To promote the diffusion of environmentally friendly equipment, appropriate measures need to be taken for each target group. This study evaluated changes in the influence of mass media on PV installation intentions by generation, based on over 10 years of consumer awareness survey data and the number of newspaper reports.

This research examines the impact of visualizing virtual luxury products in the metaverse on consumers' perceptions of luxury products in the real world. We explore the metaverse as a marketing platform and investigate the relationship between the quality of visualization of virtual luxury products and consumers’ evaluations of real luxury products. The study hypothesizes that poor visualization quality of virtual luxury products will decrease the evaluation of authentic luxury goods, and this effect will be mediated by decreased perceived authenticity. Additionally, we predict that the negative effect will be mitigated by high-quality visualization.

Blockchain is an immutable ledger that records transactions and tracks assets using a common communication protocol. It stores a copy of the blockchain and implements a consensus function to verify transactions. Blockchain is applied to industries beyond finance, such as retail, to maintain security and transparency. Consumers with knowledge of blockchain technology are likely to be affected when evaluating products with blockchain embedded, impacting their product evaluation. The study investigates the impact of blockchain technology on consumers' product evaluation and how knowledge of blockchain and product quality moderate its effects.

This paper examines how consumers evaluate digital products with multiple Non-fungible Tokens (NFTs), which are blockchain-enabled cryptographic assets that represent proof-of-ownership for digital objects. The study predicts that people prefer fractioned NFTs (unique fractions of a digital object) versus duplicated NFTs (identical digital objects with distinct numbers) due to their preference for uniqueness. The study also examines the moderating role of product attributes, predicting that preferences for fractioned NFTs will be reduced when the product provides unique aspects, such as a serial number.

The market for counterfeit luxury goods is growing rapidly, with estimates suggesting that counterfeit trades are valued at around $4.5 trillion globally, with 60% to 70% of this being made up of counterfeit luxury goods. Research has shown that counterfeits dilute the perceived quality of luxury brands and reduce consumers' purchase intentions. Non-fungible tokens (NFTs) are a form of ownership record that is linked and stored on a blockchain.

The proliferation of service robots has led to a growing concern about the impact of these technological advancements on privacy. Despite the development, quantitative research on the influence mechanism of privacy concerns on service robot adoption intentions is still limited. This research explores the influencing mechanism and boundary conditions of the interaction effect between customer privacy concerns and service type on customers’ service robot adoption intentions.

The Net Promotor Score (NPS) is one of the most well-known metrics for measuring customer loyalty. Originally designed by Reichheld (2003), the measure asks participants to rate their likelihood to recommend the brand on a scale of 0-10, after which respondents are placed into a ‘detractors’ group, ‘passive’ group or ‘promotors’ group. While the measure has attracted much attention due to its simplicity and ease of use, there has equally been much criticism of its reliability, nomological validity and how it is connected to business outcomes. Therefore, the current study aims to understand whether the NPS can be used to identify brand advocacy, and secondly, does the NPS work in a care-based, low switching service context. The study included three unique contexts: at home care, residential care and disability care. In total, there were 611 participants, all of which were based in Australia. A questionnaire was developed and administered to each group and included both quantitative and qualitative questions to understand the consumer experience. The findings supported NPS as an effective metric in a care-based, low-switching context for identifying positive customer advocacy. The implication is that the NPS can be used to track organizational performance; and the extended NPS allows organizations to understand and encourage (address) positive (negative) advocacy. In addition, suggestions for an ‘earned advocacy score’ were provided which may offer a more effective way of understanding consumer experience, while providing clearer, more detailed and more actionable data. The current study provides much needed insight for brand and care organizations to understand how the NPS might be used effectively to facilitate better brand outcomes.

While companies and brands have always collected and used customer data for multiple purposes, the advent of smart devices, Internet of Things (IoT), and big data has made it much easier to access and utilize consumers’ personal information. For consumers, however, such ease of access to their personal data and frequent cases of data breach have increased their concerns about data privacy (Harris & Associates, 1996; Milne et al., 2004). Nevertheless, consumers continue to share their personal information with companies and brands in the digital environment (Turow et al., 2015).

This study examines the impact of digital payment methods on consumer spending, highlighting adoption's moderating role. A two-phase approach, involving 741 survey participants and 166,151 customer records, reveals that digital payments increase willingness to pay and total spending compared to credit cards. Adoption plays a pivotal role, with simple payment users showing significantly higher credit card usage than non-users.

With the growth of blockchain technology, the potential of NFTs is receiving significant attention across all industries. As NFTs emerge as a novel type of asset, they are drawing attention as a potentially important market, particularly for many luxury goods. This study aims to understand the concept of NFTs and their influence on e-WOM. This study develops a research model that facilitates an understanding of luxury brands’ NFT marketing activities and tests it with a consumer survey. Our analysis reveals important characteristics of perceived NFT marketing activities such as scarcity, resaleability, and authenticity. Furthermore, the impact of specific NFT marketing activities and their influence on e-WOM are discussed. This study contributes theoretical insights for researchers and has practical implications for practitioners who manage marketing activities for NFTs.

The wide application of digital media technology in fashion shows has become the epitome of the development and innovation of today's fashion industry, enabling designers to break through the constraints of time and space, changing the performance of today's fashion shows, and making them present unprecedented new features. With the development of information technology, the integration of emerging digital technology and the fashion industry is accelerating. So far, separate studies have been carried out in various academic fields on the combination of Metaverse and NFT, but the current status and nature of relevant research are still incomplete. Furthermore, the current research on virtual fashion shows and NFT in China's apparel industry is limited. The purpose of this study is to investigate the influence of digital fashion marketing stimulation on consumer brand attitudes using the stimulation-organ-response (SOR) framework model. By analyzing 77 cases of virtual fashion shows in China, this study obtained antecedent variables and designed a research model. An online sample of 300 Chinese Gen Z consumers was collected and analyzed using SPSS and FSQCA. This research hopes to provide valuable information for the sustainable development of China's fashion industry, and to help Chinese fashion brands confirm the future market development direction of Metaverse and NFT.

Understanding consumers’ prioritization of corporate social responsibility initiatives within the global marketplace is a crucial concern for marketers. Focusing on the ethical fashion industry, which supports artisans and utilizes environmentally sustainable resources within its supply chain, the study uncovers that consumers possessing a global (local) identity exhibit more favorable responses to global (local) CSR initiatives, and the matching effect is amplified when presented with high (low) construal level messages.

By merging Bourdieu's cultural capital with self-determination theory, this study aims to better understand smoking cessation behaviour in Egypt. The results demonstrate that the accumulation of cultural capital satisfies three fundamental needs, contributes to the self-determination theory's motivating forms, and serves as an independent cause for smoking cessation in Egypt.

This study will explore the paradoxical tension influencer face when promoting sustainable luxury leisure activities for sponsoring brands. Social media influencers play a pivotal role in this advocacy as luxury consumers are inspired to associate themselves with sophisticated social values, superior social status, or differentiate themselves from others with lower esteem. However, the commodification of their influence to stimulate consumption amongst their audience and followers creates paradoxical tensions between their brand performance, economic incentives, and ethical socio-ecological outcomes. Despite numerous studies have been undertaken to examine the role of influencers in sustainable luxury tourism, there is still a need for understanding of how influencers negotiate the paradoxical tensions arising from (a) sustainability and luxury; (b) instrumental goals and personal brand identity. Data sources for this study include influencer interviews and social media contents created by the influencers, such as video, blog posts and tweets.

Sustainability rears its head in the current online marketing and virtual store -research. Sustainability considerations involve pro-environmental-, social- and economic values as well as future generations and continuous innovation (Hanss and Böhm, 2012). Central in the sustainability research is sustainable consumer behavior, which has been found to be subject of intensions varying across different types of consumers, issues, and product categories (O’Rourke and Ringer, 2016). Determining consumers’ general egoistic, altruistic and biospheric values (e.g., De Groot and Steg 2008; Steg et al., 2014) have resulted quite complex and not always so generalizable structural models for sustainable behavior. While value -research has been dominant in determining the sustainability intensions and eventual behavior, there are relatively little solid theories and understating about different psychological processes behind sustainable behavior. Furthermore, the consideration of multiple sustainable consumer behavior outcomes seems to be limited, which can also hamper the development of models and theories (see e.g., Hulland and Houston 2021).

In recent years, social media influencers (SMIs) have brought dramatic shifts to the marketing trend. Apart from product endorsement and ad campaigns, they are increasingly hired by brands for promoting social causes including Black Lives Matter movement, COVID-19, and LGBTQ+ issues owing to their perceived authenticity and expertise (Open Influence, 2022). As such, brands promoting social causes to take ethical obligations to the society, namely, corporate social responsibility (CSR), has become an indispensable business practice (McWilliams & Siegel, 2001). Accordingly, past studies revealed that SMIs’ capability of creating authentic connection with target consumers and the fact that stakeholder awareness and authentic motives are preconditions for the success of CSR initiatives can create a synergic effect (Yang et al., 2021).

With the popularity of live streaming commerce, the characteristics of streamers and products subtly influence consumer behavior through visual live streaming form. Based on dual-process theory, this paper develops a comprehensive theoretical model to examine how consumer perceived streamer characteristics and product characteristics influence streamer attractiveness and product attractiveness, and explore how consumer behavior inertia is affected by streamer attractiveness and product attractiveness. An online survey consisting of 300 participants was recruited to empirically examine the proposed research model. The results indicated that consumer perceived streamer characteristics and product characteristics are important factors affecting the streamer attractiveness and product attractiveness, which in turn positively affect consumer’s shopping experience memory, which further influence consumer behavior inertia. In addition, the moderating effects of mindfulness are also examined.

Non-fungible tokens (NFTs) exploded onto the global digital landscape in 2020, spurred by pandemic-related lockdowns and government stimulus (Ossinger, 2021). An NFT is a unit of data stored on a blockchain that represents or authenticates digital or physical items (Nadini, 2021). Since it resides on a blockchain, NFTs carry the benefits of decentralization, anti-tampering, and traceability (Joy et al., 2022). Fashion brands quickly capitalized on these features, launching fashion NFT collections and garnering significant profits from the sale of fashion NFTs in 2021 (Zhao, 2021). For example, Nike’s December 2021 acquisition of RTFKT (pronounced “artifact”) resulted in USD 185 million in sales less than a year after their acquisition (Marr, 2022).

The present study choose to conduct consumer behavioral research in Metaverse situation, explores factors that influence consumer shopping enjoyment and purchase intention from product, service and technology perceptive. The research team gathered the primary data through questionnaire subjecting to Chinese consumers (n=300) who know about TaoBao future city which themes on virtual buying in Metaverse. In addition, structural equation modeling is employed to examine the hypothesized relationship among the variables. The result shows that all the driving factors positive effects consumer shopping enjoyment and then influence purchase intention positively. The finding is significantly fundamental to establish theoretical framework future about virtual shopping in Metaverse, and help marketers realize how to set virtual stores in Metaverse to enhance consumer shopping experience so that they could improve consumer purchase intention in the context.

Social media influencers are becoming increasingly important to the advertising world. As individuals who use their extensive following to endorse products, create trends and ultimately drive purchase intentions, influencers are often seen as role models, especially as pertains to body image. As such, we conduct experimental research to examine how influencer size (0 vs. 14) affects attractiveness perceptions, perfectionist expectations, and purchase intentions. Drawing on self-determination theory we find that perfectionism toward others is the underlying mechanism for the effects of motivation and size. Societal and managerial implications are discussed.