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The purpose of this paper is to examine the purchase behavior of consumers towards green products by adapting and extending the theory of planned behavior with the inclusion of three pertinent environmental factors posited to reflect environmental consciousness in the form of environmental concern, environmental knowledge and environmental values.

The data was collected from 410 consumers at shopping malls with retail stores selling green and non-green products in a developing country using cluster sampling and analyzed using covariance-based structural equation modeling.

The findings of this study indicate that environmental factors reflecting environmental consciousness positively influence consumers’ attitude towards purchasing green products, wherein consumers’ environmental values have a stronger influence than their environmental concern and environmental knowledge. The findings also reveal that subjective norm, attitude and perceived behavioral control toward purchasing green products positively shape green purchase intention. The same positive effect is also witnessed between green purchase intention and behavior. However, perceived behavioral control towards purchasing green products had no significant influence on green purchase behavior.

This study suggests that green marketers should promote environmental consciousness among consumers to influence and shape their planned behavior towards green purchases. This could be done by prioritizing efforts and investments in inculcating environmental values, followed by enhancing environmental knowledge and finally inducing environmental concern among consumers. Green marketers can also leverage subjective norm and perceptions of behavioral control toward purchasing green products to reinforce green purchase intention, which, in turn, strengthens green purchase behavior. This green marketing strategy should also be useful to address the intention–behavior gap as seen through the null effect of perceived behavioral control on purchase behavior toward green products when this strategy is present.

This study contributes to theoretical generalizability by reaffirming the continued relevance of the theory of planned behavior in settings concerning the environment (e.g. green purchases), and theoretical extension by augmenting environmental concern, environmental knowledge and environmental values with the theory of planned behavior, resulting in an environmentally conscious theory of planned behavior. The latter is significant and noteworthy, as this study broadens the conceptualization and operationalization of environmental consciousness from a unidimensional to a multidimensional construct.

This study aims to build a model for the analysis of the environmental behavior of university students.

A partial least square method was adopted, and a questionnaire on intelligence, knowledge, attitude and environmental behavior was performed on 480 Spanish university students.

The results indicate that environmental intelligence positively affects university students’ environmental behavior through environmental knowledge and attitude.

The conclusions of the present study are based on a sample drawn from Spanish university students. Therefore, new studies are needed to cover other educational institutions and cultural contexts.

Many university students’ environmental behavior depends on implementing educational actions that improve their environmental intelligence and knowledge.

The study suggests that educational programs should implement strategies that maintain a sense of responsibility toward the sustainable development of university students, ensuring that future generations can live a quality life in a sustainable and safe environment.

The present study identifies the mechanism through which the environmental behavior of university students is formed.

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.

This study aims to investigate the antecedents and consequences of green packaging behavior (GPB). A conceptual model has been developed wherein green packaging awareness (GPA) and green packaging initiatives (GPI) are precursors of GPB, and environmental concern and availability of various green packaging alternatives are moderators. The outcomes of GPB in terms of environmental and personal benefits are examined.

Unlike most papers focusing on green packaging from a marketing perspective, this study explores the behavior of rural households from 47 villages in southern India. A carefully crafted survey instrument was developed, and data were collected from 395 respondents. After checking the instrument’s psychometric properties, the results were analyzed using Hayes’s PROCESS macros.

The results indicate that GPA and GPI are positively associated with GPB, GPA predicts GPI, and GPI mediates the relationship between GPA and GPB. Furthermore, findings suggest that environmental concern moderates the relationship between GPI and GPB, and the three-way interaction between the availability of green packaging (second moderator), environmental concern (first moderator), and GPI influences the GPB. Moreover, the outcomes of GPB in terms of environmental and personal benefits are established.

This research has several theoretical implications. It documents that individual awareness of green packaging is a precursor to GPB. This study focused on the rural population from a developing country (India) and hence may suffer from a lack of generalizability across developed nations. However, the results could be generalizable across other developing nations worldwide.

This study motivates individuals to engage in proenvironmental behavior. Moreover, it highlights the importance of GPB in deriving environmental and personal benefits. It is also equally crucial for individuals to engage in proper waste management practices so that the environment is not polluted.

The findings from this research are helpful to society as it focuses on the proenvironmental behavior of individuals. Particularly concerning packaging, this study points out that buying products with green packaging and reusing and recycling such packages is essential to protect the environment.

This study fills the gaps in the literature by focusing on the GPB of the rural population. To the best of the authors’ knowledge, the moderated-mediation model developed and tested in this research is the first of its kind and thus makes a significant contribution to the literature on green packaging and waste management.

Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions.

This study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey.

Perceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns.

According to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness.

It is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society.

The results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.

This study aims to investigate the moderating effect of sustainability app on environmental citizenship behavior on the basis of norm-activation model.

A questionnaire survey, which comprises five variables (i.e. awareness of consequences, ascription of responsibility, personal norms, environmental citizenship behavior in a private sphere and environmental citizenship behavior in a public sphere) measured through 16 items, was conducted in the USA by using Amazon Mechanical Turk. With 549 valid respondents’ answers in hand, the collected data were analyzed applying a multi-group structural equation modelling technique with IBM SPSS AMOS 23 software program.

The results revealed that there is a positive and significant relationship between awareness of consequences, ascription of responsibility, personal norms and environmental citizenship behavior in both private and public sphere. Furthermore, this study attested that sustainability apps utilization has a moderating effect on the predictors of environmental citizenship behaviors.

Past studies have seldom examined the contribution of mobile apps to environmental sustainability. This paper enriches the extant academic literature in the field of technology for behavior change, and bears significant implications on how sustainability apps can be adopted by governments, policymakers, organizations and teacher educators to engage people and stimulate environmental citizenship behaviors.

The alienation of megaproject environmental responsibility (MER) behavior is destructive, but its mechanism has not been clearly depicted. Based on fraud triangle theory and the fuzzy set qualitative comparative analysis (fsQCA) method, this study explored the combined effect of antecedent factors on alienation of MER behavior.

Based on the fraud triangle theory and literature review, eight influencing factors associated with the alienation of MER behavior were first identified. Subsequently, the fuzzy-set qualitative comparative analysis was used in this study to reveal configurations influencing alienation of MER behavior.

The study found nine configurations of MER behavioral alienation antecedent factors, integrated into three types of driving modes, i.e. “economic pressure + learning effect,” “institutional defect + moral rejection,” and “information asymmetry + economic pressure + expectation pressure.”

By analyzing the configuration effects of various induced conditions, this study puts forward a comprehensive analysis framework to solve the alienation of MER behavior in the megaprojects and a practical strategy to control alienation of MER behavior.

The purpose of this study is to present a comprehensive knowledge mapping and an in-depth analysis of pro-environmental travel behaviour research to better understand the global trend in this field that have emerged between 2000 and 2021.

In this study, a visual analysis of 187 scholarly articles between the year 2000 and 2021 related to pro-environmental travel behaviour (PETB) is presented. Using the knowledge mapping based on CiteSpace it presents the current research status, which contains the analysis of collaboration network, co-citation network, and emerging trends.

The results revealed that the PETB is an emerging topic, which has an increased number of publications in recent years. Though the collaboration network between scholars is dispersed, some countries exert stronger collaboration network. Researchers from England, USA and China have worked more on this topic comparatively. “Pro-environmental norm” is found to be the major concern in regard to PETB, and the theory of planned behaviour (TPB) is the most common theory used by the scholars around the world. Ten articles with the highest citations are found to be the most valuable articles. COVID-19, value orientation, negative spillover, carbon footprints, biospheric and adolescent are some of the latest keywords based on the past two years' literature review, all of which have huge research potential in the future.

This study is among the pioneers to shed some light on the current research progress of PETB by using a bibliometric analysis to provide research directions for scholars. Moreover, this study utilized latest data from 2000 to 2021. The studies which are published before and during the pandemic are also incorporated.

The purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a triple bottom line (TBL) approach (i.e. fans' socially, environmentally and economically favourable behaviours).

Data were collected in two different steps using an online self-administered questionnaire (n1 = 1,043; n2 = 2,167) distributed to fees-paying members registered in the club's database. The analysis was carried out though structural equation modelling.

The results indicate good psychometric properties of the scale used to measure fans' perceptions of a club's pro-environmental sustainability initiatives (perceptions of pro-environmental sustainability initiatives in sports; p-PESIS). Additionally, there is a positive effect of p-PESIS on fans' social behaviours as well as on their daily environmental actions. Furthermore, p-PESIS also shows a positive effect at improving fans' economic activities towards the club.

Extending previous research, the authors tested a scale to measure fans' responses to pro-environmental sustainability initiatives in sport and examined their links to the TBL dimensions. Pro-environmental sustainability initiatives in sport benefit not only the club itself (by reinforcing fans' activities with the club) but also society as a whole, as it can promote fans' conscientiousness and likelihood to behave in environmentally and socially favourable ways.

The purchase of green products is not the finale of green consumer behaviour but the environmental concern is crucial in post-purchase behaviour. Studies on pro-environmental purchase behaviour are abundant and but studies on environmental concern in use, evaluation and disposal are scarce. This paper aims to examine the pro-environmental factors influencing post-purchase behaviour and their impact on green consumer behaviour.

Data for this study was collected from the respondents with the help of a structured questionnaire. Data is analysed using factor analysis to examine the important factors influencing post-purchase variables and green consumer behaviour and the multiple regression to understand the contribution of post-purchase variables to green consumer behaviour.

Eco-conscious, risk and comfort in user behaviour, satisfaction and eco-appraisal in evaluation behaviour and eco-conscience, disposal challenges and eco-responsible in disposal behaviour are the vital factors. Eco-conscious and comfort in use, satisfaction in evaluation and eco-conscience, disposal challenges and eco-responsible behaviour in disposal are positively related to green consumer behaviour and risk in use and eco-appraisals in the evaluation are insignificant.

Considering the very limited studies on green post-purchase behaviour, this study provides insights into the pro-environmental post-purchase behaviour and its contribution to green consumer behaviour.