Consumer Intention Research Articles

A comprehensive framework of sustainable consumption behaviour in tourist destinations: A cross-country study

Underpinned by the theory of planned behaviour (TPB) and the attitude-social influence-efficacy (ASE) model, this study develops an integrative framework to unveil the key antecedents and consequences of sustainable consumption behaviour (SCB) in tourist destinations. This research applied a quantitative approach, using an online survey to gather 744 responses from Oman and India. The PLS-SEM results depicted that visitors’ sustainable consumption intention (SCI) is affected by their attitudes, subjective norms, and perceived behavioural control. Visitors’ SCI significantly influenced SCB, which in turn, impacted their well-being. The moderating impact of perceived risk is not supported. This work is among the first attempts to develop a comprehensive model to investigate the determinants and consequences of SCB. Additionally, it broadens the scant research on SCB conducted in India and Oman.

Beyond Green Promises: How Concrete Information Sparks Pride and Drives Sustainable Fashion

This study examines the relationship between trust and pride and their collective influence on sustainable consumption within the fashion industry. We hypothesized that concrete marketing communications would enhance consumer trust, which in turn would directly, and indirectly via increased pride, encourage sustainable consumption intentions. Through an experimental design involving 199 participants, we tested the effects of concrete versus abstract sustainability claims on trust, pride, and sustainable consumption intentions such as word-of-mouth endorsement and the willingness to buy sustainable products. Our findings show concrete (as opposed to abstract) marketing information significantly strengthen trust, and that trust directly encourage sustainable consumption intentions and indirectly promotes them by boosting pride. This dual pathway underscores the crucial role of trust in sustainable fashion marketing, serving as both a direct motivator of consumption intentions and a catalyst for generating pride. Our study offers valuable insights for marketers on effectively communicating sustainability and fostering genuine consumer engagement with sustainable fashion.

Cultured Meat Consumer Acceptance: Addressing Issues of Eco-Emotions

Meat substitutes, in particular cultured meat, appear to be an effective way of combating climate change, ensuring human and animal welfare, and meeting the challenges of food security. In the face of the climate emergency, we need to speed up the decarbonization of local and national economies and curb populations’ negative emotional responses. Eco-emotions (such as fear) can indeed go so far as to cause disengagement from the environmental transition and hamper action. The aim of this article is to understand and predict, from the perspective of the extended theory of planned behaviour (TPB), (i) consumer intentions and (ii) the determinants of the adoption of cultured meat by introducing two important variables drawn from the literature on eco-emotions, i.e. eco-anger and eco-depression. The results show that, in addition to the traditional TPB variables (attitudes, subjective norms, perceived behavioural control), eco-depression has a significant effect on consumer intentions and the acceptability of cultured meat. This research can help to improve decision-making processes and to effectively predict intentions, acceptability, and purchasing behaviour with regard to cultured meat. Organizations will be able to use this model to propose differentiated marketing techniques, optimize marketing campaigns, and improve citizen engagement.

Role of Social Capital in Building Financial Resilience

Global climate change has created an urgent need to promote the transformation of green economy. This study adopted the social capital theory as a framework, and the banking industry plays a central role in this process, not only to identify the current development of green finance in Taiwan through green financial products but also to understand the attitudes of different customers towards green finance. This study aims to understand the relationship between banks and diversified communities through social capital, promote the innovation and application of green technologies, and integrate external resources to facilitate multi-party collaboration. The study was analysed and evaluated using the latest versions of SPSS 26 and Smart PLS 4.0, with a total sample size of 501 respondents. The results demonstrate that financial resilience has a positive impact on social capital, while carboxylic acid has a positive effect on usage intention. Consequently, this study proposes that the social capital theory is a valuable tool for understanding consumer intentions regarding green finance.

Determinants of Consumers’ Intention to Use Autonomous Delivery Vehicles (ADVs): A Fuzzy-Set Qualitative Comparative Analysis Approach

While numerous studies have investigated the factors associated with autonomous delivery vehicles (ADVs), there remains a paucity of research concerning consumers’ intentions to utilize these technologies. Prior research has predominantly concentrated on the effects of individual variables on outcomes, often neglecting the synergistic influence of various factors on consumer intention. This study seeks to examine the collective impact of pro-environmental motives (including awareness of consequences and ascription of responsibility), normative motives (such as subjective norms and personal norms), risk factors (COVID-19 risk and delivery risk), and individual characteristics (including trust in technology and innovation) on consumers’ intentions to adopt ADVs. Employing a fuzzy-set qualitative comparative analysis (fsQCA), this research analyzed data from 561 Chinese consumers collected via an online platform. The results yielded six distinct solutions, indicating that multiple combinations of antecedent factors could lead to a higher intention to adopt compared to any singular factor. These findings offer significant theoretical and practical implications for the effective implementation of ADVs in the last-mile delivery sector.

Streaming disasters on TikTok: Examining social mediated crisis communication, public engagement, and emotional responses during the 2023 Maui wildfire

Short video-sharing platforms, such as TikTok, play a significant role in allowing the public to experience natural disasters vicariously, share information, and coordinate peer-led disaster relief efforts. With emerging platforms like TikTok providing experientially immersive content, the role of digital storytelling in stimulating public engagement and emotions remains underexplored. Drawing from narrative persuasion theory and visual storytelling literature, the current study proposes an integrated framework to examine the storyteller, visual frame, and digital presentation characteristics of TikTok videos in predicting social-mediated public engagement and emotional reactions surrounding a recent natural disaster, the 2023 Maui Wildfire. Using visual content analysis and computational methods, the study analyzed 526 TikTok videos and 59,950 associated comments. Results showed that audiovisual vividness consistently predicted all three types of disaster engagement. In contrast, storyteller type, storytelling frame, and other presentation characteristics inconsistently predicted information consumption intention, information sharing intention, and emotional reactions on TikTok.

The role of attitude mediates the effect of brand awareness and brand image on product purchase intention

This study aims to analyze the role of attitude in mediating brand awareness and brand image on purchase intention. The population in this study were consumers who had never used the Carasun brand sunscreen in Denpasar City. The number of samples used in this study were 160 samples. The method used in sample selection is purposive sampling, which is a sampling technique with certain considerations. The analysis technique used is Structural Equation Modeling (SEM) analysis based on Partial Least Square (PLS). The results showed that brand awareness and brand image have a positive and significant effect on purchase intention, brand awareness and brand image have a positive and significant effect on attitude, attitude has a positive and significant effect on purchase intention, and attitude has a role in partially mediating brand awareness and brand image on purchase intention. The results of the study can be concluded that the higher the brand awareness and the creation of a positive brand image in the minds of consumers, the positive consumer attitudes will emerge which encourage making purchases. The higher the brand awareness and the creation of a positive brand image in the minds of consumers, the higher the consumer's purchase intention. The creation of a positive attitude from consumers will create purchase intentions. The higher the brand awareness and the creation of a positive brand image will create a positive attitude from consumers, so that in the end the consumer's purchase intention will increase.

The effect of perceived quality on purchase intention with mediation of perceived value at RevoU Indonesia

Indonesia education sector is rapidly evolving with the integration of EdTech, driven by increased internet connectivity and digital device access. Despite this growth, the purchase intention rate for paid online learning programs remains low, as many consumers favor free trials over committing to full programs. This study aims to analyze the effect of perceived quality on purchase intention, with perceived value as a mediating factor, for RevoU online educational services in Indonesia. In the Indonesian EdTech market, perceived quality and value are critical considerations influencing consumer intention to invest in paid programs. This study uses a quantitative method by distributing questionnaires to 100 respondents who have participated in the free RevoU mini courses. The data were analyzed using SmartPLS 4. The results indicate that perceived quality has a positive and significant effect on purchase intention, suggesting that the higher the perceived quality of the educational services, the greater the likelihood of consumer intention to purchase. Additionally, perceived value also positively and significantly impacts purchase intention, highlighting the importance of providing great value to customers. The findings underscore that both perceived quality and value play essential roles in influencing purchase intention, suggesting that RevoU should emphasize consistent quality and communicate the value of its programs effectively to encourage customer intention and also compete in the Indonesian EdTech market.

A Study on Targeted Advertising Strategies for Virtual Goods on Social Media: Exploring Ways to Increase Consumers' Willingness to Purchase in Games

Social media platforms have become key channels for promoting game products and selling virtual goods, but how to develop effective advertising strategies, achieve precise targeting, and enhance users' purchase intent in the face of massive information and fierce market competition is a problem faced by both game developers and social media platforms. This study explores the advertising marketing strategies for game products' virtual goods on social media platforms, particularly by comparing the effects of official and unofficial promotional videos and constructing user profiles for precise targeting. It provides practical guidance and theoretical support for optimizing advertising effects for game developers and social media platforms. This study employs a combination of qualitative and quantitative research methods, by capturing comment data from new game promotion on Bilibili for word frequency analysis and sentiment analysis to reveal the differences in user feedback between official and unofficial videos. Additionally, a questionnaire survey was designed and distributed to collect users' opinions on different types of promotional videos, further verifying the existence of user preferences, and statistical software such as SPSS was used for data analysis. The study found that official videos often receive more negative feedback from users, while unofficial videos are more likely to receive positive discussion from users; users have a higher willingness to watch official collaborative blogger promotional videos but have a lower willingness to watch official videos; official videos have a greater negative impact on users' consumption intent, while unofficial videos are more likely to have a positive impact.

Factors Influencing Customer Behavioral Intention of Mobile Money: A Case Study in Vietnam

This study explores the factors influencing the behavioural intention of Mobile Money services in Vietnam. To address the research problem, the author has combined the UTAUT2 model [1] with the Push-Pull-Mooring model [2]. The data collection was conducted from March to July 2024 across three regions of Vietnam: the North, Central, and South. The collection methods included both direct surveys and online surveys via Google Forms, distributed through social networks such as Facebook and Zalo. A total of 1,784 participants responded, of which 1,576 valid responses were obtained. Among them, 369 respondents had never heard of Mobile Money, while 1,180 were already aware of the service. Key findings are: (i) The study develops a research model regarding factors influencing the behavioural intention of Mobile Money services in the context of Vietnam, which consists of three groups of factors. The pull factor is reflected in Performance expectancy, Effort expectancy, facilitating conditions, and transaction trends. The push factor is represented by perceived costs and perceived risks, while the mooring factor is reflected in social influence and trust. (ii) The push factor has the strongest negative impact on consumer intentions to use the service, while the pull factors positively affect the behavioural intention. Mooring factor has both a positive impact on intention and play a moderating role in the relationship between the pull and push factor and the behavioural intention of MM service. Keywords: Fintech, network provider, mobile finance, mobile money, mobile payment, telco account.

Can Green Consumption Be "Learned"? A Study on the Impact of Reference Group Type on Green Consumption Intentions

Green consumption represents the fundamental driving force behind the development of an ecologically sustainable society. Consequently, the analysis of green consumption behavior patterns has attracted significant attention from scholars. Nevertheless, there is a paucity of research addressing the impact of reference group type on consumers' intentions to consume in an environmentally responsible way. Building on previous reports, this study presents the concept of individual perceived efficacy and examines distinctions among the impacts of three reference groups on consumers' intentions to consume green products: member, secondary, and aspirational groups. Findings from our experimental analysis demonstrate that the reference group type has a notable effect on consumers' green consumption intentions. Additionally, the green consumption behaviors of different reference groups positively influence consumers' green product consumption intentions by affecting individual perceived efficacy. Moreover, the size of the reference group exerts a moderating influence on the effect of reference group type on green consumption intentions. Specifically, a larger group size exerts a greater positive effect on green consumption intentions. This study advances the theoretical research framework of green consumption and offers insights for manufacturers to refine their marketing strategies for green products. Furthermore, it provides recommendations for environmental organizations and governmental bodies to enhance the promotion of green consumption.

Pesticide risk perception as an attitudinal mediator: Exploratory research with farm managers and consumers

Pesticide use poses significant risks to human health and the environment. However, the public perception of pesticides is characterized by a number of factors, including risk perception. This study aimed to investigate the role of risk perception in two models: a) as a mediator between personal norms and pro-environmental attitudes of farm managers and b) as a mediator of trust in the purchase intention of consumers. For farmers, the Norm Activation Model was used. A mediation model explored the relationship between personal norms, risk perception, and pro-environmental attitudes. Among consumers a trust model, based on trust in food toolkit, was used. The risk perception and knowledge were examined as mediators between trust in the food system and purchase intentions. Data were collected in-person through questionnaires from 37 farm managers and 202 consumers in Brazil. Results indicate that risk perception is a critical factor influencing both farmers’ and consumers’ decisions. While farm managers’ pro-environmental attitudes were partially mediated by risk perception, consumers’ purchase intentions were primarily driven by a combination of risk perception, knowledge, and trust. These findings underscore the need for targeted interventions, including public education, regulatory enhancements, and transparent communication, to mitigate pesticide-related risks.

The halo effect of PDO labeling on sensory experience and consumer perception of bergkäse

The Protected Designation of Origin (PDO) label is awarded to foods exclusively produced within a designated area. Austria has eleven registered PDO foods, seven of which are cheeses, including the hard raw milk cheese Tiroler Bergkäse PDO. Some manufacturers in Tyrol produce their cheeses according to the PDO specification but hesitate to commercialize them as such. However, foods bearing a seal (PDO, organic, fair trade) can be perceived as possessing superior taste, quality, and health benefits, and can influence consumers’ willingness-to-pay. This study examines the effect of PDO labeling on the sensory experience, the purchase criteria for cheese, overall liking, perceived quality, perceived healthiness, purchase intention, and willingness-to-pay of Bergkäse, a hard raw milk cheese. In a one-way (PDO label vs. control) between-groups experiment, 165 participants tasted the same cheese and completed a questionnaire, with only the informational text differing between groups. Results show that many taste descriptors (e.g. high-quality flavor), overall liking, perceived quality, the purchase criterion quality labels (AMA, PDO etc.), and purchase intention were rated significantly higher in the PDO group. This suggests a halo effect, where a positive impression of one attribute favorably influences the consumer's overall opinion. In this study, the PDO label did not affect the willingness-to-pay. The effects of the tested moderators were almost entirely absent. This research implies that Tyrolean cheese manufacturers producing Bergkäse according to the PDO specification may consider retailing their products with the PDO label to enhance the taste experience, perception, and purchase intention of consumers.

UNDERSTANDING THE DRIVERS OF ONLINE SHOPPING INTENTIONS AMONG MUSLIM CONSUMERS VIA SOCIAL MEDIA

This paper aims to investigate the factors influencing the intention of Muslim consumers to make online purchases using social media. The research adopts the Technology Acceptance Model (TAM) as its theoretical framework. The study examines the impact of Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Trust, and Security on the intention of Muslim consumers to purchase online through social media. The sample data was collected through an online questionnaire with a total of 227 respondents. The collected data was then analysed using SPSS version 28.0 to assess model fit and test the hypotheses. The findings indicate that PU, PEOU, and Trust have a positive and significant relationship with the intention of Muslim consumers to purchase online using social media. The study found that Security has no significant impact on the intention of Muslim consumers to make online purchases through social media. The results of the study can be practically useful for customers who want to improve their understanding of online shopping through social media. The findings can also help researchers and policymakers to improve their work. The study contributes by providing a clear explanation of the factors that influence the decision of Muslim consumers to engage in online purchases via social media. Lastly, the report includes recommendations and limitations to guide future researchers interested in exploring this topic further.

The impact of culturally-informed messages to reduce sugar-sweetened beverage consumption: An experiment among Black women in the United States.

Sugar-sweetened beverage (i.e., sugary drink) consumption is associated with chronic health issues that disproportionately affect Black women. Culturally-informed (CI) health campaigns may be more effective among Black women than campaigns designed for general audiences. This study assesses the effects of a CI campaign on consumption intentions, comparing these effects to general audience and control campaigns. We conducted an online between-persons randomized experiment with a national convenience sample of 502 Black women in February 2023. Participants were randomly assigned to view a CI, general audience, or control campaign. Outcomes were intentions to decrease sugary drink consumption (primary outcome; range 1-7), knowledge of (range 0-4) and perceived susceptibility to health harms (range 1-5) and sharing intentions (range 0-3). The CI campaign had significantly higher perceived cultural relevance (M = 4.61) than the general audience (M = 3.64) or control (M = 3.66; p's<0.05) campaigns. Consumption intentions did not differ by campaign condition (F = 0.03, p>0.05). There was no main effect of campaign condition on knowledge or perceived susceptibility (p's>0.05), though findings were moderated by body size. Based on body size, women reported less perceived susceptibility or knowledge when exposed to the CI campaign, compared to either the control or general audience campaign. Sharing intentions did not differ by campaign condition. Future research should continue to examine the role of refining message content over a longer duration to understand whether the anticipated impact of CI messages can be achieved in the context of sugary drink consumption among Black women.

The Effect of Digital Social Influence on Attitudinal Change and Purchase Behavioral Intention of Consumers

Objective: The objective of our research is to study the phenomenon of digital social influence through a set of determinants linked on the one hand to the characteristics of the influencer, such as credibility, congruence and parasocial interaction, and on the other hand to the content disseminated, which must combine originality, uniqueness, reliability and argumentative force. Theorical framework : The article highlights the various theories used to study the crucial role of the social influencer in changing the attitudes and purchasing intentions of Moroccan consumers, such as the credibility model, the electronic word-of-mouth (E-WOM) model, the SOR model and the theory of reasoned action. Method : The methodology adopted to explain this topical phenomenon is based on descriptive methods supported by documentary analysis techniques in order to draw out the various theoretical concepts to clarify and provide answers to the many questions raising the issue of the credibility, homophily and popularity of the source, as well as the nature of the arguments presented in its content and their role in the process of forming consumer attitudes and purchase intentions. Results and Discussion: The results obtained show that the para-social interaction that exists between the influencer and the members of his or her community, social and physical attractiveness, homophily and credibility are basic criteria that, each in their own way, influence the subscriber's attitude and intention to buy. This work also confirms the idea that the perceived uniqueness and quality of publications appear to be crucial in strengthening the perceived trust between influencers and subscribers. Research Implications: This research will be of unprecedented managerial use, firstly by encouraging the regulation of the legal status of the digital influencer in Morocco, secondly by setting up specialised and in-depth university training in content production and social media management, and lastly by encouraging investment in scientific research in this rapidly expanding field, the direction of which is still emerging. Originality/Value: The originality of this research lies in its interdisciplinary nature, combining, on the one hand, the theories of persuasion from social psychology and, on the other, the theories of attitude and purchase intention from management sciences. The added value is the proposal of an appropriate conceptual model to respond to our problem linked to the role of the social digital influencer in the attitudinal change of his subscribers.

SOCIAL MEDIA INFLUENCERS AND INFLUENCER MARKETING: A SYSTEMATIC LITERATURE REVIEW

The rise of Social Media Influencers (SMIs) has positioned Influencer Marketing (IM) as a pivotal strategy for businesses. Despite growing interest, research remains fragmented. This paper consolidates existing literature, analyzing 61 studies from the SCOPUS database to provide a comprehensive overview of IM dynamics. We explore how SMIs influence consumer intentions and behaviors, culminating in a multidimensional framework that identifies key variables, mediators, and moderators affecting consumer outcomes. This framework highlights various themes and research gaps, paving the way for future inquiries into emerging areas within influencer marketing. Ultimately, this study enriches the understanding of IM and offers valuable insights for academics and practitioners navigating this dynamic field.

Extant Corpus on the Role of Consumer Attitudes in Shaping Purchase Intention on Organic Food in China

Globally, food consumption has witnessed an evolving trend due to increase in health concerns, with consumers developing different perceptions, attitudes and intention towards purchase of organic product, rather than food produced using conventional agricultural practices. This research is designed to investigate the role of extant corpus conceptualized in terms of e-WOM, price perception, perceived value, brand image and consumer innovativeness on consumer attitudes in shaping purchase intention of consumers towards organic food in emerging Chinese market. Therefore, this research is anchored based on literature review, on determinants and theories relevant to consumer attitudes and purchase intention of organic food in different contexts. According to findings, it was revealed that both e-WOM, price perception, perceived value, brand image and consumer innovativeness play a significant role in determining the purchase intention of consumers towards organic food. Similarly, it was revealed from the findings that the role of e-WOM, price perception, perceived value, brand image and consumer innovativeness on purchase intention of consumers towards organic food, was mediated by consumer attitude. Thus, this research contributed to literature in the realm of extant corpus, consumer attitudes and purchase intention towards organic food, by providing new insights on variables that shaped attitudes and purchase intention of consumers towards organic food in Chinese context. Lastly, research implications were provided for practitioners in organic food market, policy makers, and researchers.

The faster the better? Comparing sustainability performance information in fast and luxury fashion

PurposeFashion brands, including fast and luxury segments, receive harsh criticism for engaging in unethical practices such as poor working conditions and environmental damage. As a result, fashion supply chains are pressured by stakeholders to publicly disclose internal supply chain performance information and to show a high level of supply chain transparency. This paper compares supply chain transparency in fast and luxury fashion in Europe.Design/methodology/approachBy applying the maturity curve of fashion supply chain transparency, developed by Muratore and Marques (2022), the websites of 20 fast and 20 luxury fashion brands were analysed and classified as Opaque, Translucent or Transparent.FindingsDespite its reputation, fast fashion demonstrated higher levels of transparency than luxury fashion. Luxury fashion only performed better in terms of the accessibility of sustainability information. Luxury brands avoided disclosing key transparency information, suggesting that they may be operating in contradiction to that which is inferred on their websites.Originality/valueThe findings of the study shed light on the sustainability credentials of the fashion industry, which has the potential to influence the purchase intentions of consumers, particularly millennials and Generation Z. Implications for practice are developed to highlight how fashion can improve its supply chain transparency.

The role of online information sources in enhancing circular consumption behaviour: Fostering sustainable consumption patterns in the digital age

AbstractCircular consumption is an element of the circular economy that is vital for fostering economic progress whilst addressing environmental degradation and resource scarcity. The majority of the existing studies on the circular economy focus on its organisational aspects and examine circular business models, including approaches to enhance circular value propositions and their advantages. However, the link amongst responsible consumption, digital technologies, consumer behaviour and the circular economy model has received limited attention. We aim to fill this gap by employing behavioural reasoning theory to investigate the intentions of consumers to engage in circular consumption behaviour. We enhance the theoretical robustness of our findings by integrating the theory of consumption values as ‘reason for’ and status quo bias theory as ‘reason against’. We conducted a questionnaire survey in two phases to validate our model and test our hypotheses. We collected our survey data from 305 respondents in Bangladesh and used partial least squares–structural equation modelling to validate our model. Results show that exposure to online information sources significantly influences the ‘reasons for’ and ‘reasons against’ factors. These two factors also demonstrate positive and negative associations with circular consumption behaviour, respectively. These findings offer important insights for service providers, policymakers and government entities.