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The purpose of this paper is to investigate whether guests’ tipping motivations (i.e. server quality, social norm and food quality) and demographic characteristics (i.e. gender, age and income) influence loyalty to the server in a restaurant.

Based on a national online survey consumer panel comprised of 468 participants, the authors utilized decision tree using R statistical software. Predictor variables were tipping motivations and demographic characteristics (age, gender and income). Target variable was loyalty to the server.

The findings suggest that social norm, food quality and income influence customers’ loyalty toward the same server on future visits. Social norm turned out to be the strongest predictor. If consumers did not have high social norm on tipping, their loyalty toward a particular server was affected by the combination of determinants such as server quality, social norm, income and food quality.

Future research can identify or develop scales of tipping motivations with stronger reliabilities in the context of restaurants. Future research can also explore other demographic differences (e.g. ethnicity and sexual orientation) in tipping motivations and server loyalty.

Servers are indeed the primary contact point and they are in the most influential position with consumers. Overall, results of this study provide an interesting insight in that restaurant guests’ experience can be ruined by bad quality of food or can be mitigated by server quality. Thus, this research highlights a step-by-step process as to the actions that a server may perform and manage in order to enhance server loyalty.

Loyalty has been examined in the context of products, brands or service providers. This study focuses on loyalty toward a specific server, because the consideration of server–guest relationship provides both a compelling and timely area of study in that restaurants continue to look for unique ways to drive server–guest rapport and customer loyalty.

Climatic changes caused by greenhouse gases (GHGs) emissions are an urgent challenge for all regions around the globe while the livestock sector is an important source of GHGs emissions. The adoption of low-carbon manure treatment technology (LMTT) by farmers is emerging as an effective remedy to neutralize the carbon emissions of livestock. This paper aims to incorporate environmental literacy and social norms into the analysis framework, with the aim of exploring the impact of environmental literacy and social norms on farmers' adoption of LMTT and finally reduce GHGs emission and climate effects.

This research survey is conducted in Hebei, Henan and Hubei provinces of China. First, this research measures environmental literacy from environmental cognition, skill and responsibility and describes social norms from descriptive and imperative social norms. Second, this paper explores the influence of environmental literacy and social norms on the adoption of LMTT by farmers using the logit model. Third, Logit model's instrumental approach, i.e. IV-Logit, is applied to address the simultaneous biases between environmental skill and farmers’ LMTT adoption. Finally, the research used a moderating model to analyze feasible paths of environmental literacy and social norms that impact the adoption of LMTT by farmers.

The results showed that environmental literacy and social norms significantly and positively affect the adoption of LMTT by farmers. In particular, the effects of environmental literacy on the adoption of LMTT by farmers are mainly contributed by environmental skill and responsibility. The enhancement of social norms on the adoption of LMTT by farmers is mainly due to the leading role of imperative social norms. Meanwhile, if the endogeneity caused by the reverse effect between environmental skill and farmers’ LMTT adoption is dealt with, the role of environmental skill will be weakened. Additionally, LMTT technologies consist of energy and resource technologies. Compared to energy technology, social norms have a more substantial moderating effect on environmental literacy, affecting the adoption of farmer resource technology.

To the best of the authors’ knowledge, a novel attempt is made to examine the effects of environmental literacy and social norms on the adoption of LMTT by farmers, with the objective of identifying more effective factors to increase the intensity of LMTT adoption by farmers.

Soil quality is in decline in many parts of the world, in part due to the intensification of agricultural practices. Whilst economic instruments and regulations can help incentivise uptake of more sustainable soil management practices, they rarely motivate long-term behavior change when used alone. There has been increasing attention towards the complex social factors that affect uptake of sustainable soil management practices. To understand why some communities try these practices whilst others do not, we undertook a narrative review to understand how social capital influences adoption in developed nations. We found that the four components of social capital – trust, norms, connectedness and power – can all influence the decision of farmers to change their soil management. Specifically, information flows more effectively across trusted, diverse networks where social norms exist to encourage innovation. Uptake is more limited in homogenous, close-knit farming communities that do not have many links with non-farmers and where there is a strong social norm to adhere to the status quo. Power can enhance or inhibit uptake depending on its characteristics. Future research, policy and practice should consider whether a lack of social capital could hinder uptake of new practices and, if so, which aspects of social capital could be developed to increase adoption of sustainable soil management practices. Enabling diverse, collaborative groups (including farmers, advisers and government officials) to work constructively together could help build social capital, where they can co-define, -develop and -enact measures to sustainably manage soils.

The purpose of this study was to investigate restaurant employee behaviors and their likelihood of intervening when witnessing food safety threats.

A mixed method was used for this study with the focus group interview and survey questionnaire. A total of eight focus groups ranging in number of participants from to 6 to 12 were asked to respond to presented scenarios that depicted restaurant employees committing food safety risk behaviors and threats in the restaurant environment that would present food safety risks such as out-of-stock bathroom supplies, dirty tables in the restaurant dining area, employee personal hygiene issues and unclean production equipment. These participants were also asked to complete a draft of the survey that would later be edited and distributed to the sample population.

Results suggest that social norms and perceived severity of threats impact the likelihood that restaurant employees will intervene. Implications for academics and practitioners are discussed.

This study was special as it provides a synthetic viewpoint that considers how service organizations can work to do a better job of interviewing employees before starting their jobs about their beliefs and personal practices of food safety at home, their previous work in the restaurant industry and food safety culture that they may have worked in before, as well as increasing the communication in restaurants to build a food safety culture. These practices can help to lower risks to the public regarding food safety and can help to build relationship trust in the brands that we all love to indulge in when dining out.

This study aims to take a dual-process perspective and argues that peer influence on increasing impulse buying may also operate automatically. If-then plans, which can automate action control, may, thus, help regulate peer influence. This research extends existing literature explicating the deliberate influence of social norms.

Study 1 (N = 120) obtained causal evidence that forming an implementation intention (i.e. an if-then plan designed to automate action control) reduces peer impact on impulse buying in a laboratory experiment with young adults (students) selecting food items. Study 2 (N = 686) obtained correlational evidence for the role of norms, automaticity and implementation intentions in impulse buying using a large sample of high-school adolescents working on a vignette about clothes-shopping.

If-then plans reduced impulse purchases in the laboratory (Study 1). Both reported deliberation on peer norms and the reported automaticity of shopping with peers predicted impulse buying but an implementation intention to be thriftily reduced these links (Study 2).

This research highlights the role of automatic social processes in problematic consumer behaviour. Promising field studies and neuropsychological experiments are discussed.

Young consumers can gain control over automatic peer influence by using if-then plans, thereby reducing impulse buying.

This research helps understand new precursors of impulse buying in understudied European samples of young consumers.

This study aims to analyze the effects of interorganizational cost management and opportunism on the reflexes of relational norms on satisfaction with interorganizational cooperation in franchised companies. The collective synergy arising from these relationships mainly seeks to increase competitiveness and commercial development. Windolph and Moeller observed that interorganizational cost management increases satisfaction in the relationship with partners, while relational norms attenuate the negative effect on supplier satisfaction.

A survey was carried out with managers of franchised companies in the food industry. The managers were identified on the social network Linkedin. After that, an invitation was sent to participate in the research. A total of 88 valid responses were obtained. The questionnaire consists of 40 extracted assertions. A pre-test was carried out to verify the comprehensibility of the wording of the assertions. Structural equation modeling with partial least squares (PLS-SEM) was used for data analysis. For analysis, validation and adequacy tests of the model were carried out, and executed in the software SmartPLS.

Survey results reveal that interorganizational cost management increases franchisor relationship satisfaction. Relational social norms mitigate the negative effect of opportunism on satisfaction with cooperation. And interorganizational cost management plays an important role in the relationship between relational norms and satisfaction with cooperation between franchisor and franchisees.

However, limitations resulting from the methodological design of the research must be considered in the interpretation of the results, at the same time that they provide opportunities for new research. As for the methodological aspects, the study cannot be generalized to other branches of companies, because it is a sector with franchises with specific characteristics. It should also be considered that the study was limited to investigating the proposed model, but other constructs can be observed in the literature. Finally, to empirically assess the constructs of the theoretical model, research instruments from studies other than those considered here can be used.

This study contributes with relevant literature and the management practice of interorganizational cooperation by empirically demonstrating the importance of interorganizational cost management as a management control mechanism and to mitigate the effects of opportunism between franchisor and franchisees.

It also contributes to the inclusion of social norms in the relationship between franchisor and franchisees with a view to increasing franchisee satisfaction with their franchisor, which also aims to mitigate the impacts of opportunism in this relationship. It contributes to the social order, as they reveal ways to mitigate possible conflicts between franchisor and franchisee and generate greater transparency in the relationship.

This study is justified by the fact that it investigates relational aspects of cooperation between franchisor and franchisees, a form of interorganizational cooperation that is growing in the market. It is also justified by highlighting the importance of interorganizational cost management as a means of mitigating the opportunistic effects between franchisor and franchisees, proving to be an important management mechanism. Research is especially important because interorganizational strategies have been spreading in corporate environments (Dekker, Ding & Groot, 2016) and the maintenance of the relationship is dependent on satisfaction with cooperation.

Low-carbon agricultural technology (LAT) extension is a key strategy for the agricultural sector to address climate change. Social capital, which consists of social networks, trust and norms, can play an active LAT extension role. This paper aims to analyze the mechanism of the role of social capital in the process of LAT extension.

Questionnaire data from six counties in Jiangsu, China, were used to measure social capital and analyze its effect on LAT extension using logistic regression. Data from 27 interviews were used to analyze the LAT extension experiences and problems.

LAT is mainly deployed by the government to farmers and distributed among them. In this process, the village officials who form parts of the government’s composition and the villagers play a dual role that facilitates a close link between them and the farmers and ensures LAT integration. However, social norms did not play a significant role in the process.

Farmers’ acceptance of LAT is based solely on the trade-off between local networks’ benefits and trust in local villagers and village officials. LAT-related laws and technical measures, thus are essential to strengthen LAT practices’ authority and incorporate LAT-based agricultural production as the norm of production behavior.

This paper provides an insight into the process and essence of farmers’ acceptance of LAT, which provides theoretical lessons for the LAT extension in China and indeed other developing countries.

The purpose of this paper is to examine the influence of two potentially important antecedents of female Generation Y consumers’ attitudes towards beauty products. In particular, the impact of the media and groups is analysed through their influence on subjective norms.

Structural equation modelling analysis of moment structures was used to propose and test a research model by means of data from a substantial size of female Generation Y consumers.

The study’s results confirm that female Generation Y consumers have a favourable attitude towards beauty products and that this attitude is influenced by their subjective norms. Furthermore, the findings suggest that group influence, which includes the opinions of friends, family and peers and media influence both predict female Generation Y consumers’ favourable attitude towards beauty products via their influence on this segment’s subjective norms.

These results emphasise the strategic importance of incorporating subjective norms, together with media and group influence into beauty product marketing communication campaigns targeting female Generation Y consumers. Given that this generation is known to be prevalent users of social media and often consult online peer product reviews, such strategies should also be extended beyond traditional media platforms to include social media, particularly social media influencers and online product review platforms, thereby tapping into subjective norms and group influence.

This study contributes to understanding female Generation Y consumers’ attitudes towards beauty products, especially the combined influence of subjective norms and media and group influence on such attitudes.

El propósito de este trabajo es examinar la influencia de dos antecedentes potencialmente importantes de las actitudes de las consumidoras de la Generación Y hacia los productos de belleza. En concreto, se estudia la influencia de los medios de comunicación y de los grupos a través de su influencia en las normas subjetivas.

Se empleó el análisis de modelos de ecuaciones estructurales de estructuras de momento para proponer y probar un modelo de investigación mediante datos de un tamaño considerable de consumidoras de la Generación Y.

Los resultados del estudio confirman que las consumidoras de la Generación Y tienen una actitud favorable hacia los productos de belleza y que esta actitud está influenciada por sus normas subjetivas. Además, los resultados sugieren que la influencia del grupo, que incluye las opiniones de amigos, familiares y compañeros, y la influencia de los medios de comunicación predicen la actitud favorable de las consumidoras de la Generación Y hacia los productos de belleza a través de su influencia en las normas subjetivas de este segmento.

Estos resultados enfatizan la importancia estratégica de incorporar las normas subjetivas, junto con la influencia de los medios de comunicación y del grupo, en las campañas de comunicación de la comercialización de productos de belleza dirigidas a las consumidoras de la Generación Y. Dado que se sabe que esta generación es la usuaria habitual de los medios sociales y suele consultar en línea las revisiones de los productos, esas estrategias también deberían ampliarse más allá de las plataformas de los medios de comunicación tradicionales para incluir los medios sociales, en particular las personas que ejercen influencia en los medios sociales, y las plataformas de revisión de productos en línea, aprovechando así las normas subjetivas y la influencia del grupo.

Este estudio contribuye a comprender las actitudes de las consumidoras de la Generación Y respecto de los productos de belleza, especialmente la influencia combinada de las normas subjetivas y la influencia de los medios de comunicación y los grupos en esas actitudes.

摘要

本文旨在研究两个重要的潜在因素，对Y世代女性消费者对美容产品态度的影响。具体来说，是通过媒体和群体对主观规范的影响来进行分析。

本研究采用结构方程模型分析力矩结构，结合相当规模的Y世代女性消费者的数据，提出并检验研究模型。

研究结果证实，Y世代女性消费者对美容产品持积极态度，而且这种态度受到她们主观规范的影响。此外，研究结果表明，群体影响（包括朋友、家人和同伴的意见）和媒体影响都能通过对Y世代女性消费者主观规范的影响来预测她们对美容产品的好感度。

本文的研究结果强调了将主观规范和媒体、群体影响纳入针对Y世代女性消费者的美容产品营销传播活动的战略重要性。由于Y世代是社交媒体的普遍用户，并且经常查看其他用户评价，因此这种策略应该超越传统媒体平台，将社交媒体，特别是社交媒体网络红人和在线产品评论平台纳入其中，利用他们对消费者主观规范和群体的影响力。

本研究有助于了解Y世代女性消费者对美容产品的态度，特别是主观规范和媒体、群体对这种态度的综合影响。

This paper is to examine the direct relationship between perceived corporate citizenship (CC) and purchase intention (PI). This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms by a contribution of social exchange theory, brand relationship theory and social cognitive theory (SCT).

Quantitative research was carried out by means of a survey with a sample of 411 regular consumers who work for national retail brands, where the unit of analysis was an individual. The study analysed the data to test the research hypotheses using SPSS and Smart PLS.

This study found a significant positive impact of perceived CC on purchase intention (direct path), and furthermore, a partial mediation was shown for the indirect path. In addition, personal norms have a significant impact on the relationships between perceived CC on purchase intention, brand trust on purchase intention and CBI on purchase intention.

This study provides useful insights for managers to implement CC strategies to enhance consumer purchase intention and brand relationship in the retail sector within the coronavirus disease 2019 (COVID-19) pandemic.

The current study is perhaps the first to investigate the impact of perceived CC on purchase intention across the BT, CBI and personal norms in the retail industry, period of COVID-19 pandemic. The study also makes some important theoretical contributions and previously not shed light on customer behaviour in this context.

This paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms and fear to coronavirus disease 2019 (COVID-19) by contributing social exchange theory (SET), brand relationship theory, social cognitive theory (SCT) and fear appeal theory.

Quantitative research was carried out by means of a survey with a sample of 411 regular consumers who work for national retail brands, where the unit of analysis was an individual. The study analysed the data to test the research hypotheses using SPSS and SMART partial least squares (PLS).

This study found a significant positive impact of perceived CC on purchase intention (direct path), and furthermore, a partial mediation was shown for the indirect approach. In addition, personal norms and fear to COVID-19 have a significant impact on the relationships between perceived CC on purchase intention, BT on purchase intention and CBI on purchase intention.

This study provides useful insights for managers to implement CC strategies to enhance consumer purchase intention and brand relationship in the retail sector within the COVID-19 pandemic.

The current study is perhaps the first to investigate the impact of perceived CC on purchase intention across BT, CBI, personal norms and fear to COVID-19 in the retail industry, period of COVID-19 pandemic. The study also makes some significant theoretical contributions and previously did not shed light on customer behaviour in this context.