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The purpose of this study is to develop organic food consumption experience (OFCE) scales based on structural/functional theory.

In the first step, the construct and item generation of OFCE were developed by a literature review, and 58 items were created for the item pool. In the second step, qualitative interviews were used to evaluate and maintain 35 items. In the third step, an online survey collected 543 valid samples to test reliability and validity with exploratory factor analysis in phase 3A. The AHP method was also used to confirm the construct and items in phase 3B. In the final step, 1,017 valid samples were collected by face-to-face survey to test the formal scale with confirmatory factor analysis.

This study defines OFCE as the internal and subjective responses that result from a series of interactions between consumers, the shopping environment and organic food. Meanwhile, six dimensions are named: organic food quality, store interactions, organic certification, convenience concerns, health benefits, caring for family and sense of responsibility. In addition, there are significant differences between organic food businesses and consumers regarding their perceptions of OFCE.

To the best of the authors’ knowledge, this is among the first studies to develop OFCE scales. In addition, the results of the study can potentially help organic food marketers develop new promotion strategies.

Sustainable development is inseparable from rational and responsible use of resources and promotion of green entrepreneurship. The contemporary green development agenda encompasses climate, economic, technical, social, cultural, and political dimensions. International efforts to greening the global development are conducted by the major economies, including China as the world’s largest consumer of energy and the biggest emitter of greenhouse gases. China is aware of its environmental problems, as well as of its part of the overall responsibility for the accomplishment of the sustainable development goals. By means of the decarbonization efforts, the latter are integrated both into the national development agenda (the concept of ecological civilization) and China’s international initiatives (the greening narrative within the Belt and Road Initiative). Over the past decade, China has made a breakthrough on the way to promoting green entrepreneurship and greening of its development (better quality of air and water, renewable energy, electric vehicles, and organic farming). On the other hand, emissions remain high, agricultural land loses productivity, and freshwater resources degrade due to climate change. In conventional industries (oil, coal mining, and electric and thermal energy), decarbonization faces an array of impediments. In this chapter, the authors summarize fundamental provisions of China’s approach to building an ecological civilization and measures to reduce emissions and achieve the carbon neutrality status within the nearest decades. The analysis of obstacles to the decarbonization of the economy and possible prospects for the development of green entrepreneurship summarizes China’s practices for possible use in other countries.

The purpose of this paper is to examine the factors that influence Japanese consumer purchase intention toward products bearing animal welfare (AW) certification labels.

A conceptual model was developed with the constructs of informativeness, trust, consumer perception, health consciousness, moral norms and purchase intention and tested using a sample of 513 Japanese consumers. Data were collected using an online panel with the direct effects analyzed using regression while the mediation analysis was performed using Hayes PROCESS macro.

The findings have confirmed that informativeness, consumer perception and trust contribute to consumer purchase intention of products with AW certification labels. Moral norm has a significant indirect effect on the relationship between consumer perception and intention to purchase. However, health consciousness did not demonstrate any indirect effect on the relationship between consumer perception and intention to purchase.

This study contributes significantly to our understanding of Japanese consumers' perception toward AW certification labels, especially considering the limited discussion surrounding this topic in Japan. By highlighting the importance of informativeness, it sheds light on how enhancing consumer knowledge can potentially boost the demand for AW foods. Moreover, it challenges the conventional belief in the impact of health consciousness and consumer behavioral intention, thereby expanding the discourse on the role of health consciousness in consumer choices. Through this exploration, the study not only enhances consistency in discussing consumer behavior but also strengthens the coherence and argumentation of the research findings.

The increasing focus of consumers on health and environmental sustainability continues to drive the demand for organic food. Despite the recognized importance of health and environmental concerns, the differential impact of these factors on organic food purchasing decisions is evident, indicating the presence of moderating variables. This investigation attempts to delineate these contingencies within the realms of socio-environmental and individual factors, paying particular attention to subjective norms, uncertainty, and egoistic values.

Using the convenience sampling method, the primary data sample was collected by a professional market research consulting firm and included 1876 usable respondents from China. Hierarchical multiple regression analysis was utilized to verify the model and test the relationships between the constructs.

The results indicated that the path from environmental concern to organic food purchase intention was significantly influenced by subjective norms and uncertainty, both of which enhance this relationship. In contrast, egoistic values appeared to dampen this effect. Uncertainty also emerged as a key factor in the link between health concerns and organic food purchase intention, albeit with an opposite impact, weakening the relationship.

This study provides useful insights for academics and marketers to understand the complex phenomenon of organic consumer behavior. This result indicates that marketers can target reference groups to develop organic food marketing strategies.

Few studies have proposed and validated a model with these moderating factors collectively to study the purchase intention of organic food consumers in China.

There is paucity of research on the significant criteria that non-Muslims consider when purchasing halal cosmetics. Consequently, this paper aims to apply the theory of planned behaviour (TPB) and the health belief model (HBM) to investigate the effects of subjective norms (SN), perceived behavioural control (PBC), halal certification and health consciousness on attitude; as well as the impact of attitude on promoting the intention to purchase halal cosmetic products among non-Muslims.

Data collection involved the use of a web-based survey of 238 non-Muslim respondents that are resident in Malaysia, a south east Asian country reputed for being the global hub for halal products. The proposed model was evaluated using Smart PLS 3.3.5.

According to the structural model results, halal certification, health consciousness and SN have significant relationships with attitude. In addition, there are significant relationships between attitude, health consciousness, SN and the intention to purchase halal cosmetic products. In contrast, there is no correlation between halal certification, PBC and intention to purchase halal cosmetics. Furthermore, attitude significantly mediates the relationships between halal certification, SN, health consciousness and intention to purchase halal cosmetics. However, attitude did not significantly fulfil the role of a mediator in the relationship between PBC and intention to purchase halal cosmetic products.

The study findings provide valuable insights to companies targeting non-Muslim markets. The study findings contend how halal cosmetic production/marketing companies may customize their marketing activities based on social and health perspectives, thereby increasing the consumers’ social expectations and confidence in halal cosmetics production standards and guaranteeing safety to influence their attitudes and quickly penetrate the new market for non-Muslim consumers who make a relatively unexplored population.

This research examines the elements that influence consumer behavior regarding food waste reduction in buffet style restaurants. It specifically analyzes the factors that affect consumers' efforts to reduce food waste in these establishments by incorporating the theory of planned behavior (TPB), the norm activation model (NAM), and the social exchange theory (SET). Additionally, this study provides practical coping strategies for the restaurant industry.

Drawing upon an integrated framework, the study collected 547 valid responses through an online survey on Amazon’s Mechanical Turk (MTurk) for structural equation analysis. Participants who are 18 years or older and have prior experience dining in buffet style restaurants were eligible to participate in the study.

The findings underscore the profound impact of consumer awareness on their attitudes (ATT) toward minimizing food waste. Moreover, subjective norms (SN), perceived behavioral control (PBC), personal norms (PN) and establishment policies emerge as critical drivers of consumer behavior in buffet style dining settings. In light of these results, recommended strategies include enhancing consumer awareness initiatives and introducing house policies within restaurant operations.

This study employs an integrated framework that combines the NAM and TPB, taking into account the impact of house policies grounded in the SET. It provides a beneficial insight on reducing food waste in the buffet style foodservice operations from an interactive dynamic perspective between restaurants and consumers. Furthermore, this research offers valuable implications to the industry’s efforts to address food waste concerns and foster environmentally responsible behavior among consumers.

Food waste constitutes a critical global dilemma, presenting substantial environmental, economic and social challenges, with around one-third of all food intended for human use being discarded annually. This waste depletes essential resources, increases greenhouse gas emissions and intensifies food poverty. Comprehending the factors contributing to food waste is crucial for formulating effective methods to alleviate this issue.

The responses have been collected from Indian households using longitudinal techniques. In Study 1, 481 respondents responded to the questions, and in Study 2, finally, 453 respondents responded.

This study examines the relationship between attitudes about food waste, intents to mitigate waste and several influencing factors like price sensitivity, altruistic behavior, awareness of food waste and societal norms.

The study seeks to elucidate consumer behavior by analyzing these relationships and identify practical interventions that can encourage a more sustainable food consumption approach, thereby aiding in the reduction of food waste and the promotion of responsible consumption practices.

This study aims to investigate the influence of consumer value on women’s attitudes towards their intention to adopt menstrual cups. Drawing on consumer value theory, the research seeks to provide an empirical investigation of value-attitude-behaviour, an extant exploration of value concept in behaviour.

Data for this study was collected through survey questionnaires administered to 304 Indian women and analysed using partial least squares structural equation modelling.

The study’s finding indicate that emotional values (EVs) significantly predict women’s attitudes towards their intention to use menstrual cups. In addition, the desire for knowledge, price and quality considerations and awareness of the environmental impact were also found to influence women’s attitudes towards their behavioural intention to adopt menstrual cups.

This study contributes valuable empirical evidence supporting the importance of consumer values in shaping attitudes and behavioural intentions towards menstrual cups in a social marketing context. By understanding the role of EVs, social marketers can design more effective campaigns to encourage the adoption of menstrual cups. Promoting the sustainable aspects of menstrual cups, such as reduced environmental wastage, can further facilitate behaviour change among women.

This study demonstrates the value-attitude-behaviour framework, which has been a subject of very little research in the context of menstrual cup adoption in a developing country.

This paper investigates the impact of last-mile logistics on consumers’ intentions when purchasing organic foods through e-commerce. By addressing challenges such as trust, pricing and supply chain issues, the study aims to demonstrate how sustainable delivery options can improve consumer perceptions of the long-term viability of organic foods. It examines how e-commerce platforms can mitigate these challenges, drawing on the “Stimulus-Organism-Response” model and the “Theory of Planned Behavior” to explore the cognitive processes that shape consumer decisions in the context of organic food purchases. This research contributes to a deeper understanding of how last-mile logistics affect consumer behavior in online organic food shopping.

To validate the proposed model, survey data were collected from 412 respondents across 19 Indian states through both online and offline channels. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS version 4. The study also examines the mediating role of perceived trust in influencing consumers’ willingness to pay for organic food adoption.

The study reveals that environmental concerns, last-mile logistics and website response time are key factors in determining consumers’ willingness to pay for organic foods. Furthermore, the findings indicate that price fairness and health consciousness significantly influence consumers’ behavioral intentions to purchase organic foods online.

The study emphasizes that consumer awareness campaigns are crucial for fostering green e-commerce adoption and achieving a sustainable future. It also underscores the potential of e-commerce platforms to address environmental and health concerns associated with organic food consumption.

This research highlights essential elements of organic food adoption that can increase consumer confidence, particularly through the role of last-mile logistics and e-commerce platforms. It underscores the importance of consumer awareness programs and education in promoting greener e-commerce practices, organic food adoption and a more sustainable future.

The surge in pharmaceutical and health supplement usage among consumers aims to enhance personal well-being. This growing opportunity for pharmaceutical brands has resulted in increased market share and intensified industry competition. Using the theory of planned behaviour (TPB), this study aims to identify the factors influencing Malaysians’ choices regarding pharmaceutical and health supplements. In addition, the variable of past behaviour was incorporated to account for consumer decisions based on prior experiences.

Using purposive sampling, 300 questionnaires were gathered and analysed via Statistical Package for the Social Sciences and structural equation modelling technique via Analysis of Moment Structures software to validate the reliability of each variables and the postulated relationships within the research framework.

Results revealed a pronounced impact of past behaviour on the intention to consume pharmaceutical and health supplements. The mediating role of perceived behavioural control in bridging past behaviour and consumption intention was also ascertained. Notably, the findings support the inclusion of past behaviour in the TPB as a pivotal determinant of intention.

The insights gleaned underscore the escalating trend of pharmaceutical consumption in Malaysia, providing strategies to enhance and maintain the competitive edge and market position of pharmaceutical brands.