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Open research questions in Consumer Perception and Purchasing Behavior

155 gap statements mined from Consumer Perception and Purchasing Behavior papers in our 7.9M-paper local library, which holds 1,268 papers on the topic — drawn mostly from each paper's own stated research gap, future-work, challenge and limitation notes, and its abstract. The ones listed below are a selection still marked open; each names the study that raised it, with a DOI link where the paper has one.

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What the literature leaves open

  • Previous studies have not focused on the tangible eco-friendly practices observable by consumers. There is a gap in understanding the relationship between eco-friendly practices and consumer behavior in coffee shops.

    The Impact of Eco-Friendly Practices on Generation Z’s Green Image, Brand Attachment, Brand Advocacy, and Brand Loyalty in Coffee Shop · 2024 · DOI

  • The study highlights the need for further research on the importance of motivation in affecting tourist perceptions of food quality and price.

    Exploring the role of food quality and price in shaping tourist behavioral intentions · 2026 · DOI

  • For example, while the results showed that facility findability positively influenced satisfaction rankings, it remains unclear which specific facilities should be prioritized. Firstly, the specificity of the store image indicators is insufficient.

    Simultaneous analysis of shopping mall satisfaction and area attractiveness located in adjacent commercial areas of Malaysia · 2026 · DOI

  • Future research should investigate the impact of sustainable marketing strategies on quality of life. Further studies should explore the relationship between consumption and quality of life in different contexts.

    The Impact of Modern Marketing on Quality of Life from the Perspective of Sustainability · 2026 · DOI

  • Balancing the need for visual homogenization with the need for differentiation.

    Effects of Visual Expression Elements in Natural Cosmetics Packaging Design on Consumer Preference and Satisfaction -Focusing on Gender Differences- · 2026 · DOI

  • There is a lack of studies on gender differences in preferences for color, imagery, and packaging materials in natural cosmetics. Prior studies have not examined the psychological pathway through which visual elements influence satisfaction.

    Effects of Visual Expression Elements in Natural Cosmetics Packaging Design on Consumer Preference and Satisfaction -Focusing on Gender Differences- · 2026 · DOI

  • Fast fashion brands have a significant impact on the environment. The second-hand market is growing in India and is expected to value over $9 billion by 2032. Businesses need to understand the factors affecting consumer behavior to make informed decisions.

    Factors affecting the Gen-Z Consumer Behaviour of pre-loved clothing: A Mumbai based study · 2026 · DOI

  • There is a gap in understanding the factors affecting Gen-Z consumer behavior of pre-loved clothing. The study aims to fill this gap by providing insights into the consumer behavior of pre-loved clothing.

    Factors affecting the Gen-Z Consumer Behaviour of pre-loved clothing: A Mumbai based study · 2026 · DOI

  • There is a need to understand the impact of personal brand characteristics on purchasing and selection behaviors in like-commerce. The study addresses this gap by examining the effects of brand image, consumer psychology, influencer credibility, information usefulness, and content diversity.

    Influence of Personal Skincare Brand Characteristics via SNSs on Purchasing Behavior and Selection Behavior in Skincare: Focusing on Like-commerce Consumer · 2026 · DOI

  • The lack of physical inspection of products prior to making a purchase on TikTok Shop. The importance of building trust among consumers in digital transactions.

    The Effect of Content Marketing and Brand Image of Skintific Products on Purchase Intention, with Trust as a Moderator (Case Study: Consumers TikTok Shop in Jakarta) · 2026 · DOI

  • Prior literature has not specifically investigated the role of Trust as a moderating variable. The study aims to fill this gap by examining the moderating role of Trust.

    The Effect of Content Marketing and Brand Image of Skintific Products on Purchase Intention, with Trust as a Moderator (Case Study: Consumers TikTok Shop in Jakarta) · 2026 · DOI

  • Despite the widespread use of advertising and brand ambassador programs, empirical research specifically examining their simultaneous influence on Lazada users remains limited. There is a need to understand the specific drivers of consumer purchase decisions in the context of e-commerce platforms.

    The Influence of Advertising and Brand Ambassadors on Consumer Purchase Decisions on PT Lazada’s Marketplace · 2026 · DOI

  • There is a lack of understanding of the effect of social media exposure and FOMO on purchase decisions.

    Pengaruh Eksposur Sosial Media dan Fear Of Missing Out (FOMO) Terhadap Keputusan Pembelian Pada Two Days Coffe & Space Garut · 2026 · DOI

  • Future research should employ probability sampling techniques with a minimum sample size of n=400, expand the geographic scope beyond the Greater Jakarta area, and conduct separate analyses across specific OFD platforms. A longitudinal design would enable researchers to examine how the clarity of the TCV dimensions changes across different stages of adoption.

    Understanding Preference and Usage Intention in Online Food Delivery among Generation Z in Greater Jakarta · 2026 · DOI

  • The non-acceptability of newly bred lines by end users is a major challenge in the yam value chain. There is a need to understand user preferences and identify factors that influence the acceptance and consumption of pounded yam.

    Exploring gender dynamics in the yam value chain in yam growing communities of Osun State, Nigeria · 2026 · DOI

  • Limited attention to menstrual pain in the scientific literature, especially in terms of population-level estimates. Lack of understanding of the sociodemographic variation of menstrual pain at a national level.

    What can shopping transactional data reveal about relative prevalence of menstrual pain and period poverty in England? · 2026 · DOI

  • Although numerous studies have characterized behaviors and perceptions around adult PCP use, little is known about PCP use in adolescence, a critical developmental period.

    Adolescent personal care product use and social media engagement: a pilot study in NJ high school students · 2026 · DOI

  • This study seeks to explore the psychological and behavioral drivers shaping Indian consumers’ adoption of private chef services by expanding the theory of planned behavior (TPB) with two critical yet underexplored dimensions—past culinary experiences and perceived risk.

    Understanding customer behavior towards private chef services based on theory of planned behavior, past experience and risk perception framework · 2025 · DOI

  • The paper argues that current marketing practices are not sustainable and threaten quality of life.

    The Impact of Modern Marketing on Quality of Life from the Perspective of Sustainability · 2026 · DOI

  • The study aims to explore the factors influencing consumer repurchase intentions and provide recommendations for e-commerce businesses.

    Exploring the determinants of consumer repurchase intentions for beauty and haircare products on e-commerce platforms: an emerging market perspectiv · 2026 · DOI

  • Further research on the impact of digital platforms on the global beauty industry. The analysis of other K-Beauty brands' strategies for achieving sustainable competitiveness in the digital technology landscape.

    Growth Strategies of K-Beauty in Digital Transformation: A Case Study of COSRX · 2026 · DOI

  • In conclusion, the integration of TikTok Marketing and Online Customer Review is an effective digital marketing strategy for improving coffee shop competitiveness in Medan; therefore, coffee shop managers should optimize creative content and customer experience management to generate positive reviews, while future research is recommended to include additional variables such as brand image, store atmosphere…

    The Influence of TikTok Marketing and Online Customer Reviews on Generation Z's Purchase Intention: Empirical Evidence from Coffee Shop Consumers in Medan City, Indonesia · 2026 · DOI

  • The study identifies a gap in the understanding of the influence of lifestyle, social media marketing, and price discounts on purchasing decisions in the context of Prior.id products in Sidoarjo.

    Lifestyle, Social Media Marketing dan Price Discounts sebagai Faktor Strategis dalam Keputusan Pembelian Prior.id di Sidoarjo · 2026 · DOI

  • Future research into improved understanding of sociodemographic factors associated with menstrual pain, - Strategies to predict and prevent menstrual pain and its adverse…

    What can shopping transactional data reveal about relative prevalence of menstrual pain and period poverty in England? · 2026 · DOI

  • Further research could investigate the effects of other floor materials and furniture colors on design evaluation and emotions - Further research could explore the impact of office design on employee health…

    The Effects of Wooden Furniture Color, Floor Material, and Age on Design Evaluation, Visual Attention, and Emotions in Office Environments · 2024 · DOI

Most-cited papers in Consumer Perception and Purchasing Behavior

Most recent work

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Open questions raised by papers listed on this page include: (1) For example, while the results showed that facility findability positively influenced satisfaction rankings, it remains unclear which specific facilities should be prioritized (“Simultaneous analysis of shopping mall satisfaction and area attractiveness…”, 2026); (2) Future research should investigate the impact of sustainable marketing strategies on quality of life (“The Impact of Modern Marketing on Quality of Life from the Perspective of…”, 2026); (3) There is a lack of studies on gender differences in preferences for color, imagery, and packaging materials in natural cosmetics (“Effects of Visual Expression Elements in Natural Cosmetics Packaging Design on…”, 2026); (4) There is a need to understand the impact of personal brand characteristics on purchasing and selection behaviors in like-commerce (“Influence of Personal Skincare Brand Characteristics via SNSs on Purchasing…”, 2026); (5) The lack of physical inspection of products prior to making a purchase on TikTok Shop (“The Effect of Content Marketing and Brand Image of Skintific Products on…”, 2026). 155 gap statements have been mined from Consumer Perception and Purchasing Behavior papers in our 7.9M-paper local library, which holds 1,268 papers on the topic; the gaps come from whichever of those papers state one. They are mostly the research gaps the authors state and the papers' abstracts, plus future-work, limitations and challenges passages. The ones listed below are a selection still marked open; each names the study that raised it, with a DOI link where the paper has one, so you can read the original claim in context.

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