Green consumption involves comprehensive concerns that address the broad scope of sustainability, ecosystem balance, profit‐generation and people. Identifying the factors that influence consumers' purchase behavior enables manufacturers to understand consumers' decision‐making processes and can help them develop more environmentally beneficial products. However, scholars have recently found that a gap exists between environmental concern and consumers' actual purchase behavior. The purpose of this paper is to use cognitive behavior theory to investigate the drivers of green consumption behavior and the missing link in the concern–behavior gap. After collecting 375 valid questionnaires, this study validated the proposed conceptual model using structural equation modeling. The revised model indicates that environmental involvement, informational utility, green advertising skepticism and green trust are antecedent variables of consumer attitudes toward green products. Additionally, this study also provides a possible explanation of and remedies for the concern–behavior gap. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

Purpose The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and experiential satisfaction, switching intentions and switching behavior from the perspective of green branding. Design/methodology/approach A questionnaire survey was used to collect data from consumers who had purchased environmental shampoos, obtaining 613 valid samples which were analyzed with structural equation modeling. Findings The results indicate that green brand experiential risk, green brand cognitive dissonance, green brand experiential quality and green brand experience influence green brand experiential satisfaction. In addition, green brand experiential satisfaction has an impact on green brand switching intentions, which, in turn, positively influence green brand switching behavior. Practical implications To decrease the perceptions of green brand skepticism, green brand experiential risk, green brand cognitive dissonance, green brand switching intentions and green brand switching behavior and increase the perceptions of green brand experiential quality, green brand experience and green brand experiential satisfaction, the findings will help environmental organizations develop and implement market-orientated product strategies. Originality/value The results provide a better understanding of the relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience, experiential satisfaction, switching intentions and switching behavior in an environmental context.

No abstract

PurposeThis study examines whether consumer brand engagement (CBE) can mitigate the negative effects of economic animosity (EA) on purchase intention (PI) and strengthen the positive effect of country-of-origin (COO) on PI.Design/methodology/approachUsing questionnaires distributed to 372 young Chinese adults, the study collected PI data for US products in the Chinese market. Partial least square structural equation modeling was adopted.FindingsThis study found a positive relationship between COO and CBE and a negative relationship between EA and CBE. CBE exhibits a partial mediating effect in the relationship between COO and PI and a full suppression effect on EA toward PI.Research limitations/implicationsThis research is limited to China; future research could extend this framework to the United States.Practical implicationsThis study contributes to relationship marketing knowledge. Furthermore, it provides new tools for multinational corporations to deploy their marketing strategies and avoid negative consequences stemming from the EA effect in the Chinese market following the US–China trade war.Originality/valueThis study is the first to extend COO and EA research to CBE discipline.

Access to this document was granted through an Emerald subscription provided by emerald-srm:263496 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. IntroductionOutsourcing strategy plays a critical role in the high-tech industry. Gottfredson et al. (2005) suggested that firms focus on their core competencies and outsource other value added activities to suppliers. Consequently, firms used outsourcing to integrate activities based on the value chain for product development and relied on suppliers for outsourcing services to obtain competitive advantage (Nixon and Woo, 2003) and save on costs (Chalos and Sung, 1998). Brand customers 1 such as HP, Dell, Sony, and Acer, outsource research and development (R&D) and manufacturing to contract manufacturers 2 to obtain a stronger competitive advantage.Most new product literature for the past 2 decades has focused on the relationships among environmental factors, new product development (NPD) activities, and new product success (Calantone and Di Benedetto, 1998;Parry and Song, 1994). Meta-analysis has shown that only 4% of research articles on new product development have focused on product launch (Montoya-Weiss and Calantone, 1994). According to a recent review study 1 Brand customer:A Brand customer is defined as a Branded electronics buyer (international large OEM customer or ODM customer) in this study. 2 Contract manufacturer: A contract manufacturer is defined as a supplier having an original equipment manufacturer (OEM) or original design manufacturer (ODM) business in this study. Downloaded by University of Mississippi At 22:00 28 June 2015 (PT) 2 (Calantone and Di Benedetto 2007), approximately two dozen papers specific to launchissues have been published in the marketing and innovation literature, mostly within the last decade. New product launch is relatively expensive, risky, and lengthy in the entire NPD process (Bowersox et al., 1999). The high investment exerted in R&D for new products might be more exceptional and advantageous than other competitors, but unsuccessful because of poor product launch (Lee and O'Connor, 2003). One empirical product launch study provided evidence that integrated marketing communication is vital to new high-tech product launches (Win...