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This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated.

A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers.

The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing.

The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability.

This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.

Examinamos los efectos negativos del embalaje excesivo de los productos, el “greenwashing” y la confusión verde sobre el valor de la marca verde. Además, se investigó el papel moderador de la credibilidad de la marca para mitigar los efectos negativos del marketing ecológico.

Se llevó a cabo un experimento intra-sujeto para evaluar el embalaje excesivo de los productos frente al mínimo envase posible, con el fin de comprobar las hipótesis propuestas. El análisis de los datos se realizó con SmartPLS 3.3.3, con una muestra de 206 consumidores.

Los resultados mostraron que el embalaje excesivo de los productos predice positivamente el greenwashing y la confusión ecológica. Sin embargo, el greenwashing tiene un impacto negativo en el valor de la marca verde. También se descubrió que la credibilidad de la marca modera la relación negativa entre el greenwashing y el valor de la marca verde, reduciendo así el efecto negativo del greenwashing.

Las conclusiones implican que los directores de marketing deben comprender las preocupaciones de los consumidores por el medio ambiente, elaborando estrategias de producto y de marca que promuevan la protección del medio ambiente y la sostenibilidad.

Este estudio contribuye a la bibliografía sobre el marketing ecológico al validar empíricamente los efectos positivos del embalaje excesivo de los productos sobre el greenwashing y la confusión ecológica, así como la influencia negativa del greenwashing sobre el valor de la marca ecológica. Además, revela cómo la credibilidad de la marca puede reducir los efectos perjudiciales del greenwashing sobre el valor de la marca verde.

我们研究了产品过度包装、洗绿和绿色混淆对绿色品牌资产的负面影响。此外, 我们还研究了品牌信誉在减轻绿色营销负面影响中的调节作用。

我们进行了一项受试者内实验, 以评估产品过度包装和最小包装, 从而检验所提出的假设。用SmartPLS 3.3.3进行数据分析, 该软件分析了206来自名消费者的数据。

结果显示, 过度的产品包装正向预测了洗绿和绿色混淆。然而, 洗绿对绿色品牌资产有负面的影响。品牌信誉也被发现可以调节洗绿和绿色品牌资产之间的负面关系, 从而减少洗绿的负面影响。

研究结果表明, 营销经理应该了解消费者对环境的关注, 制定促进环境保护和可持续发展的的产品和品牌战略。

本研究通过实证验证产品过度包装对洗绿和绿色混淆的积极影响, 以及洗绿对绿色品牌资产的负面影响, 为绿色营销文献做出了贡献。此外, 它还揭示了品牌信誉如何减少洗绿对绿色品牌资产的有害影响。

绿色营销, 洗绿, 绿色混淆, 品牌资产, 品牌信誉, 以及产品过度包装

文章类型： 研究型论文

This article examines the direct influence of employee’s perceived organisational support (POS) on student loyalty (LOY), exploring the indirect roles of total quality management (TQM) and information communication technology adoption (ADT) and moderating roles of government support (GOS) and co-worker support (COS).

The article constructs a research model along with postulations by combining both empirical and theoretical literature in multidisciplinary fields.

This paper proposes that POS will be positively related to LOY, and this positive relationship will be positively mediated by TQM and ADT jointly and independently. Additionally, GOS and COS will positively moderate between POS and LOY.

This article offers suggestions for both academics and specialists in higher educational institutions for achieving LOY by applying POS, TQM and ADT as strategic tools. It also highpoints the crucial role of GOS and support from co-workers in achieving LOY. This paper lays the foundation for upcoming scholars to test this research model, empirically, in different higher educational institutions contexts worldwide.

By valuing contributions, caring about well-being and fulfilling the socio-emotional needs of employees, higher educational institutions stand the chance of achieving LOY via TQM and ADT. Additionally, POS can foster LOY under massive GOS and COS.

The article provides unique understandings into how TQM and ADT connect POS to LOY and how POS relates to LOY under varied levels of GOS and COS. It also highlights the theoretical contributions of the underpinning theories.

The purpose of this paper is to investigate the relationships between technology orientations and export performance of small and medium-sized enterprises (SMEs).

A quantitative research design was adopted for this study. The paper formulates hypotheses from the literature review. These hypotheses are tested using structural equation modeling with data collected from 231 SMEs in Uganda. Data were analyzed using SPSS version 23 and AMOS.

The findings of this study showed technology orientation has a positive and significant relationship with the performance of Ugandan SMEs and that supply chain agility moderates technology orientation and export performance.

The study discusses the findings, advances limitations and managerial implications. It also suggests future research avenues. It proposes some recommendations to help Ugandan SMEs to form flexible supply chains, use the latest technology and create strong relationship ties with their partners in the supply chain.

The study suggests that managers of Ugandan SMEs should use the latest technology in production, marketing, logistics and supply chain management which will enable them to respond quickly to customer tastes and preferences leading to higher levels of export performance.

This study contributes to the literature on strategic management showing the reliability of scales used and the confirmatory of the factor structure. This study shows that in strategic management technology, orientation is critical in increasing export performance. This study has extended the resource-based view (RBV) and dynamic capabilities theories.

The presence of heavy metals in milk causes many acute and chronic physiological dysfunctions in human organs. The present study aims to investigate the heavy metals in cow's and buffalo's milk of two major cities, Karachi and Gujranwala, Pakistan to estimate metal intake by humans from this source.

In total, 48 milk samples from 2 cities were drawn from animals' udder to avoid contamination. Each sample was digested with nitric acid at 105 ^oC (degree Celsius) on a pre-heated electric hot plate to investigate the metals by atomic absorption spectroscopy (flame type). Air-acetylene technique analyzed chromium, cadmium and lead, and the hydride method analyzed arsenic in the milk samples.

The results revealed the highest mean lead concentration (19.65 ± 43.86 ppb) in the milk samples, followed by chromium (2.10 ± 2.33 ppb) and arsenic (0.48 ± 0.73 ppb). Cadmium was not detected in any sample, assuming cadmium's occurrence was below the detection level. The concentrations of all the metals in the samples of the two cities do not differ statistically. Lead concentrations in the buffalo's milk were higher than in cow's milk (p < 0.05). However, the concentrations of arsenic and chromium between buffalo's and cow's milk do not differ statistically. The present study reveals a lower level of metals in the milk than those conducted elsewhere. The mean concentrations of all the metals met the World Health Organization's (WHO) safety guidelines (1993).

Although cadmium causes toxicity in the human body, cadmium could not be measured because cadmium's concentration was below the detection level, which is 1 ppb.

This study will help reduce the toxic metals in our environment, and the sources of heavy metals, particularly from the industrial sector could be identified. The feed and water consumed by the milking animals could be carefully used for feeding them.

This study will help reduce the diseases and malfunction of human organs and organ systems since these heavy metals cause toxicity and carcinogenicity in humans. Arsenic and chromium cause cancer while lead causes encephalopathy (a brain disease).

The study reports heavy metal concentrations in the two attributes of four independent variables of raw milk samples that were scarcely reported from Pakistan.

This paper aims to analyse how emerging technologies (ETs) impact on improving performance in disaster management (DM) processes and, concretely, their impact on the performance according to the different phases of the DM cycle (preparedness, response, recovery and mitigation).

The methodology is based on a systematic review of the literature. Scopus, ProQuest, EBSCO and Web of Science were used as data sources, and an initial sample of 373 scientific articles was collected. After abstracts and full texts were read and refinements to the search were made, a final corpus of 69 publications was analysed using VOSviewer software for text mining and cluster visualisation.

The results highlight how ETs foster the preparedness and resilience of specific systems when dealing with different phases of the DM cycle. Simulation and disaster risk reduction are the fields of major relevance in the application of ETs to DM.

This paper contributes to the literature by adding the lenses of performance measurement, management and accountability in analysing the impact of ETs on DM. It thus represents a starting point for scholars to develop future research on a rapidly and continuously developing topic.

The aim of this study is to examine the behavioral intention (BI) to adopt the Coinbase Wallet by Spanish users.

A survey was administered to individuals residing in Spain between March and April 2021. There were 301 questionnaires analyzed. This research applies a new predictive model based on technology acceptance model (TAM) 2, the unified theory of acceptance and use of technology (UTAUT) model, the theory of perceived risk and the commitment trust theory. A mixed partial least squares structural equation modeling (PLS-SEM)/fuzzy-set qualitative comparative analysis (fsQCA) methodology was employed for the modeling and data analysis.

The results showed that all the variables proposed have a direct and positive influence on the intention to use a Coinbase Wallet. The findings present clear directions for traders, investors and academics focused on improving their understanding of the characteristics of these markets.

First, this study addresses important concerns relating to the adoption of crypto-wallets during the global pandemic. Second, this research contributes to the existing literature by adding electronic word of mouth (e-WOM), trust, web quality and perceived risk as new drivers of the intention to use the Coinbase Wallet, providing unique and innovative insights. Finally, the study offers a solid methodological contribution by integrating linear (PLS) and nonlinear (fsQCA) techniques, showing that both methodologies provide a better understanding of the problem and a more detailed awareness of the patterns of antecedent factors.