“How Generation Differs”: An Empirical Analysis on Chinese Fast Fashion Consumption

Previous studies implied the different behavioral intention formation of a specific object for individuals in different age groups, but few research to Chinese consumers’ sustainable fast fashion behaviour were found considering the enormous amount of consumption and waste of fast fashion products in China. Meanwhile, as a fast developing country, it might be insufficient to conduct research ignoring the consequences of different education level and growing environment among different generations.Data were collected by a professional Chinese company (Wenjuanxing), using a structured questionnaire with closed-ended questions in line measurements in previous literature. In total, 275 respondents participated in the survey. It was then decided to adopt factor analysis, structural equation modelling and hierarchical regression analysis in order to fulfil the purpose of this research.Different outcomes signified the constructs in theory of reasoned actions may have limited prediction power to Chinese culture and consumers, and differs in different age groups. More importantly, age is significantly and positively moderating the path subjective norms to intention in younger generation (18-25), but significantly and positively moderating attitude to intention in consumers aged 26-39.This study suggest that retailers can develop effective marketing program, in order to encourage sustainable consumption among Chinese consumers. In addition, strategies can be designed accordingly with the characteristics of different age group of consumers to achieve maximum effectiveness.This study provides valuable insight into consumer behaviour regarding sustainable consumption among different ages, and how to effectively interpret the differences through a social and psychological perspective. The attempt can also be replicated in other collective companies for marketing sustainable fast-fashion consumption. Keywords:Consumer behaviour, Sustainable consumption, Chinese consumers, Fast-fashion, Theory of Reasoned Actions DOI: 10.7176/JMCR/88-03 Publication date: January 31st 202

“Green Products”: A Review with the Consumer Buying Process Framework

Green consumption has become a crucial academic and practical topic with the increasing environmental-protection awareness of scholars, industries and consumers. However, the growth in green purchasing may not reflect the concerns. This study aims to synthesize recent research and points several causes of low purchases to green products in the consumer perspective and provide a comprehensive understanding to the realistic consumer decision-making process. Through the scope of Consumer Buying Process framework, this study systematically reviewed 73 credible articles on green purchase behaviour published from 2010 to 2022. Main constructs and theories applied in selected literature is further discussed in each sector of the CBP framework. The study results showed the green purchase process may have a ‘loop tendency’ that falls into the circulation of construction of evaluation and adoption of those evaluations. Moreover, purchasing behaviour which performed by minority of the consumers may not be strong enough to form a valid social norm, and the current available still lacked power to fulfil consumer needs. With the modified consumer buying process framework, this study highlights the importance of creating memorable experience and build strong emotional communications with consumers

Musbrnoia stehliki Dworakowska 1979

2. Musbrnoia stehliki Dworakowska, 1979 Musbrnoia stehliki Dworakowska, 1979 b: 5, Figs 25–36. Distribution. Vietnam.Published as part of Cao, Yanghui & Zhang, Yalin, 2014, Taxonomic study of the leafhopper genera Gredzinskiya Dworakowska and Musbrnoia Dworakowska (Hemiptera: Cicadellidae: Typhlocybinae: Erythroneurini) with descriptions of seven new species, pp. 59-70 in Zootaxa 3753 (1) on page 67, DOI: 10.11646/zootaxa.3753.1.5, http://zenodo.org/record/28538

Gredzinskiya serrata Cao & Zhang, 2014, sp. nov.

4. Gredzinskiya serrata sp. nov. (Figs 1 e–h, 4) Description. Ground color (Figs 1 e–h) pale grey, wings pale except darker at tips. Male anteclypeus extremely broad. Male 2 S abdominal apodemes (Fig. 4 a) not reaching hind margin of third sternite. Pygofer side (Fig. 4 b) with reduced macrosetae at lower basal angle and about 5 microsetae along hind margin. Subgenital plate (Fig. 4 e) with about 5 macrosetae in irregular row, lateral microsetae in irregular rows, subapical setae including both elongate and shorter ones. Style (Fig. 4 f) relatively narrow, subapical tooth with inner edge serrated, perpendicular to apical tooth. Connective (Fig. 4g) with manubrium narrowing towards tip, central lobe broad. Aedeagal shaft (Figs 4 h, i) almost straight, narrowing apically, dorsal margin serrated centrally, apical part expanded laterally, with two pairs of symmetrical processes on ventral surface, apical pair larger than preapical pair. FIGURE 3. Gredzinskiya lamellaris sp. nov. a, fore wing; b, abdominal apodemes; c, genital capsule; d, pygofer dorsal appendage and anal tube appendage; e, subgenital plate, style, connective and the 9 th sternite, dorsal view; f, subgenital plate, dorsal view; g, style, lateral view; h, connective; i, aedeagus, lateral view; j, aedeagus, ventral view. Measurement. Male length 4.1mm. Material examined. Holotype: ♂, THAILAND, Chiang Mai, Doi Chiangdao, NP Water reservoir, 19 ° 24.419 'N, 98 ° 55.237 'E, 549m, Malaise trap, 7–14. viii. 2007, coll. S. Jugsu & A. Watwanich. Deposition. QSBG, Chiang Mai, Thailand. Diagnosis. Very similar to G. zhangae sp. nov., but subgenital plate with fewer macrosetae, central lobe of connective broader, aedeagus with dorsal margin serrated centrally, and distal paired processes larger than subapical pair. Etymology. This new specific epithet is derived from Latin word “ serratus ”, meaning serrated, referring to the dorsal edge of the aedeagal shaft.Published as part of Cao, Yanghui & Zhang, Yalin, 2014, Taxonomic study of the leafhopper genera Gredzinskiya Dworakowska and Musbrnoia Dworakowska (Hemiptera: Cicadellidae: Typhlocybinae: Erythroneurini) with descriptions of seven new species, pp. 59-70 in Zootaxa 3753 (1) on pages 62-63, DOI: 10.11646/zootaxa.3753.1.5, http://zenodo.org/record/28538

Gredzinskiya zhangae Cao & Zhang, 2014, sp. nov.

6. Gredzinskiya zhangae sp. nov. (Figs 1 m–p, 6) Description. Body (Figs 1 m–p) pale. Male anteclypeus extremely broad. Male 2 S abdominal apodemes (Fig. 6 a) not reaching hind margin of third sternite. Pygofer side (Fig. 6 b) with reduced number of macrosetae at lower basal angle and with about 5 microsetae along hind margin. Subgenital plate (Fig. 6 e) with row of 6–7 macrosetae, lateral microsetae in irregular rows, subapical setae shorter. Style (Fig. 6 f) relatively narrow, subapical tooth perpendicular to apical tooth. Connective (Fig. 6g) with manubrium relatively broad, tapered, central lobe narrow. Aedeagal shaft (Figs 6 h, i) similar to that of G. serrata sp. nov., but less expanded subapically in ventral view, dorsal margin serrate basally, distal paired processes far away from preapical pair and smaller. FIGURE 5. Gredzinskiya spinalis sp. nov. a, hind wing; b, abdominal apodemes; c, genital capsule; d, pygofer dorsal appendage and anal tube appendage; e, subgenital plate, style, connective and the 9 th sternite, dorsal view; f, subgenital plate, dorsal view; g, style, lateral view; h, connective; i, aedeagus, lateral view; j, aedeagus, ventral view. FIGURE 6. Gredzinskiya zhangae sp. nov. a, abdominal apodemes; b, genital capsule; c, pygofer dorsal appendage and anal tube appendage; d, subgenital plate, style, connective and the 9 th sternite, dorsal view; e, subgenital plate, dorsal view; f, style, lateral view; g, connective; h, aedeagus, lateral view; i, aedeagus, ventral view. Measurement. Male length 4.2mm. Material examined. Holotype: ♂, CHINA, Yunnan Prov., Jinghong, Bubeng, light trap, 03. ix. 2010, coll. Zhang Meng Deposition. Entomological Museum, NWAFU, Yangling, China. Diagnosis. Very similar to G. serrata sp. nov., but central lobe of connective narrower, aedeagus with dorsal margin serrate basally, and apical paired processes smaller than preapical pair. Etymology. The new species is named after the collector, Zhang Meng.Published as part of Cao, Yanghui & Zhang, Yalin, 2014, Taxonomic study of the leafhopper genera Gredzinskiya Dworakowska and Musbrnoia Dworakowska (Hemiptera: Cicadellidae: Typhlocybinae: Erythroneurini) with descriptions of seven new species, pp. 59-70 in Zootaxa 3753 (1) on pages 64-66, DOI: 10.11646/zootaxa.3753.1.5, http://zenodo.org/record/28538

Raabeina acutata Zhang & Cao, 2011, sp. nov.

8. Raabeina acutata sp. nov. (Figs. 7, 14, 21, 84–93) Description. Head as wide as pronotum, crown with anterior margin subparallel to posterior margin, coronal suture distinct basally (Fig. 7). Frontoclypeus broad, anteclypeus narrow (Fig. 21). Wing venation as in Figs. 84, 85. Forewing with R and M vein indistinct basally. Ground color yellowish-gray. Eyes dark brown. Anterior margin of crown yellow. Streak along coronal suture broad, yellow. Median and posterior region of pronotum dark yellow. Patches on hind angles of pronotum and apex of scutellum brown. Scutellum pale yellow. Forewing gray, semitransparent. Abdominal tergites pale yellow, with transverse stripes on each tergite brown. (Figs. 7, 14). Abdominal apodemes reaching middle of fifth sternite (Fig. 86). Anal tube appendage extending far beyond pygofer hind margin (Fig. 87). Upper basal region of pygofer side well pigmented. Pygofer side with five macrosetae at lower basal angle and row of nine rigid setae at hind margin (Fig. 87). Subgenital plate with hardly pigmented, prolonged distal part; with three to four macrosetae at transitional part; without minute peg-like microsetae at angle of caudal part; narrowed area short (Figs. 88, 89). Paramere with arcuated, tapering apical part (Fig. 90). Aedeagal shaft broad, straight, as long as preatrium (Fig. 92). Measurement. Male length 4.2mm (including wing). Material examined. Holotype: 3, CHINA, Tibet, Yigong, 2300m, 13 June 1978, coll. Li Fasheng. Deposition. China Agricultural University, Beijing, China. Diagnosis. The genital capsule of this species resembles that of R. curtihamata, except its longer anal tube appendage, hardly pigmented subgenital plate and tapering apical part of paramere. Etymology. This name is derived from Latin word “ acutata ” which refers to the tapering apical part of paramere.Published as part of Zhang, Yalin & Cao, Yanghui, 2011, A taxonomic study of the Oriental leafhopper genus Raabeina Dworakowska (Hemiptera: Cicadellidae: Typhlocybinae: Erythroneurini), with descriptions of five new species and one new record from China, pp. 47-58 in Zootaxa 2935 on pages 56-58, DOI: 10.5281/zenodo.20761

Raabeina bubengensis Zhang & Cao, 2011, sp. nov.

4. Raabeina bubengensis sp. nov. (Figs. 3, 10, 17, 47–54) Description. Head as wide as pronotum, vertex produced medially, coronal suture obvious (Fig. 3). Face with frontoclypeus and anteclypeus narrow (Fig. 17). Vertex and pronotum ochre-yellow. Eyes grey to brown. Streak along coronal suture light orange. Patches on hind angles of pronotum and apex of scutellum, black. Scutum and scutellum pale yellow, with triangles yellow. Forewing light ochre, semitransparent. Abdominal tergites orange, with transverse stripes on each tergite black. (Figs. 3, 10). Abdominal apodemes extended beyond fifth sternite (Fig. 47). Anal tube appendage extended far beyond pygofer hind margin (Fig. 48). Upper basal region of pygofer side well sclerotized. Basal angle of pygofer side with three macrosetae and lower margin with five rigid setae (Fig. 48). Subgenital plate with dark, prolonged distal part; with three to four macrosetae at transitional part; with four minute peg-like microsetae at the angle of caudal part; narrowed area short (Figs. 49, 50). Paramere with apical part long, arcuated (Fig. 51). Aedeagal shaft sharply curved dorsad, shorter than preatrium (Fig. 53). Measurement. Male length 3.4–3.7mm (including wing). Material examined. Holotype: 3, CHINA, Yunnan Prov., Jinghong, Bubeng, at light, 4 September 2010, coll. Zhang Meng; Paratypes: 53, CHINA, Yunnan Prov., Jinghong, Bubeng, at light, 3 September 2010, coll. Zhang Meng; 43, same data as holotype. Deposition. Entomological Museum, Northwest A & F University, Yangling, China. Diagnosis. This species is extremely similar to R. fuscofasciata but can be distinguished from the latter by its larger size, much darker, longer apical part of subgenital plate, and by its strongly curved paramere and aedeagal shaft. Etymology. This new species is named for its type locality “Bubeng”.Published as part of Zhang, Yalin & Cao, Yanghui, 2011, A taxonomic study of the Oriental leafhopper genus Raabeina Dworakowska (Hemiptera: Cicadellidae: Typhlocybinae: Erythroneurini), with descriptions of five new species and one new record from China, pp. 47-58 in Zootaxa 2935 on pages 49-51, DOI: 10.5281/zenodo.20761

Gredzinskiya lipcowa Dworakowska 1972

2. Gredzinskiya lipcowa Dworakowska, 1972 Gredzinskiya lipcowa Dworakowska, 1972 j: 113, Figs 41–56. Distribution. Vietnam.Published as part of Cao, Yanghui & Zhang, Yalin, 2014, Taxonomic study of the leafhopper genera Gredzinskiya Dworakowska and Musbrnoia Dworakowska (Hemiptera: Cicadellidae: Typhlocybinae: Erythroneurini) with descriptions of seven new species, pp. 59-70 in Zootaxa 3753 (1) on page 60, DOI: 10.11646/zootaxa.3753.1.5, http://zenodo.org/record/28538

Musbrnoia fumistriga Melichar 1914

1. <i>Musbrnoia fumistriga</i> (Melichar, 1914) <p> <i>Aidola fumistriga</i> Melichar, 1914b: 143; Metcalf, 1968a: 1481; <i>Musbrnoia fumistriga</i> Dworakowska, 1972b: 397, Figs 13–24, 31.</p> <p> <b>Distribution.</b> Java.</p>Published as part of <i>Cao, Yanghui & Zhang, Yalin, 2014, Taxonomic study of the leafhopper genera Gredzinskiya Dworakowska and Musbrnoia Dworakowska (Hemiptera: Cicadellidae: Typhlocybinae: Erythroneurini) with descriptions of seven new species, pp. 59-70 in Zootaxa 3753 (1)</i> on page 67, DOI: 10.11646/zootaxa.3753.1.5, <a href="http://zenodo.org/record/285384">http://zenodo.org/record/285384</a&gt