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This study aims to understand consumers' reactions to hospitality corporate social responsibility (CSR) campaigns under different resource scarcity reminders, an important but overlooked contextual factor, and examine how such scarcity reminders interact with message framing, a widely used technique in CSR communication.

Three experimental studies were conducted. Studies 1 and 2 examined the main effect of resource scarcity reminders (environmental vs personal) on consumer engagement via self-other orientation. Study 3 further investigated the interactive effect between resource scarcity reminders (environmental vs personal) and message framing (gain vs loss) with hope as a key mediator.

Studies 1 and 2 show that environmental (vs personal) scarcity activates a more salient other orientation, subsequently increasing consumers' donation and word-of-mouth intentions. Study 3 reveals that environmental (vs personal) scarcity makes people more hopeful with gain-framed messages. Moreover, the elevated hope enhances perceived efficacy (attitude toward the company), leading to higher donation (word-of-mouth) intention.

Hospitality marketers could remind consumers of the harsh environment to elicit other orientation and encourage CSR participation. Using gain-framed messages or other hope-inducing appeals would be particularly advantageous in engaging consumers in CSR campaigns during heightened environmental scarcity.

Focusing on consumer responses to CSR campaigns, to the best of the authors’ knowledge, this research is the first to reveal reminders of resource scarcity as a novel antecedent factor and further uncover how such reminders interact with message framing to affect CSR engagement.

This paper employs the theoretical foundations for subjective well-being to examine the impacts of two underlying dimensions of subjective well-being (psychological well-being and social well-being) on pro-environmental consumption behaviors (PECBs). In this research, the moderating role of exposure to positive environmental messages on media in the relationship between subjective well-being and PECBs is also examined.

This research uses a quantitative research method with data collected from an online survey questionnaire posted in Facebook groups related to PECBs in Vietnam.

Psychological well-being and social well-being are found to be separate significant predictors of PECBs. More importantly, exposure to positive environmental messages on media was found to reinforce the impacts of psychological well-being on PECB but not moderate the relationship between social well-being and PECB.

This research offers a new insight for encouraging PECB from the perspective of subjective well-being. Different from the extant perspectives, which usually examine subjective well-being as a unidimensional antecedent of PECB, the authors highlight that subjective well-being can influence PECB in two separate dimensions. Moreover, this research extends existing literature by accentuating the role of exposure to environmental messages in the association between different types of social well-being and PECB.

The purpose of this paper is to examine the influences of positive-framed and negative-framed green advertising on pro-environmental WTP. This study also explores the impacts of regulatory focus, environmental concern and pleasant level on green advertising effectiveness.

Data are collected from a within-participant between-group online experiment in China. The generalized estimating equation (GEE) is employed to investigate the impact of green advertising on WTP. Grouped regression and mediation analyses are conducted to explore the influences of regulatory focus, environmental concern and pleasure on advertising efficacy.

The experimental outcomes indicate that green advertising significantly increases participants’ pro-environmental WTP, and negative-framed advertising is more effective than its positive-framed counterpart. Prevention focus heightens receptivity to green advertising, and the relation of environmental concern to advertising effectiveness is inverted U-shaped. Pleasure mediates the effect of green advertising on the WTP, and this mediating role is influenced by emotional intensity when advertising is negatively framed.

Evidence suggests that green advertising may propel pro-environmental WTP by raising environmental awareness, but such a relationship remains severely understudied. As such, this study pioneers in exploring the impact of different-framed green advertising on pro-environmental WTP, extending the concept of green advertising to environmental management. By considering the influences of regulatory focus, environmental concern and pleasure, this study raises practical implications for designing green advertisements, such as increasing the usage of visual elements.

Recent reviews of field experiments aiming to entice tourists to behave in more environmentally sustainable ways conclude that attitudes – while the primary target – do not perform as well as expected. The purpose of this study is to analyse in detail when attitudes have or have not been successful as behavioural change targets and propose a conceptual framework of possible explanations. In so doing, this study represents the first theoretical – rather than empirical – challenge to the currently dominant theoretical understanding of environmentally significant tourist behaviours and offers alternative theoretical constructs tourism researchers aiming to make tourists behave in more sustainable ways could investigate in future.

The authors investigate in detail experiments where attitude-based behavioural change approaches failed. Based on the insights from this analysis, the authors propose a conceptual framework offering five potential explanations. This study also discusses alternative theoretical constructs that could be used for behavioural change interventions.

The authors derive five potential explanations for why attitudes often fail to trigger behavioural change in the context of environmentally sustainable tourist behaviour: tourists do not notice messages attempting to change their attitudes; tourists are unwilling to cognitively process behavioural change messages; tourists develop reactance to behavioural change requests; attempts to alter attitudes do not influence habits; and attempts to alter attitudes do not reduce the effort associated with displaying the desired behaviour.

This study broadens research attention to alternative theoretical constructs that may be more effective in making tourists behave in more sustainable ways and opens opportunities for new measures tourism businesses and destinations can implement to influence tourist behaviour.

To the best of the authors’ knowledge, this is the first theoretical investigation of possible reasons why attitudes have performed poorly as targets of behavioural change interventions aiming to trigger environmentally sustainable tourist behaviours.

This research aims to examine how consumer minimalism (CM), self-conscious feelings (such as consumer guilt (CG) and consumer pride (CP)) and the inclination to use rental services interact. It also looks at how attitudes toward pro-environmental advertisements affect these relationships as a moderator, recognizing the importance of pro-environmental advertising in influencing consumer behavior.

This study employed a quantitative methodology to investigate the aforementioned associations. Survey questionnaires are used to collect data, which is then analyzed using AMOS 25 and Process Macro to generate meaningful insights.

The findings indicate that the willingness to use rental services is directly associated with CM, while self-conscious emotions (SCEs) play the role of a mediator in this relationship.

It is essential to recognize the limitations of this study. There may be other variables at play, but the research focuses on SCEs (CG and CP) and their role as mediators. The findings must be interpreted based on the selected research methodology and sample size. Future research could investigate additional variables and enlarge the sample size to increase generalizability.

Targeted marketing can leverage CM, SCEs and willingness to use rental services. Recognizing the moderating effect of attitude toward pro-environmental advertisements can help create more effective campaigns promoting environmental behavior.

Underpinned by SCEs, the current study is one of the initial studies to explain how CM encourages responsible environmental behavior through access-based consumption models.

This study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and purchase intentions in China, considering China’s unique environmental policy landscape and its significant role in the global fast fashion industry. The study explores the role of altruistic values in promoting sustainability within the well-known fast fashion brand “H” and how they shape brand image, consumer satisfaction and brand equity.

The study collected data from 257 Chinese participants and used a serial mediation model through the PROCESS macro in SPSS to analyse the correlation between green brand image, created through sustainability claims and consumer purchase intentions. The model also assessed the intermediary effects of brand image, satisfaction and equity.

The findings of the research indicate a direct and positive relationship between green brand image and consumer purchase intentions, emphasising the need for clothing and textile industry marketers to strategically promote altruistic values in their sustainability efforts and highlighting the importance of ecological awareness in shaping consumer behaviour in the Chinese context. This approach enhances green satisfaction and green brand equity and ultimately leads to higher green purchase intentions.

This study provides significant insights into the effectiveness of incorporating social sustainability claims in advertising to improve a brand’s green image and influence consumer behaviour. It emphasises the importance of altruistic values in sustainability strategies, offering valuable guidelines for marketers in enhancing green satisfaction and brand equity, thereby boosting consumer purchase intentions in the context of green branding and sustainability advertising. Focussing specifically on the Chinese market, this research sheds light on the impact of ecological awareness among Chinese consumers within the fast-fashion industry. Given China’s substantial role in shaping global fast-fashion production and its evolving environmental policies, this focus adds significant depth to our understanding of sustainability claims’ influence within this crucial consumer base.

Through Bourdieusian sociology, this study aims to interpret a globalized symbolic environment ward by the States and dominated by organizations through the States’ Nobilities enticing and the Euro-American influences disseminated by the cultural circuit of capitalism in the inculcation and incorporation of a class habitus conniving with this logic of domination.

This study has developed a theoretical essay based on the contributions of Bourdieusian sociology to discuss and understand the following concepts and their respective relationships: symbolic environment, globalization, organizations, State, State Nobility, Euro-American influences, cultural circuit of capitalism and class habitus.

The arguments built throughout this theoretical essay recognized how class habitus on environment contributes to organizations establishing themselves as a space that consolidates and replicates the domination logic. As indicated, the State Nobility is an intermediary element between dominant organizations and the State, as dominated.

This theoretical essay signals that less harmful alliances between organizations, the State Nobility and the State could culminate in social, environmental and economic scenarios provided with more inclusion, diversity and preservation.

This study presents an in-depth conceptual analysis to hold power structures responsible as direct and indirect drivers of environmental problems, with their different proportions and severity levels, affecting the planet.

This study proposes an alternative lens to debate and question how much the results presented by the contemporary world order compensate (if in any way) the damage that invades and deteriorate environmental assets.

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

This study aims to investigate the moderating impact of environmental knowledge on the factors influencing individuals’ continuous intention to use e-wallets.

Using a quantitative research design, this study develops and empirically tests a structural model. A purposive sample of 344 e-wallet users in Jordan was analyzed using Smart-PLS software.

The results indicate that perceived usefulness, subjective norms and perceived behavioral control directly influence the intention to continue using e-wallets. Notably, environmental concern and environmental knowledge do not have a direct impact on continuous intention. However, they act as mediators in the relationship between perceived behavioral control and continuous intention. Specifically, environmental knowledge acts as a mediator between perceived behavioral control, subjective norms and continuous intention. Furthermore, environmental knowledge moderates the relationship between perceived behavioral control and subjective norms, significantly impacting users’ continuous intention to use e-wallets.

This study contributes to the extended theory of planned behavior model within the banking sector by emphasizing the enhanced explanatory power of environmental factors. It underscores the pivotal role of environmental knowledge as a moderator that connects determinants of e-wallet usage to continuous intention.

The study aims to analyse the possibilities of positioning the anti-consumption through different communication appeals. It analyses commercial and social marketing campaigns in the global context, with the aim to recommend communication guidelines to empower anti-consumption among different industries.

The study conducted a qualitative content analysis of marketing communication focused on anti-consumption promotion.

The results bring a comprehensive overview of possible communication appeals of anti-consumption and prove feasibility of their implementation. The analysis of used appeals leads to recommendations for developing effective marketing communication for promoting anti-consumption.

The recommendations can serve both for-profit and non-profit organization as a showcase to discover the idea of anti-consumption as communication appeals. By empowering anti-consumption, consumers could reach personal welfare and participate in social equilibrium. Also, the study brings recommendations for further research considering the evaluation of the implemented strategies.

The study covers a gap in published literature focusing on comprehensive analysis of existing anti-consumption marketing communication strategies and appeals and brings an overview of potential strategies for empowering anti-consumption among modern consumers.