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This study is an investigation of how environmental consciousness and health consciousness influence consumers' ecological purchase intentions regarding eco‐friendly products (pollution‐reduction behavior) and self‐protective products (pollution‐avoidance behavior). Data collected in a between‐subject experiment indicate that environmental and health consciousness influence ecological purchase intentions. Moreover, haze pollution moderates these effects. On hazy days, environmental consciousness motivates ecological intentions; on clear days, health consciousness motivates ecological purchase intentions. In addition, perceived self‐competence moderates the impacts of environmental consciousness and health consciousness on purchase intentions. Consumers with high self‐competence are only influenced by environmental consciousness. Health consciousness has the strongest effects on consumers who have low self‐competence. Implications for policymakers and managers are discussed.

Purpose This study aims to explore how online reviews and users’ social network centrality interact to influence idea popularity in open innovation communities (OICs). Design/methodology/approach This study used Python to obtain data from the LEGO Innovation Community. In total, 285,849 reviews across 4,475 user designs between March 2019 and March 2021 were extracted to test this study’s hypotheses. Findings The ordinary least square regression analysis results show that review volume, review valence, review variance and review length all positively influence idea popularity. In addition, users’ in-degree centrality positively interacts with review valence, review variance and review length to influence idea popularity, while their out-degree centrality negatively interacts with such effects. Research limitations/implications Drawing on the interactive marketing perspective, this study employs a large sample from the LEGO community and examines user design and idea popularity from a community member’s point of view. Moreover, this study is the first to confirm the role of online reviews and user network centrality in influencing idea popularity in OICs from a social network perspective. Furthermore, by integrating social network analysis and persuasion theories, this study confirms the interaction effects of review characteristics and users’ social network centrality on idea popularity. Practical implications This study’s results highlight that users should actively interact and share with reviewers their professional product design knowledge and/or the journey of their design to improve the volume of reviews on their user designs. Moreover, users could also draw more attention from other users by actively responding to heterogeneous reviews. In addition, users should be cautious with the number of people they follow and ensure that they improve their in-degree rather than out-degree centrality in their social networks. Originality/value This study integrates social network analysis and persuasion theories to explore the effects of online reviews and users’ centrality on idea popularity in OICs, a vital research issue that has been overlooked.