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Introduction

Mototaka Sakashita conducts research on consumer behavior and retail management, with a particular focus on consumer purchase decision-making.

Achievements

■Environmentally Conscious Consumer Behavior
・Research Objective: International comparison of antecedents shaping purchase intention for environmentally friendly products in Asian countries
Title: Sustainable consumption in the East: Cross-cultural variation of antecedents of green purchase intention based on religiosity, spirituality, and values, Goswami Rahul, Chatterjee Swagato, Sakashita Mototaka (International Journal of Consumer Studies) forthcoming, scheduled for 2025.
・Research Objective: Identification of factors promoting sustainable consumption
Title: Green apparel buying behaviour: A Stimulus-Organism-Behaviour-Consequence (SOBC) perspective on sustainability-oriented consumption in Japan, Dhir Amandeep, Talwar Shalini, Sadiq Mohd, Sakashita Mototaka, Kaur Puneet (Journal of Retailing and Consumer Services) 59, 1-13, March 2021.
・Research Objective: Identification of determinants influencing green apparel buying behavior
Title: Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective (Business Strategy and the Environment) 30(8), 3589-3605, May 2021.
■Real-Time Communication and Purchase Behavior
・Research Objective: Examination of the effect of real-time mesaging in promoting sequential purchasing behavior among shopping mall customers
Title: Sustaining shopping momentum in retail malls using real-time messaging, Vakeel Khadija Ali, Fudurić Morana, Viswanathan Vijay, Sakashita Mototaka (Journal of Retailing) 99(1), 102–114, March 2023.
■Pareto Principle in Luxury Department Stores
・Research Objective: Evaluation of profitability and stability of premium customers using purchase history data from luxury department store chains in East Asia
Title: Examining Pareto Law across Department Store Shoppers, Tanusondjaja Arry, Romaniuk Jenni, Nenycz-Thiel Magda, Sakashita Mototaka, Viswanathan Vijay (International Journal of Market Research) 65(5), 581–596, September 2023.
■AI and Consumer Response
・Research Objective: Understanding the factors behind consumers’ avoidance of purchase behavior via voice assistants
Title: Why do people avoid and postpone the use of voice assistants for transactional purposes? A perspective from decision avoidance theory, Malodia Suresh, Kaur Puneet, Ractham Peter, Sakashita Mototaka, Dhir Amandeep (Journal of Business Research) 146, 605–618, July 2022.
・Research Objective: Identification of trust and barriers influencing consumers’ intention to use voice assistants
Title: Can Alexa serve customers better? AI-driven voice assistant service interactions, Malodia Suresh, Ferraris Alberto, Sakashita Mototaka, Dhir Amandeep, Gavurova Beata (Journal of Services Marketing) 37(1), 25–39, February 2023.
■Travel Behavior
・Research Objective: Analysis of the relationship between personality traits and the formation of travel intentions
Title: Personality and travel intentions during and after the COVID-19 pandemic: An artificial neural network (ANN) approach, Talwar Shalini, Srivastava Shalini, Sakashita Mototaka, Islam Nazrul, Dhir Amandeep (Journal of Business Research) 142, 400–411, March 2022.
■Organic Food Buying Behavior
・Research Objective: Examination of facilitators and inhibitors of organic food buying behavior among consumers in Japan
Title: Facilitators and inhibitors of organic food buying behavior, Tandon Anushree, Jabeen Fauzia, Talwar Shalini, Sakashita Mototaka, Dhir Amandeep (Food Quality and Preference) 88, 1–14, March 2021.
・Research Objective: Investigation of linking factors between purchase intention and actual purchase behavior of organic food in Japan
Title: What drives willingness to purchase and stated buying behavior toward organic food? A Stimulus–Organism–Behavior–Consequence (SOBC) perspective, Talwar Shalini, Jabeen Fauzia, Tandon Anushree, Sakashita Mototaka, Dhir Amandeep (Journal of Cleaner Production) 293(1), 1–13, January 2021.
■Recycling Behavior
・Research Objective: Evaluation of consumers’ e-waste recycling intentions in Japan using an extended valence theory model
Title: Extended valence theory perspective on consumers' e-waste recycling intentions in Japan, Dhir Amandeep, Malodia Suresh, Awan Usama, Sakashita Mototaka, Kaur Puneet (Journal of Cleaner Production) 312, 127443, August 2021.
・Research Objective: Evaluation of consumers’ e-waste recycling decisions in Japan using an extended behavioral reasoning theory model
Title: Behavioral reasoning theory (BRT) perspectives on E-waste recycling and management, Dhir Amandeep, Koshta Nitin, Kumar Goyal Raman, Sakashita Mototaka, Almotairi Mohammad (Journal of Cleaner Production) 280, 1–13, January 2021.
■Consumer Citizenship Behavior in Virtual Brand Communities
・Research Objective: Identification of antecedents of mutual support behavior in online communities in China
Title: The Effect of Regulatory Focus on Customer Citizenship Behavior in a Virtual Brand Community: The Role of Online Self-Presentation and Community Identification, Li Wang, Sakashita Mototaka, Guoping Cheng, Junzhe Ji, Yating Zhang (Journal of Consumer Behavior) 20(3), 607–625, September 2020.
■Mother–Daughter Consumption and Sharing
・Research Objective: Cross-cultural comparison of joint fashion consumption behavior between mothers and daughters
Title: A social comparison theory approach to mothers' and daughters' clothing co-consumption behaviors: A cross-cultural study in France and Japan, Gentina Elodie, Huarng Kun-Huang, Sakashita Mototaka (Journal of Business Research) 89, 361–370, August 2018.
・Research Objective: Comparative study of identity (re)construction through sharing behavior among mothers and daughters in France and Japan
Title: Identity (Re)construction through sharing: A study of mother and teenage daughter dyads in France and Japan, Gentina Elodie, Hogg Margaret, Sakashita Mototaka (Journal of Retailing and Consumer Services) 37, 67–77, July 2017.

Areas of Research

・Marketing

Social Contributions

・Promotion of sustainable consumption
・Revitalization of economic activity through retail innovation
・Promotion of widespread adoption of AI technologies
・Support for the growth of the tourism industry
・Promotion of community-oriented consumption
Video

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