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A major source of failure for new ventures is the entrepreneurs℉ misunderstanding of the product-market fit. Recently, researchers have suggested that to get a better understanding of the product-market fit, entrepreneurs should “get out of the building” and interview many customers. This approach, while advantageous, is not without drawbacks. This article presents a conceptual model that incorporates the characteristics of “getting out of the building” to conduct customer interviews, and the biases that can arise to influence the entrepreneurs℉ misjudgment of the product-market fit. We provide recommendations to overcome these biases.

Despite growing knowledge about its benefits, the organic food market’s expansion has been limited. A problem with ethical consumption is the attitude–behavior gap. The simplest reason for this gap is that in survey settings, social desirability bias elicits positive attitudes; whereas in real settings, the ambiguity of direct benefits leads to negative behavior. By clinging to the excessive values of a beauty premium, consumers abandon essential health in favor of apparent health, increasing product prices and contributing to environmental degradation. Using organic food, this study aims to eliminate this gap in the consumption of organic foods.

This study uses a randomized controlled trial – the gold standard for estimating the causal effects of treatments – with 1,500 individuals aged 20–70 years in Japan. The authors consider appealing aspects other than product characteristics, such as health and environmental considerations, and focus on the negative effects of beauty premiums.

The above marketing communication significantly increased purchase intention. This effect was more pronounced among younger people, men, those with higher incomes and those who cook less frequently as compared to their counterparts. Health and environmental considerations had no effect on purchase intentions.

This study incorporated consumer values regarding health and environmental benefits in new marketing communications to address the “beauty premium” and resolve the conventional attitude–behavior gap concerning organic foods.

The main purpose of the study was to synthesise the role of COVID-19 social media messages and indigenous religious beliefs on public health promotion initiatives among rural consumers in Zimbabwe.

A qualitative approach was adopted. Population consisting of 15 interviews and six focus groups was purposively sampled from Manicaland, Mashonaland Central and Masvingo provinces in Zimbabwe. A thematic approach was used to present and analyse the data.

Rural consumers believed WhatsApp messages posted by people whom they know or influential personnel like health workers. Credibility of WhatsApp messages was enhanced through its ability to send videos and audios. Teachings and indoctrination by indigenous churches and misinformation were found to be an impediment in believing COVID-19 WhatsApp messages and vaccination by rural consumers. Faith healers in indigenous churches used various practices and artefacts like holy water, stone pebbles, clay pots, flags and wooden rods to pray and treat patients suffering from COVID-19 and other ailments.

Social media messages, religious teachings and indoctrination may be a hindrance to rural consumers in adopting government public health promotion initiatives; hence, public health professionals need prior emic understanding and co-option of local leadership in vaccination campaigns.

This study outstretches the theoretical landscape in consumer behaviour and also practical contribution to health practitioners and marketers on breaking indigenous religious barriers and social media misconceptions on vaccination uptake through promotional strategies earmarked for rural consumers.