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Understanding the role of corporate strategies in sustainability has become a hot topic for scholarly research. Meanwhile, firms strive to innovate and shape their positive image in the contemporary business arena. Past research has ignored investigating whether and how sustainability-oriented corporate strategies could drive innovation and firm image among external stakeholders. To address the said research gap, this paper examines the path through which sustainability-oriented corporate strategy and environmental regulation improve green corporate image and green innovation capabilities (i.e. green process and product innovation).

This study adopted a quantitative survey-based method. The online survey was adopted to collect data from employees working at the managerial level in the equipment manufacturing sector. The data collected from 343 managers that was complete in all aspects was used for empirical analysis using structural equation modeling. Direct and indirect relations were evaluated.

The findings reveal that sustainability-oriented corporate strategy and environmental regulation drive green innovation and green corporate image. Findings further show that external knowledge adoption underpins these effects of sustainability-oriented corporate strategy and environmental regulation.

The study delivers theoretical and practical understandings of the importance of sustainability-oriented corporate strategies to green corporate image and green innovation capabilities.

This study has two objectives:(1) to examine impacts of environmental activity, relational marketing, and corporate green image on firm’s competitive performance; and (2) to determine whether relational marketing and corporate green image mediate relationships between environmental activity and firm’s competitive performance. They were data from 375 small and medium enterprises (SMEs) of the food processing industry in Bangkok, Thailand. This study also investigates the relationships between environmental activity, green corporate image, relational marketing, and influences of these factors on firm’s competitive performance. Structural equation modeling (SEM) was used to analyze data. Results reveal significant and positive relationships between environmental activity, green corporate image, relational marketing, and firm’s competitive performance. Moreover, environmental activity, an antecedent variable, indirectly affects a firm’s competitive performance mediated by green corporate image and relational marketing. Therefore, green corporate image and relational marketing can act as mediators between environmental activity and firm’s competitive performance. Findings suggested that firms should focus on improving green corporate image and relational marketing with an appropriate environmental activity strategy to enhance the firm’s competitive performance. Moreover, this study’s result is related to the economics of the environment in terms of cost and benefit. It provides firm’s decision on environmental activity.

The present study aims to explore the influence of green marketing functions (green activities, corporate communication of green activities and green image) on corporate image in the hospitality sector. Further, the study tries to explore the consumer’s intention to visit the hotels practicing green marketing.

Using snowball sampling approach, a total of 220 usable responses were obtained from the consumer via an internet survey. Data were analyzed using structural equation modeling to evaluate the strength of relationship and model fit.

The findings show that green/eco-friendly activities and green image significantly influence the corporate image of the hotel, which in turn results into significant positive impact over consumer’s intention to visit the hotel. No significant influence of corporate communication of green activities on corporate image of the hotels was found, which may be because of the low level of communication of green practices by the hotels in India.

The findings offer insight to the managers regarding the impact of green marketing practices adopted by the hotels on their corporate image which in turn results into increased visit/revisit intention.

The study deals with the topic “the influence of green marketing on corporate image”, which has received scant attention by researchers. The paper attempts to provide empirical evidence in this area. The study yields several implications that can be helpful for managers while devising green marketing strategies for the hospitality sector. The study is among the initial studies exploring the influence of green marketing on corporate image in the Indian context.

Environmental issues have triggered the need for sustainable behavior around the globe. The tourism industry’s rapid growth also contributes to environmental degradation through natural resource depletion and excess water and energy utilization. Based on social identity theory, this study aims to assess the impact of environmental corporate social responsibility initiatives on green customers’ citizenship behavior. Furthermore, the study assesses the mediating effects of green trust, customer–company identification and green image.

This study is a quantitative approach, and purposive sampling technique was used to collect the data from the hotels’ customers from northern areas of Pakistan. This study used partial least square-structural equation modeling to analyze the data of 426 customers.

The study’s findings show that environmental corporate social responsibility initiatives significantly impact green customers’ citizenship behavior, green trust, customer–company identification and green corporate image. However, the relationship between green corporate image and green customers’ citizenship behavior was insignificant. Furthermore, the study’s results revealed that green trust and customer–company identification partially mediate between environmental corporate social responsibility initiatives and green customers’ citizenship behavior.

The findings suggest that hotels’ environmental corporate social responsibility initiatives improve green customer citizenship behavior, green trust and enhance customer–company identification. Therefore, hotel industry managers should consider reinforcing existing environmental corporate social responsibility initiatives and make further efforts to highlight the importance of such initiatives for environmental sustainability, which ultimately affects customers’ green customer citizenship behavior.

This research developed a novel framework to understand green customers’ citizenship behavior in the tourism industry. It extended the literature on environmental corporate social responsibility initiatives and green customers’ citizenship behavior. In addition, the research adds value by confirming the significant direct and mediating role of customer–company identification in tourism industry context.

Drawing on the branded service encounters perspective, the purpose of this study is to investigate how frontline service employees’ environmentally irresponsible behaviors affect customers’ brand evaluations.

The research conducted two experiments. The first experiment explored the effect of frontline service employees’ environmentally irresponsible behaviors on customers’ brand evaluations via corporate hypocrisy. The second experiment explored the moderation effect of employees’ prototypicality and the importance of corporate social responsibility (CSR) among customers.

Experiment 1 indicates that for firms with a green brand image, frontline employees’ environmentally irresponsible behaviors result in customers’ perception that the firm is hypocritical, thus reducing their brand evaluations. Experiment 2 shows that employee prototypicality and CSR importance to the customer enhance the negative impact of frontline employees’ environmentally irresponsible behaviors on customers’ brand evaluations through customers’ perception of corporate hypocrisy.

This study is one of the first efforts to explore how frontline service employees’ environmentally irresponsible behaviors affect customers’ responses. It helps understand the impact of frontline employees’ counter-productive sustainable behaviors on customers’ brand perception, as well as the relationship between CSR and employees.

This study suggests that firms’ green brand image does not always lead to positive customer response. When frontline employees’ behaviors are inconsistent with firms’ green brand image, it can trigger customers’ perceptions of corporate hypocrisy and thus influence their brand evaluations. Therefore, firms should train frontline service employees to make their behaviors align with the firms’ green brand image.

This study is one of the first efforts to explore how frontline service employees’ environmentally irresponsible behaviors affect customers’ responses. It helps understand the impact of frontline employees’ counter-productive sustainable behaviors on customers’ brand perception, as well as the relationship between CSR and employee.

This study aims to explore the relationships among green practices, environmental corporate social responsibility (CSR) image, customers’ trust and their behavioral intentions in a certified hotel context and examine the moderating effect of customers’ involvement in the buying process.

A survey was used to collect data from Spanish hotel customers. A structural equation model was developed to assess the research hypotheses.

Consumers’ trust on environmentally certified hotels has a direct effect on their behavioral intentions. Environmental CSR image has a direct effect on consumers’ trust on environmentally certified hotels, but it does not exert significant influence on consumers’ behavioral intentions. Additionally, the results support a positive and significant influence of consumers’ perceptions of green practices on the environmental CSR image of hotels. Finally, there is not a moderating effect of consumers’ involvement on the effects of green practices on CSR environmental image and of this variable on behavioral intentions.

To cross validate the results of this study, it is recommended that the formation of behavioral intentions in various types of environmentally certified hotel settings be investigated in future research.

Hospitality managers should design strategies to raise the perception of the green-related features of environmentally certified companies.

No prior study investigates the relationship between green practices, customers’ trust, their degree of involvement in the buying process and their behavioral intentions in relation to companies’ environmental CSR image in the hotel sector.

Este estudio explora las relaciones entre las prácticas medioambientales, la imagen de RSC medioambiental, la confianza de los consumidores y sus intenciones comportamentales en un contexto hotelero certificado examinando el efecto moderador de la involucración de los consumidores en el proceso de compra.

En la recopilación de los datos se empleó una encuesta dirigida a clientes de establecimientos hoteles en España. Así mismo, se desarrolló un modelo de ecuaciones estructurales para evaluar las hipótesis de investigación.

La confianza de los consumidores en hoteles certificados medioambientalmente tiene un efecto directo en sus intenciones comportamentales. La imagen de RSC medioambiental tiene un efecto directo en la confianza de los consumidores en dichos hoteles, a pesar de que no ejerce una influencia significativa en sus intenciones comportamentales. Además, los resultados respaldan una influencia positiva y significativa de las percepciones de los consumidores sobre las prácticas medioambientales en la imagen de RSC medioambiental de los hoteles certificados. Finalmente, no existe un efecto moderador de la involucración de los consumidores en los efectos de las prácticas medioambientales en la imagen de RSC y de esta variable en las intenciones comportamentales.

Para validar los resultados de este estudio, se recomienda investigar la formación de intenciones comportamentales en diversos tipos de entornos hoteleros certificados medioambientalmente.

Los gerentes de establecimientos hoteleros deben diseñar estrategias para aumentar la percepción por parte de los consumidores de las características medioambientales de las empresas certificadas medioambientalmente.

Ningún estudio previo analiza la relación entre las prácticas medioambientales, la confianza de los consumidores, su grado de involucración en el proceso de compra y sus intenciones comportamentales en relación con la imagen de RSC medioambiental en el sector hotelero.

This study aims to investigate the impact of green image on student loyalty and to present a conceptual framework aimed at retaining current students and attracting new ones in higher education.

After review of prior studies using green image to predict customer loyalty in non-higher education industries and student loyalty in the context of higher education, a conceptual framework is developed after identifying research gaps in two sets of literature.

Using stimulus-organism-response (S-O-R) as a foundation, this study identifies core constructs in the green marketing perspective that may serve as predictors of student loyalty in higher education. A conceptual framework has been developed to examine the relationship between green image and loyalty of student in higher education, with student green satisfaction and institution reputation serving as mediators.

This study is restricted to developing a conceptual framework and no empirical evidence has been presented. However, the conceptual framework developed in this study could facilitate the theoretical and practical implications for enhancing loyalty of students in higher education.

This study contributes to the extant literature in the green marketing realm by extending the green perspectives in the higher education context. This is one of the earliest conceptual papers to examine loyalty of students in higher education using green image. The conceptual framework could serve as the foundation for future research on enhancing loyalty of students in higher education.

The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands and the influence of green brand image on purchase behavioural response. Additionally, the influence of a moderating variable (green perceived risk) on this formation process is examined.

Data were collected using an online survey administered to a consumer panel in China. Structural equation modelling was used to test the conceptual model.

The results demonstrate that the provision of utilitarian benefits and self-expressive benefits directly enhance the brand’s green image. Also, utilitarian benefits and green brand image have direct influences on green brand loyalty. Green perceived risk negatively moderates the relationship between utilitarian benefits and green brand image.

This study extends previous research by examining the development of green brand image and investigating the moderating role of green perceived risk in this process. Also, this study enriches research on green brand and corporate branding by investigating the relationship between green brand image and brand loyalty.

Although previous research has examined how perceived benefits influence the development of corporate brand image, the issue has not been investigated from a green branding perspective. Moreover, the moderating role of green perceived risk in the formation of green brand image has not been explored, despite the concerns relating to greenwash which have been raised in several green brand studies. Finally, green brand image was found to be a strong antecedent of brand loyalty, besides the predominant elements of green trust and green satisfaction.

The reform and opening-up of capital market is valued for promoting sustainable development, while its impact presented as the form of deregulation of short-selling on the green innovation of enterprises in developing countries remains unclear. The purpose of this study is to outline the significance of gradual reform of financial markets in developing countries for low-carbon transformation and provide implications for achieving carbon peaking and carbon neutrality goals.

Based on the green subdivided patent data and financial data of China’s A-share listed companies, this paper takes the implementation of securities margin trading program as a quasi-natural experiment and applies the difference-in-differences (DID) model to examine the impact of deregulation of short-selling constraints on the enterprises’ green transformation.

The findings reveal that the initiating securities margin trading program significantly enhances the green innovation performance of enterprises. These findings are valid after performing a series of robustness tests such as the parallel trend test, the placebo test and the methods to exclude other policy interference. Mechanism analyses demonstrate a two-faceted effect of the securities margin trading program on the green innovation of enterprises, in which short-selling policy increases the pressure on capital market deregulation and meanwhile induces the environmental protection investment. The heterogeneity results demonstrate that the impulsive effect imposed by securities margin trading program is more significant in experimental group samples with characteristics of lower financing constraints, belonging to heavy polluting industries and possessing better environmental supervision capability.

First, previous studies have focused on the impact of financial policies implemented by banking institutions on the green innovation of enterprises, but few literatures have explored the validity of relaxing short-selling restrictions or opening the capital market in the field of enterprise’s green transformation in developing country. From the view of securities market reform, this paper broadens the incentive and supervision effects of the relaxation of short-selling control on enterprise’s green innovation performance after the implementation of securities financing and securities lending policy in China’s capital market. Second, previous studies have explored the impact of command-and-control environmental regulations, as well as market-incentivized environmental regulations such as green finance, low-carbon pilots and environmental tax reform, on the green transition of enterprises. Recently the role of the securities market in the green development of enterprises has received more attention in academia. The pilot of margin financing and securities lending is essentially a market-incentivized regulatory tool, but there is few in-depth research on how it affects the green innovation of enterprises. This paper enriches the research on whether the market incentive financial regulation policy can contribute to the green transformation of enterprises under the Porter hypothesis. Third, some previous studies used the ordinary panel regression model to explore the impact of financial policy on enterprise’s innovation performance. However, due to the potential endogenous problems of the estimated model, it might get biased conclusions. Therefore, based on the method of quasi-natural experiment, this paper selects the margin trading pilot policy as an exogenous shock to solve the endogenous or reverse causality problem in traditional measurement model and applies the DID model to study the relationship between core indicator variables.

This study aims to ascertain the impact of customer perception of CSR activities (philanthropic, environmental and ethical) conducted on various consumer and corporate related dimensions including; customer loyalty, consumer attachment, corporate performance and repurchase intention. The study also adds value by taking customer perception of CSR as a mediator between green image and performance.

Structural equation modelling is used after using different (valid and reliable) instruments to measure latent constructs. The study has a sample size of 250 “CSR Consumers”, who had some knowledge and awareness of CSR and green image being advertised and or labelled by the company (such as printing “Recycled” or other eco-friendly images/labels on shopping bag, fliers, outlets, etc.) and are consumers/customers of such firms. The respondent’s awareness was measured by randomly asking them to recall organizations that might have eco-friendly policies.

The key findings of the study are that perceived fit of culture along with CSR capability radically influences CSR perception within consumer minds and so, subsequently, customer attachment and overall performance of the corporation. The outcomes bestow significant ramifications for marketing and advertising philosophy combined with practice.

Stakeholders exist in the form of consumers other than employees. So consumer satisfaction must be imparted its fair share of importance. Managers must make sure that initiatives for societal benefit are well accepted and well recognized by consumers in a positive array of light. Corporations enthusiastically involved in initiating CSR activities and forecast a positive income. The study guides managers into not falling in this misconception and by recognizing that the fact is that the company managers must only expect higher performance levels once their CSR is in synchronization with the firm’s culture.

A number of studies have been conducted about CSR practices in the Indian context for example (Khan and Atkinson, 1987; Krishna, 1992; Arora and Puranik, 2004; Sood and Arora, 2006; Mishra and Suar, 2010); however, there is dearth of research in its neighbouring country Pakistan about CSR practices and consumer perceptions. Therefore, this research aims to fill this gap by examining CSR practices in Pakistan which has similar historical and colonial roots with India. In doing so, this study ascertains the impact of CSR activities conducted on various consumer and corporate related dimensions that incorporate customer loyalty, consumer attachment and corporate performance.