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This paper aims to explore whether products branded with handwritten scripts suffer more from the effects of product-harm crises than other brands. Most studies on handwritten scripts focus on their positive effects, such as humanizing a product or creating an emotional tie with consumers. However, seldom have researchers investigated the negative effects of handwritten scripts. This paper goes some way to filling this gap.

Five experimental studies were conducted to test three hypotheses. These experiments provide evidence of the negative effects of handwritten scripts. In addition, they reveal the mechanisms that lead to these outcomes and outline the boundary conditions of the negative effects.

Framed by attribution theory, three conclusions can be drawn from the experiments: when a product-harm crisis occurs, consumers react with greater negativity toward the brand using handwritten scripts than to those using machine typefaces. The negative effect is explained by a serial mediation process that follows the pattern: typeface → perceived humanization → brand responsibility → brand attitude. The negative effect decreases when the crisis is perceived to be an accident.

This paper enriches the theory of marketing in terms of both handwritten scripts and product-harm crises, providing valuable guidance for enterprises that use handwritten scripts in their marketing activities.

The COVID-19 outbreak has been rapidly spreading around the world for more than a year. However, few studies have explored the connection between the perceived severity of COVID-19 and purchase intention of the health-related products, for example, organic food. Based on the stimulus–organism–response (S-O-R) framework, this study examines the influencing mechanism of perceived severity of COVID-19 on purchase intention of organic food.

To evaluate the proposed model, an online survey was utilized to collect 1,104 valid questionnaires from China.

The findings suggest that (1) the perceived severity of COVID-19 has a significant positive impact on purchasing intention; (2) health consciousness acts as a mediating role between perceived severity of COVID-19 and purchasing intention and (3) perceived inconvenience negatively moderates the connection between perceived severity and purchase intention.

The findings of this paper provide new insights into the positive effects of COVID-19 and pave the way for governments and enterprises to promote the purchase behaviour of organic food.

The purpose of this paper is to examine the impact of greenwashing behaviour of one brand on purchase intention of green products from other brands. Further, this study tests the mediating role of greenwashing perception of the entire industry and the moderating role of brand attitudes towards other brands in the industry for the above-mentioned relationship.

A sample of 377 participants was utilised in three studies. The study analysed the data using SPSS 18.0 to test the research hypotheses.

The study suggests that greenwashing behaviour of one brand negatively affects consumers’ purchase intention of the green products from other brands in the industry. It is also indicated that the greenwashing perception of the entire industry partially mediates the relationship between greenwashing behaviour of a brand and purchase intention of green products from other brands. In addition, the study shows that the relationship between greenwashing perception of the entire industry and purchase intention of the green products from other brands is negatively moderated by brand attitudes towards other brands in the industry.

This study provides useful insights for the managers that firms can learn the way to alleviate greenwashing spillover effect through the brand attitudes to enhance green purchasing behaviour.

The study is perhaps the first one to study the existence of the spillover effect of brands’greenwashing behaviour. The study also reveals the influencing mechanism of greenwashing spillover effect of a brand.

Reducing food waste is one of the critical challenges of campus canteens. This study aims to test an extended theory of planned behaviour that incorporates moral norm, food taste and campus food-saving climate to understand the influence factors of food waste behaviour on campuses.

To evaluate the proposed model, an online survey was utilized to collect 513 valid questionnaires.

The findings suggest that (1) attitudes towards food waste, subjective norm and perceived behavioural control have a significant influence on intention to reduce food waste; (2) Moral norm and food taste are shown to have a favourable effect on the intention to reduce food waste; (3) Food waste behaviour is significantly determined by intention to reduce food waste; (4) Campus food-saving climate negatively moderates the relationship between intention to reduce food waste and food waste behaviour.

This study paves the way to enhance the understanding of the factors of food waste among college students. In addition, this study develops practical strategies to prevent large amounts of food from being wasted on campus.

Augmented reality (AR) integrates the digital world with the real world and thus, provides a real-time experience to the users. With AR, the immediate surroundings become a learning platform for the users. The perception of the products has been enhanced many times with AR; thus, enriching user experience and responsiveness. The purpose of this paper is to bring forth the basics of AR and provide an overview of the research work carried out by researchers in the implementation of AR in different sectors.

This paper summarizes the usefulness of AR in different industries. The authors have identified the peer-reviewed research publications from Web of Science, Scopus, Google Scholar, etc. The selection of literature has been made based upon the significance of AR in recent times. The industries/sectors where AR has been implemented successfully have been considered for this paper. The paper has been divided into various sections and subsections to bring more clarity to the readers.

This paper presents a brief and a precise information on Industry 4.0 and AR. The basic working of AR system and its implications have also been discussed. The preference of AR over virtual reality (VR) has also been deliberated in this paper. The authors have presented the usefulness of AR in different sectors such as smart factories, ship yard building, online shopping, surgery and education. This paper discusses the AR-ready procedures being followed in these sectors.

AR has been an add-on to VR systems. The processes in industries have become very handy and informative with AR. Because the application of AR in different sectors has not been discussed in a single paper; thus, this work presents a systematic literature review on the applications of AR in different sectors/industries.