There has been increasing awareness of the benefits of healthy and organic food products as more knowledge has been gained on their effects on health, environment, social convenience and sustainable development. Acquiring insight into consumer attitudes is essential for the industry to grow. Compared with the rest of the world, the Kurdistan region of Iraq is still in the early stages of understanding the importance of healthy and organic food products. The study aim was to investigate the attitudes of Kurdish consumers concerning healthy and organic food. I administered an online survey to 452 respondents, and their responses were analysed by using descriptive statistics and performing correlation, linear regression and factor analysis. The findings indicated that health concerns were the main reason for healthy and organic food consumption. I also found that quality and taste were important factors in purchasing decisions and that consumers were willing to pay a premium price if these foods were available. However, there was a general lack of concern about food production effects on the environment and animal welfare. This research provides a new insight into the attitudes of Kurdish consumers in Iraq towards healthy and organic food. This population has not been covered before, which in turn will add to the literature on this subject.

This paper aims to investigate the impact of pricing strategy and distribution channels on the decision-making process of customers when purchasing green products. The focus is on the satisfaction of customers who purchase these products. The study is conducted on the population of all customers who purchase green products from small and medium-sized enterprises (SMEs). The sample size is determined using a formula that considers the number of variables or indicators. The study uses Partial Least Squares Structural Equation Modelling (PLS-SEM), which is a method used to test variants-based structural equation models with the support of SmartPLS software. The results show that all seven hypotheses are supported, indicating that pricing strategy and distribution channels play a critical role in customer satisfaction and decision-making processes when purchasing green products. The results have implications for SMEs that sell green products as they need to focus on their pricing strategies and distribution channels to increase customer satisfaction and decision-making. This study provides essential insights into the impact of pricing strategy and distribution channels on customer satisfaction and decision-making when purchasing green products. The findings can guide SMEs in developing effective marketing strategies to persuade more customers to purchase green products and contribute to environmental sustainability.

Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.