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PurposeThis study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates social interaction-oriented content's effect on the two different behaviors in live-streaming commerce.Design/methodology/approachA research model was proposed and empirically tested using a panel data set collected from 537 live streams via Douyin (the Chinese version of TikTok), one of the most popular live broadcast platforms in China. A fixed-effects negative binomial regression model was used to examine the proposed research model.FindingsThis study's results show that social interaction-oriented content in broadcasters' live speech has an inverted U-shaped relationship with broadcast viewers' purchasing behavior and shares a positive linear relationship with viewers' gift-giving behavior. Furthermore, broadcaster popularity significantly moderates the effect of social interaction-oriented content on viewers' purchasing and gift-giving behaviors.Originality/valueThis research enriches the literature on live-streaming commerce by investigating how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' product-purchasing and gift-giving behaviors from the perspective of broadcast viewers' attention. Moreover, this study provides some practical guidelines for developing live speech content in the live-streaming commerce context.

Consumers are relying increasingly on social commerce for making their purchase decisions, and e-vendors have great interests in applying social commerce features in the traditional e-commerce sites to increase sales. Although the importance of trust has been well recognized in the literature, the previous studies have mainly focused on trust in e-commerce sites and failed to incorporate its multidimensional nature to study consumer behavior. To gain further insights into consumer decision-making, this study aims to develop a social commerce trust-based consumer decision-making framework. Based on the social-technical theory, we conceptualize social commerce trust in a multidimensional view including trust in social media, trust in e-commerce sites, trust in social commerce features, and trust in consumers. Data were collected from an online survey taken by U.S. Amazon consumers. Our results strongly support our new conceptualization of social commerce trust and demonstrate its importance by examining its effects on e-commerce outcomes. Further, trust in consumers and trust in social commerce features have stronger effects than trust in e-commerce sites and trust in social media in the formation of social commerce trust. Our study contributes to the theory by introducing the new conceptualization of social commerce trust and advancing our understanding of how to enhance social commerce trust. Practitioners can gain insights into the implementation of social commerce for building consumer trust and increasing sales.

The social capital theory is selected as the theoretical basis, and the decision-making of household commercial insurance purchase is taken as the research object. By using the frontier theory of big data, an improved K-means clustering algorithm is proposed to segment customers first, then the results of the segmentation are predicted and analyzed. Finally, an insurance consumer purchase behavior model is proposed, and an empirical test is carried out according to the proposed model. Social capital and its three dimensions can promote the possibility in family commercial insurance, thus ultimately promoting residents' families to make purchase decisions on commercial insurance.

Fresh culinary herbs are frequently sold as precut or potted plants and, similar to other fresh produce, may be subject to foodborne illness contamination risks, thus posing safety concerns to consumers. To date, US consumers’ perceptions of fresh culinary herb safety and how they influence perceived attribute importance, satisfaction, and postpurchase behavior have not been addressed. This study investigated this relationship for fresh culinary herbs sold as precut or in pots using an online survey of 798 US herb consumers. Generally, US consumers perceive fresh culinary herbs as safe (78% of the sample for cut; 79% for potted) or unsafe (8% for cut; 6% for potted). Important fresh herb attributes included grown under high food safety conditions, grown without pesticides, and harvest date shown, with higher ratings occurring among the safe groups than among the unsafe groups. Individuals who perceived cut and potted herbs as safe had higher purchase satisfaction, delight, and postpurchase behavior ratings than those of individuals who perceived the herbs as unsafe.

The fast fashion industry, characterized by its reliance on rapid consumption cycles, and short-lived garment use, has raised major environmental concerns. This industry generates over 92 million tons of waste and consumes 79 trillion liters of water annually, driven by rising consumer demand for fast fashion. As such, there is a pressing need to transition from the current wasteful fast fashion purchasing behavior to more sustainable behavior. Despite extensive research on sustainable purchasing behavior, there is still a gap in our understanding of the predictors of consumers’ sustainable fast fashion purchasing behavior. To address this gap, our study utilized a survey questionnaire to collect data from a convenience sample of 123 South African consumers. We expanded the theory of planned behavior (TPB) by incorporating sustainability awareness as a background factor in the hypothesized theoretical model. We also investigated the relationships among the TPB constructs (attitude, subjective norm, and perceived behavioral control), sustainability awareness, and sustainable fast fashion purchasing behavior. By employing hierarchical regression within the extended TPB framework, we found that perceived behavioral control mediated the relationship between sustainability awareness and sustainable fast fashion purchasing behavior. Further, perceived behavioral control and its interaction with attitude significantly predicted sustainable fast fashion purchasing behavior, while sustainability awareness significantly predicted perceived behavioral control. Notably, our findings reveal that lower perceived behavioral control is associated with a stronger positive relationship between attitude and sustainable fast fashion purchasing behavior. These findings have important implications for theory and practice, and provide suggestions for future research directions.

This systematic review research has two objectives: (a) to identify Green Marketing (GM) practices related to the key variables of consumer purchasing behavior, and (b) to present a model for the generation of sustainable value by companies based on the results found. The PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) statement process was followed and Scopus and Web of Science (WoS) sources were used for the document search. A total of 248 documents were found (Scopus = 110; WoS = 138), and the final selection was 34 papers. The GM practices found were placed in five categories: (a) Green products and services; (b) Green business image; (c) Green advertising; (d) Green purchasing experience; (e) Green marketing mix. The key variables of purchasing behavior that were found are: Environmental awareness, Green satisfaction, Green attitude, Green purchasing intention, Green purchasing preference, Word of mouth, Perceived value, Green experiential value, Responsible consumption, Green engagement, Green trust, Green loyalty, and Green purchasing decision. Finally, a sustainable value generation model called “Green consumption cycle for sustainable value” was presented.

Purpose This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements. Design/methodology/approach The oxygenation signals extracted from the purchase trials of each subject were temporally averaged to obtain average signals for buy and pass decisions. The obtained data were analyzed via both linear mixed models for each of the 16 optodes to explore their separate role in the purchasing decision process and a discriminant analysis to construct a classifier for buy/pass decisions based on oxygenation measures from multiple optodes. Findings Positive purchasing decisions significantly increase the neural activity through fronto-polar regions, which are closely related to OFC and vmPFC that modulate the computation of subjective values. The results showed that neural activations can be used to decode the buy or pass decisions with 85 per cent accuracy provided that sensitivity to the budget constraint is provided as an additional factor. Research limitations/implications The study shows that the fNIRS measures can provide useful biomarkers for improving the classification accuracy of purchasing tendencies and might be used as a main or complementary method together with traditional research methods in marketing. Future studies might focus on real-time purchasing processes in a more ecologically valid setting such as shopping in supermarkets. Originality/value This paper uses an emerging neuroimaging method in consumer neuroscience, namely, fNIRS. The decoding accuracy of the model is 85 per cent which presents an improvement over the accuracy levels reported in previous studies. The research also contributes to existing knowledge by providing insights in understanding individual differences and heterogeneity in consumer behavior through neural activities.

Purpose This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior. Design/methodology/approach Based on 174 responses gathered through a street survey method from 5 different universities in Turkey, data are analyzed using the statistical package for social sciences software (SPSS 16.0). Principal component analysis is performed to assess the differentiation in factors. Multiple regression analysis is used to examine the effects of the items on the post-millennials purchasing and recommendation behavior. Findings The main findings revealed that the environmental concern trait of post-millennials triggers their green purchasing behavior. When the concern on green products is high, the awareness of perceiving that “if the product is actually green or pretending to be green” is high. When the post-millennials take the greenwashing perception into account, their environmental concern has lower effects on their green behavior. The moderating role of greenwashing between environmental concern and green purchasing is apparent. Greenwashing perception decreases the effects of environmental concern on green behavior. Originality/value The research raises the concept of greenwashing perception that moderates the relationship between environmental concern and post-millennials purchasing behavior. This study also demonstrates that greenwashing awareness has a critical role in creating a purchasing behavior of post-millennials that have environmental concerns.

Background The Nutri-Score summary graded front-of-pack nutrition label has been identified as an efficient tool to increase the nutritional quality of pre-packed food purchases. However, no study has been conducted to investigate the effect of the Nutri-Score on the shopping cart composition, considering the type of foods. The present paper aims to investigate the effect of the Nutri-Score on the type of food purchases, in terms of the relative contribution of unpacked and pre-packed foods, or the processing degree of foods. Methods Between September 2016 and April 2017, three consecutive randomized controlled trials were conducted in three specific populations – students ( N  = 1866), low-income individuals ( N  = 336) and subjects suffering from cardiometabolic diseases ( N  = 1180) – to investigate the effect of the Nutri-Score on purchasing intentions compared to the Reference Intakes and no label. Using these combined data, the proportion of unpacked products in the shopping carts, as well as the distribution of products across food categories taking into account the degree of processing (NOVA classification) were assessed by trials arm. Results The shopping carts of participants simulating purchases with the Nutri-Score affixed on pre-packed foods contained higher proportion of unpacked products – especially raw fruits and meats, i.e. with no FoPL –, compared to participants purchasing with no label (difference of 5.93 percentage points [3.88–7.99], p -value< 0.0001) or with the Reference Intakes (difference of 5.27[3.25–7.29], p-value< 0.0001). This higher proportion was partly explained by fewer purchases of pre-packed processed and ultra-processed products overall in the Nutri-Score group. Conclusions These findings provide new insights on the positive effect of the Nutri-Score, which appears to decrease purchases in processed products resulting in higher proportions of unprocessed and unpacked foods, in line with public health recommendations.

In online grocery retail, out-of-stocks can cause order fulfillment failures. Store-based fulfillment models have heightened this challenge. Here, online customers often receive orders not fulfilled as expected, with products being substituted, partially fulfilled, or reimbursed. When order fulfillment fails, the customer may change future ordering behavior by delaying the next order or by spending less in the online channel. Using data from the online operation of a leading omnichannel grocery retailer, we evaluate the magnitude of impact on the next order when the prior one is not fulfilled as expected. We also explore the role of retailer efforts in mitigating this impact. We find that failures significantly delay the time to the next order by 7.22% on average, with delays becoming more pronounced for non-perishable products. Spending reductions are especially evident when promoted items fail to ship. Mitigation efforts, substitutions in particular, often exacerbate delays and compound the dissatisfaction. Although substitutions help recover lost sales, they negatively impact future customer behavior. This suggests that selective stockout prevention, coupled with improved substitution practices, should be prioritized to optimize economic and customer outcomes.