Search Results (148)

This research utilised Value–Belief–Norm theory (VBN) to develop a conceptual framework to test the impact of environmental consciousness on green purchasing behaviour through financial attitude. In addition, this study tested the moderating role of price sensitivity and greenwashing on the indirect impact of environmental consciousness on green purchasing behaviour through financial attitude among consumers in Egypt and Jordan. The study employs a cross-sectional questionnaire using a Likert scale to collect 828 and 776 valid responses from Egypt and Jordan, respectively. The data were analysed using Structural Equation Modelling (SEM). The results revealed that financial attitude positively mediates the link between environmental consciousness and green behaviour, while price sensitivity and greenwashing significantly moderate the indirect relationship between environmental consciousness and green purchasing behaviour through financial attitude in both Egypt and Jordan. The study extends VBN through contextualising its abstract ideas into the research variables and testing it in two developing economies. In addition, it enhances understanding of the barriers to and enablers of green purchasing behaviour and offers actionable recommendations for businesses to improve the transparency and affordability of green products, while guiding policymakers on designing targeted incentives and regulations to foster sustainable consumption. Full article

This study integrates the Theory of Planned Behavior and the Theory of Consumption Values through a mixed-methods approach (structured interview and structural equation model) to investigate cross-platform disposal behaviors for idle clothing on social media and second-hand platform ecosystems. The study reconstructs traditional theoretical variables: psychological motivation dimension (platform-enabled green attitude, social circle environmental demonstration, and cross-platform behavioral control) and perceived value dimension (functional integration value perception, socialized emotional empowerment, and community identity value). Key findings: Cross-platform behavioral control is the strongest predictor of behavioral intention. In the value dimension, emotional value has the strongest direct impact on disposal intentions, functional integration is key to enhancing behavioral control, and community identity value most significantly impacts the platform-enabled green attitude and the social circle environmental demonstration. Finally, proposing a governance framework of “technological empowerment–emotional resonance–identity motivation”, offering theoretical foundations for optimizing platform interoperability and formulating digital environmental policies. Full article

The dissemination and practice of green consumption behavior is an important issue in promoting sustainable development. With the advent of the digital age, social media platforms have become an important channel for promoting green consumption. The expression of language style has become an increasingly important factor influencing consumer attitudes. From the perspective of consumer perception, this study used three situational simulation experiments (n total = 304) to explore the mechanism by which the “Versailles Literature” language style impacts the feelings and behaviors of audiences of the green consumption behavior of the poster, and to examine the mediating roles of ostentation perception and hypocrisy perception. Data analysis was conducted using SPSS. The research findings showed that, compared with “non-Versailles Literature”, this style significantly reduces positive attitudes toward green consumption while increasing perceptions of bragging and hypocrisy. Furthermore, the strength of social ties between the consumer and the poster plays a moderating role in the effect of language style; specifically, when posts come from strangers, consumers perceive a stronger sense of bragging and hypocrisy. The research results will provide practical guidance for individuals and enterprises to effectively promote the concept of green consumption on social media, helping enterprises avoid the negative reactions brought about by conspicuous green consumption behaviors and exaggerated or false promotion of environmental behaviors, such as “greenwashing”. Full article

As part of the global endeavor to encourage sustainable urban growth and lower carbon emissions, Hail City is leading the way in implementing cutting-edge technologies with which to improve its urban infrastructure. Initiatives for energy resilience and the environment heavily rely on shifting to electric vehicles (EVs). This work describes the strategic planning required to implement a network of solar charging stations and analyzes the parameters that affect this, supporting cleaner transport options. In addition to meeting the growing demand from an increased number of EVs, constructing a network of solar charging stations positions the city as a leader in integrating renewable energy sources into urban areas. A solar electric vehicle charging station (EVCS) will also be designed. This study highlights a competitive attitude in establishing international standards for sustainable practices and critically examines the technical factors affecting the required charging stations. Regarding the latter, the following results were obtained. The ideal number of station slots is 200. Less efficient vehicles with higher consumption rates require a more comprehensive charging infrastructure, and increasing the charging power leads to an apparent decrease in the number of stations. The influence of battery capacity on the required NSs is limited, especially at charger power values above 30 kWh. By taking proactive measures to address these factors, Hail City hopes to improve its infrastructure effectively and sustainably, keeping it competitive in a world where cities are increasingly judged on their ability to adopt new technology and green projects. A solar station was designed to supply the EVCS with a capacity of 700.56 kWp. Full article

This study examines how Chinese tourists perceive the value of sustainable practices implemented in five-star hotels in Phuket, Thailand, through the lens of the perceived value theory and the service experience framework. While luxury hotels increasingly adopt green initiatives, research exploring how tourists evaluate these efforts across the full guest journey is limited. Addressing this gap, this study aimed to examine how attitudinally distinct tourist segments perceive sustainable practices across three service stages: pre-consumption, consumption, and post-consumption. A cross-sectional survey of 400 Chinese tourists was conducted, applying k-means clustering to segment respondents by sustainability attitudes, followed by multi-group structural equation modeling. Two segments emerged: environmentally engaged travelers and conventional comfort travelers. The results indicate that the emotional value dominates during the stay, the functional value drives pre-stay decisions, and the ethical/social value shapes post-stay reflections. Environmentally engaged tourists were more responsive to ethical and social cues. The findings highlight sustainability as a multidimensional, stage-specific construct moderated by guest attitudes. Theoretically, this research extends perceived value frameworks by mapping sustainability perceptions across the guest journey. Practically, it offers actionable insights for hotel managers seeking to design value-aligned green strategies and segmented communication. Tailoring sustainability initiatives to tourist profiles can enhance satisfaction, loyalty, and advocacy in the luxury hospitality sector. Full article

Green leadership is often praised for promoting sustainability, while hospitals in reactive or resource-constrained contexts lack the infrastructure to support leadership-led environmental change, indicating that leadership without operational capacity offers little impact. Moreover, the inconsistencies between green human resource practices and environmental performance suggest that green leadership might lead to symbolic gestures rather than real improvements without a robust environmental culture or internal accountability systems. Amid intensifying environmental regulations and sustainability mandates in healthcare, this study investigates how green transformational leadership addresses the contradiction between hospitals’ resource-intensive operations and environmental accountability. Drawing on Dynamic Capabilities Theory (DCT), the research highlights policy-driven imperatives for hospitals to build adaptive leadership models that meet sustainability goals. Using data from 312 junior doctors and nurses in private hospitals, analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM), the study identifies green attitude, green empowerment, and green self-efficacy as key mediators in enhancing environmental performance. Contributions of this study include (1) applying DCT to healthcare sustainability, (2) integrating psychological drivers into leadership–performance models, and (3) emphasizing nurses’ pivotal roles. The results of the study indicate that leaders who prioritize sustainability inspire staff to adopt eco-friendly practices, aligning with SDG 3, i.e., good health and well-being; SDG 12, i.e., responsible consumption and production; and SDG 7, i.e., affordable and clean energy. The findings provide actionable insights for hospital administrators and policymakers striving for environmentally accountable healthcare delivery. Full article

This study investigates the determinants of eco-buying behavior by drawing from the Theory of Planned Behavior (TPB) and considering green consumption values and prosocial attitudes. Using a cross-sectional survey of 436 adults in the UK and employing a two-step analysis with Partial Least Squares Structural Equation Modelling (PLS-SEM) and Necessary Condition Analysis (NCA), this research examines both sufficient and necessary conditions for sustainable purchasing behavior. The findings reveal that green consumption values and social influence are positively associated with green buying behavior, with green consumption values exerting the strongest influence. Conversely, prosocial attitudes and perceived behavioral control show no significant direct effects, yet age moderates the relationship between prosocial attitudes and green buying behavior. Moreover, NCA identifies green consumption values and perceived behavioral control as necessary conditions at specific thresholds, underscoring their importance in fostering high levels of green buying behavior. Additionally, a logarithmic relationship is observed between green consumption values and green buying behavior, suggesting diminishing returns at higher levels of green consumption values. Notably, the influence of green consumption values on green buying behavior is stronger among older individuals (35+), highlighting age-based differences in sustainable consumption. By integrating both sufficient and necessary conditions, this research addresses the attitude-behavior gap in sustainable consumption, offering novel insights into the roles of intrinsic values and social influences. These findings challenge established constructs like perceived behavioral control and highlight the relevance of advanced analytical methods in sustainable consumer research. The study contributes theoretical insights and practical implications for sustainable marketing strategies targeting value-driven consumers. Full article

Understanding the drivers of green consumption behavior is crucial for promoting sustainable practices among households. This study explores the key factors influencing green consumer behavior, including environmental awareness, subjective norms, attitudes, green promotional activities, and household characteristics. By examining their interactions and the mediating role of consumer intention, this research provides a comprehensive perspective on how these elements shape household consumption choices. These findings highlight the significant impact of environmental awareness and subjective norms on shaping green consumer intentions, which, in turn, drive actual behavior. This study offers insights for policymakers and businesses to design targeted strategies that encourage sustainable consumption habits. Practical implications include the need for awareness campaigns, community engagement, and supportive policies to foster green consumer behavior. Full article

The rapid expansion of digital platforms has significantly influenced consumer purchasing behaviors, particularly in the agri-food sector. Therefore, this paper investigates the key factors driving customers’ intention to use green agri-food delivery apps (GAFDAs) by integrating trust and electronic word of mouth (eWOM) into the Theory of Planned Behavior (TPB) framework. Additionally, this study examines gender as a moderating variable, assessing whether its influence alters the relationships between key determinants and behavioral intention. Data were collected from 252 Algerian consumers, and the proposed model was tested using SmartPLS 4 and SPSS 26.0. The results confirm that attitude, subjective norms, perceived behavioral control (PBC), trust, and eWOM positively and significantly influence the intention to use GAFDAs, with PBC emerging as the strongest predictor. Moreover, gender moderates the effect of trust on behavioral intention, with trust significantly influencing men’s adoption decisions but not those of females. In contrast, subjective norms and PBC are stronger predictors for female consumers. These findings highlight the importance of gender-specific marketing strategies to enhance GAFDA adoption. This study contributes to the literature by extending TPB with trust, eWOM, and gender moderation, offering valuable insights for marketers, policymakers, and app developers promoting sustainable food consumption. Full article

The main objective of this study was to investigate European consumers’ intentions to purchase cosmetics and detergents with green ingredients made from recycled CO₂. Aiming to better understand both moral and practical criteria of consumers’ intentions, a combination of the Values-Beliefs-Norms and the Theory of Planned Behaviour models served as the basis of this study’s theoretical framework. The combination was extended with risk perception about global warming, scepticism and media influence. Online interviews were conducted with stratified samples based on gender and age distributions in France, Germany, Greece and Spain. Structural equation modelling and moderation analyses were employed to analyse the data. The results indicated that consumption intentions are generated by consumers’ biospheric values and a sequence of risk perception, awareness of consequences, and ascription of responsibility while they are directly determined (in declining order) by perceived behavioural control, personal norms, attitudes and subjective norms. Subjective norms indicated additional indirect impacts on consumption intentions through personal norms and ascription of responsibility. Moderation also indicated that the relationship between perceived behavioural control and consumption intentions is stronger in consumers, who are less sceptical towards ecological claims on packaging, while the relationship between personal norms and consumption intentions is stronger in consumers, who are less influenced by advertisements. Theoretical, managerial and social implications were derived from the results. Full article

Researchers and companies are placing increasing importance on sustainability to fight climate change. This study analyzes the sustainability of hotel installation, photovoltaic (PV) solar panels, and the transition from traditional lighting to light-emitting diode (LED) bulbs. The results show that for the PV system, the NPV (net present value) varied between 3191 and 11,959 kTND/kW and that the installation of PV panels has a positive NPV of 100% in the case of a high market scenario and 79–84% in the case of a scenario with reduced market activity. Regarding energy optimization, the use of LED bulbs generates an NPV of 346 to 713 TND/bulb, depending on self-consumption and the cost of electricity. Ecological studies show that installing PV panels would reduce carbon dioxide emissions by 424 gCO2eq/kWh, or 61 tCO2eq/year. Furthermore, social evaluations have shown the importance of the use of renewable energy from an energy optimization point of view for the ecological transition. In conclusion, green investments improve the sustainability of hotels. However, to fully exploit this potential, a change in consumer attitudes is needed. Hotels must continue to promote their sustainability efforts while making their guests aware of the importance of making eco-friendly choices. Only a combined approach, involving both hoteliers and guests, will achieve a sustainable transition in the hotel sector. The objective of this article is therefore to examine the multidisciplinary interactions between photovoltaic solar energy and sustainable development by highlighting the inherent opportunities of this multidisciplinary approach for their success in the hospitality sector. Our methodological approach therefore combines a theoretical and a numerical study. These studies play a major role in energy transition projects due to their economic, environmental, technical, and technological contributions, which proves the importance of the multidisciplinary approach to address the energy transition in a holistic way. Full article

Sustainable development purposes require strong emphasis on green food promotion as an essential component. The decision-making process of Generation X members toward green food consumption creates important effects on both personal health and environmental sustainability and social programs and economic stability. This research examines environmental self-identity and environmental values as predictors of green food consumption intentions with analysis of attitude and relevant intermediate factors that include personal standards as well as perceived control over behavior. The researcher gathered data through convenience sampling from 480 Chinese Generation X participants. Statistical analysis followed the pretest to perform assessments for reliability and validity testing. Structural equation modeling (SEM) processed the data while validating confirmatory factor analysis and path analysis testing. Data analysis demonstrates that environmental values directly drive green food consumption intentions. These values operate through two key pathways: (1) shaping positive attitudes toward green food, and (2) reinforcing subjective norms and perceived behavioral control. These mechanisms collectively promote pro-environmental choices with measurable ecological and social benefits. The research shows self-identity as an environmental entity positively affects green food consumption because it strengthens users’ self-belief as eco-conscious consumers leading to intensified attitudes and subjective norms and perception of behavior control. The research enriches the TPB (theory of planned behavior) by proving that environmental attitudes respond to environmental factors including social environments along with economic capacity and living conditions to shape generation X consumers’ intentions to buy green food. The findings advance sustainable consumption theories by revealing generation-specific behavioral mechanisms, while providing actionable insights for designing targeted green marketing strategies and policy interventions. Full article

(1) Background: With the growing severity of global environmental issues and increasing consumer health consciousness, green consumption has become a prominent focus in both research and practice. However, studies on the mechanisms of health consciousness and environmental awareness influencing the purchase intentions of sports enthusiasts toward sustainable sports products remain relatively limited. This study investigates how health consciousness and environmental awareness impact the green consumption behavior of sports enthusiasts through psychological pathways, including attitude, subjective norm, and perceived behavioral control, aiming to reveal their underlying mechanisms. (2) Methods: Based on the extended Theory of Planned Behavior (TPB), this study developed a theoretical model incorporating health consciousness and environmental awareness. Data were collected via a questionnaire survey, yielding 407 valid responses. The sample was gender-balanced (52.8% male, 47.2% female), predominantly consisting of young individuals aged 26–35 (44.7%) and 18–25 (28.0%), with primary occupations being company employees/managers (46.2%) and students/teachers (25.3%). The collected data were analyzed using SPSS and AMOS software to systematically evaluate the research hypotheses and the model’s applicability. (3) Results: The model exhibited excellent fit indices, with a χ²/df value of 2.129, an RMSEA value of 0.053, an RMR value of 0.029, and GFI, CFI, NFI, and NNFI values all exceeding 0.90, indicating that the model structure adequately explained the relationships among latent variables. All research hypotheses were significantly supported (p < 0.01), demonstrating that health consciousness and environmental awareness not only directly influence purchase intentions but also exert significant indirect effects through attitude, subjective norm, and perceived behavioral control. (4) Conclusions: Health consciousness and environmental awareness are critical drivers of sports enthusiasts’ purchasing behavior for sustainable sports products. This study deepens the understanding of the mechanisms underlying green consumption behavior and offers practical implications for related businesses. Companies should enhance product healthiness and environmental friendliness while optimizing consumer psychological perceptions to increase purchase intentions. Full article

The rising interest in organic products aligns with a global push for sustainable development, notably through initiatives like the European Green Deal introduced by the European Commission. In Romania, although organic farming and product consumption are increasing, they remain well below the EU averages. This study explores Romanian consumers’ and non-consumers’ perceptions and attitudes toward organic products in a contemporary context shaped by post-COVID-19 adjustments and geopolitical tensions. By developing consumer profiles, the study provides insights to help manufacturers and sellers diversify their strategies such as to meet the EU Green Deal targets. Data were collected from 833 respondents using an online survey and then analyzed with SPSS 23.0. The sample is more representative of young, well-educated, urban residents and, therefore, not fully representative of the entire Romanian population. Descriptive statistics revealed socio-demographic profiles and means for variables reflecting consumer attitudes toward organic products. Exploratory factor analysis with Varimax rotation identified core dimensions among variables and cluster analysis was used to identify different consumer groups. Findings show that typical organic product consumers are younger, well educated, and value quality, reflecting a commitment to sustainable choices. However, high prices are the main barrier to market growth, deterring many potential consumers. Additionally, there is considerable skepticism about organic foods, with doubts about their advantages over conventional products, and a lack of information limits consumer understanding of organic product benefits. These obstacles hinder broader adoption of organic foods in Romania. Future public policies should better support organic market chains to promote the positive externalities of such products such as to meet the ambitious EU Green Deal targets. Full article

The 2024 Report on the Work of the Chinese Government promotes trade in consumer goods and green consumption. Therefore, better understanding is needed of consumer attitudes and behaviors toward environmental protection and sustainable development. The relationships among future orientation, construal level, and green consumption were explored using a delayed-effect design to conduct two surveys at one-month intervals with 160 participants (100 women and 60 men). The results showed that (1) future orientation positively predicted green consumption intention and green consumption behavior, and (2) the construal level significantly moderated the influence of future orientation on green consumption. Specifically, a high construal level and high future orientation predicted the greatest green consumption intention, green consumption behavior, and green consumption decisions, while at a high construal level, future orientation positively predicted green consumption intention and behavior, with a greater tendency to purchase environmentally friendly rather than hedonic products. At a low construal level, future orientation had no significant effect on green consumption intention, behavior, and intention to purchase environmentally friendly products. This study is important for promoting public awareness of the importance of green consumption and encouraging green consumption behaviors to achieve the goals of sustainable development and protect the environment and social well-being. Full article