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...

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...

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...

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...

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...

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...

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...

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...

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...

This study investigates relationships among green content marketing (GCM), green brand equity (GBE), technological capabilities (TC), and sustainable bank performance (SBP) in Sierra Leone's banking sector-a context of institutional fragility and low digital infrastructure. Despite growing green...

This research examines the influence of perceived greenwashing on employee non-green behavior, highlighting the key mediating roles of both prevention-focused green crafting and work alienation. Greenwashing has been progressively acknowledged as detrimental to corporate morales and sustainable...

For decades, businesses have struggled with the dichotomy between going green and becoming sustainable. Consumers are frequently seen as the most significant challenge when companies attempt to become more sustainable and greener. Although most consumers claim to be environmentally conscious,...

Despite increasing global awareness of environmental issues, a persistent gap exists between positive environmental attitude and their actual green purchasing behavior-a phenomenon widely known as the attitude-behavior gap. This study addresses this gap by drawing on the theory of planned...

The dynamic field of marketing plays a pivotal role in shaping consumer behavior and influencing product choices. Integrating sustainability into marketing education can provide students with a deeper understanding of sustainable consumption and its broader implications for the marketplace....

In a world divided between consumerism and environmental protection, between greening and greenwashing, there is a strong need for enhancing comprehension regarding the effects that a certain consumption behavior might have on the present and future generations. This study examines what drives...

With an emphasis on social, environmental, and circular economic development, this study seeks to identify critical elements that influence the growth of sustainable businesses. A circular economy, sustainable finance, zero waste, renewable energy, product and packaging recycling, and...