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The growing exasperating effect of climate change calls for an immensely augmented decline of carbon dioxide (CO2) emissions in all aspects of human life. Marketers have increasingly employed different strategies in attempt to change consumer behavior having a pivotal role in diminishing CO2 emissions. Yet, little work has been done to investigate the influencing factors that can develop sustainable consumption patterns. Drawing on Terror Management Theory (TMT), this research attempts to explore the relationships between omnipresent fear of death and consumers’ willingness to pay for carbon emissions. The results demonstrate that mortality salience is positively associated with materialism whereas self-esteem tends to decrease it. The results further indicate that, these two research precursors positively influence consumers’ health consciousness; materialism and health consciousness lower and positively influence consumers’ willingness to pay extra to offset carbon emissions, respectively. This study advances our knowledge regarding the willingness of consumers to pay for carbon offsets and strengthens the literature on climate change response by providing empirical evidence of the effects of various psychological factors. On the basis of these findings, this study also provides key managerial instructions for the carbon offset program. Fear of death is critically important because it can greatly affect consumers’ willingness to pay for carbon taxes, so managers should foster consumers’ self-esteem yet offering material bonuses to airline passengers, on the contrary, might not have a desired effect on sustainable behavior.

PurposeThe purpose of this paper is to examine the extent to which the perception of crowding by medical staff and patients impacts patients’ perceived service quality (SQ), overall satisfaction and emotional well-being.Design/methodology/approachData were collected from 258 matched pairs of medical staff members and their patients at six public hospitals.FindingsMedical staff-perceived crowding negatively influences patients’ perceived SQ. The perceived SQ then impacts patients’ overall satisfaction and emotional well-being. Patients’ perceived crowding does not significantly impact their perceived SQ but increases the positive emotional well-being of patients.Originality/valueScant research has investigated a matched pair of service providers and their customers. This study concentrates on how individuals’ perceived human crowding and medical staff SQ affect consumers’ emotional well-being. This research leads to the formulation of theoretical and public policy suggestions to improve the quality of interactive services with minimal cost and disruption.

The purpose of this paper is to explore the collaboration between manufacturer and retailer in shopper marketing strategy for consumer packaged goods (CPG) in Vietnam. The research integrates relevant theories of collaboration in shopper marketing and conducts empirical research through in-depth interviews with managers of CPG manufacturers and retailers of the traditional and modern channel systems. The results show the significant difference about shopper marketing activities and the collaboration between two channels (traditional and modern). The traditional retail system has limited resources and differences in objectives and viewpoints, so it is not willing to cooperate in the implementation of marketing programs in stores. In contrast, modern retailers such as supermarkets and convenience stores show a high commitment to closely working with manufacturers to launch marketing activities in stores.

Although a considerable amount of research has been conducted to conceptualize brand personality, no study yet developed a brand personality measure in Vietnam. This study responds to criticism of Aaker (1997)?s brand personality measure that embraces other aspects besides personality, we applied the pure definition of personality and developed a brand personality scale in Vietnamese context that consists only personality items. Vietnamese (n=2465) participated in a study with sixteen brands in three different consumption situations. The results show the Vietnamese brand personality scale have the affinity with the Big-Five human personality dimensions (Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Openness). The findings suggest that the scale can be applied in Vietnam in future research and managerial implications regarding the use of brands are discussed.?