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Developing green consumption, organic and green meat and poultry consumption have been increased recently. The purpose of this paper is to investigate the effect of food’s sensory characteristics (e.g. organic food beliefs) and non-food factors (e.g. price transparency) on consumers’ green purchase behavior. So, according to the moderating role of price transparency, affecting factors on green chicken purchase intention and behavior are examined.

Evaluating the model, the authors used measures from previous research. The authors distributed questionnaire in four chain stores in four different geographical regions in Tehran. The structural model and relations were examined by using Smart PLS 2.0 software to simultaneously estimate the measurement and structural models.

Structural equation analysis revealed that level of trust, consumer’s organic food beliefs and perceived environmental responsibility have positive impact on green purchase intention. Also price transparency moderator role confirmed that moderators can affect consumers’ actual behavior.

As our sample was just from Tehran, the research results may lack generalizability to all people in Iran. Therefore, future researchers are encouraged to retest the proposed model in other cities and also in other countries with different level of economic development.

This paper includes suggestions for managers and producers to develop green food products consumption especially green chicken. Also it has implications for spreading out green consumption among people with high environmental involvement.

Despite conducted research, the moderating role of price transparency has been used only rarely to investigate consumers’ green purchase behavior.

With the exponential growth of problems linked to the natural environment, healthcare facilities are increasingly faced with ecological challenges in their operations. In this regard, they progressively need to improve their environmental performance like other industries in recent years. Applying the natural-resource-based view (NRBV) and dynamic capabilities literature, the purpose of this paper is to investigate this eco-capability which fully leverages human, relationship, and technology resources.

Applying the NRBV and dynamic capabilities literature, this paper investigates this eco-capability which fully leverages human, relationship, and technology resources. Using survey data from staffs across 15 hospitals in north of Iran, researchers estimated a latent moderated structural model that provides support for these three resource components.

Results obtained from structural equation analysis revealed that human, technology, and relationship resources have positive impact on eco-capability. Also eco-capability has positive impact on market and financial performance and the perceived quality of the hospital’s offering.

As the model consist just of three kinds of resources, future studies could include examining the effect of additional resources and other internal and external factors on eco-capability.

This paper includes suggestions for facility’s managers to develop environmental strategy in three areas: human, technology, and relationship resources.

The role of eco-resources has been used only rarely to investigate organization capability and performance. This paper includes suggestions for facility’s managers to develop environmental strategy in three areas: human, technology, and relationship resources.

The concept of employee-based brand equity (EBBE) has been the center of scholars' attention in the field of marketing and brand management. The brand is one of the most valuable intangible assets of any organization. This research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of brand-building behaviors (BBBs) and EBBE.

The statistical population of the current study is employees of five major insurance companies in Semnan city of Iran. Using the classified random sampling method, 136 employees of these insurance firms were chosen. Likert-based questionnaires were used to collect data. Structural equation modeling (SEM) was used to analyze research data.

Findings show that brand-specific transactional leadership affects participation and retention positively and significantly. Also, the variables of participation, in-role brand-building behavior (IRBBB) and retention, have a positive and significant effect on the EBBE. However, no significant relationship has been found between brand-specific transactional leadership and the IRBBB.

The study was bound by access to firms and managers' availability. On the other hand, this research is a cross-sectional study, and its data have been collected in a certain period of time, while longitudinal research can provide a richer result. Future research can benefit from the impact of brand-specific transactional leadership and brand evangelism.

When selecting brand leaders, manager training programs need to evaluate whether a candidate has brand-specific transactional leadership traits that will enhance the successful internalization of brand values and improve EBBE.

Brand-specific transactional leadership increases employee responsibility and a greater desire to engage in citizenship behaviors. In addition, using partnerships to influence customer supportive behaviors creates a good image of the company and its services in the minds of customers. Also, this research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of BBBs and EBBE.