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. Thus, to generate in-depth and heuristic Chinese consumers information, this study developed proposed theoretical framework (TORA) based on research by Fishbein and Ajzen (1975), while the validity among Chinese consumers was tested as well. Following the TORA model, this study aims to investigate if consumers’ age will moderate the relationship between attitude and intention, and the relationship between subjective norms to behavioral intention. Through structural equation modelling in AMOS, it was found that the model has a well fit to large sample of Chinese consumers, while the moderation effect of age was not significant in the whole sample. Further hierarchical regression analysis conducted in SPSS and Process was able to locate the moderation effect of if divide the consumers into groups by age. Which is, age is significantly and positively moderating the path subjective norms to intention in younger generation (18-25), but significantly positive moderating attitude to intention in consumers aged 26-39. Implications in marketing and to policy makers are discussed at the end of this research.

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 evaluation. 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. The lack of research to impulsive purchasing behaviour, or the emotions of consumers are under-researched, thus how the emotional appraisals affect consumer green purchasing may require more research. With the modified consumer buying process framework, this study highlights the importance of creating memorable experience and build strong emotional communications with consumers. In addition, triggering the collective empathy is recommended to be an effective way of constructing consistent social norms thus enhance the green purchasing intention of consumers.

Despite several decades’ effort to detect and identify phytoplasmas (Tenericutes: Mollicutes) using PCR and Sanger sequencing focusing on diseased plants, knowledge of phytoplasma biodiversity and vector associations remains highly incomplete. To improve protocols for documenting phyto-plasma diversity and ecology, we used DNA extracted from phloem-feeding insects and com-pared traditional Sanger sequencing with a next-generation sequencing method, Anchored Hy-brid Enrichment (AHE) for detecting and characterizing phytoplasmas. Among 22 of 180 leaf-hopper samples that initially tested positive for phytoplasmas using qPCR, AHE yielded phyto-plasma 16Sr sequences for 20 (19 complete and 1 partial sequence) while Sanger sequencing yield-ed sequences for 16 (11 complete and 5 partial). AHE yielded phytoplasma sequences for an addi-tional 7 samples (3 complete and 4 partial) that did not meet the qPCR threshold for phytoplasma positivity or yielded non-phytoplasma sequences using Sanger sequencing. This suggests that AHE is more efficient for obtaining phytoplasma sequences. Twenty-three samples with sufficient data were classified into eight 16Sr subgroups (16SrI-B, I-F, I-AO, III-U, V-C, IX-J, XI-C, XXXVII-A), three new subgroups (designated as 16SrVI-L, XV-D, XI-G) and three possible new groups. Our results suggest that screening phloem-feeding insects using qPCR and AHE sequencing may be the most efficient method for discovering new phytoplasmas.