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This study aims to explore the impact of augmented reality (AR) technologies on consumer information processing and value perceptions in physical stores. Specifically, it investigates how the vividness, novelty and interactivity of AR shape utilitarian and hedonic value perceptions, and influence consumer purchase and continuance behaviour.

The study used the store intercept survey method at 15 retail outlets across four metro cities in India, representing nine prominent retail brands deploying AR technologies. The data collected (n = 650) were subjected to exploratory and confirmatory factor analysis.

Major findings confirm a significant effect of vividness, novelty and interactivity on utilitarian and hedonic value perceptions of in-store AR experiences of customers in physical stores. Hedonic value was found to affect continuance intention but not purchase intention, while utilitarian value was found to affect purchase intention but not continuance.

This study extends the stimulus–organism–response model’s application to AR in physical stores by integrating the impact of vividness, novelty and interaction on both utilitarian and hedonic values and revealing their significance in influencing purchase intentions and continuance.

Major findings advise retailers to increase AR experience adoption in stores and illustrate the process through which purchase and continuance intentions may be influenced.

This is one of the few studies that explore the impact of AR on consumer attitudes and intentions in physical stores. In addition, the study explores the effect of AR tools as a process that passes through value perceptions and then affects the consumer.

To critically examine the holistic implementation of green supply chain management (GSCM) practices in entrepreneurial ventures in Thailand.

The study observed 121 organizations (or respondents) covering 13 industries from both the public and private sectors. The research process started with a semi-structured interview and observation, followed by focus group interviews. The data collected were then analyzed using content and thematic analysis methods.

Respondents (chiefly entrepreneurial ventures) have good eco-knowledge. Most have more than 3–10 years of experience implementing eco practices that have significantly reduced their eco-impacts and costs. The study also revealed that firms’ directors developed environmental management systems (EMS) and cultures of their firms. This study rejected previously held beliefs that factors including country, firm size, industry type, years of activity and certification, impact both positively and negatively on green performance. However, the influence of top management, green entrepreneurial orientation (GEO), respondents’ different perceptions of the GSCM boundary and the COVID-19 pandemic have impacted the success of GSCM’s implementation.

The COVID-19 pandemic obstructed observing GSCM implementation at the respondents’ workplaces. This could reduce the validity of the research, as all evidence obtained was selectively provided by the respondents, not the researchers.

New practitioners are encouraged to focus on green logistics (GL) at a firm level as opposed to the broader supply chain. Effective GL practices recommended utilities usage reduction, reuse/recycle waste and green procurement.

GSCM researchers should focus on patterns of over-consumption, over-trading and relevant institutions that cause environmental unsustainability, rather than specific units in supply chains. The Buddhist sustainable sufficiency concept should be considered as a viable lens to analyze GSCM as it complements existing theories.

This paper aims to contribute to understanding Brazilian fashion consumer behavior. The subsequent research question is formulated as follows: How are the consumers purchasing new clothes and disposing of used ones, and how is their awareness of sustainable fashion consumption and disposal of used clothes?

An online questionnaire was sent to nearly one thousand e-mails. A database was formed with 182 complete answers to 13 questions concerning consumer behavior toward sustainability, especially clothing acquisition, use and disposal. A multimethod approach was used to analyze the initial attributes, applying descriptive statistics, cluster analysis and data mining.

This survey obtained valuable answers from Brazilian fashion consumers grouped into four clusters. Age and yearly income were more critical in determining the clusters. Only four attributes were chosen by the algorithm to build the trees (age, annual income, yearly spending on clothes and how long the clothes are worn). The consumer's profile may help the fashion industry redirect investments in sustainability. The most critical factor leading to the sustainability of clothing fashion was the duration of the clothes. The study dealt with a limited sample size that was not representative of Brazil's broader population. Despite numerous attempts to seek responses through e-mail, the participant pool was predominantly composed of highly educated individuals.

This assessment of Brazilian consumer behavior toward sustainability and fashion presents essential knowledge to understand the relationships among variables affecting the purchase and discharge of clothes.

This study explored the impact of environmental awareness, knowledge, habits, attitudes, subjective norms and perceived behavioural control on purchase intention towards an eco-friendly hotel from a hotel guest perspective. The mediating role of habits and attitudes in the relationships was also examined.

Anchored on an extended theory of planned behaviour (TPB) model, the study employed a quantitative method through a self-administered questionnaire. Convenience and snowball sampling approaches were used to select 241 respondents. Structural equation modelling was adopted to examine relationships between constructs.

Results showed that hotel guests’ perceived environmental awareness positively influences their habits and that environmental knowledge positively affects their attitudes. Hotel guests’ habits, attitudes and perceived behavioural control also influence their purchase intention towards an eco-friendly hotel. In addition, habits and attitudes have a mediating effect on the relationship between environmental awareness and knowledge and purchase intention.

Hotel operators should implement marketing campaigns to arouse hotel guests’ eco-friendly habits and attitudes by promoting environmental awareness and knowledge such as energy saving initiatives and green activities, which can increase their purchase intention.

The findings extend the current hospitality and tourism literature advocating for the mediating role of habits and attitudes with the consequence of environmental awareness and knowledge about purchase intention. Moreover, this study increases the original TPB’s predictive power in the context of eco-friendly hotels by adding complementary constructs.

The present study aims to explore ethical consumption of Millennials and Generation Z and the effect of eWOM on their purchase intention.

A Structural Equation Model (SEM) was employed to test research hypotheses based on the Theory of Planned Behaviour (TPB), examining the effects of attitudes and subjective norms. Additionally, the study assessed the impact of product characteristics and consumer awareness of ethical characteristics on purchase intention and eWOM.

Results reveal no significant differences between Millennials and Generation Z regarding purchase intention. However, Generation Z significantly drives the spread of eWOM. Notably, Generation Z's attitudes towards products from socially responsible and environmentally sustainable companies significantly influence eWOM creation, suggesting a potential new research direction.

This study is also subject to some limitations, which the researchers must point out and which may lead to further research. First, it should be emphasized that the study used a convenient sample, but the study is geographically limited in terms of its significance and the generations analyzed. For this reason, the generalization of the results should be done with caution. In addition, as the exogenous independent variables investigated in this study are limited to a number of different factors that influence the consumption of sustainable products, such as the company's reputation, the perceptual ability of the public to distinguish whether the actions of brands actually serve society or whether they are unrelated actions, as well as the personality and socio-cultural background of consumers can be included in future research. In addition, studies can be conducted to identify subgroups with different motivations among both Millennials and Generation Z and diagnose different market segments that could further confirm the findings.

Based on these findings, brands can develop their social network strategy by emphasizing the environmental and social attributes of their products, services, and benefits. It is also important to undertake initiatives linked to strong sustainability practices and information campaigns to form a positive attitude among consumers and strengthen their purchasing behavior. Particular attention should also be paid to the regular control of the effectiveness and impact of the messages to achieve the greatest public involvement.

Brands must focus on developing successful strategies to strengthen employer branding through a positive work experience, the creation of jobs related to sustainability, the correct application of ESG criteria in all departments involved, the adaptation of training programs, and the corresponding promotion of all these practices that lead to positive eWOM to obtain a competitive advantage (Clementino and Perkins 2021).

This study contributes theoretically and practically to the understanding of ethical consumption. It provides valuable insights for brands to enhance their social network strategies by highlighting the environmental and social characteristics of their products. By emphasizing these practices, companies can effectively engage Millennials and Generation Z, leveraging their influence to promote ethical consumption and gain a competitive advantage in the market.

This paper aimed to study business model innovation by a work-integration social enterprise (WISE). Specifically, the study investigated how the organization developed novel value propositions and created and delivered value for multiple stakeholders.

An in-depth qualitative study was conducted at Foreword, a for-profit organization that uses persons with disabilities, mental health conditions and special needs. Data was drawn from semi-structured interviews with stakeholders of the organization and several secondary information sources.

The authors’ inductive analysis revealed the existence of an innovative and powerful business model that is integrated by the organization’s overarching social mission and anchors its ability to deal with multiple conflicting logics such as economic, social, ecological sustainability and community development, to co-create value with and for multiple stakeholders.

The study underscores the need for business model innovation through enhancing value creation for multiple stakeholders for for-profit WISEs. Since the analysis and resulting model in the study are based on a single organization in a geographically small, affluent country with a hands-on government, they may need to be modified before applying in other contexts.

The study identifies several pointers for other social enterprises – specifically the need for managers to build business models appropriate for their organizational and environmental contexts.

The study’s originality stems from the adoption of a stakeholder lens to examine business model innovation. It also proposes an integrative conceptual model of the antecedents and outcomes of business model innovation.

This study aims to develop a robust theoretical framework to explain the impact of hotels’ green brand authenticity on guests’ perceptions of well-being, customer engagement and approach behaviors toward green brands.

In this study, the authors examined the effect of green brand authenticity on perceptions of well-being, customer engagement and approach behaviors toward green brands. For the quantitative empirical analysis, 352 samples were used. Green brand authenticity integrates quality commitment, heritage, uniqueness and symbolism as high-dimensional factors.

The study conceptualizes green brand authenticity as a multi-dimensional phenomenon with four dimensions: quality commitment, heritage, uniqueness and symbolism. The results showed that green brand authenticity has a positive effect on hotel guests’ perceived well-being and behavioral intentions. Interestingly, environmental values did not have a statistically significant regulatory role, while green behavior in everyday life had a partial regulatory role.

This study aims to develop and empirically test a conceptual model that depicts the function of green authenticity in explaining customer responses to green brands. The results and the theoretical framework proposed in this study provide significant insights for researchers and practitioners in the hotel industry.

Further than evaluating brand authenticity generally, this study evaluates the authenticity of a brand's environmental protection efforts. As a result of the empirical analysis conducted in this study, the green brand authenticity of a hotel had a positive effect on customers’ emotional and behavioral aspects. This finding provided valuable and meaningful insights for green hotels and hotel brand-related research.

This study aims to critically examine the implementation of green supply chain management (GSCM) practices in service organizations in Thailand.

This study observed 17 service organizations in the private, government, state and non-profit sectors. The multiple case study method was used, including semi-structured interviews, observations and documentation. The data were analyzed using content and thematic analysis methods. Abductive reasoning was used to explain new findings that do not align with prior theories.

A total of 13 of the 17 cases studied had environmental management systems (EMS). Four were GSCM-proactive and moving toward sustainable sufficiency by involving nearby communities in their service delivery. Although regulations and policies from their head offices were key pressures, leaders with high commitment and eco-awareness achieved outstanding success. Instances of greenwashing and fraud were evident among four non-adopters, one of whom was an environmental regulator.

This study acknowledges that leader commitment and high eco-awareness are the most powerful factors. However, the limited timeframe did not allow a deeper exploration of how to create a socially responsible leader. While the openness of information was evident from the best practitioners, non-adopters did not share any eco-certification or reports. They did not allow the researcher to contact other potential respondents apart from the arranged interview sessions. However, correct data were obtained when the answers were contradictory and one(s) told the truth.

A sustainable and sufficient service supply chain model and new equation were proposed, embracing stakeholders such as society, regulators and employees. Recommended practical strategies include green procurement, reduced utility use and reverse logistics (3Rs and 5Ss).

In the GSCM theory, while the manufacturing sector focuses on economics and the environment, green practices in the service sector address social concerns. This study establishes connections between four concepts: EMS-founded GSCM, leading to repeated use of materials in a circular economy (CE). CE is thus the pathway to reducing consumption and achieving real happiness through a sufficiency economy philosophy (SEP).

This study aims to investigate the connection between the circular economy and sustainable operations management to identify the challenges and opportunities in platform organizations. The study looks at how the stated circular economy strategies (Reduce, Reuse, Repair, Refurbish, Repurpose and Recycle) are integrated across different industries, emphasizing how they align with the e-business model. The research evaluates their contribution to achieving Sustainable Development Goal 12, which focuses on responsible consumption and production.

A literature review has analyzed CE frameworks, business models and the role of sustainable operations management practices. This study utilized secondary data analysis of platform organizations and insights from case studies to identify patterns, strategies and outcomes. The study also involved practical examinations within organizations, specifically focusing on innovative start-ups.

The analysis uses the 6R framework (Reduce, Reuse, Repair, Refurbish, Repurpose and Recycle) to uncover valuable insights into organizational practices and highlight the role of platform organizations in promoting and achieving circular economy objectives. The research findings focus on the central importance of data regulation and governance while showcasing sustainable business practices through platform organizations.

This research is significant as it connects circular economy with platform organizations’ business models, emphasizing data regulation, resource efficiency, waste reduction and aligning business practices with Sustainable Development Goal 12.