Purchase Behavior Research Articles

The healthiness of Australian food outlets available through online delivery platforms, by level of socioeconomic disadvantage and remoteness

Online food delivery platforms are an emerging but poorly understood aspect of food retail environments. We collected data via web scraping methods from the two leading online food delivery platforms in Victoria, Australia, identifying 11,154 food outlets from Menulog, and 12,939 from Uber Eats (with 21,733 unique outlets available across both platforms). Outlets were classified according to their healthiness using a tool developed with Australian dietitians and public health nutritionists, and assigned a food environment score. Area level (suburb/neighbourhood) socioeconomic disadvantage was determined using the Socio-Economic Indexes for Areas Index of Relative Socio-economic Disadvantage, and relative remoteness was determined using both the Accessibility/Remoteness Index of Australia and the Modified Monash Model. Across both food delivery platforms, approximately 15% of food outlets were classified as "unhealthy", 82% were classified as "less healthy", and 3% were classified as "healthy". More food outlets were available in areas of socioeconomic advantage, and in metropolitan areas. Food environment scores indicated that unhealthy outlets were significantly more available in areas with higher socioeconomic disadvantage and greater relative remoteness. Disparities in the healthiness of food outlets available through online food delivery platforms may have a negative influence on the purchasing and dietary behaviours of residents in these areas, thereby widening diet related health inequalities. Further research is required to understand the potential influence of online food delivery platforms on inequities in population diets and health.

STARBUCKS INDONESIA'S BREWING CONTROVERSY : EXPLORING THE CONSUMER BEHAVIOUR AND PRODUCT PERCEPTION IN THE SHADOW OF THE ISRAELI-PALESTINIAN CONFLICT

The main objective of this study is to examine how the role and influence of religiosity, consumer animosity and consumer ethnocentrism on the assessment of Starbucks Indonesia products that affect consumer purchasing behavior after the Israeli-Palestinian conflict broke out again in October 2023. Considering Indonesia is the biggest country with Muslim population in the world, how will it react to such a global brand, the biggest coffee corporation in the world and what drives them. The research using quantitative method with validated questionnaires derived from literature is used for data collection. Data were collected from 250 respondents Starbucks Indonesia consumers who are Muslims. This research using the Structural Equation Modeling (SEM) method with a focus on Partial Least Squares (PLS) for framework analysis. The study attempts to add value and give comprehensive details to the existing literature on consumer behavior, especially the role of religiosity, animosity, and ethnocentrism among consumers in Indonesia. The research emphasizes the importance of understanding consumer behavior in diverse cultural contexts and aims to guide brand managers in developing targeted strategies to navigate potential challenges arising from religiously motivated consumer sentiments in the aftermath of the Israeli-Palestinian conflict. The practical implications suggest that brand managers should adopt nuanced marketing strategies in conflict-affected regions, recognizing the diverse consumer sentiments and tailoring campaigns accordingly. Effective communication and CSR initiatives are crucial for maintaining brand loyalty and trust, with a focus on community engagement and interfaith projects. Additionally, ongoing research and feedback mechanisms are essential to monitor and adapt to the changing consumer sentiments in these regions.

An Assessment Study on Consumer Knowledge and Purchasing Behavior Regarding Food Safety

Economic and technological developments affect consumers’ purchasing behaviors along with their lifestyles. Understanding consumer characteristics and purchasing behaviors is of great importance for companies in determining target markets and preparing marketing programs. The aim of this study is to determine consumers’ level of knowledge about food safety and their purchasing behavior regarding food products. For this purpose, a face-to-face survey was conducted with 400 consumers selected using the Simple Random Probability Sampling method. About 76% of the consumers participating in the study have heard of the concept of food safety. It was found that consumers primarily consider health safety, the expiry date, and the cleanliness of the place of purchase when buying food products. They prefer the products they consume to be fresh and mostly shop at supermarkets and hypermarkets. It was also determined that 53.8% of consumers pay partial attention to human health conditions in the places where food is produced, and 69% are willing to pay more for packaged foods. The level of food safety knowledge among consumers will provide important feedback for food producers and policymakers, guiding the creation of more effective and safer food systems that address consumer needs.

The role of motivation and knowledge in promoting green consumer behavior in Saudi Arabia and Pakistan

This research explores the factors influencing consumers’ intentions and behaviors toward purchasing green products in two culturally and economically distinct countries, Saudi Arabia and Pakistan. Drawing on Ajzen’s Theory of Planned Behavior (TPB), the study examines the roles of altruistic and egoistic motivations, alongside environmental knowledge, in shaping green consumer behavior. Altruistic motivation, driven by concern for societal well-being and environmental sustainability, is found to have a stronger impact on green purchase intention and behavior in both countries, particularly in Pakistan. Egoistic motivation, which focuses on personal benefits like health and cost savings, also contributes but with a lesser influence. The research employs a cross-sectional survey design, collecting data from 1000 respondents (500 from each country) using a stratified random sampling technique. The collected data were analyzed using structural equation modeling (SEM) to examine the relationships between variables and test the moderating effects of environmental knowledge. The results reveal that environmental knowledge significantly moderates the effect of both altruistic and egoistic motivations on green purchase intention, enhancing the likelihood of eco-friendly consumption. These findings underscore the importance of environmental education in promoting sustainable consumer behavior. The originality of this study lies in its comparative analysis of green consumerism in two distinct contexts and its exploration of motivational factors through the TPB framework. Practical implications suggest that policymakers and marketers can develop strategies that appeal to both altruistic and egoistic drivers while enhancing consumer knowledge of environmental issues. The study contributes to the literature by expanding TPB to include the moderating role of environmental knowledge in understanding green consumption behavior across diverse cultures.

The Effect of Product Selection in Live Streaming on Firm Performance: The Roles of Interaction, Scenario, and Brand-Consumer Congruence

ABSTRACT Purpose Live streaming e-commerce is an emerging e-commerce model within the realm of the mobile Internet, based on video-centric social media interaction. However, there is currently a lack of in-depth research on live streaming from a business perspective and the impact of product selection in live streaming on firm performance. To fill these gaps, the current study investigated how brand – consumer congruence moderates the influence of product selection in live streaming on firm performance and how this effect varies across retailers. Methodology/approach The model and hypotheses were tested by applying partial least squares regression to data collected from 302 online retailers in the Chinese live streaming market. Findings Product selection in live streaming had a significant positive impact on firm performance. Brand – consumer congruence in live rooms partially mediated the relationship between product selection and firm performance. Live room scenario matching and live room interaction had significant positive moderating effects on the main effect of product selection in live streaming on firm performance. Research implications The literature has focused on the impact of live streaming on customer purchase behavior. Few studies have explored the value of live streaming from a business-to-business marketing perspective. Our findings offer theoretical insights into the relationship between product selection and firm performance. Originality/value/contribution This is the first study to examine the value of product selection in live streaming. In addition, it reveals how product selection affects firm performance through brand – consumer congruence. Practical implications This study has implications for online retail managers based on the effect of product selection in live streaming on firm performance and the roles of brand – consumer congruence, interaction, and scenario in live streaming of business-to-business marketing.

A cohort study investigating the impact of communication intervention on purchase behavior of chronic patients towards online generic medicine alternatives

A cohort study investigating the impact of communication intervention on purchase behavior of chronic patients towards online generic medicine alternatives

Sustainability or Technology - What Drives Consumer Purchase Behaviour in Digital Era?

Retail industry is undergoing transformation. Many changes are happening in this industry due to change in consumer behaviour. Every retailer is trying to understand, what drives the customers to select the retailer? It is technology, sustainability or both. Retailers are trying to identify the right technology for their business, which will delight customers and at the same trying to find out how to achieve sustainability in their business. The purpose of this paper is to find answers for these questions and help the retailers to invest their money wisely and satisfy their customers and remain relevant in the business. The outcomes of the study exhibit the shifting trend among customers which help the companies to cater the altering preferences of their customers. A well-structured questionnaire was developed and collected the primary data from 368 respondents adopting Convenient sampling method through online. Questionnaire was analysed by Factor extraction principal component analysis, Exploratory Factor Analysis, Eigen values and scree plot. The relation between the independent and dependent variables was established with multiple regression analysis. Each factor effect on sustainability and Advanced digitalisation independently was tested for its significance by adopting t – test statistic. The aggregate effect of all independent variables in each equation, in multiple regression are shown by the multiple correlation coefficient (R2). This multiple relation is also tested by adapting the F – test statistic.

Consumer style inventory (CSI) re-examined: The case of millennial decision-making style in a developing market

This study investigates the buying styles of young consumers, especially the millennials—Gen Y, and Gen Z whose idiosyncrasies and consumption peculiarities are quite different from the older generations. Besides Sproles and Kendall’s eight (8) consumer-style inventory dimensions, this study presents new dimensions and develops six constructs that define young consumers’ decision-style inventory in a developing market. The study population consisted of all younger consumers—Gen Y, and Gen Z in Lagos State, Nigeria. One hundred and twenty-five (125) respondents were selected randomly across all 20 Local Governments in Lagos State, Nigeria. Factor analyses through varimax rotation, latent root criterion (eigenvalue = 1), screen plot test and the percentage of variance were conducted to determine the significant factors to retain among the variables. The findings clearly showed that newly developed CSI constructs in this study (sexiness, trendiness, global branding, smartness, socialisation and entertainment) were strong and significant among young consumers’ decision-making styles. The six (6) constructs developed showed that the younger consumers’ consumption styles are evolving, becoming sophisticated and relatively dynamic, hence the reliance on Sproles and Kendall’s dimensions to measure the younger consumers’ consumption decision styles will be inadequate in business/behaviour strategy development. The dimensions of entertainment, sexy, social, trendy, smartness and global branding variables are mostly underpinned and dominate considerations in purchase decision styles and behaviours among young consumers.

Influences on Consumer Behaviour Regarding the Purchase Intention of Poultry Products

Objective: The objective of this study is to identify factors influencing effective purchasing behaviours in the context of poultry products. Theoretical Framework: The investigation into agricultural product purchases remains a relatively under-researched area within academic literature, particularly concerning detailed analyses of consumer behaviour. This study responds to the theoretical need raised by Pang et al. (2021) to apply their research methodology to different contexts. Method: The methodology adopted for this research was an online survey with a sample of 358 individuals in Colombia. The data analysis was carried out using Structural Equations Modelling with structures in variance. Results and Discussion: The results obtained revealed that aspects such as Trust, Corporate ability, Brand positioning, Consumer cognition and Health consciousness are crucial for consumers of these products. Research Implications: The practical and theoretical implications of this research are discussed indicate that aspects such as Trust, Corporate ability, Brand positioning, Consumer cognition and Health consciousness are crucial for consumers of these products. These factors are considered critical for consumers engaged in purchasing these types of products and provide substantive insights for the broader market of primary consumer goods. Originality/Value: The findings contribute to the scarce literature on consumer behaviour in agricultural product purchasing, offering a nuanced understanding of the determinants that drive consumer choices in this sector.

Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions

This study investigates the role of anthropomorphic design in alleviating consumer anxiety induced by mortality salience and delves into the underlying emotional and non-emotional mechanisms. Through a series of meticulously designed experiments, we confirm that anthropomorphic design significantly enhances positive emotional responses in consumers, reduces negative emotions, and thereby increases their preference and willingness to purchase products. Even after the diminution of emotional reactions, anthropomorphic design continues to sustain consumer preference by enhancing psychological intimacy. These findings reveal the crucial role of anthropomorphic design as an effective emotional regulation strategy in consumer purchasing behavior, enriching the application of terror management theory and emotion regulation theory in consumer behavior research. Furthermore, our study provides valuable practical guidance for product design and marketing strategies, especially for consumer groups frequently facing high-pressure situations. Products with anthropomorphic designs may be more appealing to these consumers, helping to mitigate their death anxiety and enhance psychological well-being.

Environmental Awareness and Green Trust Mediating Green Marketing’s Impact on Coconut Coir Product Purchases Behavior

Recent years have seen a notable shift in consumer behavior towards sustainability, driven by heightened environmental awareness. This shift has significantly influenced purchasing decisions, particularly regarding green products like coconut coir-based items, valued for their eco-friendliness, biodegradability, and versatility. As consumers become more knowledgeable about environmental issues, they increasingly seek products that align with their values, leading to the rise of green marketing strategies. This research examines the role of environmental awareness and green trust in mediating the impact of green marketing on the purchasing behavior of coconut coir products. Utilizing both primary and secondary data, the study collected responses from 179 participants through a structured survey. Data analysis was performed using Partial Least Square Structural Equation Modeling (PLS-SEM) with SMART PLS 3.0 software. The analysis included two measurement models: the outer model assessed the validity and reliability of latent variables, while the inner model evaluated the relationships between them. Findings reveal that green marketing significantly enhances green buying behavior, environmental awareness, and green trust. Specifically, green marketing positively impacts purchasing behavior through both environmental awareness and green trust. In conclusion, this research demonstrates that green marketing effectively influences consumer behavior towards sustainable products. By fostering environmental awareness and building consumer trust, green marketing not only encourages the purchase of eco-friendly products but also contributes to a larger cultural shift towards sustainability.

PURCHASE BEHAVIOUR OF PADDY FARMERS TOWARDS HYBRID PADDY SEEDS IN DHARAMPUR TALUKA OF VALSAD DISTRICT

Seed is the initial point of cropping cycle. Seeds play a vital role in agriculture and the seeds industry is rapidly growing due to the rising demand for increased food production and high quality seeds. The primary aim of this study was to explore the purchase behaviour of farmers regarding hybrid paddy seeds. To fulfill the objective descriptive research design was adopted with Multi-stage sampling method. Initially, Dharampur taluka was purposefully selected from 6 talukas in Valsad district. In the next stage, 10 villages were randomly selected within Dharampur taluka. Finally, 10 paddy farmers were conveniently selected from each village, resulting in a total sample size of 100 farmers. The structured interview schedule was used to collect the primary data from farmers. The collected data was analyzed with the help of statistical tools as simple percentage analysis, weighted average mean, rating scale, etc. The study found that most farmers (56%) were belonged to 41 to 50 year age group, primarily had secondary education (45%) and commonly combined farming with animal husbandry (58%). Most of the farmers (56%) owned small, fragmented land under 1 hectare. Hybrid paddy seed purchase was influenced by past experience and product benefits. KEY WORDS: Socio-economic profile, Purchase behaviour, Paddy farmers, Hybrid paddy seeds, Valsad district

The impact of nutrition claims on purchase behavior for food products

Faced by increasing emphasis on health, manufacturers try to persuade consumers by using nutrition claims on their packaging. Although experimental research suggests that such claims influence consumer behavior in different ways, it remains unknown whether and to what extent they have an effect in actual grocery situations with large amounts of information to process. In this study, the authors investigate the effect of presence (stressing the presence of a healthy ingredient) and absence nutrition claims (stressing the absence of an unhealthy ingredient) on consumer purchase behavior using UK household scanner purchase data from 17 product categories during the years 2009–2012. They find that presence nutrition claims increase choice while absence nutrition claims decrease choice. Both types of nutrition claims do not influence the quantity purchased. Importantly, a nutrition claim’s effectiveness depends on SKU and category characteristics. Presence nutrition claims are more effective in healthy categories, and absence nutrition claims for SKUs with fewer promotions. At the same time, both nutrition claims are less effective for higher priced SKUs and more effective for brands with higher advertising spending. Absence nutrition claims are more effective when fewer SKUs in the category have the same type of nutrition claim, but presence nutrition claims benefit when more SKUs have the same type of nutrition claim.

Can carbon labels shift consumers towards sustainable food? Evidence from Chinese consumers

Carbon labels are becoming an essential tool for policymakers in many countries to promote low-carbon consumption. To assess customers’ willingness to pay for five carbon-labeled agricultural products (CAP), we used payment card to conduct a questionnaire survey among 641 respondents in Shanghai, Nanjing, Wuhan, and Xi'an, all located in China. This study quantitatively analyzes the influencing factors and interactive mechanisms of the public's willingness to purchase CAP through the extended Theory of Planned Behavior and Norm Activation Model. The results show that consumers' willingness to pay a premium for carbon-labeled milk, corn, bananas, tomatoes, and eggs is 27.50%, 29.73%, 26.86%, 26.51%, and 24.26% respectively. Perceived behavioral control has the strongest positive influence on purchase intention, followed by subjective norms, attitudes toward the behavior, and personal norms. There is a significant mediating effect between awareness of consequences and personal norms, which indirectly influences personal norms through the ascription of responsibility and subsequently affects purchase intention. Additionally, there is a gap between purchase intention and behavior, and risk perception negatively moderates the relationship between the two. Based on the research findings of this paper, practical and effective policy suggestions are proposed for the government to promote carbon labeling policies and reduce carbon emissions.

Extracting Political Interest Model from Interaction Data Based on Novel Word-level Bias Assignment

In democratic countries, political interest is deeply involved in people's daily lives. Research in political consumerism shows that product purchase decision is also influenced by the political orientation of the consumer. In traditional recommendation system design, user interest in an item is provided by a unified model. Recently, interest disentanglement methods have been introduced. It is shown that by disentangling interest factors such as conformity and private interest, recommendation performance can be significantly improved. However, few studies attempt to disentangle political interest in purchase behavior, which is bipolar. In this paper, we propose a method to extract political interest model from e-commerce interaction data, which is supported by a novel word-level political bias assignment. For the bias assignment part, we improved a political bias distilling method. For the political interest model extraction part, we extend a one-side bias method to make it support bipolar bias. We compare our method with state-of-the-art baseline methods in several evaluation settings, and the experimental results show that our method can achieve superior performance. Further investigation shows that our method is consistent with theories of political consumerism.

The Effect of Theory of Planned Behavior (TPB) Factors on Purchasing Behavior Intention of Cosmetic Consumers: Mediating Effect of Information Seeking Behavior, Moderating effect of consumption tendency

This study applied the Theory of Planned Behavior (TPB) to identify the factors of TPB that influence the purchase behavior intention of cosmeceutical consumers and examined the mediating effect of information-seeking behavior in these relationships. The study was conducted over a three-week period, from the first to the third week of August 2024, targeting women aged 20 and above residing in the Seoul metropolitan area. A total of 325 respondents were used for statistical analysis. The summary of the results based on hypothesis testing is as follows. First, among the sub-factors of the Theory of Planned Behavior, attitude, subjective norms, perceived control, and purchase experience were found to have a significant positive influence on purchase behavior intention. Second, the TPB sub-factors of attitude, subjective norms, perceived control, and purchase experience were also found to significantly positively affect information-seeking behavior. Third, information-seeking behavior was found to have a significant positive impact on purchase behavior intention. Fourth, a mediating effect of information-seeking behavior was confirmed in the relationship between the sub-factors of TPB and purchase behavior intention. Fifth, the moderating effect of consumption propensity was confirmed. It should be noted that the results of this study are limited to the female respondents aged 20 and above residing in Seoul and the surrounding metropolitan area, thus caution should be exercised in generalizing the findings.

지속가능경영 식품기업 소비자의 가치가 신념, 규범 및 친환경 구매의도에 미치는 영향 연구 - VBN모델을 중심으로

Objective : This study aims to provide foundational data on green purchasing behavior by identifying the relationship between customer values, belief, norms, and green purchasing intention related to sustainable food companies. Methods : This study set Hypotheses using the VBN model, and the survey was conducted with adults aged 20 and older who had experience with sustainable food companies within the past year. This study also tested Hypothesis through statistical analysis of data from 461 completed questionnaires. Results : Ecological and economic values positively affect belief. Belief positively influences personal norm and subjective norm, and both norms positively affect green purchase intention. Implications : It is necessary to establish marketing strategies and long-term, systematic programs to encourage eco-friendly behavior among consumers. Additionally, it is essential to make both individuals and potential customers aware of the negative environmental impacts of food-related consumption.

Constructing an integrated model of tourism livestreaming acceptance: scale development and validation

ABSTRACT This research conceptualises tourism livestreaming as an innovation and conducts rigorous scale development of tourism livestreaming acceptance. Tourism livestreaming acceptance is identified as a four-dimensional construct, including acquisition, emotional connection, transformation, and recommendation, which collectively portray comprehensive acceptance. Moreover, the stimuli-organism-response framework serves as a theoretical model that reveals the ‘stimulus-catalytic-acceptance-realization’ influence framework. It is found that acquisition only positively affects offline travel behaviour but not online purchase behaviour, highlighting the differentiation of TLS acceptance dimensions. The results contribute to the enrichment of research on continuance and technology acceptance and provide diagnostic tools for timely prediction, supervision, and segmentation by managers.

Voice Search Technology and Consumer Buying Behaviour of Smart Phones in Port Harcourt

This study investigated the relationship between voice search technology and consumer buying behaviour of smartphones in Port Harcourt. Specifically, the objectives of the study were to determine how voice recognition accuracy and user experience relates to routine and impulse purchase behaviour of smartphones in Port Harcourt. The population of this study comprised of twenty-two registered mobile phone dealers in Port Harcourt. The census approach was adopted to choose the respondents for this study. To generate data for the study, researcher purposively distributed the copies of questionnaire in the frame of three (3) copies to each mobile phone firm. A total of sixty-six (66) respondents were used as the study subjects, however only fifty-eight (58) respondents provided data for the analysis. From results of the analysis it was revealed that voice recognition accuracy and user experience which are the dimensions of voice search technology positively and significantly relate with routine buying behaviour and impulse buying behaviour (measures of consumer buying behaviour). Therefore, the study concludes that the impact of voice search technology on consumer buying behavior of smartphones in Port Harcourt reveals significant correlations between the dimensions of voice search technology—voice recognition accuracy and user experience—and different buying behaviors. Furthermore, the study recommended that amongst others that Smartphone dealers should invest in advanced voice recognition technology to ensure high accuracy in voice commands. This will enhance consumer satisfaction and potentially increase both routine and impulse purchases.

Can mobile promotion automation decrease overall purchases? The role of promotion pattern predictability in customer habit formation

Automating mobile promotions facilitates customization through geo-location and temporal targeting; however, this can lead the geographic and temporal patterns of promotions to become predictable. We argue that this predictability enables customer habit formation as the promotion, the context in which it is received, and the purchase behavior become associated in the customer's memory through repeated co-occurrence. This results in the customer purchasing only when promotions are expected to occur, decreasing their overall purchase likelihood. Across four studies, including empirical data from two different industries in different global regions and two controlled laboratory experiments focused on different purchase scenarios, we find that customers exposed to predictable promotion patterns shift their purchases to when promotions are expected, decreasing overall purchase probability. These effects are stronger for customers with consistent past purchase patterns or low involvement with the product, and predictability of promotion patterns does not impact customer attitudes, providing evidence that they are driven by customer habit formation.