Consumer awareness of environmental protection and energy conservation concepts has prompted businesses in the hotel industry to adopt green operations. Most studies of the hotel industry have discussed the behavioral intentions (BIs) of consumers based on the theory of planned behavior (TPB), but they have not considered emotional and motivational factors. The present study incorporated two incentive mechanisms and the anticipated positive and negative emotions of consumers into the TPB to explore the relationship between BIs and green hotel development. Structural equation modeling was applied to test the research hypotheses. The results indicate that (1) a positive correlation exists between environmental attitude, subjective norms, perceived behavioral control (PBC), positive anticipated emotion, and desire intention (DI), and a negative correlation exists between negative anticipated emotions and DI; (2) a positive correlation exists between PBC, DI, and BI; and (3) an incentive mechanism has a moderating effect on the relationship between DI and BI.

Given the influence of rising environmental awareness, food systems and security are receiving increasing international attention. Previous studies have discussed the acceptance of insect foods but have been primarily conducted in a European context. Hence, their results cannot be applied to Taiwanese consumers. Regarding this, our study is centered on the theory of planned behavior and considers environmental concern and food neophobia to discuss the effects of consumer attitudes, subjective norms, and perceived behavioral control on the purchase intention toward insect food. We used purposive sampling to survey questionnaire answers face-to-face in Taichung city, Taiwan. We distributed 408 surveys of which 77.45% were used in this study. The results revealed that consumer attitudes, perceived behavioral control, and food neophobia significantly influence purchase intention, whereas subjective norms and environmental concern did not demonstrate significant relationships with purchase intention. According to these results, we suggest that businesses emphasize consumers’ product experience or reduce levels of food neophobia to increase consumer interest in insect foods and improve the acceptability of such foods, thereby increasing purchase intention.

Internationally, there is increasing recognition of the importance of proper diet values and habits, a balanced intake of healthy food products, and rates of obesity control encompassing information on fat content and calories. In this context, some beverage manufacturers have shifted to marketing their products as having fewer calories and more functional benefits. This study aims to develop an extended value–attitude–behavior (VAB) research model that includes three constructs, namely, cue to action, self-efficacy, and health orientation, to explore the impacts of university students’ health values on their purchase intentions concerning functional beverages. The results indicated that university students’ interest in functional beverages was significantly affected by their health values. Besides, both interests in functional beverages and health orientation were significant predictors of purchase intention, while cue to action and self-efficacy were not. Based on these results, enhancing consumers’ education about food security is suggested. Furthermore, the findings provide crucial insights for marketing channels, suggesting the beverage industry can target consumers’ health values concerning health beverages as the key to purchase intention and attract business by developing practical marketing strategies.

Extreme weather conditions have intensified due to manufactured environmental damage in recent years. To reduce the environmental impact on the Earth, many consumers seek to change their dietary patterns to protect the environment and voluntarily switch to a vegetarian diet. Past studies have found that the transition from nonvegetarian to vegetarian is not easy, but promoting the consumption of alternative foods such as plant-based meat alternatives should help consumers gradually reduce their dependence on meat during the transition period of changing their eating habits. This study was designed to apply the value-attitude-behavior model (VAB) to study the consumption attitude and behavior of novel and environmentally friendly foods such as plant-based meat alternatives, and the novelty of plant-based meat alternatives was included as an intervening variable for discussion. In this study, 376 valid questionnaires were collected from college students in Taiwan, and the recovery rate of valid questionnaires was 94%. It was found from the analysis of results that perceptions of green value and animal welfare value had a significantly positive effect on attitude, while attitude and product knowledge also had a significant positive effect on behavior; however, the novelty of plant-based meat alternatives products did not have an interference effect on the relationship between product knowledge and behavior. Based on the research findings of this study, it is suggested that when introducing plant-based meat alternatives products, food companies should not only let consumers understand that they are based on environmental friendliness and animal welfare values but also enhance the marketing and promotion of product knowledge to increase consumers’ confidence in purchasing plant-based meat alternatives and reduce their consumption concerns.

Offering services to clients by staff is a major feature of the hotel industry. Therefore, maintaining high-quality and stable services is critical for hotels to stay competitive. As for hotel human resource management, how to effectively increase employee retention is crucial because it not only enhances organizational performance but also reduces personnel cost. In this study, the researchers used structural equation modeling to explore the relationship between job embeddedness, organizational commitment, and intention to stay in tourist hotel interns. Furthermore, work–life balance was used as the moderating variable between organizational commitment and intention to stay. The study subjects were interns who had completed between half and one year of an internship at a tourist hotel and were going to graduate from the school upon completing the internship. The results indicated that job embeddedness has a significant and positive effect on organizational commitment and intention to stay whereas organizational commitment mediates the relationships between job embeddedness and intention to stay. In addition, work–life balance moderates interns’ intention to stay. This study provides the hotel industry with useful management guidelines for retaining employees and improving competitiveness.

Following the trend of green product consumption, farmers’ markets sell green products and have gradually developed the promotion of environmentally friendly knowledge of food and agricultural education. However, past research on farmers’ markets has rarely been combined with the function of food and agricultural education. Therefore, this study explores the relationship between product knowledge, green perceived value, and purchase intention from the perspective of farmers’ market food and agricultural education. Furthermore, research and investigation were conducted with trust and local attachment as multiplicative adjustment variables. This study adopted structural equation modeling (SEM) to examine the structural relationship among local attachment, product knowledge, green perceived value, purchase intention, and model fit. We distributed 396 surveys at three large farmers’ markets in Taiwan, of which 88.6% were used in this study. The research results showed that product knowledge and green perceived value had a significant positive impact on purchase intention; trust positively affected product knowledge and purchase intention; the multiplication of local attachment and trust also positively impacted product knowledge and purchase intention. Based on the research results of this study, it is suggested that while transferring knowledge, the farmers’ markets can incorporate trust and emotional relationships, which will serve as stimulating factors that can increase consumers’ purchase intentions. Although the findings are local to Taiwan, its characteristics are typical of food and agricultural education, as well as farmers’ markets worldwide, especially in Asia.