Although COO has been a topic of central interest in international marketing research, most work has focused on consumers in western countries. The concept of product usage experience, though often implied in COO research, has yet to be investigated more directly and explicitly. The goal of the study is to examine the relationships among COO perceptions, product usage experience and purchase intention among Chinese consumers. The study examined two kinds of product usage experiences (usage variety and frequency) pertaining to products (products in general and laptop computers in specific) made in two countries (America and China). Empirical data gathered from a survey were used to test two sets of research hypotheses pertaining to America and China respectively. The results supported the hypothesized interactions between COO ratings and product usage experiences in predicting purchase intention of American products among Chinese consumers. The interactions between COO ratings and usage experience in predicting purchase intention of Chinese products among Chinese consumers were partially supported.

Background: China's rapidly growing beauty consumer market has led to environmental deterioration and Chinese citizens are aware of this important issue, however, despite positive pro-environmental attitudes, consumers are reluctant to buy green products. This issue is known as the attitude-behavior gap, and existing research lacks information on how this gap operates in the Chinese beauty market. Purpose: The purpose of this study is to use the ACB (Affective, Cognitive, Behavioral) Attitude Model to explore how the attitude-behavior gap works in the Chinese beauty market, specifically, the attitudes of Chinese consumers and how they influence behavior. Method: This study was an exploratory qualitative study in which 30 Chinese participants were interviewed in 3 focus groups consisting of 10 participants each. For the purpose of this study, participants' attitudes toward beauty and personal care products were investigated. Conclusion: The empirical findings show that green knowledge is considered the most important factor in the attitude-behavior gap, as consumption habits and patterns hinder purchase behavior. Second, is health consciousness, where purchase behavior is hindered by the skepticism of product attributes and insufficient information. Third, self-image, as overpackaging makes consumers think that it is detrimental to their image of green consumption. Finally, social influence is the least important factor, as Chinese people are collectivistic and purchasing behavior is more likely to be influenced by surroundings. By prioritizing these four factors, beauty companies and marketers can understand what is preventing Chinese consumers from purchasing beauty and personal care products, and then have the appropriate marketing strategies to respond.

Background: The rapid growth of electric vehicles (EVs) raises concerns about energy consumption, environmental impact, and the management of retired EV batteries (EVBs). Despite the potential benefits of remanufactured EVBs (REVBs) in resource conservation and environmental protection, and its performance parity with new batteries, consumer resistance persists. Exploring factors influencing consumer adoption and strategies for enhancing consumer acceptance is necessary to promote sustainability in the EV industry. There is little attention to consumers in remanufactured products research. Purpose: The main purpose of this study is to explore the factors that Chinese EV consumers' resist to adopt REVBs by using the innovation resistance theory and an extend factor. Methods: Quantitative research with questionnaire is used to test the model and hypotheses. Findings: The results show that Chinese consumers' willingness to adopt and use REVBs is significantly affected by risk barriers, tradition barriers, image barriers, and environmental awareness, which in turn to the formation of consumer resistance to adoption.