Understanding consumer behaviour is crucial for companies operating in the food products market, which has undergone numerous changes in recent years. Consumer typology plays a vital role in the development of effective marketing strategies and in catering to diverse consumer needs. The article...

This paper addresses a research gap by examining how two groups of individuals with different personality traits (more entrepreneurial personalities versus less entrepreneurial personalities) react to changes in entrepreneurial intention after attending an entrepreneurship course. A key aspect...

This study examines both technological and human perspectives on social commerce platform adoption. It analyzes user interactions, social networks, and peer recommendations to investigate the influence of social factors on adoption decisions. Furthermore, it examines how artificial intelligence...

Virtual Reality (VR) holds immense potential to revolutionize the tourism industry by transforming how destinations are marketed and experienced. Research consistently emphasizes VR's ability to enhance and enrich tourist experiences, offering new dimensions of engagement. However, despite its...

Meat consumption has come under scrutiny due to its significant ecological footprint. Understanding the determinants of meat consumption is crucial for designing effective interventions to promote sustainable diets. Thus, using results from the representative survey conducted in Latvia, in 2023...

A unique feature of crowdfunding is that it relies on numerous individuals contributing financially to the project, which sets it apart from traditional financing channels. Unlike banks, where funding decisions are subject to strict prudential criteria and the creditworthiness of the borrowing...

Entrepreneurial intention (EI) is a pivotal construct for understanding the emergence of entrepreneurial behavior, particularly within emerging economies where youth-led innovation and self-employment are increasingly vital for sustainable economic development. This study investigates the key...

Understanding consumer behaviour is crucial for companies operating in the food products market, which has undergone numerous changes in recent years. Consumer typology plays a vital role in the development of effective marketing strategies and in catering to diverse consumer needs. The article...

Drawing upon the Theory of Planned Behavior, this research endeavors to delve into the multifarious determinants of green consumption behavior. It extends the traditional Theory of Planned Behavior framework by incorporating information intervention and social trust factors, constructing a...

This study aims to develop and validate an instrument to measure video game-related playful consumption experiences (PCEs), assessing a player's imaginal, emotional, and sensory experiences during video gameplay. We initially conceptualize the theoretical framework of video game-related PCEs....

The unmanageable problem of climate change and the energy crisis caused by the war in Ukraine show the importance of promoting the consumption and production of renewable energy. Therefore, the aim of this study was to analyse the main determinants of selecting a green electricity supplier by...

The COVID-19 pandemic has significantly altered consumer habits, particularly in relation to food choices. In this context, plant-based diets have gained prominence, driven by health, environmental, and ethical considerations. This study investigates the primary motivational and inhibitory...

Manuscript type: Quantitative Research Research Aims: This study aimsto determine the effect of attitude, subjective norm, perceived behavioral control, promotion and word of mouth on the intention to use Shopee Barokah. Design/methodology/approach: The population of this study is Generation Z...

Based on a large real-world dataset comprising Instagram posts of popular influencers, this study empirically analyzes the impact of disclosed and undisclosed advertising on consumers’ engagement with (a) the advertisement and (b) future non-advertising posts of the same author. As extant...

This research aimed to explore the factors influencing the behavioural intention to use over-the-counter (OTC) QR codes for purchasing products in Vietnamese supermarkets. The study included 996 consumers and employed a questionnaire-based survey method to test the hypotheses using partial least...

Purpose: This study aims to identify controllable factors influencing domestic tourists' revisits, taking into account concerns and desires related to travel to inform domestic tourism marketing strategies. Design/methodology/approach: The study gathered data through a preliminary survey of 930...

The inevitable transition to the green economy has ignited the "green, blend and extend" solutions for the global tourism industry. Regenerative tourism has recently gained global attention as it offers a virtuous cycle of positive impacts on the ecological environment, economies and local...

This research introduces an innovative multi-theoretical model that combines Expectation-Confirmation Theory, Theory of Consumption Values, and Theory of Planned Behavior. The model sheds light on the intricate determinants influencing users' intentions to continue engaging with social media...

Objective: The objective of the article is to integrate the theory of planned behaviour (TPB) to argue that entrepreneurial intention plays a moderating role in the relationship between institutions and entrepreneurial activity. Research Design & Methods: The article uses panel data analysis...

Objective: The objective of the article is to adopt the theory of planned behaviour to explore how ChatGPT adoption in entrepreneurship can inspire individuals' intentions to become digital entrepreneurs underlying the nuanced mediation mechanism of psychological and cognitive constructs...

Purpose The purpose of this paper was identification and empirical assessment of the differentiation of consumers' attitudes in Ukraine and Poland to Russian brands and other brands offered on the Russian market after Russia's aggression against Ukraine on February 24, 2022....

Purpose - The authors aim to study a conceptual model based on behavioural theories (UTAUT-3 model) to evaluate the adoption, usage and recommendation for neobanking services in India. Design/methodology/approach - The authors propose this model based on the UTAUT-3 integrated with perceived...