Shaping Consumer Research Articles

Willingness to Boycott Russian Goods in China: How Political Ideology Shapes Consumer Preferences in an Authoritarian Context

ABSTRACT Who is likely to engage in Anti-Russian boycotts in China? While existing literature focuses on ethnocentrism and nationalism as drivers of political consumerism, this article explores political boycotts that contradict the dominant discourse of the Chinese Communist Party. Drawing on original survey data, the article uses two ideological dimensions—social authoritarianism and attitudes to economic organisation – to delineate three distinct ideological leanings in China: liberalism, the New Left and neo-authoritarianism. The article demonstrates that liberals are more likely than others to support the boycott of Russian products. Additionally, all three groups are more willing to boycott Russian goods if they hold egalitarian attitudes. The findings shed light on the causes of anti-Russian sentiment in China and its likely implications for the Russian economy.

The Influence of Foundational Bases of Internet-Only Banks on Consumer Attitudes and Usage Intentions: Focused on the Moderating Effect of Involvement, Usage Purpose, and Construal Level

This study investigates how the foundational bases of internet-only banks shape consumer attitudes and intentions to use these services. Specifically, it examines how consumer attitudes and usage intentions toward internet-only banks are moderated by factors such as involvement, purpose of use, and construal level. This research contrasts consumer attitudes based on the foundational bases of internet-only banks (ICT-driven vs. bank-driven) and analyzes whether involvement (high vs. low) and usage purpose (deposit vs. loan) have moderating effects on these attitudes. Furthermore, it explores whether construal level (low vs. high) moderates usage intentions depending on the bank’s foundational base (ICT-driven vs. bank-driven). For empirical analysis, two types of surveys representing ICT-driven and bank-driven internet-only banks were administered to a sample of 360 participants, including university students, graduate students, and the general public in Daegu and Gyeongbuk. Key Findings: 1) Consumer attitudes were significantly more favorable toward ICT-driven internet-only banks compared to bank-driven counterparts. 2) High involvement correlated with more positive attitudes toward ICT-driven internet-only banks, whereas low involvement correlated with more favorable attitudes toward bank-driven banks. 3) For usage purpose, consumers with a loan-oriented purpose demonstrated a stronger positive attitude toward ICT-driven internet-only banks, while, counter to the hypothesis, deposit-oriented consumers also showed a preference for ICT-driven banks. 4) Regarding construal level, lower construal levels were associated with stronger usage intentions for ICT-driven internet-only banks. Unexpectedly, high construal levels also displayed elevated usage intentions for ICT-driven models. In conclusion, initial consumer responses to internet-only banks, which incorporate ICT as an enabling technology within essential financial services, appear to prioritize convenience and procedural efficiency. This study thus offers theoretical insights suggesting that both internet-only and traditional banks should address these consumer demands by enhancing service speed and simplicity.

Unveiling the Impact of Emotional Regulation on Academic Procrastination

This study examines how consumer perceptions of the Skintific brand, product quality, and pricing influence product selections among 110 FBHIS students at Muhammadiyah University of Sidoarjo. Using online questionnaires and quantitative analysis methods, including validity and reliability tests, multiple linear regression, and t-tests, the research reveals significant relationships between brand image, product quality, pricing, and consumer purchasing decisions. The findings emphasize the importance of these factors in shaping consumer behavior, particularly among university students, and offer insights for skincare companies targeting this demographic to enhance brand image, maintain product quality, and offer competitive pricing strategies. Highlight: Quantitative Analysis: Validity, reliability tests, regression for consumer behavior research. University Sample: Investigated FBHIS students' purchasing choices at Sidoarjo University. Strong Associations: Brand image, product quality, pricing linked to consumer decisions. Keywoard: Consumer perceptions, Skintific brand, Product quality, Pricing, Decisions

Drivers of brand love for organic wine brands: moderating role of ethnocentrism

PurposeThe consumption of organic wine has witnessed exponential growth, mainly because of changing lifestyles, rising disposable income, modernity aspects and claimed health benefits. Understanding the motivations and attributes affecting organic wine consumption (OWC) provides a limited perspective on consumption and behavioral patterns.Design/methodology/approachThis study used a set of screening criteria to arrive at the final choice of fine-dining restaurants and bars that serve wine in their outlets. Based on the selected locations, we gathered responses from 558 consumers aged 18 years and above with prior experience of buying organic and non-organic wine. The hypothesized model was validated using covariance-based structural equation modeling (CB-SEM). From the perspective of organic wine consumption, the research findings exhibit significant links between the drivers.FindingsThe findings underscore the moderating impact of ethnocentrism toward shaping consumers’ attitudes and brand love. Additionally, gender and consumption frequency indicated significant variations among consumers of organic wine. Female consumers strongly believe that consumption of organic wine provides health benefits, societal acceptance and moments of joy. Additionally, men usually associate wine consumption with enhanced their affective, convivial and sensory pleasure.Originality/valueThis study examines the drivers and marketing outcomes of organic wine consumption using Behavioral Reasoning Theory (BRT) and the Theory of Hedonic Asymmetry (THA).

Digital Social Media Influencers’ Impact on Beauty and Personal Care Purchases in South Africa

The South African beauty and personal care industry has been significantly impacted by digital technologies, with social media influencers (SMIs) playing a pivotal role in shaping consumer behaviour. Despite the significant role of SMIs, there is a notable research gap in optimising their influence to boost customer engagement and drive sales. This study addresses this gap by introducing a comprehensive digital framework integrating artificial intelligence (AI) and digitalisation to enhance influencer marketing (IM) strategies in South Africa’s beauty and personal care industry. The primary objective is to present a novel approach that digitally overlays traditional SMI marketing processes, enhancing engagement and effectiveness. A mixed-method approach was employed, integrating quantitative data from web scraping and sentiment analysis (SA) of Instagram posts with qualitative insights from the existing literature. This approach facilitated data-driven decision-making and optimised IM efficacy through technology-driven feedback analysis. The empirical findings confirmed that incorporating AI into influencer marketing (IM) campaigns significantly improves data collection and sentiment analysis, enhancing consumer engagement and purchase intent. This study underscores the transformative impact of digitalisation on marketing practices and the potential of digital tools to optimise SMI strategies in the beauty and personal care sector. This research also provides a valuable framework for marketers aiming to enhance IM campaigns, emphasising the strategic advantage of an automated response workflow based on feedback analysis. This study contributes to developing more impactful digital marketing strategies, maximising the effect of SMIs, and ensuring market competitiveness.

The Impact of Marketing Mix on Generation Z's Mobile Phone Case Purchasing Decisions in Chiang Mai, Thailand

Background and Aim: The proliferation of smartphones, particularly among Generation Z, has propelled the mobile phone case market into a period of remarkable growth. This research investigates the factors influencing the purchasing decisions of Generation Z students in Chiang Mai province, Thailand, regarding mobile phone cases. Materials and Methods: A quantitative research methodology was employed, utilizing a questionnaire administered to 385 Bachelor's degree students across various universities in Chiang Mai province. The data analysis encompassed descriptive statistics, correlation analysis, and multiple regression analysis to rigorously test hypotheses related to the impact of the marketing mix (product, price, place, and promotion) on purchasing decisions. Results: The research unequivocally establishes that all elements of the marketing mix significantly influence purchasing decisions among Generation Z students. Price is the most salient factor, followed by place, product, and promotion. Regression analysis confirms this influence (p < 0.05) with price (b = 0.251) exerting the strongest effect. The model accounts for 40.5% of the variance in purchasing decisions (R² = 0.405, Adjusted R² = 0.398, F = 64.561, p < 0.001), suggesting other factors also contribute to consumer behavior. These findings underscore the need for a comprehensive marketing strategy targeting Generation Z consumers, optimizing each element of the marketing mix. Conclusion: This study confirms the pivotal role of the marketing mix in shaping consumer behavior within the mobile phone case market. The results highlight the need for businesses to adopt a holistic marketing strategy that considers the relative importance of each element, with a particular emphasis on price and distribution channels. These insights can inform targeted marketing efforts and product development initiatives to effectively cater to the preferences of Generation Z consumers.

The Impact of E-Commerce Leader's Marketing Attributes on Consumer Perception in China

With the rapid development of China's e-commerce market, e-commerce leaders are playing an increasingly crucial role in a highly competitive environment. Marketing attributes, such as brand influence, customer service quality, and marketing strategies, have become key factors in shaping consumer perception. This paper aims to explore how these marketing attributes affect consumer cognition and behavior in China. By analyzing existing literature and market data, this study presents a conceptual framework that highlights how brand influence affects purchasing decisions by enhancing consumer trust; how customer service improves brand image through increased consumer satisfaction and loyalty; and how effective marketing strategies alter consumer purchase intentions through personalized recommendations and promotional activities. The paper also examines the unique characteristics of the Chinese market, such as cultural differences and market environment, and provides practical recommendations for e-commerce leaders. Finally, the paper suggests directions for future empirical research to further validate these conceptual assumptions.

Analyzing the Influence of Social Media Marketing Strategies on Consumer Purchase Intentions Mediated by Trust

This study investigates the influence of social media marketing strategies on consumer purchase intentions, emphasizing the mediating role of consumer trust. With the increasing reliance on social media platforms for brand engagement, understanding how marketing efforts shape consumer views has become essential. A quantitative approach was employed, utilizing a survey of 100 social media users to gather data on their experiences with various marketing strategies, levels of trust, and purchase intentions of brands. The analysis revealed that social media marketing strategies have a direct effect on consumer purchase intentions (β = 0.21) but significantly amplify their impact through trust (indirect effect β = 0.34). The results indicate that higher levels of trust in brands enhance positive consumer purchase intentions, corroborating existing literature that highlights the importance of trust in marketing effectiveness. The study recommends that brands prioritize trust-building initiatives, including transparent communication and authentic engagement, to improve consumer purchase intentions. As social media continues to evolve, the findings suggest that fostering trust will be increasingly crucial for brands aiming to connect with discerning consumers. Future research should explore the impact of emerging technologies on consumer trust within social media marketing contexts.

Fear more or fear no more: examining the emotional and behavioral consequences of FOMO and JOMO

PurposeFear of Missing Out (FOMO) is characterized by anxiety over potentially missed experiences, while Joy of Missing Out (JOMO) embraces contentment in opting out of social engagements. Drawing on cognitive appraisal theory, this study aims to investigate how FOMO and JOMO appeals influence pride, gratitude and purchase intention while considering the impacts of age and social comparison orientation.Design/methodology/approachThree experiments examined the impact of FOMO (Study 1), JOMO (Study 2), and comparison between FOMO and JOMO (Study 3) on pride, gratitude and purchase intention. Moderated-moderated mediation models were also tested to assess the roles of age and social comparison orientation (SCO).FindingsFOMO appeals tend to boost feelings of pride, while JOMO appeals promote gratitude, both of which result in a higher likelihood of making a purchase. The effect of FOMO appeal on purchase intention via pride is stronger among younger consumers with high SCO. In contrast, the impact of JOMO appeal on purchase intention via gratitude is higher among older consumers with low SCO.Practical implicationsUnderstanding the nuances of different advertising appeals and their effect on consumer emotions (e.g. pride and gratitude) and purchase intention can inform marketers and advertising agencies in crafting more targeted and effective advertising campaigns that resonate with diverse consumer segments.Originality/valueThis study adds to the consumer emotion literature and generational research by emphasizing the role of emotions and age in shaping consumer responses to advertisements.

The Effect of Price Transparency on Young Travellers’ Choices: An Experimental Study of Resort Packages

Product bundling has gained significant traction in the hospitality industry, with an increasing number of businesses offering all-inclusive resort packages to attract consumers. With the increase in online travel purchases, both academics and industry professionals are increasingly interested in understanding the factors influencing consumer travel package choices. This study employs a 2 x 5 mixed-design experiment where participants evaluated both an all-inclusive and a non-inclusive resort, with variations in price presentation. Pricing was presented either transparently or non-transparently, and package savings were displayed in multiple formats. The results reveal a strong consumer preference for all-inclusive resort packages, regardless of the perceived value. Moreover, how pricing information is presented plays a crucial role in shaping consumer purchase decisions. These findings highlight the importance of price presentation strategies in the marketing of travel packages and offer valuable insights for both marketers and practitioners in the hospitality sector.

The Influence of Behavioral and ESG Drivers on Consumer Intentions for Online Fashion Renting: A Pathway Toward Sustainable Consumption in China’s Fashion Industry

As the fashion industry faces increasing scrutiny over its environmental impact, collaborative consumption models such as online fashion renting offer potential solutions for fostering sustainability. This study examines the role of environmental, social, and governance (ESG) factors alongside behavioral drivers in shaping consumer intentions toward online fashion renting in China, a model of collaborative consumption that contributes to sustainability by reducing new product demand and promoting the reuse of fashion items. The data was gathered from 403 Chinese customers using a standardized questionnaire. Structural equation modeling (SEM) was used to examine the given study hypotheses. The current study empirically demonstrates that customers’ attitudes, past sustainable behavior, and subjective norms are significant indicators of consumers’ intentions toward online fashion renting. The results further indicate that relative advantage, compatibility, perceived ownership, psychological risk, green self-identity, and experience value are the key drivers of consumers’ attitudes toward online fashion renting. Additionally, the ESG factors were found to have a significant positive impact on consumer attitudes toward online fashion renting, underscoring their importance in driving sustainable consumption patterns. By integrating behavioral and ESG perspectives, the study contributes to the growing discourse on how sustainable consumption patterns can be encouraged within the fashion industry, offering theoretical and managerial implications for fostering sustainable behavior. Directions for future research are also suggested.

The Nexus of Influencers and Purchase Intention: Does Consumer Brand Co-Creation Behavior Matter?

The advancement of social media has led to the rise of influencers who are powerful in shaping consumer purchasing behavior. While influencer attributes play a role in shaping consumer behavior, little attention has been paid to the interplay of the attributes of social presence, influencer congruence with the endorsed brand, and purchasing intention. Thus, the current study investigates the effect of social presence and influencer congruence on purchase intention through consumer brand co-creation behavior. A survey approach was used to collect data from consumers who actively interact with at least one social media influencer in Tanzania. Using a sample size of 422, PLS-SEM was applied to test the hypotheses. The results showed that social presence and congruence affected consumer brand co-creation behavior, which subsequently affected purchase intention. Unlike influencer congruence, the social presence of the influencer did not directly affect purchase intention. Furthermore, the study holds that stimulating consumer brand co-creation behavior catalyzes the effects of social presence and influencer congruence on purchase intention. Therefore, in designing an influencer marketing campaign, selecting an influencer with social presence and congruence attribute is pivotal for the effectiveness of the influencer marketing strategy. Marketers should be relational rather than transaction-focused when designing and implementing the influencer marketing strategy.

Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry

This study investigates the interplay between Corporate Social Responsibility (CSR) engagement and pricing strategies in shaping consumer purchase intentions in the fast fashion industry. Using a scenario-based experimental design with 267 participants, this research explores how different levels of CSR and two distinct price points influence purchasing behavior. Additionally, the moderating effects of individual differences, such as consumer wealth, motivations for sustainable behavior, and income, are examined. The findings indicate that higher levels of CSR engagement significantly enhance purchase intentions, particularly when combined with higher price points, perhaps due to consumer perceptions of CSR programs associated with more expensive brands as more authentic. However, price remains a critical factor for lower-income consumers, revealing an “ethical consumption gap” where affordability outweighs ethical concerns. Extrinsic motivations, such as social pressure, strongly influence wealthier consumers’ decisions, while intrinsic motivations show a more complex relationship with purchasing behavior. The findings provide practical insights for fast fashion brands, suggesting that aligning CSR with competitive pricing and authentic messaging is crucial for appealing to both price-sensitive and ethically conscious consumers.

FaceReader Insights into the Emotional Response of Douro Wines

Understanding consumers’ emotional responses to wine is essential for improving marketing strategies and product development. Emotions play a pivotal role in shaping consumer preferences. This study investigates the emotional reactions elicited by different types of Douro wines (white, red, and Port) through facial expression analysis using FaceReader software, version 9.0 (Noldus Information Technology, Wageningen, The Netherlands). A total of 80 participants tasted six wine samples, and their facial expressions were recorded and analyzed. FaceReader quantified the intensity of emotions such as happiness, sadness, anger, surprise, fear, and disgust. Arousal levels were also assessed. The results were analyzed through principal component analysis (PCA) to identify patterns and groupings based on emotional responses. White wines evoked more sadness due to their acidity, while red wines were associated with lower levels of sadness and greater comfort. Port wines elicited surprise, probably due to their sweet and fortified nature. Additionally, female participants showed consistently higher arousal levels than males across all wine types. The study highlights distinct emotional profiles for each type of wine and suggests that demographic factors, such as gender, influence emotional responses. These insights can inform targeted marketing and enhance the consumer experience through better alignment of wine characteristics with emotional engagement.

Perilaku Konsumen Pembelian Produk Tabir Surya Pendekatan Theory of Planned Behavior

Indonesia has become one of the countries with significantly high sales in the beauty product industry, particularly sunscreen products. Various brands strive to attract consumer attention by offering different innovations and benefits. Consequently, companies need to find ways to increase awareness and consumer loyalty towards sunscreen products by understanding factors such as attitude, subjective norms, and perceived behavioral control. This research was conducted with the main objective of understanding consumer purchasing behavior of sunscreen products through the TPB approach. Additionally, this study was conducted to provide theoretical benefits by enhancing insights and knowledge related to consumer behavior, especially in terms of consumer decision-making and consumer loyalty based on the TPB approach. The sampling method used was non-probability sampling, specifically purposive sampling. Data analysis was conducted using the Structural Equation Modeling (PLS-SEM) method with a sample size of 199 respondents. The results of this study prove that attitude, subjective norm, and perceived behavioral control have a positive impact on consumer decisions directly or indirectly through consumer loyalty. Moreover, consumer decision-making positively influences consumer loyalty. This research contributes to companies in designing marketing strategies to shape consumer decision-making and consumer loyalty towards sunscreen products. Keywords: Theory of Planned Behavior, Attitude, Subjective Norm, Perceived Behavioral Control, Consumer Decisions, Consumer Loyalty.

“I” Value the Future, but “We” Value the Past: The Impact of Self‐Construal on Nostalgia Versus Forestalgia Narrative Ads

ABSTRACTMarketers often use narrative ads as a powerful tool to shape consumer attitudes. These ads deliver key messages through storytelling, but what makes a story effective in the eyes of the consumer remains largely unexplored. Using a Facebook field study and a series of four experimental studies, we examined the interaction between the narrative's temporal type (nostalgia vs. forestalgia) and the characters' self‐construal (interdependent vs. independent) on consumer attitudes. Drawing on regulatory focus theory and regulatory fit theory, we found that consumers prefer forestalgia (vs. nostalgia) narrative ads when paired with an independent (vs. interdependent) character. In addition, this effect was mediated by narrative transportation, which enhanced consumers' attitudes toward the ad. These findings advance our understanding of effective narrative advertising and offer practical insights for marketers by highlighting the importance of aligning the narrative temporal type with the character's self‐construal to create more impactful ads.

The Impact of Social Media Influence and Online Shopping Habits on Consumer Behavior and Social Identity in the Digital Economy in Indonesia

This study examines the impact of social media influence and online shopping habits on consumer behavior and social identity in the context of Indonesia’s digital economy. Using a quantitative approach, data were collected from 280 respondents through a Likert-scale questionnaire, and Structural Equation Modeling with Partial Least Squares (SEM-PLS) was employed to analyze the relationships. The results reveal that both social media influence and online shopping habits significantly affect consumer behavior and social identity. Additionally, consumer behavior and social identity were found to contribute strongly to the growth of the digital economy. The findings highlight the pivotal role of digital platforms in shaping consumer actions and identities, driving Indonesia’s digital economy. The study provides practical insights for businesses to leverage social media and e-commerce in influencing consumer behavior and for policymakers to foster a supportive digital infrastructure.

Consumer Perceptions and Attitudes Towards Sustainability: The Role of Influencers in Shaping Eco-conscious Behavior

This study investigates the impact of social media influencers on consumer perceptions and attitudes toward sustainability. As environmental awareness increases, brands are increasingly leveraging influencer marketing to promote sustainable practices. Employing a mixed-methods approach, the research utilizes descriptive statistics, reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), regression analysis, chi-square tests, and correlation analysis to evaluate how different dimensions of influencer marketing influence consumer behavior regarding sustainability. The exploratory factor analysis identified five key dimensions: Influencer Credibility, Engagement Level, Message Clarity, Perceived Authenticity, and Personal Connection, each significantly contributing to shaping consumer attitudes toward sustainable behaviors. The findings reveal that influencer credibility and engagement are critical drivers, while clarity of messaging and perceived authenticity enhance the effectiveness of sustainability communications. Additionally, fostering personal connections between influencers and their audiences is crucial for motivating sustainable behaviors. This research provides valuable insights for brands aiming to utilize influencer marketing strategies effectively to promote sustainability. As consumer expectations evolve, the findings highlight the necessity for authentic and relatable communications in influencer marketing. Future research should explore the dynamic role of influencers in shaping sustainability perceptions and behaviors in an increasingly eco-conscious consumer landscape.

Consumer Perception of Health and Wellness Products

This study aims to understand consumer perceptions of health and wellness products amidst growing public awareness of the importance of a healthy lifestyle. Using a qualitative approach, this research explores factors that influence consumer perceptions, such as trust, personal experience, preferences, and social influence. Data collection methods include in-depth interviews and focus group discussions (FGDs) with 20 respondents from diverse backgrounds in age, gender, and physical activity levels. A purposive sampling technique was used to ensure a relevant variety of views on health and wellness products. The collected data was analyzed using thematic analysis, producing key themes such as trust in product safety and effectiveness, preferences for natural over chemically-based products, and the influence of community and social media in shaping perceptions. The study's findings indicate that consumer perceptions of health products are significantly influenced by personal experiences and information obtained from social environments and media. Trust in the brand and the transparency of manufacturers in providing information also play an important role in shaping consumer decisions. Additionally, it was found that consumers tend to prefer products considered natural and that offer clear health claims. This research provides insights for producers in designing marketing strategies that can enhance consumer trust through transparent education and strengthen brand reputation.

Examining influencer marketing: the roles of para-social relationships, unpaid collaborations, and trustworthiness in shaping consumer buying behavior

Examining influencer marketing: the roles of para-social relationships, unpaid collaborations, and trustworthiness in shaping consumer buying behavior