This study aimed to investigate the impacts of COVID-19 on the hospitality industry. We examined the interplay between consumers’ fear and uncertainty of COVID-19, their trust in green hotel brands, and their behavioral intentions in relation to staying at green hotels. Analysis of 613 completed responses to a survey instrument revealed that fear and uncertainty of COVID-19 have increased consumers’ environmental concerns and green hotel brand trust, which in turn have promoted their willingness to pay more and willingness to make sacrifices to stay at green hotels. The paper contributes to research on green consumption behavior in the hotel industry during the COVID-19 pandemic.

Environmentally and economically sustainable strategies are predicted to influence the public perception of a firm's green performance in terms of environmental protection as well as corporate social responsibility as a whole. We empirically tested this prediction with the data from 214 Chinese manufacturing firms. Our empirical findings showed that firms' environmentally sustainable strategies are more important compared with the economic ones in shaping firms' green performances.Moreover, we also found a significant moderating effect of employees' education on the relationship between the two sustainable strategies and firms' green performances. We explain the findings and conclude with a discussion of the implications of our findings for academic researchers and practitioners.

PurposeLive streaming commerce has grown rapidly in recent years. Although the way streamers communicate with viewers is the key to influencing users' purchase behaviors, little is known about the influence of streamers' communication style on purchase intention. Drawing on parasocial interaction theory and flow theory, this study examines the influence of streamers' interaction orientation on viewers' immersion and parasocial interactions, and its effect on viewers' purchase intentions. The moderating effect of streamers' expertise and attractiveness is also examined.Design/methodology/approachThe authors conducted an empirical study using a structural equation modeling approach based on 407 responses to a questionnaire completed by live streaming audiences.FindingsResults indicate that streamers' interaction orientation has a positive effect on viewers' immersion and parasocial interactions, in turn positively affecting viewers' willingness to purchase. Streamers' expertise positively moderates the effect of their interaction orientation on viewers' immersion and parasocial interactions.Originality/valueThis research is among the first to explore the effect of streamers' communication style and provides a framework for how their communication style affects viewers' purchase intention by enhancing immersion and parasocial interaction in live streaming commerce.

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