The 2015 Paris Agreement is the first historical global accord aiming to palliate global warming. Climate change has caused ecological, economic, and social disasters, among other things and has made not only nations review their environmental protection issues but also the consumers paying more attention to the environment and encouraging green oriented buying behaviors. This study targets Taiwan's consumers, and 649 valid questionnaires were recovered. Exploratory factor analysis was applied to extract the trait factors, whereas confirmatory factor analysis and structural equation modeling were used for the verification of the scale and structural model, respectively. The result shows that the consumers' environmental knowledge, environmental consciousness, and the social norms have had a positive effect on their environmental attitude, as do their environmental knowledge and the social norms to a sense of well‐being. Consumers purchasing intention and behavior are pointing towards green products. Therefore, companies need to respond to the consumers' demand and fulfill their social responsibility to release the green products so as to satisfy the consumers' needs.

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Purpose – In the age of the knowledge-based economy, innovation has become a significant factor in business competitiveness. The purpose of this paper is to explore the moderating effect of job satisfaction on the relationship between personality and employees' individual innovative behavior in the service industry. Design/methodology/approach – The object of this research is the employee in service industry in Taiwan. A total sample of 626 employees in five service industry categories was taken in Taiwan's service industry. The descriptive statistical analyses and hierarchical regression were adopted. Findings – The results show that job satisfaction positively affects individual innovative behavior, and also has moderating effect on personality traits and innovative behavior. Originality/value – Innovative behavior is not only congenital, that can be stimulated by job satisfaction.

Nowadays, there is a boom in online purchasing, especially by adolescents. In fact, scholars and marketers alike have long noticed the emergence of adolescent consumers and their consumption behaviors. This research aims at exploring the effect of adolescent decision‐making styles on online purchasing behavior, with peer influence as a moderating variable. An online questionnaire survey was conducted on 2,419 adolescents and further verified by regression analysis and analysis of covariance. Adolescents with planned purchase behaviors can be considered as rational consumers, in that they do not care about fashion, or recreational, hedonistic shopping consciousness, but rather focus on brand, price value, and high quality. Indeed, adolescent purchase decision making can be strengthened by peer influence.