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Sustainability is understood as a complex and integrating area, involving the most diverse areas and fields of knowledge. Because of the innumerable socio-environmental challenges in the current scenario, a sustainable development that finds the necessary changes and advances for communities, industry and the various stakeholders involved is required. In this process of promoting sustainable development, universities stand out for being institutions capable of taking an analytical and questioning look at the directions of the society in which they are inserted and not just helping them to pursue them, serving as a model and living laboratory for the implementation of greener practices in cities. One of the actions that contributes to the consolidation process of a more sustainable university and the development of the green campus is the use of green marketing, understood as a set of all the practices that involve conventional marketing, focused on the search to reduce the negative impact or promote positive effects on the relationship between the institution and the environment. This paper aims, based on the balanced scorecard (BSC), to propose a strategic management tool as support for green marketing strategies, thus promoting, more quickly, the promotion of sustainable development in higher education institutions (HEIs).

Four universities were chosen, from the literature, in terms of best practices for sustainable development, where the main dimensions used by green marketing were mapped. Based on them, the BSC structure was adapted to enhance its strategies.

To achieve the objective of this work, this paper proposed an adaptation of the original BSC for better management of green marketing strategies for universities, based on four dimensions: community members, university members, product and strategy.

The main contribution of this paper is to propose a BSC as a strategic management system focused on the green marketing of universities to accelerate the promotion of sustainable development in HEIs.

The increasing adverse impact of human behavior toward the environment has brought in changes in research focus on environmental behavior toward the workplace. Because the employee spends one-third of his day in his workplace, the initiatives taken by the employee also have an impact on the company’s environmental stance. Therefore, the researchers gradually focus on employee green behavior (EGB) and its measurement. The study aims to devise a tool for measuring EGB.

Two studies were carried out using the survey method using the purposive sampling technique. The data were collected (Studies 1 and 2) from managers and supervisors working in manufacturing companies located in Kolkata, India.

The first study was done to extract the principal factors using an initial 30 items (N = 220). The result of the principal component analysis shows the emergence of three factors spread over 20 items with loadings above 0.40. The 20-item scale was again administered on managers and supervisors (N = 243). The second study was carried out to examine the convergent and discriminant validity as well as stability of the tool through confirmatory factor analysis (CFA) (N = 243). The result of CFA showed the presence of 16 items spread through three factors: practice and policy, digital use and recycle and reuse. Multiple fit indices support a three-factor model of the 16-item EGB scale.

The scale would be a good measure of EGB and can be used for further research. The EGB scale is a composite scale containing three major dimensions that can be used as a complete measure of EGB.

The present research aims to fill the current gap by building a comprehensive tool for measuring EGB. The present scale has also addressed the shortcoming of the previous scale and tried to include varied proenvironmental behaviors exhibited in the workplace.

The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers’ regarding green products and to examine the influence of green trust as a mediator.

Cross-sectional research design was considered where self-administered questionnaire was employed to collect data from the respondents. Both statistical package for social science (SPSS) and partial least square (PLS) method, a second-generation technique of structural equation modeling (SEM), were used as statistical tools for analyzing the model and for estimating the parameters.

Emotional value has paramount influence on green purchase intention whereas the other two dimensions of consumption values have insignificant impact on customers’ green purchase intention. Moreover, green trust has the most significant effect on customers’ green purchase intention and green trust showed significant mediating effect between three dimensions of consumption values and green purchase intention.

The findings of the current study may assist the organizations and business owners with the understanding of green consumption and business strategies designed to address the environmental issues. Marketers should emphasize on products functional benefits as well as products social and, most importantly, on emotional benefits to enhance customers’ environment-friendly behavior.

To the best of the authors’ knowledge, the study is the first to measure the impact of consumption values on green buying intention with the role of green trust as a mediator in Bangladesh. The outcome demonstrates how several variables interact with each other to influence green purchase intention.

This study aims to investigate the factors, which may potentially influence green product buying decision among young consumers in Malaysia.

A perceived lack of intention to buy green products observed among the Malaysian Generation Young consumers has sparked the interest to carry out this study. With the aid of structured questionnaires, data were collected from a total of 217 respondents, between 18 and 25 years of age.

The results of data analysis indicated that environmental consciousness, eco-label, price and advertising were significant predictors of green product buying behaviour. Contrary to the hypothesis, attitude was not a significant predictor of green buying behaviour among young consumers. The implications of these findings and directions for future research are outlined at the end of this paper.

This study offers empirical insights from the perspective of an emerging economy on the determinants of green products buying behaviour among young consumers.

This study aims to examine the impact of consumption values on consumers’ purchase of organic food and green environmental concerns. Additionally, the relationships between green environmental concerns and consumers’ purchase of organic food are investigated.

A self-administered questionnaire was distributed to 500 consumers with experience in purchasing organic food in Pakistan. The covariance-based structural equation modeling (CB-SEM) technique was used for the data analysis using the Analysis of Moments Structure software version 23. The CB-SEM technique allows for the simultaneous estimation of all relationships.

The CB-SEM technique reveals that of the 11 hypotheses tested, social value heavily influences consumers’ green environmental concerns. Moreover, consumers’ purchase of organic food is greatly impacted by conditional value. Consumers purchase organic food for their daily needs because they feel responsible for preserving and protecting the environment against global warming and its associated threats. This green purchasing behavior actually leads to better social approval, through its ability to impress others.

Organizations and business owners should address green environmental concerns by seriously applying organic methods in the process of production, processing, packaging and selling of organic food products. Such organic practices would enable organizations and business owners to produce organic food products that are free from chemicals.

The inclusion of consumption values strengthens the explanatory power of the proposed model in the context of Pakistani consumers’ purchase of organic food and green environmental concerns simultaneously. This study therefore adds new and substantial insights into the marketing theory.

This paper aims to highlight the importance of implementing green training as a part of green management practices in organizational operations by building the arguments through the lens of Ability–Motivation–Opportunity (AMO) theory. In this regard, the mediating impact of green competencies on the association between green training and organizational efficiency is determined.

The research followed a quantitative and cross-sectional approach. The study involved ISO-14001 certified textile manufacturing organizations to better serve the research purpose. The responses were collected from 235 managerial-level employees through purposive sampling. The data analysis was performed by using structural equation modelling to examine the interrelated dependence of the variables.

The findings of the study reveal that green training is essential for environmentally responsible organizations to attain their goals of efficient resource consumption in addition to serving the greater cause of environmental protection. There is a dire need to impart environmental-friendly competencies to the employees who resultantly become able to adopt eco-efficient ways of doing business.

This study also has limitations regarding the generalizability of its results. It is primarily because of the limited sample size and restricted geographical domain. Additionally, AMO theory has not been empirically tested in this study.

Progressive textile manufacturers need to incorporate a consistent policy for green management practices to meet the expectation of their international clients and to remain competitive in international markets. It is equally important for the governmental authorities to design such environmental policies which necessitate the need of incorporating pro-environment business practices and measuring their outcomes.

This study will contribute to enrich the literature by offering an empirical analysis of green training for achieving the organizational efficiency in textile manufacturing sector. It will be a novel context to contribute to the literature of green management practices and its related fields. Moreover, the study is one of its kind that uses the AMO theory to identify the mediating role of green competencies for understanding the association between green training and organizational efficiency.

The purpose of this paper is to examine the influence of consumption values, green customer satisfaction and customer trust in energy-efficient labels on green customer loyalty and positive word of mouth (PWOM) towards energy-efficient products, and how environmental knowledge moderates these relationships.

A quantitative research approach was followed using a cross-sectional design. Data were collected from 440 consumers in South Africa, who used electronic home appliances that have energy efficiency labels. A structural equation model and a multigroup analysis were used to test the hypothesised relationships.

The results revealed that consumption values partially influence green customer satisfaction, which, in turn, affect green customer trust and loyalty, and PWOM. Environmental knowledge only marginally moderates the relationships in the model.

Green marketing practitioners should work on improving green customer satisfaction, which is central to a sustainable green consumption lifestyle.

The theoretical contribution of this study is through the application of a multidimensional approach to testing the impact of consumption values on green customer satisfaction. Moreover, this paper provides greater clarity on the specific determinants of PWOM and examines the interplay between green customer loyalty and positive word of mouth towards green products. Furthermore, the moderating effect of environmental knowledge on the relationships in the proposed model is explained.

The study examines the presence of the pollution haven or pollution halo hypothesis in Brazil, Russia, India, China and South Africa (BRICS) and Next-11 economies. Hence, it empirically tests the direct impact of foreign direct investment (FDI) on the ecological footprint. Further, it explores the moderating role of green innovation on the nexus between FDI and ecological footprint.

The study uses the Driscoll–Kraay (DK) standard error panel regression technique to examine the long-run elasticities amongst the variables for the group of emerging countries, BRICS and Next-11, during the period of 1992 to 2018. Further, statistical robustness is demonstrated using the fully modified ordinary least squares technique.

The empirical finding shows that FDI degrades environmental quality by raising the ecological footprint. Thus, it proves that FDI is a source of pollution haven in BRICS and Next-11 countries. However, green innovation negatively moderates the relationship between FDI and ecological footprint. That means the joint impact of green innovation, and FDI proves the presence of the pollution halo hypothesis. Further, renewable energy consumption is reducing the ecological footprint, but economic growth and industrialisation are worsening the environmental quality.

This study offers policy implications for governments and policymakers to promote environmental sustainability by improving green innovation and allowing FDI that encourages clean and advanced technology.

No prior studies examine the moderating role of green innovation on the relationship between FDI and ecological footprint in the context of emerging countries.

The sources and platforms utilized for environmental communication have been significantly expanded by the emergence of social media. The validity, form, and content of environmental communication processes are particularly radical departures from conventional media, making personal green blogs important of study as areas of everyday culture politics where people make understanding of environmental challenges. There is currently a lack of research on how social media might encourage green behaviours. This research reveals the impact of social media use and green blogging on green purchasing behaviour, which is supported by the social learning theory. Present study shows that social media use and green blogging have a substantial positive connection, drawing on a sample of 580 respondents from Pakistan examined using structural equation modelling. Both notions have a considerable impact on consumers' intentions to make green purchases, and social media trust plays a moderating role in this relationship. Furthermore, social media trust considerably modifies the connections between green blogging and social media use that is related to green behaviour. The current study is novel and offers important information to understand how social media might promote eco-friendly habits and behaviour.

The current paper aims to explore how brand coolness can mediate the relationship between tactical green marketing orientation (GMO) and willingness to pay (WTP), by exploring the differences between two global brands with opposite green marketing perceptions.

Based on the stimuli-organism-response (S-O-R) framework, the relation between tactical GMO, brand coolness and consumer's WTP is examined through a survey with 272 participants, who gave their perceptions about two different brands regarding their green orientations: British Petroleum (BP) and L'Oréal. The variable set was adapted and validated through focus group sessions.

Brand coolness is found to mediate the impact GMO on WTP and, for both brands, green marketing does affect the extent to which brands are perceived as cool by consumers. More importantly, evidence shows that only in the case of the “green brand” (e.g. L'Oréal), the impact on WTP is significant, which offers new implications regarding the outcomes of companies' pro-environmental policies.

This study is the first to investigate the outcomes of GMO over consumer's intentions (WTP) and the role of brand perceptions (coolness). The effects are compared between two global brands, with significantly different perceptions on their environmental sustainability.