... mediating role, partly explaining why perceived benefits lead to a higher consumption intention. Interestingly, we discovered that higher health literacy (appraisal and reading skills) negatively moderated these effects. Practical implications The findings provide actionable insights for marketers...

..., organization management system and consumer behaviour using mediation-moderation models and demonstrated how those critical attributes influenced customer consumption intention during COVID-19 in Taiwan. Design/methodology/approach Due to the impact of the COVID-19 pandemic, this research is mainly...

...Hiram Ting; Ernest Cyril de Run; Jun-Hwa Cheah; Francis Chuah Purpose The purpose of this paper is to serve as groundwork to investigate the determinants of ethnic food consumption intention in the context of developing markets. Using the theory of planned behaviour as the underlying basis...