Purchase Attitude Research Articles

The Influence of Social Influence and Perceived Usefulness on Intention to Spread E-WOM Mediated by Attitude

This study aims to analyze the influence of Social Influence, Hedonic, Perceived Usefulness, Perceived Easy to Use, and Attitude on E-WOM. A total of 238 valid data have been obtained to conduct research. The data obtained will be analyzed using the SmartPLS data analysis method to test direct and indirect relationships between variables. The results of this study show that Social Influence, Hedonic, Perceived Usefulness, and Perceived Easy to Use have a significant effect on buyer Attitude. Attitude, Hedonic, and Perceived Easy to Use have a significant effect on E-WOM. These findings provide a reference that goods sold in E-commerce or physical stores need to pay attention to Social Influence, Hedonic, Perceived Usefulness, Perceived Easy to Use, and Attitude in order to create E-WOM.

Examining Buyers’ Attitudes Toward Climate Change Policy and Their firms’ Corporate Reputation: The Serial Mediation Effect of Suppliers’ Engagement and Commitment

ABSTRACT Purpose Given the dangers of climate change, a nascent body of research emphasises the significance of business-to-business (B2B) firms’ views on implementing climate change policies (CCP) and its links to corporate reputation. Firms are implementing CCP, but face a range of challenges from various stakeholders. We examine the importance of buyers’ attitudes toward CCP implementation as a driver of corporate reputation using legitimacy theory as a theoretical lens. Design/methodology/approach A serial mediation model considering the engagement and commitment of suppliers was explored to assess the proposed relationship. In a two-stage quantitative research design executed in India, data was collected from 109 buyers from B2B firms to refine the measurement scales and then from 503 buyers from B2B firms to test the research model. Findings Using SPSS macro-PROCESS (Model-6), we found both the engagement and commitment of suppliers to be independent mediators of the relationship between the buyers’ attitude toward CCP implementation and their firms’ corporate reputation. Moreover, the engagement and commitment of suppliers toward CCP implementation partially mediated this relationship serially. Policy implications are presented that can be useful in developing corporate strategies to reduce environmental risks and improve the company’s reputation, bringing more business in the long run. Originality/value The study is significant as we conducted it when the United Nations called on all organizations to participate in the Race to Zero, intending to build sustainable businesses. This study contributes original value by demonstrating how buyer attitudes toward CCP implementation, mediated by supplier engagement and commitment, significantly influence corporate reputation, thereby offering actionable insights for developing sustainability strategies in B2B contexts.

Consumer-consumption-need theoretical model for smart clothing: Construction and empirical study for Chinese silver-haired population

In the era of artificial intelligence, smart clothing, as a product of the interaction between fashion clothing and intelligent technology, has increasingly attracted the attention and affection of enterprises and consumers. However, to date, there is a lack of focus on the demand of silver-haired population’s consumers for smart clothing. To adapt to the rapidly aging modern society, this paper explores the influencing factors of silver-haired population’s demand for smart clothing and proposes a corresponding consumer-consumption-need theoretical model (CCNTM) to further promote the development of the smart clothing industry. Based on literature and theoretical research, using the technology acceptance model (TAM) and functional-expressive-aesthetic consumer needs model (FEAM) as the foundation, and introducing interactivity and risk perception as new external variables, a consumer-consumption-need theoretical model containing nine variables including perceived usefulness, perceived ease of use, functionality, expressiveness, aesthetics, interactivity, risk perception, purchase attitude, and purchase intention was constructed. A questionnaire survey was conducted among the Chinese silver-haired population aged 55–65 using the Questionnaire Star platform, with a total of 560 questionnaires issued. The results show that the functionality, expressiveness, interactivity, and perceived ease of use of smart clothing significantly positively affect perceived usefulness (P < 0.01); perceived usefulness, perceived ease of use, aesthetics, and interactivity significantly positively affect the purchase attitude of the silver-haired population (P < 0.01); perceived usefulness, aesthetics, interactivity, and purchase attitude significantly positively affect the purchase intention of the silver-haired population (P < 0.01); functionality and expressiveness significantly positively affect perceived ease of use (P < 0.01); risk perception significantly negatively affects purchase attitude (P < 0.01). Through the construction and empirical study of the smart clothing consumer-consumption-need theoretical model, this paper hopes to stimulate the purchasing behavior of silver-haired population’s consumers towards smart clothing and enable them to enjoy the benefits brought by scientific and technological advancements, which to live out their golden years in comfort, also, promote the rapid development of the smart clothing industry.

Study on the Psychological Effects of Intangible Cultural Heritage Advertising with Different Degrees of Situational Involvement.

This review addresses the issues of low consumer engagement and market development difficulties in intangible cultural heritage (ICH) products. Dietary ICH products are selected as research materials to discover contemporary commercial survival paths for ICH through the psychological effects of advertising. Firstly, this study examines the respective advantages of rational and emotional ICH advertisement in terms of emotional responses, cognitive responses, attitudes, recall, and recognition. Then, it explores the effects of different ICH advertisement types (rational advertisement, emotional advertisement) and different degrees of situational involvement (purchasing for oneself, purchasing gifts for others) on the advertising effectiveness, aiming to identify factors influencing the psychological effects of ICH advertisement. Through statistical analysis, the main conclusions are as follows: (1) Rational ICH advertisement prompts consumers to consider the actual attributes of ICH products, leading to a more positive purchasing attitude. (2) Emotional ICH advertisement is more effective in eliciting positive emotions from consumers and enhancing brand memory. (3) Under the scenario of purchasing a gift for others, emotional ICH advertisement has a more positive impact on consumers' attitudes towards advertising. (4) Under different degrees of situational involvement, rational ICH advertisement has a more positive impact on consumers' purchasing attitudes. This study not only provides guidance for optimizing ICH advertising strategies but also offers new directions for market expansion, contributing valuable insights into cultural heritage preservation, as well as the development and protection of ICH.

Characterizing hay buying and feeding practices and attitudes among Pennsylvania horse owners

Existing data on the equine hay market and buying preferences in Pennsylvania (PA) is outdated and more recent data is needed. The objective of this project was to characterize the practices and attitudes of PA horse hay buyers. An online survey was created and distributed. It received 435 total responses (of these, 346 were complete responses) from PA horse hay buyers from October 2021 to February 2022. Data presented (descriptive statistics) represents the percentage of respondents answering that question. Most (76%) respondents were in the recreational sector of the horse industry and the majority (62%) purchased hay for 2-5 horses. Small square bales (2-string) were most commonly purchased (93%), and most respondents bought their hay exclusively by the bale (75%). The most common reasons for not purchasing large bales were not being able to transport or handle them (70%), followed by not having adequate storage (60%). Horse owners were most likely to buy hay directly from local farmers (90%) than any other source. The top three most important factors when purchasing hay were absence of mold, absence of weeds, and smell (rated “very important” by 98, 53, and 52% of respondents, respectively). Most respondents did not use hay feeders in stalls or outside (38 and 50%, respectively). Most hay buyers (63%) never have their hay analyzed for nutrient content. The data collected from this survey can help hay producers understand buying practices of horse owners and help equine nutritionists identify areas of need for horse owner education about hay.

Role of social media influencer toward environmental involvement and green buying behavior

AbstractSustainability and green purchase behavior are attracting a lot of attention from both researchers as well as marketers. This transition can be attributed to the growing environmental awareness and knowledge among people. Considering this as opportunity marketers are using different platforms to promote environmentally friendly products. One such way is through social media influencers; marketers promote their products through social media influencers with a huge following. However, the current study attempts to examine how individual characteristics of influencers promoting sustainable behavior can impact environmental involvement. A convenience sampling method was used to collect data from various social media users. The authors initially sent invitations via different social media channels. A total sample of 683 social media followers was considered. Covariance‐based structural equation modeling was used to examine the relationship between different variables. Trustworthiness, credibility, and commitment of the social media influencer had a positive impact on the environmental involvement of the followers. Expertise, similarity and familiarity had an insignificant effect. The environmental involvement positively affects environmental knowledge and green purchase attitude of the followers which in turn impact their green buying behavior. The study has multiple practical and managerial implications; the results reveal which influencer characteristics can induce environmental involvement in their followers and which characteristics are not impactful. Further, the study focuses on how inter‐relationships of influencer characteristics, environmental involvement, environmental knowledge, and attitude can push people toward green purchase behavior.

Purchasing Intention of Products with Sustainable Packaging

This study investigates Brazilian consumers’ purchase intentions for sustainably packaged products, applying the theory of planned behavior enhanced with environmental concern, knowledge, willingness to pay more, and trust. Data were collected from 509 participants via an online questionnaire, using convenience sampling. The questionnaire, based on previously validated scales, examined attitudes toward purchasing, subjective norms, perceived behavioral control, environmental variables, and purchase intentions. Descriptive analysis pointed out the prominence of environmental concern, positive purchasing attitudes, and purchase intentions. Principal component analysis reorganized variables into seven components, while cluster analysis identified three distinct consumer profiles: those prioritizing cost and information, environmentally conscious young consumers, and individuals influenced by social factors, with a strong sense of consumption control. The study reveals a widespread concern for the environment among respondents, highlighting the need for societal and political advancements in support of sustainable consumption practices.

Health Claims in Food Products: Buyers Attitude and Behaviour in Indonesia

This study explores the dynamics of health claims in food products and investigates the attitudes and behaviors of buyers in Indonesia. With a growing global trend towards healthier lifestyles, understanding consumer responses to health-related claims on food items is crucial. The research delves into the factors influencing buyer attitudes, examining the impact of demographic variables, socio-cultural nuances, and individual attitudes towards health claims. Through a combination of qualitative and quantitative methodologies, the study aims to unveil patterns in consumer decision-making processes and discern the extent to which health claims influence purchasing behaviors in the Indonesian market. By shedding light on the intricate interplay between health claims and consumer choices, this research contributes valuable insights for both the food industry and policymakers seeking to foster healthier dietary practices in Indonesia.

Online environmental platforms service and green consumer behavior nexus: a multi-mediator study

Green purchase behavior in Pakistan faces challenges due to lack of awareness, limited availability, and greenwashing by companies that demand use of online environmental platforms. The study aims to examine the effect of Online Environmental Platforms Service on green purchase behaviors of customers who intend to buy green energy products. Moreover, the indirect effects of environmental attitude, price sensitivity and impulsiveness are examined as mediators. The relationships are examined in light of theory of planned behavior. The data from a sample of 301 customers were gathered using a closed-ended questionnaire. The customers aged between 30 and 50 years were considered for the study. The findings unequivocally reveal that the provision of online environmental platforms has a profound effect on the ecological shopping inclinations of customers. The green purchase behavior of consumers is amplified, as is their green purchase attitude and consumer impulsiveness. However, an alert emerges—price sensitivity, despite its noteworthy impact on consumer behavior, curiously, impedes actual green purchasing. Investigating deeper, it becomes apparent that the remarkable impact of online environmental platforms is mediated by two factors: the green consumer attitude and consumer impulsiveness. These two factors act as conduits for the transmission of the influence of the online platforms, empowering consumers to make eco-conscious decisions. The marketers can enhance green purchase behaviors among customers by making effective use of the online environmental platform services. The Online Environmental Platforms Services can enhance sales and can be an effective strategy for high profits.

Consumer Perception and Purchase Attitude towards Genetically Modified Foods during the Covid-19 Pandemic: the Case of Erzurum, Türkiye

The aim of the study was to determine consumers’ perception and purchase attitudes towards foods with genetically modified organisms (GMOs) and the main factors impacting on their purchase decision in Erzurum province in Türkiye. The material of the research consisted of primary data obtained from face-to-face questionnaire fulfilled with 323 households residing in Erzurum in 2021 and intending to consume foods with GMOs during the Covid-19 pandemic, and then explanatory factor and cluster analyses were applied to determine the main factors affecting three homogenous consumer clusters’ attitudes and beaviors towards foods with GMOs. The results of the study highlighted that high-income consumers were of willingness to buy foods with GMOs due to positive purchase motivation with orientation of media communication and product mixes, that middle-income consumers altered consciously their purchase models by preferring GMO-foods with lower price to traditional foods, and that low-income participants did not want to buy foods with GMOs owing to negative impacts on human health, environment safety and ethical issues. As a result, high and middle-income consumers attributed positive purchasing perception and attitudes toward foods with GMOs, but low-income those were of a negative perception for these.

Review on Shopping in the Fear of Covid 19 and Consumer Attitudes

This study explored Istanbul internet buyers' COVID-19 concerns. Epidemic, financial, and internet shopper futures were analysed. The pandemic has increased online shopping. Evaluated consumer spending. The study acknowledges financial, time, and audience limits. Istanbul's internet shoppers were evaluated before, during, and after an outbreak. The study affects governments, e-commerce corporations, and others. It emphasizes how corporations must accommodate client preferences and attitudes. Customer behaviour research builds trust and adapts to internet purchase patterns. COVID-19 affected online buyers. Health and safety have increased online shopping. Post-pandemic consumers are cost-conscious and value-oriented. Predict online customer behaviour. However, the pandemic promoted e-commerce. Consumers choose simplicity, digital platforms, and economic growth. TPB, EBM, influential purchasing attitudes, and COVID-19 internet shopping examined customer behaviour. The study found COVID-19 fear affects online shopping. TPB claims subjective norms, attitudes, and perceived behavioural control affect customer intentions and behaviour during and after the pandemic. Price and quality matter during outbreaks. They want cheap, good solutions. Data reveal firms, organizations, and stakeholders must comprehend and adapt to customer attitudes and behaviours. These data help e-commerce enterprises satisfy customers. The findings can help authorities promote and regulate e-commerce for customer safety and convenience.

Influence of the image of Brazil in attitude formation towards products: a study on foreign corporate buyers of brazilian medical-hospital industry

The present study aimed to verify the influence of the image of Brazil in attitude formation of foreign corporate buyers towards Brazilian products of medical-hospital industry. The survey was developed through a field study and data collection was carried out through an online questionnaire sent to foreign corporate buyers of Brazilian medical-hospital industry. Data of the independent variable of the image of the country were treated through factor analysis and later a multiple regression between this variable and the dependent variable attitude was carried out. The sample of 71 respondents made it possible to verify a strong influence of the image of Brazil in the attitude of buyers. The results also indicated that the country-of-origin of buyers and their level of involvement with products affect the influence between these variables. The study contributes to debate on the subject image of Brazil and the influence of the brand Brazil in purchase behaviors in the medical-hospital sector bringing practical contribution and providing information for managers of medical-hospital exporter industries of Brazil. Another contribution is given to managers of public policies of the country that develop activities to promote the brand Brazil aimed at the sector assessed.

Interest In Buying Millennial Generation Electric Motorcycles with Theory of Planned Behaviour and Environmental Concern as Determining Factors

The solution of environmental problems is to use environmentally friendly products. This research uses the theory of planned behaviour, norm activation model, and moral norm as mediating variables to test consumers' interest in purchasing electric motorcycle. Data collected from 157 respondents who are the millennial generation and analyse with SmartPLS 3.0. Based on research findings, environmental concern has a significant effect on perceived behavioural control, green purchase attitude, and green purchase intention. Perceived behavioural control has a significant effect on green purchase attitude. Moral norms and green purchase attitude do not have a significant effect on green purchase intention. Then moral norms cannot mediate between subjective norms and green purchase intention. Research findings explain that environmental factors are the determining factor for someone to adopt an electric motorcycle.

Relationship between Hair Designer's Propensity to Consume, Motivation for Purchasing Luxury Goods, and Luxury Purchase Attitude

The need for research on luxury consumption behavior is increasing as individual luxury consumption is expanding among various consumers as a symbolic factor representing their individuality and social status due to the economic development of society and the increase in personal income. Therefore, in this paper, propensity to consume, motivation for purchasing luxury goods, and luxury purchase attitude were investigated and analyzed to study the consumption behavior of the hair designer group. This study directly distributed 400 questionnaires to adults in their 20s and older in Seoul and Gyeonggi Province through a self-response survey, and collected 338 questionnaire analysis data, excluding 62 that were deemed insufficient to analyze. Through reliability analysis and factor analysis, the validity and reliability of hair designers' propensity to consume, motivation for purchasing luxury goods, and luxury purchase attitude were confirmed. In addition, through regression analysis, it was analyzed how propensity to consume, affects motivation for purchasing luxury goods and luxury purchase attitude, and how motivation for purchasing luxury goods affects luxury purchase attitude. As a result of the analysis, it was confirmed that consumers with high ostentatious and planned tendencies are more likely to have an incentive to motivation for purchasing luxury goods, and consumers with reasonable tendencies have a negative relationship with the motivation for purchasing luxury goods. It has also been confirmed that hair designers who want to purchase luxury goods for social or practical purposes have a more positive attitude toward luxury goods. This shows that there is a close relationship between motivation for purchasing luxury goods and purchase attitude, and suggests that consumers' purchase motivation should be considered through strategies that emphasize brand value.

The Influence of Seller Reputation and Trust in Streamers on Live Stream Shopping Purchase Intention: The Moderation Effect of Country Image

Purpose - Live streaming e-commerce continues to increase Chinese consumer enthusiasm for purchasing foreign products. The current research focus in the field of live streaming e-commerce is on exploring the impact of various factors on consumer purchase attitudes and intentions. This study aims to investigate the effects of seller reputation in traditional e-commerce and trust in streamers in live streaming e-commerce on consumer purchase intentions. Additionally, it aims to analyze how the country image of Korea moderates the effects of seller reputation and trust in streamers on purchase intentions.
 Design/Methodology/Approach - This study used the SmartPLS statistical software package to analyze a sample of 341 respondents. Structural Equation Modeling (SEM) was used to conduct path analysis and moderation effect analysis
 Findings - This study found that in live streaming e-commerce, seller reputation and trust in streamer significantly influence consumer purchase attitudes. Country image plays a moderating role in the relationship between seller reputation and attitude. However, country image does not moderate the relationship between trust in streamer and attitude. These findings contribute to our understanding of the factors that shape consumer attitudes, and illuminate the role of the country image as a moderator in e-commerce.
 Research Implications - This study has found that product country image plays a moderating role in the relationship between seller reputation and consumer purchase attitudes. It makes a theoretical contribution to existing e-commerce research, and explores the positive impact of product country image in cross-border e-commerce.

Towards a Greener Future: Exploring Factors Influencing Green Purchase Intention and Pro-Environmental Behavior among Young Consumers

While economic growth has undeniably enhanced individuals' quality of life, it has also played a role in numerous environmental issues, such as pollution, depletion of natural resources, escalating greenhouse gas emissions, and the consequential phenomena of global warming and climate change. This study examines the antecedents of green purchase intention (GPI) and pro-environmental behaviour (PEB) and the role of green purchase attitude (GPA) and green trust (GTR) as mediators. The results revealed that green knowledge, social status and perceived value are significant predictors of GPI, which significantly predicted PEB, while GPA and GTR are significant mediators.

Green Purchase Behavior in Malaysia: A Mediation Effect Analysis Based on the TPB

This investigation was done by a group of educated consumers residing in Malaysia. The Theory of Planned Behaviour (TPB) was used to study their behavior in purchasing green products. The study used PLS-SEM to conduct an online survey with 330 educated customers in Malaysia. The results showed that the link between green purchasing attitudes, subjective norms, perceived behavioral control, and green purchase behavior among educated Malaysian consumers was mediated by green purchasing intention. However, some of the results were different from previous findings. Perceived behavioral control would be significantly negatively related to green buying behavior. A green purchasing attitude has no direct effect on green buying behavior. This study provides a reference for relevant policymakers or green marketing strategies.

Quality of service and customer satisfaction in Peruvian food markets

Final consumers still go to food markets to purchase basic family products; this purchase attitude is more frequent in low-income sectors because prices are relatively low, and in many cases service quality and customer satisfaction are sacrificed. In this context, the objective of this study was to determine to what extent service quality and customer satisfaction are related in Peruvian food markets. Through a quantitative approach at a descriptive and correlational level, the sample consisted of 183 buyers, and the instrument was a questionnaire with 16 items, whose reliability index was a Cronbach's Alpha of 0,996. As a result, a coefficient (r=0,990) and a significance value of 0,000 were obtained. It was concluded that there is a strong relationship between the proposed variables; it is inferred that if the service quality variable increases, so will the customer satisfaction variable, in the same magnitude and vice versa. It is recommended to propose strategies and policies to standardize the quality of the service provided, and thus leverage the satisfaction that the customer perceives for the provision of such services and the consequent increase in the sale of the products sold there.

Examining the Factors That Shape Green Purchase Behavior: The Role of Subjective Norms, Self-Efficacy, Attitude and Intention

This study main objective is to analyze the emerging phenomenon of eco-friendly green environments in the domain of marketing. It is essential to increasing the market penetration of ecological products to get consumers to adopt a positive attitude toward green purchasing. Specifically, the study examined the role of green self-efficacy, subjective norms, and green purchase attitude in predicting the effect of intention in green purchase on the association among these factors and actual green purchase behavior. Data from 224 consumers with prior experience buying eco-friendly products is used. Results showed that subjective norms, green self-efficacy, and green purchase attitude important impact on intention to green purchase, which leads to predicted actual green purchase behavior. The mediation of intention toward green purchase was found to be partial. Therefore, this study suggests that interventions aimed at promoting green purchase behavior should focus on enhancing consumers' green self-efficacy, subjective norms, and green purchase attitude, as well as strengthening the intention-behavior relationship.

MARKETING MANAGEMENT AND MEASURES TO REDUCE PERCEIVED RISK IN BUSINESS: AN ANALYSIS OF INTERCONNECTION

The research results on the interrelation between marketing management strategies and measures for reducing perceived business risk have been presented. An analysis of existing scientific literature has revealed a lack of studies concerning theoretical and methodological approaches to reducing perceived business risk. The aim of this article was to investigate the correlation between marketing management strategies and measures aimed at mitigating perceived business risk. The following methods were employed during the research: comparative analysis, synthesis, generalization, graphical representation, and economic-statistical analysis. Considering one of the objectives of marketing provision for risk-mitigation measures, which involves customer-oriented approaches, and taking into account the specific nature of the research subject, the article examines possible attitudes of organizational buyers towards perceived risk based on the expected utility from purchasing industrial goods. The article proposes a general view of the relationship between perceived risk and consumer value, modifying a well-known utility function for expected income and presenting the author’s conclusions. It was found that an organization-buyer is inclined towards risk when it gives preference (over risk) to higher product value compared to guaranteed, yet lower consumer value. For risk-neutral organizational buyers, an increase in perceived risk corresponds to an increase in consumer value. Conversely, risk-averse organization-buyers respond strongly to perceived risk and prefer products in which they are confident to avoid risk. The proposed function establishing the relationship between perceived risk and consumer value, modified to incorporate the utility function for expected income, offers strategies for implementing risk-mitigation measures aimed at reducing risk for specific groups of business-to-business (B2B) organizations in the market. For risk-averse organizational buyers, measures such as marketing research, test sales, financing through credit or leasing, which focus on risk identification and control, should be undertaken. Therefore, reinforcing marketing measures should be applied to persuade risk-averse or neutral organizational buyers of the benefits of purchasing. The proposed function depicting the dependency of perceived risk on consumer value, modified to account for the utility function for expected income and conclusions, allows for segmenting organizational buyers based on their level of consumer risk. This will be valuable for forming and implementing risk-mitigation measures within enterprises, as it enables the consideration and reduction of risks for industrial consumer goods. Further scientific investigations will be directed towards developing a methodological approach to evaluating the levels of perceived risks in online purchases.