Purpose: The purpose of this paper is to identify the generational cohort effect on responsible consumer behavior. Based on the theory of planned behavior and the generational cohort theory, the authors test the impact of perceived consumer effectiveness (PCE), media exposure (ME), the social...

Purpose: The purpose of this paper is to understand the roles of virtual agents in a virtual co-creation context by exploring their influence on online trust. An empirical study is conducted in the French online wine business to analyse the impacts of different dimensions of virtual agents on...