Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior

Examining customer intentions to purchase intelligent robotic products and services in Taiwan using the theory of planned behaviour

BACKGROUND

The literature for assessing online and offline shopping behaviours that are linked to intelligent robotic goods and services is inadequate. In this study, we applied the Theory of Planned Behaviour model for guidance regarding how consumer behaviour affects their purchase intentions for intelligent robotic goods and services.

METHODS

Data from 408 respondents were gathered through an online questionnaire binned into Online and Overall Shoppers, and analysed using SPSS, AMOS, and Covariance-Based Structural Equation Modelling software to evaluate the appropriateness of the measurements and to confirm data reliability, convergence, divergence, and validity. These tools were also used to track and test hypothesized relationships between the variables and model constructs used in this study.

RESULTS AND CONCLUSIONS

The overarching outcomes from the data analyses indicated the Ease of Usage, Brand Perception, and Product Pricing variables causally impacted the TPB model constructs, namely Attitude, Subjective Norms, and Perceived Behaviour Control for the two populations tested with respect to their intention to purchase intelligent robotic goods and services. The reliability measurements for Ease of Usage, Brand Perception, and Product Pricing are discussed. The results are important for companies and future investors because opportunities to study the complex relationships that ultimately drive consumer behaviour and their intention to purchase intelligent robotic goods and services are provided.

Factors affecting purchase intention of organic food products: Evidence from a developing nation context

The organic food industry has experienced rapid growth in recent decades. The industry is relatively new to developing countries compared to developed countries. Since Iran has the potential to produce organic products, it is essential to study factors that influence consumers' intention to buy them. The present study was designed and implemented for this purpose. In this cross-sectional study, 520 adults were selected using multistage sampling. Path analysis was employed to test a hypothesized model of predictors of consumer purchase intention for organic food. Attitude, environmental concern, and sensory characteristics directly impacted the intention to purchase organic food (p < .01). Knowledge, perceived price, and household size indirectly affected purchase intention through attitude (p < .01). Age indirectly affected purchase intention through health consciousness, environmental concern, perceived price, and sensory characteristics (p < .01). Subjective norms, health consciousness, and the perceived convenience of purchase had a positive and significant effect on purchase intention, directly and indirectly, through the mediating influence of attitude (p = .000). The educational level also affects purchase intention directly and indirectly through knowledge, health consciousness, environmental concern, and subjective norm (p = .000). The most potent total effects belonged to health consciousness, subjective norms, and education, respectively. Overall, the model could explain 47% of the intention variance and 45% of the variance in attitude. Various factors influence Iranian consumers' decision to buy organic food. This information can help professionals make well-informed decisions in policymaking, production, marketing, tourism, and retailing.

Exploring Physical Education Teachers' Intention and Perceived Constraints in Offering Online Lessons Using the Theory of Planned Behavior: A Multi-Country Analysis

Guided by the theory of planned behavior, this study aimed to determine the influence of Physical Education (PE) teachers' attitudes, their perceived behavioral control, and the influence of subjective norms on their intention and constraints (intrapersonal, interpersonal, and structural) to offer a high-quality class based on best practices to deliver PE lessons online during the COVID-19 pandemic. This cross-sectional, multi-country survey study recruited PE teachers from five countries (China, Malaysia, the Philippines, Turkey, and the United States). A total of 928 online questionnaires were used in the analysis. In terms of the overall intention to teach online, our findings showed that American and Filipino teachers had higher levels of intention to continue teaching online. In contrast, Turkish, Malaysian, and Chinese teachers showed a lower interest. Moreover, Malaysian teachers had more intrapersonal constraints while the teachers in the other four countries were not as restrained intrapersonally. The results highlight the significant influence of perceived behavioral control and attitudes on PE teachers' intention to deliver online courses. Constraints to online teaching had a considerably large negative impact on attitudes, subjective norms, and perceived behavioral control. Based on the results, the proposed extension to the theory of planned behavior was an appropriate framework for understanding the behavioral intent of PE teachers.

Examining the moderating effect of perceived risk from particulate matter on outdoor sports participants: a theory of planned behavior perspective

Purpose

This study, drawing from the theoretical framework of the Theory of Planned Behavior (TPB), examines the structural relationship among attitudes, subjective norms, perceived behavioral control (PBC), and behavioral intention. The study focuses on investigating how the perceived risk associated with particulate matter moderates the relationships between "attitudes and behavioral intention," "subjective norms and behavioral intention," and "PBC and behavioral intention" within the context of individuals engaged in outdoor sports.

Design/methodology/approach

The data were collected from outdoor sports gatherings facilitated through a popular South Korean sports meetup application. Confirmatory factor analysis was employed to establish the construct validity of the measurement scale, assess factor loadings, averaged variance extracted (AVE), and construct reliability (CR). We also ensured the reliability of the measurement scale through Cronbach's α analysis. To achieve our research objectives, we utilized structural equation modeling with maximum likelihood estimation to examine the positive relationships under investigation. Additionally, we performed moderation analysis using the statistical software Jamovi.

Findings

The findings demonstrate the significant impacts of attitudes, subjective norms, and PBC on behavioral intention and reveal that perceived risk acts as a moderator, influencing the relationship between PBC and behavioral intention.

Interactive effects of information and trust on consumer choices of organic food: Evidence from China

A large number of studies have explored the separate roles of information and trust in consumer choices of organic food, but little attention has been paid to exploring the interactive effects of information and trust. Here, for the first time to our knowledge, we explored the joint effects of information and consumers' trust in shaping consumer preferences for organic food. A hypothetical choice experiment was employed to elicit consumer preferences for organic food, and a between-subject design approach was used to explore the effects of information. Our results from a sample of 2382 Chinese consumers indicated that consumers are willing to pay extra price for organic rice compared to the conventional rice. Notably, individuals with a high level of trust exhibited a significantly higher willingness to pay for organic rice than those with lower trust levels. Furthermore, the introduction of information leads to a substantial 40% increase in consumers' willingness to pay for organic rice, with an even more significant 50% increase observed among high-trust consumers. These results highlight the augmenting role of trust in amplifying the effects of information. Consequently, effective strategies should encompass both the provision of information and the cultivation of trust concurrently to promote consumer choices of organic food.

Only the best for my kids: An extended TPB model to understand mothers' use of food labels

Despite the evidence that mothers' food purchasing behavior impacts the quality of children's diet, few studies have explored psycho-social factors influencing how mothers choose the food to buy for their children. To fill this gap, this study tested an extended Theory of Planned Behavior (TPB) model to predict mothers' tendency to seek information on food labels before purchasing food for children. Participants included 311 Italian mothers who completed a self-report questionnaire measuring their information-seeking behavior, TPB variables, anticipated regret and healthy-eater identity. Results from a Multiple Correspondence Analysis showed that mothers' information-seeking behavior involved a continuum of choices ranging from selecting conventional or prepackaged foods to choosing to read the food label before making a purchase. Besides, a Partial Least Squares-Structural Equation Modeling analysis showed that information-seeking behavior was positively predicted by intention (β = 0.309, p < 0.001) and healthy-eater identity (β = 0.195, p < 0.001). In turn, intention was positively affected by attitude (β = 0.208, p < 0.001), subjective norms (β = 0.155, p < 0.01), perceived behavioral control (β = 0.124, p < 0.05), anticipated regret (β = 0.193, p < 0.001), and healthy-eater identity (β = 0.191, p < 0.001). These findings emphasize that future initiatives could usefully target attitude, anticipated regret and self-identity to encourage mothers' informed food choices for their children.

Analyzing drivers of organic food sales-A pooled spatial data analysis for Hamburg (Germany)

Shifting the food system to a more sustainable one requires changes on both sides of the supply chain, with the consumer playing a key role. Therefore, understanding the factors that positively correlate with increased organic food sales over time for an entire population can help guide policymakers, industry, and research to increase this transition further. Using a statistical approach, we developed a spatial pooled cross-sectional model to analyze factors that positively correlate with an increased demand for organic food sales over 20 years (1999-2019) for an entire region (the city-state of Hamburg, Germany), accounting for spatial effects through the spatial error model, spatially lagged X model, and spatial Durbin error model. The results indicated that voting behavior strongly correlated with increased organic food sales over time. Specifically, areas with a higher number of residents that voted for a political party with a core focus on environmental issues, the Greens and the Left Party in Germany. However, there is a stronger connection with the more "radical" Left Party than with the "mainstream" Green Party, which may provide evidence for the attitude-behavior gap, as Left Party supporters are very convinced of their attitudes (pro-environment) and behavior thus follows. By including time and space, this analysis is the first to summarize developments over time for a metropolitan population while accounting for spatial effects and identifying areas for targeted marketing that need further motivation to increase organic food sales.

Impact of green factors on undergraduate students' green behavioral intentions: A hybrid two-stage modeling approach

Consumers' unsustainable behavior contributes to environmental degradation and impedes sustainability. Using green products is one way to reduce this effect and promote environmental growth. Therefore, this study aims to investigate the green factors that impact young customers' behavioral intentions regarding green products. For this purpose, the researcher designed a research model based on the expanded theory of planned behavior (TPB). The study adopted a two-stage, hybrid model using partial least square-structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) to evaluate and validate the results. A sample of 382 undergraduate students was gathered using a convenience sampling approach. The results reveal that green TPB perception (GTP), green price sensitivity (GPS), green product trust (GPT), and green product value (GPV) are significantly and positively correlated with green behavioral intention (GBI). This study's main contribution is adding a brand-new higher-order construct, GTP, in the environmental and marketing literature and validating its effect on GBI. Again, environmental awareness moderates the association between GPS and GBI. Furthermore, the NCA's findings indicated that these variables are necessary to various degrees for students' GBI. Decision-makers may use the study's insights to create successful regulations to better understand young customers and develop appropriate green initiatives for sustainable development.

Enhancing purchasing stock intention in investor–brands interaction: the moderated mediation role of sector knowledge

Purpose

This study seeks to investigate the interrelationships among sector reputation, purchasing stock intention, sector engagement and attitude toward the sector. Moreover, it aims to explore the moderating role of sector knowledge in the indirect relationship between sector reputation and purchasing stock intention, mediated by sector engagement and/or attitude toward the sector.

Design/methodology/approach

Drawing upon the theory of planned behavior, the research framework is empirically tested. A survey involving 300 potential and actual investors was conducted, representing individuals investing in tourism brands within the Egyptian stock market. The validity and reliability of the constructs were assessed using AMOS, while Hayes’s PROCESS macro was employed to examine the mediation and moderated mediation effects.

Findings

The findings reveal that sector reputation significantly influences sector engagement, attitude toward the sector and purchasing stock intention. Furthermore, the attitude toward the sector serves as an explanatory factor for investors’ propensity to purchase stocks of tourism brands. The study confirms the serial mediation effect of sector engagement and attitude toward the sector, respectively, in the relationship between sector reputation and purchasing stock intention. Additionally, it confirms the moderated mediation role of sector knowledge in the relationship between sector reputation and purchasing stock intention, mediated by attitude toward the sector.

Practical implications

The research outcomes suggest that executives in the tourism industry should identify key determinants to enhance purchasing stock intention by fostering greater sector engagement and fostering positive attitudes toward the tourism sector.

Originality/value

This study contributes to the existing literature by shedding light on the importance of maintaining a positive brand reputation and emphasizing the influential role of investors’ knowledge, engagement and attitude in shaping investment decisions in the stock market. These insights contribute to the understanding of investor behavior and have practical implications for organizations in managing their brand reputation and fostering positive customer–brand interactions in the stock market context, thus the current study was conducted.

Assessment of marketing mix associated with consumer's purchase intention of dairy products in Bangladesh: Application of an extended theory of planned behavior

Despite persistent challenges, Bangladesh's dairy sector has been noticeable for a few decades. Although agriculture is the major contributor to GDP, dairy farming may play a crucial role in the economy by creating jobs, ensuring food security, and boosting the protein content of people's diets. This research aims to identify the direct and indirect factors influencing dairy product purchase intention amongst Bangladeshi consumers. Data were collected online using Google forms, and the convenience sampling technique was used to reach the consumers. The total sample size was 310. The collected data were analyzed using descriptive and multivariate techniques. Structural Equation Modeling results reveal that marketing mix and attitude are statistically significant with the intention to purchase dairy products. Also, the marketing mix influences the consumers' attitudes, subjective norms, and perceived behavioral control. However, there is no significant association between perceived behavioral control and subjective norm on intention to purchase. The findings suggest developing better products, ensuring reasonable pricing, performing promotional strategies, and proper placement to attract and increase consumers' intention to purchase dairy products.

Effect of a Dairy Cow's Feeding System on the Flavor of Raw Milk: Indoor Feeding or Grazing

The flavor of fresh, raw milk is considered to be the key to maintaining the quality of dairy products, and is very crucial in affecting a consumer's choice. To better understand the differences in flavor of fresh milk between feeding patterns, we conducted the following study. Twelve Holstein cows reared in pure grazing mode and twelve reared intensively in medium to large farms were selected from the Xinjiang Uygur Autonomous Regions at the same time, and the flavor of their raw milk was analyzed. Aroma profiles and taste attributes were assessed by electronic nose and electronic tongue, respectively, and volatile flavor compounds were characterized and quantified by Headspace-Solid Phase Microextraction/Gas Chromatography-Mass Spectrometry. Thirteen volatile compounds were identified in the indoor feeding pattern and 12 in the grazing; most of them overlapped. W1S, W2S and W5S were the main contributing sensors of the electronic nose for the overall assessment of the aroma profile. Raw milk from grazing had more intense astringency, bitterness, sourness and richness in taste compared to indoor feeding. Different dietary conditions may contribute to a variety of aroma profiles. Oxime-, methoxy-phenyl-, octadecanoic acid, furfural and dodecanoic acid were the key volatile flavor compounds of grazing. Meanwhile, raw milk from indoor feeding patterns was unique in 2-nonanone, heptanoic acid and n-decanoic acid. All three detection techniques were valid and feasible for differentiating raw milk in both feeding patterns, and the compounds were significantly correlated with the key sensors by correlation analysis. This study is promising for the future use of metabolic sources of volatile organic compounds to track and monitor animal feeding systems.

Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic

The objectives of this research were: (1) to examine the influence of environmental awareness (EA), sustainable consumption (SC) and social responsibility (SR) on the environmentally responsible purchase intention (ERPI) of consumers in the member countries of the Pacific Alliance, namely, Chile, Colombia, Mexico and Peru; and (2) to analyze whether there is a moderating effect related to the country of residence and gender of the consumer. The study was conducted under a quantitative and cross-sectional approach. The sample consisted of 1646 consumers: 24.4% from Peru (n = 402), 25.4% from Mexico (n = 418), 26.1% from Colombia (n = 401) and 24.1% from Chile (n = 397). Data analysis and hypothesis testing were performed using a multigroup Structural Equation Model (SEM). The results show a positive influence among environmental awareness (EA), sustainable consumption (SC) and social responsibility (SR) on environmentally responsible purchase intention (ERPI). Gender and country of residence were also shown to be moderating variables in these relationships. In conclusion, it can be affirmed that the participants of this study recognize the importance of acquiring environmentally friendly products. Among them, the female population is more aware of this issue. It is recommended new business models be created to provide products and services oriented to this market according to consumers’ tastes, desires and purchasing preferences; the proposals they have should be friendly to the environment and to society.

Changes in travel behaviors and intentions during the COVID-19 pandemic and recovery period: A case study of China

The COVID-19 pandemic severely hit the tourism industry in China and worldwide. Chinese government adopted extensive nonpharmaceutical interventions (NPIs) to control it. COVID-19 has been well under control since April 2020 and China entered into a unique recovering period. The aim of this study is to examine how the COVID-19 pandemic changed residents' travel behaviors and intentions and investigate the theoretical factors associated with these changes during the pandemic and the recovery period. This study used a mixed-methods approach by combining quantitative surveys (N = 1,423) and qualitative interviews (N = 34). We extended the theory of planned behavior (TPB) to include other emerging factors in the context of the COVID-19 pandemic, such as risk perception, tourist trust, and charitable attitude. Our findings show that COVID-19 changed respondents' travel preferences in different ways, for example, tend to choose natural/outdoor/uncrowded attractions over cultural/indoor/crowded attractions. Second, respondents' domestic travel behaviors and intentions were positively associated with constructs in TPB, charitable attitude to contribute to the recovery of the tourism industry, tourists' trust in domestic COVID-19 control, and awareness of destinations' promotion strategies, while domestic travel intentions were negatively associated with risk perception. Third, concerns about the international COVID-19 control and travel restrictions were the two major factors affecting residents' intentions to travel abroad. Finally, we highlighted the management implications including implementing strict preventive measures while improving the effectiveness, increasing tourists' trust, and adopting diverse marketing and promotion strategies.

Influencing Factors and Group Differences of Urban Consumers' Willingness to Pay for Low-Carbon Agricultural Products in China

Developing low-carbon agriculture has become a development goal for low-carbon economies in various countries, and consumers' awareness and willingness to pay (WTP) for low-carbon agricultural products is an important link in achieving the sustainable development of low-carbon agriculture. The theory of planned behavior is a widely used framework to explain consumers' food choices. Considering the intrinsic norms of consumers, their perceptions of low-carbon agricultural products, and shifts in consumer behavior, our study adds the influence of environmental awareness and consumer preferences to the theoretical framework of analysis. We choose the contingent valuing method (CVM) and use 532 consumer questionnaires in Shanghai to validate Chinese urban consumers' WTP for low-carbon products and its influencing factors. The findings show that Chinese urban consumers have a high overall awareness of low-carbon agricultural products and, after strengthening the conceptual information of consumers, most consumers agree that low-carbon vegetables are more conducive to ecological environment protection, quality, and safety guarantees than conventional vegetables. The existing analysis showed that some variables such as bid price, behavioral attitudes, subjective norms, and consumption preferences significantly influenced consumers' willingness to pay for low-carbon leafy greens, while the effect of the environmental awareness variable was not significant. Further research found that consumers' WTP for low-carbon leafy greens showed significant group differences across income, gender, age, and education. Therefore, to promote the consumption of low-carbon agricultural products in China, we should attach importance to the publicity and guidance of low-carbon vegetables and strengthen the certification of low-carbon vegetable products. This study can provide policy reference for reasonably regulating and subdividing China's low-carbon agricultural products market.

Internet Use on Closing Intention-Behavior Gap in Green Consumption-A Mediation and Moderation Theoretical Model

The rapid development of the Internet as an information medium has provided new opportunities for promoting green consumption. Therefore, a study on the theoretical mechanism is helpful to make better use of the Internet media to promote green consumption and close consumers' green consumption intention-behavior gap. In this study, data from 419 valid questionnaires were collected and analyzed through PLS-SEM within the framework of the theory of planned behavior. The results show that there are two pathways of Internet media promoting green consumption, namely the moderating effect and the mediating effect. First, through the moderating effect, Internet use can promote the conversion of intention to behavior and perceived behavioral control to behavior, thus closing the intention-behavior gap. Second, through the mediating effect, Internet use promotes green consumption behavior through the mediator of personal perceived environmental threats. The research indicates that the potential of Internet information media should be fully explored in promoting green consumption, disseminating environmental knowledge, reporting environmental issues, and guiding the transformation of individual green consumption intention into behavior.

Influencing factors and mechanism of tourists' pro-environmental behavior - Empirical analysis of the CAC-MOA integration model

Tourism has been perceived as an environmentally friendly industry for a long term, but the negative impact of tourist irresponsible behavior on the environment cannot be ignored. Tourists' pro-environmental behavior is crucial to the destination's sustainable development. Taking stimulus-organism-response theory as a framework, this study explores the factors and mechanisms influencing tourists' pro-environmental behaviors by integrating cognitive-affective-conative (CAC) theory and motivation-opportunity-ability (MOA) theory. Through the PLS-SEM analysis with 548 questionnaires, the driving mechanism of tourists' pro-environmental behavior was deeply explored. The results indicate that tourists' environmental knowledge, participation motivation, and opportunity have significant positive effects on pro-environmental behavior, but the role of participation ability on tourists' pro-environmental behavior is not confirmed. Tourists have significant environmental self-identity and environmental commitment, and these affections actively promote tourists' pro-environmental behavior. Except for the participation ability, the other three factors, respectively, influence tourists' environmental behavior through the mediating effects of environmental self-identity and environmental commitment. Given the limited literature integrating CAC and MOA theories within research on tourists' pro-environmental behavior, these findings provide new perspectives for future research. This research enriches the literature on the factors influencing tourist pro-environmental behavior and also provides practical guidance for promoting tourists' pro-environmental behavior.

Toward a knowledge economy: Factors affecting the sustainable consumption behavior in the Chinese online education industry

Introduction

Buoyed by recent calls to research and advance the knowledge economy and sustainable development. This study explains how the role of the knowledge economy in influencing the COVID-19 pandemic has emerged with numerous opportunities for the global E-learning or online education industry. And, knowledge sharing behavior has been hugely driven by various sharing platforms concerning a new paradigm for diversifying education and learning. However, our study is to further extend the understanding and examine the related empirically correlations to deepen online education for sustainable development (OESD). Both advancing theoretical underpinnings and enhancing the online education industry are highly integrated and introduced toward a sustainable pathway. This study brings the perspectives from consumer value, social identity social exchange, and value-attitude-behavior to explain sustainable consumption behavior in the Chinese online education industry (SCBOEI). Thus, the relationship among factors in this study is statistically examined and the SCBOEI model as the new theoretical insight is introduced in a way of sustainable consumption behaviors in the Chinese online education industry. Finally, this study addresses managerial implications to practitioners, the government, universities, and markets.

Materials and methods

Employing a quantitative approach, about 559 valid questionnaire surveys are collected from Chinese higher education institutions. This study includes participants from four controlling variables (age, education level, family income, and gender) and six latent variables. The bootstrapping method was applied to validate mediating factors and their interacting relationships.

Results

The finding reveals that a set of classic psychological theories related fits the SCBOEI in higher education from the consumer value, contextual factors, social identity, sustainable consumption attitudes, and consumer engagement to explain SCBOEI. The mediating role of identity, sustainable consumption attitudes, and consumer engagement is highly concerned. The value and contextual factors directly make impact on SCBOEI through identity, sustainable consumption attitudes, and consumer engagement.

Implications

The study significantly contributes to enriching the theoretical bases for advancing the literature on sustainable consumption behavior and online education. Our research provides managerial insights into government policy about the online education industry and marketers to set more advertisements to wake awareness of SCBOEI. Furthermore, higher education institutions should encourage their employees and students to participate in SCBOEI actively. All the stakeholders are essential to lead the consumer to SCBOEI by shaping their internal psychology while paying more attention to social equality (education, gender), responsible consumption, and decent economic development. Overall, addressing these issues will help to provide scholars with novel theoretical insights and practitioners with managerial advice.

Predicting sustainable food consumption across borders based on the theory of planned behavior: A meta-analytic structural equation model

Interest in sustainable food consumption has gradually increased over the previous third decades. Despite substantial studies addressing various topics connected to sustainable food consumption, little research systematically evaluates which factors influence consumers’ purchase of sustainable food. We aim to integrate preliminary findings, compare four original and extended models of the theory of planned behavior (TPB) in the context of sustainable food consumption, and identify measurement and situational moderators using a meta-analytic structural equation modeling approach. The results show that attitude (ATT), subjective norms (SN), and perceived behavioral control (PBC) were most strongly positively correlated with a purchase intention (PI) of sustainable food. Furthermore, the analysis of the moderating effects revealed significant differences in the relationship between PBC and purchase behavior (PB) and between SN and PI in developing and developed countries. In addition, by comparing four original and extended TPB models, this study proposes a theoretical framework to affect customers’ PI of sustainable food. The findings of this study can be used as a foundation for company marketing and government environmental protection promotion.

Exploring member trust in German community-supported agriculture: a multiple regression analysis

Opaque value chains as well as environmental, ethical and health issues and food scandals are decreasing consumer trust in conventional agriculture and the dominant food system. As a result, critical consumers are increasingly turning to community-supported agriculture (CSA) to reconnect with producers and food. CSA is often perceived as a more sustainable, localized mode of food production, providing transparent production or social interaction between consumers and producers. This enables consumers to observe where their food is coming from, which means CSA is considered suitable for building trust in food (production). However, it remains unclear how exactly members' trust in 'their' farmers is built. To determine the factors that predict members' trust in CSA and its farmers, and the importance of these factors when compared to each other, we conducted a quantitative study among CSA members in Germany and applied a multiple regression model (n = 790). The analysis revealed that trust in CSA and its farmers is influenced by "reputation", "supply of information", "direct social interaction" and the "duration of CSA membership". Other factors such as the "certification status of the CSA farm" and "attitudes toward organic certification" did not significantly predict trust. We conclude that producers' willingness to be transparent already signals trustworthiness to CSA members and is more important to members than formal signals. Other actors within the food system could learn from CSA principles and foster a transition toward a more regionalized value-based food system to help restore agriculture's integrity.

Supplementary Information

The online version contains supplementary material available at 10.1007/s10460-022-10386-3.

NAM and TPB Approach to Consumers' Decision-Making Framework in the Context of Indoor Smart Farm Restaurants

The movement toward smart farming, which has productivity and eco-friendly roles, is emerging in the foodservice industry in the form of indoor smart farm restaurants. The purpose of this study was to investigate the consumer decision-making processes in the context of indoor smart farm restaurants. The investigational framework was designed around the norm activation model (NAM) and the theory of planned behavior (TPB), with the moderating role of age. In particular, this study merged NAM and TPB to assess the effect of awareness of consumption consequences on consumers' attitudes as well as the role played by subjective norms in the formation of personal norms. Data were collected from 304 respondents in South Korea. As a result of structural equation modeling, the proposed hypotheses of causal relationships were generally supported, excluding only the relationship between subjective norm and behavioral intention. The moderating role of age was identified in the relationships between (1) subjective norm and attitude, and (2) personal norm and behavioral intention. This study presents not only theoretical contributions as the first empirical study on consumer behavior in the context of indoor smart farm restaurants but also presents practical suggestions from the perspective of green marketing.

Predicting factors affecting the intention to use a 3PL during the COVID-19 pandemic: A machine learning ensemble approach

The COVID-19 pandemic had brought changes to individuals, especially in consumer behavior. As the government of different countries has been implementing safety protocols to mitigate the spread of the virus, people became apprehensive about traveling and going out. This paved way for the emergence of third-party logistics (3PL). Statistics have proven the rapid escalation regarding the use of 3PL in various countries. This study utilized Artificial Neural Network and Random Forest Classifier to validate and justify the factors that affect consumer intention in selecting a 3PL service provider during the COVID-19 pandemic integrating the Service Quality Dimensions and Pro-Environmental Theory of Planned Behavior. The findings of this study revealed that attitude is the most significant factor that affects the consumers' behavioral intention. Other factors such as customer satisfaction, customer perceived value, perceived environmental concern, assurance, responsiveness, empathy, reliability, tangibility, perceived behavioral control, subjective norm, and perceived authority support, are all contributing factors that affect behavioral intention. Machine learning algorithms, specifically ANN and RFC, resulted to be reliable in predicting factors as they obtained accuracy rates of 98.56% and 93%. Results presented that consumers’ attitude, satisfaction, perceived value, assurance by the 3PL, and perceived environmental concerns were highly influential in choosing a 3PL package carrier. It was seen that people would be encouraged to use 3PL service providers if they demonstrate availability and environmental concerns in catering to the customers' needs. Subsequently, 3PL providers must assure safety and convenience before, during, and after providing the service to ensure continuous patronage of consumers. This is considered to be the first study that utilized a machine learning ensemble to measure behavioral intention for the logistic sector. The framework, analysis tools, and findings of this study could be extended and applied among other behavioral intentions regarding transportation worldwide. Managerial insights among service providers are discussed.

Does source credibility matter in promoting sustainable consumption? Developing an integrated model

Purpose

This paper aims to explore the role of source credibility while purchasing environment-friendly products using Ajzen’s (1991) theory of planned behavior as underpinning model.

Design/methodology/approach

The proposed theoretical model was empirically tested with the data collected from 334 respondents using structural equation modeling.

Findings

The results gave empirical support to the addition of source credibility to the original theory of planned. Moreover, consumer attitude was found mediating the effect of corporations’ credibility on purchase intention. Also, attitude and perceived behavioral control were found as the most important predictors of consumer’s intention to purchase environment-friendly products.

Practical implications

This study provides valuable insights for the marketers engaged in sustainable business practices. Amid, ever-increasing carbon emission, promoting the use of environment-friendly products has become the need of the time. Credibility plays a crucial role while promoting and communicating an organization’s sustainable practices among its stakeholders including consumers. Therefore, the marketer should formulate appropriate marketing communication strategy to communicate the consumer about the green practices and environment-friendly products they produce. The results suggest that corporation’s credibility shapes consumer attitude and influences intention to purchase environment-friendly products. Earning trust of the consumer is pivotal to achieve success in the market. Therefore, results may help the marketers to better understand consumer’s response toward their marketing strategies and further convince and persuade them to buy their products.

Social implications

The findings of this study may be useful for marketers, strategists, policymakers and government while formulating promotional strategies to make consumer aware, educate and persuade them to purchase products which do not cause harm to the environment.

Originality/value

The study is novel in terms of exploring role of source credibility and extending theory of planned behavior in the context of sustainable consumption.

Survey of Management Practices and Farmers’ Perceptions of Diseases on Organic Dairy Cattle Farms in California

Simple Summary

In 2019, California accounted for approximately 40% of organic products in the US, and dairy products and milk were the top organic commodity in the state. The objective of this study was to describe organic dairy cattle farmers’ management practices and perceptions of diseases in California. A questionnaire on farm history and demographics, animal diseases, parasite problems, housing and pasture management, and organic education, was mailed to 160 organic dairy farms, of which 36 responded. Respondents were more likely to report mastitis in cows, pinkeye in heifers, and digestive problems in calves, as issues affecting their stock “often” or “almost always” in the last 12 months. Although most farmers vaccinated their cattle against Bovine Viral Diarrhea and Escherichia coli mastitis, they still described that these diseases frequently impacted their animals. Over half of the farmers did not perceive gastrointestinal parasites or biting flies to be a problem and did not observe signs of lice and mites. According to the results, the management of disease in all age classes is a concern; options and efficacies of alternative therapeutic methods, as well as preventive measures for organic dairies need to be further explored.

Abstract

In 2019, California accounted for approximately 40% of organic products in the US, and dairy products and milk were the top organic commodity in the state. The objective of this study was to describe organic dairy cattle farmers’ management practices and perceptions of diseases in California. A survey inquiring about farm history and demographics, animal diseases, parasite problems, housing and pasture management, and organic education, was mailed to 160 organic dairy farms, of which 36 (22.5%) responded. Among respondents, the majority (83.9%) were located in Northern California; median farm size was 310 cows, and the dominant breed was Holstein (60.0%). Respondents were more likely to report mastitis in cows (45.2%), pinkeye in heifers (31.3%), and digestive problems in calves (47.0%), as issues affecting their stock “often” or “almost always” in the last 12 months. Although most farmers vaccinated their cattle against Bovine Viral Diarrhea (86.1%) and Escherichia coli mastitis (80.6%), they still described that these diseases frequently impacted their animals. Over half of the farmers did not perceive gastrointestinal parasites or biting flies to be a problem and did not observe signs of lice and mites. According to the results, the management of disease in all age classes is a concern; options and efficacies of alternative therapeutic methods, as well as preventive measures for organic dairies need to be further explored.

Consumer intention towards the phosphate-reduced processed meat products using the extended theory of planned behaviour

Phosphates are essential for maintaining various quality attributes of processed meat products such as water-binding properties, texture and sensory properties and their removal would drastically change the products' technical and sensory qualities. Currently, meat industries are faced with the challenge of removing phosphates to address the consumers' demand to remove the negatively perceived synthetic additives from processed meat products. This study measured these consumers' purchase intention of phosphate-reduced processed meat products with different quality, using the extended theory of planned behaviour (TPB). An online survey was conducted among the consumers (n = 548) of the Republic of Ireland (ROI) to predict their knowledge and attitude towards phosphate additives. Analysis of the survey responses showed that about two-third of the participants consumed processed meat products 5-6 times per week. The results of multiple linear regression showed that the theory constructs attitude, subjective norms, perceived health risks significantly (P < 0.05) influenced the consumer behavioural intention whereas the perceived behavioural control (PBC) produced insignificant impacts. The results also revealed that the extended TPB model predicted the consumers' intention with better explanatory power (adjusted R² = 0.46) than the original TPB model. In conclusion, various recommendations and implications were developed based on the results to improve the consumers' purchase intention of these products.

Exploring Factors Affecting Consumer Behavioral Intentions toward Online Food Ordering in Thailand

Due to the COVID-19 epidemic, ordering food online has become very popular. This study used a structural equation model to analyze the indicators that influence the decision to order food through a food-delivery platform. The theory of planned behavior and the technology acceptance model were both used, along with a new factor, the task–technology fit (TTF) model, to study platform suitability. Data were collected using a questionnaire given to a group of 1320 consumers. The results showed that attitudes toward on-line delivery most significantly affected the behavioral intentions of the consumers, followed by subjective norms. Among attitudes, perceived ease of use was the most significant, followed by perceived usefulness and trust. The study’s results revealed that TTF had the most significant impact on perceived ease of use, followed by perceived usefulness. This means that, if a food-ordering platform is deemed appropriate, consumers will continue to use it, and business sustainability will be enhanced.

Bibliometric Review on Corporate Social Responsibility of the Food Industry

Corporate social responsibility (CSR) in the food industry has received increasing attention in recent years. Many scholars have paid attention to case studies and other empirical analyses in this field, but there is no systematic or scientific literature review. The purpose of this study is to quantitatively evaluate the knowledge structure, research hotspots, and development history in CSR in the food industry. After searching, screening, and commenting, 498 articles were left for citation analysis, co-citation analysis, and co-word analysis. The main findings of the research are as follows: (1) The overall development status of the research in the field. The analysis of the three fields that constitute the knowledge structure. (2) Research in this field has become a hot spot, but the research is rather scattered, and the scholars and experts do not have a special research core. (3) The keywords’ cluster results in 9 clustering tags, which are further grouped into 7 groups. The research of the scholars focuses on the food supply chain, consumer perception, and social media communication. (4) The research topics in this field focus on environmental responsibility, nutrition and health, and food safety. The research results show that future research should be more in-depth and reflect the new characteristics of the Internet, digitalization, and big data.

Value Orientations and Institutional Trust as Contributors to the Adoption of Online Services in Youth: A Cross-Country Comparison

Internet usage data from around the globe show that adolescents are the most frequent Internet users, but mostly for leisure activities and maintaining social contacts. In the present study, we focused on Internet use for e-services, which could improve youth efficiency in the financial domain (responsible consumer behaviour) and bridge the online divide in youth. Specifically, we explored how societal constructs (namely, institutional trust and personal values) influence the use of the Internet for online shopping, e-banking and communication with providers of goods and services online. We used a representative sample of adolescents (N = 10.902) from 10 countries of Southeast Europe where a great variability in Internet use is present, and where the use of e-services is generally lower than the EU average. This also allowed for meaningful cross-country comparisons. We tested a structural equation model of values predicting the use of the Internet through institutional trust (including some relevant demographic variables such as settlement size, SES and Internet use frequency) which was grounded in social capital theory, cultural theory and Schwartz human values model. The model exhibited a good fit to the data but the strengths of regressional paths were rather modest. Looking into the cross-country stability of the model, however, revealed some notable differences: while the relationship between trust and use of the Internet for e-services was modest in some countries, the relationship was insignificant in other countries, where Internet usage is lower in general. This suggests that strategies aimed at leveraging e-services and digital technology potential in youth should also account for cultural specificities in the transitional economies and cultural settings with sub-optimal adoption of digital services.

Knowledge domain and research progress in green consumption: a phase upgrade study

Green consumption (GC), as one of the important initiatives to achieve the goal of carbon peaking and carbon neutrality, has attracted widespread attention from scholars in environmental and economic fields. This article reviews the literature on GC, asking two main questions: how can GC research be analyzed from macro, meso, and micro perspectives? How have the research topics in the field of GC evolved in international and Chinese academia? This study makes a visual analysis of knowledge domain based on the literature of Web of Science Core Collection and China National Knowledge Infrastructure, so as to reveal hot topics, stage division, and research trend of GC research. The results revealed the following: GC research is in a period of rapid growth, and it is mainly distributed in developed countries dominated by the USA and in developing countries dominated by China. There is a trend of interdisciplinary research on GC, such as ecology, psychology, health, systematics, politics, and economics, which indicates that GC research has become increasingly inseparable from human survival and health, psychological acceptance, and social development. For the international academia, GC research pays more attention to the transformation of consumer psychology, while the Chinese academia is more concerned with the regulation of consumer behavior and the activation of green emotions. Considering the focus and characteristics of GC supervision, this study proposes GC 3.0 with a consumer-oriented and emphasizing green emotions and proposes future application scenarios from four aspects: government supervision, social self-regulation, enterprise demonstration, and personal self-monitoring.

Identifying as someone who avoids virus transmission strengthens physical distancing habit-behaviour relationships: A longitudinal multi-national study during the COVID-19 pandemic

Physical distancing remains an important initiative to curb COVID-19 and virus transmission more broadly. This exploratory study investigated how physical distancing behaviour changed during the COVID-19 pandemic and whether it was associated with identity with virus transmission avoidance and physical distancing habit strength. In a longitudinal, multinational study with fortnightly repeated-assessments, associations and moderation effects were considered for both overall (person-level means) and occasion-specific deviations in habit and identity. Participants (N = 586, M age = 42, 79% female) self-reported physical distancing behavioural frequency, physical distancing habit strength, and identity with avoiding virus transmission. Physical distancing followed a cubic trajectory, with initial high engagement decreasing rapidly before increasing again near study end. Physical distancing was associated with both overall and occasion-specific virus transmission avoidant identity and physical distancing habit strength. People with strong virus transmission avoidant identity engaged in physical distancing frequently regardless of fluctuations in habit strength. However, for those with weaker virus transmission avoidant identity, physical distancing was strongly aligned with fluctuations in habit strength. To enhance engagement in physical distancing, public health messaging might fruitfully target greater or more salient virus-transmission avoidance identity and stronger physical distancing habit.

Examining the Factors That Affect Consumers’ Purchase Intention of Organic Food Products in a Developing Country

The purpose of this article is to investigate the factors that influence consumers’ intention to purchase organic food in Egypt. Given the novelty of organic food marketing in developing countries, much of the factors that influence its consumption are still inadequately explored in the marketing literature. A conceptual model of the factors that impact the consumption of organic food was developed based on the theory of planned behaviour and previous literature in the area of food consumption. To test the conceptual model and to validate the research hypotheses, an online questionnaire was adopted to collect data from 363 consumers in Egypt. The partial least square structural equation modelling (PLS-SEM) approach was used to analyse the data. The findings indicated that purchase intention of organic food is influenced by consumers’ attitudes and environmental concern. However, e-WOM, subjective norms, perceived behavioural control and health consciousness did not influence consumers’ purchase intention. Conversely, the results showed that e-WOM had a significant influence on consumers’ attitudes, subjective norms, perceived behavioural control, health consciousness and environmental concern. This article contributes by presenting the factors that affect organic food purchase intention in Egypt, and it provides some recommendations for marketing organic food in developing countries.

The Influence of Message Framing on Consumers’ Selection of Local Food

Although local food purchasing provides several benefits to both consumers and producers, research on what recommendation messages can effectively promote the purchase of local food is still lacking. In the present study, 410 participants were involved in a 2-week intervention relying on prefactual (i.e., “If … then”) messages promoting the purchase of local food. All messages were sent through a research app to participants’ mobile phones and were focused on environmental consequences of purchasing (or not purchasing) local food. Four experimental conditions involving messages differing as to outcome sensitivity framing (i.e., gain, non-loss, non-gain and loss) were compared to a control condition. To test the effectiveness of the messages, before and after the 2-week intervention participants were involved in a choice task. They were asked to choose among fruits with different provenience, that is, from the participants’ municipality of residence or abroad. Results showed that all message frames increased the selection of local food, compared to control. Furthermore, pro-environmental consumers were more persuaded by messages formulated in terms of gains and non-gains, whereas healthy consumers were more persuaded by messages formulated in terms of losses or non-losses. Discussion focuses on the advantages of tailored communication to promote the purchase of local food.

Choosing a package carrier during COVID-19 pandemic: An integration of pro-environmental planned behavior (PEPB) theory and service quality (SERVQUAL)

Sustainability and safety have become the two most important considerations of consumers of the current century. The limited movement of consumers and significant shift to online business as effects of the current health pandemic led to an increased demand for package delivery services worldwide. This study investigated the factors that influence the intention of consumers in the Philippines to choose a package delivery or carrying service during the COVID-19 pandemic using the integrated pro-environmental planned behavior (PEPB) theory and service quality (SERVQUAL). An online questionnaire was distributed as the instrument data collection, and 400 respondents who have utilized the package delivery service during the pandemic participated in the study. The theoretical model was examined using the partial least square structural equation modeling (PLS-SEM) with higher-order constructs. Testing the different parameters of structural model, measurement model, and the model fit presented values within the threshold. Moreover, the HTMT and Fornell & Larcker discriminant validity analysis was performed to determine the overall fit of the constructs of the model. These tests demonstrated the acceptability of the model. The findings revealed that perceived environmental concern, perceived authority support, subjective norm, attitude, service quality, customer perceived value, and customer satisfaction significantly influence the consumer's intention to choose a package delivery service during the pandemic. The consumers' perception of pro-environmental activities was also an essential contributor since perceived environmental concern and perceived authority support indirectly affect behavior intention. The findings contribute to developing and validating an integrated model on sustainability and service quality in package delivery services. The study also provides suggestions to service providers to ensure quality and safety on package delivery during the pandemic.

The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products

Live-streaming e-commerce has boosted the marketing vitality and possibilities of green agricultural products. However, academic research on this emerging marketing method remains insufficient. To fill this literature gap, this paper examines whether live-streaming e-commerce has gained consumers’ trust and strengthened their intention to purchase green agricultural products. On the basis of a literature review, in this paper, we establish an evaluation system for live-streaming e-commerce which includes information quality, system quality, service quality, telepresence, and social presence and assumes that high-quality live-streaming e-commerce will increase consumers’ green trust and, thus, strengthen green purchase intention. Altogether, 726 valid questionnaires were collected, and structural equation modeling (SEM) and stepwise regression were used to analyze the data. The results demonstrate that the five aforementioned dimensions of live-streaming e-commerce quality that were used as criteria positively impact green trust. The findings provide suggestions for green-product companies on how to improve their live-streaming quality to enhance consumers’ purchase intention to realize economic and social value.

It's not just about the food: Motivators of food patterns and their link with sustainable food neophobia

Food sustainability has been a growing focus in an attempt to limit climate change; as a result, the sustainable food market and an onset of social behaviors, such as shopping local and eating plant-based, is increasing. Limited however, is the understanding of how these sustainable food options are perceived among individuals who have different motivations for eating the way that they do. The situated identity enactment model and food neophobia literature are used to conceptualize the development of a model outlining how physical health, culture, and sustainability driven motivations of food patterns influence one's fear of sustainable food-moving beyond attitude as a suitable measurement in this context due to the complexity in the way select situational ques are cognitively processed. Data were collected among a representative U.S sample (n = 414) and analyzed through structural equation modeling using plant-based meat as the product of focus. Individuals whose food choices are culturally driven showed greater sustainable food neophobia and as motivations were more sustainability driven, the less fear they had of such foods. Contrary to what existing literature suggests, those driven by physical health showed no significance in the effects of their food patterns on neophobia even when considering a food option often positioned as healthier. Results also provided evidence of high local identity being a positive predictor of neophobia among those whose choices were culturally and sustainably driven. This study highlights the sensitivity of sustainable food and the importance of considering context, norms, and identity on food behaviors, regardless of one's underlying motives for food choices. Findings are influential in advancing social psychology literature on food behaviors and encourages the use of the model on other sustainable food products.

Investigating the Role of Ethical Self-Identity and Its Effect on Consumption Values and Intentions to Adopt Green Vehicles among Generation Z

Consumption values and consumer identities have been widely explored as needed in the literature on sustainability, but they are mainly treated as separate predictors of sustainable behavior. Researchers are calling for further analysis of these variables’ combined impacts to investigate sustainable behavior. This research integrates consumption values theory (functional, social, conditional, epistemic, and emotional) and ethical self-identity to explore the intention to adopt green vehicles among Generation Z. The data in this paper were collected from 319 respondents through a structured questionnaire in two universities in Islamabad, Pakistan. We used the PLS-SEM approach to analyze the results; we found that functional value (quality), social value, conditional value, and emotional value significantly influenced the intention to adopt green vehicles among Generation Z. The study further demonstrated that ethical self-identity significantly mediates the relationship between consumption values and the intention to adopt green vehicles among Generation Z. Our findings indicate that ethical self-identity inferences are favorable when promoting green vehicles among Generation Z. Therefore, the results of this study provide novel understandings for marketers and policymakers in Pakistan to emphasize the improvement of consumer values and ethical self-identity, which will eventually contribute to the adoption of green vehicles. In addition, automakers should promote green ideas, to encourage Generation Z to replace their existing vehicles with alternative green options in Pakistan.

Organic food purchase decisions from a context-based behavioral reasoning approach

While the burgeoning development of organic foods has received great interest from academicians, the green gap has been posing challenges to the understanding of the inconsistency between consumers' actions and their positive intentions towards organic foods. The latest marketing literature has pointed to the potential of the cognitive and reasoning process taking into account context-specificity as the answer to the problem. Applying the novel Behavioral Reasoning Theory, this study sets out to bridge this gap by providing insights into the context-based reasoning process of Vietnamese consumers. PLS-SEM method was employed to test the proposed hypotheses between values, reasons, attitudes, behavioral intention, and actual purchase behavior among 300 consumers from two big cities (i.e., Hanoi and Ho Chi Minh) in Vietnam. The mediation analysis was conducted for reasons and attitudes. The model was also extended using trust and knowledge factors. Overall, the results suggested the strong cognitive routes originated from values onto reasons and attitudes, whereas attitudes and reasons (for and against) positively influenced purchase intentions. Additionally, the mediational effects of both reasons and attitudes were not established. Trust was found strengthening reasons for and attitudes while mitigating reasons against. Consumers' knowledge rendered impacts on intentions but not attitudes. Useful implications for academicians, marketers, and policymakers were also discussed.

What Influences Consumers to Recycle Solid Waste? An Application of the Extended Theory of Planned Behavior in the Kingdom of Saudi Arabia

This extant study attempts to present a comprehensive predictive model for solid waste recycling behavior. Solid waste is a major environmental concern globally. Particularly, the kingdom of Saudi Arabia (KSA), being the larger gulf country in the Middle East is a major contributor to solid waste. Consequently, this study was carried out to identify the motivational factors that consumers consider important for recycling their household waste. We extended the theory of planned behavior (TBP) and utilized actual behavioral variables such as resell, reuse, and donation. A structured questionnaire was carried out with 365 purposively selected respondents in the KSA. Among several other noteworthy findings consistent with previous studies, we found that reselling was the most significant factor of recycling behavior followed by donation. Further, the multi-group analysis (MGA) results reveal significant group differences in gender and age variables; the significance test indicates that the male group has much better pro-environmental behavior than the female group. In terms of age, our results showed that recycling intention and reselling behavior passed a significant test in the elderly group when compared to a younger group. This study has unique contributions and findings leading to practical implications for government authorities, businesses, and non-governmental organizations. The findings will particularly aid in increasing the recycling intention and behavior among household consumers. This research will guide in making laws and policies that can help to embrace the green challenges and boost recycling activities for a sustainable environment.

Which Factors Drive Consumer Decisions during Milk Purchase? New Individuals' Profiles Considering Fresh Pasteurized and UHT Treated Milk

The cow’s milk market is going through a critical period characterised by a continuous contraction in consumption as a consequence of the lack of competitiveness on the market of the conventional product (commodity) versus numerous specialties. This paper aimed to define the profiles of milk consumers in terms of individual preferences (assessed using the best-worst scaling methodology) and socio-demographic features. A survey was conducted in several stores of large-scale retail, convenience stores, and open-air markets distributed in north-west Italy to collect data from 1216 respondents. For milk shopper purchasing habits, two consumer groups were defined and compared in terms of preferences: the fresh pasteurized milk consumer (FPc) (56% of the total sample) and the ultra-high temperature treated milk consumer (UHT_c) (35%). A series of two-ways multivariate analysis of variance (MANOVA) were conducted to assess the effect of individuals’ socio-demographic characteristics and the type of milk chosen on the consumer preferences, simultaneously. Significant differences in milk purchasing habits and preferences emerged when comparing the two consumer groups (UHT_c and FP_c). Empirical evidence of the study supported the starting hypothesis, suggesting the significance or relevance of the consumer socio-demographic characteristic, as well as their interaction effect with the type of milk on the level of importance given to the considered milk quality attributes. On the contrary, the gender results were not significant for the milk preferences definition. The assessment of consumer preferences, associated with the individuals’ socio-demographic characteristics could have important implications for outlining more effective marketing strategies based on a more targeted communication (i.e., related to the sustainability dimension of the local product, nutritional value and brand), leading the consumer back to the commodity rediscovery concerning individuals’ features and habits.

Investigating the Effects of Intrinsic Motivation and Emotional Appeals Into the Link Between Organic Appeals Advertisement and Purchase Intention Toward Organic Milk

Consumers care about healthy food. Thus, several firms use organic appeals advertising to change consumer attitudes and persuade them to purchase organic food. Organic appeals advertisement often presents content that provides information and knowledge about organic elements of a food product (e.g., health, safety, a lack of chemicals, and rich nutrition). In contrast, non-organic appeals advertisement does not present information about organic elements of a food product. This study aims to clarify the effect of organic appeals advertisement on consumer motivations and behavior. It uses the stimuli-organism-response model and self-determination motivation theory to investigate the relationship between organic appeals advertisement and purchase intention toward organic milk considering the mediating role of intrinsic motivation and the moderating role of emotional appeals. Two experimental designs are used to test the hypotheses. Results show that consumers receiving organic appeals advertisement have a higher intention to purchase organic milk than those receiving non-organic appeals advertisement. Furthermore, intrinsic motivation is found to have a mediating role in the link between organic appeals advertisement and purchase intention. In other words, when consumers receive advertisements of an organic milk product, they have higher intrinsic motivation and hold higher intention to purchase organic milk products. Furthermore, emotional appeals have a moderating effect on the relationship between organic appeals advertisement and intrinsic motivation. The influence of organic appeals advertisement on intrinsic motivation is stronger when emotional appeals are positive and weaker when emotional appeals are negative.

Consumer Trust in Food and the Food System: A Critical Review

Increased focus towards food safety and quality is reshaping food purchasing decisions around the world. Although some food attributes are visible, many of the attributes that consumers seek and are willing to pay a price premium for are not. Consequently, consumers rely on trusted cues and information to help them verify the food quality and credence attributes they seek. In this study, we synthesise the findings from previous research to generate a framework illustrating the key trust influencing factors that are beyond visual and brand-related cues. Our framework identifies that consumer trust in food and the food system is established through the assurances related to individual food products and the actors of the food system. Specifically, product assurance builds consumer trust through food packaging labels communicating food attribute claims, certifications, country or region of origin, and food traceability information. In addition, producers, processors, and retailers provide consumers with food safety and quality assurances, while government agencies, third-party institutions, advocacy groups, and the mass media may modify how labelling information and food operators are perceived by consumers. We hope our framework will guide future research efforts to test these trust factors in various consumer and market settings.

Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness

This study aims to identify the factors influencing the purchase behavior of organic foods among young generation customers in Bangladesh. The study adopted the theory of planned behavior as a base and developed 11 hypotheses based on the extant empirical literature. Adopting the purposive sampling method, the primary data were obtained from a cross-sectional sample of 464 young Bangladeshi consumers using a survey method. In order to identify the key relationship among the study variables, the structural equation modeling (SEM) approach was employed using AMOS software, version 25. The study employed a purposive sampling method to pick young respondents through online media. The study revealed that health consciousness, environmental consciousness, food safety consciousness, price consciousness, novelty consciousness, and trust are factors that significantly affect purchase intention and subsequently, the actual purchase of organic foods. The novelty consciousness factor got the highest predicting power, followed by food safety concerns among Generation Y. The research also found that trust and price consciousness exhibit positive and negative moderating effects, respectively, on the relationship between purchase intention and actual purchase. However, the study did not find any moderating role of price consciousness on the association between environmental consciousness and purchase intention. As policy recommendations, informing and educating young consumers about organic products, their novelty, and other benefits of consuming is critical for fostering their purchase.

From Identity to Enaction: Identity Behavior Theory

The article deals with the meaning of identity in action regulation. A strengths-based action model, Identity Behavior Theory (IBT), is concerned with the role that identity plays in the prediction of behavioral enaction, and implications for education, science, and clinical practice. With this respect the article explores and discusses how enacted behavior, including intention and action, depends on level of subscription to identity as well as on resilience and attitudes that are related to such a behavior. The article also illustrates fields of application of IBT, use of IBT with underrepresented and marginalized groups, and as an instrument for assessing and testing possible effects of resilience, attitudes, and identity on the enacted behavior. IBT is now used to examine behavior in a variety of educational contexts in the United States, and more studies are needed to satisfactorily validate application of the model empirically.

Intention to Purchase Milk Packaged in Biodegradable Packaging: Evidence from Italian Consumers

The dairy industry generates large volumes of liquid waste that can be used to produce biopolymers, potentially employable for the creation of milk biodegradable bottles. In that regard, this paper aims to explore the consumers' intention to purchase sustainable packages, as well as to assess the willingness to pay for it considering renewable packages made using organic waste feedstocks from the dairy industry (e.g., whey) and plant-based material (e.g., corn, sugarcane, etc.). To reach the stated objectives, we collected individual-level information (e.g., age, gender, education, income) from a convenient sample of 260 Italian consumers and a modified version of the Theory of Planned Behavior estimated using a structural equation model. Findings show that attitudes and perceived behavioral control are the most important drivers of the consumers' intention to purchase sustainable packages. Finally, statistics show that respondents slightly prefer to purchase products packaged using plant-based biodegradable material, as well as most of the respondents show a low willingness to pay for milk offered in biodegradable packaging, regardless of the raw material used. Then, policymakers and companies should invest in educational/informational campaigns pointing out the beneficial effects on the environment from the purchase of foods in sustainable packaging. This may potentially increase the consumers' intention to purchase, as well as their willingness to pay for plant-based and dairy whey-based packages by increasing the sustainability of the dairy supply chain.