With the establishment of China’s “dual carbon” target and the promotion of high-quality development strategy, the role of green innovation has become increasingly important. Corporate ESG innovation, as a guiding principle for companies to practice sustainable development and an important signal for evaluating their environmental and social responsibilities as well as corporate governance level, deserves in-depth research on its impact on green innovation performance. This paper empirically analyzes the green innovation effect of corporate ESG (Environmental, Social and Governance) performance using Chinese A-share listed companies as a sample from 2009 to 2021. The research shows that corporate ESG performance can enhance green innovation performance. Mechanism analysis reveals that ESG performance mainly improves green innovation performance by alleviating financing constraints and enhancing human capital. Further research shows that all three sub-dimensions of ESG performance contribute to improving green innovation performance, with the strongest effect observed in corporate governance performance. ESG performance not only enhances strategic green innovation performance and independent green innovation performance but also improves substantial green innovation performance and collaborative green innovation performance. Therefore, the government should improve the ESG information disclosure system, increase support for companies with excellent ESG performance, and improve local talent policies to attract high-quality green innovation talents. Investors should incorporate ESG performance into their decision-making and strengthen the identification and use of ESG information. Companies should formulate ESG strategies, increase relevant investments, prioritize corporate governance improvement, and enhance the quality of ESG information disclosure through various means.

For the purpose of understanding the effect of green marketing on brand image, this paper has added mediation variable namely brand image into the research model; meanwhile, in order to better discuss about this issue in the context of green marketing, the paper considers that greenwash is an indispensable element in adjusting green marketing’s effect on the brand. The paper has used the method of a questionnaire survey to distribute questionnaires on online social platforms. A total of 500 questionnaires have been distributed, and 415 valid questionnaires have been collected with an effective collection rate of 83%. In this paper, SPSS 24 and AMOS 23 are applied to verify its theoretical model and structural model. The result manifests that the design of the questionnaire is well reliable and highly effective; meanwhile, variables are significantly correlated. Besides, it concludes that the relationship between green marketing and brand trust differentiate in the following two dimensions: spontaneity and compulsion. Moreover, brand image plays an obviously intermediary role between green marketing and brand trust, which also proves that greenwash works as a significantly negative regulatory role.

This study, using ChatGPT as a case, based on the Unified Theory of Acceptance and Use of Technology 3 (UTAUT3) model, explores university students’ attitudes, Behavioral Intentions (BI), and influencing factors towards Generative Artificial Intelligence (GenAI). It focuses on two crucial moderating variables: Habit (H) and Personal Innovativeness (PI). The goal is to uncover the mechanisms through which H and PI influence GenAI BI, providing a deeper understanding of GenAI Usage Behavior (UB). This study conducted a comprehensive survey of 510 college students, utilizing SPSS 26.0 and AMOS 24.0 for data analysis. Results reveal significant positive impacts of Performance Expectations (PE), Effort Expectations (EE), Social Influence (SI), and Hedonic Motivation (HM) on students’ BI to use ChatGPT, except for Price Value (PV). Additionally, BI significantly influences actual UB. Moderation analysis shows H negatively moderates the BI-UB relationship, indicating its inhibitory effect, while PI positively moderates this relationship, emphasizing the innovative role in promoting GenAI usage. These findings contribute to a theoretical understanding of GenAI UB and offer practical product design and promotion insights.

With the rise of virtual idols in marketing, especially in collectivist cultures, their impact on consumer behavior warrants further exploration. This study applies social identity theory, flow theory, and the SOR model to examine how collectivism and virtual idol characteristics (external characteristics, content features, and homophily) influence Chinese consumers’ purchase intentions through parasocial interaction (PSI) and flow experience. A survey of 496 respondents, analyzed via structural equation modeling (SEM), shows that collectivism and virtual idol characteristics positively affect PSI, with homophily having the strongest impact. PSI enhances flow experience, and both PSI and flow experience drive purchase intention. PSI and flow experience serve as dual mediators in the model. This study advances research by empirically validating collectivism’s role in PSI, differentiating virtual idol characteristics, and modeling dual mediation. The key contributions of this study are as follows: (1) treating culture as an independent variable to empirically examine its impact on psychological mechanisms, and (2) deconstructing virtual idol characteristics into three dimensions—external, content, and homophily—to reveal their distinct influence on consumer psychology. Findings offer strategic insights for brands, recommending a dual-track approach integrating cultural adaptation and feature design to enhance consumer engagement and purchasing behavior.

In recent years, there has been an increasing amount of theoretical research on corporate social responsibility and its influence on practical activities. The impact of corporate social responsibility on business performance has received attention from scholars and managers. However, the existing research lacks the empirical analysis concerning the moderating effects of long-term business performance (brand value) and social capital. This study was based on the relevant data from listed, Chinese companies and conducted regression analysis on the impact of corporate social responsibility on financial performance and brand value, exploring its moderating effects under different social capital. The results showed that Corporate Social Responsibility (CSR) was significantly positively correlated with financial performance and brand value. Both horizontal and vertical social capital played a positive moderating role in the impact of CSR on financial performance and brand value. These conclusions differed between companies that were required to disclose and those that had voluntarily disclosed, as well as between heavily polluting industries and non-heavily polluting industries. This article enriches the existing theoretical framework and provides decision-making references for business managers on whether to take on corporate social responsibility, contributing to the theoretical understanding of corporate sustainable development from a social responsibility perspective.

The COVID-19 pandemic has brought significant risks and challenges to businesses. In order to restore the supply chain, this paper incorporates social, environmental, and governance (ESG) factors into the study of corporate supply chains. The aim is to explore the factors that influence supply-chain resilience and performance from these three perspectives, with a particular focus on the role of willingness to adopt green innovation technologies. To encompass a wider audience and multiple industry sectors, this study employs a questionnaire survey method, targeting managers of Chinese companies, and utilizes analytical tools such as SPSS 26.0 and AMOS 26.0 for data analysis and validation. The research findings indicate that supply-chain collaboration, supply-chain management capabilities, supply-chain risks, and green-product innovation have a positive impact on a firm’s willingness to adopt innovative technologies, subsequently leading to positive effects on supply-chain resilience and performance. By incorporating ESG factors into the scope of supply-chain research, this study expands the research domain and scope of ESG. Additionally, enhancing corporate social responsibility awareness and sustainable development consciousness holds great significance for the recovery of enterprise supply-chain development. This study also offers new insights for businesses to enhance their supply-chain management.