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This study proposed and tested a comprehensive model of the intention to recycle in which the norm activation model and the theory of planned behavior were combined. Data on consumer intention to recycle were collected from a panel of U.S. consumers. The final sample consisted of 421 participants. Structural equation modeling was employed to test the proposed model. The results support the hypotheses in that personal norms (from the norm activation model) together with attitude and perceived behavioral control (from the theory of planned behavior) influence the intention to recycle. In addition, subjective norms (from the theory of planned behavior) influenced the intention to recycle indirectly through attitude, personal norms, and perceived behavioral control. Also, awareness of consequences (from the norm activation model) influenced intention to recycle indirectly through attitude, subjective norms, and personal norms.

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PurposeThe objectives of this paper are to: examine e‐shopping quality dimensions; explore how e‐shopping quality factors influence consumer shopping outcomes (e‐shopping satisfaction and e‐shopping intention); and test the moderating effects of consumer experiential e‐shopping motives on the e‐shopping quality – e‐shopping outcomes links within the context of online apparel retailing.Design/methodology/approachData were gathered from 298 college students in the USA using a self‐administered online survey.FindingsAmong four e‐shopping quality factors identified (privacy/security, web site content/functionality, customer service, and experiential/atmospheric), web site content/functionality and atmospheric/experiential quality have significant impact on e‐shopping satisfaction contributing to e‐shopping intention, while privacy/security and customer service have significant impact on e‐shopping intention but not on e‐shopping satisfaction. Furthermore, this study provides some support for the moderating roles that experiential e‐shopping motives plays in the e‐shopping quality – e‐shopping outcomes links.Research limitation/implicationsThis paper shows that experiential e‐shopping motives as an individual characteristic play a role in controlling the dynamics among e‐shopping quality, e‐shopping satisfaction, and e‐shopping intention. However, the data consisting of self‐reported measures from a single segment of online retail industry warrants caution in generalization in relation to common method bias.Practical implicationsThis paper entails useful implications for internet‐ and multichannel retail marketers delivering apparel/fashion goods to better understand the online consumer response process and determine effective e‐store management strategies that reflect the differing customer evaluation processes.Originality/valueThis study extends and complements the e‐tail service literature by examining whether and how experiential e‐shopping motives moderate the relationships among e‐shopping quality dimensions, e‐shopping satisfaction, and e‐shopping intention.

Purpose – This study aims to investigate consumer perception of community and employee oriented CSR program, and examine how retailers' CSR activities lead to social (i.e. legitimization) and financial support. Further, by taking the social context into account, this research examine the moderating effect of consumer engagement in community social capital on the relationship between perceived retailers' CSR action and retailer legitimization. Design/methodology/approach – Pre-test was conducted with 144 students to validate the measurement model. A total of 220 responses from US consumers were used for the main-test, and multiple group analysis in structural equation modeling (SEM) was employed in order to test the structural model. Findings – The result indicates that when retailers are perceived as adhering to social norms through their CSR actions, they gain legitimacy and support from the consumers within the community. Further, consumer social capital moderates the relationship between perceived CSR and retailer legitimacy. Practical implications – Findings of this research can provide retail marketers with practical implication in developing their CSR strategy catering to the community members. Understanding consumers with higher level of social capital investment will increase the capability and effectiveness of the retailers' CSR activities. Originality/value – This research offers theoretical contributions to the current research stream of CSR studies by testing the moderating effect of consumers' engagement in the social environment on consumers' legitimization and support toward retailers that perform CSR activities. This study also provides new perspective on assessing the outcome of retailers' CSR actions by focusing on both social and financial dimensions.

In two studies ethical ideologies, ethical judgments, perceived risk, and purchase intent associated with fashion counterfeit products were examined. Study 1 (N= 115) found that one perceived risk factor (general uncertainty about consequences) influenced intent to purchase fashion counterfeit items, but ethical ideologies did not. Incorporating ethical judgments, Study 2 (N= 326) found that one of the risk dimensions (general uncertainty about consequences) was significantly related to intent to purchase fashion counterfeit products. In addition, consumers' relativism positively predicted ethical judgments regarding purchasing fashion counterfeit products, whereas idealism did not. Consumers' ethical judgments regarding fashion counterfeit products negatively influenced purchase intent for fashion counterfeit products. The purchase and ownership of fashion counterfeit products were fairly common. The findings of these exploratory studies can be used in the development of course lectures and activities, as well as strategies to offset fashion counterfeiting purchasing.