The rapid expansion of digital platforms has significantly influenced consumer purchasing behaviors, particularly in the agri-food sector. Therefore, this paper investigates the key factors driving customers’ intention to use green agri-food delivery apps (GAFDAs) by integrating trust and electronic word of mouth (eWOM) into the Theory of Planned Behavior (TPB) framework. Additionally, this study examines gender as a moderating variable, assessing whether its influence alters the relationships between key determinants and behavioral intention. Data were collected from 252 Algerian consumers, and the proposed model was tested using SmartPLS 4 and SPSS 26.0. The results confirm that attitude, subjective norms, perceived behavioral control (PBC), trust, and eWOM positively and significantly influence the intention to use GAFDAs, with PBC emerging as the strongest predictor. Moreover, gender moderates the effect of trust on behavioral intention, with trust significantly influencing men’s adoption decisions but not those of females. In contrast, subjective norms and PBC are stronger predictors for female consumers. These findings highlight the importance of gender-specific marketing strategies to enhance GAFDA adoption. This study contributes to the literature by extending TPB with trust, eWOM, and gender moderation, offering valuable insights for marketers, policymakers, and app developers promoting sustainable food consumption.

This paper aims to achieve a deeper understanding of the opportunities offered by crowdfunding in the wine sector and offer some guidelines to entrepreneurs for running a successful campaign. For this purpose, a case study research that explores the experience of the first wine-dedicated crowdfunding platform, namely Fundovino, has been conducted. Multiple data sources were used, among which documents and archival data from the Fundovino website, an email interview to its management team and an on line questionnaire sent to a sample of projects' funders. The results suggest that crowdfunding is ideally suited for the wine sector and that winemakers could exploit both the financial and marketing opportunities offered. According to our survey, the main motivations for funding projects are the willingness to support and interact with small winemakers and the fun of being involved first-hand. So, the creation of other wine-dedicated crowdfunding platforms may help raise awareness about crowdfunding and attract funders interested in projects related to the world of wine. Running a successful crowdfunding campaign requires a significant investment of time and the development of some specific skills by proponents. Indeed, these latter should also be supported by platforms and other actors through the provision of appropriate service

This paper investigates university students’ motivations in nature park conservation, an area that has received limited research attention compared to other pro-environmental behaviours. By formulating a set of research hypotheses, an extended version of the Theory of Planned Behaviour is employed to examine the determinants of university students’ intentions to engage in nature park conservation. Structural equation modelling is conducted using survey data collected from university students in the Metropolitan City of Naples, Italy. The results show that attitudes, perceived behavioural control, and personal moral norms directly and positively influence university students’ intentions to undertake nature park preservation actions. Subjective norms indirectly influence behavioural intentions through attitudes, perceived behavioural control, and personal moral norms. Moreover, the findings reveal that university students with nature-oriented altruistic values exhibit a higher propensity for nature park conservation compared to their more egoistic peers. These findings have important implications for park management institutions, suggesting the need to increase awareness among young people about their potential role in preserving the environmental quality of nature parks. Collaboration between universities and nature park institutions is also crucial in providing young individuals with the necessary skills to participate in decision-making processes aligned with the principles of sustainable development.