...Gunjan Malhotra Purpose This study aims to examine how consumers’ perceptions of in-store marketing influence their purchase decisions for frozen food products. This study explores the effects of familiarity, price sensitivity, health-consciousness and consumer scepticism on the relationship...

... examined the impact of ingredient familiarity on consumers’ perceived greenness. Study 3 investigated the mediating role of perceived naturalness. Studies 4 and 5, respectively, explored the moderating effects of emphasizing the importance of technology in environmental conservation and product category...

...Carmina Fandos Herrera; Carlos Flavián Blanco Purpose This research proposes studying how the moderating role of consumers' familiarity with a food product with a protected denomination of origin (PDO) influences consumer behavior. Past research has ascertained that consumers confuse different...