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Products that espouse environmental ethical principles have received increasing attention in recent years. However, one key barrier against sustainable consumption is that green attributes could result in consumer’s expectation of decreased product physical performance. This study aims to investigate how green attributes existing in different product categories affect consumer purchase intention.

Two experimental studies were conducted to test the hypotheses. Study 1 provides initial evidence of the interaction effects between green attributes and product category on consumer purchase intention. Study 2 replicates the findings of Study 1 and further tests a benefits-based mechanism in the relationship between green attributes and consumer purchase intention.

The findings show that in the utilitarian product category, products with green peripheral attributes result in a higher purchase intention than those with green core attributes, whereas, in the hedonic product category, products with green core attributes result in a higher purchase intention than those with green peripheral attributes. Furthermore, the authors demonstrate that green attributes, as universal sustainability cues predominantly affect consumers’ perceptions of utilitarian environmental benefits and self-expression benefits, which further enhance their purchase intention towards utilitarian products and hedonic products, respectively.

This study responds to the calls for more empirical studies into discussing the role of green attributes in consumer purchase intention. Furthermore, it uncovers a benefits-based mechanism that explains how green attributes existing in utilitarian product categories and hedonic product categories trigger consumers’ analysis of benefits, leading to positive consumer purchase intention.

This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on uncovering the causal mechanism in which such effect is mediated by brand stereotypes. Additionally, it outlines the moderating role of construal level in this formation process.

Three experimental studies were conducted to examine the hypotheses. Study 1 tests the positive influence of green brand positioning on consumer response. Study 2 tests the dual mediating effect of warmth and competence in the relationship between green brand positioning and consumer response. Study 3 further examines the moderating role of construal level in the effects of green brand positioning on brand stereotypes.

The findings reveal that green emotional positioning strategies are predominantly stereotyped as warm while green functional positioning strategies are predominantly stereotyped as competent. Both warm and competent mediate the effects of green brand positioning on consumer response. Furthermore, a congruency between green emotional positioning and high-level construal, as well as the match between green functional positioning and low-level construal, leads to more warmth and competence perception.

This study contributes to green brand management literature by proposing a brand stereotype-based mechanism to explain how green brand positioning strategies trigger consumers’ stereotyping process, leading to positive consumer response. This study also identifies the construal level as a moderating variable that impacts consumers’ warmth and competence perceptions towards two kinds of green brand positioning strategies. Managerially, the findings of this study provide managerial ideas for developing green branding strategies.

Building on resource dependence theory and the dynamic institution-based view, this paper examines the influence of government affiliations on firm product innovation in a dynamic institutional environment.

Using unique panel data of Chinese manufacturing firms covering a period of 12 years (1998–2009) with 2,564,547 firm-year observations, this study chooses the panel Tobit model with random effects to explore the influence of government affiliations on firm product innovation, followed by an analysis to test the moderation effects of dynamic institutional environments.

The study findings suggest that Chinese firms with higher-level government affiliations have a relatively high product innovation performance. It finds that this innovation stimulating effect is contingent on the dynamic nature of the institutional environment. To be specific, a high speed of institutional transition may depress the positive innovation effects of government affiliations, while a more synchronized transition speed of institutional components may enhance the positive innovation effects of firms' government affiliations.

This study adds to a better understanding of the drivers of product innovation in Chinese firms that are situated in environments that are characterized by institutional change, using and contributing to resource dependence theory and the dynamic institution-based view.

The purpose of this study is to find out what is the relationship between sustainability toward consumer behavior. Consumer behavior is the method of choosing, buying and using goods and services with an attachment to needs and wants. Now consumers are aware about sustainability, they make purchase decisions according to environmental safety, benefit to the society and increase economic growth.

This study validates the result through experts in textile industry by using the Decision-Making Trial and Evaluation Laboratory approach. This method has many benefits which provide decision makers and experts to understand the interdependence and influential relation between the criteria by hierarchical approach.

According to the results, green culture (F8) and green brand (F3) are the most influential (causal) factors and exert a substantial amount of influence over other factors for achieving organizational performance and sustainability. On the other hand, past experience (F14) and time pressure (F12) are the most influenced (effect) factors that are highly influenced by other factors.

The study conducted in Pakistan underscores the significance of maintaining a healthy and pristine environment for future generations. Both consumers and organizations play a vital role in this endeavor. It is imperative that they actively promote and support goods and services that advocate for sustainability.

Mangers should use long-term strategies that meet the high product value to enhance the organization’s reputation, so it will have positive consumer perception. If managers make policies to implement natural resources in their raw material, so this policy avoids conflicts and maintains a balance in our society.

This research delves into the complexities and subtleties associated with the identification and examination of the interconnections between the success factors of sustainability and consumer behavior.

Looking back on the last 12 years, the whole planet went through two major economic crises (2008 and 2019), which both had a profound impact on the survival of businesses. The present study aims to develop and empirically test a conceptual framework that investigates the factors that have an influence on firm survival. More specifically, the study proposes a three-dimensional framework that includes performance drivers (utilizing resource-based view [RBV] factors), performance measures and the measurement of firm survival. Such a multi-dimensional approach has very rarely been explored in the existing literature.

A thorough literature review revealed gaps in the literature and offered the basis for developing the proposed conceptual framework of the study. Its empirical examination (hypothesis testing) was conducted with the use of a newly developed structured questionnaire that was distributed to a group of Greek manufacturing organizations (the final sample consists of 364 manufacturing companies). Empirical data were analyzed using the “structural equation modeling” (SEM) technique (multivariate analysis) and other similar techniques (i.e. exploratory factor analysis and analysis of variance). The study is empirical (based on primary data), explanatory (examines cause and effect relationships), deductive (tests research hypotheses) and quantitative (includes the analysis of quantitative data collected with the use of a structured questionnaire).

On the one hand, empirical results point out that “manufacturing-marketing alignment,” “manufacturing capabilities,” “structural configuration” and “business performance under crisis” have the most significant impact and on short-term survival (current situation). On the other hand, “competitive advantage” and “business performance under crisis” have the most significant impact on long-term survival (future situation). Focusing on RBV factors, only “structural configuration” and “manufacturing capabilities” directly affect short-term survival, while “manufacturing–marketing alignment” has an indirect effect on the same factor. Then again, all RBV factors indirectly affect long-term survival. Also, it is confirmed that short-term survival strongly affects long-term survival.

The present study contributes to the debate concerning the antecedents of firm survival, since current empirical findings are quite inconsistent. Specifically, crucial performance drivers and other measures are incorporated into an original model, which reveals their synergies and their impact on the dynamic dimensions of firm survival. Additionally, it enhances the stream of research that investigates firm survival under crisis since very few similar empirical studies have been conducted. Finally, firm survival is not measured as a static concept but rather as a dynamic one (firm survival – current situation and firm survival – future situation). Overall, the final model can explain 35.2% of the variance in “firm survival – current situation” and 46.3% of the variance in “firm survival – future situation.”