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We explored the relationship between green packaging design and green purchase intention from the perspective of consumers by conducting a bootstrapped mediation effects analysis and a multiple mediation analysis with 513 users of a brand in China that has green packaging. The results
revealed that green packaging design had a strong positive impact on green purchase intention, and this relationship was mediated by perceived environmental friendliness, green brand equity, green brand attitudes, and green brand relationships. In addition, green packaging design influenced
green purchase intention through the paths from environmental friendliness to green brand equity, and from green brand attitudes to green brand relationships. The findings of this study offer guidelines for green marketing efforts. By adopting green packaging designs and promoting environmental
friendliness, companies can enhance their green brand equity, which can, in turn, positively influence consumers' green purchase intention.

We explored how the attributes of green animation advertising influence green trust and green customer citizenship behavior by conducting a survey with people who had previously seen Guangdong Weinuoguan Food's animation advertisement in China. There were 568 effective samples gathered
for analysis. The results showed that green animation advertising influenced green trust through reliability, attractiveness, and informativity, and also exerted a positive effect on the relationship between green trust and green customer citizenship behavior. Moreover, green trust mediated
the link between green animation advertising and green customer citizenship behavior. This enhances understanding of the role of green animation advertising in the formation of consumers' attitudes and behaviors. Sellers should focus on the elements of reliability, attractiveness, and informativity
when applying green animation advertising.

Generating employees' altruistic behaviors toward green activities is important. We sought to understand what factors influence green organizational citizenship behavior of employees in the restaurant industry in Taiwan by examining the relationships among green human resource management
practices, employee commitment toward the environment, and green organizational citizenship behaviors. We used convenience sampling to collect data from 512 frontline staff of restaurant chains in Taiwan. Structural equation modeling was conducted to test our hypotheses, and the results show
that five green human resource management practices were positively related to employee commitment toward the environment, which, in turn, positively affected green organizational citizenship behavior. Managers of restaurants can adopt this understanding of the relationships of green human
resource management practices with employees' commitment toward the environment and green citizenship behavior.

We examined the relationships between green human resource management practices, organizational identification, and green citizenship behaviors in the hotel industry. Our framework comprised 5 dimensions of green human resource management practices: green recruitment, green training,
green performance management, green reward, and green involvement. We predicted that each dimension would positively influence frontline employees' organizational identification, and, in turn, their green organizational citizenship behaviors of eco-initiatives, eco-civic engagement, and eco-helping.
Participants were 426 frontline employees working in Taiwanese hotels. Consistent with our predictions, each of the 5 green human resource management practices had a positive influence on organizational identification, which then positively affected green organizational citizenship behavior.
Moreover, green human resource management practices enhanced employees' green organizational citizenship behavior, and organizational identification was an effective mediator of the relationship between green human resource management practices and green organizational citizenship behavior.
Practical and theoretical implications of the findings are discussed.

We proposed a framework comprising the 3 dimensions of formal ownership practices (profit sharing, participation in decision making, and access to business information) that influence brand psychological ownership, thereby facilitating brand citizenship behavior. Data were collected
from 342 frontline employees in restaurants in Taiwan. The results of structural equation modeling analysis showed that the 3 dimensions of formal ownership practices were all strong predictors of brand psychological ownership, which enhanced brand citizenship behavior. Also, brand psychological
ownership was an effective mediator in the relationship between formal ownership practices and brand citizenship behavior. If employees are to demonstrate positive brand behavior, that is, brand citizenship behavior, it is necessary for organizations to generate employees' positive brand
awareness, that is, brand psychological ownership, which plays a cross-level intermediary role between corporate management and brand citizenship behavior.

With growing concern over environmental issues, the effect of green design on consumer behavior is becoming increasingly more important. We established a framework based on extant research and further proposed that there are five dimensions (i.e., environmental protection, safety, packaging
design concept, environmental identification, and convenience) that influence consumers' green trust, in turn, facilitates green brand attachment. In this study we applied structural equation modeling, and data were collected from 286 Taiwanese consumers. The results suggest that green packaging
design is a strong predictor of green trust, which enhances green brand attachment. Moreover, green trust is an effective mediator between green packaging design and green brand attachment. The findings help fill the gap in the literature regarding the relationships among, green packaging
design, green trust, and green brand attachment.

In this study we investigated the relationship between personality traits and online shopping motivations by comparing Big Five model of personality (McCrae & Costa, 1987) and motivations for Internet shopping. Data were collected from 216 participants using a questionnaire. Regression
analysis results indicated that openness was positively associated with adventure and idea motivation, and conscientiousness was positively associated with convenience motivation. Furthermore, extraversion was positively associated with sociality motivation, and neuroticism was positively
related to lack of sociality motivation. Implications and further research directions are then discussed.

Employees' altruistic behavior is a central component of organizational green activities; thus, understanding how to motivate green citizenship behavior in the workplace setting is crucial. This paper explored the effect of green brand love on green brand citizenship behavior, along
with the moderating role of organization culture, from the perspective of frontline employees in the restaurant industry. We administered questionnaires to 426 frontline staff from six Taiwanese restaurants at a single time point. The results showed that green brand love was positively associated
with green brand citizenship behavior, and that clan culture and adhocracy culture positively moderated this relationship. The findings provide practical recommendations for hotel restaurant managers regarding the types of organizational culture that should be developed.

This study explored the relationships between green brand uniqueness, green brand credibility, green brand innovativeness, green brand love, and green customer citizenship behavior in Taiwan's restaurant context. We conducted a survey of 406 customers of the restaurant Wang Steak. Our
results indicate that green brand uniqueness, green brand credibility, and green brand innovativeness all had positive relationships with green brand love. Green brand love was also positively related to green customer citizenship behavior. Our findings provide insight into the relationships
between perceived brand uniqueness, brand credibility, brand innovativeness, and brand love with customers' citizenship behaviors in the green restaurant context. Restaurant managers should promote the unique attributes of green activities, fulfill their green promises to customers, and develop
brand innovativeness related to green issues, thereby strengthening customers' green brand love and green citizenship behavior.

We examined brand love and brand citizenship behavior in the restaurant industry, developing a study framework in which we proposed that the high-involvement human resource (HR) practices of recognition, empowerment, competence development, fair rewards, and information sharing would
play an important role in determining the brand love that enhances brand citizenship behavior. We collected data from 476 frontline employees working in restaurants in Taiwan. The findings suggest that the HR practices of recognition, empowerment, competence development, fair rewards, and
information sharing were crucial predictors of brand love. We also found that brand love mediated the link between business management and brand citizenship behavior, and had positive effects on brandhelping behavior, brand consideration, and brand enthusiasm. If managers can generate employees'
brand love, employees are likely to perform behaviors to assist with brand-related activities, follow brand guidelines while serving customers, have a positive attitude, and engage in behaviors contributing to values of the corporate brand.