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Despite a multitude of social campaigns and widely publicized scientific evidence of how excessive, unprotected sun exposure damages the skin and is a key cause of the skin cancer, people continue to crowd the beaches, oftentimes without any sunscreen protection. Also numbers of those who use sunscreen on a daily basis remain low. In this study, we analyze how the attitudes toward tanning and behavior of sunscreen use change under the influence of persuasive messages. We compare the effectiveness of an emotionally neutral persuasive message to an emotionally negative persuasive message. We show that persuasive messages combining fear with other negative emotions are successful, however, those generating negative emotions are not significantly more effective than emotionally neutral messages. Furthermore, our results show that while persuasive messages can change the attitudes toward tanning, they do not directly lead to a behavioral change in terms of sunscreen use intentions. However, as we show, the tanning attitude mediates the relationship between persuasive message and the attitude toward sunscreen use and intentions to use it. The resulting change in the tanning attitude contributes to a change in the attitude toward use of sunscreen. [ABSTRACT FROM AUTHOR]

In light of an ongoing climate change and an increasing fragility of fossil energy supply due to global political tensions, the adoption of renewable energy sources is of utmost importance for economic and social prosperity. This study targets to endeavor major value chain configurations within the global wind power industry network based on a data set of 326 relationships established by the 10 globally leading wind turbine firms covering a time span of 15 years. We discuss the demand side and provide an overview of the main wind power investment target countries and compare the importance of different regions. On the supply side, we analyze and identify eight important firm clusters within the global wind power business network. Concerning our sample, we elaborate horizontal and vertical relationship links, their collaboration patterns, regional partner preferences, and their value chain competences, thus providing valuable insights into the competitive structures of the wind power industry. By doing so, we open the debate on appropriate and efficient firm strategies within renewable industries. As consequence, we provide robust empirical evidence on global wind power industry architectures and corresponding competitive firm forces for the future. As we found that the industry is currently divided into eight main global industry clusters, our study delivers valuable industry network insights addressing managerial, political, and socioeconomic decision makers in order to secure future ecological and economic prosperity in a challenging world. [ABSTRACT FROM AUTHOR]

Educators, marketers, and policymakers need to understand what factors influence the consumers' purchase of green products to encourage green product buying. Thus, this study examines the antecedents to green purchases. An online survey provides quantitative input for a SmartPLS analysis. The study draws on the theory of consumption values to investigate how emotional and social values affect green purchasing decisions. The role of knowledge‐seeking in developing these values is investigated and found to be significantly positive. The relationships between emotional value, social value, and green purchase behavior are found to be mediated by environmental concerns. This study contributes to the discussion around consumption values by showing that environmental concern has a stronger relationship with green purchases than emotional and social value. It is through the environmental concern that emotional and social values influence green purchases. Our findings suggest that marketers should leverage the consumers' knowledge‐seeking and environmental concern in their advertising campaigns by emphasizing a specific green product novelty and highlighting the casual connection between green buying and their effect on the environment. [ABSTRACT FROM AUTHOR]