Food upcycling has emerged as an effective approach to sustainably utilize the food waste generated within the food supply chain. This review article examines upcycled food with respect to its definition, consumers’ knowledge and perception on it, and the process by which by-products from the food supply chain are utilized for the creation of upcycled food products. The definition of upcycled food varied among manufacturers, research institutions, and the Upcycled Food Association, depending on the specific values and objectives of each sector. This has resulted in the use of different keywords to highlight the distinctive characteristics of their respective interpretations of upcycled food. This review also summarizes the various consumer traits that can influence the awareness and acceptance of upcycled food, encompassing functional, empirical and emotional, symbolic and self-expressive, and economic benefits. Additionally, the review presents strategies to utilize by-products produced in large quantities in Korea, while also addressing the control of hazardous components to ensure biological or chemical safety and the changes in nutritional value that may occur during the utilization of these byproducts.

본 연구는 네일 케어 방법에 따라 위험지각과 만족도를 분석하는 것을 목적으로 한다. 이를 알아보기 위하여 네일 케어의 두 가지 방식인 니퍼 케어와 드릴케어로 나누어 각각의 소비자의 인식, 위험지각 그리고 만족도에 대한 문항 구성하였다. 또한 인구통계학적 특성 문항을 포함한 설문 200부를 표본으로 하여 통계 분석을 시행하였다. 연구 결과, 드릴케어 와 니퍼케어 모두 위험 지각 구성요인이 만족도와 유의한 선형관계에 있으며, 통계적으로 유의한 수준으로 확인되었다. 두 유형 모두 성과적 위험지각은 유의하게 정의 관계를 보였 다. 시술에 대한 불안이 큼에도 결과적 만족, 즉 구매라는 행동 의도로 이어져 유의미한 가 치를 제공했다. 이러한 결과를 통해 네일 산업 연구에 시사점을 제시하였으며, 더 실증적인 결과물을 제시하여 산업의 발전에 활용할 수 있도록 하였다.

AI recommendation service is adopted in consumption consulting such as high-tech and fashion consumption (Thapliyal & Ahuj, 2021). Now, for high-tech and fashion products, the advance selling strategy is widely adopted. Thus, this study targets to detective the consumers’ preference toward AI agents comparing human agents under advance selling and spot selling. The independent variable of this study is consumption type: Pre-sale Products vs. Spot Products. Pre-sale Products are quite popular currently, especially technological products. Construal-level theory (CLT) offers a valuable framework to explain the mechanisms that trigger evaluations, predictions, and behaviors by linking the degree of mental abstraction (the construal level) to psychological distance (Trope & Liberman, 2000; 2003; 2010). Four dimensions including temporal, special, social, and probability distance are argued to present the psychological distance (Trope et al., 2007). Liberman et al. (2022) discuss the time distance and argue the distant-future events are represented in a more abstract, structured, high-level manner than near-future events. Kim & Duhachek (2020) draw on a dimension of persuasion by AI agents to posit that AI agents are perceived as low-construal agents because of the fact that people hold a lay theory that AI agents do not have superordinate goals and cannot learn from their experiences or possess consciousness like humans do. Consequently, they find that individuals perceive greater appropriateness and are more persuaded when an AI agent’s persuasive messages highlight low-construal as opposed to high-construal features. Moreover, consumers prefer abstract information related to a certain product rather than concrete information when a purchase is to take place in the distant future or when construal levels are high (Hernandez et al., 2015). Thus, this research hypothesizes: When consumers buy pre-sale products (vs. spot products), human agents will be the more favorable service provider than AI agents since the consumer is under a high level of construal. This research proposes to adopt a 2 (Advance Selling vs. Spot Selling) x 2 (Short Psychological Distance vs. Far Psychological Distance) x 2 (AI Agents vs. Human Agents) between groups experimental study to test the main effects and mechanism (H1). Furthermore, this study would identify the key moderating effects to discuss the boundary effects of the mechanism for establishing marketing strategies with AI services for managers.

In recent years, the marketing literature has given considerable attention to the concept of online consumer misbehaviour. However, this increased interest has resulted in a significant accumulation of knowledge, leading to fragmentation and confusion in the field. This situation has serious implications for both researchers and practitioners, as it impedes the development of a coherent and unified understanding of the field. To address this issue, this paper presents a systematic review aimed at consolidating and organizing the available research on online consumer misbehaviour. The paper provides a conceptualization and operationalization of the concept of OCM. Additionally, the paper identifies and discusses the existing theories used in the field of OCM research.

This paper explores the relationships of various cognitive, attitudinal, and behavioural responses of e-discount sales promotion technique preferences consumers have when making purchases through online food delivery services (OFDS). This paper highlights new findings towards expanding e-discount and sales promotion literature and thus provide relevant implications.

In the last decade, labels have been multiplying on food products (e.g., organic labels, Nutri- Score) to foster nutritious and sustainable food purchases, as such raising the question of the effect of multi-labelling. In this article, we use the prism of information processing and specifically address the question of multi-labelling when the labels have simultaneously positive and negative valences. Such a situation could confuse consumers and therefore, harm multi-labelling ability to empower consumers. An experiment shows that 1/ adding a good Eco- Score to a good Nutri-Score enhances warm glow among the most ecology-sensitive consumers, though it does not significantly increase purchase intentions, 2/ adding a bad Eco- Score to a good Nutri-Score increases consumer confusion (i.e., a discomfort due to ambiguous stimuli that requires mental efforts to cope with) but does not decrease purchase intentions. Recommendations to food managers and public policy makers result from these results.

Despite the orientation towards online retailing journey accelerated by the application of new-age technologies in the pandemic context, the role of the physical store still has a central role in luxury shopping in the digital omni-channel perspective. Digital technologies have increased their impact on consumers (Evanschitzky et al., 2020; Klaus & Zaichkowsky, 2020; Kaplan & Haenlein, 2020; Davenport et al, 2020; Huang and Rust, 2021a; Pantano et al, 2022). In today’s digital age, AI is one of the new-age technologies raising growing interest for their potential disruptive impact on marketing and retailing in different sectors (Forbes, 2022).

Cryptic marketing is a discreet communication strategy using crypted subculture symbols to avoid negative responses from other consumers. This has been used since marketing towards stigmatized subculture groups is challenging as there is a risk of losing consumers from the majority. Nevertheless, studies about the impact of cryptic marketing on prominent marketing variables are still scant. Thus, this study aims to determine the impact of cryptic marketing on brand attitude between LGBT group and heterosexual group in an unfriendly market (Indonesia) and a friendly market (the Netherlands). Using experiments, we tested the impact of three cryptic ads (low, medium, and high) which differ in the explicitness of LGBT symbols. The results revealed that the LGBT group (i.e., gays) in both markets have a more positive brand attitude towards the high cryptic ad. There were no differences in the brand attitude of heterosexuals, except for the gay-friendly participants in a friendly market which showed a preference for the low cryptic ad. This study contributes to the literature on covert marketing strategy as cryptic marketing is rarely discussed.

This study examined the effects of user interactivity with VR in a digital retail setting on mental imagery and sensory brand app experience and its consequential impacts on perceived enjoyment, perceived usefulness, attitude toward using VR, and behavioral intent. Mental imagery is understood in relation to quantity, vividness, and valence. The user involvement with the device is employed as a moderator to fully understand the impact of VR in connection with consumer engagement. An IKEA VR application was utilized for this study. A convenient sample of college students was recruited from a large research university in the US. The findings of the study show that user interactivity impacts mental imagery, and it subsequently influences sensory brand app experience, perceived enjoyment, perceived usefulness, attitude toward using VR, and behavioral intent. Overall, this study provides meaningful and practical information to academicians and practitioners.

Although influencers establish their reputation and gain popularity by demonstrating expertise toward a specific topic, there is a huge potential to extend their market by tapping into different topics. Specifically, by promoting different types of product categories. However, previous studies tend to have different predictions about the success of this practice. Such that, according to the match-up hypothesis, it is unlikely that the influencer can successfully promote different product categories. On the other hand, Stereotype Content Model (SCM) suggests that influencers might be perceived as competence that overgeneralized to other domains. By conducting a survey to 302 online consumers in Indonesia, this study aims to test two competing routes toward influencer’s success in promoting product categories other than their initial expertise within the fashion context. The findings of this study revealed the primacy of match-up hypotheses, even when the influencers are perceived as competent, it does not mean that consumers are willing to follow their recommendation if it is outside their expertise domain. Only when there is an influencer-product fit, consumers are willing to accept their recommendation. However, perceived competence of the influencers can promote acceptance to follow recommendation on different product categories only when it established trust on the influencer.

Consumers sometimes see brands as relationship partners and expect that they conform to certain expectations, or relational norms. However, there is no valid and universal operationalization of these norms for the specific context of consumer-brand relationships. We address this gap by developing and validating a new scale in four studies.

Fashion companies develop initiatives in the Metaverse, especially through Gamification, Non-Fungible Tokens or Shopping experience. Through a Systematic Literature Review in Metaverse and Fashion Communication and Systematic Content analysis in Vogue Business and The Business of Fashion we highlight the best actions in the metaverse and their future application.

In the rapidly changing online shopping environment, resulting from the impact of the COVID-19 pandemic, companies are implementing sales promotions, such as offering various discount coupons, to increase consumers' product purchase volume. They are also attracting consumers through low-price appeals, with the expectation of improving sales. However, sales promotions issued by companies have numerous usage conditions, and consumers need to make appropriate efforts to meet the stated conditions. Previous research on promotions and consumer behavior has primarily focused on analyzing monetary promotions (such as full discounts) or non-monetary promotions (such as reward points) individually, with little attention paid to a comparative analysis of the two. Additionally, the type of promoted product can impact consumer behavior.

From the standpoint of developing a transformative service to create improvements in collective wellbeing (Anderson & Ostrom, 2015), evidence of a sport–resilience relationship is gradually accumulating in the literature (Kim et al., 2022). Sport management and social science scholars are making considerable efforts to understand how sport entities with transformative services can contribute to consumer resilience—an intervention through a sport consumption experience that affects people’s abilities to cope with adversity (Inoue et al., 2022; MacIntosh et al., 2020). However, little is known about the sport industry and spatial consumer behavior in terms of consumer resilience. Although previous researchers have identified a macro-level association between sport industry and community resilience from a bird's eye view (Kim et al., 2021), it could not determine how and where sport industry at a macro level can be related to individual-level resilience through metaphors of Consumer Desire. Specifically, the spatial patterns of sport consumption (i.e., consumer spatial behavior) can be a result of sport consumer behavior affected by spatial context upon heterogeneous features of sport industry across regions (Kim et al., 2021) in the environment–behavior paradigm (Olsson & Gale, 1968). The macrolevel clustering of the sport industry in a region (environment) can be a community resource to provide individuals with the opportunity for sport consumption (behavior), which promotes the micro-level psychosocial factors for sport consumer resilience (Inoue et al., 2022). Furthermore, recent work illustrates heterogeneous spatial interaction at the regional level of the sport industry and individual-level sport consumption (Kim et al., 2022), suggesting the elaboration of cross-level spatial interaction models (Kim et al., 2021). Accordingly, in this study we aim to not only (a) determine spatially heterogeneous interactions in the association between sport industry and consumer spatial behavior in affecting consumer resilience, but also (b) identify what effect spatial interaction has on cross-level relationships. Using data focused on a multiscale-based nested geographic structure (e.g., individual-level consumption by zip code, county, state, and nation) that could elucidate the sport consumer spatial behavior, We collected multiple types of data from Florida, including the location quotient of the main seven sport industries (e.g., sport facilities) and socioeconomic factors (e.g., social vulnerability) at the county level from secondary sources. In addition, we acquired individual-level data from Qualtrics panels (1,107 Florida residents) to measure sport consumer spatial behavior (e.g., location-based sport consumption experience) and consumer resilience using the Connor-Davidson Resilience Scale. To address spatial interaction and heterogeneity, we used a comprehensive analytical model for global and local spatial analysis, including a spatial multilevel mediation (SMM) model and multiscale geographically weighted regression (MGWR) model. As a result of the SMM model, the county-level cluster of sport facilities affected individual-level participatory sport consumption, which enhanced consumer resilience (cross-level interaction effect). However, considerable spatial non-stationarity appeared in the spatial interaction, indicating interregional interactions in the cross-level effects within a county. The results of MGWR indicated significant spatially heterogeneous patterns in the association between the cluster of sport facilities and participatory sport consumption. That is, it was clarified that the spatial heterogeneous effects of the clustering of sport facilities on sport consumer spatial behavior are associated with consumer resilience. This empirical interdisciplinary work, including sport management, geography, and consumer psychology, advances knowledge of consumer spatial behavior and resilience by demonstrating heterogeneous spatial interactions. Practically, the current study calls for spatial management planning and strategy in sport industry for enhancing consumer resilience through spatial sport consumption, considering spatially varying patterns.

With the increasing popularity and attention towards virtual stores, the present study examines how consumers' perception of spatial and human crowdedness affects consumers' behavioral and attitudinal intention to shop at the virtual store through positive emotional arousals. Using two between-subject experiments (crowdedness: low spatial x high; low human x high), 171 participants were randomly assigned to each condition. The results demonstrated highly crowded virtual space with more merchandise creates a consumer’s positive emotional arousal, which leads to a positive attitude and satisfaction. Further, consumers perceive positive social crowdedness (i.e., when other shoppers are present) develops excitement among consumers who may entice positive attitude and satisfaction. Findings suggest that retailers should develop stimulating virtual stores.

As interactive marketing devices that serve as proximity-marketing tools, AI-powered voice assistants (VA) provide consumers with highly innovative convenience, which in turn fosters consumer–brand relationships (Wang, 2021). This research aims to explore the role of AI-powered VAs as a positive technology that offers consumers a sense of positive experiences, thus contributing to building a consumer-brand relationship. Based on the positive technology paradigm and transformation of flow strategy, this research conducted a 2 (locus of agency: high, machine-centric vs. low, human-centric) by 2 (brand image and voice congruency effect: incongruent vs. congruent) between-subjects experimental design. Then, ANOVA and structural equation modeling (SEM) analysis were conducted to explain how perceived control, flow, and happiness induced by the interaction with brands’ AI-powered VAs lead to the formation of brand loyalty under the moderating influences of brand image and VA’s voice congruency. A total of 316 participants were recruited via Prolific. The ANOVA analysis highlights the importance of user-centric agency, as people tend to desire to control their environment (White, 1959). Further, the results suggest that the congruency between brand image and VAs also leads people to positive reactions, as it improves their comfort and control (Rodero, Larrea, & Vázquez, 2013). SEM analysis results found that perceived control was a crucial factor that led participants to flow experience (Ghani et al., 1991). Further, this study found that perceived control could lead to a much broader aspect, such as an increase in happiness. Therefore, the overall study findings support the potential of AI-powered VAs as a positive technology. This research contributes to human-machine interaction, positive technology paradigm, and VA literature. In addition, this study provides beneficial insights for marketers and app developers.

We investigate the incremental predictive power of three consumer dispositions – xenocentrism, cosmopolitanism and ethnocentrism – on domestic and foreign product purchase intentions, after taking the impact of consumer demographics and product category-specific variables into account. Using data from an online survey of 201 Turkish consumers, hierarchical regression analysis reveals that widely used demographic variables (namely, age, gender and education) do not significantly influence consumer intentions to buy either domestic or foreign clothing products. Of the consumer dispositions, xenocentrism exerts a significant negative effect on domestic product purchase intentions, cosmopolitanism has a positive effect on foreign product purchase intentions, while ethnocentrism shows no effect on either domestic or foreign product purchase intentions. Implications of the findings are considered and future research directions identified.

Although the phenomenon of lead categories is well-documented in the marketing literature, our understanding of this important store choice factor remains limited. Lead categories are defined as those product categories that are so important for the shopping trip that they influence the consumer’s store choice decision. The purposes of this paper are to offer theoretical bases that explain why lead categories form and to understand how overall images of product quality, selection, and price affect lead category formation. The authors use theories of anchoring effects and automatic cognitive processing to offer theoretical explanations regarding why consumers form lead categories and how overall images of product quality, selection, and price affect lead category formation. Using survey data collected from consumers at two grocery stores, the authors find that positive overall product quality and selection images facilitate lead category formation and that an overall low-price image hinders it.

Companies frequently rely on pricing algorithms to automate their price-setting in online markets; thereby, algorithmic dynamic pricing (ADP) has become a common pricing practice in the digital era, with retailers regularly tweaking products’ prices in their online shops. On Amazon.com alone, millions of price changes occur within a day, which corresponds to a price change approximately every ten minutes for each product. Yet, so far, the effects of such pricing algorithms on consumers are unclear. Since ascertaining consumer reactions is essential for retailers’ pricing strategies and retailers need to know how to mitigate negative reactions, our focal research questions are: How do consumers respond to ADP? How can retailers mitigate negative consumer reactions to ADP?

The purpose of this study is to examine how similarities between product designs manifest themselves in various aspects and how these influences purchasing and usage behavior. Product design similarity evokes positive images, such as a sense of security and familiarity, as well as negative images, such as mimicry and copying. For example, if you have just transferred to another school and your uniform does not match everyone else's, you might feel alienated. On the other hand, in parks and on street corners, wearing the same clothes and belongings can lead to an awkward moment. In the realm of psychology, the former is called the bandwagon effect and the latter is the snob effect. In contrast to the snob effect, which emphasizes scarcity, the bandwagon effect can create fads and hits. People experience both of these emotions, and it is said that using them appropriately and combining them leads to an effective marketing strategy.