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This study aims to examine the influence of green message types on brand awareness and intention to share, and subsequently how perceived value leads to purchase intentions at green coffee retailers.

A 2 × 2 between-subjects design was developed, yielding four green advertising messages for the study. The structural relationships between variables were then tested by covariance-based structural equation modeling.

The most effective green advertising messages combined benefit-based text with images of green materials' benefits. These messages influenced consumers' perceived green awareness, intentions to share online ads and purchase intentions at green coffee retailers. Additionally, awareness of coffee retailers' green practices led to higher emotional value perception compared to other values. Emotional and functional values influenced purchase intentions at eco-friendly coffee retailers.

The results of this study suggest effective ways of designing green advertising messages to increase consumer awareness of green products, sharing online ads and intentions to buy beverages from eco-friendly coffee retailers.

This study contributes to sustainability literature, dual coding theory and consumer value theory.

This study investigates the influence of theory of planned behavior (TPB) constructs on the intention to purchase sustainable clothing with the mediating role of attitude and the moderating role of materialism. Moreover, the serial mediation of sustainability as fashion (SF) and attitude has been examined between materialism and intention.

Data have been collected through the distribution of a structured questionnaire through mass emailing to the faculty, students and staff of a mid-sized university in the United States. Seven-point Likert-type items were adapted from established scales to measure the variables of the study. About 603 responses have been collected for further analysis. Structural equation modeling has been conducted to test the hypotheses of the study.

The components of the TPB framework have a significant effect on the intention to purchase sustainable clothing. The most significant predictor is perceived behavioral control (PBC), followed by attitude and subjective norm (SN). Materialism has no significant effect on the attitude toward sustainable clothing. SF has a significant effect on the attitude toward the purchase of sustainable clothing. The relationship between SF and intention has been partially mediated by attitude. Moreover, SF and attitude sequentially mediate the impact of materialism on the intention to purchase sustainable clothing.

The study extends the TPB model with a construct, which is SF. The mediating role of attitude between SF and intention to purchase sustainable clothing has been examined. Serial mediation has been applied to investigate the impact of materialism on intention to purchase sustainable clothing through SF and attitude.

This study aims to investigate the effect of store formats (traditional vs modern vs online) on consumer satisfaction and future purchase intentions in the context of embarrassing product purchases in an emerging economy, India. This study further examines the mediating role of consumers’ privacy perception and the moderating role of public self-consciousness and purchase urgency.

First, the authors conduct a pretest to identify embarrassing products purchased across various retail formats in India. The authors test the hypotheses using four experiments with 581 consumers (Studies 1a, 1b, 2 and 3). The authors test the findings using ANCOVA and PROCESS macro.

The pretest reveals that consumers experience embarrassment while purchasing daily necessities like personal hygiene and sexual wellness products and medicines from retail stores such as mom-and-pop shops, departmental stores and pharmacies. Results from Studies 1a, 1b and 2 demonstrate that perceived privacy and satisfaction serially mediate the relationship between store formats (traditional vs modern vs online) and future purchase intentions, such that individuals experienced reduced privacy perceptions in traditional (vs modern vs online) stores, leading to a reduction in satisfaction and future purchase intentions. Furthermore, the authors identify public self-consciousness as a boundary condition, such that the effects are present only for individuals with high (vs low) public self-consciousness. Moreover, when the purchase urgency is high (vs low), the effect of store format on future purchase intentions dissipates.

To the best of the authors’ knowledge, this study is the first to reveal the unfavorable consequences of embarrassing product purchases made at an emerging country’s dominant traditional store formats on customer satisfaction and future purchase intentions. The conversation-intensive buying at traditional stores impedes consumers’ perceived privacy, which is crucial when purchasing embarrassing products.

This study examines the Food for Specified Health Uses (FOSHU) system in Japan, which features a unique certification logo (FOSHU seal) not present in other functional food systems and whose influence on consumer purchase intention remains unclear. Specifically, it aims to (1) examine the FOSHU seal’s influence on consumer purchase intention, (2) compare the effects of the FOSHU seal and health claims and (3) assess the impact of consumers’ perception of FOSHU, their FOSHU purchasing experience, and the perception of their gastrointestinal condition.

Data were collected from Japanese respondents through a questionnaire survey using conjoint measurements. Ordered multinomial logistic regression analysis was employed, with FOSHU seal, health claims, sugar-free and extra quantity labels as independent variables and ordered purchase intention as the dependent variable.

The results indicated that the FOSHU seal on functional food products positively influences consumer purchase intention, with health claims exerting a greater influence than the FOSHU seal. Additionally, purchase intention is positively affected when consumers perceive the FOSHU seal as a mark of authenticity.

This study is novel in two respects. First, it extends brand research, which has traditionally focussed on corporate and product brands, to certification marks, demonstrating their effect on purchase intention. Second, creating similar logos for functional foods beyond those for specified health uses in Japan or in similar systems in other countries could improve purchase intentions.

This paper aims to study the impact of the interaction effects between live-streaming marketing and clothing type on consumers' intention to purchase clothing, and the mediating effect of internalization and identification on the relationship between them.

This paper conducts a scenario experiment to 486 consumers who had experience in purchasing clothing on the live-streaming platform and employs the analysis of variance, structural equation model and multivariate regression model.

Our findings reveal that professional live-streaming marketing (PLSM) can better stimulate consumers' intention to purchase formal clothing than entertainment live-streaming marketing (ELSM) does. Compared with PLSM, ELSM can better stimulate consumers' intention to purchase casual clothing. When PLSM promotes formal clothing, it triggers the internalization mechanism of consumers, so as to improve their purchase intention. When ELSM promotes casual clothing, it triggers consumers' identification mechanism, so as to improve their purchase intention.

This paper helps to identify the differences in the impact of different types of live-streaming marketing on consumers' intention to purchase different types of clothing, as well as the mediating role of internalization and identification mechanisms. This paper provides a theoretical reference for clothing firms to strategically select the appropriate type of live-streaming marketing.

The primary objective of this study is to examine how trust and religiosity, in relation to halal products, impact Turkish consumers' intention to purchase such goods. Furthermore, the study aims to identify whether attitudes towards halal products play a mediating role in these effects.

Data were collected from 847 people living in Turkey using an online survey. The authors empirically tested the proposed conceptual model via structural equation modeling.

The study’s results show that trust in halal products has a positive impact on both the intention to buy halal products and the attitude towards them. Moreover, one’s attitude towards halal products affects the intention to purchase them. Additionally, one’s religiosity-belief level influences the intention to purchase halal products, while religiosity-practice level influences the attitude towards halal products. Furthermore, through indirect effect analyses, it was found that trust in halal products and religious practices has an indirect impact on intention through attitude.

These outcomes significantly contribute to understanding the complex interactions between trust in halal products, levels of religiosity, and attitudes in shaping consumers' purchase intentions and approaches towards halal products. These implications offer valuable insights into how consumers' religious beliefs, trust perceptions, and attitudes influence their purchase of halal-certified products. Validating these conclusions on a larger scale and exploring them in different contexts would be beneficial.

The practice dimension of religiosity pertains to performing actions prescribed by the religion, embodying the practical applications of religious teachings. According to the research findings, the belief dimension of religiosity significantly and positively affects the intention to purchase halal products. This finding aligns with several prior studies.

Sharing information on websites, social media platforms, or product packaging can be effective. If businesses genuinely adhere to halal standards and address the genuine needs of consumers who value halal products, they can enhance consumers' interest in such products.

This research was conducted in Turkey, where most people follow the Muslim faith. The main objective of the study was to examine the trust levels of consumers who have strong religious beliefs and are sensitive to consuming halal products. The study looked at trust on three levels: trust in the halal product, trust in the company that produces halal products, and trust in institutions that provide halal certification. The study also looked at the religiosity levels of the consumers using a two-dimensional approach, which included their beliefs and practices.

The construction of homes to meet the primary needs of society results in a surge of harmful gas emissions into the ecosystem. Globally, the construction sector alone contributes a staggering 39% of gas emissions, underscoring the urgent need for green innovation to mitigate their adverse impacts. The concept of green living emerges as a strategy to address this challenge. Consequently, this research aims to delve into the influence of green brand positioning and perceived financial risk on the purchase intention of green residential properties, with attitude toward environment as a mediating variable.

This study adopts a quantitative associative approach, employing a purposive sampling technique to target consumers aged at least 21 years old who live in Indonesia. Data are collected through online questionnaires distributed via Google Forms, garnering responses from 269 participants. Data are processed using PLS-SEM with the SmartPLS 3.0 program for hypothesis testing.

The research findings reveal that both functional and emotional positioning have a significant impact on attitudes toward environmental concerns. However, green positioning does not exhibit such influence on these attitudes. Moreover, attitude toward environmental issues significantly affects purchase intentions, although perceived financial risk does not. This study also intimates that functional and emotional positioning significantly influence purchase intention, with attitude toward environment as a mediating variable.

Consumer priorities lie in the functional and emotional attributes of the green homes they purchase, while environmental consciousness needs to be heightened. However, investing in green living often entails bearing higher costs, thus creating financial constraints on consumers. This condition also calls for ongoing education and advocacy initiatives to bolster consumer awareness of green living practices, fostering consumer environmental awareness and active participation in efforts to reduce greenhouse gas emissions.

Research on green living remains limited in Indonesia due to insufficient understanding and low environmental awareness. It is imperative to address this issue to foster a deeper understanding of green concepts and promote environmentally conscious behavior on a wider scale.

The substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional communications. Notwithstanding the expansion and efficacy of contemporary advertising platforms, scholarly attention has not kept pace with this domain of inquiry. This study aims to assess the antecedents of Google Shopping Ads (GSA) on intention to purchase behavior among the Generation Y and Z cohorts.

The current study used a quantitative approach and snowball sampling technique to gather primary data via a questionnaire and Google Forms, which resulted in the collection of 5,808 questionnaires among the cohort members. A principal component analysis and multigroup confirmatory multigroup structural equation modeling (between Generation Y and Z) were used to assess the research data and model.

The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations with intention to purchase, especially among the Generation Y cohort, which indicates that young consumers generally do not observe perceived risk due to the usage of GSA.

GSA will continue to grow and become an increasingly important integrated marketing communications tool as the digital landscape develops. It can be concluded that young consumers show a high degree of perceived value and low levels of perceived risk due to the use of GSA. This study, therefore, promotes improved understanding among academics, marketers and businesses of search engine advertising among young cohorts of consumers (Generation Y and Z) in a developing country context.

Despite the digital penetration in the larger consumer market, the adoption of e-pharmacy services is reported to be very low in emerging economies like India. In this context, the purpose of the current study is to examine the influence of consumers’ risk perception on their intention to purchase medicines/pharmaceuticals through online pharmacies. Furthermore, the study seeks to understand to what extent the perceived usefulness of online pharmacy mediates the relationship between different dimensions of perceived risk and purchase intention.

The study was conducted among a sample of 800 consumers in India who are familiar with online e-commerce. To ensure the homogeneity of the sample and hence the generalizations of results, inclusion criteria were set as not to include respondents who have made a prior purchase through e-pharmacy services. Self-reporting questionnaires were administered among the respondents, who were selected through a purposive and convenience sampling method. Measurement modeling and path analysis were done using IBM SPSS 23.0 and AMOS 24.0 to test the hypotheses and draw inferences.

Results revealed that consumers’ risk perceptions, such as financial, product, source and privacy risks, had a significant direct and indirect effect on their intention to purchase medicines through online pharmacies. India is the major universal provider of generic medicines. The insights gained from this study can help policymakers, corporates, consumers, distributors, retailers and marketing managers to frame effective strategies for improved usage of online platforms for procuring medications.

This study is pioneering in conceptualizing and testing a theoretical model linking consumers’ risk perceptions, perceived usefulness and intention to purchase through online pharmacies, particularly in the context of an emerging economy like India. Implications regarding facilitating and nurturing a conducive platform for online purchasing medicines and its outcomes are elaborated, thus striving to fill a gap in the existing literature. By examining the proposed framework through the lens of the technology acceptance model and theory of risk perception, this study seeks to add to the emergent literature on online pharmacies, especially in emerging economies with huge market potential.

With the rise of esports, research on the perceived fit between esports sponsors and events remains limited. This study uses the Elaboration Likelihood Model (ELM) to investigate how the perceived fit between sponsors and esports events effects brand awareness, consumer attitudes and purchasing behavior, aiming to offer insights for more effective marketing strategies.

Data were collected from 245 participants during the Taipei Game Show 2024, using purposive sampling of individuals aged 18 and above. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart PLS 4.0.1.6 to examine the relationships among perceived fit, brand awareness, consumer attitudes and purchasing behavior, and to investigate the mediating effects.

The results discovered that brand awareness, perceived fit and consumer attitudes had significant positive effects on purchasing behavior, explaining 75% of its variance. Additionally, perceived fit positively affected both brand awareness and consumer attitude. Mediating effect showed that both brand awareness and consumer attitude play significant mediating roles between perceived fit and purchasing behavior, with consumer attitude having a stronger mediating effect.

This study highlights to the limited body of research on esports sponsorships by demonstrating that perceived sponsor-event fit is crucial for enhancing brand awareness, advancing positive consumer attitudes and driving purchasing behavior. The ELM framework highlights the importance of central and peripheral routes in influencing consumer decisions, offering strategies for companies to optimize sponsorship effectiveness and improve brand competitiveness.