The aim of the research is to gain an understanding of consumer behavior in developing countries in the electronic environment. For this purpose, the four constructs of the PREVEINCOSA scale were analyzed: purchase intention ...

Recently, the number of Mexicans who buy sustainable products has been increasing, which has led to sustainable trade. Therefore, the objective of this study is to determine which variables have a greater effect on Mexicans’ ...

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 ...

This paper aims to build a predictive model that assesses how a healthy lifestyle affects different dimensions of perceived value (quality, social value, emotional value, and economic value) and how these dimensions impact ...

The aim of the research is to examine the relationships between the following variables (a) Theory of Planned Behavior (TPB), composed of Attitudes (ATT), Subjective Norms (SN), and Perceived Behavioral Control (PBC); and ...

The intention to buy online is an essential factor for the success of organizations of any size and sector. Getting consumers to have a high level of purchase intention predicts actual purchasing behavior of the products ...

Health consciousness has emerged as a key driver of healthy food purchase decisions in the post-pandemic era. Despite growing interest in health-oriented products, the psychological mechanisms through which health consciousness ...

Understanding consumer behavior toward healthy food consumption is essential for promoting sustainable and health-conscious dietary choices. Previous studies based on the Theory of Planned behavior (TPB) have highlighted ...