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This study aims to explore the factors that encourage Generation Z consumers to turn an ethical purchase intention into purchase behaviour. Theory of planned behaviour model is applied to understand the Generation Z ethical consumerism.

Qualitative method in the form of 18 semi-structured interviews was conducted on participants aged within the Generation Z cohort in the UK.

Research findings show that Generation Z has strong awareness and desire towards ethical and environmental issues. Driven in the main by the cohorts unlimited exposure to social media platforms and online resources where information is shared. Generation Z’s frugality limits them to purchase truly ethically in their current life stage. Financial aspirations from this target market suggest a future desire to purchase high value ethical items. Further trends discovered highlighted sustainable lifestyle choices within the generation. Recycling, diet choices and reduced consumption on clothing were expressed. The paper highlights that Generation Z are aware of ethical issues prevalent in society and are doing what they can at this life stage to make a positive impact.

This research has valuable implications for both academics and marketers. It provides new insights for scholars into understanding Generation Z decision-making in ethical consumption. It successfully applied the Theory of Planned Behaviour to understand generational consumer behaviour. The findings can assist practitioners to determine effective marketing strategies to persuade Generation Z to act ethically. The research can also be considered when dealing with government legislation when tackling social change in younger population as this appeared important factor for the researched consumers. Marketers should also consider digital influencers as part of their communication campaigns targeting Generation Z users.

This search offers a valuable contribution to current academic findings towards Generation Z research as ethical consumers incorporating TPB framework.

Based on stakeholder theory, this study aims to examine the impact of family firm succession on corporate philanthropy while considering the potential role of the clan cultural context, industry context, and the stage of succession.

Data were based on a sample of 7,502 firm-year observations from listed family firms in China’s A-share markets between 2007 and 2018. Several Tobit models are used for analysing the data. Difference-in-difference regression method and propensity score matching method are used for robustness tests.

Family firms undergoing succession tend to spend more on corporate philanthropy compared to non-succession counterparts. This effect is more pronounced among polluting industry firms and weaker in regions with strong clan cultures and after the process of succession is complete.

This study sheds new light on the relationship between inter-generational succession and corporate philanthropy. By considering the moderating effect of the clan cultural context, industry context, and the stage of succession, this study further advances the understanding of the role of corporate philanthropy in managing family firm succession.

Despite entrepreneurial linguistic style gaining increased attention in entrepreneurship studies, the field for digital vlogger entrepreneurs still lacks a comprehensive understanding of how linguistic patterns enhance audiences attitude and behaviour. This study aims to propose a conceptual model of “language-mental imagery-attitude-behaviour model” that leads to the examination of rich sensory language style of food travel vlogger entrepreneurs and its persuasive effect on audiences' attitude and behavioural intention.

The present study utilises a stimulus-based survey method that involves a sensory-rich vlog script extracted from a high social media engagement authentic vlog. Data are collected through an online questionnaire distributed to a sample of 355 participants via the Amazon Turk mechanism. The study employs confirmatory factor analysis and structural equation modelling to test the proposed hypotheses, with the aim of contributing to the advancement of theories of embodied cognition in entrepreneurial language by examining the attitudes and behaviours of audiences exposed to sensory-rich language. The findings of this research provide valuable insights into the effects of sensory-rich language on audience responses and can inform future research on the role of embodied cognition in entrepreneurial communication.

The findings demonstrate that vlogger entrepreneurial sensory-rich linguistic communication style positively influence audiences' attitude, behavioural involvement with food and intention to taste. Visit intention will be enhanced via the mediating effects of attitude, behavioural involvement with food and intention to taste.

This research highlights the significance of sensory-rich language for vlogger entrepreneurs in entrepreneurial communication, digital storytelling and for destination marketing enterprises in creating a digital sensory engagement marketing strategy.

The study contributes to the literature by elucidating the theories of embodied cognition in entrepreneurial communication. By examining the relationships between vlogger communication evoked mental imagery, audiences attitude and behaviours, this study provides novel insights into the effectiveness of sensory-rich language in vlogger entrepreneurial communication and its impact on audience engagement. These findings have important implications for communication scholars and practitioners alike, shedding light on the role of embodied cognition in entrepreneurial language and the potential of sensory-rich language to enhance audience engagement.