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...

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...

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...

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....