Market Opportunities Research Articles

Teknologi Pembuatan Sabun Organik Dari Limbah Minyak Goreng Dan Herbal Kebun Tani Pada Kelompok Tani Kosagrha Lestari Surabaya

This community service program aims to develop a technology for producing organic soap made from used cooking oil and herbal plants from local community gardens as an innovative by-product for the Kosagrha Lestari Farmers Group in Medokan Ayu, Surabaya. The organic soap is produced using used cooking oil processed through a saponification method, combined with local herbal extracts such as lemongrass and mint leaves, which offer skin health benefits. The activity was carried out in the form of training and mentoring sessions for members of the farmers group, focusing on raw material management, soap-making processes, and product marketing strategies. The results showed that the produced soap had good quality and was safe for use. This program not only successfully reduces environmental pollution by utilizing waste cooking oil but also empowers the farmers group by enhancing their entrepreneurial skills. It opens up new market opportunities, improves economic well-being, and supports environmental sustainability by reducing the use of synthetic chemicals..

ARTIFICIAL INTELLIGENCE IN MARKETING: IMPLICATIONS AND FUTURE RESEARCH DIRECTIONS

AI rapidly changes traditional industries using machine learning, deep learning, and big-data technologies. It helps companies better understand customer needs, develop customized marketing campaigns, find more market opportunities, and establish more effective business goals. AI plays a significant role in many fields including cyber security, education, healthcare, finance, and marketing. This paper focuses on the contribution of AI in the marketing field. It has two main contributions. The first contribution is presenting and analyzing the role and effect of AI in marketing. It reviews the previous work of around 185 manuscripts from 2017, since the real evolution of AI to 2024. It utilizes manual/rule-based clustering to group the work of those researchers to either qualitative or quantitative according to its contribution. It also lists its challenges and limitations and accordingly recommends a set of future directions. The second contribution is utilizing the Louvain algorithm to group the papers in the literature review according to their similarities based on the title of each. This allows a better understanding of the nature of the contribution of each literature review paper and the relationship between them. Keywords: Artificial Intelligence, Marketing, Louvain Algorithm.

THE FUTURE OF ORGANIC AGRICULTURE: TRENDS AND OPPORTUNITIES FOR PRODUCERS

Abstract The global rise in demand for organic products has positioned organic agriculture as a strategic alternative to conventional farming, promoting environmental sustainability, food safety, and long-term profitability. This article explores emerging trends and market opportunities for organic producers, with particular attention to changing consumer preferences, technological integration, and regenerative agricultural practices. Innovations such as precision farming, nanotechnology, and blockchain-based traceability systems are reshaping the sector, while policy incentives and carbon credit markets are creating new economic pathways. Despite persisting challenges related to certification costs and productivity gaps, the outlook for organic agriculture remains robust, with increasing potential to contribute to resilient and climate-smart food systems. Keywords: Organic farming, Sustainability, Precision agriculture, Consumer behavior, Carbon credits.

Postharvest aqueous ozonation alleviates chilling injury by upregulating ascorbate-glutathione (AsA-GSH) cycle and associated antioxidant enzymes in cold-stored ‘kensington pride’ mango fruit

Abstract Chilling injury (CI) hinders prolonged cold storage of mangoes (Mangifera indica L.). Hence, the influence of postharvest aqueous ozonation (PAO) (1 mg ozone s− 1) of mature green ‘Kensington Pride’ mangoes for 10, 20 and 30 min preceding storage at 5 °C for 21 and 28 d on modulating CI, cell membrane integrity, ascorbate-glutathione (AsA-GSH) cycle, antioxidant enzymes and fruit quality were investigated. Compared to control, 10 min PAO significantly reduced CI index (62.5% and 42.9%), CI incidence (40.5% and 41.4%), weight loss (18.4% and 21.8%) and malondialdehyde (MDA) in peel (61.8% and 71.7%) in 21 and 28 d cold stored mangoes respectively. Lipoxygenase (LOX) activity was 71.2% and 43.6% lower under 30 min PAO preceding 21 and 28 d cold storage respectively. Hydrogen peroxide (H2O2) in pulp (65.3%, 53.8%, 69.2%) and peel (26.5%, 37.2%, 41.1%) were reduced by 10, 20 and 30 min PAO respectively. Moreover, PAO significantly enhanced the activities of ascorbate peroxidase (APX), glutathione reductase (GR), dehydroascorbate reductase (DHAR), monodehydroascorbate reductase (MDHAR) and maintained fruit quality with no significant influence on the soluble solids content (SSC) and titratable acidity (TA). This study for the first time revealed that PAO extends both cold storage and shelf life of ‘Kensington Pride’ mangoes up to 28 d increasing the potential for distant market opportunities. Based on higher practicality and overall performance, 10 min PAO was selected as a feasible strategy for improving chilling tolerance in ‘Kensington Pride’ mangoes stored at 5 °C up to 28 d.

Valuation and Volatility of Virtual Properties in Metaverse: Exploring New Market Opportunities and Speculative Dynamics Based on Decentraland

Existing reality has been repeatedly subjected to multifaceted and multidimensional analyses. However, alongside it, a virtual reality exists, populated with virtual art, objects in games, cyber-pets, and virtual properties, collectively worth billions of real dollars. This virtual reality is associated with the concept of the 'metaverse' (a term derived from 'meta' and 'universe'), signifying a space that facilitates life in a virtual world. This space has a quantifiable value and is traded on specially designed platforms. The study focuses on the largest of these platforms, Decentraland, where users can purchase virtual properties using a cryptocurrency called MANA. Based on an analysis of 207 property transactions, the study examines whether these properties can be appraised using typical approaches applicable to “real” properties. It explores the relationship between spatial attributes, property price, and price volatility over time, calculating correlation coefficients for this purpose. Additionally, the study investigates the number of property sales, including multiple sales, and the proportion of properties with ITEMs on them, determining the correlation coefficients between price and parcel attributes. This study is the first to accomplish what researchers in the real estate market have long been doing. The results distinctly show that the virtual real estate market is governed by different factors compared to the traditional market, with property price and location remaining as two crucial aspects in the decision-making process for purchasing a property.

PEMANFAATAN TEKNOLOGI INFORMASI DALAM PENGEMBANGAN SISTEM INFORMASI DESA DAN DIGITALISASI UMKM SERUNDENG DI DESA JAGAPATI

The community service program conducted by Group 9 of Universitas PGRI Mahadewa Indonesia aimed to utilize information technology to support digital transformation in Jagapati Village, Abiansemal District, Badung Regency. The team designed and implemented a web-based village information system to improve the efficiency of public services and accelerate community access to population data, traditional activities, and official announcements. In addition, the team assisted local serundeng (fried coconut condiment) MSMEs in the digitization of their businesses through training in digital product catalog creation, modern packaging design, and QR code integration as a digital marketing tool. The implementation methods included initial observation, participatory planning, direct execution, and evaluation based on community feedback. The results showed that the village information system helped local authorities manage data more systematically and transparently, while the digitization of MSMEs increased the competitiveness of local products and expanded market opportunities. This program demonstrates that collaboration between university students, village officials, and the local community can foster digital independence and culture-based economic empowerment. Through a contextual and solution-oriented approach, the initiative has contributed meaningfully to building a smart village that is technologically adaptive while remaining rooted in traditional values

ЕКОНОМІЧНА ТЕОРІЯ АДАПТИВНОГО БІЗНЕС-ПЛАНУВАННЯ: МІКРОЕКОНОМІЧНИЙ АСПЕКТ

The current development of Ukraine's economy is characterised by a high level of uncertainty, competition and rapid changes in the market environment, which requires businesses to plan their activities carefully. This is especially important for newly established businesses seeking to carve out a niche in the market and ensure sustainable development. In the restaurant industry, where competition is fierce and consumer preferences are constantly evolving, developing a business plan becomes a key strategic management tool and a key to success. Developing a business plan for restaurant businesses is an extremely complex, multifaceted, and at the same time unique process that goes beyond standard management procedures, as it requires a deep understanding of the nature of the industry, its internal dynamics, and the external influences that shape its functioning. The restaurant business is a synthesis of several areas of activity — production, trade, and service provision — which makes it particularly vulnerable to changes in the socio-economic environment, cultural trends, and even psychological aspects of consumer behavior. In this context, the business plan acts not only as a formal document outlining financial or operational goals, but as a comprehensive theoretical and practical tool that allows you to understand market opportunities, build a strategic trajectory of the institution's development and ensure its sustainability in the long term. This article substantiates an approach to adaptive business planning for the Celentano pizzeria under conditions of military instability, characterized by logistical disruptions, inflationary pressure (a 12–13 % increase in food prices), and a 15–20 % reduction in consumer purchasing power. The study employs methods of systems approach, analysis, synthesis, and comparison; SWOT and PESTLE analyses to diagnose internal and external factors; scenario analysis to forecast risks; tabular and graphical techniques to present statistical and financial indicators; and financial modeling to calculate net present value (NPV) and the breakeven point. The proposed business plan includes localizing 70 % of supply sources, building inventory for 7–10 days, installing a backup power system, and increasing the delivery share to 40–80 %. The resulting NPV (€76,684.30) and breakeven point (7,437 orders per month) confirm the project’s economic feasibility. Recommendations are made to optimize fixed costs, intensify digital marketing, and expand the menu with budget-friendly dishes, thereby enhancing the enterprise’s competitiveness and long-term resilience.

Innovation and entrepreneurship education guidance and optimization analysis based on deep learning optimization algorithm

According to the constructivist learning theory, learners need to actively construct a knowledge system in a practical situation, and deep learning, with intelligent data analysis, pattern recognition and predictive decision-making capabilities, just builds a practical platform for students to discover market opportunities and formulate innovative solutions, which effectively promotes the development of their innovation and entrepreneurship skills. At the same time, deep learning emphasizes the understanding, utilization and generation of knowledge, and further strengthens students’ innovation and entrepreneurship literacy by cultivating human-machine collaboration, which is in line with the concept of “learning by doing” in contextual cognitive theory. In addition, deep learning has the characteristics of thinking training, knowledge transfer and application, which echoes the requirements of higher-order thinking cultivation in Bloom’s educational goal classification theory, which can effectively improve the knowledge integration, transformation and application ability of college students, and enhance the ability of knowledge creation and innovation and entrepreneurship. In the application of practical education scenarios, taking the YOLOv5s network as an example, after the introduction of the SE module and the SIoU loss function, the average accuracy (mAP) of the feature detection and entrepreneurship scene recognition tasks of innovative projects is increased to 89.74% and 89.33%, respectively. This significant performance improvement intuitively demonstrates the ability of deep learning algorithms to accurately analyze education data. Through the efficient processing of educational data such as classroom teaching videos and project display images, the system can accurately identify students’ innovative thinking performance and entrepreneurial practice scenarios, and then provide data support for teachers to optimize teaching design and reform teaching methods, tailor personalized learning paths for students, truly realize data-driven educational innovation, and promote the deep integration of innovation and entrepreneurship education theory and practice.

Education level impact on career opportunities of men and women in Kazakhstan

A detailed examination of the labor market trends from 2012 to 2022 in regard to labor force participation, employment, self-employment, and wage increase is presented. Using descriptive statistical techniques and regression, the following critical measures have been researched: hired and self-employment rate, gender gaps, unemployment rate in finding systemic trends, and significant correlations. It implies, finally, that labor force and hired employment keep improving steadily, while self-employment keeps falling due to changes in labor market structural preference. Gender inequality remains obvious with females suffering from their relatively slow labor force growth coupled with a rather moderate improvement of job opportunities. The regression analysis brings out that the year and selfemployment variables have a significant impact on determining wage growth, while hired employment and gender are not too significant. The unemployment rate turns out to be positively correlated with changes in wages, so it is possible that changes in wages have been smoothed over labor market fluctuations. This research also reflects on the possible impact of exogenous factors, such as the COVID-19 pandemic, on employment structures and gender relationships. These findings expose the need for policy interventions on gender disparities, support for entrepreneurship, and equal access to labor market opportunities. This study gives some key recommendations toward sustainable and inclusive economic development through the light it casts on the long-term transformation in labor market conditions.

PLANNING THE ESTABLISHMENT OF THE NAIL ART STUDIO “ELINAILED” BUSINESS

Business plan “Elinailed” is a business that focuses on nail art services that prioritize excellent service, comfort and quality. The services offered include nail art, manicure, pedicure, NFC LED Nail, and exclusive nail care. This research aims to analyze the feasibility of establishing Elinailed business planning as a nail art studio by identifying market, marketing, operational planning, and financial aspects. It is expected that this business will be able to compete in the increasingly tight beauty industry. This research also evaluates financial aspects such as Payback Period (PP), Net Present Value (NPV), Internal Rate of Return (IRR), Break Event Point (BEP), Benefit and Cost Ratio (B/C Ratio) or Profitability Index to ensure the sustainability of this business. The results indicate that “Elinailed” has a significant market opportunity with a wide range of target consumers, especially among women who pay attention to their appearance. With the implementation of appropriate marketing strategies and effective management, Elinailed is expected to show sustainable growth and have a real positive impact on the beauty industry.

Geospatial analysis of Islamic business trends: Mapping global interest via google search query clustering

The Islamic economy, encompassing sectors such as finance, halal food, tourism, and fintech, has expanded rapidly worldwide in recent years. Yet, global public interest trends in these sectors remain underexplored, particularly from a digital behavior standpoint. This study investigates Islamic business trends by analyzing and clustering Google search data (2020–2025) to uncover geographic and thematic interest patterns. Using geospatial mapping and unsupervised machine learning, it evaluates Google Trends data to reveal temporal and spatial shifts in engagement. Findings show Islamic finance interest is concentrated in regions with mature Shariah-compliant systems, while halal food attracts global attention beyond Muslim-majority demographics. Halal tourism and Sharia fintech, though niche, exhibit untapped growth potential. The study demonstrates how digital trace data can enhance real-time economic trend analysis, with regional variations reflecting cultural and institutional influences. By combining digital analytics, economic geography, and Islamic business research, this work provides actionable insights for policymakers and investors to identify market opportunities. Additionally, it introduces a pioneering framework integrating geospatial and machine learning methods to track global business trends, advocating for broader use of digital data in economic studies.

Recession worries and management in America: Do’s and don’ts for workers, jobs, leaders, and organizations to go into economic downturns with open eyes

Recessionary periods are recurring challenges in any economy, particularly during times marked by high inflation, political instability, trade conflicts, global pandemics, rising consumer costs, and stagnating wages. This study aims to explore how organizations, managers, and workers can navigate and adapt to the complex realities of economic downturns. Using a qualitative methodology, data were collected through in-depth interviews with eight senior executives and business experts who collectively possess nearly 300 years of professional experience in the United States. Their insights offer a nuanced understanding of how recessions affect employment, organizational strategy, and workforce resilience. The findings reveal that, while recessions present significant threats, they also offer strategic opportunities for reinvention and growth. Workers and organizations that approach these periods with preparation, adaptability, and empathy are better positioned to endure economic hardship and even emerge stronger. Practical recommendations include preparing for economic disruptions with strategic foresight, maintaining transparent communication, supporting employee well-being, and identifying new market opportunities. These insights equip working professionals and organizational leaders to face recessions with clarity and resilience, enabling them to remain agile and thrive amid uncertainty. Today’s working adults, managers, and organizations should be prepared to enter a recession with “open eyes” while having contingent plans for the worst, empathizing with employees’ concerns, and taking advantage of upcoming opportunities to keep the organization afloat.

Hotel tourism vs. second home tourism: analyzing the impacts on the destination's labor market

ABSTRACT This paper analyzes the effects of the tourism model (hotel vs. second home) on the labor market from a local and regional perspective. The objective is first to determine the predominant tourism model of two destinations and second to make a comparative analysis of the characteristics of their labor markets. The two most important tourist destinations on the Costa Blanca (Benidorm and Torrevieja) based on sun, sea and sand tourism have been analyzed. A unique dataset from 2004 to 2024 was used. The main findings show a greater diversification of economic activities and less seasonality in the second residence destination, while the hotel-based destination has a more robust labor market and greater job opportunities for female employees. This has allowed the authors to offer new knowledge on how the tourism model adopted by the destination influences its labor market and to offer recommendations to policy makers.

Strengthening Agribusiness Sustainability through Civil Service Organizations: Key Factors, Challenges, and a Localized Action Plan

By supporting community-based programs, pushing policy changes, and strengthening agricultural networks, Civil Society Organizations (CSOs) are indispensable for agribusiness sustainability. Their participation improves technical acceptance, economic resilience, and food security. Examining important elements, challenges, and a localized action plan, this study evaluated how CSOs might help strengthen agribusiness sustainability in Nueva Ecija. It examined CSO members' demographic and business profiles, including age, gender, educational background, length of involvement, and type of agribusiness participation. The study looked at the relationships among important elements—social engagement, economic resources, technological adoption, and policy or institutional support—with regard to CSO impact. The study, using a descriptive quantitative correlational research design, discovered that institutional factors were highly interrelated while demographic factors had little effect. Especially networking, stakeholder cooperation, and community involvement, social elements had great a impact. While technological adoption remained low, economic factors—including funding availability and market opportunities—were only somewhat important. Policy and institutional backing greatly helped CSO-led agribusiness projects to last. Among the difficulties were limited market access, poor technological integration, financial restrictions, and regulatory compliance. Crucially, we must remove these obstacles through improved public-private cooperation, capacity-building initiatives, financial support systems, and technological acceptance. A comprehensive strategy encouraging cooperation among local communities, government agencies, corporate partners, and CSOs is complementing local agricultural priorities and policies. The suggested localized action plan emphasizes financial accessibility, institutional support, technological adoption, and sustainable agribusiness models.

Challenges and prospects of ready-to-wear garment manufacturing and retail in Ghana: a case study of the Ashanti region

Purpose This study aims to investigate the ready-to-wear (RTW) garment manufacturing and retail industry in Ghana, focusing on the challenges and opportunities for small- and medium-sized enterprises (SMEs) in achieving sustainability. Design/methodology/approach Quantitative data was collected from 500 participants in the Ashanti region using closed-ended questionnaires premised on the positivist research paradigm and analysed using SPSS version 27 and Smart PLS version 4. Findings Findings reveal that SMEs face financial distress due to high operational costs, limiting profit margins. Although process automation and digital technologies can provide competitive advantages, many SMEs lack the resources and skills to use them effectively. Enhancing skill development is essential for improving capabilities. In addition, addressing quality and customer preferences is vital for expanding market opportunities. Research limitations/implications This study underscores the importance of consumer purchasing power, brand preferences, garment accessibility, pricing dynamics and design appeal in shaping future trends in RTW garments, offering valuable management insights for SMEs in emerging markets. Originality/value This study highlights the unique socio-economic dynamics and production challenges in apparel production by SMEs in developing economies, providing fresh insights into localised, regional and international strategies for improving garment manufacturing and retail.

PENINGKATAN KAPASITAS PRODUKSI TEH CELUP BUNGA TELANG MELALUI OPTIMALISASI SDM DI POSBINDU DAHLIA INDAH, PETUKANGAN SELATAN

Posbindu Dahlia Indah located in Petukangan Selatan Village has developed into a center for community empowerment activities based on local potential, especially in the production of tea bags from butterfly pea flowers (Clitoria ternatea). This product has added value both in terms of economy and health benefits, thus promising broad market opportunities. However, limitations in human resource (HR) management, such as lack of technical skills, suboptimal division of tasks, and minimal knowledge about packaging and marketing, are the main obstacles in increasing production and distribution capacity. This study aims to identify the main challenges in the production process and formulate empowerment strategies through HR training and optimization. The methods used include direct observation of production activities, focus group discussions (FGD) to explore problems and solutions from the perspective of group members, and skills training tailored to local needs. The training covers technical aspects of production, sanitation, packaging, and the basics of community marketing. The results of the study showed that training designed in a participatory manner was able to improve technical skills and self-confidence of group members. A more structured division of tasks also increased the efficiency of the production process. In addition, there is an increase in collective awareness of the importance of building local brands and utilizing social media as a means of promotion. This program not only has an impact on increasing production capacity, but also strengthens social ties between members and creates a spirit of community-based economic independence. This study recommends strengthening ongoing mentoring and expanding marketing networks as strategic steps to support the sustainability of the butterfly pea flower tea bag production business at Posbindu Dahlia Indah. The results of this study are expected to be a model for local economic empowerment that can be replicated in other communities with similar potential.

Analisis Strategi Pemasaran Dengan Menggunakan Analisis SWOT dalam Meningkatkan Volume Penjualan Di Toko Terang Abadi di Kecamatan Papalang

Marketing strategy plays a highly strategic role in driving the business growth of Toko Terang Abadi. Amid increasingly competitive market conditions, it serves as a vital tool for enhancing the company’s economic value. By implementing appropriate and innovative strategies, Toko Terang Abadi has the potential to attract new customers while maintaining the loyalty of existing ones. This study was conducted at Toko Terang Abadi, located in Papalang District, with the aim of formulating an effective marketing strategy to increase sales volume. A quantitative approach was employed, with Toko Terang Abadi as the subject and its marketing strategy as the object of the research. The data collected were analyzed using the SWOT method to identify the company’s strengths, weaknesses, opportunities, and threats. The results of the SWOT analysis indicate that Toko Terang Abadi is positioned in Quadrant I, signifying a strong internal position combined with substantial external opportunities for business expansion. This favorable position suggests that the company is well-suited to adopt an aggressive strategy—one that emphasizes active business expansion and optimizes growth potential by leveraging internal strengths to seize market opportunities. Based on these findings, it is recommended that the management of Toko Terang Abadi continue to pursue business expansion by opening new branches in other regions. Such initiatives are expected to strengthen the company's market position and provide a competitive advantage over other retail businesses.

Market segmentation practices and performance of small and medium scale enterprises in Southwest, Nigeria

This study investigates the relationship between market segmentation practices and performance of small and Medium –Scale Enterprises (SMEs) in Southwest, Nigeria. The study used descriptive survey research design, with the population of 23, 289 registered small and medium scale enterprises which cut across six (6) States in Southwest, Nigeria namely: Lagos State, Ogun State, Oyo State, Osun State, Ondo State, and Ekiti State. Taro Yamane formula 1968 was used to determine the sample size of 393 registered SMEs in the six States and multiple regression was used to analyze the stated hypotheses at a 5% level of significance. Findings shows that respondents acknowledge the importance of demographic factors, notably gender-based segmentation, in tailoring marketing strategies and identifying new market opportunities. The findings of the study also showed that there is significance relationship between geographical market segmentation and SMEs performance in Southwest, Nigeria (F=262.251, P=0.00 and R2=0.634). Also, demograhical market segmentation has significant effect on SMEs performance in SouthWest, Nigeria (F=77.650, P=0.00 and R=0.4072). The study concluded that geographic and demographic market segmentation affect the performance of small and medium sized enterprises in Southwest Nigeria. The study recommended that there is a need to encourage SMEs to develop strategies for adopting market segmentation practices to improve their performance.

Influence of Marketing Agility on Marketing Performance of Commercial Banks in Kenya

This study aimed to establish the influence of marketing agility on the marketing performance of commercial banks in Kenya. The study was founded on the Dynamic Capabilities Theory, and the target population was the 39 commercial banks licensed to operate in Kenya by the Central Bank of Kenya. A census of the target population was done because it was relatively small. A cross-sectional research design was adopted, and data was collected using the key informant method from marketing managers using a semi-structured questionnaire. 37 commercial banks responded, and this led to a 95% response rate. Data analysis was done using simple regression analysis, and the regression results indicated that marketing agility explained 51.1 % of the variation in the marketing performance of commercial banks in Kenya. The regression coefficients also revealed that marketing agility had a positive and significant effect on Marketing performance (β = 0.668, t = 6.043, p = 0.000). These results led to the rejection of the study’s null hypothesis, which stated that marketing agility has no significant effect on the marketing performance of commercial banks in Kenya. Based on the results of the regression analysis, the study concluded that marketing agility has a positive and significant influence on the marketing performance of commercial banks in Kenya. The study recommended that marketing managers ensure that business firms have simplified organizational structures and processes that have short learning cycles as well as breaking down departmental barriers to enhance the firms’ ability to act faster and be more flexible in response to market changes. Management should also ensure that organizational resources are tied to overarching objectives instead of pre-planned activities. Management should develop a system that will ensure that it is possible to reallocate resources quickly within the firm so that they can move with speed in exploiting a marketing opportunity or avoiding a business threat

E-Cigarettes: Perceptions, Buying Interest and Opportunities

E-cigarettes have now begun to be positively accepted by the public, especially among adolescents and young adults, as an alternative that is considered safer than conventional cigarettes. This study explores the perception, purchase intention, and market opportunity of e-cigarettes in Cirebon City using a descriptive qualitative approach. Data were collected through in-depth interviews with health experts, e-cigarette users, and vape businesses. Theory Planned Behavior (TPB) and Theory Diffusion of Innovations (DOI) were used to analyze factors influencing the adoption of e-cigarettes. The results showed that people's perceptions of e-cigarettes varied, influenced by health, social, and economic factors. Purchase intention is influenced by price, product variety, and the influence of the social environment. From a business perspective, e-cigarettes have vast market opportunities, but face regulatory challenges. This study provides insights for stakeholders in understanding the dynamics of the e-cigarette market as well as related policy implications.