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This study explores a novel conception of corporate social responsibility (CSR) hybridity and investigates its effect on returns following CSR announcements and the moderating role of aspirational CSR talk.

Based on an event study of 136 Chinese companies’ CSR announcements, this study empirically insights into an overall tension between the short-term firm performance (FP) loss and medium-term FP success of CSR hybridity.

First, CSR hybridity has a negative impact on short-term FP. Second, although there is positive effect on medium-term FP, this influence is not permanent. Third, aspirational CSR talk has a moderating role on the positive relationship between CSR hybridity and FP. These results point to the unique features of hybridity that require time to diffuse the impacts.

First, by adopting new concept of CSR hybridity, this study contributes to the literature by considering better solutions to integrate strategic CSR. Second, by investigating the complexity of the CSR hybridity–FP dialogue, the results provide insights into the questions of why and when organizations could be incentivized to adopt hybrid CSR approaches. Third, this study contributes to the CSR–FP and stakeholder literature by demonstrating that aspirational talk is key in CSR’s medium-term success. The implication of this is a growing pressure on companies’ CSR communications with investors through managerial talk that depicts organizational ambitions for CSR engagement.

Brand information is ubiquitous online and offline; consumers exhibit brand avoidance tendencies towards brand stimuli when there is a discrepancy between a brand image/personality and one’s self-concept. Given the multifaceted culturally constituted self-domains and self-importance, this research investigates how cultural variation affects reactions to self-brand discrepancy, considering two types of narcissist orientations.

Using national culture as proxy for cultural orientation, sample data were collected through surveys administered to 410 participants (210 in China and 200 in the USA). A multi-group structural equation model was adopted to examine the conceptual model and proposed hypotheses. The follow-up qualitative study was conducted to allow further discussion of the quantitative results.

The results show that self-brand discrepancy can only be converted into brand avoidance tendency through the activation of cognitive dissonance for both Americans and Chinese. Specifically, for Chinese consumers only (ideal) social identity self-brand discrepancies can activate avoidance behaviour. In addition, grandiose and vulnerable narcissism orientations co-exist for both Chinese and Americans, these negatively moderate the relationship between social self-brand discrepancies and cognitive dissonance. For US consumers, idealised identity discrepancies mitigate dissonance; only those with a vulnerable narcissistic orientation would act on avoidance when experiencing dissonance.

By incorporating cultural variations in the investigations of self-brand discrepancy, this paper advances existing knowledge on dissonance and coping mechanisms. In addition, by bringing narcissistic orientations to the fore, it allows for a deeper understanding of how these cultural variations operate. In addition, our research provides important guidelines for brand practitioners to better leverage their marketing campaigns in offline and online contexts and to reduce brand avoidance tendencies across the international marketplace.

This study aims to examine the impact of five consumption values (i.e. ecological, functional, symbolic, experiential and epistemic) on consumers’ intentions to adopt green products. Using Thaler’s utility theory, the authors investigate the indirect effect of values on purchase intention through acquisition utility and transaction utility. Two moderators (materialism orientation and value consciousness) further influence the strength of the effect of consumption values on transaction utility.

The authors used a survey design (N = 437 Chinese customers recruited through a Chinese online panel provider) and structural equation modeling (SEM) to test six hypothesized relationships in the proposed model. Moderated SEM was used for moderation analysis.

Most hypothesized relationships in the model were confirmed, with the exception of the functional value–transaction utility link and the moderating effect of materialism on the experiential value–transaction utility relationship.

Larger-scale research may help to determine whether there are more significant differences in consumer evaluations of different types of green products.

As the concept of green marketing in China evolves, firms should continue to stress the importance and value of green products regarding individuals’ care for the environment, status and self-image. Further, firms should conduct systematic utility analyses and address acquisition and price equity in a strategic process.

To the best of the authors’ knowledge, this study is the first to adapt utility theory to green consumption and proposes a clearly defined and well-substantiated set of utility types by merging economic and green consumption literature.

Despite the growing research into luxury symbolism and its influence on consumer behavior, few studies have investigated the underlying psychological processes that occur in different cultural contexts. This study investigates the relationships among luxury symbolism, psychological underpinnings of self-congruity, self-affirmation and customer loyalty, especially regarding how these relationships differ between consumers in China and those in the US.

Sample data were collected through surveys administered to 653 participants (327 in China and 326 in the US). A multi-group structural equation model was adopted to examine the conceptual model and proposed hypotheses.

The results show that luxury symbolism positively influences self-consistency, social consistency, social approval and self-esteem, and subsequently impacts self-affirmation and customer loyalty. However, for US consumers, self-esteem and social approval have significantly negative impacts on self-affirmation, while for Chinese consumers, social approval has no significant impact on self-affirmation. The authors also find that interdependent self-construal positively moderates the relationship between luxury symbolism, and social approval and social consistency. Independent self-construal positively moderates the relationship between luxury symbolism and self-consistency, and negatively influences the relationship between luxury symbolism and self-esteem.

Based on the theory of self-congruity and self-affirmation, this study fills a literature gap by revealing the psychological underpinnings regarding luxury symbolism and customer loyalty. It extends extant studies in luxury consumption by introducing self-construal (independent self vs interdependent self) as an important cultural moderator in luxury symbolism. This paper provides insights for luxury practitioners to create efficient marketing strategies by satisfying consumers' psychological needs in different cultures.

Despite the growing interest in reverse exchange, studies on the subject from the perspective of consumer participation and motivation remain sparse. Consumers’ participation in reverse exchange is a key component of supply-chain reverse logistics. To address the gap in existing studies, this paper aims to empirically identify the intention and causes of consumer electronic product exchange (EPE). The proposed research model incorporates value-belief-norm and neutralization theories, linking consumers’ values to their intentions to participate in EPE.

Survey data collected from 250 consumers were analyzed using structural equation modeling.

This discussion shows that people are more likely to present positive attitudes when they are ethically concerned. However, this tendency is not without exceptions and behavior influenced by ethics was not always observed. Upon examination, the findings highlight moderating forces of psychological tension that arise when people behave in ways that are in apparent contradiction to their expressed positive attitudes.

It is important to modify the model by analyzing consumers’ actual EPE behaviors. Future research should also reconsider the results from a longitudinal perspective.

The reverse logistics management practices proposed offer valuable insight into other various activities as well, including an integrated supply chain model and improving customer service.

The proposed action of EPE encourages consumers as well as managers to reduce, recycle or effectively dispose of waste.

Current reverse exchange models are insufficient for measuring consumer motivations perspective, which is a key but inadequately researched perspective of determining the effectiveness of reverse logistics management. This research endeavors to fill this gap and augment previous studies in EPE by advancing the discussion on how the concept of reverse logistics management is evaluated and justified in relation to consumption values and psychological motivations.

This study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically examines the moderating effect of consumers’ moral identity on the relationships between the consumption values and GPB of environment-friendly and energy-efficient electronic products market. It also examines the direct relationship between consumption values and GPB.

In this study, the theory of consumption values is combined with the moral identity of consumers. A structured questionnaire mall-intercept survey was used to collect data from 396 respondents, which was subsequently processed using the smart PLS software for partial least square structural equation modelling analysis.

Findings reveal that functional value, social value, conditional value and epistemic value are the significant predictors of GPB of the environment-friendly and energy-efficient electronic products market. The moral identity of consumers also appears to positively moderate the relationships between functional, emotional and conditional values and the GPB.

The energy efficiency of electronic products is included in this study as an additional feature of functional value, while government support and business promotional initiatives are incorporated as the new elements of conditional value. Therefore, the inclusion and evaluation of the moral identity of consumers, alongside new elements of functional and conditional values in the theory of consumption values, could be considered a significant theoretical addition. The study uncovered certain customer insights that could help accelerate the adoption of green electronic products, which may result in better energy savings, reduced carbon emissions and environmental safety.

The purpose of this paper is to briefly summarize and review the theories and methods of complex structures’ dynamic reliability. Complex structures are usually assembled from multiple components and subjected to time-varying loads of aerodynamic, structural, thermal and other physical fields; its reliability analysis is of great significance to ensure the safe operation of large-scale equipment such as aviation and machinery.

In this paper for the single-objective dynamic reliability analysis of complex structures, the calculation can be categorized into Monte Carlo (MC), outcrossing rate, envelope functions and extreme value methods. The series-parallel and expansion methods, multi-extremum surrogate models and decomposed-coordinated surrogate models are summarized for the multiobjective dynamic reliability analysis of complex structures.

The numerical complex compound function and turbine blisk are used as examples to illustrate the performance of single-objective and multiobjective dynamic reliability analysis methods. Then the future development direction of dynamic reliability analysis of complex structures is prospected.

The paper provides a useful reference for further theoretical research and engineering application.