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The purpose of this study is to add a reliable factor that can contribute theoretically and methodologically to explain prosocial and proself behaviors. The study also signifies that green advertising approaches enable the consumer to develop an intention for green purchases. The basic idea is to investigate consumer social orientations and align them with green advertising initiatives to elicit the desired response as green purchase to manifest environmentally conscious behavior.

The empirical analysis is based on data collection through questionnaires. Data is analyzed through structural equation modeling to assess the relationship of constructs.

The results of the study are empirically drawn through the measurement of relationships among consumer skepticism and the effectiveness of green advertising initiatives. Mediation of proself and prosocial orientation exists for public self-awareness but does not exist for benefit distance. Consumer skepticism moderates the relationship between prosocial orientation and green advertising effectiveness (GAE) but has no moderation between proself orientation and GAE.

The limitation of conventional prosocial theory does not explain the environmental behaviors driven by proself orientations. Hence, the addition of factors such as public awareness and social benefit distance coupled with signaling theory with foundations on theory of planned behavior and norm activation model to explain environmental conservation add an element of originality to the existing literature.

The contribution of this study is the incorporation of social orientations as the antecedent for consumer behavior in an environmental context particularly as a response to green advertising initiatives to purchase green products. The use of theory of planned behavior in conjunction with the norm activation model and signaling theory adds to the literary bank.

While customer perceived augmented reality (AR) values have generally enhanced customer experience, AR value would be appreciated the most by a consumer segment that remains unexplored. Drawing from human value orientation theory and consumption value theory, this research proposes a new model analysing the effects of human value orientation (openness to change, conservation, self-transcendence, and self-enhancement) on perceived AR values (playful, social, visual appeal, usability) and subsequently the effects on customer satisfaction.

:The authors employed a two-step online data collection. The first step was to identify those who had used retailers' AR applications, who were then invited to participate in the full survey in the second step. A sample of 253 AR technology users' data was analysed using partial least square and structural equation modelling.

The results reveal that each human value orientation is associated with its unique perceived AR values and that various perceived AR values influence customer satisfaction differently.

This study shows the pivotal role human value orientation plays in influencing customer perceived AR values and their impacts on customer satisfaction. The findings offer key implications for digital marketing segmentation.

The purpose of this paper is to focus on ecological consumption and test the effect of social value orientation on ecological consumption. What is more, this paper explores how Chinese consumers choose between prosocial and non-prosocial products under the influence of Chinese face culture.

The authors assume that social value orientation will change individual’s ecological consumption through the in-group identification, and simultaneously predict that the influence in pro-self and pro-social consumer groups will vary. Furthermore, Chinese face consciousness will moderate the relationship between ecological consumption and social value orientation. Online research and intercept survey are employed to collect data. In total, 600 questionnaires were distributed.

The results indicate that pro-social individuals prefer sustainable consumption than pro-self-individuals, and in-group identification mediates the effect of social value orientation on ecological consumption. Interestingly, pro-self-individuals’ behaviors have changed dramatically by the influence of face consciousness.

The authors discovered that social value orientation has a deep impact on ecological consumption through in-group identification. The authors tested and verified the dominance of Chinese face culture. Besides, four key elements of China’s “face” construct are proposed, namely, holism, synergy, synchronicity and dynamics, which enlarge the horizon of the theory of face.

Emerging direct-to-consumer brands offer a single option to consumers before expanding their assortment as the business grows. This provides a counterexample to commonly held beliefs concerning consumers’ aversion to single options. The purpose of this paper is to study when, for whom and why offering two product options (vs a single option) is valued by consumers.

Across six experiments, this research investigates consumers’ locomotion orientation (a motivation for controlling progress), which affects the valuation of choice (vs single options).

Consumers’ locomotion orientation determines perceived product value for products chosen from a two-option set (vs when considering a single option) because choice offers active control, which is engaging for high-locomotion consumers. Expanding the set to six options has no such effect.

Studies 1, 4a and 4b are set in the context of expert-selected single options, while Studies 2, 3 and 5 do not involve expert selection. However, the authors does not contrast expert vs non-expert conditions directly.

Managers can increase consumers’ willingness to pay by using advertisements to induce locomotion or segmenting consumers based on locomotion orientations.

Research suggests that consumers value choice between options, yet many emerging brands succeed with a single option. The authors reconcile this by providing insights into motivations that determine when, for whom and why choice (vs a single option) is valued.

The purpose of this research is to understand the importance of value orientation on conspicuous consumption in the youth market segment in Southeast Asia. In particular, the focus is to understand three different types of value orientation (specifically cultural values, material values and religious values) and its effects on conspicuous consumption behaviour.

An integrative theoretical model is proposed based on Hofstede's cultural dimension, the materialism value scale and religious commitments to predict the relationship for the value orientations of Generation Y's (Gen Y's) conspicuous consumption behaviour. The data was collected from undergraduate students enrolled in general education courses in three universities in Malaysia. Using cross-sectional data, 262 sets of valid questionnaires were used to perform the statistical analysis for the measurement and structural model using partial least squares equation modelling (PLS-SEM) path modelling.

We position our study by raising the pertinent question of “Seriously, Conspicuous Consumption?” to establish a clear understanding of whether Malaysian Gen Y individuals are conspicuous consumers and, if they are, which of the three values matter the most. In order to answer the question of whether Malaysian Gen Y engages in conspicuous consumption, we arrive at an understanding that, given multi-value orientations, conspicuous behaviour can be motivated and impacted by one value orientation and constrained by others. Hence, value orientation offers an insightful explanation of one specific type of consumer behaviour in the context of Asia as an emerging global market. Thus, our study provides two key theoretically significant findings. In general, our findings provide insights into how the multi-value orientations (i.e. cultural, material and religious orientations) contribute to several bodies of literature—namely, conspicuous consumption, international marketing and transcultural marketing. The results revealed that collectivism and materialism were positively and significantly related to conspicuous consumption. Uncertainty avoidance, although significant, had a negative relationship with conspicuous consumption. The other values (masculinity, power distance and religious values) were not significantly related to conspicuous consumption.

Purchasing luxury goods is becoming an emergent phenomenon in Asia, particularly among young consumers. This paper provides marketing managers, particularly brand owners, with practical and realisable examples of how to plan and execute their marketing plans. A more profound understanding of this relationship may also serve to aid marketing managers in devising more focused marketing strategies and thus allocate marketing resources more efficiently. Hence, marketers could develop an effective communication strategy so that the target consumers will be aware of their goods because the purchase of luxury goods is likely to be motivated by social, cultural and personal factors.

This article examines the impact of value orientations on conspicuous consumption behaviour in Malaysian Gen Y consumers. The model proposed in this study is useful in predicting conspicuous consumption among Gen Y. By identifying the factors influencing this emergent type of consumer behaviour, global retailers will be informed about this particular market segmentation in terms of its preferences and desires. The article discusses the research findings and concludes with managerial implications and limitations.

The purpose of this paper is to study the relationships between two distinct value orientations, that is, the terminal and instrumental. The effects of these value orientations on green attitude and green behavioral intentions for green products among young consumers in an emerging market against the backdrop of a value–attitude–behavior cognitive hierarchical framework has also been focused on in this study.

The study espouses a hypo-deductive research design and the measures were conceptualized and advanced based on an inclusive review of the research studies conducted in the past. Anderson and Gerbing’s two-step research approach was used for partial least square structural equation modeling to assess the measurement and structural models with SmartPLS (v 3.2.6).

The findings suggest that the functional value is constantly essential, but not enough by itself, for envisaging green purchase behavior. The results show that both the terminal and instrumental values have a significant impact on green attitude and in turn, green attitude has a significant impact on green behavioral intentions. The instrumental value displays greater impact on both green attitude and green behavioral intentions compared to the terminal value. Additionally, the research also discloses that green attitude acts as a mediator in the relationship between terminal/instrumental value and green behavioral intentions.

This paper describes two broad, yet distinctive, value orientations (i.e. terminal versus instrumental) using cross-sectional data from the state capital of the country. Future research may scrutinize the findings’ (cross-cultural) generalizability using diverse data sets to assess value orientations and customers’ green behavioral intentions among young consumers.

The research findings will enormously help green marketers and practitioners to recognize the roles of terminal and instrumental values in evolving green attitude and green behavioral intentions for green products among the young consumers, thereby helping to develop marketing strategies.

The current research provides evidence that in emerging markets such as India, young consumers exhibit value orientation toward environmental deterioration, holding a sense of responsibility in their consumption pattern. This may pave the way forward for sustainable businesses.

This study is objectively a pioneering one that attempts to explore the relationships between the value orientations in terms of instrumental and terminal values and their effects on green attitude and green behavioral intentions toward green products using Rokeach’s (1973) two-dimensional measure of values among young consumers, which is quite novel to the existing body of knowledge. Moreover, this paper has surveyed these relationships in a different research context, which can expand the knowledge about green consumer behavior in emerging markets.

As consumers’ needs and wants are often reflected in their thoughts and behaviors, the purpose of this paper is to seek to understand Thai consumers’ environmental value orientations and green lifestyle behaviors. Additionally, this study explores whether a notable relationship was specifically formed between the devastating impacts of the 2011 floods on the consumers’ lives and their environmental value and green lifestyle behavior.

A consumer survey was conducted across Bangkok during the first two weeks of May 2012, following a seven-month nationwide flooding within Thailand, which lasted between July 2011 and January 2012.

Thai consumers demonstrate high environmental value, which is predominantly motivated by egoistic and biospheric-based values. Nevertheless, they exhibit low levels of green lifestyle behaviors. In addition, only a low positive relationship appears to exist between consumers’ environmental value and their green lifestyle behavior. Moreover, the Thai consumers’ green lifestyle behavior is mainly driven by their egoistic and social-altruistic values. Surprisingly, no distinctive positive relationship was detected between the effects of the 2011 Thailand floods on consumers’ lives and their environmental value or green lifestyle behavior.

Firms are encouraged to capitalize on Thai consumers’ egoistic and biospheric values when seeking to raise their environmental awareness. To encourage green lifestyle behavior responses, however, firms should emphasize egoistic and social-altruistic values. Furthermore, firms are encouraged to incorporate recycling aspects as notable features within their green offerings. Firms are to be discouraged, however, from specifically using natural disaster concern appeals when seeking to explicitly stimulate Thai consumers to think or act greener.

This study examines the perceived benefit of sustainable consumption from a consumer perspective. Communicating corporate social and environmental responsibility is beneficial from a company perspective; however, the advantages for consumers have not yet been sufficiently clarified. We investigated two well-being dimensions as the identified benefit of sustainability. Therefore, an experiment (n = 815) was conducted to identify the influence of different advertisements on social–environmental and emotional well-being while considering the moderating role of consumers’ value orientation. The results revealed that information about sustainability attributes had a significant effect on social–environmental well-being, while the emotionality of the communication had a significant effect on emotional well-being. These effects were partly moderated by consumers’ value orientation: the effect on social–environmental well-being increased with biosphere–altruistic value orientation, whereas the effect on emotional well-being slightly increased with self-enhancement value orientation.

The purpose of this paper is to examine the possibility that individual differences in consumer choice of cognac are at least partially influenced by parental cultural capital. Also examined are ten value orientations factors (e.g. hedonism and self-direction) and attitudes toward France, cognac’s country-of-origin that may affect the degree of this intergenerational influence.

The survey research measures parents’ cultural capital, value orientations and attitude toward France and purchase intention using recognized scales. Data were collected from the faculty and students of a major university located in the southeast of the USA. The sample size was 234.

The results confirm that parental cultural capital, consumer value orientations and attitudes toward France have significant impacts on the consumer’s willingness to purchase cognac. Adult children of high cultural capital parents are more likely to buy cognac.

The findings of this paper provide meaningful insights into intergenerational influences on consumer purchase intention of cognac and socialization theory. The paper provides several managerial implications for segmentation, targeting and positioning of cognac in the US market.

As the first of its kind, this paper introduces the parents’ cultural capital into the consumer research regarding cognac. The longer-term effects that parents can have on grown children’s consumer behavior are confirmed, suggesting that parental influence persists well into adulthood and has impact on their brand preference.

This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India.

The research design followed a two-step approach to test the measurement and structural models for partial least squares structural equation modeling with SmartPLS (v.3.0) as recommended by Anderson and Gerbing (1988).

The results illustrated that both the instrumental and terminal values influence brand consciousness and, consequently, brand consciousness had an impact on behavioral intentions for fashion apparel consumption. Instrumental values had a greater influence on brand consciousness and behavioral intentions than terminal values. Brand consciousness mediated the relationship between instrumental/terminal values and behavioral intentions.

This study defined two value orientations (i.e. instrumental versus terminal) using cross-sectional data from an emerging market. Future studies may examine the research findings’ generalizability using diverse data sets (longitudinal and cross-sectional) and evaluate the value orientation and customers’ favorable behavioral intentions for luxury fashion consumption.

This study provides insights into luxury marketers and practitioners to understand the contribution of instrumental and terminal values on brand consciousness and behavioral intentions for luxury fashion apparel. The findings would assist in developing marketing strategies for an emerging market, i.e. India.

With the rapid proliferation of materialism, the Indian market has witnessed the dawn of a new era of luxury fashion acceptance. The research offers evidence that in emerging markets such as India, consumers exhibit value orientation toward luxury brands while holding a sense of fashion involvement in their consumption behavior.

This study is a pioneering attempt to understand the relationships between the value orientation, namely, instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions toward fashion apparel. Rokeach’s (1973) two-dimensional value dichotomy was adapted to understand luxury apparel consumption in an emerging market context, specifically India.