...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...

...Qifan Jia; Rui Chen; Yihan Zuo; Run Liu; Roushan Gong; Linnan Huang; Chen Chen; Bangyi Xue Purpose This research aims to find out the reasons why Chinese people prefer domestic products. The authors examine the effect of consumer ethnocentrism (CE), social norms (SNs) and national identity (NI...

...Ho Huy Tuu; Svein Ottar Olsen; Le Chi Cong Purpose The purpose of this paper is to discuss and test the combined effects of openness to experience (OE) and power, and the moderator effects of social norms (SN) and perceived resources on the choice of luxury attributes for branded products...

... and tradition and use the advertising communication message appropriately. Social implications – Advertisers must be acutely aware of the social norms in designing their advertisements and the findings here can be a guide for public and/or industry policy towards advertising. Originality/value...