Providing both personal and social benefits, vaccination may be motivated by collective responsibility (CR). Some previous studies have indicated the relationship between CR and vaccination but could not exclude confounding bias and had little knowledge about the boundary conditions. This study aimed to examine the association between CR and COVID-19 vaccine uptake and its boundary conditions in an extended version of the theory of planned behavior. A cross-sectional survey with 608 participants from six tourism satellite industries in Macao was conducted from 28 July 2021 to 20 August of 2021. Respondentss in CR-lower and CR-higher groups were 1:1 paired using propensity score matching (PSM) to control the potential confounding factors. Results showed participants in the CR-higher group reported significantly higher COVID-19 vaccine uptake than those in the CR-lower group (64.7% vs. 49.7%, p = 0.005). Multivariate logistic regression results indicated a positive association between CR and COVID-19 vaccine uptake (p = 0.012, OR = 2.070, 95% CI= 1.174 to 3.650) and its interaction effect with COVID-19 vaccine attitude (p = 0.019, OR = 0.922, 95% CI = 0.861 to 0.987). Spotlight analysis further illustrated that CR was more effective among individuals with a more negative COVID-19 vaccine attitude. These findings may help promote understanding of vaccine hesitancy, and hence optimize vaccination communication strategies during the COVID-19 pandemic.

With growing awareness of health and sustainability benefits, organic food has surged in popularity, highlighting the critical need for effective communication strategies in product promotion. While extant research extensively examines the effects of textual content in organic food advertising, little attention has been paid to the persuasive power of typeface design on consumers’ responses. Grounded in cue utilization theory and message consistency framework, this study investigates how handwritten typefaces and narrative perspectives influence consumer responses in organic food advertising. Two experiments were conducted. Study 1 (N = 139) shows their positive effects on consumer attitudes and purchase intentions than machine-typed fonts; Study 2 (N = 206) extends these findings by revealing a significant interaction between typeface and narrative perspective, where first-person narratives amplify the positive effects of handwritten fonts. Moreover, a moderated mediation model shows that the influence of handwritten typefaces on consumer responses is sequentially mediated by perceived congruence and perceived sincerity, with the indirect effects being stronger for first-person narratives than third-person ones. The findings advance marketing theory by demonstrating how visual–semantic alignment enhances communication efficacy, especially in organic product contexts. Practically, this study proposes the strategic implementation of handwritten typography combined with the use of first-person narratives for organic food promotion. These insights hold significant implications for fostering organic consumption patterns, potentially driving environmentally conscious agriculture practices and supporting environmental sustainability efforts.