This paper discusses the influence of QR codes on consumers’ purchase decision in green advertising. We found that QR codes can improve advertisement value, perceived green value, and green trust. This relation eventually leads to a positive influence on consumers’ purchase intention.

Personalization and privacy issues are the most important factors in the online context. To reveal how these factors affect on users’ acceptance of mobile apps, we performed structural equation modeling using 337 respondents in Japan. Our findings suggested that adaption behaviour of mobile apps can be explained by privacy paradox.

This research examines how the consumer responds to corporate advertising by a global BtoB advertiser. Based on the theory of consumer knowledge, corporate reputation, Attitude toward the Ad (Aad), and global consumer culture, this study assumes a positive relationship between Aad and corporate reputation, and in turn, word-of-mouth intentions. In addition to causal relationships, the moderating effects of level of knowledge were tested. The results showed positive causal relationships among consumer knowledge, brand attitude, and word-of-mouth communication. However, the moderating effects of level of knowledge were not fully supported. The implications and limitations of these results are discussed.

Since Levitt’s (1983) utopic proclamation of globalization-driven market and consumer convergence the determinants, consequences and challenges of addressing globalization have been scrutinized by academics, managers and policy makers. After more than 3 decades of research, however, “there is [still] a dearth of empirical research on its [globalization’s] impact upon consumers” (Cleveland et al., 2016, p. 1090). Such research should also be positioned within a new conceptual framework of geo-economics – resulting in “unique outcomes in different geographic areas” (Merz et al., 2008, p. 169) – where the relationship between regionalism and so-called glocal consumer identities has remained relatively unexplored (Cleveland et al., 2016). International marketers have also been increasingly moving away from country- towards customer-centric approaches (Riefler et al., 2012, p. 285). Young-adult consumers (18-30 years) are believed to be a more homogeneous cohort in terms of their consumer behavior under globalization (Carpenter et al., 2012), as they are seen as glocal citizens (Strizhakova, Coulter, & Price, 2012). The purpose of this paper is to analyze two key consumption-based variables – innate consumer innovativeness (Baumgartner & Steenkamp, 1996) and consumer ethnocentrism (Shimp & Sharma, 1987) – for FMCGs among young-adult consumers across two regions – Central and Eastern Europe (Slovenia, Croatia) and East Asia (China, Japan). Table 1 summarizes the consumer innovativeness and ethnocentrism scores from four matched student samples. Our preliminary results support young adult’s glocal consumer identity (Douglas & Craig, 2011), going beyond regional differences. 5-point ordinal scales Slovenia (n=246) Croatia (n=243) China (n=208) Japan (n=233) Con. innovativeness 4.49 (1.22) 4.70 (1.22) 4.69 (1.19) 4.33 (0.92) Ethnocentrism 2.78 (1.39) 2.93 (1.33) 2.46 (1.29) 2.87 (1.23) Pair-wise correl. 0.146 (p <0.05) 0.03 -0.151 (p <0.05) -0.03

This study investigated the perception of the coupon benefit and behavioral response to the coupon. Consumer activism was tested as a moderator. All of the hypothesized relationships were supported. The multi-group differential test revealed that the perceptions of coupon benefit were significantly different between highly and less active consumers.