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Physicochemical and sensory properties of ice-cream formulated with virgin coconut oil

Choo SY, Leong SK, Henna Lu FS

Food Sci Technol Int, 2010 Dec;16(6):531-41.
PMID: 21339169 DOI: 10.1177/1082013210367546

The substitution of milk fat with virgin coconut oil (VCO) was used to produce nutritious ice cream with pleasant coconut flavor and aroma. Three formulations were developed whereby formulation VCO4, VCO8 and VCO12 was substituted with 4%, 8% and 12% of VCO, respectively. The physicochemical properties of ice creams analyzed include overrun, meltdown, pH, titratable acidity, total solid, protein and fat content. The fatty acids profile of VCO formulated ice creams and their stabilities over 3 and 6 weeks storage were studied respectively using gas chromatography (GC). Qualitative descriptive analysis (QDA) and consumer affective test were performed among the trained and untrained panelists. Significant differences (p < 0.05) of overrun, pH, total solid, protein and fat content between ice cream formulations were observed except titratable acidity. Increased VCO content in ice cream formulations lowered the melting resistance of ice cream. For GC analysis, the major fatty acid identified was lauric acid. Upon storage time, the concentration of unsaturated fatty acid decreased but the concentration of saturated fatty acid increased. The result of QDA showed that formulation VCO4, VCO8 and VCO12 were significantly (p < 0.05) different in attributes of color, firmness and smoothness as compared to the control ice cream. Formulation VCO12 was highly accepted by panelists in terms of the acceptance level of appearance, aroma, texture, flavor and overall acceptability. Hence, it has a potential marketable value.

Matched MeSH terms: Consumer Behavior
Fulltext Can Brain Waves Really Tell If a Product Will Be Purchased? Inferring Consumer Preferences From Single-Item Brain Potentials

Goto N, Lim XL, Shee D, Hatano A, Khong KW, Buratto LG, et al.

Front Integr Neurosci, 2019;13:19.
PMID: 31316357 DOI: 10.3389/fnint.2019.00019

Recent research has shown that event-related brain potentials (ERPs) recorded while participants view lists of different consumer goods can be modulated by their preferences toward these products. However, it remains largely unknown whether ERP activity specific to a single consumer item can be informative about whether or not this item will be preferred in a shopping context. In this study, we examined whether single-item ERPs could reliably predict consumer preferences toward specific consumer goods. We recorded scalp EEG from 40 participants while they were viewing pictures of consumer goods and we subsequently asked them to indicate their preferences for each of these items. Replicating previous results, we found that ERP activity averaged over the six most preferred products was significantly differentiated from ERP activity averaged across the six least preferred products for three ERP components: The N200, the late positive potential (LPP) and positive slow waves (PSW). We also found that using single-item ERPs to infer behavioral preferences about specific consumer goods led to an overall predictive accuracy of 71%, although this figure varied according to which ERPs were targeted. Later positivities such as the LPP and PSW yielded relatively higher predictive accuracy rates than the frontal N200. Our results suggest that ERPs related to single consumer items can be relatively accurate predictors of behavioral preferences depending on which type of ERP effects are chosen by the researcher, and ultimately on the level of prediction errors that users choose to tolerate.

Matched MeSH terms: Consumer Behavior
Fulltext Exploring Sources of Satisfaction and Dissatisfaction in Airbnb Accommodation Using Unsupervised and Supervised Topic Modeling

Ding K, Choo WC, Ng KY, Ng SI, Song P

Front Psychol, 2021;12:659481.
PMID: 33967922 DOI: 10.3389/fpsyg.2021.659481

This study aims to examine key attributes affecting Airbnb users' satisfaction and dissatisfaction through the analysis of online reviews. A corpus that comprises 59,766 Airbnb reviews form 27,980 listings located in 12 different cities is analyzed by using both Latent Dirichlet Allocation (LDA) and supervised LDA (sLDA) approach. Unlike previous LDA based Airbnb studies, this study examines positive and negative Airbnb reviews separately, and results reveal the heterogeneity of satisfaction and dissatisfaction attributes in Airbnb accommodation. In particular, the emergence of the topic "guest conflicts" in this study leads to a new direction in future sharing economy accommodation research, which is to study the interactions of different guests in a highly shared environment. The results of topic distribution analysis show that in different types of Airbnb properties, Airbnb users attach different importance to the same service attributes. The topic correlation analysis reveals that home like experience and help from the host are associated with Airbnb users' revisit intention. We determine attributes that have the strongest predictive power to Airbnb users' satisfaction and dissatisfaction through the sLDA analysis, which provides valuable managerial insights into priority setting when developing strategies to increase Airbnb users' satisfaction. Methodologically, this study contributes by illustrating how to employ novel approaches to transform social media data into useful knowledge about customer satisfaction, and the findings can provide valuable managerial implications for Airbnb practitioners.

Matched MeSH terms: Consumer Behavior
Fulltext A Future Forecasting for FMCG Firm Performance in Covid-19: An Investigation of Consumer and Business Survival

Sun Y, Li Y, Wang Y, Jiang D, Liu X

Front Public Health, 2021;9:723084.
PMID: 34604162 DOI: 10.3389/fpubh.2021.723084

The Covid-19 outbreak has spread over the world, limiting population and trade, causing job losses, and forcing businesses to close. The study's goal is to look at Covid-19's pandemic and consumer survival as a mediator for the future of running a business when FMCG companies are doing well. The researchers employed a basic random sampling strategy to do a layered transverse evaluation of samples. EFA, CFA, and SEM are used to choose data collection techniques for participants at Covid-19. According to the data, Malaysia has resulted in job losses, business growth, and customer satisfaction retention, as well as an increase in unemployment, company closures, and a drop in overall GDP. The impact of the Covid-19 epidemic on survival, production, and GDP has been demonstrated. Incorporating technology into all aspects of a company's working practices reveals the necessity and capacity of the organization to adapt to new scenarios.

Matched MeSH terms: Consumer Behavior
Fulltext Impact of religiosity on purchase intentions towards counterfeit products: investigating the mediating role of attitude and moderating role of hedonic benefits

Yaakop AY, Hafeez HM, Faisal MM, Munir M, Ali M

Heliyon, 2021 Feb;7(2):e06026.
PMID: 33644436 DOI: 10.1016/j.heliyon.2021.e06026

This study was aimed at exploring the impact of religiosity on purchase intention towards counterfeit products by investigating the mediating role of consumer attitude. This study investigated religiosity as an independent variable, attitude towards counterfeit as a mediator while predicting the purchase intentions of the consumers. A self-administered questionnaire using a five-point Likert scale was used to collect data from the sample of 420 respondents who were from twin cities (Rawalpindi and Islamabad) of Pakistan. Structural equation modeling technique was used to achieve the set objectives. The results reveal a statistically significant effect of religiosity along with the significant mediating role of consumer attitude and the significant moderating role of hedonic benefits while predicting the purchase intentions of the consumers. This study also provides important insights for the researchers and the practitioners.

Matched MeSH terms: Consumer Behavior
Fulltext Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates?

Uzir MUH, Jerin I, Al Halbusi H, Hamid ABA, Latiff ASA

Heliyon, 2020 Dec;6(12):e05710.
PMID: 33367128 DOI: 10.1016/j.heliyon.2020.e05710

Customer is considered as the king in the world of business. The issue of customer satisfaction in electronics home appliances has received greater attention from academics and practitioners. In other words, customer satisfaction is a vital consideration in marketing. With the development of technology, new and innovative electronic home appliances are available in the market. Customers purchase and use the costly electronic home appliances where the satisfaction issue is an important concern. In Bangladesh, working families find the electronic home appliance very necessary. Companies offer state-of- the-art appliances for customers' household works. Therefore, the study intends to investigate the effect of product quality (PQ), quality of service (SQ) and perceived value on customer satisfaction (CS). In addition, this study also seeks this relationship shaped by customer's perceived value (CPV) as a key mechanism and interacted by social media usage. A total of 300 households were selected on a judgmental basis from Dhaka city in Bangladesh using a structured questionnaire. Collected data were CB-SEM (AMOS-v24) and SPSS. The findings showed PQ and SQ have positive effects on CS; SQ affects, but PQ does not affect CPV. CPV has a mixing mediating effect on SQ and CS relationship and PQ and CS relationship. Importantly, the positive impact of PQ, SQ and CPV is greater on customers who exhibit higher social media use. The conceptual framework was buttressed by EDT theory. The study contributed to contextual and theoretical knowledge in regards to home appliances. The practicing managers can collect an insight of customer satisfaction for their business.

Matched MeSH terms: Consumer Behavior
Fulltext Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate?

Yasri Y, Susanto P, Hoque ME, Gusti MA

Heliyon, 2020 Nov;6(11):e05532.
PMID: 33294680 DOI: 10.1016/j.heliyon.2020.e05532

The study examines the effect of price perception and price appearance on Gen Y's repurchase intention towards snack products of small and medium-sized enterprises (SMEs), along with the mediating roles of consumers' brand experience and preference. A survey method for data collection in the study used with a structured questionnaire, in which the respondents were requested to give their responses to the experiment conducted on local specialty snack products produced by SMEs. Covariance-based structural equation modeling (CB-SEM) was used to analyze the hypothesized relationships in the research model. The findings show that all the direct effects in the proposed model have a significant effect, except for the relationship between price perception and brand preference that there is no significant effect. Similarly, the mediating roles of consumer brand experience and consumer-based brand preference proved to have a significant effect. Finally, the implications of this study will be discussed further.

Matched MeSH terms: Consumer Behavior
Fulltext Relationship between ISO 9001:2015 and operational and business performance of manufacturing industries in a developing country (Indonesia)

Nurcahyo R, Zulfadlillah, Habiburrahman M

Heliyon, 2021 Jan;7(1):e05537.
PMID: 33506119 DOI: 10.1016/j.heliyon.2020.e05537

Previous research has emphasized the need to further investigate the impact of ISO 9001 on company performance in the manufacturing sector of developing countries. Indonesia is one of those developing countries where the implementation of ISO 9001 is yet to be adequately researched. The Indonesian automotive manufacturing industry is still unable to compete with Malaysia and Thailand even though many companies have implemented ISO 9001. This study aimed to examine the relationship between ISO 9001 and operational (productivity, customer satisfaction, and product quality) and business (sales growth, profit rate, and market share) performance of Indonesian automotive component manufacturing industries. It also aimed to identify major obstacles in the effective implementation of ISO 9001. Multiple linear regression analyses about operational and business performance were employed for this purpose. The sample size comprised 50 automotive component manufacturing industries located in the Jakarta, Bogor, Tangerang, and Bekasi region of Indonesia. The study demonstrates that the implementation of the ISO 9001:2015 quality management system has a significant positive impact on the operational performance as well as the business performance. Additionally, the operational performance has a significant positive impact on the business performance. This study also reveals the major obstacles in the effective implementation of ISO 9001 in the manufacturing industry, which include a lack of qualified personnel, inadequate training, employee resistance, and lack of commitment among top-level management executives. It offers clear implications for managers who focus on elements that will enhance the effectiveness of ISO 9001 implementation by choosing the correct strategies, allocating sufficient resources, and improving their firm's performance. The novelty of this study lies in filling the existing research gap, which involves a detailed examination of the relationship between the implementation of ISO 9001 and the company's performance, particularly in manufacturing industries of developing countries.

Matched MeSH terms: Consumer Behavior
Fulltext Extension of planned behavioral theory to consumer behaviors in green hotel

Bashir S, Khwaja MG, Turi JA, Toheed H

Heliyon, 2019 Dec;5(12):e02974.
PMID: 31872131 DOI: 10.1016/j.heliyon.2019.e02974

This study aims to contribute to the development of an extended theory of planned behavior to understand the indicators of consumer behavior. A conceptual framework highlighting four study constructs (i.e., personal norms, intention towards green hotels, environmental consciousness, and green consumer behavior) was tested using 394 general Malaysian lodging consumers. The findings indicate that to devise green branding strategies for the hotels, the managers must first consider how the environmental consciousness of consumers positively affects their personal norms and behavior towards green hotels. Second, consumers' personal norms and behavioral intention towards environmentally responsible lodging positively affect their green behavior. Third, Personal norms mediates the significant positive relationship between; environmental consciousness and behavioral intention towards environmentally responsible lodging of a consumer; and environmental consciousness and green consumer behavior. Lastly, behavioral intention towards environmentally responsible lodging mediates the significant positive relationship between a consumer's personal norms and green consumer behavior.

Matched MeSH terms: Consumer Behavior
Fulltext Does the milk powder scare matter? A survey examining Penang's consumer purchase intention with attitude as the mediator

Abbasi, G. A., Yow, B. C., Goh, Y. N

International Food Research Journal, 2020;27(2):327-338.
MyJurnal

In the present work, the extended Theory of Planned Behaviour was utilised in order to exam- ine and unearth the consumer milk powder purchase intention after the milk powder scare. For this reason, a self-administered questionnaire was developed using established scales. Moreo- ver, a survey on 200 respondents was conducted in Penang, Malaysia through an online survey questionnaire. Statistical Package for the Social Science (SPSS) was utilised to analyse the data. The findings revealed that product knowledge, product involvement, and perceived benefit were positively and significantly related to purchase intention. Surprisingly, perceived risk and country of origin's image do not have any significant relationship with purchase inten- tion. Attitude, playing the role of the mediating variable in the present work, was discovered to have a mediating effect on the relationships among product knowledge, product involve- ment, perceived benefit, perceived risk, country of origin's image, and purchase intention regarding milk powder. The present work shines a new light on Malaysian consumers’ purchase intention towards milk powder. Furthermore, the results of the present work can be adopted as a source of reference by milk powder companies in order to formulate strategic marketing plans, for instance during the food scare crisis.

Matched MeSH terms: Consumer Behavior
Sustaining traditional food: consumers’ perceptions on physical characteristics of Keropok Lekor or fish snack

International Food Research Journal, 2011;18(1):117-124.
MyJurnal

Keropok Lekor or frankfurter-like snack has long existed in Malaysia and has been sold in commercial retail shops as well as on the streets. The aims of this study were to analyze consumer’s perception and attitude towards keropok lekor and to determine consumer’s behavior on the product. Survey questionnaire was employed as a data collection tool. A total of 212 respondents from a university participated in this study. Results showed that more than 70% of the respondents chose to eat keropok lekor because of the taste. Half of the respondents chose black pepper as an innovative supplementary flavor of keropok lekor. This study also explores and analyses preliminary consumer behavior about keropok lekor such as satisfaction level, factors that drive consumption, product’s image from consumer perspectives and etc.

Matched MeSH terms: Consumer Behavior
Fulltext The influence of socio-demographic factors and product attributes on attitudes toward purchasing special rice among Malaysian consumers

International Food Research Journal, 2011;18(3):1135-1142.
MyJurnal

The study investigated socio-demographic factors and product attributes affecting purchase decision of special rice by Malaysian consumer. The primary data were analyzed by using binary logit model.
Demographic factors and consumer preference for special rice (with reference to basmati rice) attributes were identified to affect purchasing behavior for special rice. Size of household, marital status, number of children, household income and gender of consumers are the main socio-demographic factors that significantly influence households’ choices of special rice for home consumption in the Klang Valley area. The findings also suggest that product attributes such as flavor and aroma, availability, brand name and quality also influence the frequent purchasing of Basmati rice among the Malaysian consumers. However price and easy preparation are not significant in influencing the frequent purchasing of Basmati rice since most consumers are aware that special rice such as Basmati is expensive and all rice has to be prepared in a usual way.

Matched MeSH terms: Consumer Behavior
Fulltext Demand for beef in Malaysia: preference for quantity, quality or lean?

Tey, Y.S., Mad Nasir, S., Alias, R., Zainalabidin, M., Amin, M.A.

International Food Research Journal, 2008;15(3):347-353.
MyJurnal

Using the Malaysian Household Expenditure Survey 2004/2005 data, this study investigated Malaysian consumers’ preference for beef quantity, quality, and lean beef. Demand and price models that incorporated consumer socio-economic variables were estimated via two-stage least squares (2SLS). This study showed that Malaysian consumers tend to demand for more quantity rather than quality of beef products. Malaysian consumers are also more responsive to price changes rather than fat reduction in beef products. It is more profitable for beef market players to increase their production as Malaysian consumers are expected to consume increasing amounts of beef products.

Matched MeSH terms: Consumer Behavior
Fulltext Time series analysis of factors affecting the demand for local rice in Malaysia

Chung, B. H., Tan, J. R.

International Food Research Journal, 2015;22(5):1870-1877.
MyJurnal

The own price, income and price of a substitute are the determinants of demand in the classical theory of consumer behavior. We used the theory to analyze the demand for local rice in Malaysia by using time series variables. We examined whether there is a long run relationship among the variables by using the unit root and cointegration tests. We then conducted the Granger causality, variance decomposition and impulse response function tests to examine their directions of causality as well as short term dynamics. The results show that there is a long run relationship among the variables and a unidirectional causality from price and income to demand. There are also lagged and short term dynamics among the variables.

Matched MeSH terms: Consumer Behavior
Fulltext Factors influencing consumption decision of fresh fruits from Malaysia: A case of foreign nationals in Malaysia

Suntharalingam, C., Terano, R.

International Food Research Journal, 2017;24(4):1437-1444.
MyJurnal

This study was carried out as a move to increase Malaysia’s fruit exports. The purpose of this
study was to identify factors that influence the consumption decision of foreign nationals in
Malaysia as move to understand their behavior and pattern in purchasing fresh fruits from
Malaysia. This study was carried out in Malaysia among foreign nationals and it was found
to be the first of its nature to be carried out in Malaysia. A total of eighty three respondents
participated in six focus group discussions. Data was analyzed via exploratory factor analysis
which is commonly used in examining consumer preferences and behavior. The three factors
identified in influencing the consumption decision of Malaysian fresh fruits among foreign
nationals were (1) price and fruit intrinsic attributes; (2) fruit physical aspects and uniqueness;
and (3) occasion, familiarity and user status.

Matched MeSH terms: Consumer Behavior
Fulltext Food label reading and understanding among obese adults: a population study in Malaysia

Rashidah Ambak, Balkish Mahadir Naidu, Mohd Azahadi Omar, Nor Azian Mohd Zaki, Syafinaz Mohd Sallehuddin, Tahir Aris

Int J Public Health Res, 2014;4(2):449-456.
MyJurnal

Introduction Food labeling regulation has been implemented to enable consumers, including those with chronic diseases to make healthy informed choices before purchasing pre-packaged foods. The purpose of this study is to determine the prevalence of obese adults in Malaysia who practice reading food labels. It explored types of labels read and understanding of the information.
Methods Findings presented in this study were captured from the secondary analysis of National Health and Morbidity Survey’s (NHMS, 2006) food label study which focused only on obese adults (BMI > 30 kg/m2) aged 18 and above. This nation-wide cross sectional study was conducted from April to August 2006 using an interview-based questionnaire. Complex data analysis was done using Stata version 12.0.
Results There were 4565 obese respondents with the mean age of 33 ± 9.7 (18-60 years old). About 54.7% completed high-school and 9.9% were higher degree
holders. Prevalence of obese adults who claimed to read label was 80.5% (95%CI: 79.3, 81.6). Findings showed significant results in reading and understanding labels among all age group categories, Malay, Indian and other Bumiputras, all education categories and married respondents. Expiry date was the highest percentage being read (74.5%), followed by fat content (15.3%), vitamin (11.8%) and carbohydrate (10.9%).
Conclusions The obese population in Malaysia claimed to read and understand the food label but did not focus on specific macronutrients related to their health
condition. Findings can be used to implement effective education programmes targeting the relevant groups to instill an awareness to read, understand and use the label information as one of the means in combating obesity.
Study name: National Health and Morbidity Survey (NHMS-2006)

Matched MeSH terms: Consumer Behavior
The influence of consumers' preferences and perceptions of oral solid dosage forms on their treatment

Ibrahim IR, Ibrahim MI, Al-Haddad MS

Int J Clin Pharm, 2012 Oct;34(5):728-32.
PMID: 22744843 DOI: 10.1007/s11096-012-9667-6

BACKGROUND: Beyond the direct pharmacological effect of medicines, preferences and perceptions toward a particular oral solid dosage form (OSDF) play a crucial role in recovery and may reduce adherence to the prescribed treatment.
OBJECTIVES: This study conducted to investigate the most preferred OSDF and the degree to which swallowing solid medication is an issue, to assess perceptions of the therapeutic benefits of the OSDF, and to find predictors of the most preferred OSDF.
METHOD: A cross-sectional study, through convenience sample method, was conducted to survey consumers visiting community pharmacies in Baghdad, Iraq. Data was collected by self-administered and pre-piloted questionnaires, and analyzed using Statistical Package for Social Science. Multiple logistic regression analysis and Chi-square tests were used at alpha level = 0.05.
RESULTS: A total of 1,000 questionnaire were included in the analysis. Of all respondents, 52.9 % preferred capsule among other OSDF and this preference varied significantly with a number of socio-demographic factors. Ease of swallowing solid medication was the main issue which resulted in preferences for a particular form. A negative perception of the therapeutic benefits of the OSDF was found among 89.1 % of the consumers. Multiple logistic regression analysis indicated that gender, ease of swallowing, and perceptions of the therapeutic benefits of the OSDF were significant predictors of capsule preferences.
CONCLUSIONS: Given the fact that consumers are the end users of medicines and their preferences may influence response to the treatment, efforts are worthwhile by the prescribers and medicines' manufactures to understand consumers' preferences of a particular dosage form in order to achieve successful therapy outcomes.

Matched MeSH terms: Consumer Behavior*
Fulltext Translation, Cross-Cultural Adaptation, and Validation of the Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) into the Malay Language

Zun AB, Ibrahim MI, Mokhtar AM, Halim AS, Wan Mansor WNA

Int J Environ Res Public Health, 2019 06 10;16(11).
PMID: 31185665 DOI: 10.3390/ijerph16112054

BACKGROUND: Patient feedback is an important tool in assessing health system quality. The Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) was developed in 2006 as a standardized instrument to assess patient perceptions in the United States of America. This study aimed to translate and validate the HCAHPS questionnaire into the Malay language in order to assess patient perceptions of health services in Malaysia.
METHODS: The original HCAPHS in English was translated into Malay based on the established guideline. The content validation involved an expert panel of 10 members, including patients. The face validation pilot testing of the HCAHPS-Malay version was conducted among 10 discharged patients. The exploratory factor analysis (EFA) used principal axis factor, and varimax rotation was established based on a cross-sectional study conducted among 200 discharged patients from Hospital Universiti Sains Malaysia (Hospital USM).
RESULTS: The overall content validity index was 0.87, and the universal face validity index was 0.82. From the EFA, the factor loading value ranged from 0.652 to 0.961 within nine domains. The internal consistency reliability with Cronbach's alpha was 0.844.
CONCLUSION: The HCAHPS-Malay is a reliable and valid tool to determine patients' perception of healthcare services among inpatients in Hospital USM based on the content and face validation result together with a good construct validity and excellent absolute reliability. Further testing on HCAHPS-Malay version in other settings in Malaysia needs to be done for cross-validation.

Matched MeSH terms: Consumer Behavior*
Fulltext Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-out Occasions

Chua BL, Karim S, Lee S, Han H

Int J Environ Res Public Health, 2020 08 28;17(17).
PMID: 32872267 DOI: 10.3390/ijerph17176276

This study investigated restaurant customers' perceived importance of key factors in accordance with dining occasions and restaurant segments. Our investigation into restaurant selection and situational factors present two types of empirical evidence regarding customers' choice of restaurant. First, menu price was customers' top priority in restaurant selections for full-service, quick-casual, and quick-service restaurants. Second, restaurant customers rated the importance level of restaurant selection criteria differently according to eating-out occasions. The importance of menu price was greatest for both quick meal/convenience and social occasion, brand reputation was the most important factor for business necessity, and word-of-mouth recommendation was greatest for celebration.

Matched MeSH terms: Consumer Behavior*
Fulltext Does It Matter Who Exhibits More Green Purchase Behavior of Cosmetic Products in Asian Culture? A Multi-Group Analysis Approach

Quoquab F, Jaini A, Mohammad J

Int J Environ Res Public Health, 2020 07 21;17(14).
PMID: 32708199 DOI: 10.3390/ijerph17145258

This study attempts to investigate the moderating effect of gender on value-belief-norm relationships. In addition, this study aims to investigate the factors that affect green purchase behavior of cosmetics products. Particularly, this study investigates the causal relationships between values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. An online survey was carried out which yielded 240 usable responses among which 79 responses were obtained from males and 161 from females. Data were analyzed using structural equation modeling, partial least square (PLS-SEM) approach and multi-group analysis (MGA) technique. Results revealed that all direct relationships were supported by the data. It was also found that gender moderates the relationships between altruistic values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. Nevertheless, gender did not moderate the link between hedonic value and pro-environmental beliefs. This study contributes to the existing literature by considering gender as a moderator, which is comparatively new in the green purchase behavior literature. In addition, this study examines few new linkages: more specifically, incorporating hedonic value in value-belief link and adapting value-belief-norm (VBN) theory in measuring consumers' green purchase behavior.

Matched MeSH terms: Consumer Behavior

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