Abstract In retail markets, analysis of perceived value in purchasing processes has been a topic of special interest as it focuses on perception of benefits beyond the product itself. In the face of such interest, an exhaustive bibliographical review was performed regarding its concept and components applied to retail dealers. The methodology is quantitative and cross-sectional, with a descriptive and explanative analysis through structural equation models to analyze the effect of dimensions in perceived value in the dependent variable of intent to purchase. Applied surveys on 390 recurring customers of retail dealers in Bogota. The results revealed that: functional value does have a positive effect on intent to purchase; and there is a relation between functional and symbolic value of purchase. The implications of management in the context of marketing are further discussed, focusing on functional value of a purchase. Actions related to quality, communication, employee training and customer service are recommended. These findings contribute to the literature on consumer behavior within the context of consumption by comparing functional and symbolic value.

Resumen En el ámbito del comercio minorista, el análisis del valor percibido en el proceso de compra ha sido objeto de especial interés por enfocarse en la percepción de beneficios que van más allá del producto en sí. Ante tal interés, se realizó una exhaustiva revisión bibliográfica sobre su concepto y componentes aplicado a establecimientos minoristas. La metodología es cuantitativa y transversal, con un análisis descriptivo y explicativo a través de modelos de ecuaciones estructurales para analizar el efecto de las dimensiones del valor percibido en la variable dependiente de la intención de compra. Se aplicaron encuestas a 390 a clientes habituales de comercios minoristas en Bogotá. Los resultados revelaron que el valor funcional tiene un efecto positivo en la intención de compra; y existe una relación entre el valor funcional y el valor simbólico de la compra. Se discuten las implicaciones de la gestión en el ámbito del marketing, centrándose en el valor funcional de la compra. Se sugieren acciones relacionadas con la calidad, la comunicación, la capacitación de los empleados y el servicio al cliente. Estos hallazgos contribuyen a la literatura sobre el comportamiento del consumidor en el contexto del consumo, al comparar el valor funcional y el valor simbólico.

Resumo Dentro do âmbito do comercio de retalho, a análise do valor percebido no processo de compra tem sido objeto de interesse especial por se focalizar em a percepção de benefícios que vão mais longe do produto direito. Com esse interesse, fez-se uma revisão exaustiva da literatura de seu conceito e componentes aplicados aos estabelecimentos de retalho. A metodologia é quantitativa e transversal, com uma análise descritiva e explicativa por meio de modelos de equações estruturares para analisar o efeito das dimensões do valor percebido na variável dependente da intenção de compra. Fizeram-se pesquisas em 390 clientes usuais de lojas de retalho em Bogotá. Os resultados revelaram que: o valor funcional tem um efeito positivo na intenção de compra; e existe uma relação entre o valor funcional e o valor simbólico da compra. Discutem-se as implicações da gestão no âmbito do marketing, focalizando-se no valor funcional da compra. Sugerem-se ações relacionadas à qualidade, comunicação, capacitação dos empregados y serviço ao cliente. Os resultados contribuem à literatura com relação ao comportamento do consumidor no contexto do consumo, ao comparar o valor funcional e o valor simbólico.

Resumen: El objetivo de este estudio es evaluar el efecto de la atmósfera, definida como el diseño consciente del ambiente de la tienda para crear ciertas respuestas en los compradores, en los valores de compra, la actitud hacia la compra y las emociones sobre la intención de recompra en una tienda online, basado en el modelo Estímulo-Organismo-Respuesta (S-O-R, por sus siglas en inglés). Aunque estos elementos han sido estudiados ampliamente en el contexto de tiendas físicas, artículos recientes que analizan la influencia de estos elementos en el ambiente online muestran la relevancia de estudios como este en investigaciones académicas actuales de mercadeo. Los resultados de una encuesta realizada a 306 usuarios de una tienda farmacéutica online, residentes de Venezuela y otros países de América Latina, se analizaron usando ecuaciones estructurales. Los hallazgos permiten concluir que el uso del modelo S-O-R es apropiado en la predicción del comportamiento de compra online, y confirman que el valor de compra hedónico tiene un impacto directo significativo tanto en la actitud hacia las compras como en la compra emocional. Por otra parte, el valor de compra utilitario afecta negativamente la compra emocional y el factor informático favorece la actitud hacia las compras. Por último, la actitud hacia las compras y la compra emocional predicen la intención de recompra. Se discuten las implicaciones para los especialistas en marketing.

Abstract: The objective of this study was to evaluate the effect of the online store atmosphere, shopping values, attitude toward online shopping and emotions on the repurchase intention in an online store, based on the Stimulus-Organism-Response model (S-O-R). Although these elements have been studied in the context of brick-and-mortar stores, recent articles that analyze the influence of these elements in the online environment demonstrate the relevance of this study in current marketing research. The results of an online survey conducted with 306 users of an online pharmaceutical store, which included residents of Venezuela and of other Latin American countries, were analyzed using structural equations, evaluating both the measurement model and the relationship model. The findings allow us to conclude that the use of the S-O-R model is appropriate in predicting online purchase behavior, having achieved an adequate fit, and confirm that the hedonic purchase value has a significant direct impact on both the attitude toward online shopping and the emotional purchase. On the other hand, the utilitarian purchase value negatively affects the emotional purchase and the computer factor favors the attitude toward online purchase. Finally, the attitude toward online shopping and the emotional purchase predicts the repurchase intention. Implications for marketers are discussed.

Resumen: El comercio electrónico del sector de la moda ha aumentado en los últimos años en Latinoamérica, especialmente a raíz de la pandemia, sin embargo, todavía existen problemas en la aceptación de este canal de compra. La presente investigación se centra en algunos factores que podrían influir en la intención de compra y tiene como objetivos comprobar cómo en ella influyen la confianza, los riesgos percibidos, los costos y la conveniencia. Para esto, se suministró un cuestionario a 223 estudiantes de cuatro universidades del Ecuador. Para el análisis de los datos obtenidos se desarrolló un modelo PLS-SEM, en el cual la confianza en el vendedor actúa como variable mediadora en la relación entre los otros tres factores y la intención de compra. Los resultados muestran que dicho modelo tiene un aceptable poder predictivo y explicativo. Asimismo, se comprueba que los riesgos, la conveniencia y la confianza afectan significativamente a la intención de compra, pero no los costos. Además, la confianza mediaría la relación entre las tres variables y la intención de compra en línea. Se concluye que el modelo propuesto puede servir de base para estudios similares y, a su vez, se considera que los resultados obtenidos pueden ser utilizados por las empresas en el sector de la moda que quieren vender a través de plataformas de e-Commerce para el desarrollo de estrategias de marketing.

Abstract: E-commerce in the fashion sector has increased in recent years in Latin America, especially in the wake of the pandemic, however, there are still issues in the acceptance of this shopping channel. The present research focuses on some factors that could influence purchase intention and aims to test how it is influenced by trust, perceived risks, costs and convenience. For this purpose, a questionnaire was given to 223 students from four universities in Ecuador. A PLS-SEM model was developed for the analysis of the data, in which trust in the seller has a mediating role in the relationship between the other three factors and purchase intention. Results show that this model has acceptable predictive and explanatory power. Likewise, it validates that risks, convenience and trust significantly affect intention, but not costs. In addition, trust would mediate the relationship between the other variables and online shopping intention. It is concluded that the proposed model can serve as a basis for similar studies, and, at the same time, it is considered that the results obtained can be used by business in the fashion sector that pursue to sell through e-commerce platforms for marketing strategies development.

El presente estudio investiga la influencia de la presentación de la etiqueta de precio en la intención de compra de nuevos productos disponibles en una tienda minorista. Se realizó un experimento entre sujetos con diseño 2 (Etiqueta de precio: presente o ausente) x 2 (Etiqueta informativa: presente o ausente) con 195 participantes norteamericanos reclutados a través de un panel en línea (es decir, Figure Eight). Los consumidores presentan mayores intenciones de compra para productos con un atractivo novedoso (por ejemplo, marcado con una etiqueta “Nuevo”) cuando también se presenta con la etiqueta de precio, dándoles una idea de que se está vendiendo un producto novedoso. Curiosamente, si el producto no se comercializa con ninguna etiqueta informativa (por ejemplo, “Nuevo”), la falta de presentación de precios aumenta la intención de compra. Además de eso, cuando las personas consideran que el producto es al menos ‘más o menos’ caro, la etiqueta informativa “Nuevo” desencadena una mayor intención de compra en comparación con la falta de la etiqueta informativa. Esta investigación contribuye significativamente tanto a la teoría como a la práctica, demostrando cómo los minoristas pueden comunicar eficazmente nuevos productos tanto en la venta minorista tradicional como en línea. Etiqueta ausente 19 decir Eight. Eight . Eight) por ejemplo Nuevo Curiosamente Nuevo, , eso más caro “Nuevo práctica 1

ABSTRACT The present study investigates the influence of price tag presentation on the purchase intention of new products available at a retail store. A 2 (Price tag: present or absent) x 2 (Informational tag: present or absent) design between-subjects experiment was conducted with 195 U.S. participants recruited through an online panel (i.e., Figure Eight). Consumers present higher purchase intentions for products with a novelty appeal (e.g., marked with a “New” tag) when also presented with the price tag, giving them an idea that a novel product is being sold. Curiously, if the product is not marketed with any informational tag (e.g., “New”), the lack of price presentation increases purchase intention. Besides that, when people consider the product at least ‘more or less’ expensive, the informational tag “New” triggers a higher purchase intention compared to the lack of the informational tag. This research significantly contributes to both theory and practice, demonstrating how retailers can effectively communicate new products in both online and offline retailing. store Price absent Informational betweensubjects between subjects 19 US U S U.S i.e., ie i e (i.e. Eight. Eight . Eight) e.g., eg g (e.g. New “New sold Curiously New, , “New”) more less expensive practice retailing 1 i.e. (i.e e.g. (e.g i.e e.g

O presente estudo investiga a influência da apresentação da etiqueta de preço na intenção de compra de novos produtos disponíveis em uma loja de varejo. Foi realizado um experimento entre sujeitos com design 2 (etiqueta de preço: presente ou ausente) x 2 (etiqueta informativa: presente ou ausente) com 195 participantes dos EUA recrutados através de um painel online, ou seja, Figure Eight. Os consumidores apresentaram maiores intenções de compra para produtos com apelo de novidade (por exemplo, mercadoria com uma etiqueta “Novo”) quando também é apresentada a etiqueta de preço, dando-lhes a ideia de que um produto novo está sendo vendido. Curiosamente, se o produto não é comercializado com alguma etiqueta informativa (por exemplo, “Novo”), a falta de apresentação de preço aumenta a intenção de compra. Além disso, quando as pessoas consideram o produto um pouco caro, a etiqueta informativa “Novo” desencadeia uma maior intenção de compra, o que não ocorre quando não há uma etiqueta. Esta pesquisa contribui significativamente para a teoria e a prática, demonstrando como os varejistas podem comunicar efetivamente novos produtos tanto no varejo tradicional quanto online. ausente 19 online seja Eight por exemplo Novo dandolhes dando lhes vendido Curiosamente Novo, , disso caro “Novo prática 1

Abstract Paper aims To analyze the consumers intention to buy in commerce and services in the neighborhood, using the Theory of Planned Behavior (TPB) as a theoretical basis, analyzing the Attitude, the Subjective Norm, the Perceived Behavioral Control, and expanding the TPB through the influence on the Attitude of the Moral Attitude, Empathic Concern and the Impact of Covid-19. Originality There are no studies on consumer buying behavior in commerce and neighborhood services in emerging countries, nor with this combination in the conceptual structure - TBP, Empathic Concern, Moral Attitude and the Impact of Covid-19. Research method Data were collected from respondents, and analysis was performed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Main findings The results indicate that the consumer's attitude towards buying in the neighborhood's commerce and services was positively and significantly influenced by the Moral Attitude and Impact of Covid-19 but not by Empathic Concern. Attitude, Subjective Norm, and Perceived Behavioral Control positively and significantly influence the intention to buy in neighborhood commerce and services. Implications for theory and practice As a theoretical implication, the conceptual model extends the TBP, adding the dimensions of Empathic Concern, Moral Attitude, and the Impact of Covid-19 on Attitude. In practice, the study can help store managers, retailers, and marketing professionals in the sector incorporate specific actions to reach potential consumers and improve their results. (TPB basis Norm Covid19. Covid19 Covid 19. 19 countries TBP respondents PLSSEM. PLSSEM PLS SEM . (PLS-SEM) s neighborhoods Covid-1 implication managers retailers Covid1 1 (PLS-SEM Covid-

Resumo Objetivo O objetivo deste artigo é avaliar o impacto do ceticismo do consumidor no valor percebido e na intenção de compra de alimentos orgânicos. Desenho/metodologia/abordagem Pesquisa realizada mediante questionário aplicado em uma amostra de 404 entrevistados brasileiros. A análise dos dados incluiu estatística descritiva e modelagem de equações estruturais por mínimos quadrados parciais. Constatações O estudo confirmou a relação negativa entre o ceticismo e o valor percebido dos alimentos orgânicos e a relação positiva entre o valor percebido e a intenção de compra. Em contraste, a relação negativa entre ceticismo e intenção de compra não foi evidenciada. Implicações práticas Ao entender o ceticismo, as marcas podem educar os consumidores, construir confiança, refinar propostas de valor e diferenciar seus produtos. Estratégias de comunicação eficazes podem demonstrar a qualidade e autenticidade e, simultaneamente, justificar os preços premium. Sugere-se aos criadores de políticas públicas a promoção de campanhas informativas para melhorar o conhecimento sobre produção e consumo orgânicos e seu impacto positivo na saúde das pessoas e no meio ambiente. Implicações sociais Os resultados podem subsidiar a melhoria da qualidade de vida das pessoas através do consumo de alimentos saudáveis e ambientalmente corretos. Originalidade Este estudo pode ser considerado um dos primeiros a abordar a relação entre o ceticismo do consumidor, o valor percebido e a intenção de compra de alimentos orgânicos, apontando para a influência de fatores contextuais, como o ceticismo do consumidor no comportamento do consumidor. Desenhometodologiaabordagem Desenho metodologia abordagem 40 brasileiros parciais contraste evidenciada consumidores confiança produtos simultaneamente premium Sugerese Sugere se ambiente corretos contextuais 4

Abstract Purpose The purpose of this paper is to evaluate the impact of consumer skepticism on the perceived value of organic food and purchase intention. Design/methodology/approach Quantitative research was carried out using a survey applied to a sample of 404 Brazilian respondents. Data analysis included the use of descriptive statistics and partial least squares structural equation modeling. Findings The study confirmed the negative relationship between skepticism and the perceived value of organic food and the positive relationship between the perceived value and the purchase intention. In contrast, the negative relationship between skepticism and purchase intention was not confirmed by data analysis. Practical implications By exploring why consumers display skepticism, brands can seek to overcome such skepticism, build trust, refine their value propositions, and differentiate their products. Effective communication strategies can showcase quality and authenticity while justifying premium prices. It is suggested that public policymakers should promote information campaigns to improve knowledge about the production and consumption of organic food and how this has a positive impact on people’s health and the environment. Social implications The results of this research can lead to people’s quality of life being improved if they switch to consuming natural and environmentally sound food. Originality This study can be considered one of the first to address the relationship between consumer skepticism and the perceived value of organic food and the purchase intention. This includes pointing to the influence of contextual factors, such as consumer skepticism and consumer behavior. Designmethodologyapproach Design methodology approach 40 respondents modeling contrast trust propositions products prices peoples people s environment factors behavior 4

ABSTRACT Driven by the growing demand for good quality food, agriculture is changing the way of cultivation to attend consumer’s expectations. In addition to the nutritional value, the production system has been an important factor in the consumer’s intention to purchase products. In this scenario, this work aimed to evaluate the effects of different nutrient sources on production characteristics and nutritional quality of 'Veneranda' lettuce. The experiment was conducted in randomized block design, with seven treatments (control, bokashi, organic compost, mineral fertilizer, mineral fertilizer + organic compost, foliar biofertilizer and soil biofertilizer), and five replications. In commercial vegetative stage, lettuce was harvested and evaluated for physical, physicochemical, bioactive compounds and mineral composition. Lettuce produced with mineral and organomineral fertilizers showed the highest yield of physical characteristics, which is related to the highest nitrogen content in their leaves. The use of organomineral fertilization, organic and mineral compost and biofertilizer via leaf application presented a positive effect on lettuce cultivation, with better nutritional quality and productivity. food consumers consumer s expectations value products scenario Veneranda 'Veneranda design control, control (control bokashi biofertilizer, , biofertilizer) replications stage physicochemical composition leaves fertilization productivity

RESUMO Impulsionada pela crescente demanda por alimentos de boa qualidade, a agricultura está mudando a forma de cultivo para atender às expectativas dos consumidores. Além do valor nutritivo, o sistema de produção tem sido um fator importante na intenção de compra dos consumidores. Diante desse cenário, este trabalho teve como objetivo avaliar os efeitos de diferentes fontes de nutrientes nas características de produção e qualidade nutricional da alface Veneranda. O experimento foi conduzido em delineamento em blocos casualizados, com sete tratamentos (controle, bokashi, composto orgânico, fertilizante mineral, fertilizante mineral + composto orgânico, biofertilizante via foliar e biofertilizante via solo) e cinco repetições. No estádio vegetativo comercial, a alface foi colhida e avaliada quanto a aspectos físicos, físico-químicos, compostos bioativos e composição mineral. As alfaces produzidas com fertilizantes minerais e organomineral apresentaram o maior rendimento das características físicas, o que está relacionado ao maior teor de nitrogênio em suas folhas. A utilização de adubação organomineral, composto orgânico e mineral e biofertilizante via foliar apresentou efeito positivo no cultivo da alface, com melhor qualidade nutricional e produtividade. consumidores nutritivo cenário Veneranda casualizados controle, controle (controle bokashi solo repetições comercial físicos físicoquímicos, físicoquímicos físico químicos, químicos físico-químicos físicas folhas produtividade

ABSTRACT: Buckwheat is a pseudocereal with a high starch content and compounds of nutritional interest, making it suitable for use in gluten-free baking. A simplex-centroid design was employed to investigate the effects of the mixture components of buckwheat flour, buckwheat starch, and rice flour in nine different proportions. The minimum and maximum limits for the components were 10% and 30% for buckwheat flour, 20% and 40% for buckwheat starch, and 50% and 70% for rice flour, aiming to create diverse gluten-free breads for evaluation. The utilized flours underwent characterization, and their micro- and macronutrient amounts, along with their amino acid compositions, were determined. Specific volume analysis, water loss determination, texture assessment, and sensory evaluations were conducted on the breads. It was observed that the proportion of starch and buckwheat flour directly influenced the specific volume and water loss during product storage. Through sensory analysis, the formulation with the highest acceptance and purchase intention among tasters was identified. Free-choice profiling analysis established the sensory profiles of the developed gluten-free bread formulations. According to tasters, the formulations exhibited characteristics of whole meal bread, noticeable softness, and a homogeneous alveolar distribution. The gluten-free bread was well-received by 124 tasters, with a purchase intention rate of 93.55%. ABSTRACT interest glutenfree gluten free baking simplexcentroid simplex centroid proportions 10 30 20 40 50 70 evaluation characterization micro amounts compositions determined determination assessment storage identified Freechoice Free choice softness distribution wellreceived well received 12 9355 93 55 93.55% 1 3 2 4 5 7 935 9 93.55 93.5 93.

RESUMO: O trigo sarraceno é um pseudocereal com altas quantidades de amido e compostos nutricionais interessantes, tornando-o adequado para aplicação em panificação sem glúten. Um delineamento simplex-centróide foi usado para estudar os efeitos dos componentes da mistura de farinha de trigo sarraceno, amido de trigo sarraceno e farinha de arroz em nove proporções diferentes. Os limites mínimos e máximos dos componentes foram de 10% e 30% para a farinha de trigo sarraceno, 20% e 40% para o amido de trigo sarraceno e 50% e 70% para a farinha de arroz, a fim de criar diferentes pães sem glúten e avaliá-los. As farinhas utilizadas foram caracterizadas, e tiveram as quantidades dos seus micro e macro nutrientes determinadas, além da composição de aminoácidos. Nos pães realizaram-se análise de volume específico, determinação da perda de água, textura e avaliação sensorial. Observou-se que a proporção de amido e farinha de trigo sarraceno, influencia diretamente no volume específico e na perda de água durante a estocagem do produto. Por meio da análise sensorial, foi possível determinar a formulação com maior aceitação e intenção de compra entre os provadores. A análise descritiva de perfil livre estabeleceu os perfis sensoriais das formulações de pão sem glúten desenvolvidas. Segundo os provadores, as formulações apresentaram aspectos de pão integral, maciez aparente e distribuição alveolar homogênea. O pão sem glúten foi bem aceito por 124 provadores, com intenção de compra de 93,55%. RESUMO interessantes tornandoo tornando simplexcentróide simplex centróide 10 30 20 40 50 70 avaliálos. avaliálos avaliá los. los avaliá-los caracterizadas determinadas aminoácidos realizaramse realizaram se sensorial Observouse Observou produto provadores desenvolvidas integral homogênea 12 9355 93 55 93,55% 1 3 2 4 5 7 935 9 93,55 93,5 93,

RESUMO Os objetivos foram examinar a importância das variáveis qualidade percebida, preço baixo, interação social, conhecimento do consumidor e embalagem na intenção de compra de cerveja no mercado brasileiro; e identificar grupos de consumidores com perfil distinto a partir de seu comportamento em relação ao efeito dessas variáveis. Descobriu-se que qualidade percebida, preço baixo e interação social foram preditores da intenção de comprar cerveja. No entanto, também foi encontrado que o conhecimento do consumidor sobre o produto e a embalagem moderou os efeitos da qualidade percebida e do preço baixo na intenção de compra. Os resultados mostraram que quanto mais conhecimento do produto um consumidor possui, menos a qualidade percebida impactaria a intenção de compra de uma marca de cerveja; quanto maior a influência da embalagem, menor será o impacto de um preço baixo na intenção de compra de uma marca de cerveja. Nossa pesquisa também identificou três grupos de consumidores de cerveja: Boêmio, degustadores e NOBELs (NOt a BEer Lover). brasileiro Descobriuse Descobriu se entanto possui Boêmio NOt Lover. Lover . Lover)

ABSTRACT The objectives of this study were to examine the importance of variables such as perceived quality, low price, social interaction, consumer knowledge, and packaging on purchase intention for beer in the Brazilian market; and to identify consumer groups with a distinct profile based on their behavior concerning these important variables. We found that perceived quality, low price, and social interaction were predictors of the willingness to buy beer. We also found that consumer product knowledge and packaging moderated the effects of perceived quality and low price on purchase intention. Our findings showed that the more product knowledge a consumer possesses, the less perceived quality would impact a beer brand's purchase intention; and the greater the influence of packaging, the less impact a low price will have on the purchase intention of a beer brand. Our research also identified three distinct groups of beer consumers: Bohemians, Tasters, and NOBELs (NOt a BEer Lover). market possesses brands brand s consumers Bohemians Tasters NOt Lover. Lover . Lover)

RESUMO Finalidade O objetivo geral deste estudo foi verificar a relação entre a intenção de consumo de suplementos alimentares com o risco percebido, desdobrado em risco percebido em relação à saúde e risco percebido em relação ao desempenho do produto. Design/metodologia/abordagem Foi realizada uma pesquisa descritiva-quantitativa a partir de um survey online, por meio de um questionário estruturado com base nas escalas de Laroche et al. (2005) e DelVecchio e Smith (2005). A análise dos dados foi efetuada por meio da análise de regressão linear múltipla. Do total de questionários respondidos, 207 foram considerados válidos. Descobertas O resultado do estudo aponta significância estatística para as hipóteses da pesquisa, confirmando que quanto menor o risco percebido associado à compra de suplementos alimentares em relação ao desempenho do produto e aos danos à saúde, maior a intenção de consumo pelos indivíduos dessa categoria de produto. Originalidade/valor A confirmação do papel do risco no processo de decisão do consumidor leva a observação de que nem sempre essa percepção de risco está fundamentada em informações confiáveis, por exemplo, a partir da orientação de nutricionistas e médicos. Assim, apenas a apresentação na comunicação da eficácia do produto e o quão benéfico pode ser a saúde humana, protagonizados por agentes sem conhecimento técnico, podem não ser suficientes para que os riscos reais em consumir tais produtos sejam negligenciados. Designmetodologiaabordagem Design metodologia abordagem descritivaquantitativa descritiva quantitativa online al 2005 (2005 2005. . múltipla respondidos 20 válidos Originalidadevalor Originalidade valor confiáveis exemplo médicos Assim humana técnico negligenciados 200 (200 2 (20 (2 (

ABSTRACT Purpose The general objective of this study was to verify the relationship between the intention to consume dietary supplements and perceived risk, broken down into perceived risk in relation to health and perceived risk in relation to product performance. Design/methodology/approach Descriptive-quantitative research was carried out via an online survey through a structured questionnaire based on the scales of Laroche et al. (2005) and DelVecchio and Smith (2005). Data analysis was performed using multiple linear regression analysis. Of the total number of questionnaires answered, 207 were considered valid. Findings The result of the study points to statistical significance for the research hypotheses, confirming that the lower the perceived risk associated with the purchase of dietary supplements in relation to product performance and health damage, the greater the intention of consumption by individuals in this category of product. Originality/value The confirmation of the role of risk in the consumer’s decision process leads to the observation that this risk perception is not always based on reliable information, for example, from the guidance of nutritionists and doctors. Thus, only the presentation in the communication of the effectiveness of the product and how beneficial it can be to human health, carried out by agents without technical knowledge, may not be enough for the real risks of consuming such products to be neglected. Designmethodologyapproach Design methodology approach Descriptivequantitative Descriptive quantitative al 2005 (2005 2005. . answered 20 valid hypotheses damage Originalityvalue Originality value consumers consumer s information example doctors Thus knowledge neglected 200 (200 2 (20 (2 (

BACKGROUND: Bottom-of-the-pyramid (BOP) consumers' significant discretionary purchases of non-essential products, such as apparel, contribute to retail growth. In a turbulent retail environment, store atmospherics presents an innovative cost-effective solution to incorporate BOP consumers' unique motivations for desired apparel behavioural intentions to grow market share. AIM: This study aims to fill the knowledge gap regarding a systematic review of store atmospherics on urban BOP consumers' apparel behavioural intentions in an emerging African market. This study also proposes various purchase antecedents to attitudes, which drive apparel behavioural intentions. The moderation effect of age is investigated to understand the change in purchase antecedents related to attitudes among different urban BOP age groups. SETTING: Interviewer-administered surveys was conducted among urban BOP consumers in Namibia's main urban areas. METHOD: A sample of 881 respondents was selected by purposive, interlocking and convenience sampling methods. Covariance-based structural equation modelling (SEM) confirmed the significant relationships between all constructs in the proposed model. RESULTS: The systematic link between store atmospherics and urban BOP apparel behavioural intentions is primarily because of consumers' perceived value, trust and attitudes. Urban BOP consumers' perceived value, anticipatory emotions and attitudes are moderated by age. CONCLUSION: Overall, this study sheds light on the differences between young and old urban BOP consumers and how they differ or coincide with age groups in more affluent segments. In order to adequately segment the urban BOP market, apparel retailers should emphasise on affordability, quality, emotional goal attainment and trust in their store atmospherics. CONTRIBUTION: In the broad context of store atmospherics, this study specifically uses age categories as a lens to provide valuable insights concerning age differences in urban bottom-of-the-pyramid consumers' perception of store atmospherics which influences their apparel behavioural intentions. Further, this study solidifies that different age categories amongst urban bottom-of-the-pyramid consumers bring forth different behavioural intentions to which marketers should adapt their store atmospheric strategies.

PURPOSE: The product recommendation type is attracting attention from both the retail and academic communities. However, there is no consensus on the effectiveness of set recommendation versus separate recommendation. This research investigates the interaction effect of product recommendation type and consumer's focal goal importance on initial product purchase intention and cross-buying intention DESIGN/METHODOLOGY/APPROACH: Four studies were used to examine the hypotheses, including three experimental studies with general participants and a field study with student participants FINDINGS/RESULTS: An empirical analysis confirms an interaction relationship between product recommendation style and focal goal importance on enhancing purchase. When focal goal importance is high, set recommendation has a more positive effect on purchase intention. When focal goal importance is low, the separate recommendation has a more positive effect on purchase intention PRACTICAL IMPLICATIONS: Research findings provide guidance for sellers on which product recommendation type to use with different customers. Sellers should be flexible in determining different product recommendation types through different consumers' focal goals ORIGINALITY/VALUE: Findings reveal the congruency effect between product recommendation type and consumer's focal goal importance, which indicates an interaction effect on initial product purchase intention and cross-buying intention. In addition, this research expands the application of regulatory focus theory and analyses the underlying mechanism by exploring the role of perceived incompleteness and cognitive load

Resumen El objetivo de la investigación fue analizar cómo la intención y la actitud de compra influyen en la identidad étnica del Consumidor Millennial en México y Colombia. El método de investigación fue un estudio cuantitativo, correlacional y transversal; para el análisis de datos se utilizó un análisis de ecuaciones estructurales-PLS. La muestra fue de 709 estudiantes de posgrado de cinco universidades de México y Colombia. Los resultados muestran que la intención de compra de textiles étnicos influye en la identidad étnica de los consumidores Millennials, y que la intención de compra participa como mediadora entre la actitud de compra y la identidad étnica. La originalidad consiste en informar sobre el comportamiento de compra de productos artesanales de los Millennials en México y Colombia. El principal hallazgo es que los millennials en México y Colombia manifiestan actitudes positivas hacia los textiles étnicos y la intención de comprarlos. La principal limitación es la inclusión de millennials en lugares donde se elaboran textiles étnicos.

Abstract The research objective was to analyze how purchase intention and attitude influence the Consumer Millennial ethnic identity in Mexico and Colombia. The research method was a quantitative, correlational, and cross-sectional study; an analysis of structural equations-PLS was used for data analysis. The sample was 709 graduate students at five universities in Mexico and Colombia. The results show that the purchase intention of ethnic textiles influences the ethnic identity of Millennial consumers, and that the purchase intention participates as a mediator between the buying attitude and the ethnic identity. The originality consists in reporting on the purchasing behavior of artisanal products of Millennials in Mexico and Colombia. The main finding is that millennials in Mexico and Colombia show positive attitudes towards ethnic textiles and the intention to buy them. The main limitation is the inclusion of millennials in places where ethnic textiles are made.

Abstract Since the fifth century B.C., flowers have been associated with seduction, however, no studies were found that could reveal how flowers are bought with this intention. In order to investigate the profile and behavior of consumers of flowers with the purpose of seduction, a descriptive exploratory study was carried out with 108 consumers at the time they purchased flowers with the intention of seduction. The study revealed that among people who bought flowers for this purpose, the frequency was on average of 1.7 times a year, with 64.7% of these consumers defining themselves as male people. No statistical variation was observed between heterosexual, bisexual and homosexual groups. Single and married people had higher purchase rates, with roses being the preferred flowers. Tropical flowers may represent a trend to be explored in market segmentation. The purchase of flowers for seduction was mostly associated with affective relationships such as boyfriends/girlfriends or spouses and the use of flowers in the search for new relationships or even fortuitous cases was also evidenced. Most respondents who reported that have received flowers described that it was a positive influence and contributed to feeling seduced. Finally, it is possible to consider market segmentation, however, it is urgent that the sector be organized in order to elaborate a diagnosis of potential consumption, elaborate consumer acceptance tests, define groups to be segmented, establish targeted marketing campaigns and create evaluation programs for consumer loyalty. BC B C B.C. however 10 17 1 7 1. year 647 64 64.7 heterosexual rates segmentation boyfriendsgirlfriends boyfriends girlfriends evidenced seduced Finally consumption tests segmented loyalty B.C 6 64.

Resumo As flores desde o século V a.C são associadas a sedução, no entanto não foram encontrados estudos que pudessem revelar de que forma ocorre a compra de flores com essa intenção. Visando investigar o perfil e o comportamento do consumidor de flores com o objetivo de sedução, foi realizado estudo exploratório descritivo junto a 108 consumidores no momento que procederam a aquisição com o objetivo de sedução. O estudo revelou que entre as pessoas que compraram flores com este proposito a frequência foi em média 1,7 vezes ao ano, sendo que 64,7% dos compradores se definiam como pessoas masculinas. Não foi observado variação estatística entre os grupos de heterossexuais, bissexuais e homossexuais. As pessoas solteiras e casadas apresentaram maiores índice de compra, sendo as rosas as flores preferidas. As flores tropicais podem representar uma tendência a ser explorada na segmentação de mercado. A compra de flores para sedução em sua maioria estava associada a relacionamentos afetivos como namorados (as) ou cônjuges, também foi evidenciado o uso das flores na busca por novos relacionamentos ou ainda casos fortuitos. A maioria dos entrevistados que relataram que ter recebido flores descreveram que foi uma influência positiva e contribuiu para que se sentisse uma pessoa seduzida. Finalmente, é possível considerar a segmentação do mercado, no entanto urge que o setor se organize no sentido de elaborar diagnóstico de consumo potencial, elaborar testes de aceitação dos consumidores, definir grupos a ser segmentados, estabelecer campanhas de marketing direcionado e criar programas avaliação para fidelização do consumo. aC C intenção 10 17 1 7 1, ano 647 64 64,7 masculinas heterossexuais homossexuais preferidas mercado (as cônjuges fortuitos seduzida Finalmente potencial segmentados 6 64,

RESUMEN Este trabajo se centra en el estudio de la estrategia publicitaria femvertising, y toma como referentes las teorías feministas y la teoría de la reactancia psicológica, esto con el objetivo conocer el impacto de la femvertising en la reactancia psicológica e intención de compra de consumidoras mexicanas. Se aplicó una metodología mixta, con un análisis de contenido y un cuestionario de recepción (N=666) a consumidoras mexicanas. Los resultados evidencian una mayor intención de compra y una menor reactancia psicológica en las consumidoras ante los spots femvertising. La principal conclusión es que la implementación de la estrategia femvertising en los spots publicitarios dirigidos a las mujeres mexicanas, produce un incremento en su intención de compra y una disminución en la reactancia psicológica en comparación con los anuncios convencionales (no femvertising), esto debido a que la femvertising genera una mayor identificación de las consumidoras con el anuncio al proyectar a la mujer de una forma más real y cercana.

ABSTRACT This work focuses on the study of the femvertising advertising strategy. It references the feminist theories and the theory of psychological reactance to understand the impact of femvertising on Mexican female consumers' psychological reactance and purchase intention. A mixed methodology was applied, with a content analysis and a reception questionnaire (N=666) to Mexican female consumers. The results show a higher purchase intention and a lower psychological reactance in female consumers to femvertising spots. The main conclusion is that the implementation of the femvertising strategy in advertising spots aimed at Mexican women produces an increase in their purchase intention and a decrease in psychological reactance compared to conventional (non-femvertising) ads because femvertising generates a greater identification of the consumers with the ad by projecting the woman in a more authentic and close way.