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Based on cognitive evaluation theory and gamification affordances, this study aims to understand how gamification affordances influence users’ intention to engage in sustainable behaviour and how new trends in Ant Forest influence its impact on green intrinsic motivation to support sustainable behaviours.

The authors developed a research model to explore the mechanisms underlying gamification affordances, psychological needs and green intrinsic motivation. Partial least squares structural equation modelling was used to assess the survey data (n = 393) and test the research model.

The results show that different gamification affordances can satisfy users’ needs for autonomy, competence and relatedness, which positively influences their green intrinsic motivation and engagement in sustainable behaviours. However, some affordances, such as competition, might negatively impact these psychological needs.

This research updates information system research on environmental sustainability and the Ant Forest context. The authors provide a new framework that links gamification affordances, psychological needs and sustainable behaviour. The study also examines changing trends in Ant Forest and their implications.

Little is known about how religious beliefs can motivate consumers to behave more pro-environmentally. Drawn on an integrated model of the theory of planned behavior, the norm activation model and the self-determination theory, this study aims to explore the effects of religious beliefs (especially, karmic beliefs (KB) and beliefs in a just world (BJW)) on consumers' pro-environmental behavior.

A sample of 736 consumers recruited from the eight most populous cities in Vietnam using the mall-intercept survey approach and structural equation modeling (SEM) was utilized to test the hypothesized model and hypotheses.

The findings indicate that KB and BJW can increase consumers' green intrinsic motivation, which subsequently encourages them to engage in pro-environmental consumption. Moreover, awareness of consequences (AOC) and ascription of responsibility (AOR) serially indirectly inspire consumers' sustainable consumption through serial mediators, including personal norms (PN), attitudes toward green products and green purchase intention.

Based on the findings, some theoretical and managerial implications for pro-environmental consumption are provided.

The study offers fresh perspectives on the role of religious beliefs in pro-environmental research. Additionally, this study sheds new light on the marketing literature by integrating the theory of planned behavior (TPB) and norm activation model (NAM) with self-determination theory (SDT) to explore the underlying mechanisms and effects of psychological components on consumers' pro-environmental behaviors.

For small businesses, the strategic objective of going green may be a gendered process. Male and female entrepreneurs, due to their gender roles, respond differently to intrinsic motivations and extrinsic pressures to go green. This study aims to investigate whether women-run or men-run firms are more likely to go green due to intrinsic motivations versus extrinsic pressures. Moreover, it examines how the effect of gender on going green is moderated by market competition and gender inequality.

This study employs a dataset of small businesses in 40 countries, mostly developing, in Eastern Europe, Western Asia and Northern Africa.

Women-run firms are more likely to go green due to both intrinsic motivations and extrinsic pressures compared to men-run firms. Notably, market competition weakens the positive effect of female ownership on firm going green while gender inequality amplifies the relationship.

This research is one of the first to examine the gendered process of going green in small businesses. Using the social feminist and institutional theories to understand how male and female entrepreneurs go green for different types of motivations, this research expands understanding of the green transition of small businesses.

This study aims to address the gap in hospitality and tourism (H&T) research concerning green creativity (GC) and seeks to identify the ways in which the interaction between spiritual incentives (SI) and material incentives (MI) affects the relationships among green intrinsic motivation (GIM), green extrinsic motivation (GEM) and GC.

In accordance with the preferred reporting items for systematic reviews and meta-analyses (PRISMA) guidelines, this paper examines studies related to GC in the H&T industry and analyses them using content analysis and critical analysis.

By integrating self-determination theory and the componential theory of creativity, this study enhances the understanding of the interactive moderating role played by SI and MI in the relationship between green motivation and GC. When the level of SI is high and the level of MI is low, GIM has the strongest positive impact on GC. When the levels of MI and SI are both high, GEM has the strongest positive effect on GC.

In practical terms, “high SI-low MI” is the optimal combination for achieving high GC and promoting sustainable long-term green-oriented incentives.

To the best of the authors’ knowledge, this paper represents the first investigation of the interactive moderating effects of SI and MI on the relationships among GIM, GEM and GC, thus enriching the research on the factors influencing green motivation and GC. In addition, this paper proposes a better decision-making basis for organizations facing a green-oriented incentive situation, according to which “high SI-low MI” can facilitate the achievement of high GC at a low cost.

Prior research in the human resources management fields focused primarily on one type of employees’ pro-environmental behaviors yet failed to empirically investigate interrelationships among the distinct dimensions of their pro-environmental behaviors. To build a deeper understanding of the psychological process in becoming an environmental activist in the workplace, this study aims to examine the interrelationships among frontline employees’ green autonomous motivation, green external motivation, environmental concern, self-efficacy and three types of pro-environmental behaviors (i.e. green idea generation behavior, green idea promotion behavior and green idea activist behavior).

With the survey method, the data were collected from frontline employees working at hospitality enterprises in South Korea. This study analyzed the collected data, including frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis and structural equation modeling.

The empirical results showed that autonomous motivation significantly influenced environmental concern, self-efficacy, green idea generation behavior and green idea promotion behavior. Also, external motivation significantly affected environmental concern, self-efficacy and green idea promotion behavior. Furthermore, environmental concern had significant influences on self-efficacy and green idea promotion behavior, and self-efficacy had significant effects on green idea generation behavior and green idea promotion behavior. Finally, green idea activist behavior was significantly influenced by green idea generation behavior and green idea promotion behavior only.

This study proposes managerial implications to hospitality organizations and public policymakers for maximizing the effectiveness and efficiency of their green initiatives via frontline employees’ green idea activist behavior.

Based on the empirical findings, this study proposes several theoretical and practical implications for the extant literature and the service industry in the context of frontline employees’ three types of pro-environmental behaviors from their working motivation.

Anchored in the conservation of resources (COR) theory, this research aims to examine the effect of spiritual leadership on green creativity via the mediating role of green work engagement (GWEN).

The data were collected from 254 frontline hotel employees in the United Arab Emirates (UAE), and the hypothesized relationships were assessed using partial least squares structural equation modeling (PLS SEM).

The findings suggest that spiritual leadership boosts GWEN and green creativity, and GWEN positively affects green creativity and mediates the nexus between spiritual leadership and green creativity.

Top management in the hospitality industry should focus on building spirituality and spiritual practices among their managers to accomplish organizational green goals. The hospitality industry is a highly competitive service sector that contains several unique challenges for workers, such as growing customer demands and asking for employee creativity while concurrently producing and delivering high-quality, differentiated services. In such tense and demanding professional settings, employees require intrinsic motivation to achieve something “out of the box.” Organizations should understand that intrinsic motivation implanted by spiritual leaders can encourage individuals to engage in green tasks and ultimately go beyond the script to achieve green creativity.

This study advances the extant literature by highlighting the role of spiritual leadership, as an emerging leadership style, in fostering GWEN and green creativity. It also adds to the existing research by examining the underlying mechanism through which spiritual leadership nurtures green creativity.

Entrepreneurship is one of the pillars of economic development and helps to green the economy. This study investigates the factors that affect green entrepreneurship (GE) in small- and medium-sized enterprises (SMEs) in Saudi Arabia.

Using quantitative modes, this study's findings are based on 334 valid cases from Saudi Arabian SME employees.

Using path analysis, this study’s findings reveal that green entrepreneurial skills (GES), green opportunities (GOs), entrepreneurial motivation (EM), green incentives (GIs), availability of capital (AoC) and green entrepreneurial self-efficacy (GESE) have positive and significant effects on GE. Moreover, GESE mediates GE's relationships with GES, GOs, EM, GIs and AoC.

This study's findings support the development of green business practices in terms of green business planning, training and skills. The research provides opportunities for green businesses. Policymakers and SME authorities would benefit from this study's findings in producing green goods and services.

This study empirically confirms the role of various factors such as GESE and GE among Saudi Arabian SMEs.

This research examines the role of green, inclusive leadership, corporate social responsibility, and pro-environmental attitudes on proactive pro-environmental behaviour among hotel employees. It further examines the indirect effects of pro-environmental attitudes between green inclusive leadership, corporate social responsibility, and proactive pro-environmental behaviour, as well as the moderating role of psychological contract breach between pro-environmental attitudes and proactive pro-environmental behaviour.

The participants of this cross-sectional study were employees in the Malaysian hotel industry, and 374 usable questionnaires were used for data analysis. The data were analysed using Partial Least Squares – Structural Equation Modelling.

This study found that green, inclusive leadership, corporate social responsibility, and pro-environmental attitudes significantly influence proactive pro-environmental behaviour. For mediating effects, pro-environmental attitudes have been found to mediate the relationship between corporate social responsibility, green inclusive leadership and proactive pro-environmental behaviour.

The research proposes actionable measures to encourage environmentally friendly practices in the hotel sector. For companies to succeed, they must integrate green initiatives with their societal objectives. Pro-environmental mindsets are essential for implementing effective environmental policies, which in turn impact recruitment approaches. The advantages of fostering pro-environmental conduct encompass financial savings, enhanced standing, adherence to regulations, increased innovative thinking and improved workplace well-being.

Over time, environmental degradation has been contributed by individual behaviours and the combined actions of businesses and organisations. This study significantly contributed to a new model underpinned by the Self-determination Theory by including new constructs influencing proactive pro-environmental behaviour.

The purpose of this paper is to develop and explore the policy concept of corporate social responsibility (CSR) as a focus for sustainable development. To this end, it develops and explores the implications of a distinction between CSR as a marketing strategy and a more sustainable long-term commitment to changes in organizational culture and also society.

This a conceptual paper which develops a policy research framework for examining the CSR rationale as well as general concept as applied to the “plastic bags” public awareness campaign in the Malaysian case study. On this basis, its central inquiry approach is to develop and explore the distinction between surface and deep modes of CSR policy implementation as also related modes of social learning.

The findings from the conceptual inquiry recognize that corporations which fail to apply a deep rather than a surface commitment to their own CSR polices will sooner or later be judged on that basis by their customers as well as external stakeholders. Although CSR policies will always involve a corporate marketing focus, this is sustainable only if framed by a long-term organizational commitment to accountable change.

The paper makes, develops and further explores a basic accountability distinction between surface and deep modes of CSR as a management commitment, corporate policy implementation and related processes of corporate cultural change. This links to the paper’s associated innovation of linking CSR as both internal organizational learning and a larger sustainable development process of social learning.

Although the concept of transformative gamification is mentioned in previous research, no research has provided a theoretically based explanation of how gamification can lead to transformative change. This paper aims to provide the explanation for the first time by combining storytelling elements with cognitive behavioural therapy logic and incorporating these into a framework to show the process of transformative behaviour change through gamification. The proposed framework not only furthers the theoretical understanding of transformative gamification services but also provides practical insight into design and implication of such services.

This paper is based on critical analysis and synthesis of literature from different fields of research such as transformative service research (TSR), gamification, game studies, social marketing, storytelling and journalism. Ergo, several propositions based on the extensive literature review are proposed and aggregated in a conceptual framework.

This paper argues that apart from game mechanics that are often considered as an inseparable aspect of gamification services, immersive storytelling and a mechanism to encourage reflection are the pivotal components of transformative gamification services. In addition, this paper suggests that although reflection and immersive storytelling are often considered as opposite sides of the spectrum, they can have a synergistic effect once they work in tandem in gamification services.

This paper proposes a novel framework and an operational definition for transformative gamification services. It contributes to TSR, gamification and health promotion research through differentiating this concept from similar concepts, such as mHealth, propelling gamification to a more meaningful and user-centric version and providing service researchers with a practical guide to make use of gamification as a tool to serve TSR.