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This study aims to find out the role of green curriculum (GC) in making a green generation (GG) and ensuring sustainability. The study considers the green curriculum a key factor for understanding environmental values orientation (EVO) and adopting pro-environmental behaviors (Pr-EnB) for social, economic, human and environmental sustainability.

The study is quantitative and cross-sectional. Partial least square-structural equation modeling was used to test the research model and data which was collected through a questionnaire survey from university faculty and students in Pakistan, Saudi Arabia and China.

The findings show that the GC has significant positive effects on EVO and pro-environmental behavior. However, it has no significant effect on social sustainability. There is a positive significant effect of pro-environmental behavior on economic, environmental, human and social sustainability. Whereas, environmental orientation has no significant effect on economic sustainability but significantly influences environmental, human and social sustainability. GC has no significant effect on economic, environmental and human sustainability. However, when considering the combined effects of GC and environmental values orientation or pro-environmental behavior, significant positive effects were found on economic, environmental, human and social sustainability.

The result suggests that implementing a GC positively influences environmental orientation, pro-environmental behavior and various dimensions of sustainability.

These results have implications for educational institutions and policymakers aiming to promote sustainability through green curriculum and help in the attainment of sustainable development goals.

The study fulfills an essential need to obtain sustainability and sustainable development goals through education.

The unsustainable practices of hotels have greatly contributed to ecological imbalances, encompassing excessive energy and water consumption, improper waste disposal and inadequate resource management. Information publicity (IP) plays an effective role in influencing tourists' intentions to visit green hotels. Therefore, the current study has incorporated IP into the value-belief norm (VBN) framework to examine tourists' intentions to visit green hotels.

This study is a correlational research design, and the purposive sampling technique was employed for the data collection. The study used 355 valid data and analyzed them via partial least squares structural equation modeling (PLS-SEM).

The study results show that egoistic values have the greatest impact on pro-environmental beliefs (ENBs). In addition, the results indicate the impact of ENB and IP on personal norms (PNs), leading toward the intention to visit green hotels.

This study helps hotel managers devise and execute effective marketing strategies for green hotels. Hospitality marketers should pay more attention to values, orientations and IP, emphasizing the significance of these factors in increasing the visits of customers to green hotels.

IP, an important factor that informs tourists about hotels that are environmentally friendly, has been neglected in the tourism research. This research examines the significance of IP in developing ENBs and influencing the PN of tourists.

This study investigates the impact of universities' social marketing initiatives on students’ development of personal (altruistic, biospheric and egoistic) and social values, leading to their pro-environmental behaviors.

This study applies quantitative deductive research. This study examined the value-belief-norms (VBN) theory, adding social values to the framework. This study took place in Egypt from January 2023 to March 2023. The population of focus was college students (whether at public or private universities). Students were requested to fill out the questionnaire by scanning a quick-response (QR) code, which linked to a Google Form. After data collection, 410 questionnaires were analyzed using statistical package for social science.

This study developed empirical evidence that clarifies that social marketing initiatives done by universities have the power to develop students’ personal and social values. Values trigger behavior change. Social values lead to students’ pro-environmental behaviors; personal egoistic values lead to students’ pro-environmental behaviors; personal biospheric values lead to students’ pro-environmental behaviors and personal altruistic values does not lead to students’ pro-environmental behaviors.

This study offers firsthand insight in understanding how social marketing is an effective tool to develop students’ values that are needed to inspire the right behaviors to preserve and protect the environment. This study builds upon the VBN theory, explaining the significant underlying environmental values that should be developed through universities’ non-academic initiatives (such as marketing activities) to inform behaviors needed to better the community, such as pro-environmental behaviors.

The purpose of this study is to present a comprehensive knowledge mapping and an in-depth analysis of pro-environmental travel behaviour research to better understand the global trend in this field that have emerged between 2000 and 2021.

In this study, a visual analysis of 187 scholarly articles between the year 2000 and 2021 related to pro-environmental travel behaviour (PETB) is presented. Using the knowledge mapping based on CiteSpace it presents the current research status, which contains the analysis of collaboration network, co-citation network, and emerging trends.

The results revealed that the PETB is an emerging topic, which has an increased number of publications in recent years. Though the collaboration network between scholars is dispersed, some countries exert stronger collaboration network. Researchers from England, USA and China have worked more on this topic comparatively. “Pro-environmental norm” is found to be the major concern in regard to PETB, and the theory of planned behaviour (TPB) is the most common theory used by the scholars around the world. Ten articles with the highest citations are found to be the most valuable articles. COVID-19, value orientation, negative spillover, carbon footprints, biospheric and adolescent are some of the latest keywords based on the past two years' literature review, all of which have huge research potential in the future.

This study is among the pioneers to shed some light on the current research progress of PETB by using a bibliometric analysis to provide research directions for scholars. Moreover, this study utilized latest data from 2000 to 2021. The studies which are published before and during the pandemic are also incorporated.

The purpose of this paper is to narrow the research gap by examining the relationship between new ecological paradigm (NEP), consideration of future consequences (CFC), the intention to buy and the intention to pay a premium in the context of electric car (EC) purchase in India.

This study used a structured questionnaire to measure the variables of the research. The study successfully obtained useable data from a sample of 491 consumers residing in India. The analysis of the variables and their relationships was done using structural equation modelling using SMARTPLS4 software.

The relationship between the values of NEP and CFC was observed in the context of electric cars that has a significant impact on the intention to buy and pay a premium. It also highlights the role of CFC future and CFC immediate on the intention to buy and between NEP and the intention to pay a premium.

The study only covers electric cars, and therefore further testing of these relationships is required in the context of other forms of environmentally friendly transportation. The results are generalizable across the potential consumers of EC but are even more pertinent to higher-income millennial consumers.

Potential buyers of electric cars, having a positive orientation towards the environment and also consideration for future consequence, were observed to have a stronger intention to buy EC. The study finds a way in increasing the intention to buy an EC by catalyzing environmental concern of consumers through CFC future.

This is the first study that has examined the NEP-CFC relationship, and provides evidence that the intention to buy an electric car is not only NEP (environmental concern)-dependent but also considers CFC's future orientation. This study adds the CFC aspect as another important variable regarding the purchase of EC, and proves that environmental concern is not the only moderating factor to buy an EC.

This study investigates how and when employees' perceived corporate social responsibility (CSR) encourages their workplace pro-environmental behavior (WPB).

Survey data were collected from 189 employees of different industries in southern China. Data were analyzed using PROCESS macro.

This study found that intrinsic motivation mediated the relationship between perceived CSR and WPB. Furthermore, self-concern strengthened the indirect perceived CSR–WPB link.

This study contributes to the existing literature of micro-CSR by highlighting intrinsic motivation as a mediating mechanism explaining how employees' perceived CSR encourages WPB. In addition, studying the moderating effects of other-orientation and self-concern enriches the understanding of when perceived CSR may or may not stimulate employees' WPB.

The purpose of this paper is to examine the influences of positive-framed and negative-framed green advertising on pro-environmental WTP. This study also explores the impacts of regulatory focus, environmental concern and pleasant level on green advertising effectiveness.

Data are collected from a within-participant between-group online experiment in China. The generalized estimating equation (GEE) is employed to investigate the impact of green advertising on WTP. Grouped regression and mediation analyses are conducted to explore the influences of regulatory focus, environmental concern and pleasure on advertising efficacy.

The experimental outcomes indicate that green advertising significantly increases participants’ pro-environmental WTP, and negative-framed advertising is more effective than its positive-framed counterpart. Prevention focus heightens receptivity to green advertising, and the relation of environmental concern to advertising effectiveness is inverted U-shaped. Pleasure mediates the effect of green advertising on the WTP, and this mediating role is influenced by emotional intensity when advertising is negatively framed.

Evidence suggests that green advertising may propel pro-environmental WTP by raising environmental awareness, but such a relationship remains severely understudied. As such, this study pioneers in exploring the impact of different-framed green advertising on pro-environmental WTP, extending the concept of green advertising to environmental management. By considering the influences of regulatory focus, environmental concern and pleasure, this study raises practical implications for designing green advertisements, such as increasing the usage of visual elements.

This study aims to examine the value orientations of New Zealand agribusiness investors and how these orientations influence their reactions to the environmental and social implications of agribusinesses.

In the context of the New Zealand agricultural sector, the views of investors as published in print and broadcast media between 2018 and 2022 are gathered. The study uses qualitative content analysis to analyse the data. The study is based on the value-belief-norm theory.

The study reveals that New Zealand agribusiness investors express concern about the environmental (biospheric) and social (altruistic) impacts of the agribusiness sector, prompting calls for greater transparency, climate adaptation and ethical investment options. Additionally, they actively support local businesses to benefit their communities and preserve cultural heritage. Despite these biospheric and altruistic tendencies, investors also prioritise financial and non-financial interests (egoistic). This highlights a nuanced perspective guiding their investment choices – a balance between self-interest and contributing to the greater good. This signals a shift towards socially and environmentally responsible investment practices driven by multifaceted values.

The findings of this study highlight the role of non-pecuniary motives, like values, in determining the relevance of environmental and social information.

The study’s findings offer insight to agribusinesses on how investors’ value orientations shape their investment decisions. This understanding can guide businesses in framing a reporting strategy that enhances the likelihood of investors perceiving reporting as relevant and persuasive, thereby attracting more investments. In turn, this tailored reporting approach assists investors in making well-informed decisions in assessing the environmental and societal risks of agribusinesses.

The study offers a framework explaining how agribusinesses can increase the likelihood of investors finding firms reporting relevant and persuasive, leading to increased investments in environmentally and socially sustainable practices.

Considering the relevance of understanding what influences environmentally sustainable consumer choices, the present study aims to examine and synthesize the key determinants factors from literature and outline a new conceptual framework for explaining green purchasing behaviors (GPBs).

A bibliometric analysis was conducted on 161 articles extracted from Web of Science and Scopus databases, which were systematically evaluated and reviewed, and represent the current GPB knowledge base. Content analysis, science mapping and bibliometric analysis techniques were applied to uncover the major theories and constructs from the state-of-the-art.

The evolving debate between altruistic and self-interest consumer motivations reveals challenges for rational-based theories, as most empirical applications are not focused on buying behaviors, but instead either on pro-environmental (non-buying) activities or on buying intentions. From the subset of leading contributions and emerging topics, nine thematic clusters are unveiled in this investigation, which were combined to create the new PSICHE framework with the purpose of predicting GPB: (P)roduct-related factors, (S)ocial influences, (I)ndividual factors, (C)oncerns about the environment, (H)abits and (E)motions.

By uncovering the multiple intervening factors in GPB decision processes, this study will assist practitioners and academics to move forward on how to foster more sustainable consumer behaviors.

The present study provides readers a summary of an unprecedentedly broad collection of papers, from which the key themes are categorized, the domain's intellectual structure is captured and an actionable framework for enhancing the understanding GPB is proposed. Four new thrust areas and a set of future research questions are included.

Through a theoretical lens of psychological ownership, this study aims to investigate how technology mindfulness may stimulate metaverse tourism users’ feelings of individual psychological ownership, aesthetic value and conversational value, which in turn fosters intention to engage in prosocial behaviors.

The study used a scenario-based survey that allowed U.S.-based participants to create their own avatars and imagine using their avatars to explore heritage sites in the metaverse. Structural equality modeling was applied for data analysis.

The results from 357 valid responses indicate that technology mindfulness arouses tourists’ individual psychological ownership, aesthetic value, conversational value and prosocial behavioral intentions. The moderating role of biospheric value orientation on willingness to donate and intention to volunteer is investigated.

The research sheds light on the significance of technology mindfulness, conversational value and psychological ownership perspectives in the metaverse, which have been previously overlooked. The authors used a scenario-based survey for mental stimulation due to current metaverse technology limitations.

The study is one of the first to explore the possibility of encouraging prosocial behaviors using metaverse-facilitated technology. The research offers guidelines to engage hospitality and tourism customers in the metaverse that can blend their virtual experiences into the real world.

This study represents one of the pioneering efforts to gain an in-depth understanding of the application of metaverse in triggering prosocial behavior toward heritage sites, explained via a technology mindfulness-driven model with a psychological ownership perspective.