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Improvement of the environment quality and human development has become the main focus of modern urban development. Micro-renewal is a relatively people-oriented model of urban transformation compared with traditional renewal modes. To improve the theoretical system of neighborhood micro-renewal from a microcosmic perspective, a comprehensive analysis of neighborhood residents' cognition is needed. The purpose of the study is to explore the possibilities and methods of applying gene theory into the study of neighborhood micro-renewal.

According to the meme theory, the research explores the genetic analysis of neighborhood micro-renewal. The cross-over studies with “gene theory” from natural science to social science are analyzed and the neighborhood micro-renewal system was constructed from the perspective of micro-participants and micro-objects. Moreover, the concept of neighborhood “micro-renewal gene” was put forward. Finally, the authors show three application scenarios of public participation with a specific neighborhood micro-renewal project.

The cross research on urban studies with gene theory could be divided into three scales and four research fields. The characteristics of carrying out neighborhood micro-renewal in China could be summarized as micro-participants and micro-objects. Residents' cognition could be considered as “micro-renewal gene” in refer to meme theory. The application scenarios of introducing “micro-renewal gene” into the study of neighborhood renewal are of great potentialities.

Neighborhood micro-renewal system was constructed from the perspective of micro-participants and micro-objects. Moreover, neighborhood “micro-renewal gene” was proposed and applied into the study of this system in refer to meme theory.

This study proposes low-carbon technology (LCT) solutions from the perspective of incremental cost-effectiveness and public satisfaction based on calculating carbon emissions and economic costs.

According to the citation frequency, 11 indicators of low-carbon neighborhood (LCN) were selected so as to construct the low-carbon renewal potential evaluation model. Five neighborhoods were selected to evaluate low-carbon renewal potential based on the driving-pressure-state-impact-response (DPSIR). Moreover, the neighborhoods with the highest renewal potential were selected for further analysis. Then, the feasibility decision was carried out among seven typical LCTs based on the value engineering (VE) method. Finally, the TOPSIS method was applied to calculate the public satisfaction and demand so as to get the priorities of these LCTs. Through comprehensive analysis, the final LCT solutions could be carried out.

Our practice proves that the evaluation model combined with the decision-making methods can provide scientific decision-making support for the LCT solutions. Some LCTs perform consistently across different neighborhoods by comparing VE results and TOPSIS rankings. The solar photovoltaic (PV) (T3) has high value and significant attention which gives it a top priority for development, while the energy-efficient windows and doors (T2) have relatively low value.

There is a lack of research that considers the economic cost, low-carbon efficiency and public satisfaction when proposing LCT solutions for neighborhood renewal projects. Faced with the problem, we practice the decision-making from two dimensions, that is, the “feasibility decision with VE” and the “priorities decision with TOPSIS.” In this way, a balance between incremental cost-effectiveness and public satisfaction is achieved, and LCT solutions are proposed.

Using Generation Z consumers from China as an example and focusing on the nostalgia-driven design of brand spokes-character, this study sought to update research on the causal relationship between nostalgia and brand attitude for younger consumers. Two types of nostalgic brand spokes-characters (i.e., eliciting personal nostalgia and historical nostalgia) were examined separately and compared to verify their contributions to more positive brand attitude, as well as related mechanisms, that is, whether consumer trust in the spokes-character mediated the relationship between nostalgic spokes-characters and brand attitude.

An experiment was first conducted to test the causal effects of brand spokes-characters designed to elicit two types of nostalgic feelings (i.e., personal nostalgia and historical nostalgia). Then, the authors investigated the influencing mechanism of nostalgic brand spokes-characters based on bootstrap mediation models.

The results revealed that for less familiar brand spokes-characters, either type of nostalgia-driven design would enhance consumers' brand attitude. Moreover, consumer trust in the spokes-character mediated the relationship between personal-nostalgic brand spokes-characters and brand attitude.

This study was the first to examine personal nostalgia and historical nostalgia separately regarding the effects of nostalgic spokes-characters and related mechanisms. By combining methods of experimental design and bootstrap mediation modeling, it provided a more robust evaluation of nostalgia-driven design, and supported using certain nostalgic styles for designing brand spokes-characters, which can help modern brands draw more interest from young consumers and promote more positive brand attitude.

This study aims to understand how product attributes (object stimuli), social influences (social-psychological stimuli) and internal factors (internal stimuli) contribute to Chinese Generation Z’s purchase intentions (responses) for new Chinese style apparel (NCSA) through NCSA attitudes (cognitive state) and cultural pride (affective state) based on the stimulus-organism-response (S-O-R) model.

Data were collected from 989 respondents aged between 18 and 29 years through self-administrated questionnaires via a professional survey panel, Credamo, in China. Data were analyzed using structural equation modeling.

Results showed that among the seven stimuli, NCSA’s design, online social networking communities, cultural identity and personal norms significantly influenced Generation Z’s purchase intentions through both NCSA attitudes and cultural pride. Further, NCSA’s cultural connotations and celebrity influences elicited purchase intentions merely through the affective state – cultural pride. In contrast, NCSA’s functionality did not have a significant influence on NCSA attitudes and adversely affected cultural pride.

This study fills the research gap and extends the application of the S-O-R model within the NCSA context. The findings of this study shed light on the practical implications for marketers, brands and policymakers with regard to a better understanding of Chinese Generation Z’s NCSA consumption.

This study aims to conduct a dynamic analysis of consumer attitudes towards domestic brands under the influence of multiple-period opinion events, providing methodological guidance for the overall development of fast-fashion clothing brands.

This study takes the Xinjiang cotton event and ERKE donation event in 2021 as the samples and Weibo comments on the hot topic of the fact that ANTA’s total turnover exceeded NIKE’s on the 2021 Double 11 as the first and explores the process and influencing factors of consumer domestic brand attitude change through latent Dirichlet allocation (LDA) model.

Under the influence of multiple public opinion events, consumers’ attitudes towards domestic brands experienced changes from brand awareness and brand identification to brand loyalty. First of all, patriotism and the awareness of Chinese goods lead to consumers’ brand awareness. The social responsibility and perceived quality of the later stage will stimulate consumers’ brand identification. Finally, the matching of national pride and perceived products will promote consumers’ brand loyalty.

This study establishes a model of the evolution of consumer attitudes towards domestic brands, revealing for the first time from a dynamic perspective the factors influencing these attitudes. This study offers a novel perspective on the processes and structures of the relationship between consumers and domestic brands.