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Predictors of organic cosmetic product purchase intention have been widely investigated. However, a company-CSR fit triggered from this business area has not been examined in purchase intention. In addition, company-CSR fit-driven positive CSR perception in several business areas such as tourism, banking, and pharmacy has been found to serve a buffer in a service failure. Whether CSR belief derived from a company-CSR fit in the organic cosmetic product business still generates the buffering effect. This study examines the buffering effect of CSR belief driven by the company-CSR fit in the context of service failure on brand attitude and purchase intention for organic cosmetic products. In addition, this study proposes a moderating role of health consciousness that could influence the buffering effect of CSR belief on brand attitude after a service failure. Using data from a sample of 257 respondents on Amazon Mechanical Turk, the study uses SmartPLS 3 to perform the partial least squares structural equation modelling (PLS-SEM). The results indicate that a company-CSR fit driven-CSR belief generates a buffering effect on brand attitude, resulting in the maintenance of purchase intention after a service failure. Results further show that health consciousness moderates this buffering effect on brand attitude. Particularly, consumers with high levels of health consciousness strengthen this buffering effect, while the buffer of CSR belief does not have an effect on consumers with low levels of health consciousness. These findings bring theoretical contributions and practical implications for the organic cosmetic product business. [ABSTRACT FROM AUTHOR]

This study aims to explore the privacy paradox and cultural difference associated with integrating soft biometric information through 3D body scanning technologies into personalized shopping services. By incorporating the theory of Concerns for Information Privacy and the Unified Theory of Acceptance and Use of Technology into the Privacy Calculus Theory, the purpose of this study is to understand fashion consumers' privacy paradox and investigate cultural differences (U.S. vs. China). A partial least squares structural equation modeling and multigroup analysis was conducted from two data sets collected online (N U.S.= 525, N China = 484). Results show that consumer concerns toward data management (i.e., collection, error, secondary use) and service excellence expectations (i.e., perceived expectance, facilitation condition, hedonic motivation) explain the privacy calculus (i.e., risk and benefit) in consumer decisions. The results indicate that error management is critical to understanding Chinese consumers' privacy calculus, while secondary use is important for U.S. consumers. [ABSTRACT FROM AUTHOR]

This research conducted two studies to investigate the impact of immersive technology adoption on facilitating sustainable consumption behavior according to the perceived value co‐creation model. The first study used an online survey to examine the mediating effect of value co‐creation on the relationship between personalized values and sustainable behavioral intentions in adopting the 360‐degree video. In contrast, the second experimented to investigate the perceived value co‐creation model in adopting the virtual reality game. We collected 501 U.S. participants for watching the video about the presentation of a marine environment in Study 1, while recruited 92 college students in Taiwan to play the game regarding beach cleaning in Study 2. We found that immersive technologies can facilitate personalized values for value co‐creation, leading to increased intention to support, in this case, beach cleaning. The study provides theoretical contributions and managerial implications, providing evidence to show the potential of immersive technologies used in cause‐related marketing associated with sustainable consumption. Prior studies have shown that consumers perceive uncertain toward ethical attributes in sustainable consumption, leading to their low engagement. This research contributes to a solution of the problem by adopting immersive technologies to increase value co‐creation for purchasing cause‐related products. [ABSTRACT FROM AUTHOR]

Information complexity hinders consumer processing and reduces positive responses to cause‐related products. Previous studies on cause‐related marketing (CRM) have focused more on messaging effects on reducing information complexity, such as the presentation of the donation amount, cause description, and image displays. This study discusses the effect of construal fit on consumers' willingness to pay (WTP) for products sold through CRM by focusing on the emotional and perceptual aspects of prior experiences. Notably, sadness has a low‐level construal fit with a high similarity of experience, whereas happiness has a high‐level construal fit with a low similarity of experience. Study 1 employs a between‐subjects design, examining how the construal fit influences WTP for cause‐related products. The results of Study 2 reveal that when consumers are in a sad (happy) emotional state, the higher (lower) they perceive the similarity of their experiences with the cause, the greater their WTP increases owing to processing fluency. Study 3 reconfirms the mediating roles of perceptual and conceptual fluency irrespective of text‐based and visual advertisements for CRM, thus showing the robustness of the construal fit effect on the enhancement of the two types of processing fluency across advertising contexts. These findings contribute to the theoretical understanding of the construal fit between emotional and perceptual experiences in enhancing processing fluency in CRM and suggest that marketers can create a teaser ad that induces either a sad or similar experience or a happy or less similar experience before introducing a CRM campaign. [ABSTRACT FROM AUTHOR]

The issue of socially responsible consumption (SRC) has been discussed from a perspective of behavioral change. Empathy is a moral emotion to motivate this behavioral change and includes cognitive and affective elements. Yet, the process of how an individual generates empathy cognitively and affectively is still unclear. Therefore, the main aim of this research is to discuss two types of self‐consciousness which result in empathic concern that changes consumers' behavior to be more socially responsible. This research conducted two studies via Amazon Mechanical Turk including the self‐evaluation surveys of 428 participants and surveys of 351 participants about a simulated shopping scenario. Structural equation modeling method was employed to examine the hypotheses. Two studies showed that private self‐consciousness significantly influences empathic concern about SRC. Moreover, age and income significantly moderated the relationship between private (vs. public) self‐consciousness and empathic concern. These findings suggest that experiential marketing strategies could be used particularly on younger or lower‐income consumers as they tend to feel empathy through private self‐consciousness of moral values on helping others. This research also suggests that nonprofit organizations should collaborate with for‐profit sectors by triggering consumers' empathic feelings in terms of private and public self‐consciousness and demographic factors. [ABSTRACT FROM AUTHOR]