Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products through three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium.

Tourism eco-transformation can provide a long-lasting competitive advantage. However, successful transformation is a challenge for both academia and industry. The literature has focused on the net effect of a single factor. Still, we build on the Technology-Organization-Environment framework and propose that tourism eco-transformation does not depend on a single condition but the configurational effect of organization, environment, and technology. We found six conditions that influence eco-transformation in Chinese provinces. The results show that 1) the tourism eco-transformation in China from 2016 to 2019 “declines first and then rises,” indicating a “U” shape. Spatial distribution is stable; 2) We can classify the high-level transformation model into four configurational types: technology-pulling organization, proactive organization, environmental stress organization, and comprehensive organization. Not-high-level transformation model can be categorized as comprehensive absence and respectable; 3) There are three critical conditions for tourism external connections, environmental regulation, and tourism ecology promotion. In contrast, digital information level, technology innovation capability, and tourism resource endowment are largely determined based on the specific situation. We explore high-level and not-high-level configurational paths of tourism eco-transformation and gain new theoretical insights. We also guide tourism managers to choose or modify high-level tourism eco-transformation paths based on local characteristics to avoid not-high-level tourism eco-transformation situations.

Chinese e-commerce platforms have long helped to sell agricultural products through farmer-assisting marketing activities, effectively alleviating the problem of stagnant agricultural products in some areas, and have become a valuable cause-related marketing strategy. The ethical attributes of farmer-assisting agricultural products have unique value compared with other agricultural products. However, the existing research rarely pays attention to the influence of the ethical attributes of farmer-assisting agricultural products on consumers’ willingness to buy farmer-assisting agricultural products online. Based on collective efficacy theory and risk perception theory, this study systematically explores the influence mechanism of ethical attributes (symbolic ethical attribute and functional ethical attribute) on consumers’ willingness to buy farmer-assisting agricultural products online through three situational experiments. The results show that compared with functional ethical attributes, symbolic ethical attributes have a more positive impact on consumers’ willingness to buy farmer-assisting agricultural products online. In addition, it further reveals two mediating pathways of ethical effects (collective efficacy and risk perception) and boundaries (emergency of farmer-assisting events). This study helps to understand the ethical attributes of farmer-assisting agricultural products, and provides some practical suggestions for e-commerce enterprises implementing farmer-assisting marketing communication activities or marketers developing and promoting farmer-assisting agricultural products.