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The main aim of this study is to integrate the theory of planned behavior (TPB) to examine consumers' intention to advocate for sustainable brands, whilst incorporating the moderating role of pro-environmental self-identity. Consumer sustainability orientation is also added as an antecedent for attitudes to determine the degree to which consumers' personal convictions and attitudes toward sustainability impact their attitude toward sustainable brands. The importance of using the TPB to study online brand advocacy lies in the accumulated evidence that shows that this theory is useful in explaining most kinds of social behaviors.

Quantitative research with the use of web-surveys is employed to test the research hypotheses with a total sample size of 536 respondents. Millennials have been chosen for the current paper to be studied.

Results of the study showed that attitudes, subjective norms, and perceived behavioral control (PBC) were positively related to consumers' advocacy intentions. The findings of this study demonstrated that the TPB is applicable to measuring consumers' advocacy intentions. In addition, the results indicated that two dimensions of sustainability orientation, economic and social orientation, are significant predictors of attitudes. The study also found that pro-environmental self-identity does not moderate the relationship between the TPB core components and online brand advocacy.

This study is considered the first to employ the TPB as a theoretical foundation to test the antecedents of online brand advocacy (OBA) in relation to sustainable brands with the inclusion of consumer sustainability orientation as a predictor of attitudes with respect to the three dimensions of sustainability and the moderating effect of pro-environmental self-identity.

The Chinese firms are keenly focused on reducing their environmental footprints as part of the competitive strategy. Within the context of sustainable organizations in China, we test a multilevel framework that examined the impact of environmental-specific servant leadership on the green individual (pro-environmental behavior) and team (project green performance) outcomes within projects. Using social identity theory, we theorize and test the mediating role of green self-identity (individual level) and team green identification (team level) in the relationships between environmental-specific servant leadership, pro-environmental behavior and project green performance.

We used survey questionnaires to collect multi-level and multi-wave data from 42 ongoing project-based sustainable organisations in China. The multilevel team to individual-level hypothesis were analyzed using multilevel-modeling via Mplus, while team level hypotheses were tested using ordinary least squares regression.

The multilevel regression analysis showed that environmental-specific servant leadership has a trickle-down effect of green self-identity, which subsequently predicts pro-environmental behavior. The ordinary least squares regression results demonstrated that environmental-specific servant leadership predicts project green performance via team green identification. Also, environmental-specific servant leadership has a positive and direct impact on pro-environmental behavior and project green performance.

We offer community and service dimension of leadership as a determinant of environmental performance at multiple levels. We provide managerial and policy implications to Chinese organizations striving to reposition themselves as eco-friendly organizations both nationally and globally.

The study is among the first to understand the role of environmental-specific servant leadership in predicting individual-level and team-level environment-related mediator and outcomes simultaneously.

This study aims to examine the applicability of an extended version of the theory of planned behavior (TPB) in predicting pro-environmental behavior, specifically the purchase behavior (PB) of package-free bath products, among students in higher education institutions (HEIs).

Using a non-experimental survey research design, this study empirically tested an extended TPB model through structural equation modeling. The dataset was obtained through a survey of undergraduate students in three HEIs in the Philippines.

Environmental knowledge (EK) predicted attitudes toward purchasing package-free bath products. Attitudes, subjective norms and pro-environmental self-identity (PSI) predicted intention to purchase package-free bath products. Furthermore, the intention to purchase package-free bath products and perceived behavioral control predicted PB of the said item.

The results imply that the addition of EK and PSI to the TPB is applicable in predicting pro-environmental behavior, specifically the purchase of package-free bath products.

The results showed how HEIs can encourage their students to purchase package-free bath products.

The results highlight how social and economic factors play a role in promoting or inhibiting pro-environmental behavior among HEI students.

The findings support the inclusion of EK and PSI to the TPB for an integrative model that aims to improve the prediction of the purchase of package-free bath products.

Most research on sustainable tourism has been devoted to understanding the determinants of tourists' sustainable behavior on a unidimensional construct, overlooking the importance of behavioral costs in sustainable travel behavior. To shed light on this issue, this study aims to quantitatively differentiate sustainable travel behaviors based on behavioral costs and to examine the impact of psychological factors on both low-cost and high-cost sustainable travel behaviors.

A survey of 470 tourists used Rasch analysis to measure the behavioral costs associated with sustainable travel behavior and partial least squares structural equation modeling (PLS-SEM) to test hypotheses.

The results indicate that the value-identity-personal norm model explains more variance in low-cost sustainable travel behaviors than in high-cost sustainable travel behaviors. This supports the central tenet of the low-cost hypothesis and also suggests that values and self-identity factors have a stronger influence on low-cost sustainable travel behavior. However, personal norms have a stronger influence on high-cost behaviors.

This research highlights the importance for tourism and destination managers to distinguish between different categories of sustainable travel behavior and to analyze their determinants separately. This allows for the development of tailored messages for specific groups of tourists based on the psychological drivers of sustainable travel behavior.

This study provides insights into the determinants of sustainable travel behaviors with different behavioral costs and highlights the importance of analyzing different categories of behaviors separately.

This study in Iran examined the role of internal and external psychological factors that affected green purchase intention. Moreover, it examined these variables' direct and indirect effects and green purchase intention on green purchase behavior.

An extended version of the theory of planned behavior (TPB) was employed, based on which a theoretical model was designed to reach the authors’ aim. An online questionnaire was used to collect data. For data analysis, confirmatory factor analysis, structural equation modeling, the bootstrapping method and the Preschool Language Scale (PLS) product-indicator approach were conducted to test the proposed conceptual model.

Results show that self-identity, self-interest, self-efficacy and a growth mindset have a positive impact on green purchase intention. However, the study found no predictive effect from peer influence and warm glow. In addition, self-efficacy and green purchase intention significantly affect green purchase behavior. The study reveals that green purchase intention substantially mediates the relationship between self-interest, growth mindset, warm glow and green purchase behavior. Further, warm glow moderates the impact of peer influence, self-identity and self-efficacy on green purchase intention. This study emphasizes the critical role of dispositional factors on green purchase intention and behavior.

Few studies consider the effect of the individual self, a growth mindset, a warm glow and peer influence on green purchase intention simultaneously. In addition, the authors introduced a different version of the TPB model. Further, this research also conducted how these variables, directly and indirectly, affect green purchase 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.

Using identity theory, this paper aims to explore differences in socially responsible signaling behavior based on the salience of a personal or social identity.

Structural equation modeling was used to study the relationship among identity commitment, salience, and signaling behavior.

Findings revealed personal identity salience mediated the relationship between socially responsible commitment and socially responsible social-signaling consumption behavior.

The results of the study suggest that Millennials engage in socially responsible activities as a result of a salient personal identity. Millennials use socially responsible behavior to signal their benevolence to themselves and others.

This is the first research that has examined the relationship between Millennials’ socially responsible consumption behavior and a salient personal or social identity.

The purpose of this paper is to investigate the potential of digital displays to enhance consumers’ shopping experience and sustainable consumption by more specifically informing consumers on the origin and sustainability of products.

An experimental field study was conducted in the Supermarket of the Future at the World Expo where sustainability information was displayed on interactive screens. There were three experimental groups: supermarket visitors who were put in a sustainability mind-set, supermarket visitors without a sustainability mind-set activation and non-visitors.

Store visitors extensively used the interactive displays, they intent to behave more sustainable in the future, and act more sustainable outside the food domain. Sustainability information through digital displays thus triggers consumers to think more about environmental concerns. Consumers who were activated to process sustainability information before entering the supermarket, show increased interest in the innovative shopping concept. Strong evidence that the increased interest translates into more sustainable consumer choices in the supermarket itself is lacking.

The authors obtain insight in consumer use of sustainability information presented on interactive displays in a retail environment and how this in turn affects behaviour. The study reveals that consumers can successfully be motivated to become more sustainable through interactive displays.

The purpose of this study was to determine how environmentally specific transformational leadership (ETFL), green training (GT) and psychological green climate (PGC) affect environmental passion (EP) of employees which leads to pro-environmental behaviors (PEBs).

The context of the study was set in textile industry of Pakistan which holds a promising future in the international markets as an emerging export-based industry. Using purposive sampling technique, cross-sectional self-report data were collected from the employees of textile exporting firms (n = 239) of Pakistan. Hypotheses were tested using PLS-SEM.

The findings revealed that ETFL and PGC act as important predictors of EP, whereas GT plays no role in influencing EP. EP predicts green behavioral intention (GBI) of employees, in turn, GBI predicts employees' PEBs. Further, mediation analyses revealed that EP and GBI sequentially mediated the link between PGC and PEBs.

The present study is not free from its limitations. First, the study adopted cross-sectional design that prevents the causal inferences which the researcher can make from the population. Second, the present study adopted purposive sampling technique which is a non-probability sampling technique. Third, the constructs of this study were assessed with self-report measures which are associated with social desirability bias (Podsakoff and Organ, 1986) or common-method variance (Podsakoff et al., 2003). Hence, this research suggests on the future direction of research based on these limitations.

As per the results of this study, it is also suggested that managers may focus more on the overall organizational and psychological climate rather than on leadership styles alone. While conducting training, the leaders must pay close attention to training objectives to ensure that they do not lead to counterproductive behaviors.

This research adds to the literature in the area of PEBs at micro-level by focusing on how and why employees engage in PEBs.

The purpose of this study is to investigate the role of followership dimensions of active engagement (AE) and independent critical thinking (ICT) in leader green behavior (LGB), and how followers' pro-environmental behavior (FPEB) moderates between the proposed relationship.

The data was collected from 381 employees working in different small and medium enterprises (SMEs) of Pakistan, through a structured questionnaire with five points Likert scale. The proposed hypotheses were tested by using Smart-partial least square (PLS).V.3.

Results showed a significant positive impact of followership dimensions on LGB. Moreover, the findings of the study substantiated the moderating role of FPEB between the direct relationship of ICT and LGB, but no significant moderation of FPEB in case of the relationship between AE and LGB was observed.

This paper argues that organizational effective green leadership can be enhanced by followership dimensions of AE and ICT, and by participation of followers in pro-environmental behavior. This has been largely overlooked in the past studies.

The study attempted to empirically test the “Reversing the Lens” perspective by Shamir (2007) in the context of green human resource management (HRM). This study extends a distinct theoretical contribution to the social exchange theory (SET) by focusing on the fact that follower's role is equally as important as that of a leader in the effective leadership process.