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The purpose of this paper is to examine the purchase behavior of consumers towards green products by adapting and extending the theory of planned behavior with the inclusion of three pertinent environmental factors posited to reflect environmental consciousness in the form of environmental concern, environmental knowledge and environmental values.

The data was collected from 410 consumers at shopping malls with retail stores selling green and non-green products in a developing country using cluster sampling and analyzed using covariance-based structural equation modeling.

The findings of this study indicate that environmental factors reflecting environmental consciousness positively influence consumers’ attitude towards purchasing green products, wherein consumers’ environmental values have a stronger influence than their environmental concern and environmental knowledge. The findings also reveal that subjective norm, attitude and perceived behavioral control toward purchasing green products positively shape green purchase intention. The same positive effect is also witnessed between green purchase intention and behavior. However, perceived behavioral control towards purchasing green products had no significant influence on green purchase behavior.

This study suggests that green marketers should promote environmental consciousness among consumers to influence and shape their planned behavior towards green purchases. This could be done by prioritizing efforts and investments in inculcating environmental values, followed by enhancing environmental knowledge and finally inducing environmental concern among consumers. Green marketers can also leverage subjective norm and perceptions of behavioral control toward purchasing green products to reinforce green purchase intention, which, in turn, strengthens green purchase behavior. This green marketing strategy should also be useful to address the intention–behavior gap as seen through the null effect of perceived behavioral control on purchase behavior toward green products when this strategy is present.

This study contributes to theoretical generalizability by reaffirming the continued relevance of the theory of planned behavior in settings concerning the environment (e.g. green purchases), and theoretical extension by augmenting environmental concern, environmental knowledge and environmental values with the theory of planned behavior, resulting in an environmentally conscious theory of planned behavior. The latter is significant and noteworthy, as this study broadens the conceptualization and operationalization of environmental consciousness from a unidimensional to a multidimensional construct.

This research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption.

This research conducted three studies. Study 1 explored the main effect of appearance aesthetics (appearance: plain vs classical vs expressive) on green products purchase intention through a one-factor between-subjects design. Study 2 verified the mediating role of perceived naturalness through two types of appearance aesthetics (appearance: classical vs expressive) between-subjects design. Study 3 verified the moderating role of product identity-symbolic attributes through a 2 (product identity-symbolic attributes: non-identity-symbolic vs identity-symbolic attributes) × 2 (appearance: classical aesthetics vs expressive aesthetics) between-subjects design.

Consumers will be more likely to purchase a green product that has classical aesthetics appearance (vs expressive aesthetics). Perceived naturalness mediates the effect of aesthetic appearance on consumer green consumption. Product identity symbol attributes moderate this effect. Specifically, for non-identity-symbolic green products, classical aesthetics can effectively enhance consumer purchase intention. For identity-symbolic green products, expressive aesthetics can effectively enhance consumer purchase intention.

Existing research suggests that aesthetic appearance can increase consumers’ evaluation of electronic products, beauty products and food, but the difference between aesthetics has not yet been explored. This research compares two aesthetics, contributing to the literature on aesthetic appearance in green products and offering valuable insights for managers’ green products marketing.

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.

This study aims to determine the solutions to address the Indian attitude-behaviour inconsistency in the green purchasing context and provide the possible combinations of antecedents that aid Indian marketers in designing promotional and advertising strategies.

A non-probability criterion-based sampling technique was used in collecting the data across Hyderabad city of Telangana region through online survey technique. The respondents were the customers who were attracted towards green and eco-friendly products. A total of 129 responses were received. SPSS v26 software was used to conduct the descriptive analysis, and the two-step analysis approach of the measurement and structural model was conducted in SmartPLS.

Results indicate that interpersonal influence has a greater direct influence on green purchase behaviour (GPB); altruism’s influence on green purchase intention (GPI) and GPB is through environmental attitude (EA) and green awareness (GA). EA has a significant influence on GA and green behaviour (GB). The GA and GB individually act as potential mediators between EA and green consumption behaviour (GCB) variables. Perceived environmental knowledge (PEK) does not influence GPB directly or indirectly. Altruism still ranks at the fifth position among the six antecedents, indicating reciprocal determinism and not an altruistic purchase approach in the Telangana region.

The results of this study may be used by government agencies and policymakers to launch awareness campaigns aimed at educating the public and encouraging green buying practices among broader societal segments. These kinds of programmes could lessen the harm that inconsiderate consumption habits do to the environment and to society, increase the green behaviour practices like planting trees, and recycling, and also increase the consumer’s PEK.

To the best of the authors’ knowledge, the present study is the first to apply reciprocal deterministic theory along with theory of planned behaviour to predict Indian GCB and address the attitude-behaviour gap. Moreover, to the best of the authors’ knowledge, this is the first study to investigate together the direct and indirect influence of altruism, interpersonal influence and perceived environmental knowledge on green purchase behaviour. Given the growing trend of consumers adopting an eco-friendly mind-set, a novel approach to empirically discuss the behavioural and personal factors will give research the much-needed boost it needs.

This research focuses on analysing the effect of wine tourism on green product and process innovations developed by Spanish wineries. In addition, age, size and membership in a protected designation of origin (PDO) are introduced as control variables to increase the precision of the cause–effect relationship analysed.

The study proposes a conceptual model based on previous studies, which is tested using structural equations (partial least squares structural equation modelling [PLS-SEM]) with data collected from 202 Spanish wineries.

The research results show that wine tourism activity has a positive and significant influence on green product and process innovation.

The research contributes to the academic literature in several ways. First, the study advances knowledge and understanding of the benefits generated by wine tourism. Second, the research contributes to the literature that analyses the wine tourism–sustainability link, since it is predicted that this type of tourism can increase the capacity for green innovation. Third, to the best of the authors’ knowledge, there is no previous research that has analysed wine tourism as a catalytic variable for green innovation. Fourth, the proposed theoretical model has not been previously addressed in the academic literature, so the study represents an important advance in scientific knowledge.

This study in Iran examined the role of internal and external psychological factors that affected green purchase intention. Moreover, it examined these variables' direct and indirect effects and green purchase intention on green purchase behavior.

An extended version of the theory of planned behavior (TPB) was employed, based on which a theoretical model was designed to reach the authors’ aim. An online questionnaire was used to collect data. For data analysis, confirmatory factor analysis, structural equation modeling, the bootstrapping method and the Preschool Language Scale (PLS) product-indicator approach were conducted to test the proposed conceptual model.

Results show that self-identity, self-interest, self-efficacy and a growth mindset have a positive impact on green purchase intention. However, the study found no predictive effect from peer influence and warm glow. In addition, self-efficacy and green purchase intention significantly affect green purchase behavior. The study reveals that green purchase intention substantially mediates the relationship between self-interest, growth mindset, warm glow and green purchase behavior. Further, warm glow moderates the impact of peer influence, self-identity and self-efficacy on green purchase intention. This study emphasizes the critical role of dispositional factors on green purchase intention and behavior.

Few studies consider the effect of the individual self, a growth mindset, a warm glow and peer influence on green purchase intention simultaneously. In addition, the authors introduced a different version of the TPB model. Further, this research also conducted how these variables, directly and indirectly, affect green purchase behavior.

This study aims to exploit Tobin’s Q model of investment to examine the relationship between corporate governance and green innovation.

The study is based on a sample of 3,896 firms from 2002 to 2021, covering 45 countries worldwide. The authors adopt Tobin’s Q model to conceptualize the relationship between corporate governance and investment in green research and development (R&D). The authors argue that agency costs and financial market frictions affect corporate investment and are fundamental factors in R&D activities. By limiting agency conflicts, effective governance favors efficiency, facilitates access to external financing and encourages green innovation. The authors analyzed the causal effect by using the system-generalized method of moments (system-GMM).

The results reveal that the better the corporate governance, the more the firm invests in green R&D. A 1%-point increase in the corporate governance ratings leads to an increase in green R&D expenses to the total asset ratio of about 0.77 percentage points. In addition, an increase in the score of each dimension (strategy, management and shareholder) of corporate governance results in an increase in the probability of green product innovation. Finally, green innovation is positively related to firm environmental performance, including emission reduction and resource use efficiency.

The findings provide implications to support managers and policymakers on how to improve sustainability through corporate governance. Governance mechanisms will help resolve agency problems and, in turn, encourage green innovation.

Understanding the impact of corporate governance on green innovation may help firms combat climate change, a crucial societal concern. The present study helps achieve one of the precious UN’s sustainable development goals: Goal 13 on climate action.

This study goes beyond previous research by adopting Tobin’s Q model to examine the relationship between corporate governance and green R&D investment. Overall, the results suggest that effective corporate governance is necessary for environmental efficiency.

This study aims to explore the role of the green market (GM) and green innovation (GI) towards green entrepreneurship (GE) and sustainable development (SD).

Based on cross-sectional data, the researchers used quantitative methods in this study to confirm the conceptual framework. The researchers used a questionnaire to collect the data obtained from Pakistan's knowledge-based companies (KBCs). In total, the researchers used 192 usable samples to deliver the findings.

The researchers used structural equation modeling (SEM) to ensure the model's fitness and as a basis for this study's hypotheses. The findings highlight that the GM factors, such as green product (GP), green design (GD), green supply chain (GSC) and green production (GPN) have a positive and significant effect GM factors, such as on both GE and SD. Further, GI is, also, a significant predictor of GE and SD. Finally, this study's findings show that GE has a predictive role of towards SD.

This study's findings create a source of attention for individuals to preserve the GM's natural resources. Further, mainly in developing contexts like Pakistan, the addition of the GI factor and the GM towards GE and SD contribute to the depth of the existing literature.

By integrating factors, such as innovation toward GE and SD, this study's findings provide an original contribution to the empirical evidence.

The research objective of this paper is to investigate the direct and indirect impacts of green finance on agricultural carbon total factor productivity (ACTFP) within the framework of the carbon peaking and carbon neutrality (dual carbon) goals, while also identifying the driving factors through an exponential decomposition of ACTFP, aiming to provide policy recommendations to enhance financial support for low-carbon agricultural development.

In this paper, the Global Malmquist Luenberger (GML) Index method was employed to analyze and decompose the ACTFP, while the direct and spillover effects of China’s green finance pilot policy (GFPP) on ACTFP were assessed using the difference-in-differences (DID) method and the spatial differences-in-differences (SDID) method, respectively.

After the implementation of the GFPP, the ACTFP in the pilot area has experienced significant improvement, with the enhancement of technical efficiency serving as the main driving force. In addition, the GFPP exhibits a positive low-carbon spatial spillover effect, indicating it benefits ACTFP in both the pilot and adjacent areas.

Within the framework of the dual carbon goals, the paper highlights agriculture as a significant carbon emitter. ACTFP is assessed by considering the agricultural carbon emission factor as the sole non-desired output, and the impact of the GFPP on ACTFP is investigated through the DID method, thereby providing substantial validation of the hypotheses inferred from the mathematical model. Subsequently, the spillover effects of GFPP on ACTFP are analyzed in conjunction with the spatial econometric model.

With the increasing concern over environmental pollution and global warming, companies are required to act responsibly to mitigate these environmental issues. Their activities should adhere to the standards of environmental sustainability. Thus, this study aimed to investigate the impact of green supply chain management (GSCM) and total quality management (TQM) on environmental sustainability, with environmental management practices (EMP) as the moderating factor.

A quantitative study was adopted using the management data from various manufacturing companies in Jordan. A total of 362 responses were collected, and the proposed hypotheses were tested using a structural equation model.

The study findings revealed that both GSCM and TQM significantly and positively influenced environmental sustainability. The impact of TQM on environmental sustainability was higher than that of GSCM. Moreover, no evidence was found on the moderating role of EMP.

The study’s results highlighted to the decision-makers the main practices to expand the quality implementation across their supply chain to improve environmental sustainability. The study also demonstrated the reasons behind the insignificance of EMPs in strengthening the relationships between GSCM, TQM, and environmental sustainability.

While there are very few studies examining the relationships between GSCM and TQM on environmental sustainability. This study adds to the literature body as one of a few empirical studies that tested the integrated effect of GSCM and TQM practices within the context of the manufacturing industry in a developing country. Moreover, this study takes a holistic approach by tapping into EMP to confirm whether it moderated the relationships between GSCM, TQM, and environmental sustainability.