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An interorganizational learning (IOL) Web-based platform provides an ambidextrous working area, where employees can switch between exploration and exploitation-related activities. This study aims to present new indications on how to increase the acceptance and use of Web-based platforms for IOL. Specifically, it proposes how acceptance rates can be increased by focusing on the key mechanisms in Web-based platforms that are important from the users’ perspective.

Survey data were collected from employees in universities, companies, government agencies and research and technological development performers. Data analysis applies a multi-group analysis (MGA) based on the partial least squares structural equation modeling.

Performance expectancy is important in explorative, exploitative and ambidextrous organizations. Moreover, effort expectancy is an important driver of platform acceptance in explorative organizations, facilitating conditions in exploitative organizations and hedonic motivation in ambidextrous organizations.

This study contributes to the IOL literature by analyzing specific acceptance characteristics of potential users of a Web-based IOL platform for research and development. As the first paper published in this research context, it explicitly considers explorative, exploitative and ambidextrous organizations based on interactive and integrative interorganizational ambidexterity.

This study aimed to investigate the gendered nature of craft beer (CB) consumption in Italy and Germany.

Data were collected through online surveys in Italy (N = 210) and Germany (N = 211). Based on an enhanced version of the theory of planned behaviour, mean value difference tests and moderated regression analyses with gender as a moderator were performed to test gender effects on CB consumption behaviour.

The study results provide evidence that the gap in CB consumption behaviour is not very pronounced. In the German sample, gender did not moderate the effects of the model components on behavioural intent. However, the study found significant mean differences in all model variables. In the Italian sample, gender moderated the effects of several components of the theory of planned behaviour on behavioural intention. Hence, CB consumption appears to represent an opportunity for Italian women to negotiate their womanhood in a historically masculine-dominated space.

The limitations of these data are the focus on two specific countries, the use of small-sized samples and the prediction of behavioural intentions instead of actual behaviour.

The study may help marketing managers develop appropriate marketing strategies based on a better understanding of gender-specific needs in CB consumption.

This investigation provides the first comparative analysis of gender-specific behavioural patterns in CB consumption in two European countries characterised by notably different beer cultures.

This paper aims to explore pro-environmental behavior (PEB) in Azerbaijan. Therefore, the authors used value-belief-norm (VBN) theory, extended by the construct of social norms (SN), as a basis.

Data were collected by establishing a link within various social media platforms. The final sample consisted of 407 respondents. The authors analyzed four dimensions of PEB using higher-order structural equations. The authors also examined both direct and (serial) indirect effects for cross-cultural validation of the extended VBN theory.

The authors were able to confirm the VBN theory in its entirety. However, SN, which are influential in collectivistic and Sunni-majority states, do not contribute significantly to explaining PEB in predominantly Shiite Azerbaijan.

The authors could not establish a direct effect of SN on PEB within this study. However, the authors observed an indirect “values-beliefs-norms-behavior” effect. The different (partly abbreviated) effect channels of the four tested value antecedents provide interesting insights for marketing research.

Based on the results, it seems crucial to make Muslim consumers aware of the negative outcomes of their consumption behavior and to emphasize individual responsibility. However, SN may not need to be addressed depending on cultural and/or religious values.

The authors examined PEB in Azerbaijan by testing the serial mediation effects in the VBN model. Further, the authors tested the influence of SN within the framework of the original VBN theory, contributing to a better understanding of the possibility of integrating components of the theory of planned behavior.

This study aims to investigate how unethical corporate behavior of pharmaceutical companies affects consumer behavior of German consumers, especially boycotts of over‐the‐counter drugs.

Borrowing from psychological theory as well as consumer behavior theory, the study develops a conceptual model that considers affective and cognitive determinants of boycotting behavior. Within the scope of the German pharmaceutical sector, the researchers conducted a survey to validate the research hypotheses using moderated regression analysis.

Individuals' inclination to join boycotts and engage in boycott communication results from anger about animal testing, perceived immorality of pharmaceutical companies' corporate behavior and negative corporate image of pharmaceutical companies. An empirical analysis reveals significant moderation effects.

This research focuses on the pharmaceutical sector and the boycott of over‐the‐counter drugs.

The study results may help pharmaceutical companies develop communication responses to accusations of unethical corporate behavior.

The paper offers new insights on the effects of unethical corporate behavior on consumers, which may be useful to the crisis‐prone pharmaceutical sector.