The fast fashion industry is criticized for its unsustainable development. With the rise of the green economy and the awakening of consumers’ awareness of sustainable consumption, more and more companies realize the significance of green marketing in improving brand performance. However, it is undeniable that many fast fashion companies tend to take advantage of information asymmetry and cover up the unsustainable part of their business activities through fake green marketing campaigns to gain more potential consumers. There is a limited number of green marketing studies investigating consumers’ perception of greenwashing, while it is naturally important to explore the demand side responses to greenwashing in different industries. Therefore, this paper examines whether and how consumers’ perception of greenwashing in the fast fashion industry impacts their green purchase intention. The study explores the mediating role of perceived risk and the moderating role of consumers’ impulsive buying. In this paper, 433 valid questionnaires are collected from mainland China, and the Partial Least Square-Structural Equation (PLS-SEM) is used to test the hypotheses. We draw the following conclusions: (1) consumers’ perception of greenwashing in the fast fashion industry has a direct negative effect on their green purchase intention; (2) greenwashing perception has an indirect negative effect through consumers’ risk perception, including financial perceived risk and green perceived risk; (3) consumers’ impulsive buying in the fast fashion industry reinforces the positive effect of greenwashing on their financial risk perceptions as a moderating variable. The conclusion of this paper has implications for the sustainable development of China and other emerging economies, which highlights the importance of pursuing information symmetry in green marketing to reduce consumers’ perceived risk and encourages companies to make substantial, sustainable development initiatives.

In the post pandemic era, most of the countries are facing challenges in economic recovery, while investing in creative human capital such as teachers by increasing their salaries can be one of the policy options for governments to drive development. Housing price, however, may impact the working of these policies. Using the panel data of 31 provincial regions in China during 2006–2018, we evaluated the relationship between housing price, the improvement in teacher salary, and sustainable regional economic development. From the perspective of imbalanced regional development, we discovered the heterogeneity in the rate of return on education investment in terms of teacher salary. Higher teacher salary plays a more active role in the sustainable development of underdeveloped regions, and the crowding-out effect of housing price in Western China is the most intense. The results further provide some policy implications on efficiently promoting the coordinated development of sustainable regional economies by improving the creative human capital cultivators’ salaries. This paper verifies the significance of housing price dynamics from a new perspective based on educational investment. Overall, our study provides theoretical support for improving teachers’ income to promote regional economic development and further provides guidance for the government to carry out macro control to promote regional economic development with changes in housing price dynamics. Our study aims to link land systems, particularly the housing market, to sustainability and public policy.

Listed companies have long faced difficulties in both their global investment strategies and corporate governance improvement, while they are supposed to pay more attention to their sustainable development performance. The complex linkages between these three make the choice of corporate strategy a challenge for public companies. Given the economic downturn in the post-pandemic era, the challenges for listed companies are likely to be even more acute. How companies weigh the relationships between these three and how to ensure the implementation of a global investment strategy that effectively meets sustainable development are pressing challenges. Using a sample of Chinese listed companies during 2010–2018, this paper empirically examines the relationship between corporate sustainable development performance, global investment reflected by outward foreign direct investment (OFDI), and corporate governance reflected by equity incentives with econometric tools. We show the positive effects of OFDI on corporate sustainable development performance and discover the crowding-out effect of equity incentives, which challenges the view of equity motivation. These findings are robust. We further explore the heterogeneities in terms of industries and regions. We finally provide some useful implications on how to coordinate the global investment and internal equity incentives to improve corporate sustainable development performance.