This paper explores how to promote consumer identification and acceptance of green products in the field of sustainable consumption and green marketing. Specifically, this paper examines how green factors affect consumers’ willingness to purchase new energy vehicles (NEVs) and focuses on the mediating role played by perceived price equity in this process. It is found that consumers’ green self-identity, green product experience, and green product innovation have a significant positive impact on their willingness to purchase NEVs, while perceived price fairness plays an important mediating role in this process. When consumers perceive that the pricing of NEVs is fair, they are more inclined to purchase them. Through the analysis of China’s new energy vehicle market, this paper puts forward suggestions to optimize the promotion strategy of green products from the perspective of price fairness, with a view to providing theoretical support and practical guidance for relevant enterprises. As China is the world’s number one country in terms of NEV ownership, studying its market consumption willingness not only reveals the unique characteristics of the Chinese market but also provides lessons and references for the future development of the new energy vehicle market in other countries, which is of great exemplary significance.

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This study attempts to scrutinise tourists’ switching intentions towards human service after a robot service failure, with the zone of tolerance and trust on stance in technology as moderators. The study adopts the unified theory of acceptance and use of technology as a conceptual framework. Quantitative approach through is adopted. Specifically, the retrospective survey is designed to recall robot-service failures,” A total of 330 valid samples were collected and structural equation modelling was employed for data analysis. The findings revealed an insignificant direct effect of tourists’ switching intentions towards human services after a robot service failure. The findings validate the moderating effects of the zone of tolerance and trust stance on technology on tourists’ customer (dis)satisfaction in terms of severity and controllability while denying the reliability aspect. This study fills the literature gap by elucidating paradoxical switching intention and conceptualising work on human–robot behavioural intentions. The study provides theoretical and practical contributions, with limitations and recommendations for future research directions.

This book chapter attempts to scrutinize the impacts of innovation and transformation on sustainability of yum cha culture from industry perspective. The book chapter serves as an exploratory study to explore insights from industry on magic of innovation and transformation on yum cha culture. Representatives of two selected restaurants in Hong Kong are invited to share their insights on yum cha culture and innovation. The chapter envisions the practical and theoretical realm. For the practical implication, the study provides insights to senior management and policy makers on formulation of appropriate strategy on culture sustainability. It provides directions to tourism service providers on tourist engagement, For the theoretical implication, the book chapter facilitates the latitude and longitude of the academic paradigm. The chapter ends with limitation, future research directions, and conclusion.