Purchase Behavior Research Articles

Understanding the consumer purchase behaviour towards green electronic products: using insight from the theory of planned behaviour

PurposeThis research investigation aims to explore the factors that affect purchasing behaviour among consumers in India in the context of green electronic products with the aid of the extended theory of planned behaviour (TPB) by incorporating two additional constructs, namely environmental concern and ethical obligation.Design/methodology/approachThe current research adopted a quantitative methodology, utilising a survey (questionnaire) to gather data from respondents residing in Delhi-NCR, India. A convenience sampling technique was used to select these respondents. Both online and offline modes were used to collect the data. Moreover, to evaluate the theoretical foundation of the investigation, the researchers employed PLS-SEM (partial least square structural equation modelling) on 346 useable samples.FindingsThe outcome reveals that attitude, subjective norm and perceived behaviour control (PBC) are significant predictors, supplementary constructs such as environmental concern are not significant predictors, whereas ethical obligation is a substantial predictor of purchase intention. Consumer purchase behaviour, in turn, is influenced by consumer purchase intention.Practical implicationsThe outcome of this research could help the country’s legislators formulate policies and programs related to current environmental problems faced by our planet. Marketers could understand the factors that drive consumers' purchasing behaviour towards green electronic products and design effective marketing strategies accordingly. Thus, by enhancing the company’s green image, marketers of green products may potentially increase future purchases, all of which contribute to solving worldwide environmental problems.Originality/valueThis research confirms the usefulness of TPB in understanding Indian consumers' purchasing intention and behaviour towards green electronic products. It further extends the TPB by showing that new components, environmental concerns and ethical obligations influence Indian consumers' purchasing intentions and behaviour. Moreover, prior studies mostly used both additional constructs for green products. Current research used specific types of green products, i.e. green electronic products, as very few studies are available on these products that apply TPB, which makes this study novel. In contrast to previous research that primarily examined purchase intention, this study takes a further step by investigating the connection between intentions and consumers' purchase behaviour. It establishes intention as a precursor to behaviour, specifically towards green electronic products. Additionally, this study introduces new constructs and explores the Indian context, significantly contributing to the existing literature.

Higher Precision Is Not Always Better: Search Algorithm and Consumer Engagement

On decentralized e-commerce platforms, search algorithms play a critical role in matching buyers and sellers. A typical search algorithm routinely refines and improves its catalog of data to increase search precision, but the effects of a more precise search are little known. We evaluate such effects via a 2019 quasiexperiment on a world-leading e-commerce platform in which the search algorithm refined some product categories into finer subgroups to allocate consumer queries to more relevant product listings. Our data cover millions of consumers’ search and purchase behaviors over six months across multiple search sessions and product categories, enabling us to investigate trade-offs over time and across categories. We find that a more precise search algorithm improves consumers’ click-through and purchase rates drastically and instantaneously, but it comes at the cost of a significant decrease in consumer engagement and unplanned purchases over a longer time horizon. On average, consumers who used to spend more time searching now conduct 5.5% fewer searches, spend 4.1% less time on the platform, and decrease their spending on related categories by 2.2% in the week after the search precision increases. Our examination of the mechanisms behind these consequences calls for more careful search algorithm designs that account for not only instant conversion based on search precision but also consumer engagement and sellers’ strategic responses in the longer horizon. This paper was accepted by Anindya Ghose, information systems. Funding: This work was supported by the Key Program of the National Natural Science Foundation of China [Grants 72141305 and 72192803] and the Ministry of Education, People’s Republic of China (Fundamental Research Funds for the Central Universities), both to L. Fang. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2023.00478 .

What matters in the linkage between value orientations and usage behavior of electric ride hailing service?

PurposeThis research aims to investigate the relationship between value orientations, attitude, behavioral intention and usage behavior of electric ride hailing service in Vietnam through the moderating role of social influences.Design/methodology/approachIn total, 552 valid questionnaires were collected using the survey questionnaire to analyze the effects of value orientations on attitude toward electric ride hailing and behavioral intention. Besides, this study investigates the mediating effect of attitude toward electric ride hailing and behavioral intention in the relationship with the behavior usage of electric ride hailing service as well as the moderating effect of social influence.FindingsThree types of value orientations stimulate attitude toward electric ride hailing service and behavioral intention. In addition, attitude toward electric ride hailing service and behavioral intention play the mediating role in the effect of value orientations on behavior usage. Specifically, social influence plays a negative moderating role in the linkage between attitude towards and behavioral intention of electric ride hailing service and between intention and the behavior usage.Originality/valueWhile numerous studies have investigated the influence of customers’ value orientations on multiple green purchase behaviors, this study offers new insights into the moderating role of social influence in the linkages between attitude, behavioral intention and usage behavior of electric ride hailing service.

Consumption Values and Green Purchase Behaviour among University of Uyo Students in Akwa Ibom State, Nigeria

The need to maintain a healthy lifestyle has led to a significant increase in the demand for goods and services that are environmentally friendly. However, previous investigations suggest that not only companies and the government, but also students, who play a significant role in consumption activities, should initiate solutions to environmental issues. In this study, the researchers investigate the influence of consumption values (functional, social, emotional, conditional, and epistemic) on the green purchase behaviour of university students in Akwa Ibom State, Nigeria. A cross-sectional research design was adopted for this study. A simple random sampling technique was used to draw 400 students from selected faculties of the University of Uyo. A structured questionnaire measured on a five-point Likert scale was used to collect data from the respondents. The collected data were tested and analysed using a simple linear regression approach. Findings from the study show that consumption values (functional value, social value, emotional value, conditional value, and epistemic value) have a significant influence on the green purchase behaviour of students in Akwa Ibom State. The researchers recommend that students should develop strategies that will improve their consumption behaviour towards purchasing environmentally friendly products.

The Impact of Visual Stimuli on Online Shopper’s Emotion: Applying S-O-R Theory in Online Fashion Retail

This study investigates the impact of visual stimuli on consumer emotions and purchase behaviour in online shopping environments, using the Pleasure, Arousal, and Dominance (P-A-D) model as a theoretical framework. It investigates how visual aspects, including website aesthetics, product photography, and design complexity, influence consumer pleasure, arousal, and dominance, ultimately influencing purchase intentions. Visually appealing and well-planned visual material makes consumers feel better, increasing engagement and the likelihood of purchasing. Furthermore, it discovers that increased arousal can lead to impulsive purchasing behaviours, yet a sense of power or control increases consumer confidence and satisfaction. The study emphasises the necessity of combining visual and experiential aspects to create immersive online buying experiences. Theoretical implications recommend a more in-depth analysis of the P-A-D model's applicability in e-commerce. In contrast, managerial implications assert visual design optimisation to improve consumer interactions and sales.

Understanding Gen Z’s Online Purchase Behavior through their Hedonic and Utilitarian Motivation

The COVID-19 pandemic ushered in lockdowns, limiting consumer movement to their homes and preventing consumers from shopping in brick-and-mortar stores. Consequently, consumers were reliant on e-commerce to manage their daily purchases of goods and services. This exacerbated the use of e-commerce and fast-tracked the growth of the digital economy. In this study, Gen Z’s consumer motivation is investigated using hedonic and utilitarian motivation and the Unified Theory of Acceptance and Use of Technology (UTAUT). Consumer motivation remains a crucial part of consumer behavior studies given its prominence in influencing consumer action, consumer decision-making and preferences. In particular, the effects of hedonic and utilitarian motivation on online purchase behavior were investigated. This study utilized a quantitative approach through the deployment of a survey questionnaire online. The data from 156 respondents was analyzed using SmartPLS 4.0 utilizing Partial-Least Squares Structural Equation Modelling. Approximately 44% of the respondents started shopping online for the first time during the pandemic (i.e., 2020 and 2022). The results indicated that the Gen Z respondents were motivated by utilitarian and hedonic motivation when shopping online, in particular by Idea Shopping motivation and Efficiency motivation. Additionally, Social Influence and Facilitating Conditions were significant factors in influencing Behavioural Intention, and Behavioural Intention influenced Purchase Behaviour. The evidence suggests that the respondents were not novice online shoppers but rather experienced online shoppers.

Assessing Environmental Concerns, Knowledge and Health Consciousness in Young Adults’ Organic Food Choices

The trend towards buying organic food is declining among young adults, which raises concerns about factors influencing their purchasing behavior. This study investigates factors affecting young adults’ buying behavior of organic food products, including environmental concerns, knowledge, and health consciousness. Survey data was collected from 100 young adults in Selangor, Malaysia. Multiple regression analysis was conducted to analyze the data. The results showed that knowledge about organic food was the strongest predictor of young adults’ organic food purchasing behavior. In addition, concern for the environment had a significant positive influence on young adults’ organic food purchasing behavior, while health consciousness showed no significant influence. These findings offer practical implications for manufacturers: to provide clear product details that can enhance consumers’ knowledge and highlight environmental advantages in marketing strategies to encourage consumption. This study contributes to the literature by highlighting the value of environmental awareness and knowledge of organic food and shedding light on the minor influence of health awareness-a topic that has received less attention in other studies.

Unlocking Market Potential: Strategic Consumer Segmentation and Dynamic Pricing for Balancing Loyalty and Deal Seeking

Background: This paper examines the economic implications of market segmentation on consumer purchasing behavior with a particular emphasis on intertemporal pricing strategies in dynamic markets. Methods: In order to analyze optimal discount rates and the timing for price reductions for consumer segments, including loyal and deal-prone customers, a detailed mathematical model was developed. The model incorporates theories of consumer behavior and pricing elasticity to simulate market responses to price changes throughout a product’s lifecycle. Results: This research indicates that market segmentation enhances sales by targeting the distinct preferences of loyal consumers, who are less price-sensitive and who stabilize revenue streams, and deal-prone consumers, who respond to price reductions. Customizing pricing strategies for loyal consumers and deal-prone consumers increases sales volumes and optimizes profitability. Conclusions: This research improves our comprehension of market segmentation and dynamic pricing, providing a practical framework for businesses to create effective pricing strategies that can be promptly implemented. It emphasizes the significance of understanding consumer behavior and price sensitivity in the interest of revenue promotion. This study also emphasizes the social implications of equitable pricing practices, promoting the implementation of transparent and value-based strategies to promote market inclusivity and consumer trust.

Research on the Impact of the "Live Streaming+Short Video" Sales Model on the Purchasing Behavior of Sportswear

The "live streaming+short video" sales model, with its intuitive, interactive, and convenient characteristics, has had a profound impact on the shopping mode of sportswear. This article aims to analyze the impact of the "live streaming+short video" sales model on the purchasing behavior of sportswear, reveal the relationship and path between various influencing factors, and provide theoretical basis and practical guidance for sportswear brands to formulate more effective marketing strategies. Firstly, based on theoretical analysis, a relationship model was constructed between social influence, product information transparency, anchor credibility, promotional strategy influence, perceived trust, and purchasing behavior; Subsequently, a structural equation model was constructed based on questionnaire survey data to test the theoretical model. The empirical results show that social influence, product information transparency, anchor credibility, and promotional strategies can significantly and positively affect consumer purchasing behavior; Perceived trust plays a mediating role between the aforementioned factors and purchasing behavior. Based on empirical results, it is recommended that sportswear companies use social media for knowledge output to enhance their brand's social influence; Develop various product information disclosure plans to enhance product information transparency; Strengthen the selection of talents within the industry and cultivate professional and trustworthy anchors.

The Value of Platform Endorsement

This paper studies the impact of platform endorsement on consumers’ search and purchase behavior, analyzing how it affects endorsed and unendorsed items.

Factors Influencing Customers’ Online Shopping Behavior in Malaysia During the COVID-19 Pandemic

The article presents an overview of the arguments and rebuttals made in the scientific discourse regarding Malaysia's expanding online shopping trend, particularly in light of the COVID-19 epidemic. This scientific decision is significant since the widespread usage of COVID-19 has altered consumer purchasing behavior and how firms operate globally by reducing potential risks such as making the wrong purchase or falling prey to online fraud. This study aims to determine the impact of perceived risk, trust, and product diversity on consumers' decisions to purchase things online in Malaysia's Klang Valley. The study utilized a quantitative survey methodology, selecting 327 sample sizes from a targeted demographic of online shoppers using Krejcie and Morgan tables. SPSS was used for descriptive and inferential analyses. The study found that product variety, trust, and perceived risk significantly predict consumers' online buying behavior in Malaysia during the COVID-19 pandemic. Trust and product variety moderately influence online purchasing, while perceived risk has a negative impact. In contrast to perceived risk (standardized coefficient = -.252), which has a negative and moderate impact, the results indicate that product variety (standardized coefficient =.571) and trust (standardized coefficient =.461) have an average influence on customers' online purchase behaviors. The study supports all hypotheses (H1, H2, and H3), indicating that trust, perceived risk, and product variety significantly influence consumers' online purchasing behaviors in Malaysia during the COVID-19 pandemic. The study emphasizes the need for a comprehensive understanding of online consumer factors and their implications for e-commerce vendors, suggesting the inclusion of marketing professionals in marketing strategy formulation.

The Influence of a Regional Public Brand on Consumers’ Purchase Intention and Behavior Toward Eco-Agricultural Products: A Chinese National Park Case

Transforming ecological value into economic value is an important challenge regarding China’s protected natural areas. The key strategy is to develop a regional public brand and increase the premium of eco-products. A brand–quality–price model was proposed to analyze the factors influencing consumers’ purchase intention and behavior toward eco-agricultural products from China’s protected natural areas. The data came from a questionnaire survey sample of 300 consumers in Zhejiang Province. The results show that there is a gap between purchase intention and actual behavior: (1) For purchase intention, brand awareness, brand trust, perceived quality, and perceived price had significant positive influences. (2) For purchase behavior, brand awareness, and purchase intention had direct impacts. However, brand trust did not directly affect behavior. (3) Age, monthly income, and marital status had significant effects on purchase intention and behavior. However, purchase intention and behavior were not affected by gender, and the educational level had significant effects on purchase intention but had no significant effects on purchase behavior. (4) Consumers were willing to pay 17.13% more than the price of the ordinary products. This study provides important references for brand development and valuable experience for establishing ecological product value realization mechanisms in other protected natural areas.

Food purchase and consumption behavior during the COVID-19 pandemic lockdown in Bangladesh: association between sociodemographic composition

BackgroundBangladesh suffered a severe COVID-19 wave from June to August 2021, which forced the government to impose emergency nationwide lockdown measures for three months with discontinuities. The sudden lockdown strongly affected the dietary preferences, financial circumstances, and social interactions of citizens.MethodsIn this comprehensive study, we collected sociodemographic information as well as data on food purchase and consumption behaviors from 1,350 adults in Bangladesh during the weeks of enforced confinement. The association between the sociodemographic factors (viz., gender, age, education status, income, occupation, and household size) and food purchase and consumption behaviors were determined by conducting bivariate and multivariate logistic regression models reporting as odds ratios.ResultsThe descriptive result reveals that 49.63% of the participants experienced wage reductions, with many people enduring reductions of up to 75%; 12.22% lost their jobs. Besides, a decline in the frequency of shopping was observed by 35.04%; and 24.52% avoided outdoor shopping during the pandemic period. Additionally, 28.74% of participants purchased less overall, while 19.48% purchased significantly fewer items per trip compared to the pre-pandemic period. The multivariate analysis shows a prominent increase in online grocery shopping (OR: 4.03, 95% CI: 2.38–6.83, p < 0.001) and meal delivery services (OR = 5.19, 95% CI = 3.21–7.17, p < 0.001) among higher educated individuals compared to the individuals having no institutional education. The personnel having formal jobs purchased 2.34 times more from online grocery sites (95% CI = 0.34–4.08, p = 0.003) compared to the unemployed one. In contrast, a notable increase in panic buying and stockpiling was observed, driven by scarcity and escalating prices of essential food items. The frequency of meals with families, active engagement in meal preparation, and the exploration of novel recipes also increased notably.ConclusionsThe consumption of takeaway food and inter-meal snacks increased significantly with the education level of individuals. These findings highlighted that a prolonged pandemic could magnify economic vulnerability in Bangladesh.

How does blockchain-based food traceability system drive consumers’ repurchase and word-of-mouth intentions toward organic food: a curvilinear role of producer-retailer (in)congruence

PurposeThis research applies the stimulus-organism-behavior-consequence framework to explore how blockchain-enabled traceability influences trust in organic food producers and retailers, which impacts consumers’ purchase behaviors and subsequent outcomes.Design/methodology/approachUsing a purposive sample of 5,326 Vietnamese consumers, multiple linear and polynomial regression with response surface analysis were employed to examine the hypotheses.FindingsBlockchain-enabled traceability significantly enhances trust in both producers and retailers, which congruently and incongruently influences organic food purchase behaviors. This behavior also drives consumers’ word-of-mouth and repurchase intentions. Serial mediation analysis confirms blockchain’s impact through trust and purchase behaviors.Research limitations/implicationsStakeholders should adopt blockchain to boost transparency and trust, which increases consumer engagement. Policymakers can support this transition through regulations and incentives to enhance food security and sustainability.Originality/valueThis study expands on blockchain research by applying the stimulus-organism-behavior-consequence framework in the organic food supply chain, showing how blockchain-enhanced trust synergistically affects consumers’ purchase behaviors, word-of-mouth and repurchase intentions.

Consumer Psychology in the Digital Age: How Online Environments Shape Purchasing Habits

The advent of the digital age has profoundly changed consumers’ mindsets and habits. The rapid development of e-commerce and the widespread use of mobile applications have created enormous demand for individual recommendation systems based on mass data. This system not only increases the convenience of purchases and conversions but also alters the purchasing behavior of consumers, leading them to make choices subconsciously. Potential risks associated with large-scale data sharing and usage have heightened consumer concerns regarding privacy, thereby weakening the foundational trust in platforms and deterring them from shopping. Additionally, the rapid growth of e-commerce in the digital age, coupled with changing market circumstances, has intensified psychological pressure on consumers, making their decision-making processes more complex and difficult. Furthermore, the program will explore issues related to improving customer experience, developing individual marketing strategies, and designing customer loyalty plans. It will also address questions of privacy in a digital environment, the dilemmas of excessive or disruptive consumption behavior, and the complexity and diversity of consumer behavior in the face of digital change. The objective of this study is to develop a fear study that will enable a better understanding of the impact of online shopping on consumer behavior and provide a strategic guide for retailers to meet the challenges and opportunities presented by the digital age.

Impact of Social Media Marketing on Consumers in Philippines

Purpose: The aim of the study was to analyze the impact of social media marketing on consumers in Philippines. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The impact of social media marketing on consumers in the Philippines reveals that platforms like Facebook, Instagram, and Twitter significantly influence purchasing behavior, especially among younger audiences. Studies show that Filipino consumers are highly engaged with brands on social media, where personalized content, influencer marketing, and customer interaction drive brand loyalty and product awareness. Social media also facilitates quicker decision-making, as consumers rely on peer reviews and recommendations before making purchases. However, challenges include issues with data privacy and the oversaturation of promotional content, which can lead to consumer fatigue. Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), uses and gratifications theory (UGT) &amp; social influence theory may be used to anchor future studies on the impact of social media marketing on consumers in Philippines. Companies should invest in analytics tools to understand consumer preferences, enabling them to create more personalized and engaging content. Policymakers should develop regulations that ensure transparency in social media advertising and influencer endorsements, particularly in areas like disclosure of paid partnerships.

The Influence of Perception towards Social Media Factors on UPM Students’ Purchase Behaviour

The Influence of Perception towards Social Media Factors on UPM Students’ Purchase Behaviour

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.

The Influence of Emotion and Cognition on Purchase Intention or Purchase Behavior

The expansion and innovation of society have led to a progressive improvement in people's standards of living in recent years. But the following competitive pressure influences consumers' emotions and makes them irrationally consume. By reviewing and analyzing several relevant studies, this paper explores how emotion and cognition affect consumers' purchasing behavior, and how brands create and use emotion and cognition to stimulate consumers' consumption. Through this analysis, it can be easier to understand and predict the consumer purchasing decisions. This paper holds that people can stimulate consumers' consumption by mobilizing their positive and negative emotions. Cognition changes people's original consumption behavior by influencing consumers' judgment on the nature of the product (affecting consumers' emotional response to the product). The findings of the present study contribute to an understanding of the influencing mechanisms of purchase intention. This provides a reference for individuals to better understand their consumption behaviour and for brands to develop more effective marketing strategies.

The Impact of Live-Streamed Selling on Consumer Purchasing Behavior

In recent years, with the rapid development of the Internet and major e-commerce platforms, "live-streamed selling" as a novel marketing method has entered the vision of consumers and gradually become an important way to market goods to consumers. In addition, economic development has enriched people's material life and increased the frequency of people using the Internet, which further increases the possibility of live streaming to attract consumers and increase purchasing behavior. This paper aims to discuss the impact of live-streamed selling on consumer behavior, mainly focusing on the impact of commodity characteristics, anchor characteristics, atmosphere and after-sales service on consumer behavior in the process of live delivery. In addition, this paper also discusses the impact and distress of live delivery on consumer behavior and puts forward some countermeasures. However, live-streamed selling faces challenges like information asymmetry, false propaganda, and counterfeiting due to inadequate supervision. The study suggests strict product quality checks, enhanced after-sales services, and improved supervision mechanisms to ensure reliable, authentic, and safe sales practices.