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This study aims to identify the effects of moral identity on consumer engagement in sustainable consumption, and discover any moderating gender effects. The authors deploy regret and identity theories to propose hypotheses and explain research findings.

Data collection was via online survey, and analysed using partial least squares structural equation modelling to test hypotheses.

Symbolization and internalization dimensions of moral identity are positively associated with five dimensions of engagement. Moreover, the relationship between moral identity and specific dimensions of engagement in sustainable consumption is stronger among males than females.

This study suggests a novel mechanism in a hitherto under-researched area in the sustainability and moral identity literature, viz. consumer engagement in sustainable consumption when moral identity is present. This research also adds to current knowledge regarding gender effects in the link between the symbolization and internalization dimensions of moral identity and engagement in sustainable consumption.

The purpose of this study is to examine the antecedents of channel performance in a multi‐level marketing (MLM) channel.

Personal interviews with 105 distributors from network marketing companies operating in Lithuania, provided data for this study. Hypotheses were tested using structural equation model (LISREL).

The findings suggest that trust, locus of control and shared values are moderated by channel commitment of the downstream channel members.

This study is limited to one country under investigation, therefore further research needs to be extended to other economies. Researchers might also identify additional variables affecting channel performance as well as undertake a longitudinal approach of the focal areas of commitment and channel performance.

This study is of managerial interest, as the framework suggested in this study may be applied by MLM firms to monitor their networks and evaluate multi‐level channel performance.

MLM channels offer a unique alternative and underutilized distribution channel for many companies, yet limited theoretical research has been accomplished in this arena. MLM channels are very interpersonal by their very nature and thus we extend the relationship marketing paradigm to MLM. In addition, transitional economies tend to have less developed marketing channels, and therefore are prime targets for MLM. Thus, this research specifically examines MLM in a transitioning economy.