behaviors in an increasingly eco-conscious consumer landscape.

The Influence of Consumer Behavior on Purchasing Decisions

Retail trade is a very strategic trade in Indonesia because it is able to absorb labor after the agricultural sector. There are two types of retail trade, namely traditional retail which is directly represented by small traders or grocery traders in traditional markets and in housing and modern retail which is represented by supermarkets and minimarkets such as Alfamart and Indomaret. This proves that there is quite high economic growth and creates investment, but on the other hand, this can cause lethargy for traditional kiosk traders, even killing their businesses. Yuki Mart is one of the modern shops (minimarkets) in Gunungsitoli City. This research aims to find out how much influence consumer behavior has on purchasing decisions at Yuki Mart, Gunungsitoli City. This research uses quantitative methods. Respondents were 57 consumers who shopped at Yuki Mart, Gunungsitoli City in July, where researchers collected data using a questionnaire, then carried out data validity tests, data reliability tests, classical assumption tests (normality tests), coefficient of determination, and hypothesis tests (t tests). The results of the research show that the influence of consumer behavior on purchasing decisions at Yuki Mart, Gunungsitoli City, is 16.3% and the other 83.7% is influenced by other variables not included in this research.

Consumer behavior and spending patterns on cultural goods and services

This study investigates the factors influencing consumer behavior and spending patterns on cultural goods and services. Using a quantitative research approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), data were gathered through a structured survey of 350 respondents from diverse demographic backgrounds. The results reveal that cultural interest, social influence, and perceived value have a significant and positive impact on consumer spending behavior, with cultural interest showing the strongest influence (β = 0.45, p < 0.01). Additionally, the study highlights the mediating role of perceived value in the relationship between social influence and spending behavior. These findings provide practical insights for marketers and cultural institutions aiming to better understand consumer motivations in the cultural sector. Future research should consider expanding the sample size and exploring other potential mediating variables.