This study investigates the buying styles of young consumers, especially the millennials—Gen Y, and Gen Z whose idiosyncrasies and consumption peculiarities are quite different from the older generations. Besides Sproles and Kendall’s eight (8) consumer-style inventory dimensions, this study presents new dimensions and develops six constructs that define young consumers’ decision-style inventory in a developing market. The study population consisted of all younger consumers—Gen Y, and Gen Z in Lagos State, Nigeria. One hundred and twenty-five (125) respondents were selected randomly across all 20 Local Governments in Lagos State, Nigeria. Factor analyses through varimax rotation, latent root criterion (eigenvalue = 1), screen plot test and the percentage of variance were conducted to determine the significant factors to retain among the variables. The findings clearly showed that newly developed CSI constructs in this study (sexiness, trendiness, global branding, smartness, socialisation and entertainment) were strong and significant among young consumers’ decision-making styles. The six (6) constructs developed showed that the younger consumers’ consumption styles are evolving, becoming sophisticated and relatively dynamic, hence the reliance on Sproles and Kendall’s dimensions to measure the younger consumers’ consumption decision styles will be inadequate in business/behaviour strategy development. The dimensions of entertainment, sexy, social, trendy, smartness and global branding variables are mostly underpinned and dominate considerations in purchase decision styles and behaviours among young consumers.

Presented article takes a study done by researchers Davari & Strutton in the US in 2014 and replicated the same approach and methodology in evaluating how green marketing mix elements (product, price, promotion, place) influence brand associations, grand loyalty, perceived brand quality, and brand trust, in the context of retail chain stores in Czechia. The reason for this is the fact that the issue of reconciling pro-environmental beliefs of consumers with their real behavior is still topical. Businesses need to be careful with their green claims and focus on authentic green marketing in order to attract and retain the trust of environmentally conscious consumers in the long term. The research employs quantitative data analysis, drawing data from the survey, which was run online for five weeks and collected 4700 responses. The respondents are people who live in Czechia and have shopped in one of five stores at least during the last month. The reason for focusing on the Czechia is primarily the fact that green marketing is basically only on the rise here, while greenwashing still remains a significant problem. Six hypothesis were formulated, and linear regression analysis was used to test them. Key findings of the research revealed that green products and promotions positively influence brand associations and perceived brand quality, while green promotions significantly enhance brand loyalty and trust. Additionally, there was observed influence of consumers´ environmental concerns and consideration of future consequences significantly moderating the relationship between green marketing and brand equity. The findings provide insight for businesses to integrate green marketing strategies to increase brand trust, loyalty, and perceived quality while environmentally conscious consumers.

Purpose: Religiosity as an intrinsic principle affects the sustainable behavior of consumers. Studies have been undertaken to discover the impact of religiosity on sustainable consumer behavior in various contexts, cultures, and countries. The current bibliometric study focused on religiosity and sustainable consumer behavior in Gulf Corporation Council (GCC) countries who has similar religions and cultures so that the research trend, contribution, and gap through thematic and content analysis could be investigated and future direction could be suggested. The literature for this study was solicited from 2016 to June 2024. Methodology: Bibliometrics and content analysis were used to study the existing literature on religiosity and sustainable consumption behavior in GCC countries. The VOS viewer was used to visualize literature and understand the network landscape of the research topic and their interconnectivity. Additionally, Scopus analytics and Microsoft Excel were used to review and analyze the religiosity of consumers regarding the sustainable consumption of products and services. Finding: The descriptive analysis revealed trends, prolific countries, and researchers in this area along with their affiliation. The co-occurrence analysis showed 3 main clusters of co-occurrences with various link strengths. The content analysis looked at the 6 clusters depicted by the coupling function and compared them against co-occurrence analysis to uncover related themes. This analysis produced 4 related themes for content analysis. Contribution: This research contributed to understanding the current themes, challenges, and the need for marketing strategies and action so that sustainable consumption could be encouraged. As such this research will fill the void in the current literature left in this research area. This research has practical and policy implications for businesses, organizations, and policymakers as they try to capture consumers for sustainable products and services in GCC countries.

This research examines the influence of virtual community platform attributes on luxury consumers’ purchase intentions, with a specific focus on the role of policy innovation in digital infrastructure. The study aims to 1) identify key factors affecting purchase intentions toward luxury products in virtual environments; 2) develop and validate a structural equation model to analyze these intentions; and 3) provide actionable insights for luxury goods marketers to refine their strategies within these platforms. Utilizing a structural equation model, the study investigates the interactions among various determinants of consumer behavior in virtual communities, highlighting the impact of policy innovation. Data was collected through purposive sampling from 1142 respondents in China’s top 10 high-spending cities on luxury goods, ensuring data relevance. The findings emphasize the significance of knowledge sharing, interactive communication, and leaders’ opinions in virtual communities in building consumer trust and shaping perceptions of online reviews. These elements influence purchase intentions directly and indirectly, with consumer trust serving as a crucial mediator. The study reveals the substantial impact of virtual community attributes on fostering consumer trust and shaping buying decisions for luxury items, underlining the contribution of social development processes. Moreover, the role of policy innovation is found to be significant in enhancing these virtual community dynamics, suggesting that regulatory changes can positively influence consumer engagement and trust. The conclusions offer valuable implications for marketers, proposing strategies to boost consumer engagement and drive sales in virtual settings. This research contributes to the theoretical understanding of digital consumer behavior and provides practical strategies for innovation and growth within the luxury goods sector, emphasizing the critical role of policy innovation in shaping these dynamics.

The global increase in organic food consumption underscores the need for in-depth research to understand the determinants of consumer purchase intentions towards organic products. Hence, this study aims to investigate the factors influencing the consumer purchase intentions towards organic food through an analysis involving 274 participants. Additionally, it also explores the mediating and moderating effects of attitudes and environmental concerns on the purchasing intentions towards organic food, providing insights in how these psychological and environmental factors influence consumer behavior. Using a quantitative method, data was gathered from the South Korean cities of Jinju and Changwon. However, analysis was performed through Partial Least Squares Structural Equation Modeling. The research findings illustrate that subjective norm, perceived behavioral control, and ethical consciousness significantly influence attitudes towards purchase intentions of organic foods. Moreover, the results indicate that attitude positively influenced consumer purchase intention towards organic food. Results reveal that attitude serves as a mediator in the relationship between subjective norms and consumer purchase intentions for organic food. Similarly, Likewise, attitude mediates the connection between perceived behavioral control and consumer purchase intention towards organic food. Additionally, the results indicate that attitude mediates the relationship between ethical consciousness and consumer purchase intention towards organic food. Furthermore, environmental concerns are found to significantly moderate the association between attitude and consumer purchase intention towards organic foods. The insights garnered from this study shed light on consumer intentions to purchase organic foods, equipping stakeholders such as marketers, retailers, and producers with valuable insights for creating effective marketing strategies aiming at promotion of these products. This research serves as a pivotal resource for developing targeted approaches to enhance the market share and consumption of organic foods.

The rapid advancement of financial technology (Fintech) has revolutionized the way financial transactions are conducted, with E-payment services becoming increasingly integral to daily commerce. This paper examines consumer perceptions and attitudes towards E-payment services offered by Fintech companies, identifying key factors that influence their acceptance and usage. Employing a quantitative approach, the research integrates quantitative data from surveys and applied SEM (Structural Equation Modelling) through AMOS. Out of 450, 420 respondents have given their views on perceptual preferences and attitudes with the help of SPSS. KMO and Bartlett’s Test are executed to understand and to check the factors for implementing factor analysis further through extractions. Anticipated findings are expected to reveal a spectrum of consumer attitudes shaped by factors such as trust, security, convenience, and technological familiarity. It contributes to the existing literature by providing updated insights into consumer behaviour in the Fintech sector and suggesting actionable strategies for service providers to enhance user engagement and satisfaction. It holds the potential to inform both theoretical frameworks in technology acceptance and practical marketing strategies for Fintech companies aiming to optimize E-payment services for diverse consumer bases.