Purchase Willingness Research Articles

Impact of consumer familiarity on acceptability and purchase intent of a novel amaranth‐based coffee creamer

SummaryThe objective of the study was to identify the impact of consumer familiarity on liking, acceptability, purchase intention and textual description of a novel cream substitute formulated with popped amaranth flour. Four formulations were evaluated in different proportions of amaranth vs. a control. A total of 400 consumers from two regions participated (Veracruz: familiar with coffee and Tlaxcala: familiar with amaranth). Consumers from both regions had significant differences in liking the attributes of the different formulations. Liking across regions was mainly a function of product aroma. Regarding the acceptance of the product, it was found that the attributes flavour, colour and overall liking were significant (P < 0.05) for consumers from Veracruz, whereas appearance and mouthfeel were significant (P < 0.05) for consumers from Tlaxcala. In purchase intent, overall liking was significant for both regions (P < 0.05). In relation to the impact of amaranth on purchase intention, Tlaxcala showed higher purchase willingness. The words used for sensory characterisation and that are important for both regions were the amaranth aroma, and the creamy flavour in the formulation with the highest amaranth content. The findings of this study allowed for understanding the potential of amaranth to formulate new creamers in a cross‐cultural context, considering consumers from two different levels of familiarity with specific crops.

The Effect of Green Innovation Strategies on Firm Internal Operations: Evidence from Human Capital Structure Adjustment

Although prior studies have broadly examined the external economic consequences of corporate green innovation (GI) strategies, whether and how GI strategies influence firms’ internal operations is underexplored. To fill this significant gap, we investigate the effect of GI initiatives on firm human capital structure, as represented by the ratio of salesmen (RSE) and accountants (RAE) to total employees. A higher RSE (RAE) plausibly indicates an enhanced position of salesmen (accountants) in human capital and greater importance that firms attach to their crucial role in improving marketing (reporting). Consistent with GI enhancing consumer purchase willingness, we find that GI lowers RSE. In line with GI reducing financing constraints and firms’ emphasis on high-quality financial reporting, we record that GI decreases RAE. Moreover, such inhibitory effects become stronger when stakeholders’ recognition of GI strategies grows, or when firms ex-ante rely more on marketing (reporting) functions of salesmen (accountants).

Designing Package Labels for Upcycled Food Products in Japan: Case Study of Broccoli Stem Snack

ABSTRACT This study addresses the growing interest in upcycled foods as a solution to food loss by focusing on designing more appealing package labels in Japan. Through an online survey, we collected data on consumer attitudes and perceptions toward upcycled foods. We applied factor analysis to identify key factors and cluster analysis to segment consumers into distinct profiles. Using these insights, we conducted a choice-based conjoint analysis to extract the package design attributes most valued by consumers. Our results highlight key factors influencing purchase intentions, including food safety, innovation, and eco-friendliness. We identified two main consumer profiles: sustainability-focused and quality/safety-conscious, and innovative and socially engaged. Food safety emerged as the most crucial factor affecting purchase willingness, followed by product image and environmental considerations. The study emphasizes the importance of transparent, sustainable, and visually appealing package design in influencing consumer decisions and building long-term loyalty toward upcycled foods in Japan.

“Coolness” and “joy” in games: factors influencing mobile game players' willingness to make in-game purchases

PurposeThis study aims to deeply explore the factors influencing mobile game players' willingness to make in-game purchases, providing references for game developers and marketers to formulate effective strategies.Design/methodology/approachThis research integrates the coolness factors and hedonic motivation system acceptance model to construct a comprehensive theoretical model analyzing mobile game players' willingness to make in-game purchases. The framework includes multidimensional variables such as joy, coolness, immersion, and game experience. Using data from 392 surveys collected from mobile game forums and social networks, the study employs structural equation modeling to analyze the factors and mechanisms influencing players' willingness to make in-game purchases and to verify the related research hypotheses.FindingsThe findings reveal that coolness factors have a significant positive impact on game experience and immersion, which in turn affect players' willingness to make in-game purchases. Game experience has a significant positive impact on both immersion and purchase willingness. A good game experience not only increases players' immersion but also directly enhances their willingness to make in-game purchases. Immersion plays a mediating role in the influence of coolness factors and joy on purchase willingness.Originality/valueBy integrating coolness theory with the hedonic motivation system acceptance model, this study constructs a comprehensive model to explore mobile game players' willingness to make in-game purchases. The combination of variables, including personal psychological and social psychological factors, provides a thorough analysis of the factors influencing mobile game purchase willingness, enriching existing research.

The precision marketing of B2C e-commerce in China based on computer

With depth development of business activities in the network, the marketing activities are also emerging. In recent years, precision marketing has become a common tendency of more and more e-commence enterprises. However, the current research focus on a specific area, with lack of comprehensive research. In view of this phenomenon, the research makes precision marketing in electronic commerce as a whole object of study, provides the theory and practice for precision marketing in electronic commerce area. This research main including literature review and research analysis two parts. Literature review works primarily introduce the theory of electronic commerce, the research and development of precision marketing and theory conducive to precision marketing. The research further makes the empirical study on precision marketing for JD. The research introduces the precision marketing measurement of JD in product, technology, marketing strategies, customer relationship management and logistics and other aspects. In addition, a survey is designed to determine the consumer purchase willingness impact factors, the research further conducts a quantitative analysis of precision marketing influence on the consumer purchase willingness, the analysis result is used to determine the key factors of precision marketing. Based on the quantitative analysis and qualitative analysis, the research provide the marketing strategy for e-commence enterprise. Finally, the research concludes the common precision marketing strategy in China, pointing out the limitation and future research direction of the research.

Exploring individuals’ purchase willingness for cryptocurrency in an emerging context

This study aims to investigate the influencing factors of consumers’ willingness to buy cryptocurrency in Malaysia. The targeted population of this study was Malaysian citizens who had knowledge about digital currency such as cryptocurrency. In this study, the data collection process was completed using an online survey questionnaire from several social media groups in Malaysia. They were sent a survey invitation to take part in, and after their approval, their responses were gathered. Five-point Likert scale has been used, where ‘1’ stands for “strongly disagree” and ‘5’ stands for “strongly agree”, to find out the item-wise questionnaire. The final sample size was n = 620. Moreover, 5% significance level and SPSS software were used to analyze the data and evaluate the hypotheses. The outcome of this study exposes that the perception of the price value of the cryptocurrency, perceived trust, and perceived security measure positively and significantly affect consumers’ willingness to buy cryptocurrency. Overall, these variables can explain 49.50% (R2 = 0.495) of the variance in predicting consumers’ willingness to buy cryptocurrency. It is found that among the three determinants, perceived trust (β = 0.569) in cryptocurrency had the highest impact on the intention among Malaysian consumers compared to other variables. This study contributes to the limited existing literature concerning Bitcoin and digital currencies, offering insights that can aid scholars in comprehending the significance of cryptocurrency and delineating its predominant impacts within the Malaysian cryptocurrency space.

A new conceptual model for consumer willingness to pay premium prices for sustainable products

PurposeThe purpose of this study is to develop an integrated conceptual framework to better understand the psychological pathways connecting consumer perceptions to purchasing intentions for premium sustainable products.Design/methodology/approachThe study develops a conceptual model that theorizes relationships between consumer perceptions of a firm’s innovation, competitive advantage, sustainable practices and stakeholder orientation. It proposes that stakeholder orientation mediates the effects of these perceptions on consumers’ willingness to purchase premium sustainable products. Additionally, lifestyle is hypothesized as a moderator. The model advances knowledge through eight testable propositions.FindingsThe conceptual framework specifies indirect, mediated and moderated relationships that have not been fully captured by past literature. It theorizes that perceptions of a firm’s innovation, competitive advantage from sustainable practices and stakeholder orientation indirectly influence purchase willingness through the mediating role of stakeholder orientation. Lifestyle is proposed to moderate these relationships.Originality/valueThis conceptual model offers insights for cultivating consumer perceptions that strengthen a firm’s stakeholder image and endorsement of premium sustainable products. Its validated theoretical lens and propositions can provide strategic guidance for addressing the challenges of higher price points for sustainable products through capturing psychological drivers of values-based decision-making. Future empirical assessment is recommended to validate the specified relationships in the model.

A Study on Design Appeal of Green Packaging in China

This quantitative study examines the relationship between consumption functionality and green packaging dimensions among 484 consumers in China. The data was analyzed using SPSS and AMOS to test the impact of consumption functionality on product meaningfulness and willingness to purchase, as well as the mediating role of green packaging. As packaging has evolved to add functional, emotional and social value to products, influencing brand image, this study investigates the design appeal of green packaging. The aim is to determine how consumption functionality affects product meaningfulness and willingness to purchase green packaged products, and whether green packaging mediates these relationships. The variables studied include consumption functionality, product meaningfulness, willingness to purchase, and green packaging components such as symbolic, economic and altruistic values. The literature review examined prior research on the impacts of consumption functionality on product meaningfulness and purchase willingness. It also covered studies on the symbolic, economic and altruistic values of green packaging and its potential mediating effects. The results provide insights into Chinese consumer responses to green packaging, specifically the mechanisms by which consumption functionality and green packaging influence product meaningfulness and willingness to purchase. This helps marketing practitioners determine effective positioning and messaging approaches for green packaged goods. It provides guidance on tactical elements like packaging design. The findings can shape creative strategies for brands looking to leverage green packaging appeals among Chinese consumers. Further research can build on this study to deepen knowledge in this emerging area as the popularity of sustainable packaging grows.

The influence of the language style of the anchor on consumers' purchase intention.

Remarkably, e-commerce anchors have become one of the hot careers in the new media era. As a link between goods and consumers, anchors affect the willingness of consumers to purchase, which eventually impacts the sales volume of commodities in the live broadcast. Therefore, the language style of anchors is of vital significance. However, local and foreign research rarely investigates the interaction between the language style of anchors and different product types and the influential mechanism on consumers' purchase willingness. In light of the SOR theory's logic and from the viewpoint of consumer perceived value, this research study scrutinizes the interaction between the language styles of different authors (appealing to emotion and appealing to logic) and different types of products (hedonic products and practical products), as well as the effect mechanism on the consumers' willingness to purchase. Using questionnaire surveys and empirical analysis, this paper intends to analyze the inherent correlation between study variables, in order to extend valuable suggestions for enterprise practice.

Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers

Halal brands are gaining popularity among Muslim consumers across the world. This study aims to explore the effect of brand awareness, religious belief, and brand trust on young Muslim consumers’ willingness to purchase halal-branded products. The electronic questionnaires were distributed to participants through Google Forms via a popular social media platform. The survey sample consisted of university students from Bangladesh who identified as Muslims. The paper utilized a purposive sampling technique to select participants for the study, resulting in a total of 517 respondents being included in the sample. Finally, 479 responses were found usable for this study, with a response rate of 92.70%. Among 479, 300 participants were male, while 179 students were female university students. The latest edition of the software SPSS has been employed to examine hypotheses and correlations, with a confidence level of 95%. The results showed a significant impact of brand awareness, religious belief, and brand trust on purchase willingness. Moreover, it indicates that consumers’ brand awareness about halal products (β = 0.392) has a greater effect on their purchase willingness. These findings have the potential to provide valuable insights for halal brands, as they can have a substantial impact on the purchasing choices of young Muslim consumers, particularly regarding their religious and halal concerns.

The Psychological Underpinnings of Turkish Consumer Choices: Xenocentrism

This study examines psychological drivers influencing Turkish consumer choices, specifically Xenocentrism’s role in purchasing decisions. Analyzing data from 377 young, urban, educated respondents, the research explores the relationship between Xenocentrism, Animosity, and Product Judgment affecting the willingness to buy U.S. goods. Employing Structural Equation Modeling (SEM) and validated scales, the study challenges the conventional belief that Animosity toward a foreign country reduces purchase willingness. Findings indicate that Personal and National Animosity may coincide with or increase the propensity to purchase despite Product Judgments. This suggests a complex consumer decision-making paradigm, where Animosity is intertwined with identity assertion and perceived product quality. Results show Turkish consumers’ purchase intentions are grounded in product excellence, with perceived superiority shaping xenocentric buying preferences. The implications extend to rethinking consumer behavior models in emerging markets, accounting for the nuanced influences of Animosity, product evaluation, and global cultural narratives. This nuanced understanding of Xenocentrism contributes to the literature by delineating how consumer Animosity and global cultural narratives inform behavior in a post-truth world, providing actionable insights for both theorists and practitioners in the field.

Autonomous vehicle market development in Beijing: A system dynamics approach

A system dynamics (SD) model for the autonomous vehicles (AVs) market development in Beijing is proposed. The model approaches the vehicle scale evolution with the marketization development of private AVs and shared AVs. Some potential factors such as trust, AV purchase willingness, AV using willingness and shared AV service accessibility, are analyzed. Based on the passenger vehicle situation in Beijing, optimistic scenarios from 2014 to 2050 are developed. The base scenario involves the marketization of private AVs and the operation of shared AV fleets, and based on the levels of driving automation, which are divided into six types. The causal feedback relationship and system flow diagram are illustrated. Results show that with the introduction of AVs in Beijing, the number of private vehicles is significantly decreased, which is dependent on the use of shared AVs. To compare with the private vehicle ownership in 2020, the total number of private vehicles has decreased and the number of the private vehicles is over 2.2 million vehicles in 2050. After 2030, the shared vehicle fleet will be dominated by the high-level shared AV and the number of high-level shared AVs is about 2 million. Further, to consider the impact of ride-sharing, the model compares the different attitudes for customers to share their rides and use the shared AV alternative ratio to approach this. The result shows that the extreme ratio will reduce the number of shared AVs, and the fleet size of shared vehicle is about 400,000 vehicles in 2050. For the low ratio scenario, the fleet size of shared vehicle will increase a lot to over 3,186,000 vehicles, which will lead to a large number of cars on the road and thus increase congestion. The introduction of AVs is expected to reduce the number of private vehicles; However, the uncertainty of residents' attitudes towards car sharing will affect the introduction of AVs. At present, the existing policies prefer to limit the number of vehicles by controlling car registration in Beijing. In the future, with the application of AVs, this could be adjusted by encouraging ride sharing, to achieve sustainable urban transport development in Beijing.

The Impact of Expert Endorser in Electric Vehicle Advertising on Consumers' Purchase Intention

With increasing environmental protection awareness among the Chinese public, new energy vehicles are gradually replacing traditional gasoline vehicles and have become the mainstream choice for consumers. This prompts new energy vehicle brands to improve their marketing strategies to attract consumers. Among those marketing strategies, expert endorsements have proven to be an effective marketing method for automobile brands. This research adopted the literature analysis method to explore how expert endorsers impact purchase willingness based on the SOR model in the context of new energy vehicle advertisements. In addition, self-construal is added to the model to study its moderating role in the influence process of expert endorsement. Finally, the study found that expert endorsers can indirectly affect consumers' purchase intentions through perceived trust, and different types of self-construal can moderate the level of consumers' perceived trust in expert endorsers. This study provided strategic suggestions for the precise marketing of new energy vehicle brands and expanded the application of the SOR model in green marketing.

Empowering women for embracing energy-efficient appliances: Unraveling factors and driving change in Pakistan's residential sector

The residential sector's role in global energy consumption highlights the need to understand residents' energy behaviors. However, there is a significant knowledge gap regarding women's preferences for energy-efficient appliances, particularly in developing countries like Pakistan, where women have limited decision-making power within their households. Grounded in the theory of planned behavior this study establishes framework by incorporating constructs such as personal norms, perceived behavioral control, and subjective norms, along with an additional construct of place attachment. By using the data of women of Pakistan and using partial least square structural equation model (PLS-SEM), the findings reveal that place attachment and perceived behavioral control substantially influences the women's attitudes and intentions to purchase energy-saving appliances. However, personal norms and subjective norms are found to be non-significant factors. Notably, subjective norms are found to significantly influence the purchase willingness through attitudes. The insignificant findings reflect the prevailing patriarchal culture that may influence women's decision-making power towards purchasing appliances. The overall study holds significant relevance in the context of Pakistani households, where understanding the adoption of energy-efficient appliances from a gender perspective can provide an opportunity to initiate efforts towards a clean and sustainable future, as well as gender equality by assisting policymakers in establishing gender-oriented energy policies.

The Impact of HPP-Assisted Biocontrol Approach on the Bacterial Communities' Dynamics and Quality Parameters of a Fermented Meat Sausage Model.

Traditional foods are increasingly valued by consumers, whose attention and purchase willingness are highly influenced by other claims such as 'natural', 'sustainable', and 'clean label'. The purpose of the present study was to evaluate the impact of a novel non-thermal food processing method (i.e., HPP-assisted biocontrol combining mild high hydrostatic pressure, listeriophage Listex, and pediocin PA-1 producing Pediococcus acidilactici) on the succession of bacterial communities and quality of a fermented sausage model. A comparative analysis of instrumental color, texture, and lipid peroxidation revealed no significant differences (p > 0.05) in these quality parameters between non- and minimally processed fermented sausages throughout 60-day refrigerated storage (4 °C). The microbiota dynamics of biotreated and untreated fermented sausages were assessed by 16S rRNA next-generation sequencing, and the alpha and beta diversity analyses revealed no dissimilarity in the structure and composition of the bacterial communities over the analyzed period. The innovative multi-hurdle technology proposed herein holds valuable potential for the manufacture of traditional fermented sausages while preserving their unique intrinsic characteristics.

The influence of corporate social responsibility information transparency on the consumption of green agricultural products on digital platforms

ABSTRACT Companies’ information transparency on online platforms is important for online customers. However, determining what key social responsibility information to make available is challenging for firms. In terms of green product transactions online, whether corporate social responsibility (CSR) transparency affects online green purchase willingness remains unclear. Therefore, this study investigates the influence of CSR information transparency on the online consumption of green agricultural products. Data were collected from a sample of 562 Chinese online consumers and the structural equation modelling method was used. The results show that both dimensions of CSR transparency had a positive effect on consumers’ online identification and online green purchase willingness. In addition, consumers’ online identification positively affected their online green purchase willingness. These findings can guide agricultural enterprises in determining what social responsibility information to reveal and be of practical importance in encouraging enterprises to pursue social sustainability on digital platforms.

Exploring decision-making mechanisms for the metro-based underground logistics system network expansion: An example of Beijing

In facing “big-city diseases”, using urban underground space to build a stratified transportation system is crucial for the sustainable development of the social economy. In recent years, underground logistics systems (ULS) receive broad attention but developing a purpose-built ULS in megacities faces difficulties due to high costs and risks. As a cost-effective alternative, the metro-based ULS (M-ULS) initiatives provide new visions for the city-wide underground transport integration of passengers and freight. This paper explores the decision-making mechanisms of M-ULS network expansion based on multi-source data collection and mathematical programming. A model with three interrelated modules is proposed and applied in the Beijing city case. First, a monetary evaluation framework with 13 flow-based indicators is established to quantify the comprehensive benefits of M-ULS in terms of logistics economics, environment, transportation, urban space expansion, and emergency supplies. Second, correlations between metro freight service pricing and market purchase willingness are formulated based on surveys and interviews. Investment budgets and government subsidies are modeled as scenario variables affected by the project’s benefits and operating profits. Third, a mixed integer programming model is developed to optimize the multi-period facility location, allocation, and pricing during network expansion. Simulation results show that M-ULS has the ability to fully eliminate the road-based e-commerce distribution in city centers. The urban underground logistics businesses are expected to make metro operations profitable and recover the construction costs of both M-ULS and original metro lines. The project’s external benefits are equivalent to 0.8% of the city's GDP, where the most salient contributions come from breaking freight access restriction, energy-saving, efficiency upgrading, pollutant reduction, and traffic mobility improvement. Increasing funding support at the project’s early stage can significantly accelerate the system expansion. More findings related to M-ULS facility deployment, pricing mechanisms, and incentive strategies are disclosed.

How do new energy vehicle companies deal with ambiguous product harm crises? Scenario simulation based on three communication strategies

AbstractIn the face of some product harm crises of new energy vehicles, which are difficult to find out the real reasons, it is highly significant for new energy vehicle companies to choose appropriate communication strategies. This study examines the impact of three communication tactics on consumer trust and purchase willingness using two rounds of scenario simulation experiments based on stimulus–organism–response theory. The results show that, when compared with deny and rebuild method, the diminish strategy is the most effective in reducing the influence of ambiguous product harm crises on consumer behaviours. Simultaneously, brand reputation has a moderating effect. For new energy vehicle companies with high brand reputation, the communication effect of diminish strategy is the best. Only a higher‐cost rebuild strategy can be viable for automotive businesses with a poor brand reputation. Thus, when dealing with ambiguous product harm crises, new energy vehicle companies should focus on efficient and low‐cost diminish strategy. Meanwhile, to take the initiative in dealing with an ambiguous product harm crisis, we must improve the technical maturity of products as well as improve the after‐sales service system to continuously enhance the brand reputation.

The influence of product digital visual presentation on purchase willingness: effects of roundedness axes and degree

The research examines the influence of digital visual product package presentations on perceived purchase willingness. Subjects pairwise compared the graphical stimuli displayed on a computer monitor. Gathered purchase willingness preference weights were calculated by means of the Analytic Hierarchy Process technique. Two studies focused on the package edge roundedness effect applied along different axes are reported. The first one included the following factors: Roundedness axis defined on three levels (X, Y, Z) and Roundedness degree also specified on three levels (Small, Medium, Large). The second involved Roundedness type (two levels: All edges rounded, Only sides rounded – along one axis) and Roundedness degree (Tiny, Small, Medium, Large). Both package Roundedness axis and Roundedness degree influenced perception and purchase willingness. This research extends existing knowledge by presenting empirical evidence on how a variety of product digital forms influences visual perception and purchase willingness. The results deliver useful and detailed information for practitioners and the outcomes may be applied as guidelines for computer graphics designers preparing visual appearance for articles in electronic shops, websites, banners, or advertisements displayed in networked screens.

How do local government information sources affect the purchase willingness of low-carbon agricultural products? The example of regional brand agricultural products.

In order to achieve the carbon peaking and carbon neutrality goals, the agricultural sector has been given high priority to reduce carbon emissions. Since consumption is the ultimate goal of production, the consumption of low-carbon agricultural products is of great significance to promote the reduction of agricultural carbon emissions. Regional brand agricultural product is an important tool to promote the development of regional economy to "green, low-carbon, branded and high-quality", and has the technical and institutional conditions to develop into low-carbon agricultural product, so this study takes regional brand agricultural products as the representative of low-carbon agricultural products. As a information source to guide the public to consume in the green and low-carbon way, local government can effectively develop the market for low-carbon agricultural products and drive the development of low-carbon agriculture from the demand side. Based on structural equation model with bootstrap method, this paper focuses on the mechanism of the influence of local government information source characteristics (credibility, professionalism, and attractiveness) on consumers' willingness to purchase low-carbon agricultural products, and explores the mediating role of perceived benefits and perceived risks. The following findings are established: first, the credibility and professionalism of local governments play a positive role in influencing the purchase willingness of low-carbon agricultural products through perceived benefits, with credibility having the greatest degree of influence. Second, the attractiveness of local governments positively influences consumers' willingness to purchase low-carbon agricultural products through perceived risk. Third, perceived benefits play a fully mediating role between credibility and purchase intention, play a partially mediating role between professionalism and purchase willingness, perceived risks play a partially mediating role between attractiveness and purchase willingness. This study provides new ideas for the construction of low-carbon agricultural products and low-carbon development in the agricultural sector from the perspective of local government information sources.