To participate or not? Research on second-hand apparel recycling intention under the guidance of environmental psychology

The apparel industry, one of the largest manufacturing industries in the world, generates a large amount of solid waste. It is necessary to reduce excessive apparel consumption in order to reduce waste of the apparel industry. This study takes China as an example to explore the residents' second-hand apparel recycling intention (SARI). Purchasing second-hand, renting and swapping apparel are comprehensively defined as second-hand apparel (SA) recycling. Then, the influence of six environmental psychological factors on SARI is explored, including environmental concern (EC), trust in social media (TSM), consumer innovativeness (CI), face consciousness (FC), perceived consumer effectiveness (PCE) and subjective norm (SN). In this study, 348 valid questionnaires are collected, and structural equation model is used to process the data. The results show that EC, CI and PCE have no significant effect on SARI. SN and TSM positively promote SARI, while FC has a negative effect. The results are expected to provide in-depth insights to further understand and improve the SARI of residents in emerging economies from the environmentally psychological level.

External Supervision, Face Consciousness, and Pesticide Safety Use: Evidence from Sichuan Province, China

Clarifying the factors influencing the safe use of pesticide is essential for scientific decision making to effectively manage pesticide use and promote sustainable agroecological development. The study aims to explore the factors influencing farmers' safe use of pesticides from the perspectives of external supervision and face consciousness. Using survey data covering 534 farm households in Sichuan province, this study empirically analyzes the influence mechanisms of external supervision, face consciousness, and their interaction terms on farmers' safe use of pesticides by employing the binary logit and IV-2SLS model, and further reveals their intergenerational differences on this basis. The results show that external supervision and positive face consciousness have significantly positive effects on pesticide safety use by farmers; market supervision and ability-type face, respectively, play the biggest role among them. Furthermore, there is an interaction effect between external supervision and face consciousness with respect to pesticide safety use. Farmers with different generation farms are influenced differently by external supervision and face consciousness. The behaviors of the new generation farmers to safely use pesticide are principally influenced by government supervision, market supervision, and ability-type face; in contrast, the ones of the older generation farmers are mainly influenced by market supervision, organization supervision, and relationship-type face.

Risk or Return? The Effect of Face Consciousness Influences on the Career Construction of Chinese Rural Dwellers in Urban Areas

This research improves our understanding of entrepreneurial intention in the Chinese cultural context. Drawing on career construction theory, we received 408 valid surveys from rural Chinese dwellers and examined the relationships rural Chinese have among "face consciousness," indecisiveness, career adaptability, and entrepreneurial intention. We found that those who are fearful of losing face are less likely to have entrepreneurial intentions, but one's desire to gain face has no significant direct impact on entrepreneurial intention. In addition, face consciousness and an indecisive personality interact to influence career adaptability and, in turn, entrepreneurial intention. In sum, this study supports the career construction perspective on understanding the formation of entrepreneurial intention and offers theoretical, practical, and policy implications for entrepreneurial career counseling and training.

Sharing Reward Program Based on Face Consciousness in Social Media

Purpose

In social marketing, sharing reward program (SRP) is a common way to improve the marketing effect. However, few studies have explored the impact of consumers' self-presentation and face consciousness on enterprise SRP. This study aims to explore the influence of these two factors on the optimal SRP.

Methods

A Stackelberg game between enterprises, sharers and potential consumers is developed to study the impact of sharers' face consciousness on enterprise's SRP. In order to discuss the impact of face consciousness on SRP in detail, we introduced status identity of commodity information, sharer's self-presentation preference and commodity price as exogenous variables in the research.

Results

The results have shown that when the face consciousness of sharers is high, enterprises are advised to adopt the strategy of low reward and low requirement. But when the face consciousness is low, it would be better for them adopt the strategy of high reward and high requirement. In addition, with the low face consciousness, the optimal SRP is also affected by the relationship between the price of goods and the number of WeChat friends of sharers.

Conclusion

The results suggest that when enterprises make incentive policies, considering consumers' self-presentation preference and face consciousness, the profit level can be effectively improved.

Counterfeits or Shanzhai? The Role of Face and Brand Consciousness in Luxury Copycat Consumption

This study responds to the emergence of the Shanzhai phenomenon in the international marketplace and introduces the Shanzhai phenomenon into the consumer behavior literature by defining it and comparing it with well-known concepts like luxury counterfeits. More specifically, it examines how consumers' face and brand consciousness influence their willingness to buy luxury counterfeits rather than Shanzhai products. The results show that consumers who are more face conscious are more likely to choose luxury counterfeits than Shanzhai products. In addition, consumers' face consciousness elicits a high concern for well-known brands, which also in turn leads to a more favorable attitude toward luxury counterfeits than Shanzhai products. These findings enable researchers to better understand consumers' responses toward both Shanzhai and counterfeit products and help companies that are protecting their original brands to tailor their consumer-directed measures more effectively.