Purpose: The purpose of this paper is to apply the multidimensional construct of green perceived value (GPV) to the buying behavior of green food products to enhance the understanding of consumer behavior intentions and explain the formation of the intention to buy green food products. Design/methodology/approach: This study adopted four GPVs (i.e. functional value, conditional value, social value and emotional value) and explored the relationships among GPV, attitudes and purchase intention. A total of 300 self-administered questionnaires were distributed, from which 253 usable responses were obtained. Findings: The relationships between six constructs and 20 indicators were measured using structural equation modeling. All the underlying dimensions had a significant effect on consumers’ attitudes, significantly affecting their purchase intention. Originality/value: Implications for future research and marketing strategies in the field of purchasing behaviors of green food products are discussed.

The main purpose of this study is to understand touristification and the influence of this phenomenon on residents’ quality of life (QOL). The finding of the study will lay a foundation for further Touristification research.

The study aims to determine the understanding and perception of working conditions perceived by platform workers in terms of work/life balance and the quality of life. In addition, this current study empirically analyzes their perception on the structural relationship amongst work and life balance and the quality of life. The study uses quality of life and work/life balance to build a conceptual model, and questionnaires were collected through an online survey of 447 gig workers using a convenience sampling method. Confirmatory factor analysis (CFA) was employed to investigate the adequacy of the measurement model, and structural equation modeling (SEM) was performed along with the maximum likelihood method to examine relationships amongst the seven constructs in the proposed model. The study results show there were statistically significant values in five paths (working environment → overall QOL; leisure domain → overall QOL; economic domain → overall QOL; emotional domain → overall QOL; and overall QOL → psychological well-being), except for ‘social support → overall QoL’. It was found that the economic and emotional factors that belong to the life domain had more impact on the overall quality of life than the components of the ‘work category’. Implications for future research and the work environment perceived by gig workers for the platform market are discussed.