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The aim of this study is to analyze the drivers of health consciousness related to millennials’ organic food consumption and the impact of health consciousness on millennials’ willingness to pay premium through a cross-cultural study.

A comparative analysis was conducted in two countries (Brazil vs Spain). Based on the stimuli-organism-response framework, the authors present a conceptual model to investigate the relationship between cognitive and affective stimuli (i.e. natural content, value for money, sensorial appeal, price fairness, trend, emotional appeal and food safety concern) and customers’ health consciousness with the mediating effect of food safety concern and their impact on the customers’ response (i.e. willingness to pay premium). A survey and a structural equation approach are applied.

The results show that cognitive and affective stimuli and food safety concern improve millennials’ health consciousness and, consequently, their willingness to pay a premium price for organic food. The results present a high validity correlation of constructs with significant differences between the two countries.

The originality of this study lies in the comparison of drivers of health consciousness and their impact on organic food consumption among millennials from two countries (developed vs developing). This work contributes to the study of organic food consumption with an analysis of the impact of seven drivers on health consciousness and its relationship with willingness to pay premium in a cross-comparison of Brazilian and Spanish millennials.

The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act as mediators between children and mobile advertising. This study aims to explore the conceptual, moral and attitudinal dimensions of AL and its relationship with different styles of parental control.

A cross-sectional survey was applied simultaneously to a sample of parents with children between 5 and 16 years old in three Spanish-speaking countries: Mexico, Spain and Colombia. Participants from the three countries were recruited via online social media networks and were asked to fill in an online survey. A questionnaire, which has been adapted from previous literature to suit the mobile advertising context and the population of interest, was designed. Cross-country samples of varying sizes, with a predetermined quota of 200 participants for each country, were used. The total sample consisted of 1,454 participants.

Four factors of mobile AL were found, which, to a greater extent, correspond to the dimensions of AL proposed in the literature. The following are the dimensions that were identified: cognitive, moral, attitudinal and an emerging factor is known as “children’s perceived mobile AL.” Differences in parents’ perceived knowledge of mobile advertising, parental control styles and AL levels in the three countries were identified. Parents with an authoritative style were identified to have more knowledge than those with an indulgent style. Differences were also identified between countries concerning the amount of exposure that children have to mobile advertising, while no significant differences were found in the moral dimension.

Marketing practitioners and public policymakers must consider that parents differ in some dimensions of AL. Parents also seem to lack adequate knowledge about the advertising tools available to announcers that affect children and adolescents in a mobile communication environment. Therefore, government agencies should consider developing mobile digital media literacy programs for parents.

This paper explores the dimensions of AL applied to the mobile context and identifies the level of parental mobile AL in three Spanish-speaking countries, as well as the differences between these sub-samples concerning parental mobile AL profiles and parental control styles, thus expanding the literature on AL with a cross-cultural approach.

The purpose of this paper is to identify the influences of perceived enjoyment, perceived risks and attitude on the intention to rent fashion products for both Chinese and American consumers. Furthermore, this study is expected to empirically identify the differences between American and Chinese consumers in terms of motivations for and barriers to fashion renting.

Data were collected through online surveys in both the USA and China. Data cleaning generated 412 usable samples in the USA and 301 usable responses in China. A series of t-test analyses and structural equation modeling were conducted to test the proposed hypotheses.

Statistical results confirmed the positive influences of perceived enjoyment and attitude on fashion renting intention. In addition, the negative influences of perceived performance risk and social risk on attitude were also affirmed. Moreover, the results indicated that significant differences exist between American and Chinese consumers in terms of perceived risks and enjoyment of fashion renting, as well as attitude toward renting. Further, group comparison testing results discovered that differences existed in the factors influencing the intention to rent fashion products between American and Chinese consumers.

This study initiates the attempt to investigate the motivations and obstacles for fashion renting intention for both American and Chinese consumers. The cultural comparison between Chinese and American consumers also delivers a comprehensive understanding of the motivations and obstacles behind the intention of fashion renting.

The paper aims to conceptually explore customer‐to‐customer interaction (CCI) in a cross‐cultural context; and to identify research opportunities in the field of cross‐cultural CCI.

The paper analyses consultations both with CCI experts and cross‐cultural management experts.

Cross‐cultural customer‐to‐customer interaction (CC‐CCI) is shown to have received very little research attention. The relevance of CCI to hospitality management is highlighted and opportunities for future investigations are identified. CC‐CCI is shown to be conceptually quite complex.

For hospitality management practitioners and researchers, a variety of perspectives on how CC‐CCI can influence the customer experience are provided. Service managers are provided with a new dimension to incorporate into their strategic and operational plans for managing CCI in an increasingly globalised environment.

The article contributes towards developing a scientific approach towards understanding a phenomenon which is a widespread feature of social life. It also provides a fresh focus for cross‐cultural research.

The paper addresses an important and original issue in hospitality management. Many illustrations of the new concept are provided and directions and methods for conducting research into CC‐CCI are put forward. The article also contributes to the hospitality management literature by broadening the discussion of the customer as an operant resource.

This study investigates the structure of China’s market by examining the profiles of consumption values from a large scale national survey of 6250 respondents. The study identifies four consumer segments that pursue distinct patterns of consumption values, including: purchase value, social status, performance and aesthetics, and “satisfi cing” needs. These distinct consumption value profiles help to provide a much needed understanding of China’s consumer market that complements existing studies on sociodemographic characteristics. These four distinct segments provide useful positioning and marketing implications for multinational firms operating in the China market.

Generation Z, including individuals born from the mid-1990s to the late 2000s, is said to be different from other generations before. Generation Z is said to be the generation of digital natives, with multiple identities; a worried and creative generation who value collaborative consumption; and a generation looking forward. The authors present here tentative observations of Generation Z in Asia using theoretical approaches and scientific backgrounds: the authors show how socialisation theory (parents and peer group) and technology (relationship with smartphones) offer meaningful perspectives to understand Generation Z behaviours in Asia. Finally, the authors ask some key questions about dealing with Generation Z in Asia in the field of smartphone use, consumer behaviour (shopping orientation), collaborative consumption (sharing), and work context.

Despite the growing research into luxury symbolism and its influence on consumer behavior, few studies have investigated the underlying psychological processes that occur in different cultural contexts. This study investigates the relationships among luxury symbolism, psychological underpinnings of self-congruity, self-affirmation and customer loyalty, especially regarding how these relationships differ between consumers in China and those in the US.

Sample data were collected through surveys administered to 653 participants (327 in China and 326 in the US). A multi-group structural equation model was adopted to examine the conceptual model and proposed hypotheses.

The results show that luxury symbolism positively influences self-consistency, social consistency, social approval and self-esteem, and subsequently impacts self-affirmation and customer loyalty. However, for US consumers, self-esteem and social approval have significantly negative impacts on self-affirmation, while for Chinese consumers, social approval has no significant impact on self-affirmation. The authors also find that interdependent self-construal positively moderates the relationship between luxury symbolism, and social approval and social consistency. Independent self-construal positively moderates the relationship between luxury symbolism and self-consistency, and negatively influences the relationship between luxury symbolism and self-esteem.

Based on the theory of self-congruity and self-affirmation, this study fills a literature gap by revealing the psychological underpinnings regarding luxury symbolism and customer loyalty. It extends extant studies in luxury consumption by introducing self-construal (independent self vs interdependent self) as an important cultural moderator in luxury symbolism. This paper provides insights for luxury practitioners to create efficient marketing strategies by satisfying consumers' psychological needs in different cultures.

This study aims to examine escapism as the explanatory mechanism that can account for distinct outcomes of harmonious and obsessive sports fan passion among US and Chinese fans.

The study uses cross-cultural data collected among sports fans in the USA and China. Using structural equation modeling and PROCESS model, the authors test the mediating role of escapism and the moderating role of indulgence on the relationships between sports fan passion and procrastination.

The authors found that positive escapism mediates the relationship between harmonious sports fan passion and procrastination, whereas negative escapism mediates the relationship between obsessive sports fan passion and procrastination. While individual-level indulgence was not a significant moderator, post hoc analyses revealed that the interaction of indulgence and uncertainty avoidance played a moderating role.

The use of sports fan samples from both the USA and China enables a cross-cultural comparison of the proposed model, thereby extending the model’s generalizability. By advancing the dual model of escapism, the authors hope to stimulate a research dialogue that identifies more nuanced (both positive and negative) predictors and outcomes of passion for an activity and escapism in the broader context of other passion-inducing activities (e.g., Internet use, work, etc.).

Marketers promoting sports events can use this study's results to highlight the benefits of harmonious sports fan passion in terms of positive escapism and reduced procrastination. Organizations promoting sports fandom need to also be aware that sports fans can have obsessive passion for sports that can lead to procrastination. Therefore, it is important to be vigilant and distinguish between “healthy” and “unhealthy” passion early to avoid “unhealthy” passion turning into negative escapism and by extension, procrastination.

Socially responsible marketers should understand a potential negative effect that obsessive sports fan passion may entail and prevent or minimize its negative consequences.

To the best of the authors’ knowledge, this is the first study that explains why sports fan passion can(not) be associated with procrastination. It does so by using the dual escapism as the explanatory mechanism linking harmonious and obsessive sports fan passion and procrastination.

The purpose of this paper is to understand the impact of American culture-oriented values, Chinese culture-oriented values and self-improvement values on luxury value perception through acculturation by examining an acculturated sample (Chinese living in the USA), a host cultural sample (Caucasian-American) and a home cultural sample (Mainland Chinese).

In order to examine the acculturative changes of Chinese living in the USA in terms of the influence of American and Chinese culture-oriented values and self-improvement values on their luxury value perception, data were collected via three online samples: host (American), home cultural (Chinese) and acculturated (Chinese living in the USA). Effects of acculturation were tested via comparisons between acculturated to host and home cultural samples.

Compared to that of Mainland Chinese and Caucasian-Americans, luxury value perception of Chinese living in the USA is jointly influenced by both American and Chinese culture-oriented values. The influence of cultural values on luxury value perception of Chinese living in the USA is not strengthened by their wish to integrate into the American culture or to maintain their Chinese culture. Nevertheless, Chinese living in the USA show more significant self-improvement (standing out) and conformity (fitting in) motives in luxury value perception when they wish to integrate into the mainstream culture.

The authors surveyed acculturated sample, host and home cultural samples to test the bidimensional acculturation model (Berry, 1997) in the context of luxury consumption. Although the conceptual model is not fully supported, this research broadens current understanding of the effect of acculturation on luxury value perception.