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The purpose of this study is to investigate the influence of IP (Intellectual Property) on the intention for premium consumption of Generation Z, and to construct a theoretical model of IP on the premium consumption of Generation Z. Based on the results of the study, it provides better marketing suggestions to merchants, and is an expansion of previous research on the consumption behavior of Generation Z.

This paper contains two empirical tests and one experimental analysis. First, this study crawl over 5,000 pieces of Generation Z’s consumption data from Poizon, an e-commerce platform and exclusive trending community for Generation Z. Second, this study designs a two-group online experiment to collect 292 valid data from members of the Generation Z. The authors use Stata software for multiple linear regression, t-tests, and ANOVA to test the hypotheses.

The results of the data analysis show that IP has a significant positive effect on the premium consumption intention of Generation Z, and the limited release strategy positively moderates the effect. Self-image congruence and social identification play mediating role in the influence of IP on Generation Z’s premium consumption.

First, this study finds a link between IP and commodity premiums, which is the first study to explore the effect of IP on commodity price changes. Second, this study is the first to examine the marketing science value of IP using a combination of empirical tests and experimental analysis. These fill research gaps. Finally, the mechanism of IP’s influence on Generation Z’s premium consumption is revealed, enriching the literature on Generation Z’s consumption behavior.

Video streaming consumption has become a social and economic phenomenon in an age where the share of online entertainment has become larger and larger in the total entertainment pie. Besides the advancement of technology, the pandemic further contributed to its development. The aim of this study is to analyze the role of price consciousness, anti-socializing behavior and choice of content in shaping the video streaming consumption. Furthermore, we look at the moderating role of gender and marital status on the hypothesized relationships.

The data were collected from a sample of 533 Romanian respondents, and it was processed using Partial Least Square structural equation modeling. In addition, Necessary Condition Analysis was used to assess the necessity effect size of an independent variable for a specific outcome of a dependent variable.

We find that the main hypotheses are confirmed, and that gender as a moderating variable negatively influences the relationship between anti-socializing behavior and video streaming consumption.

Besides the main findings pertaining to video streaming consumption determinants, psychology scholars concerned about the relationship between anti-socializing behavior and video streaming consumption as a part of the total time spent online could also benefit from the current findings.

The results of this study will be helpful to industry players in designing their video streaming offer after taking into consideration the influence of the discussed variables on the consumption behavior.

While anti-socializing behavior drives consumers to a digital environment for which they control the settings, the content being streamed is a cultural product, influenced by society and its consumption immerses the viewer in the cultural mores of the time and place the content was created in or depicts; hence, anti-socializing behavior does not mean a complete break from society, but rather a different instantiation of people’s need to connect with their social environment.

The novelty of this research stands in the integration of anti-socializing behavior as an explanatory factor of video streaming consumption, which has not yet been used in models explaining online consumption so far.

This proposal aims to forecast energy consumption in residential buildings based on the effect of opening and closing windows by the deep architecture approach. In this task, the developed model has three stages: (1) collection of data, (2) feature extraction and (3) prediction. Initially, the data for the closing and opening frequency of the window are taken from the manually collected datasets. After that, the weighted feature extraction is performed in the collected data. The attained weighted feature is fed to predict energy consumption. The prediction uses the efficient hybrid multi-scale convolution networks (EHMSCN), where two deep structured architectures like a deep temporal context network and one-dimensional deep convolutional neural network. Here, the parameter optimization takes place with the hybrid algorithm named jumping rate-based grasshopper lemur optimization (JR-GLO). The core aim of this energy consumption model is to predict the consumption of energy accurately based on the effect of opening and closing windows. Therefore, the offered energy consumption prediction approach is analyzed over various measures and attains an accurate performance rate than the conventional techniques.

An EHMSCN-aided energy consumption prediction model is developed to forecast the amount of energy usage during the opening and closing of windows accurately. The emission of CO₂ in indoor spaces is highly reduced.

The MASE measure of the proposed model was 52.55, 43.83, 42.01 and 36.81% higher than ANN, CNN, DTCN and 1DCNN.

The findings of the suggested model in residences were attained high-quality measures with high accuracy, precision and variance.

The purpose of this article is to identify whether there is happiness in the consumption of brands and product categories and to clarify which provides more happiness: consuming the product itself or consuming the branded product.

The research was a survey with 528 Brazilian consumers. Data were analyzed and interpreted through content analysis and regressions: linear, quantile and logistic.

The results show that there is happiness in the consumption of brands and product categories, with culture being the category that most provides happiness; also confirming that individuals who consume branded products are happier than those who consume the product itself.

Studies confirm that there is happiness in consumption, but when we show that there is more happiness in the consumption of branded products than in not consuming the product itself, and when we identify which are the categories of products that bring the most happiness in an emerging country of Latin America, our article deepens and expands the previous literature.

We suggest that companies associate their brands with culture to balance profit with sustainable purpose. For this, we provide a framework as a tool for this association.

The topic of our article is relevant, timely and current, its originality lies in confirming that those who consume the branded product are happier and those who consume the product itself are less happy, and also by identifying which categories provide the most happiness.

El propósito de este artículo es identificar si hay felicidad en el consumo de marcas y categorías de productos y esclarecer cuál proporciona más felicidad: consumir el producto en sí o consumir el producto de marca.

La investigación fue una encuesta con 528 consumidores brasileños. Los datos fueron analizados e interpretados mediante análisis de contenido y regresiones: lineal, cuantil y logística.

Los resultados muestran que existe felicidad en el consumo de marcas y categorías de productos, siendo la cultura la categoría que más felicidad brinda; confirmando también que los individuos que consumen productos de marca son más felices que los que consumen el producto en sí.

Sugerimos que las empresas asocien sus marcas con la cultura para equilibrar las ganancias con un propósito sostenible. Para ello, proporcionamos un marco como herramienta para esta asociación.

Los estudios confirman que hay felicidad en el consumo, pero cuando demostramos que hay más felicidad en el consumo de productos de marca que en no consumir el producto en sí, y cuando identificamos cuáles son las categorías de productos que más felicidad aportan en un mundo emergente país de América Latina, nuestro artículo profundiza y amplía la literatura anterior.

El tema de nuestro artículo es relevante, oportuno y actual, su originalidad radica en constatar que quienes consumen el producto de marca son más felices y quienes consumen el producto en sí son menos felices, y también en identificar qué categorías aportan más felicidad.

This study aims to explore the structural changes in food consumption expenditure in Indonesia before and during the COVID-19 pandemic using data from the 2020 and 2021 National Socioeconomic Survey by Statistics Indonesia.

The quadratic almost-ideal demand system analysis model is used to estimate changes in the share of food consumption and the demand and price elasticity of food commodities in Indonesia. A total of 15 food items are analyzed to determine changes in food consumption expenditure during the COVID-19 pandemic.

The results of this study show that during the COVID-19 pandemic, there was an increase in the proportion of household expenditure related to the consumption of home-cooked food. Simultaneously, the proportion of expenditure on prepared food significantly decreased.

The pandemic has changed household food consumption in Indonesia. This study recommends that the government ensure the availability of supplies and stability of food prices and provide financial subsidies to maintain food consumption, especially for lower-income communities.

There has yet to be a study on the changes in household food consumption during the COVID-19 pandemic in Indonesia. Therefore, this research provides empirical evidence that there were changes in household food expenditure during the pandemic.

The purpose of the present study is to examine and validate a research model encompassing power distance belief, need for uniqueness, self-monitoring, self-construal, social adjustive attitude, and value-expressive attitude as the causal antecedents for conspicuous luxury consumption.

Survey data was collected from a large consumer panel. The study applied a combinatory partial least squares structural equation modelling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) approach in examining the research hypotheses and proposition.

The results indicated the effects of power distance belief, need for uniqueness, self-monitoring, and self-construal on social adjustive attitude and value-expressive attitude, which in turn determine conspicuous luxury consumption. In addition, the fsQCA findings revealed three configurations that articulate the complex interactions of the causal antecedents.

This study enriches the literature by providing a comprehensive understanding of the psychological motivation factors that drive conspicuous luxury consumption and assists luxury retailers in developing targeted strategies to appeal to consumers.

Marine plastic pollution (MPP) is increasing in recent times because of the high usage of plastic products. Green consumption behaviour (GCB) gaining attention as effective approach to achieving sustainable source reduction of plastic pollution, which negatively affects both human pollution and marine biodiversity and ecosystem. Although, Higher Education (HE) students are key stakeholders in addressing environmental issues, including MPP, there is limited empirical research in Ghana on factors influencing HE students’ GCB. This study, in an endeavour to bridge the gap, used the revised theory of planned behaviour (TPB) framework to investigate the factors influencing higher-education students’ green consumption behaviour in the Ghanaian context. Specifically, the purpose of the study is to examine the interplay of consumer novelty seeking (CNS), environmental concern (EC), perceived behavioural control and social influence on green consumption behaviour among higher-education students in Ghana. The study also explored the moderating role of gender in the relationship between CNS and green consumption behaviour.

This study used quantitative approach to obtain data from a sample of 233 students at the University of Cape Coast and used the partial least squares structural equation modelling approach for the data analysis.

The findings provide valuable insights, highlighting the important role of CNS and ECs in driving higher education students’ green consumption behaviour in Ghana. This study also found a revealing role for gender as a moderator in the relationship between CNS and green consumption behaviour, with females exhibiting a more pronounced response to CNS in influencing green consumption behaviour. On the contrary, the authors found a non-significant impact of perceived behavioural control and social influence.

Although this study presents results that provide valuable insights for policy and practical implications, it has some limitations worth mentioning for future research directions. Firstly, the participants sampled for this study comprised only higher education students from the University of Cape Coast in Ghana, which may limit the applicability of the findings to other student populations at various universities in Ghana and beyond. Moreover, the exclusion of non-students who are considered as “Generation Z” (i.e. born within 1995–2010) may narrow the scope of generalisability in the context of young consumers’ green consumption behaviour in Ghana. To enhance the generalisability of future studies, it is recommended that the scope of this study be extended. Furthermore, it should be noted that this study primarily measured higher education students’ green consumption behaviour based on self-reported data. Therefore, future research could adopt alternative approaches, such as non-self-reported measures or experimental data so to reduce the complexities and the gap that may exist between attitudes and behaviour.

These results provide valuable insights for policymakers, educators and environmental advocates to develop targeted initiatives that resonate with Ghanaian higher education students to foster green consumption practices and contribute to global efforts against marine plastic pollution.

The novelty of this study lies in the decision to propose a TPB model by including variables like CNS and EC that are believed to positively shape attitudes towards green consumption behaviour. The rationale for examining these variables is grounded in the belief that they are appropriate factors that may predict students’ green consumer behaviour, which may serve as a potential solution to marine plastic pollution.

Digital inclusive finance has a positive promotion effect on the development of the national economy, but little research exists on how digital inclusive finance affects high-quality consumption in economically developed regions. Therefore, to fill the gap, this paper aims to study the impact of digital inclusive finance on high-quality consumption development using the economically developed regions of Jiangsu, Zhejiang and Shanghai as examples.

Firstly, the entropy method is used to construct the index of high-quality consumption among residents. Then, the municipal-level data of Jiangsu, Zhejiang and Shanghai from 2011 to 2020 are used to test the impact. Subsequently, the mechanism of action test and heterogeneity analysis are conducted.

The results show that digital inclusive finance has a positive role in promoting the high-quality consumption of residents in Jiangsu, Zhejiang and Shanghai. At the same time, digital inclusive finance can promote high-quality consumption through its own digital payment and internet insurance channels. There is regional heterogeneity in the impact.

To the best of the authors’ knowledge, this study is the first to examine whether and how digital inclusive finance affects high-quality consumption. The authors consider multiple dimensions, such as consumption level, consumption structure, consumption ability, consumption environment and consumption mode, to measure high-quality consumption. The findings provide valuable insights for policymakers, investors and regulators in planning regulations.

The present paper aims to reveal how different cultures, as reflected by cultural norms, traditions, and social expectations, influence food waste behaviour in different regions of the world.

A systematic multifaceted literature review was employed as a main research tool.

The focal role of education and awareness campaigns in reducing household food waste and promoting responsible food consumption behaviours is revealed. The importance of guilt, behavioural control, negative attitudes towards leftovers, and social norms are among the most important factors predicting intentions to reduce food waste. Cultural beliefs significantly shape food attitudes and waste. Tailoring sustainable practices to traditions helps to ensure food security. Embracing cultural diversity can lead to the development of effective and sustainable food consumption patterns across different parts of the world.

To the best of the authors’ knowledge, this is the first paper fully devoted to revealing how different cultural backgrounds shape food consumption habits and which marketing strategies aiming to nudge positive changes in responsible food consumption are preferred in different cultural contexts.

To generate the measurement instrument seven steps were implemented. A total of 819 questionnaires were collected in Yunnan Province, China, where it has long tradition of eating insects.

This study aims to explore the influences of the multidimensional benefits of consuming insect-based food on its consequences. Food neophilia and hedonic motivation are used as moderating variables.

Health, nutritional value, taste and cultural domains effectively explained consumers’ attitudes toward insect-based food, food consumption value, satisfaction, subjective well-being, loyalty to the restaurant and community attachment. Food neophilia and hedonic motivation partially moderated the relationships between the proposed constructs.

This study provides a conceptual model for exploring insect-based food consumption experiences and offers a useful guideline for developing and designing marketing strategies for stakeholders in the food and restaurant industry.

This is one of the few studies examining the benefits of consuming insect-based food from the perspective of consumers.