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With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption.

Survey data from OTT subscribers were collected online to assess their risk behaviours. The 353 responses obtained were analysed with SmartPLS, validating the structural equation modelling (SEM) through structural and measurement model verification.

The authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts common assumptions, revealing that subjective norms do not significantly impact the propensity to utilise OTT services. This counterintuitive finding necessitates a reconsideration of prevalent theories and contributes to a nuanced understanding of OTT adoption determinants.

The data gathering for this study were conducted from the perspective of a single nation. Therefore, caution must be exercised when generalising this study's results.

The practical ramifications of this research are vast, providing OTT service providers and marketers with actionable insights to maximise user engagement and navigate perceived risks related to OTT service adoption and consumption.

This study's exploration of perceived risks and descriptive norms enhances the goal-directed behaviour model's breadth, facilitating a holistic comprehension of the constructs shaping OTT consumption behaviours. It would be the first attempt to combine perceptual, affective and behavioural factors and perceived risks to understand the user's predisposition to engage in OTT streaming services.

This study aims to explore customers’ second-hand clothing purchases and their engagement on the Facebook marketplace.

A conceptual model is developed, building upon the online second-hand shopping motivation (OSSM) scale. Data gathered from 409 respondents was analysed using covariance-based structural equation modelling.

The results highlight that economic, convenience, ideological motivations and environmental concerns impact customers’ purchase intention. Conversely, status consumption was found to impede customers’ purchase intentions. Notably, the elements of social media engagement, including consumption, contribution and creation, demonstrated significance as a consequence of customers’ second-hand clothing purchase intention.

This study’s findings contribute to the knowledge encompassing sustainable fashion consumption, information systems and second-hand social media shopping. It uniquely explores customer behaviours related to second-hand clothes shopping on the Facebook marketplace by building upon the OSSM scale. These findings offer valuable insights, showcasing the determinants that can increase customer-centric social media engagement. These results inform online retailers on Facebook marketplace about sustainable practices, aligning with UN Sustainable Development Goals 12, 13 and 8, to promote a green global economy.

This study aims to adopt the unified theory of acceptance and use of technology (UTAUT) model to assess travel purchase intentions in Fiji and Solomon Islands. The UTAUT model is extended with the inclusion of trust and attitude. This allows for new relationships to be tested. Both countries are classified as Small Island Developing States (SIDS). These two countries are chosen because they are both exemplars for developing countries in the Pacific, which are often overlooked in the literature. In doing so, the study increases the generalizability of the research instrument and the UTAUT model.

This study adopts a quantitative approach and collects data from Fiji and Solomon Islands residents. The survey instrument comprises two broad sections. The first section contains a standard set of demographic questions, including age, gender, income, and education level. The second section contains the variable items for this study. The snowballing sampling technique was used to collect 620 responses using an online survey. Links to the questionnaire were circulated through the use of social media Facebook. The survey was designed and hosted using an online survey tool (SurveyMonkey).

The findings of this study show that both perceived trust and attitude have been found significant in both countries. On the other hand, performance expectancy (PE) and effort expectancy (EE) have not been found significant for Fiji and Solomon Islands respectively. This study also finds that PE affects attitude for both countries, however, EE is only significant in the Solomon Islands.

Similar to other studies, this study is also bound by limitations that provide fertile ground for future research. The data in this study was based on convenience sampling. Thus, generalizations of the results need to be done with caution. Future research may be conducted that matches the sample to the population proportions. The definition of online travel purchases is another limitation of this study. A broad definition of an online purchase is considered in this study, which involves hotel reservations, holiday packages, cruises, and airline tickets. Thus, future research can be carried considering distinct purchasing motivations of categories of travel products rather than travel being considered as one category.

The results of this study provide valuable implications for both businesses to formulate and execute strategies to increase customers’ adoption of online travel purchases. The findings show how the differences in characteristics at the country level give rise to differences in customer perceptions and their intention to engage in online travel purchases. In doing so, businesses will be able to exploit the full commercial potential of their travel websites and reduce the administrative and personnel costs associated with traditional purchasing processes.

Insights from this study would be effective in understanding the unique characteristics of countries and their influence on customer behavior. This would enable more effective strategy development to improve customers' adoption of online travel purchases. The study also contributes theoretically by highlighting the importance of contextual factors in influencing the view of theories. It is one of the first studies to investigate the customer's adoption of technology in SIDS. In doing so, this study increases the generalizability of the research instrument and the UTAUT model by testing it in a developing country context where empirical evidence is lacking.

Plastic pollution is a major issue that plagues modern society. Scholars are interested in comprehending consumers’ behavioural actions to address plastic pollution. This study aims to delve into the determinants of consumers’ engagement with social media as a medium to address plastic pollution.

A conceptual model is developed that extends the behavioural reasoning theory (BRT). Using a quantitative approach, 476 responses underwent structural equation modelling analysis.

Results indicate that “reasons for” positively correlate with attitude and intention towards socially responsible engagement. Contrarily, “Reasons against” demonstrated a positive association with socially responsible engagement intention. Attitudes favouring socially responsible engagement correlate positively with the underlying intention. The moderation analysis underscores the positive relation of social return on social media with consumers’ attitude and their “reasons for” leaning towards socially responsible engagement intention. Notably, a positive connection was established between socially responsible engagement intention and the trifecta of consumption, contribution and content creation behaviours.

By enhancing the BRT, this research sheds light on novel perspectives regarding consumers’ engagement on social media platforms. Distinctively, it is among the handful of studies probing the influence of behavioural intention across diverse behavioural outcomes. The insights gained from this study, grounded in empirical evidence from an emerging market, are poised to guide policymakers, governmental agencies and industry practitioners in formulating effective strategies to combat plastic pollution. Additionally, the study can assist in achieving the UN sustainable development goals (SDGs), specifically SGD 12, SGD 13, SDG 14 and SGD 17.

This paper aims to explore the role of blockchain (BCT) and Artificial Intelligence (AI) technologies in enhancing and incentivizing environmentally responsible, socially inclusive and economically viable tourism practices within the hospitality and tourism (H&T) industry.

This study is based on a critical reflection research approach that enables a synthesis of information derived from existing literature's insights and the authors' experiences and observations. By examining frameworks and theories in the literature, critical reflection also helps develop a more comprehensive understanding of the topic.

This study portrays how BCT could be used to track the sustainability credentials of tourism providers and how AI can optimize energy usage in hotels. This study depicts how adopting technology-driven sustainable practices in the H&T industry can increase profitability, improve reputation, compliance with regulations, efficiency and a better guest experience.

The study suggests targeted actions and policy frameworks that can be tailored to different stakeholder groups (hospitality businesses, policymakers and tourists) to overcome barriers and maximize the positive societal and environmental impacts of adopting BCT and AI for sustainable tourism.

The originality of this study lies in its ability to offer new perspectives and novel recommendations on the diverse uses of AI and BCT in the context of sustainable tourism. Furthermore, the study provides strategic and policy elements (Targeted actions and policy frameworks) for stakeholders to integrate sustainable tourism practices using BCT and AI successfully. This study differs from earlier review studies that primarily focused on adopting emerging technologies and ignoring the sustainability angle in the use of technology.

Research on food tourism has a significant impact on destination attractiveness. However, components interfacing food experiences and memory are under-researched topics in food tourism literature. Therefore, this study aims to present a framework based on the components of rememberable food experiences while travelling through the lens of the diffusion of sensory stimulation.

This study adopted a qualitative application of “Memory-Work”, a social constructionist archetype suggested for food tourism-related research. A survey was conducted, and the respondents were asked an open-ended question.

The analysis found the components instigating these food experiences: Peculiar food and drink experience, setting/geographical location, companions and social interactions, celebrating occasions and touristic components (e.g. serendipitous travel experience and food nostalgic memory). Predominantly, rememberable food tourism experiences are more explicit than memorable tourism experiences.

The components mentioned in this framework illustrate that various food-related experiences should be involved in destination marketing. Service providers could use these components to create unique destination stories.

This study is the first to present a newly developed framework for food tourism service providers that incorporates sensory impressions with food memories to explore the connection between food memories associated with a destination.

Obesity is today’s most neglected, yet blatantly visible, public health problem. This study aims to examine the role of social media and goal-directed behavior in motivating healthy lifestyle intentions for customers experiencing obesity. It investigates the distinct roles of self-conscious emotions (shame and pride) and weight-transformational posts shared by others on social media as moderators of these relationships.

The conceptual model uses the goal-directed behavior theory and social comparison theory, tested using data collected from 804 obese customers in Fiji through an experimental design.

Weight-loss transformation posts by others on social media, elicit distinct emotions for obese customers. Obese customers who felt guilt and shame due to shared weight-loss transformation posts showed a stronger association between goal disclosure and healthy lifestyle intention. In addition, the association between goal disclosure and healthy lifestyle intention is conditionally mediated by goal commitment, specifically for those obese customers that elicited guilt over shame due to shared weight-loss transformation posts by others on social media.

Despite the adoption of an experimental design using a fictional stimulus being a commonly used method in marketing studies, external validity issues are likely. Also, this study examines obese customer behavior relating to Facebook. In addition, data collection for this study has been done from a single country perspective. Therefore, caution needs to be exercised when generalizing the findings of this study.

The findings assist businesses and marketers in the health and fitness industry to better leverage social media and goal-directed behavior and understand the emotions of obese customers to undertake data-driven precision marketing strategies.

The findings provide novel insights into goal disclosure and commitment, electronic word-of-mouth on social media platforms, self-conscious emotions and healthy lifestyle intentions for customers experiencing obesity.

The purpose of this paper is to examine the relationships and influences of change enablers for social enterprises in organizations undergoing cultural change.

Data were collected through a survey of social enterprises in two Pacific Island nations, and analyzed with Pearson and regression analyses.

The study finds that social enterprises are better equipped to implement cultural change when they exploit a robust entrepreneurial capability while optimizing strategic, financial and adaptive capabilities. These capabilities should be aligned with the enterprise’s culture and processes associated with transitioning the organizational culture to access resources and achieve its mission. Based on these results, a Cultural Change Enabling (CCE) Framework is proposed to help social enterprises leverage the dynamic interactions between the enterprise, its capabilities and environment, and organizational change processes.

Using the CCE Framework will benefit leaders of public benefit organizations, including social enterprises, to identify their capabilities, and develop an enabling culture to advance their trading activities and social mission so that social enterprises might operate sustainably.

As one of the first studies to examine the readiness for organizational change in social enterprises, this study provides new insights on the capabilities for organizational change, and the dynamics of organizations undergoing cultural transformation.

This study aims to examine the geographic, historical and institutional influences on social enterprise in a small Pacific island country.

Drawing on theoretical literature and factual materials published by reputable sources and based on local knowledge of the authors, the study considers how Fiji’s location; history; and social, economic, political and cultural institutions affect social enterprise.

Social enterprise is influenced by Fiji’s remote location and small economy, which reduces access to external information and suggests that the nation is slow to embrace new ideas. Fiji’s demographics, ethnic divisions and cultural arrangements create economic and political tensions that affect how support services and economic policies are delivered. Indians were brought to Fiji under the British colonial administration, and Fijians with Indian heritage now make up almost 40% of the population. Informal separation and growing tensions between these Fijian Indian citizens and indigenous Fijians have contributed to political instability. The resulting outmigration of skilled nonindigenous people has reduced levels of human capital and expertise. This limits Fiji’s capacity to innovate, including developing a robust social enterprise sector. Although social enterprise could be a very effective way to address social and economic problems in Fiji, it seems unlikely that the government will embrace the concept without support and encouragement from external sources, especially international aid and UN agencies.

Generalisability is not assumed with this study, as it examines only one Pacific island country; however, it is likely that the findings will apply in other small Pacific island countries having similar cultural arrangements.

This paper offers information that will assist practitioners, researchers and policymakers in understanding and negotiating complexities of the institutional environment in remote locations, especially in small Pacific island countries.

As one of the first studies of a small Pacific island country, this paper extends scholarship in this region and adds to the current understandings of social enterprise. In particular, the paper adds valuable, new knowledge of the effects of geographic location, political instability and cultural and ethnic divisions. This study is likely to be relevant for other small countries in isolated locations, especially those in the Pacific region with similar cultural environments.

This study investigates how the COVID-19 pandemic, as a unique environmental factor, influences Australian supermarket customers’ satisfaction and behavioural loyalty intentions through contactless self-checkout systems (SCSs). It examines the role of customer perceptions of service quality and vulnerability in shaping these outcomes and explores how customer perceptions of COVID-19 risk moderate these relationships.

Employing the stimulus-organism-response (S-O-R) theoretical framework, this research analyses responses from 428 Australian supermarket customers who use contactless self-checkout systems. The study integrates service quality and customer vulnerability as stimuli, examines their impact on customer satisfaction (the organism) and assesses how these factors influence customers' behavioural loyalty intentions (the response). Additionally, it explores how customer risk perceptions related to COVID-19 act as a moderator within these relationships.

The findings demonstrate that both SCS service quality and customer vulnerability significantly enhance customer satisfaction, positively affecting behavioural loyalty toward the supermarket. Furthermore, the study reveals that higher levels of perceived COVID-19 risk strengthen the impact of customer vulnerability on customer satisfaction and the effect of customer satisfaction on loyalty intentions.

This study contributes to the literature by highlighting the underexplored area of SCS usage and customer perceptions of service quality during an emerging pandemic among Australian consumers. It uniquely combines elements of consumer vulnerability and pandemic-related risk perceptions with traditional service quality metrics to offer new insights into customer behaviour in the retail sector. The study’s insights are valuable for supermarket management and marketing practices, particularly in adapting to and capitalizing on changes in consumer behaviour in response to global crises.