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In recent years, consumers are moving toward purchasing green cosmetics instead of chemical one. Plenty of cosmetics products are banned globally due to the usage of poisonous substances such as triphenyl phosphate and petroleum. As such, it is needed to shift the conventional purchase behavior to green purchase behavior (GPB) to reduce the negative impact on the environment and health. This study aims to investigate the factors that affect GPB in the context of cosmetics products purchase. Additionally, this study examines the moderating role of electronic word-of-mouth (eWOM) in influencing such green behavior.

This study used value-belief-norm (VBN) theory and elaboration likelihood model as a theoretical basis. By using judgmental sampling techniques, a total of 318 usable responses were gathered through online survey. The structural equation modeling approach using partial least square (SmartPLS, version 3.7) technique was used to test the study hypotheses.

Results reveal that altruistic value and hedonic value both positively affect pro-environmental beliefs, which eventually affect consumers’ personal norms. It is found that hedonic value has a greater influence on pro-environmental belief than altruistic value. Additionally, personal norm also exerts significant influence on GPB. Data also support the mediating role of pro-environmental belief and personal norm. Moreover, the multidimensional eWOM moderates the relationship between personal norm and GPB.

The findings from this study provide valuable insights for marketers, academicians and practitioners about the drivers of consumers’ green cosmetics purchase behavior. It will enable marketers to develop better strategies for the green market segment.

The study findings also contribute to the social aspects by understanding consumers’ purchase behavior toward green cosmetics products. It ultimately promotes to consider a healthier lifestyle and to be concerned about environmental well-being.

This study is the first to introduce the eWOM as a moderator in the VBN theory. Moreover, this study contributes to the existing body of knowledge in the field by examining few new linkages; more specifically, considering pro-environmental belief as to the mediator between “hedonic value and personal norm,” as well as the mediating effect of personal norm in the relationship between “pro-environmental belief and GPB.” Moreover, this is a pioneer study to consider eWOM as a multidimensional construct rather than unidimensional, which is new in green marketing literature.

There is a growing need to conduct more studies to understand the green purchase behavior of cosmetics products because of its increasing trend in the emerging markets. Considering this, the study aims to shed some light on the factors that affect green purchase behavior of Malaysian consumers in the context of cosmetics product purchase. More specifically, the objective of this study is to examine the effect of altruistic and hedonic values and the mediating effect of personal norm and pro-environmental belief toward green purchase behavior.

An online survey using judgmental sampling technique was used to gather responses from green cosmetics consumers. A questionnaire was designed to measure the study variables, which was then tested for content, and face validity and reliability prior to its administration. The structural equation modeling using the partial least squares approach (SmartPLS, version 3.7) was used to test the study hypotheses.

The results revealed that hedonic value has a significant and positive effect on pro-environmental belief. However, altruistic value did not exert any significant effect on pro-environmental belief. It is also found that pro-environmental belief positively affects personal norm, and as a consequence, personal norm affects green purchase behavior. The data also support the mediating effect of pro-environmental belief in the relationship between “hedonic value and personal norm.” Nevertheless, pro-environmental belief did not mediate the relationship between altruistic value and personal norm. Lastly, personal norm mediates the relationship between “pro-environmental belief and green purchase behavior”.

The findings from this study enable managers, marketers and policy makers to execute better green strategies that would boost consumers’ green purchase behavior toward cosmetics products.

This study contributes to the existing literature on green purchase behavior by testing hedonic value as the antecedent and pro-environmental belief as the mediator by using the value-belief-norm theory. Moreover, this is a pioneer study to consider personal norm as the mediator of green purchase behavior.

Ethics for many individuals is manifested daily through decisions and actions which display their commitment to personal values. Values permeate our lives, and influence our actions. Managers' decisions and actions should serve as a reflection of their ethics and a mirror for their personal values and beliefs. Therefore, the research question is: does ethics influence how a person performs at work and even where he or she works? If ethics affects where one works, would people with strong ethics gravitate to organizations that match through their policies and behaviors and their own personal, values and beliefs?

The survey was developed through a literature review and multiple iterations among colleagues. It was pretested among faculty, staff, and students in the USA. The US version was administered at a southeastern non‐secular university. The survey was then sent to China for translation. It was administered to an MBA class in China affiliated with the same US non‐secular university. The data were analyzed in SPSS.

A comparison of business executives ensconced in their communities and careers finds ethical behavior and positive values are sought and rewarded in both Chinese and American organizations. And, surprisingly, Chinese business executives believed more strongly than US business executives on all questions which linked economic benefit to organizational climate, productive workforce, and to the existence of strong and positive organizational values and beliefs. US business executives belief that positive ethical practices are rewarded in the short‐ and long‐term, while Chinese business executives believe only in long‐term rewards.

This survey was done at one non‐secular university.

Shared values are critical in cementing lasting business relationships.

The authors believe the study is the first to compare the ethics of American and Chinese managers, or business owners who are well ensconced in their careers and the community within a cross‐section of industries and levels. These successful, highly‐educated professionals represent people who are currently, or may become, top‐level executives. As such, they are an important sample: professionals whose ethics may be guiding their decisions, and because of their work experience, unlike new college graduates, they may have a greater effect on the ethical behavior of organizations through their experience. Recent business scandals prove that the actions of a few have dramatic impact on an organization.

The purpose of this paper is to investigate the moderating role of the personal values on the antecedents of managers’ intention to adopt Green information system (Green IS) utilising the norm activation theory and the Schwartz’s values system.

To examine the effects of the identified factors on the behavioural intention, the survey method was employed. The questionnaire was distributed targeting decision makers of companies in three industries – oil/gas/energy, transportation and manufacturing and construction. With 146 valid questionnaires in hand, the collected data were analysed using the partial least squares structural equation modelling technique.

The results revealed that moral obligation (personal norm) of managers influenced their intention to adopt Green IS. While the awareness of consequences and ascription of responsibility are influencing the intention, but the analyses revealed that they are mediated by the personal norm. The moderating role of personal values was further analysed and the results showed that the managers with more orientation towards self-transcendence values have higher intention to adopt Green IS.

This study serves as a call to the IS literature to incorporate values, beliefs, and norms into their model of individual-level decision making towards contemporary innovation adoption. By enriching the understanding of the influence of values and attitudinal factors on the decision-making process, the research model sheds light on how managers intend to diffuse IS initiatives in their organisations for the purpose of environmental sustainability.

Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco‐innovations), and to analyze factors explaining these two types of green behaviors.

The results from a survey on adopters and non‐adopters (n=1,832) of alternative fuel vehicles (AFVs) are reported. Regression analysis on willingness to curtail car use and willingness to adopt a so‐called environmentally friendly car are used to identify significant determinants across the behavioral categories.

The results show that values, beliefs, norms, and habit strength determine willingness to curtail and willingness for eco‐innovation adoption. Personal norms have a strong positive influence on willingness for the behaviors and habit strength has a negative influence. The other determinants have varying influence depending on type of behavior.

A limitation of this study concerns the focus on only one eco‐innovation. However, since the adoption of AFVs is a high involvement behavior, the results carry implications for other high involvement products as well.

Attitudinal factors and habits in combination prove to be effective determinants for curtailment behaviors and willingness to adopt eco‐innovations. In addition, previous adoption is found to be a strong determinant of future willingness to adopt.

The contribution of the paper is the two‐sided approach on green consumer behavior and the result that values, beliefs and norms not only predict low involvement post‐purchase behaviors but also adoption of high involvement eco‐innovations.

Augmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores consumers' favorable responses to AR within retail contexts, there remains a paucity of studies examining the specific factors motivating these responses, i.e. reasons for, such as the appeal of entertainment, trendiness, customization, interaction and augmentation quality. Conversely, reasons against AR acceptance, such as perceived lack of realism, skepticism or perceived deception, are also underexplored.

Guided by the behavioral reasoning theory, the current study delves into consumers' personal values and beliefs, their reasons for and reasons against using AR apps and how these factors influence their engagement and relationship performance with AR apps. The data were collected from 343 AR app users to test the developed theoretical framework.

Results reveal that while perceived value compatibility does not influence reasons for using AR apps, it negatively influences reasons against using AR apps and positively influences connectedness to AR apps. Interestingly, openness to change does not significantly influence users’ connection to AR apps, and no association was found between reasons-against and connectedness to AR apps and relationship performance. However, a positive relationship was observed between users’ connectedness to AR apps and their relationship performance.

By offering these insights, this study contributes to a foundational understanding of the behavioral intricacies and dynamic interaction patterns within the rapidly emerging AR user base.

This study aims to investigate people pro-environmental behavior toward solar energy in Pakistan. Solar energy is perceived as environment friendly because it does not need any fossil fuel and is free of greenhouse gas emission. Hence current research used to employ value-belief-norm theory with regard to solar energy to recognize people's interest for solar energy. Further this study also makes an effort for extend of value-belief-norm framework via using social norm as being a predictor of pro-environmental behavior and personal norm.

This study follows positivism philosophy based on quantitative in nature. Proposed hypothesis was tested through deductive research approach. Data was collected through survey method. Further general public was selected as population and non-probability convenience sampling technique was used for data collection. A total 1,000 online questionnaire were sent through different mediums on Internet, out of which 624 responses were received. Further this study used Smart-Pls 3 software for the analysis of data.

The results show that all hypothesis were approved except one. Furthermore, social norm was discovered as a positive indicator of personal norm, and pro-environmental behavior. Also, personal norm was found as mediating the relation between social norm and people's pro-environment behavior toward solar energy.

This research also adds to the existing research in field of environmental sustainability. Furthermore, it would prove to be a rational document for policymakers and the government to develop strategies to overcome environment and energy related issues.

This study identifies the people's pro-environmental behavior toward solar energy by applying value-belief-norm theory in context of Pakistan, to overcome energy related environmental issues.

The purpose of this paper is threefold: first is to study and analyse the personal beliefs of the customers regarding their generic assessments for the main issues of today: environment, culture or equal opportunities for everyone. Second, it will attempt to compare the differing opinions different customers from several countries possess. Finally, it is to relate, link and model the influence these opinions may have on the country selection made by the tourist.

Evidence is drawn from a sample of approximately 1,600 customers/tourists who visited Crete island. Those in the sample were from ten different countries of origin. The research attempts to shed some light on the importance of travellers' beliefs by using the multinomial logistic model that tested whether it can produce results for prediction and comparisons.

Results suggest that tourist beliefs can be categorized in three factors, namely country's characteristics, tradition and hygiene that are differentiated among nationality groups. No robust support is provided for any relationship between travellers' values and country selection and thus arguing for further research in tourism marketing and policy.

By using the findings of this work, hotel managers and tour operators can identify the multicultural diversity of international tourists.

This work addresses the ways with which customers by using their personal beliefs select destinations (countries). It diverts from the mainstream relevant literature that focuses almost solely on the level of satisfaction or the level of service the customer enjoys. One of the issues that remains rather neglected is the importance that personal characteristics and attributes of the tourist/customer influence the final decision on where to spend his/her holidays.

Aiming to find out how to incorporate green building into the architectural curriculum, this study aims to explore the psychological path for cultivating architectural students’ awareness and motivation to learn the green design concepts and related technologies.

Based on a global review of relevant architectural courses in universities, a set of green building learning behaviors was proposed and a survey was conducted in architectural schools in South China to verify the “value-belief-norm” theory through the lens of green building learning behaviors. The psychological path that affects students’ green building learning behaviors was analyzed using structural equation modeling.

The results showed that biospheric and altruistic values could directly affect students’ motivation to learn green building, while personal norms served as the mediating condition for personal values and beliefs, and ultimately improved motivation.

The study suggests that the cultivation of environmental awareness and a sense of the ecological crisis should be developed through foundation courses, by establishing an ecological architecture curriculum, to more effectively guide students to learn and practice green building.

This study, for the first time, applied the “value-belief-norm” theory, which was developed to explain the psychological path for pro-environmental behaviors, to green building learning behaviors of architectural students.

This research seeks to explore the inevitable internal struggle experienced by school leaders when making ethically‐informed judgments. The study acquired principals' intimate reflections about professional decision making in response to personal versus organizational and/or professional value discrepancy as identified in the ethic of the profession and its model for promoting students' best interests.

A modified phenomenological research method, appropriate for an educational research context, was used to capture administrators' perspectives about moral practice and decision‐making experiences. The primary data collection strategy was participant interviews by means of purposeful sampling.

A clash between personal beliefs and values and organizational/professional expectations was very real for participants. The experience was generally frequent, but varied among principals. The struggle can be characterized as a phenomenon of intrapersonal moral discord experienced as part of the process of deciding ethically when faced with difficult moral choices.

The study contributes to the understanding of moral conflict in school leadership as an intrapersonal moral phenomenon, and how the conflict is resolved in practice, while providing insights into a more recently defined and theorized professional ethic for educational leadership. The study offers empirically derived knowledge for theory building and offers conceptual clarification of the moral leadership construct.

Moral judgment was complicated and contextually defined for participants. Administrators reported various ways of dealing with the nuances of personal and organizational value incongruity in order to engage in ethical decision making, including relying on, in some instances, a fundamental professional injunction.