Understanding Consumers' Purchasing Intention of Fresh Food through Social Media

Many things have gone online with the modern technology. Similarly, business activities nowadays tend to be conducted online rather than in person. In this day and age, purchasing fresh food such as raw meat via social media is no longer impossible. Furthermore, the Covid-19 Pandemic has served as a catalyst for the growth of online commerce. The objective of this research is to investigate the factors of influencing the consumers' purchase intention of fresh food through social media. In addition, this research consists of five independent variables which are attitude, perceived behavioural control, perceived consumer effectiveness, product knowledge, and subjective norm. A set of self-administered questionnaires has been distributed to 215 targeted respondents. The collected data were keyed into SPSS and further analysed by using Partial Least Square Structural Equation Modelling (PLS-SEM 4). Our result revealed that product knowledge and subjective norm have significant relationship towards consumers' purchase intention of fresh food via social media. This research will benefit consumers who have intentions to purchase raw ingredients via online platform especially through social media platform. Furthermore, fresh food sellers also can benefit with this research by understanding the concerns and needs of their potential customers. © 2022 IEEE.

Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era

The severe impact of the COVID-19 pandemic on the world has caused consumers to think about environmental issues. Although green products are very important to environmental sustainability, the factors that influence consumers' purchase behavior of green products is unclear. This study aims to explore the impact mechanism of social media marketing on consumers' green product purchase behavior in the post-pandemic era. Based on the theory of planned behavior (TPB), this study constructs an extended TPB model to understand the influencing factors of Chinese consumers' green product purchase behavior in the post-pandemic era. The empirical results of 489 questionnaires show that social media marketing, product knowledge and crisis awareness have a direct or indirect positive influence on purchase intentions. Perceived behavioral control and intentions have positive effects on behavior. The attribution of responsibility facilitates the relationship between intentions and behaviors. The results have important implications for enterprises’ sustainability strategies and provide a framework for investigating green buying behaviors in Chinese culture in the post-pandemic era.