The increasing interests worldwide urge researchers to examine the strategies used specifically for tackling the Chinese market. This urgency is brought forward by the fact of a low success rate of international businesses operating in China in the past twenty years. This paper identifies the...

Purpose: This study investigates which message appeals more effectively induce consumers' ethical consumption by using combinations of self- or other-benefit appeals with future or present benefits and determines whether priming personal norms or social norms influences the effect....