There are various factors, such as the use of growth hormones, chemical additives in animal feed, animal welfare, health issues, and environmental concerns, which have led to a steady increase in global consumption of organic meat. The literature on organic consumer behaviour recently focuses on emerging Asian markets, especially China’s most populous markets. This study aims to investigate the factors that affect Chinese consumers’ intention to purchase organic meat. Survey questionnaire method has been employed to collect the required data. The data were collected from 305 consumers from three different organic stores in Wuhan, China. The partial least structural equation modelling (PLS- SEM) has been employed to analyse the data. The findings revealed that the consumers’ attitude, health consciousness, food safety concern, and green self-identity are key factors in developing Chinese consumers’ intention to purchase organic meat. The findings further revealed that subjective norms, perceived behavioural control, meat characteristics, and organic knowledge about organic meat have a non-significant relationship in developing the consumers’ intention to purchase organic meat. It has been observed that the concept of organic meat has been less studied and less investigated. This study’s findings could help farm owners, market managers, advertising managers, food control authority officials, and all those related to meat business, in planning and executing future strategies to attract the maximum number of organic meat consumers in China.

A major challenge in new product development is how to increase consumers' adoption of new offerings. Using the socio‐ecological perspective, we reveal a largely ignored but important social factor that alters consumers' new product adoption. Specifically, we propose that residential mobility—the frequency with which individuals change their residence—acts as an antecedent of new product adoption. Six studies—using different operationalizations of residential mobility—provide convergent evidence that residential mobility (vs. stability) augments new product adoption in both laboratory settings and real business settings. This effect is driven by openness to new experiences and moderated by the voluntariness of moving. Our findings add to the literature on new product adoption and residential mobility. Moreover, marketers should take residential mobility into full consideration when designing marketing strategies for new products and presenting contextual cues to activate consumers' residential mobility mindset to enhance their acceptance of new products.

In a B2C scenario, the retailer is confronted with two kinds of demand. One requires an immediate delivery after placing an order, while the other prefers a delayed shipment due to some personal reasons. Considering demands for different delivery time, we explore a newsvendor model with resalable returns and an additional order to optimize the procurement decision under a stochastic demand distribution. The impact of the proportion of the instant delivery needs and the return rate on the order quantity and the expected profit is illustrated through numerical tests. It is shown that the expected profit decreases as the ratios of immediate delivery needs and returned products increase. Besides, if the sum of the percentage of the instant delivery needs and the return rate is less than 1, the expected profit is always greater than the result if the sum of them is equal to or greater than 1. Management implications are also discussed.

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Purpose Prosumers’ creative performance in a co-creation activity is greatly affected by the disclosure of activity information. Extant research has separately examined the impact of participant numbers and the impact of platform transparency, but there is a lack of research on the interaction between the two. However, testing the joint effect of the two sources of information can provide a more comprehensive understanding of individuals’ co-creation behaviour. This paper aims to fill the gap and further reveal the psychological mechanism behind the behaviour. Design/methodology/approach Three experimental studies were conducted to test the hypotheses. Findings The results show that a large number of participants will stimulate and inhibit creative performances on untransparent and transparent co-creation platforms, respectively. Moreover, this study found that the effect of the number of participants on creative performance is mediated by arousal on untransparent platforms and by the constraint on idea expression on transparent platforms. Research limitations/implications This study advances knowledge of how the number of participants in an activity and platform transparency jointly influence prosumers’ creative performance and the corresponding mechanism. However, the main limitation of the study is that the findings are from scenario-based experiments. Practical implications This study provides a more comprehensive understanding of prosumers’ creative performance under the influence of the number of activity participants and platform transparency. The findings can help co-creation sponsoring companies and co-creation platforms improve activity performance by designing better information disclosure strategies, thereby enhancing platform value. Originality/value The findings enrich the literature on platform ecosystem and co-creation by integrating previously separate knowledge on the effects of participant numbers and platform transparency. In addition, the findings deepen the overall understanding of prosumers’ behaviour.