Purchase Behavior Research Articles

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.

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.

Does Green-Label Influence Green Purchase Intention, Attitude, Subjective Norms, Behavioral Control, and Willingness To Pay as Moderation?

The purpose of this study was to test and analyze influenced eco-labels, attitudes, subjective norms, and behavioral control on green purchase intention, as well as willingness to pay as a mediator to strengthen the influence green purchase intention (GPI) on green purchase behavior (GPB). The population of this study were Millennials and Gen Z who had purchased green products in Jabodetabek. The number of samples was 181 samples, determined based on Hair's Theory which allows for an unknown population. The sampling technique used nonprobability sampling and purposive sampling. Data analysis used the Least Square Partial Structural Equation Model (PLS-SEM). The results showed that eco-labels did not influence green purchase intention, but influenced green attitude and behavioral control. Conversely, ecolabels did not influence subjective norms. Furthermore, willingness to pay was unable to moderate the influence of green purchase intention on green purchase behavior.

From Exclusivity to Accessibility: Factors Influencing Masstige Purchase Intentions

Unorthodox marketing of luxury products and services has given rise to the concept of new luxury. Luxury firms are now focusing more on the middle class through 'masstige marketing,' a strategy that combines luxury and mass appeal, in order to tap into a lucrative commercial potential. The purpose of this strategy is to enhance the accessibility of luxury brands to a broader demographic, specifically targeting the demands and preferences of the middle class. This study aims to explore the influence of factors such as conspicuous value, benign envy, bandwagon motivation, and snob motivation on masstige purchase intention. By employing Smart PLS to analyse the research data, the results showed that while benign envy and bandwagon motivation significantly affect tourist masstige purchase behaviour, snob motivation and conspicuous value have no influence on masstige purchase intention. The contribution of this research to consumer decision-making in relation to hotel management literature and further research directions are also discussed.

“Take no risk!”: Immediate and delayed backfire-effect of risk-reducing messages in retailers' return and exchange policies

While much research highlights the positive effects of appropriate risk framing in online retail advertising, this study reveals its potential adverse impact on consumer purchase decisions, particularly when communicating retailers' return and exchange policies. We conducted four studies, including three distinct field experiments in partnership with a major online retailer, to explore immediate and deferred consumer behaviors - advertising engagement and actual purchases - across over 452,632 consumers, and one controlled online experiment to test the proposed hypotheses. Studies 1a and 1b examined the short-term adverse effects of reassuring risk framing on immediate advertising engagement, and Study 2 assessed its impact on delayed decisions (actual purchase). Study 3 provided insights into the underlying psychological mechanisms using the persuasion knowledge theory. Our findings indicate that framing messages such as “take no risk” can diminish advertising engagement and actual purchasing behavior, because of greater persuasion knowledge. Advertisers are advised to carefully evaluate the use of risk-reducing messages in their communication to avoid unintended negative impacts on both advertising engagement and actual purchase behavior. This study enriches the advertising literature by uncovering the backfiring effects of reassuring risk-reducing framing.

Mask Wearing Fosters Relaxation and Store Engagement in an Offline‐Retail Context

ABSTRACTWearing a mask or face covering can serve not only as a health defense measure or a requirement for certain activities and rituals, but can also influence consumer purchasing behavior. This research examines whether, how, and when mask wearing fosters store engagement (e.g., higher intention to try on, longer staying time, and higher repeat patronage intention). Building on social observation and social monitoring theory, we conducted five studies and found that mask wearing leads consumers to perceive they are being observed/evaluated less and therefore to feel more relaxed; this feeling in turn leads to greater store engagement, especially for those who are high in self‐monitoring. Studies 1–3 indicate that consumers who wear (vs. not wear) masks generate higher engagement across different shopping contexts, demonstrate the proposed mechanism through serial mediation while ruling out alternative explanations, and show that being observed/evaluated less has a unique effect beyond perceived invulnerability to viruses on feelings of relaxation. Study 4 demonstrates the moderating role of self‐monitoring, such that this effect diminishes when consumers are low in self‐monitoring. Finally, Study 5 generalizes the mask‐wearing effect using a different facial covering situation. Both theoretical and practical implications are discussed.

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.

The Broad Impact of Contemporary Digital Marketing Strategies on Consumer Behavior

This research aims to explore the extensive impact of contemporary digital marketing strategies on consumer behavior. By analyzing the successful case of Alibaba’s Double Eleven event, it details how multi-channel reach, personalized marketing, and ad content influence consumer behavior. The case analysis reveals that Alibaba effectively increased consumer participation and purchase behavior during the promotional period and the event day through widespread media promotion, diverse interactive activities, and precise personalized recommendations using digital technology. The results demonstrate the significant impact of digital marketing strategies on consumer behavior. However, this research is limited by the recent data used, indicating certain constraints. Challenges such as privacy concerns and data security still need to be addressed. Future research should further explore the varying effects of digital marketing strategies across different cultural backgrounds and emerging technologies.

Cognitive, Emotional and Behavioral Factors that Influence Consumer Behavior

Investing in understanding consumer behavior is one the approaches companies can reliably use to thrive in the highly competitive business environment. In a fiercely competitive business environment, understanding consumer behavior is essential for companies aiming to succeed. While traditional studies emphasize social, cultural, economic, personal, and psychological influences on consumer behavior, this study delves deeper into the cognitive, emotional, and behavioral factors that also play significant roles. Analyzing Apple’s iphone purchase behavior reveals that cognitive factors, such as rationalizing the purchase, are crucial in justifying the decision to buy. Emotional factors, including the feelings and motivations that drive consumers, are key in triggering the purchase. Behavioral factors, on the other hand, encompass how the product is consumed and how customers interact with it and with each other. Marketers should carefully examine each of these factors and utilize their insights strategically. Businesses should foster close collaboration between marketing and product development teams to ensure they not only communicate the brand’s promise effectively but also deliver on it consistently.