Visual density, defined as the number of identifiable elements per unit area within a visual design, significantly influences consumer perceptions. This study investigates the effects of varying visual densities in pizza packaging, encompassing both food-related and decorative elements, on consumers\' expectations regarding taste and texture, ultimately influencing their purchase decisions. We conducted a controlled experiment where participants were presented with pizza boxes of differing visual densities. Participants rated their expectations regarding the taste and texture of the pizza, as well as their purchase intentions. Additionally, we measured consumption frequency to evaluate its moderating influence on the observed effects. Results indicate that high-visual-density packaging significantly heightened expectations of taste and texture, independent of the element\'s nature-whether food-related or decorative. Enhanced sensory expectations fully mediated the relationship between visual density and purchase intentions. Additionally, high consumption frequency amplified the effect of high visual density on sensory expectations and purchase intentions. These findings contribute to sensory marketing theory by highlighting the importance of visual density in packaging design and the role of consumption frequency. They provide practical implications for food packaging strategies aimed at enhancing consumer experience and satisfaction.

Humorous messages (not derogatory jokes) related to obesity seem to be retweeted frequently. Potentially, such humor could be included in viral public health campaigns to combat obesity, but would jokes actually increase the likelihood of purchasing healthy foods advertised on social media? 411 participants were asked to test two soon-to-be-introduced features (e.g., repost button) in Instagram on their phones. Participants scrolled through a series of posts about various topics ranging from architecture to beauty products. A healthy food post, preceded by one of four joke types (two containing the word \"fat\"), was embedded at the top, middle or bottom position of the Instagram page. After participants scrolled through the page, perhaps reposting some posts, they were presented with the healthy food product featured in the post and were asked to indicate a purchase probability (0-100), as well as whether they recognized the food product from the post (yes/no). At the end of the study, the individual jokes were rated as \"funny/not funny\" and \"positive/negative\". If the food product was recognized, the joke type played a role. In particular, jokes containing the word \"fat\" had a negative effect on the purchase probability. However, if the food product was not recognized, only its position on the page mattered. The purchase probability was highest if the product was placed at the top. Social media, criticized for promoting unhealthy food consumption, especially among children, can therefore also be used to address issues such as the global obesity epidemic.

Bottled water has become a popular beverage choice worldwide, with consumers increasingly seeking healthier options. However, label elements can significantly influence consumer perception and purchasing decisions. The research aimed to assess how label elements affect the liking, purchase intention, preference and concept of healthy bottled water. Two stages involved 180 and 100 participants aged between 18 and 40, provided sociodemographic information. The first stage used a hedonic scale and ranking test to perception of nine labels with different elements. The second stage selected a consensus label from prior tests. Four labels were designed, differing in brand color and nutritional information placement. In this last stage, the acceptability, preference ranking and concept of healthy were re-evaluated and eye tracking via the Pupil Lab program. Findings showed varied responses in acceptability and purchase intention among consumers. However, significant differences were observed in preferences and healthiness perceptions based on label characteristics. The label with the highest preference and perceived healthiness featured a sky-blue design with nutritional information on the right side. Combining sensory testing and eye tracking offers valuable insights for designing labels that positively impact consumer perception. The results provide important implications for bottled water manufacturers and marketers in developing effective labeling strategies to meet consumer preferences and promote healthier choices.

The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers\' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigating the factors influencing purchase intention in e-commerce live-streaming marketing. The research adopts Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), and hypothesis testing to evaluate the relationships. The findings revealed that the attributes of live streaming, including the live streamer, the product, and the field, as well as trust and impulsiveness, positively influence purchase intention. This study provides a novel perspective on live streaming e-commerce with evidence on how e-commerce live streaming drives purchase intentions, enriches the content of live streaming e-commerce literature, and explores the practical implications for marketing managers who are looking for marketing by live streaming.

The emergence of non-fungible tokens (NFTs) has elicited both excitement and apprehension among consumers, who find themselves influenced by the perceived scarcity and the perceived risks surrounding these novel digital assets. This study investigates the factors influencing consumer adoption of NFTs by integrating the concepts of perceived scarcity and perceived risks within the theoretical framework of the Theory of Planned Behavior (TPB). Employing structural equation modeling, the research evaluates the impact of perceived scarcity, perceived ease of use, attitudes, subjective norms, perceived behavioral control, and perceived risk on NFT purchase intentions. The findings reveal that perceived scarcity and perceived ease of use significantly positively affect consumers\' intentions to purchase NFTs. Conversely, perceived risk exerts a negative effect on purchase intentions. Additionally, the study demonstrates that attitudes, subjective norms, and perceived behavioral control positively affect NFT purchase intentions. This study provides a behavioral roadmap for navigating the complex love-hate relationship consumers have with NFTs, shedding light on the factors that motivate individuals to embrace or avoid these digital collectibles.

The evolution of e-retail and the contribution of artificial intelligence in improving algorithms for greater customer engagement highlight the potential of these technologies to develop e-commerce further, making it more accessible and personalized to meet individual needs. This study aims to explore the psychosocial factors (subjective norms; faith; consciousness; perceived control) that affect AI-enabled ease of use and their impact on purchase intention in online retail. We will also assess the mediating effect of AI-enabled ease of use between psychosocial factors and consumer purchase intention. A quantitative methodology was used, and 1438 responses were collected from Portuguese consumers on e-retail. Structural equation modeling was used for the statistical treatment. The findings indicate that subjective norms do not positively impact AI-enabled ease of use, whereas factors such as faith, consciousness, and perceived control do enhance it. Furthermore, AI-enabled ease of use itself boosts purchase intention. Additionally, the effects of subjective norms, faith, consciousness, and perceived control on purchase intention are significantly enhanced when mediated by AI-enabled ease of use, highlighting the crucial role of usability in shaping consumer purchase behavior. The contribution of this study has been made through the formulation model that provides a systematized perspective about the influencers of purchase intentions and extends the knowledge about the impact of artificial intelligence in e-retail. Furthermore, this study offers insights into the impact of artificial intelligence in e-commerce-artificial intelligence directly affects purchase intentions and plays an important mediator role in the interaction mechanisms between psychosocial factors and purchase intentions.

Despite previous research on the impact of social media reviews on purchase intention, it is still unclear how individual reviewers\' comments impact purchase intentions. To fill in the gap, this study examines the impact of product-related comments on purchase intentions. In terms of contributions, this study evaluates people\'s dependence on social media for product information and purchase intention while considering risk and trust as moderating factors. The data were collected quantitatively using surveys. The sample consisted of 384 academically advanced adults with high social media engagement. The study hypotheses were tested using the PROCESS macro after exploratory and confirmatory factor analysis, and correlation analysis were conducted. Among those surveyed, it was confirmed that most people sought product-related comments on social media when seeking information about a product they might be interested in purchasing. It was also observed that the risk factor reduced the impact of other variables in the model presented in this study. In conclusion, this investigation is more reliable, and its outcomes benefit scholars, supervisors, merchants, and webmasters, for instance, in establishing a study for future research efforts and providing practical guidance that could boost promotional efforts and marketing activities, especially in this era of artificial intelligence.

Purchasing energy-saving products is key for public participation in energy conservation and sustainable development. However, the sale of fraudulent energy-saving products has boomed through online shopping, with little research on these products and consumer demands. This study explored the underlying factors driving consumer purchases of fraudulent energy-saving products and measured their impact on environmental awareness. Sales data for such products from four major online shopping platforms were collected. Results suggested unique demand characteristics from consumers who unknowingly purchase fraudulent energy-saving products, referred to as \"hidden energy savers\", including a preference for moderately priced products, a desire for straightforward energy-saving explanations, and a tendency to seek multiple additional features, even if they conflict with the core functionality. Perceived installation and usage difficulty significantly influences purchasing behavior. A practical survey of freight companies and individual transporters\' demand for freight energy-saving products was conducted as a case study to validate the practical application of this research. This study presents a novel perspective on public energy-saving behavior, aiding in creating true energy-saving products, boosting public energy conservation interest, and reducing the negative impact of fraudulent products on environmental awareness. It also sheds light on hidden consumer needs, guiding the development of authentic energy-saving products.

The aim of the present research was to determine if the developed ovo-vegetarian sausage (SO), which was made with 15% chickpea flour, 51% albumin and 34% soy protein concentrate, exhibited improved physicochemical and sensory characteristics compared to vegetarian sausages available on the local market (classic vegan sausage, SC; vegan fine herb sausage, SH; and quinoa sausage, SQ). According to the physicochemical results, the developed sample, SO, presented significant differences (p < 0.05) compared to the others, including higher protein content, lower pH and a higher a* value. Three types of sensory analyses were conducted-flash profile, overall liking and purchase intention (to determine consumers\' willingness to purchase the product)-with the first involving 15 consumers and the second and third involving 60 participants each. Descriptors for each sample were determined using the vocabulary provided by consumers in the flash profile analysis. Descriptors for SO included \'elastic\', \'smell of cooked corn\', \'characteristic flavor\', \'pasty\', \'soft\' and \'pastel color\', contributing to its greater overall liking and purchase intention compared to the others. Through the hierarchical multiple factor analysis, a positive correlation was observed between the texture and sensory descriptors of the flash profile. Conversely, a correlation was found between the physicochemical characteristics (pH, aw, color) and overall liking and purchase intention.

BACKGROUND: This study investigates the determinants impacting consumer purchasing behavior.
METHODS: Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses.
RESULTS: Findings indicate that green marketing initiatives and green brand awareness positively influence consumers\' purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process.
CONCLUSIONS: This study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers\' purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers\' green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study\'s utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals.