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This research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).

The present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.

The findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.

Recognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.

In this study, the effects are investigated of brand and product storytelling on customer assessments of perceived attitude, quality, experience, recommendation and purchase intention based on narrative transportation theory within the domain of winery e-commerce.

In the research, two distinct constructs are introduced for brand and product storytelling, and multivariate analysis of variance is applied to analyze data collected from 391 respondents from the UK.

It is indicated in the study that embedding storytelling into elements, such as age verification screens on e-commerce sites, notably improves evaluations for both brands and products. Product storytelling broadly boosts customer appraisals in every evaluated aspect, while brand storytelling shows effectiveness in more limited cases. This suggests that narratives focused on products may have a wider appeal in enhancing the online customer experience.

This research underscores the strategic significance of balancing the focus between brand and product in crafting storytelling narratives for e-commerce contexts. It offers new insights into tailoring storytelling to meet individual consumer needs online, enriching the existing body of literature on storytelling’s application in digital commerce. Importantly, the study provides actionable guidance for wineries and other businesses aiming to enhance their online customer engagement through targeted narrative strategies.

The objective of the study is to explain how health orientation influences attitude towards paying attention to nutrition claims (NCs), intention to pay attention to NCs, and willingness to buy products containing NCs.

In the first study, conducted amongst 770 respondents using the CAWI (Computer-Assisted Web Interview) method, the authors investigated the role of health orientation in explaining intention to pay attention to NCs and willingness to buy products with NCs. The theory of planned behaviour was used as the main theoretical framework. In the second online experiment, carried out amongst 485 respondents, the impact of health orientation on attitude towards the label containing NC and on NC product purchase intention was studied.

The authors revealed that health orientation plays a significant (direct and indirect) role in explaining attitude towards paying attention to NCs, and intention to pay attention to NCs, as well as NC product purchase intention.

Health orientation appeared to be an important determinant of selecting products with NCs. Consumers' intent to choose products containing claims is mainly determined according to their attitudes driven by health orientation and outcome expectancy. Consequently, intention to pay attention to NCs is strongly related to intention to buy products containing claims.