This study looked at how adding augmented reality (AR) to Jordanian fast-food apps during the pandemic impacts brand identity, consumer views, and interactions. It wanted to see if AR strengthens brand connections or leads to brand dilution concerns in the industry. The research utilized a qualitative approach, employing semi-structured interviews with 52 marketing managers from diverse fast-food establishments across Jordan. The study highlighted how mobile apps, especially AR, changed brand interactions in Jordan’s fast-food market. They boosted convenience and engagement but raised worries about food quality and brand dilution due to heavy app use. It stressed the need to balance tech innovation, preserve brand identity, offer personalized experiences, understand user behavior, and tackle app development challenges for better brand loyalty. The research offers practical implications for stakeholders, recommending strategic AR integration, a user-centric approach, cultural sensitivity in tech adoption, and the preservation of emotional connections. It emphasizes the significance of maintaining a delicate balance between leveraging technological advancements and safeguarding the distinctiveness of individual brand identities within an increasingly app-centric landscape. This study uncovers AR’s influence in Jordan’s fast-food scene, highlighting its transformative power and possible drawbacks. It offers practical advice for industry players, guiding them on how to navigate the digital shift without compromising brand integrity or customer connections.

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.

Extensive research on pro-environmental behaviour (PEB) reveals a significant knowledge gap in understanding the influence of social class, perceived status and the middling tendency on pro-environmental behaviour. Using the International Social Survey Programme Environment dataset, and conducting multilevel mixed-effects linear regressions, we find that the middling tendency and biased status perceptions significantly influences pro-environmental behaviour. Those who deflate their social position have higher pro-environmental behavior and this reinforces the idea that pro-environmental behaviour is driven by a post-materialist effect rather than a status enhancement effect. Moreover, the objective middle class is still a stronger contributor to higher PEB levels compared to subjective middle class. We also find the relation between class, status and PEB vary by country. These findings provide vital insights into the intricate and heterogenous dynamics between class, status and pro-environmental behaviour among different countries and shed light on class and status as driving forces behind pro-environmental behaviour.

Introduction: Food well-being of the population is one of the priorities of the Togolese government, which relies on the agricultural investment and food security Programme to increase national food production. In addition, the country relies on food imports to make up the shortfall. At the same time undernourishment and malnutrition remain high among the country’s population. This research analyzes food supply and its implications for household consumption in Grand Lomé, Togo. [Methods] The methodology used documents, a survey of 963 heads of household randomly sampled households and semi-structured interviews with 10 households and with Togolese food safety agency (ANSAT). Quantitative data were processed and analyzed using Excel spreadsheets R and R-Studio, while content analysis was applied to the verbal applied to the verbal statements collected. Results: Firstly, the results show that domestic agricultural production contributed an average of 91% of food supply between 2014–2017. The deficit is made up by food imports, which rose from 13.5% in 2014 to 15.4% in 2017. This translated into an acceptable food energy consumption of 2337 Kcal/head/day in 2017. Secondly, 81% of respondents recognize a strong food presence at consumer markets, except that the chi-square test applied to the data at the 5% threshold shows (p-value < 2.2 × 10⁻¹⁶), indicates that this satisfaction is a function of place of residence. Despite this, persistent shortages affect more staple crops, livestock and dairy products, leading households to deprive themselves and buy food at affordable prices. Finally, we observe non-diversified diets marked by regular consumption of “cereals/legumes”, vegetables and beverages to the detriment of “tubers/roots”, “meat/fish”, “fruit” and “dairy products”. Conclusion: This research shows that food supply, although adequate, is not sufficient to ensure balanced, nutritious and culturally appropriate food consumption by urban households. Recommendations: To meet these challenges, the central government, in collaboration with urban communes and consumer advocates, must mobilize resources to create urban agricultural farms, strengthen food protection systems, distribute staple products directly to households and limit the importation of food that is hazardous to health.

Disability inclusion is important to ensure everybody has the same opportunities in society, which is critical in achieving the Sustainable Development Goals. Persons with Disabilities (PWDs) are one of the marginalized communities and most of them are living in poverty. Disabilities encounter many challenges internally and externally due to their disabilities. They are struggling to keep their jobs due to their own self-confidence and social stigma and entrepreneurship is said to be the best option for PWDs to gain economic liberation. However, many PWDs still depend on government assistance and public donations instead of starting their own business. This study investigates the mediating effect of entrepreneurial motivation on the relationship between internal and external factors of PWDs’ perceptions of entrepreneurship in Malaysia. A quantitative approach to the survey was carried out. A sample of seventy-seven PWDs was gathered using face-to-face and online surveys through purposive sampling. The data were analyzed using structural equation modelling. The results show that only internal factors influence PWDs’ entrepreneurial personal perception. Entrepreneurial motivation plays a crucial mediating role in the relationship between internal and external factors and entrepreneurial personal perception. The study is helpful for the relevant parties to assist PWDs in becoming financially independent through entrepreneurship by focusing more on their internal strengths. Proper training and coaching assist PWDs in being more resilient when facing adversity.

Local community members play a critical role in the success of conservation projects, which in turn have the potential to influence the perceptions of local people. Relationships matter when it comes to sustainable long-term conservation and community well-being. The study aims to establish the relationship between local communities and wildlife conservation organizations in the context of Phinda Private Game Reserve and the Mnqobokazi community, located in South Africa. Data was collected using the qualitative methods of interviews and focus group discussions. The findings show that a symbiotic relationship between conservation organizations and local community members is critical in conserving the environment. The research indicates that both participation and benefits result in improved perceptions towards the protected area and a strong positive relationship. The accrual of benefits also appears to result in pro-environmental consciousness amongst community members. Several existing studies examine participation or benefit-sharing in community-based tourism in developing nations. However, less is known about the relationships between local communities and conservation organizations and the effect of participation and beneficiation on these relationships. This research narrows this gap in the body of knowledge by qualitatively examining a single case study. The findings add value to global collaborative efforts aimed at achieving positive relationships between communities and conservation management.