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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 rise of telehealth is evident worldwide, especially now with the COVID-19 pandemic situation, and is providing extensive opportunities for health-care organisations to create added value for different stakeholders. However, even in this extreme situation, the progress of telehealth is quite slow and insufficient. In this context, it is necessary to consider how the application of telehealth services allows co-creating additional value for different stakeholders. Consequently, the purpose of this paper is to explore telehealth services and the added value that they co-create for various stakeholders across publicly and privately oriented health-care ecosystems.

This paper adopted a qualitative research design based on an explorative and comparative approach to study the perceived added value that is co-created during telehealth encounters. The authors deployed a semi-structured interview research design. Interviews were carried out in two settings that have different health-care systems: Lithuania (publicly oriented health care) and the California Bay Area, USA, (privately oriented health care). The research covers telehealth services from the point of view of different stakeholders in the health-care ecosystem.

The paper emphasises that value-in-use is essential in the case of telehealth; however, value-in-exchange is relevant to describe the relationships between public and private insurers and health-care providers. The findings point out that despite the type of health-care system, telehealth added value-in-use was perceived quite similar in both research settings, and differences could be distinguished mainly at the sub-dimensional level. The added value-in-use for patients comprises economic, functional and emotional value; physicians potentially get functional added value-in-use. The authors also highlight that patients and physicians get relational functional and social value-in-use. The added value-in-use for health-care providers consists of economic (in both research settings) and functional value (in Lithuania). The research findings show that there is still an evident lack of health insurance companies ready to recognise telehealth as a valuable service and to reimburse similarly to in cases of in-person visits. Thus, the added value-in-exchange is hardly created and this impedes co-creation of the added value-in-use.

This paper contributes to the field mainly by transferring the business research applied concept of value co-creation into the social-purpose driven health-care industry. The findings are beneficial for the health-care management stream of the literature, which considers health care as a value-based industry. To the best of the authors’ knowledge, this is the first attempt to structure the perceived telehealth added value from the perspectives of different stakeholders and two different health-care ecosystems. This paper also gives a clearer understanding of the role of the value-in-exchange in such complex ecosystems as health care and gives reasons when it could be created in synergy with co-creation of the value-in-use. In this sense, the findings are beneficial from both marketing and innovation theoretical perspectives, as they give a special attention to value creation and co-creation phenomena analysis.

The study aims to identify the effects of consumer moral identity and consumer engagement with sustainable consumption on sustainable consumer behaviour at home and in the workplace.

Survey data were collected in two European countries, i.e. Lithuania and the United Kingdom (total sample 586) and analysed using PLS-SEM to test hypotheses pertaining to the key variables, including moral identity, engagement with sustainable consumption, sustainable consumption behaviour at home and sustainable consumption behaviour in the workplace.

Revealed that moral identity was a predictor of sustainable consumption behaviour at home but had no direct effect on sustainable consumption behaviour at the workplace. Similarly, engagement with sustainable consumption has been demonstrated to have a direct positive impact on sustainable consumption behaviour at home, but no significant effect on sustainable behaviour at work was confirmed. A strong moral identity fosters higher consumer engagement with sustainable consumption. The findings revealed the positive impact of sustainable behaviour at home on equivalent behaviour at work, reminding of the importance of the so-called “spill-over” effect.

An element of novelty in this study lies in the differentiation of behavioural practices at home and in the workplace, demonstrating that a spill-over effect can occur with a “home-work” path. By highlighting the importance of consumer moral identity and consumer engagement in predicting sustainable consumption behaviour in both domestic and professional settings, our study contributes to the advancement of knowledge in the fields of sustainable marketing and consumer behaviour.

This paper aims to investigate the factors affecting consumers’ attitude towards counterfeit fashion products and the relationship of consumers’ attitude towards counterfeit fashion products with purchase intention.

A conceptual model is proposed and validated by following the various studies on counterfeit products. A survey of 382 respondents was conducted in the Mumbai city. The researcher has used structural equation modelling to test the causal relationships among the constructs.

The results of the study indicate that value consciousness, materialism and social influence positively relate to consumers’ attitude towards counterfeit fashion products which eventually leads to purchase intention. Brand consciousness and perceived risk have no significant relationship with consumers’ attitude towards counterfeit fashion products. Low-income group consumers are value conscious and brand conscious and perceive a low risk which influences their attitude towards counterfeit fashion products.

The study uses a self-reported measure to collect the data through email, and a printed copy of the questionnaire was circulated. Also, the method of sample selection was not random. These two aspects could limit the generalizability of the results.

The paper provides assistance to the manufacturers and the retailers of genuine brand products to formulate better marketing strategies for attracting new customers.

The study aims to investigate the factors affecting Indian consumers’ attitude towards counterfeit fashion products which is not much analysed. The factors were carefully chosen so as to meet the requirements of the study. Income is taken as a moderator for studying the relationship between factors and attitude towards counterfeit fashion products.