Technology-intensive Products Research Articles

Research on the Impact of Agricultural Production Outsourcing on Farmers’ Fertilizer Application Intensity: An Inverse U-Shaped Relationship

Agricultural production outsourcing services encourage a shift in the way crops are grown in developing countries and make it easier for small farmers to join the social division of labor in agriculture. This makes production more efficient and has a big effect on the inputs used in agriculture, especially fertilizer. This paper empirically tests the impact of production outsourcing on farmers’ fertilizer intensity using the instrumental variables method with non-planar panel data from the 2020–2022 China Land Economy Survey (CLES) of farm plots. The results showed that there was a significant inverted U-shaped relationship between the degree of agricultural production outsourcing and the intensity of fertilization on farmers’ plots. Mechanistic analysis shows that agricultural production outsourcing affects the fertilizer intensity by changing the labor allocation of farmers. Especially as the degree of agricultural production outsourcing increases, the intensity of farm labor inputs by farmers gradually decreases, and the impact of fertilizer intensity on the plots showed a tendency to be promoted first and then suppressed. The moderating effect showed that plot size was a major moderating factor. This means that the bigger the plot, the flatter the inverted U-shaped curve became, and the same level of outsourcing could lead to less fertilizer application. This happened by moving the inflection point of the inverted U-shaped curve to the left, which stopped the fertilizer application at a lower level of outsourcing. Heterogeneity analysis showed that participation in technology-intensive production outsourcing was beneficial in terms of reducing fertilizer intensity, and that an increased degree of agriculture production outsourcing was beneficial for farmers with large plot sizes and younger heads of household.

The Path Innovation of Regional Economic Growth: Data Analysis Based on China

AbstractInnovative development to some extent overcomes the path-dependent characteristics of knowledge proximity, and the diversity and complexity of regional knowledge and technology foster regional economic growth. This study constructs a dynamic mechanism for maximizing the enterprise profit to explore the conditions enabling regions that can achieve knowledge accumulation and technological leapfrogging. Utilizing the fitness landscape methodology based on customs data from 30 provinces in China and employing genetic algorithms, we analyze two modes of enterprises with similar and different initial conditions under varying leapfrogging scenarios. By applying profit maximization rules within the fitness landscape of the product space, we examine how to promote regional industrial transformation and upgrade. The results indicate that a larger leap range in the production of products by enterprises, reflecting stronger innovative capabilities, significantly enhances the region’s ability for industrial transformation and upgrade. There is a strong positive relationship between the initial industrial foundation and regional economic development. When regions share a similar industrial base, the complexity of regional knowledge becomes more critical. Therefore, an increase in the foundational development of industries and technology-intensive products can enhance the potential for regional path innovation. Past research has primarily been based on the path dependence theory, emphasizing that the most crucial aspect for underdeveloped economies is the accumulation and development of foundational capabilities. However, our study contends that, for emerging economies, it is crucial to enhance the diversity and complexity of knowledge and technology. Particularly, it is essential to, based on a comprehensive understanding of their own strengths, open up new areas and new arenas in development, continually shaping new growth drivers and new strengths. This emerges as a significant factor in regional growth and leapfrog development.

Investigating Romania’s Export Performance Over Two Decades

This paper investigates the evolution of Romania’s international trade over two decades (2000-2019). Export performance is analyzed along with rising imports, using statistical data and measurement of the specialization index and the revealed comparative advantage (RCA) in selected categories of products. The results of the research indicate a major transformation of the structure of Romanian exports under the influence of the integration into the European Union, the world economic crisis, but also the participation in production networks. The country has lowered the trade deficit for some years and has moved towards more technology-intensive products, but efforts are still needed in trade-related infrastructure, branding and promotional support measures.

Export reprimarization and the role of small business: an analysis of the Brazilian case (2003-2015)

Abstract This paper assesses the phenomenon of “reprimarization” of Brazilian exports in the 2003-2015 period from a firm size perspective. Export “reprimarization” has been an important worldwide issue but more accentuated in Brazil. In this regard, the paper reveals important differences between exports of large and small firms regarding the proportion of exporting companies, total amount exported and, especially, export composition according to levels of technological intensity and product categories. It shows that the Brazilian export dynamics were deeply associated with the exporting behavior of large firms in the period. Responsible for the greatest part of total Brazilian exports, they presented exports relatively more concentrated in primary goods, benefiting more from the boom of commodities. Smaller firms tend to face bigger challenges to start exporting or to become successful exporters. Despite this fact, micro and small firms showed an export composition relatively less dependent on commodities and more dependent on higher technology-intensive products, therefore with important policy implications in favor of supporting their international activity. Keywords: exports; Brazil; “reprimarization”; firm size; technological intensity. JEL Classification: F14; L25; O54.

Analysis of Trade Competitiveness and Complementarity Between China and RCEP Members

This paper makes an in-depth analysis of the development of international trade between China and RCEP members and calculates indexes of different dimensions to discuss the competitiveness and complementarity of trade. The results show that the trade structure between China and RCEP members is gradually changing, and the structure of export trade is constantly optimizing. The export structure of China is comparable to that of other RCEP members, among which capital-intensive and technology-intensive products have the most significant similarity, and trade competition is fierce. China's interdependence with other members is deep and growing. China's trade with the other 14 countries is, on the whole, a competitive and complementary relationship. The signing of the RCEP has brought many opportunities for China as well as many challenges. The research in this paper expands and enriches the research on the potential effect of China's participation in RCEP and provides a reference for the future development direction of China's commodity trade in the context of economic globalization.

Enigma of Relationship between Digital Economy and Intellectual Property Rights: Reflections on Innovation in Digital Economy Represented by Cloud Computing

INTRODUCTION: The development of the digital economy and intellectual property management represented by cloud computing has promoted the progress of China's modernization road. Cloud computing plays a vital role in various industries, and the control of intellectual property rights in the digital economy represented by cloud computing is closely connected with the high-quality development of China's digital economy, the construction of a robust intellectual property country, and the modernization of the national government. China's intellectual property management capability and digital economy management system are advanced, but practical difficulties still exist at home and abroad.
 OBJECTIVES: To improve the development level of computer information technology such as cloud computing; to promote the integrated development of digital economy and intellectual property rights; to solve the protection problems in the practical application of intellectual property rights with information technology; and to promote the coordinated development of digital economy and intellectual property rights represented by cloud computing.
 METHODS: Analyzes the role of intranet in protecting business information from the technical perspective of cloud computing; puts forward the hypothesis of the relationship between the digital economy and intellectual property rights by using literature research; and applies the empirical method to verify the use of patent data of state-owned enterprises and the total index of the regional digital economy.
 RESULTS: The results of the study show that there is a significant positive correlation between the level of development of cloud computing, the Digital Economy, and the internal cloud computing network of the company, which meets the external conditions of the lack of capacity of the Digital Economy and strengthens the globalization of the cloud computing cooperation network.
 CONCLUSION: Companies can manage the risk of data loss in the digital economy by adapting their internal cloud computing capabilities. After in-house processing and multiple reliability tests, the impact of the digital economy, represented by cloud computing, on supply chain innovation remains significant. In the post-financial crisis era, the effect of the digital economy on chain innovation is important because it is a cloud computing technology-intensive production chain with low dependence on external technologies. The digital economy has a threshold effect on innovation in the production chain. With the strengthening of intellectual property protection, the marginal impact of cloud computing and the digital economy on chain innovation increases significantly.

Changing structure of India’s exports with Africa: Where do the technology-intensive exports stand?

The present study is an endeavour to document the pattern of comparative advantage and structural changes of Indian exports with Africa with the help of revealed comparative advantage index and the constant market share model for the period 1980–2021. The results indicate that India possesses a comparative advantage in a large number of export products to markets in Africa. However, most of these exports belong to the category of low-tech and resource-based goods. Considering its abundant labour, it is to be expected for India to have a comparative advantage in these low-skilled and labour-intensive traditional exports. The commodities with maximum advantage in the African market are medicinal and pharmaceutical products followed by sugar, sugar preparations, and honey. In the category of technology-intensive products, India has strengthened its market power only in the export of organic chemicals and dyes, and colouring materials.

Prediction of China’s Carbon Peak Attainment Pathway from Both Production-Side and Consumption-Side Perspectives

To achieve global sustainable development and actively respond to climate change, China, as the world’s largest energy consumer and carbon emitter, needs to save energy and reduce emissions without delay. By constructing LEAP-China production-side and LEAP-China consumption-side models, we predict the carbon emissions of China’s production side and consumption side in different scenarios from 2020 to 2050, respectively. The results show that under the current policies, neither the production side nor consumption side can achieve targeted peak carbon emissions by 2030, which is contrary to China’s current carbon emission policy. Under the sustainable development scenario, China’s production-side CO2 emissions would peak at 10,462.2 Mt in 2029, and China’s consumption-side CO2 emissions would peak 3 years later compared to the production side at 9904.3 Mt in 2032. Therefore, to achieve the peak for both the production and consumption side, we need to coordinate various policies and actively promote industrial restructuring and energy structure optimization. In terms of trade structure, China’s existing import and export trade structure should be adjusted to reduce the export of industrially manufactured goods and increase the proportion of technology-intensive products in foreign trade to realize the transformation from a high-carbon trade structure to a low-carbon trade structure.

STUDY OF THE METHODS OF DETERMİNİNG AND MANAGİNG THE ENTERPRİSE'S EXPORT CAPACİTY BASED ON İNTERNATİONAL BUSİNESS PRACTİCES

STUDY OF THE METHODS OF DETERMİNİNG AND MANAGİNG THE ENTERPRİSE'S EXPORT CAPACİTY BASED ON İNTERNATİONAL BUSİNESS PRACTİCES

Does Difference in Environmental Standard Influence India’s Bilateral IIT Flows? Evidence from GMM Results

In the recent past, India has entered into several regional trading agreements (RTAs) with the objective of export promotion, on the one hand, and deepening participation in the global value chains, on the other. The consequent rise in Indian exports had been accompanied by a simultaneous import growth, given the trade preferences for partners through RTAs as well as ongoing unilateral tariff reforms. The rise in simultaneous exports and imports has enhanced the country’s intra-industry trade (IIT) level. Recently, India has engaged in RTA negotiations with several developed countries, which are characterized by more stringent environmental standards. The current analysis attempts to identify factors that influence India’s bilateral aggregate IIT index in a dynamic panel framework. In particular, it attempts to assess whether greater divergence in environmental standards adversely influence India’s IIT patterns. The empirical estimates reveal that India’s IIT is found to be relatively higher with countries that are technologically more advanced and have relatively stringent environmental standards. The observation indicates that India is possibly specializing in relatively low technology-intensive products vis-à-vis its developed trade partners. The analysis concludes that India would be better off by facilitating innovation and adhering to a higher level of environmental standard. JEL Codes: F13, F14, F15, F18

Optimization of the product service supply chain under the influence of presale services

<p style='text-indent:20px;'>For some high-value and technology-intensive products, customers first ask service integrators to provide presales consulting services for products with potential demand. Improving the service level of presales service will increase service costs and reduce profits, but it can also increase the demand for products. The change in market demand under the influence of services will result in a series of chain reactions, such as changes in supply chain inventory costs and distribution costs. Thus, this paper considers the changes in the product service supply chain (PSSC) network caused by changes in presale service levels and service prices from the overall perspective of the supply chain and chooses a reasonable service level and price so that service integrators and product suppliers in PSSCs can achieve a win-win situation while meeting customer needs. First, a PSSC network optimization model is established considering the presale service level and price. Then, a double-layer nested genetic algorithm with constraint reasoning is proposed to solve this problem. Finally, by calculating the PSSC case of a building material company that produces a water mist spray system for ships, the feasibility and practicability of the algorithm was verified.</p>

Assessing the Efficiency of Venture Capital Functioning in the Transforming Economy in UAE and China by a Mathematical Model

This article examines the evolution of approaches to the content of venture capital based on the evolution of venture capital and venture capital investment, post-industrial society, institutional theory, and experience of forming the venture capital market in developing economies. Hypotheses of the functioning of venture capital in the transforming economy of the UAE and China are proposed and tested. An economical and mathematical model for assessing the efficiency of venture capital functioning has been developed. It was found that there is a particular relationship between the national characteristics of the country’s venture capital industry and the capital invested in innovative industries, as well as the production efficiency of these industries. Moreover, the attractiveness of venture capital investments somehow increases with investments in other sectors in both countries. Since the Chinese market evolved earlier than UAE, it has the most remarkable characteristics, including higher capital workforce ratios and higher exports of science and technology-intensive products. In addition, the Chinese market has a high level of development and focuses on a sustainable financing cycle than UAE.

Sector-level evaluation of China’s CO2 emissions: Trend evolution and index ranking

In China’s low-carbon development progress, industrial sectors play a crucial role in reducing CO2 emissions and maintaining economic growth targets. Because the Chinese government is promoting industrial structure transformation for “high-quality economic development,” the dominant CO2 emitters have changed in recent years. It is important to identify the trend evolution of industrial CO2 emitters and implement targeted measures and policies for CO2 emission control at the sector level. In this paper, a hybrid input–output model is adopted to assess the situation and trend of sectoral CO2 emissions from 2002 to 2017 in China. Demand-side drivers of sectorial embodied CO2 emissions are discussed. Based on the embodied CO2 emission decomposition of 27 sectors, a CO2 emission evaluation index is defined for CO2 emission ranking and key sectors for embodied CO2 emissions are identified. For the key CO2 emitters, we provide targeted policy suggestions for CO2 emission mitigation from the perspective of trend evolution and index ranking.The results indicate the following. (1) 2015 is a turning point for China’s CO2 emission mitigation progress, because the previously increasing embodied CO2 begins to decrease from 2015 to 2017. (2) Although the Construction sector stimulates a large amount of CO2 emissions at present, the major driving forces of CO2 emissions have gradually changed from infrastructure construction to the increasing demand of consumer goods, service industry, and export of technology-intensive products. (3) The CO2 emission intensity of the Electric Power and Heat Supply sector has increased, and promotion of renewable energy consumption is urgently needed. (4) From the demand-driven aspect, tertiary industry has greater CO2 emission potential than heavy industry.

Energy perspective of Sino-US trade imbalance in global supply chains

Abstract The unprecedented global supply chain fragmentation brings an ever-increasing trade imbalance in terms of monetary flows between China and the United States. Associated with the bilateral trade imbalance is the reallocation of resources utilization and environmental stress. In this regard, this study presents an embodied energy model to investigate impacts of Sino-US trade imbalance on global energy use during 2000–2014. Distinguished from previous studies that only evaluate the Sino-US trade based on specific bilateral perspective, this study probes into overall impacts of the Sino-US trade on global primary energy use pattern from the perspective of global supply chains for the first time. A boost to eastbound trade and distinct export industrial structures fuel the unprecedented growth of Sino-US embodied energy trade imbalance, accounting for more than half of the total energy transfers embodied in Sino-US trade. Such imbalance firstly increases sharply from 1956.0 PJ in 2000 to 5265.3 PJ in 2006, followed by a short term decrease to hit a low point at 3267.7 PJ in 2009 because of financial crisis and then a gradual resuscitation with a slower pace in the following years. The exported energy embodied in manufacturing products dominates eastbound flows, whereas energy embodied in agricultural products, technology intensive products and primary energy commodities constitute majority of westbound flows. Due to the dispersed production process in global value chains, more than half of primary energy use embodied in the bilateral trade is geographically exploited in other economies along the supply chain (i.e., Europe, the Middle East and South Asia). Furthermore, security of energy supply is evaluated for the two economies. The results can help predict potential influences of trade conflicts on global energy extraction, illustrating policy implications to make Sino-US trade in line with global energy conservation goals. Considering Sino-US trade's impacts along complex supply chains, distinctive domestic energy conservation measures should give way to global collective and inclusive governance.

A Research on Marketing and Consumer Habits in Konya Jewelry Sector

More than 50 percent of the world's gold production and more than 90 percent in our country are used in jewelry making. Gold, which has been used for decoration and investment instrument for centuries, continues to be demanded by the people of our country in order to both decorate and saving with a habit stemming from our traditions. Turkey’s jewelry sector, which is in the top 5 in the world gold demand and ranked 2nd in gold jewelry exports, currently has 5500 jewelry shops, 20 large jewelry production complexes, 100 wholesale jewelry stores, 40 thousand jewelry shops and 250 thousand employees work in this sector. Jewelry sector has produced for many years with manual labor. Today, the sector has to keep up with the transition to technology-intensive production in order to operate in the world markets and to meet the increasing export demand. The problems of the sector, which has come to a certain place in the world markets and strives for first place, are dealing with greater attention than before. After 1990, the sector was put into a reform process. Necessary institutions for the development of the sector have been put into operation. On the other hand, the development of this industry; While it manifests itself in issues such as branding, product design, technological innovations, marketing strategies, deficiencies in legal regulations damage especially the small-scale jewelry traders. In this study, luxury consumption and hedonic shopping habits are examined by searching literature. In this respect, the phenomenon of consumption was first examined in detail. In the second part, the jewelry sector was explained in all aspects, and then a research was conducted on the consumer habits and the state of the sector with the support of the Konya Jewelers Association.

The unseen face of trade wars: U.S.-China technology comptition

Purpose- The main pillars, strategies and future perspective of the technological cold war between the United States and China are the subject of analysis of this article. Methodology- The study analyzes the future of technology wars between the U.S. and China, the repercussions on global markets, and the effects of diplomatic developments on the economy of the country. Findings- Donald Trump has stated that under Chinese law, foreign companies can enter the Chinese market only by forming joint ventures with local parties, adding that this requirement allows Chinese companies to access the technologies of their U.S. partners. China now holds a very important place in the global production chain. Conclusion- China, which has changed its economic approach from labor-intensive production to technology-intensive production, aims to escape the middle income trap by exporting high value-added technological products. Falling behind China in production, the U.S. is trying to prevent a competition that China will become even more prominent thanks to its 5G technology, and to delay it where it can't prevent it.

A Dynamic Approach In Production Management for Automotive Field

Solution proposals, based on dynamic approaches, can easily take place of the existing situations owing to the unlimited customer requests. Therefore, this may lead to a rapid transformation, triggering the manufacturing society to deal with the requirements for a sustainable competitive advantage.
 
 Especially, the automotive field, deeply affected by the fast-changing demands, brings about some new business models superimposing the existing ones because of the technology-intensive production management. This progress makes the world’s expectation be higher depending on process innovation and minimizing the lead time may be declared as one of the top satisfaction points in the market.
 
 This paper, including the review of different manufacturing methods, highlights the awareness of the best implementations along with the production management in the automotive field. Moreover, it aims to develop a process innovation by designing a dynamic algorithm. The content of the paper, depending on multiple machines with multiple orders, is completed in all details by analyzing the gaps of the literature review. In the second step, the original algorithm is formed by taking into consideration the priorities. The achieved analysis is based on the main criteria and subcomponents of the scheduling of the manufacturing process. Finally, the algorithm, formed by four main priorities, leads the numerical implementations to be done in only one order and the results show that this approach can be a good way for minimization of total delays of orders.

Armington Elasticity and Development

We model trade competitiveness over the course of economic development, by focusing on real world links between technology, market shares, and consumers’ demand for technology products. Our starting point is the Armington elasticity (AE) which is the standard way to represent region-specific preferences in international trade; however, a great drawback is that it is assumed fixed. Our paper contributes by modeling the role of technological and economic progress in evolution of AE. This framework has theoretical and policy applications. We provide illustrations of how the framework can be used to analyze the conditions for successful government policy interventions in trade. Specifically we model supply and demand sides: (1) technological progress influencing AE, as substitution becomes easier when varieties embody similar technology and (2) steadier demand for technology intensive products as the economy develops and incomes rise.

An Analysis on the Improvement of China's Product Export Competitiveness to the United States based on Production Division

본 연구는 2008년 금융위기 이후 중국과 미국의 무역마찰 증대와 무역촉진 현황을 양국의 무역 관계, 규모, 구조에 대한 생산 분업의 영향을 고려하여 중국 상품의 미국 수출경쟁력을 표준국제무역분류기준(SITC)에 따른 가치사슬 관점과 개선된 지수를 바탕으로 재검증하고자 하였다. Section 8에서는 중국이 미국에 비해 수출가치, 수출강도, 수출단가, 무역 보완성 측면에서 현저한 이점을 지니고 있어서 대미 수출경쟁력을 보이는 것으로 확인되었다. 대미 무역적자로 분석된 Section 5와 대미 무역흑자로 파악된 Section 6 모두 중국의 대미 수출 단가가 상대적으로 높게 나타났다. Section 7에서는 미국에 대한 수출 단가는 높지만 수출 강도가 다소 낮아 중국이 기술집약적 제품에서 미국에 대한 수출경쟁력이 상대적으로 약한 것으로 확인되었다. 중국의 대미 경쟁력을 추가적으로 검증하기 위해 일본, 인도, 러시아, 말레이시아, 태국을 비교대상으로 선정하여 분석한 결과 중국은 비교 대상 국가들에 대한 수출경쟁력이 유의미하지 않은 것으로 나타났으며, 특히 일본에 대한 자본 및 기술집약산업에서 수출경쟁력이 유의미하지 않은 것으로 나타났다. 이를 바탕으로 중국 경제규모, 1인당 소득, 기술연구개발 및 제도의 4가지 격차, 상호직접투자 요인을 설명변수로 설정하여 중력모형을 이용한 패널 실증분석을 수행하였다. 분석결과, 중국 경제의 점진적 성장은 수출경쟁력을 효과적으로 향상시키지 못했던 것으로 나타났으며, 과거 다른 나라의 직접투자를 흡수함으로써 중국이 기술적 어려움과 대외무역의 지속적인 마찰이 초래하게 되었던 것으로 파악되었다. 대외직접투자와 자체적인 제도의 개선은 긍정적인 역할을 하였지만, 대외투자 규모, 주최국 수요 능력, 제도 보완에 국한되어 있어서 장기적으로 중국 상품의 수출경쟁력을 단기간에 개선하기는 어려운 것으로 파악되었다. 마지막으로, 중국이 국내외의 관점에서 지속 가능한 상품 수출 경쟁력을 제고할 수 있는 방안을 논의하였다.This study aims to re-verify the export competitiveness of Chinese goods to the U.S. based on the value chain perspective and improved index according to the SITC, considering the influence of the division of production on the trade relations, size and structure of the two countries after the 2008 financial crisis. In Section 8, China has a remarkable advantage in terms of export value, export intensity, export unit price, and trade complementarity compared to the US, which shows that it has export competitiveness to the US. In section 5 and section 6, China s export unit price to U.S. is relatively high, with the former’s trade deficit and the latter’s trade surplus to U.S. In section 7, the export unit price to U.S. is higher, but the export intensity is somewhat lower, which indicates China has relatively weak export competitiveness to U.S. in high technology intensive products. In order to further verify China s competitiveness in the US, Japan, India, Russia, Malaysia and Thailand were selected as the comparative subjects and analyzed. As a result, China s export competitiveness was found to be insignificant for the comparable countries, especially in the capital and technology-intensive industries for Japan. Based on this, China s economic scale, per capita income, technology research and development, institutional gap, and mutual direct investment factors were set as variables and panel empirical analysis using gravity model was conducted. The analysis showed that the gradual growth of the Chinese economy did not effectively improve its export competitiveness, and it was found that by absorbing direct investment from other countries in the past, China had caused technical difficulties and continued friction in foreign trade. While the improvement of foreign direct investment and its own institutional system played a positive role, it was found that it was difficult to improve the export competitiveness of Chinese goods in a short period of time because it was limited to the scale of foreign investment, host countries’ demand capacity and institutional supplementation. Finally, we discussed ways for China to enhance its competitiveness in exporting sustainable goods from both domestic and foreign perspectives.

Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals

PurposeThis paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers.Design/methodology/approachOn the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated.FindingsThe study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories.Originality/valueThe value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.