Religious sensitivity in controversial advertising: A comparative study of consumer behavior in Pakistan and Hungary

Pakistani consumers must be well informed that, in achieving their corporate goals, organizations now bear greater responsibility to develop healthy environment and aware society. This study aims towards assessment of the impact of Corporate Social Responsibility on Consumer Behavior in Pakistan and to analyze whether consumers reckon Organization’s CSR initiative before buying decisions of goods and services. Carroll definition of CSR was adopted here that addresses whole range of economic, legal, ethical and philanthropic responsibilities. A Survey Questionnaire in this regard was carried out and 313 responses were collected across the different corners of Pakistan that further lead to culmination of this analysis report. The analysis showed that there is significant positive correlation between all CSR components and consumer behavior. However, Pakistani consumer’s priority appeared to be different than offered by Carroll’s Classical Pyramid, where economic responsibility was considered to be the greatest priority, followed by philanthropic, legal & ethical responsibilities.

Social media serves as both a channel for information and a breeding ground for deception, the conflict between Israel and Gaza has emerged as a key topic of discussion from the perspective of the contemporary world. (Finkelstein, 2018, 2023; LSE Blogs, 2023.). Moreover, the solidary of agenda-setting and propaganda around the war between Gaza and Israel has an effect on the customer behavior in the Pakistani market and it places an emphasis on the need of adopting a more ethical approach to the media in the context of war and conflicts in order to forestall the dissemination of more false information towards the general population (Khalidi, 2020; Filiu, 2014; Amnesty International, 2023; Vox, 2023; Palestine Studies; Gallup Pakistan, 2023; BDS Movement). This research explores the impact of social media narratives, often biased against Israel, on public opinion and consumer behavior in Pakistan, particularly focusing on the rise of boycott movements against Israeli products - using Agenda Setting and Propaganda Theory, the study analyzes how these narratives shape public perception and drive collective action. It contributes to expansion the theoretical and empirical literature on the relationship between mediated representations and the behaviors of consumers in contemporary conflicts and it offers guidelines to both media professionals and consumers regarding how to interact with information through social media in a manner that is both safe and responsible.

The coronavirus disease 2019 (COVID-19) pandemic and its effects on an individual’s life have altered the consumer behavior. In the context of purchase and consumption, a shift from conventional to green purchase has been noticed. Although the factors underlying this shift were relatively unexplored, the study aimed to identify the factors that influenced a significant role in the green purchases during the outbreak and the relationship of these factors with green purchase behavior (GPB). Subsequently, this study investigates and interprets the role of fear of COVID-19 (FCV), psychological distress (PD), and mortality salience (MS) in predicting consumer’s GPB. This research adopted a quantitative methodology using data collected from 432 respondents in various cities across Pakistan. Smart-PLS 3 was used to evaluate the measurement model, structural model, and multi-group analysis (MGA). Despite having the negative psychological and physical impact of the pandemic, a significant proportion of customers have switched to healthier and sustainable products. This research revealed that the FCV, PD, and MS plays a substantial role in adopting GPB. All the direct relationships were positive and significant. In addition, MS and PD partially mediate the effect of FCV on GPB. Furthermore, the MGA revealed that the infected respondents were interested in purchasing green products than uninfected respondents due to their FCV; conversely, the PD and MS were higher in uninfected individuals than infected ones. However, there is a vast literature on GPB, but little has investigated the cumulative impact of FCV, PD, and MS on GPB.

Introduction. It is substantiated that the food market is one of the most complex and dynamic sectors for marketing research, which is determined by a set of factors influencing consumer behavior as well as the methods of its study and forecasting. The specific features of consumer behavior in the analyzed market are generalized, including a high frequency of purchases, a relatively low unit cost of products, and a high level of competition. It is emphasized that consumer decisions regarding the purchase of food products are made quickly, which leads to a duality between impulsive and rational purchasing behavior. It is argued that seasonality is inherent in the food market; accordingly, consumer demand demonstrates pronounced seasonal fluctuations. In addition, changes in consumer behavior caused by the full-scale invasion of the Russian aggressor require not only the study of current consumer behavior but also its forecasting. It is concluded that under conditions of increased risk, the development of scientific and practical approaches to studying and forecasting consumer behavior in the food market is particularly relevant. Purpose. The purpose of the article is to generalize methodological approaches to studying consumer behavior in the food market and to develop recommendations for their practical application in substantiating consumer behavior models and a system of methods for forecasting such behavior. Method. In conducting the research and solving the stated objectives, the following methods were used: analysis and synthesis to generalize methods for studying and forecasting consumer behavior; systematization and classification to group them according to identified criteria; theoretical modeling to substantiate models of consumer behavior in the food market; induction and deduction to identify rational methods for studying and forecasting consumer behavior in the food products market. Results. It is substantiated that comprehensive study and effective forecasting of consumer behavior under conditions of uncertainty require the integrated application of traditional and modern research methods, taking into account their advantages and disadvantages. The essence of consumer behavior is clarified as the unity of psychological and physical processes associated with awareness of needs, information gathering, selection and purchase of food products, as well as the evaluation of satisfaction levels. The challenges of forecasting consumer behavior in the food market under conditions of instability are examined. A typology of five models of consumer behavior in the food market is developed depending on the state of motives and purchasing capabilities under conditions of increased instability.

This study investigates the role of cultural identity, including ethnicity, religion, language, and national affiliations, in shaping consumer preferences within the multicultural and post-conflict context of Afghanistan. Employing a qualitative, multiple-case study design, and grounded in Consumer Culture Theory (CCT), Social Identity Theory, and Cultural Schema Theory, data were collected through in-depth interviews, participant observation, and visual content analysis across the cities of Kabul, Herat, and Mazar-e-Sharif. The findings reveal five interrelated thematic patterns: ethnic identity significantly influences brand trust; Islamic values function as moral filters in consumption practices; marketing messages are decoded through locally embedded cultural schemas; ethno-consumerism drives preference for domestic products; and Afghan youth construct hybrid identities that integrate global brands with traditional norms. By challenging universalist assumptions in mainstream marketing theories, this research underscores the symbolic and identity-driven nature of consumer behavior in fragile settings. It contributes to the consumer behavior literature by offering novel empirical insights from Afghanistan and by developing a culturally grounded framework for understanding how consumers interpret and engage with the marketplace. Practically, the study highlights the importance of culturally congruent branding, religious sensitivity, and ethnic inclusivity in marketing strategies for both businesses and non-governmental organizations.

A marketing study of consumer behavior and factors contributing to their choice of products at all stages of the purchase process was carried out in this article. The article aims to study consumer behavior in the food market in modern conditions. The key tool for collecting primary information and determining demand indicators in the food market was a consumer survey. The study of consumer behavior in the food market was conducted using the questionnaire method. The number of respondents was 80 people. The survey allowed us to collect data on various aspects of consumer behavior, such as product preferences, frequency of purchases, factors influencing the purchase decision, satisfaction with the purchase, and other factors that help to understand consumer decisions and determine optimal marketing and sales strategies. The purpose of the survey was to analyze consumer behavior and consumption characteristics in terms of socio-demographic characteristics, brand preferences, frequency of consumption, and purchase of Nestlé Ukraine products, and to identify the factors to which consumers are most susceptible. The survey results showed that the majority of respondents prefer domestic brands. Large retail chains are the main place for many consumers to buy food. It has been found that the largest number of respondents prefer quality food products and their availability in places convenient for them. A significant number of respondents are fans of a particular brand and take into account the brand's reputation when purchasing goods. Price is one of the most important factors that influence the purchase of a product. Promotions and the convenience of packaging are also important for consumers when buying food. The study allowed us to identify existing trends and preferences of consumers in the food market in terms of individual segments and develop recommendations for optimizing the marketing and sales strategy of Nestlé Ukraine LLC. The findings of the consumer research allowed us to develop marketing measures aimed at maximizing consumer satisfaction and improving the company's competitive position in the food market.

One convenient way of describing consumer behavior both off-line and online is to present the topic as a model representing the steps typical consumers go through when they acquire the goods and services they desire. These steps are Need Recognition, Information Search, Pre-purchase Alternative Evaluation, Purchase, Consumption and Post Consumption Evaluation (Blackwell, Miniard & Engel, 2001). Although not every consumer goes through every step for every purchase, this model is a useful heuristic for organizing the study of consumer behavior and serves as a way to describe online consumer behavior as well. In the Need Recognition stage consumer behavior is stimulated by needs and wants. Needs are the abstract categories that consumers require in order to survive, function and thrive. Wants are the specific objects or mechanisms that consumers learn will enable them to satisfy their needs. Consumer needs are few, universal and inborn. Wants are acquired through individual learning histories defined by the time, place and context of the consumers’ life. Consequently, wants are many, individual and varied. Each consumer is born with the same needs and learns what will satisfy those needs through the experience of being reared within a specific society, time and place. Marketers recognize that consumers have shared needs and seek to develop brands as the specific want-satisfying ways in which consumers can gratify their needs. Table 1 presents a summary of consumer needs and wants (Foxall & Goldsmith, 1997). Physiological needs derive from the fact that consumers are physiological creatures. The social needs come from the fact that consumers are social animals. Hedonic needs describe the needs consumers have for pleasurable sensations for the five senses. Experiential needs arise because consumers are saturated with feelings and emotions that they constantly seek to modify. Cognitive needs come from the curious, inquiring cerebral cortex that wants to know about its environment. Finally, consumers have egos, a sense of self-identity, they want to express, usually through symbols. Each consumer is born with these mind/body “systems” and spends much time and energy seeking to satisfy the requirements these systems impose. Products (goods, services and information) can be multidimensional (Freiden, Goldsmith, Hofacker, & Takacs, 1998). That is, consumption of a given product can simultaneously satisfy more than one need, as buying and wearing an item of clothing protects the wearer from the elements (physiological), attracts the opposite sex (social), is comfortable to the skin (hedonic), makes the wearer feel sexy (experiential) and represents the self-concept and values of the wearer (psychological). Consuming a news magazine might satisfy cognitive needs as well as psychologically symbolic ones; the reader acquires some desired information and shows that he/she is a responsible citizen. Moreover, consumers might buy many different products to satisfy the same needs, as where designer brand names are wanted for clothing, furniture, perfumes and cars to symbolize social status. This theory of motivation can be used to explain the motivations for participation in virtual communities. Belonging to a virtual community fulfills some of the social need for belonging and fellowship. Group participation can yield feelings of fun, excitement and pleasure. The community can be an important source of information that can satisfy the cognitive need to know. Membership can be used symbolically to express identity. Thus, much like the consumption of goods, services

Aim.The presented study aims to propose new directions for consumer behavior research in the context of marketing as an academic discipline with allowance for current realities. Tasks.The authors examine the evolution of marketing as an academic discipline, identify major trends in its development in the current context, and generate a pool of proposals for new areas of consumer behavior research. Methods.The study of consumer behavior in the marketing problem area is based on a review of scientific works and uses the methods of analysis, synthesis, comparison, and generalization. Results.The conducted analysis shows that marketing practices today are moving into the online space and social networks. New content calls for new approaches to consumer behavior research. A pool of new questions for future research is proposed. Conclusions.The evolution of marketing as a discipline is related to the development of the consumer market. Changes in consumer behavior at the current stage are associated with its transition into the online space and social networks, where rapidly developing marketing practices are ahead of their scientific substantiation. Thus, it is important to study and scientifically substantiate processes that content undergoes.

The purpose of this study is twofold, based on the macroeconomic and microeconomic analysis. On the one hand, it is attempted to interpret and analyze the effects of fiscal consolidation in the countries-members of Eurozone while at the same time consumer behavior regarding current economic policy is estimated. On the other hand the research’s focus is on consumer behavior regarding specific categories of consumption. The interpretation of the effects of austerity measures in Greece during the period 2010-2011 is one of a high interest. The question of the research hypothesis is based on two fundamental theories about fiscal policy; the Keynesian and Ricardian theory. According to the first theory, a tax cut or an increase in government spending, results to higher income and higher consumption. Keynesian model is also the base of the theory of twin deficits. A fiscal expansion leads simultaneously to the deterioration of the current account deficit (CA). On the contrary, the proponents of Ricardian Equivalence Theorem claim that the aforementioned economic policies lead to an increase in private savings (precautionary savings). Consumers predict the government’s future fiscal adjustment in order to reduce deficits; thus they do not perceive the reduction of the taxes as additional income.As regard to the macroeconomic analysis, the econometric methodology of fixed-effects estimators and Arrelano-Bond models was investigated and based on country data from 12 Eurozone countries (Austria, Belgium, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg, Netherlands, Portugal, Spain). According to the results, fiscal adjustment has led to a decline in private consumption. More specifically, empirical research found that a high fiscal consolidation (above 2.5% of structural deficit) leads to a higher drop in private consumption. Especially for Greece, the impact of austerity has led to a higher drop in private consumption. The results of this research support Keynesian theory, confirming additionally the negative relationship between the volatility of government revenues and the growth of individual consumption. Furthermore, unemployment rate is negatively related to growth of individual consumption.As far as microeconomic analysis is concerned, the aim of this thesis is to identify the factors that influence consumers’ behavior regarding to private saving, consumers’ response to the first package of austerity measures in Greece and the level of consumption for food, heating and entertainment. In order to achieve this goal, we used a sample of 800 consumers from Athens and Crete. A questionnaire was distributed during the period August-November 2011. Previous studies on consumer’s behavior were used for the preparation of the questionnaire and the methodological approach. Moreover, Ordinary Least Square (OLS), Logit models, Ordered-Logit models, Tobit models and Quantile regressions were used.Generally, a high drop in private consumption is revealed. This result is supported on a macro and micro-economic level. Simultaneously, austerity measures have led consumers to save less. The study of consumer behavior is a valuable basis for the adoption and implementation of an effective policy in order to stimulate economic recovery.

The study of consumer behavior at all stages of marketing is related to Big Data analysis. The purpose of the study is to structure information on assessing consumer behavior, which relates to Big Data on the components of marketing max, to form methods for analyzing this information and basic results that will contribute to sustainable business development in the conditions of information and technological transformations. During the research, methods of synthesis, system analysis, comparison and systematization were used to track trends in the use of Big Data analysis in a system for assessing consumer behavior. The result of the study is the systematization of information data, methods of Big Data analysis for assessing consumer behavior. The proposed tools for assessing consumer behavior based on Big Data technologies make it possible to improve the marketing strategy for enterprise development and form a mechanism for strategic marketing management. Further research may concern generalizing the methodology for using Big Data for different categories of consumers.

The objective of the research was to validate an instrument designed to measure the variables value perception, purchase intention, trust, and satisfaction of Micro, Small and Medium Enterprises (MSMEs) dedicated to selling clothing. The PERVAINCONSA Scale (acrostic formed with the initial letters of the Spanish words “Percepción de Valor”, “Intención de Compra”, “Confianza” and “Satisfacción”) was constructed. A total of 238 questionnaires were collected from users of online clothing stores in Peru, Mexico, and Colombia (38.7% men and 61.3% women) with an average age of 24.29 years (SD = 8.04). The KMO and Barlett’s test was 0.958. Confirmatory factor analysis provided an excellent model (χ2 = 372.76, gl = 164; χ2/df = 2.27; CFI = 0.956; RMSEA = 0.073, SRMR = 0.035; and Pclose = 0.00). The model showed good scale reliability given that the composite reliability index (CFI), and all values exceeded the minimum threshold of 0.6. The results suggest that this first version of the PERVAINCONSA presents adequate psychometric evidence to measure value perception, purchase intention, trust and satisfaction in consumers of online stores in Peru, Mexico and Colombia. Thus, it seeks to contribute to the advancement of the scientific study of these important variables in the study of consumer behavior in Latin America.

PurposeThere are many studies investigating people’s eating habits during the COVID-19 period, and people have been encouraged to eat healthier. Healthy nutrition is made possible by making healthy food choices and food labels are one of the tools that help consumers make healthy food choices. Therefore, the primary aim of this study was to evaluate the impact of the COVID-19 pandemic on consumers’ food label reading behaviours and their level of trust in food labels.Design/methodology/approachThis cross-sectional study was conducted on 1,012 adults aged 18–65 years from seven different regions of Turkey. Participants’ food label reading behaviours and their trust in food label information were assessed using an online questionnaire, and COVID-19 fear scores were determined using the fear of COVID-19 scale (FCV-19S).FindingsAlthough not statistically significant, participants’ rate of reading food labels increased during the pandemic (65.6% vs 68.7%, p = 0.078). On the contrary, trust in label information decreased significantly (52.1% vs 43.9%, p < 0.001). In addition, increased COVID-19 fear was associated with an increased rate of food label reading and decreased trust in the label information (p < 0.001).Research limitations/implicationsBecause of the study’s cross-sectional nature, the authors cannot provide a causal link between COVID-19 fear and food label reading behaviours and trust in food label information. However, it is difficult to investigate this causal link due to difficulties in studies of consumer behaviour and food choice (e.g. multifactorial effects and complexity). Second, because the present study’s findings were based on self-report data, there may be a risk of resource bias. Nevertheless, the authors think that this study will shed light on future studies as it is the first time that the COVID-19 pandemic has investigated consumers’ food label reading habits and their trust in food labels.Practical implicationsConsidering the pandemic as an opportunity to change consumer behaviour, it may be useful to provide food label reading education to consumers, especially during this period. In addition, the information given on the label should be clear and understandable for a better understanding of the food label information. Furthermore, it may be beneficial to conduct food inspections more frequently and share the results with the public to increase consumers’ trust in food labels. Moreover, as the food system shifts towards a “new normal”, it is critical for policymakers to understand the changes in consumer perceptions, preferences and trust in foods.Originality/valueCOVID-19 fear affected consumers’ food label reading behaviours. As far as the authors know, there is no study about the effects of COVID-19 on consumers’ food label reading behaviours.

A key component of retail marketing is the study of consumer behavior, which helps with decision-making about the layout of the product mix that is presented. In the past, retailers found it challenging to forecast customer behavior because the process was expensive and time-consuming due to the large amount of data that needed to be analyzed. However, access to consumer data has become less expensive and time-consuming due to the substantial developments in information and communications technology. Processing this data and turning it into marketing decisions that support customer requirements and aspirations has been made easier by artificial intelligence. Technologies such as machine learning, deep learning, robotics, facial recognition, and augmented reality have been used at retail points of sale by well-known brands like Adidas, Sephora, IKEA, and Amazon Go to understand and meet customer needs.

The phenomenon of impulse buying has become an important subject in the study of consumer behavior. With increasing competition in the retail market, a better understanding of the factors that influence impulse buying is essential for retailers to design effective marketing strategies. This issue is important because it provides deeper insight into consumer behavior and offers guidance for retailers in developing more effective marketing approaches. This study aims to identify and analyze the effect of price discounts and hedonic shopping value on impulsive buying and to test the role of positive emotions in mediating the effects of these variables on impulsive buying. The population of this study consisted of retail consumers in minimarkets in Tangerang, Banten, The population is not known for certain. The sample size was 384 respondents. The sample was collected using non-probability sampling techniques, specifically purposive sampling. The data collected were analyzed using Microsoft Excel, Statistical Product and Service Solutions (SPSS), and Partial Least Square (PLS) with path analysis. The results of the study showed that price discounts have a significant impact on impulsive buying. Hedonic shopping value also significantly affects impulsive buying. The indirect effect of price discounts on impulsive buying through positive emotions is not significant. Hedonic shopping value has a significant indirect effect on impulsive buying through positive emotions.

Food waste represents an economic, environmental, and social threat, which makes it an important subject of investigation. Food waste behavior has a crucial effect on everyone’s food security, food safety, economic growth, and the environment; hence, it requires further analysis. The article’s objective is to study the food waste reduction behavior of individual consumers and to examine factors which can explain the intention to reduce food waste. The study’s conceptual foundation is the Theory of Planned Behavior (TPB), which aims to explain the relationship between an individual’s attitudes, subjective norms, and perceived behavioral control. The paper extends the TPB by including new factors such as environmental concern, perceived ascription of responsibility, marketing addiction, moral norm, and waste preventing behavior. The data were collected via quota sampling and examined using the structural equation modeling (SEM). The study employed a sample of 369 people in Thailand. The results show that waste preventing behavior, attitude, and perceived behavioral control significantly impact the intention to reduce food waste. The subjective norm and environmental concern positively affects the attitude, which subsequently impacts the intention to reduce food waste. Marketing addiction negatively impacts perceived behavioral control and, hence, increases food waste. This research paper enlarges the understanding of the intention to minimize food waste. Moreover, it points out the implications on how consumers and the government may improve the desire to decrease food waste.