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...

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...

This study aims to investigate the key factors influencing the adoption of financial technology among digital immigrants and natives by extending the diffusion of innovation theory. A convenience sampling technique was employed to collect data from 160 digital immigrants and 193 digital natives,...

Entrepreneurship plays a crucial role in economic development due to its positive impact on employment, innovation, productivity, capital formation and economic growth. In the context of the United Nations Sustainable Development Goals, entrepreneurship education is undergoing digital...

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...

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 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 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...

China, as the world's largest carbon emitter, plays a pivotal role in driving the global green transition. Cultural values have long been recognized as a fundamental framework influencing individual behaviors. To enhance the effectiveness of emission reduction policies, this study focuses on...

Bio-based materials incorporated into clothing, sourced from biomass, offer potential advantages by reducing reliance on fossil fuels and minimizing the environmental impact of the fashion sector. This paper explores the preferences of young adult consumers for sneakers featuring bio-based...

The increasing urgency of climate change has prompted a global shift toward sustainable consumption, with organic food emerging as a viable alternative. This study investigates the role of environmental knowledge (EK), environmental concern (EC), and moral obligation (MO) in shaping organic...

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...

The extent to which entrepreneurship education and exposure to role models influence the antecedents of entrepreneurial intention, entrepreneurial intention, and subsequent entrepreneurial behaviour has yielded mixed results in prior research. Furthermore, limited attention has been given to the...

The purpose of this study is to examine how behavioral interventions affect the intention to showroom and the creation of user-generated content (UGC) via the lens of theory of planned behavior (TPB).Purposive sampling strategy is employed to gather data. Four hypotheses derived from the...

Artificial Intelligence (AI) increasingly influences daily life, yet a comprehensive understanding of responsible AI usage, particularly from legal, ethical, and practical perspectives, remains limited. This quantitative study, conducted in Lebanon and grounded in the Unified Theory of...

China's shift toward electric mobility presents an important opportunity to address environmental challenges. Through various demonstration programs and incentive-driven transportation policies, the government is actively promoting electric vehicle (EV) adoption. This study investigates the...

While the capability of generative AI to generate high-quality content is well-recognized, there is still a lack of in-depth research on its actual impact on marketing effectiveness within real-world marketing environments. This study addresses this gap by conducting experiments to examine the...

Purpose-This study explores the determinants of entrepreneurial intention (EI) among university students, analyzing entrepreneurial motivation (EM) as a mediator and perceived institutional support (PIS) as a moderator within the Theory of Planned Behavior (TPB) framework....

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...

The surge in online grocery shopping amid the COVID-19 pandemic has significantly altered the balance between offline and online purchases, influencing consumer attitudes toward these channels. Given the anticipated continued growth of online grocery shopping in the coming years, research on...

Purpose - This paper examines the factors which impact the behavioral intentions toward cryptocurrency based on signaling theory. Design/methodology/approach - Data were collected through online questionnaire, and responses from 223 individuals in Lebanon were analyzed through SEM technique...

Entrepreneurship Development has been among the key thrust areas of economic development, however, still, there lies a paucity of information related to the factors that make people, especially the younger generation become entrepreneurs that lead to the education for sustainable development....

The rapid development of live streaming has given rise to live-streaming shopping, a novel channel of online shopping that has gained considerable market value. While previous studies have explored various factors influencing consumers' intentions to engage in live-streaming shopping, most have...

Consumers tend to perceive sustainable consumption as a complex and difficult to understand phenomenon. This particularly applies when being confronted with different forms of sustainable consumption. Therefore, we explore individual and joint facilitators and inhibitors of different forms of...

The growing environmental impact of disposable diaper waste has become a major global problem. Despite the invention of circular diapers, their adoption remains quite limited. Developing effective adoption strategies requires a better understanding of consumer behaviour toward purchasing...