People pay much attention to food and health issues, more so these days. Organic food brings its own “organic” aura as soon as it is produced. Despite the many studies on organic food packaging at present, they mainly focus on packaging design, materials, and colors and pay less attention to packaging size. In view of this gap in the literature, this study explores the influence of organic food packaging size on consumer purchase intention. This article conducted two experiments with 755 participants to examine the effect of organic food packaging size on purchase intention. The results show that the packaging size of organic food has a significant influence on consumer purchase intention. Specifically, the small size of organic food packaging (vs. large) can improve consumer purchase intention, and the green perceived value plays an intermediary role (Study 1). In addition, the consumers’ construal level moderates the influence of organic food packaging size on their purchase intention. For consumers with a high construal level, the small size of organic food packaging (vs. large) can improve their purchase intention. For consumers with a low construal level, large packaging size (vs. small) of organic food can improve their purchase intention (Study 2). This study reveals the psychological mechanism and boundary conditions of organic food packaging size on consumer purchase intention and provides practical enlightenment for enterprises in formulating the size of organic food packaging.

Green product companies usually convey product performance in either ambiguous or precise ways. Many studies have been conducted on the ambiguous and precise information presentation of traditional products, but few have examined which kind of information presentation (ambiguous vs. precise) is better for presenting green products. This article conducted three experiments with 484 participants to examine the influence of information presentation (ambiguous vs. precise) of green products on consumers’ purchase intention. Results show that ambiguous information presentation can increase more consumers’ purchase intention of green products than precise information, and green trust plays a mediating effect. Furthermore, product type (durable goods vs. fast-moving consumer goods [FMCG]) moderates the influence of information presentation on consumers’ purchase intention. Specifically, for green durable goods, ambiguous information is more likely to arouse consumers’ purchase intention than precise information presentation. For green FMCG, precise information is more likely to promote consumers’ purchase intention than ambiguous information presentation.

Start temporal landmark is the beginning of a period of time. Previous research has established that individuals have the need for arousal at the start temporal landmarks but less research has focused on individual differences and the relationship between self and others (independent vs. interdependent). This research examines the influence of individuals’ self-construal on the relationship between start temporal landmarks and arousal product preference. Three experiments with 1136 participants were recruited from a university, community, and online store in Southern China. The data were analyzed by Cochran–Mantel–Haenszel on SPSS 26.0 software program. The results showed that self-construal influenced the effect of start temporal landmarks on arousal product preference. Specifically, compared with ordinary temporal landmarks, individuals with interdependent self-construal prefer high arousal products under start temporal landmarks, whereas those with independent self-construal show no significantly different preference for high or low arousal products under the start temporal landmarks. Furthermore, psychological resources play a mediating role. This research extends the theoretical research on self-construal in the field of temporal landmarks and arousal. It also has important practical implications for improving the sales of high arousal products.

This study investigates how social crowding (e.g., overcrowded environments) influences individuals’ preferences for different modes of shared consumption (sharing-in vs. sharing-out). While existing research has predominantly explored shared consumption through the perspective of non-psychosocial environmental factors (e.g., time scarcity), this study shifts the focus to psychosocial environmental factors by analyzing the underlying mechanism through which social crowding shapes preferences for these modes of shared consumption. We conducted one field experiment and three scenario-based laboratory experiments to manipulate social crowding (vs. non-social crowding) across three distinct contexts: (1) restaurant-based social scenarios, (2) shopping mall consumption contexts, and (3) beach tourism settings. Across these experiments, diverse categories of shared goods were employed to examine participants’ preferences for sharing-in versus sharing-out. The findings demonstrate that social crowding increases individuals’ preference for sharing with close friends (i.e., sharing-in), whereas non-social crowding enhances their preference for sharing with strangers (i.e., sharing-out). This relationship is mediated by psychological distance. Furthermore, resource mindset (scarcity vs. abundance) moderates this effect. Specifically, under a scarcity mindset, social crowding strengthens preferences for sharing-in, whereas under an abundance mindset, it promotes preferences for sharing-out. By conceptualizing shared consumption from a psychosocial environmental perspective, this research extends current understanding of how environmental social cues shape interpersonal consumption decisions and provides practical implications for collaborative consumption platforms, hospitality services, retail environments, tourism destinations, and public service design. Specifically, platform managers and service designers can strategically optimize spatial layouts and perceived crowding levels to strengthen social connectedness among close friends or foster positive interactions between strangers.