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Livestreaming is becoming increasingly popular in fashion retailing, and bullet comments have become an important source of information for consumers in making purchase decisions. This study aimed to explore the impact of negative bullet comments on audiences’ impulse buying intention and to identify individual differences considering the moderating effect of body image. The hypotheses were tested in three situational experiments. Experiment 1 demonstrated that both negative bullet comments on the product and those on the host significantly reduced audiences’ impulse buying intention. Experiment 2 further demonstrated that there was an interaction effect between the two types of bullet comments, indicating that the negative impact of negative bullet comments on the product on consumers’ impulse buying intention was weaker in the presence of negative bullet comments on the host. Experiment 3 further demonstrated that body image strengthened the negative impact of negative bullet comments on the host, while the moderating effect on the impact of negative bullet comments on the product was not significant.

Femvertising is increasingly being used by brands to showcase their values and attract consumers, especially in the fashion industry. Previous studies mainly focused on its impact on female consumers, while the perceptions and responses of male consumers are usually ignored. Focusing on the context of men purchasing women’s clothes as gifts, this study aimed to explore the impact of femvertising on male consumers’ gift purchasing intention and reveal the mechanism, with the mediating effects of female empowerment and brand hypocrisy and the moderation effect of gift recipient. A situational experiment was conducted to acquire data, and hypotheses were tested with regression analysis and the bootstrapping method. The results demonstrated that the total effect of femvertising on male consumers’ gift purchasing intention is not significant, but there is a positive mediating effect of female empowerment and a negative mediating effect of brand hypocrisy, and the mediating effect of female empowerment is stronger for a communal relationship (versus an exchange relationship).

With the rapid expansion of the pet economy, owner-pet matching outfits have grown increasingly popular among pet owners. Grounded in the extended theory of planned behavior, this study investigates the key determinants of pet owners' purchase intentions and actual purchase behaviors toward owner-pet matching outfits, and explores the moderating effect of aesthetic risk on the intention-behavior transition. Questionnaire survey data from 222 pet owners were collected for empirical analysis, and regression analysis was adopted to verify the proposed research hypotheses. The empirical results reveal that subjective norms exert a direct promotional effect on consumer purchase behavior and indirectly boost such behavior through the partial mediating role of purchase intention. By contrast, behavioral attitude is positively associated with purchase intention and further stimulates purchase behavior via a full mediating pathway of purchase intention. Perceived behavioral control displays a significant positive direct impact on purchase behavior yet yields no significant effect on purchase intention. Furthermore, purchase intention serves as a robust positive predictor of purchase behavior, whereas aesthetic risk significantly weakens the association between purchase intention and purchase behavior. Brands are suggested to foster consumers' favorable behavioral attitudes by optimizing product design, enriching practical functions, and minimizing potential risks to pets in owner-pet matching outfits. Meanwhile, enterprises should actively shape supportive subjective norms to popularize the owner-pet matching outfit wearing lifestyle. Additionally, brands need to enhance consumption accessibility through diversified sales channels, reasonable pricing strategies and abundant product style options. This study pioneers the application of the extended theory of planned behavior to the emerging field of owner-pet matching outfits, empirically verifying the positive effects of behavioral attitude, subjective norms, and perceived behavioral control on consumers' purchase intention and purchase behavior.

Abusive supervision was traditionally viewed as a unidimensional construct and found detrimental in various fields, while there may be subdimensions associating with different consequences. This study aims to justify two subdimensions of abusive supervision, namely overt abusive supervision and covert abusive supervision, and investigate their effects on subordinates’ voluntary learning behavior, with public self-consciousness as a moderator. Data was acquired from a sample of 443 employees from China through a two-wave survey, and hypotheses were tested by hierarchical regression analysis. The empirical results demonstrated that overt abusive supervision promotes subordinates’ voluntary learning behavior at lower levels of public self-consciousness and hinders it otherwise, while covert abusive supervision promotes subordinates’ voluntary learning behavior homogeneously at different levels of public self-consciousness. The results suggest that supervisors could be mean and critical when encouraging subordinates to improve themselves, with subordinates’ public self-consciousness taken into consideration. However, abusive supervision should never be overused, not only because it is unethical and detrimental in many other fields, but also because the abused subordinates may just be preparing for leaving.

Growing social and academic concerns toward environmental sustainability are constantly driving attention toward eco-innovation as an effective solution to environmental problems. Extant studies on drivers of eco-innovation have not fully investigated the interaction mechanisms between different factors. Drawing upon the resource-based view, stakeholder theory, and environmental literature, this paper aims to explore the mechanisms of how firm capabilities and perceived stakeholder pressure interact to facilitate eco-innovation. Based on survey data collected from 169 Chinese manufacturing firms, the results of regression analysis based on bootstrap resampling method show that environmental management system (EMS) completely mediates the relationship between dynamic capabilities (including absorptive capability and reconfiguring capability) and eco-innovation (including eco-process and eco-product innovation). Furthermore, the relationship between absorptive/reconfiguring capabilities and EMS, as well as the direct and indirect relationship between absorptive capability and eco-process innovation, is contingent upon stakeholder pressure. The direct and indirect effects become stronger when managers perceive higher stakeholder pressure. This paper contributes to answering why firms undertake environmental activities beyond compliance through specifying the interaction between firm capabilities and stakeholder pressure.

Sustainable action of brands has become an essential force in cultural sustainability, but there is still a gap in knowledge about how it contributes to brand performance. This study aims to compare the different effects of creative social enterprise and sustainable campaigns on consumers’ purchase intention and examine the mediating role of brand hypocrisy and the moderating role of sustainable communication. A quasi-experiment was conducted with 499 participants. Hypotheses were tested using the bootstrapping method. The results demonstrated that creative social enterprise (versus sustainable campaign) has lower brand hypocrisy and thus results in higher purchase intention. In addition, when brands use explicit communication (versus implicit communication), the direct effect of creative social enterprise (versus sustainable campaigns) on purchase intention is stronger, while the mediating effect of brand hypocrisy remains the same. Based on these conclusions, it is recommended to integrate sustainable campaigns with implicit communication and creative social enterprise with explicit communication.

Previous studies have found that consumer satisfaction is negatively associated with brand switching intention in the common purchasing context; is this still true in the context of sharing apparel? This study aims to investigate the effect of consumer satisfaction on the brand switching intention of sharing apparel and to reveal the mechanism by exploring the mediating effects of brand trust and platform trust, integrating the moderating effect of variety seeking. Data were acquired from 346 consumers of sharing apparel through an online questionnaire survey. Hypotheses were tested in a moderated mediation model, with the bootstrapping method using the PROCESS program in SPSS. The empirical results demonstrated that the overall impact of consumer satisfaction on brand switching intention was not significant, while the mediating effect of brand trust was significantly negative, and the mediating effect of platform trust was significantly positive. The moderating effect of variety seeking on the relationship between brand trust and brand switching intention was not significant, while the positive effect of platform trust on brand switching intention was stronger at higher levels of variety seeking. In addition, the mediating effect of platform trust on the relationship between consumer satisfaction and brand switching intention was also stronger at higher levels of variety seeking. Therefore, there are dual effects of consumer satisfaction on brand switching intention of sharing apparel through the different mediating effects of brand trust and platform trust. Based on these findings, we recommend that sharing apparel platforms could enlarge their return by fostering emerging brands or private brands, while premium brands should be cautious about fostering potential competitors when cooperating with sharing platforms.

Few of the many studies on trust have taken felt trust into consideration. In this study we compared the effects of trust and felt trust on employees' knowledge-sharing intention, and tested positive reciprocity belief as a moderator of these relationships. We analyzed survey data from 710 respondents employed at 26 high-tech companies located in Zhejiang and Guangdong Provinces, China, and tested the hypotheses using regression analysis. The results demonstrate that both trust and felt trust promoted the respondents' knowledge-sharing intention, and that both effects were stronger at higher (vs. lower) levels of positive reciprocity belief. To promote knowledge-sharing intention, we recommend that individuals convey their trust in others in addition to demonstrating their own trustworthiness, especially to those who endorse positive reciprocity. Further, organizations should adopt more practices to assure knowledge donors feel appreciated and relied upon.

Greenwashing has become a widespread phenomenon and obstructs green products, but literature on how consumers react to misbehaving brands is still scarce. This study aims to investigate the effect of greenwashing on consumers’ brand avoidance, integrating the mediating effect of brand hypocrisy and the moderating effect of CSR–CA belief. Data were acquired from a questionnaire survey of 317 consumers. Hypotheses were tested in a first-stage moderated mediation model with a bootstrapping method using the PROCESS program in SPSS. The empirical results demonstrated that greenwashing has a positive effect on brand avoidance, which is partially mediated by brand hypocrisy. Meanwhile, the positive effects of greenwashing on brand hypocrisy and brand avoidance are both weaker at higher levels of CSR–CA belief. Furthermore, the mediating effect of brand hypocrisy is also weaker at higher levels of CSR–CA belief. Based on these findings, we recommend that brands fulfill their environmental claims and balance their quality control, manufacturing costs and environment protection. Moreover, the government and environmental protection organizations should educate the public that there is not necessarily a tradeoff between corporate social responsibility (CSR) and corporate capability (CA).

PurposeDrawing on social cognitive theory, this study aims to examine the relationship between supervisor developmental feedback and employee innovative behavior, incorporating with the mediating role of psychological safety and the moderating role of face orientation.Design/methodology/approachA survey was conducted in 15 manufacturing companies in China. The participants comprised 302 employees. Hierarchical regression analysis was used to test the hypotheses. The mediating effects and the moderated mediating effects are further examined with bias-corrected bootstrapping method.FindingsSupervisor developmental feedback has a positive effect on employee innovative behavior through psychological safety, and this mediating effect is weakened by protective face orientation (fear of losing face), while the moderating effect of acquisitive face orientation (desire to gain face) is not significant.Practical implicationsOrganizations should create a development-oriented and safe innovation atmosphere for employees. In addition, leaders should adopt differentiated feedback and communication methods according to subordinates' face orientation.Originality/valueThe study has demonstrated the positive effect of supervisor developmental feedback on employee innovative behavior, which is different from previous studies on performance feedback and leadership types. Meanwhile, this study has also explored the mediating effect of psychological safety and the moderating effect of face orientation, which provides more insights on the mechanism and boundary conditions of the effect of supervisor developmental feedback.