The consumer purchase of environmentally friendly products like organic food is essential to environmental sustainability. This study applies the unique food-related lifestyles (FRL) approach to segment organic food consumers in Vietnam, a country in which there is increasing concern about food safety and quality. The FRL model was intentionally selected because it enables better understanding of how consumers employ food and its culinary aspects to achieve certain values in their lives. Data were obtained from 203 organic food consumers, and a two-step cluster analysis established three identifiable market segments which we named “Conservatives”, “Trendsetters”, and “Unengaged”. The Conservatives were interested in the health aspects of food and preferred natural products. The Trendsetters were interested in healthy food, liked to cook, and held a positive attitude toward organic food and local food products. The Unengaged consumers were not concerned about food-related issues, and they reported the least consumption of organic food. The findings of this study have important academic and practical implications for marketers, policymakers, organizations dealing with food, and socio-environmental organizations that aim to promote organic food consumption. Importantly, marketing efforts should focus on enhancing consumers’ knowledge about organic food and their love of cooking, as well as ensuring adequate availability of organic food.

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PurposeDrawing on the conservation of resources theory, this study aims to apply a mixed-method to enrich the literature by investigating interrelationships among training, environmental triggers (environmental knowledge, awareness and concern) and employees' intention to carry out environmental activities.Design/methodology/approachThis research applied a mixed-method carried out in Vietnam. By using the time-lagged data, Study 1 (quantitative research) was employed to test hypotheses. With Study 2 (qualitative research), four in-depth interviews were conducted to gain insight into a few unexpected findings from Study 1.FindingsStudy 1 indicates that environmental training is critical to directly boost not only the three environmental triggers but also employees' intention to engage in environmental activities. The findings further point out that environmental concern and awareness mediate the relationship between environmental training and employees' intention to engage in environmental activities. Unexpectedly, connections from environmental concern and awareness to employees' intentions were not moderated by environmental knowledge. The findings of Study 2 shed light on the role of environmental knowledge.Originality/valueBased on the conservation of resources and social exchange theories, the research contributes to the existing literature by providing a better understanding of how environmental training stimulates employees' intention to implement environmental activities. The findings may be helpful for managers to encourage employees to contribute to organizations' green objectives.

Purpose This study aims to explore the intention–action relationship of small and medium-sized (SMEs) firms with knowledge capital that declare their intention to internationalize from their inception. Design/methodology/approach The authors apply the theory of planned behavior and hand-collect a database of Chinese born globals, purely domestic firms and traditional exporting firms. The authors’ hypothesis is that Chinese born globals [or young aspiring globals (YAGs)] will strive to acquire domestic and international patents at an early stage to institutionally protect their knowledge-capital via intellectual property rights as they enter the competitive global marketplace. Findings The results confirm that knowledge-focused YAGs apply for patents at an earlier stage than purely domestic and traditional exporting firms. However, in the long run, these firms are neither demonstrating increased knowledge capital by being more innovative nor producing more valuable innovations than their counterparts. Originality/value This study tests the intention–action relationship in the context of SMEs internationalization. It contributes to the internationalization literature by identifying the internationalization pattern of born globals (YAGs) from emerging markets and providing an explanation for what happens to these firms as they mature.

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