Worldwide organic food consumption has registered a consistent rise in recent years. Despite the relevant body of literature on the topic, it is necessary to further understand the antecedents of purchase intention. This article aims to identify the factors that influence the consumer’s intention to purchase organic food. It extends the theory of planned behavior model by including environmental concerns, health concerns, and perceived quality as determinants of attitude toward organic food products. Additionally, it considers the effect of product availability on consumers’ perceived behavioral control. This article includes a quantitative study that was conducted in Portugal in 2020 (n = 206). Structural equation modeling was used to test the proposed set of research hypotheses. In line with extant literature, this study confirmed that attitude toward organic food is the main determinant of purchase intention. Additionally, it demonstrates that health concerns and perceived quality have a significant impact on attitude toward organic food. The impact of environmental concerns on attitude was not confirmed by this study. Based on these findings, it is recommended that managers stress health benefits and quality of organic food in order to foster positive attitudes and consequently leverage purchase intention.

Notwithstanding the increasing commitment of managers toward environmental sustainability, consumer skepticism remains widespread, often resulting in perceptions of greenwashing. Although greenwashing has been studied by researchers, there is a lack of understanding of how consumers' Perceived greenwashing affects their consumption behavior. The current study aims to investigate how perceived greenwashing impacts consumers’ purchasing behavior of environmentally friendly products. The study used the “theory of planned behavior” and the “theory of perceived risk”. For data analysis, SmartPLS3 was employed. Results confirm that the perceived greenwashing leads to a decrease in the attitude, purchase intention, and purchase behavior of eco-friendly products. Both perceived risk and perceived differentiation also were found to influence purchase intention. These findings confirm the negative impact of greenwashing perception on consumer behavior and highlight the need for transparency and clear environmental claims in product communication.

Increased environmental awareness has increased the demand for green products, mainly cosmetics. This fact challenges companies to adapt to changes and consider environmental problems in their communication strategies to offer products that meet current trends in the consumer market. This implies the need to understand the antecedents of purchase intention better. This research was guided by the theory of planned behaviour (TPB) with the aim of understanding the impact of online communication strategies on consumer purchase intention of green cosmetics. Intention to purchase green cosmetics was measured, as were two of the main TPB constructs, specifically attitude and subjective norms. In addition, other variables were added to the study, such as electronic word of mouth (e-WOM), influencer marketing, and brand content. Data collected through an online survey (N = 151) were analysed using statistical techniques based on variance through partial least squares (PLS) using the SmartPLS3 v.3.3.9 software. The results show that the online communication strategies that impact the purchase intention of green cosmetics are e-WOM and brand content. In practice, the results obtained provide valuable information for professionals and academics, benefiting the perception of the factors that motivate the intention to purchase green cosmetics, contributing to the implementation of better online communication strategies.

Manuscript type: Research paper Research aims: This study aims to shed light on the factors that facilitate online purchase of perfume. It specifically: 1) explores the antecedents of online purchase behaviour in the case of experience goods; 2) analyses the motivations, perceived benefits and perceived risks associated with online purchase of perfume; and 3) identifies perfume e-shoppers' profiles. Design/Methodology/Approach: A qualitative research approach involving interviewing 27 perfume e-shoppers from Brazil, Iran and Portugal was adopted. Research findings: The findings of this study reveal that there are three types of perfume e-shoppers: 1) experienced e-shoppers, 2) bargain e-seekers, and 3) expert e-shoppers. Competitive prices, enjoyable online experiences and greater varieties of perfumes are among the perceived benefits that motivate the online shoppers. The inability to test the perfumes, particularly those that are never tried before, appears to be the major drawback. Theoretical contribution/Originality: This study provides interesting cues on a topic that has so far been disregarded by the literature despite its growing importance as a business sector-online purchase of perfumes. It offers the categorisation of three e-shopper profiles, based on consumers' narratives, and highlighted the importance of further addressing the dynamic nature of consumer behaviours, particularly in the online context. Practitioner/Policy implications: The findings show that the main trigger of buying perfume online is the price discounts, which is particularly important to less experienced Web shoppers. This indicates that experience goods such as perfume should, at the initial stage, be sold in stores that offer an assortment of products. Online perfume stores should consider alternatives to provide perfume testing. Research limitation/Implications: Purposive sampling does not allow results' generalisation; hence future research is needed to further validate the findings.

Objetivo: Este estudo objetivou identificar os elementos que influenciam o consumo de roupas por Pessoas com Deficiências (PCD) visuais enquanto consumidores desse produto em específico. Metodologia: A pesquisa de campo foi realizada por meio de entrevistas aplicadas a indivíduos deficientes visuais, presentes em quatro instituições distintas. Trata-se de um estudo exploratório, realizado por meio da análise de conteúdo. Os dados foram coletados através de entrevistas presenciais semiestruturadas, realizadas com 12 PCD visual. Principais resultados: A análise dos resultados revelou a utilização acentuada de outros sentidos no processo de compra de roupas, em especial o tato, constatando-se também que o ambiente de loja, o acompanhante e o atendimento, são elementos que influenciam no consumo de roupas por PCD visual. Além disso, foi possível verificar que a deficiência visual não representa uma barreira ao imaginário de cores da PCD. Contribuições teóricas: Esta pesquisa avança no sentido de acrescer fatores negligenciados por outros estudos, tais como a autonomia da vontade e a vaidade da PCD visual, que foram percebidas como influenciadores do seu comportamento no momento da compra. Relevância: A visão é um sentido muito estimulado no processo de consumo. Apesar dos discursos de inclusão à PCD visual, poucas ações são tomadas pelas organizações para este tipo de cliente. Assim, este estudo endereça pontos relevantes levantados pela PCD visual, que muitas vezes são negligenciados pelo mercado. Implicações para gestão: O público deste estudo tem a possibilidade de contribuir no direcionamento do varejo tradicional com as suas percepções trazidas neste trabalho.