...Xiaojuan Hu; Jingchao Hu Purpose Green consumption is conducive to global sustainable development. This study aims to explore how social norms (i.e. descriptive norms and injunctive norms) impact green consumption attitude and behavior. It examines the mediating role of impression management...

... verification. Findings The authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts...