Purpose: This paper aims to explain the discrepancy between pro-environmental intentions and behaviors with moderating effects of two socio-cultural values (espoused individualism and faith in others) on the link between intentions and actual behaviors to save electricity....

Examines the influence of cultural values, ecological affect and ecological knowledge on the green purchasing behavior of Chinese consumers. Using structural equation modeling to assess the significance that ecological affect and ecological knowledge have on green purchase intention and actual...

Purpose – This study incorporates two Chinese cultural variables guanxi (personal relationship) and xinyong (personal trust) with other relational variables that are well defined in the west, i.e. supplier competence, commitment, conflict handling and satisfaction to see how they generate...

Purpose – Information has created a new segment of knowledgeable customers. Marketers should pay attention to the reversed information sharing by this active group of customers. The major aims of this article are to provide the results of an in‐depth investigation of the relationship between...

This study examines how consumers in China perceive and respond to company‐sponsored environmental advertising claims. Based on a survey of 914 Chinese respondents in Beijing and Guangzhou, the study has derived some important findings. First, it confirms the casual observation that...

The green movement in newly industrialized countries often lags behind the West. While the green awareness has started to rise rapidly in some of these countries, the ability of attitudes to predict behaviour for environmentally sensitive products is questionable. A survey of 552 Hong Kong...

Purpose – The purpose of this study is to explore how different types of environmental claims may affect the communication effectiveness of environmental advertising. Two two moderating variables include the perceived eco‐friendly image of the originating country and consumer involvement....

Purpose – The purpose of this paper is to understand the impact of the antecedents of the exchange domain (use of coercive influence, ideational favor exchange, calculative resource‐dependence, and decision uncertainty) on relationship building. The paper examines the link between the two...

Differences in cultural values may result in perceptual differences and thus necessitate the use of different advertising information content in varying cultures. Intends to test the relationship between cultural values and the information cues employed in service advertising, using an affective...