Purpose The study examines factors influencing green logistics practices (GLP) in Vietnamese industrial companies, focusing on green intellectual capital (GIC) and digital transformation (DX) and their impact on operational and environmental performance in Vietnam’s growing industrial sector. Design/methodology/approach The research uses a quantitative approach, surveying 207 manufacturing enterprises in Vietnam. A two-phase analysis includes exploratory factor analysis (EFA) for construct validity and reliability, followed by partial least squares structural equation modeling (PLS-SEM) to test hypotheses and evaluate the model. Findings External pressures from customers and regulations have little impact on green logistics in Vietnam’s manufacturing companies. However, internal factors like GIC and DX positively influence GLP implementation and enhance environmental and operational performance. Research limitations/implications The study primarily focuses on small and medium-sized enterprises (SMEs) in northern Vietnam, which may limit the generalizability of the findings to larger firms or other regions. Originality/value This research addresses a gap by exploring the interplay between GIC and DX in implementing GLP in Vietnamese industries. It provides empirical evidence that can inform both academic research and practical strategies for sustainable development in emerging economies.

Purpose Merchants frequently devise a myriad of marketing stimuli, which often precipitate impulse buying behaviors among consumers. Existing literature has pinpointed individual traits, motivations, resources, and marketing strategies as key drivers of impulse buying behaviors. However, studies on individual traits have predominantly focused on internal psychological characteristics, and it remains unclear how “individual appearance” influences impulse buying. Design/methodology/approach Grounded in the theories of Symbolic Consumption and Choice Overload, this research employs a questionnaire survey to dissect the impact mechanisms of body image (appearance attractiveness) on impulse buying. Utilizing SPSS 27.0 and AMOS 28.0, this study conducts an empirical analysis of data derived from 476 samples. Findings Body image positively influences impulse buying, with material pursuit and self-confidence acting as mediators. Self-control serves as a negative moderator in the relationship between material pursuit/self-confidence and impulse buying. Originality/value This research advances the understanding of the influence of body image on impulse buying, transcending the traditional inhibitory mechanism of “self-confidence—impulse buying” and establishing a facilitative framework grounded in Choice Overload Theory. This study suggests that businesses can enhance consumers’ body image perception by using lighting and beauty-enhancing fitting mirrors, thereby increasing impulse buying behavior.

Purpose The purpose of this research is to investigate the impact of anthropomorphic communication on advertising avoidance behavior and to examine the moderating role of users’ regulatory orientations in this relationship. Specifically, the study aims to determine whether anthropomorphic communication reduces advertising avoidance by altering users’ perceptions of manipulation intention and evoking persuasive knowledge. Design/methodology/approach This study conducted empirical research through an experimental approach, where the hypotheses in the paper were tested through scenario settings and controlled trials. Experiment 1 used a one-way design (anthropomorphic versus non-anthropomorphic communication) and Experiment 2 further explored the moderating role of users’ moderating orientations on the effects of anthropomorphic communication through a 2x2 design. It involves scenario-based trials, questionnaire design and data analysis with SPSS, including descriptive stats, reliability analysis, t-tests and regression with bootstrap tests. Findings By analyzing the experimental data, this study found that anthropomorphic communication can effectively reduce users’ ad avoidance behaviors compared to traditional non-anthropomorphic ad communication modes and at the same time reduce users’ inference of ad manipulation intention and evocation of persuasive knowledge, which in turn affects their degree of avoidance. In addition, the study also pointed out that the effects of anthropomorphic communication differed among users with different moderating orientations, with higher acceptance and lower avoidance among users with facilitating orientations, while there was no significant difference in the degree of ad avoidance among users with preventive orientations under the two modes of communication. Research limitations/implications This study explores the impact of anthropomorphic communication on ad avoidance from a persuasion knowledge theory perspective, with a focus on college students, limiting external validity. Future research could broaden the sample to other age groups for generalizability, introduce loss frames to examine persuasion consequences and consider temporary personality traits in specific contexts to enhance precision and situational applicability. Practical implications The practical implications suggest enhancing anthropomorphic marketing at the societal level, creating novel anthropomorphic consumption scenarios and tailoring anthropomorphic communication frameworks to consumer differences, thereby potentially increasing consumer engagement and brand loyalty. Social implications This study’s findings contribute to understanding the societal impact of anthropomorphic communication in marketing, potentially leading to more personalized and engaging consumer experiences. By fostering emotional connections with brands, anthropomorphism may reshape consumer behavior, influence purchasing decisions and enhance brand loyalty, ultimately driving the evolution of marketing strategies in a digital age. Originality/value This study addresses a gap in the literature by shifting focus from the external image and internal personality levels of anthropomorphic marketing to its social dimension. It delves into the underexplored role mechanisms and boundaries of anthropomorphic communication in advertising persuasion. By placing this emerging marketing model within the context of ad avoidance behavior, the paper investigates the influence path of users’ ad avoidance in the online shopping environment. The aim is to provide practical insights for marketers to improve the impact of advertisement communication and effectively mitigate ad avoidance, contributing to a more nuanced understanding of anthropomorphic communication’s effects in digital marketing.

Purpose Artificial intelligence service quality (AI-SQ) comprises both technical and functional quality. In this study, we investigate how AI-SQ affects trust and commitment in customer engagement, including customer purchases, referrals, social influence and knowledge sharing. Additionally, this study examines the role of AI marketing specialists (AIMSs) in moderating the relationship between AI-SQ and customer engagement. Design/methodology/approach Partial least squares structural equation modeling was applied to the data to evaluate composite reliability, convergent and discriminant validity, effect sizes (f2 and Q2) and the model’s predictive accuracy. Findings First, technical quality has a significant and direct impact on customer social influence and knowledge sharing, whereas functional quality significantly and directly affects customer purchases, referrals and knowledge sharing. Second, both trust and commitment significantly mediate the relationship between AI-SQ and customer engagement. Third, AIMSs significantly moderate the impact of technical quality on customer knowledge sharing. Originality/value This study contributes by developing and validating a human-centered AI-SQ framework that integrates AIMSs to enhance personalization while addressing the limitations of service quality dimensions in the context of AI-driven standardization and customization. These findings provide a foundation for developing human-centered AI marketing strategies, allowing firms to conduct comprehensive SWOT (strengths, weaknesses, opportunities and threats) analyses of AIMSs. Firms can leverage the positive moderating effects of AIMSs while mitigating potential challenges. Therefore, as the synergy between AI-SQ and AIMSs intensifies, the 5Ps of the marketing mix (i.e. product, price, place, promotion and professional) will increasingly serve as a practical framework for human-centered AI marketing strategies.

Purpose This study examines how adoption determinants evolve across market maturity stages in cross-border e-commerce by comparing early market (AliExpress) and mature market (Temu) adoption patterns among South Korean consumers. Design/methodology/approach Using Bayesian ordinal regression on data from 600 respondents (300 AliExpress and 300 Temu users), this study investigates how gender, age, income and purchase intervals influence platform adoption timing across market evolution stages. Findings Results reveal distinct adoption mechanisms across market stages. Male users adopted both platforms earlier. Middle-aged users adopted AliExpress earlier than younger and older users but showed no advantage with Temu. Purchase intervals exhibited platform-specific effects, with shorter intervals associated with earlier Temu adoption but showing no relationship with AliExpress adoption. These findings substantiate a shift from demographic-driven adoption in early markets to behavior-driven adoption in mature markets. Originality/value This research establishes an evolutionary framework where adoption determinants shift with market maturity – from risk tolerance in early markets to platform familiarity and variety-seeking in mature markets. By examining actual adoption timing through Bayesian methodology, this study extends diffusion theory by demonstrating that adoption determinants operate dynamically across market evolution.

Purpose This study analyzes how trust in generative artificial intelligence (GenAI) competency and supplier–supplier connection affect innovation capacities and service innovation performance via the compatibility of GenAI and customer agility. Design/methodology/approach An innovative performance model was developed by integrating orientation, cooperation and orchestration (OCO) theory, the knowledge-based view and diffusion of innovation (DOI). Empirical data were gathered from travel agencies in Taiwan, and the model was evaluated using the partial least squares (PLS) approach. Findings This study demonstrates that trust in GenAI competency impacts the compatibility of GenAI and customer agility; the role of digital marketing innovation moderates the effect of customer agility on online consumption value and service innovation performance. Originality/value The study’s findings underline the antecedents and consequences of service innovation and provide further specific suggestions for travel agencies, focusing on applying GenAI to innovation in travel agencies.

Purpose This study explores blockchain and digital product passport (DPP) adoption in Italian fashion SMEs, analyzing supply chain challenges and sustainability benefits to support the circular economy transition. Design/methodology/approach Qualitative semi-structured interviews with Italian fashion companies and consultants were analyzed using thematic coding to explore blockchain’s impact on supply chain traceability, complemented by secondary data for context. Findings DPPs enhance traceability, supporting material recycling and reuse in the fashion industry. However, adoption is hindered by challenges related to data standardization, regulatory uncertainties and consumer education. Robust certification and collaboration are essential to overcome these barriers. Practical implications The DPP facilitates circular economy by enabling the recovery and transformation of end-of-life products. However, blockchain’s potential is fully realized only when paired with certifications that ensure data authenticity and prevent greenwashing. Social implications The social implications of DPPs underscore the importance of consumer education to foster sustainable purchasing behaviors. Sales staff play a crucial role in conveying the sustainability story, while storytelling enhances consumer engagement. A cultural shift is necessary to reduce overconsumption linked to unsustainable models. Originality/value This study examines the implementation challenges and opportunities of DPPs in Italy’s fashion industry, emphasizing the necessity of third-party certifications, consumer education and behavioral shifts to enhance the “Made in Italy” value. It highlights that blockchain alone does not guarantee transparency without these complementary measures.

Purpose This study bridges a critical theoretical gap in understanding how social visibility (SV) drives green consumption intention (GCI) for eco-friendly leather products, a topic underexplored despite the growing emphasis on green retailing. Specifically, it aims to investigate (a) the direct effect of SV on GCI; (b) the mediating roles of perceived identity expression (PIE), perceived eco-characteristics (PEC) and green self-efficacy (GSE) and (c) the moderating effect of price sensitivity (PS). Design/methodology/approach A systematic literature review identified theoretical gaps in symbolic consumption theory (SCT) and social influence theory (SIT). Subsequently, an empirical study collected 356 valid responses through a scenario-based survey, using a between-subjects experimental design (show-to-private vs show-to-public products). Data were analyzed via the PROCESS macro to test moderated mediation. Findings The findings suggest that SV directly and positively impacts GCI towards green leather retailing. Meanwhile, all three variables (PIE, PEC and GSE) serve as significant partial mediators. Also, PS was shown to be a significant moderator. Originality/value This study pioneers the integration of SCT and SIT to explain SV’s dual pathways (identity signaling and norm internalization) in green consumption. It also establishes a context-dependent taxonomy of SV contexts (show-to-private vs show-to-public) with demonstrated managerial utility, offering actionable insights for targeted marketing in eco-friendly leather retailing.

Purpose The purpose of this paper is to investigate the impact of carbon price and competition intensity and the optimal decisions in a two-echelon low-carbon supply chain, consisting of a manufacturer, a retailer and a third party, under carbon cap and trade (CCT) and in two different competitive behaviors in the sales and recycling markets. First, two models are built and the optimal solutions are obtained. Second, a comparative analysis of these optimal solutions and the effects of some key parameters on optimal decisions are examined. Design/methodology/approach The authors adopt the manufacturer-led Stackelberg game theoretic framework, where the manufacturer decides the wholesale price, followed by the retailer and third party to determine the retail and recycling quantities. Moreover, the retailer and third party engage in Stackelberg or Cournot game. Findings Firstly, the CCT benefits the third party more. A rise in carbon price negatively affects manufacturer production and retailer recycling but boosts the third party’s recycling. Secondly, the Stackelberg model allows the third party to get more recycling volume and profit, while the Cournot model is better for the manufacturer and retailer. Thirdly, when faced with the increasing competition intensity in the recycling and sales market, the third party and retailer adopt various strategies in response to different competition intensities. Finally, social welfare in the Cournot model is higher in most of the cases, but when the third party and retailer’s recycling competition intensity decreases below a certain threshold, the social welfare in the Stackelberg model exceeds that in the Cournot model. Research limitations/implications Firstly, in both models, as the carbon price increases, the amounts of new products, the retailer’s recycling volume and profit decrease. The manufacturer’s profit rebounds when the carbon price surpasses a threshold. Secondly, when the third party faces a rise in the retailer’s recycling market competition, its strategy differs from that of the retailer in the sales market. Finally, the retailer and third party tend to set a higher recycling price than in the Cournot model. The retailer and manufacturer can obtain higher profits in the Cournot model, while the third party is more profitable in the Stackelberg model. Practical implications This paper can also further relax the assumptions, so our paper can expand the research from several aspects. First, this paper only considers the single-period model; thus, the multi-periods can be considered in the supply chain model. Second, only the consequences of the CCT mechanism are the subject of this paper. However, in real life, there are still carbon emissions reduction (CER) regulatory mechanisms such as carbon tax, so comparing and analyzing the effects of various CER mechanisms is an interesting task. Social implications The government should provide more support and opportunities for the third party in the early stage of development under the CCT mechanism. Meanwhile, the government ought to establish acceptable carbon quotas and strengthen the supervision of the carbon market. The manufacturer should monitor carbon price changes and adjust production and CER strategies and increase CER technology investment. The retailer should gather information and aim to make concurrent decisions with the third party. The third party should grasp decision-making initiative and be a competitive leader. The retailer and third party should closely watch competition intensity and flexibly adjust recycling and pricing strategies in both markets. Originality/value This paper concentrates on the scenario where retailer and third party compete in both the sales and recycling markets under CCT and focuses on the differences in competition intensity between retailer and third party. Furthermore, this paper considers different competitive behaviors and analyzes the optimal decisions of all parties when competing simultaneously in the sales and recycling markets, which provide more targeted guidance for practical operation.

Purpose Applying consumer culture theory (CCT) and the luxury value perception (LVP) model, this study explores the impact of technology on luxury brands, focusing on consumer perceptions of craftsmanship in the creation of luxury products and services. Design/methodology/approach A total of 24 interviews were conducted with ultra-high-net-worth consumers (UHNWCs) based in two cities, Singapore and Shanghai. Findings Our findings reveal the importance of craftsmanship in luxury consumption. In addition, they underscore the significance of human inputs and the relevance of technology in various domains of CCT, including consumer identity projects, marketplace cultures, socio-historical patterning of consumption, and mass-mediated marketplace ideologies. While technology is readily accepted in peripheral offerings, the necessity of preserving the value of craftsmanship in core luxury products and services prevails. Originality/value Existing literature on the implementation of technology in luxury brands offers polarized views. This study is a pioneering work that provides insights into an integrative framework, highlighting areas where technology enhances experience and where it should be avoided. This unique approach has important managerial implications and theoretical contributions to both CCT and LVP. In addition, the use of interviews with UHNWCs is also a comparatively novel methodology in luxury brand research.