Green packaging, branding, and eco-labeling are among the rising green marketing initiatives from food industry businesses that promote a sustainable brand image to potential consumers; this study examines the relevance of these two green marketing strategies on Vietnamese young consumers'...

The objective of this article was to detect green and non-green consumer profiles in Finland, Sweden, and the United Kingdom (UK), based on the perceived importance of product criteria (e.g. green production, price, quality, fashionability) in consumers' purchase decisions. We also examined...

Purpose - This study investigates the circumstances under which a business to customer (B2C) marketplace chooses to implement green marketing to promote green product investment (GPI). It further identifies the optimal sales model approach for implementing green marketing under uncertainty about...

Drawing upon the Theory of Planned Behavior, this research endeavors to delve into the multifarious determinants of green consumption behavior. It extends the traditional Theory of Planned Behavior framework by incorporating information intervention and social trust factors, constructing a...

This paper explores how AI drives GCC sector retail towards the fulfillment of the UN SDGs. Analyzing a survey conducted on 410 retail executives, using PLS-SEM, this study underlines the role of AI in promoting operational efficiency, waste reduction, and consumer engagement with greener...

Based on Stimulus-organism-response theory, this study examines the significant role of green practices in influencing green revisit intentions through the creation of green image and green trust. The quantitative research involved reliability analysis, exploratory factor analysis, measurement...

Purpose - This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Research methodology - Using an online questionnaire from 1st October...

Small and medium-sized enterprises (SMEs) play a critical role in the green economy due to their significant environmental footprint. Because more than 84% of the world’s population identifies with a religion, most SME top-executives are likely to identify with a religion that would influence...

Growing environmental concerns influence consumer buying decisions and behaviours. This study investigates the factors that affect the green purchase behaviours of Generation Z consumers in Vietnam. Employing the value-attitude-behaviour (VAB) framework, the study examines the intricacies of...

Purpose: This study aims to investigate the relationship between institutional support, green export strategies, and export performance among small and medium-sized enterprises (SMEs) operating in various sustainability-focused sectors. Design/methodology/approach: Utilising a quantitative...

The UN Sustainable Development Goals (SDGs) emphasize moving the manufacturing sector towards adopting environmentally friendly practices. Manufacturing industries play a critical role in the economic growth of a country; however, they are also associated with directly affecting the environment....

Consumers' environmental information acquisition from social networks and media facilitates the sharing of recommendations on environmentally friendly products, sustainable initiatives, and environmental protection activities. This study investigates the crucial role of consumers' information...

As environmental concerns continue to arise, companies are increasingly turning to green marketing strategies and promoting green purchasing decisions to meet consumer demand for sustainable products and services. Peripheral regions, often overlooked in discussions about sustainability, have a...

The rising environmental concern has driven organizations to adopt green marketing practices. However, a growing number of organizations have been engaging in greenwashing practices, which mislead customers about their environmental performance. This can have negative consequences for the...

This study aims to comprehensively investigate the impact of green consumption on adopting a sustainable lifestyle. Based on the theory of planned behavior (TPB), a simple conceptual model is developed, and hypothesized relationships are tested in the context of a developing country- India....

The linear consumption model (take-make-dispose) has resulted in an abundance of pollution that has damaged living ecosystems and human health. The circular economy emerged as a potential tool to continue economic activities while generating less waste. Indonesian populations today majorly...

This study explores the attitude-behavior relationship among voters for political party brands that use a sustainable or green marketing approach. A structural equation modeling is used to analyze data collected from 1771 respondents who are registered Indian voters in this case. A positive...

Green purchase behavior in Pakistan faces challenges due to lack of awareness, limited availability, and greenwashing by companies that demand use of online environmental platforms. The study aims to examine the effect of Online Environmental Platforms Service on green purchase behaviors of...

Green marketing is a tool used to encourage the promotion of goods or services, which mainly seeks to safeguard the environment from social, political, and economic activities. The objective of this study was to design green marketing strategies to promote nature tourism in the Coto de Caza El...