Search

The agricultural sector could benefit from biotechnologies in addressing challenges such as pests, droughts, and food supply issues. Genetically modified (GM) crops have been developed to offer not only economic advantages to farmers but also to contribute positively to the environment, human health, and consumer well-being. However, consumers' hesitancy in buying GM food may stem from societal reactions to how biotechnologies in agriculture have been regulated so far. The legislative debate that led, in early 2024, to the approval of Commission's proposal (COM(2023) 411 final) – aimed at simplifying the authorization process for plants obtained with certain new genomic techniques (NGTs) – has sparkled public discussion in the European Union on the application of biotechnologies in agriculture. This work aims to investigate Italian consumers' acceptance toward GM food. Through data collected from an original survey (N = 564), we tested a) their level of knowledge of GM techniques; b) if they are aware of differences between established techniques based on classical approaches of crossing and selection and more precise biotechnological techniques; c) their propensity to buy GM food, with a specific focus on food safety and environmental sustainability issues. By using a Multinomial Logit Model (MNL), starting from three hypotheses, the study highlights a gap in knowledge transfer and, in general, the communication process. This results in widespread misinformation that hinders informed consumer choices. The study also emphasizes consumers' sensitivity to food safety, including environmental issues, but still related to food safety issues. [ABSTRACT FROM AUTHOR]

Current literature on the privacy paradox in personalised advertising lacks insight into how consumers' knowledge of the data types used shapes their responses to these ads. Building on privacy calculus theory, theory of reasoned action, and signalling theory, this research explores how consumers' knowledge of data types in personalised advertising influences their reactions. Multigroup path analysis examines differences in established relationships based on consumers' data knowledge. The moderating effect of this knowledge in the relationship between perceived invasiveness and purchase intentions is also tested. Findings from a sample of millennials indicate that privacy concerns increase perceived invasiveness. However, multigroup and moderation analyses reveal that perceived invasiveness' impact on purchase intentions varies with consumers' data knowledge. Specifically, in the search history group, perceived intrusiveness negatively affects purchase intentions. These results underscore the situation-specific nature of the privacy calculus and assist advertisers in understanding consumer behaviour in response to personalised ads. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this study is to critically review consumer knowledge in marketing and propose a future research agenda. Despite the many works that have examined this variable, given its strong influence on behaviour, it has generally been studied in association with other constructs, and no studies have focused on it in a specific way. Its definition, measurement and approaches to its role and usefulness are superficial and underdeveloped. After structuring and analysing the existing literature, the authors establish, (I) which aspects are of little use to the discipline, and (II) which research lines have the most potential and should be developed and studied in greater depth, to advance and complete the existing consumer knowledge framework. Design/methodology/approach – A search was undertaken for documents in the main databases in which the term “consumer knowledge” appears in a marketing or consumer context, and a critical and reflexive approach was taken to analyse the main contributions and to structure them by content blocks. Findings – Five main content blocks were identified. A set of research gaps were detected, mainly related to the lax conceptualisation of the topic, measurement problems and the scarcity of more useful works connected with business management, and several research lines are proposed that complement the existing framework to make it more complete and operational. Originality/value – This paper offers a critical review and proposes a research agenda for one of the most used but little studied variables in the field of marketing, which may help academics and professionals in the discipline to continue developing useful theories and models. Objetivo – El objetivo de este trabajo es revisar críticamente el conocimiento del consumidor en marketing y proponer una agenda de investigación futura. A pesar de los numerosos trabajos que han examinado esta variable, dada su fuerte influencia en el comportamiento, generalmente se ha estudiado en asociación con otros constructos, y ningún estudio se ha centrado en ella de manera específica. Su definición, medición y aproximaciones sobre su papel y utilidad son superficiales y poco desarrollados. Después de estructurar y analizar la literatura existente, establecemos (I) qué aspectos tienen poco uso para la disciplina y (II) qué líneas de investigación tienen más potencial y deben ser desarrolladas y estudiadas con mayor profundidad; para avanzar y completar el marco existente sobre conocimiento del consumidor. Diseño/metodología/enfoque – Se realizó una búsqueda de documentos en las principales bases de datos en las que aparece el término “conocimiento del consumidor” en un contexto de marketing o consumo, y se adoptó un enfoque crítico y reflexivo para analizar las principales contribuciones y estructurarlas por bloques de contenido. Resultados – Se identificaron cinco bloques principales de contenido. Se detectó un conjunto de huecos de investigación, principalmente relacionados con la laxa conceptualización del tema, problemas de medición y la escasez de trabajos más útiles conectados con la gestión empresarial; y se proponen varias líneas de investigación que complementan el marco existente para hacerlo más completo y operativo. Originalidad – Este documento ofrece una revisión crítica y propone una agenda de investigación para una de las variables más utilizadas pero poco estudiadas en el campo del marketing, lo que puede ayudar a académicos y profesionales en la disciplina a continuar desarrollando teorías y modelos útiles. 目的 – 本文旨在对市场营销中的消费者知识进行批判性审视, 并提出未来的研究议程。虽然已有许多研究检验了该变量, 但由于其对行为产生强大影响, 通常会与其他结构变量一起研究, 而没有以特定方式专注于该变量。对其定义、测量以及其作用和用途的方法仍旧存在研究空白。通过对现有文献进行结构化分析后, 确定了以下两个方面：（I）哪些方面对该学科意义不大, （II）哪些研究方向最具研究潜力, 并且应该进一步深入发展和研究, 以推进和完善现有的消费者知识框架。 设计/方法/途径 – 通过主要数据库检索市场营销或消费者背景下涉及“消费者知识”一词的文献, 采取批判性和反思性方法来分析其主要贡献, 并通过内容块对其进行结构化。 发现 – 识别了五个主要内容块, 并发现存在一定程度的研究空白, 主要涉及该主题的概念松散化、测量问题以及与商业管理相关的有效研究的稀缺性。此外, 本文提出了几个研究线索, 这些线索为现有框架补充了信息, 使其更加完整且具备更强的操作性。 独创性 – 本文对市场营销领域中广泛使用但研究较少的变量进行了批判性评述, 并提出了相关研究议程。这一工作有助于学术界和专业人士继续发展实用的理论和模型。

Prior consumer knowledge research compares differences between experts and novices within a product category, implicitly assuming that novices are similar across categories. Relying on the differences between incidental and intentional learning, as well as on the unique physiological characteristics of olfaction processing, we examine this assumption, comparing novice consumers between olfactory and non-olfactory categories and suggesting that olfactory novices are unique. Using electronic word-of-mouth (eWOM) analysis and experiments, we find that olfactory novices are more familiar with technical terms than non-olfactory novices in their product category. Thus, when exposed to technical olfactory product descriptions, olfactory novices are more confident in evaluating products by gaining a higher sense of understanding. This cross-category novice comparison and the underlying cognitive mechanism are new to the literature. The research highlights the theoretical importance of how olfactory novices are unique and shows how eWOM and experimental data can be combined in sensory marketing. Practically, we suggest scented product managers to provide more technical product descriptions for olfactory novices, especially when product trial is not feasible (e.g., online purchases). [ABSTRACT FROM AUTHOR]

This study analyzes the factors influencing the intention to purchase electric vehicles (EVs) following the implementation of financial incentives. It integrates the Theory of Planned Behavior (TPB), the Technological Acceptance Model (TAM), and extensions of TPB, including consumer knowledge, perceived risk, and financial incentives. Data were collected from 384 respondents, comprising both EV users and non-users in Batam City. The findings reveal that attitude has an insignificant effect on the intention to buy EVs, while perceived usefulness also shows an insignificant effect on attitude. In contrast, consumer knowledge and financial incentives significantly influence both attitude and purchase intention. Perceived risk negatively affects attitude and intention to buy EVs. The study highlights the need for policies providing financial incentives to consider long-term benefits for consumers to ensure sustainable adoption of EVs. [ABSTRACT FROM AUTHOR]

Sustainable food consumption is critical for addressing global environmental challenges and promoting health and ethical practices. Understanding what drives sustainable food choices among younger generations, particularly Generation Z, is essential for developing effective strategies to encourage sustainable consumption patterns. Using the Theory of Planned Behavior as the theoretical framework, this study aims to explore how the variables of the theory (personal attitude, subjective norms, and perceived behavioral control), along with consumer knowledge, trust, and health concerns, affect Generation Z's intentions to buy sustainable food. The research was carried out in Poland via the online interview method (CAWI), with 438 users ranging between the ages 18 and 27. The results show that attitudes and knowledge are significant predictors of sustainable food consumption among Generation Z, while subjective norms, perceived behavioral control, health consciousness, and trust do not significantly affect purchase intentions. This research underscores the importance of educational campaigns and marketing strategies that enhance consumer knowledge and shape positive attitudes towards sustainable food. These insights offer valuable implications for policymakers, marketers, and educators aiming to encourage sustainable practices. Understanding the drivers of Generation Z's sustainable food consumption behaviors can provide valuable insights for developing effective strategies to promote sustainable consumption patterns. This study adds to the body of knowledge on sustainable food consumption by highlighting the specific factors that drive Generation Z's purchasing intentions. [ABSTRACT FROM AUTHOR]

Social media platforms have been major channels for consumers to search for product-related information, compare market prices, and consult other experienced buyers. Particularly, social media influencers play a crucial role in consumers’ decision-making process. Scholars have confirmed that information-seeking behavior enhances the efficiency of decision-making. However, a fundamental question arises about what other variables influence the relationship between information-seeking behavior and consumer efficiency. By combining the theory of consumer shopping productivity and para-social interaction, this study proposed a model that explains how information-seeking behavior enhances consumer efficiency through social media influencers and consumer knowledge. The study further extends the theory of consumer shopping productivity to a social commerce setting. This study used representative data from a national survey through face-to-face interviews in Taiwan. The results identified consumer knowledge as the strongest variable in the consumer decision-making process. Furthermore, social media influencer exposure moderately helps consumers to make efficient decisions. Finally, consumer knowledge moderates the relationship between information-seeking behavior and perceived consumer efficiency.

In the marine environment, fish parasites are present in most seafood species. The most common are nematodes of the genus Anisakis, which can parasitize human tissues, causing anisakiasis and allergies—in some cases with a strong reaction, such as anaphylactic shock. This happens when people ingest live or dead larvae present in the muscles or viscera of a wide range of fish and cephalopods. Consumer education has been positioned as one of the most effective alternatives for its prevention. This study, carried out in Asturias (northwest Spain), sought to identify the seafood products that present the greatest risk of anisakiasis for consumers, taking into account their consumption, the prevalence of Anisakis, and consumer knowledge about this parasitosis. In the results, hake (Merluccius merluccius) and cod (Gadus morhua), frequently consumed in the region and with high parasite prevalence, do not pose a great risk because they are consumed when well cooked. Instead, sardine (Sardina pilchardus), highly consumed and less parasitized, and anchovy (Engraulis encrasicolus), highly parasitized and less consumed, would exhibit a medium risk. Young participants know more about the risks of anisakiasis from raw seafood. The gaps detected in the knowledge about the ability of temperature treatments to eliminate parasites, especially in allergic people, must be addressed for better prevention. We suggest campaigns adapted to the population sectors. [ABSTRACT FROM AUTHOR]

Purpose: to the explore the Theory Reaction Action model and Theory Planned Behavior model in Environmentally Friendly Products of Food Industry Sector in Indonesia SMEs. Design/methodology/approach: This research uses a qualitative-exploratory and quantitative research, with analysis of factors affecting the purchase of environmentally friendly products by emphasizing the enrichment aspect in the field as the strength of research. As a study that not only comes to describe the problem only but this research will come to the stage of drafting the development model, and applicative by conducting observations and evaluation in the field. Findings: 1) the hypothesis that customer knowledge has a positive and significant effect on purchase intentioncan be accepted. 2) the hypothesis that customer knowledge has apositive and significant effect on Environment Friendly Products can be accepted. 3) the hypothesis that the influence of consumer attitudes on the environment has a positive and significant effect on purchase intention of environmentally friendly products can be accepted. Originality: The Mediation Role of Attitude Applied to the TRA Model and TPB Model in Environmentally Friendly Products. [ABSTRACT FROM AUTHOR]

The concept of sustainable fashion is becoming more relevant in today's society. The purpose of this research is to identify the determinants of the purchase intention of sustainable fashion, and the relationship between price and the purchase of sustainable fashion. A questionnaire was administered, which made it possible to define the concept of sustainable fashion, to use PLS-SEM to identify the determinants, and to apply linear regression models and t-tests of two independent samples (two-tailed test). The concept of sustainable fashion comprises the dimensions of manufacturing with a reduced environmental impact, consuming second-hand fashion products, manufacturing in an environmentally friendly way, reusing fashion products, manufacturing to last longer, manufacturing according to fair trade principles, using recycled materials, and manufacturing from organic materials. The PLS-SEM results show that purchase intention is determined by consumer knowledge, environmental beliefs, and willingness to pay more. The research also revealed that there is a non-linear (quadratic or exponential) relationship between the price of the product and the price increase that consumers are willing to pay and that they value the dimensions of sustainable fashion differently. The purchase intention determinants of consumers and non-consumers of sustainable fashion are identical, yet the dimensions of sustainable fashion are valued differently by each group. [ABSTRACT FROM AUTHOR]

The consumption process in today’s branded world tends to be more complex. Consumption involves meanings and politics, which are socio-culturally constructed. Moreover, Brand plays a distinct role in the social relations of consumers. It becomes the capital for consumers in social struggle, both in the Brand (lovers) communities and broader communities. The tension and functionality of brand modalities may differ in each domain depending on social strategy. Therefore, the Brand becomes the medium of judgment in specific tastes that flutters on social stratification. This stratification is formed/forming the power relations among consumers. This article focuses on how brand relationships play a role in consumers’ social strategies and how innovative product values can be constructed socially and culturally within the brand relationships space. The cultural studies approach is used to examine some examples in Indonesia, to get cultural insights into the social dimension of brand relationships. The limited literature regarding the social dimensions of brand relationships and how they can be capitalized as insights for sociocultural-based product values development makes this article relevant and significant as a reference for subsequent studies and practitioners. [ABSTRACT FROM AUTHOR]

Abstract More than 700,000 tons of food are wasted annually in Denmark where dairy products are among the 10 most wasted food products. Therefore, this study aims to analyze Danish consumers’ understanding of the best‐before‐date label and relational patterns for different knowledge‐attitude‐behavior factors influencing their willingness to buy (WTB) dairy products close to the best‐before‐date. Respondents (n = 436) from an online survey were segmented into four segments based on (i) their frequency of purchasing and (ii) their WTB dairy products close to the best‐before‐date: low/low (n = 53), medium/low (n149), medium/high (n = 190), and high/high (n = 44). All four segments had a relatively high understanding of the best‐before‐date label (total mean score = 2.43). For the medium/high and high/high segments, drivers for buying dairy products close to the best‐before‐date were avoidance of food waste, reduced price, and organic certification. However, the low/low and medium/low segments refrained from purchasing dairy products close to the best‐before‐date due to health concerns and low‐quality perception and found them unappetizing. Furthermore, there seems to be a tendency for an age‐dependent pattern. Older respondents (low/low and medium/low) had a higher risk perception than the younger respondents (medium/high and high/high). Consumers’ level of risk perception and food disgust sensitivity are the actual drivers or barriers for consumers’ WTB dairy products close to the best‐before‐date and not their level of knowledge. The results obtained from this study contribute valuable insights into consumer values and can be crucial for developing strategies to reduce food waste in an environment where consumers make their purchasing decisions.

Abstract The study aimed to assess the hen’s eggs knowledge, handling practices, and consumption among Palestinian consumers using the cross-sectional survey design. Online questionnaire was sent via social media platforms including well-known Facebook and WhatsApp groups in West bank, Gaza and Jerusalem, along with an invitation explaining the research objectives and the voluntary participation. The online questionnaire consisted of three main sections: socio demographic, knowledge and practices for hen’s eggs during purchase, preparation, storage, and consumption. The items were developed based on previous literature and international guidelines for hen's eggs purchase and handling, and subjected to content validity process, followed by a pilot study to determine the reliability of the questionnaire using Cronbach’s alpha test. The final data were analysed based on the dichotomous Rach model for knowledge and polytomous Rasch model for practices using Winsteps version 5.1.3. The Rasch SPSS output interval data files were used in the inferential analyses tests (one-way ANOVA test and independent samples t-test). The Rasch analysis showed that on average the participants had quite low level of knowledge of hen's eggs consumption safety, (person ability Mean 0.10 logit). The item difficulty measures ranged between + 1.65 (most difficult) and − 2.24 logit (easiest). It was not easy for the participants to endorse the items pertaining their practices in handling the hen’s eggs during purchase, preparation, storage and consumption, (person ability Mean − 0.11 logit). The item difficulty measures ranged between + 2.68 logits (most difficult) to − 2.45 logit (easiest). In addition, female participants significantly outperformed males in knowledge scores; and the level of hen's eggs hygiene practices and storage during purchase depended on participants’ knowledge level. The research recommended interventional programs to enhance Palestinians’ awareness and knowledge about hen's eggs knowledge, handling practices, and consumption. Further quantitative and qualitative research studies were also recommended.

The purpose of nutrition information on a nutrition label is to communicate to consumers the nutritional content of prepackaged foods so that they would be able to identify healthy foods before purchase. Many systematic reviews in the area of consumer awareness, knowledge, understanding, and use of nutrition labels have focused on the United States, Canada, Asia, Europe, Australia, and New Zealand, and little attention has been given to African countries. To review the state of consumer awareness, knowledge, understanding, and use of nutrition labels within the African region, identify barriers to the use of nutrition labels, identify consumers who are more likely to use labels, and assess the factors that affect purchasing decisions. Searches were done in electronic databases (PubMed, Google Scholar, Semantic Scholar, Web of Science) and the reference lists of relevant research articles (back referencing). The review was limited to cross-sectional peer-reviewed research articles which were published in the English Language between January 2000 and June 2022. Twenty-six peer-reviewed papers from 10 African countries that met our inclusion criteria are included in this systematic review. The overall crude means of levels of awareness, knowledge, understanding, and use of nutrition labels were found to be 74.2%, 56.4%, 45.3%, and 69.1%, respectively. Consumer levels of knowledge and understanding of nutrition labels across the 10 African countries were low compared to the awareness and use of nutrition labels. [ABSTRACT FROM AUTHOR]

The study aimed to assess the hen's eggs knowledge, handling practices, and consumption among Palestinian consumers using the cross-sectional survey design. Online questionnaire was sent via social media platforms including well-known Facebook and WhatsApp groups in West bank, Gaza and Jerusalem, along with an invitation explaining the research objectives and the voluntary participation. The online questionnaire consisted of three main sections: socio demographic, knowledge and practices for hen's eggs during purchase, preparation, storage, and consumption. The items were developed based on previous literature and international guidelines for hen's eggs purchase and handling, and subjected to content validity process, followed by a pilot study to determine the reliability of the questionnaire using Cronbach's alpha test. The final data were analysed based on the dichotomous Rach model for knowledge and polytomous Rasch model for practices using Winsteps version 5.1.3. The Rasch SPSS output interval data files were used in the inferential analyses tests (one-way ANOVA test and independent samples t-test). The Rasch analysis showed that on average the participants had quite low level of knowledge of hen's eggs consumption safety, (person ability Mean 0.10 logit). The item difficulty measures ranged between + 1.65 (most difficult) and − 2.24 logit (easiest). It was not easy for the participants to endorse the items pertaining their practices in handling the hen's eggs during purchase, preparation, storage and consumption, (person ability Mean − 0.11 logit). The item difficulty measures ranged between + 2.68 logits (most difficult) to − 2.45 logit (easiest). In addition, female participants significantly outperformed males in knowledge scores; and the level of hen's eggs hygiene practices and storage during purchase depended on participants' knowledge level. The research recommended interventional programs to enhance Palestinians' awareness and knowledge about hen's eggs knowledge, handling practices, and consumption. Further quantitative and qualitative research studies were also recommended. [ABSTRACT FROM AUTHOR]

Expertise provides numerous benefits. Experts process information more efficiently, remember information better, and often make better decisions. Consumers pursue expertise in domains they love and chase experiences that make them feel something. Yet, might becoming an expert carry a cost for these very feelings? Across more than 700,000 consumers and 6 million observations, developing expertise in a hedonic domain predicts consumers becoming more emotionally numb—that is, having less intense emotion in response to their experiences. This numbness occurs across a range of domains—movies, photography, wine, and beer—and across diverse measures of emotion and expertise. It occurs in cross-sectional real-world data with certified experts, and in longitudinal real-world data that follows consumers over time and traces their emotional trajectories as they accrue expertise. Furthermore, this numbness can be explained by the cognitive structure experts develop and apply within a domain. Experimentally inducing cognitive structure led novice consumers to experience greater numbness. However, shifting experts away from using their cognitive structure restored their experience of emotion. Thus, although consumers actively pursue expertise in domains that bring them pleasure, the present work is the first to show that this pursuit can come with a hedonic cost. [ABSTRACT FROM AUTHOR]

This article examines the impact of the COVID-19 pandemic on consumer behavior at PT. Telkomsel, a telecommunications company in Indonesia. The study uses qualitative methods to explore changes in behavior, consumer knowledge, and decision-making. The research reveals that government restrictions during the pandemic have resulted in increased WiFi usage compared to cellular/mobile connections. The article emphasizes the importance of understanding consumer behavior and knowledge in the mobile internet industry. PT. Telkomsel has responded to these changes by launching the Orbit package, but competition remains a challenge for the company. [Extracted from the article]

An investigation into the embodiment of consumer knowledge is presented, drawing on ethnomethodology and the allied field of conversation analysis. Analyzing video recordings of 189 service encounters at the ticket desk of an art gallery, the study explores the embodiment of consumer knowledge, how consumer knowledge is witnessable from quotidian details of customers' embodied conduct, how they talk, move their bodies, gesture, handle objects, and cast their gaze. Consumer knowledge is shown to be socially organized, with social considerations informing what customer should know, and how customers' faulty assertions and claims should be treated. In the way firms approach consumer knowledge, the article describes how they might create or undermine interactive value. This article breaks new ground by demonstrating that consumer knowledge is relevant for understanding the actions of consumers, not only as a result of cognitive processes but also as it is embodied. [ABSTRACT FROM AUTHOR]

In the marine environment, fish parasites are present in most seafood species. The most common are nematodes of the genus Anisakis, which can parasitize human tissues, causing anisakiasis and allergies—in some cases with a strong reaction, such as anaphylactic shock. This happens when people ingest live or dead larvae present in the muscles or viscera of a wide range of fish and cephalopods. Consumer education has been positioned as one of the most effective alternatives for its prevention. This study, carried out in Asturias (northwest Spain), sought to identify the seafood products that present the greatest risk of anisakiasis for consumers, taking into account their consumption, the prevalence of Anisakis, and consumer knowledge about this parasitosis. In the results, hake (Merluccius merluccius) and cod (Gadus morhua), frequently consumed in the region and with high parasite prevalence, do not pose a great risk because they are consumed when well cooked. Instead, sardine (Sardina pilchardus), highly consumed and less parasitized, and anchovy (Engraulis encrasicolus), highly parasitized and less consumed, would exhibit a medium risk. Young participants know more about the risks of anisakiasis from raw seafood. The gaps detected in the knowledge about the ability of temperature treatments to eliminate parasites, especially in allergic people, must be addressed for better prevention. We suggest campaigns adapted to the population sectors.

The concept of sustainable fashion is becoming more relevant in today’s society. The purpose of this research is to identify the determinants of the purchase intention of sustainable fashion, and the relationship between price and the purchase of sustainable fashion. A questionnaire was administered, which made it possible to define the concept of sustainable fashion, to use PLS-SEM to identify the determinants, and to apply linear regression models and t-tests of two independent samples (two-tailed test). The concept of sustainable fashion comprises the dimensions of manufacturing with a reduced environmental impact, consuming second-hand fashion products, manufacturing in an environmentally friendly way, reusing fashion products, manufacturing to last longer, manufacturing according to fair trade principles, using recycled materials, and manufacturing from organic materials. The PLS-SEM results show that purchase intention is determined by consumer knowledge, environmental beliefs, and willingness to pay more. The research also revealed that there is a non-linear (quadratic or exponential) relationship between the price of the product and the price increase that consumers are willing to pay and that they value the dimensions of sustainable fashion differently. The purchase intention determinants of consumers and non-consumers of sustainable fashion are identical, yet the dimensions of sustainable fashion are valued differently by each group.

The aim of the research is to provide insight into the awareness and knowledge level of Generation Z regarding organic food and to assess their ability to recognize organic products in the Serbian market. For this study, a quantitative research approach was applied using a questionnaire filled out by 213 students from three universities in Serbia. The presented research results indicate insufficient familiarity with standards, certification, and labeling of organic products among Generation Z in Serbia. Out of the total number of participants aware of organic food, almost half do not know the exact definition of these products. Interestingly, occasional organic consumers are more familiar with the legal definition of organic food than regular organic consumers. The results also reveal that a significant portion of respondents do not distinguish between organic food on the one side and healthy and natural products on the other side. The confusion among Generation Z consumers is further confirmed by the finding that 37.2% of respondents do not recognize the national label for organic products in Serbia. The obtained findings can assist companies in developing effective marketing strategies to stimulate organic food consumption within the Generation Z market segment.

Copyright of Revista de Ciências Agrárias is the property of Sociedade de Ciencias Agrarias de Portugal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Marketing (0354-3471) is the property of SEMA - Srpsko udruzenje za Marketing i Ekonomski fakultet Beograd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The aim of this study is to investigate the level of knowledge (cognition), attitudes, and behaviour of customers toward sustainability issues in the context of fast fashion. It incorporates empirical evidence that focuses on investigating what consumers know and feel, and how they behave towards fast fashion brands in the context of sustainability, and further explores whether consumers' knowledge about fashion is not sufficient to evoke environmentally friendly purchases. To facilitate a shift towards more sustainable fashion consumption if this is desirable, providing clear information about the environmental and the social impact of products and creating strong feelings, seems to be promising. The descriptive analysis of data collected from 97 consumers reveals that although most consumers claim to be knowledgeable about sustainability-related issues, they lack precise and accurate knowledge on aspects linked to the sustainable supply chain, including fabric, materials, recycling, or re-use of fashion items. Women appear to be more knowledgeable about this topic than men, but men are willing to pay a higher price for fast fashion brands that reflect their moral values. [ABSTRACT FROM AUTHOR]

Studies show that greening the business is not only helpful in getting the green products to the consumers, which may be better for their health and environment, but it also helps the business as a kind of strategy for enjoying a competitive advantage and strengthening brand image. Green marketing practices are now days gaining wide acceptance among various marketing practices. Green marketing is the set of marketing activities which start from the procurement of the product to the delivery of the product to the end user in a greener way. On the other hand, eco-labeling is one of the important tools for the green marketing as it helps to differentiate the green products from non-green products. But it has been seen that many times these eco-labels fail to attain their objectives. The objective of this paper is to establish a relationship of eco-labels with consumer knowledge, information communication, consumer trust and its impact on green purchase intention. Further, all these relationships have been verified with the help of structural equation modeling (SEM), performed by using SmartPLS 3.0. The study reveals that eco-labeling is a significant criterion for consumer trust and green purchase intention via consumer information and knowledge.

With the blooming of the socio-economy in China, urban water consumption continues rising, and the promotion of water-saving appliances has become one of the priorities of water saving efforts. Based on the perceived risk theory, this research constructs a moderated mediation model to explore the mechanisms that explain and affect consumers' willingness to purchase water-saving appliances. The study finds that consumers' perceived risk of buying water-saving appliances is mainly functional, economic, and psychological risks. Perceived risk will reduce consumers' quality trust and green trust in water-saving appliances, and indirectly influences consumers' willingness to buy through quality and green trust. In addition, we find that consumer knowledge of water-saving appliances can weaken the negative impact of perceived risk on quality trust and green trust and the indirect inhibitory effect on purchase intentions. In final, we provide policy recommendations to guide consumers to purchase water-saving appliances and promote the popularization of water-saving appliances. [ABSTRACT FROM AUTHOR]

IntroductionParticipating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of consumers’ engagement in an individual community, little is known about the multi-competing brand community engagement.MethodsThis paper explores the manifestation, categories, motivational drivers, and consequences of consumers’ MBCE through two studies using two different methodologies to fill this gap.ResultsBy using netnography, study 1 shows that MBCE behaviors manifest in various ways, and can be classified into three categories: information-oriented MBCE, social-oriented MBCE, and oppositional MBCE. Study 2 indicates through a consumer survey that one reason that motivates consumers to participate in other competing brand communities is because of the attractiveness of other competing brands. Also, the results indicate that consumers’ product knowledge is positively associated with MBCE. Finally, the number of competing brand community engagements is positively related to brand switching intention.DiscussionThis article enriches the brand community literature and provides important implications on managing brand communities in a competing environment.

Companies are increasingly using artificial intelligence (AI) technology to generate promising concepts for new products which are then marketed to consumers as "AI‐designed." Drawing on four studies and follow‐up studies, this paper explores consumer perceptions of AI design. Based on the information gap model, the studies determine that, compared with professional‐designed products, consumers are more willing to pay for products designed by AI, in which process curiosity plays an intermediary role (Study 1). Crucially, this research also predicts the boundary conditions for the positive effects of AI design. High levels of consumer knowledge lead to an attenuation in consumer curiosity regarding AI design, thereby decreasing the willingness to pay (Study 2), while the product type also has a moderating effect on the influence of the product design sources. Consumers are more willing to pay for utilitarian products designed by AI than hedonic products (Study 3). In addition, we reverify that consumers prefer AI‐designed products through a field study (Study 4). Finally, the research sheds light on how to utilize AI to promote the success of new product innovation from a marketing perspective, providing important theoretical knowledge and actionable managerial implications for future research. [ABSTRACT FROM AUTHOR]

This paper examines consumers' objective knowledge of corporate social responsibility (CSR) for brands over different product categories, and investigates whether objective knowledge influences attitudes to CSR, and the relationships between demographics and objective knowledge. The research uses an innovative approach to examining consumer CSR knowledge via (largely) unprompted recall. The analysis uses independent judges to score actual consumer objective knowledge of the CSR of well-known brands against the policies and actions of the brand owner. The research reveals that participants' objective knowledge of CSR was limited or, in many cases, there was no knowledge. Further, the number and type of CSR policies did not influence overall evaluations of CSR. However, where objective knowledge was held, it did positively influence evaluations. The findings of the research direct managerial attention towards improvement of the communication of CSR, including using the research methodology here to evaluate the success of current communications. [ABSTRACT FROM AUTHOR]

While the consumption of smart products is continuously increasing, it is essential to explore the trigger mechanism of consumer behavior in respect of smart product purchase. In this scenario, we aim to investigate the impact of consumers’ positive personality on the purchase behavior. We constructed a structural equation model based on the partial least square method and tested our hypotheses on the basis of data analysis. The data were collected by conducting a survey of 326 Chinese consumers. We found two affecting paths from consumers’ positive personality to smart product purchase. First, consumer knowledge promoted by positive personality raises purchase intention and, in turn, stimulates purchase behavior. Second, consumers’ positive personality improves perceived income, which determines actual purchase behavior. This study deepens our understanding of the trigger mechanism of smart product purchase behavior and enriches the consumer behavior theory. [ABSTRACT FROM AUTHOR]

In the current research, we show that low-power state promotes variety-seeking. We argue that this effect occurs because consumers in low-power state desire control and variety-seeking as a way to restore sense of control. The effect of power on variety-seeking is reduced when consumer knowledge in a certain consumption domain is high (vs. low) because knowledge is an alternative way to retain sense of control. Three experiments provide systematic evidence for this effect across different product categories. These findings contribute to the literature on how variety-seeking can be used as a way to compensate and enhance our understanding of power and consumer knowledge. [ABSTRACT FROM AUTHOR]

Policies to promote the usage of energy-saving vehicles (EVs), such as electric vehicles and hybrids, were introduced and implemented in many countries due to increasing awareness of the potential benefits of such vehicles on environmental and energy conservation. However, despite consumers’ claims of their concerns and positive attitudes toward environmental issues, those claims have not been translated into energy-saving vehicles’ purchasing behavior. Prior studies neglected the interrelationship between consumer ethnocentrism (CE), perceived value (PV), and consumer knowledge (CK) in influencing consumer behavior, including pro-environmental behavior. This study examines the relationship between CE, PV, CK, perceived usefulness (PU), perceived ease of use (PEU), attitude and intention to purchase domestic energy-saving vehicles. A total of 396 completed questionnaires were collected through convenience sampling in Xuzhou, China. The survey data were subjected to descriptive analysis and analysis of variance using SPSS. In addition, confirmatory factor analysis and structural equation modeling (SEM) were utilized for the hypotheses testing. The results revealed that CE positively influenced PV and CK; PV and CK positively influenced PU and PEU. CK positively influenced PV, while PU and PEU positively influenced attitude and intention, and PEU was shown to influence PU. Furthermore, attitude was shown to significantly influence intention to purchase domestic energy-saving vehicles. Lastly, the theoretical and practical implications of the outcomes were discussed, including the limitations of the research. [ABSTRACT FROM AUTHOR]

Word of mouth affects consumer behavior, but how does the language used in word of mouth shape that impact? Might certain types of consumers be more likely to use certain types of language, affecting whose words have more influence? Five studies, including textual analysis of more than 1,000 online reviews, demonstrate that compared to more implicit endorsements(e.g., “I liked it,” “I enjoyed it”), explicit endorsements (e.g., “I recommend it”)are more persuasive and increase purchase intent. This occurs because explicit endorsers are perceived to like the product more and have more expertise. Looking at the endorsement language consumers actually use,however, shows that while consumer knowledge does affect endorsement style, its effect actually works in the opposite direction. Because novices are less aware that others have heterogeneous product preferences, they are more likely to use explicit endorsements. Consequently, the endorsement styles novices and experts tend to use may lead to greater persuasion by novices. These findings highlight the important role that language, and endorsement styles in particular, plays in shaping the effects of word of mouth.

Consumer orientation towards Green Products or environmentally friendly products is one of the supporting factors for business continuity (business sustainability). Consumer behavior in choosing a product is primarily determined by several things such as available product design, consumer knowledge, government control over consumers and producers. The role of the Government, Consumers and Producers together forms consumers' character in selecting the products to be consumed; therefore, the part of these three elements becomes essential to study. This study focuses on the role of government control, considering that other variables, namely consumers and producers, have been widely discussed in previous research studies. This study involved 210 respondents who live in Jakarta and surrounding areas. The selection of respondents was carried out by purposive sampling method with the criteria of respondents being groups of people who buy products for their own needs (not for resale). Data analysis was performed using Structure Equation Modeling - Partial Least Square (SEM-PLS). The results revealed that Government Control and Product Design had a direct and significant impact on consumer behavior, while consumer knowledge indirectly affected consumer behavior.