This study applies the theory of planned behavior and value–attitude–behavior hierarchy model to examine the influence of green product consumption values on the green product buying attitude and green product purchase behavior. Additionally, unlike the previous studies, the current study explores the moderating effects of the role of government and media exposure in the relationships. Data was collected by an online survey from 238 green product consumers in China. Structural equation modeling was applied for testing the hypothesized relationships. The results of the study have indicated that ecological value and economical value have not significantly influenced the green product buying attitude. In contrast, the health and safety values of green product have positively influenced the green product buying attitude. Moreover, the buying attitude of consumers has a significant positive effect on green product purchase behavior. Furthermore, the results showed that the role of government and media exposure have significantly moderated the relationship between safety value and buying attitude of green product.

This study examines the relationships between consumption values and car-sharing service adoption in Korean users. We used structural equation modeling to analyze data from 266 Korean individuals who had experience with car-sharing services. The results showed that functional value, social value, and conditional value positively predicted the use intention of car-sharing services. We also found that car-sharing use intention was positively related to the use behavior of car-sharing services. The findings suggest that both proximal and distal factors of consumption values explain the experimental use of car-sharing services. This study yields theoretical and practical insights into understanding the role of consumption values in customer use intention and behavior in the context of collaborative and experimental car-sharing service consumption.

Based on social exchange theory, this study investigates the antecedents and consequences of a frontline employee’s trust-in-supervisor and a frontline employee’s trust-in-coworker in a single framework. A personally administered survey was conducted to collect data from 203 frontline employees of coffee shops in the Republic of Korea. Covariance-based structural equation modeling was applied using AMOS 21.0 to explore the proposed relationships. The results show that abusive supervision is negatively related to frontline employee’s trust-in-supervisor, whereas supervisor support and communication quality have significant positive effects on frontline employee’s trust-in-supervisor. Similarly, coworker ostracism has a significant negative effect on frontline employee’s trust-in-coworker, whereas coworker harmony and communication quality have significant positive effect on frontline employee’s trust-in-coworker. Finally, the results show that a frontline employee’s trust-in-supervisor predicts a frontline employee’s supervisor cooperation, and a frontline employee’s trust-in-coworker leads to a frontline employee’s coworker cooperation.

The purpose of this study was to examine the purchase intention of innovative new product (e.g., Galaxy Fold) by integrating behavioral reasoning theory (BRT) to the theory of reasoned action (TRA) and theory of planned behavior (TPB) to test the relative influence of reasons for and reasons against adoption on purchase attitude and purchase intention of Korean consumers. A quantitative research method via an online survey was conducted to test the proposed hypotheses. The sample of the study was 242 Korean consumers who participated in the online survey. Structural equation modeling was conducted by using AMOS 21.0 to test the proposed relationships. The findings showed that value for changes positively related to the reasons for adoption and negatively related to reasons against adoption. Reasons for adoption (e.g., relative advantage, compatibility, simplicity) have a significant positive effect on the purchase attitude, and reasons against adoption (e.g., price barrier, performance barrier, usage barrier) have a significant negative effect on the purchase attitude. Finally, purchase attitude has a significant positive relationship to the purchase intention of innovative new product. The findings of this study offer significant theoretical and managerial contributions in the context of sustainable innovative new product development.

This study explores the relationship between corporate social responsibility and emotional labor strategies of frontline employees. In particular, the research focuses on the impact of perceived motives of corporate social responsibility on the cynicism, authenticity, and subsequently, the effect of cynicism and authenticity on surface acting and deep acting of frontline employees. Based on the online survey of 258 frontline employees in South Korea and structural equation modeling of the data, the findings show that the selfish motives of corporate social responsibility (CSR) increase cynicism whereas the altruistic motives of corporate social responsibility increase authenticity and decrease cynicism of frontline employees. In addition, this study reveals that CSR-cynicism leads to surface acting and reduces deep acting whereas CSR-authenticity increases deep acting and does not significantly affect surface acting of frontline employees.