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This paper aims to present the first empirical liquidity measurement of China’s agricultural futures markets and study time-varying liquidity dependence across markets.

Based on both high- and low-frequency trading data of soybean and corn, this paper evaluates short-term liquidity adjustment in Chinese agricultural futures market measured by liquidity benchmark and long-term liquidity development measured by liquidity proxies.

By constructing comparisons, the authors identify the seminal paper of Fong, Holden and Trzcinka (2017) as the best low-frequency liquidity proxy in China’s agricultural futures market and capture similar historical patterns of the liquidity in soybean and corn markets. The authors further employ Copula-generalized autoregressive conditional heteroskedasticity models to investigate liquidity dependence between soybean and corn futures markets. Results show that cross-market liquidity dependence tends to be dynamic and asymmetric (in upper versus lower tails). The liquidity dependence becomes stronger when these markets experience negative shocks than positive shocks, indicating a concern on the contagion effect of liquidity risk under negative financial situations.

The findings of this study provide useful information on the dynamic evolution of liquidity pattern and cross-market dependence of fastest-growing agricultural futures in the largest emerging economy.

The purpose of this paper is to investigate the influence of economic policy uncertainty (EPU) on China’s grain futures prices. Related literature has discussed several factors contributing to the dramatic boom and bust in China’s grain futures prices, but has overlooked the influence of EPU.

The study employs a newly developed time-varying parameter vector autoregressive model to study and contrast the impact of different types of uncertainty on China’s grain futures prices. The directional volatility spillover index is used to measure the impact of EPU on China’s grain futures prices and compare the differences among commodities.

The results show that EPU affects China’s grain futures prices significantly. The 2008 global financial crisis had stronger influence on China’s grain futures prices than other types of uncertainty. Furthermore, EPU has smaller influence on wheat futures price than on maize and soybean. The Chinese Government interventions may be the reason for this difference.

This study addresses the lack of empirical investigation on the influence of EPU on China’s grain futures price volatility.

The purpose of this paper is to examine how variables related to lifestyle and ethnocentrism influence Chinese consumers' attitudes and intentions towards the purchase of domestic and imported fresh fruit.

A survey instrument was developed using established scales and focus groups. Data were collected in the city of Wuhan through structured intercept interviews with consumers at major supermarkets and fruit stores. Structural equation modelling was used to analyse the data.

Chinese consumers' purchase intention of imported fresh fruit is influenced by lifestyle groups, namely risk takers and traditionalists. Also consumers' ethnocentrism tendencies play an important role in shaping their purchase attitudes towards domestic fresh fruit.

Although the research investigated both the sensory and non‐sensory purchase attributes of fruits, it failed to shed light on the intended use of imported fruits, e.g. for gifts, self consumption, children, aged parents and ill patients. Additionally, future research should be conducted that is more product and country specific.

Marketers should ensure that both sensory and non‐sensory purchase attributes of fresh fruit are given due importance, as this will snowball into positive purchase intentions, customer satisfaction and overall profitability for firms.

Despite its potential importance, relatively little is known about consumers' buying behaviour of fresh produce in China. Findings of this study would thus be beneficial to practitioners and policy makers to formulate effective strategies designed to market fresh produce in China.

The purpose of this paper is to examine the impact of two Chinese cultural constructs, guanxi (networks) and xinyong (interpersonal trust) in the burgeoning vegetable supply chains.

Data were collected using a validated survey instrument and 520 usable responses were obtained from vegetable farmers in three main vegetable producing provinces of China.

The findings revealed that farmers' guanxi promotes xinyong and collaboration of buyers. It was also determined that xinyong is the key mediator between guanxi and the two outcomes, loyalty and financial performance of farmers. Additionally, xinyong influences collaboration of the buyer.

This paper offers strategic insights into both academicians and practitioners associated with the vegetable industry regarding enhancement of inter-organisational relationships (loyalty) and financial performance of farmers in China through the embedded concepts of guanxi and xinyong.

Despite its potential importance, relatively little is known about these two concepts especially with respect to supply chains of fresh produce.

The purpose of this paper is to examine the role of consumer ethnocentrism, country image, functional food image, subjective knowledge and health consciousness in predicting purchase intention of imported functional foods using the theory of planned behavior.

A total of 361 Chinese consumers from 20 to 60 year old who have purchased Korean functional foods participated in this study using an online survey. Structural equation modeling was performed to examine the hypotheses.

Consumer ethnocentrism had a negative effect on the intention to purchase Korean functional food, but the image of Korean functional foods, subjective knowledge and health consciousness positively affected intention to purchase Korean functional foods. Country image had a positive effect on the image of Korean functional foods. Attitude and perceived behavioral control had a positive effect on the intention to purchase Korean functional foods.

This study combined social and personal factors to explain Chinese consumer intention to purchase imported Korean functional foods.

This research aims to find out the reasons why Chinese people prefer domestic products. The authors examine the effect of consumer ethnocentrism (CE), social norms (SNs) and national identity (NI) on willingness to buy (WTB) domestic products in two time points and test the product category differences and age group differences.

Two survey studies (n₁ = 314; n₂ = 346) were conducted in China in 2021 and 2022, respectively. The authors measured CE, SNs, NI and WTB domestic products in both studies and WTB four categories of products in study 2. Multiple hierarchical linear regression was conducted to test the hypotheses.

In study 1, the authors found that SNs and NI significantly predicted WTB domestic products, but CE did not. In study 2, the authors found that all three indicators significantly predicted WTB domestic products. CE played a significant and consistent role in different product categories, while SNs and NI had inconsistent effects. NI predicted WTB domestic products for younger people but not for older people.

This research is the first to examine CE, SNs and NI in the same study and the first to explore the role of SNs and NI in WTB domestic products in China. It promotes the understanding of CE and other related factors, increases the knowledge of Chinese consumers’ purchasing behavior and indicates the power of the situation. Practical implications are also discussed.

The aim of this empirical study is to examine how religiosity, animosity and ethnocentrism interact to influence judgment about US products and purchase actions of young consumers in a conservative Islamic country like Pakistan. Many studies have been conducted before in progressive Islamic countries such as Malaysia, Jordan, Turkey and Tunisia but not in conservative Islamic countries like Pakistan.

A validated questionnaire derived from literature is used for data collection. Data were collected from 381 college students in four provincial capital cities of Pakistan (Karachi, Lahore, Quetta and Peshawar). Structural equation modeling is used to test the framework.

This study reveals key significant cause and effect relationships like consumers religiosity on foreign product judgment, consumers animosity on foreign product judgment, consumers religiosity on ethnocentric tendencies of consumers, consumers ethnocentric tendencies on foreign product judgment and foreign product judgment on purchase action of consumers.

This study attempts to add value to the existing literature on consumer behavior, especially the role of religiosity, animosity and ethnocentrism in young consumers. This study is the first of its kind on examining religiosity, animosity and ethnocentrism among young consumers in Pakistan. To the best of the authors’ knowledge, this study will guide the marketing managers to formulate appropriate strategies when targeting young consumers, especially when they decide to boycott US products.

This study aims to explore the impact of cultural practices on consumers’ buying behavior in sales promotional activities toward the fashion clothing brands based on the Theory of Black-Box Model under the conditions of COVID-19 at Pakistan.

The study has collected data through questionnaire-based survey from 600 consumers of fashion clothing brands using convenience sampling technique in Pakistan and analyzed through PLS-SEM to find results.

The results confirmed that cultural practices and sales promotional activities have positive significant relationship with the consumers’ buying behavior during the celebration of events, also under the conditions of COVID-19. The study also found that ethnocentrism and xenocentrism are positively associated with cultural practices while social factors, physical factors, product innovation and marketing innovation with sales promotional activities.

The outcomes provide interesting insights about consumers’ assessment toward the sale’s promotional activities and cultural practices of fashion clothing brands during the celebration of events and guide the marketing practitioners to develop the customers edifying and environment-oriented business strategies to boost up the buying behavior in crisis situations.

Although prior research has widely investigated the cultural practices, sales promotion and consumers’ buying behavior in various settings, but to the best of the authors’ knowledge, this is the first study in these domains.

While interior public space can be one of the most important criteria in designing high-rise residential buildings in urban environments in practitioners’ opinion, this study aims at investigating the importance of this criterion from consumers’ lifestyle standpoint. In particular, this study aims to examine the effects of different lifestyle orientations on consumers’ preference for this housing feature. Three relevant lifestyles are investigated including independence, family-orientation and homebody.

Survey data were collected from 331 owners of high-rise apartments in three residential buildings in urban areas.

The research results revealed significant and positive effects of independence and homebody lifestyle orientations on consumers’ preference for interior public spaces. Interestingly, a family-oriented lifestyle was found to negatively moderate the effect of a homebody lifestyle on the preference, providing evidence for possible exclusive impacts of different lifestyle orientations on the preference.

This study emphasizes the exclusive impacts of different lifestyles on consumers’ preference for housing features that need to be considered by developers and marketers when designing consumer positions and marketing strategies.

The purpose of this study is to investigate the effects of consumer ethnocentrism and consumer animosity at the ethnic level. This study examines both effects on an ethnic majority’s consumption of an ethnic minority’s products and services, focusing on the relationship between two ethnic groups in Malaysia.

The relationship between the constructs were analyzed using the co-variance-based structural equation modeling techniques with analysis of a moment structures version 21. Self-administered questionnaires were obtained from 325 Malay respondents in 2 Malaysian cities.

The results suggest that ethnic-based consumer ethnocentrism can negatively affect product judgment and product judgment can affect consumers’ willingness to buy. Two significant findings were rejected as the directions of the results were not as hypothesized.

Future research could study other ethnic groups of different countries using specific ethnic related products and/or brands.

This research suggests that ethnic-based ethnocentrism and ethnic-based animosity are important factors for businesses to consider as both can affect ethnic consumers’ purchasing behavior. Depending on ethnic consumers’ perception toward a brand, a manager may face either an opportunity or a challenge.