This research explores the factors affecting Chinese Generation Z consumers' online purchase intention in the luxury fashion market. Generation Z (Gen Z) is becoming the backbone of China's online luxury consumer market. It is crucial to learn about their different psychological changes in online consumption. This research is designed to create an integrated framework and comprehend the role of Materialism, Hedonic Value, Utilitarian Value and Perceived Riskby using the Theory of Value Adoption Model (VAM). The conceptual framework proposes an empirical study with a quantitative approach to investigate the online luxury fashion purchase intention among Chinese Gen Z consumers. The findings contribute academically to marketing and online luxury fashion literatures in the Chinese context. With richer insights, online marketers and luxury fashion businesses can better comprehend the process and factors influencing luxury fashion purchase online.

Live streaming commerce, which combines the features of live streaming and e-commerce, is booming in China. The omnipresence of impulse purchases among live streaming commerce consumers is evident. Due to the adequacy of the literature that has not been extended to consumers' impulse purchases in live streaming commerce; this study develops a conceptual model to investigate the determinants of consumers' impulse purchases in China. Drawing on the Social Impact Theory model, this study examines how para-social interaction, social presence from the perspective of platform, live streamers and other viewers, and telepresence influence consumers' impulse purchases in live streaming commerce platforms in China. This study will aid live streamers and online merchants in their understanding of how to enhance consumer purchasing. Additionally, it serves as a guide for developing a live streaming business in other countries.

Recycled paper products rise globally due to the potential environmental and economic benefits, especially in the Chinese market. However, despite the extensive use of recycled cardboard and packaging cartons by enterprises, the penetration rate of individual consumers to buy any recycled paper products is relatively low. Moreover, the upgrading of the paper industry is considered a crucial environmentally sustainable manufacturing process in the 21st century, and recycled paper is the best alternative. However, only the consumers willing to pay and continue to create more demand can signal manufacturers and investors that recycled paper demand and economy are feasible. Several past studies have been conducted to determine the influencing factors of Chinese consumers buying various sustainable products; nevertheless, there is no focus on recycled paper products. It is crucial to gain insight into the drivers of recycled paper purchase intention for its sustainable label, but there is a lack of relevant research. Therefore, using the Theory of Planned Behavior as the foundation, this conceptual paper investigated factors affecting recycled paper purchase intention, including attitude, subjective norms, perceived behavior control, and price sensitivity. Furthermore, this study reviews the relevant literature on sustainable consumption in the past and finally proposes a future research framework.