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Human misbehaviors are responsible for climate change as they waste resources and pollute water and air that dilapidate the environment. Considering the fact and contributing to the United Nations sustainable development goals of 2019, organizations started focusing their green HRM practices to develop employees' green attitudes and behaviors. This study is an attempt in this direction. It examines the impact of ethical leadership on individuals' green in-role and extra-role behaviors with the mediating role of green HRM practices and the moderating role of individual green values.

The study collected data from 645 MBA executive students working in various manufacturing industries with at least one year of experience. The data were collected using a questionnaire-based survey in two-time lags.

Hypothesized relationships are tested through structural equation modeling. Findings reflected a significant impact of ethical leadership on green HRM practices, in-role, and extra-role green behaviors. Besides, green HRM practices mediated the relationship between ethical leadership and both types of green behaviors. Furthermore, it was observed that the individual green values strengthened the association between green HRM practices and both types of green behaviors.

A cross-sectional design with time lags was used to avoid common method bias. The findings of the study contribute to supply-value-fit theory and validate the scale of individual green value.

This study guides management that employees only perceive their organizational practices as green when they find their leaders are ethical. Further, considering individual green values in the recruitment process can help organizations accomplishing their green goals.

This study is novel in examining the mediating role of green HRM practices between ethical leadership and green behaviors. Further, the analysis not only validates the scale of individual green values but also noted its moderating role between green HRM and green behaviors.

Using three theoretical lenses − organismic integration theory (OIT), theory of values-belief-norm (VBN) and gender schema theory (GST) − this study aims to examine the effect of environmental factors (environmental attitude, environmental concerns, perceived environmental responsibility and peer influence) on consumers' intentions to purchase eco-friendly athletic wear.

A sample of n = 380 Pakistani consumers was used to test hypothesized relationships. Data were analyzed through the partial least square structural equation modeling (PLS-SEM) technique using SmartPLS version 3.3.3.

Findings suggest that environmental attitude, environmental concerns, perceived environmental responsibility and peer influence are positively associated with green purchase behavior. The moderating effects of individual green values were found statistically significant between peer influence and green purchase behavior. The data further revealed that the effect of environmental attitude, environmental concerns, peer influence and perceived environmental responsibility on green purchase behavior varies across the gender.

This research is one of the first attempts to explore the effect of environmental motivational factors on consumers' intentions to purchase eco-friendly athletic wear using theories of OIT, VBN and GST. This study employs advanced analytical methods to perform multi-group analysis and establish the predictive relevance of the model, using PLS-SEM in sports management and marketing context.

Many studies have explored the relationship between green human resource management practices (GHRM) and employees’ green creative behavior (EGCB) within the hospitality industry. However, most prior studies have relied primarily on mono-method approaches, thereby limiting the depth of understanding about the underlying mechanism through which GHRM impacts employee behavior. The authors, in this paper, aim to argue that the connection between GHRM cannot be universal, and some individual factors will act as boundary conditions between these relationships. The authors employ a mixed-methods research design to address this gap to identify potential boundary conditions.

The authors adopted a two-phase approach, integrating qualitative (study 1) and quantitative (study 2) methodologies. Through qualitative research, the authors uncover valuable insights and construct a framework that is subsequently tested in the quantitative phase.

The findings suggest that the strength of the GHRM-EGCB relationship is contingent on the level of Environmental Specific Psychological Empowerment (ESPE) among employees. Employees with a higher degree of ESPE exhibit a stronger connection between GHRM perceptions and EGCB. Furthermore, the authors identify employees’ altruistic values (EAV) as an important moderator, indicating that the intervening effect of ESPE on the GHRM-EGCB relationship is particularly pronounced among employees with high levels of altruism.

By unmasking the complexity through a mixed-methods design, this study contributes to the existing literature by providing a more nuanced understanding of the mechanism between GHRM and green creative behavior.

Personal values, ascribed responsibility and green self-identity (GSI) have been analyzed separately for a long time, but a more in-depth investigation is required on the relationships between these variables and their combined effects on consumers' visiting intention toward green hotels. Thus, this study aims to draw on Schwartz's (1992) personal values framework and ascribed responsibility. It expands the Schwartz personal values framework by incorporating GSI as a moderator to understanding consumers' visiting intention toward green hotels.

Partial least squares-structural equation modeling was used to analyze 387 responses collected through a self-administered structured questionnaire from hotel consumers in Pakistan.

The findings revealed that ascribed responsibility and self-transcendence values were significant factors in predicting consumers' intention toward green hotels. Moreover, GSI significantly moderated between self-conservation values, self-transcendence values and attitude. However, the association between self-conservation values and attitude was found insignificant.

This study can assist hotel management in planning and implementing efficient hotel marketing strategies. Hospitality marketers should heed attention to self-transcendence values, ascribed responsibility and stress on using these aspects to sustain green hotels' adoption.

The study contributes to the literature on the antecedents of consumers' visiting intention toward green hotels by expanding the Schwartz personal values framework by adding ascribed responsibility. Further, the authors incorporated GSI as a moderator to understand consumers' visiting intentions toward green hotels in Pakistan.

Recent research has demonstrated an increasing awareness among business communities about the importance of environmental concerns. Green human resource management (GHRM) has become a crucial business strategy for organizations because the human resource department can play a key role in going “green.” This study tests an integrative model incorporating the indirect effects of GHRM practices on employee organizational citizenship behavior toward environment (OCBE), through green employee empowerment. Moreover, this study investigates the moderating effect of individual green values on OCBE.

Using a paper–pencil survey, we collected multisource data from 365 employees and their immediate supervisors from Pakistan.

The results of structural regression revealed that GHRM has a significant indirect effect on OCBE through green employee empowerment. The results also indicated that individual green values moderated the positive relationship between green employee empowerment and OCBE.

Organizations should appropriately appraise workers’ green behavior and align their behavior to pay and promotion. Organizations should also encourage and motivate employees to be engaged in green activities and contribute to environmental management.

This study suggests that green employee empowerment and individual green values are important factors that influence the relationship between GHRM and employees' OCBE, and it empirically analyzes these proposed relationships in a developing country context.

The earth needs to go green as it clarifies that humans should adopt a sustainable lifestyle that will be friendly to the environment and society. The emerging stream of academic literature on “go green” adds a new perspective to the deep-rooted conception of entrepreneurship. The objective of green entrepreneurship is to follow the traditional concepts of entrepreneurship but also brings the additional potential for society and the environment. The present paper is designed to study the impact of personality traits and university green entrepreneurial support on green entrepreneurial intentions along with the moderating role of environmental values.

The data are collected by using the survey method, and the five-point Likert scale is used for this purpose. The statistical techniques applied to the dataset were confirmatory factor analysis and partial least square structural equation modeling.

The results revealed that personality traits are positively and significantly associated with green entrepreneurial intention, but risk-averse students depict insignificant results towards green entrepreneurial intention. Also, university green entrepreneurial support results in positive green entrepreneurial intention. Environmental values also strengthen the association.

Previously, researchers emphasized the entrepreneurial intentions for the sake of improving the economy, decreasing unemployment and promoting small ventures, but none focused on the green aspects of entrepreneurship. To date, we still lack knowledge regarding students' green entrepreneurial intentions and how personality traits and green support affect the intention. The focus of the present study is to sustain nature and ecosystems through green entrepreneurship by providing directions and economic and noneconomic gains for investors, entrepreneurs, students, universities and societies.

It is known that a conflict exists between consumers’ materialistic and green values. Previous research has focused on values conflict consequences. Antecedents of consumers’ materialistic and green values conflict remain understudied. This study aims to explore the antecedents of consumers’ materialistic and green values conflict.

An exploratory type research design was applied. Overall 22 interviews were conducted with consumers that had materialistic and green values conflict. The transcripts of the interviews were analyzed using content analysis with Maxqda software.

The findings demonstrate consumers' negative attitudes towards consumption, understood as consumerism. Results indicate that value conflict is related to unpleasant emotions such as guilt, anxiety, helplessness and remorse. Guilt is the most prominent emotion associated with the conflict of values. The study identifies dissonant information, environmental knowledge, social norms, impulsive buying and mindfulness as antecedents of materialistic and green values conflict.

The novelty of the study is the antecedents of the materialistic and green values conflict. This study makes a valuable contribution to the academic discourse on sustainable consumption, consumer materialism and green values by providing a deeper understanding of the values conflict experienced by consumers who hold materialistic and green values. The main significance of this study is that it provides valuable insights from qualitative research into the antecedents of the conflict between consumers' materialistic and green values.

The role of procurement managers is crucial for diffusing sustainability throughout the supply chain. Whether or not they are willing to pay for sustainability is an important and not yet fully understood question. The authors examine antecedents and consequences of their willingness to pay (WTP) for sustainability.

The authors develop a multi-level framework to examine the WTP for sustainability in a B2B context. The authors test this multi-level framework with 372 procurement managers from multiple sectors and countries using partial least squares structural equation modeling.

The authors find that individual values of procurement managers and institutional pressures directly, while ethical organizational culture indirectly influence WTP for sustainability. Functional and cognitive competencies of procurement managers improve the sustainability of procurement, but not WTP for sustainability. Importantly, WTP for sustainability directly influences the performance of the procurement function which in turn is positively associated with increased organizational performance.

The study, examining the interplay between individual, organizational and contextual factors, provides empirical evidence on the pivotal role of procurement managers in diffusing sustainability throughout the supply chain. The findings of the study, on the one hand, contribute to the literature on operations management and sustainability, and on the other hand, guide policy and managerial actions.

Green management initiatives are an influential factor for forward-thinking corporations across the globe. Human resource (HR) practitioners find incorporating sustainable development into HR practices a significant challenge, but green initiatives enhance environmental quality. This study aims to analyze the impact of green human resources management (GHRM) practices on hotel environmental performance (HEP) by incorporating environmental knowledge (EK) and individual green values (IGV) as a moderator.

The software Smart PLS has been used for data analysis, and partial least square-structural equation modeling has been used to assess measurement and structural models. Data was gathered from 329 white-collar employees of Pakistan’s guest service hotels.

The results reveal that GHRM practices positively correlate with employees’ affective commitment (EAC) and eco-friendly behavior. Also, employees’ eco-friendly behavior increases HEP, but EAC shows an insignificant association. Moreover, EK does not strengthen the relationship between GHRM practices and EAC and eco-friendly behavior. However, IGV strengthen the relationship between affective commitment and HEP.

The research suggests that management should embrace GHRM practices for better environmental performance. Hotels should ensure that all GHRM attributes, such as green recruitment, training and compensation, are rightly executed. They can help acquire and retain committed and eco-friendly employees whose environmental values and objectives are compatible with the organization.

It will provide insight into the role of the GHRM in fostering EAC and eco-friendly behavior that, in turn, influence environmental performance. Also, the theory of social identity has been incorporated to inspect employees’ behavior along with the moderating role of EK and IGV. It is crucial to understand two essential aspects in a developing country like Pakistan so that the hospitality sector can implement them efficiently in the future: how hotels protect the environment through their green practices and whether employees of a developing country depict eco-friendly behavior and affective commitment on the basis of GHRM.

The research analyzes the influence of three environmental triggers, i.e. awareness, concern and knowledge on environmental attachment and green motivation that affect tourists' pro-environmental behavior in the Pakistan’s tourism industry. Furthermore, this study has analyzed the moderating role of moral obligation concerning environmental attachment and green motivation on tourists' pro-environmental behavior.

Data were gathered via a structured questionnaire by 237 local (domestic) tourists of Pakistan. Furthermore, the data were examined by employing SmartPLS.

Findings demonstrate that all three environmental triggers have a positive and significant relationship with environmental attachment and green motivation. Accordingly, environmental attachment and green motivation promote tourists' pro-environmental behavior. Furthermore, the moderating role of moral obligations has also been incorporated in the study. The finding reveals a strong and positive relationship among environmental attachment and tourists' pro-environmental behaviors during high moral obligations. In contrast, moral obligations do not moderate association between green motivation and tourists' pro-environmental behavior. Therefore, competent authorities should facilitate tourists to adopt environmentally friendly practices; which will ultimately promote pro-environmental behavior.

This study provides useful insights regarding the role of tourism in fostering environmental attachment and green motivation that sequentially influence tourist pro-environmental behavior. Secondly, this research has employed moral obligations as a moderator to identify the changes in tourists’ pro-environmental behavior based on individuals' ethical considerations. Hence, the study provides an in-depth insight into tourists' behavior. Lastly, the present research offers effective strategies for the tourism sector and other competent authorities to increase green activities that can embed the importance of the environment among individuals.