Current Issue : July-September Volume : 2025 Issue Number : 3 Articles : 5 Articles
The demand for organic food products has been increasing over the last few years in Portugal and worldwide because consuming these products benefits health and the environment. Also, its production values animal welfare and promotes economic development, improving the living conditions of rural communities in low population-density territories. Thus, the general objective of this research was to identify sustainable factors that impact the intention to purchase organic food products, allowing the production of knowledge about the attitudes, preferences, habits, and behaviors of Portuguese consumers about these types of products. To achieve this objective, a digital questionnaire was applied between January 9, 2024, and February 6, 2024, to collect the data. It was possible to select a sample of 413 consumers of Portuguese nationality, whose ages varied between 19 and 67 years old. The majority of respondents lived in urban communities (69.2%) of the Bragança (64.0%), Porto (10.4%), and Vila Real (5.1%) districts; had a positive knowledge level about organic food products (83.8%); and, recognized the European Union organic logo (68.0%). The most frequently consumed organic food products were fresh vegetables (62.7%) and fresh fruits (59.6%), which were usually purchased directly from the producer (50.5%). The results revealed that attitudes, environmental concerns, health awareness, and perceived price determine the intention to purchase organic food products. In addition to having a positive impact, these factors explained 57.5% of the variance of this variable, revealing that other equally important factors that were not considered in this study may impact the intention to purchase organic food products....
We develop and employ a novel dual-order inventory planning model tailored to the inventory planning policy of a fashion retailer in the city of Thessaloniki, Greece. In our approach, the first order is placed at the beginning of the season, while the second order is placed if the stock level of a stock-keeping unit (SKU) falls below a threshold inventory level during the optimal review period. With this dual-order model, the retailer can capture random changes in consumer preferences during the season. The insights derived from implementing the developed methodology in a real-world case of a fashion retailer reveal that the dual-order model significantly mitigates the risks of overstock and stockouts by allowing dynamic adjustments to stock levels in response to actual sales trends and market changes. Moreover, a late ordering policy in week 19 of the season will result, on average, in a 7.9% reduction in total inventory planning costs compared to the costs associated with the different review periods examined....
Retailers have traditionally prioritised younger customers, often overlooking the distinct needs of older consumers. As this demographic grows, it is increasingly important to cater to their shopping preferences. This study explores the behaviours, needs, and challenges of Croatian consumers aged 60+ through qualitative semi-structured interviews. Findings indicate that older urban customers in Croatia prioritise quality over price, are brand-loyal yet discerning, and balance price consciousness for necessities with the willingness to spend on desired items. The study contributes to consumer behaviour theory by highlighting older consumers’ selective brand loyalty and self-directed decision making. It expands on ageing population theories by challenging assumptions that older consumers are passive shoppers, emphasising their preference for informed, self-directed purchasing. From a retail strategy perspective, it emphasises experience-based retailing, advocating for enhanced customer service, clear store navigation, and tailored marketing. Practically, our research provides actionable insights for retailers to optimise service, enhance operational efficiency, and improve profitability. Adapting retail environments to better serve older customers can foster a more engaging and rewarding shopping experience, benefiting both consumers and businesses....
This paper explores the factors influencing consumer acceptance and resistance to artificial intelligence (AI) technologies. It examines AI’s role in decision-making across industries such as personalized recommendations, healthcare, and finance, while highlighting the mixed consumer responses influenced by optimism, pessimism, and misconceptions. Notably, “algorithm aversion” emerges as a significant barrier, where consumers prefer human judgment despite AI’s superior accuracy due to concerns about personal nuances and error-learning limitations. This review outlines strategies to enhance AI acceptance, including consumer education, personalized outputs, and anthropomorphism, while acknowledging associated risks. The paper concludes by emphasizing the importance of aligning AI design with consumer relationship norms and ethical considerations to foster trust and adoption....
This paper examines an understudied aspect of narrative-based marketing by analyzing the mediating role of brand image in the relationship between storytelling marketing and purchase intention, using PX Mart as a case study. Although prior research highlights the significance of storytelling in fostering consumer engagement, relatively few investigations have systematically addressed how the specific dimensions of storytelling—credibility, resonance, and extensibility—shape brand image and, subsequently, purchase intention. This study fills that gap by offering a novel perspective on how narrative-based strategies can enhance brand value and drive consumer behavior. A quantitative research design was adopted, involving the administration of a structured questionnaire to PX Mart customers. A quantitative research design was adopted, involving the administration of a structured questionnaire to PX Mart customers. To validate the current relevance of the findings, a supplementary qualitative survey was also conducted. Three dimensions of storytelling marketing were evaluated to determine their respective impacts on brand image and purchase intention. Guided by Baron and Kenny’s (1986) mediation model, multiple regression and mediation analyses were performed to explore how storytelling indirectly influences purchase intention through brand image. Results indicate that storytelling marketing significantly increases purchase intention, with brand image serving as a partial mediator. Among the three dimensions, credibility exerts the most pronounced direct effect on both brand image and purchase intention, while resonance and extensibility also yield positive, though comparatively smaller, effects. These findings underscore the importance of brand image as a mediator that links storytelling marketing to consumer purchase behavior, thereby making a novel theoretical contribution to branding research. From a practical standpoint, these insights provide marketers with concrete strategies for enhancing brand loyalty and consumer purchasing through storytelling. By focusing on credibility, resonance, and extensibility in their brand narratives, businesses can more effectively reinforce brand image and influence buying decisions—an approach particularly relevant for retail and consumer goods sectors seeking to forge deeper emotional connections with their audiences....
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