This study focused on social and cognitive psychological factors that drive personal norms and consequent buying intentions towards green electric appliances. The study differentiates itself from other similar studies by examining the mediating role of consumer personal moral norms from the developing nation perspective. Following a cross-sectional study design, data were collected from 360 consumers in shopping malls using the purposive sampling technique and analyzed through partial least square structural equation modeling (PLS-SEM) analysis. It was found that personal moral norms are a significant positive predictor of consumer buying intentions. Moreover, injunctive norms, consideration of future consequences, and self-efficacy influenced directly and predicted personal consumer norms. We identified that these factors triggered the moral sentiments and individuals. Furthermore, these results support the mediating role of personal moral norms between injunctive social norms, consideration of future consequences, self-efficacy, and buying intentions, validating the concept that instigation of moral feeling among consumers supports the actualization of intentions to buy green electric products. This study’s results offer insights for green electric appliance researchers, marketers, and policymakers. Marketers can guide effective marketing strategies by focusing on moral, social, future consequences-oriented, and self-efficacy-related marketing communications.

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Presumption of Green Electronic Appliances Purchase Intention: The Mediating Role of Personal Moral Norms

The use of skin lightening agents (SLAs) is common among African females with black skin color. Although they usually contain harmful ingredients and can cause complications, their use remains to be a common practice. This study was conducted to assess the awareness, perception, and utilization of SLAs among females residing in Asmara, Eritrea.A cross-sectional analytical study using a quantitative approach was conducted in representative samples of all beauty salons available in Asmara from May to July, 2021. The study participants were selected using two-stage stratified cluster sampling and data were collected through a face-to-face interview using a structured questionnaire. Descriptive analysis and logistic regression, at bivariate and multivariate level, were performed.The study enrolled 721 females and 684 completed the study. The majority of the respondents had the perception that SLAs can make someone light colored (84.4%), look beautiful (67.8%), trendy and fashionable (55.0%), and white skin is more attractive than dark skin (58.8%). About two-thirds (64.2%) reported they had previously used SLAs, mainly influenced by friends (60.5%). Approximately 46% were current users, while 53.6% stopped it mainly due to adverse effects, fear of adverse effects and ineffectiveness. A total of 150 products including natural ingredients were mentioned being used to lighten the skin, and Aneeza, Natural face, and Betamethasone containing brands were among the top used products. The occurrence of at least one adverse effect due to the use of SLAs was 43.7%, while 66.5% were satisfied with the use of SLAs. Additionally, employment status and perception of SLAs were found to be determinants of being a current user.Utilization of SLAs, including products containing harmful or medicinal ingredients, was prevalent among the females of Asmara city. Thus, coordinated regulatory interventions are recommended to tackle unsafe practices and raise public awareness to promote the safe use of cosmetics. 

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Awareness, Perception, and Utilization of Skin Lightening Agents Among Females of Asmara, Eritrea: A Cross-Sectional Study

In recent years, sustainability has become one of the essential elements of corporate management. There are many ways retailers can influence and develop a sustainable environment. The Taiwanese retail sector accounts for 10% of GDP. The capital city Taipei has the world’s highest department store density (per capita). This study encapsulates retail expertise to generate ten dimensions from 46 retail service quality scale indicators: SNAKE ROSES. The study first adopts qualitative analysis by conducting semi-structured interviews with five experts in the industry. Fifteen Delphi technique experts were then consulted for both qualitative and quantitative analysis of the indicators. Based on the Analytic Hierarchy Process (AHP), the most important aspects of customer service were ranked. The study shows that service quality dimensions are Sincerity, Neatness, Attentiveness, Keenness, Empathy, Reliability, Optimism, Steadfastness, Expertise, and Store Policy. Sincerity and Keenness are the most crucial globally. Although numerous researchers have examined the broader topic of perceived service quality, studies have yet to explore the critical role of Eastern culture, and therefore this study introduces an innovative framework. Implications include a conceptual framework for the key factors influencing customer satisfaction, one of the most critical dimensions of perceived service quality and customer satisfaction in the Taiwanese retail industry. A specification for retailers is delivered, intending to improve their sustainability strategies.

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Are Customers Always Right? The Importance of Sincerity and Keenness in Creating Retail Sustainable Development

Korean cosmetics have become a favorite product in the Indonesian market. Therefore, it is essential to understand what stimulates Indonesian consumers to buy Korean beauty products. This study aims to examine the structural model of the determinants of purchasing behavior for cosmetic products made in Korea, applying a quantitative design. Data were collected using a questionnaire targeting a random sample of respondents (n = 250) who are social media followers of cosmetic products made in Korea. The collected data were then analyzed using a partial least square approach using Smart-PLS 4.0 software. The results indicate that consumer attitude significantly influences consumer behavior. Moreover, the findings imply that a positive attitude can build consumer behavior (make consumers proud and idolize a particular product). Furthermore, the positive image of the place of origin and the quality of the product can influence consumer attitude. Management practice can alter how individuals view a product by using brand ambassadors and the rich culture of the place the product comes from.

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Fathema Farjana Hani

Papers

Hopes and reality: consumers’ purchase intention towards whitening cream