Search Results (82)

This paper presents a study on green value co-creation behavior in the relationship to tourists’ behavior, including perceived green empowerment, experience value, satisfaction and brand advocacy, specifically considering the role of perceived greenwashing in these relationships based on Service-Dominant Logic. A quantitative study using the structural equation modeling analysis technique was conducted with customers of tourism businesses in Vietnam. The result of the study shows that green value co-creation behavior has a positive effect on perceived green empowerment, experience value, satisfaction and brand advocacy. In addition, the study also shows the positive effect of perceived green empowerment, experience value and satisfaction on brand advocacy. Perceived greenwashing reduces the impact of green value co-creation behavior on perceived green empowerment, experience value and satisfaction. The research results provide empirical evidence confirming the important positive role of green value co-creation and the barrier role of perceived greenwashing in achieving positive outcomes on customer behavior of tourism businesses. At the same time, the study provides useful information for managers in increasing perceived green empowerment, experience value, satisfaction and brand advocacy through customer green value co-creation activities, based on honest and standard green practices. Full article

Under China’s rural revitalization and agricultural modernization strategies, digital village construction overcomes resource limits to drive transformation. Using 2013–2022 provincial panel data and a case study of Lin’an, Hangzhou, this study reveals how digital villages boost high-quality agriculture. The empirical results show they significantly enhance agricultural total factor productivity via three paths: IoT-driven precision production, blockchain-enabled green value addition, and e-commerce direct sales demonstrate more pronounced effectiveness in major grain-producing regions and those characterized by balanced production and sales. Simultaneously, this study employs the instrumental variable (TI) approach to address endogeneity from reverse causality and omitted variables. Mechanism testing reveals agricultural technological innovation exerts a significant 77.5% mediating effect. Finally, digital rural construction exhibits a non-linear threshold (0.3082); surpassing it triggers a gradual slowdown in growth with decreasing marginal returns. The Lin’an case validates the empirical results while revealing structural barriers, including industrial chain penetration gaps, data silos, and factor supply constraints, leading to the formulation of targeted optimization strategies. The practical contribution of this study is the proposal of a “data-value-technology” closed loop: public brands like “Tianmu Mountain Treasures” channel premiums into R&D funds, creating a self-sustaining mechanism. The findings indicate that digital villages drive high-quality agriculture primarily through direct effects, powered by full-chain tech coordination, institutional reform, and inclusive factor supply. Finally, this study proposes a coordinated governance framework encompassing “technical synergy, institutional innovation, and factor optimization,” providing theoretical support and strategic references for optimizing the pathways of regional agricultural digital transformation. Full article

As public attention to environmental issues grows, enterprises have begun implementing environment-centered business management. Achieving environmental sustainability requires the participation of all organizational members. This study was conducted in Chinese food manufacturing small and medium-sized enterprises located in Guangdong and Jiangsu provinces, China, and employed a three-wave, time-lagged survey design to collect and match data from team leaders and employees. Hierarchical linear modeling was used to test the cross-level hypotheses, and the indirect effect was assessed using Bayesian multilevel mediation analysis. Using cross-level data from both team leaders and team members, this study examines how green transformational leadership impacts employees’ pro-environmental behavior. In addition, this study examines the mediating role of employee value–action barriers and the moderating role of green brand image. The results indicate that (1) green transformational leadership positively influences employee pro-environmental behavior, (2) employee value–action barriers mediate the relationship between green transformational leadership and employee pro-environmental behavior, and (3) green brand image moderates both the correlation between green transformational leadership and employee pro-environmental behavior and the relationship between employee value–action barriers and employee pro-environmental behavior. These findings provide empirical support for the application of social learning theory and offer managerial insights into how managers can more effectively enhance their employees’ pro-environmental behavior. Future research may further test the robustness and applicability of these relationships in other industries and in different regional and national contexts. Full article

This study aimed to identify relationships between variables by integrating green consumption value (GCV), attitude toward food, and brand evangelism for farm-to-table (FTT) foods in the context of green food tourism. Moreover, the study aimed to provide insights into the travel behaviour of tourists. The study sample comprised 473 South Koreans who participated in FTT events held in a rural area. Data analyses consisted of confirmatory factor analysis and structural equation modelling. Data analyses showed that health value had the greatest influence on attitude toward FTT foods, followed by emotional value, environmental consciousness, quality value, and social value. Moreover, a positive relationship was found between attitude toward FTT foods, purchase intention, and positive and oppositional brand referrals. In particular, the importance of health value, environmental consciousness, and social value, as well as the relationship between the sub-variables of brand evangelism, was a finding that differed from previous food tourism studies. Understanding tourists’ consumption value for FTT foods in the context of green food tourism is crucial for effectively measuring tourist behaviour. However, the relationship between GCV, attitude toward food, and brand evangelism for FTT foods has not yet been investigated. Suitably, this study is the first attempt to discuss these tourist behaviours. Full article

This research investigates the synergistic relationships between Green Supply Chain Management (GSCM) practices and product innovation in marketing performance and organizational sustainability within Thailand’s processed food industry. Building upon Resource-Based View theory and Stakeholder Theory, this study addresses a critical gap in understanding how environmental practices interact with innovation strategies to create sustainable competitive advantages in emerging markets. The research employs a comprehensive mixed-methods approach, integrating qualitative insights from industry expert interviews with quantitative analysis through Structural Equation Modeling (SEM). Primary data were systematically collected from 300 strategically selected enterprises representing small (≤50 employees), medium (51–200 employees), and large-scale (>200 employees) operations across diverse product categories within Thailand’s processed food sector. The analytical framework examines three core GSCM dimensions—green purchasing, green production, and green distribution—alongside three innovation aspects—quality innovation, safety innovation, and sustainability innovation. Eleven hypothesized relationships were rigorously tested to examine direct and indirect effects on marketing performance indicators (sales growth, market share expansion, brand enhancement, customer satisfaction, and cost optimization) and organizational sustainability metrics (environmental impact reduction, regulatory compliance, competitive positioning, and resource efficiency). SEM results revealed that Green Production practices significantly enhance marketing performance (β = 0.16, p < 0.01), demonstrating the strategic value of environmentally responsible production processes in achieving market success. Conversely, Green Distribution exhibited negative effects on both marketing performance (β = −0.106, p < 0.10) and organizational sustainability (β = −0.152, p < 0.05), indicating potential operational trade-offs and infrastructure limitations that require strategic optimization. The model demonstrated excellent fit indices (GFI = 0.929, CFI = 1.000, TLI = 1.000, RMSEA = 0.000, RMR = 0.034), validating the theoretical framework’s robustness. However, modest explanatory power (R² MP = 0.050, R² OS = 0.029) suggests that additional contextual factors, firm-specific capabilities, and market dynamics significantly influence these outcomes, warranting future investigation of mediating and moderating variables. Full article

Sustainability has become a key focus in the hospitality industry, with travelers increasingly seeking accommodations with strong environmental commitments. As part of this trend, many hotels are adopting green marketing strategies to improve their brand image and appeal to eco-conscious consumers. However, the challenge lies in ensuring that these strategies are perceived as genuine rather than as “greenwashing,” which undermines their effectiveness and harms the brand’s credibility. This study examines the impact of green marketing strategies on the brand image of 5-star hotels in Lima, Peru. A survey of 206 hotel clients reveals that the implementation of green marketing positively influences the perceived benefits, corporate image, trust, and loyalty associated with these establishments. The results highlight that younger generations, particularly Millennials and Generation Z, are more likely to value sustainability initiatives, making them an important target for hotels seeking to enhance their brand image through eco-friendly practices. The findings suggest that effective communication of sustainable practices and transparency are essential to avoid greenwashing and build customer loyalty. This research contributes to the limited knowledge on green marketing in the Peruvian hotel sector and provides insights for both hotel managers and researchers on the importance of integrating genuine sustainability efforts into their marketing strategies. Full article

Green food serves as a bridge connecting healthy lifestyles with environmental values, particularly in the context of sustainable consumption transitions. However, existing research lacks a systematic understanding of how consumers negotiate cognitive evaluations and emotional responses when forming green food purchase intentions. This study addresses that gap by exploring the cognitive–affective negotiation process underlying consumers’ green food choices. Based on 26 semi-structured interviews with Chinese consumers across diverse socio-economic backgrounds, the grounded theory methodology was employed to inductively construct a conceptual model. The coding process achieved theoretical saturation, while sentiment analysis was integrated to trace the emotional valence of key behavioral drivers. Findings reveal that external factors—including price sensitivity, label ambiguity, access limitations, social influence, and health beliefs—shape behavioral intentions indirectly through three core affective mediators: green trust, perceived value, and lifestyle congruence. These internal constructs translate contextual stimuli into evaluative and motivational responses, highlighting the dynamic interplay between rational judgments and symbolic–emotional interpretations. Sentiment analysis confirmed that emotional trust and psychological reassurance are pivotal in facilitating consumption intention, while price concerns and skepticism act as affective inhibitors. The proposed model extends the Theory of Planned Behavior by embedding affective mediation pathways and structural constraint dynamics, offering a more context-sensitive framework for understanding sustainable consumption behaviors. Given China’s certification-centered trust environment, these findings underscore the cultural specificity of institutional trust mechanisms, with implications for adapting the model in different market contexts. Practically, this study offers actionable insights for policymakers and marketers to enhance eco-label transparency, reduce structural barriers, and design emotionally resonant brand narratives that align with consumers’ identity aspirations. Full article

Hymenopellis raphanipes is a high-value edible fungus with a short shelf life and high perishability, which poses significant challenges for quality control and safety assurance throughout its supply chain. Ensuring effective traceability is essential for improving production management, strengthening consumer trust, and supporting brand development. This study proposes a comprehensive traceability system tailored to the full lifecycle of Hymenopellis raphanipes, addressing the operational needs of producers and regulators alike. Through detailed analysis of the entire supply chain, from raw material intake, cultivation, and processing to logistics and sales, the system defines standardized traceability granularity and a unique hierarchical coding scheme. A multi-layered system architecture is designed, comprising a data acquisition layer, network transmission layer, storage management layer, service orchestration layer, business logic layer, and user interaction layer, ensuring modularity, scalability, and maintainability. To address performance bottlenecks in traditional systems, a multi-chain collaborative traceability model is introduced, integrating a mainchain–sidechain storage mechanism with an on-chain/off-chain hybrid management strategy. This approach effectively mitigates storage overhead and enhances response efficiency. Furthermore, data integrity is verified through hash-based validation, supporting high-throughput queries and reliable traceability. Experimental results from its real-world deployment demonstrate that the proposed system significantly outperforms traditional single-chain models in terms of query latency and throughput. The solution enhances data transparency and regulatory efficiency, promotes sustainable practices in green agricultural production, and offers a scalable reference model for the traceability of other high-value agricultural products. Full article

This study aims to foster a guideline for sustainable supply chain management for edible insect production through a comprehensive review and critical analysis of the current situation, focusing especially on Thailand’s perspective. It addresses the traditional culture and modern practice of insect consumption and how these factors affect current production for commercial purposes. The advantages of nutritional values and farming with edible insects over traditional livestock farming are highlighted. A threats, opportunities, weaknesses, and strengths (TOWS) matrix analysis, producing action-oriented strategies, was based on an analysis of the strengths, weaknesses, opportunities, and threats (SWOT) of Thailand’s edible insect industry. The strategies include enhancement of production and product quality, innovation of intelligent production techniques and agriculture, fortification of branding and product development, encouragement of research and development investment, and the promotion of local product identity. The analysis emphasizes the value of sustainable supply chain management and advocates for the advancement of the bio-circular green (BCG) economy strategy for the edible insect industry. It also emphasizes the importance of stakeholder collaboration and implementing regulations to ensure food safety and sustainable production. Full article

This study focuses on a profound paradox in eco-hotel evaluations: why do consumer ratings for location, a static asset, exhibit dynamic fluctuations? To solve this puzzle, we construct a two-stage signal-processing theoretical framework that integrates Signaling Theory and the Elaboration Likelihood Model (ELM). This framework posits that the dynamic trajectory of a hotel’s green attributes (encompassing eco-facilities, sustainable practices, and ecological experiences) constitutes a high-fidelity market signal about its underlying quality. We utilized natural language processing techniques (Word2Vec and LSA) to conduct a longitudinal analysis of over 60,000 real consumer reviews from Booking.com between 2020 and 2023. This study confirms that continuous improvements in green attributes result in significant positive spillovers to location scores, while any degradation triggers strong negative spillovers. More critically, consumer environmental involvement (CEI) acts as an amplifier in this process, with high-involvement consumers reacting more intensely to both types of signals. The research further uncovers complex non-linear threshold characteristics in the spillover effect, subverting traditional linear management thinking. These findings not only provide a dynamic and psychologically deep theoretical explanation for sustainable consumption behavior but also offer forward-thinking practical implications for hoteliers on how to strategically manage dynamic signals to maximize brand value. Full article

With growing environmental consciousness and projections that green markets will represent 10% of global market value by 2030, a significant gap persists between consumers’ stated environmental concerns and their actual purchasing behaviour for green products. This study investigates how green brand positioning influences consumer purchase intention for green technology products, examining the mediating roles of self-image congruence and functional congruence, and the moderating effects of product involvement level and product optionality. A quantitative survey was conducted with 354 US participants who possess at least a bachelor’s degree and have experience with technology products, using validated scales through structural equation modelling and mediation analysis. The findings demonstrate a significant positive relationship between green brand positioning and purchase intention. Self-image congruence partially mediated this relationship, while functional congruence also served as a significant mediator. The product involvement level positively moderated the mediation effect of self-image congruence, whereas product optionality negatively moderated the mediation effect of functional congruence. Green brand positioning effectively enhances purchase intention when consumers perceive alignment with their environmental self-image and when products maintain a functional equivalence to non-green alternatives. Companies should focus on building environmental self-congruence while ensuring product quality to maximise green marketing effectiveness and bridge the intention–behaviour gap. Full article

As environmental issues are of worldwide concern and consumers grow more concerned about the environment, green investments have emerged as a key factor in attracting consumers. To enhance consumer trust in enterprise investments in green and sustainable practices, blockchain technology, with its tamper-resistant and traceable characteristics, is being adopted by an increasing number of enterprises. However, the resulting spillover effect may lead to adverse consequences in a co-opetitive supply chain. This study examines a green supply chain comprising Brand O, a high brand value entity, and a contract manufacturer (CM) with lower brand value. The two parties collaborate through outsourced production while competing in the retail market. Three decision-making models were constructed, namely, without blockchain, Brand O adopting blockchain, and the CM adopting blockchain, and equilibrium solutions were derived to facilitate analysis. We find that Brand O tends not to introduce blockchain in order to avoid the loss of brand value and the spillover of consumer trust. The CM tends to introduce blockchain to enhance its products’ environmental impact and gain an exclusive competitive advantage, targeting the high-end market. These findings guide managers and practitioners in a co-opetitive green supply chain: high brand value retailers should cautiously evaluate blockchain’s impact, staying alert to risks hidden beneath benefits; upstream manufacturers can prioritize blockchain adoption for competitive advantage. Full article

This study examines how the introduction of green new products (GNPs) by luxury brands contributes to building brand equity (i.e., brand attitude and trust) through green perceived value (GPV) and empirically assesses its impact on consumers’ purchase intentions. Furthermore, it explores the moderating role of digital customer engagement (DCE) in the relationship between GPV and building brand equity. To verify the hypothesis, we performed the partial least squares structural equation model (PLS-SEM) as an analytical technique using 572 datasets from luxury consumers in China. The results revealed that GPV through GNPs significantly influences both brand attitude and brand trust. In addition, brand attitude and brand trust were found to have a significantly positive effect on purchase intention. Moreover, DCE was observed to positively moderate the relationship between GPV and brand trust. To enhance the purchase intentions for luxury brands, it is essential to foster brand attitude and brand trust by developing a multidimensional GPV through GNPs. Furthermore, DCE plays a crucial role in strengthening the brand trust component of GPV. Full article

Under the background of green development and brand building, this article aims to explore the relationship between environmental regulation on corporate brand value and the mediating effect of green innovation, which can help enterprises build a synergistic mechanism between brand building and green development, and step into a benign track of high-quality development. Based on institutional theory and resource-based theory, this paper takes the 106 listed companies on the 2018–2022 consecutive list of China’s 500 Most Valuable Brands as a sample and constructs a two-way fixed-effects model to test the impact of heterogeneous environmental regulations on green innovation and corporate brand value. The empirical results showed that: (1) Command-based environmental regulation exhibits an inverted U-shaped relationship with brand value, as it compels enterprises to adopt environmental governance in the short term but gradually erodes productive resources and triggers negative environmental and reputational effects over the long term; market-based environmental regulation demonstrates a U-shaped relationship with brand value: while it crowds out production funds and shifts costs to consumers in the short term, the government’s “resource compensation” effects ultimately outweigh “compliance cost” pressures in the long run; (2) green innovation plays a partial mediating role in the impact of command-based environmental regulation on corporate brand value; (3) the impact of environmental regulations on corporate brand value is heterogeneous in terms of the nature of corporate ownership, life cycle, and location. The above findings provide a useful reference for the government to use environmental regulation tools flexibly, optimally adjust the environmental regulatory mechanism, and promote corporate brand building and green development. Full article

Driven by rapid urbanisation and global climate change, the increasing frequency and intensity of the Urban Heat Island effect poses significant risks to the health and well-being of urban dwellers across the world. To combat extreme heat and ensure a safe level of thermal comfort for urban residents, innovative and sustainable technologies, such as green infrastructure and cool roof coatings, have been incorporated into building design and urban planning. This study aims to evaluate and compare the effectiveness of six different cool roof coating brands in reducing surface temperatures under the harsh and fast-changing climate conditions in Melbourne, Australia. A pilot-sized experimental cool roof was installed on the rooftop of an existing office building to monitor surface temperature variations using a thermal infrared camera, accompanied by a statistical analysis to evaluate potential surface temperature reductions under varying weather and sky conditions. The results of this study show that the application of cool roof coatings reduced the surface temperature by at least 8.7 °C and up to 34.2 °C, corresponding to reductions of 13.2% and 53.6% from the maximum surface temperature, respectively. When comparing the six cool roof paint brands, it was observed that Brand 4 demonstrated the best performance, reducing the surface temperature to a minimum value of 34.3 °C (45.5% reduction) when the maximum surface temperature was 62.9 °C. On the other hand, Brand 5 showed the least effective performance but still achieved a reduction of 15.8 °C (25.1% reduction). This study highlights the potential of cool roof coatings as an effective urban heat mitigation strategy by lowering building surface temperatures. Alongside other urban heat mitigation strategies, such as green roofs and green walls, cool roof coatings offer a viable solution for buildings. Full article