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Virtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory and social identity theory, this paper examined the interaction effect of anthropomorphism and racial homophily of virtual influencers in shaping audiences' trust and subsequently pro‐environmental behaviors in low‐ and high‐cost contexts. Two online studies employing experimental materials generated by artificial intelligence were conducted. Study 1 revealed that high anthropomorphism (human‐like virtual influencers) and high racial homophily (local‐like virtual influencers) are more effective for eliciting trust in the context of low‐cost pro‐environmental behaviors. The findings also showed that low racial homophily (foreign‐like virtual influencers) would further weaken the trust level of a virtual influencer in low anthropomorphism (animate‐like virtual influencers). Study 2 aimed to replicate the findings from Study 1 in the context of high‐cost pro‐environmental behaviors. The findings showed that low racial homophily (foreign‐like virtual influencers) enhanced the trust in a high anthropomorphism (human‐like virtual influencers) virtual influencer. The moderated mediation analyses confirmed the hypothesized relationships in the proposed research model. This research advanced our understanding on the moderating role of racial homophily that serves as a cognitive shortcut for low‐cost and quick decisions. However, a low racial homophily (foreign‐like) virtual influencer would be more effective for high‐cost and symbolic pro‐environmental behaviors. These insights provide valuable guidance to businesses, marketers, and environmental advocates aiming to leverage virtual influencers for encouraging sustainability practices. [ABSTRACT FROM AUTHOR]

Daily green products have gained growing awareness in recent years. Perceived values of consumers are crucial for companies to promote the formation of holistic value of green products to consumers. In addition, understanding different motivation types of consumers to adopt green purchase behavior is critical. To answer the research call to better conceptualize green purchase intention, this study aims to investigate how consumers' perceived values influence different motivation types, and in turn, affect their green purchase behavioral intention. An extended research model by integrating customer value theory (CVT) and self‐determination theory (SDT) is developed to explain green purchase behavioral intention. Three hundred and five participants were recruited, and the findings were analyzed using partial least square structural equation modelling (PLS‐SEM). Results suggested that the three perceived values (i.e., emotional value, functional value, and relational value) significantly predict perceived green product value, while perceived green product value predicts four types of regulations (i.e., external regulation, introjected regulation, identified regulation, and integrated regulation). Results also showed that autonomous motivation (i.e., identified regulation and integrated regulation) significantly predicts green purchase intention. These findings provide theoretical implications to SDT and customer value theory in the field of green business strategy management and practical implications to green businesses and governments. [ABSTRACT FROM AUTHOR]

Estimation of the aerodynamic load on trees is essential for urban tree management to mitigate the risk of tree failure. To assess that in a cost-effective way, scaled down tree models and numerical simulations were utilized. Scaled down tree models reduce the cost of experimental studies and allow the studies to be conducted in a controlled environment, namely in a wind or water tunnel, but the major challenge is to construct a tree model that resembles the real tree. We constructed 3D-printed scaled down fractal tree models of major urban tree species in Singapore using procedural modelling, based on species-specific growth processes and field statistical data gathered through laser scanning of real trees. The tree crowns were modelled to match the optical porosity of real trees. We developed a methodology to model the tree crowns using porous volumes filled with randomized tetrahedral elements. The wind loads acting on the tree models were then measured in the wind tunnel and the velocity profiles from selected models were captured using particle image velocimetry (PIV). The data was then used for the validation of Large Eddy Simulations (LES), in which the trees were modelled via a discretized momentum sink with 10–20 elements in width, height, and depth, respectively. It is observed that the velocity profiles and drag of the simulations and the wind tunnel tests are in reasonable agreement. We hence established a clear relationship between the measured bulk drag on the tree models in the wind tunnel, and the local drag coefficients of the discretized elements in the simulations. Analysis on the bulk drag coefficient also shows that the effect of complex crown shape could be more dominant compared to the frontal optical porosity.

The process of reforming Hong Kong's higher education sector commenced in 2001, and the system moved into the post-massification era. Within five years, the post-secondary participation rate for the 17-20 age cohort had increased to 66 per cent. This target was achieved much earlier than the Government had planned. More educational opportunities have been made available in order to help society cope with the challenges of the knowledge-based economy. This policy has drawn repeated criticism from the media, students, and pressure groups concerned about the quality of the self-financed sub-degree programmes. Drawing upon the literature and published data, this paper examines the development of the higher education sector in the past decade. The key motives for the Government to expand the mass higher education sector include a globalised economy, unemployment, ideological changes in political leadership, and weaknesses inherent in the elitist approach. Self-financed programmes are offered in the sectors where the Government has not faced problems of financial stringency. However, articulation opportunities, quality of education and educated unemployment are the key challenges ahead. (Contains 7 tables and 2 figures.)