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Developing green innovative services is critical to the restaurant industry to achieve significant benefits as well as environmental sustainability. This study aims to explore the mechanisms through which employees’ green involvement can foster green service innovation behavior.

The data set garnered from employees who worked in restaurants was used to test these mechanisms. A partial least square technique was conducted on this data set.

The results revealed the employees’ green involvement significantly influences their green service innovation intention, which subsequently influences their green service innovation behavior. Furthermore, information technology (IT) adoption was found to fortify the linkage of employee green involvement with green service innovation intention.

The results suggest to the restaurant industry that awareness of green service innovation and IT adoption practices can help restaurants to develop effective sustainability work practices and meet societal expectations.

This study extends the restaurant management literature by linking the green involvement of restaurant employees to green service innovation intention as well as identifying the moderating role of IT adoption underlying this link.

The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and consequently its impact on green clothing purchase behavior of Indian consumers.

A mix of convenience and random sampling was used for data collection via an online survey. The sample (n = 403) comprised consumers having awareness about green clothing. Structural equation modeling (SEM) was used for analysis.

Online communities, green attitudes and influence of celebrities predicted green clothing involvement and in turn their purchase behavior. CSE had no impact on consumers' green clothing involvement.

The findings can help green apparel manufacturers and designers to use celebrities and online communities to educate and promote the benefits of green clothing. Social media can be employed to share experiences and engage consumers about green clothing.

Since online networking sites are gaining predominance in influencing behavior, the study extends the earlier research on social influence by examining its role along with celebrities and CSE on green apparel involvement and purchase. The study combines celebrities, online communities and collective identity influences (offline and online) in predicting green clothing purchase in India.

Previous green research shows conflicting results regarding the relationship between environmental concern and persuasion. It has also largely overlooked the role of situational involvement. The purpose of this paper is to aim to show that message involvement influences attitude towards green advertisements.

To test the proposed model, an experimental study based on a sample of young adults in an emerging economy was used to investigate if situational involvement can produce favourable attitudes towards green advertisements.

Using PLS, it was found that fear and response efficacy increased message involvement which in turn was a significant predictor of attitude towards the advertisement. The findings show that advertisers can use these variables to increase message involvement.

This research extends previous studies on message involvement and expands current knowledge by showing that situational involvement predicts attitude towards green advertising.

This study aims to establish two aspects: first, whether green advertising through multiple media (repetition versus reversal) generates a positive purchase intention than green advertising with a single medium repeat one medium at different levels of product involvement (high versus low level). Second, whether a green advertisement presented through multiple media influences green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and green purchase intention (GPI) than a green advertisement presented through single medium repetition under different level of product involvement, green advertising, media effects, consumer attitude, purchase intention and product involvement.

3 × 2 mixed factorial design is used to examine the audience exposure towards repetitive green ads on multiple media sources such as television, the internet and print. This has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and GPI compared to audiences exposed to the same ads on a single medium under high level and low level of product involvement.

The audience was exposed to several media situations, repeating green advertising, has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and purchase intention rather than for the audience who encounter a green ad with a high and low degree of product involvement in a single medium.

Only a few studies have measured media synergy effects, and to the best of the authors’ knowledge, no one has measured media effects on green advertisements. By examining different media combination effects of green ads on the audience, the knowledge of green marketing communication and its marketing strategies has been expanded.

This study aims to examine how green branding strategies affect pay-premium behaviour of consumers for high- vs low-involvement green products in an emerging country.

Data were collected from 500 consumers by survey method, and structural equation modelling was run to analyse the hypotheses.

Consequently, it was found that for involvement level consumers’ pay-premium behaviour was affected indirectly by perceived quality, and directly by green brand equity and brand credibility. Moreover, in addition to those factors, for low-involvement green products, performance risk and financial risk have an impact on willingness to pay more; however, for high-involvement green products, only performance risk influences the pay more behaviour of consumers.

In the research, two involvement levels and two brands were used. Brand names in particular may have caused a bias in the measurement. And the findings are limited by the sample, which includes respondents from an emerging country.

Managers should focus on green brand equity, brand quality and credibility to support willingness to pay more for green products. Moreover, they should monitor performance risk and financial risk perceptions, which may differ according to the involvement levels.

There is no other study, at least to the best of the author’s knowledge, testing the effects of brand-related factors on consumers’ willingness to pay-premium for green brands.

Environmental sustainability has become a primary factor for organisations to compete globally. Stakeholders' involvement with necessary commitment at the right stage of supply chain management (SCM) plays a vital role in development of green supply chain. This paper aims to explore the involvement aspect of stakeholders towards greening of the supply chain. The purpose of this paper is to identify the critical success factors for stakeholder involvement in development of green supply chain and develop use cases for managers and practitioners planning to implement recent technologies to support stakeholders' involvement.

After a thorough literature survey and interviews with experts from industry and academia, the factors for involvement of stakeholders for greening the supply chain were identified. A survey-based research has been used to collect primary data for effective people involvement in development of green supply chain. The decision-making trial and evaluation laboratory method is used for ranking the critical success factors. Effective implementation of success factors using merits of blockchain and internet of things (IoT) technologies are discussed. Use cases are developed for practitioners for using a blockchain IoT-integrated architecture.

The results show that criterion C21 (cooperation with buyer for green initiatives) is the most important for green supply chain, and criterion C5 (global customers) has least effect on greening the supply chain. Involving stakeholders in the green product design ensures improved efficiency of the supply chain. Merits of technologies like blockchain and IoT may be reaped successfully for incorporating critical success factors to develop green supply chain.

The research can further be extended by developing the research model with hypothesis and conducting a survey for validation. Automobile industry use cases are considered for this research, and it may be further developed for different industry sectors like process industries, service, etc.

Managers can make use of these 22 critical success factors and capabilities of the blockchain IoT-integrated architecture to successfully involve stakeholders. Practitioners/managers can dramatically change SCM with respect to the response speed, accuracy of decision-making, data acquisition, data storage and data accessibility, transparency, trust-building, opportunity of participation, communication quality, freedom in payment based on blockchain IoT-integrated architecture. Preventing pollution and converting the enterprises into green and sustainable organisations have created lot of concerns worldwide. This research addresses the issue of green initiatives and the role of stakeholders in improving the green status of industry.

Though there is research on involving suppliers and customers in the supply chain activities, there is a significant delay in integrating human resource management in the supply chain. This research proposes integration of stakeholders using recent technologies for green supply chain. Use cases developed for the automobile industry gives path to future research in this domain.

Developing new green services is critical to a hospitality organization’s achievement of sustainable goals as well as competitive advantage. This study aims to unravel the mechanisms through which organizations with green entrepreneurial orientation (green EO) can foster green service innovation.

The data set for testing these mechanisms was garnered from employees and managers who worked in hotels based in an Asia-Pacific market. A multilevel analysis was conducted on this data set.

The results revealed the positive nexus between organizational green EO and green service innovation perceptions. The results of the study further lent credence to employee green creativity as a mediation path for such a relationship. Furthermore, customer involvement was found to fortify the linkage of green EO with employee green creativity and the linkage of employee green creativity with green service innovation perceptions.

The results suggest to hotel organizations how to optimally translate their green entrepreneurial strategy into new green services that meet customer preferences and societal expectations.

This inquiry extends the hospitality management literature by linking green EO to green service innovation of hospitality organizations as well as identifying the mediation and moderation mechanisms underlying this link.

To achieve the UN’s 2030 agenda, consumers will need to behave more responsibly and make less environmentally harmful purchases. This study aims to investigate the antecedents of consumers’ pro-environmental purchase intentions based on a range of motivating (i.e. attitudes, locus of control) and inhibiting factors (i.e. apathy and myopia) for a low-involvement product. It also tests the moderating effect of the greenness of a low-involvement product (green vs nongreen) on the consumer’s pro-environmental purchase intentions.

An online panel survey of 679 Turkish consumers was used. Structural equation modeling was used to test the hypothesized relationships.

The results suggest that while inhibiting factors (i.e. apathy and myopia) may not directly impede such purchase intentions, they could prevent consumers from considering the environmental characteristics of low-involvement products.

The insights are expected to assist marketers and policymakers to understand consumer psychological mechanisms when encouraging and promoting pro-environmental behavior in the context of low-involvement purchases, enhancing consumers contributing to the 2030 objectives.

This study examines the role of inhibiting factors behind the purchase of low-involvement goods. It also tests the moderating effect of the greenness of a low-involvement product on pro-environmental purchase intentions.

Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco‐innovations), and to analyze factors explaining these two types of green behaviors.

The results from a survey on adopters and non‐adopters (n=1,832) of alternative fuel vehicles (AFVs) are reported. Regression analysis on willingness to curtail car use and willingness to adopt a so‐called environmentally friendly car are used to identify significant determinants across the behavioral categories.

The results show that values, beliefs, norms, and habit strength determine willingness to curtail and willingness for eco‐innovation adoption. Personal norms have a strong positive influence on willingness for the behaviors and habit strength has a negative influence. The other determinants have varying influence depending on type of behavior.

A limitation of this study concerns the focus on only one eco‐innovation. However, since the adoption of AFVs is a high involvement behavior, the results carry implications for other high involvement products as well.

Attitudinal factors and habits in combination prove to be effective determinants for curtailment behaviors and willingness to adopt eco‐innovations. In addition, previous adoption is found to be a strong determinant of future willingness to adopt.

The contribution of the paper is the two‐sided approach on green consumer behavior and the result that values, beliefs and norms not only predict low involvement post‐purchase behaviors but also adoption of high involvement eco‐innovations.

This paper shows how organisational agility allows companies to adopt the necessary changes to remain competitive and produce with a lower environmental impact, implying customers in the value chain.

This investigation uses a cross-sectional design to collect data on the study variables from a sample of 260 Spanish manufacturing organisations. Structural equations with PLS are applied to test hypotheses.

Results show that organisational agility is positively related to eco-innovation. Furthermore, eco-innovation results in a positive relationship with organisational performance. Finally, it has been found that customer involvement positively moderates the effect of organisational agility on new green processes and products and makes green product innovations more successful.

Conclusions indicate that would be advisable that innovative companies promote capabilities such as organisational agility, and integrating customer involvement throughout their value chain, for developing successful new green products increasing their results with a lower environmental impact. Likewise, the customer’s involvement in eco-innovation projects has been found, in companies with agile behaviours, that could aim to increase their performance, helping to react more quickly to market trends and saving money in product development.

This investigation addresses three gaps previously identified in the literature. Firstly, it covers a lack of research on how agility could foster green innovation and how this could positively affect their performance outcomes. Secondly, it studies a moderating factor, customer involvement, and its effects on the relationship between organisational agility and eco-innovation in product and process and between eco-innovation in product and organisational performance. Thirdly, it introduces dynamic capabilities theory through agility concept to study the dynamic context of the eco-environment.