PurposeIntangible cultural heritage products (ICHP) in this paper refer to the products made with handicrafts listed as intangible cultural heritage. The purpose of this paper is to examine the effects of consumer cultural identity and consumer knowledge on purchase intentions of ICHP, as well as the role of the perceived scarcity for such effects.Design/methodology/approachThree between-participants experiments were conducted to investigate the effect of cultural identity on purchase intention of ICHP and the underlying mechanism of the effect.FindingsThe results show that cultural identity has a positive influence on ICHP purchase intention, and this effect is stronger for consumers with higher level of consumer knowledge. Furthermore, perceived scarcity underlies such effect, but the scarcity account holds only for handmade ICHP, not for machine-manufactured products.Practical implicationsThe current research suggests that ICHP should remain handmade to preserve their scarcity as a distinctive feature. Additionally, business practitioners handling ICHP should target consumers of high cultural identity, and/or provide iconic cues to activate their cultural identity situationally. Furthermore, it highlights the importance of consumer education programs about ICHP-related knowledge in enhancing the cultural identity effect.Originality/valueThis paper explores systematically the conditions and process of consumers' responses toward ICHP for the first time. Besides, it builds on accessibility-diagnosticity framework and provides novel knowledge about the functioning of consumer cultural identity. It also enriches our understanding of perceived scarcity from the supply side.

Research on the relationship between a country’s renewable energy consumption and carbon emissions is of great significance for reducing carbon emissions embodied in international trade. There always exists a gap between production-based and consumption-based carbon emissions. Accordingly, this paper investigates the influence of renewable energy consumption on carbon emission balance, the ratio of production-based emissions to consumption-based emissions, in various countries using the ordinary least square (OLS) method and generalized method of moments (GMM) method. We found that a 1% increase in renewable energy consumption can decrease the carbon emission balance by 5.8%. Furthermore, renewable energy consumption can help narrow the gap between production-based and consumption-based carbon emissions in net emission exporters. In addition, renewable energy consumption can also weaken the negative impact of the global value chains (GVCs) division system on the carbon emission balance. The findings in this study fill the research gap by analyzing the heterogeneous impacts of renewable energy consumption on carbon emission balance embodied within a GVC division system in various countries and provide policy suggestions that renewable energy consumption should be encouraged in net emission exporters to reduce the carbon emission transfers.

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