Purpose - This study explores the influence of celebrity endorsements on the purchasing intentions of higher education students. Understanding this impact is crucial as the use of celebrity endorsements in marketing continues to rise. Design/methodology/approach - A quantitative approach is...

This paper examines the determinants of individuals’ awareness of EU Energy Labels and the extent to which these labels influence their purchase decisions for electric appliances. The analysis is based on Eurobarometer survey data from 27,438 individuals across 28 EU Member States in 2019....

The fashion business has a dynamic that adapts to the trends that are lighthearted and favored. A store can survive by providing clothes that fit the trend and adapt to the wishes of consumers. Word of mouth has not been investigated much in providing information to consumers that a store is...

The objective of the research was to determine the factors of consumer behavior that influence the purchase process of bodegas in the context of COVID-19 in the year 2021. The study was carried out from the quantitative approach, with a research design non-experimental-transversal-explanatory. A...

Purpose: The product recommendation type is attracting attention from both the retail and academic communities. However, there is no consensus on the effectiveness of set recommendation versus separate recommendation. This research investigates the interaction effect of product recommendation...

Currently, one of the most widely used marketing techniques is influencer marketing, but is its true impact on Romanians truly understood? This article aims to establish the perception of influencer marketing activities by Romanian consumers. A quantitative study was conducted, gathering 618...

The rising environmental concern has driven organizations to adopt green marketing practices. However, a growing number of organizations have been engaging in greenwashing practices, which mislead customers about their environmental performance. This can have negative consequences for the...

Purpose - A surge in demand for ethical products, including cruelty-free products, has been well documented in recent years, with direct ramifications for businesses. This trend towards ethical consumption seemed to be swiftly replicated in Eastern countries, especially in South Asian nations,...

In the age of globalization and increasing social and environmental awareness, corporate social responsibility (CSR) and commitment to sustainability are becoming increasingly important for companies. These practices are no longer just optional choices but are becoming essential criteria for...

One of the challenges that Europe has undertaken is the transition from a linear economic system to a circular economy, where waste and resources are recovered and regenerated. The practice of upcycling in the agri-food sector represents one of the most promising solutions to the enormous...

As environmental concerns continue to arise, companies are increasingly turning to green marketing strategies and promoting green purchasing decisions to meet consumer demand for sustainable products and services. Peripheral regions, often overlooked in discussions about sustainability, have a...

Purpose This research aimed to raise awareness about the need for safety measures and features of online food delivery applications (OFDAs) to build electronic trust (e-trust) with augmented purchase intention among customers. Moreover, this study explores the attributes of electronic commerce...

The growing purchasing power and unique purchase behaviours of Generation Z have captivated the attention of academics, marketers, and researchers, who are keen to understand the nuances of this cohort's consumption patterns. While current studies focus on factors influencing consumer choices,...

Das Verständnis der Absicherung des Risikos einer Berufsunfähigkeit wird anhand ­einer Analyse der Einflussfaktoren auf die Risikowahrnehmung untersucht. Gleichzeitig wird aufgezeigt, welche Faktoren die Kaufentscheidung einer Berufsunfähigkeitsver­sicherung von Individuen beeinflussen....

This study focuses on in-app purchase intention in Players Unknown Battleground (PUBG) Mobile to examine the relationship between mobile game addiction and in-app purchase intention in PUBG Mobile. Moreover, this study explores the moderating role of loyalty, negative electronic word-of-mouth...

The COVID-19 pandemic has significantly impacted human life, particularly consumer behavior and the purchase of products and services. This study intends to investigate the impact of the COVID-19 situation (COV) on sustainability knowledge (SK) and sustainable purchase decisions (SPD). It also...

Impulse buying decisions are influenced by external stimuli, which give rise to internal stimuli to encourage impulsive buying decisions. Previous research has revealed that external stimuli such as popularity and scarcity claims encourage impulse buying decisions. However, the influence of...

Eye-tracking technology has become increasingly popular in studying consumer behavior and decision-making as a part of the marketing research area. The paper highlights the importance of eye tracking in the study of consumer behavior including the use of eye tracking in virtual reality...

The face of earth is disturbed because of never ending pollutants from different sources including textile waste. Some consumers propagate that they are eco-conscious, but their intention does not translate well into their actions. The aim of present study is to identify the impact of...

The purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence customer purchase decisions. The thrust was on interrogating whether there were any symbiotic relations between luxury beauty products’ brand consciousness, brand...

Building upon the stimulus-organism-response (S-O-R) and the hedonic motivation theories, this study aims to assess the effects of consumer awareness variables viz. unhealthy product knowledge (PK), brand expertise (BE), perceived price and tax policy interventions (PTP), and personality traits...

This study aims to analyze and evaluate the influence of electronic word of mouth (eWOM) and perceived value on green purchase intention in Vietnam, with the belief that it plays an intermediary role. The article uses the linear structural model (SEM) to analyze and test hypotheses by surveying...

The South African short-term insurance industry is diverse and competitive. Consumers can choose from a wide variety of motor vehicle insurance policies. The aim of this paper was to determine the specific factors that influence individuals' decision to purchase personal motor vehicle insurance...

Gamification involves integrating game mechanics into non-game environments such as business intranets, online communities, websites, and learning management systems to boost participation. Its aim is to actively engage employees, customers, and other stakeholders, fostering collaboration,...

Purpose: The demand for halal foods among non-Muslim customers is increasing in non-Muslim countries. This study investigates South Korean non-Muslim customers' halal food purchase intentions using an extended model of goal-directed behavior (EMGB). Design/methodology/approach: The study model...

Live selling in the e-market has been dominating e-commerce consumer behavior, raising competition among brands. Given that online purchasing and live selling rose significantly in the Philippines, this study aimed to assess the actual purchase of Filipinos from online live sellers....

The present study investigated the impact of trust, perceived value, emotional value, attitude, and relationship proneness on the purchase intention towards visual arts and the mediating effect of trust between relationship proneness and purchase intention in the UAE. Three hundred...