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Augmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores consumers' favorable responses to AR within retail contexts, there remains a paucity of studies examining the specific factors motivating these responses, i.e. reasons for, such as the appeal of entertainment, trendiness, customization, interaction and augmentation quality. Conversely, reasons against AR acceptance, such as perceived lack of realism, skepticism or perceived deception, are also underexplored.

Guided by the behavioral reasoning theory, the current study delves into consumers' personal values and beliefs, their reasons for and reasons against using AR apps and how these factors influence their engagement and relationship performance with AR apps. The data were collected from 343 AR app users to test the developed theoretical framework.

Results reveal that while perceived value compatibility does not influence reasons for using AR apps, it negatively influences reasons against using AR apps and positively influences connectedness to AR apps. Interestingly, openness to change does not significantly influence users’ connection to AR apps, and no association was found between reasons-against and connectedness to AR apps and relationship performance. However, a positive relationship was observed between users’ connectedness to AR apps and their relationship performance.

By offering these insights, this study contributes to a foundational understanding of the behavioral intricacies and dynamic interaction patterns within the rapidly emerging AR user base.

This study aims to examine the effect of Muslim consumers’ religiosity on their brand verdict regarding clothing brands, through the mediating role of decision-making style, brand status and brand attitude.

Structural equation modeling was used to analyze the data collected from 200 clothing buyers in Mashhad, one of Iran’s religious cities.

The results indicate that intrapersonal religiosity, compared to interpersonal religiosity, has a more significant effect on Muslim consumers’ decision-making styles, and different decision-making styles of Muslim consumers affect their brand verdict through brand status and brand attitude.

The research sample consists solely of respondents from the Islamic religion. Therefore, the impact of religiosity might differ among individuals from other religions, such as Christianity and Judaism.

This study’s findings are crucial for clothing brands, both national and international, that cater to the Muslim customers’ market. They need to consider the degree of religiosity when segmenting and targeting their market. This study shows that clothing brand marketers can best influence the brand verdict of Muslim consumers by targeting those with a brand-loyal decision-making style, focusing on their religious beliefs.

To achieve success in Iran’s Muslim market, marketers must consider their consumers’ religious beliefs and tailor their marketing plans accordingly. This study aims to investigate the impact of religiosity on consumer behavior toward brands in Iran’s Muslim market.

Corporate social responsibility (CSR) remains a prevalent topic for businesses worldwide, especially for those operating in developing countries. The attention on small and medium-sized enterprises' (SMEs') CSR engagement in developing countries has been neglected, although SMEs play a vital role in socio-economic development in African countries like Kenya. This paper aims to conceptualize the relationship between the SME manager's values, ethics, emotional commitment to long-term socio-economic development and the firm's CSR practices.

The authors conducted seven semi-structured interviews with Kenyan and German SMEs located in Nairobi. A deductive-inductive analysis approach was chosen, confirming previous findings and contributing new ideas to the International Business (IB) literature.

This paper develops a concept linking the values and beliefs of the SME manager with the firm's CSR practices in developing countries via the manager's emotional commitment to local long-term socio-economic development. The Kenyan managers tend to show a higher degree of emotional commitment, which the authors explain by two drivers: (1) philanthropic, self-motivated driver and (2) expectation-based, environment-motivated driver. The authors' findings add to the literature on SMEs' CSR engagement in developing countries by looking at the individual level of analysis.

This paper develops a concept linking the values and beliefs of the SME manager with the firm's CSR practices in developing countries.

The improper disposal of potentially harmful products is a problem that affects both developed and emerging countries. Using the Values-Beliefs-Norms (VBN) theory, this research attempts to uncover the key differences and similarities between both contexts and to extend the theory to include trust-in-government (TIG) as a moderating variable.

The data used in this study were drawn from two samples: Mexicans and Americans by administering a paper and pencil survey. To test the conceptual model and to contrast the results, partial least squares (PLS-SEM) and multigroup analysis were used.

This research finds that consumers in emerging countries like Mexico are less likely to act on their beliefs to engage in protesting behaviors when confronted with an environmental problem such as the improper disposal of potentially harmful products. Consumers on both sides of the border are more likely to engage in consumer activism behaviors if social economic norms (SEN) are considered. Furthermore, the multi-group analysis revealed that US consumers' TIG moderates the relationship between awareness of consequences (AC) and consumer activism intention (CAI) contrasting with Mexican consumers where such moderating relationship does not exist.

This research makes a significant contribution to the literature by evaluating TIG as an important predictor of consumer activism behaviors. TIG can significantly affect consumer activism behaviors in the United States, but not in Mexico. It also demonstrates that SEN rather than social benefit norms (SBN) can trigger CAI in both samples.

Although much research has examined sustainable consumption, one key factor that has been rediscovered is religion. This study aims to include religiosity as a background variable to extend the theory of planned behavior in measuring the Pakistani youth’s green purchase intentions (GPI) and green purchase behavior (GPB) of energy-efficient home appliances.

Built on a positivist research philosophy and a deductive approach of a quantitative design, a convenience sample of 317 participants was approached via online forms. Partial least squares structural equation modeling was used to analyze both the measurement model and the structural model.

The results suggest that religiosity impacts consumers’ beliefs to maintain control over green behavior and perceived behavioral control (PBC), followed by sustainable attitudes (SA), beliefs that significant others endorse green behavior subjective norms (SN) and GPI. Besides, PBC, SN and SA impact GPI. Furthermore, GPI and PBC impact GPB. Finally, PBC, SN and SA mediate the religiosity and GPI link. However, the moderation effect of PBC on the link of GPI with GPB was not supported.

The model developed is specific to the Muslim population in Pakistan. Therefore, the model might only be able to be generalized to nations that have a similar culture to the Muslims in Pakistan or in other developing countries.

The current research advances the knowledge on the 2030 Agenda for sustainable development goal (SDGs) (Goal-12) by clarifying the mechanisms whereby religiosity impacts factors of sustainable consumption including SA, PBC and SN.

The purpose of this study was to explore the current transformative leadership values and beliefs of Cooperative Extension leaders. Specific research objectives included, (1) characterize Extension leaders’ beliefs regarding transformative leadership, and (2) determine differences in transformative leadership beliefs based on selected characteristics.

This exploratory study applied transformative leadership theory to examine the values and beliefs regarding equity, justice, and leading change held by leaders in the Cooperative Extension System. A sample of 138 administrators across the U.S. completed the Transformative Leadership Scale (TLS), which presents 32 contrasting statements representing dimensions of transformative leadership.

Results found the mean TLS score was 70.61 out of 100, indicating nascent awareness of equity concerns but substantial room for growth in fully embracing transformative leadership principles like social activism and egalitarian distribution of power. The score distribution skewed slightly left, with 16% possessing a highly transformative belief system, 71% demonstrating moderate awareness of equity issues, and 13% focused more on organizational efficiency over justice. Differences emerged based on diversity leadership roles and years of experience.

The findings establish an important baseline for aligning leadership development with Extension's mandate to champion inclusion and confront systemic barriers as social change agents. This research kicks off a vital dialogue regarding transformative leadership's implications for guiding community-engaged institutions like Extension pursuing democratic engagement.

This represents the first study to apply transformative leadership to a national assessment of values and beliefs among Extension education leadership.

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.

This research aims to examine the impact of religiosity and other control variables on Muslims’ environmental preservation and economic growth choices in 33 nations.

The study uses data from the World Values Survey (Waves 4–7) with a large sample size of 30,242 individuals. Logistic regression analysis is used to analyze the data, and the robustness principle is applied using the marginal effect of interaction variables method to select a viable model.

This study reveals that different aspects of religiosity – cognitive, affective and behavioral – positively impact the tendency of Muslims in 33 countries to prioritize environmental protection over economic progress. However, these influences vary significantly, as seen through odds ratios. In essence, the degree of religious devotion in these nations affects individuals’ leaning toward environmental preservation. This impact is further shaped by other factors such as politics, governance, economic development, environmental measures and legal frameworks.

The practical implication of this study is the development of an alternative theory that explains the conditions and categories under which religious beliefs and attitudes can influence the preferences of Muslims concerning environmental issues and economic growth.

This study fills a void in the body of literature by examining the nonlinear relationship between religiosity and individual Muslim preferences for environmental preservation and economic growth. It offers a framework for comprehending religion’s impact on Muslims’ redistributive individual preferences in these fields.

This quantitative study, rooted in the resource-based view (RBV) theory, aims to investigate the relationships among green transformational leadership, green process innovation, employee environmental beliefs and firm environmental performance in Italian manufacturing companies. This study unfolds a nuanced narrative of how strategic green transformational leadership, coupled with environmentally conscious processes, can synergistically enhance an organization's overall environmental performance.

The multi-item survey questionnaire used in this study was distributed to leaders in a diverse sample of Italian companies. A total of 296 valid responses were obtained from the surveys. The collected data were analysed using statistical methods such as correlation, confirmatory factor and structural equation modelling using SPSS software.

The direct influence of green transformational leadership on firm environmental performance is supported. It also confirms the positive impact of green process innovation on environmental outcomes. It identifies green process innovation as a mediator between green transformational leadership and firm environmental performance, and employee environmental beliefs moderate the link between green transformational leadership and firm environmental performance.

This research contributes by advancing understanding within the RBV framework by elucidating the specific mechanisms through which green transformational leadership programs promote green process innovation, enhance environmental performance for organizational success, achieve sustainability goals and foster collaboration and stakeholder engagement.

This study emphasizes the significance of establishing green leadership programs, encouraging green process innovation and systematically monitoring environmental performance to accomplish organizational success and sustainability goals.

This study presents a novel and original examination by integrating the RBV theory on the relationships between green transformational leadership, green process innovation and firm environmental performance, shedding new light on the role of employee environmental beliefs.

Although Hispanics represent a large and growing proportion of the US workforce, little is known regarding the possible effects of their somewhat unique cultural values, beliefs, and practices on their experiences of work-family conflict or job satisfaction. This research tested theoretically derived hypotheses regarding the protective effect of a component of familism values, family as a source of social support, on these outcomes.

A moderated mediation model was tested using survey data from Hispanic professionals (N = 103).

As predicted, family support was negatively related to work interfering with family (WIF) and positively related to job satisfaction. WIF mediated the relationship between family support and job satisfaction. Additionally, gender moderated this mediated relationship such that the effects were stronger for Hispanic women than men.

Generalizability of the results should be explored by employing larger samples that include longer tenured workers, employees with higher degrees of management experience, and additional Hispanic subgroups. Results contribute to a growing body of research demonstrating beneficial effects of familism values for Hispanics.

Results suggest that organizations may benefit from taking active steps to support familism values among Hispanic workers.

This is the first empirical study to explore the possible benefits of family support values on workplace outcomes.