Purpose Many managers and scholars focus on how to repair brand image after a corporate crisis. This research paper aims to propose that a fresh start mindset (FSM) and brand crisis type can jointly influence consumer forgiveness. Design/methodology/approach Three studies were conducted to examine the authors’ hypotheses. Study 1 is a 3 (FSM: high vs low vs control) × 2 (brand crisis: controllable vs uncontrollable) between-subjects factorial design to test the interaction effect of FSM and brand crisis type on consumer forgiveness. Study 2 is a 2 (FSM: high vs low) × 2 (brand crisis: controllable vs uncontrollable) between-subjects factorial design to identify the affective and cognitive mechanisms in the influence of FSM and brand crisis type on consumer forgiveness. Study 3 is a 2 (FSM: high vs low) × 2 (brand crisis: controllable vs uncontrollable) × 3 (strategy: defensive strategy vs accommodative strategy vs reticence) between-subjects factorial design, aimed to identify the possible boundary conditions of this effect and tested the moderating role of brand crisis response strategies. Findings Study 1 finds that the FSM interacts with brand crisis type to affect consumer forgiveness. Specifically, consumers faced with uncontrollable (vs controllable) brand crises tend to increase (vs decrease) consumer forgiveness after a corporate crisis. Study 2 identifies the underlying mechanism, such that two distinct mechanisms drive the interaction effect. Affective empathy and perceived responsibility mediate the interaction effect of FSM and brand crisis type on forgiveness. Study 3 replicates the findings of studies 1 and 2 and confirms the boundary condition of the effect, showing that crisis response strategy moderates the interaction between FSM and brand crisis type. Originality/value Theoretically, to the best of the authors’ knowledge, this research observes the interactive effect of FSM and brand crisis for the first time, thus extending the existing research on both FSM and brand crisis. This study also enriches existing empathy and responsibility literature by examining the mediating role of empathy and perceived responsibility. Practical implications for marketers are apparent, especially after a brand crisis occurs. Corporates can deal with different types of the brand crisis based on consumers’ FSM. Finally, future research with regards to the findings is discussed.
With the increasing information transparency of business operations’ environmental influences, public opinion plays an important role in the green technology adoption of enterprises. Identifying the diffusion path of public opinion involving the process of enterprise green technology adoption is a significant task to verify the triggering mechanisms among the external factors and internal ones. An appropriate framework may help to clarify how the sustainability elements of public opinion are introduced to green technology adoption. Therefore, an interpretive structural-modeling (ISM)-based approach was applied to explore the basic transmission process and path of public opinion involving green technology adoption in enterprise practices. From the pressure of public opinion to the stakeholders involved, as well as the corresponding operational environmental activities, this study explored the psychological behavior of internal and external stakeholders and tried to clarify what the driving elements of green technology adoption are and how they relate to each other. Based on the field data collected from practitioners with Chinese contextual experience, the driving elements of the enablers of green technology adoption by enterprises were identified, and the fundamental triggering mechanisms of the public opinion pressure among them were analyzed. Thereafter, the influence of internal and external stakeholders involving green technology adoption and their corresponding behaviors under the pressure of public opinion were determined and expounded comprehensively, which illustrates the diffusion path of how public opinion influences the operational green technology adoption. This may narrow the gap between public environmental expectation and business operations. Finally, the managerial implications and the limitations of this study were concluded. The explanatory corresponding ISM model established in this study enriches the literature on the theoretical research of the mechanisms of green technology adoption.
Minimalism refers to a lifestyle that seeks satisfaction in a non-material world by reducing consumption. Given the increasing popularity of minimalistic consumption (e.g., voluntary simplicity), it is necessary to understand minimalism more comprehensively. We provide a categorization scheme related voluntary simplicity, including its conception, dimensions, measurement as well as its underlying mechanisms and boundary conditions. In order to understand voluntary simplicity, four theories (i.e., theory of basic values, self-determination theory; hierarchical theory of needs; self-regulation theory) were introduced. Driven by multiple factors (i.e., demographic variables, personal traits, situational cues and cultural background), voluntary simplicity has potentially important implications for both environmental sustainability and individual well-being. Finally, some directions for future research are discussed.
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