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Reusable takeaway food containers (RTFCs) are a newly emerging green packaging choice for the takeaway industry that can effectively reduce campus solid waste but are not yet well accepted. Therefore, this study aims to identify the key factors influencing university students’ intention to choose RTFCs, seeking to enhance RTFC project management practices and contribute to developing a sustainable “green university.”

In total, 316 valid respondents from a Chinese university were surveyed for data collection. A multivariate ordered logistic regression model was used to conduct empirical analysis.

The results of this study underscore the crucial role of perceived value in the relationship between perceived green attributes and students’ intention to choose RTFCs. The positive impacts of perceived green attributes on intention are direct and indirect, through the lens of perceived value. When the value is substantial, it significantly boosts the student’s intention to choose RTFCs. Conversely, the perception of lower hygienic quality or higher returning time cost dampens this intention, with a more pronounced effect than perceived green attributes. Notably, perceived publicity activities have the most significant impact on student’s intention to choose RTFCs.

This study contributes to the understanding of promoting RTFCs, a key strategy for reducing plastic waste on campuses. The findings provide actionable recommendations for the project company and the university, offering practical ways to encourage students to use RTFCs and contribute to plastic waste reduction.

The purpose of this paper is to examine how subjective characteristics of social network sites (SNSs) affect consumers' positive and negative word-of-mouth (WOM) sharing.

The data used for this study were obtained from an online survey with a sample size of 369 consumers. Structural equation modeling was performed to test hypotheses and examine the research questions.

The authors found that the perceived anonymity of an SNS is negatively correlated with its perceived interpersonal closeness of friends, and the number of friends in an SNS is positively correlated with its perceived interpersonal closeness of friends. With regard to positive WOM, the perceived anonymity of the SNS has a significant negative influence on consumers' WOM, and both perceived interpersonal closeness and the number of friends have a significant positive influence on consumers' WOM. But, in the case of negative WOM, only perceived interpersonal closeness of friends has a significant positive influence on consumers' WOM.

When attempting to promote positive WOM, marketers should choose consumers who possess the “right” subjective characteristics of SNSs (i.e. low anonymity, high interpersonal closeness of friends and a large number of friends). At the same time, marketers should monitor the emergence of consumers' negative WOM, especially those consumers who have a high level of interpersonal closeness of friends in SNSs, and respond to the content of negative WOM without delay.

This study investigates the influence that subjective characteristics of SNSs have on consumers' WOM sharing and therefore contributes to the literature on the antecedents of WOM generation and also contributes to the research that compares positive WOM with its negative counterpart.

The purpose of this paper is to examine how informativeness and entertainment, two important online store characteristics, influence consumers’ approach behaviors. The current research also investigates the mechanism and boundary condition behind these relationships.

The study proposed a conceptual framework that included five variables to understand consumers’ approach behaviors toward online stores. By surveying 307 Chinese online shoppers using a comprehensive questionnaire, the authors collected data that were then used to test the hypotheses. Data were examined using regression analysis.

The results showed that online store informativeness and entertainment significantly affected consumers’ approach behaviors. In the relationship between these two online store characteristics and consumers’ approach behaviors, pleasure played a mediating role. Hedonic value moderated the effect of informativeness on consumers’ approach behaviors. However, the moderating role of hedonic value was not significant in the relationship between entertainment and consumers’ approach behaviors.

The present study supplements the research on online store characteristics based on the perception of overall online store environmental cues. This paper also examines the online shopping experience of consumers in emerging markets like China.

The objective of this study was to examine the effects of human model backgrounds (concrete backgrounds vs. solid backgrounds) on consumer responses (attention and attitude) and to determine the mechanism and boundary conditions behind such effects.

The research consisted of one eye-tracking experiment and two experimental studies.

The results showed that consumers notice faster and pay more attention to the central figure against solid backgrounds. However, concrete backgrounds elicit more favorable attitudes toward products, and mental imagery mediates the effects of image backgrounds on consumers' attitudes. The authors also found that the situation moderates the relationship between image background and attitude.

The study also supplements the literature on the effects of image backgrounds on consumer responses and the literature on online presentation using human models. Last, the study combines questionnaires with an eye-tracking experiment to obtain a clearer and more comprehensive understanding of the results.

The objective of this study is to examine the effect of human model facial presentation (a smiling facial expression vs a neutral facial expression vs no facial presentation) on consumers' approach behavior and to determine the mechanism and boundary conditions behind such effects.

The research consisted of four laboratory experiments.

The results of four studies showed that a smiling facial expression led to the highest score for approach behavior. Pleasure and arousal mediated the effect of facial presentation on approach behavior. In the relationship between facial presentation and approach behavior, the moderating effects of emotional receptivity and the situation were significant. To be specific, for participants with high emotional receptivity, smiling facial expressions led to the highest approach behavior; for participants with low emotional receptivity, neutral expressions led to the highest approach behavior. In a browsing situation, the approach behavior of participants in response to a smiling facial expression was the highest. However, no significant differences were found in approach behavior under the three conditions regarding a purchasing situation.

This study supplements the literature on human model presentation and enriches the study of facial expressions.

The objective of this study is to examine the effects of pictures (consumer pictures vs. product pictures vs. no pictures) in online consumer reviews on product evaluation and to determine the mechanism and boundary conditions behind such effects.

The research consisted of three laboratory experiments.

The results showed that consumer pictures led to the most favorable product evaluation. Study 1 showed that persuasive effect was the mechanism behind the main effect. Study 2 showed that for problem-solving products, consumer pictures increased product evaluation significantly; for enhancing products, there was no significant difference of product evaluation among consumer pictures, product pictures and no picture. The results of Study 3 showed that for the unfamiliar brand, consumer pictures significantly enhanced product evaluation; for the highly familiar brand, there was no significant difference among consumer pictures, product pictures and no picture. The present research used persuasive effects to examine the mechanism behind the interaction effects.

The study provides managerial implications for online store owners about how to manage pictures in online reviews.

This study supplements the literature on online consumer reviews and enriches the study of effects of pictures.

The objective of this study was to examine how high-social and low-social virtual live streamers affect consumers' experiential value (utilitarian value and hedonic value) and the mechanism and boundary conditions behind the effect.

The research consisted of four laboratory experiments.

The results showed that socialness has a positive significant effect on experiential value. Social presence mediated the effect of socialness on utilitarian value and hedonic value. In the relationship between socialness and experiential value, the moderating effects of communication style and situation were significant.

This study provides managerial implications for online stores about the use of virtual live streamers.

The finding of this paper extends the literature on virtual humans or avatars, enriches the literature on the characteristics of virtual humans and tests the explanatory power of social response theory.

This study aims to distinguish two regret conditions, other-blame regret (O-regret) and self-blame regret (S-regret), and investigate the underlying mechanism and boundary conditions of the relationship between regret and negative word of mouth (NWOM).

Four experiments and one survey study test hypotheses regarding how O-regret and S-regret influence NWOM through mediating mechanism of anger and sadness and how the impact of regret on NWOM is moderated by boundary conditions.

The results show that consumers who experience O-regret transmit more NWOM than those who experience S-regret. Anger is a dominant emotion when consumers experience O-regret and mediates the impact of regret on NWOM, and sadness is a dominant emotion when consumers experience S-regret and mediates the impact of regret on NWOM. In addition, purchased price (full vs discount price), regret context (private vs public context) and return policy (strict vs lenient policy) are found to moderate the effect of regret on NWOM.

This study was conducted in China, which has a unique business environment that may differ from other countries. Therefore, this research opens a new avenue to further examine such a phenomenon in countries where a more lenient return policy is a standard business practice. Cross-nation studies comparing how different return policies and other business environment conditions are warranted in future research.

The study provides several insights for marketers considering the management of NWOM by understanding consumer O-regret and S-regret in either online or offline retailing situations.

This paper contributes to the extant literature by distinguishing different outcome regrets. The theoretical conceptualization and empirical findings shed further lights on the relationship between regret and other negative emotions and how O-regret and S-regret lead to different impacts on NWOM through different paths of mediation mechanism.

Honey peaches are rich in a variety of vitamins and are well known in China as the queen of fruit. However, as highly climacteric fruit, peach is too easy to affect its economic value. In this paper, a new passive modified atmosphere packaging system was proposed to solve the lack of water vapour removal capacity – which is still the technical bottleneck of passive modified atmosphere packaging. This paper aims to address this issue.

Under the conditions of relative humidity 85−90% and temperature 28°C−38°C, the influence of new passive modified atmosphere packaging on the shelf life and quality of 70% ripe peaches was studied in the paper. The effect of the new passive modified atmosphere packaging (PMAP) on fruit appearance, colour, taste, flavour, soluble solids, Vitamin C and titratable acid was investigated.

Regardless of whether 1-Methylcyclopropene is added or not, the research results show that the new PMAP has a significant effect on extending the shelf life and maintaining the quality of peaches. Compared with the control group, the shelf life of peaches treated with modified atmosphere packaging and 1-Methylcyclopropene was prolonged by 7 and 11 days, increasing the retailer's revenue by 44 and 75%.

A new integrated structure, which is composed of two types of films with high oxygen and high water vapour permeability was designed for the retail of peaches at room temperature. The former was mainly responsible for regulating the concentration of O₂ and CO₂, while the latter was for removing water vapour and regulating the relative humidity in PMAP.

The purpose of this paper is to describe the mental health issues among teachers globally and to investigate the significant factors that specifically impact the mental health of school teachers in Okinawa, Japan.

This cross-sectional study examined depression, anxiety, stress, self-esteem and resiliency among 174 teachers from seven schools in Okinawa, Japan. The study questionnaire consisted of four parts, including demographic data, Depression, Anxiety, and Stress scale (DASS-42), Rosenberg Self-Esteem Scale (RSE), and Connor-Davidson Resiliency Scale (CD-RISC). Multiple regression analyses were performed to identify predictors of mental health variables.

Of the 174 teachers, 111 were females (64%) and 60 were males (35%). Average age of participants was 41.65 (SD = 10.07). Average number of years being a teacher was 15.50 (SD = 9.88). There was a significant gender difference in the level of self-esteem. Significant differences in anxiety were found among varying grade levels taught. Regression analyses indicated that resiliency and self-esteem significantly predicted depression, anxiety and stress among school teachers in Okinawa.

This is the first study among school teachers in Okinawa that examined the impact of resiliency and self-esteem on their mental health. To reduce psychological distress common within the teaching profession, social and environmental support should be provided within the school to better foster the successful promotion of teacher resiliency and self-esteem.