To reveal the mechanism of the effect of the saliency and content fit of implantable advertising of time-honored brands in Liaoning Province on consumer purchase intention, a three relationship model was constructed based on the S-O-R theory and empirically tested. Research has shown that both the saliency and content fit of implantable advertising have a significant positive impact on consumer purchase intention, and perceived value plays a significant role in the saliency of implantable advertising; There is a significant mediating effect between content fit and consumer purchase intention. This study reveals the complex mechanism of the impact of the saliency and content fit of implantable advertising on consumer purchase intention of time-honored brands in Liaoning Province, providing theoretical support for improving the promotional effect of time-honored brands.

This study aims to help companies with efficient investment and marketing strategies by empirically verifying the impact on satisfaction and purchase intention for artificial intelligence-based digital technology supported shopping assistants introduced in e-commerce. Frequency, factor, SEM, and multiple group analysises were conducted using SPSS 26.0 and Amos 26.0. As a result, first, motivated consumer innovativeness elements of AI shopping assistant were derived into a total of four categories: functional, hedonic, rational, and reliable. Second, in the order of hedonic and rational, satisfaction with the AI shopping assistant was significantly affected, and in the order of rational and functional, purchase intention was significantly affected. The satisfaction with the AI shopping assistant did not affect the purchase intention. Third, in the case of hedonic, the AI-preferred group had a more significant effect on satisfaction than the human-preferred group, and in the case of rational, there was no difference by group in purchase intention. Thus, it was found that consumers prefer AI shopping helpers for e-commerce because they can shop reasonably and are functionally convenient. Therefore, when introducing AI shopping assistants, it is essential to include content that can compare and analyze fundamental information, such as product prices, as well as search functions and payment system compatibility that facilitate shopping.

비건 화장품 시장이 급성장하는 가운데, 소비자의 환경 및 윤리적 가치 지향이 강화되고 있지 만, 이에 관한 연구는 제한적이다. 본 연구는 비건 화장품의 구매의도에 영향을 주는 소비자의 가치 인식과 환경 동기, 그리고 지각된 장벽 간의 관계를 분석하였다. 300명의 비건화장품 사용 경험이 있는 여성을 대 상으로 PLS-SEM 분석을 진행한 결과, 금전적 가치, 사회적 가치, 브랜드 가치, 감정적 가치, 품질 가치, 그리고 환경 지식이 구매의도에 큰 영향을 주는 것으로 확인되었다. 조절 효과 분석에서는 이미지 장벽과 가치 장벽이 중요한 요인으로 나타났다. 중요도-성능 지도 분석을 통해, 감정적 가치가 비건 화장품의 구 매의도를 강화하는 전략적 결정에 중요한 핵심 요인으로 드러났다. 본 연구는 비건 화장품 시장의 경쟁력 강화와 지속 가능한 소비 태도 활성화에 대한 이론적 및 실무적 기여를 제공한다.

In this study, the Extended Theory of Planned Behavior (ETPB) was applied to analyze consumers’ intention to purchase meal kits. The perception of ESG management practiced by companies was used as a moderating variable to investigate its influence and moderating effects between each variable. An online survey was conducted over 4 days in January 2023 on consumers aged 20 years or older who had purchased meal kits within 6 months. Hypotheses were tested using IBM SPSS Statistics 22.0 and AMOS 24.0 programs with an effective sample size of 324 copies (100%). Attitude, subjective norm, perceived behavioral control, perceived sustainable package, and price sensitivity of the theory of planned behavior toward meal kit products had a significant positive effect on purchase intention, and all research hypotheses were accepted. The moderating effect of consumers' perceptions of ESG management practiced by companies had a positive and significant effect on attitude and perceived behavioral control.

In the rapidly changing online shopping environment, resulting from the impact of the COVID-19 pandemic, companies are implementing sales promotions, such as offering various discount coupons, to increase consumers' product purchase volume. They are also attracting consumers through low-price appeals, with the expectation of improving sales. However, sales promotions issued by companies have numerous usage conditions, and consumers need to make appropriate efforts to meet the stated conditions. Previous research on promotions and consumer behavior has primarily focused on analyzing monetary promotions (such as full discounts) or non-monetary promotions (such as reward points) individually, with little attention paid to a comparative analysis of the two. Additionally, the type of promoted product can impact consumer behavior.

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.

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.

This study aims to capture the impact of stakeholder-oriented corporate actions on consumer purchasing behavior, a factor directly related to business performance. I found that consumers' purchase intentions improved when they were aware of a company's social action of downsizing its Russian operations in response to Russia's invasion of Ukraine.

In recent years, with its amazing online interactive promotion ability, e-commerce live streaming has attracted the attention of theoretical scholars and practical experts. This study takes “co-presence (CP) ” and “social presence (SP) ”, which are the prominent features of e-commerce live streaming, as the breakthrough point to explore the mechanism of the influence of co-presence and social presence on purchase intention. In this study, consumers with e-commerce live streaming watching experience are taken as participants, and the method of structural equation modeling is used. It is found that: presence significantly impacts flow experience and consumer purchase intention, while the impact of the two kinds of presence (SP, CP) is variable. the promotion effect of the two kinds of presence (SP, CP) on consumer purchase intention is completely mediated by flow experience. The mediating effect of co-presence on consumer purchase intention through flow experience is regulated by e-commerce live streaming topicality, but social presence doesn’t.

본 논문은 가정간편식(Home Meal Replacement, HMR) 이용경험과 만족도가 HMR 구매확대의향에 미치는 영향을 분석하는 데 목적이 있다. 이를 위해 2021년 실시한 가공식품 소비자태도조사(온라인조사) 데이터를 사용하였다. 분석 결과 HMR 이용 경험이 많을수록 향후 HMR 구매확대 가능성이 높은 것으로 나타났다. HMR에 대한 요인별 만족도의 경우, 맛과 편의성에 대한 만족도가 높을수록 HMR 구매의향이 높은 것으로 분석되었다. 따라서 식품 제조사와 유통사들은 특히 맛과 편의성에 대한 만족도를 중점적으로 높이기 위해 제품 개발 및 마케팅 전략을 수립할 필요가 있다.

This study examined factors that influence purchase intention of ethically produced fashion products. Theory of Reasoned Action was used to understand consumer attitude formation and purchase intention of ethically produced fashion products. Two unique variables were studied (environmental awareness, environmental concern) with the consumer attitude toward the purchase intention of ethically produced products. The influence of subjective norms on purchase intention was also examined. The results showed the influence of environmental concern on both attitude and purchase intention along with the influence of attitude on purchase intention. The findings of this study contribute to the body of the existing knowledge in the area of ethical production by providing explanations and a broad understanding of the factors that influence purchase intention of ethically produced fashion products. The results will also provide insight to firms wanting to effectively convey pro-environmental efforts to consumers that will help branding, positioning, and potential sales increase.

In recent years, maintaining transparency has become a trend among brands, and a better level of supply chain transparency has been demonstrated to positively affect consumer environmental concern and conscious behavior. Consumers may accept transparency efforts as a signal of the brand goodwill and perceive it as a visibly sustainable effort that can convert brand trust. In the information transparency trend, eco-certification plays an important role as a tool to inform consumers about sustainability. However, facing large amounts of information, consumers spend much time filtering information, so the accuracy of the obtained information can be compromised. The Higg index is a sustainable verification platform that reveals the entire activities of supply chains. However, most consumers are facing an overload of information that could confuse their processing of any information. In this context, the present study seeks to examine the effect of business transparency to conscious consumer behavior and purchase intention. Second, this study deals with the moderating effects of sustainable knowledge on the relationship between business transparency, environmental concern, and brand trust. Third, we explore the effects of high and low level of consume knowledge of sustainability on the relationship between business transparency and brand trust. In terms of the methodology used in the present study, an off-line survey of Korean consumers was conducted. SPSS 21.0 was used for data analysis aiming to test the proposed model and research hypothesis. The mains results of this study are as follows. First, business transparency has a positive effect on environmental concern, brand trust, and consumer willingness to conscious behavior. Second, consumer sustainable knowledge has a moderating effect on business transparency for environmental concern and brand trust. Taken together, the findings of the present study provide meaningful implications for marketers by highlighting the importance of transparency and introduction of a transparent eco-certification for communication with consumers. To successfully influence consumer willingness to assume conscious behavior, brands are advised to provide standardized transparency labels, rather than complicated information.

This study aims to gain insights into consumers’ motivations when purchasing mimics of luxury cosmetics goods and their evaluation towards mimicry products. Consumers’ desire for mimicry luxury cosmetics hinges on their motivations underlying their consumption of luxury cosmetics. Attitude functions are applied to measure consumers’ underlying motivations towards luxury products. Consumers’ attitude and familiarity with luxury cosmetics and mimicry cosmetics also influence their choice between luxury brands and mimicry brands. In addition, consumers’ personality factors and perceived risk of purchasing mimicry cosmetics and their brand loyalty towards the original luxury brands restrain their purchase intention of mimicry brands. Finally, the study examines the effect of products conspicuousness (private/public visible goods) and the effect of mimicry types (feature/theme) on consumers’ preferences on concerning mimicry consumption. The findings will provide insights for policymakers, brand managers, and academics, and better understand mimicry in the luxury cosmetics industry.

Introduction With environmental concern becoming a growing area for both the marketing academy and society, there is an increasing trend for consumers, governments, and society to deem environmental behaviours as both necessary, and desirable (Olsen, Slotegraaf, & Chandukala, 2014). There is a growing awareness around the negative impacts of human consumption developing amongst consumers and gaining greater focus in the media (Prothero, McDonagh, & Dobscha, 2010). However, despite the positive intentions surrounding the consumption of “green goods”, hitherto referred to as sustainable goods, a well-established gap exists between intention and behaviour (e.g., Carrington, Neville, & Whitwell, 2010; Hassan, Shiu, & Shaw, 2016). For example the United Nations Environment Program (2005) established that despite 40% of survey respondents indicating a willingness to purchase sustainable goods, only 4% did so. One lens through which the intention-behaviour gap can be viewed is the idea of the self. Individual identity has long been suggested as a driver of purchasing decisions (Grubb & Grathwohl, 1967). A consumer‟s aim to act both in accordance with their own identity, as well as how they see themselves in the context of society has been suggested to enhance purchasing (e.g., Graeff, 1996; Markus & Kitayama, 1991; Onkvisit & Shaw, 1987). This research seeks to use this idea of self, in the form of Self-Construal (SC), and Image- Congruence (IC), to enhance Purchase Intention (PI) towards sustainable goods. A contribution is sought by using consumers‟ sense of self to better understand the intention-behaviour gap. The proposed contribution benefits the marketing academy (furthering the understanding of consumer purchase intentions and behaviour), marketing practitioners (seeking to encourage behaviour change), and government policy makers (by furthering an understanding of possible nudges to influence behaviour). This research defines „sustainable goods‟, as characterising products with lower environmental impacts, including biodegradable, recycled, low energy, or reduced packaging (Costa Pinto, Herter, Rossi, & Borges, 2014). Sustainable goods have been suggested to present a perceived trade off to consumers, both in literature and the popular press (e.g., Consumer, n.d.-a, n.d.-b; Kaufman, 2014). Kaufman (2014) suggests that sustainable alternatives often carry a price premium, as well as a stigma of lower quality. An example of the trade off as presented in the popular press is through product testing by Consumer New Zealand, suggesting that household items such as eco-friendly (sustainable) laundry detergent come with a price premium, a reduction in efficacy, or both (Consumer, n.d.-a, n.d.-b). Therefore, this research hypothesises that sustainable goods may be perceived as an inferior (either by price or efficacy) product and thus consumers will perceive a trade off in their purchasing decision. This trade off can be summarised as; higher priced or less effective goods, in order to make an environmental contribution (e.g., reduced landfill, cleaner water). As such, it is argued consumers will be more willing to make this trade off where they are able to portray aspects of the self through the decision making process. Conceptual Model The aim of this study is: To investigate the impact of self-construal, and imagecongruence on consumers‟ purchase intention towards sustainable goods. In order to achieve the aim of this research, the following hypotheses are presented: H1a: The more interdependent an individual‟s self-construal, the higher their purchase intention towards sustainable goods. H1b: The more independent an individual‟s self-construal, the lower their purchase intention towards sustainable goods. H2: The greater the image-congruence towards sustainable goods, the higher the purchase intention towards sustainable goods. To illustrate the hypotheses the following conceptual model has been proposed: Studies of self-construal (SC) have demonstrated that individuals fall into two categories, independent and interdependent SC (Markus & Kitayama, 1991). Individuals with independent SC emphasise being unique and expressing their self and promoting their individual goals (Arnocky, Stroink, & DeCicco, 2007); conversely those with interdependent SC define their sense of self largely on relationships and a sense of harmony with others (Markus & Kitayama, 1991). Therefore, interdependent selfconstrual may drive purchasing activity of socially desirable goods. The alignment of products to a consumer‟s self-concept has long been considered a predictor of purchasing behaviour (Grubb & Grathwohl, 1967). The alignment between a product and the self-concept of a consumer is known as image-congruence and leads to an increased likelihood of purchase (Graeff, 1996; Onkvisit & Shaw, 1987). Conversely, where a product is not congruent with an individual‟s image the likelihood of purchase is reduced (Graeff, 1996; Onkvisit & Shaw, 1987). Purchase intention (PI) as used in this research is defined as a consumers‟ plan to purchase sustainable goods, meeting the criteria outlined previously, in the near future. The Brand Loyalty Intentions scale has been adapted for use in measuring PI (Algesheimer, Dholakia, & Herrmann, 2005), with the addition of a time definite item, „I will purchase sustainable products within the next six months”. SC is expected to impact PI as interdependent and independent people behave differently. Those with an interdependent SC behave in line with the expectations of society (Ybarra & Trafimow, 1998). Protection of the environment is seen as desirable behaviour by society (Olsen et al., 2014), thus leading to those with an interdependent SC consuming in line with this expectation. Conversely, individuals with independent SC are more likely to prioritise their individual benefits and are thus more likely to prioritise the lower price, or increased efficacy of non-sustainable products. IC is expected to impact PI as those whose self-concept is connected to the environment and sustainable goods, are expected to have an intent to purchase in line with their selfimage (Graeff, 1996; Onkvisit & Shaw, 1987). As such, individuals with image congruence to sustainable goods will be more willing to accept a trade off in order to consume in line with their own self-concept. Method Two phases of data collection were conducted to test the proposed model. An initial pretest, followed by a larger sample. A pre-test consisting of 258 participants was recruited through a Qualtrics research panel. Of the 258 participants, 15 were denied entry to the survey for being under 18 and 39 participants were deleted for non-completion of the survey. A final sample size of 204 participants (103 Male, 101 Female, mean age range 30-34) was collected. Reliability analysis was used to determine the internal reliability of the scales used to measure the model. Reliability analysis was performed to ensure the adequacy and reliability of scales; a regression analysis was further performed to determine model fit as well as the strength and direction of variable relationships (Field, 2013). The second phase of data collection consisted of 554 participants, recruited through a Qualtrics research panel. Of the 554 participants, 24 were denied entry to the survey for being under 18 and 98 participants were deleted for non-completion of the survey. A final sample size of 432 participants (226 Male, 206 Female, mean age range 35-39) was collected. Reliability analysis was again performed to ensure the adequacy and reliability of scales; further regression analysis was performed to determine model fit as well as the strength and direction of variable relationships (Field, 2013), discussion and conclusions were drawn from this second phase of data collection. Results Phase 1: Pre-Test The three variables in the model were measured using three established scales, one of these scales consists of two sub-scales, for a total of four analysed scales. All reported acceptable reliability (Cronbach's α > .70). Self-construal – interdependent (α = .854), self-construal – independent (α = .837), image-congruence (α = .913), and purchase intention (α = .899) A regression analysis was used to determine the strength and direction of the variable relationships. The overall model fit was R2 = .434. H1a was supported (β = .284, p = .004), as was H2 (β = .449, p < .001). H1b demonstrated a significant relationship (β = .231, p = .025), however, contrary to H1b, the relationship was positive, albeit to a lesser extent than in H1a. Phase 2: Final Data Collection As in phase 1, all scales used reported acceptable reliability (Cronbach's α > .70); selfconstrual – interdependent (α = .871), self-construal – independent (α = .867), imagecongruence (α = .920), and purchase intention (α = .900). As in the pre-test a regression analysis was used to test the stated hypotheses. The overall model fit was R2 = .478. H1a was supported (β = .284, p < .001), as was H2 (β = .546, p < .001). H1b demonstrated a significant relationship (β = .206, p = .05), again however, contrary to H1b, the relationship was positive, albeit to a lesser extent than in H1a. Discussion and Conclusion Two phases of data collection both yielded similar results in support of H1a, H1b and H2. H1a and H2 were supported, H1b in both phases of data collection and analysis yielded significant results, but not in line with the predicted direction of the relationship. H2 was fully supported with image-congruence found to be the strongest predictor of purchase intention (p < .001, β = .546). H1a was similarly fully supported with self-construal – interdependent found to be the second strongest predictor of purchase intention (β = .284, p < .001). The strength and direction of the H1a relationship suggests that individuals who see themselves as part of a broader society may be more inclined to purchase in a manner beneficial to this society. H1b yielded a significant relationship (β = .206, p = .05), however, as a positive predictor of purchase intention, the relationship was the opposite of that hypothesised. As the third strongest predictor, the relationship between self-construal – independent and purchase intention, suggests that strong focus on the self, independently of others, does not necessarily lead to a less „pro-social‟ purchasing pattern. By positing the strength of image-congruence as a driving factor in consumer‟s purchasing decisions towards green products, this research enhances the academy‟s understanding of „pro-social‟ purchasing. The understanding of the impact of selfconstrual on „pro-social behaviour is also enhanced. Hypotheses derived in line with extant literature suggest that those with an independent self-construal would be less likely to purchase „pro-social‟ goods where there is a perceived detriment to the individual (e.g. in the case of a trade-off). However, this research suggests that those with an independent self-construal may still desire „pro-social‟ products, just to a lesser degree than those with an interdependent self-construal. Thus, findings from this research suggest that independence and interdependence may act as moderators or mediators to other variables. For practitioners it is important to understand the types of psychological appeals that can be made in marketing materials. Future Research Future research around image-congruence, self-construal and purchase intention should examine the relationship between these and the possibility of mediation or moderation in the model. Despite strong support in the literature an independent SC also acted as a strong predictor of sustainable goods purchase intention therefore, further analysis to explore the possibility of independent self-construal acting as a mediator or moderator should be conducted.

Consumer ethics (CE) is defined by Muncy and Vitell (1992) as the moral standards to guide consumers’ behaviors in obtaining and disposing of goods and services. Regarding ethical issues, consumers have concerns on human, animal or environmental welfare (Gregory-Smith, Smith, & Winklhofer, 2013). As Liu, Yang, and Zeng (2015) describe, unethical consumer behavior (UCB) may cause underlying damage to society, reflecting the dysfunctional, dark or sinister side of consumer behavior. In consumer ethics literature, early studies focus on discussing the dark side of consumer behavior or unethical consumer behavior (UCB), such as returning goods you damaged, taping a movie off the television, shoplifting, etc. (Vitell & Muncy, 2003), counterfeit consumption (Tang, Tian, & Zaichkowsky, 2014; Wilcox, Kim, & Sen, 2009). In last few decades, more attention has been given to the study of the bright side, for instance, green purchase (e.g., Lee, 2008 & 2009; Chan, 2008); sustainable consumption (Lee, 2014), or fair trade (Chatzidakis, Kastanakis, & Stathopoulou, 2016). Within the studies on the bright side of consumer ethics, some of them investigate consumers’ attitude towards green purchase and its relationship with green purchase intention and behavior (e.g., Chai & Chen, 2009; Chen & Chai, 2010; Cherian & Jacob, 2012; Han, Hsu, & Lee, 2009; Vermeir & Verbeke, 2006). Among these studies, the semantic-differential scale of attitudes towards green purchase (AGP) developed by Taylor and Todd (1995) is more commonly adopted (e.g., Chai & Chen, 2009; Chan, 2001, Chen & Chai, 2010; Mostafa, 2006 & 2007). This AGP scale contains three items, namely i) I dislike/like the idea of purchasing green products, ii) Purchasing green products is a bad/good idea, and iii) I have a/an unfavourable/favourable attitude towards purchasing a green version of a product. Some other studies on the bright side of consumer ethics investigate consumers’ intention to purchase different green products, such as organic skin/hair care product (Kim & Chung, 2011), organic food (Paul & Rana, 2012), the relationship between environmental concern and green products purchase (Kangun, Carlson, & Grove, 1991), ecologically packaged products purchase (Schwepker & Cornwell, 1991) or organic vegetables (Sparks & Shepherd, 1992). There are several green purchase intention (GPI) scales asking if respondents will buy product of green version, less polluting for ecology or environmental concern (Chan 2001; Chen & Chang, 2012; Taylor & Todd, 1995). Vitell and Muncy (2005) develop a consumer ethics scale with four categories of (un)ethical consumer behaviors, they are i) ethical consumer behaviors (i.e., recycling and doing good), ii) unethical consumer behaviors (i.e., actively benefiting from illegal activities [e.g., returning damaged goods when the damage was your own fault]; passively benefiting at the expense of others [e.g., lying about a child’s age to get a lower price], iii) questionable but generally legal practices [e.g., using a coupon for merchandise you did not buy], and iv) no harm/no foul activities [e.g., returning merchandise after buying it and not liking it]. In this scale, the ‘recycling’ and ‘doing good’ categories are similar to the Taylor and Todd’s (1995) AGP scale. It is quite surprising that there seems no research putting them together in studying green purchase intention. This conceptual paper attempts to fill this research gap. Conspicuous consumption, another type of consumption, also reveals some aspects of consumer ethics. It has been clearly defined that conspicuous consumption involves extravagant consumption (Veblen, 1899/1915), purchase of luxury goods (e.g., O’Cass & Frost, 2002; Shukla, 2008) or scarce products (Gierl & Huettl, 2010) to display wealth or to demonstrate personal taste (e.g., Blumer, 1969; Bourdieu, 1979/1984; Trigg, 2001). Extant literature illustrates that some terms are associated with conspicuous consumption behavior, such as ‘materialism’ (e.g., Podoshen, Li, & Zhang, 2011), ‘unnecessary expenses’ (e.g., Veblen (1899/1915), ‘conspicuous waste’ and ‘overconsumption’ (e.g., Carr, Gotlieb, Lee, and Shah, 2012; Chaudhuri, Mazumdar, & Ghoshal, 2011), ‘luxury consumption’ (Kwek & Lee, 2013), and ‘conspicuous taste’ (Bourdieu, 1979/1984). A relatively more complete scale of conspicuous consumption orientation developed by Chaudhuri et al. (2011) contains 12 items, which explicitly covers all items related to wealth, status and taste. With a closer look on the definition and the terms to describe conspicuous consumption, it is not hard to find out explicit remarks or implicit comments that various kinds of conspicuous consumption can be unethical, creating negative impacts in economical, socio-culturally and environmental contexts. First, conspicuous consumption can be a waste of economic resources. For instance, in conspicuous consumption feasting in Chinese communities, ordering more foods than enough would create wastes. Besides, conspicuous consumption is associated with impulse/impulsive buying (Zhang & Shrum, 2009). In modern economies with higher materialism, conspicuous consumption is highly related to expenditures of visible goods like high fashion clothing (O’Cass, 2001), jewelry, cars (Bloch, 1981; Charles, Hurst, & Roussanov, 2009), housing or mobile phones (Spero & Stone, 2004). Impulsive conspicuous consumption of new fashion in every season is another type of consumption creating more wastes. Second, conspicuous consumption can be harming to environment. For example, to demonstrate wealth or status, some people eat endangered species or killing wild animals, e.g., shark fin (Eriksson & Clarke, 2015), monkey or turtle. conspicuous consumption of clothing, ornaments or decorative items made of endangered species (e.g., ivory from elephant, skin from fox are also harming the nature. Given the ethical feature of conspicuous consumption is obvious, it is surprising that ethical issues of conspicuous consumption have yet been discussed prominently. Moreover, seldom of the studies in conspicuous consumption or CE discuss the bright side of conspicuous consumption. In fact, some types of consumption can be ethical and conspicuous. For instance, Griskevicius, Tybur, and Van den Bergh (2010), when they study conspicuous conservation, they prove that status competition can help promote pro-environmental behavior. Alike, Sexton and Sexton (2014) reveal the green buying of energy saving vehicles. There are in fact more examples of ethical and conspicuous consumption, like consumption of eco-friendly clothing, accessories or dining, etc. In this regard, if there are more conspicuous and green consumptions, e.g., eco-friendly vehicles, decoration material, clothing or cuisines, conspicuous consumption can facilitate the development of a greener and harmonious societies on the contrary. Nowadays, amid the proliferation of environmental protection ideology, more consumers are willing to have green purchase. If the purchases are also ‘socially visible’, we may call them as ‘conspicuous green purchase’. Following this logic, if consumers have a higher tendency in consumer ethics and conspicuous consumption, they may have a higher green purchase intention (GPI). This proposition may be particularly valid for branded fashion, visible consumer electronics, or vehicles. In conspicuous GPI, consumers can show off their wealth, fashion taste and conservation virtue through displaying green products or green purchase publicly. Recently, a sustainable consumption report published by the Consumer Council in Hong Kong (Consumer Council, 2016) reveals that Hong Kong people has a high level of awareness and purchase intention of sustainable products, but they have a low level in action taking. In this regard, perhaps, the conspicuousness in the consumption of green products can be an additional motivation to enhance consumers' purchase intention. Surprisingly, there seems no research to explore to find out the mediating effect of conspicuous consumption on the relationship between AGP and GPI. This conceptual paper tries to fill this research gap. To sum, this conceptual paper aims to explore the relationship between these four constructs, attitudes towards green purchase (AGP), consumer ethics (CE), conspicuous consumption (CC) and conspicuous green purchase intention (CGPI). More specifically, this paper tries to examine the mediating effects of CE or CC on the relationship between AGP and CGPI. Considering the discussion above, the following propositions are generated. P1: A person with positive AGP tends to have a higher CGPI than a person with negative AGP. P2: A person with a higher CE orientation (recycling and doing good) and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. P3: A person with a higher CC orientation and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. This conceptual paper has both theoretical and practical implications. It helps integrate four constructs, namely attitudes towards green purchase, consumer ethics, conspicuous consumption and green purchase intention in one study, building better theories in these areas. This paper also helps marketers of green products to pay more attention to the market segment that consumers are both ethical and conspicuous consumption oriented, hence conveying more appropriate promotion messages and selecting right channels of distribution. Finally, more green purchase would help us to make better societies with higher moral standard in consumption.

The purposes of this study were to: 1) identify sub-factors of fashion shopping orientation (FSO) in adults aged 20 through 39, and analyze the differences among those FSO factors according to classified groups, which were based on gender and purchase frequency in a mobile shopping mall, and 2) to investigate the effects of FSO factors on mobile purchase intention according to the same classified groups. The questionnaire was conducted from November 10, 2015 to November 20, 2015 and its 432 respondents were classified into four groups, which were male/heavy purchaser, male/light purchaser, female/heavy purchaser, and female/light purchaser. The results of this study were as follows: First, fashion shopping orientation consisted of five sub-factors, which included “conspicuous brand pursuit”, “economic pursuit”, “pleasure/trend pursuit”, “impulse shopping”, and “convenience pursuit”. Second, There were significant differences in three factors of FSO between male purchasers and female purchasers. Male purchasers showed higher tendency than female purchasers in “conspicuous brand pursuit”, while female purchasers showed higher tendency than male purchasers in “economic pursuit” and “convenience pursuit”. All the factors of FSO showed significant differences among the classified groups. Third, “economic pursuit”, “pleasure/trend pursuit” and “convenience pursuit” affected mobile purchase intention in the case of male purchasers while “economic pursuit” and “conspicuous brand pursuit” had a influence on mobile purchase intention in the case of female purchasers. Fourth, the factors of FSO affected mobile purchase intention partly in each group. In conclusion. “economic pursuit” was proven to be the main influential factor to induce consumers to have a mobile purchase intention.

There is a variety of mobile beauty application specialized services providing information, such as reports on the advantages and disadvantages of a product, as well as tips and recommendations, based on consumers' comments for products that demand much consultation on the part of the consumers to critique the products. From goods purchased through mobile shopping apps, beauty-related products come right after fashion/retail and food/health-related goods, while promotions, followed by review/comments, are known as influential factors when selecting mobile shopping apps. Consumer reviews about a product are seen as important instruments for obtaining a variety of information about a product for those consumers who have not yet used it. Moreover, there is an increasing interest in authentic information instead of purely advertised narrations, while studies are actively in progress to verify the effectiveness of consumer reviews according to their nature and direction. The results vary with each researcher and since online consumer reviews differ, there is a need to research dynamically blended reviews and the forms that they take. Accordingly, this study attempts to observe and identify the factors that affect the perceived authenticity of the information, brand attitude, purchase intention and electronic word-of-mouth (e-WOM). The sample consists of 110 respondents in their twenties and thirties who have purchased beauty products online. The respondents were given online and offline questionnaires, and the collected information was analyzed with SPSS 21.0 and AMOS 18.0 using factor analysis, reliability analysis, t-tests, structural equation modeling (SEM) and multi-group analysis. The results show that perceived information authenticity has a significant influence on brand attitude, purchase intention and e-WOM. Positive, negative and subjective evaluations have more significant impact on information authenticity than did only positive and negative reviews, while perceived authenticity has significant relevance to brand attitude, purchase intention and online word-of-mouth. The implications of these findings

China has been the biggest factory in the world, most of products are marked “made in China”. With the rapid grows of consumption in China, it is also the biggest market. However, Chinese consumers with deep-rooted Confucian value system may different from Western countries (Ramasamy & Yeung, 2009). Do they still have strong consumer ethnocentrism? Or they can accept all the things they made but with the foreign brands? The power of WOM to influence customer attitude toward one brand is well known to all the marketing researchers. But the fast development of internet and social media network changed consumers’ behavior, word-of-mouth has acquired electronic WOM (e-WOM) as a new name (Goyette et al, 2010). Customer use E-WOM to evaluate product and make purchase decision. Ethnocentric consumers are against foreign brands as they believe that purchasing these brands will hurt domestic economy and brands, cause loss of jobs and increase the power of capitalist companies and dependency of poorer economies to them (Kaynak & Eksi, 2013). But customers are will to searching the better products. Such as Chinese mainland consumers hire purchase agent to shopping aboard. The purchase agent post information in the social media network as eWOM. This research wants to explore the young Chinese still have high ethnocentric tendency or not influenced by eWOM. If E-WOM can be a marketing method to reduce the ethnocentrism when foreign brands entry a new country. And also the domestic brands can use E-WOM to enhance ethnocentrism to against foreign brands. In this research, study 1 tests positive E-WOM or negative E-WOM to test if it can enhance Chinese consumers’ ethnocentrism or reduce their ethnocentrism for their own country products. This research also tests if consumer ethnocentrism can influence on brand equity and purchase intention. Based on the literature review, researchers establish concept model was shown in Table 1. This study uses SPSS and AMOS to analysis the sample. Based on the results this research gives suggestions to both academic and practice.