Knowledge can influence the whole decision-making process of consumers. While green product knowledge is often conceptualized as a direct antecedent of green purchase intention, empirical findings in support of this relationship are inconsistent. Based on 236 samples, this study investigates how green product knowledge promotes consumers’ green purchase intention. Results show that green trust and perceived consumer effectiveness partly mediate the relationship between green product knowledge and green purchase intention. The relationship between green trust and green purchase intention is positively moderated by perceived price. Compared with low perceived price, green trust has a greater effect on green purchase intention in the case of high perceived price. However, the relationship between perceived consumer effectiveness and green purchase intention is not moderated by perceived price. This study provides a new insight into green product knowledge and how to promote green purchase intention, and the findings help government and enterprises to formulate strategies to promote consumers’ green purchase intention.

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PurposeThe 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.Design/methodology/approachTo evaluate the proposed model, an online survey was utilized to collect 1,104 valid questionnaires from China.FindingsThe 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.Originality/valueThe 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.

PurposeReducing 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.Design/methodology/approachTo evaluate the proposed model, an online survey was utilized to collect 513 valid questionnaires.FindingsThe 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.Originality/valueThis 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.

Purpose 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. Design/methodology/approach A sample of 377 participants was utilised in three studies. The study analysed the data using SPSS 18.0 to test the research hypotheses. Findings 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. Practical implications 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. Originality/value 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.