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Environmentally Responsible Behavior (ERB) refers to actions and practices aimed at minimizing negative environmental impact through conservation, waste reduction and sustainable practices driven by concern for environmental well-being. This study aims to explain the effect of environmental attitudes of hotel guests visiting green and non-green hotels on their ERB. In the research, hotels with different concepts were handled separately and a comparative analysis was made between both customer types.

The study was assessed using two separate models: one for green hotel guests and another for non-green hotel guests. Data were collected from 205 participants from green hotel guests in Turkiye and 206 participants from hotel guests visiting non-green hotels in Turkiye, using a survey form with a convenience sampling method. The hypotheses were analyzed with the structural equation model and multi-group analysis (MGA) in the Smart PLS statistical program.

The ecocentric attitude positively affects political and community activism but does not impact recycling, educational behavior, green consumerism or overall ERB. The technocentric attitude negatively influences recycling, educational behavior, green consumerism, community activism and ERB but does not negatively affect political activism. The dualcentric attitude positively impacts all ERB sub-dimensions. The multi-group analysis (MGA) revealed that dualcentric attitudes have a stronger influence on green consumerism, political activism and recycling behavior among green hotel guests compared to non-green hotel guests.

These findings directly impact hotel managers, underscoring the strategic significance of adopting and advocating green practices. Implementing environmentally friendly initiatives not only appeals to environmentally conscious consumers but also holds the potential to cultivate ERB among all guests. By integrating sustainability into marketing strategies, hotels can communicate their commitment to environmental stewardship, positively influencing guests’ environmental attitudes and behaviors.

The paper’s key contribution is its comparative analysis of ERB between guests at green and non-green hotels. It reveals how tourists’ environmental attitudes influence their hotel choices and behaviors, offering insights into sustainable tourism. Additionally, it explores the differences between ecocentric, technocentric and dualcentric attitudes, enhancing our understanding of how varying environmental concerns shape tourists’ behaviors and choices and contributing to the broader discussion on environmental psychology in tourism.

Employees behaviour is an important factor need to be reviewed while considering the implementation of green practices in the organisations. Green employee behaviour is widely discussed area both in research and practice, as organisations look for more green practices and environment friendly approaches. This study aims to understand the association of green values, green attitude and green behaviour of information technology (IT) employees in India.

Data were collected from 334 employees who works in IT/ITES (Information Technology Enabled Services) organisations in India. For analysing the data, structural equation modelling was used.

The significant positive relationships were revealed in the associations of green values, green attitude and green behaviour. Green attitude found to be mediating the relationship between the green values and green behaviour. The study also explored the moderating roles of green culture and green HRM practices.

The study stands among the pioneers that discuss green perspectives of IT employees in an emerging economy context. The study can give remarkable inputs for organisations that try for environment friendly practices and its successful implementation.

This study explores green consumer behaviour among Generation Y (Gen Y) and Generation Z (Gen Z) in India, applying the Theory of Planned Behaviour (TPB) to assess how digital literacy and eco-friendly behaviour, alongside knowledge, attitude, subjective norms, and perceived behavioural control, shape purchase intentions in line with Sustainable Development Goal 12 (SDG 12).

The research involved a survey of 680 randomly selected respondents from educational institutions across three northern Indian cities. Data collection was conducted using a structured questionnaire with items measured on a 5-point Likert scale. Statistical methods, including confirmatory factor analysis, were used to validate the measurement model, while descriptive statistics, reliability analysis, and regression analysis were employed to analyse the data.

The study uncovers differences between Gen Y and Gen Z regarding the factors influencing green product purchase intentions. Gen Y’s purchase intentions are shaped by attitude, digital literacy, eco-friendly behaviour, and perceived behavioural control, whereas Gen Z’s intentions are also affected by environmental knowledge and subjective norms.

This research provides significant insights into the factors determining green consumer behaviour among Gen Y and Gen Z in India, enriching the knowledge of sustainable consumption practices. It highlights the importance of digital literacy and eco-friendly behaviour in promoting green purchase intentions, and the differing roles of environmental knowledge and subjective norms across generational cohorts.

Understanding the drivers behind green product purchase intentions for Gen Y and Gen Z enables stakeholders to craft specific marketing strategies, educational programs, and policy initiatives that promote sustainable behaviours and mitigate environmental impacts.

The study’s findings have significant social implications, promoting sustainable lifestyles and behaviours among younger generations. By influencing peer groups and communities, and guiding the development of effective public campaigns and CSR initiatives, the study contributes to fostering a more informed and engaged citizenry that advocates for environmental sustainability.

The uniqueness of this study comes from its focus on the Indian youth demographic, the application of the TPB framework with additional variables, and its contribution to SDG 12, enhancing our comprehension of green consumer behaviour and supporting sustainability advancements in India and globally.

Based on the stimuli-organism-response (SOR) theory, the purpose of this study is to demonstrate the impact of consumers’ engagement in pro-environment activities on social media on consumer green consumption behaviour, and explore the explicatory mechanism and boundary conditions for the relationship between them.

This study collected data from 312 Chinese consumers by using the research platform Credamo, a Chinese online survey platform. A structural equation model and hierarchical regression modelling were used to analyse the data.

Consumers’ engagement in pro-environmental activities on social media has a positive influence on environmental awareness that positively affects green consumption behaviour. Environmental awareness plays a mediating role in the relationship between consumers’ engagement in pro-environmental activities on social media and green consumption behaviour. Furthermore, green intrinsic motivation and green extrinsic motivation play positive and negative regulating roles respectively in the relationship between environmental awareness and green consumption behaviour.

This study enriches the research on the antecedent variables of green consumption behaviour. At the same time, it also expands the research on the outcome variables of the impact of engagement in environmental protection activities on people’s subsequent behaviour, deepens and expands the research on green consumption behaviour and its applicable boundaries, offering both theoretical insights and practical implications for enterprise marketing strategies and government management.

Employee’s innovative behavior as a team allows the organization to achieve its goals; however, team green creativity requires transformational and entrepreneurial leader support. Therefore, the study explores the impact of green transformational and entrepreneurial leadership on team innovative behavior and green new product development with the mediating role of team green creativity.

A survey was conducted to collect data from 455 employees working in the hospitality industry via a self-administered questionnaire, and hypotheses were analyzed using the partial least squares structural equation modeling PLS-SEM technique using Smart-PLS 4.0.

The results indicate that green transformational and entrepreneurial leadership styles positively and significantly affect team innovative behavior and new green product development performance. Furthermore, findings show that team green creativity partially mediates the relationship between green transformational and entrepreneurial leadership on team innovative behavior, and new green product development performance.

The results of this study provide insights to hospitality professionals pursuing the improvement of team innovative behavior and new green product development performance through team green creativity and leadership styles.

This study is useful for organizations that target new green product development performance and establish higher green innovative behavior cohesively among its team members through these robust leadership styles.

This study is the first attempt to provide a valuable contribution to the growing field of green leadership styles on team innovative behavior and new green product development performance through team green creativity.

The ever-evolving landscape of financial technology (Fintech) has revolutionised payment methods and raised questions about what drives user behaviour in adopting these innovative solutions. This study, using narrative transportation theory as an underpinning theory, aims to investigate into the dynamics of green user behaviour in adopting Fintech payments.

This study used a deductive approach, and with data obtained from 635 respondents through the purposive sampling technique, partial least squares structural equation modelling was employed to yield significant insights.

The study found a positive association between green brand positioning and product differentiation. However, it unexpectedly didn't impact user attitudes towards Fintech payments. Green brand image and perceived performance positively influenced product differentiation. Perceived product differentiation fully mediated the association between green brand positioning and user attitudes. The study introduced fear of missing out's (FOMO) moderating role, enriching eco-conscious marketing insights and user behaviour understanding.

This study reveals crucial implications for marketers, policymakers and user experience (UX) designers operating within the Fintech industry. It emphasises green brand positioning's impact on product differentiation, user attitudes and its mediating role. It advocates for sustainability integration, innovation, strategic messaging and user-centric improvements to optimise user perceptions and competitiveness in the evolving Fintech landscape. The study's cross-sectional design may limit the ability to establish causal relationships over time and overlook temporal changes in green Fintech adoption dynamics; thus, longitudinal studies are warranted to better understand the evolving nature of user attitudes and behaviours towards green Fintech payments.

This study adds novelty to the existing body of literature by introducing the dimension of innovation appeal to green brand positioning and employing narrative transportation theory in the Fintech realm. The findings also add novelty by highlighting the moderating impact of fear of missing out in predicting the association between green brand positioning and product differentiation in the realm of green Fintech and green use behaviour.

Consumer green behavior is a spotlight topic in both theoretical and practical business environments. This study aims to investigate the primary drivers of green intention behaviors among Generation Z customers by integrating the Social Cognitive Theory and the Theory of Planned Behavior. Additionally, perceived environmental responsibility serves as a moderating factor.

The study polled 283 Generation Z people who have purchased green products in Vietnam. Using the PLS_SEM model, we employ mediation and moderation analysis to investigate and evaluate the hypotheses.

Our findings reveal that both environmental concern and perceived marketplace influence have direct effects on attitudes toward green products as well as indirect effect on green purchase intention. Unlike previous studies, perceived environmental responsibility behaves as a moderated factor, driving the relationship between consumers' attitudes and green purchase intentions.

The outcomes of this study provide helpful implications for managers in improving green products based on the green purchase behavior of young customers.

By merging the Social Cognitive Theory and the Theory of Planned Behavior to analyze the antecedent variables of attitude and intention, this study contributes to the pro-environmental literature. It explains the underlying mediation processes of organisms and behavioral reactions, emphasizing the role of perceived environmental responsibility in regulating these frameworks. The results are critical in promoting green production and consumption in communities.

The existing literature indicates that the ultimate purpose of green human resource management (GHRM) practices is to enhance sustainable corporate performance by shaping employees’ green behaviors. In this vein, we argue that green organizational culture and employee existing pro-environmental behaviors are the important factors or channels through which GHRM practices shape green employee behaviors for sustainable corporate performance. Consequently, we draw on the ability, motivation, and opportunity (AMO) framework to examine how firms’ GHRM practices indirectly shape employee green behavior for sustainable corporate performance by cultivating and reinforcing green organizational culture under the boundary condition of high employee pro-environmental behavior.

This study uses multi-source, dyadic, and time-lagged data collected from green HR managers and employees in 242 ISO-14001-certified green firms in the Kingdom of Saudi Arabia. The study applies structural equation modeling through LISREL 12 software for testing of hypotheses.

The findings support the postulation that GHRM practices, directly and indirectly, shape employee green behaviors for sustainable performance. GHRM practices indirectly enhance employee green behaviors for sustainable performance by cultivating and fostering the green organizational culture in the presence of high pro-environmental behavior.

This study outlines theoretical and practical implications on how HRM managers require an established green organizational culture and employee pro-environmental behaviors to effectively direct GHRM for enhanced sustainable corporate performance. HRM managers should make use of appropriate interventions, including but not limited to GHRM practices, to foster a green organizational culture and employee pro-environmental behaviors.

This is an original study that outlines the importance of alignment between Green HRM practices and employee pro-environmental behaviors towards shaping green organizational culture and employee behaviors for corporate sustainability. The study demonstrates how GHRM practices enhance sustainable corporate performance through sequential mediations of green organizational culture and employee green behaviors, and under the boundary condition of pro-environmental behavior.

The purpose of this study is to investigate the role of ethical obligation and environmental concern in young consumers’ green purchase behaviour using Ajzen’s (1991) theory of planned behaviour as underpinning theoretical model.

Data collected from 253 college students of a major higher education institution in Northern India were analysed by using structural equation modelling and moderated mediation analysis in AMOS 22.0 and SPSS 20.0.

Investigating why environmental concern does not significantly translate into green purchase intention, the study demonstrates that the effect of environmental concern was mediated through attitude and ethical obligation. In addition, the study also found that the effect of environmental concern on attitude was positively moderated by ethical obligation. Moreover, subjective norms were found to exhibit no direct effect on green purchase intention; rather, this effect was indirect and mediated through attitude and perceived behavioural control. The results of moderated mediation analysis further demonstrated that the indirect effect of subjective norms on green purchase intention through attitude was found conditional on the values of perceived behavioural control.

The study offers a valuable contribution by signifying the moderating role of ethical obligation in green purchase behaviour. It also contributes to the existing knowledge by assessing the conditional indirect effect of subjective norms on green purchase intention which is rarely examined in the literature.

The driving force behind this study is the need to learn more about the ways in which green human resource management (GHRM) can impact sustainable corporate performance (SCP), especially in the context of Ho Chi Minh City's manufacturing sector. The primary objective is to analyze the roles of GHRM, green behavior (GBH) and green commitment (GCM) in relation to SCP, as well as identify the mediating roles of green behavior and green commitment in the relationship between GHRM and SCP.

The research design employs a quantitative approach to investigate the nexus of GHRM and SCP, with a focus on the manufacturing sector in Ho Chi Minh City. Methodologically, the study integrates the ability-motivation-opportunity (AMO) and resource-based view (RBV) frameworks to construct a comprehensive theoretical model. Data are gathered from a sample comprising 322 senior managers and directors representing various enterprises. Analysis is conducted utilizing Smart PLS software version 3.3.7, employing partial least squares structural equation modeling (PLS-SEM) to assess both first-level and second-level variables in a two-step process.

The empirical findings underscore significant relationships between GHRM, green behavior, green commitment and SCP. Specifically, the study reveals that GHRM positively influences green behavior, green commitment and SCP. Additionally, both green behavior and green commitment exhibit positive effects on SCP. Furthermore, the research confirms the pivotal mediating roles of green behavior and green commitment in the relationship between GHRM and SCP.

In terms of originality and value, this study makes notable contributions to both theoretical understanding and practical implications in the field of sustainable business management. By delving into the intricate interplay between GHRM, green behavior, green commitment and SCP, this research extends existing knowledge and offers novel insights. Moreover, the identification of the mediating roles of green behavior and green commitment enriches the theoretical frameworks in this domain. The findings provide practical implications for businesses, particularly in Ho Chi Minh City's manufacturing sector, by emphasizing the significance of optimizing human resource practices for achieving sustainable development goals. This research thus contributes to enhancing competitiveness and sustainability in similar industries, offering valuable guidance for strategic decision-making and policy formulation.