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This study aims to predict customers’ intention (INT) to visit green hotels through an extended norm activation model (NAM) framework. The extended NAM includes environmental concern (EC), price consciousness (PC) and aesthetic values (AEV).

A quantitative survey design was used to collect 340 valid responses from customers in Pakistan. Partial least square - structural equation modeling was used to assess the hypothesized relationships.

The results show that EC and awareness of consequences have a significant ascription of responsibility (AR) and personal norms (PN) towards INT. The results confirmed the moderating effect of PC on the relationship between PN and INT and the moderating effect of AEV on relationship between PN and INT and AR and INT. The findings indicate that PN does not mediate the relationship between AR and INT. These findings indicate that customers are aware of the consequences of resource depletion and environmental pollution that result from the unsustainable hotel practices. Therefore, customers tend to visit aesthetically green hotels at affordable prices.

The study proposes that green hotels should design marketing strategies in a way that increases customers’ awareness and concern towards environmental issues. Marketing campaigns focusing on environmental aspects of green hotels enhance its green reputation and motivate customers to visit green hotels. In addition, managers must consider enhancing the beauty of hotels at a competitive price.

This is the first study to use an extended NAM by integrating EC, average variance extracted and PC to predict customers’ INT towards green hotels. The extended NAM framework provides comprehensive understanding of the relationships between EC, AR and PN regarding visiting green hotels. In addition, the study emphasizes on AEV’s crucial role in influencing customers’ INT to visit green hotels.

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.

Environmental issues have triggered the need for sustainable behavior around the globe. The tourism industry’s rapid growth also contributes to environmental degradation through natural resource depletion and excess water and energy utilization. Based on social identity theory, this study aims to assess the impact of environmental corporate social responsibility initiatives on green customers’ citizenship behavior. Furthermore, the study assesses the mediating effects of green trust, customer–company identification and green image.

This study is a quantitative approach, and purposive sampling technique was used to collect the data from the hotels’ customers from northern areas of Pakistan. This study used partial least square-structural equation modeling to analyze the data of 426 customers.

The study’s findings show that environmental corporate social responsibility initiatives significantly impact green customers’ citizenship behavior, green trust, customer–company identification and green corporate image. However, the relationship between green corporate image and green customers’ citizenship behavior was insignificant. Furthermore, the study’s results revealed that green trust and customer–company identification partially mediate between environmental corporate social responsibility initiatives and green customers’ citizenship behavior.

The findings suggest that hotels’ environmental corporate social responsibility initiatives improve green customer citizenship behavior, green trust and enhance customer–company identification. Therefore, hotel industry managers should consider reinforcing existing environmental corporate social responsibility initiatives and make further efforts to highlight the importance of such initiatives for environmental sustainability, which ultimately affects customers’ green customer citizenship behavior.

This research developed a novel framework to understand green customers’ citizenship behavior in the tourism industry. It extended the literature on environmental corporate social responsibility initiatives and green customers’ citizenship behavior. In addition, the research adds value by confirming the significant direct and mediating role of customer–company identification in tourism industry context.

Environmental sanctions and pressure from governments and customers can play an essential role in driving the manufacturing industry to adopt more sustainable practices and reduce their environmental impact. Thus, this study explores how pressures from customers and governments influence sustainable firm performance and customer satisfaction through green production, green creativity, green brand innovativeness and green brand image in the Chinese manufacturing industry? Further, the moderating role of green knowledge was analyzed.

640 valid responses from the Chinese manufacturing industry were collected through web-based and physical surveys and later assessed through structural equation modeling.

The findings of this study validated the direct relationship between the proposed construct. Mediation analysis found the mediating role of green brand innovativeness, green brand image green and customer satisfaction. Furthermore, the moderating impact of green knowledge was also proved.

The empirical findings of this research filled the literature gap on cleaner production and sustainable firm performance by focusing on green production, green creativity and green knowledge in the Chinese manufacturing industry context.

The study aims to examine the green finance customers' post-usage continuance behavior based on an extended social support theory (SST). Remarkably, this study explores five indirect predictors of green finance continuance behavior (GFCB) (i.e. environmental consciousness (EC), green bank marketing initiatives (GBMI), informational supports, emotional supports (EST) and psychological reactance) and a mediator (i.e. customer satisfaction).

In this study data were collected from 362 respondents from Bangladesh using a purposive sampling method with a structured self-administrative questionnaire and analyzed by partial least square structural equation and modeling using SMART PLS 3.0 software.

The results depict that the five predictors, i.e. information supports (ß = 0.367, t-statistics = 2.463, p < 0.001), EST (ß = 0.206, t-statistics = 2.315, p < 0.000), EC (ß = 0.324, t-statistics = 3.484, p < 0.000), GBMI (ß = 0.288, t-statistics = 2.028, p < 0.000), psychological reactance (ß = 0.126, t-statistics = 0.969, p < 0.052) influence GFCB while satisfaction is predicted by four predictors except psychological reactance (ß = 0.126, t-statistics = 0.969, p < 0.052). In addition, customer satisfaction (ß = 0.638, t-statistics = 6.317, p < 0.005) also has an impact on continuance behavior. Besides, the study understood that four predictors indirectly influence GFCB through satisfaction except psychological reactance ((ß = 0.080, t-statistics = 964, z = 0.958p < 0.338). Finally, the coefficient of determinations (R2) indicates that the five predictors explained 65.3% of changes in satisfaction, whereas 72.8% of changes are described by the five predictors and customer satisfactions.

Finally, this study highlights the social and managerial implications for the implementers of the green finance industry. It is recommended to emphasize green finance practice as it plays a crucial role in promoting environmental protection, ensuring social equity and driving economic growth. The green banking service providers, industry analysts, green consumers and respective government authorities can generalize green finance activities as an essential aspect of sustainable development to equalize the economic growth with a view to protecting environmental collapse and promoting renewable energy, energy efficiency, sustainable agriculture and other environmentally friendly activities.

The study will enormously contribute to the existing literature validating the proposed holistic framework applying SST along with EC, GBMI and psychological reactance in green finance continuance behavior.

This study aims to identify the determinants of customers' green purchasing behaviors. First, the study examines the relationship between green self-identity (GSI) and green peer influence (GPI) on green purchase behavior (GPB). Second, it examines the relationships between both GSI and GPI, and purchasing behavior mediated by green consumption values (functional value (FV) and social value (SV)). Third, it investigates the moderating effect of customer disidentification (CDI) on the relationships between GSI and both green consumption values. Finally, it investigates the indirect relationships between GSI and purchasing behavior moderated by CDI.

A quantitative study is conducted using a survey of 204 Egyptian buyers of organic food products. AMOS and Hayes's PROCESS macro are used to test the hypotheses under investigation.

The customer's peer influence and GSI are found to have a positive impact on green purchasing behavior. Additionally, the mediating impact of values and the moderating impact of CDI are also confirmed.

This study helps organic food companies in identifying the determinants of customers' green purchasing behavior. The results of the study will guide the efforts of green marketing professionals in promoting green products in the Egyptian market.

Since the notion of green consumption is still in its infancy, there is a need for further exploration on the green consumption concept to better understand customers' predictors of that type of consumption; accordingly, the current research was conducted.

This study aims to explore the effect of human resource (HR) strategy (e.g. empowerment and teamwork) on green supply chain integration (e.g. green supplier and customer integration), which further leads to economic performance. Moreover, the authors examined the moderating effects of information systems and mutual trust on the relationship between HR strategy and green supply chain integration.

Using the empirical data from 213 Chinese manufacturing firms, this study uses structural equation modeling and hierarchical regressions to examine the conceptual model.

The study’s findings reveal that empowerment and teamwork positively enhance green supplier and customer integration. Green supplier and customer integration are positively related to economic performance. Moreover, information systems positively moderate the relationship between empowerment and green supplier integration but negatively moderate the relationship between teamwork and green supplier/customer integration. Mutual trust positively moderates the relationship between empowerment and green supplier integration and the relationship between teamwork and green customer integration.

This study extends the existing understanding regarding how to enhance green supply chain integration by adopting an appropriate HR strategy in the context of different levels of information systems and mutual trust.

Departing from the spirit of environmental concern, this study aims to connect green practices of Islamic banking with green customer loyalty, both directly and through the role of green trust, green perceived value and green satisfaction.

In responding to the research hypothesis, this study analyzed 341 customer questionnaires using the structural equation modeling-partial least squares method.

This study found that a solid green practices program directly makes customers loyal to Islamic banks. It also discovered an indirectly convincing relationship between green practices and green loyalty through the mediation path of green satisfaction and less convincing through the mediation path of green perceived value and green trust.

Practically, this study highlights the importance of green practices innovation and the development of green practices programs that please customers because these programs can generate their loyalty toward the Islamic banking industry.

To the best of the authors’ knowledge, this study is the first to investigate the relationship between green practices and the green loyalty of customers in the Islamic banking industry.

This study provides new insights into antecedents and outcomes of reverse logistics practices by examining green customer salience as the driver of reverse logistics practices and examining environmental performance and green firm reputation as the outcomes of reverse logistics practices.

A research model examining the proposed relationships was developed and tested using data from beverage manufacturers in Ghana. The model was analysed using partial least squares structural equation modelling.

This study confirmed that green customer salience drives reverse logistics practices. It was also revealed that reverse logistics directly enhances environmental performance, but not green firm reputation. Additionally, the effect of reverse logistics on green firm reputation was fully mediated through environmental performance.

To the best of the authors’ knowledge, no previous studies have empirically examined the relationship between green customer salience, reverse logistics, environmental performance and green firm reputation.

This study aims to examine the impact of green atmospheric and communicative servicescape dimensions on customers’ emotional and behavioral outcomes and explores the moderating effect of customer familiarity.

Data were collected from coffee shop customers in the USA. Structural equation modeling and a multigroup analysis were used for analysis.

The findings indicated that the atmospheric dimensions of green coffee shops have a greater impact than communicative dimensions on customers’ green place attachment and loyalty. However, the effects of green servicescape depend on customer familiarity. The impact of the communicative servicescape on customers’ attachment and loyalty is significantly greater in a high-familiarity group than in a low-familiarity group.

The findings provide coffee shop managers with insights into effective design of a green service environment. Although managers focus on both dimensions, they may use customer familiarity as a segmenting or targeting tool in designing the green service environment and developing a sustained relationship with customers with different levels of familiarity.

This study extends the existing servicescape models by incorporating green place attachment as a construct to comprehend customers’ inner evaluations. It also contributes to the literature on attachment by demonstrating the clear linkage between both green servicescape dimensions and place attachment. This study highlights customer familiarity construct that should be a critical issue in advancing the understanding of customer behavior in the green servicescape context.