Search Results (155)

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

Membrane structure sports stadiums, characterized by high strength, high formability, and distinctive architectural expression, represent an emerging direction in contemporary sports architecture. This study investigates how perceived relative advantage, green value, perceived gain, and social influence affect consumers’ intentions to experience and consume in membrane structure sports stadiums, with particular attention to the mediating role of perceived usefulness. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical framework, questionnaire data were collected and empirically tested using structural equation modeling. The results indicate that perceived relative advantage, green value, perceived gain, and social influence have significant positive effects on experience and consumption intention, and that perceived usefulness plays a significant mediating role in these relationships. The study clarifies the mechanisms through which these factors shape intention in the context of membrane structure sports stadiums and offers theoretical and empirical support for their promotion and development. Full article

In the online shopping context, the proliferation of digital platforms has contributed to an increase in impulsive buying behavior (IBB), which can sometimes lead to regret. This study aims to explore the intrinsic and extrinsic stimuli that influence consumers’ online impulsive buying behavior, which subsequently affects their post-purchase cognitive dissonance, with the moderating role of price consideration (PC). The conceptual framework was formulated using the Stimulus–Organism–Response (S-O-R) model. A total of 813 responses were collected and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that perceived utilitarian value (PUV), perceived enjoyment (PE), fear of missing out (FOM), and green trust (GT) positively impact online impulsive buying behavior (IBB), which, in turn, positively impacts post-purchase cognitive dissonance (PCD). Moreover, a significant moderating role of PC is found in the relationship between IBB and PCD, suggesting that consumers with low price consideration tend to regret their impulsive buying more. The findings provide insights that guide online retail sellers and digital marketers to develop or implement customized strategies based on the intrinsic and extrinsic stimuli that influence customers’ impulsive buying and subsequent post-purchase cognitive dissonance. Full article

In the context of rapid urbanization and the pursuit of the United Nations Sustainable Development Goals (SDGs), particularly SDG 11 (Sustainable Cities and Communities), cities face multifaceted challenges such as high population density, limited green space, ecosystem degradation, and an insufficient supply of ecological products, all of which undermine urban sustainability. As crucial ecological units, urban park green spaces (UPGS) play a vital role in alleviating environmental pressures and providing cultural ecosystem services (CES) that are essential for human well-being and social sustainability. However, systematic insight into how residents perceive and value CES, along with the underlying drivers, remains underdeveloped, impeding the advancement of refined park management practices. Based on 12,083 social media texts, this study employed BERTopic topic modeling to identify five core dimensions of CES perception: recreational services (RS), aesthetic experiences (AE), health-promoting activities (HA), social interactions (SI), and educational services (ES). Additionally, four underlying drivers with corresponding measurable indicators were also identified: residents’ socioeconomic backgrounds (RSB), external built environment of parks (EBE), internal landscape composition (ILC), and quality of services management (QSM). Subsequently, using 313 valid questionnaires and geographic park data, a Partial Least Squares Structural Equation Modeling (PLS-SEM) framework was constructed to analyze the influence mechanisms of EBE, ILC, and QSM on CES perception differences, with residents’ satisfaction with CES serving as the measure of their perceived CES levels. Hierarchical regression analysis was further employed to examine the moderating effects of RSB on these driving pathways. The findings reveal the following: (1) Significant synergies and heterogeneities existed among CES dimensions, with notable synergistic effects observed between AE and SI, as well as between HA and RS. (2) EBE, ILC, and QSM significantly influenced CES perception differences (p < 0.05). EBE affected these differences through pathways such as EBE → ILC → QSM → CES and EBE → QSM → CES. Notably, QSM was identified as the most critical mediating factor affecting CES perception differences. (3) Age exerted a significant positive moderating effect on the QSM → CES pathway, while monthly income showed a marginally significant negative moderating trend on the ILC → QSM pathway. This study elucidates the multi-level driving mechanisms underlying differences in residents’ perceptions of CES in UPGS. A key innovation lies in the integration of large-scale social media text data with questionnaire surveys, combined with the application of the BERTopic model and PLS-SEM to analyze these perceptual differences. The findings offer both theoretical foundations and practical insights for landscape optimization and service enhancement in park planning and management, contributing to the development of more equitable, resilient, and sustainable urban environments. Full article

The healthcare sector contributes approximately 4.4% of global greenhouse gas emissions, yet research on the organizational determinants of sustainable behaviors among healthcare workers remains limited. This study examines how green transformational leadership and ethical climate influence sustainable clinical behaviors among registered nurses, with green psychological climate as a mediator and perceived organizational hypocrisy as a moderator. Data were collected from 760 nurses across 11 public and private hospitals in Jordan using a cross-sectional survey design. Structural equation modeling with bootstrapping was employed to test the hypothesized relationships. The results revealed that both green transformational leadership (β = 0.215, p < 0.001) and ethical climate (β = 0.161, p < 0.001) positively predicted sustainable clinical behaviors. Green psychological climate partially mediated both relationships. Perceived organizational hypocrisy significantly weakened the positive effects of green transformational leadership (β = −0.153, p < 0.001) and ethical climate (β = −0.065, p < 0.01) on sustainable behaviors. The model explained 35.7% of the variance in sustainable clinical behaviors. These findings highlight that fostering sustainability in healthcare requires not only supportive leadership and ethical organizational environments but also authenticity and consistency between stated values and actual practices. The study extends green transformational leadership theory to healthcare settings, integrates ethical climate research with environmental sustainability, and introduces perceived organizational hypocrisy as a critical boundary condition. Practical implications for healthcare administrators seeking to reduce their environmental footprint are discussed. Full article

Tourism Micro, Small, and Medium Enterprises (MSMEs) in underdeveloped regions play a crucial role in driving local economic development and sustaining the tourism ecosystem. Yet they face limitations in innovation capacity and organizational performance. This study aims to develop and test a green innovation model to improve MSME organizational performance and strengthen the tourism ecosystem in East Sumba Regency, Indonesia. This study employed a quantitative approach, collecting data through questionnaires from tourism MSMEs, which were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that green innovation, represented by product value, technology, networking, marketing, and market demand, is positively and significantly associated with organizational performance, which, in turn, is positively associated with perceived ecosystem performance, as reflected in productivity and resilience. These findings support the view that the relationship between green innovation and perceived tourism ecosystem performance operates indirectly and is dependent on strengthening the operational and financial performance of MSMEs. The novelty of this study lies in integrating the empirical PLS-SEM model with an implementation approach, including the development of training modules and the digitalization of learning, in the context of 3T regions (Frontier, Outermost, and Underdeveloped). The limitations of this study include the use of data from a single time period; further research is recommended to use multi-period data to capture the dynamics of change better. Full article

This study investigates the psychological mechanisms underlying tourists’ carbon offset behavior in air travel by distinguishing between offset choice (OC) and offset spending (OS). Grounded in the Value–Belief–Norm (VBN) framework, the model integrates Environmental Value and Literacy (EVL), Green Identity and Social Motives (GISM), Trust and Risk Perception (TRP), Personal Norm Activation (PNA), and Perceived Effectiveness (PEF). Data were collected onsite from 500 international and domestic tourists at Suvarnabhumi International Airport, Thailand, between June and July 2025, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that EVL and GISM significantly enhance both PNA and PEF, which in turn exert strong positive effects on OC and OS. PNA emerges as the strongest predictor of both participation and financial commitment, highlighting the central role of moral obligation in motivating carbon offset behavior. While TRP significantly strengthens personal moral norms, its direct effect on Perceived Effectiveness is not significant, suggesting that trust primarily operates through ethical pathways rather than cognitive evaluations of program effectiveness. By distinguishing between participation decisions and spending behavior, this study extends VBN theory to the context of carbon offsets in aviation and demonstrates the mediating roles of moral norms and Perceived Effectiveness in translating environmental values and social identity into compensatory climate action. The findings offer practical implications for airlines and policymakers, emphasizing the importance of moral framing, transparency, and social identity engagement to promote voluntary carbon offset adoption in emerging carbon markets. Full article

The current real estate market is in disarray, implying that reforms and incorporation of sustainable and green elements are crucial, especially for younger generations. This becomes more vivid for the case of developing countries and the Middle East as there is a growing interest in green living concepts. This study focuses on Turkish young adults and their purchasing intentions of green real estate options in line with the sustainability agenda for Turkish development goals. In this sense, the indirect impacts of greenwashing and perceived value are examined to address the underlying determinants of purchasing intentions. The theoretical setting of the research combines the stimulus–organism–response model and the theory of planned behavior. Through combined purposive and convenience sampling methods and using partial least squares structural equation modeling (PLS-SEM), a total of 203 surveys were analyzed. The results highlight that a well-established green marketing campaign can uplift perceived value, which in turn enhances purchasing intentions during the evaluation process among potential buyers. Greenwashing is a major diminisher for consumers’ intentions as it creates doubt, distrust, and negative emotions, thus creating a mental barrier for forming intentions towards purchasing green housing options. The findings of this research provide both theoretical and practical implications for improving housing options for young adults through empirical analysis of marketing and consumer behavior mechanisms. Full article

Digital sustainable marketing (DSM) is increasingly deployed to convey firms’ environmental initiatives via social media and e-commerce platforms; however, evidence of its effectiveness in influencing green consumer choices (GCC) in emerging markets remains inconclusive. This study investigates whether DSM shapes GCC in Saudi Arabia, both directly and indirectly, through green perceived value (GPV) and green scepticism (GS). Using a cross-sectional survey of 400 Saudi consumers who engage with digital channels and purchase products or services promoted as green or sustainable, the data were analysed using partial least squares structural equation modelling. The results show that DSM is positively associated with GCC (β = 0.280, p < 0.001) and GPV (β = 0.727, p < 0.001), while it is negatively associated with GS (β = −0.470, p < 0.001). In turn, GPV strengthens GCC (β = 0.407, p < 0.001), whereas GS weakens GCC (β = −0.164, p < 0.001). Mediation analyses further confirm significant indirect effects through GPV (β = 0.296, p < 0.001) and through GS (β = 0.077, p < 0.001), indicating concurrent value-enhancing and scepticism-reducing mechanisms. Overall, the findings support a dual-path mediation model in the Saudi context and provide practical direction for digital sustainability campaigns that enhance perceived value while curbing scepticism to encourage greener consumption. Full article

Growing environmental concerns and regulatory pressures are prompting firms to re-examine packaging design to advance sustainability. Focusing on eco-designed retail packaging in the new-style milk tea industry, this study investigates how specific attributes of eco-designed retail packaging influence consumers’ purchase intention. Data were collected from 425 university students in Wuhan. We measured eco-designed retail packaging (ECRP) with a six-dimension scale (functional, aesthetic, eco-materials, eco-information, eco-production, and innovation) and tested the mediating role of green perceived value (GPV) using structural equation modeling (SEM). Results show differentiated effects of ECRP dimensions on GPV and purchase intention. Functional design and clear eco-information increase both GPV and purchase intention, whereas using eco-materials while directly raising purchase intention reduces GPV. Aesthetics and innovation mainly operate through direct enhancement of purchase intention rather than via GPV. GPV mediates part of the effects of functional attributes, eco-materials, and eco-information on purchase intention. The findings imply that optimizing functionality, information clarity, and material choices in eco-designed retail packaging can simultaneously elevate GPV and purchase intention. As green packaging becomes an industry imperative, this study provides theoretical and practical guidance for sustainable packaging innovation and green industry development. Full article

This study explores the factors that influence Gen Z consumers’ green purchasing behavior, addressing a gap in current research by combining the Theory of Planned Behavior, the Theory of Consumption Values, and Generational Theory, and applying them to the touristic accommodation context. Based on a quantitative survey of Gen Z tourists from Spain, Norway, and Lithuania, the study examined traditional constructs of the Theory of Planned Behavior alongside subjective knowledge, environmental consciousness, perceived value, and green trust. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results indicate a significant role for price-based functional value and emotional value in shaping Gen Z’s attitudes toward sustainable accommodation. Furthermore, subjective knowledge and environmental consciousness strengthen green trust, which in turn contributes to a more positive attitude toward sustainable touristic options. Attitude, subjective norms, and perceived behavioral control significantly predict behavioral intention, while both perceived behavioral control and behavioral intention directly influence actual purchasing behavior. The findings suggest that tourism marketers should focus on enhancing price-related and emotionally meaningful value propositions, while also fostering trust through clear communication of environmental performance. Overall, the study offers a comprehensive understanding of the drivers behind Gen Z’s sustainable accommodation choices and provides practical implications for promoting environmentally responsible tourism. Full article

This study investigates the different mechanisms through which environmental disclosure and green accounting practices influence investment attractiveness in an emerging market context. Drawing on legitimacy theory and the resource-based view, we examine whether these environmental accountability mechanisms create value directly or through enhanced sustainability performance. Using survey data from 290 non-financial firms listed on the Saudi Stock Exchange, we employ partial least squares structural equation modeling to test a mediated-moderation model within the Saudi Vision 2030 framework. The results reveal differentiated value-creation pathways: environmental disclosure affects investment attractiveness indirectly through sustainable economic outcomes (full mediation; indirect effect β = 0.121, p < 0.001), while green accounting demonstrates both direct (β = 0.237, p < 0.001) and indirect effects (β = 0.091, p < 0.01), indicating partial mediation. Both practices are positively associated with sustainable economic outcomes (β_ED = 0.290, β_GA = 0.219, p < 0.001), which in turn are positively related to investment attractiveness (β = 0.416, p < 0.001). Unexpectedly, Vision 2030 alignment shows no significant moderating effect (β = 0.042, p = 0.498), suggesting that the sustainability–investment relationship is not significantly conditioned by perceived alignment with the national strategic framework in this sample. The model explains 25.7% of the variance in investment attractiveness and 20.0% of that in sustainable economic outcomes, indicating moderate explanatory power. These findings contribute to the environmental accounting literature by suggesting that internal management-oriented practices may be more closely associated with investment attractiveness than disclosure transparency alone. Overall, the results indicate that green accounting systems are associated with investment attractiveness, while environmental disclosure appears to require observable sustainability performance to be reflected in investment perceptions, offering measured implications for corporate strategy and regulatory policy in sustainability transitions. Full article

With the increasing prominence of sustainable consumption and the rising influence of Generation Z in the fashion market, secondhand fashion e-commerce platforms have become essential carriers of green fashion. Although AI-assisted recommendation mechanisms are widely embedded in these platforms, their psychological and behavioral effects on users’ continuous use and social engagement remain insufficiently examined. To address this gap, this study incorporates the Stimulus–Organism–Response (SOR) framework to investigate the psychological reaction pathways and behavioral intentions of Generation Z users within Human-AI Collaboration-enabled green e-commerce environments. Three AI-driven service stimuli—Human-AI Collaborative Recommendation Perception, AI Interaction Transparency, and Perceived Personalization—were conceptualized as stimulus variables; Psychological Immersion, Emotional Triggering, Cognitive Engagement, and Platform Trust were modeled as organism variables; and Continuous Use Intention and Social Sharing Intention served as behavioral response variables. Based on 498 valid samples analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results demonstrate strong empirical support for all proposed hypotheses. Specifically, AI-driven stimuli significantly and positively influence psychological responses, which subsequently strengthen users’ continuous usage and social sharing intentions. This research provides theoretical insights for developing Human-AI Collaboration-enabled service systems that balance efficiency and emotional resonance on green e-commerce platforms, and offers practical implications for promoting sustainable fashion values among younger consumers. Full article

Although green housing is widely regarded as an effective solution to energy and environmental challenges, its actual rate of adoption remains lower than expected. In the context of increasingly prominent sustainable development goals, promoting residents’ adoption of green housing has become a key issue in advancing sustainable transformation within the housing sector. Consequently, enhancing residents’ willingness to adopt green housing is critical to its broader diffusion. Drawing on diffusion of innovation theory, attitude theory, and perceived value theory, this study develops a multidimensional integrated model to identify factors influencing the adoption of green housing. The model examines how the innovation attributes of green housing and residents’ psychological evaluations jointly shape adoption intention. A questionnaire survey was conducted among 387 residents in Nanjing, China, and the data were analysed using partial least squares modelling. The results indicate that the five attributes derived from diffusion of innovation theory are significant antecedents of residents’ attitudes. Relative advantage, compatibility, trialability, and observability exert significant positive effects on residents’ attitudes toward adopting green housing, with relative advantage emerging as the most influential factor. Complexity has a negative, though comparatively weaker, effect on residents’ attitudes toward green housing adoption. Residents’ attitudes and perceived value are identified as significant predictors of green housing adoption intention. These findings contribute to a clearer understanding of residents’ green housing adoption intentions for both researchers and practitioners. More importantly, the study offers general policy and managerial implications for governments and developers seeking to enhance the uptake of green housing. Full article

The global demand for argan oil has grown considerably in recent years, creating economic opportunities while raising concerns about ecosystem degradation and the sustainability of production systems. To support long-term viability, several initiatives have promoted environmentally friendly practices and fair value-chain models. However, the effective market integration of these initiatives depends on understanding consumer behavior and preferences toward sustainable products. This study aims to identify the determinants influencing consumers’ purchase intention for sustainable argan oil using an extended framework of the Theory of Planned Behavior (TPB). A structural equation modeling approach was applied to analyze responses from adult consumers with a minimum education level of secondary education. The results show that consumer attitude, perceived behavioral control, and willingness to pay have significant positive effects on purchase intention, while ecological literacy exerts an indirect influence through attitude, social norms, perceived behavioral control, and willingness to pay. In contrast, ecological literacy has no significant direct impact. These findings improve the understanding of behavioral mechanisms underlying green product consumption and offer insights into designing marketing strategies that align with sustainability values and promote responsible consumer choices. Full article