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The purpose of this paper is to investigate millennials’ purchase behaviours towards green housing in India. This paper also examines the mediating effect of purchase intention between determinants of buying green housing and purchase behaviour in the real estate industry.

A cross-sectional research design was applied to collect data from 393 rural and 388 urban millennials. This study used “partial least squares structural equation modelling” to verify the framed hypotheses.

The outcomes indicate that attitude, environmental concern and green trust substantially influence the purchase intention and purchase behaviour towards green housing in rural and urban studies. However, perceived risk has an insignificant effect on purchase intention and purchase behaviour towards green housing in both studies. Likewise, innovativeness insignificantly impacts the purchase intention in study rural while substantially impacting the purchase behaviour in both studies. Additionally, a favourable relationship between purchase intention and purchase behaviour towards green housing in both rural and urban contexts.

This study provides fruitful evidence for practitioners, marketers and academicians about the drivers of purchase behaviour toward green housing. The results of this study also enable regulatory bodies to design appropriate strategies and tactics to foster the sustainable growth of nations.

This paper is a preliminary attempt to explore the decision to buy green housing in India. Furthermore, the authors targeted a specific age group, especially millennials, to gain a valuable understanding of how different factors affect green housing decisions in different areas, that is, rural and urban areas.

Sustainability is a major global concern, and research has suggested a bidirectional relationship between participatory sport events and the natural environment. Against this background, we examined the influence of runners’ environmental consciousness on their perceptions of the quality of green initiatives and their supportive intention at a running event.

We collected questionnaire responses from 496 runners at an event held in Taiwan, and we used partial least squares structural equation modeling for our measurement and structural models.

Our findings revealed that environmental consciousness had a positive relationship with green perceived quality, and that green perceived quality, in turn, positively affected supportive intention. Green perceived quality also mediated the relationship between environmental consciousness and supportive intention, and running frequency moderated the relationship between environmental consciousness and supportive intention.

Stakeholders should promote the environmental consciousness of event participants and implement sustainable initiatives to enhance participants’ supportive intention towards participatory sport events.

This study contributes to the literature by examining the role of environmental consciousness, green perceived quality and supportive intention in the context of a running event. The findings highlight the importance of environmental sustainability in participatory sport events and provide valuable insights for event organizers and stakeholders in designing and implementing sustainable initiatives.

In the realm of tourism and sustainability, transportation and mobility hold a crucial position. Among the green product categories, three-wheeled electric vehicles have gained significant attention due to their environmental benefits. However, research on consumers’ intentions to purchase these vehicles is limited, particularly in Asian destinations like Sri Lanka. This study aims to bridge this gap by examining the direct and indirect impacts of green brand awareness, green brand associations and green perceived quality of local Sri Lankans’ intention to choose branded electric three-wheelers in future purchase decisions.

A questionnaire survey garnered 400 usable responses, and structural equation modeling was used to test hypotheses.

The results indicate that green brand awareness, green brand associations and green perceived quality have a direct positive and significant effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions and green trust. Also, green trust has a positive and significant direct effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions. Furthermore, the results indicate that only green brand associations and green perceived quality have an indirect positive and significant effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions through green trust.

This research contributes to the tourism industry and other sectors involved in sustainability efforts in several ways. First, it emphasizes the importance of fostering positive associations with eco-friendly attributes and perceived product quality to build consumer trust and influence their purchase intentions for green products. Second, the study underscores the relevance of highlighting eco-friendly product attributes to stimulate consumer interest and adoption of green products. Finally, it theoretically underscores the significance of building trust through transparent and credible sustainability initiatives.

The adoption of residential rooftop solar panel systems (SPS) in India is at a nascent stage. Therefore, this study aimed to examine the factors affecting consumers’ intention to purchase SPS by expanding the theory of planned behavior (TPB) with three environmental psychology factors. The study was targeted at potential users’ intention to purchase SPS, thus it further explored the moderating role of perceived government subsidy policy (PGSP) in determining consumers’ purchase intention of SPS.

Using G*power software, the minimum sample size of 189 was calculated; accordingly, 292 valid responses were gathered from potential users of SPS from three Indian states, namely Rajasthan, Punjab and Haryana, via an online questionnaire survey with the help of purposive sampling method. Structural equation modeling technique of partial least squares was employed to analyze the data.

Results demonstrated that attitude, subjective norms, perceived behavioral control, perceived consumer effectiveness (PCE) and PGSP significantly influence purchase intention of SPS. Green trust and green self-identity did not influence the purchase intention of SPS. Further, PGSP strengthens the effect of attitude, green trust, PCE on purchase intention of SPS while it weakens the effect of subjective norms on purchase intention of SPS.

This study contributes to the existing literature by integrating green trust, green self-identity, PCE and PGSP into the TPB model to better understand factors affecting consumers’ purchase intention towards SPS in India.

Most of the emphasis in the green building literature on the green performance of buildings has been on optimizing energy and resource efficiency. Admittedly, from the perspective of the sustainable construction industry, making optimally energy and resource efficiency, often seen as a technical challenge, has a premise role in green building projects. However, green buildings need to optimally meet the health, well-being and comfort requirements of their occupants and their environmental quality targets. In that context, perceived quality is a crucial determinant of occupant satisfaction and can play a critical role in the user-oriented improvement of the green performance of buildings. While previous research has highlighted issues related to occupant satisfaction, none of them examines green buildings from a perceived quality perspective. Therefore, the study attempts to fill this research gap.

Firstly, to reveal the positive and negative satisfaction of the building occupants according to the green building features, the review of previous research in the related literature is supplemented by an exploratory study of case studies evaluating occupant satisfaction in green buildings. Then, a conceptual framework is proposed to link perceived quality and green building features towards occupant satisfaction.

A review of the case studies in 49 research articles has shown deficiencies in a comprehensive understanding and approach to the perceived quality of green buildings. In response, the development of a framework for conceptual interrelationships may provide a pathway for more detailed quality assessments for future research. In this study, the proposed conceptual framework has the potential to provide a conceptual basis for future models in determining the relationship between quality expectations and quality experiences in green buildings. It can also serve as a constructive approach for assessing occupant satisfaction in the quality-driven improvements of green buildings and further investigation of the importance of various quality cues, quality attributes and their interactions.

This study aims to incorporate green building features and perceived quality concepts into a framework that can form the basis for assessing occupant satisfaction in green buildings. The ultimate goal of the proposed conceptual framework is to generate an insight that can contribute to rethinking the perceived quality of green buildings and developing more occupant-driven solutions for future green buildings.

Based on the knowledge-attitude-behavior model, this study is aimed at investigating the influential mechanism underlying the purchase of green clothing by dividing this clothing category into green home-in wear and home-out wear within the context of green consumption. The mediating effects of perceived greenwashing (PG), perceived value (PV) and expected moral benefit (EMB) and the moderating effect of green clothing type (GCT) were examined.

The data for this study were collected from 366 valid samples through a between-subject design survey administered in China. Moderation analysis and mediation analysis using SPSS/PROCESS macro were applied to test the proposed hypotheses.

The results indicate that consumers' level of environmental knowledge (EKL) not only has a direct effect on purchase intention (PI) but also has an indirect effect through perceived value and expected moral benefit. However, perceived greenwashing did not play a mediating role in this relationship.

The study's findings show a moderating effect of green clothing type (green home-in wear vs green home-out wear). That is, compared to green home-out wear, the relationship between expected moral benefit and perceived greenwashing for green home-in wear had a weaker negative effect on purchase intentions.

With the evolution of the turbulent environment constantly triggering the emergence of a trust crisis between organizations, how can university–industry (U–I) alliances respond to the trust crisis when conducting green technology innovation (GTI) activities? This paper aims to address this issue.

The authors examined the process of trust crisis damage, including trust first suffering instantaneous impair as well as subsequently indirectly affecting GTI level, and ultimately hurting the profitability of green innovations. In this paper, a piecewise deterministic dynamic model is deployed to portray the trust and the GTI levels in GTI activities of U–I alliances.

The authors analyze the equilibrium results under decentralized and centralized decision-making modes to obtain the following conclusions: Trust levels are affected by a combination of hazard and damage (short and long term) rates, shifting from steady growth to decline in the presence of low hazard and damage rates. However, the GTI level has been growing steadily. It is essential to consider factors such as the hazard rate, the damage rate in the short and long terms, and the change in marginal profit in determining whether to pursue an efficiency- or recovery-friendly strategy in the face of a trust crisis. The authors found that two approaches can mitigate trust crisis losses: implementing a centralized decision-making mode (i.e. shared governance) and reducing pre-crisis trust-building investments. This study offers several insights for businesses and academics to respond to a trust crisis.

The present research can be extended in several directions. Instead of distinguishing attribution of trust crisis, the authors use hazard rate, short- and long-term damage rates and change in marginal profitability to distinguish the scale of trust crises. Future scholars can further add an attribution approach to enrich the classification of trust crises. Moreover, the authors only consider trust crises because of unexpected events in a turbulent environment; in fact, a trust crisis may also be a plateauing process, yet the authors do not study this situation.

First, the authors explore what factors affect the level of trust and the level of GTI when a trust crisis occurs. Second, the authors provide guidelines on how businesses and academics can coordinate their trust-building and GTI efforts when faced with a trust crisis in a turbulent environment.

First, the interaction between psychology and innovation management is explored in this paper. Although empirical studies have shown that trust in U–I alliances is related to innovation performance, and scholars have developed differential game models to portray the GTI process, building a differential game model to explore such an interaction is still scarce. Second, the authors incorporate inter-organizational trust level into the GTI level in university–industry collaboration, applying differential equations to portray the trust building and GTI processes, respectively, to reveal the importance of trust in CTI activities. Third, the authors establish a piecewise deterministic dynamic game model wherein the impact of crisis shocks is not equal to zero, which is inconsistent with most previous studies of Brownian motion.

The purpose of this paper is to examine the influence that the occurrence of greenwashing has on the consumer perception of corporate social responsibility (CSR).

This paper observed the market indication that a consistent undermining of authentic commitment to CSR taints consumer perception. Investigating how the motivations behind greenwashing contribute to the presentation of CSR was the first means of examining the market forces. Consumer orientation was used as a guiding principle to consider the short- and long-term perspective of a greenwasher.

Individual instances of greenwashing contribute to a collective deterioration of marketplace trust in the promises of CSR. The negative influence on CSR is not isolated to the greenwashing perpetrator but casts a wider effect. The consequences of greenwashing are not isolated but widely dispersed.

Whilst much of the literature focuses on the stigmatisation of individual firms, it is crucial to note how marketplace trust is eroded. In addition, the perception of CSR-related regulations is for example influenced but rarely recognised as a consequence of greenwashing behaviour.

The problem of environmental pollution is becoming increasingly severe, and international consensus confirms the need for eco-friendly consumption. Worldwide, the eco-friendly food market is booming, so understanding consumers’ motivations to purchase these foods is crucial. This paper aimed to construct a model explaining consumers’ intentions to purchase eco-friendly food by combining stimuli-organism-response (SOR) and signalling theories and exploring the mechanisms by which macro- and micro-signals impact perceptions of value and consumers’ subsequent willingness to purchase eco-friendly food.

An online questionnaire was distributed through the Qualtrics platform, and the completed questionnaires were collected in March and April 2023. The study used partial least squares structural equation modelling (PLS-SEM) to analyse the 331 valid responses received.

The results indicated that trustworthy eco-labels for high-quality and health-promoting products, as conveyed in macro signals, significantly enhanced consumers’ perceptions of functional value. The peer effect and a moderate level of food anthropomorphism conveyed in micro-signals substantially improved their perceptions of social value, whilst the perceived value of products significantly and positively influenced their purchase intentions.

This study explains consumers’ motivations to purchase eco-friendly products. This provides an explanation for the effect of macro- and micro-signals on value perceptions. By integrating the different dimensions of these signals to create a unified research perspective, the paper provides an integrated model, thereby filling a research gap concerning the influence of two-dimensional signals on purchase intention. By supporting eco-friendly food use, the paper contributes to environmental protection and sustainable development.

The present study intends to discover and analyze the determinants of users' intention to use (ITU) drone-based online food delivery (OFD) services. The study mainly focuses on the drone-based food delivery system in India and its implications.

This study has used the purposive sampling method. With the support of the technology acceptance model (TAM) and the theory of planned behavior (TPB), a theoretical model was developed conceptually. Later, the model was validated using the partial least square-structure equation modeling (PLS-SEM) technique with consideration of 324 responses mainly from university students in Delhi- National Capital Region (NCR).

The findings reveal that all the determinants are positively and significantly related to ITU, except for perceived behavioral control that does not influence the consumer’s ITU drone-based OFD services. The study also shows that how food delivery system through drone can revolutionize the entire food delivery system in India.

The present study has developed a unique model that can be used by practitioners, future researchers in this field and policymakers in government departments. The present study is limited to Delhi-NCR in India, and thus, there is an issue of generalizability in the present study.

This study has examined the future of food delivery system through drone-based system. Thus, the leaders in the food industry will be better positioned to understand consumers' intentions to use OFD services using drones and be able to make more informed decisions about investment in drone technology in their respective organizations.

The present study has combined both the technology adoption model and the TPB and developed a theoretical model. The study enriches the literature on drone-based OFD services. Since users' acceptance of OFD services using drones is an under-researched area, the present study will make a meaningful contribution to bring the body of literature in this domain.