Consumer Intention Research Articles

Intention to purchase sustainable food: the role of epistemic trust, credibility of science and scepticism about climate change

PurposeThis study investigated the role of epistemic trust in shaping consumers intentions towards purchasing sustainable food products by examining the relationships between epistemic trust, credibility of science, scepticism about climate change and intentions to purchase sustainable food.Design/methodology/approachData were collected using a survey. A total of 391 consumers participated in the study. Structural equation modelling was employed for data analysis.FindingsThe results showed that the trust dimension was significantly and positively associated with credibility of science (p = 0.004) and negatively with scepticism about climate change (p = 0.018); mistrust was significantly and negatively associated with credibility of science (p = ≤0.001); credibility of science had a significant negative effect on scepticism about climate change (p = ≤0.001) and scepticism about climate change had a significant direct and negative impact on intention to purchase sustainable food (p = ≤0.001). Furthermore, results indicated that the link between trust, mistrust and intention to purchase sustainable food was significantly mediated by the credibility of science and scepticism about climate change.Practical implicationsThe results can preliminarily suggest policies promoting transparency and direct consumer experiences in organisational practices, with implications extending to other sectors like education and public information.Originality/valueFor the first time, epistemic trust is specifically considered as an antecedent of intentions to purchase sustainable food, while also examining its relationships with scepticism about climate change and the credibility of science.

Empowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaign

Foodborne disease resulting from food sold at urban informal markets is a major public health challenge in Sub-Saharan Africa. This study assessed the impact of an innovative nine-months multi-media campaign engaging a key influencer, aimed at empowering consumers to choose safer ready-to-eat chicken meat at informal street restaurants in Ouagadougou, Burkina Faso. A two-wave panel study assessed associations between recall of TV, radio, billboard, and social media advertisements, and self-reported behavior regarding purchasing and consumption of ready-to-eat chicken at outlets, consumer intentions, knowledge, attitudes, norms, and agency. A panel of randomly selected adult consumers (n = 852) were interviewed pre- and post-campaign, 12 months apart. 60% recalled at least one of the campaign channels when prompted. Mixed-effects models showed associations between prompted recall and feeling better informed about food safety (aOR 1.449) and increased knowledge (0.132 unit increase on total score). Social media recall was associated with higher perceived access to information (aOR 1.449) and knowledge. Billboard recall increased odds of higher perceived health benefits of paying attention to food safety behaviors when purchasing chicken (aOR 2.046). TV ad recall was associated with a 0.159 unit decrease in the gap between consumers’ intentions and behavior. An engaging consumer food safety multimedia campaign that engages key influencers improved food safety awareness and knowledge, ultimately supporting consumers to choose safer chicken at markets.

Determining Consumer Intention: Uncovering the Influential Factors in Customer Switching from LPG to Induction Stoves in Indonesia

The increasing electrification of lifestyles in Indonesia has prompted a shift in consumer preferences, particularly regarding kitchen appliances. Indonesia is currently facing an electricity oversupply issue, hence migrating consumers from traditional Liquified Petroleum Gas (LPG) stoves to induction stoves offers the potential to enhance electricity utilization and effectively address this predicament. This study aims to investigate the influential factors behind consumers' intentions to switch from traditional LPG stoves to induction stoves. The data were collected from 802 traditional LPG stoves consumers, who are Indonesian citizens, residing across various regions of Indonesia, and have not previously purchased an induction stove to achieve the objective. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal the importance of Push, Pull, and Mooring factors in motivating consumers to switch from LPG stoves to induction stoves. This research contributes critical insights to academia, industry, and policymakers as well, offering a nuanced understanding of the dynamics influencing this transition in the Indonesian market and playing a pivotal role in addressing the electricity oversupply issue in Indonesia.

Breaking down purchasing intentions: selecting policy instruments for sustainable consumption

ABSTRACT Despite the breadth of sustainability issues, research on sustainable consumption mostly concentrates on environmental-orientated consumption and values. Alongside environmentally oriented approaches, policies mixes encouraging sustainable consumption need to account for socially responsible purchasing behaviour, such as ensuring inclusivity, as well as for the cognitive biases and heuristics underpinning such practices. This study investigates consumer motivations in Hong Kong through analysing a territory-wide survey to inform knowledge regarding the social aspect of sustainable consumption behaviour. We find a correlation between sense of belonging and social consumption intent, and empathy and social consumption intent, which is not the case for sustainable consumption intent. There is no significant correlation between moral obligation and sustainable consumption intent or between sense of belonging and sustainable consumption intent. Finally, knowledge is positively correlated to social and sustainability consumption intention. This provides insights into how policy tool mixes can be more impactful in motivating sustainable purchasing practices while identifying gaps in the conceptualization and understandings of sustainability that need addressing.

Investigating the effects of political correctness in social marketing messaging

Purpose Obesity imposes myriad negative consequences upon society, the economy and personal well-being. This study aims to investigate the effectiveness of using political correctness (PC) in social marketing messages to persuade consumers to change their unhealthy behavior. It also explores various underlying mechanisms that drive this effect. Specifically, this research studies that messaging approach – politically correct vs politically incorrect and gain vs loss message framing – generates higher consumer intentions to change their behavior. Design/methodology/approach Four experiments were conducted with nationally representative samples to examine the effect of PC and gain vs loss message framing on consumers’ behavior changing intentions. Findings Politically correct prosocial marketing messages displayed higher persuasiveness than politically incorrect messages. Each relationship was mediated by the perceived manipulative capacity of the message and consumers’ attitudes toward the message. Message framing performed as a boundary condition for these effects. Research limitations/implications This paper sought to contribute to the literature that investigates the effectiveness of social marketing efforts. Three specific contributions related to the effects of message frames on politically correct and incorrect social marketing messages were developed. Practical implications The strategies presented in this paper benefit firms wishing to create a more prosocial approach to their business. A firm can present a prosocial message to their target market in a frame focusing on what will be gained instead of lost. Likewise, firms should welcome this type of messaging that embraces politically correct terminology instead of shying away from it. Originality/value This paper generates actionable insights for marketers and policymakers regarding how best to communicate with targeted segments about culturally- and personally sensitive topics related to obesity and weight loss. This paper also contributes to the literature that explores the effectiveness of social marketing initiatives. The findings suggest policymakers and social marketers should be cautious and, regardless of today’s sociopolitical environment, avoid falling into the temptation of developing politically incorrect and loss-framed messages.

To Sustainably Ride or Not to Ride: Examining the Green Consumption Intention of Ride-Hailing Services in the Sharing Economy by University Students

An increase in ride-hailing services in the sharing economy can help to reduce the number of vehicles on the road, which will lead to a decrease in air pollution and noise pollution, an improvement in environmental conditions, a decrease in travel costs, and an increase in social benefits to travelers. Hence, there is a great need to examine the consumer’s intention toward usage of ride-hailing services in the sharing economy. The current study aims to examine the green consumption intention of eco-friendly services as an outcome of environmental responsibility and environmental knowledge. It also attempts to examine the serial mediation of green concern, value co-creation, and mediated moderation of social support as an explanatory mechanism of green consumption intention of eco-friendly services. The research design was cross-section and deductive. The respondents of the study were registered university students in Islamabad who were active consumers of major ride-hailing services in Pakistan, i.e., Uber, Careem, Uplift, InDriver, B4U Cabes, and SUVL. A total of 402 responses were gathered using purposive sampling. Partial Least Squares Structural Equation Modeling (PLS-SEM) in Smart PLS is used to evaluate the reliability of measurement instruments and the validity of the research model. The current study results showed that environmental responsibility and knowledge positively and significantly affect motivation to engage in green consumption. Furthermore, environmental concern and value co-creation partially mediate the proposed relationship. In addition, social support also moderates the association between green concern and value co-creation such that it strengthens the connection. The current research findings are an addition to the existing literature and have managerial applications with limitations preceded by future research directions.

Beyond economic convenience: Unveiling the motives for engaging in food sharing initiatives

Food waste is a major global problem nowadays because it negatively affects the environment, society, and the economy. Food sharing has lately emerged as an innovative solution to this problem, but little is known about the behavioral intentions of consumers with regard to food sharing initiatives. In this study, we use the theory of consumption values along with a mixed methods approach to analyze the key motives underlying consumers' intentions for using food sharing platforms. We develop a conceptual model to this end, and collect, analyze, and triangulate data to test it by using both a qualitative and a quantitative approach. The results highlight the relevance of epistemic, conditional, and social values in a communitarian sense in driving people's engagement in food sharing. Functional values were found to have a secondary importance for both users and non-users in this regard. A comparison between users and non-users also revealed that emotional values constitute an important factor for the latter. The study contributes to both theory and practice by highlighting the importance of such initiatives in addressing not only environmental issues, but also social needs, and hence contributing to the sustainable development of local communities.

Exploring Halal Nyonya Food Consumption Intention Among Tourists

The topic of tourists' intention to consume Halal Nyonya food in Malaysia has garnered increasing attention in recent years. Nyonya cuisine, a unique blend of Malay and Chinese culinary traditions, has long been a hallmark of Melaka’s vibrant food scene. However, as Malaysia grapples with the diverse dietary needs of its growing tourism sector, the challenge lies in ensuring that Nyonya food offerings cater to the preferences of Muslim tourists seeking Halal-certified options. The main goal of this research is to explore and comprehend the preferences of tourists regarding the intention to consume Halal Nyonya’s ethnic food in Melaka. The study focuses on tourists' gastronomic choices, particularly as it relates to their intake of Halal Nyonya food. The study involves local and international tourists who have experienced Halal Nyonya food in Melaka in 2024. Data was collected through surveys, on-site observations, and interviews to understand factors affecting Halal Nyonya’s food consumption intention behavior. This research examines the association between independent and dependent factors that influence tourists from various geographical locations who visit Melaka to consume Halal Nyonya Nyonya food. It adds to the database of information already in existence by illuminating how tourists in Melaka from various locations approach and engage with Halal Nyonya's food. This deepens our comprehension of the dynamics of tourist preferences, cultural preservation, and culinary tourism. In conclusion, our research confirmed attitude, subjective norms, and perceived control will lead a tourist to have the intention to consume Halal Nyonya food.

Psychological Factors Influencing Consumer Purchases in the Sports Goods Market: Insights and Strategies

With the improvement of people's health awareness and the popularity of sports activities, the sports goods market has expanded rapidly. It is of great significance for merchants to develop effective marketing strategies to understand the influence of consumer psychology on sports merchandise sales. The purpose of this study is to explore the psychological factors that affect consumers' purchase of sports goods, including brand cognition, social influence, personal values and consumption experience, and analyze how these factors affect consumers' purchase decisions. By searching the relevant data in the past five years, the impact of different dimensions on consumers can be judged. It is found that brand cognition and social influence are important psychological factors for consumers to buy sports goods. Specifically, high brand perception significantly increases consumers' willingness to buy, while social impact is particularly important, especially among younger consumers. In addition, the individual's personal values are also positively correlated with the purchase behavior, which can promote consumers' loyalty to sports goods and repeat purchase intention. This study shows that understanding consumer psychology is crucial to improving sports merchandise sales. Merchants should pay attention to the shaping of brand image and the construction of social influence, and meet the psychological needs of consumers through accurate market positioning and marketing strategies, so as to enhance the purchase intention and brand loyalty of consumers. This provides empirical support and theoretical guidance for the marketing of sports goods.

The Influence of Advertising Strategies on Purchase Intention of Beauty Products on RED

With the popularity of social media platforms in China, research on social media advertising is increasing. Prior research has shown that the value perception given to consumers by social media advertising affects the purchase intention of consumers. However, its internal logic and behavioral mechanism have not been well investigated. In view of this, this research is designed to examine the direct effects of interactivity and aesthetic appeal of beauty product advertisements on perceived advertising value on RED and to explore the influence of perceived advertising value on consumers’ purchase intentions. Based on questionnaire analysis, bivariate regression analysis, and univariate regression analysis, we found the significant influence of interactivity and aesthetic appeal on advertising value as well as the influence of advertising value on consumers’ purchase intention. The chain behavior generation mechanism of consumers’ purchase decisions was also elaborated. This paper provides enlightenment for theoretical research, especially in enriching the SOR model. Also, the result has practical implications for enterprise practice, pointing out important directions for enterprises to design their advertisements.

The Role of Perceived Authenticity in Increasing Green Purchase Intention: Systematic Literature Review

This study explored the relationship between perceived authenticity and consumer purchase intention in green products, especially in the context of increasing awareness of sustainability among consumers. Using the Systematic Literature Review (SLR) method, this research explores the dynamics of the relationship between perceived authenticity and consumer intention for green products. Analysis of key findings reveals that perceived authenticity is not just a concept but is a key element that forms the basis of consumer trust in brands and products. The results of this study highlight the important role of perceived authenticity as the main instrument in forming positive relationships between brands, consumers and green products. The implications are particularly relevant in a marketing context, where strategies that establish and maintain product authenticity are crucial. This study provides in-depth insight into how perceived authenticity not only influences consumers' perceptions of the sustainability of green products but also directly impacts purchase intention. This study also emphasizes the importance of marketing strategies that build and maintain perceived authenticity. This strategy not only helps brands win consumer trust but also becomes a catalyst in driving change towards more sustainable and responsible consumption. Thus, this study significantly contributes to business practitioners and academics in understanding the dynamics of the green product market amidst the shift in consumer values towards sustainability.

Factors influencing young adults’ organic food purchase intention on fresh food e-commerce platforms

PurposeUnderstanding young adults’ organic food purchasing behavior in the fresh food e-commerce platforms (FFEP) is crucial for expanding the global environmental product market. The study aims to investigate how specific characteristics of platforms and organic food information impact young adults’ perceived value, leading to their subsequent purchase intention.Design/methodology/approachAround 535 valid responses were collected through an online survey and then analyzed applying a two-stage structural equation model (SEM) and artificial neural network (ANN) approach.FindingsResults of this research show that platform characteristics (including system quality and evaluation system) and product information characteristics (including organic label, ingredient information and traceability information) significantly affect young adults’ perceived utilitarian and hedonic value. The platform’s service quality has a strong effect on their perceptions of hedonic value, while the delivery system strongly influences their utilitarian value. Moreover, the perceived value, as a crucial mediator, plays a significant role in moderating the influence of platform and product information characteristics on the purchase intentions of young consumers regarding organic food.Originality/valuePrevious research has overlooked the credence attributes of organic food and particularities of online purchasing, focusing instead on general platform and product characteristics. This study addresses this gap by proposing a more appropriate model that integrates the characteristics of both the platform and product information. This offers theoretical and managerial implications for effectively stimulating organic food consumption among young adults in online environments.

An extended theory of planned behavior approach for assessing factors affecting street food consumption in the Philippines

Changes in behavioral aspect in food consumption prevailed in recent times, especially the rise of street food popularity in different countries. With scarce literature available, research on consumption and behavioral intentions in street foods was evident. This study considered an extended theory of planned behavior framework for the holistic assessment of consumption intention of street foods. With 1601 valid responses collected in the Philippines, structural equation modelling was applied for the causal relationship analysis of factors influencing consumption intention of street foods in the Philippines. Results indicated that perceived food quality and utilitarian eating values presented as contributing factor affecting attitude, while utilitarian eating values affected consumption intention with higher beta value over hedonic eating values and consumer behavioral domains. Following which was perceived monetary aspects, subjective norm and perceived behavioral control, and consumer attitude. Meanwhile, hedonic eating value negatively associated with consumption intention, but positive on consumers’ attitude. Managerial implications, practical suggestions, and thorough discussion were presented for other researchers to build on the findings which can be extended into other aspects related to local to foreign food and beverage advertisement, selling, and advancement. Furthermore, the results and framework utilized in this study can be further extended and applied to other aspects of consumer behavior in relation to other food industries.

What motivates U.S. restaurant customers to choose plant-based meat alternative dishes?

ABSTRACT The purpose of this study is to examine how different consumption values influence consumer intentions to choose a dish featuring plant-based meat alternatives at a restaurant by applying the theory of consumption values. The present study also investigates the mediating role of attitude in the relationships between values and consumer intentions. Responses were collected through the Qualtrics panel service and structural equation modeling was employed to analyze the data. The results, based on a total of 682 usable panel responses, indicate that emotional and epistemic values acted as significant driving forces, directly promoting consumers’ intention. Attitude was aroused by distinctive, functional, emotional, and conditional values and in turn, significantly impacted intention. Furthermore, it was found that attitude fully mediated the relationship between conditional value and intention. The results offer useful implications for restaurants that offer menus with plant-based meat alternatives.

Motivation for Vietnamese Consumers’ Intention to Buy Second Hand Clothes

This article clarifies the impact of motivations on Vietnamese consumers’ intention to buy used clothes. Research using in-depth interview method with 2 groups of subjects, in which, the target of first group is used clothing businesmen, the second target group is consumers who have bought and used second hand clothes. The research was conducted first to: explore, detect and understand the nature and influence of the buying motives of used clothes on the purchase intention of consumers in Vietnam. Research results have shown that Vietnamese consumers have motives for buying clothes with four groups of motives: economic motives, personal enjoyment motives, social moral motives and fashion motives. Thereby helping businesses can segment the Vietnamese consumer market according to the motive of buying used clothes. In addition, helping state management agencies to see more accurately about consumers' attitudes towards used clothes, thereby having effective sanctions to manage this trade industry. results, ensuring the fair and sustainable development of the fashion industry.

DETERMINANTS OF HALAL MEAT CONSUMPTION AMONG INDONESIAN GENERATION Z MUSLIMS: USING THE EXTENDED THEORY OF PLANNED BEHAVIOR

This study aims to examine the factors that influence halal meat consumption intention in generation Z Indonesian Muslims, using the Theory of Planned Behavior. This research is a quantitative study using primary data, obtained through distributing questionnaires. The sample used was 1182 people who belonged to generation Z Muslims, namely the age group with the criteria: born after 1996, aged at least 15 years, had consumed certified halal meat and lived in the territory of Indonesia. This study uses Structural Equation Modeling (SEM-PLS), to test the relationship between variables in the model. The results showed that there are 5 variables that directly affect Halal Meat Consumption Intent (IKDH), namely: attitude (Att), Trust (Kep), Moral Obligation (KM), Subjective Norm (SN), and Perceive Behavioral Control (PBC). Meanwhile, there are 6 interactions that affect indirectly.

Antecedents of Consumer Purchase Intention Towards Organic Food

This study analyzes the factors that influence consumer intention to buy organic food in Indonesia. Against the backdrop of increasing health and nutrition awareness, this study examines the role of functional value, consumer innovation, eco-friendly beliefs, health benefits, and knowledge of organic food. Data was collected through a consumer survey which showed that demand for organic food grew by 21% in 2018. Descriptive statistics and hypothesis testing were used as data analysis methods. The results showed that all variables studied had a significant positive effect on consumer purchase intention. The main purchase intention is the functional value and quality of organic products, as well as consumer knowledge of health benefits and trust in environmentally friendly products. This study provides practical insights for organic food industry players to develop relevant and effective marketing strategies to increase consumer interest. In addition, the findings make an academic contribution to the understanding of the factors that influence consumer purchasing behavior towards organic products. This study also identifies existing limitations and offers recommendations for further research to deepen the understanding of consumer behavior towards organic food.

The impact of digital fashion marketing on purchase intention

PurposeThis study aims to examine the effect of digital fashion marketing on consumer purchase intentions. Rooted in the stimulus–organism–response framework, it explores how digital marketing strategies in the fashion industry influence consumer attitudes and satisfaction, ultimately affecting their purchasing decisions.Design/methodology/approachIt is mainly focused on the attitudes, satisfaction, and purchase intentions of young consumers in China and South Korea toward fashion brands stimulated by digital fashion shows and non-fungible tokens. This study modifies the research model through case studies, collects data through questionnaires, and analyzes the data using fsQCA and AMOS.FindingsThe findings of the fsQCA study show that stimuli impact consumers’ attitudes, satisfaction, involvement, and willingness to rewatch. The multigroup analysis shows that social norms and images have a greater influence on individuals in China, whereas Korea has a higher direct effect of individual involvement on consumption behavior.Originality/valueThe study is useful for global fashion brands because it emphasizes the role of digital innovations in shaping consumer–brand relationships and makes strategic recommendations for sustainable growth in the digital fashion landscape.

High subjective socioeconomic status positively predicts the willingness to disclose privacy

In the digital era, consumers' information has become a vital marketing asset. Despite the potential risks associated with compromising privacy, some consumers willingly permit companies to collect their data. As consumers with more resources may face more significant consequences if their privacy is compromised, it is important to understand the privacy disclosure intent of consumers with high socioeconomic status. We conducted two studies, in the United States (n = 284) and China (n = 303). We found that high subjective (but not objective) socioeconomic status positively predicted participants' tendency to report their personal information in the consumer survey, with this relationship being mediated by higher levels of interpersonal trust. This is the first study to examine the relationship between subjective socioeconomic status and personal information disclosure. As such, it contributes to expanding existing research domains while also offering valuable insights into marketing strategies aimed at safeguarding consumer privacy.

Impacts of knowledge and trust on consumer perceptions and purchase intentions towards genetically modified foods.

Genetically Modified Foods (GMF) have emerged as a significant topic within the global food industry, provoking extensive debates over their safety and impact on consumer choices. This research aims to explore the impact of knowledge and trust in GMF on Vietnamese consumers' perceptions and their subsequent purchase intentions. By employing a quantitative methodology, this study gathered data from 424 valid respondents. The research model focuses on five constructs: knowledge, trust, perceived benefits, perceived risks, and purchase intentions. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses and examine the interrelationships among these constructs. The results showed that increased knowledge of GMF is linked to heightened perceptions of benefits and reduced perceptions of risks, thereby elevating purchase intentions. Trust in GMF significantly enhances perceived benefits but does not significantly affect risk evaluation, although it is positively correlated with purchase intentions. Moreover, perceptions of greater benefits are positively associated with higher purchase intentions, whereas increased risk perceptions negatively influence them. These results underscore the complex relationship among knowledge, trust, perceived benefits, and perceived risks in shaping consumer purchase intentions toward GMF. The study proposes a comprehensive model delineating how knowledge and trust impact Vietnamese consumers' perceptions and purchase intentions regarding GMF. These findings provide implications for policymakers, business managers, and marketers, emphasizing the importance of disseminating transparent information, prioritizing trust-building, and adopting nuanced communication strategies. By effectively enhancing perceived benefits and addressing perceived risks, these strategies aim to foster positive consumer intentions and behaviors toward GMF.