Purpose: This study examines the increasing awareness and behavioural factors influencing ethical and socially responsible investment (SRI) among Indian individual investors. It examines how institutional factors and personal values together shape the investment preferences in an emerging economy. Methodology: This study employs a descriptive and exploratory scoping review technique. A comprehensive review of literature from 2014 to 2024 was conducted to identify the main causes, mediators, and barriers to the adoption of SRI in India. Findings: The review reveals that moral standards and policy support, such as the SEBI BRSR, act as influencing initial drivers, but a huge gap in investor awareness makes it hard for these factors to lead to adoption. The result shows that awareness mediates the relationship between regulatory policies and behavioural intention, a relationship that is currently underutilized in the Indian market. Practical implications: This study suggests that regulators need to shift their focus from corporate transparency to retail-oriented “awareness connectivity”, such as simplified ESG ratings, to bridge the gap between policy regulation and adoption. Originality: The main contribution of this study is the creation of a novel conceptual framework that builds on the TRA (theory of reasoned actions). Unlike previous research, this model incorporates unique institutional factors (Sharia compliance, ESG standards) with psychological mediators, providing a localised, testable framework for forecasting retail investor behaviour in India.

Purpose: The purpose of this study is to explore whether higher educational institutes' e-learning programs on Facebook groups enhance Students' intention to use (IU) E-learning Programs or not by identifying influential determinants. By drawing on the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), Theory of Reasoned Action (TRA), and Student Engagement (SE) theory, this study assessed the role of SE in e-learners’ IU on Facebook perspectives. Methodology: This research applies quantitative research methodology using non-probability purposive sampling of a total of 211 higher secondary to post-graduate students in higher educational institutes, private and public universities in Bangladesh who are familiar and associated with e-learning programs of Facebook groups. Structural equation modeling (SEM) and mediation analysis as the data analysis method have been implemented by applying Co-Variance Structural Equation Modeling (CB-SEM). Findings: The result reveals that perceived ease of use (PEOU) and perceived usefulness (PU) from TAM, and social influence (SI) from the UTAUT model significantly affecting students' intention to use (IU) Facebook groups, with the strong effect of mediation of students' engagement (SE), except for the insignificant impact of hedonic motivation (HE). Practical Implications: Following the studies' implications and future recommendations, educators and e-learning providers should make Facebook groups more effective and enjoyable by integrating engagement with educational usage. Originality/Value: The originality of this study is in extending the four separate theories and models in enhancing students' future use of Facebook groups for e-learning programs, with the engagement level as a mediator in 'Meta.' Limitations: The present study employs a non-probability sampling method without the consideration of cross-cultural concerns and socio-demographic factors, focusing on other social media. Drawing on these issues, future academics should approach PLS-SEM, LISREL, and workable moderating variables.

The demand for halal products has been increasing and has gained intense interest within the global business community. This agenda has been supported by the government and related agencies in promoting halal business opportunities. Therefore, it is important to investigate the entrepreneurial motivation of entrepreneurs in Small and Medium Enterprises (SMEs) to become halal entrepreneurs or halalpreneurs. Hence, the Theory of Reasoned Action (TRA), Theory of Planned Behaviour (TPB) and Miniard and Cohen Model (MCM) were applied and empirically tested on the sample population to obtain the motivational factors of SMEs. Data were collected using structured questionnaires given to a total of 200 Muslim entrepreneurs in Malaysia. However, completed questionnaires were returned 81 in total, giving a return rate of 41 per cent. The sample size (N=81) is relatively small; however, it exceeds the commonly recommended thresholds of 10-15 observations per estimated independent variable. Based on this justification, this model is still able to provide interpretable insights into how each variable influences the outcome, although the small sample size may reduce the accuracy in coefficient estimates. Structural equation modelling techniques and Smart PLS were used to analyze the data. The results indicated that personal influence (P) and normative influence (N) significantly affected entrepreneurial intentions among SMEs. Meanwhile, attitude, subjective norms and perceived behavioural were found not significant to influence the SMEs motivation to become halalpreneurs. Future research should replicate the model using a larger sample size to enhance statistical power and to determine whether the non-significant results were due to sampling constraints in the present study.

Electronic word of mouth (eWOM) is a powerful form of online communication that strongly influences consumer purchasing behaviour. However, what remains less clear is the combined influence of situational factors versus personality traits when assessed simultaneously. The aim of this paper is to address this gap by developing an integrative conceptual model to assess the comparative relevance of situational factors and personality traits in driving eWOM generation in the Romanian accommodation sector. To implement the research scope, an empirical, quantitative, questionnaire-based investigation was pursued, data being collected from 291 tourists who had previous experience with online accommodation platforms such as booking.com, Airbnb, Trivago, etc. Based on the proposed conceptual model, data were analysed by means of structural equation modelling via SmartPLS 4.0. The research extends previous knowledge based on the Theory of Reasoned Action (TRA) and the Theory of Cognitive Dissonance (TCD), showing the combined multiple effects of situational factors and personality traits on consumers’ behaviour in generating eWOM in the accommodation sector. The results show that acquisition regret strongly drives eWOM generation intention, this regret being significantly increased by the unpleasantness, unacceptability, and importance of the consumer’s situation. Consumer expressivity predicts eWOM generation and is positively influenced by perceived social support, a relationship newly validated in the literature.

Given how much time people spend on social media, it has attracted a lot of attention. Retail businesses have been encouraged by this to alter their marketing plans and interact with customers on social media. Promoting new items and strengthening relationships with customers are two benefits of consumer interaction for retail businesses. Even while a number of research studies have examined consumer involvement, few have examined how consumers interact with retail businesses on social media. Therefore, the purpose of this study is to investigate how consumer involvement and intention to interact with retail firms on social media relate to each other. The Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) were utilized in this study to investigate these connections. A quantitative method and an online poll were used to gather data from 50 social media users in Lahore city. Software called the Statistical Package for Social Science (SPSS) has been used to analyze data in order to determine variables, demographic data, and the relationships between the variables. This study aids consumers and retailers in raising knowledge of social media user involvement. Perceived enjoyment, peer communication, and perceived usefulness toward intention to engage are all at an average level, according to the data.

The fast emergence of generative artificial intelligence (AI) in online marketplaces has prompted critical inquiries about consumer perceptions of AI-authored content. Online reviews function as a leading factor that influences buying decisions, although there is limited understanding of how review origin (whether composed by humans or AI) affects authenticity perceptions and willingness to purchase, especially in developing markets where e-commerce trust remains low. This research investigated the effect of AI-generated customer reviews on purchase intent and perceived authenticity among Nigerian e-commerce users. The research employed a survey experiment using a simulated product page from AliExpress, as well as 300 participants between 25 and 40 years old, to examine direct, mediating, and moderating effects through a PLS-SEM model. The findings indicate that AI-generated reviews are regarded as less genuine than human-written reviews (β = −1.418, p < .001). In addition, the study found perceived authenticity to be a significant predictor of purchase intent (β = +0.766, p < .001) while completely mediating the connection between review source and intent (indirect β = −1.086, p < .01). Unexpectedly, platform trust did not moderate this relationship. The research results enhance marketing theory by using the Theory of Reasoned Action (TRA) and the Elaboration Likelihood Model (ELM) in AI environments to demonstrate that authenticity serves as a crucial cognitive factor in digital persuasion. From a practical perspective, the research indicates the need for both local and global e-commerce platforms to maintain clear review disclosure to customers, while Nigerian regulatory authorities need to create disclosure standards for consumer protection. Nevertheless, this study confirms that authenticity continues to be a fundamental element of trust and purchasing behaviour, even within a marketplace driven by AI.

ABSTRACT This study aims to conduct a comprehensive bibliometric analysis of research on regenerative agriculture and sustainable consumption behavior. By investigating the existing literature on the subject, we seek to determine the key predictors of intention to buy regenerative agri‐food and identify the mediator in the relationship between drivers and intention to buy regenerative agri‐food. The study employs a bibliometric approach to analyze a large dataset of scholarly publications to identify research trends, most productive countries, and relevant sources. The keywords were extracted, citation networks were developed, and bibliographic coupling and keyword occurrence analysis were performed using the VOS viewer. Drawing on prominent theories such as value‐belief‐norm (VBN) theory, theory of planned behavior (TPB), trust theory, identity theory, and theory of reasoned action (TRA), a thorough review of literature helped to identify the most prominent predictors of sustainable consumption toward regenerative agri‐food. This study contributes to a deeper understanding of the factors driving sustainable consumption and provides valuable insights for policymakers, businesses, and consumers. By identifying key predictors, this study contributes to the development of effective strategies for promoting sustainable food consumption.

Digital transformation is playing an increasingly significant role in the development of tourism in emerging destinations, where Smart Tourism Technologies (STTs) serve as essential tools for enhancing visitor experiences and promoting sustainable management. This study investigates how STTs influence the formation of memorable tourist experiences, satisfaction with destinations, and intentions to revisit, considering both the moderating and direct effects of over-tourism awareness at sea destinations in Indonesia. A survey and evaluation were conducted on 385 visitors to Derawan, Maratua, and Kaniungan Islands using Partial Least Squares–Structural Equation Modelling (PLS-SEM). The findings indicate that both exploitative and explorative types of STT use significantly improve memorable experiences, which subsequently increase satisfaction with the destination. Destination satisfaction is identified as the most significant predictor of the intention to return, whereas awareness of over-tourism affects revisit intention directly but does not moderate the relationship between satisfaction and loyalty. These results highlight a sustainability contradiction where travelers are eager to explore destinations despite being aware of over-tourism issues. The study enhances theory by broadening the Theory of Planned Behaviour (TPB) and the Theory of Reasoned Action (TRA) to include digital and sustainability aspects. It provides strategic advice for destination managers and policymakers to utilize immersive STTs not only to sustainably improve the tourist experience but also to incorporate sustainability awareness into digital platforms.

Purpose By integrating Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) to relate the constructs used, this study aims to identify the predictors that drive the intention of millennial and Z generation to recommend Fintech among their generation and to find how the effect of the predictors is triggered. Design/methodology/approach The data processed with SPSS and Amos program is taken using the questionnaire sent to respondents in the form of Google link. The respondents of this survey study are 421 millennial and Z generation using Fintech on their mobile devices for transaction(s) in five major cities in Indonesia and taken using nonprobability, snowball and purposive sampling method. Findings Fintech attractiveness and flexibility, respectively, drives the intention of the millennial and Z generation to recommend Fintech to prospective users among their generation. Meanwhile, the empowerment of millennial and Z generation does not only do so but also triggers Fintech attractiveness and flexibility effect respectively on their intention to recommend Fintech to prospective users among their generation. In addition, Fintech attractiveness and flexibility, respectively, is the predictor of the empowerment of millennial and Z generation. Originality/value This study can integrate TAM with TRA through all constructs used to improve Fintech users among millennial and Z generation and to minimize the number of Indonesian adults who lack access to financial services.

This study empirically examines the impact of artificial intelligence (AI) service competency on digital economic activities, digital social participation, and daily life satisfaction. It also investigates the mediating role of e-commerce utilization in these relationships. The ultimate aim is to provide practical implications for enhancing citizens’ quality of life and promote their active participation in the digital society. This study employed data from 7001 respondents drawn from the 2023 Digital Information Gap Survey. The analysis was conducted using SPSS 29.0 and structural equation modeling (SEM) to examine the structural relationships between variables. The results revealed that perceived usefulness of AI technology had a significant positive effect on digital economic activities, while digital information competency positively influenced both digital economic activities and daily life satisfaction. In contrast, attitude toward AI technology did not have a significant effect on digital economic activities and even showed a negative association with digital social participation. Furthermore, digital information competency demonstrated a significant indirect effect on the overall digital outcomes through the mediating role of the level of e-commerce utilization. This study applies an integrated theoretical framework combining the Theory of Reasoned Action (TRA) and the Unified Theory of Acceptance and Use of Technology (UTAUT). It goes beyond theoretical interpretation by delivering practical implications that offer academic and policy value, particularly for developing policy strategies such as reducing the digital divide.

Artificial intelligence has increasingly received attention and wide acceptance among university students throughout the world. For Muslims, their behavioural intention in using artificial intelligence ethically is expected to be guided by Islamic teachings. Yet, little is known about the use of artificial intelligence among Muslim students of higher educational institutions. The present study explores how Muslim university students’ perception about Islam, attitude, and subjective norms influence their behavioural intention towards using artificial intelligence in the context of Malaysia. This work extends the understanding of the influence of Islam on Theory of Reasoned Action (TRA) to better explicate one’s behavioural intention in using artificial intelligence. A total of 406 university students in Klang Valley, Malaysia participated in a cross-sectional survey conducted over a three-month period. Perception about Islam, attitude towards using artificial intelligence, and subjective norms were used as the independent variables, while behavioural intention to use artificial intelligence served as the dependent variable. Findings indicate a positive and significant relationship between each independent variable and behavioural intention to use artificial intelligence. Attitude towards AI emerged as the strongest predictor of intention to use AI, while perception on Islam becomes the weakest predictor. This study enhances theoretical insights into technology adoption from the perspectives of TRA and Islamic principles, while also providing practical guidance for developing ethically grounded AI practices within Muslim-majority educational contexts.

This study sought to investigate the contribution of driver fatigue to the rate of road accidents in Zimbabwe. The attribution of human error to 90% of fatal road accidents motivated the researchers to seek to establish the relationship between driver fatigue and the chances of it contributing to high rate of fatal road accidents which are a major disruption of the supply chain. The Theory of Planned Behaviour (TPB) was used as the anchorage theory for the study while the Theory of Reasoned Action (TRA) was the supporting theory. A Critical Realism philosophy was adopted supported by a cross-sectional design and quantitative approach. A sample of 162 participants was drawn out of a target population of 250 using random sampling from which a response rate of 63% was achieved. Data collection was done using a structured questionnaire; whilst data analysis was done using the Statistical Package for Social Sciences (SPSS) Version 22. The major finding from the study was that driver fatigue significantly contributes to the chances of drivers being involved in fatal road accidents. However, in Zimbabwe this area has been to a greater extent ignored in previous research with more attention having been directed to human error which constitutes 97% of causes of road accidents. The conclusion drawn from thus study is that while Zimbabwe’s statistics give little attention to fatigue, it might be the underlying factor of human error as reflected by meta-data from international studies. This paper contributes new insights into the need for further rigorous studies in Zimbabwe on the actual contribution of driver fatigue to fatal road accidents making use of modern technologies such as artificial intelligence (AI) and new driving technologies.

ABSTRACT This study investigates how AI‐driven content personalization in influencer marketing shapes consumer purchase intentions, focusing on perceived authenticity as a mediator and AI transparency and influencer well‐being as moderators. Grounded in the Theory of Reasoned Action (TRA), we argue that personalization enhances behavioral intentions primarily when followers perceive the endorsement as genuine, and this judgment is conditioned by disclosure about the algorithm's involvement and the influencer's apparent emotional state. Using a two‐study design, we test a moderated‐mediation model. Study 1, a 2 × 2 experiment ( n = 280), varied AI transparency and influencer well‐being and shows that perceived authenticity carries the effect of personalization to intentions. Study 2, a recall‐based survey ( n = 370), corroborates these relationships in naturalistic settings while accounting for respondents' familiarity with AI. Results from both studies confirm that perceived authenticity significantly mediates the relationship between personalization and purchase intentions. The indirect effect is strengthened when AI transparency is high and when influencer well‐being is low, suggesting that consumers interpret transparency and emotional cues as signals of sincerity. These findings extend TRA to digital content environments by demonstrating that personalization alone is insufficient to generate persuasive outcomes without the support of credibility‐enhancing cues.

The study explores the factors influencing the willingness to try (WTT) novel alternative prote in (NAP) products among consumers aged 18–25 in Hanoi, Vietnam. Anchored in the Theory of Reasoned Action (TRA), the research examines the roles of health concerns, environmental and sustainability concerns (ESC), price, novelty, and subjective norms in shaping attitudes and WTT toward NAP products. Data were collected through a structured questionnaire, with 288 valid responses, and eight hypotheses were confirmed using Structural Equation Modeling (SEM). The findings confirm that health concerns, ESC, novelty, and subjective norms positively influence attitudes toward NAP products. In contrast, price negatively affects attitudes and WTT. Subjective norms and positive attitudes significantly enhance the WTT toward NAP products. Notably, health concerns emerged as the most influential factor affecting attitudes, while subjective norms were the strongest predictor of WTT. These results underscore the importance of addressing health benefits, environmental sustainability, and social influences while mitigating price barriers to promote the adoption of NAP products in Vietnam. The insights provided by this study can support food companies in this field to develop new products and policymakers in developing strategies to enhance consumer acceptance and drive the transition toward sustainable dietary practices.

ABSTRACT This study investigates how pro-social, self-interest, and normative motives shape restaurant customers’ behavioral intentions toward lab-grown meat by integrating the norm activation theory (NAT) and the theory of reasoned action (TRA). While prior research has explored behavioral intentions for novel meat products, lab-grown meat remains underexamined. A mixed-methods design was employed, combining qualitative interviews and quantitative survey data. Exploratory and confirmatory factor analyses confirmed four key constructs: social benefits, social risks, personal benefits, and personal risks. Structural equation modeling (SEM) revealed that social benefits enhance problem awareness and ascribed responsibility, while personal benefits strengthen attitudes and personal risks weaken them. Complementing this, fuzzy-set qualitative comparative analysis (fsQCA) demonstrated how these motives interact to drive consumption and word-of-mouth intentions. By integrating NAT and TRA, this study offers a novel theoretical lens and provides actionable insights for policymakers and marketers to address consumer concerns and encourage lab-grown meat adoption.

Assessment plays a pivotal role in instructional design, significantly influencing students' language acquisition. Effective assessment can help students identify their strengths and weaknesses. In modern education, technology's integration into pedagogy is imperative. When combined with assessment strategies, technology becomes an invaluable asset, fostering personalized and adaptive learning experiences. Recognizing its potential within assessment frameworks is essential for optimizing educational outcomes. This research article aims to examine the role of tools and technology in the assessment of English as a Second Language and their impact on higher education. The objectives of the study are to identify the role of technology in language classrooms, familiarize the students with the systematic usage of digital tools through blended classroom techniques, and enhance digital assessment methods. Assessment theories and Technology Integration Models like Theory of Task Technology-Fit (TTF), Theory of Reasoned Action (TRA), Diffusion of Innovation Theory (DOI), Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTATUT), and Technical, Pedagogical, and Content Knowledge (TPACK) were used as the major framework to investigate. Further, qualitative and quantitative research was undertaken and an effective assessment method through tools and technologies is suggested. Limitations and impacts are also studied.

The global surge in health awareness and the widespread adoption of fitness applications (apps) on smartphones have reshaped how individuals approach health and leisure activities. This study employs a modified model of the Theory of Reasoned Action (TRA) by introducing three variables—credibility, reciprocity, and entertainment value—to examine the impact of fitness apps on users’ sharing attitudes, community identification, and sharing intentions. A two-part analytical process, involving a measurement model and structural equation modeling analysis, was used to assess the instrument and test the hypotheses, based on 408 valid questionnaires from fitness participants with over 1 year of experience. The findings showed that the three variables significantly influenced sharing attitudes and community identification, while sharing attitudes and subjective norms positively affected sharing intentions. These results provide a strategic reference for sports app developers in managing social networking features.

IntroductionPatient safety culture plays a crucial role in reducing clinical errors. By improving healthcare professionals’ and patients’ understanding of human fallibility and error attribution, patient care can be enhanced, fostering greater engagement from both groups. A Just Culture approach, which balances accountability and learning from errors, is a key factor in fostering this safety culture. The DECIDE Project aims to: (1) examine the conceptualisation of human fallibility within and beyond healthcare, (2) identify barriers and facilitators to Just Culture adoption, (3) assess the impact of psychoeducational interventions on professionals’ and social leaders’ attitudes toward clinical errors and (4) develop a roadmap for Just Culture implementation in healthcare.Methods and analysisA 36-month mixed-methods study including qualitative research, a survey of 1255 healthcare professionals, an experimental study with 180 participants (60 per arm) testing interventions based on cognitive dissonance and reasoned action theories and a consensus conference to develop a Just Culture roadmap. Participants include professionals from hospitals, primary care, long-term care, nursing homes and social leaders in Spain. The qualitative data collected during stages 1 and 4 will be analysed using MAXQDA software. In identifying factors related to the implementation of Just Culture during stage 2, ANOVA, t-tests and multiple linear regression will be conducted. To examine the effects of the interventions in phase 3, a linear mixed-effects model for repeated measures will be employed.Ethics and disseminationThis study has received ethical approval from three institutional review boards. Findings will be disseminated through peer-reviewed publications, conference presentations and policy recommendations aimed at integrating Just Culture into national and international patient safety strategies. By promoting a constructive approach to errors, the project could enhance incident reporting, strengthen professional engagement in safety policies and foster a culture of learning and accountability. Its findings will guide policy recommendations for integrating Just Culture into national and international patient safety strategies, with potential applications beyond Spain.ClinicalTrials.gov identifierNCT06835517.

This article examines key factors influencing online purchase intentions in line with the theory of reasoned action (TRA), comparing their strength and nature over a decade. A two-wave study (2012 and 2023) on representative samples of Polish e-consumers (N=148 and N=637) employed survey research and a path analysis to investigate the relationships between attitude, subjective norm, satisfaction, shopping experience, and purchase intention. Findings confirm the enduring influence of attitude on intention, while the role of satisfaction weakened, and the importance of shopping experience increased. The subjective norm significantly shaped attitude and satisfaction but had only a weak direct effect on intention. The study’s main contribution lies in its longitudinal, methodologically consistent design, enabling robust comparisons over time. The results enhance understanding of the evolving dynamics of digital consumer behavior and inform marketing strategies by highlighting the need to focus on enhancing shopping experience and managing social influence rather than relying solely on transaction satisfaction.

This study examines the adoption of artificial intelligence (AI) in public relations within the UAE’s government communication sector, using the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) as complementary frameworks. Semi-structured interviews with communication professionals reveal that AI tools, such as sentiment analysis, predictive analytics, and chatbots, enhance strategic planning, stakeholder engagement, and operational efficiency. Adoption is shaped by perceived usefulness and ease of use (TAM), as well as subjective norms and perceived behavioral control (TRA). Multi-level leadership, from top-down policy support to mid-level implementation, is critical. However, concerns persist around data privacy, algorithmic bias, and limited regulatory oversight. The study highlights the need for ethical governance, capacity-building, and cross-sector collaboration. By situating these findings within the UAE’s socio-political context, the research contributes to broader debates on ethical and effective AI integration in public relations and affirms the analytical value of TRA and TAM.