Prior research has established the positive effect of green marketing on purchase intentions. Less well known is why. Two empirical studies were conducted to investigate trust as an important mediator explaining the relationship between green marketing and purchase intentions. In study one, we successfully replicate prior research, again finding higher purchase intentions for companies that engage in green marketing. Additionally, trust in the company was found to mediate this relationship. Study two then examines the underlying mechanisms of expertise and prosocial orientation on the relationship between green marketing and trust, and then serially to purchase intentions. Demographic boundary conditions of age and gender were also investigated. Despite previous research indicating that gender affects perceptions of sustainable marketing, gender was not found to influence trust through perceptions of expertise and prosocial orientation. Interestingly, consumer age was found to influence perceptions of the company's expertise but not prosocial orientation. Younger consumers, specifically those about 38 and younger, believe that companies using green marketing display more expertise compared to those that do not, ultimately increasing perceptions of trust in the company.

Food overconsumption contributes greatly to health problems that affect a large portion of the population while also straining the earth's natural resources. Attempts by policy makers to encourage sustainable food practices often focus more on the role of producers and less on the role of consumers, even though a growing number of consumers are concerned about the sustainability of their food products. Yet consumers often fail to perceive any immediate, personal benefits from consuming sustainably; instead, they envision future societal-level benefits. Three studies capturing actual behavior—the consumption of food and beverages—provide evidence that food promoted as sustainable can produce individual consumer benefits through reduced consumption. Study 1 shows the effect of sustainability in lessening consumption. Study 2 demonstrates how sustainability semantically primes a prosocial focus, which is the mechanism involved in the reduction of consumption. Study 3 then shows that this effect is enhanced for people with higher levels of self-control.

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Purpose Much research regarding social media posts and relevancy has resulted in mixed findings. Furthermore, the mediating role of relevancy has not previously been examined. This paper aims to examine the correlating relationship between types of posts made by hotels and the resulting occupancy rates. Then, the mediating role of relevancy is examined and ways that posts can increase/decrease relevancy of the post to potential hotel users. Design/methodology/approach Within the context of the hotel industry, three studies were conducted – one including hotel occupancy data from a corporate chain – to examine the impact of social media posts on relevancy and intentions to stay at the hotel. Experimental studies were conducted to explain the results of the real-world hotel data. Findings The findings show that relevancy is an important mediator in linking social media posts to service performance. A locally (vs nationally) themed post can decrease both the relevancy of a post and the viewer’s intentions to stay at a hotel. This relationship, however, can be weakened if a picture is included with the post, as a visual may increase self-identification with a post. Originality/value These results have important theoretical and practical implications as social media managers attempt to find the best ways to communicate to their customers and followers. Specifically, there are lower and upper limits to how many times a hotel should be posting to social media. The data also show many hotels post about local events, such as school fundraisers or a job fair, that can be harmful to stay intentions, likely due to the irrelevant nature of local posts to customers who are likely to stay in a hotel. National posts are seen as more relevant and likely to increase stay intentions, and the inclusion of a picture can help local posts seem more relevant.

Purpose This study aims to identify the impact that Machiavellianism, narcissism and psychopathy tendencies have on avoidance and revenge-seeking after a service failure. The research examines the role that negative affect and desire for revenge play in aggressive behaviors by consumers. Design/methodology/approach The study uses a survey research methodology. The measurement model is validated using CFA, and hypotheses are tested using structural equation modeling. The mediated and serially mediated relationships are calculated using the bootstrap method by creating estimands to test the effects. Findings Machiavellianism is less likely to drive avoidance and negative affect, reducing desire for revenge, negative word of mouth and vindictive complaining. Those with narcissism tendencies are likely to develop a negative affect and a corresponding desire for revenge after the failure only if negative affect is developed. Consumers who exhibit psychopathy tendencies are likely to seek out revenge directly. Practical implications Each Dark Triad tendency influences consumer avoidance and revenge-seeking in different ways when a consumer’s goals are impeded. Companies can focus on service recoveries differently based on the types of tendencies of consumers engaging in avoidance and revenge-seeking. Originality/value The individual paths from Machiavellianism, narcissism and psychopathy tendencies to avoidance and revenge-seeking are developed and analyzed. Further distinctions between each Dark Triad tendency aids service providers in addressing and preparing for these consumer behaviors.