...Ankita Ghosh; Isita Lahiri Purpose This study examines how sustainable packaging elements, namely eco-materials, visual appeal, and information transparency, shape consumer purchase intention toward organic packaged food in an emerging market context. Grounded primarily in the Stimulus–Organism...

...Zhifen Xu; Rongsheng Peng; Yuehua Han Purpose Grounded in encoding-decoding theory and the Cognitive-Affective Personality System (CAPS), this research investigates how the match between Regional Specialty Agri-Foods' (RSAFs) value encoding and decoding cues influence consumer purchase intention...

...Hai-Yen Thi Bui; Dzung Dao Dong Purpose This study purports to investigate the influence of video advertisements (ads) featuring behind-the-scenes (BTS) content on purchase intention and impulsive buying behaviour for junk food products of Vietnamese office workers. Design/methodology/approach...

...—and the internal cue of insect visibility interact to shape consumers’ perceptions of benefits and risks and purchase intention (PI). Design/methodology/approach Two between-subject experiments were conducted. Study 1 used a 2 (packaging transparency: transparent vs. opaque) × 2 (insect visibility: visible vs...

...Mei Kei Leong; Shin Yuet Chan; Aqilah Yaacob; Sook Wah Chan Purpose The current study aims to integrate the theory of interpersonal behaviour (TIB) and norm activation theory (NAT) to predict consumer purchase intention of upcycled food products. In addition, the current study also included...

...Li Cui; Huayin Jin; Hepu Deng; Ke Yan Purpose This study investigates what affects consumers' purchase intention of agricultural products in live streaming e-commerce in China. Design/methodology/approach A conceptual model is developed using signaling theory and stimulus-organism-response...

...Muhammad Safuan Abdul Latip Purpose This study examines the determinants of organic food purchase intention and evaluates the moderating effect of dietary habits (vegetarian versus regular diets) on the proposed relationships. Design/methodology/approach A quantitative, correlational research...

...Xinao Shi; Jiao Xue; Jingwei Li; Xin Wen Purpose This study aims to investigate how display cues in agricultural products live-streaming influence consumers' purchase intentions, with a focus on the mediating roles of consumer perceptions. Design/methodology/approach Integrating the Stimulus...

...Tinggui Chen; Yiyun Fan Purpose On June 29, 2025, Chinese customs authorities announced the conditional resumption of Japanese aquatic product imports. By examining the impact of perceived value and perceived risk on consumer purchasing intent for Japanese imported aquatic products as well...

... its novelty, limited research has been conducted to examine consumer perspectives. This study aims to investigate how media influence shapes consumer attitudes, knowledge and sustainability awareness, and how these factors drive purchase intentions for 3D-printed food, grounded in the knowledge...

... to action, self-efficacy and health motivation in predicting purchase intention. Findings The study suggests that HBM is a valid model for understanding consumer behavior towards upcycled foods, highlighting the importance of perceived benefits, barriers, cues to action, health motivation and self...

...@gmail.com , shampy@nith.ac.in 18 12 2024 17 05 2025 02 07 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Organic food Motivation opportunity ability Buying behaviour Purchase intention SEM The organic food industry...

... value on consumers’ purchase intentions. Design/methodology/approach An online survey of 332 individuals was conducted, and MANOVA and multiple regression analysis were performed to test the hypotheses. Findings The study identified Chick-fil-A as the brand with the highest overall perceived...

..., including perceived value and additional costs. Design/methodology/approach Two studies were conducted to evaluate consumers’ perceptions of edible food packaging. Study 1 examined the effect of food type (hedonic vs. utilitarian) on consumers’ purchase intentions. Study 2 explored the interaction...

...). Data were analyzed using MANCOVA to examine the effects of co-branding, the PROCESS macro (Model 4) to test whether perceived quality assurance mediates the effect of co-branding on purchase intention, and PLS-SEM to assess a sequential mediation model where perceived benefits and risks influence...

...Feng Han; Worawit Tepsan Purpose Given the rapid expansion of food live streaming e-commerce (FLSE) as an emerging retail channel, this study aims to examine how sensory experience influences purchase intention through flow experience and food craving. Design/methodology/approach This research...

... in a novel way. Design/methodology/approach This study builds upon the stimulus-organism-response (S-O-R) framework. It incorporates insights from flow theory and perceived value theory to examine how emotional immersion and cognitive evaluation influence consumer purchase intentions in the context...

...Debarati Basu; Kamalika Chakraborty Purpose Customer awareness and perception of organic food products vary across geographies. So, the signaling strategies for enhancing organic food purchase intention should also differ. This paper compares how customers perceive two different signals...

... intentions. Thus, this study aims to investigate the impact of price promotion and service remedy on purchase intention while also exploring the potential mediating role of corporate image. Design/methodology/approach Data were collected through a questionnaire survey, with a total of 428 participants...

... squares structural equation modeling (PLS-SEM). Findings The results show that three marketing tactics – anthropomorphism, traceability information and product sampling – significantly improve various dimensions of perceived quality of ugly food, leading to greater purchase intentions. Furthermore...