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This study aims to understand the extent to which packaging influences Brazilian parents' purchasing willingness based on children's food preferences for unhealthy food products.

Parents, with children up to 12 years old, answered questions about the positive influence of the packaging on the children, the preferences of the children in their willingness to buy and the propensity to give in to the desires of the children. Data analysis was performed with the statistical software SPSS and Stata used for structural equations modeling.

The results back the outlined hypotheses and point out that the characteristics of the packaging positively influence children's preferences as well as parents’ who are prone to give in to such influences. In some relationships, there was a minute moderating effect of social desirability and social class.

The research presents as a limitation the nature of the sample, parents, to the extent that the influences of the packages on the children were analyzed from their perspectives.

Findings from the research can be used to think about preventive public policies to protect children as highly vulnerable subjects. Another practical implication is that the same marketing strategies that are used for unhealthy foods can also be used for healthy foods, improving their linkage to the children once there are evidences that packaging can positively influence their preferences.

The originality of this study is to focus on children's food preferences for unhealthy products and in parents with children up to 12 years old, which is not often investigated by researchers.

Sustainable fashion encompasses principles of ethical production, fair trade, and the use of organic materials. This study explores the antecedents influencing behavioural intentions to purchase sustainable fashion among Brazilian fashion consumers, utilising the Theory of Planned Behaviour (TPB) as a framework and examining the role of Eco-shame.

A survey involving 378 respondents was conducted, and structural equation modelling was applied to analyse the data.

The study revealed that Perceived Behavioural Control, Attitude, and Eco-shame significantly influenced Behavioural Purchase Intention toward sustainable fashion products. In contrast to prior research, Subjective Norms did not demonstrate a substantial influence on Behavioural Purchase Intentions.

Enhancing the generalizability of findings necessitates expanding the sample size and employing a probability sampling method for future research endeavours.

In the realm of sustainable fashion consumption, it is imperative to understand consumer behaviour shifts, particularly amid the prevalence of fast fashion. This research aims to bridge this knowledge gap and underscore consumers’ motivations for selecting sustainable fashion products.

This study makes a theoretical contribution by introducing Eco-shame as an extension of the Theory of Planned Behaviour to evaluate Behavioural Purchase Intentions toward Sustainable Fashion Products, an innovation that has been absent from prior literature.