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...

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...

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...

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...

This study highlights the critical role of consumer behaviour in advancing the UK's transition to a Circular Chemical Economy (CCE), a sector heavily reliant on fossil fuels and a major contributor to CO2 emissions. While most existing studies focus on the technological and economic viability of...