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...

Energy shortage in various parts of the world has an adverse impact on people's quality of life and the overall development of these areas. Pakistan is among the world's energy-deficient countries, with a 7000 MW (Mega-Watt) energy deficit due to higher energy demand and lower energy production....

Purpose Aim of this study is to examine how environmental concern and perceived consumer effectiveness (PCE) mediate the effect of consumer optimism and pessimism on Generation Z's intention to purchase sustainable clothes. Design/methodology/approach A survey was administered to 247 Gen Z...

Purpose The purpose of this paper is to examine the role of green self-identity, green peer influence, service and product quality of organic food retailers on Indian consumers’ perceived trust and transaction risk. Design/methodology/approach The sample consisted of consumers purchasing...