Purpose: Grounded in the psychological reactance theory, this study aims to explore more effective strategies to promote environmentally friendly mobility preferences by examining the interplay between individual value orientations, perceived freedom threats, reactance and assertive language in advertisements promoting sustainable mobility on consumers’ attitude toward such ads. Design/methodology/approach: An online questionnaire was distributed to 400 participants. Covariance-based structural equation modeling was used to test the hypothesized model. Findings: The study demonstrates that when seeing assertive ads that promote environmentally friendly mobility options, a prevalent biospheric (hedonic) value orientation leads to a significantly lower (higher) perceived threat toward the ad. This was not the case when seeing the non-assertive ad. While assertiveness in ads has a greater positive influence on the relationship between perceived freedom threat and reactance, non-assertiveness has a greater negative effect on the relationship between perceived reactance and attitude toward green ads. Practical implications: Organizations promoting sustainable mobility should tailor advertisements to audience values. For groups with shared values, direct and assertive messages work. For broader audiences, emphasize message attractiveness over assertiveness. Originality/value: The study investigates the influence of assertive message framing and individual value orientations on the reactance process in the context of environmentally friendly mobility. It finds individual value orientations to be a significant factor in the reactance process, further extending the psychological reactance theory. Moreover, it revalidates reactance as a construct consisting of anger and negative cognition.

The COVID-19 pandemic has not only jeopardized people’s physical health, but also put additional strain on their mental health. This study explored the role of indoor natural elements (i.e., green plants) in relieving individuals’ mental stress during a prolonged stressful period. A pilot and three formal studies examined the effect of indoor green plants placed in living and working environments on people’s perceived stress during the pandemic and further uncovered its underlying mechanism emphasizing a mediating role of emotion. The pilot study confirmed that the severity of the pandemic positively correlated with individuals’ level of stress. Study 1 then demonstrated that indoor green plants in people’s living environments might reduce their perceived stress during the pandemic, which is referred to as the “plant effect”. Study 2 repeated the plant effect in a field experiment conducted in a working environment and Study 3 revealed a mediating role of positive emotion. This study provides preliminary evidence for the mitigating effect of indoor green plants on individuals’ mental stress during the COVID-19 pandemic period. The indoor green plants placed in living and working environments may elicit positive emotion, which in turn reduce people’s mental stress. In addition, our results reveal that growth status of the indoor green plants affected the plant effect as well.

The outbreak of the COVID-19 pandemic has severely impacted the world economy and has, most presumably, exerted a great deal of stress on citizens, in turn leading to the call for timely assessments of how this period might actually impact individuals at the level of everyday well-being and in their behaviors such as consumer decisions. Through one pilot study and two online survey studies, we tentatively investigated this latter question, and demonstrated that the COVID-19 pandemic may increase perceived stress and impair individuals’ sleep quality, which in turn impels their irrational consumption. This research provides preliminary evidence for the impact of the present pandemic on irrational consumption and contributes to the literature on stress and consumer behavior.

Going on holiday is often associated with taking the car or plane. Even for short distances, and where alternative, sustainable transportation modes would be available, we frequently choose the more unsustainable options. Affordability, comfortability, and time savings led to an increase in transportation, which in turn, negatively contributed to greenhouse gas emissions. The reduction in those emissions can be achieved by choosing public transportation. However, since transportation choices are often made unconsciously and habitually, it is crucial to transform those unsustainable habits into more sustainable ones. Contextual changes can serve as a catalyst. This research investigates whether pre-COVID-19 and pre-inflation unsustainable travel habits can be broken through the perceived impact of COVID-19, financial hardship, and green consumption values, increasing the intention for sustainable transportation modes using a survey design. We found that the context change, as such, does not predict future intentions to travel sustainably, but existing green consumption values do. Building on the self-activation theory, the results show that habits and the perceived impact of COVID-19 and financial hardship activate a person’s green consumption values. Consumers’ green values mediate the relationship between unsustainable habits and the intentions to use sustainable transportation modes, combining the habit discontinuity and self-activation hypotheses.