Modelling the significance of value-belief-norm framework to predict mass adoption potentials of internet of things-enabled wearable fitness devices.

Self-health monitoring technologies have become increasingly popular in averting unanticipated health complications. However, the adoption rate of such technologies in developing countries is surprisingly low. Furthermore, empirical studies on the application of the value-belief-norm (VBN) model to elucidate intention to use IoT-enabled wearable fitness devices (IoT-enabled WFDs) are scarce. This study aimed to expand the VBN model by integrating health values, health consciousness, health knowledge-seeking, and social norms as influencing constructs. The proposed holistic framework was empirically tested to examine these constructs on users' decision-making process of adopting IoT-enabled WFDs. A web-based survey involving 866 adults in China aged 18-30 years was conducted. The gathered data were analysed using partial least squares-structural equation modeling. The results revealed the significant influence of health consciousness and health knowledge-seeking on personal health beliefs, as well as the favourable impact of personal health beliefs on personal norms and awareness of consequences. The results further demonstrated the substantial influence of awareness of consequences and ascription of responsibilities on personal norms. Besides that, personal norms and societal norms were found to have strong influence on the intention to adopt IoT-enabled WFDs, which was revealed to have significant influence on the actual usage. This study's findings offer novel theoretical insights on the behavioural characteristics of adopting IoT-enabled WFDs and serve as a practical guideline for industry experts and marketers to establish appropriate marketing strategies to support the IoT-enabled wearable sector. The findings also benefit policymakers in their efforts of developing strategies that emphasise the unique benefits of self-healthcare monitoring to encourage active lifestyle and decrease obesity and overweight-related health risks.

Modelling the mass adoption potential of food waste composting among rural Chinese farmers.

As a safe alternative to hazardous agrochemicals, food waste compost could prevent human health hazards and environmental degradation. Food waste composting has not garnered much popularity among farmers given their sole dependence on synthetic fertilizers for high yields and commercial returns. Hence, this study aimed to identify the factors influencing farmers' adoption of food waste composting for regular use. Empirical data were collected from 399 farmers residing in different second-tier cities in China through face-to-face interviews using a structured questionnaire. The partial least squares-structural equation modelling was used to statistically examine the models and construct correlations. Based on the study outcomes, the perceived usefulness of food waste compost, awareness of the consequences, social influence, anticipated guilt, and attitude towards food waste composting substantially impacted food waste composting intention. Intriguingly, the perceived value of sustainability and ascription of responsibility did not have a significant impact on food waste composting intention, whereas food waste composting intention substantially influenced food waste composting behavior. The results of the multi-group analysis revealed differences in the relationship between awareness of consequences and food waste composting intention across genders and educational levels. This intriguing finding provides new avenues for future research and offers novel insights into the practical applications and promotion of food waste composting. These results will improve the relevant aspects among farmers for eco-friendly farming practices, innovate food waste management strategies, and mitigate environmental deterioration resulting from hazardous agrochemicals. This study expands the current body of literature by providing government regulators and other social enterprises with effective laws, policies, and strategy development guidelines for adopting natural composting on a large scale and enhancing the nutritional value of food to prevent unforeseen health risks caused by toxic chemicals.

Modeling the significance of green orientation and culture on green innovation performance: moderating effect of firm size and green implementation.

The current global trend in sustainable business practices is to optimize green innovation performance. To protect the environment and maintain their own survival, organizations must strengthen their green innovation capabilities. Drawing on the recourse-based view and ecology modernization theory (EMT), this study examines the direct effect of green strategic orientations, green entrepreneurial orientation, green market orientation, green innovation orientation, and green organizational culture on the firm's green innovation capability, as well as the mediating effect of green innovation capability on the relationship of these four factors and green innovation performance. Besides, this study also explored the moderating effects of green management system implementation and firm size on the association between green innovation capability and green innovation performance. To test the hypothesized model, a questionnaire survey was administered to gather responses from 293 medium-sized and large manufacturing firms operating in Pakistan. The partial least squares method was used for data analysis. The results revealed that green entrepreneurial orientation, green market orientation, green innovation orientation, and green organizational culture positively impacted green innovation capability, which subsequently positively influenced green innovation performance. Moreover, effective implementation of green management systems can bolster the effect of green innovation capability on green innovation performance, and the mediating effect of green innovation capability has also been confirmed. These indicated that the management of medium and large manufacturing firms operating in Pakistan should focus on encouraging green innovation and training employees regarding the latest eco-friendly technologies to attain performance and sustainable development goals. Policymakers should implement green business development programs and offer rewards or penalties for promoting compliance. The present study contributes greatly to the literature by applying EMT as an alternative to address the mediating role of green innovation capability and the moderating effect of green management system implementation in enhancing firms' green innovation performance.

Predicting the intention and adoption of wearable payment devices using hybrid SEM-neural network analysis.

This study aims to examine the mediating effect of the intention to use wearable payment devices (WPD) between perceived ease of use (PE), perceived usefulness (PU), social influence (SI), perceived trust (TR), and lifestyle compatibility (CM) on the adoption of WPD. Examination was made on the moderating effect of age and gender to improve the understanding of the adoption of WPD as a new payment system. Empirical data was collected through an online survey from 1094 respondents in Malaysia. Furthermore, this study employed dual-stage data analysis through partial least squares structural equation modelling (PLS-SEM) to test the causal and moderating effects, including artificial neural network (ANN) to examine the predictive power of the selected model. As a result, it was found that PE, PU, TR, and CM had a significant positive influence on the intention to use WPD. Furthermore, facilitating conditions and the intention to use WPD exhibited strong positive impacts on the adoption of WPD among Malaysian youth. The intention to use WPD positively and significantly mediated all predictors of adoption of WPD. Following that, ANN analysis confirmed high prediction accuracy of the data fitness. Overall, the findings for ANN highlighted the importance of PE, CM, and TR on the intention to adopt WPD and the impact of facilitating conditions on the adoption of WPD among Malaysian youth. Theoretically, the study extended UTAUT with two additional determinants (e.g., perceived trust and lifestyle compatibility), which were found to have significant influences on the intention to use WPD. The study results would be able to help payment service providers and the smart wearable device industry offer an innovative spectrum of products and present effective marketing tactics to encourage the prospective consumers of Wearable Payment Devices in Malaysia.

Modelling the significance of health values, beliefs and norms on the intention to consume and the consumption of organic foods.

The present research aims to extend the value-belief-norm model by including health values, health consciousness, healthy eating beliefs, and trust in organic food as the impelling factors. This study empirically tested the holistic framework to understand the important factors in consumers' decision-making processes concerning organic food consumption. A web-based survey was performed to collect data from a convenience sample of 571 organic food consuming university students in China. The hypotheses were tested using partial least square structural equation modelling (PLS-SEM). Based on the findings, health values and health consciousness had substantial impacts on healthy eating beliefs, which in turn positively affected personal norms and awareness of consequences. Additionally, awareness of consequences and ascription of responsibility had major effects on personal norms. Likewise, personal norms and trust in organic food had a profound influence on the intention to consume organic foods, which in turn significantly induced actual consumption. The findings not only provide novel insights for researchers to understand the aspects of organic food consumption but present a guideline for marketers to develop appropriate marketing tactics to grow the organic food business. This study recommends that policymakers should focus on increasing the awareness and knowledge of organic food, encouraging organic food production, and prioritising campaigns showcasing the unique health benefits of organic food to stimulate increased consumption.

Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products.

Due to the major shift in online purchasing during the COVID-19 lockdown, celebrity endorsement marketing has gained traction. Concurrently, COVID-19 has also transformed consumers' attitudes toward using eco-friendly products, such as green skincare products, to ensure a healthier lifestyle. This study developed a comprehensive framework based on the stimuli-organism-response theory and the parasocial interaction theory to empirically evaluate the impact of celebrities' credibility attributes and consumers' interests in celebrities on their attitudes towards advertisements for endorsed green skincare products, their intentions to make a purchase, and their willingness to pay a premium price for these products. 778 Malaysian consumers participated in the online survey, and their responses were analyzed using partial least squares structural equation modelling (PLS-SEM). The results showed the positive effects of credibility traits (trustworthiness - ß = 0.100, p-value = 0.026; exquisite personality - ß = 0.075, p-value = 0.028; dignified image - ß = 0.152, p-value = 0.001; expertise - ß = 0.221, p-value <0.001), and customer attention to celebrities (ß = 0.184, p-value <0.001) on their attitudes toward endorsed advertisements. Likewise, credibility features (exquisite personality - ß = 0.116, p-value = 0.002; dignified image - ß = 0.112, p-value = 0.017; expertise - ß = 0.207, p-value <0.001) and customers' companionship with celebrities (ß = 0.142, p-value = 0.001) also have a significant positive impact on attitudes towards brands. Finally, consumers' purchasing intentions and willingness to pay premium prices for green skincare products were strongly influenced by their attitude toward advertising (ß = 0.484, p-value <0.001) and brands (ß = 0.326, p-value <0.001). Evidently, the findings of this study may help players in the cosmetics industry enhance their marketing and promotion tactics for eco-friendly beauty and personal care products.

Predicting the intention and adoption of hydroponic farming among Chinese urbanites.

Urban agriculture has become increasingly popular as a viable solution to the global food insecurity, but the uncontrollable expansion of cities and populations has led to the significant decrease in cultivable space for conventional soil-based farming. Unlike conventional agriculture, soil-less hydroponic farming allows sustainable food production in urban areas without compromising the environment and public health. Using both theory of planned behaviour and knowledge-attitude-behaviour theory with four additional factors, the current study examined the intention and adoption of hydroponic farming among Chinese urbanites. An online survey, which involved 661 respondents from different cities in China, was conducted. The results of partial least squares structural equation modeling revealed the significant influence of tolerance of diversity, innovativeness, and knowledge about hydroponic system on attitude towards hydroponic system. Additionally, knowledge and attitude towards hydroponic system, perceived need for hydroponic farming, and hydroponic farming compatibility were found to significantly influence the intention of adopting hydroponic farming, which was also found to exhibit significant influence on its actual adoption. This study presented valuable insights that contribute to the development of a framework that promotes effective farming practices and strategies. The obtained findings can benefit marketers, practitioners, and policymakers in the agricultural and environmental fields, particularly in their efforts of planning, designing, marketing, and strategizing to promote modern agricultural practices and create a favourable environment for urban hydroponic farming in developing countries.

Modelling social entrepreneurial intention among university students in Bangladesh using value-belief-norm framework.

While the public sector authorities and governments struggle to ensure socioeconomic balance at all levels of society, social entrepreneurship is widely known as the optimum solution to societal issues, such as unemployment, social disparities, and ecological imbalances. Despite the fact that the younger generation holds the highest potential to be future social entrepreneurs, a few studies have been conducted to explore the factors that influence their social entrepreneurial intentions (SEI) in developing countries, such as Bangladesh. Furthermore, the empirical studies based on the value-belief-norm (VBN) theory for addressing SEI were scarce in the existing literature. The study aims to measure the influence of Altruistic Values (AV), Traditional Values (TV), Personal Normative Beliefs (NB), Awareness of Consequences (AC), Ascription of Responsibility (AR), Personal Norms (PN), and Social Norms (SN) on SEI implementation of the VBN framework. A combination of web-based and hardcopy surveys was used to collect data from 797 students of higher educational institutes in Bangladesh. The hypotheses and associations between the factors were statistically analysed using structural equation modelling. As a result, it was demonstrated that AV and TV had a notable influence on NB. Similarly, NB showed a significant positive impact on PN and AC, while AC and AR were reported to have a substantial influence on PN. Finally, PN and SN showed a strong impact on SEI. The holistic social entrepreneurship model proposed in this study should be effective for socioeconomic development by incorporating commercially feasible and sustainable principles. Overall, the study findings would assist researchers, current social entrepreneurs and organisations, educational institutes, government agencies, and individual potential entrepreneurs with accurate knowledge and insight to construct their strategies and efficiently pursue social ventures. Supplementary information: The online version contains supplementary material available at 10.1007/s12144-022-04119-2.

Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers' willingness to pay premium price for portable tech gadgets.

In order to sustain business operations during the COVID-19 pandemic, nearly all industries have to adopt online technology and social media marketing activities (SMMAs). Globally, portable tech gadgets are rapidly expanding, but empirical studies on SMMAs in relation to portable tech gadgets in Malaysia have remained scarce. Therefore, this study examined the elements of SMMAs and their influence on brand equity in terms of brand awareness (BBA) and brand image (BBI) as well as brand loyalty (BRL) and willingness to pay premium price (WPP) among Malaysian consumers of portable tech gadgets users. Five components of SMMAs, namely entertainment (ENT), interactivity (INT), trendiness (TRE), customisation (CUS), and electronic word-of-mouth (EWOM), were examined to understand how SMMAs influence BBA, BBI, BRL, and WPP. An online survey was conducted with 1332 Malaysian youths who used social media platforms maintained by portable tech gadget brands as their marketing strategies. The gathered data were evaluated using structural equation modelling. The study's results indicated the significant and positive effects of TRE, CUS, and EWOM on BBA and BBI. INT was revealed to have no significant impact on BBA and BBI. Furthermore, BBI and BBA partially mediated the relationships of the components of SMMAs with WPP. As for the theoretical underpinning, this study used the stimulus-organism-response (S-O-R) model to connect SMMAs (as stimuli), brand equity (as organism), and BRL and WPP (as responses). This study was the first to use the S-O-R model to explore the effects of SMMAs on BRL and WPP in this sector of portable tech gadgets. The study's findings can guide portable tech gadget brands in Malaysia in redesigning and developing the most efficient strategies of SMMAs, which should be tailored to maximise revenues, even during any crisis period (such as the COVID-19 pandemic) when physical marketing activities are deemed difficult.

Predicting the Intention and Adoption of Near Field Communication Mobile Payment.

With the increasing use of mobile devices and new technologies, electronic payments, such as near field communication (NFC) mobile payments, are gaining traction and gradually replacing the currency-based cash payment methods. Despite multiple initiatives by various parties to encourage mobile payments, adoption rates in developing countries have remained low. The purpose of this research is to explore the prime determinants of NFC mobile-payment adoption intention and to develop a model of mobile payment adoption that includes perceived risk (PR) as one of the major elements by extending the UTAUT2 theory components. An online survey was used to acquire data from 370 NFC mobile payments users for the current study. To validate the components and their correlations, structural equation modelling (SEM) was implemented. According to the findings, performance expectancy (PE), hedonic motivation (HM), social influence (SI), and facilitating conditions (FC) have substantial impacts on the consumers' intentions to adopt NFC mobile payments (INFC). Effort expectancy (EE) and PR were reported to have no considerable effects on the adoption intention. In addition, INFC is revealed to be a major mediator between the associations of the actual adoption of NFC mobile payment (ANFC) with PE, HM, and SI. The findings of the study would assist providers and marketers in better understanding of the consumers' behavior, designing effective marketing strategies to enhance the consumers' positive intentions, and achieving the mass adoption of NFC mobile payments in different environmental contexts.