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This study aims to direct war-affected youth’s self-identity towards microcredit. Youth is an important life stage for individuals’ self-identity formation. Features, labels and meanings associated with products can influence youth’s self-identity development.

A quantitative-survey method was used for data collection. The sample comprised 1,160 youth microcredit users aged between 18 and 24 years selected from the Northern Province of Sri Lanka. Analysis was conducted mainly in three steps, testing measurement model, hypotheses testing and testing for moderation effects.

The findings revealed that positive affect directed the youth’s self-identity towards microcredit, whereas perceived deterrents played a negative role. Knowledge of microcredit enhanced these attitudes. Also, entrepreneurial desire enhanced the association between positive affect and self-identity, and weakened the negative association between perceived deterrents and self-identity.

The data were cross-sectional and this study was conducted in one country. So, the model needs replication amongst youth in other war-affected countries and with longitudinal data. Additionally, this study is open for expansion by incorporating other constructs that can draw vulnerable youth’s self-identity around products.

This research suggests how war-affected youth’s self-identity can be drawn around microcredit.

This study proposes a unique conceptual model to draw vulnerable youth’s self-identity closer to products beneficial for their well-being, in this case, microcredit.

Bottom of pyramid market (BOP) has gained attention of researchers and marketers in recent years. The BOP market comprises many segments, however, little is known about purchase behaviour in BOP market or segments therein. The purpose of this paper is to investigate youth's intentions of seeking microcredit in the post-war era that are an integral part of BOP market.

The sample comprised 1,250 youth aged 18 and above from Northern Province of Sri Lanka. Surveys were administered for data collection. After testing measurement model, a structural model was run to test hypotheses.

Positive affect, subjective norms and entrepreneurial desire enhanced intentions of seeking microcredit, whereas perceived deterrents negatively influenced those intentions. Perceived benefits, perceived behavioural control and knowledge of microcredit did not have significant effects on these intentions.

This study was conducted in one war-affected country, Sri Lanka. Also, data were cross-sectional. Hence the model needs replication amongst youth in other post-conflict contexts and with longitudinal data.

Findings of this study would be of use to market microcredit to youth in post-conflict era and other segments of BOP.

A unique purchase behavioural model is suggested to enhance youths’ intentions of seeking microcredit in the post-war era, a segment within the BOP market. This study can contribute to purchase behaviour literature in identified contexts.

The purpose of this paper is to investigate the factors which influence Taiwanese students' destination choice for their overseas postgraduate studies. Constructs elicited from the literature were overall perception of education quality, available information, country characteristics and accrual of potential benefits.

The paper takes the form of a literature review, from which the authors identified four constructs: quality of available information; overseas country characteristics; potential benefits; and perceptions of overall education quality. The data required for this research were collected by means of a consumer-type survey. A questionnaire was developed with 40 items adapted from previously validated scales. A non-probabilistic sampling procedure, i.e. convenience sampling, was adopted owing to the unavailability of a satisfactory sampling frame. Final-year undergraduate students from four universities in Taiwan were targeted. There was upfront a screening question which eliminated students who were not knowledgeable about overseas postgraduate education from continuing the survey. A total of 312 survey questionnaires were administered by trained interviewers, during a two-week period, and 301 completed questionnaires were collected.

The research findings revealed that the overall perception of education quality in host country influences the choice of the destination country. Path analysis has shown the catalytic need for intermediation by potential benefits accrued. Postgraduate Taiwanese students, having a better appreciation of western acculturation and potential migration and job prospects, together with the constructs of quality of information and country characteristics, have a better overall perception of education quality of destination country.

Universities targeting Taiwanese postgraduate students need to highlight aspects of potential benefits in their marketing literature and promotional materials. The results of this study will certainly benefit overseas educational institutions and their marketing departments.

This is one of the very few studies which uses partial least squares to address a complex situation associated with the hierarchy of determinants in the selection of a foreign university.

This paper aims to address gaps in the sustainable technology literature by evaluating the demographics of energy efficient appliance consumption in Vietnam. Sustainable technologies can reduce greenhouse gas emissions and address environmental problems such as air quality and climate change. Opportunity is the greatest in emerging markets, where population growth has triggered dramatic rises in electricity consumption. However, their adoption of energy efficient appliances has been slow and understanding why is limited.

Following a literature review, a questionnaire was designed to capture sustainable consumption attitudes and behaviours. In total, 682 interviews were conducted among Vietnamese electrical appliance consumers to investigate the influence of demographics on sustainable technology consumption.

While many respondents were aware of the sustainable benefits of energy efficient appliances, this did not generally translate into responsible purchase behaviour. Of the demographic variables, education had the strongest relationship with sustainability. Those with higher incomes and more children were also more likely to exhibit sustainable consumption attitudes and behaviours. Gender and age were weaker sustainability predictors.

This study is relevant to a wide range of sustainable technology contexts. The literature shows contrary findings regarding relationships between demographics and sustainable consumption, and the value of demographics to sustainable consumer segmentation and targeted behaviour change campaigns has been contested by some researchers. This research highlights education as the most significant demographic predictor of sustainable consumption and reveals the consistency of this finding with many other studies. The implications of this for promoting future sustainability are discussed.

The purpose of this paper is to investigate the influence of consumers’ collectivism and long-term orientation (LTO) cultural values on their purchase intention in relation to environment-friendly products.

This research adopts a hypo-deductive research design. A unique conceptual model was developed by linking cultural values to key determinants of green purchase behaviour. This model was then tested using a quantitative survey of 682 shoppers in popular Vietnamese electrical appliance stores.

Analysis using structural equation modelling reveals that consumers with greater adherence to collectivism and LTO tend to engage in green purchase behaviour owing to their positive environmental attitudes, strong subjective norms and tolerance of inconvenience associated with eco-friendly product purchase. Gender is found to moderate the relationship between the determinants and purchase intention.

Marketers including manufacturers and policymakers must endeavour (change globally) to reduce or eliminate perceived inconvenience associated with green purchases. They should also effectively communicate messages stressing that eco-friendly product purchases are crucial for environmental protection and benefit consumer groups including family, peers and society in the long-run.

This research is the first of its kind which links consumers’ cultural values at a personal level to all the elements of the theory of planned behaviour. This research also extends current knowledge about green purchase behaviour in emerging markets by focussing on Vietnam.

The purpose of this paper is to investigate how consumers’ altruistic values influence their personal norms, environmental attitudes, subjective norms and perceived barriers, all of which in turn influence their pro-environmental behaviour (i.e. the purchase of energy efficient household appliances).

This research follows a hypothetic-deductive approach. A unique conceptual model examines the role of consumers’ altruistic values in relation to their environmentally responsible purchase behaviour. Structured questionnaires were administered to randomly selected Vietnamese consumers who visited busy electronics and appliance specialist stores, which yielded 682 usable responses.

Structural equation modelling revealed that consumers’ altruistic values tend to positively influence their personal norms, environmental attitudes, subjective norms and mitigate their perceived barriers in relation to the purchase of energy efficient appliances.

Marketers, policymakers and sustainability campaigners should develop relevant communication and education programmes that emphasise the importance of purchasing energy efficient appliances for the environment and society, arousing consumers’ sense of moral obligation and societal responsibility to purchase such products. They should also provide a convenient and easily accessible shopping environment for consumers.

This research makes an important contribution by presenting and testing a new altruistic-values-based model that seeks to understand consumers’ environmentally responsible purchase behaviour. This model could serve as a blueprint for future studies in the domain of pro-environmental behaviour, especially those in emerging markets.

The Spanish lycanthrope arrived successfully to Spanish screens with The Mark of the Wolfman (Eguiluz, 1968), introducing iconic actor and scriptwriter Paul Naschy as werewolf Waldemar Daninsky. This persona would be later developed in more depth in The Werewolf Versus the Vampire Woman (Klimovsky, 1970) and Curse of the Devil (Aured, 1972). Furthermore, Daninsky’s construction responded to the historical repressive context of Francoist Spain, and the strong ideal of masculinity imposed and promoted under the fascist regime (Pulido, 2012).

After a long hiatus in the horror genre, the more recent film Game of Werewolves (Martínez Moreno, 2011) revisits the figure of the Spanish lycanthrope by introducing two different sets of characters embodying two different types of masculinity and, more significantly, by linking the strong, traditional male identity to the myth of the werewolf, paying homage to Waldemar Daninsky.

Thus, through the film’s historically contextualized textual analysis, the chapter seeks to study the myth of the werewolf in twenty-first-century Spain, in relation to the changes in the masculine identity and the historical context to which it refers, exploring the struggle of men to move from the traditional male identity imposed during the dictatorship to a more progressive one.

The purpose of this paper is to test the impact of power (coercive and non-coercive) on supply chain (SC) relationship success. In particular, this paper aims to examine the moderating effect of relationship quality (RQ) on the associations between power bases and relationship success. In turn, RQ and relationship success can impact the operational performance of the suppliers.

A survey of 284 Australian suppliers (growers of organic fruits and vegetables) was conducted to elucidate the associations among power, RQ, relationship success and operational performance.

RQ was found to only moderate the positive relationship between non-coercive power and relationship success. Moreover, RQ and relationship success were positively related to the suppliers’ operational performance. The findings conform those of previous research in which coercive power is negatively related to the supplier’s perception of relationship success while non-coercive power is positively related to the supplier’s perception of relationship success. Relationship success was found to mediate the relationships between the power bases and operational performance.

This study only collected data from one-side of the dyad (the suppliers). Another potential limitation is the existence of respondent bias, which can arise when a single respondent is asked to assess both the nature of the relationship and the performance outcomes of the relationship.

This study highlights the importance for managers to understand the dynamic shaping relationships when they want to signal their influence and RQ in inter-firm relationships associated with the SCs.

This study applies signaling theory as an alternative theoretical lens that looks into the moderating role of RQ on the associations between power bases and relationship success in the SC. This study argues that when the buyer increasingly develops RQ, the effect of non-coercive power on relationship success diminishes. Both RQ and relationship success positively influence the supplier’s operational performance.

The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands and the influence of green brand image on purchase behavioural response. Additionally, the influence of a moderating variable (green perceived risk) on this formation process is examined.

Data were collected using an online survey administered to a consumer panel in China. Structural equation modelling was used to test the conceptual model.

The results demonstrate that the provision of utilitarian benefits and self-expressive benefits directly enhance the brand’s green image. Also, utilitarian benefits and green brand image have direct influences on green brand loyalty. Green perceived risk negatively moderates the relationship between utilitarian benefits and green brand image.

This study extends previous research by examining the development of green brand image and investigating the moderating role of green perceived risk in this process. Also, this study enriches research on green brand and corporate branding by investigating the relationship between green brand image and brand loyalty.

Although previous research has examined how perceived benefits influence the development of corporate brand image, the issue has not been investigated from a green branding perspective. Moreover, the moderating role of green perceived risk in the formation of green brand image has not been explored, despite the concerns relating to greenwash which have been raised in several green brand studies. Finally, green brand image was found to be a strong antecedent of brand loyalty, besides the predominant elements of green trust and green satisfaction.