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The purpose of this paper is to understand Eco-Apparel consumption behavior in consumers who care about the environment.

A snowball sampling technique was used to recruit 16 participants for in-depth interviews.

Two attitude-behavior gaps existed: the gap between environmental attitude and Eco-Apparel purchasing behavior; and the gap between Eco-Apparel attitude and Eco-Apparel purchasing behavior. There were two connections: product and emotional benefits leaded to Eco-Apparel purchasing behavior; and personal cost benefits, emotional benefits, and economic considerations leaded to Eco-Apparel using and disposing behavior. These gaps and connections suggested participants have certain standards regarding Eco-Apparel consumption. First, the standard of purchasing Eco-Apparel was the same as regular apparel. Second, participants did not want to expend much effort. Third, for some participants, emotional benefits (e.g. fun, good feeling, satisfaction) were important.

The small sample size and the snowball sampling technique limit generalization of the study’s findings.

These findings might be of interest to apparel manufacturers and retailers who want to re-enforce consumers’ positive attitudes leading to actual purchase and consumption behaviors.

The current study for the first time examines the attitude-behavior gaps, proposes reasons behind these gaps, as well as connections between benefits and Eco-Apparel usage and disposal behaviors. In addition, the proposed framework is the first attempt to illustrate the relationships among gaps, connections, and consumption standards.

This paper aims to explore the widely recognized awareness/attitude‐gap in sustainable tourism and discuss a series of theoretical approaches on three levels: individual, interpersonal and community level theories.

These theories are linked to existing studies on tourists' awareness/attitude and behavior in relation to climate change in order to assess which type of theory explains the gap best and which may be the most useful in bridging the gap.

The paper argues that, although individual level theories offer the best explanation of the awareness/attitude‐gap, community level theories may offer the best solution.

The paper has important relevance for academic researchers who intend to study the awareness/attitude gap in a tourist setting.

The research analyzes the influence of three environmental triggers, i.e. awareness, concern and knowledge on environmental attachment and green motivation that affect tourists' pro-environmental behavior in the Pakistan’s tourism industry. Furthermore, this study has analyzed the moderating role of moral obligation concerning environmental attachment and green motivation on tourists' pro-environmental behavior.

Data were gathered via a structured questionnaire by 237 local (domestic) tourists of Pakistan. Furthermore, the data were examined by employing SmartPLS.

Findings demonstrate that all three environmental triggers have a positive and significant relationship with environmental attachment and green motivation. Accordingly, environmental attachment and green motivation promote tourists' pro-environmental behavior. Furthermore, the moderating role of moral obligations has also been incorporated in the study. The finding reveals a strong and positive relationship among environmental attachment and tourists' pro-environmental behaviors during high moral obligations. In contrast, moral obligations do not moderate association between green motivation and tourists' pro-environmental behavior. Therefore, competent authorities should facilitate tourists to adopt environmentally friendly practices; which will ultimately promote pro-environmental behavior.

This study provides useful insights regarding the role of tourism in fostering environmental attachment and green motivation that sequentially influence tourist pro-environmental behavior. Secondly, this research has employed moral obligations as a moderator to identify the changes in tourists’ pro-environmental behavior based on individuals' ethical considerations. Hence, the study provides an in-depth insight into tourists' behavior. Lastly, the present research offers effective strategies for the tourism sector and other competent authorities to increase green activities that can embed the importance of the environment among individuals.

Posits that the buying decision is influenced by extra‐personal persuasion and the intra‐personal influence of a buyer's personal behaviour. Suggests that the creative design of marketing is dependent on an understanding of these two processes which, it is revealed, can lead to a remarkably different market response.

The intention of consumers to behave sustainably is not a reliable predictor of sustainable hospitality choices. This intention-behaviour gap represents one of the biggest challenges for marketers and environment-friendly businesses. To address this issue, this study aims to draw upon the intention-behaviour gap. The authors revise the sustainable hospitality literature to identify the limitations, to evaluate the extent to which the intention-behaviour gap is embedded in the hospitality literature and to provide practical guidance on how to move research forward in the sustainable hospitality field.

The authors adopted a five-step process to review and analyse 71 scientific papers published in 14 Hospitality Journals. The authors developed a descriptive overview of the literature showing the publications in this field over the years, the sustainability practices implemented by companies and consumers and the setting of the studies. Finally, the authors conducted a critical analysis of research in sustainable hospitality adopting the intention-behaviour gap lens.

Leveraging the descriptive overview and critical analysis, the authors offer four directions for future research to address the existing literature limitations. The authors encourage scholars to expand the scope of the research setting, investigate diverse sustainability practices, integrate existing knowledge on the intention-behaviour gap into sustainable hospitality research and combine traditional research methods with emerging technologies.

This study exposes the theoretical challenge of applying conventional behaviour theories to sustainable hospitality, prompting a call for framework re-evaluation. It offers practical insights, empowering researchers, marketers and policymakers to navigate and mitigate the intention-behaviour gap in sustainable hospitality.

The originality of this paper is underscored by its distinctive focus on the unique intention-behaviour gap within sustainable hospitality, coupled with a compelling call to re-evaluate traditional behavioural frameworks. It provides a roadmap for future research in sustainable hospitality, benefiting researchers, policymakers and marketers in promoting sustainable initiatives.

Marketing ethics and social responsibility are inherently controversial, and years of research continue to present conflicts and challenges for marketers on the value of a socially responsible approach to marketing activities. This article examines whether or not consumers care about ethical behaviour, and investigates the effect of good and bad ethical conduct on consumer purchase behaviour. Through focus group discussions it becomes clear that although we are more sophisticated as consumers today, this does not necessarily translate into behaviour which favours ethical companies and punishes unethical firms. The article concludes by some thoughts on how marketers might encourage consumers to engage in positive purchase behaviour in favour of ethical marketing.

The purpose of this paper is to provide the theoretical insights with regard to the green purchasing intention–behavior gap and the role played by social media influences in abating this gap. This paper takes into consideration a wider aspect with regard to the antecedents of behavioral intention through personal and social identities in place of the antecedents presented in the theory of planned behavior and social-identity theory. Furthermore, as the theories lack an explanation of how to reduce the intention–behavior gap, this paper also argues the source credibility model (SCM) in explaining the impact that social media influences can have on the behavioral gap.

Hypothetical deductive method is proposed for this concept paper under the positivism research paradigm.

Not applicable as this is a concept paper. However, the paper discusses the theoretical and managerial implications.

This is a concept paper. Yes this paper discusses the theoretical, managerial, and social/ecological implications.

This paper highlights the relevance of consumers' personal and social identities when consumers make purchasing decisions regarding green products. How managers can make marketing strategies, based on credibility model, involving social media influences as product endorsers and ambassadors, as well as the policy makers to design products, earmark consumer behavior and to conduct marketing campaigns in time to come.

As to how policies can be designed and adopted for bio-based economies where sustainability and circularity are given priority and to increase the attention of businesses moving toward sustainable practices.

Original thought developed based on research, theoretical and market gaps.

This study encourages a quantum leap knowledge encouraging tourism researchers to measure actual behavior.

This study enhances the contribution of scholars to the achievement of Sustainable Development Goals; it is key to understand how to alleviate the distance between consumers’ intentions and behavior.

This study proposes a conceptual figure that shows how relative value, rationality and social desirability are the key determinants that hamper intentions in becoming behaviors.

This study encourages scholars to consider consumers’ perceptions and the relative value they attribute to sustainability in their decision-making and to conduct field studies that observe consumer behavior in the real world and measure not just the intentions, but what is actually happening.

为了提高学者们对实现可持续发展目标的贡献, 关键的问题是要了解如何减少消费者的意图和行为之间的距离。

我们想鼓励旅游研究人员测量实际行为, 成就一个飞跃性的知识。

我们提出了一个概念图, 显示了相对价值、理性和社会期望是如何成为阻碍意图变成行为的关键决定因素的。

我们鼓励学者们考虑消费者的看法和他们在决策中赋予可持续性的相对价值, 并进行实地研究, 观察消费者在现实世界中的行为, 不仅衡量意图, 更要衡量实际发生的情况。

Para mejorar la contribución de los estudiosos a la consecución de los Objetivos de Desarrollo Sostenible, es fundamental entender cómo se puede paliar la distancia entre las intenciones y el comportamiento de los consumidores.

Queremos impulsar un salto en el conocimiento que anime a los investigadores del turismo a medir el comportamiento real.

Proponemos una figura conceptual que muestra cómo el valor relativo, la racionalidad y la deseabilidad social son los determinantes clave que dificultan que las intenciones se conviertan en comportamientos.

Animamos a los estudiosos a tener en cuenta las percepciones de los consumidores y el valor relativo que atribuyen a la sostenibilidad en su toma de decisiones y a realizar estudios de campo que observen el comportamiento de los consumidores en el mundo real y midan no sólo las intenciones, sino lo que realmente ocurre.

This study aims to investigate the impact of green image on student loyalty and to present a conceptual framework aimed at retaining current students and attracting new ones in higher education.

After review of prior studies using green image to predict customer loyalty in non-higher education industries and student loyalty in the context of higher education, a conceptual framework is developed after identifying research gaps in two sets of literature.

Using stimulus-organism-response (S-O-R) as a foundation, this study identifies core constructs in the green marketing perspective that may serve as predictors of student loyalty in higher education. A conceptual framework has been developed to examine the relationship between green image and loyalty of student in higher education, with student green satisfaction and institution reputation serving as mediators.

This study is restricted to developing a conceptual framework and no empirical evidence has been presented. However, the conceptual framework developed in this study could facilitate the theoretical and practical implications for enhancing loyalty of students in higher education.

This study contributes to the extant literature in the green marketing realm by extending the green perspectives in the higher education context. This is one of the earliest conceptual papers to examine loyalty of students in higher education using green image. The conceptual framework could serve as the foundation for future research on enhancing loyalty of students in higher education.

Previous research has found mixed evidence of an attitude–behavior gap in organic food consumption. However, the complex mechanisms underlying this gap warrant further investigation. The purpose of this study is to examine the role of word-of-mouth (WOM), trust, and involvement in the relationship between consumer organic food attitudes and conative loyalty. The Theory of Planned Behavior (TPB) was used as underlying framework for modeling our conceptualized arguments.

A moderation and moderated mediation analysis was performed on a cross-sectional sample of 1,011 Australian organic food consumers.

The results support the TPB-inspired moderated-mediation model. Specifically, the authors found moderated mediation effects of WOM, trust, and involvement on conative loyalty via attitudes toward organics.

The cross-sectional research design and the focus solely on Australian consumers constitute limitations of this study.

The authors' findings imply that an analysis of the attitude–behavior gap should go beyond the testing of contingent consistency hypotheses and instead combine moderation and mediation mechanisms to better model consumer decision-making leading to conative loyalty. Practitioners would face a resource challenge when targeting low-trust, low-involvement, and low-WOM consumers as developing conative loyalty of these segments would require a longer-term approach through building favorable attitudes toward organic foods.

This study is one of the first to demonstrate the potential of examining the attitude–behavior gap in the organic food context through a moderated mediation lens in explaining the dynamics of conative loyalty.