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The acceptance of Islamic banking services by non-Muslim customers is not promising in the Malaysian context. Thus, this study aims to examine the effect factors that may motivate this customer group to adopt the Islamic banking services in the Malaysian context.

A self-administered questionnaire was used to collect data through google docs from 188 respondents. Structural equation modelling partial least squares (PLS-SEM) was used to analyze the hypothetical model of this study.

The result of this study found that knowledge about Islamic banking exerts a positive effect on non-Muslim beliefs (attitudinal, control and norm). Moreover, this study found a significant relationship between attitude, subjective norm, perceived behavioral control with non-Muslim Intention towards Islamic banking services. Furthermore, the mediating effect of attitude, subjective norm and perceived behavioral control was supported.

This is a pioneer study that contributes to the consumer behavior literature by extending the theory of planned behavior by incorporating knowledge in the model. In addition, this study develops comparatively new relationships, practically the mediation role of beliefs (attitudinal, control and norm) between knowledge and intention.

This study aims to examine the direct effect of compensatory health beliefs (CHBs), environmental self-identity and perceived environmental responsibility (PER) towards consumers' pro-environmental behaviour (PEB). Moreover, this study also investigates the mediating role of PER.

Data were collected from nutricosmetics consumers in Malaysia. A questionnaire survey was carried out in three major shopping complexes in Klang Valley areas, which generated 448 completed usable responses. The partial least square technique (SmartPLS, version 3) was used to analyse the data and to test the study hypotheses.

The results revealed that CHBs, environmental self-identity and environmental perceived responsibility positively affect consumers’ PEB in nutricosmetics consumption. Additionally, data supported the mediating role of PER in the relationship between CHB, environmental self-identity and PEB.

It is expected that the study findings will provide significant insights to help marketers and policymakers about consumers’ nutricosmetic products consumption. It will help the marketers to plan for effective marketing strategies to produce environmentally friendly products and to serve the green consumer segment effectively. Moreover, companies attempting to launch new nutricosmetics brands may find the results helpful in understanding PEB.

This study is among the pioneers to examine consumers’ PEB of nutricosmetics products. Moreover, there is a dearth of studies that have investigated the PEB of consumers in regard to the CHBs, environmental self-identity and PER towards nutricosmetics consumption. Additionally, this study examines the mediating role of PER between “CHBs and PEB” and “environmental self-identity and PEB”, which are yet to examine in the past literature in the field.

Although the metaverse has gained popularity in recent days, research on metaverse tourism in urban destinations is still lacking. Drawing on existing cases in Chinese urban destinations, this paper aims to provide valuable insights into the development of metaverse tourism in China and provides managerial implications for future urbanmetaverse tourismplayers.

Literature from Chinese and international sources was reviewed to highlight the current status of metaverse tourism in the context of Chinese urban tourism. This paper also draws on information provided by online materials, especially the official websites of tour organizers and news media.

This paper outlines important aspects of metaverse in Chinese urban tourism. First, cities are the hotbeds of metaverse development, and the metaverse has become a new way to attract urban tourists and a significant element in various exhibitions. Second, the combination of metaverse with China’s extensive and profound traditional culture has made urban tourism full of vitality. Third, China’s game companies are progressively empowering the metaverse tourism industry.

This paper contributes to the existing knowledge on metaverse tourism based on the Chinese urban tourism context. Furthermore, it highlights the state of the metaverse in Chinese urban tourism during and after the pandemic situation. Lastly, it provides thoughtful implications for tourism players and future tourism development.

Airbnb has emerged as one of the most prominent examples of sharing economy platforms in the tourism industry. The growing popularity of Airbnb among tourists has boost revenue in the accommodation rental industry. Considering its significant impact on tourism industry growth, this paper aims to shed some light on guests’ booking intentions on Airbnb, Malaysia.

A web-based survey was designed to collect the data, which yielded 174 usable and valid responses. Structural equation modelling, partial least square technique was used to analyse the data.

The results confirmed that Airbnb’s reputation and guests’ unique experience expectation positively affect guests’ attachment to Airbnb, which, in turn, drives guest booking intention. However, price consciousness did not exert any effect on guests’ attachment to Airbnb.

The findings of this study will equip Airbnb managers, accommodation platform owners and service providers in developing appropriate marketing plans and strategies to better understand the implications of both internal and external causes that may lead to guests’ intention to book their accommodations.

This research has its merits in adding value to the tourism literature by understanding the drivers of guests’ booking intentions on Airbnb. Furthermore, the study findings contribute to the existing literature by investigating few new linkages such as the role of guests’ attachment to Airbnb as a mediator between guests’ unique experience expectation, price consciousness, reputation and guests’ booking intention.

Although the importance of halal logo in determining purchase intention has been recognized in the marketing literature, there is a dearth of study that has examined the impact of halal logo toward customer loyalty. To fulfill this gap, this study aims to shed some light on the impact of halal logo toward achieving customer loyalty in the context of fast food industry in Malaysia. More specifically, the objectives of this study are: to examine the direct and indirect effect of halal logo on customer loyalty; to examine the effect of halal logo on trust and perceived reputation; to examine the effect of halal logo and perceived reputation on customer loyalty; and to examine the mediating effect of trust and perceived reputation in the relationship between halal logo and customer loyalty among the fast food industry consumers in Malaysia.

This study used stimulus-organism-response (S-O-R) theory as the theoretical basis. The data were collected via self-administered survey questionnaire consisting 117 Muslim fast food consumers. Partial least square (SmartPLS, version 3) was used to test the study hypotheses.

Results of this study revealed that halal logo, directly and indirectly affect customer loyalty. Moreover, perceived reputation and trust also found to be positively related to customer loyalty.

The data were collected from Malaysian Muslim consumers. Future studies can consider non-Muslim consumers to compare the loyalty pattern among Muslim and non-Muslim consumers.

The findings from this study will benefit fast food industry marketers who are targeting Muslim consumer segment and also those marketers who are operating their franchise business in Muslim majority countries. The findings suggest that halal logo helps service providers to create positive perceived reputation and to build trust among consumers, which eventually lead customer loyalty. It is expected that the findings of this study will assist the halal fast food industry marketers to better strategize their marketing efforts in retaining the Muslim customer base.

Using S-O-R theory, this study examines halal logo as the key driver of customer loyalty, which is comparatively a new link. Moreover, this study examines the mediating effects of perceived reputation and trust in the relationship between halal logo and customer loyalty, which are not tested in previous literature in the field.

The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing strategies (eco-labelling and environmental advertising) and hotel guests’ green attitude towards frugality in the context of the Malaysian hotel industry. Furthermore, the mediating effect of green attitude is also examined.

Stimulus-organism-response theory was used to develop the research framework. The data were collected via a self-administered survey questionnaire, which yielded 150 complete and usable responses. A partial least square-structural equation modelling approach was used to validate the proposed model.

The results of this study revealed that environmental advertising and eco-labelling, directly and indirectly, affect frugality. Moreover, the link between green attitude and frugality also was supported. Furthermore, data supported the mediating effect of green attitude in the relationship between green marketing strategies and frugality.

The findings from this study can benefit hoteliers who are targeting frugal and environmentally conscious consumers. Moreover, the hoteliers will be able to understand the drivers of frugality in the tourism industry. It can assist them to formulate better marketing strategies in attracting and retaining frugal consumers.

The findings from this study offer a number of important social implications for society, the local government and the city and tourism council. Particularly, understanding the strategies towards frugality can pave the way towards the formation of a “less consumption” community. Moreover, it will serve as the guideline for designing the green and sustainability campaign for the nation.

This study is among the pioneers to investigate the issue pertaining to frugality in the tourism industry context. This study examines new linkages such as the indirect effect of green marketing strategies towards frugality. Moreover, the mediating effect of green attitude in the relationship between green marketing strategies (eco-labelling and environmental advertising) and frugality is comparatively a new link.

This study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards second-hand clothes”.

The data were gathered through a self-administered questionnaire survey from Malaysian consumers who had experience in purchasing second-hand clothes. A total of 175 complete and useable questionnaires were obtained, which were then analysed by using the structural equation modelling-partial least square (SEM-PLS) technique.

The results of this study indicate support for the direct effect of eWOM on consumers' attitude towards second-hand clothes, consumer engagement and consumers’ MCB. The results also supported the relationship between consumer engagement and MCB, but the link between attitude and mindful consumption (MC) was not supported. Furthermore, the study confirmed the mediating effect of consumer engagement between eWOM and consumers’ MCB but did not support the mediating effect of attitude towards second-hand clothes.

This study is amongst the pioneers to elucidate MCB in the context of sustainable clothing. It examines the direct and indirect effects of eWOM on MCB, which has not been tested in the past literature. The mediating effects of consumer engagement and attitude towards second-hand clothes on the relationship between eWOM and MCB are also comparatively new links.

The purpose of this study is to examine the effect of green trust (GT), environmental quality awareness (EQA), green self-efficacy (GSE) and environmental attitude (EA) towards green purchase behaviour (GPB). The mediating effect of EA is also investigated.

Attribution theory and the attitude-behaviour gap model were used to develop the research model. Data were collected through an online survey, which yielded 321 complete and usable responses. The partial least square-structural equation modelling (PLS-SEM; SmartPLS, Version 3) technique was used to test the study hypotheses.

The analysis revealed that GT, GSE and EA affect GPB positively. It was also found that EA mediates the relationship between “environmental quality awareness and green purchase behaviour” and “green self-efficacy and green purchase behaviour”. However, EA did not mediate the link between “green trust and green purchase behaviour”.

The findings of this study provide insightful implications for social and green marketers, including an understanding of the complex customer behaviour in purchasing green products, which will eventually enable them to formulate better green marketing strategies.

This study is amongst the pioneers in investigating the effect of EQA in relation to GPB. Furthermore, the mediating effect of EA in the link between “environmental quality awareness and green purchase behaviour”, “green trust and green purchase behaviour” and “green self-efficacy and green purchase behaviour” is also a new contribution to the literature. Finally, this study explains the drivers of consumers’ GPB, thereby providing a novel understanding of the field.