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This paper aims to assess the impact of green purchasing behavior (GPB) of a young generation in Pakistan.

The data were collected from students of different colleges affiliated with Shah Abdul Latif University from Sukkur and Larkana regions of Upper Sindh. A total of 400 questionnaires were administrated among students and 361 completed questionnaires were returned. A pen-and-paper method was applied to collect the data.

Model 1 revels that interpersonal influence and environmental knowledge were found positively related to GPB, whereas media and price were found positively but insignificantly related to GPB. Lastly, trust in green products was also found negatively and insignificantly related with GPB. Model 2 was used to test the moderating impact of price on the relationship between EA and GPB.

To promote GPB, government can play significant role by sponsoring environmental campaigns and environmental culture and these campaigns may include broadcasting promotional messages, distributing leaflets with utility bills, speeches in schools and colleges and advertisements with the help of printing and electronic sources.

Regarding green food purchase, this study’s results contribute to the literature by providing some theoretical contributions in literature. Green purchasing is so far a very new notion in Pakistan and therefore, literature on promotion of GPB is still lacking in the said country.

The concept of green entrepreneurship is still in its infancy stage and therefore there is no proper way to define and relate this form of entrepreneurship with the business or society. Although green entrepreneurship is the need of recent times in order to protect the environment. Therefore, there is a need to focus more intensely on the concept. On the other side, the support of the government and the lack of financial stability of entrepreneurs from developing sides of the world is hindering the path of green entrepreneurs from developing sides of the world. Therefore, this chapter has been purposely written to highlight the green entrepreneurial process along with the motivational model for green entrepreneurs. Hence, this chapter might be perceived as the cornerstone in the development of the concept of green entrepreneurship from developing sides of the world.

The concentration of women entrepreneurs on influential events such as the development of green entrepreneurship, which lead to the coordination and dynamic balance between economic and environmental goals, can create a bright future for businesses with sustainable and environmentally friendly architecture. The main purpose of this study is to provide a framework for the successful entry of women entrepreneurs into green entrepreneurship.

The present qualitative applied descriptive-analytical study was conducted on a population of women entrepreneurs working in green businesses. This population was obtained by the non-probability chain sampling method and an exploratory interview with the saturation of 12 individuals. Thematic analysis was used to analyze the findings.

The results revealed that creating shared value, inclusive social acceptance, multifaceted interactions and green dynamic bedding are effective in the entry of women entrepreneurs into green entrepreneurship in the form of “competitive empowerment” and “multiplied green synergy”. Thus, managers and planners should consider some factors, including shared value, social acceptance, inclusive acceptance, building green culture, knowledge flows, multiple participation, networking dimension, green marketing, competitiveness, creating platforms, green technologies and risk management.

This research tries to present a framework for the entry of women entrepreneurs into green entrepreneurship area.

This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated.

A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers.

The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing.

The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability.

This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.

Examinamos los efectos negativos del embalaje excesivo de los productos, el “greenwashing” y la confusión verde sobre el valor de la marca verde. Además, se investigó el papel moderador de la credibilidad de la marca para mitigar los efectos negativos del marketing ecológico.

Se llevó a cabo un experimento intra-sujeto para evaluar el embalaje excesivo de los productos frente al mínimo envase posible, con el fin de comprobar las hipótesis propuestas. El análisis de los datos se realizó con SmartPLS 3.3.3, con una muestra de 206 consumidores.

Los resultados mostraron que el embalaje excesivo de los productos predice positivamente el greenwashing y la confusión ecológica. Sin embargo, el greenwashing tiene un impacto negativo en el valor de la marca verde. También se descubrió que la credibilidad de la marca modera la relación negativa entre el greenwashing y el valor de la marca verde, reduciendo así el efecto negativo del greenwashing.

Las conclusiones implican que los directores de marketing deben comprender las preocupaciones de los consumidores por el medio ambiente, elaborando estrategias de producto y de marca que promuevan la protección del medio ambiente y la sostenibilidad.

Este estudio contribuye a la bibliografía sobre el marketing ecológico al validar empíricamente los efectos positivos del embalaje excesivo de los productos sobre el greenwashing y la confusión ecológica, así como la influencia negativa del greenwashing sobre el valor de la marca ecológica. Además, revela cómo la credibilidad de la marca puede reducir los efectos perjudiciales del greenwashing sobre el valor de la marca verde.

我们研究了产品过度包装、洗绿和绿色混淆对绿色品牌资产的负面影响。此外, 我们还研究了品牌信誉在减轻绿色营销负面影响中的调节作用。

我们进行了一项受试者内实验, 以评估产品过度包装和最小包装, 从而检验所提出的假设。用SmartPLS 3.3.3进行数据分析, 该软件分析了206来自名消费者的数据。

结果显示, 过度的产品包装正向预测了洗绿和绿色混淆。然而, 洗绿对绿色品牌资产有负面的影响。品牌信誉也被发现可以调节洗绿和绿色品牌资产之间的负面关系, 从而减少洗绿的负面影响。

研究结果表明, 营销经理应该了解消费者对环境的关注, 制定促进环境保护和可持续发展的的产品和品牌战略。

本研究通过实证验证产品过度包装对洗绿和绿色混淆的积极影响, 以及洗绿对绿色品牌资产的负面影响, 为绿色营销文献做出了贡献。此外, 它还揭示了品牌信誉如何减少洗绿对绿色品牌资产的有害影响。

绿色营销, 洗绿, 绿色混淆, 品牌资产, 品牌信誉, 以及产品过度包装

文章类型： 研究型论文

This study aims to examine the relationship between green supply chain management (Green SCM) practices and environmental performance, and develop an integrated model to explain the mediating role of ecocentricity on the relationship between Green SCM practices and environmental performance in the context of the Ghanaian downstream petroleum industry.

To address the objectives of the study, a survey had been conducted among companies in the Ghanaian downstream value chain. The paper used the structural equation modeling approach and smart partial least squares (Smart-PLS) analytical tool.

The study revealed that Green SCM practices had a significant and positive relationship with supply chain ecocentricity and environmental performance. The study further revealed that supply chain ecocentricity significantly mediated the relationship between Green SCM practices and environmental performance.

The study has developed a new integrated model to enhance oil and gas marketing and distribution company's adaptation and implementation of Green SCM practices.

The study had successfully applied the natural resource-based view and the stakeholder theory in the context of Ghana's downstream petroleum industry. Specifically, these theories had been integrated to form a new model to explain the relationship between Green SCM practices, supply chain ecocentricity and environmental performance in the context of Ghana's downstream petroleum industry. The newly developed integrated model has wider predictability as compared to the individual theories.

This study aims to determine the number of segments of green consumer behavior on toiletries products, and the tendency of transition between clusters is estimated. This study also provides recommendations based on the results.

This study used primary data collected through an online and offline questionnaire. The questionnaire was intended to identify the socio-demographic characteristics, green consumer behavior state according to the environment as well as the willingness of the respondents to purchase various toiletries products (current, less green, and greener). Prior to segmenting green consumer behavior, scale purification using confirmatory factor analysis was performed to ensure the indicators used were valid. The k-means clustering algorithm was used for the segmentation, while discriminant analysis was used to validate the segmentation result. The Markov chain approach was performed to estimate the tendency of the transition between constructed segments, where the logistic regression model was applied to predict the individual transition probability.

The clustering algorithm resulted in three segments: light green, green and dark green. The light green segment has the lowest attitude toward the environmental criteria while the members of the dark green segment have the highest attitude among the other segments. The logistic regression indicated that the tendency of individuals to stay in the current segment or move to the adjacent segment was influenced by socio-demographic factors. The one-step transition probability matrix revealed that the tendency of a particular segment to move to the greener segment was greater than to stay or even move to the less green segment. The Markov chain approach then showed that the steady-state condition will emerge after 18 steps.

This study was limited geographically and by the criteria used for segmenting the green consumer behavior; therefore, it is recommended that this study be replicated on a greater scale with more criteria. A wider geographic area could be considered, including a national study, and more criteria, such as social influences, could be considered. This study does not focus on specific toiletries products. Selecting more specific toiletries products could be considered to provide a more reliable response from the respondents. Moreover, factors around the willingness to pay for green products were not investigated in greater detail although these factors might become indicators that can distinguish between two or more segments.

This study empirically supports the theory that consumer environmentally friendly behavior can be used to appropriately categorize consumers into several segments, and thereby guide the development of a more differentiated policy approach for business and government.

Green consumer behavior may help save the environment and it will be beneficial in reducing environmental damage.

The study extends the existing literature related to green consumer behavior by segmenting the green consumer behavior based on the environmental criteria and applying the Markov chain approach to estimate the tendency of transition between segments.

Environment-friendly behaviour is essential for a sustainable development. The study is an attempt to fill the research gap by analysing the mediating role of environmental sensitivity (ES) and environmental attitude (EA) on the relationship between environmental knowledge (EK) and environmental behavioural intention (EBI). It aims to investigate the direct as well as indirect relationship between EK, ES, EA and EBI.

The data were collected from 466 university students representing northern region of India. The use of purposive sampling technique helped to reach the maximum number of respondents. The hypothesis was tested by applying partial least square structural equation modelling (PLS-SEM).

It was found that the relationship between EK and EBI was sequentially mediated by ES and EA. The study provides a model which would be instrumental in protecting the environment. It describes how the behaviour intentions of youth come into existence from EK.

The study is quite useful for making training schedules regarding environment protection specifically for the students. The study has various implications for the society as well. As the young students are a significant part of the society, the social communities can use this model to understand the various needs of the youth. It is likely to provide additional EK to the youth. The tested model explains how EK converts into EBI. The government and non-government agencies can use the model for chalking out environment protection strategy at the local as well as national level.

It is believed that this is the first study of its kind which highlights the causal links between EK, ES, EA and EBI. No doubt, certain studies were conducted by ascertaining the relationship between two or three of these variables, but none provided an insight into the direct and indirect relationship between these variables.

The objective of this study was to look closely at how domestic violence is represented in Pakistani drama serials to see if portrayals are reinforcing stereotypical and/or patriarchal values, or breaking the rigid norms.

With the help of dispositive analysis within the critical discourse approach, the prominent and non-dominant discourses about domestic violence were identified and discussed. Episodes from two popular drama serials, Kaisa Yeh Naseeban and Khaas, released in 2019, were watched with special focus on texts on domestic violence alongside objects and actions.

Analysis showed that both drama serials gave importance to socio-systemic and liberal humanist instrumentalism discourses, which describe domestic violence as a result of social structures and that abuse is used to assert control, respectively. However, some instances were noted where patriarchal values were encouraged.

As media has become a powerful tool of influence and awareness in the recent times, it is imperative that the content watched on it by millions of people be studied and analyzed. It is claimed that Pakistani drama serials with wide following and that are made on social issues around women aim to raise awareness and empower them. Domestic violence is a prevalent issue in Pakistan, and no research till date has examined representation of domestic violence on Pakistani popular media, which may influence response to domestic violence, which this paper aims to do.