Purpose – Using the theory of planned behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of organic personal care products, this study aims to consider further the moderating effect of perceived behavioral control on the...

Purpose – This study seeks to examine the influence of market orientation on Chinese buyer‐supplier relations. A model is proposed depicting relationships among retailer market orientation, supplier market intelligence, supplier role performance, and retailer economic and social...

Purpose – The purpose of this paper is to examine whether preference toward in‐group members can serve as opportunism governance in channel relationships in a collectivist culture. This study proposes a model of opportunism incorporating in‐group preference and trust as antecedents of...