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This research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption.

This research conducted three studies. Study 1 explored the main effect of appearance aesthetics (appearance: plain vs classical vs expressive) on green products purchase intention through a one-factor between-subjects design. Study 2 verified the mediating role of perceived naturalness through two types of appearance aesthetics (appearance: classical vs expressive) between-subjects design. Study 3 verified the moderating role of product identity-symbolic attributes through a 2 (product identity-symbolic attributes: non-identity-symbolic vs identity-symbolic attributes) × 2 (appearance: classical aesthetics vs expressive aesthetics) between-subjects design.

Consumers will be more likely to purchase a green product that has classical aesthetics appearance (vs expressive aesthetics). Perceived naturalness mediates the effect of aesthetic appearance on consumer green consumption. Product identity symbol attributes moderate this effect. Specifically, for non-identity-symbolic green products, classical aesthetics can effectively enhance consumer purchase intention. For identity-symbolic green products, expressive aesthetics can effectively enhance consumer purchase intention.

Existing research suggests that aesthetic appearance can increase consumers’ evaluation of electronic products, beauty products and food, but the difference between aesthetics has not yet been explored. This research compares two aesthetics, contributing to the literature on aesthetic appearance in green products and offering valuable insights for managers’ green products marketing.

This study aims to examine the factors that motivate consumers’ omnichannel continuance intention from the utilitarian value perspective and to test the moderating role of product involvement.

Structural equation modeling was used to analyze the research model with data on 382 omnichannel consumers.

Three perceived utilitarian value dimensions – quality, monetary savings and convenience – positively influence consumers’ omnichannel continuance intention through their attitudes. Convenience is the main driver of consumers’ omnichannel shopping. Moreover, the effect of perceived quality on attitude is greater for consumers with low rather than high product involvement.

This study refines the research on omnichannel consumer behavior, adds to the factors known to influence consumers’ omnichannel selection and identifies the critical role of product involvement in retaining consumers. However, it only investigates the basic dimensions of perceived utilitarian value and does not distinguish between types of omnichannel services. Future research can expand upon consumer intention by considering more utilitarian values and omnichannel services.

Omnichannel retailers should consider the significance of these findings in guiding consumer retention and channel integration. Specifically, they may suggest more convenient methods for shopping and measures of consumer product involvement to provide utilitarian value.

This study adds to the literature on omnichannel selection by investigating consumers’ continuance intention. Analyzing the effects of utilitarian value extends prior research on information systems, channel integration, supply chain management and consumer experience.

This study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.

A survey method was used to collect data from 311 omnichannel customers. The research model was tested by employing structural equation modelling.

The results indicate that perceived values, namely, utilitarian, hedonic and social value, positively affect customers' omnichannel continuance intention through attitude. Hedonic value is the main demand of omnichannel customers. Purchase plan plays a moderating role in the relationships between perceived values and attitude. Specifically, the effect of utilitarian value on attitude is greater for unplanned purchases than for planned purchases, whilst the effects of hedonic and social value have no difference between planned and unplanned purchases.

The findings provide guidelines for omnichannel retailers' channel integration and customer value proposition. Retailers should provide more hedonic and social value in customers' entire shopping process through channel integration and consider customers' purchase plan when providing utilitarian value.

This study contributes to the literature on omnichannel customer behaviour by identifying new influential factors that impact customers' omnichannel choice. It also extends the application of the theory of consumption values to omnichannel shopping and identifies the role of purchase plan in value offerings.

Although buy-online-and-pick-up-in-store (BOPS) has been widely implemented by companies, scant attention has been paid to its effect on consumer experience and the concomitant outcomes. Using the psychological ownership theory, this study aims to examine whether and how the BOPS experience (vs online experience) can enhance consumer loyalty.

Study 1 investigated the consumer loyalty of shopping experience (self-pickup vs delivery) on actual consumer behavior through secondary data. Studies 2, 3 and 4 were controlled experiments to further investigate the mediating effect of product psychological ownership, and the moderating effects of product type and postdecision experience valence.

The authors found that BOPS shopping led to higher consumer loyalty (i.e. repeat purchase and repeat purchase frequency) compared with online shopping. Furthermore, the authors examined that this effect was mediated by product psychological ownership and moderated by product type and postdecision experience valence.

Theoretical speculations about how BOPS shopping affects consumer experience should be probed in future research.

Retailers with physical stores can offer in-store pickup options for their online consumers to increase their product psychological ownership and consumer loyalty. And the positive effects of the BOPS strategy relied on product type and postdecision experience valence.

This research offers theoretical contributions to research on the BOPS strategy, psychological ownership theory and consumer loyalty.

Drawing on bargaining power and the inequality aversion perspective, this study aims to probe employees’ influence on addressing income inequality between top executives and nonexecutive employees. Meanwhile, it examines the moderating role of employee-related factors and plan attributes.

This study uses a staggered difference-in-differences design with a propensity scoring match approach and verification of the parallel trend assumption to test the hypotheses.

The results support the hypothesis that employee stock ownership plans (ESOPs) significantly reduce within-firm income inequality. The negative effect is amplified by both the presence of trade unions and the unemployment rate at the regional level, as well as the duration of the lock-in period and the scale of participants within the stock ownership plan.

This study has implications for income inequality research and ESOP design and provides theoretical support for policymakers and corporate governance.

This study contributes to the literature on income inequality by examining the implementation of ESOPs from the employee perspective. Furthermore, it extends the current literature by investigating the strengthening effects of regional factors and ESOP attributes on the relationship between ESOPs and income inequality. The conclusions provide new empirical evidence to promote the effective implementation of ESOPs by combining internal and external factors.