This study adapted the theory of planned behavior to investigate the relationship between purchase intention and purchasing behavior toward environmentally-friendly grocery packaging. This quantitative study collected 487 useable responses on the Amazon Mturk platform targeting a population of US consumers over 18 years old who purchase groceries. Using the collected data, a correlation and regression analysis was conducted. The socio-demographic variables were used as moderators to investigate the relationship between purchasing intention and actual behavior. The study's results suggest that a consumer's subjective norms substantially stimulate environmentally friendly grocery packaging purchase intentions, which further has or leads to the most decisive influence on actual behavior. Second, we discovered that purchase intention and perceived behavioral control are likely working in conjunction to help bridge the intention-behavior gap in environmentally friendly consumption. Third, this study supplied a fresh perspective on socio-demographics' role in environmentally friendly consumption, confirming that predominantly younger, unmarried consumers are likelier to act upon their intentions by purchasing environmentally friendly grocery packaging. Furthermore, conclusions from this study uncover the primary influences of consumer purchase intention and behavior towards environmentally-friendly grocery packaging. Lastly, but not less important, this study identifies the barriers to environmentally friendly consumption's intention and behavior gap. …

Using Mehrabian and Russell's stimulus (S) - organism (O) - response (R) model, this study examined consumer motivations to consume user-generated content (UGC) and sponsored video content on social media during the COVID-19 pandemic. The study also investigated the impact of information consumption on purchasing behavior as the main constructs. The study used the consumption patterns of active and passive social media users to further understand the level of short-form video consumption related to purchasing behavior. Grounded upon the SOR theory, this study measured utilitarian and hedonic motivations as stimuli with user-generated content and sponsored content as organism and purchasing behavior as response. A quantitative snowball survey (n = 289) was used to collect data from TikTok users to examine the relationships between motivations, types of content, and purchasing behavior. Statistical analyses including descriptive statistics, reliability tests, factor analysis, and multiple regression analyses was used to profile the sample and to test hypothesized relationships. All hypotheses were supported and found to have significant relationships between the independent and dependent variables. This study is useful to those in the fields of information sharing, crisis management, consumer behavior, and retail to develop communication strategies and understand and adapt to consumption habits and …

This study aims to understand customers' preferred attributes and features of curated subscription box services (CSBS) for pet products and to segment customer groups by favored attributes and features to optimize the CSBS. First, a pretest with 46 students at a southwestern public university in the U.S. was implemented to explore customers' preferences on attributes and features in the subscription service. Choice-based conjoint (CBC) analysis was employed in the challenging tradeoff situations after MaxDiff (best-worst scaling) evaluation. Next, the main study was conducted using the survey method with 350 American pet owners recruited by the commercial data platform called Prolific. The preference of five CSBS attributes (i.e., product, personalization, e-service quality, communication and interaction, and price) and 18 related features were examined. Cluster analysis for the 350 respondents identified customer segment groups based on their CSBS preferences derived from the conjoint analysis. The results of this study support that customers prioritized price, product, and personalization attributes in their CSBS choice. The three groups are product-oriented, personalization-oriented, and price-favored segments. This study provides practical implications for understanding customers' preferences and traits and how to tailor subscription box services for the pet business and even for eCommerce subscription retailers in other product …

The COVID-19 pandemic has challenged fast fashion to circular products to prevent excessive overstock in responding to consumers' shift toward less consumption. These shifts are worth studying as consumers are willing to partake in pro-environmental behaviors, leading to a circular business model for fast fashion. This study explores how sustainable knowledge and consumer goals toward circularity can influence behavior toward circular consumption based on the goal framing theory. An online survey employing the Prolific survey platform was conducted with 300 fast-fashion consumer panels. The quantitative approach (ANOVA, cluster, factor, multiple regressions analyses) supported that consumers' framed-goals toward circularity significantly influence their intention to purchase fast fashion products. Fast-fashion consumers have prioritized reliable communication and pro-environmental goals to respectfully purchase circular products and 5Rs behaviors. They perceived circular economy and environmental knowledge as deciding factors in their pursuits of circularity. It corresponds to the benefits of lucrative circular business applications for fast fashion.