Resilience, an intrinsic human strategy for thriving amid adversity, has undergone scholarly exploration, yet persistent limitations have created a void in sustainable consumption research. Anchored in existing literature, resilience emerges as a pivotal factor influencing individual behaviour,...

The 20th century witnessed a surge in global economic activities, which propelled the growth of the consumer movement. Unfortunately, this also results in the overconsumption of natural resources, endangering the sustainability of society, the economy, and the environment. Consumption-oriented...

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...

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...

This study aimed to determine the interaction between internal and external factors of consumers indicated by perceived values, green products, and environmental behavior on customers’ decisions to purchase fast food restaurants’ eco-friendly products indicated by green trust and repurchase...

This study explores contemporary practices by three major companies, Samsung, Apple and Huawei, to promote the environmentally friendly attributes of mobile phones by utilizing social media platforms. The research employs a combination of literature review and data analysis to investigate the...

Aim/purpose - This study aims to determine whether a green attitude can complement the influence of green marketing on green purchase intention for environmentally friendly fast-food products, considering the orientation toward sustainable environmental preservation. Design/methodology/approach...

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...

As the world becomes more conscious of sustainability issues, businesses are progressively adopting green marketing tactics to attract environmentally aware customers. The emergence of artificial intelligence (AI) has significantly transformed green marketing, opening up novel avenues for...

Understanding the factors that drive green buying intentions has become critical, as environmental issues continue to rise globally. The study investigates the influence of environmental commitment and green motivation on environmental identity and green purchasing intentions. Additionally, it...

As environmental sustainability becomes a strategic priority for the hospitality sector, firms are increasingly adopting internal green marketing (IGM) practices to drive innovation. This study investigates how IGM influences innovative performance (IP) among hotel employees, focusing on the...

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...

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...

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...

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...

Sustainability is imperative today, where climate change and environmental degradation pose existential threats. The United Nations' Sustainable Development Goal (SDG) 12 identifies that a large share of the world population consumes too little to meet their basic needs. Also, two-thirds of...

Research background: Growing global concerns about pollution and environmental degradation have heightened interest in eco-friendly, sustainable, and green consumption. As individuals become more environmentally conscious, they adopt "green" lifestyles as part of their responsibility toward...

This systematic literature review investigates how marketing strategies focused on sustainability affect consumer trust and sustainable branding in emerging economies, where environmental regulations are often weak or inconsistently enforced. Although interest in green business practices is...