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.

The role of the salesperson has been more highlighted in recent research for company profits and sustainable relationship with customers. This study attempts to classify sales behaviors into a conceptual structure of customer orientation and adaptive selling in order to examine the effect of the customer orientation and adaptive selling on organizational performance and sales performance. The study newly compares the relationship between salespeople’s customer orientation and adaptive selling in terms of the organizational aspect of the organizational delivering market value and the behavioral aspect of individual delivering. Results show that customer orientation affects adaptive selling behaviors of salespeople, and such behaviors affect the salespeople’s organizational identification and their sales performance. However, the effect of their organization identification on sales performance was not supported. This result suggests the need for educational programs which provide the salesperson with opportunities to understand customer-oriented organizational culture. In addition, such programs need to empower salespeople to develop positive corporate identities.

This study investigates the role of value congruence and top management support on salespeople’s customer-oriented selling behavior and adaptive selling behavior. Moreover, this study has also explored the effects of salespeople’s customer-oriented selling behavior and adaptive selling behavior on sales performance and opportunistic behaviors, respectively. An online survey was administered to collect the data from salespeople in South Korea, and a total of 204 responses were undergone for formal analysis. Partial least squares structural equation modeling (PLS-SEM) was conducted to test the proposed hypotheses. The results showed that salespeople’s value congruence has a significant positive effect on customer-oriented selling behavior and top management support has a significant positive effect on salespeople’s adaptive selling behavior. The salespeople’s customer-oriented selling behavior has a significant positive effect on sales performance and a significant negative effect on opportunistic behavior. Similarly, salespeople’s adaptive selling behavior has significant positive effects on sales performance and opportunistic behaviors. Based on these findings, the implications for theory and practice are discussed in detail.

(사)한국유통학회가 발행하는 공식 학술지: 유통연구(Journal of Channel and Retailing)

(사)한국유통학회가 발행하는 공식 학술지: 유통연구(Journal of Channel and Retailing)

(사)한국유통학회가 발행하는 공식 학술지: 유통연구(Journal of Channel and Retailing)