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In the era of new technological revolution, seeking to survive and guarantee business sustainability in their digital internationalization, enterprises choose to become environmentally oriented. The need for new green business models has become evident in recent years, and enterprises offer green services in creative and eco-friendly ways. However, does the display of a green label on hotels' websites really promote the eco-conscious tourists' online booking intention? This study aims to examine the impact of the perceived label on the online sustainable hotel booking intention of the eco-conscious tourists, using the foundations of signal theory.

This study adopted a structural equation model to integrate several constructs with a sample of 349 validated responses.

The empirical results highlight, the importance of the green label perception on the eco-conscious tourists' booking intention of online sustainable hotel and the role that green trust and green perceived risk play as a mediating variable between the perception of the exposed label and the booking intention. Indeed, when booking a sustainable hotel online, the tourists may be sensitive to the exposure of a green label. Therefore, this signal decreases the perceived risk of unsustainability and ultimately increases the trust in hotel's sustainability.

The first limitation is related to the sample employed in this study. Given that most of the participants were residents of France, the results of this study may not be generalized to the entire population. Secondly, a range of other factors can affect the eco-conscious tourists' intentions to book online a hotel with green label, such as their attitude, social media influence, tourists' satisfaction, etc. Indeed, other variables and/or signals could be adopted to study online booking intention in the pandemic era.

In light of these results, theoretical and managerial implications are discussed. The findings make an important contribution to SMEs sustainability and internationalization by exploring new ties. This study considers how SMEs and specifically hotels start following green practices (e.g. adoption of an eco-label) relevant to their international environment where they operate and in response to global pressures. SMEs can survive better in the highly competitive global environment where they need to employ more green practices, however, managers should consider how green trust and green perceived risk can affect customer behavior. It also adds to the existing literature by dealing with customer perceptions about the green label of sustainable hotels and its subsequent effect on booking intention.

This study had shown the importance of the display of green label on the eco-conscious tourist's online booking intention.

The purpose of this study is to develop an original framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and to discuss the mediation role of green trust.

This study applies four original concepts – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an integral model to enhance green purchase intentions. In addition, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications. Structural equation modeling (SEM) is applied to verify the research framework.

The empirical results show that green perceived value would positively affect green trust and green purchase intentions, while green perceived risk would negatively influence both of them. Furthermore, this study demonstrates that the relationships between green purchase intentions and their two antecedents – green perceived value and green perceived risk – are partially mediated by green trust. Hence, investing resources to increase green perceived value and to decrease green perceived risk is helpful to enhance green trust and green purchase intentions.

This study summarizes the literature on green marketing and relationship marketing into a new managerial framework of green purchase intentions. It utilizes four novel constructs – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an original research framework to enhance green purchase intentions. Although past research has highlighted the relevant issues about purchase intentions, none explores it about green management. Therefore, this paper develops the research framework of green purchase intentions to fill the research gap.

This study aims to combine the literature on green marketing and relationship marketing into a new managerial framework of green trust. In addition, this study seeks to elaborate the relationships among green perceived quality, green perceived risk, green satisfaction, and green trust.

The research object of this paper focuses on Taiwan's consumers who have the purchase experience of information and electronics products. This study undertakes an empirical study by means of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the purchase experience of information and electronics products. Structural equation modeling (SEM) is applied to test the research framework.

The empirical results indicate that green perceived quality would positively affect green satisfaction and green trust, whereas green perceived risk would negatively influence both of them. In addition, this study points out that the relationships between green trust and its two antecedents – green perceived quality and green perceived risk – are partially mediated by green satisfaction. Hence, investing resources in the increase of green perceived quality and the decrease of green perceived risk is useful to enhance green satisfaction and green trust.

Although previous research has explored the relevant issues about trust, none highlights trust about green or environmental issues from the perspectives of perceived quality and perceived risk. This study proposes a research framework, which can help companies enhance their green trust via its three determinants: green perceived quality, green perceived risk, and green satisfaction.

The purpose of this paper is to examine the role of green self-identity, green peer influence, service and product quality of organic food retailers on Indian consumers’ perceived trust and transaction risk.

The sample consisted of consumers purchasing organic food products from organic food retailers. A mix of judgemental and convenience sampling was used.

Green peer influence, perceived organic food quality and service quality had a positive influence on perceived trust towards organic food retailer. Green self-identity had a negative influence on perceived transaction risk, and green peer influence had a positive effect on perceived transaction risk.

The findings can be used by organic food retailers to increase trust by improving organic food brands and service quality at the stores. The organic food market is in nascent stage and consumers’ trust towards organic food retailers is crucial in improving intention to purchase organic food. Peer influence should be used in cultivating trust towards products sold by organic food retailers.

The study adds to existing research by analysing the role of green self-identity, peer influence, organic food and service quality on perceived trust and transaction risk. The results can be used by retailers for marketing organic food brands.

When a company practices greenwashing, it violates consumers' expectations by deliberately deceiving them about their environmental practices or the benefits of their products/services. This study investigated the effects of greenwashing on corporate reputation and brand hate. Furthermore, this study explored the mediating effects of perceived environmental performance and green perceived risk.

A survey design using cross-sectional primary data from 420 Portuguese consumers who identified and recognized brands engaged in greenwashing was employed. The proposed hypotheses were tested using structural equation modeling techniques.

This study's findings show that consumer perceptions of greenwashing may damage brands. The results show that greenwashing has a negative effect on corporate reputation through perceived environmental performance and green perceived risk. Additionally, greenwashing has a positive direct effect on brand hate and a negative effect on green perceived risk. Therefore, reducing greenwashing practices can improve consumers' perceptions of corporate environmental performance, buffer green perceived risk, and ultimately enhance corporate reputation. This can lead to positive relationships with customers.

Based on signaling and expectancy violation theories, this study develops a new framework highlighting the detrimental effects of greenwashing on brands. The combination of these theories provides the right framework to understand how greenwashing may lead to extreme feelings like brand hate and negative perceptions of corporate reputation, thus advancing the current research that lacks studies on the association between these constructs.

The purpose of this study is to develop a theoretical framework to explore the influence of green packaging on green purchase intention in the context of online-to-offline (O2O) commerce and to discuss the indirect effects of perceived value, perceived risk and green satisfaction.

To cast light on the factors affecting consumers’ intention to purchase in the context of O2O commerce, 295 valid questionnaire responses of O2O consumers in China were collected via an online survey. Data analysis was performed based on structural equation modeling.

The empirical results indicated that green packaging significantly affects consumers’ green purchase intention in the O2O commerce context indirectly through perceived value, perceived risk and green satisfaction. Moreover, green loyalty positively and significantly moderates the effects of perceived value, perceived risk and green satisfaction on green purchase intention.

Research on product packaging has mainly focused on investigating packaging materials, designs, functions and applications but has rarely examined how product packaging affects consumers’ purchase intention in the context of O2O commerce. Moreover, although previous studies have explored the roles of perceived value and perceived risk on purchase intention, they have not investigated the effects of environmental concerns and commerce context. This study attempts to fill these research gaps.

Some luxury restaurants might be hesitant to adopt new environmentally friendly initiatives due to worries that consumers might have concerns about how these changes might affect them. The purpose of this study is to investigate consumers’ intentions to dine at luxury restaurants when new environmentally friendly practices are implemented, considering the influence of trust and perceived risks.

Building on information integration theory and protection motivation theory, this research proposes its model and hypotheses. To test the proposed hypotheses, 441 participants were recruited through a non-probability purposive sampling method.

The results show that perceived risks (i.e. perceived functional risk, perceived financial risk, perceived hedonic risk and perceived self-image risk) significantly affect consumers’ consumption intentions. Furthermore, consumers’ trust in luxury restaurants will partially moderate the effects of perceived risks on consumption intentions.

This study offers empirical support for the proposition that implementing new environmentally friendly practices can affect consumers’ dining intentions in a negative way. Suggestions on how to mitigate the effect of perceived risks are discussed.

The results of this research contribute to the hospitality literature in three ways. First, this study is one of the few to report that luxury restaurants should take consumers’ perceptions of risk into account before initiating new environmentally friendly procedures. Second, it confirms that perceived risks will lower consumers’ luxury restaurant consumption intentions. Third, consumers’ trust in luxury restaurants can partially moderate the influences of perceived risks on consumption intentions.

The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands and the influence of green brand image on purchase behavioural response. Additionally, the influence of a moderating variable (green perceived risk) on this formation process is examined.

Data were collected using an online survey administered to a consumer panel in China. Structural equation modelling was used to test the conceptual model.

The results demonstrate that the provision of utilitarian benefits and self-expressive benefits directly enhance the brand’s green image. Also, utilitarian benefits and green brand image have direct influences on green brand loyalty. Green perceived risk negatively moderates the relationship between utilitarian benefits and green brand image.

This study extends previous research by examining the development of green brand image and investigating the moderating role of green perceived risk in this process. Also, this study enriches research on green brand and corporate branding by investigating the relationship between green brand image and brand loyalty.

Although previous research has examined how perceived benefits influence the development of corporate brand image, the issue has not been investigated from a green branding perspective. Moreover, the moderating role of green perceived risk in the formation of green brand image has not been explored, despite the concerns relating to greenwash which have been raised in several green brand studies. Finally, green brand image was found to be a strong antecedent of brand loyalty, besides the predominant elements of green trust and green satisfaction.

This paper aims to examine contextual factors affecting intention to purchase energy-saving products (ESPs), via a research model integrating environmental awareness, perceived performance risk and perceived financial risk with the theory of reasoned action (TRA).

In total, 474 targeted Jordanian householders completed a structured survey, providing data for exploratory and confirmatory factor analyses and for structural path analysis to test the research model and hypotheses.

Attitude most strongly predicts purchase intention. Environmental awareness positively influences subjective norms and reduces perceived performance and financial risks, which are related to purchase intention.

This research examines perceived performance and financial risks. Others including social and physical risks have research potential. Future research on international marketing strategy and cross-cultural consumer behavior could compare Jordan with its oil-producing neighbors.

Environmental awareness affects ESP purchase intention. Marketing strategy should focus on reducing perceived functional and financial risks while enhancing subjective norms by encouraging positive word of mouth.

The findings enhance environmental sustainability by indicating ways of reducing energy consumption and increasing the usage of environmentally friendly products. The study addresses behavioral and social aspects of green products, whereas most ESP suppliers focus on technology.

The study’s major theoretical contribution is incorporating perceived risk and environmental awareness into the TRA to better understand intention to purchase ESPs. Empirically, it conceptualizes and tests an integrated model of determinants of attitudes and intentions with new insights from an emerging market.

The purpose of this paper is to examine how the various perceived risk facets such as financial risk, performance risk, psychological risk, social risk, and physical risk influence the Indian consumers’ perceived overall risk during the purchase of green products such as energy-efficient LED light bulbs.

A self-administered questionnaire comprising a total of 29 items was employed over a sample of 272 respondents. The structural equation modeling using partial least squares was used for data analysis.

Psychological risk emerged as the most influential of the various risk facets in affecting perceived overall risk. Financial, physical, and performance risks emerged as the second, third, and fourth most influential risk facets, respectively, which affect the perceived overall risk. Surprisingly, social risk did not emerge as an influential facet when it comes to affecting perceived overall risk. Further, psychological and financial risks appeared to have a positive medium-level influence on the perceived overall risk, whereas physical and performance risks appeared to have a positive weak influence on the perceived overall risks. The influence of financial risk on the perceived overall risk was found to be partially mediated by performance risk.

The study is unique in the sense that it reflects the risk perception of potential consumers in one of the largest emerging markets of the world, when it comes to purchase of green products.