Green cosmetics made from organic ingredients are becoming increasingly popular due to their environmentally friendly nature. However, research on consumer behavior towards green cosmetics is rare, especially in developing countries like Pakistan. Previous studies have primarily focused on female consumers, and little is known about the behavior of male consumers. Therefore, this research aims to investigate the behavior of both male and female consumers towards green cosmetic products and analyze the factors that affect their purchase behavior. This study employs a quantitative approach with deductive reasoning and collects data through a questionnaire from major cities in Pakistan. The study finds that eco-awareness, social influence, price-quality instructions, health consciousness, and the need for uniqueness significantly influence consumer purchase behavior when buying green cosmetics. Interestingly, price sensitivity does not significantly affect consumer purchase behavior as consumers are willing to pay for high-quality green cosmetics. Based on the findings, the study recommends promoting eco-awareness and health consciousness among consumers through educational campaigns and workshops launched by the government and the private sector. Future research can explore factors such as age, gender, and specific generations like millennials and Generation Z, as well as packaging, branding, and product design to promote environmentally friendly and health-conscious products. Additionally, comparative studies between countries can identify universal and region-specific factors, and examining the overall impact of green cosmetic products on the environment can highlight areas for improvement in sustainability.

This study investigates the intricate relationship between awareness advertising and buying intention among Iraqi grocery shoppers, exploring the mediating role of consumer attitude. Employing a quantitative approach, the authors surveyed 300 shoppers. Using a random sampling technique. To ensure rigor and validity, the authors rigorously analyzed the relationships using partial least squares structural equation modelling (PLS-SEM) based on 288 valid responses. The findings reveal that awareness advertising significantly impacts buying intention, mediated by consumer attitude. These insights offer valuable management implications for product marketers. Sufficient brand awareness attracts consumer attention, shapes positive attitudes, and ultimately drives purchase decisions. This study further validates the theoretical model of consumer response by empirically establishing consumer attitude as a central intermediary between awareness advertising and buying intention within the Iraqi market context.

In the era of artificial intelligence, smart clothing, as a product of the interaction between fashion clothing and intelligent technology, has increasingly attracted the attention and affection of enterprises and consumers. However, to date, there is a lack of focus on the demand of silver-haired population’s consumers for smart clothing. To adapt to the rapidly aging modern society, this paper explores the influencing factors of silver-haired population’s demand for smart clothing and proposes a corresponding consumer-consumption-need theoretical model (CCNTM) to further promote the development of the smart clothing industry. Based on literature and theoretical research, using the technology acceptance model (TAM) and functional-expressive-aesthetic consumer needs model (FEAM) as the foundation, and introducing interactivity and risk perception as new external variables, a consumer-consumption-need theoretical model containing nine variables including perceived usefulness, perceived ease of use, functionality, expressiveness, aesthetics, interactivity, risk perception, purchase attitude, and purchase intention was constructed. A questionnaire survey was conducted among the Chinese silver-haired population aged 55–65 using the Questionnaire Star platform, with a total of 560 questionnaires issued. The results show that the functionality, expressiveness, interactivity, and perceived ease of use of smart clothing significantly positively affect perceived usefulness (P < 0.01); perceived usefulness, perceived ease of use, aesthetics, and interactivity significantly positively affect the purchase attitude of the silver-haired population (P < 0.01); perceived usefulness, aesthetics, interactivity, and purchase attitude significantly positively affect the purchase intention of the silver-haired population (P < 0.01); functionality and expressiveness significantly positively affect perceived ease of use (P < 0.01); risk perception significantly negatively affects purchase attitude (P < 0.01). Through the construction and empirical study of the smart clothing consumer-consumption-need theoretical model, this paper hopes to stimulate the purchasing behavior of silver-haired population’s consumers towards smart clothing and enable them to enjoy the benefits brought by scientific and technological advancements, which to live out their golden years in comfort, also, promote the rapid development of the smart clothing industry.

In today’s rapidly evolving world, the integration of artificial intelligence (AI) technologies has become paramount, offering unparalleled value propositions and unparalleled consumer experiences. This study delves into the transformative impact of five AI activities on brand experience and consumer-based brand equity within the retail banking landscape of Lebanon. Employing a quantitative deductive approach and a sample of 211 respondents, the research employs structural equation modeling to analyze the data. The findings underscore the significant influence of four AI marketing activities on brand experience, revealing that factors such as information, accessibility, and customization play pivotal roles, while interaction has a less pronounced effect. Importantly, the study unveils that brand experience acts as a partial mediator between AI marketing activities and consumer-based brand equity. These revelations not only illuminate pathways for retail banks in Lebanon to refine their AI strategies but also underscore the importance of leveraging AI-driven marketing initiatives to bolster customer equity, acquisition, and retention efforts in an increasingly competitive market age.

Researchers need to seek the opinions of individuals about what they think related to neuromarketing and its applications. This study is intended to reveal the conceptual perception of neuromarketing. In this context, a comparative analysis was designed for university students studying in social sciences and health sciences due to the interdisciplinary nature of neuromarketing. Thus, it was investigated in which areas the conceptual perception of neuromarketing was higher and how it was perceived at the same time. Survey method was used to collect data. The relevant literature was scanned to determine the questions in the survey, and previous studies in this field were taken into account. Accordingly, the survey consists of two parts. In the first part, there are 6 questions to determine the demographic characteristics of the participants. In the second part, 14 questions were included to determine the conceptual perception of neuromarketing. The questions to the participants were evaluated with a 5-point Likert scale (from 1 = disagree strongly to 5 = agree strongly). It was concluded that there were 499 valid surveys (n = 499). As a result, it was seen that participants in social sciences and health sciences differed significantly in the conceptual perception of neuromarketing (p = 0.000). It was found that the perception level of social sciences is higher than health sciences.