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Importance of corporate social responsibility (CSR) in marketing domain is increasing immensely. The effect of CSR perception on the purchase intention differs on the basis of mediators and contexts. The objective of this study is to examine the consumer behaviour of young consumers. For this, impact of CSR perception on purchase intention, satisfaction and price fairness of Generation Z is studied.

Preliminary data analysis is run to check normality, skewness and common method bias. PLS-SEM is deployed to examine the relationships amongst the research variables. Sequential mediation through PLS bootstrapping helped in exploring new and exciting research results which are supported with literature.

The CSR perception of Generation Z does not have a direct effect on their purchase intention. Interestingly, satisfaction and price fairness fully mediate the relationship between CSR perception and purchase intentions separately, i.e. CSR perception of Generation Z influences purchase intention only through satisfaction and price fairness. Furthermore, satisfaction and price fairness are also found to sequentially mediate the relationship between CSR perception and purchase intentions.

The research will aid not only the fast-food industry but the industries that are looking to focus on what Generation Z consumers expect in emerging markets including India. Understanding consumer expectations out of CSR initiatives will help them to incorporate social considerations into their marketing strategies and increase their profitability. Generation Z is regarded as the most challenging consumer demographic to market due to their proclivity for conducting extensive research and comparison shopping before making a purchase decision. As a result, the companies that want to use CSR as a strategy may find it advantageous to investigate how marketing of their CSR initiatives will lead to competitive edge and influence purchase decisions of this generational cohort.

This study adds to the academic literature by developing and evaluating a research model for consumer responses of a very important generation cohort to CSR in an emerging economy setting. CSR activities alone may not be enough to improve purchase intention of Generation Z adults. Sequential mediation for Generation Z adults' relationship between CSR and price fairness flows through satisfaction and finally to purchase intention is interesting because it clearly establishes a link amongst belief, attitude and actions of the target audience under study in a meaningful way within the framework given by cognitive consistency theory.

In this paper, the authors study the effect of consumers' fairness preferences on dynamic pricing strategies adopted by platforms in a non-cooperative game.

This study applies fair game and repeated game theory.

This study reveals that, in a one-shot game, if consumers have fairness preferences, dynamic prices will slightly decline. In a repeated game, dynamic prices will be reduced even when consumers do not have fairness preferences. When fairness preferences and repeated game are considered simultaneously, dynamic prices are most likely to be set at fair prices. The authors also discuss the effect of platforms' discounting factors, the consumers' income and alternative choices of consumption on the dynamic prices.

The study findings illustrate the importance of incorporating behavioral elements in understanding and designing the dynamic pricing strategies for platforms and the implications on social welfare in general.

The authors developed a theoretical model to incorporate consumers' fairness preference into the decision-making process of platforms when they design the dynamic pricing strategies.

The purpose of this study is to increase understanding about vertical coopetition from the perspective of interrelated conflict episodes on multiple levels.

The empirical part is based on a qualitative single case study of a coopetitive buyer-supplier relationship in the manufacturing sector.

Conflicts in vertical coopetition evolve from being merely functional and task-related to becoming dysfunctional and relationship-related, as the level of competition increases. The nature of conflict episodes influences the development of vertical coopetition, and therefore, the interrelatedness of conflict episodes is important to acknowledge.

Although a conflict is considered functional within a company, it may still be dysfunctional as far as the coopetitive relationship with the buyer or seller is concerned. Competition may trigger conflicts related to protecting own technology and knowledge, which may lead to termination of the cooperation, therefore coopetition should be managed in a way that balance sharing and protecting important knowledge to get advantages of coopetition.

The findings enhance prior research on vertical coopetition by offering new perspectives on causes of conflicts, their management, outcomes and types. The value of taking a multilevel approach lies in the ability to show how conflicts occur and influence other conflicts through the interrelatedness of conflict elements on different levels.

The purpose of this study is to analyze the effects of the metaphor of verticality on how individuals assess prices, having regulatory focus as a moderator of this relationship.

Two experiments were conducted with a 2 × 2 between-subjects design (metaphor of verticality: physically higher vs physically lower × regulatory focus: promotion vs prevention). The second study performed moderated mediation by incorporating the self-esteem variable.

The results show that the treatment group consisting of prevention-focused individuals who consider themselves physically higher assessed prices according to what was proposed for the study compared to the group consisting of promotion-focused individuals who consider themselves physically lower. Participants in Treatment Group 1 attributed the lowest prices to products, demanded more significant discounts to go to another store searching for a product and considered the prices more unfair.

The primary contribution of this study is to reveal that the position of one's body on the vertical axis influences their thoughts and, therefore, their decision-making in the scope of products and services prices. Moreover, regulatory focus can attenuate such effects.

This paper examines factors that lead consumers to engage in unethical consumer behaviour (UECB) to develop a framework for understanding this phenomenon.

The study data were collected using the qualitative approach by conducting personal interviews with 27 marketers in two Arab countries, Libya and Syria.

The findings indicate that previous models of UECB are applicable to Arab consumers. However, the effects of the examined factors on UECB adoption are influenced by the local environment. Also, the paper explored some newly factors that clearly affect UECB.

This study provides a model of UECB for Arab consumers to help companies to understand Arab consumers’ behaviour. This model determines the influencing factors on this behaviour that companies can use to build their marketing strategies directed at the Libyan and Syrian markets during the reconstruction phase. Moreover, the research results help companies avoid and control UECB.

Almost all studies of UECB have been conducted in Western countries; the present study attempts to address this gap in the ethical decision-making literature, as well as marketing literature, and examine the UECB in Arab countries. Furthermore, previous studies of UECB mostly look at one typical form of UECB; this study provides a broader contribution to the literature on UECB by using a set of scenarios; shoplifting, software piracy and pilfering from hotel rooms.

This study aims to examine how external and internal conditions drive the impact of circular economy mechanism by decomposing into three policy networks in terms of reduce, reuse and recycle, to better understand the contingency model of climate change and effect of firm size on subsequent performance.

Drawing on circular economy network and resource-based view (RBV)-network-resilience strategy framework, a pooled longitudinal cross-sectional data model is developed using a sample of 4,050 Taiwanese manufacturing multinational corporations (MNCs) making foreign direct investment between 2013 and 2018. Structural equation modeling analysis is used to comprehensively examine and investigate each circular economy policy network in the context of climate change and firm size. Post hoc multigroup analysis (MGA) is also conducted.

MGA shows that the reduce policy network is positively and negatively related to manufacturing know-how and production size, respectively. The impact of reuse policy network can enhance the competence of large firms. The recycle policy network is more prominent in terms of competence enhancement of climate change.

MNCs are seeking to build circular economy policy networks to a greater extent, given climate change pressure and guidelines.

This study adds to the circular economy and RBV-network-related literature on climate change and interactions to enhance performance, echoing the recent call on the sustainability of the circular economy of MNCs.

Inaccurate product information on retail websites lead to dissatisfied customers and profit losses. Yet, the effects of product information failures (PIFs) remain under-explored, with the mobile commerce channel commonly overlooked. This paper aims (1) to investigate the negative effects of PIFs on shoppers' attitudes and behaviours in a mobile context. The authors further (2) evaluate the impacts of the cause and duration of a PIF, changes of expectations towards the retailer after a PIF occurred and how previous mobile shopping experience in general decreases the effects of PIFs.

The authors conducted a scenario-based experiment with a one-factorial between-subjects design. The six most common PIFs of an international leading online fashion retailer are operationalized and tested against a control group. The final sample consists out of 758 mobile shoppers from the UK.

The results demonstrate that the perceived severity of PIFs based on showing customers incorrect information is higher when key information is lacking. Further, when the cause of a PIF is attributed to the retailer, it results in higher recovery expectations towards them. The results also reveal that respondents who have shopped mobile before perceive PIFs as less severe than inexperienced ones.

This research expands the online service failure literature by examining PIFs and its effects in the specific context of mobile commerce. The authors also provide recommendations for a better management of PIFs like the incorporation of PIFs information into reporting packs.