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Public opinions play an important role in the formation of Not in My Back Yard (NIMBY) conflict environmental mass events. Due to the continual interactions between affected groups and the corresponding government responses surrounding the public interests related to health, online public opinion structure reversal arises frequently in NIMBY conflict events, which pose a serious threat to social public security. To explore the underlying mechanism, this paper introduces an improved dynamic model which considers multiple heterogeneities in health concerns and social power of individuals and in government's ability. The experimental results indicate that the proposed model can provide an accurate description of the entire process of online public opinion structure reversal in NIMBY conflict environmental mass incidents on the Internet. In particular, the proportion of the individual agents without health interest appeals will delay the online public opinion structure reversal, and the upper threshold remains within regulatory limits from 0.4 to 0.5. Unlike some previous results that show that the guiding powers of the opinion leaders varied over its ratio in a fixed-sized group, our results suggest that the impact of opinion leaders is of no significant difference for the time of structure reversal after it increased to about 6%. Furthermore, a double threshold effect of online structure reversal during the government's response process was observed. The findings are beneficial for understanding and explaining the process of online public opinion structure reversal in NIMBY conflict environmental mass incidents, and provides theoretical and practical implications for guiding public or personal health opinions on the Internet and for a governments' effective response to them.

PurposeOne purpose of this paper is to examine several factors that potentially influence a consumer's purchasing decision to participate in cause‐related marketing (CRM) program in the Chinese context. The other is to empirically test the hypothesized relationship between cause's attributes and purchase intention in such environment.Design/methodology/approachThis paper develops a measure for exploring the cause's attributes influencing consumer's purchasing intention. Two groups of valid samples, respectively, with 178 and 376 respondents are collected through questionnaire survey. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) are employed to extract and test the key influential attributes on the basis of data of two samples respectively, and structural equation model is used to define the structure of influencing attributes and to measure the degree of impact for each attribute on the consumer's purchasing intention.FindingsThe results show that the degree of cause's participation for consumer, fit between the brand and the cause, cause importance, congruence between the firm's product and the cause, cause proximity play an important role in consumers' attitudes toward the product and firm and their intentions to purchase the advertised product and participate in the CRM campaign, which suggests an opportunity for nonprofits to compete for these vital resources by nurturing and leveraging the antecedent factors and an opportunity for firms to select a cause partner.Research limitations/implicationsThe sample is a convenience sample that is the main limitations of this research. The EFA and CFA is difficult to generalize to a larger audience, and there was a lack of experimental control for the questionnaire investigation, so the quality of questionnaire can not be ensured.Practical implicationsThis research should help firms determine the best partners for strategic social alliances, and provide an advice on how to make them maximum participation, also should help current and potential consumers ascribe personality traits to nonprofit organizations and differentiate between nonprofits on the basis of the cause's attributes. At the same time, this paper provides several interesting areas for future research that will further aid marketing managers to develop a more effective CRM campaign to fit with goals of corporate, which adds some valuable insights or new ideas to develop essential theory.Originality/valueThis paper offers interesting insight into the development of CRM campaigns, and explores the five variables: the degree of cause's participation for consumer; fit between the brand and the cause; cause importance; congruence between the firm's product and the cause; cause proximity also should influence consumer's purchasing attitude, intention and decision behavior in the Chinese context.

Our aim was to demonstrate how competition among nonprofit organizations (NPOs) influences people's charitable behaviors, such as donating and volunteering. We used structural equation modeling to analyze 205 responses from: (a) randomly selected individuals on the donor lists of 3
leading NPOs in China, and (b) students at 3 large universities in China. The results reveal that as competition amongst NPOs increased, the individuals' identification with NPOs became greater. Further, as the respondents' NPO identification increased, their charitable behaviors relative
to the organization also increased; thus, identification played a mediating role between competition and donating and/or volunteering. These findings suggest that managers of NPOs can use competition to help potential supporters better identify with those organizations, increasing the likelihood
of gaining support by more effectively distinguishing their organization from other NPOs. Given that we found donations were a direct result of identification, advertising efforts should be focused on creating a distinctive NPO identity with which members of the public can relate.