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PurposeDespite the recent increase in vegetarian food consumption, studies on this topic have focused on the product category. Based on the functional theory of attitude and the cognitive–affective–conative framework, this study investigates the impact of customer individuality (i.e. uniqueness and level of self-monitoring) on cognitive attitude (i.e. social-function attitudes), which leads to conative attitude (i.e. behavioral intentions) via affective attitudes toward vegetarian restaurants.Design/methodology/approachThe sample (n = 176) comprises experienced vegetarian restaurant customers in the USA. Multi-group analysis is used to examine differences between vegetarian and non-vegetarian customers, as well as customers' low and high frequency in visiting vegetarian restaurants.FindingsUsing partial least squares structural equation modeling, this study finds the relative impact of customers' personal traits on self-expressive and social-adjustive functions. Results highlight the role of the social-adjustive function as an antecedent of affective attitudes leading to positive behavioral intentions. Last, the findings from a multi-group analysis show that customer self-monitoring is the only significant antecedent of a cognitive attitude among vegetarian customers.Originality/valueThe present study adds to the literature regarding trait attributes and corresponding cognitive, affective and conative attitudes in the context of the vegetarian food service industry.

PurposeDespite the growth of the online overseas purchasing industry, there is a lack of studies addressing these companies' communication strategies. Thus, this study aims to examine the impact of customer experiences with communication via overseas purchasing websites.Design/methodology/approachUsing data from overseas purchase customers in the United States, this study examines communication as either firm or customer generated and assesses their effects on brand-related outcomes.FindingsThe results show that both firm- and customer-generated communication influence brand awareness, perceived quality, and loyalty. Also, the impact of brand awareness on perceived quality is supported. Differences in the relationship between communication and behavior across demographic characteristics (i.e. gender, age, income) are identified, and the impact of firm-generated content on customers is found to be greater than that of customer-generated communication.Research limitations/implicationsGiven the limitations of quantitative surveys to examine overseas retailing practices, the results of this study provide a starting point for future researchers to conduct more qualitative studies with customers from various cultures.Originality/valueDue to the importance of communication marketing in the retail setting, this study provides useful guidelines for online retail services to enhance customers' interaction and empowerment.

PurposeAlthough small businesses are important to the economy, few studies have examined how the small restaurant experience influences customer behavior. Thus, the purpose of this study is to develop a model and examine the influence of small restaurant attributes (i.e. authenticity) on customers' positive attitudes and behavior.Design/methodology/approachUsing 181 responses from customers of small restaurants, this study examines how the dimensions of authenticity (i.e. continuity, credibility, integrity, and symbolism) affect customers' positive behavioral intentions through emotional attachment.FindingsThe results of partial least squared–structural equation modeling demonstrate that customer perceptions of symbolism, credibility, and integrity in their experience at a small restaurant influence their attachment, which in turn influences both their word of mouth and revisit intentions. However, continuity has no significant effect on customers' emotional attachment to service providers. Also, the effects of authenticity on customer behavior vary across demographic categories.Originality/valueWith increasing competition in the small business context, service providers seek to understand how to create positive customer patronization behavior. This study provides guidelines for small business owners who are developing marketing strategies.

PurposeAn increasing number of customers are using customer-to-customer (C2C) platforms to buy and sell products and services. Despite this growth, little research has examined customer experiences with C2C e-commerce. This study examines how informational and emotional interactions affect customer patronage behaviors by increasing customer trust in both sellers and platforms.Design/methodology/approachA self-administered questionnaire was used to collect data from 181 customers of C2C platforms in the United States. Partial least squares structural equation modeling was used to analyze the data.FindingsThe results show that informational interactions affect customer trust both in sellers and platforms, resulting in customer loyalty. The findings also show that emotional interactions affect customer trust in sellers. Multi-group analyses suggest that the impacts of informational and emotional interactions on trust vary depending on customer demographics.Research limitations/implicationsTheoretical implications in this study arise from (1) examination of customer experiences with C2C platforms using the stimulus-organism-response framework, (2) identification of the role of informational and emotional interactions in the formation of trust and (3) exploration of the ways in which customer gender, age and income affect the connection between experiences and consequences in C2C settings.Practical implicationsFrom a practical perspective, this study provides useful guidelines to help C2C business practitioners increase customer patronage behavior by means of interactions and trust.Originality/valueThis study provides practical and academic implications by examining how customer interactions affect customer trust in e-commerce C2C platforms.

Purpose
The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumers' attitudes and purchasing intentions toward organic food brands.


Design/methodology/approach
Given the importance of culture on customers' decision-making, data were collected from the USA and India to examine the potential cultural differences with respect to organic products. A conceptual model is derived and tested using partial least squares structural equation modeling.


Findings
The results indicate that organic consciousness (e.g. for organic standards) is the most important predictor of attitudes, whereas environmental consciousness appears to be the prime motive in the formation of purchase intentions. Multidimensional (i.e. organic, environment, health and social) consciousness can predict attitude and intention. However, organic standards and social consciousness fail to directly influence customers' purchasing intention. The impact of each dimension of consciousness varies between USA and Indian customers.


Originality/value
This study provides an understanding of customers' sustainable consumption behavior by clarifying the relative impact of multidimensional perceived values. Also, because of the growth of organic food market globally, the findings of this study offer valuable insights by identifying the cultural difference between Western and Eastern customers' behavior.

PurposeIn the service industry, corporate social responsibility (CSR) is considered a strategic valuable resource. Although previous studies emphasized CSR activities in the service industry, a limited number of studies have examined the combined effect with the service experience. Thus, this study aims to examine the potential antecedents of cruise customers' positive responses toward the cruise company.Design/methodology/approachThe proposed model includes CSR activities, service experiences, satisfaction and revisit intention. The model is tested using samples of cruise customers from the USA. Tests of the proposed model produce significant results for path coefficients from two-dimensional service experience (i.e. physical quality and staff behavior) and not from CSR activities (i.e. environmental and philanthropic).FindingsHypothesis testing indicates that among cruise customers, perceived physical quality and staff behavior are more relevant for creating satisfaction and revisit intention than environmental and philanthropic CSR support.Research limitations/implicationsThe results provide important implications for scholars concerning the effects of CSR activities on customer behavior for efficaciously managing customers' positive experience with facilities and employees.Originality/valueThere has been a paradigm shift in the cruise industry. The recent trend shows an increasing number of cruise businesses leading to intense competition. Yet, researchers have not adequately examined the impact of service experience and CSR experience simultaneously. Thus, this study contributes to the existing CSR literature by identifying the important determinants of cruise customers' behavior.

Purpose
The purpose of this study is to examine the effect of customers' socio-demographic characteristics on the formation of behavioral intention toward green hotels in Malaysia.


Design/methodology/approach
The current study used partial least square-structural equation modeling to analyze a sample of 400 green hotel customers in Malaysia. Further, multi-group analysis (MGA) is conducted to examine whether a significant difference exists across demographic groups.


Findings
Attitude and perceived behavioral control exert positive effects on desire, which in turn considerably influences behavioral intention. Results of MGA indicate that attributions have varying effects on the desire and behavioral intention with different socio-demographic characteristics. In particular, negative anticipated emotion negatively predicts desire among the customers of the older group, whereas positive anticipated emotion and subjective norm positively influence desire among the customers of the low educational level group.


Research limitations/implications
The study examines green hotel customers' behavior in Malaysia, and further research is needed to determine whether the impact of the proposed determinants across different industries. As the concept of corporate social responsibility (CSR) has started to influence customers' behavior, the findings may be changing over time. Thus, a further longitudinal study would be beneficial to monitor the performance hotel CSR activities.


Originality/value
Although there is an increasing interest in CSR activities among Malaysian customers, there is a lack of information regarding customers' motivation in the green hotel context. Furthermore, limited studies examined the role of customers' demographic characteristics in the CSR literature. There is a need to understand green hotel industry and customers' responses toward CSR activities.

Purpose
Although the characterisation of intrinsic and extrinsic attribution is pervasive and important, this concept is yet to be explored in the corporate social responsibility (CSR) context. Thus, this study aims to study these CSR attributes and examine its influences on hotel customers' behaviour.


Design/methodology/approach
This study explores and attempts to distinguish the varying roles of intrinsic and extrinsic CSR attributes. Framed in context of CSR in the hotel industry, the characteristics of CSR practices (e.g. sympathy or rewarding) are hypothesised to lead customers' motivation to engage in a specific behaviour based on the attribution theory.


Findings
The target population of 150 hotel customers was surveyed, and the results exhibited that the intrinsic and extrinsic attributes of hotel CSR activities increased customers' purchase intention by improving their level of perceived authenticity. The impact of intrinsic motivation on brand authenticity was found to have a greater influence compared to extrinsic motivation. When customers perceive the authenticity of hotel brands, there is a tendency to exert a positive behavioural intention. However, it was identified that for the hotel industry, only extrinsic motivation had a direct influence on customers' positive behavioural intention.


Research limitations/implications
The varying roles of the intrinsic and extrinsic attributes of CSR and its impact on customers' brand authenticity and behavioural intention were identified. Hence, this study conceptually contributes to the existing CSR literature by determining and incorporating the variables that measure the intrinsic and extrinsic attributes of hotel CSR activities.


Originality/value
This study contributes advancements to the hospitality and tourism industry, by expanding the literature to include the identification of significant CSR attributes and strategies that are beneficial, and can be used by companies for their development.

Purpose
Despite the fact that fit positively influences customers' attitudes toward companies, previous research reveals differing roles of fit in the domain of corporate social responsibility (CSR) based on criteria and degree. Because the impact of fit between customers and service companies in the domain of CSR remains unclear in the hospitality context, this study aims to examine the effects of different CSR types on customer–CSR fit, attitude and behavioral intentions in hospitality settings.


Design/methodology/approach
A total of 219 usable hotel customer responses were collected and analyzed using SmartPLS software.


Findings
Results show that companies' demonstration of CSR toward social/nonsocial stakeholders is most effective for increasing perceived fit by customers, followed by CSR toward employees and toward customers. Also, this study identifies perceived fit as an indicator of customers' positive attitudes and revisit intentions. This study enhances our understanding of relationships among three dimensions of CSR activities and customers' responses.


Originality/value
This study provides guidelines with which hospitality companies can create sustainable growth by engaging the welfare of communities, employees and customers.

We examined consumer complaining behavior on a third-party website at different times during a 1-year period, with a focus on seasonal differences in complaints made during the year. We collected 1,799 complaints as data from the website and applied both content analysis and critical
incident technique to identify whether or not there were seasonal differences in reasons for reporting complaints and the frequency of complaints. Results showed that there were differences in frequency and type of complaint between the nonholiday shopping season and the holiday shopping season
from Thanksgiving to Christmas. Our findings contribute to a topic on which there is a paucity of empirical research.