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Home is a place/system/product that becomes increasingly occupied with various tasks used to be performed in workplaces. However, the knowledge of the relationship between residential physical environments and occupant experience is limited, especially when considering the effect of indoor plants (IPs) and climate zones. To address the gap, this study conducted a questionnaire survey in three cities across different regions in China.

Based on User Experience and Customer Satisfaction Index theory, following the research paradigm, a total of 627 valid samples were collected and analyzed in a stepwise statistical analysis, including descriptive statistics, reliability and validity test, correlation test and region comparison, then the model of PROCESS was adopted to examine the hypotheses that are given based on the former studies.

The results showed that residential physical environments have a significant effect on occupant satisfaction (OS) in all regions, as well as OS on occupant performance. However, regional differences were found that OS is a complete mediator in the Middle region, while a partial mediator in the North and South. A slight moderating effect of IPs was also found in the region of South. Nevertheless, both the number of plants and plant types have a significant moderating effect on the mechanism.

Besides combining two theories and confirming the mechanism in the residential physical environment, it is also the first study to consider the moderating effects of IPs and climate zones, providing potential empirical support for not only design and management stages but also facing global challenges of working at home and climate changes.

Customization, as a crucial way to meet the heterogeneous demand of individuals, exists two fundamental and competing motivations, namely, assimilation and uniqueness. Based on optimal distinctiveness theory, this paper aims to validate the interactive effect of self-expressive customization types (i.e. customization to express individual identity and customization to express a shared identity) and self-construal on consumers’ willingness to pay a premium (WPP).

Two studies were conducted to provide empirical support for all proposed hypotheses. The first study (n = 151) uses a hypothetical scenario of a basketball game to test the interaction effect of self-expressive customization and self-construal. The second study (n = 184) assumes a scenario of designing a t-shirt or a uniform to examined the moderated mediating role of consumer-product identification.

The results reveal that independent (vs interdependent) self-construal will have stronger consumer-product identification for customization to express an individual identity (vs customization to express a shared identity), thus generating a higher WPP. Also, perceived task difficulty is the boundary condition of the research model.

This paper makes insightful contributions to the customization literature by strengthening the identity signals of customization and exploring the psychological mechanism and the boundary conditions.

This research is one of the first few empirical studies to examine the impact of self-expressive customization on consumers’ WPP via the identification with the focal object. This paper not only expands the literature of self-expressive customization but also provides a new research direction for the research of person-object interaction in marketing.