.../approach The empirical investigation begins with the measured psychological state of GCC and examines its downstream consequences, with Green Perceived Risk (GPR) moderating this mediated pathway. Specifically, the study proposes that confusion fosters Perceived Consumer Skepticism (PCS), which in turn...

...Sara Quach; Felix Septianto; Park Thaichon; Billy Sung Purpose This research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role of customer skepticism and the moderating role...

... willingness to buy from brands. The influence of consumer skepticism and inferences of manipulative intent (IMI) as moderators between these variables is also investigated. This study also closes various research gaps identified within the literature. Design/methodology/approach A self-administered survey...

.... This is because a frequency-focused strategy makes consumers perceive the luxury brand's commitment to help, which in turn reduces consumers’ skepticism toward their CSR activities. Originality/value The study illustrates a novel mechanism that shows when and how different corporate donations influence luxury...