This study investigates the relationship between environmental orientation and firm performance with the mediating role of green supply chain management (GSCM). This study uses a survey questionnaire to collect data from 247 CEOs from Chinese small and medium-sized enterprises (SMEs). Structural equation modeling is used to analyze data and test hypotheses. Empirical results show that internal and external environmental orientations are positively related to the three elements of GSCM, namely, environmental selection, monitoring, and collaboration with suppliers which are also positively related to firm performance. In addition, results show that environmental selection, monitoring, and collaboration with suppliers mediates the relationship between internal and external environmental orientations and firm performance. The findings provide important implications for academic researchers and business managers in planning and implementing environmental strategies. In terms of theoretical implications, this study sheds a new light to current knowledge about the effect of environmental orientation on GSCM and firm performance of SMEs. This study also provides empirical evidence to clarify the mediating mechanism of GSCM in the link between environmental orientation and firm performance of SMEs. In terms of practical implications, this study provides knowledge for managers of SMEs to better understand the important role of environmental orientation and green supply chain management. Findings of this study provide knowledge for managers of SMEs to make their business policies better.

This study investigates factors that predict consumers’ perceptions of healthiness of organic tea. Furthermore, this study also examines the relationship between perceived healthiness and purchase intention with the mediating role of consumers’ attitudes toward organic tea. Because China has been the largest producer and the largest market of the global tea market, this study collects sample data from consumers at different tea stores in China. Using structural equation modelling to analyze data, results indicate that product quality, consumer service, in-store experience, store prestige, and store innovativeness are important predictors of consumers’ perceptions of healthiness of organic tea. Furthermore, results show that perceived healthiness has a positive influence on purchase intention toward organic tea. Consumers’ attitudes toward organic tea also has a positive mediating effect into this relationship.

There has been growing interest among business managers and academics in corporate environmental responsibility (CER), which represents a company’s focus on its long-term sustainability and society. Past research, however, has reported inconsistent and mixed results with regard to the link between CER and firm performance. This study, therefore, proposes and validates a moderated mediation model of strategic similarity and organizational slack to better explain the relationship between CER and firm performance. Data were obtained from 260 listed firms in China from 2015 to 2017, resulting in 780 firm-year observations. Multivariate data analysis indicates that strategic similarity mediates the relationship between CER and firm performance. Furthermore, organizational slack moderates the relationship between CER and strategic similarity and the indirect effect of CER on firm performance through strategic similarity. The findings of this study provide insights for business managers attempting to understand and enhance the quality of their decision making regarding CER. Importantly, business managers should engage in CER activity and pursue strategic similarity to deal with pressure from stakeholders while following the competitive speed of competitors in the marketplace.

Eating behaviors and food consumption motivations have been important research topics in consumer, nutrition, and food literature. This study aims to examine the impact of some key factors (i.e., nationalism, materialism, cultural values, and promotion focus) on the consumption of traditional food and fast food in an emerging market. Using a sample data of 691 urban consumers in China, results of structural equation modeling reveal that nationalism appears to be an important predictor of traditional personal value, while materialism is a major factor that enhances modern personal value. Additionally, promotion focus has a positive mediating effect on the relationship between traditional personal value and traditional food purchase intention and that between modern personal value and fast food purchase intention. Notably, the total effect of modern personal value on fast food purchase intention is stronger than the total impact of traditional personal value on traditional food purchase intention. This study provides fresh insights into motivations for traditional food and fast food consumption in China and have important implications for food marketers and policymakers who aim at promoting favorable eating behaviors.

The marine shipping capacity option contract decision problem has been discussed in this paper. Considering the empty container repositioning cost, the optimal decision model of the carriers and the forwarders for shipping capacity contract are established separately. We find that the carrier's expect profit is a concave function of the reservation price and the execution price. And that the forwarders expect profit is a concave function of option reservation quantity. Interestingly, we also find that both the carrier and forwarder's decision are affected by empty container reposition cost, and both of them have optimal decisions and profits in different situations.