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The purpose of this study is to investigate the role of ethical obligation and environmental concern in young consumers’ green purchase behaviour using Ajzen’s (1991) theory of planned behaviour as underpinning theoretical model.

Data collected from 253 college students of a major higher education institution in Northern India were analysed by using structural equation modelling and moderated mediation analysis in AMOS 22.0 and SPSS 20.0.

Investigating why environmental concern does not significantly translate into green purchase intention, the study demonstrates that the effect of environmental concern was mediated through attitude and ethical obligation. In addition, the study also found that the effect of environmental concern on attitude was positively moderated by ethical obligation. Moreover, subjective norms were found to exhibit no direct effect on green purchase intention; rather, this effect was indirect and mediated through attitude and perceived behavioural control. The results of moderated mediation analysis further demonstrated that the indirect effect of subjective norms on green purchase intention through attitude was found conditional on the values of perceived behavioural control.

The study offers a valuable contribution by signifying the moderating role of ethical obligation in green purchase behaviour. It also contributes to the existing knowledge by assessing the conditional indirect effect of subjective norms on green purchase intention which is rarely examined in the literature.

This study aims to examine the direct and indirect influence of electronic word of mouth (eWOM) on green cosmetics purchase intention of young Vietnamese female consumers through health concern, environmental concern and the theory of planned behavior (TPB) factors.

Data were collected from a survey of Vietnamese young female consumers that were analyzed using a partial least squares structural equation modeling.

The results reveal that eWOM has a direct effect on consumers’ purchase intention of green cosmetics. Among TPB factors, attitude was a greater influential predictor of purchase intention than subjective norms. However, the influence of perceived behavioral control on purchase intention was not supported. There were significant indirect effects of eWOM on purchase intention through the mediation of health concern, environmental concern and attitude.

Therefore, the findings of this study are relevant for marketers and managers as they provide valuable insights into understanding the motivational factors of consumers’ green cosmetics purchase intention. The results highlighted that eWOM could increase young female consumers’ environmental concern and health concern, which, in turn, influence a positive attitude toward green cosmetics. Hence, eWOM is a powerful vehicle for environmental and health messages; also, it can be an important channel of sensitization toward environmental and health issues and motivation of proenvironmental behavior and healthy lifestyle.

The study contributed to the literature by confirming the utility of the TPB model in predicting young women’s green cosmetics purchases in the context of Vietnam, an emerging market, which has largely been overlooked in the literature. The findings show that eWOM has a direct influence on green cosmetics purchase intentions of young Vietnamese female consumers and indirectly eWOM through health concern, environmental concern and two TPB factors (attitude and subjective norms).

The concept and practice of e-services has become essential in business transactions. Yet there are still many organizations that have not developed e-services optimally. This is especially relevant in the context of Indonesian Airline companies. Therefore, many airline customers in Indonesia are still in doubt about it, or even do not use it. To fill this gap, this study attempts to develop a model for e-services adoption and empirically examines the factors influencing the airlines customers in Indonesia in using e-services offered by the Indonesian airline companies. Taking six Indonesian airline companies as a case example, the study investigated the antecedents of e-services usage of Indonesian airlines. This study further examined the impacts of motivation on customers in using e-services in the Indonesian context. Another important aim of this study was to investigate how ages, experiences and geographical areas moderate effects of e-services usage.

The study adopts a positivist research paradigm with a two-phase sequential mixed method design involving qualitative and quantitative approaches. An initial research model was first developed based on an extensive literature review, by combining acceptance and use of information technology theories, expectancy theory and the inter-organizational system motivation models. A qualitative field study via semi-structured interviews was then conducted to explore the present state among 15 respondents. The results of the interviews were analysed using content analysis yielding the final model of e-services usage. Eighteen antecedent factors hypotheses and three moderating factors hypotheses and 52-item questionnaire were developed. A focus group discussion of five respondents and a pilot study of 59 respondents resulted in final version of the questionnaire.

In the second phase, the main survey was conducted nationally to collect the research data among Indonesian airline customers who had already used Indonesian airline e-services. A total of 819 valid questionnaires were obtained. The data was then analysed using a partial least square (PLS) based structural equation modelling (SEM) technique to produce the contributions of links in the e-services model (22% of all the variances in e-services usage, 37.8% in intention to use, 46.6% in motivation, 39.2% in outcome expectancy, and 37.7% in effort expectancy). Meanwhile, path coefficients and t-values demonstrated various different influences of antecedent factors towards e-services usage. Additionally, a multi-group analysis based on PLS is employed with mixed results. In the final findings, 14 hypotheses were supported and 7 hypotheses were not supported.

The major findings of this study have confirmed that motivation has the strongest contribution in e-services usage. In addition, motivation affects e-services usage both directly and indirectly through intention-to-use. This study provides contributions to the existing knowledge of e-services models, and practical applications of IT usage. Most importantly, an understanding of antecedents of e-services adoption will provide guidelines for stakeholders in developing better e-services and strategies in order to promote and encourage more customers to use e-services. Finally, the accomplishment of this study can be expanded through possible adaptations in other industries and other geographical contexts.

The continuous impact of the pandemic and the downturn of the global economy have brought new challenges to the tourism industry. In this context, effectively attracting consumers and improving user stickiness are the top priorities of tourism platform companies. This study explores the impact of ethical concerns raised by new issues under the multi-governance environment on user stickiness. Based on the trust theory, the authors provide solutions for tourism platforms.

This study adopted a quantitative approach, gathering survey data via an online platform. A total of 400 participants were investigated, and 356 valid questionnaires were returned, with a recovery rate of 89%. Questionnaires that did not meet the inclusion criteria were excluded, leaving 298 valid responses.

Studies have found that consumers' ethical concerns about platform companies are key factors affecting user stickiness, and among these, consumer trust plays a mediating role. They have found that corporate social responsibility (CSR) behaviours help alleviate ethical concerns and improve trust in enterprises. At the same time, enterprises should properly control the number of platform collaborators, and excessive platform cooperation negatively moderates the impact of consumer ethical concerns on competence-based trust.

This study complements the deficiency of previous research with regard to ethical concerns in a multi-governance environment. These findings indicate that subject diversity exacerbates the negative impact of ethical concerns on consumer trust; however, CSR alleviates the impact of ethical concerns on consumer trust.

Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions.

This study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey.

Perceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns.

According to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness.

It is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society.

The results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.

This paper investigates the impact of sustainability information disclosure on consumers' choice of order-to-delivery lead-time in relation to consumers' sustainability concern.

Based on two choice experiments with participants from the Netherlands (n = 348) and the United Kingdom (n = 1,387), the impact of sustainability information disclosure was examined in connection with consumers' concerns for environmental and social sustainability. Information on environmental impact (carbon emission) and social impact (warehouse workers and drivers' well-being) was considered and compared.

Disclosing sustainability impact information significantly increased consumers' preference and choice for longer delivery times, with equivalent effects for environmental and social impact information. Consumers' relevant (environmental or social) sustainability concern as personality traits enhanced effects on preferences, as did priming of environmental concern.

Future research may consider differences between product categories or e-commerce companies' reputation in sustainability activities.

The findings provide opportunities for online retailers to influence consumer choice of delivery time, especially through disclosing environmental and/or social sustainability information.

This study fills a gap in the literature on sustainability information disclosure to actively steer consumer choice of delivery time, particularly regarding the effect of social sustainability impact information in comparison to its environmental counterpart.

Consumers are becoming increasingly concerned about the privacy of their personal information and information about their purchase behaviors. The current study examines the extent to which consumers are concerned with how their personal information is collected and used, their awareness and knowledge of data collection practices using discount (loyalty) cards, the relationship between demographics and privacy concerns, and the relationship between privacy concerns and purchase behaviors. Results from a telephone survey of 480 consumers suggest that even though consumers are concerned about how personal information is collected and used, very few consumers are aware of how discount (loyalty) cards are used to collect personal level purchase data. Results also suggest that concerns about the use of personal information vary by demographic market segments, and that privacy concerns are significantly related to consumers’ purchasing behaviors on the Internet.

The primary purpose of this study is to investigate whether welfare issues are important to consumers also relating to fish. Second, it aims to identify segments based on animal and fish welfare issues, environmental concerns and ambivalence about farmed fish.

A questionnaire was designed to investigate consumers' concern for environmental and animal and fish welfare issues together with variables used in profiling segments in the study. The measurement scales used here are adapted from validated scales in previous studies. The survey was conducted in Valencia, Spain, among 450 randomly‐chosen respondents.

Animal welfare issues related to farmed fish do not seem to be important for the consumers in Valencia. There are, however, differences among the consumers relating to general environmental and animal welfare concern, and ambivalence. Three segments were identified: the unconcerned (27 per cent), the wild fish concerned (34.5 per cent) and the ambivalent (38.5 per cent). Attitudes toward farmed fish, the importance of natural food and social class were most important in profiling differences between clusters.

The findings indicate that the animal welfare issue has not yet become a barrier for farmed fish in Valencia. The results may help fish‐farming companies to find their target group among the consumers, based on environmental and animal welfare issues. The results also indicate that there are consumers who are somewhat ambivalent about farmed fish. For this group, more information and knowledge can change their attitudes so they become more positive toward farmed fish in the future.

The paper provides useful information for fish‐farming companies or the authorities planning healthy‐eating campaigns targeting fish.

The rise of fast fashion has changed the face of global fashion. Despite sector growth, critics have questioned the level of obsolescence, encouragement of over-consumption and fast fashion's unsustainable business practices. Specifically, mounting concerns surround the impact on environmental, worker and animal welfare. Accordingly, the aim of this current work is to understand the influence of consumer's values on ethical consumption in a fast-fashion context.

An online survey was designed to collect responses relating to personal values and ethical concerns towards animal and worker welfare issues, as well as environmental concerns. A total of 350 US-based fast-fashion consumers completed the survey via Amazon MTurk. Factor analyses and structural equation modelling were used to analyse and test a theoretically hypothesised model.

This study found that self-transcendence values and openness to change values have a positive impact on consumers' levels of ethical concern towards animal welfare, the environment and worker welfare concerns within the fashion industry. Furthermore, a consumer's level of concern towards animal welfare and the environment positively influences a consumer's likeliness to purchase ethically marketed fast fashion.

This is the first study to investigate the role of consumer values and their influence on ethical concerns within the fashion industry and the impact of these concerns on intentions to purchase ethically marketed fast fashion. Responding to calls for further research into ethical consumption of apparel, this study includes all elements of ethical consumption identified, including animal welfare. This study identifies ethical areas of concern salient amongst fast-fashion consumers and provides a deeper understanding of the values impacting the level of ethical concerns surrounding animal welfare, the environment and worker welfare.

Privacy and security concerns of consumers have been touted as one of the hindrances to the growth of e-commerce. These concerns increase the risk perception of consumers. Understanding the consequences of privacy and security concerns and their relationship to risk perceptions may provide a solution. The relationship between privacy and security is investigated using the theory of planned behavior. The study aims to examine the relationship of trust, privacy and security concerns to the risk perception adoption of e-commerce. The results from a survey validate the model.

Data were collected using survey from undergraduate business students. The respondents were requested to select a specific product that they plan to purchase in the next six months. After selecting a product, the respondents were requested to report an online company that they have recently visited which offers the selected product. The respondents were requested to fill out the survey with regard to their selected online company. Time given was approximately 20 min.

The results suggest that privacy and security concerns and trust beliefs had effects on risk perception. Among these effects, trust had the largest effect followed by privacy and security concerns. Furthermore, risk perception and trust beliefs had effects on attitude. The effect of trust beliefs on attitude was larger than the effect of risk perception on attitude. Similarly, subjective norm, perceived behavioral control and attitude had a positive and direct effect on intention to be involved in e-commerce.

The first limitation of this study is the use of student subjects. Because this study took place in an educational setting, its generalizability to the general population of consumers lacks to some degree. The second limitation of this study is mono-method bias.

The effect of privacy concerns on risk perception was larger than that of security concerns. Because the consumers get more experienced and sophisticated using the Web, the security concerns that they may have had at the beginning are not reflected in their risk perceptions. It is likely that they have adopted protective measures on their own to defend their privacy online. An example of such a measure would be providing false information to online companies when asked to submit personal information.

The major contributions of this study are developing and validating an integrative framework of e-commerce adoption at the individual level. The model includes privacy and security concerns, risk perception and trust beliefs. This study also highlighted the distinction of constructs of privacy and security concerns and showed their differential effects on other related constructs in the research model.