Consumers, particularly women, pursue beauty and health in order to uphold their image within society, which has contributed to consistent demand for cosmetics. The cosmetics market, driven by globalization and cultural exchange, sees Thai cosmetics gaining popularity among Chinese women. There has been a significant rise in the popularity of Thai cosmetics, known for their natural ingredients and innovative formulations. With a growing interest in cross-cultural consumer behaviour, particularly in the context of skincare and make-up products, understanding how different age groups perceive and choose Thai cosmetics is crucial for effective marketing strategies. The main issue is the development of consumer preferences over time among Chinese women who have only recently been given the opportunity to choose among many brands. This qualitative study explores the intergenerational differences in Chinese female consumers’ preferences for Thai cosmetics, aiming to uncover rich insights into their perceptions, attitudes, and behaviours. The target population is female Chinese who have visited Thailand and purchased or used Thai-branded cosmetics. Key themes emerge regarding the perception of product efficacy, the cultural authenticity and the role of digital media and trends in influencing product choices. Findings highlight nuanced generational preferences, with older cohorts emphasizing trust and familiarity with established brands, while younger cohorts prioritize innovation, sustainability, and personalized beauty experiences. These insights provide valuable implications for marketers seeking to tailor strategies and product offerings to engage effectively diverse generational segments within the competitive cosmetics market.

Islamabad’s 2019 ban on single-use plastic shopping bags aimed to reduce plastic waste, but compliance is limited. This study evaluates the effectiveness of the ban as well as other factors in curtailing plastic bag use in Islamabad. Regression modeling within a rational choice framework analyzed survey data from 406 retailers across 18 selected urban and rural markets. We found that the subjective belief that a fine was unlikely (β = −16.10; t = −3.90; p < 0.001), likely (β = −24.99; t = −4.95; p < 0.001), or very likely (β = −43.84; t = −4.07; p < 0.001) for selling bags versus very unlikely was significantly associated with lower usage. Additionally, older retailer age (β = −0.25; p < 0.001) and more education (β = −0.77; p < 0.01) were associated with lower plastic bag usage. Business registration (β = −3.94; p < 0.10) and trade membership (β = −4.04; p < 0.05) also decreased use. Rural location (zone II: β = 13.28; p < 0.001) and plastic bags stock availability (β = 16.75; p < 0.001) increased use. Awareness, viewing bags as “Good”, unlikely fines and lack of substitutes lowered use. Results provide insights to inform more effective policies for reducing plastic waste.

This paper uses quantitative research methods to explore the differences in the impact of virtual influencers on different consumer groups in the context of technological integration and innovation. The study uses DBSCAN (Density-Based Spatial Clustering of Applications with Noise) clustering technology to segment consumers and combines social media behavior analysis with purchase records to collect data to identify differences in consumer behavior under the influence of virtual influencers. Consumers’ emotional resonance and brand awareness information about virtual influencers are extracted through sentiment analysis technology. The study finds that there are significant differences in the influence of virtual influencers on different consumer groups, especially in high-potential purchase groups, where the influence of virtual influencers is strong but short-lived. This paper further explores the deep integration of virtual influencer technology with new generation information technologies such as 5G and artificial intelligence, and emphasizes the importance of such technological integration in enhancing the endogenous and empowering capabilities of virtual influencers. The research results show that technological integration and innovation can not only promote the development of virtual influencers, but also provide new technical support for infrastructure construction, especially in the fields of smart cities and industrial production. This paper provides a new theoretical perspective for the market application of virtual influencers and provides practical support for the application of virtual technology in infrastructure construction.

Empirical evidence suggests that generational cohorts display behavioral differences due to rapid advancements in science and technology and enhanced living standards. However, systematic studies examining the behaviours of different generations and their impact on creativity and its various antecedents are scant. This study was undertaken to bridge this gap in the literature by focusing on how generational differences could impact a few behavioural antecedents and employee creativity. The antecedent behaviours examined include self-efficacy, organizational commitment, employee empowerment, and work engagement. Data for the study was collected online using structured, standardized questionnaires. Data were collected from 432 samples and analyzed using Smart-PLS. The results show that most of the proposed antecedents impacted creativity. However, generational differences did not moderate the relationship between the antecedents and creativity. The study will interest scholars and social scientists, as it is the first to be conducted in Saudi Arabia. The study also discusses the implications and limitations. It is expected that the findings of this study will trigger more studies.