The purpose of the study is to determine the relationships between the factors, attitude towards food consumption and green purchase intention in organic food markets of Pakistan. A Total of 301 sample data was analyzed by SPSS and PLS-SEM. These statistical techniques were used to test the hypotheses. The study was supported the theories include theory of Reasoned Action, Planned Behavior, and expectancy-value model of attitude theory. It also enhances the intention of purchase to buy organic food. The study found that environment, consciousness of health, and safeties of food have significantly direct and indirect influence on Intention of purchase while, taste of food, and exposure of media only have significantly indirect effect on Intention of purchase. The study recommended that retailers should advertise organic food via social media or channels as media persuasively increase the chances to grab the consumer attention to buy the product.

This study aims to investigate the factors influencing consumers’ cognitive attitude towards the brands of products during their consumption willingness, behaviors and choices. Taking pork brands as an example, this study conducts a questionnaire by using a random sampling method in 165 farmers’ meat markets and 54 supermarkets in Tianhe District, Yuexiu District, Liwan District, the representative districts in Guangzhou city in China, and obtains 1,050 valid observations of the pork consumers. The empirical results via a logit regression show that the factors significantly enhance consumers’ brand cognitive attitude include younger age; lower perception of product safety; less cognition of green food, frailer awareness of fresh, cold, and frozen meats, as well as weaker ability to identify a specific product. Also, stronger consumers’ brand attitude results from larger amount of money spent in a single purchase, stronger cognition of nuisance-free food, and higher identification of different types of pork meats.

The study explores online consumers’ impulse buying intentions and behaviors on live streaming platforms. Unlike traditional shopping modes, the development of real-time video streaming provides online consumers with a distinct approach to interacting with live streamers and browsing online products in real-time, potentially causing their impulse buying intentions. To understand online consumers’ impulse buying intentions and behaviors, the paper establishes the research model based on the theory of planned behavior (TPB) model and analyses influencing factors from attitude, subject norm and perceived control aspects. Through the data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the research results show that, three factors positively affect online consumers’ impulse buying intentions and lead to their final behaviors. Meanwhile, control variables, including gender, age, and income level, demonstrate insignificant effects across the model. Unlike existing literature, the current study displays the distinct features of live streaming platforms and discovers online consumers’ impulse buying intention based on the TPB model. The results are helpful for related scholars and departments to pay more attention to the live shopping environment and understand online consumers’ impulse buying issues.

Given the rapid development of live streaming commerce in China, this study focuses on the interactivity and sociability of live streaming shopping activities and explores online consumers’ real-time interaction intentions and trust-building behaviours with online merchants. To discover the real-time interaction between online consumers and online merchants, this study builds a research model based on the Theory of Planned Behaviour (TPB). Through the data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the key findings state that, three factors, including attitude, subject norm, and perceived control, positively affect online consumers’ real-time interaction intentions and lead them to build trust with online merchants. Meanwhile, control variables, including gender, age, and educational background, demonstrate insignificant effects across the model. Unlike existing literature, the current study pays much attention to the interactive characteristics of live streaming shopping activities and can provide some valuable suggestions both for online consumers and online merchants, which can promote the co-development of the commercial and social aspects of live streaming platforms.

The workforce participation rate, and hence the level of employment, for women in Pakistan is among the lowest in South Asia – standing at 25 percent in 2023. Conventional explanations attribute this to poor skills and cultural norms of families and society at large. Empirical work has established that low levels of education, and community attitudes regarding gender roles, hinder women's labor force participation. Ethnographic work suggests that household rules – family culture – on who makes decisions about opportunities for married women to work outside of the home for pay – profoundly impact female employment. This is due to the limited availability of data pertaining to explicit assessments of familial traditions that are pertinent to women's participation in the workforce beyond their domestic sphere. Drawing on data from the Pakistan Social and Living Standards Measurement Survey (PSLM): 2005-2006 – which provides information, from married women, on who in the family decides if they can work – we address this shortcoming in the literature. We find that in families where the decision lies clearly, and exclusively, in the hands of males, married women are 18-19 percent less likely to be employed than if the family culture is for married women – alone – to make this decision. Moreover, this is a much larger deterrent to work than poor education and residential location.