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The purpose of this study is to investigate consumers’ buying intentions (BIs) towards sustainable properties with green living concept (GLC). It also aims to examine the dynamic relationships between environmental advertisements (EAd), green brand positioning (GBP), attitude towards environmental responsibility (ER) and consumers’ sustainable properties BI in the Malaysian context.

Data were collected via online questionnaire survey, which yielded 143 completed usable responses. Structural equation modelling–partial least squares (Smart PLS, version 3) was used to analyse the data.

The findings of this study revealed that EAd and GBP significantly affect consumers’ attitude towards ER, which in turn affects consumers’ BI of the sustainable properties with GLC.

This study suggests that without inculcating a positive attitude towards the environment among consumers, it becomes a daunting task to drive consumers to purchase sustainable properties in Malaysia. Thus, the marketers should focus on green promotional activities to attract more customers to buy sustainable properties with GLCs. Moreover, it is suggested to target the right market segment to secure more sales.

The findings of this study will enable the government and the social marketers to understand the drivers of buying sustainable properties with GLC, which in turn will contribute to the higher environmental welfare.

This study is among the pioneers to examine consumers’ sustainable property purchase intention. It provides significant insights for the social marketers and policymakers to understand how to motivate consumers to purchase sustainable properties with GLCs. Moreover, this study has investigated few comparatively new links such as the direct effect of EAd and GBP on attitude towards environmental responsibility and the mediating effect of attitude towards environmental responsibility between environmental stimuli and consumer’s sustainable properties BI.

The prevailing overconsumption issue in the hotel industry is attributable mainly to the irresponsible consumption behaviour of hotel guests. In parallel with Islamic principles, which advocate abstinence from excess consumption and frugality, the “waste not, want not” notion can be considered as one of the effective solutions to this problem. However, little is known about the factors that drive frugality amongst Muslim tourists. In addressing this gap, this study aims to predict the effect of environmental advertising and green attitude on frugality in the context of the Malaysian hotel industry. The study also tests the mediating role of the green attitude between environmental advertising and frugality. Furthermore, it examines the role of price consciousness as a moderator of the green attitude-frugality link.

The stimulus-organism-response theory was used to develop the conceptual framework of this study. A cross-sectional method was used to collect 222 usable questionnaires from Muslim tourists in Malaysia. The hypothesised relationships were tested using the structural equation modelling, partial least squares approach.

The study found support for the direct effect of environmental advertising and green attitude on frugality. It also confirmed the mediating effect of the green attitude in the environmental advertising-frugality link. However, price consciousness did not moderate the relationship.

The findings of the study provide valuable insight for hoteliers in developing a green strategy that will foster frugality amongst Muslim hotel guests. It will also help them develop better strategies for the frugal segment, especially for the Muslim community.

The study is amongst the pioneers in investigating frugality in the tourism industry. It is also the first to introduce price consciousness as a moderator of the relationship between the green attitude and frugality. Furthermore, its examination of frugality amongst Muslim hotel guests is a new contribution to the literature.

The purpose of this paper is to investigate millennials’ purchase behaviours towards green housing in India. This paper also examines the mediating effect of purchase intention between determinants of buying green housing and purchase behaviour in the real estate industry.

A cross-sectional research design was applied to collect data from 393 rural and 388 urban millennials. This study used “partial least squares structural equation modelling” to verify the framed hypotheses.

The outcomes indicate that attitude, environmental concern and green trust substantially influence the purchase intention and purchase behaviour towards green housing in rural and urban studies. However, perceived risk has an insignificant effect on purchase intention and purchase behaviour towards green housing in both studies. Likewise, innovativeness insignificantly impacts the purchase intention in study rural while substantially impacting the purchase behaviour in both studies. Additionally, a favourable relationship between purchase intention and purchase behaviour towards green housing in both rural and urban contexts.

This study provides fruitful evidence for practitioners, marketers and academicians about the drivers of purchase behaviour toward green housing. The results of this study also enable regulatory bodies to design appropriate strategies and tactics to foster the sustainable growth of nations.

This paper is a preliminary attempt to explore the decision to buy green housing in India. Furthermore, the authors targeted a specific age group, especially millennials, to gain a valuable understanding of how different factors affect green housing decisions in different areas, that is, rural and urban areas.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

The adverse environmental impacts of menstrual products are a significant concern because of their widespread use and non-biodegradability. With various global and regional initiatives on sustainability, there is now greater public awareness about environmental protection. This heightened awareness has resulted in the exploration of alternative methods to reduce waste, such as the development and use of sustainable menstrual products. This study aims to examine the factors that influence Indian women’s purchasing intention in relation to sustainable menstrual products. The study uses the Stimulus–Organism–Behavior–Consequence (SOBC) theory as the appropriate grounded theory to explain these determinants.

Cross-sectional data were collected from 720 women who have been using sustainable menstrual products. For analysing the model, the study performed structural equation modelling using AMOS.

The study’s results indicated that health consciousness, sustainability knowledge and environmental responsibility are positively associated with self-identity and mindfulness. Additionally, the study found that organism states have a positive impact on the purchase intention of sustainable menstrual products. Furthermore, there was a significant relationship observed between purchase intention and mindful consumption. The study also discovered significant positive relationships between satisfaction and key associations.

This study may be considered pioneering, as it establishes a connection between the usage of sustainable menstrual products and concepts such as mindfulness and mindful consumption.

The purpose of this study was to verify the effect of sustainable consumption on the intention and effective purchase of products by young undergraduates, using the framework with the dimensions: consciousness for sustainable consumption, moral orientation and environmental concern. The authors also examined the mediation effect of intention and searched for heterogeneities on the purchase of sustainable products when discriminating by product type.

Sustainable consumption assumes ethics and environmental concern prioritization in the role of individuals to preserve natural resources threatened by global warming. Considering this, the authors developed cross-sectional research based on a sample of 265 Brazilian higher education students, which was analyzed with the use of partial least squares path modeling.

The results showed a positive relationship between sustainable consumption and buying intention, with mediation effects on the effective purchase of sustainable products. It was evidenced that consciousness for sustainable consumption, moral orientation and environmental concern do not lead directly to the purchase of sustainable products; they are based on the mediation exerted by the intention that purchase materializes in Brazilian, young university students. By analyzing heterogeneities, the authors found that environmental concern may translate into actual purchase when product-oriented.

This study uses the VBN theory to understand the behavioral intentions for the effective purchase of sustainable products, extending the range of sustainable consumption associating factors not analyzed in the higher education context, including nontraditional categories of sustainable products, such as textiles, furniture and wood articles. Moreover, this paper examines the mediation role of intention for effective purchase of sustainable products, identifying product categories that may translate environmental concerns to actual purchases, highlighting the importance of Brazil as an emerging economy that is a leading producer and exporter of organic foods with a growing market for sustainable products.