Promoting ecological consumption is gradually becoming a social consensus. A crucial point of ecological consumption is consumers’ willingness to purchase eco-friendly products, which has become an important consideration for government policymakers. In order to achieve social responsibility, enterprises are also finding ways to encourage consumers to buy eco-friendly products. In this study, we explored the relationship between environmental concern and ecological purchasing behavior, and we tested the moderating effect of prosociality in order to explain why people act in a manner that benefits society. A self-administered questionnaire was developed to gather data, and statistical hypotheses were validated through a structural equation model. The results indicated that enhancing consumers’ environmental concerns can effectively influence their eco-purchasing behavior. Therefore, ecological attitude and ecological responsibility have a direct influence on ecological purchasing behavior. Environmental concern positively influences ecological attitude and ecological responsibility through ecological values and ecological affects. Furthermore, the prosociality moderating effect is also significant. Prosociality positively moderates the relationships among ecological responsibility, ecological attitude, and ecological purchasing behavior. The relationships among these factors are important to consider when developing ecological marketing campaigns and communication strategies to influence consumers’ ecological behavior. Therefore, fostering prosociality among citizens is also an effective way to enhance the level of eco-consumption.

The brand loyalty of fan consumers can be influenced by idol worship if certain celebrity figures are linked with a brand. Collaborating with idols is an effective marketing strategy that many companies use to enhance their appeal to fan consumers and increase their brand equity. Fan consumers demonstrate passion and admiration for their idols, and this psychological phenomenon affects their cognition of brands that are endorsed by their favorite celebrity figures. The purpose of this study was to explore the influence mechanism that propels fan consumers’ brand loyalty and the mediating effects of brand passion and brand attachment. Our results revealed the following key findings: (1) brand personality attraction, perceived emotional value, brand-based self-realization, and relatedness needs satisfaction have a significant effect on brand passion; (2) perceived emotional value and relatedness needs satisfaction have a significant effect on brand passion attachment; (3) brand passion can directly affect brand loyalty, but it also indirectly affects brand loyalty through brand attachment; (4) brand personality appeal, brand-based self-realization, and relatedness needs satisfaction can influence brand attachment through brand passion and ultimately have an impact on brand loyalty; (5) brand perceived emotional value and relatedness needs satisfaction affect brand loyalty through brand attachment. These findings have several implications for enterprises that want to meet fan consumers’ emotional needs, enhance brand loyalty through the use of idol brand endorsement, or implement brand campaigns that involve idols.

Perfectionism is an important personality trait that affects people’s behavior, especially consumption behavior. In our study, we aimed to investigate whether perfectionists show different preferences in their consumption choices compared with non-perfectionists and to explore the potential psychological mechanisms mediating this effect. Through four studies, we found that perfectionists are less likely to buy imperfect products, including those that are close to expiry and that have defective functioning, flawed appearance, and incomplete after-sales service than non-perfectionists, and are more likely to avoid choosing imperfect products. In addition, we found a mediating effect of dichotomous thinking and intolerance of uncertainty on this effect to explain the behavioral preferences of perfectionists in their purchasing choices. Manufacturers and marketers can benefit from the results of this study by implementing targeted production requirements and marketing strategies based on the consumer behavior preferences of perfectionists.

This research explores how the partitioned pricing strategy of premium subscriptions affects user willingness to purchase with two studies. Study 1 finds that all-inclusive pricing is more effective than traditional partitioned pricing (i.e., partitioned pricing in Single) and the two new formats of partitioned pricing (i.e., partitioned pricing in Combination and partitioned pricing in Blind Box) in terms of increasing user willingness to purchase due to the induced higher perceived value and perceived price fairness. Study 2 further finds that partitioned pricing in Combination or partitioned pricing in Blind Box (vs. partitioned pricing in Single) can affect perceived value positively via perceived playfulness and negatively via user-perceived price complexity simultaneously. These indirect effects hold across hedonic and utilitarian digital content products. These findings contribute to the literature on the pricing strategies of subscription-based digital content platforms. This research also provides suggestions for digital content platforms to adopt that will help them design their partitioned pricing strategies effectively.

While data-driven digital technologies (e.g., mobile applications) have brought convenience to users, they have also raised data privacy concerns. Regulators have taken various actions that ensure user data privacy to balance the protection and exploitation of personal data. However, the effect of privacy regulatory protection in preparing mobile users for data sharing remains unclear. This research develops and empirically tests an integrative model of how mobile users adjust their intention to share personal data in response to privacy regulatory protection. The results indicate that privacy regulatory protection can increase users’ intention to share personal data through enhancing psychological ownership of data (i.e., entitlement effect) and decreasing privacy concerns (i.e., reassurance effect). Moreover, the entitlement effect can be attenuated as app control over data increases, while the reassurance effect can be accentuated as users’ privacy efficacy increases. This research provides new insights into the role of privacy regulatory protection in promoting user data sharing by highlighting the psychological mechanisms underlying users’ responses to such regulations. It provides implications for digital platforms seeking to balance the challenges of user data protection with the benefits of data-driven marketing.